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For B2C Marketing Professionals

Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them

Landscape: The Social Marketing Playbook

July 20, 2018


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This is the Landscape report in The Social Marketing Playbook For 2019.

Why Read This Report

The question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers on social media? Forrester's Social Technographics model helps you understand your customers and reveals whether your audiences use social media to interact with brands, in what part of the customer life cycle they use social media, which social behaviors they exhibit, and on which types of social sites they engage in those behaviors. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new data.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • To Succeed In Social Media, Study Your Audience
  • Remember — Not All Social Networks Are Created Equal
  • Uncover Your Company's Social Behaviors Beyond Marketing
  • Recommendations

  • Use Social Technographics Throughout The POST Process
  • Supplemental Material
  • Related Research Documents

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