Trends Report

Build An Engagement Strategy For Europe's Social Snackers

Aim For Social Depth Marketing And Audience Interaction Habits Using Social Technographics®

August 6th, 2014
With contributors:
Luca Paderni , Nate Elliott , Samantha Merlivat

Summary

European online consumers are more reserved in social channels compared with other markets; we say they "snack" in social channels because they treat the channels as interesting but nonessential. Their social behavior also differs considerably market to market. This doesn't mean that marketers in Europe should ignore or neglect social channels for integrated marketing strategies; tremendous opportunities exist for well-planned strategies that map to Europeans' preferences. This report shares Forrester Social Technographics® data on Europeans' social media activities and offers advice for how marketing leaders can use sources of data like these to build sound strategies for social channels in European markets.

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