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  • Report Twitter Automatic Messages: Easy But Dangerous

    Poorly Used Auto DMs Decrease Affinity And Engagement On Twitter
    December 6, 2010 | Augie Ray

    The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send...

  • Report Twitter's New Interface Will Drive More Reach For Marketers

    Twitter Fuels Future Growth By Focusing On Consumption
    September 14, 2010 | Augie Ray

    Twitter has just announced a major redesign of its Web site interface, one that will improve usability and increase engagement with tweets. We just sat down with Twitter CEO Evan Williams and COO...

  • Report European Social Retail Is A Work In Progress

    June 25, 2010 | Patti Freeman Evans, Lauriane Camus

    Social media is transforming the way European online buyers interact with each other and consume content. Online buyers are using social media to connect with their peers and, to a much lesser...

  • Report Peer Influence Analysis

    Mass Influencers Are The Key To Achieving Scale In Social Media Marketing
    April 20, 2010 | Josh Bernoff, Augie Ray

    For marketers seeking the sort of reach offered by advertising, social media has posed a challenge. Based on our surveys, we now know that people in the US generate more than 500 billion online...

  • Report China Key IT Trends 2010

    March 16, 2010 | Gene Cao, Bryan Wang

    This document covers the key trends and dynamics in the China IT market prevalent in 2009, along with a preview of the top trends that will shape the domestic market in 2010 for vendor strategists....

  • Report Tapping The Entire Online Peer Influence Pyramid

    Marketers Must Leverage The Three Tiers Of Online Peer Influence
    February 26, 2010 | Augie Ray

    There are three types of influencers in the Peer Influence Pyramid, and all three have value (and pose risks) for your brand and marketing efforts. Elite Social Broadcasters have wide reach and...

  • Report TechRadar™ For eBusiness And Channel Strategy Professionals: Social Commerce, Q1 2010

    Which Social Tools Make The Most Sense For Web Businesses And Why
    February 25, 2010 | Sucharita Kodali

    Forrester's TechRadar is a framework that helps decision-makers prioritize investments in the tools and technologies that underlie a given discipline. Social commerce, which comprises the social...

  • Report How To Sponsor Conversations The Right Way

    Leveraging Influential Endorsements Amid FTC Regulations
    February 3, 2010 | Sean Corcoran

    The Federal Trade Commission's "Guides Concerning the Use of Endorsements And Testimonials in Advertising" has been updated to regulate endorsements through blogger relationships, as well as...

  • Report How eBusiness Firms Use Social Tools To Connect With Customers

    January 7, 2010 | Elizabeth Davis, Carrie Johnson

    As consumers increasingly use social media to connect with each other and with brands, eBusiness executives seek to understand how — and if — these tools can drive online sales and service. To see...

  • Report Top Social Computing Predictions For 2010

    Social Computing Gains Credibility And Accountability
    December 18, 2009 | Emily Riley

    In 2009, the majority of interactive marketers tested Social Computing tactics, ranging from Facebook pages to blogs and communities. In 2010, marketers will move out of test phase and treat Social...

  • Report Who Flocks To Twitter?

    December 12, 2009 | Sean Corcoran, Josh Bernoff

    Eight percent of US online adults post and read updates on Twitter at least monthly, while another 4% read but don't post. While modest, both of these groups will prove powerful for marketers to...

  • Report How The Recession Changes Social Behavior

    December 9, 2009 | Sean Corcoran

    Twenty-two percent of US online adults told us they've upped their usage of social applications and now use tools like reviews, blogs, and social networks more due to the recession. These social...

  • Report Executive Q&A: Using Twitter For eBusiness

    Answers To eBusiness Professionals' Questions At Forrester's Consumer Forum 2009
    December 8, 2009 | Diane Clarkson, Elizabeth Stark

    Twitter — a social networking and microblogging service — was a hot topic of discussion at Forrester's Consumer Forum 2009. At the eBusiness track session "How Twitter Can Influence eBusiness,"...

  • Report How European Teens Consume Media

    Understanding The Impact Of The Media Meltdown On 12- To 17-Year-Olds
    December 4, 2009 | Nick Thomas

    Understanding teenage behavior is an eternal challenge, not only for parents but also for content providers and product managers trying to engage them. In terms of their media consumption, teens...

  • Report Lessons From Online Consultation In Australia

    Organizations Worldwide Can Learn From Recent Experiments
    November 6, 2009 | Steven Noble

    Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but...

  • Report Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

    November 4, 2009 | Nate Elliott

    To create excitement around the start of the 2009 Stanley Cup Playoffs, the National Hockey League (NHL) worked with fans to organize a series of tweet-ups that took place simultaneously around the...

  • Report Three Steps To Measuring Social Media Marketing

    A Measurement Framework Based On Objectives, Not Technologies
    October 29, 2009 | Nate Elliott

    Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers...

  • Report Targeting Europe's Eco-Friendly Consumers

    October 29, 2009 | Emily Riley

    Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in...

  • Report Using Twitter As A Customer Service Channel

    October 14, 2009 | Diane Clarkson

    Twitter has the potential to change its users' expectations for customer service and how companies interact with these customers. Twitter's instantaneous and personal dialogue is proving to be a...

  • Report Case Study: Social Media Helps Toyota Communicate Complex Attributes Of New iQ

    September 9, 2009 | Rebecca Jennings

    Faced with the challenge of communicating the complex, advanced features of a new vehicle — the iQ — Toyota supplemented more traditional online and offline marketing with social media activities...

  • Report How Mobile Handsets Will Deliver 24x7 Social Computing

    Building The Dominant Device For Media Creation
    August 6, 2009 | Ian Fogg

    On mobile phones, people's work and personal lives collide 24x7. Mobile phones are ever-present, 24x7, whatever the situation. Therefore, they're the ideal devices to share social content or catch...

  • Report Technographics® Insight: Internet Usage And Online Activities Across Asia Pacific Markets

    May 18, 2009 | Reineke Reitsma

    This Technographics Insight takes a look at Internet uptake in Asia Pacific markets. It examines Internet adoption across countries, the profile on online consumers, and their activities online.

  • Report How Twitter Can Influence eBusiness

    Assessing The Twitter Opportunity For Retail And Travel eBusiness
    May 14, 2009 | Diane Clarkson

    Twitter — a social networking and micro-blogging service — is growing at an extraordinary speed. Twitter facilitates an instantaneous and informal conversation between consumers and companies. It...

  • Report The Social Tools Consumers Want From Their Favorite Brands

    April 16, 2009 | Josh Bernoff, Cynthia N. Pflaum

    More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion...

  • Report The Social Technographics® Profile Of European Baby Boomers

    Reaching Older Consumers Through Social Media
    April 10, 2009 | Rebecca Jennings

    Interactive marketers already know that young consumers are very engaged in social media but often fail to appreciate that social tools can be an effective mechanism to reach older users. More than...

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