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The Social Marketing Playbook For 2016

Master The Next Wave Of Social

For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

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  • For B2C Marketing Professionals

    Report Brief: Choose From Four Approaches To Build Your Community

    Plan For Community Success Across The Customer Life Cycle
    April 29, 2016 | Erna Alfred Liousas

    The word "community" invokes a measure of confusion among B2C marketers. This brief explores the meaning of community, and provides examples of companies successfully using communities across the...

  • For B2C Marketing Professionals

    Report Maximize Walled Gardens Without Sacrificing Customer Intelligence

    Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity
    April 27, 2016 | Samantha Merlivat

    A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook...

  • For B2C Marketing Professionals

    Report Forrester Data Social Media Forecast, 2016 To 2021 (Europe)

    ForecastView Spreadsheet
    April 22, 2016 | Vishal Varshney

    Part of our global social media forecast, this forecast details social media users and social media advertising spend in Europe. It breaks down spending by device, such as mobile and PC. It also...

  • For B2C Marketing Professionals

    Report Forrester Data Social Media Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    April 20, 2016 | Vishal Varshney

    Part of our global social media forecast, this forecast estimates both the number of social media users in the US and the social media spending by the type of device: mobile and PC. We also segment...

  • For B2C Marketing Professionals

    Report Brief: Facebook Messenger Bets On Bots

    Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms
    April 15, 2016 | Thomas Husson

    Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

  • For B2C Marketing Professionals

    Report Forrester Research Social Media Forecast, 2016 To 2021 (Global)

    ForecastView Spreadsheet
    April 7, 2016 | Vishal Varshney

    Ad spending on social media continues to grow at an impressive rate and is taking an increasing share of marketers’ interactive marketing budgets. While engaging formats on mobile and better...

  • For B2C Marketing Professionals

    Report Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook
    March 15, 2016 | Melissa Parrish

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

  • For B2C Marketing Professionals

    Report Benchmark Your Social Marketing Efforts

    Benchmarks: The Social Marketing Playbook
    February 17, 2016 | Erna Alfred Liousas

    This report details avid marketers' current and planned social media usage across 11 social networks, and their satisfaction with 10 social tactics. B2C marketers should use this benchmark report...

  • For B2C Marketing Professionals

    Report Reset Expectations For Ads On New Social Sites

    As Social Advertising Promises Surge, Marketers Temper Expectations
    February 17, 2016 | Jennifer Wise

    Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C...

  • For B2C Marketing Professionals

    Report Brief: Capture Customers With Click-To-Call

    February 16, 2016 | Collin Colburn, Shar VanBoskirk

    Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid...

  • For B2C Marketing Professionals

    Report Benchmarking Social Marketing Efforts In Asia Pacific In 2015

    Marketers Must Accelerate Adoption Of Mobile Messaging Apps
    January 28, 2016 | Clement Teo

    B2C marketers in Australia, India, Indonesia, and Singapore are fast adopting social platforms to engage with customers. Forrester's first Asia Pacific Social Marketing Benchmark examines key...

  • For B2C Marketing Professionals

    Report Brief: Unleash Social's True Value By Extending Your Focus Beyond Brand Monitoring

    Learn From Asia Pacific Firms Using Social Media To Build Lasting Customer Relationships
    January 28, 2016 | Clement Teo

    Asia Pacific marketers are missing out on valuable social marketing opportunities, such as providing proactive social care and building social relationships, by limiting its usage mostly to...

  • For B2C Marketing Professionals

    Report Benchmarking Social Marketing Efforts In China In 2015

    WeChat Earns The Top Spot In Both Adoption And Marketer Satisfaction As LinkedIn Enters The Chinese Market
    January 21, 2016 | Xiaofeng Wang

    B2C marketers in China continue to invest in social marketing even though most don't know how their company's efforts stack up against the competition. Two years ago, we published a report...

  • For B2C Marketing Professionals

    Report Organize To Boost Social Marketing Potential

    Organization: The Social Marketing Playbook
    January 19, 2016 | Erna Alfred Liousas

    Have you finally gotten your company to embrace social marketing, but struggle to scale its impact? Is social marketing trapped in one function or business unit? Organizational challenges are the...

  • For B2C Marketing Professionals

    Report Build Customer Relationships With Social Customer Care

    Customer Conversations Are The Gateway To Social Relationships
    December 17, 2015 | Erna Alfred Liousas

    How can B2C marketers provide value for customers within social media and cultivate a relationship with them? This report explains how social customer care can help customers in their time of need...

  • For B2C Marketing Professionals

    Report Take Three Steps Toward Social Success

    Adopt The Social Technographics® Model To Develop The Right Social Strategies And Tactics In China
    December 11, 2015 | Xiaofeng Wang

    B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's...

  • For B2C Marketing Professionals

    Report The European Online Display And Social Media Advertising Forecast, 2015 To 2020

    Advertisers Increase Their Investments In Video And Mobile Ads As Media Consumption Evolves And Targeting Accuracy Improves
    December 9, 2015 | Samantha Merlivat

    European marketers' investments in online display and social media advertising will continue to grow at a double-digit rate between 2015 and 2020. Combined, they will grow at 18.7% annually over...

  • For B2C Marketing Professionals

    Report Brief: Facebook (Still) Dominates Teens' Social Usage

    Kids May Not Think It's Cool, But They're Using It As Much As Ever Before
    December 1, 2015 | Gina Fleming

    Marketers seem to think teens are fleeing Facebook. The reality is that this couldn't be further from the truth. Sure, young people don't think Facebook is very cool — but that doesn't mean...

  • For eBusiness & Channel Strategy Professionals

    Report Digital Ads Struggle To Target Older Consumers In Western Europe

    ForecastView Document
    November 25, 2015 | Michael O'Grady, Vishal Varshney

    In 2020, 47% of Western European advertising spend will come from digital advertising, up from 27% in 2014. Digital advertising spend will grow three times faster than overall advertising spend...

  • For B2C Marketing Professionals

    Report Digital Advertising Spend In Western Europe Will Double By 2020

    ForecastView Document
    November 23, 2015 | Michael O'Grady, Satish Meena

    Digital advertising spend in Western Europe will grow to €56.7 billion in 2020, up from €25.8 billion in 2014. By 2020, 47% of Western European advertising spend will come from digital,...

  • For Security & Risk Professionals

    Report Predictions 2016: Social Media Risk

    Why Risk Pros Will Work Harder To Mitigate Reputational Risk
    November 13, 2015 | Nick Hayes, Erna Alfred Liousas

    Social media is an important — and therefore risky — engagement channel for organizations. Companies looking to thrive in the age of the customer leverage social to strengthen their...

  • For B2C Marketing Professionals

    Report Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying
    November 13, 2015 | Erna Alfred Liousas, Brigitte Majewski

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

  • For B2C Marketing Professionals

    Report Vendor Landscape: Word-Of-Mouth Platforms

    November 3, 2015 | Nate Elliott

    Marketers love to chase word of mouth — but not enough have learned how to harness its potential. The good news: word-of-mouth platforms (WOMPs) stand ready to help marketers identify the...

  • For B2C Marketing Professionals

    Report Brief: Most Marketers Don't Use Social Relationship Platforms

    Every Marketer Should Hire — And Use — An SRP
    October 27, 2015 | Nate Elliott

    Social relationship platforms (SRPs) help brands publish organic posts to social networks like Facebook and Twitter — and in the process they both save marketers time and make their efforts...

  • For B2C Marketing Professionals

    Report Social Technographics® Defines Your Social Strategies And Tactics

    Landscape: The Social Marketing Playbook
    October 16, 2015 | Nate Elliott, Gina Fleming

    The question is no longer whether your customers use social media but rather how best you can use social media to interact with those customers. Forrester's Social Technographics model can help....

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