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The Social Marketing Playbook For 2017

Master The Next Wave Of Social

Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This...

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  • For B2C Marketing Professionals

    Report

    Report Define Your Social Media Maturity To Advance Your Social Marketing

    Assessment: The Social Marketing Playbook
    November 16, 2017 | Erna Alfred Liousas

    B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. This maturity covers the spectrum of...

  • For B2C Marketing Professionals

    Report

    Report Build A Case To Show Social's Value To Marketing And The Entire Enterprise

    Business Case: The Social Marketing Playbook
    November 8, 2017 | Jessica Liu

    When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain...

  • For B2B Marketing Professionals

    Report

    Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • For B2C Marketing Professionals

    Report

    Report Social Media Snapshot: 2017

    Consumer Technographics® Data Snapshot
    September 26, 2017 | Anjali Lai, Erna Alfred Liousas

    Despite social media's ubiquity, it continues to grow in terms of global reach, number of networks, and usage frequency. This data snapshot provides B2C marketers with an overview of the current...

  • For B2C Marketing Professionals

    Report

    Report Mine The Emotions Behind Your Consumers' Social Media Behaviors

    September 26, 2017 | Erna Alfred Liousas, Anjali Lai

    B2C marketers race to push content to social media, desperate to capture an iota of consumer attention. But this content may be hurting your brand in ways you wouldn't expect. This report applies...

  • For B2C Marketing Professionals

    Report

    Report Everyone Uses Social; Few Know If It Works

    Benchmarks: The Social Marketing Playbook
    September 20, 2017 | Melissa Parrish

    Social is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C...

  • For B2C Marketing Professionals

    Report

    Report Close The Global Digital Marketing Gap

    Why And How Global Marketers Must Localize Their Digital Marketing Approach
    September 6, 2017 | Thomas Husson

    Global marketers have long faced obstacles when expanding their brands into new regions. Digital, despite its helpful automation and scalability, brings unique challenges to global marketing...

  • For B2C Marketing Professionals

    Report

    Report Q&A: Four Best Practices For Social Marketing Success

    Learn From The Hospitality Industry To Deliver Social Media Wins
    September 5, 2017 | Erna Alfred Liousas

    Each update to social media forces marketers to question priorities as they struggle with the conundrum "To adopt or not to adopt?" This report combines marketers' top social marketing questions...

  • For B2C Marketing Professionals

    Report

    Report China's Social Networks Have Room To Generate Higher Advertising Revenue

    ForecastView Document
    August 22, 2017 | Brandon Verblow

    China is the world's second-largest social advertising market, but it still trails the US by a wide margin even with recent robust growth. Marketers and publishers should read this report to...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Social Media Advertising Forecast, 2017 To 2022 (EU-17)

    ForecastView Document
    August 22, 2017 | Brandon Verblow

    In 2016, social ad revenue in Europe exceeded the combined ad revenue of RTL Group and Mediaset Group. Marketers and media executives need to understand the dynamics driving social's rise to ensure...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Social Media Advertising Forecast, 2017 To 2022 (US)

    ForecastView Document
    August 22, 2017 | Brandon Verblow

    In 2016, social ad revenue in the US exceeded the combined ad revenue of Disney and Time Warner. Marketers and media executives need to understand the dynamics driving social's rise and ensure that...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Social Media Advertising Forecast, 2017 To 2022 (Global)

    ForecastView Document
    August 22, 2017 | Brandon Verblow

    In 2016, social ad revenue globally exceeded the combined ad revenue of Disney, Comcast, Fox, and Time Warner. Marketers and media executives need to understand the dynamics driving social's rise...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Social Advertising Technology, Q3 2017

    The Leading Vendors In Automating And Integrating Social Advertising
    August 21, 2017 | Jessica Liu

    In our 36-criteria evaluation of social advertising technology providers, we identified the five most significant ones — 4C, Brand Networks, Kenshoo, Nanigans, and Sprinklr — and researched,...

  • For B2C Marketing Professionals

    Report

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

    Landscape: The Social Marketing Playbook
    August 18, 2017 | Jessica Liu, Gina Fleming

    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...

  • For B2C Marketing Professionals

    Report

    Report How To Work With Digital Influencers

    Evaluate Influencers' Strengths And Weaknesses To Unleash Them In Valuable Ways
    August 8, 2017 | Ryan Skinner

    Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every...

  • For B2C Marketing Professionals

    Report

    Report Social Marketing Is A Vital Part Of Your Post-Digital Transformation

    Executive Overview: The Social Marketing Playbook
    July 28, 2017 | Melissa Parrish

    Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This...

  • For B2C Marketing Professionals

    Report

    Report You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook
    July 28, 2017 | Melissa Parrish

    Nearly all marketers use social media, but few are able to quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and...

  • For B2C Marketing Professionals

    Report

    Report Social Livestreaming Success Requires A Video Strategy

    Don't Roll The Cameras Without A Goal, Metrics, And Worst-Case-Scenario Plan
    June 29, 2017 | Jessica Liu

    The introduction of social livestreaming video has left B2C marketers clamoring to hit the "live" button to propel their brands into the spotlight. But given its newness and unproven track record,...

  • For B2C Marketing Professionals

    Report

    Report Bridge The Divide Between Social Marketing And Compliance

    Social Marketing Best Practices From Financial Services, Healthcare, And Pharmaceuticals For All Marketers
    June 22, 2017 | Erna Alfred Liousas, Nick Hayes

    Adding social to your overall marketing strategy is no easy task for any company. B2C marketers in heavily regulated industries such as financial services, healthcare, and pharmaceuticals face even...

  • For B2C Marketing Professionals

    Report

    Report Enrich Your Search Marketing With Social Listening Data

    June 13, 2017 | Collin Colburn

    Like many channel-based marketers, search marketers are siloed and therefore don't leverage data and insights from other parts of the marketing organization. But much of the data coming from other...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Social Media Management Solutions, Q2 2017

    The 10 Leading Vendors Supporting Enterprise Social Marketing
    June 12, 2017 | Erna Alfred Liousas, Jessica Liu

    In our 32-criteria evaluation of social media management solution providers, we identified the 10 most significant ones — Facelift, Hootsuite, Lithium Technologies, Oracle, Percolate, Salesforce,...

  • For B2C Marketing Professionals

    Report

    Report Social Crisis Management: Get Back To Basics

    April 19, 2017 | Jessica Liu

    With consumers more polarized than ever and increasingly showing their own values in the way they spend their money, brands worry about making missteps on social media and falling out of favor....

  • For CMO Professionals

    Report

    Report We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

    Processes: The Brand Experience Playbook
    April 12, 2017 | Dipanjan Chatterjee

    As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, India,...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Ad Fraud And Viewability Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    March 30, 2017 | Brandon Verblow

    Ad fraud and non-viewable ads are problems for the digital ad industry, resulting in wasted time, effort, and money. This forecast and the accompanying report aim to quantify these problems in...

  • For B2C Marketing Professionals

    Report

    Report Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook
    March 23, 2017 | Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding...

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