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The Brand Experience Playbook For 2019

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Webinar The Global Digital Gap

    June 26, 2017 | Thomas Husson

    Global brands struggle to execute in growth markets and to localize their marketing approach. Digital is opening immediate access to new markets, but creates greater expectations to be served...

  • 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...

  • Report Brief: How Top Brands Are Using Facebook, Twitter, And Instagram

    Forrester's 2015 B2C Social Network Marketing Benchmark
    August 25, 2015 | Nate Elliott

    Despite the inherent challenges of social marketing, B2C marketers continue to bet big on social networks. In fact, more than 80% of top global brands actively post on Twitter, Facebook, Google+,...

  • Report Quick Take: How Facebook's Mood Manipulation Study Affects Marketing

    The Social Giant's Research Could Help Brands In The Long Term, If It Doesn't Scare Users Away
    July 2, 2014 | Fatemeh Khatibloo, Nate Elliott

    Now that Facebook has confirmed its ability to manipulate user sentiment by changing what users see in their news feeds, marketers and customer insights leaders need to reconsider their brands'...

  • Report Use Instagram Now

    Before The Rules Change
    April 29, 2014 | Nate Elliott

    Marketers seeking social engagement should turn to Instagram's low-clutter, brand-friendly environment. Top brands' Instagram posts generate a per-follower engagement rate 58 times higher than...

  • Report Lessons From The 2013 Forrester Groundswell Awards

    March 27, 2014 | Zachary Reiss-Davis

    Outstanding marketers at both B2C and B2B companies took a variety of approaches in Forrester's 2013 Groundswell Awards, and each of them demonstrated strong and measurable business results. Use...

  • Webinar Build Your Content Brand To Drive Customer Engagement

    March 18, 2014 | Ryan Skinner

    More and more marketing leaders are pursuing content marketing and realizing that there's far more to it than a simple tactical change. Effective content marketing requires a different mindset...

  • Webinar Services For The Digital Self: The Battle To Serve You . . . And Profit From Your Data

    November 13, 2013 | Frank E. Gillett

    There's a new source of information about customers — and employees — that will create opportunities and headaches for the CIO's team. Individuals are managing an exploding array of...

  • Report The Facebook Factor: US Online Youth

    Quantifying The Impact Of Social Networking Sites On Brand Interactions For US Online Youth
    September 19, 2013 | Gina Fleming

    It's been more than a year since Forrester published its original report on the "Facebook factor," which quantified the impact of a Facebook fan on brand interactions for US online adults, and...

  • Report How To Exploit The Database Of Affinity

    And Why Google, Not Facebook, Will Dominate Affinity Marketing
    April 15, 2013 | Nate Elliott

    Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up...

  • Report Spotlight On Award-Winning Communities

    Learn B2B Tech Marketing Best Practices
    October 24, 2012 | Kim Celestre

    This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather...

  • Report The Facebook Factor

    Quantifying The Impact Of A Facebook Fan On Brand Interactions
    April 9, 2012 | Gina Fleming

    Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

  • Report How To Create An Effective Brand Presence On Facebook

    Forrester Research Online Facebook WebTrack
    August 12, 2010 | Melissa Parrish

    Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post...

  • Report Facebook's Engagement Ads Require A Social Approach

    August 25, 2008 | Jeremiah K. Owyang

    This week, Facebook is trialing a new product called "Engagement Advertisements." To combat dismal click-through rates of traditional advertisements, these interactive ads emulate widgets and...

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