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• Blog Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

  May 19, 2020 | Jessica Liu

  Facebook, Inc. announced plans to acquire GIPHY for $400 million. Instagram already integrates with GIPHY today, primarily so users can add GIFs to their Instagram Stories. In its announcement,...

• Blog Don’t Succumb To Social Media Stockholm Syndrome

  May 13, 2020 | Jessica Liu

  We are excited to launch the new vision report for our social marketing playbook. It might be controversial, but we are here to give companies permission to break up with social media. Yes, you...

• Report It's OK To Break Up With Social Media

  Vision: The Social Marketing Playbook

  May 13, 2020 | Jessica Liu

  In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

• Blog Q1 Earnings: Google, Amazon, Facebook, Twitter, Snapchat Advertising Decelerates While Usage Accelerates

  May 1, 2020 | Jessica Liu

  The global economy is in recession: US Q1 GDP declined 4.8%, and the eurozone’s contraction set a record. As far as the advertising triopoly and the social networks are concerned, however,...

• Report Build A Business Case For Social Media’s Value To The Enterprise

  Business Case: The Social Marketing Playbook

  March 30, 2020 | Jessica Liu

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

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  Webinar Applying The Forrester Wave™: Social Suites, Q4 2019

  March 19, 2020 | Jessica Liu, Sarah Dawson

  As social media management solution (SMMS) technology tacks additional capabilities on top of core social organic publishing and customer response, SMMSes evolve into social suites that offer a...

• Report Five New Perspectives On Marketing Process

  Beginner Level: Process Practices For The Marketing Innovation Playbook

  February 10, 2020 | Lori Wizdo, Jessica Liu

  Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

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

  December 27, 2019 | Melissa Parrish, Jessica Liu

  Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use...

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

  Landscape: The Social Marketing Playbook

  December 11, 2019 | Jessica Liu

  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...

• Report Forrester Infographic: US Consumers Vary In How They Interact With Brands On Social Media

  December 11, 2019 | Jessica Liu

  Social networks and messaging apps are not a zero-sum game; users have multiple accounts and use different apps for different purposes. Understanding how US users' demographics and behaviors vary...

• Report Make Social Media Bigger Than Marketing

  Executive Overview: The Social Marketing Playbook

  November 11, 2019 | Jessica Liu

  Social marketing requires more than a brand presence on social networks. B2C marketers know that social marketing works but can't articulate how. That's because too many of them launched social...

• Report Predictions 2020: Customer Insights

  Firms Up Their Data And Analytics Game In Pursuit Of Better Customer Understanding

  October 30, 2019 | Gene Leganza, Jennifer Belissent, PhD, Cinny Little

  Insights-driven firms outperform their peers. And in an age when what customers think — and do — matters more than any other factor, the gold rush to customer insights is on. However, the paths to...

• Report Predictions 2020: B2C Marketing

  Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

  October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

  Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

• Report Predictions 2020: Media

  Streaming Wars, Podcasts, And Further Fragmentation Will Dominate The Media Industry In 2020

  October 29, 2019 | Collin Colburn, Joanna O'Connell, Jim Nail

  2020 will kick off a new decade for the media industry, with continued change and evolution. Consolidation, streaming wars, new ad formats, and a revitalization of local news will result in a group...

• Blog Social Suites Technologies Are Coming Together

  October 9, 2019 | Jessica Liu

  “The Forrester Wave: Social Suites, Q4 2019“ is live! We’re particularly excited about this report because it represents a culmination of years of Forrester research on social...

• Report The Forrester Wave™: Social Suites, Q4 2019

  The Eight Providers That Matter Most And How They Stack Up

  October 9, 2019 | Jessica Liu

  In our 40-criterion evaluation of social suites providers, we identified the eight most significant ones — Clarabridge, Facelift, Falcon.io, Hootsuite, Khoros, Salesforce, Socialbakers, and...

• Report Four Steps To Add Social Media To Your Marketing Strategy

  Road Map: The Social Marketing Playbook

  August 12, 2019 | Jessica Liu, Melissa Parrish

  When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

• Blog Is It The End Of Facebook And Twitter Marketing Partners? Not So Fast

  August 8, 2019 | Jessica Liu

  In perhaps one of the few (only?) times that Twitter is grateful not to be the size and scale of Facebook, Inc., it announced this week that it “accidentally” shared user data with third-party...

• Report Derive Earned Media's True Value

  July 2, 2019 | Collin Colburn, Jessica Liu, Tina Moffett

  Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...

• Report Stop Improving Your Marketing Processes: Start Disrupting

  Advanced Level: Process Practices For The Marketing Innovation Playbook

  June 20, 2019 | Jessica Liu, Lori Wizdo

  Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails...

• Blog The State Of Social Advertising: Pretty On The Outside, Ugly On The Inside

  June 19, 2019 | Jessica Liu

  On the outside: Social media’s total global advertising spend is expected to balloon to $110 billion by 2022 (with Facebook taking 75% of the global spend market). Social networks are happy....

• Report Facebook, Inc.'s Scandals Will Not Doom The Company

  Regulation Will Only Strengthen It In The Short Term

  June 19, 2019 | Jessica Liu

  2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called "Facebook" for the purposes of this...

• Report The State Of Social Advertising

  Rapid Growth Belies Consumer, Advertiser, And Technology Conflicts

  June 19, 2019 | Jessica Liu, Brandon Verblow

  Social advertising is commanding an ever-increasing portion of B2C marketers' media buys. Despite this growth, stakeholders in the social advertising ecosystem — consumers, advertisers, and...

• Blog The Future Of Facebook, Inc.: Short-Term Gain, Long-Term Pain

  June 19, 2019 | Jessica Liu

  Based on the many press inquiries we’ve received at Forrester, the industry is keen on predicting Facebook, Inc.’s immediate demise. (Note: Facebook, Inc. is inclusive of the Facebook app,...

• Report Now Tech: Social Suites, Q2 2019

  Forrester's Overview Of 17 Social Suites Providers

  June 17, 2019 | Jessica Liu

  You can use social suites to streamline many of your social marketing activities into a single cohesive platform. But to realize these benefits, you'll first have to select from a diverse set of...