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Description
Business marketers want to know how to incorporate Web 2.0 and social media into the marketing mix — to both build brand and generate demand. Unfortunately, most jump straight to the technology and treat social tactics as just another outbound channel. This is a recipe for disaster because using social media successfully requires marketers to pinpoint their audience and understand how audience members engage in social activity while on the job. This presentation offers a preview of recent Forrester research profiling business buyers' Social Technographics™ and shows how social behavior changes while working. This data and our POST methodology popularized in the Groundswell book, helps B2B marketers create social media plans that focus on buyers and business objectives first.
Agenda:
- Why B2B marketers approach social media strategy backwards
- How buyer social behavior changes while working, and what this means for business marketers
- How Forrester helps B2B marketers understand their buyers' propensity to engage socially and to set social media strategy accordingly
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