For Consumer Product Strategy Professionals

The Forrester Wave™: US Online Video Platforms, Q4 2009

Brightcove And Ooyala Lead A Maturing Market

by Bobby Tulsiani, November 6, 2009

In Forrester's 37-criteria evaluation of online video platform vendors, Brightcove and Ooyala lead the pack with their end-to-end product offerings that target organizations of all sizes. VMIX and Kaltura follow closely behind with comprehensive offerings . . .

For Marketing Leadership Professionals

Lessons From Online Consultation In Australia

Organizations Worldwide Can Learn From Recent Experiments

by Steven Noble, November 6, 2009

Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but Australia has completed more than 100 online consultations . . .

For Interactive Marketing Professionals

Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

by Nate Elliott, November 4, 2009

To create excitement around the start of the 2009 Stanley Cup Playoffs, the National Hockey League (NHL) worked with fans to organize a series of tweet-ups that took place simultaneously around the world — energizing more than 1,000 fans directly and . . .

For Interactive Marketing Professionals

Three Steps To Measuring Social Media Marketing

A Measurement Framework Based On Objectives, Not Technologies

by Nate Elliott, October 29, 2009

Interactive marketers know they're not good at measuring the effectiveness of social media: On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: How European Consumers Connect With Companies On Social Networks  (504 KB PPT)

by Olesia Klevchuk, October 21, 2009

This highlight deck summarizes the key findings related to social networking and companies from Forrester's European Technographics Media, Marketing, And Social Computing Online Survey, Q3 2009.

For eBusiness & Channel Strategy Professionals

Using Twitter As A Customer Service Channel

by Diane Clarkson, October 14, 2009

Twitter has the potential to change its users' expectations for customer service and how companies interact with these customers. Twitter's instantaneous and personal dialogue is proving to be a valuable social engagement tool for many brands. If customers . . .

For Interactive Marketing Professionals

Sidewiki: Dealing With Google's Land Grab

Your Best Defense Is To Build Your Own Social Site Features

by Josh Bernoff, Sean Corcoran, September 30, 2009

Google announced Sidewiki, a product that allows users of Google's Toolbar to share their comments on any Web site. Just as we predicted, this endows all Web sites with social features and commentary. Mass adoption will take years, and Google needs to . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Youth Social Media Activities  (458 KB PPT)

by Ina Mitskaviets, September 21, 2009

This highlight deck summarizes the key findings related to online activities from Forrester's North American Technographics Youth Online Survey, Q2 2009 (US). This is the first survey highlight in a series from the North American Technographics Youth . . .

For eBusiness & Channel Strategy Professionals

Why Travelers Contribute Ratings, Reviews, And More Online

Travelers Are More Likely To Share Good News Than Bad News

by Henry H. Harteveldt, September 10, 2009

More than six in 10 US online leisure travelers regularly participate in travel-focused social media activities like rating a hotel. The more frequently people travel, the more likely they are to read or watch other traveler-generated content. Content . . .

For eBusiness & Channel Strategy Professionals

Tactics To Attract Recession-Weary Online Buyers Around The Globe

by Zia Daniell Wigder, September 4, 2009

Despite early signs of a global recovery, online shoppers in all regions of the world continue to be cautious in making purchase decisions. Consumers today are visiting a variety of sites before making a decision and consulting multiple sources for information. . . .

For Consumer Product Strategy Professionals

Five Things We Want From Social TV

Why And How Social Networking Will Take Over The Living Room TV

by James L. McQuivey, Ph.D., August 7, 2009

Thanks to Verizon, the first meaningful Facebook widget in the US has come to the TV. Some question whether the active Social Computing experience has any place in the so-called "lean back" living room experience. Those people are wrong. Once Facebook, . . .

For Interactive Marketing Professionals

Video Contest Checklist

How To Choose The Right Premise, Prize, And Promotion For Your Contest

by Nate Elliott, July 7, 2009

User-generated video contests help marketers listen to and energize users and provide them an inexpensive source of promotional video content. But contests can require significant time and money and don't always succeed. Interactive marketers who plan . . .

For Interactive Marketing Professionals

User-Generated Video Contests

Best Practices For Driving More Entries And Creating Viral Impact

by Nate Elliott, July 7, 2009

Many interactive marketers — encouraged by a string of high-profile user-generated video contests — are beginning to run online video contests of their own. These contests help marketers listen to and energize young users and can even assist with traditional . . .

For Interactive Marketing Professionals

Online Directories And Internet Yellow Pages In Europe

by Nate Elliott, May 29, 2009

Most Europeans follow traditional national preferences when looking for directory information: British and German users prefer offline directory options, while French users — trained by Minitel to get phone numbers and addresses on their computers — show . . .

For Interactive Marketing Professionals

Japanese Social Technographics® Revealed

In Japan, Consumers Use Social Media, But Marketers Usually Don't — Yet

by Steven Noble, April 22, 2009

Social media is now mainstream for consumers in Japan, where 81% of online adults regularly use it. However, social media lives in the margins for many marketers in Japan, where most have few social media marketing case studies — or none at all. Against . . .

For Information & Knowledge Management Professionals

Get Serious About Informal Learning

by Claire Schooley, April 22, 2009

Formal learning works for 20% of learning needs, while informal learning handles the other 80%. In the past, informal learning was turning to ask your teammate a question. Today, the rise of Web 2.0 technologies and social media — and a growing cadre . . .

For Interactive Marketing Professionals

How To Create A Social Application For Life Sciences Without Getting Fired

Social Strategies That Succeed Within A Regulatory Framework

by Josh Bernoff, April 20, 2009

People with health problems naturally form mutually supportive communities and seek out information about drugs and treatments. And yet, because of restrictive FDA regulations, pharmaceutical and other life sciences companies are terrified to take advantage . . .

For Interactive Marketing Professionals

The Social Tools Consumers Want From Their Favorite Brands

by Josh Bernoff, April 16, 2009

More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion forums from brands they like, while more than one-third of . . .

For Interactive Marketing Professionals

The Social Technographics® Profile Of European Baby Boomers

Reaching Older Consumers Through Social Media

by Rebecca Jennings, April 10, 2009

Interactive marketers already know that young consumers are very engaged in social media but often fail to appreciate that social tools can be an effective mechanism to reach older users. More than one-third of consumers ages 43 to 63 already read social . . .

For eBusiness & Channel Strategy Professionals

How To Sell To Young Consumers Online

Effective Online Strategy For European Online Shoppers Ages 15 To 24

by Lauriane Camus, Patti Freeman Evans, April 3, 2009

European online consumers ages 24 or younger are highly active online users — and present a challenging mix of openness and skepticism to online retailers looking to connect with them. Because they are young, these customers are still establishing relationships . . .

For eBusiness & Channel Strategy Professionals

Retail Executive Survey, 2008: Using Maslow To Set Site Investment Priorities

by Patti Freeman Evans, April 1, 2009

The current economic environment puts heightened pressure on retailers that in turn must adjust their practices and strategies. Despite being painful, this experience is somewhat analogous to issues online retailers will face as the eCommerce market begins . . .

For eBusiness & Channel Strategy Professionals

eBusiness Customer Service And Support Benchmark

Aligning Availability And Accessibility With Customer Needs And Desires

by Zachary McGeary, March 27, 2009

Consumers continue to embrace online customer service and support. According to a November 2008 survey, 48% more consumers claimed that a company Web site was more useful than a physical store for their servicing needs. Yet availability and accessibility . . .

For Consumer Market Research Professionals

Technographics® Insight: Word-Of-Mouth Youths Are Active Online And Comfortable With Their Mobile Devices  (416 KB PPT)

by Corina Matiesanu, March 27, 2009

This Technographics Insight looks at ‘Word of mouth’ youths in the US. It examines their online and social networking behaviors, mobile behaviors and preferred communication channels for interacting with their friends and interacting with their favorite . . .

For eBusiness & Channel Strategy Professionals

Frequent Business Travelers Want Online Communities

by Diane Clarkson, March 4, 2009

Sixty-two percent of US online frequent business travelers are interested in participating in online communities with other business travelers. Interest is highest among loosely managed and unmanaged frequent business travelers. eBusiness executives at . . .

For Interactive Marketing Professionals

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

by Emily Riley, March 3, 2009

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service . . .