Take Three Steps Toward Social Success

B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's Social Technographics model helps marketers drive social success in three steps. First, evaluate how important social tools are in your customers' life cycle to find out how prominent social should be in your marketing plans. Second, study where social fits into your customers' journeys and which social marketing strategies should work best. Finally, examine your audience's favorite social behaviors and locations so you can choose the right social tactics.

Wang, Xiaofeng; Paderni, Luca S.; Barnes, Michael; Zhang, Flora; Nagel, BIll
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