For Technology Marketing Professionals

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	July 27, 2010 Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans by Peter O'Neill with Peter Burris, Eric Hsieh, Zachary Reiss-Davis	Average: 6  (3 ratings)

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Executive Summary

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to plan marketing programs, campaigns, and collateral, each of which is now affected by the inclusion of social media. Marketing is all about segmentation — understanding and addressing the specific needs of well-defined target buying audiences — and this principal applies equally to the adoption of social media in a marketing mix. Segmentation of the Social Technographics data reveals that the social media behaviors of tech buyers vary across the segments. Tech marketers should analyze the data in detail to identify the most effective social media tactics, using Forrester's POST (people, objectives, strategy, and technology) methodology for social media adoption.

TABLE OF CONTENTS

• Social Media Should Influence Tech Vendors' Marketing Planning
• Market Segment Cuts Of The Data Reveal Plenty

WHAT IT MEANS

• Social Media Behaviors Should Be Segmented

RECOMMENDATIONS

• Do Your Segmentation Homework . . .
• . . . And Understand Your Buying Centers
• Related Research Documents

This is an excerpt

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