Social Media and the Dynamics of Peer Influence

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For marketers seeking the reach offered by traditional advertising, social media is a challenge. Per Forrester Research work, people in the U.S. generate more than 500 billion online impressions on each other regarding products and services-more than one-fourth the number of total online advertising impressions. Further, 16% of the online consumers generate 80% of those impressions. This data comes from Forrester's Peer Influence Analysis, a model that helps marketers quantify reach and connect efficiently with the mass influencers for their products and services. Based on this analysis, marketers can develop programs that draw in, engage, and unleash the power of customer influence in social applications, reaching buyers at all stages. This presentation will describe the four-step IDEA process to tap into customers: identify mass influencers, deliver social customer service, empower customer with mobile information, and amplify fan activity.

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Start: Wednesday, October 6, 2010 at 1:00pm

End: Wednesday, October 6, 2010 at 2:00pm



Josh Bernoff
Senior Vice President, Idea Development - Forrester Research
Coauthor - Groundswell: Winning in a World Transformed by Social Technologies
Coauthor - Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business