Going Corporate

For the past two days, several Jupiter analysts attended a meeting of the minds at Forrester headquarters in Cambridge. We assembled for a few reasons. First, to get up to speed on Josh's book, Groundswell, and the surge of interest it has generated. Second, to have a visionary discussion on the future of everything social (no small task, of course.) Finally, we just wanted to gel as a team.

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Going Corporate

For the past two days, several Jupiter analysts attended a meeting of the minds at Forrester headquarters in Cambridge. We assembled for a few reasons. First, to get up to speed on Josh's book, Groundswell, and the surge of interest it has generated. Second, to have a visionary discussion on the future of everything social (no small task, of course.) Finally, we just wanted to gel as a team.

Read more

Going Corporate

For the past two days, several Jupiter analysts attended a meeting of the minds at Forrester headquarters in Cambridge. We assembled for a few reasons. First, to get up to speed on Josh's book, Groundswell, and the surge of interest it has generated. Second, to have a visionary discussion on the future of everything social (no small task, of course.) Finally, we just wanted to gel as a team.

Read more

Demandbase: A New Twist In The Lead Management Automation Market

Lauraramos [Posted by Laura Ramos]

In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. In fact, 88% said Web sites were important in helping them decide what to buy. However, many tech buyers visit vendor Web sites many times to learn about and compare products, yet few register or leave evidence of their activity.

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I was recently briefed by

I was recently briefed by Facebook where they showed me a sneak peak at their new Engagement Ad platform. My colleague Jeremiah Owyang wrote it up here.

I was also briefed this week by Omar Tawakol, the CEO of the new behavioral targeting startup, BlueKai. The company takes an innovative approach on behavioral targeting not unlike a behavior exchange. The company is partnering with a rich list of retail and research sites, who sell their data, which is then bid on across a network of advertisers and sites (even some networks) to provide a true market value for each behavior. Of course, for behavioral targeting to really work, scale is key, which is what they are working on now.

What Facebook's New 'Engagement Advertising' Means to Brands

[Posted by Jeremiah Owyang]

Facebook's new 'Engagement Ads' require marketers to think interactive
Facebook launched a new product called 'Engagement Advertisements' that encourages members to interact with the ads by leaving comments, sharing virtual gifts, or becoming fans. To combat dismal click through rates of traditional advertisements, these features emulate widgets and encourage users to increase member adoption, viral growth, and brand interaction.  Brands will only succeed with these "WidgetAds" if they create content that puts community first, lean on new interactions, integrate with other tools, plan for the long haul, and change how they measure success --traditional internet advertising tactics won't apply.

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Content moderation: there's more than meets the eye

[Posted by Steven Noble]

Content moderation — deciding what user-generated content to publish and what to delete — is a serious business. Get it right, and your social application may well flourish. Make mistakes, and you'll alienate the very people you were hoping to engage. An important step along the way is crafting a clear and trustworthy content moderation policy. That's the topic of my first Forrester Research report.

However, there's much more to content moderation than simply creating and implementing your policy. If your social application is large or complex, expect to make significant investments in moderation software, in labour or services, and in managing the whole shebang. These back-end issues — from picking the right vendors to measuring outcomes — will be the subject of future Forrester research.

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Fox on a decent track with MySpace

Fox CFO David DeVoe noted on yesterday's quarterly earnings call that interactive properties earned $225 million. They saw a 23 percent increase from the same quarter last year and that half of that was from search results, primarily on MySpace. This shows that they are still very reliant on their deal with Google. However, as they exhibited with their recent redesign, they have invested considerably in the site. David also mentioned the importance of international expansion. Their challenge is great. They seem to have leveled off in the US at about 60 million unique users. Typical big brand spenders like auto and travel are in rough shape. Facebook is also expanding quickly abroad, and Bebo, Orkut Mixi and others have regional popularity. We will see at the next earnins call if their investments pay off.

Promotions around every corner

Some of you might have heard that Ryan Seacrest got bitten by a shark this past week. Yahoo! News is featuring a blurb about it on their home page today. With no pictures, and Ryan not even needing a hospital stay, its really a non-story. So they have to try a little harder to get people to chat about it on their message board. They hope people take the bait with this teaser:
"Talk About It: Do you think it's coincidence Ryan was bitten during Shark Week?"
For Yahoo! to jump to this conclusion makes me worry more than the actual possibilty of a Discovery PR agent in scuba gear with a little shark in a cage ready for release. However, the real missed opportunity was at the jump. No ads for shark week on the chat page.

B2B Marketers Eye Social Media, Web 2.0 Tactics

Lauraramos [Posted by Laura Ramos]

Last Wednesday, Dan Klein — who heads up tech industry consulting here at Forrester — joined me on a teleconference to talk about how B2B marketers should “Define Your B2B Social Media Strategy.” Web 2.0 marketing is a subject of great interest to business marketers as almost 700 signed up for the Webinar, just over 300 attended, and 120 participated in a pre-show survey. The vast majority of the invitations went out to Forrester clients and, judging by the list of attendees, the participation ranged from large tech firms to small business services providers. Folks from software, hardware, telecom, agencies, start ups, database marketing, and media were present.

What did we learn from this interactive session? Here are a few highlights:

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