social intelligence

Insights

BLOG

AI Is Not Your Savior In Social Listening

Jessica Liu February 7, 2019
You’re hearing with increasing frequency that social listening platforms (SLPs) are incorporating artificial intelligence and that AI may eventually unburden humans from heavy social data management and analysis. The reality: This is exaggerated. You still need a hefty amount of human involvement to set the rules, train the data, and maintain the platform. In researching […]
Read More
BLOG

When Social Tech Socializes: Brandwatch + Crimson Hexagon Make A Logical Match

Jessica Liu October 4, 2018
Brandwatch and Crimson Hexagon, two social listening platforms, announced their merger today. The company will maintain the Brandwatch name with Brandwatch Founder and CEO Giles Palmer at the helm. At Forrester, we’ve been pushing for the next evolution in the social listening space. Our recent evaluation, “The Forrester Wave™: Social Listening Platforms, Q3 2018,” found […]
Read More
BLOG

Tune In To The 10 Social Listening Platforms That Matter

Jessica Liu August 21, 2018
Once upon a time, most brands relied on six-week-plus cycles of feedback through consumer surveys and expensive focus groups to listen to their consumers. Today, social listening platforms have become a staple in most brands’ marketing tech stacks because of their ability to give brands near real-time feedback and insight into conversations about their brands, […]
Read More
BLOG

Use Text Analytics Technologies To Handle Mountains Of Unstructured Data

Boris Evelson June 14, 2018
Enterprises are sitting on mountains of unstructured data — 61% have more than 100 terabytes, and 12% have more than five petabytes! Luckily, there are mature technologies out there that can help. First, enterprise information architects should consider general-purpose text analytics platforms. These are capable of handling most, if not all, text analytics use cases, both […]
Read More
BLOG

Listen Up: Here Is Forrester’s Overview Of 31 Social Listening Platforms

Jessica Liu June 6, 2018
Fifty-three percent of business and technology decision makers and influencers tell us they want to better leverage social listening technologies to understand customer requirements and achieve their firm’s goal of addressing rising customer expectations.* This shouldn’t come as a surprise; social listening platforms (SLPs) offer a unique window into customers’ lives, opinions, and preferences. SLPs are heavy hitters in the martech stack and are […]
Read More
BLOG

Listen Up: Here Is Forrester's Overview Of 31 Social Listening Platforms

Jessica Liu June 6, 2018
Fifty-three percent of business and technology decision makers and influencers tell us they want to better leverage social listening technologies to understand customer requirements and achieve their firm’s goal of addressing rising customer expectations.* This shouldn’t come as a surprise; social listening platforms (SLPs) offer a unique window into customers’ lives, opinions, and preferences. SLPs are heavy hitters in the martech stack and are […]
Read More
BLOG

What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]
Read More
BLOG

A Social Take On Social Selling

Caroline Robertson April 11, 2018
Social selling is one of my B2B Marketing and Sales team’s top inquiry topics. We’ve also helped numerous clients plan and execute effective social selling programs. Given this and the recent report that Mary Shea just published, New Tech: B2B Social Selling Tools, Q1 2018, I thought now would be a great time to touch […]
Read More
BLOG

Achieve Enterprise Social Intelligence (Despite Social Data Deficiencies)

Jessica Liu December 15, 2017
January 1 is upon us which means new year resolutions, fresh plans, and endless possibilities. One area marketers should focus on in 2018: social intelligence. Why? Social data can influence the entire enterprise and put humanity back in customer data crunching – but only if combined with other data sources like CRM, customer service, market […]
Read More
BLOG

The Data Digest: Understand Emotion To Drive Technology Engagement

Anjali Lai August 17, 2017
Thanks to the rise of empowered consumers, products and experiences that once seemed improbable, such as (literally) instant delivery, are now integral to our lives. But this era of innovation has also seen its fair share of flops: From Pokémon Go to Google Glass, technologies that looked like promising disrupters stalled quickly or generated more […]
Read More
BLOG

The Data Digest: Empowered Customers Paint Their Own Future

Anjali Lai July 27, 2017
Microsoft Paint would have died a slow, quiet death if it hadn’t been for this week’s swell of voices on social media advocating for its revival. On Wednesday, Microsoft issued a press release announcing that it wouldn’t discontinue the Paint app in the wake of users’ “outpouring of support and nostalgia” for the product. Microsoft’s […]
Read More
BLOG

Operating Global and Local Social Intelligence Requires A Tender Balance

Samantha Ngo February 24, 2017
Social media is human.  It’s embedded in local cultural context of consumer needs, affinities, and behaviors. But to serve consumers, multinational companies need effective social intelligence to keep a finger on the global pulse of brands and simultaneously inspire local-relevant campaign content and interaction.  So how do you start on this journey?  My colleague Cinny Little and […]
Read More
BLOG

Social Listening Platforms Wave Is Hot Off The Press

Samantha Ngo March 14, 2016
You all know them: people who won’t let you eat until they’ve Instagrammed their meal, pedestrians who’ve walked into you because they’re staring at their phones and scrolling through Facebook. Our society is immersed in social media- and the numbers and expectations are growing. In fact, only 28% of the online US population spurns social […]
Read More
BLOG

Nestle Used The Four Ps To Achieve Social Intelligence

Gene Cao July 27, 2015
Nestlé took a different approach to its Chinese social command center than it did in other countries. Nestlé China used the firm’s global digital acceleration team (DAT) framework to create a centralized social command center in its Beijing headquarters. The four Ps — purpose, people, process, and platform — are all important to establishing a […]
Read More
BLOG

A Formal Social Marketing Structure Is Key To Success In Asia Pacific

Forrester March 20, 2015
Discussing with Asia Pacific marketers, I often hear that they struggle to find and recruit the right social marketing skills, including data analysts. While staffing is important insofar as tactics go, having a proper team structure to execute on these tactics is, in my view, even more crucial. In fact, they can mitigate some of […]
Read More
BLOG

It’s Still Early Days For Big Data In Thailand

Gene Cao October 23, 2014
On October 14, I attended Big Data & Business Insights 2014 in Bangkok — the first public big data event in Thailand. I spoke about how to use big data to increase customer value in the age of the customer — a topic that seemed a bit distant from the audience’s daily reality. Most of […]
Read More
BLOG

Chinese Businesses Embrace Social Intelligence

Gene Cao September 22, 2014
Chinese people are hypersocial in their lifestyle and daily work, and Forrester forecasts that 681 million of them will be using social media by 2019. Online Chinese are actively engaging with brands and companies on social media: 29 brands or companies on Sina Weibo and 32 brands or companies on WeChat on average. Chinese businesses […]
Read More
BLOG

Twitter Takes Control Of Its Social Ecosystem

Forrester August 29, 2012
Facebook may play host to nearly a billion users, but Twitter controls the social ecosystem today. Twitter just announced its "Certified Products Program" and introduced a literal seal of approval for select third-party Twitter developers. Twitter explains that with the plethora of social technologies out there, it aims to simplify the ecosystem and "make it […]
Read More
BLOG

Evolve Beyond Social Media Monitoring With Forrester’s New Social Intelligence Playbook

Forrester July 24, 2012
If you've been following my sporadic blogging this year, you'll no doubt notice a recurring theme: the call to action around the social data collect. This theme comes as a result of the past few years of writing research and working with companies on their social media strategies but still seeing too many companies stuck just […]
Read More
BLOG

The Social CRM Arms Race Heats Up

Forrester June 5, 2012
Whoever said the summer's supposed to be a slow time for news had better be on vacation this week. While the financial markets keep a keen eye on $FB's fluctuation, my colleagues and I are busy analyzing the flurry of M&A around the social technology vendors. Simply put, it's a busy time in the social […]
Read More