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Forrester deck 10 21-12
1. The importance of trust and
authenticity the age of
social and mobile
Forrester’s Interactive M arketing Council Meeting
October 24 th – 10:15am -11:15am
Matt Moog Founder & CEO
e: matt@viewpoints.com p: 312.447.6111
3. The customer is more social
and mobile than ever
This change amplifies and
accelerates customer advocacy
and enables new models of
collaboration
Trust and authenticity are
elevated in the life of your
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4. Life before the mobile and
social web
http://www.slideshare.net/fred.zimny/mckinsey-theconsumer-decision-journey 4
6. What is social media used
for?
http://www.salsalabs.com/blog/2012/02/infographic-why-people-use-social-media 6
7. 42% of Americans or 95
million people are using
social media to shop and
73% are using it more than a
year ago
55% of shoppers are utilizing
daily deals more and 46%
have increased engagement
on review sites and forums.
http://www.slideshare.net/LeoBurnettWorldwide/social-shopping-12931723
http://www.chainstoreage.com/article/survey-95-million-americans-using-social-media-shop
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8. 19 million members, 42 million monthly unique visitors,
1.4 billion pages views, $750 million in sales founded
in 2005
11. Founded in 2000, Zipcar operates the world’s leading car sharing
network. Zipcar has 730,000 members. The company operates a fleet
of over 11,000 vehicles in 19 major metropolitan areas and on more
than 300 college campuses
12. Founded in 2008 over 10 million nights booked, over
200,000 listings worldwide, over 26,000 cities, 192
countries, over 168 million Social Connections
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13. Two years ago GoRpo had 14 employees and today they have 150. Today they
have $250 million in revenue and have sold 800,000 camerias. They have 1.3
million fans on Facebook Cannon has 134,000
16. By the end of 2012, 53% of all mobile handsets
in the US will be smartphones*
42% of US online adults with a mobile phone
indicated they research products for purchase
on their primary mobile phone, and 20%
indicated they do so at least weekly or more
often. **
40% of consumers use their device for
shopping and on more than half of their
shopping trips.
29% of mobile users are open to scanning a
mobile tag to get coupons and 24% are looking
*Source: Forrester Research Mobile Adoption And Sales Forecast, 2012 To 2017 (US)
**Source: Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)
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***Source: http://www.digby.com/mobile-statistics/
up reviews.***
17. In 2011, eBay transacted $5 billion through mobile devices and expects
to transact $10 billion in 2012.
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28. Influence has been democratized,
amplified and accelerated by the
web.
Influence is driven by trust and
trust is driven by authenticity.
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29. 3,400 micro lectures that have been delivered 200
million times. Launched in 2006. As a comparison
MIT’s OpenCourseWare has had 40 million views. 29
30. $365 million loans made, 838k contributors, 892k borrowers, 81% of recipients
are women, 98% of loans are repaid, $399 average loan size, average lender
makes 8.8 loans
33. Trust in advertising
Base: 57,499 US Online Adults (18+)
Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)
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34. Focus on customer
satisfaction. Improve product
quality and usability.
Respond to concerns and
criticism. Open a dialog and
listen to people. Earn
customer loyalty.
36. Since launching on April 28, 2009, over $350 million has been pledged
by more than 2.5 million people, funding more than 30,000 creative
projects.
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