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The Dynamics of Peer influence
 

The Dynamics of Peer influence

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Une excellente présentation de Josh Bernoff (auteur des bouquins Groundwell et Empowered) analyste chez Forrester.

Une excellente présentation de Josh Bernoff (auteur des bouquins Groundwell et Empowered) analyste chez Forrester.

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    The Dynamics of Peer influence The Dynamics of Peer influence Presentation Transcript

    • The Dynamics of Peer Influence Josh Bernoff, SVP Idea Development Forrester Research 1 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
    • Customers are a crucial marketing channel 2 Photo: Joaquin© 2010 Forrester Research, Inc. Reproduction Prohibited Villaverde Photography via Flickr
    • Social participation has grown 2007 2010 Creators 9% 21% Proportion of UK online consumers in each Social Technographics® Conversa- 21% tionalists group Critics 16% 31% Collectors 5% 17% Joiners 21% 44% Spectators 37% 65% Source: Forrester European Technographics surveys, Q2 2007 and Q3 2010 Inactives 54% 26% 3 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Four technologies empower consumers 4 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Mistreat the wrong consumer and . . . . 5 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • 50 billion impressions 6 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • How to treat customers as a channel I Identify your mass influencers Which of your customers spread messages? D Deliver groundswell customer service Reach out to those engaging in social channels E Empower with mobile information Provide support, service, info on mobile platforms A Amplify your fan activity Find your best customers, get them talking 7 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Identifying mass influencers Mass Connectors 4.5% of 80% of MC 36 million 25.5 billion MC online influence adults impressions Mass Mavens 10.8% of 80% of MM 36 million 191 million MM online influence adults posts Source: European Technographics Media, Marketing and Social Computing Online Survey, Q3 2010 Base: UK online adults 16 or older 8 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Giffgaff started its community with influencers 9 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Delivering groundswell customer service at Best Buy 10 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Empowering with mobile information at Autotrader.co.uk Photo: Electricpig.co.uk 11 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Philadelphia Eagles: mobile without apps 12 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Amplifying fan activity for the Audi A1 13 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Only an empowered worker can serve an empowered customer 14 Photo: Search Engine People Blog via Research, Inc. Reproduction Prohibited © 2010 Forrester Flickr
    • Some thoughts to take away Empowered consumers, more potent than ever, are a marketing channel. To tap them: identify mass influencers, deliver groundswell customer service, empower with mobile information, and amplify fan activity It takes an empowered worker to serve an empowered customer 15 © 2010 Forrester Research, Inc. Reproduction Prohibited
    • Thank you Josh Bernoff For copies of the slides and Chapter 1 +1 617.613.5789 of “Empowered” go to: jbernoff@forrester.com www.forrester.com/adtechlondon Twitter: @jbernoff © 2009 Forrester Research, Inc. Reproduction Prohibited