The Dynamics of Peer influence

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

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

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

The Dynamics of Peer influence

by Milky on Sep 24, 2010

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The Dynamics of Peer influence — Presentation Transcript