Forrester deck 10 21-12

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Forrester deck 10 21-12

  1. 1. The importance of trust andauthenticity the age ofsocial and mobileForrester’s Interactive M arketing Council MeetingOctober 24 th – 10:15am -11:15am Matt Moog Founder & CEO e: matt@viewpoints.com p: 312.447.6111
  2. 2. 5 years of change
  3. 3. The customer is more socialand mobile than everThis change amplifies andaccelerates customer advocacyand enables new models ofcollaborationTrust and authenticity areelevated in the life of your 3
  4. 4. Life before the mobile and social webhttp://www.slideshare.net/fred.zimny/mckinsey-theconsumer-decision-journey 4
  5. 5. Life after... 5
  6. 6. What is social media used for?http://www.salsalabs.com/blog/2012/02/infographic-why-people-use-social-media 6
  7. 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-12931723http://www.chainstoreage.com/article/survey-95-million-americans-using-social-media-shop 7
  8. 8. 19 million members, 42 million monthly unique visitors, 1.4 billion pages views, $750 million in sales foundedin 2005
  9. 9. 9
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  11. 11. Founded in 2000, Zipcar operates the world’s leading car sharingnetwork. Zipcar has 730,000 members. The company operates a fleetof over 11,000 vehicles in 19 major metropolitan areas and on morethan 300 college campuses
  12. 12. Founded in 2008 over 10 million nights booked, over200,000 listings worldwide, over 26,000 cities, 192countries, over 168 million Social Connections 12
  13. 13. Two years ago GoRpo had 14 employees and today they have 150. Today theyhave $250 million in revenue and have sold 800,000 camerias. They have 1.3million fans on Facebook Cannon has 134,000
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  16. 16. By the end of 2012, 53% of all mobile handsetsin the US will be smartphones*42% of US online adults with a mobile phoneindicated they research products for purchaseon their primary mobile phone, and 20%indicated they do so at least weekly or moreoften. **40% of consumers use their device forshopping and on more than half of theirshopping trips.29% of mobile users are open to scanning amobile 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) 16***Source: http://www.digby.com/mobile-statistics/up reviews.***
  17. 17. In 2011, eBay transacted $5 billion through mobile devices and expectsto transact $10 billion in 2012. 17
  18. 18. 15 million mobile banking users 18
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  24. 24. http://www.nytimes.com/2008/04/13/magazine/13anthropology-t.html
  25. 25. Influence has been democratized,amplified and accelerated by theweb.Influence is driven by trust andtrust is driven by authenticity. 28
  26. 26. 3,400 micro lectures that have been delivered 200million times. Launched in 2006. As a comparisonMIT’s OpenCourseWare has had 40 million views. 29
  27. 27. $365 million loans made, 838k contributors, 892k borrowers, 81% of recipientsare women, 98% of loans are repaid, $399 average loan size, average lendermakes 8.8 loans
  28. 28. 31
  29. 29. What drives trust? 32
  30. 30. Trust in advertisingBase: 57,499 US Online Adults (18+)Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada) 33
  31. 31. Focus on customer satisfaction. Improve productquality and usability.Respond to concerns andcriticism. Open a dialog andlisten to people. Earncustomer loyalty.
  32. 32. Other examples 35
  33. 33. Since launching on April 28, 2009, over $350 million has been pledgedby more than 2.5 million people, funding more than 30,000 creativeprojects. 36
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