Forrester deck 10 21-12

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Forrester deck 10 21-12

  1. 1. The importance of trust andauthenticity the age of socialand mobileForrester’s Interactive Marketing Council MeetingOctober 24th – 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 social andmobile than everThis change amplifies andaccelerates customer advocacyand enables new models ofcollaborationTrust and authenticity are elevatedin the life of your brand 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-12931723 7http://www.chainstoreage.com/article/survey-95-million-americans-using-social-media-shop
  8. 8. 19 million members, 42 million monthly uniquevisitors, 1.4 billion pages views, $750 million in salesfounded in 2005
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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 handsets inthe US will be smartphones*42% of US online adults with a mobile phoneindicated they research products for purchase ontheir primary mobile phone, and 20% indicated theydo so at least weekly or more often. **40% of consumers use their device for shoppingand on more than half of their shopping trips.29% of mobile users are open to scanning a mobiletag to get coupons and 24% are looking upreviews.****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)***Source: http://www.digby.com/mobile-statistics/ 16
  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
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  29. 29. What drives trust? 32
  30. 30. Trust in advertising To what extent do you trust each of the following types of advertising/promotion? e.g., 4 or 5 on a scale of 1 [Do not trust at all] to 5 [Trust completely] Consumer-written online reviews (e.g., Amazon) Professionally written online reviews (e.g., CNET, Consumer Reports) Brand or product recommendations from friends and family Natural search engine results (e.g., Google, Bing) Sponsored search engine results (e.g., Google, Bing)Posts by companies or brands on social networking sites (e.g., Facebook, Twitter) Information on websites of companies or brands Information on mobile applications from companies or brands Text messages from companies or brands Emails from companies or brands Trust (4,5) Ads on websites (e.g., banners) Middle (3) Ads on the radio Do not trust (1,2) Ads in newspapers Ads in magazines I dont use this/Not applicable Ads on TV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 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 product quality andusability. Respond to concernsand criticism. Open a dialogand listen 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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