1. The importance of trust and
authenticity the age of social
and mobile
Forrester’s Interactive Marketing Council Meeting
October 24th – 10:15am -11:15am
Matt Moog Founder & CEO
e: matt@viewpoints.com p: 312.447.6111

2. 5 years of change

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 brand
3

4. Life before the mobile and
social web
http://www.slideshare.net/fred.zimny/mckinsey-theconsumer-decision-journey 4

5. Life after...
5

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 7
http://www.chainstoreage.com/article/survey-95-million-americans-using-social-media-shop

8. 19 million members, 42 million monthly unique
visitors, 1.4 billion pages views, $750 million in sales
founded in 2005

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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
12

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

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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 up
reviews.***
*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. In 2011, eBay transacted $5 billion through mobile devices and expects
to transact $10 billion in 2012.
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18. 15 million mobile banking users
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25. 25

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27. http://www.nytimes.com/2008/04/13/magazine/13anthropology-t.html

28. Influence has been democratized,
amplified and accelerated by the
web.
Influence is driven by trust and
trust is driven by authenticity.
28

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

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32. What drives trust?
32

33. 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 don't 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

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.

35. Other examples
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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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