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

5 years of change

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

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Life before the mobile and social web

4 http://www.slideshare.net/fred.zimny/mckinsey-theconsumer-decision-journey

Life after...

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What is social media used for?

6 http://www.salsalabs.com/blog/2012/02/infographic-why-people-use-social-media

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.

7 http://www.slideshare.net/LeoBurnettWorldwide/social-shopping-12931723

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

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

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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

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Founded in 2008 over 10 million nights booked, over 200,000 listings worldwide, over 26,000 cities, 192 countries, over 168 million Social Connections

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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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.*** 16 *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/

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In 2011, eBay transacted $5 billion through mobile devices and expects to transact $10 billion in 2012.

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15 million mobile banking users

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

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

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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.

$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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What drives trust?

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Trust in advertising

33 Base: 57,499 US Online Adults (18+) Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ads on TV

Ads in magazines

Ads in newspapers

Ads on the radio

Ads on websites (e.g., banners)

Emails from companies or brands

Text messages from companies or brands

Information on mobile applications from companies or brands

Information on websites of companies or brands

Posts by companies or brands on social networking sites (e.g., Facebook, Twitter)

Sponsored search engine results (e.g., Google, Bing)

Natural search engine results (e.g., Google, Bing)

Brand or product recommendations from friends and family

Professionally written online reviews (e.g., CNET, Consumer Reports)

Consumer-written online reviews (e.g., Amazon)

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]

Trust (4,5)

Middle (3)

Do not trust (1,2)

I don't use this/Not applicable

Focus on customer satisfaction. Improve product quality and usability. Respond to concerns and criticism. Open a dialog and listen to people. Earn customer loyalty.

Other examples

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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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