CSN 2008 Amsterdam

3. How Consumers Participate in Online Communities and What That Changes Mary Beth Kemp Principal Analyst Forrester Research 19 June, 2008

4. Theme How connected consumers changes everything

9. Europeans are most-often spectators Percentage of consumers who use these technologies monthly or more often Base: 13,254 European online users Source: Forrester’s European Technographics Benchmark, Q2 2007

10. Peer-generated video divides the generations most Age Percentage of consumers who never use these technologies Base: 13,254 European online users Source: Forrester’s European Technographics Benchmark, Q2 2007

11. Technology adoption doesn’t tell you much Age Percentage of consumers who never use these technologies Base: 13,254 European online users Source: Forrester’s European Technographics Benchmark, Q2 2007

12. Social Technographics shows how consumers participate Consumers participating in at least one of the activities at least monthly Source: Q2 2007 European Technographics Benchmark Survey, Q3 2007 European Young Consumers Survey 19% 9% 13% 40% 53% 57% 17% 52% 81% 14% Creators Publish a blog Publish your own Web pages Upload video or music you created Critics Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Collectors Use RSS feeds Add “tags” to Web pages or photos Joiners Maintain profile on a social networking site Use social networking sites Spectators Read blogs, online forums Watch video from other users Listen to podcasts Read customer ratings/reviews Take part in discussions or online forums Inactives None of the above European online adults 10% Young online European consumers 39%

13. The Dutch are the keenest Creators Creators as a percentage of online adults

14. Innocent’ Big Knit has 662 Flickr photos…

15. The Dutch and Brits love joining networks Joiners as a percentage of online adults

16. Hyves is a thriving community

17. Over a third of European adults read social content Spectators as a percentage of online adults

18. The majority of young consumers do! Spectators as a percentage of online youth 12-24

19. A third of young consumers actually create content Creators as a percentage of online youth 12-24

20. Penguin’s Spinebreakers is written by teens for teens

21. Young French and German are networking holdouts Joiners as a percentage of young adults

22. Social Network users are voyeurs Base: 2,778 young users who visit or used to visit social networking sites Source: European Technographics® Online Youth Survey, Q3 2007

23. … who want to connect Base: 2,778 young users who visit or used to visit social networking sites Source: European Technographics® Online Youth Survey, Q3 2007

26. Development Support Sales Marketing Research What do you want to achieve? Listening Talking Energizing Supporting Embracing

27. Listening: E & Y Engages In A Dialog With Prospective Employees On Facebook

28. Listening…InterContinental runs a private community for research and exchange

29. Speaking…with weight-loss candidates

30. Speaking with far-flung employees

31. Energizing: CarnivalConnections helps plan and coordinate cruises for groups

32. Energize…lingerie fans Users put VS Pink badges on their own pages, where friends see them Their friends then go and visit the VSPink profile page, where they can also download the badges

33. VSPink Has +300K Members And Thousands Of Comments

34. Support: Salesforce.com customers can find people like themselves for support and ideas

35. Supporting… ‘moms’

36. Embracing… dog lovers

37. A conversation with customers Del Monte: What does your dog eat for breakfast? George: . . . she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!! Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?” George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils.

38. Embracing…employees with a simple interface – and process - for people to submit ‘change’ ideas

49. Influence will become highly valuable Lifetime (or financial) value Social value Ambassadors Influencers Core buyers Misers + + - -

51. Evolution of open platforms Walled garden services Portal aggregators 1993 1999 2003 2008-9 2013 Search freedom Data portability Ubiquitous social networks

53. Thank you Mary Beth Kemp mbkemp@ forrester.com + 33 (0)1 47 58 93 22 www.forrester.com

54. Een initiatief van: Met medewerking van: Programma 08.30 Ontvangst & registratie 09.30 Opening dagvoorzitter 09.45 Keynote speaker: Mary Beth Kemp 10.45 Keynote speaker: Frans van der Reep 11.45 Coffee break 12.00 Recruitment Track Marketing Track Geert-Jan Waasdorp Sander Dullaart 12.45 Lunch break & Speed date 14.00 Recruitment Track Marketing Track Bas van de Haterd David Nieborg 14.45 Marco van Hurne Pascal Spelier 15.30 Tea break 15.45 Panel discussion