The Future Of The Social Web

Portable IDs Catalyze A Power Shift To Consumers

with Josh Bernoff, Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Today's social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.

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NOTES & RESOURCES

Social Networks Proliferate, Yet Communities Are Locked In Disparate Islands

In The Era Of Social Functionality, The Focus Remains On Activity Within Social Networks

In The Era Of Social Colonization, Communities Will Traverse The Internet

In The Era Of Social Context, The Internet Delivers Personalized Experiences

In The Era Of Social Commerce, Social Networks Will Gain Power Over Brands

Issues Like Privacy Mean The Path To This Future Will Be Bumpy

recommendations

Focus On Advocates And Prepare For Communities

WHAT IT MEANS

As Power Shifts To Communities, Marketing Will Transform Itself

Supplemental Material

Forrester interviewed 24 vendors and user companies, including Facebook, Google, LinkedIn, MySpace, OpenID Foundation, and Twitter.

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology:	Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Industry:	Consumer Portals & Search, Consumer Technology
Geography:	North America

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