Forrester’s Jeremiah Owyang released a new report today entitled The Future of the Social Web: Portable IDs Catalyze A Power Shift To Consumers. The report describes how technologies that help users bring their identities with them across the web are transforming marketing, eCommerce, CRM and advertising. Owyang hypothesizes that the social web will enable consumers to base decisions on peers and empower them, together with their communities, to define product roadmaps.
The report interviews executives, product managers, and strategists at 24 companies: Appirio, Cisco Eos, Dell, Facebook, Federated Media Publishing, Flock, Gigya, Google (Open Social/stack team), Graphing Social Patterns (Dave McClure), IBM (SOA Team), Intel (social media marketing team), KickApps, LinkedIn, Meebo, Microsoft (Live team), MySpace, OpenID Foundation (Chris Messina), Plaxo, Pluck, Razorfish, ReadWriteWeb, salesforce.com, Six Apart, and Twitter.
By Tobias Meyer-Grunow