Decline Of The Destination Web, The Rise Of The Social Web

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The number of visitors to destination sites is steadily shrinking. The explanation is simple: people spend more and more time on social platforms. In this session, we take a closer look at the …

The number of visitors to destination sites is steadily shrinking. The explanation is simple: people spend more and more time on social platforms. In this session, we take a closer look at the phenomenon, and explain to you which are the possible strategies to ride the trend.

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  • 1. @AdNerds#FollowFridays Friday, November 13 The Decline of the Destination Web. The Rise of the Social Web. And how to Ride the Trend.
  • 2. The DECLINE of the DESTINATION web.
  • 3. 90-10
  • 4. “Sort of like a dating website, but for knowledge instead of sex.”
  • 5. “Sort of like a dating website, but for knowledge instead of sex.”
  • 6. “Do you watch television?”
  • 7. The web competes with traditional media.
  • 8. The social web competes with the destination web.
  • 9. Google knows more about you than your spouse does.
  • 10. Does the company that knows everything also believe the power of networks will dominate the internet? Picture ‘Eye of God’ by Veltro23 on Flickr
  • 11. You Betcha!
  • 12. Is Google a Social Media Company?
  • 13. Is Google a Social Media Company?
  • 14. Is Google a Social Media Company?
  • 15. Is Google a Social Media Company?
  • 16. If omniscient Google stealthily tries very hard to become a social media company, can you honestly still believe social media is a fad? Picture ‘Eye of God’ by Veltro23 on Flickr
  • 17. The RISE of the SOCIAL web.
  • 18. Just how big is the social web today?
  • 19. Unique Monthly Visitors Comscore (september 09) 32 mio 58 mio 411 mio
  • 20. About a third of all Internet users worldwide visited Facebook in September 2009, says Comscore. A year ago it was 17%.
  • 21. What do people do on Facebook? 8 billion minutes spent everyday 2 billion photos uploaded every month 15.000 Facebook Connect implementations 5 billion API calls in 1 day 2 billion pieces of content shared every week
  • 22. Gen Y will outnumber Baby Boomers. 96% of them have 1 out of 8 couples in the US who met joined a social network. on social media will get married. Facebook will hit 400 2010 Over 5 billion iPhone apps will be downloaded. million users. If Facebook were a country, it will become the third biggest.
  • 23. How to RIDE the TREND.
  • 24. How to Ride the Trend? Be where the Action is. Become Part of the Social Habitat. Tap the Power of Connections.
  • 25. Be where the Action is. DIGG Heat map by Brian Shaler
  • 26. Syndication
  • 27. Integration
  • 28. facebook platform
  • 29. Focusing communication on the stream and Inbox. facebook platform
  • 30. Focusing communication on the stream and Inbox. facebook platform
  • 31. Focusing communication on the stream and Inbox. facebook platform New games & apps dashboard.
  • 32. Focusing communication on the stream and Inbox. facebook platform New games & apps dashboard.
  • 33. Focusing communication Access to user email on the stream and Inbox. addresses. facebook platform New games & apps dashboard.
  • 34. Focusing communication Access to user email on the stream and Inbox. addresses. facebook platform New games & apps dashboard.
  • 35. Focusing communication Access to user email on the stream and Inbox. addresses. facebook platform New games & apps dashboard. Simplified navigation & counter channel.
  • 36. Focusing communication Access to user email on the stream and Inbox. addresses. facebook platform New games & apps dashboard. Simplified navigation & counter channel.
  • 37. Focusing communication Access to user email on the stream and Inbox. addresses. Facebook Ads API. facebook platform New games & apps dashboard. Simplified navigation & counter channel.
  • 38. Focusing communication Access to user email on the stream and Inbox. addresses. x 130 friends Facebook Ads API. 65 facebook platform = 64,266,500 New games & potential reach apps dashboard. Simplified navigation & counter channel.
  • 39. Focusing communication Access to user email on the stream and Inbox. addresses. Facebook Ads API. facebook platform New games & apps dashboard. Simplified navigation & counter channel. Open Graph API.
  • 40. Sites that use Facebook Connect have seen increases of 30% to 200% in site registrations and 15% to 100% in the number of reviews and other user-generated content*. *source = Facebook
  • 41. Aggregation
  • 42. Syndication for easy syndication rss flash platform services distribution Integration Aggregation facebook.com/twitter twitter oAuth publish to ∞~50 platforms ping.fm
  • 43. Integration Facebook connect flash platform services Syndication social Aggregation google opensocial gigya socialize
  • 44. Aggregation Video on youtube Pictures on Syndication Integration flickr Info on wikipedia Fans on facebook Talk on twitter
  • 45. Become Part of the Social Habitat. Picture by vintagedept on Flickr
  • 46. It is not because you are on social media that, by definition, you are social.
  • 47. This is not your Data Center.
  • 48. Tap the Power of Connections. Picture by Photos from the Vault on Flickr
  • 49. Social Object theory* is the belief that all successful social media interactions center on an object. The social object is the centerpiece in a dialogue between two or more people. * theory by Jyri Zengeström, Co-founder of Jaiku, Product Manager of Social & Mobile at Google
  • 50. !"#$%&'()*+
  • 51. +1.2 million runners +247 million kilometers tracked +13 billion calories burned In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances Average duration of a run worldwide = 35 minutes Most popular Nike+ Powersong = “Pump It” by the Black Eyed Peas Location, total kilometers, frequency of running, ...
  • 52. 97% declares a digital brand experience has influenced whether or not they went on to purchase a product or service from a brand* * Razorfish Feed survey 2009
  • 53. the social object theory – and social media in general – may be great for consumer products, but are they of any use for B2B marketing?
  • 54. SCOOP
  • 55. A Couple of things to CHEW on.
  • 56. Social Media will definitely Stick. You need a Social Media Strategy. Today. You need a Social M ed Re-allocate if neceia Budget. ssary. You need a Social Media Manager. Rather sooner than later. Get over it: the stock value of your very own database has just dropped drastically.
  • 57. What is up next?
  • 58. That’s it, for today. adnerds.be followfridays.be