SOCIAL
MEDIA//EVOLVED                           Presented by//The Media KitchenTuesday, October 4, 2011
SOCIAL
MEDIA//            media
for
social
interaction,
using
highly
accessible
and
scalable
            publishing
techni...
ROCKET
=
CONTENT                           FUEL
=
SOCIAL
 3Tuesday, October 4, 2011
ROCKET
=
CONTENT                           FUEL
=
SOCIAL
 4Tuesday, October 4, 2011
SOCIAL
MEDIA
IS
NOW
               PART
OF
THE
WEB’S
               CURRENT
DNA                                      //NET...
WHAT
IS
PROVIDES
IS
ULTIMATELY
                           INFLUENCE 6Tuesday, October 4, 2011
HOW
DO
BRANDS
CREATE
 INFLUENCE
IN
A
COMPLEX
SOCIAL
 WORLD?  7Tuesday, October 4, 2011
THE
AGENDA                           GROWING
COMPLEXITY                                   SOCIAL
DATA                     ...
GROWING
COMPLEXITY
                           MOBILE
PENETRATION                           CONTENT
EXPLOSION              ...
THE
SMARTPHONE

                               #1
CULPRIT 10Tuesday, October 4, 2011
PENETRATION
EXPLOSION 11Tuesday, October 4, 2011
MOBILE
SOCIAL
EXPLOSION         "The
State
of
the
U.S.
Mobile
Advertising
Industry
and
         What
Lies
Ahead."

shows
a...
EVERY
SMARTPHONE
IS
A                           A
DIGITAL
CAMERA                                  A
VIDEO
CAMERA          ...
90‐100
MILLION
CONTENT
CREATORS 14Tuesday, October 4, 2011
Content channels 15Tuesday, October 4, 2011
GROWING
COMPLEXITY
                           MOBILE
PENETRATION                           CONTENT
EXPLOSION              ...
TRADITIONAL
CONTENT
CREATION
     HAS
BEEN
DISRUPTED. 17Tuesday, October 4, 2011
SOCIALLY
ACCESSIBLE.
SEMI
PROFESSIONAL. 18Tuesday, October 4, 2011
19Tuesday, October 4, 2011
High production            High volume                           Expensive                  Free       Creators           ...
SOCIAL
COMPLEXITY
                           MOBILE
PENETRATION                           CONTENT
EXPLOSION               ...
“IN
THE
FUTURE,
                           EVERYBODY
                           WILL
BE
WORLD
                           F...
SOCIAL//
GAMIFIED 23Tuesday, October 4, 2011
WITH
ITS
OWN
CURRENCY                                        LIKE                                     COMMENT             ...
...the
last
decade
“was
about
social
–
       putting
our
connections
online”,
and
we’re
       now
at
the
point
where
tho...
Making mundane things more exitingthrough self-created Games 26Tuesday, October 4, 2011
The ingredients are challenges +                   Goals/Feedback + Playspace 27Tuesday, October 4, 2011
GAMIFICATION
LEVERAGES
               EXISTING
SOCIAL
CONNECTIONS
               AND
PUSHES
USERS
TO
TAKE
A
              ...
perfect example - Nike Plus 29Tuesday, October 4, 2011
perfect example - Nike Plus 30Tuesday, October 4, 2011
NOW
THAT
WE
KNOW
WHAT
IS
                CONTRIBUTING
TO
THE
COMPLEXITY,
               LETS
BREAK
IT
DOWN
TO
A
BASE
LEVEL...
THE
DATA
OF
INFLUENCE

                          WHAT
IS
THE
DATA                THE
LONG
TAIL
OF
INFLUENCE               ...
Each voice in the system equates      to the overall “noise”      surrounding something on the web 33Tuesday, October 4, 2...
THE
SYSTEM
OF
DATA
DOES
   VARY...   EACH
VOICE
HAS
DIFFERENT
   MEANING
AND
   CATEGORIZATION. 34Tuesday, October 4, 2011
LOUD
(INFLUENCE)      SIMILAR
(AGGREGATED)      CONNECTED
(CONVERSATION)      EMERGING
(TRENDING)      SENTIMENT
BASED
(RE...
Every Voice = A level of Influence                    Because it is data and not just noise (analog) 36Tuesday, October 4,...
Influence is in abundance now.          A commodity because everyone can          contribute to the collective voice. 37Tu...
the long tail of influence has emerged... 38Tuesday, October 4, 2011
The long tail has proven to be      extremely powerful in driving      collective influence.      And has disrupted the Si...
Long tail example.                           Twitter trending topics. 40Tuesday, October 4, 2011
Long tail example.   Tumblr - Mass social distribution   through reblogging from big and   small forces. 41Tuesday, Octobe...
THE
DATA
OF
INFLUENCE

                          WHAT
IS
THE
DATA                THE
LONG
TAIL
OF
INFLUENCE               ...
Companies are now finding ways to      leverage the data of influence for      brands to...                               ...
Delivering to the Influential                       Curators (loud voices)                              Share this 44Tuesd...
Gamifying social behaviors to create                    brand influence 45Tuesday, October 4, 2011
Infiltrating existing Mass Influence                           Vumee 46Tuesday, October 4, 2011
Aggregating long tail influence                            140 Proof 47Tuesday, October 4, 2011
Quantifying the investment into                       your social reach 48Tuesday, October 4, 2011
Engaging with long tail influence                           Local Response 49Tuesday, October 4, 2011
THE
FUTURE
OF
SOCIAL
                 SOCIAL
CONTENT
TRAJECTORY                            FILTERED
BUBBLE                ...
what is pushing social forward? 51Tuesday, October 4, 2011
Social content trajectory            Directory           Search           Social            Personalized        Popular hi...
the filtered bubble 53Tuesday, October 4, 2011
Are WE forming the future through                  our actions? 54Tuesday, October 4, 2011
Are WE forming the future through                  our actions? 55Tuesday, October 4, 2011
It’s being set by developers 56Tuesday, October 4, 2011
Developers’ goal           Aggregated Content   Filtered content   Predictive content 57Tuesday, October 4, 2011
does sharing lose its relevance?  if so, what happens?..  how do brands connect with consumers...  What happens to curator...
What about Social Networking?            how do we connect in the future... 59Tuesday, October 4, 2011
The future of social Networking 60Tuesday, October 4, 2011
Facebook is setting this up... 61Tuesday, October 4, 2011
If networking captures your digital      life story, there is more incentive to:      share more content.      Browse back...
BRAND’S
SOCIAL
EVOLUTION

                             HUMANS
VS
BRANDS                           DISTRIBUTED
IDENTITY    ...
brand evolution timeline                     Static,                                       Dynamic,                      R...
Which is more interesting?                           Forward looking.   Past looking.                            Unpredict...
An inflection point will occur when...              Power/Reach   BRAND   HUMAN   Trust/Interest 66Tuesday, October 4, 2011
Is this a brand or person? 67Tuesday, October 4, 2011
Brands need to be more dynamic                       through constant character                              development. ...
The filtered bubble again.                           How do brands break in? 69Tuesday, October 4, 2011
Distributed identity. 70Tuesday, October 4, 2011
Brands need to communicate with            people socially in varying ways.                   The messages must be dynamic...
In the future, Brands can only enter       the filtered Bubble of influence by:      •Using people to create content      ...
How can you connect? 73Tuesday, October 4, 2011
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Social Media Evolved

  1. 1. SOCIAL
MEDIA//EVOLVED Presented by//The Media KitchenTuesday, October 4, 2011
  2. 2. SOCIAL
MEDIA// media
for
social
interaction,
using
highly
accessible
and
scalable
 publishing
techniques.
Social
media
use
web‐based
technologies
to
 transform
and
broadcast
media
monologues
into
social
media
dialogues. EVOLVED// Develop
gradually,
esp.
from
a
simple
to
a
more
complex
form 2Tuesday, October 4, 2011
  3. 3. ROCKET
=
CONTENT FUEL
=
SOCIAL
 3Tuesday, October 4, 2011
  4. 4. ROCKET
=
CONTENT FUEL
=
SOCIAL
 4Tuesday, October 4, 2011
  5. 5. SOCIAL
MEDIA
IS
NOW
 PART
OF
THE
WEB’S
 CURRENT
DNA //NETWORKING //
CONTENT
DISTRIBUTION //
CONVERSATIONS 5Tuesday, October 4, 2011
  6. 6. WHAT
IS
PROVIDES
IS
ULTIMATELY
 INFLUENCE 6Tuesday, October 4, 2011
  7. 7. HOW
DO
BRANDS
CREATE
 INFLUENCE
IN
A
COMPLEX
SOCIAL
 WORLD? 7Tuesday, October 4, 2011
  8. 8. THE
AGENDA GROWING
COMPLEXITY SOCIAL
DATA FUTURE
OF
SOCIAL BRANDS
WITHIN
SOCIAL 8Tuesday, October 4, 2011
  9. 9. GROWING
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 9Tuesday, October 4, 2011
  10. 10. THE
SMARTPHONE

 #1
CULPRIT 10Tuesday, October 4, 2011
  11. 11. PENETRATION
EXPLOSION 11Tuesday, October 4, 2011
  12. 12. MOBILE
SOCIAL
EXPLOSION "The
State
of
the
U.S.
Mobile
Advertising
Industry
and
 What
Lies
Ahead."

shows
a
comparison
of
the
top
10
 categories
of
mobile
activity
in
March
2010
and
March
2011,
 and
the
BIGGEST
YEAR‐OVER‐YEAR
INCREASE
‐‐
both
in
 terms
of
actual
users
and
percentage
growth
‐‐
was
in
 mobile
social
networking. The
number
of
people
accessing
social
networks
via
mobile
 devices
in
the
U.S.
increased
from
just
over
40
million
in
 March
2010
to
around
60
MILLION
in
March
2011,
for
a
 percentage
increase
of
45.7%.
 12Tuesday, October 4, 2011
  13. 13. EVERY
SMARTPHONE
IS
A A
DIGITAL
CAMERA A
VIDEO
CAMERA A
MEGAPHONE A
BROADCAST
TOOL 13Tuesday, October 4, 2011
  14. 14. 90‐100
MILLION
CONTENT
CREATORS 14Tuesday, October 4, 2011
  15. 15. Content channels 15Tuesday, October 4, 2011
  16. 16. GROWING
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 16Tuesday, October 4, 2011
  17. 17. TRADITIONAL
CONTENT
CREATION
 HAS
BEEN
DISRUPTED. 17Tuesday, October 4, 2011
  18. 18. SOCIALLY
ACCESSIBLE.
SEMI
PROFESSIONAL. 18Tuesday, October 4, 2011
  19. 19. 19Tuesday, October 4, 2011
  20. 20. High production High volume Expensive Free Creators Extreme talent Lengthy process Moderate talent Rapid process Expert voice Automated Collective voice Curators vertical oriented high influence Small influence Tech Driven Consumers Remain the same 20Tuesday, October 4, 2011
  21. 21. SOCIAL
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 21Tuesday, October 4, 2011
  22. 22. “IN
THE
FUTURE,
 EVERYBODY
 WILL
BE
WORLD
 FAMOUS
FOR
15
 MINUTES.” 22Tuesday, October 4, 2011
  23. 23. SOCIAL//
GAMIFIED 23Tuesday, October 4, 2011
  24. 24. WITH
ITS
OWN
CURRENCY LIKE COMMENT RE-TWEET EMBED SHARE 24Tuesday, October 4, 2011
  25. 25. ...the
last
decade
“was
about
social
–
 putting
our
connections
online”,
and
we’re
 now
at
the
point
where
those
connections
 can
actually
drive
action.
Games
are
the
key. 25Tuesday, October 4, 2011
  26. 26. Making mundane things more exitingthrough self-created Games 26Tuesday, October 4, 2011
  27. 27. The ingredients are challenges + Goals/Feedback + Playspace 27Tuesday, October 4, 2011
  28. 28. GAMIFICATION
LEVERAGES
 EXISTING
SOCIAL
CONNECTIONS
 AND
PUSHES
USERS
TO
TAKE
A
 SPECIFIC
ACTION.

 WHEN
A
BRAND
DOES
THIS,
THAT
 SPECIFIC
ACTION
IS
TYPICALLY
 TIED
TO
PRODUCT
USAGE. 28Tuesday, October 4, 2011
  29. 29. perfect example - Nike Plus 29Tuesday, October 4, 2011
  30. 30. perfect example - Nike Plus 30Tuesday, October 4, 2011
  31. 31. NOW
THAT
WE
KNOW
WHAT
IS
 CONTRIBUTING
TO
THE
COMPLEXITY,
 LETS
BREAK
IT
DOWN
TO
A
BASE
LEVEL 31Tuesday, October 4, 2011
  32. 32. THE
DATA
OF
INFLUENCE

 WHAT
IS
THE
DATA THE
LONG
TAIL
OF
INFLUENCE COMPANIES
LEVERAGING
DATA 32Tuesday, October 4, 2011
  33. 33. Each voice in the system equates to the overall “noise” surrounding something on the web 33Tuesday, October 4, 2011
  34. 34. THE
SYSTEM
OF
DATA
DOES
 VARY... EACH
VOICE
HAS
DIFFERENT
 MEANING
AND
 CATEGORIZATION. 34Tuesday, October 4, 2011
  35. 35. LOUD
(INFLUENCE) SIMILAR
(AGGREGATED) CONNECTED
(CONVERSATION) EMERGING
(TRENDING) SENTIMENT
BASED
(REVIEWS/RATINGS) 35Tuesday, October 4, 2011
  36. 36. Every Voice = A level of Influence Because it is data and not just noise (analog) 36Tuesday, October 4, 2011
  37. 37. Influence is in abundance now. A commodity because everyone can contribute to the collective voice. 37Tuesday, October 4, 2011
  38. 38. the long tail of influence has emerged... 38Tuesday, October 4, 2011
  39. 39. The long tail has proven to be extremely powerful in driving collective influence. And has disrupted the Single voice of influence. 39Tuesday, October 4, 2011
  40. 40. Long tail example. Twitter trending topics. 40Tuesday, October 4, 2011
  41. 41. Long tail example. Tumblr - Mass social distribution through reblogging from big and small forces. 41Tuesday, October 4, 2011
  42. 42. THE
DATA
OF
INFLUENCE

 WHAT
IS
THE
DATA THE
LONG
TAIL
OF
INFLUENCE COMPANIES
LEVERAGING
DATA 42Tuesday, October 4, 2011
  43. 43. Companies are now finding ways to leverage the data of influence for brands to... buy leverage infiltrate or participate 43Tuesday, October 4, 2011
  44. 44. Delivering to the Influential Curators (loud voices) Share this 44Tuesday, October 4, 2011
  45. 45. Gamifying social behaviors to create brand influence 45Tuesday, October 4, 2011
  46. 46. Infiltrating existing Mass Influence Vumee 46Tuesday, October 4, 2011
  47. 47. Aggregating long tail influence 140 Proof 47Tuesday, October 4, 2011
  48. 48. Quantifying the investment into your social reach 48Tuesday, October 4, 2011
  49. 49. Engaging with long tail influence Local Response 49Tuesday, October 4, 2011
  50. 50. THE
FUTURE
OF
SOCIAL
 SOCIAL
CONTENT
TRAJECTORY FILTERED
BUBBLE SOCIAL
NETWORKING 50Tuesday, October 4, 2011
  51. 51. what is pushing social forward? 51Tuesday, October 4, 2011
  52. 52. Social content trajectory Directory Search Social Personalized Popular hits Seek, Share Filtered to Browse, Reblog Consume and and Find Retweet engage (Currency Gained here) 52Tuesday, October 4, 2011
  53. 53. the filtered bubble 53Tuesday, October 4, 2011
  54. 54. Are WE forming the future through our actions? 54Tuesday, October 4, 2011
  55. 55. Are WE forming the future through our actions? 55Tuesday, October 4, 2011
  56. 56. It’s being set by developers 56Tuesday, October 4, 2011
  57. 57. Developers’ goal Aggregated Content Filtered content Predictive content 57Tuesday, October 4, 2011
  58. 58. does sharing lose its relevance? if so, what happens?.. how do brands connect with consumers... What happens to curators... does the web become feed driven... 58Tuesday, October 4, 2011
  59. 59. What about Social Networking? how do we connect in the future... 59Tuesday, October 4, 2011
  60. 60. The future of social Networking 60Tuesday, October 4, 2011
  61. 61. Facebook is setting this up... 61Tuesday, October 4, 2011
  62. 62. If networking captures your digital life story, there is more incentive to: share more content. Browse backwards. Mine data for your evolution. Gain better targeting. 62Tuesday, October 4, 2011
  63. 63. BRAND’S
SOCIAL
EVOLUTION

 HUMANS
VS
BRANDS DISTRIBUTED
IDENTITY SOCIAL
NETWORKING 63Tuesday, October 4, 2011
  64. 64. brand evolution timeline Static, Dynamic, Rigid Flexible Real time Creation of Brand Manifesto Facebook/Twitter the brand story of the Brand Voice Develop a voice brand through its Brand Strategy Communicate and connect actions and words. 64Tuesday, October 4, 2011
  65. 65. Which is more interesting? Forward looking. Past looking. Unpredictable. Predefined. 65Tuesday, October 4, 2011
  66. 66. An inflection point will occur when... Power/Reach BRAND HUMAN Trust/Interest 66Tuesday, October 4, 2011
  67. 67. Is this a brand or person? 67Tuesday, October 4, 2011
  68. 68. Brands need to be more dynamic through constant character development. 68Tuesday, October 4, 2011
  69. 69. The filtered bubble again. How do brands break in? 69Tuesday, October 4, 2011
  70. 70. Distributed identity. 70Tuesday, October 4, 2011
  71. 71. Brands need to communicate with people socially in varying ways. The messages must be dynamic. 71Tuesday, October 4, 2011
  72. 72. In the future, Brands can only enter the filtered Bubble of influence by: •Using people to create content •Find ways to truly engage •Become Dynamic •Gamify the system •Test/Learn (Fail fast) 72Tuesday, October 4, 2011
  73. 73. How can you connect? 73Tuesday, October 4, 2011
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