Philips Social Media Manifesto
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    Philips Social Media Manifesto Philips Social Media Manifesto Document Transcript

    • SOCIAL MEDIA Consumer Interaction in The Digital Space Saturday, April 24, 2010
    • WHAT IS SOCIAL MEDIA? Saturday, April 24, 2010
    • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. Saturday, April 24, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
    • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. Traditional Media Social Media Brand -> User Brand (One way communication) User User (Multi communication) Static Constantly changing Advertising = Interruption Advertising = Conversation Saturday, April 24, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
    • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. The Social Media audience are The Traditional Media audience are content consumers AND content content consumers. producers. Saturday, April 24, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Saturday, April 24, 2010
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities Facebook - General networking: Over 400 million active users and more than 5 billion pieces of content shared each week. MySpace - General networking (focus on music): Over 100 million active users. Bebo - General networking: Over 40 million active users. LinkedIn - Business and professional networking: Over 60 million active users. Saturday, April 24, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Facebook MySpace Bebo LinkedIn Content sharing Youtube - Video sharing: Over a billion videos viewed per day. Over 21 hours of video uploaded every minute. Flickr - Photo sharing: Over 33 million active users. Saturday, April 24, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Facebook Youtube MySpace Flickr Bebo LinkedIn Geo Location Apps Foursquare - Location based social network: Approximately 1 million users. Gowalla - Location based social network: 100.000 to 300.000 active users. Saturday, April 24, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Geo Location Apps: Facebook Youtube Foursquare MySpace Flickr Gowalla Bebo LinkedIn Micro Blogging Twitter - General micro blogging service: Over 60 million active users. Over 50 million tweets per day. Over 10 billion tweets created since launch. Tumblr - General micro blogging service (focus on displaying pictures): 3 to 5 million active users. Over 2 million posts produced every day. Saturday, April 24, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
    • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Facebook Youtube MySpace Flickr Bebo LinkedIn Micro Blogging: Geo Location Apps: Twitter Foursquare Tumblr Gowalla Saturday, April 24, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Saturday, April 24, 2010
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives The key to success is RELEVANCE Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives In order for brands to successfully interact with users in the digital space the communicated message needs to be: RELEVANT to its audience & RELEVANT to the brand identity Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Brands should not spam or interrupt its users. Instead, they have to invite to a conversation! Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives True consumer connection is only reached when the audience feels like they are a part of the brand. ”The experience is the message” Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples: Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.1 - Art of The Trench by Burberry A micro site enabling people to upload and share pictures of themselves or others in trench coats. Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.1 - Art of The Trench by Burberry Art of The Trench successfully interacts with its target audience in a fun and unique way - A way which is totally coherent with the identity of the brand. It creates an incentive for fashion interested people all around the world to take part. It is also extremely culturally relevant. Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides Soundwalk in collaboration with LV creates sound tours of different cities around the world. Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.3 - Nowness by LVMH A blog showcasing content from different creative talents all around the world. Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides & Examples No.3 - Nowness by LVMH Even though these sites are not showcasing user generated content they interacts with its audience through inspiring and enabling conversations which is relevant to the selected brands. The brand becomes defined by the content it provides. Saturday, April 24, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? Saturday, April 24, 2010
    • THE FUTURE OF SOCIAL MEDIA What will happen next? The social media of the future will: Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? Offer less friction Be more interlaced with our daily lives Allow us to interact with our surroundings Provide more local and customized information Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? This will be enabled through new technologies such as: Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? RFID Tags and Transponders Arduino circuit boards Biometric face recognition Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? The current social media revolution can be divided into five phases. Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • THE FUTURE OF SOCIAL MEDIA What will happen next? Phase No.1 - Social Relationship People connect with each other and share content within different social networks. (Facebook, MySpace) Phase No.2 - Social Functionality Social networks starts providing users with valuable services. (Clouds, Geo Location) Phase No.3 - Social Colonization Our entire online experience becomes connected with social networks. (Facebook Connect, OpenID) Phase No.4 - Social Context The content becomes personal and more heavily intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition) Phase No.5 - Social Commerce Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible. Saturday, April 24, 2010 Today  advertising  is  very  different  from  what  it  once  was.  Advertising  has  developed  into  being  more  about  creating  a  service  that  entertain   and  are  useful  to  its  users.  In  the  near  future  the  borders  between  what  divide  actual  advertising  from  utility  services  will  completely   disappear  –  enabling  a  new  level  of  contextualised  relevance.   The  social  media  experience  of  the  future  will  evolve  to  become  lot  more  frictionless  and  intertwined  with  our  daily  lives.  It  will  also  enable  us   to  interact  with  our  surroundings  in  a  seamless  way  allowing  users  to  access  tons  of  information  that  is  relevant  to  our  surroundings  and  us  at   any  given  time.     There  are  several  new  technologies  already  being  developed,  which  will  allow  for  this  to  come  true.  For  example  RFID  tags  and  transponders   will  enable  us  to  acquire  all  sorts  of  data  by  scanning  products  etc  with  our  mobile  devices.  In  the  near  future  you  will  be  able  to  with  your   mobile  phone  scan  a  product  in  a  store  that  you  are  considering  buying,  when  scanned  the  information  about  the  product  based  on  reviews  as   well  as  other  users  experience  will  be  displayed  on  your  phone.   There  will  also  be  a  more  profound  connection  between  real  life  objects  and  places  and  social  networks.  New  and  relatively  cheap  technology   will  allow  for  objects  to  communicate  its  status  to  social  networking  sites  and  its  users.  We  have  already  seen  a  bakery  releasing  automated   tweets  every  time  the  oven  switches  off,  thus  informing  its  audience  that  fresh  and  hot  bread  is  available.  This  will  also  enable  local  shops  etc   to  better  communicate  with  its  community.   Our  social  media  pro@iles  will  also  be  more  heavily  connected  with  our  real  life’s,  allowing  for  people  passing  us  on  the  street  to  access  our   information  either  via  signals  sent  out  from  our  mobile  devices  or  via  biometric  face  recognition,  a  service  which  recognizes  your  face.   Sophisticated  face  recognition  software  can  in  theory  scan  and  collect  every  single  picture  featuring  you  on  the  entire  web.     The  evolution  of  social  networking  and  the  social  web  can  be  seen  as  @ive  different  phases.  Its  however  important  to  note  that  these  phases  are   overlapping  and  there  is  no  de@inite  answer  to  where  one  phase  ends  and  another  begins.   The  phases  are:   No.1:  The  Social  Relationship  Phase  –  People  connect  to  each  other  and  share  content.   No.2:  The  Socially  Functionality  Phase  –  Social  networks  provided  users  with  useful  services.  (Clouds,  Geo  location)   No.3:  The  Social  Colonization  Phase  –  Our  entire  online  experiences  becomes  connected  with  social  networking.  (Facebook  Connect,  OpenID)   No.4:  The  Social  Context  Phase  –  The  content  becomes  more  personal  and  also  intertwined  with  our  daily  lives.  (RFID  Tags  and  Transponders,   Biometric  Face  Recognition) No.5:  The  Social  Commerce  Phase  –  Social  media  is  now  a  regular  part  of  our  daily  lives.  Experiences  are  shared  in  an  online  environment  as   much  as  in  real  life.  Information  is  hyper  relevant,  tailored  and  always  accessible.   Today  we  are  somewhere  at  the  end  of  the  social  relationship  phase  and  in  the  beginning  of  the  social  functionality  phase.  It  has  to  be  stated   that  even  thought  this  phase  change  has  taken  its  time,  they  will  start  changing  quicker  and  quicker  as  the  technology  advances  –  leaving  us   almost  completely  unaware  of  what  the  future  of  social  media  and  online  interaction  holds.  
    • REFERENCES http://www.slideshare.net/Ifonlyblog/is-social-media-just-for-chavs-1698405 http://www.slideshare.net/MG15/bona-fide-deck http://www.slideshare.net/bwdumars/social-media-strategy-and-tactics-across- multiple-brands-3398320 http://forrester.typepad.com/groundswell/2009/04/the-future-of-the-social-web- according-to-forrester.html http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ http://whatconsumesme.com/2010/posts-ive-written/responding-to-the-social-media- bubble/ http://mashable.com/2009/06/01/social-media-future-tech/ Saturday, April 24, 2010