Social Media will no longer be Social MediaFrom the Social-Lites and Mass Mingling toData Myning and “Biologically InspiredIntelligence”. Are humans adopting NicheSocial Networks or turning into anti-socialzombies?Prof Luiz MoutinhoFoundation Chair of MarketingAdam Smith Business SchoolUniversity of Glasgow,Scotland
Social Media is not a Strategy. It is one of thecommunication tools available. It is a greatand potentially personal tool, but do not stopthere.
SOCIAL-LITESAre all about discovery, as consumers becomecurators ;actively broadcasting, remixing, compiling,connecting, sharing and recommending content,products, purchases, experiences.
THE F – FACTOR• This is F for friends, fans and followers, who influence consumers „purchasing decisions in evermore sophisticated ways.• It offers the promise of a consumption arena that is more efficient, more relevant, and more interesting than before.• F – DISCOVERY• F – RATED• F – FEEDBACK• F – TOGETHER F - ME
The downside about social media:no one has this thing really figuredout, yet.The upsides about the social media:no one has this thing really figuredout, yet
Ultimately, brands need tohave a role in society. Thebest way to have a role insociety is to understandhow people are talkingabout things in real time.
Social Media can be an enabler and anaccelerator of existing core capabilities, values,attributes and plans. It can even be a catalystfor change. But it cannot magically create whatdoes not exist.
Social Media will no longer be“Social Media”……Rather, it will be an integrated,unquestionable component of youronline and offline experience!
Marketers Have It Wrong: Forget Engagement, ConsumersWant SimplicityIn a world where brands are constantly fighting for attention,many marketers are asking themselves a key question: What isthe best way to impact purchase decision and brand loyalty?The answer they are likely arriving at is that they should engagepotential and current customers via social media. After all,consumers are all about social media, right? Wrong.
The IBM Institute for Business Value found that 60-65% ofbusiness leaders believe that consumers follow their brandson social media sites because they want to be part of acommunity. Only 25-30% of consumers agree.On top of trying too hard to engage with consumers via socialmedia, marketers are generally pushing out too muchinformation, causing people to over-think purchase decisionsand making them more likely to change their minds about aproduct, be less confident in their choice and less likely toremain loyal to the brand.
MASS MINGLINGWhy the online revolution is fuelling an ever-increasingrange of “real world” meet-ups.Technology has not turned entire generations intohomebound, anti-social zombies.Au contraire……
NICHE SOCIAL NETWORKS• Small is the new Big• Social Media is becoming increasingly personalised• Internet users are increasingly seeking connections and content that filter out the “noise” and focus on online conversations.
Dwindling budgets suddenly makelow-cost social media look like thepretty girl at the ball……The recession will force revenueresults out of social technologies.
IntuitiveUbiquitous The Future of the Dynamic Social Media Hard-Wired Into Business Seamless Models
CONTENT IS COMMODITY• You have to provide more than content.• Organising and filtering content will become big business.• Social networks constructed from semantic similarity captures actual friendship.• Folksonomies – classification system,collaborative tagging, social classification,social indexing, social tagging. Digital object tagging. Collected intelligence.• The Democratisation of MetaData
NEW SOCIAL MEDIA INTELLIGENCE TOOLS• To learn the meaning and context of data in a way that is similar to humans. Called “Biologically inspired intelligence”. Machine Learning, useful for understanding complex, unstructured information.• Application Programming Interface (API) for building learning machines. Adaptive holosemantic data space with semiotic capabilities. Sense-making capabilities for semantic discovery, lightweight ontologies, knowledge collaboration, sentiment analysis, AI and data mining. “Topic-Mapper”• Gnostech.com
END-USER COMPUTING TRENDS HIGH Bandwidth Resolution Text 2D Graphics Processing Power Individual Video Game Micro Virtual Worlds 3D, 4D and NewsGroups Movement Group Gopher Text Collaboration Text, Video, Voice LOW HIGH Graphic Intensity User Engagement Collaboration
DATA MYNING• If data is the new resource, expect consumers to start demanding their share of its value.• Big data discussion. The value of customer data to businesses. Now, savvy consumers are reversing the flow: seeking to own and make the most of their lifestyle data, and turning to brands to proactively offer better solutions.
In the first decade of the 21st century, new mediatechnologies for social networking such as Facebook,MySpace, Twitter and YouTube began to transform thesocial, political and informational practices of individualand institutions across the globe, inviting aphilosophical response from the community of appliedethicists and philosophers of technology.
WHAT IS SOCIAL MEDIA REALLY ABOUT?• Disclosure• Transparency• Authenticity• TrustSpare a thought for Ethics• Be transparent• Give something back• Trust is paramount• Do not jeopardise that trust
SOCIAL NETWORKS are not about websites.They are about experiences.