The Future Of Social Media And Its Implications For Brands

by Adam Graham on Mar 10, 2010

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A look at some of the emerging trends in social media and some predictions about where this may be going. ...

A look at some of the emerging trends in social media and some predictions about where this may be going.

Plus, the implications for Brands

This talk was given at the Facebook Garage and a couple of weeks later, at the World Social Media Forum

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The Future Of Social Media And Its Implications For Brands — Presentation Transcript

Social Media World Forum The future of social media & its implications for Brands 16th March 2010

//a digital creative agency

Saint@RKCR/Y&R: a digital creative agency within a world class advertising agency

What we believe in…

“…there is an increasing frustration with brands that pollute the landscape and mental space with crap; and unremarkable products, bland ads, shoddy service and poor ethics, fortunately we don’t have to put up with this anymore.”   Decline of brands. Wired.

Solving the Century 21st brand conundrum  How to regain a fraction of your former power? “On average Sky+ users fast forward 97% of the ad break.” Andy Jameson, Basis Research

B B B B B B B B

From now on it’s big to be small

We call this! Brand Intimacy!

Culture 4Cs  of brand Conversation Collaboration engagement Compensation

The Opportunity… Brand promise Brand fulﬁlment (saying stuff) (doing stuff) Communicates the Demonstrates the value that value a brand can bring through that a brand can bring conversation, product, services, content & applications Digital can tell the entirety of your brand story

V&A “Recode Decode” reel http://www.vimeo.com/9727669 Password: saintreel

The Future of Social Media

“The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy” “The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies. We develop trust across the miles and distrust around the corner”

10 suggestions

1. Social is a feature not a destination

2. More mobility •  Social networking on mobile •  Location-based networks •  Connecting People, Places and Things •  Connecting ofﬂine and online

3. Social browsing – Social Search?

4. Connect with friends while consuming content

5. Even TV is getting social

6. More niche networks We will start to experience the ‘long tail of social networking’ as there is zero creation / ongoing media cost. Micro-communities will form around people’s actual life interests or fantasies An inﬁnite number of social networks around inﬁnitely more niche areas of interest?

7. Smart recommendations

8. More crowdsourcing

9. Social commerce Dell is hoping to nudge group buys out of tech forums and into the mainstream with the launch of its new Swarm service, which allows several buyers to drive down the price of selected Dell PC. Each discount deal offered on Swarm lasts for 72 hours or when there are 15 buyers – the sale closes when either of those criteria is met. The more people who sign up, the cheaper the product gets until it reaches a pre-set lowest price

10. Social working Facebook as an accepted work tool? Facebook integrates into SalesForce.com and Huddle and Basecamp integrate into Facebook. FB & Linked are beginning to integrate seamlessly into our working lives.

Keys to integration •  Identity – who you are •  Contacts – who you know •  Activities – what you do •  Interests – what you like

Multi-faceted identity

The End of Anonymity? Our identity will no longer be revealed in bits. For the convenience of a uniﬁed login and all the beneﬁts that will bring, we will have exchanged a bit more of who we are That’s a lot of information. Will we get an equal amount of value in return?

5 stages of social

Timing of the 5 stages

The implications for Brands •  1 - Transparency, speed & value •  2 - Rethink the social strategy •  3 - More accurate personas •  4 - Power to the people •  5 - New ‘Socialism’? •  6 - Social ‘Internet of things’ •  7 - Collaboration between brands •  8 – Respect for people’s privacy •  9 - Social applications could become integral to people’s lives •  10 - It’s going to become more about people - bringing the human element back to digital interaction

Summary

Thank you twt: @adamgraham uk.linkedin.com/in/adamgraham

The Future Of Social Media And Its Implications For Brands

by Adam Graham on Mar 10, 2010

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The Future Of Social Media And Its Implications For Brands — Presentation Transcript