Andrew Grill Webinale Berlin 30 May 2011

The rise of the socialapp
@AndrewGrill
Andrew Grill CEO PeopleBrowsr UK
Webinale 2011 Berlin

SOCIAL
+
MOBILE
The rise of the social app..trends to look out for
+
LOCATION
+
GROUPS
@Andrew Grill CEO PeopleBrowsr UK
WebinaleBerlin May 30th 2011

Social media is just like real life!
SOCIAL

”You can’t buy space in a conversation.”
SOCIAL

Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.

Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
Operations delivers.
Any gap between the two drives a conversation on the social web.
Dave Evans http://lc.tl/gap

The twitter tax
“When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s operators to do their jobs.”
Jonathan Salem Baskin http://lc.tl/tax

Social Media is now front page news
#superinjunction

Why Mobile?
MOBILE

The glittering allure of the mobile society
Mobile is personal – it is my media
Mobile is always carried – the city in my pocket
Mobile is always on
Mobile has a built in payment mechanism
Mobile can recount the audience
Mobile is there at the point of creative impulse
Source: Alan Moore http://lc.tl/allure
November 2008 commissioned by Microsoft

SOCIAL
+
MOBILE
The rise of the social app..trends to look out for
+
LOCATION
+
GROUPS
@Andrew Grill CEO PeopleBrowsr UK
WebinaleBerlin May 30th 2011

Social + mobile = ?
Not only what are you doing but where are you doing it?
Value/Loyalty
Mobile
Social
€
LOCATION

Social + mobile = ?
What's in it for me where I am right now?
Value/Loyalty
Mobile
Social
€
LOCATION

Making money from mobile & social?
http://lc.tl/fatigue
LOCATION

Turn mashups into money
LOCATION

Never lose sight of who has the money to spend on apps
AGENCIES
BRANDS

2 areas of focus
Apps for social networks
Social apps for brands

Do group buying sites work – OZ experience
http://lc.tl/aug
GROUPS

Color.com the $41M app
GROUPS

Color.com the $41M app
The Color app reportedly uses both the smartphone microphone and camera to:
"... detect when people are in the same room. The data on ambient noise is combined with color and lighting information from the camera to figure out who's inside, who's outside, who's in one room, and who's in another..."
ColorCEO said they "collect massive amounts of data about what people are doing and where they're doing it"
GROUPS

GROUPS

The consumer decision journey : THEN
awareness > consideration > intent > purchase

The consumer decision journey : NOW
June 2009 issue of McKinsey Quarterly, David Court http://lc.tl/cdj

Peer advocacy
The new social “advertising”
“Commercial conversation”

Peer Advocacy is the new social capital
http://lc.tl/pi

http://lc.tl/klout

http://lc.tl/stsl

http://lc.tl/pi

http://lc.tl/a8

What does it mean for
Advertisers
Developers
Networks
Old media
New media

Advertisers
Developers
Brands
Old media
New media

Advertisers
Networks
Old media
New media

Advertisers
Developers
Brands
Old media
New media

The future
Group social apps need to be useful and sticky
If outside a network (eg Twitter/Groupon) apps need to be funded by a brand
Peer advocacy will start to replace traditional advertising
Mobile + social will be the default on for Gen X, Y and Z
Advertisers will need the help of developers and 3rd parties to get their message out
Consumers are wrestling back their power

@AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/webs+44 788 198 6694

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Andrew Grill Webinale Berlin 30 May 2011

by Andrew Grill on May 30, 2011

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Andrew Grill Webinale Berlin 30 May 2011 — Presentation Transcript