“Dealing with consumer behavior     shaped by Social Media”    Media Innovation Forum Dubai 1/26/2011Gerd Leonhard TheFutu...
First: Social Media is not about this....
Social Media   better:   Social OS
Fragmentation             ‘Publicy’ Mobile                   Viral / Peer-to-PeerTransparence                         ‘Fol...
Control is shifting to ‘the people formerly known as consumers’
Connected everywhere ≈ empowered everywhere (≈ busy everywhere ;)
Soon: total online / offline convergence
The result: deep habit & culture shifts
A Networked Society - but what about Brands...?
Some connected brands...
In a networked society,Data is the new Oil                      Image licensed from sevensheaven.nl
Sharism                    re d ?                                    sh a                              b   e              ...
Everything is moving into the cloud
Media: no longer a battle for distribution but for attention                  Image: Flickr.com/dunechaser
Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)
...and attention is no longer gained by interruption
Brands become Publishers
(your brand here) (your agency here)
Gerd Leonhard Media Futurist / The Futures Agency
Who distributes your brand?
Social Networks are the new Broadcasters - and ad spending will migrate very quickly.                                     ...
From watering cans to sprinkler systems
Social TV
The ‘Social OS’ confronts us with a new logic...
... a world where only likable Brands succeed                                             Source: Flickr / Karola Riegler ...
Trust becomes the currency for everything
Enforcing control when trust is crucial is deadly
“More and more companies lose control of their customers when newtechnologies enable them to interact with products on the...
Source: Nielson Report / IFPI Jan 2011Source: Netflix CEO via Slideshare
New ‘social’ ways to paySource: Ovum Research, with Permission
Get ready for alternative currencies   * and new metrics of measuring results
Trend towards ‘collaborative consumption’         Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
A big challenge: Privacy becomes Publicy
Get used to the ‘tyranny’ of transparency
Branding becomes “Banding”
Social Commerce willbecome the New Normal       Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
Agency 2.0: sense-making & trust-keeping
Summary
A success formula for a Social Operating System:
www.mediafuturist.com @gleonhard
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
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Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)

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My complete presentation at Omnicom Media Group's 2011 Media Innovation Forum in Dubai, covering topics such as the future of branding, advertising and marketing, social commerce, twitter facebook and much more. The buzz is at http://gerd.fm/gKprYz and here is the event description: http://gerd.fm/glPBnT

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Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)

  1. 1. “Dealing with consumer behavior shaped by Social Media” Media Innovation Forum Dubai 1/26/2011Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com
  2. 2. First: Social Media is not about this....
  3. 3. Social Media better: Social OS
  4. 4. Fragmentation ‘Publicy’ Mobile Viral / Peer-to-PeerTransparence ‘Following’‘Feels LikeFree’ Location / Places Real-Time Inter-dependence Decentralization
  5. 5. Control is shifting to ‘the people formerly known as consumers’
  6. 6. Connected everywhere ≈ empowered everywhere (≈ busy everywhere ;)
  7. 7. Soon: total online / offline convergence
  8. 8. The result: deep habit & culture shifts
  9. 9. A Networked Society - but what about Brands...?
  10. 10. Some connected brands...
  11. 11. In a networked society,Data is the new Oil Image licensed from sevensheaven.nl
  12. 12. Sharism re d ? sh a b e n d r b ra yo uC a n
  13. 13. Everything is moving into the cloud
  14. 14. Media: no longer a battle for distribution but for attention Image: Flickr.com/dunechaser
  15. 15. Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)
  16. 16. ...and attention is no longer gained by interruption
  17. 17. Brands become Publishers
  18. 18. (your brand here) (your agency here)
  19. 19. Gerd Leonhard Media Futurist / The Futures Agency
  20. 20. Who distributes your brand?
  21. 21. Social Networks are the new Broadcasters - and ad spending will migrate very quickly. Source: BusinessInsider.com
  22. 22. From watering cans to sprinkler systems
  23. 23. Social TV
  24. 24. The ‘Social OS’ confronts us with a new logic...
  25. 25. ... a world where only likable Brands succeed Source: Flickr / Karola Riegler Gerd Leonhard Media Futurist / The Futures Agency
  26. 26. Trust becomes the currency for everything
  27. 27. Enforcing control when trust is crucial is deadly
  28. 28. “More and more companies lose control of their customers when newtechnologies enable them to interact with products on their own terms” Mark Mulligan Forrester Research
  29. 29. Source: Nielson Report / IFPI Jan 2011Source: Netflix CEO via Slideshare
  30. 30. New ‘social’ ways to paySource: Ovum Research, with Permission
  31. 31. Get ready for alternative currencies * and new metrics of measuring results
  32. 32. Trend towards ‘collaborative consumption’ Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
  33. 33. A big challenge: Privacy becomes Publicy
  34. 34. Get used to the ‘tyranny’ of transparency
  35. 35. Branding becomes “Banding”
  36. 36. Social Commerce willbecome the New Normal Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
  37. 37. Agency 2.0: sense-making & trust-keeping
  38. 38. Summary
  39. 39. A success formula for a Social Operating System:
  40. 40. www.mediafuturist.com @gleonhard

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