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

“Dealing with consumer behavior shaped by Social Media” Media Innovation Forum Dubai 1/26/2011Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com

First: Social Media is not about this....

Social Media better: Social OS

Fragmentation ‘Publicy’ Mobile Viral / Peer-to-PeerTransparence ‘Following’‘Feels LikeFree’ Location / Places Real-Time Inter-dependence Decentralization

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 n d r b ra yo uC a n

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. Source: BusinessInsider.com

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 Gerd Leonhard Media Futurist / The Futures Agency

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 their own terms” Mark Mulligan Forrester Research

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

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

by Gerd Leonhard on Jan 26, 2011

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