Power of
The
Social Media
Monty C. M. Metzger,
Medien Meeting Mannheim, May 9th 2007

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

e-paper will eventually be
cheaper than real paper.
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

Generation C
is creating Content
everyday.
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The new Web 2.0
is a social-amplfier.
The Power of Social Media © 2007 CScout Trendberatung

Media becomes
„Human“
The Power of Social Media © 2007 CScout Trendberatung

„Everybody
is an artist“ Joseph Beuys
The Power of Social Media © 2007 CScout Trendberatung

Today software enables anybody
to become an author, journalist
or film maker.
Attention Economy -
Self-representation
‣through avatars (online gaming),
‣voice (podcast) and
‣as actor (video) or
‣author (weblogs).
The Power of Social Media © 2007 CScout Trendberatung

Participatory culture -
sharing and participating is
spreading in the digital world.
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

People
trust People
The Power of Social Media © 2007 CScout Trendberatung

Do People
trust
Advertising?
or other people?
or collegues, friends, family?
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

New Media Scenario & Trends
+ WE, THE MEDIA
MANY-TO-MANY
MY MEDIA
HOT
HOT
Consumer control & engagement
ONE-TO-ONE
NICHE MEDIA
Social Media
ONE-TO-FEW WARM
WARM
Personal Media
MAINSTREAM MEDIA
ONE-TO-MANY FRESH
Segmented Media FRESH
COLD
COLD
Mass Media
-
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

6,5 Mio People
create their virtual
Second Life.
The Power of Social Media © 2007 CScout Trendberatung

The average Gamer
is 32 years old.
The Power of Social Media © 2007 CScout Trendberatung

There are over
400 million
active gamers
worldwide.
The Power of Social Media © 2007 CScout Trendberatung

Do you know this country?
The Power of Social Media © 2007 CScout Trendberatung

15 Mio
People.
World of Warcraft
is a massive
multiplayer online
role-playing game
(MMORPG).
The Power of Social Media © 2007 CScout Trendberatung

eSports
is becoming a
serious
sport-business.
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

Social Media
can be used for
Marketing
The Power of Social Media © 2007 CScout Trendberatung

Online Social Networks are used Marketing.
The Power of Social Media © 2007 CScout Trendberatung

Local Based Gaming is used for Marketing.
The Power of Social Media © 2007 CScout Trendberatung

Viral Videos are used for Marketing.
The Power of Social Media © 2007 CScout Trendberatung

Users create their own TV-Ads.
The Power of Social Media © 2007 CScout Trendberatung

Users create value via Tagging.
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The future is here.
It‘s just not widely
distributed yet.
William Gibson
The Power of Social Media © 2007 CScout Trendberatung

Since 1997 CScout reports
directly from
the global Hot-Spots
keeping your fingers
on the pulse.
The Power of Social Media © 2007 CScout Trendberatung

CScout is translating
new market developments
into new profit opportunities.
The Power of Social Media © 2007 CScout Trendberatung

trendpool
is
your source for global
Media & Marketing Trends.
Request your
membership today.
The Power of Social Media © 2007 CScout Trendberatung

Executive TrendTour
New York City, July 2007
3 days of Trends & Innovation:
- „The Future of Media“
- „The Future of Marketing“
- „Consumer Generated Media“
Request your
TrendTour today.
The Power of Social Media © 2007 CScout Trendberatung

We are Screening & Monitoring
Trends from
early signals to
radical innovations.
High
Climax:
Mass Market
Early Adoptors:
Impact
Trend-Setters Followers:
Fast & Late Followers
Innovators:
Lead Users
Retro Trends
Low
Low High
Duration
The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

The Power of Social Media © 2007 CScout Trendberatung

Information Society
World is
and Generation C
getting closer
„We the Media“
Social Media
Media
in Action
becomes
Social
The Power of Social Media © 2007 CScout Trendberatung

The Power of
Social Media
... changes the way
we think about
Media & Marketing.
The Power of Social Media © 2007 CScout Trendberatung

CScout Trend Consulting
Global Trend Research
CScout USA, Headquarters
CScout Trendberatung GmbH
Trogerstrasse 48
81675 München, Germany
Monty Metzger
Managing Director
CScout Japan eMail: monty@cscout.com
Tel:. +49 (0) 89 - 23 22 56 75
TrendBlog & Newsletter
www.cscout.com
CScout China
The Power of Social Media © 2007 CScout Trendberatung