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Mslgroup social predictions for the conversation age: 2011

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MSLGROUP's 2011 predictions for social media, including social shopping, transmedia, data visualization and internet privacy.

MSLGROUP's 2011 predictions for social media, including social shopping, transmedia, data visualization and internet privacy.

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  • 1. Social Predictions for theConversation Age: 2011
  • 2. Welcome!And thank you for clicking to MSLGROUP’s SocialPredictions for the Conversation Age: 2011.We have aimed to create a list of trends based onideas and technologies that have been around fora short while, those becoming ripe for adoption byour clients and other brands. What you won’t gethere is a list of the technologies that will becomemassively popular three years from now. Instead, youwill get ideas, and hopefully inspiration, that you canimmediately put to the test.Specialty communications agencies, like ours, have amajor role in pushing new marketing technologies—We bridge the gap between what is technologicallypossible and what is right for the given brand. AtMSLGROUP, we have an analogy that gets back tonature: whereas new technologies are like pollen,communicators and social media specialists are thebees. The results are sweet like honey.We hope you enjoy the read.
  • 3. 01
  • 4. Social Predictions for the Conversation Age: 2011 Going Shopping, Going Local
  • 5. GoingShopping,Going Local
  • 6. DealsRetail brands will increasingly combine the power of discount with thepower of social shopping by offering special promotions. Facebooklaunched Places to let people share their whereabouts with friendsand see who’s nearby. With Facebook Deals, available only in theUS, people can see what offers are nearby and share those dealswith their connections. Following GAP’s example, companies willmarket promotions to people who check in at their stores via thesocial network. In the immediate future, retail brands will run dealson a variety of platforms to stay relevant and top of mind. The face-off between Facebook, Twitter Places/advertising, and apps such asFoursquare should be interesting.Your smartphone as your personal shopperMobile screens will become the new face of in-store displayadvertising. Retail brands will take further advantage of increasinglypopular smartphones through geo-located pings, alignment withreward cards and mobile websites that allow users to do research andfind products on the fly.Care for peopleThis heightened proximity means brands need to show that theycare about the people checking in to their stores. As such, ourpaper ends with commentary on the Value for All approach tobusiness—de rigueur for 2011. Social Predictions for the Conversation Age: 2011
  • 7. 02
  • 8. Social Predictions for the Conversation Age: 2011 Getting Personal
  • 9. GettingPersonal
  • 10. Curated, social newsPaper.li, which earned First Prize for Virality at LeWeb’s StartupCompetition and which we have featured in the MSLGROUPCritical Conversations blog, was the alpha version of this trend. Theservice lets you create a personal, web-based newspaper basedon Twitter activity concerning anything from the U.S. Congressto prestigious events. Flipboard rode the tablet wave and is nowinspiring me-too products. Launched in July, this e-magazine isonly available as an iPad app. Now that social activity is becomingincreasingly organized, it becomes even more clear what the rageis all about. Will brands take note? You bet. Social Predictions for the Conversation Age: 2011
  • 11. GettingPersonal
  • 12. Quality over quantitySocial networkers will realize they have friended too manyacquaintances and co-workers with whom they would prefer notto share personal information, thank you very much. They mightdo some de-friending on Facebook or choose to live their liveson more private sites such as Path. At the same time, brands willbe less interested in seeing how many fans they can acquire andinstead focus on the quality of fans—people who are truly engagedand positive. Likewise, agencies will reset client expectations,clearly defining the unique value of meaningful interactions vs.broad reach. Social Predictions for the Conversation Age: 2011
  • 13. GettingPersonal
  • 14. Dusting off the corporate websiteBrands, having spent considerable sums of money and countlesshours on their corporate websites, will make their corporate sites amore social experience instead of advertising their Facebook page.Another factor driving this renewed emphasis on the corporate siteis the increasingly social nature of search: Bing and Google, forexample, index Twitter and Facebook links in their results. Brandsthat are fully present on social networks and, conversely, aggregatesocial activity on their own site are likely to fare better in socialsearches and improve customer experience at the same time.People will come to a branded site and see which friends boughta product. This year and in the years ahead, the experience on acorporate site and a social network will start to look the same. Social Predictions for the Conversation Age: 2011
  • 15. 03
  • 16. Social Predictions for the Conversation Age: 2011Drawing a Good Story
  • 17. Drawing aGood Story
  • 18. Data journalism and visualizationThe Guardian newspaper in the UK is a terrific example ofjournalists using data in visual ways to tell a story. And perhapsyou’ve seen this Hans Rosling video, which uses “dataviz” todescribe health and wealth trends around the world for the last200 years. New technologies make it easy to tell a story throughnot only pictures but also animated graphics that seem to come outof nowhere. What we like about this development is the impact itis going to have on the communications profession, especially associal norms drive the need for more corporate transparency. Takefor instance this interactive timeline about the BP oil spill producedby the Financial Times, using data from Thompson Reuters, BP andthe U.S. Government. Or a graphic that helps you understand thespill’s impact in the context of where you live. Begs the question:Shouldn’t marketing and PR departments be as tech-savvy as thenews media and other info providers? Social Predictions for the Conversation Age: 2011
  • 19. Drawing aGood Story
  • 20. TransmediaTransmedia is franchising to the nth power. Whereas film studioshave for decades transformed movies into games and pajamas,social technology takes the idea so much further. We will startto see the studios and TV networks build multiplatform storyworlds from the ground up. A movie with lots of thinly developedcharacters (i.e. multiple stars appealing to a broad cross-sectionof people) could take on another life as fans get the chance toinvent each character’s back story or future. (Think: Love Actually,Valentine’s Day or He’s Just Not That into You.) The more contentin the story world, the more media buys and chances for brands toparticipate. In a world where “What is a Justin Bieber?” has becomea somewhat-normal question, Transmedia goes beyond storytellingto multimedia fame building and three-year-olds crying over theirfavorite pop star. Social Predictions for the Conversation Age: 2011
  • 21. 04
  • 22. Social Predictions for the Conversation Age: 2011 Watching Out
  • 23. Watching Out
  • 24. Taken separately, there isn’t anything new about censorship, power ormoney. Link them all together and we have a whopping cascade of tech-induced conundrums.• Internet privacy vs. monetization. Mainstream social networks like Facebook, Twitter and LinkedIn will struggle to balance user experience and privacy on one hand, and monetization priorities on the other hand. Almost always, monetization pressures will prevail and all three social networks will become (much) more commercial.• The government vs. WikiLeaks. The issue of privacy carries over to the public sphere in the wake of the WikiLeaks scandal. Several open democracies such as the U.S., the U.K., Australia and India will pass regressive cyber-security laws to limit online freedom of expression and online anonymity (even as the Wikileaks saga continues). By the end of 2011, government censorship and surveillance of the internet will become the accepted norm, in both “open democracies” and “authoritarian regimes.”Ergo, we start to see some existential questions arise. (We can’t help it.We’re based in Paris.) If he were alive today, Descartes might very wellpronounce, “I share what I think, therefore I am.” Bingo—those silly kidsmight never be able to erase those drunken photos. It’s who they are.As Google CEO Eric Schmidt said—later he said he was joking—if youdon’t want something found on the Internet, don’t do it in the first place.But in all honesty, we won’t find internet life so black and white.While most of us want, in varying degrees, to protect our personalreputations and identities online, we don’t seem as a collectivity any lessinterested in other people’s lives—and certainly not less interested in whatour governments do. Only time will tell if we arrive at a happy medium. Social Predictions for the Conversation Age: 2011
  • 25. 05
  • 26. Social Predictions for the Conversation Age: 2011 Reaching for a HigherPlateau through Deeper Collaboration
  • 27. Reaching for a Higher Plateauthrough Deeper Collaboration
  • 28. Social CRMBrands are going to shift increasingly from their B2C mindset toa C2C2B mindset as their customer-relationship-managementsystems become increasingly socialized. Companies this yearwill become more educated on how to use social networks toprovide customer service—this is where “joining the conversation”really gets down to business. Using their own proprietary systems(some companies model their private networks after Facebookor Twitter) more marketers will use networks of employees,customers, partners, vendors and developers to make decisionsaffecting everything from product development to marketing,sales and customer service. That said, we don’t see the acronym ofE2C2C2P2V2D2B taking off anytime soon. Social Predictions for the Conversation Age: 2011
  • 29. Reaching for a Higher Plateauthrough Deeper Collaboration
  • 30. Mix-and-Match PlatformsPeople will continue to ask the ubiquitous question, “What’s thenext Twitter?” Seriously, how many conferences did you attendlast year where that question was uttered? Whatever emerges willhave to play nice in the sandbox with the existing social networks.Indeed, the “next” Twitter could simply include—in addition tostartups on the horizon—the convergence of what we have now.Social networks cannot be exclusive or siloed from other networksand expect to survive. Brands that create niche networks for theirconsumers will nevertheless need to integrate that activity intoother platforms to provide a broader picture and context. Social Predictions for the Conversation Age: 2011
  • 31. Reaching for a Higher Plateauthrough Deeper Collaboration
  • 32. Social goodSocial media gives everyone the powers of Santa Claus: you cansee which companies have been naughty and which have been nice.What’s more, as clean-up from the BP oil spill and financial crisiscontinue, people are craving good news. They want to believe thatbrands stand for something positive, tangible and real— the allureof advertising is not enough. We call it Value for All. Companiescan no longer put their shareholders ahead of all the otherstakeholders. Social Predictions for the Conversation Age: 2011
  • 33. A company with a Value for All approach adheres to thefollowing tenets:» Transparency. Be genuine and trustworthy. Work in the public’s best interest and you’ll be rewarded. Fail to do so, and the public will get angry. (Think how banks’ quick return to profits and bonuses caused an uproar and continued the erosion of trust.)» Sustainability. Show a responsible attitude regarding the environment and people, starting with your employees first. Short-term business tactics don’t work anymore. Performance without purpose has no future.» Accountability. Make sure that your products, services, policies and corporate governance are clean and reliable. This is true whether you’re a government, company, or non-profit organization.» Proximity. Be close to the communities you touch; show them your commitment and concern.
  • 34. The Value for All approach to business turns organizationsupside down and inside out. They become less hierarchical andmore driven by flexible networks. They become increasinglyopen and transparent to the outside world while bringingsociety and its needs inside the company. As an ideal and anaspiration, this model attempts to reconcile contradictions:• be big yet human• be efficient yet innovative• respect individual differences while seeking common ground• think globally and act locallyIn 2011, such companies will have the best stories to tell. In theconversation age, that’s what it is all about. Social Predictions for the Conversation Age: 2011
  • 35. Enjoy a safe, healthy and social year. And send us a note if you’d like. gaurav.mishra@mslgroup.com Director of Digital & Social Media, Asia stanislas.magniant@consultants.publicis.fr Digital Practice Leader, EMEA stephen.marino@mslgroup.com Director of Digital & Social Media, Americas pascal.beucler@mslgroup.com Chief Strategy Officer (Global)www.mslgroup.comhttp://blog.mslgroup.comMSLGROUP on TwitterMSLGROUP on You Tube