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1010   2011
 

1010 2011

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Presentation I put together back in October 2010 to spur discussion around social media trends. I've taken out some bullet points, but otherwise its as written

Presentation I put together back in October 2010 to spur discussion around social media trends. I've taken out some bullet points, but otherwise its as written

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    1010   2011 1010 2011 Presentation Transcript

    • What’s next?
      Ged Carroll – director | digital strategies
    • In this presentation
      How?
      Warning
      Themes
      Links & stuff
    • How?
      Completely subjective
      Watching changes
      Listening to discussions
    • !Warning!
      The man who predicts the future lies, even when he tells the truth – The Qur’an
    • Themes
    • Societal factors
      Muscular telecoms and media sectors
      No longer all you can eat bandwidth
      Failure of programmes to bridge digital divide which would have cost telecoms companies
      Failure of net neutrality
      Strong IP laws affecting innovation
      End of the wild west
      Societal norming around privacy ‘right to be forgotten’ vs. freedom of speech
      Increased watchdog muscle: ASA now in the social media space from March 2011
    • Economic factors
      Double-dip recession
      Ireland likely to go into sovereign debt default a la Iceland
      UK government cutbacks bite home
      HMG had been spending 1Bn GBP/yr on media space | advertising
      UK house price drop
      Value focused marketers
      Measureable call to action
      CPM
      Cost per acquisition
    • Just media – drop the social
      Social media becomes the new normal
      Expected throughout all campaigns | disciplines
      Selling an integrated approach is harder for competitors to cost and replicate
      Depositions online specialists
      Why?
      Increasing talk of ‘transmedia’ and integrated marketing: blog posts conferences etc
      Marketers more comfortable with holistic mix
      Search for value
      Tools starting to become mainstream to allow an integrated dashboard
    • Augmented reality – use sparingly
      Great creative tactic
      Interesting work done in B2C & B2B as part of an online big idea. Creative web opportunities abound
      Why?
      It’s only as good as the creative: what’s the context?
      Hammers smartphone batteries
      3rd party tools: Google Sketch-Up
      Consumer interest in breaking the 4th wall – 3D etc
      Needs a clear call to action for measuring impact
    • Community management
      You’ve got some Facebook followers, what next?
      Organisations needing help with monitoring, providing community tasks & transition strategies
      Why?
      Move from campaigns to conversations
      Risk of dis-engaged audiences
      Need to capitalise on experiments
    • Flight to quality content
      Brands become media companies
      Content strategy, creation and syndication
      Why?
      Media titles are still struggling to work out their relevance
      Consumers will catch on to content farm tactics used by reputation management firms
      Brands & agencies are staffing up with editorial teams
      Kaspersky in the US
      Industry including Ruder Finn and Edelman - media veterans content focus
      Still good for organic search
      Google Instant makes organic and universal search position even more important
      Hungry channels need to be filled
      Text
      Video
      Images
      Easy cross-platform syndication
      Platform proliferation: e-book readers, tablets, PCs
    • Location – creative opportunities
      Where the innovation heat was in 2010
      Have your clients thought about location yet?
      Strategy | ATL | BTL – content creation
      Why?
      Google Maps – valuable reference tool
      Geotag images to help highlight clients brands at sites
      Mobile
      Mostly used by retail & food services, but could be used for
      Competitive de-positioning
      Talent acquisition
      B2B brand discovery
      Even NASA is on board with Foursquare
      Will Facebook ‘kill’ the sector?
      It’ll try very hard
    • Mobile: iPhone… for the time being
      Mobile is coming… finally likely
      Why?
      iPhone wins out at moment due to device | platform fragmentation of Android ecosystem & RIM in transition
      iPhone tariffs tend to be better for data
      Move away from all-you-can-eat data tariffs
      App Store – global reach
      User context: personal, immediate
      Wildcards
      Everyone in the sector suing everyone else over intellectual property rights
      Nokia: Platforms? Getting its developer and market mojo back?
    • Social CRM
      Customers dictating channels to customers
      Issues management before it becomes an issue
      Why?
      Easiest to measure | prove ROI of social media
      Need imposed on client by customer
      Organisations run risk of being overwhelmed as can’t scale, need steering on tools and processes
    • Facebook
      Becomes less useful as a below-the-line tool
      Opportunity in targeted ATL purchases for client campaigns
      Highly measurable
      Clear CTA
      Why?
      Facebook has captured 25% US display advertising by ratcheting ToS
      0.2% chance on average of your news appearing in audiences feed
      Community pages
      Users tend to engage with up to 5 brands on Facebook
    • Q&A opportunity… maybe
      Potential opportunity for the provision of expert comment
      Helping B2B clients engage with potential prospects and demonstrate expertise | thought leadership
      Why?
      Less regulated than consumer space
      Focused content creation
      Good for search
      Increasing social features in LinkedIn will make Q&A facility more important
      New interest in sector with Quora attracting high quality answers from digital community
      Less noisy than LinkedIn
      Easier to seed questions
      Not a new idea, hasn’t seen break out success in the west so far, but B2B has a potential for better quality, more focused answers
    • Twitter
      Evolving design and business model offers opportunities
      New design requires new backgrounds, evolving promoted tweets | advertising model requires media planning and feeds require content
      Why?
      Change in management shows maturity
      High brand engagement
      Highly measureable
      Facebook’s increasing dominance in display advertising requires a counterweight in media plans
    • LINKS & STuff
    • Services to watch (if you haven’t already)
      Questions
      Quora
      Formspring – easy way to create an FAQ
      Hunch – decision engine
      Location
      Foursquare
      Facebook Places
      Gowalla
      Augmented reality
      Google SketchUp
      Research | monitoring
      Google Realtime
    • Thank you for listening
      http://ruderfinn.co.uk | @r_c