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1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
1010   2011
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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

Published in: Technology, Business
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Transcript

  • 1. What’s next?
    Ged Carroll – director | digital strategies
  • 2. In this presentation
    How?
    Warning
    Themes
    Links & stuff
  • 3. How?
    Completely subjective
    Watching changes
    Listening to discussions
  • 4. !Warning!
    The man who predicts the future lies, even when he tells the truth – The Qur’an
  • 5. Themes
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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?
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. LINKS & STuff
  • 19. 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
  • 20. Thank you for listening
    http://ruderfinn.co.uk | @r_c

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