Social seems to be everywhere, everywhere besides in the enterprise. These 11 trends will show you what is happening to your enterprise in the upcoming years and how you can apply it to initiate cost reductions, increase innovation, increase customer satisfaction and enable top line growth.

1. Social Media Trends
Lay-out inspired by Tableau

2. Market Developments
Return-On-Intelligence

3. 11 Trends
Social seems to be everywhere, everywhere besides in
the enterprise. These 11 trends will show you what is
happening to your enterprise in the upcoming years and
how you can apply it to initiate cost reductions, increase
innovation, increase customer satisfaction and enable
top line growth.
What will the future bring?

4. Social Data is the New Oil
Consumers not only share what they might think, but also what they actually
do. It is the unique opportunity to link intent with actions. With the data on
Twitter it is now proven to predict stock markets 3-5 days upfront, so why not
use it to predict your customers wants, needs and how they will behave and
improve your products and services pro-actively.

5. Social Designed
Social is not something to be added at the end on top, it is a design principle
that should be taken into account from the beginning of the design. If you
start designing your processes and applications as social by default you’ll see
that solutions are likely to become more flexible and connected. It will create
more value than in the traditional silo approach and it will help to connect the
dots between people, processes and systems.

6. Frictionless Sharing
Having other people to share your content is a painful activity, especially since
a user has to make the decision if he wants to share the content. Every
decision moment is an opt-out opportunity. Frictionless sharing lets the user
share content without having to make the decision. The main challenge now
is: what is the meaningful interaction that creates enough value to be worth
sharing.

7. Hyper Personalization
With the growth of the social graph there is the opportunity to hyper
personalize everything. It offers the right content for the right person on the
right time on the right device in the right context. It personalizes without
explicitly asking input from the user, it is based on the input the user already
shared via other (social) channels. There is no single version of truth, it is your
version of truth, for that specific moment, for that specific context on that
specific device.

8. Privacy as a Currency
If the product is free, then you are the product. And the more data you
provide, the easier it is to market you. The freemium model is supported no
longer by ads, but by you providing your data. This data can then be sold and
used by other parties. This might be the year that the first hotel room is sold
for 0 Euros + privacy.

9. Social Divide
The rise of social has a negative effect to those who are not participating or
are not able to participate. Not participating can lead to being less connected,
being less up to date and also less benefiting from any advantages created or
given out on social media platforms. If you are not on Facebook, do you really
exist?

10. Enterprise Social Networking
Eighty percent of knowledge work is about collaboration and knowledge
sharing, while the activity that is keep getting optimized is business processes
(which is just seven percent of the work). Enterprise social networks enables
organizations to reap the benefits and improve innovation, decrease costs and
also drive top line growth.

11. The War for Identity
Your government gives you a passport, however who provides your online
passport? Facebook introduced Facebook Connect an easy way to login on sites
and applications via your Facebook ID. Google introduces Google+ and tried to
enforce a real name strategy to make identification easier. Twitter is just
working at the sideline, making their @handles one of the default identifiers
that also allow anonymity.

12. Business & IT in Therapy
Employees are struggling to get access to social media. For this the need is to
create easy governance models with which can enable the Business. However
often it seems like Business comes from Mars and IT from Venus. Aligning both
parties (for example via social media governance instead of total lockdown) is
a first step.

13. Consolidation
Social media was a gold rush in the past five years. The next 3 years it will be
about consolidation. Consolidation will come from the ‘old’ and ‘traditional’
players in for example the WCM market, though also from the new pure social
players that will acquire other pure social players. The market is mature as
soon as a traditional player is bought by a pure player.

14. Friending your vending machine
Relations are not just between humans anymore, with the arrival of smart
sensors, ubiquitous connectivity and social graphs it is easy to become friends
with your vending machine. Your vending machine will let you know when you
are near him (or one of his friends) and ask you to drop by to get your favorite
drinks. Or your car will share his latest information with you online, via his
own portal. The connected world has become more connected.

15. By Rick Mans
Capgemini
@rickmans
rick.mans@capgemini.com
dontmindrick.com