Just as microprocessors have been built intovirtually every product that has a power source,over the next ten years, it will become expectedthat wireless connectivity will be built intovirtually every product that has amicroprocessor.Russ McGuire - VP, Strategy, Sprint Nextel
It’s estimated that there will be 16 billioninternet enabled devices by 2020
“37% of UKsmartphone usershave a socialnetworking app ontheir phones whichthey use at least oncea week”eConsultancy, June2010
“what happens to shops when every price canbe compared? What happens to conversationwhen its all recorded, or any fact is a 5-secondvoice-search away from being checked?”Tom Hume - Managing Director of FuturePlatforms
Overload• Online we operate in a state of ‘continuous partial attention’, constantlyand partially consuming information.• Some are choosing to ‘go dark’ and deactivate accounts; in May 2010 thephrase "how to quit Facebook" generated nearly 17 million results onGoogle and "how do I delete my Facebook account?" resulted in close to 16million.
The 1/9/90 rule This is a fairly 1% creators old model but the principles still ring true. Identity these behaviors and design for 9% editors them. 90% lurkers
The 1/9/90 rule The Forrester model is more up to date and will help you analyze and plan activity. http://forrester.typepad.com/groundswell/2010/01/ conversationalists-get-onto-the-ladder.html
Know your audience This tool will help you broadly identify behaviour. http://www.forrester.com/empowered/tool_consumer.html
Types of online spacesThink about whatspaces, channels andassets you have whichare owned (your Ownedhomepage), bought(paid advertising) orearned (social). Once identiﬁed you canlink them up in smart,simple ways to Bought Earnedincrease trafﬁc,conversation and manyother objectives.
Sony Ericsson recentlyachieved a huge rise inFacebook fans, from300k to 3 million in thespace of 9 months. One of the key factorsin this was bringingFacebook functionalityinto the .com site.
Similarly WWF UKeffectively link upmultiple channels suchas email and social todrive support.
How to select the best platformP People: Assess your audiences’ social activitiesO Objectives: Decide what you want to accomplishS Strategy: Plan for how relationships with customers will changeT Technology: Decide which social technologies to use
Something to try…• Pick an existing business challenge: • How can social help? • People; who are you hoping to reach? • Objectives; short and long term, what do you want to achieve? • Strategy; what do you want those people to do? • Technology; what is the best platform?