The Future of Social Media      Cate Trotter – Head of Trends          Twitter:         #smpres            Cate Trotter © ...
An ever-more competitive landscape 1994 – 623                                                             2011 – 325 billi...
“Traffic coming through                                                        social networks is beginning               ...
Google Social Searchhttp://tinyurl.com/google-social-search                          Cate Trotter © February 2012
Cate Trotter © February 2012
Client list              Cate Trotter © February 2012
StructureContextSocial media is everywhereSocial media gets meaningfulConclusion                      Cate Trotter © Febru...
Context          Cate Trotter © February 2012
Everyone is going online% of UK population who have used the internetSource: Ofcom, July 2011                           Ca...
Social media use% of UK population who have used social mediaSource: Ofcom, July 2011                           Cate Trott...
Most popular networks                        Millions of users worldwideSource: AllFacebook, Feb 2012; iSozial, Feb 2012; ...
Channels influencing traffic                       Clicking on links by sharing channelSource: Adtelligence, December 2011...
Everyone is using social media% breakdown of users’ agesSource: digitalsurgeons.com, 2010                                 ...
Everyone is using social media% breakdown of users’ earningsSource: digitalsurgeons.com, 2010                             ...
Social influences purchasesSource: Adtelligence, December 2011                                      Cate Trotter © Februar...
Social’s the most trusted Information sources trusted by consumersSource: Nielsen Wire, July 2009                         ...
Word of mouth makes a difference!www.youtube.com/user/juicystar07                       Cate Trotter © February 2012
Social offline as well as onBy June 2012, more than 50% of Brits will have a smartphone.By 2014 – 90% of us will.         ...
Social is everywhere         Cate Trotter © February 2012
Sharing is everywhere            Cate Trotter © February 2012
Frictionless sharingThe Guardian on Facebookhttp://tinyurl.com/3lxa9mq                             Cate Trotter © February...
Frictionless sharingThe Independent ‘Recently Read’http://tinyurl.com/independent-rr                                    Ca...
Frictionless sharingThe Independent ‘Recently Read’http://tinyurl.com/independent-rr                                    Ca...
Frictionless sharingFab.com Social Sharing – www.fab.com/feed                             Cate Trotter © February 2012
Frictionless sharingFab.com Live Feed – www.fab.com/feed                             Cate Trotter © February 2012
Frictionless sharingwww.soundcloud.com                     Cate Trotter © February 2012
DIY frictionlessComment with Facebook Connecthttp://tinyurl.com/facebook-connect-comment                        Cate Trott...
DIY frictionless sharing                                                          Frictionless sharing                    ...
Explosion of mobile % of UK population who went online everyday with a smartphone or computer                             ...
Mobile social18% of smartphoneowners use location-based‘check-in’ servicesFoursquare:• 15 million users worldwide• 25,000 ...
Benefits to business                                     161 check ins                                     Sales up 110%AJ...
Mobile socialFacebook Places:• Can reach 845m users worldwide• 1.8 million check-ins every day• UK – 80-100,000 check-ins ...
An alternative to Groupon            Cate Trotter © February 2012
Independent check-in appsICA Vanadis, Stockholmhttp://kundpriset.nu                         Cate Trotter © February 2012
Ambient social location appswww.joinmingle.com                     Cate Trotter © February 2012
The future of FoursquareFoursquare Radar                   Cate Trotter © February 2012
Location-based messageshttps://geoloqi.com                      Cate Trotter © February 2012
Real-world social mediaMacy’s Magic Fitting Roomhttp://www.lbi.com/us/magicfittingroom/                             Cate T...
Real-world social mediaTasti D Lite Treat Cardwww.tastidlite.com                          Cate Trotter © February 2012
Real-world social mediaCoca Cola Village, Israel                            Cate Trotter © February 2012
Social networks around productswww.stickybits.com                     Cate Trotter © February 2012
The Internet of ThingsNike+http://tinyurl.com/nike-plus-app                         Cate Trotter © February 2012
The Internet of ThingsNike+http://tinyurl.com/nike-plus-app                         Cate Trotter © February 2012
The Internet of ThingsToyota Friendhttp://tinyurl.com/toyota-friend                          Cate Trotter © February 2012
The sky’s the limitwww.talking-tree.com                       Cate Trotter © February 2012
The IoT explosion2015 – 25 billion devices connected2020 – 50 billion devices connected              Source: Sony Ericsson...
Attach anything to the IoTEVRYTHNGwww.evrythng.com                   Cate Trotter © February 2012
Social is everywhere conclusion            Cate Trotter © February 2012
Social is everywhere conclusion            Cate Trotter © February 2012
Social gets meaningful         Cate Trotter © February 2012
Users getting more selective                                             On average, 2,000                                ...
Better rewards            Cate Trotter © February 2012
More ways to filterwww.hootsuite.com                    Cate Trotter © February 2012
More ways to filterwww.flipboard.com                    Cate Trotter © February 2012
You need to stand out “Content is the fuel of the social web.” – AOL and Nielsen 19% of tweets contain a link 57% of retwe...
Likable, sharable content68% of people who watch online videos pass links onto their friends                              ...
Create content simplywww.bambuser.com                   Cate Trotter © February 2012
Social gets more expensive One-off investment                              Monthly marketing cost                      Cat...
Social gets smarterwww.hootsuite.com          www.klout.com                      Cate Trotter © February 2012
Social gets smarterKloutwww.klout.com                Cate Trotter © February 2012
Social gets smarterKloutwww.klout.com                Cate Trotter © February 2012
Social gets smarterwww.barilliance.com/facebook_personalization                         Cate Trotter © February 2012
The death of digital for digital’s sake               Cate Trotter © February 2012
Making social usefulwww.wetseal.com                  Cate Trotter © February 2012
Joined up thinkingBurberry Runway To Realityhttp://uk.burberry.com                        Cate Trotter © February 2012
Joined up thinking             Cate Trotter © February 2012
Social goes beyond marketing  Social media use among 100 leading companiesSource: Booz & Company, October 2011            ...
Social market researchVitamin Water on Facebookwww.facebook.com/vitaminwater                      Cate Trotter © February ...
Cheap social market researchMcDonald’s on Facebookwww.facebook.com/mcdonalds                     Cate Trotter © February 2...
Social goes beyond marketingNom Nom – www.nomnombristol.com                     Cate Trotter © February 2012
Social goes beyond marketingHippo Munchieswww.hippofighthunger.com                       Cate Trotter © February 2012
Social goes beyond marketingAirBnB Social Connections – www.airbnb.co.uk                         Cate Trotter © February 2...
F-commerce50,000 Facebook stores are now in operationSource: socialcommercetoday.com, April 2011                          ...
DIY F-commercewww.storefrontsocial.com                           Cate Trotter © February 2012
T-commercewww.chirpify.com                   Cate Trotter © February 2012
T-commercewww.chirpify.com                   Cate Trotter © February 2012
T-commercewww.chirpify.com                   Cate Trotter © February 2012
The next big thing?“It’s a matter of time – within the next five or so years – beforemore business will be done on Faceboo...
The next big thing?“F-commerce sites have 10 to 20 times the engagement ratesachieved with traditional direct marketing an...
The next big thing?“The best way to monetize social media is to empower people topromote products to their friends, not fo...
Social shoppinghttp://tinyurl.com/wetsealapp                        Cate Trotter © February 2012
Social shoppingwww.givvy.com/facebook                         Cate Trotter © February 2012
Personalised shopping sellsPersonalised sites have increased conversions by as 400%1. Filter content – save time2. Display...
Personalised FB shoppingFacebook.com/ticketmaster > Buy Tickets                        Cate Trotter © February 2012
Personalised FB shoppingVolkswagen ‘Analyze Me’ app                        Cate Trotter © February 2012
Personalised Twitter recsVolkswagen ‘Analyze Me’                          Cate Trotter © February 2012
Facebook Connect – apassport to the webMore than 250 million people useFacebook Connect every monthUsers who log into Face...
Improving recommendations           Cate Trotter © February 2012
Enhanced experiencesKLM Meet & Seat – http://tinyurl.com/meet-and-seat                        Cate Trotter © February 2012
Personalised pluginsFacebook Recommendations Boxhttp://tinyurl.com/fb-recommendations                        Cate Trotter ...
Personalised sub-sitesLevi’s Friends Storehttp://store.levi.com                        Cate Trotter © February 2012
Personalised sub-sitesFight Club ‘Welcome to FC’ Blu Ray promotion                         Cate Trotter © February 2012
Personalised siteswww.simplyhired.com                      Cate Trotter © February 2012
Personalised siteswww.simplyhired.com                      Cate Trotter © February 2012
Personalised sitesKukunuwww.kukunu.com                 Cate Trotter © February 2012
Social gets meaningful conclusion             Cate Trotter © February 2012
Social gets meaningful conclusion             Cate Trotter © February 2012
Conclusion         Cate Trotter © February 2012
Social media is like water“On its own, water does some cool things, but when combinedwith other compounds it enabled the e...
Social media                                The internetCate Trotter © February 2012
More social and much smarter            Cate Trotter © February 2012
A new phase              Cate Trotter © February 2012
Do something!           Cate Trotter © February 2012
More from us…Friday 30th March – The Meaningful Social Media Crash Course(http://tinyurl.com/smcrashcourse)Bespoke strateg...
Trend Strategy and Execution   Trend Presentations & Reports      www.insider-trends.com        +44 (0) 844 504 8080      ...
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Future of Social Media

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Everyone's talking about it, and on it, but what's actually happening with social media? A load of hot air or much much more? Cate Trotter's detailed presentation provides the answers to these questions with a look at where social media is heading and how can businesses make the most of it.

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Future of Social Media

  1. 1. The Future of Social Media Cate Trotter – Head of Trends Twitter: #smpres Cate Trotter © February 2012
  2. 2. An ever-more competitive landscape 1994 – 623 2011 – 325 billionSource: Matt Brittin, MD, Google UK, June 2011 Cate Trotter © February 2012
  3. 3. “Traffic coming through social networks is beginning to rival, and in some cases overtake, search traffic.” – Eric Schonfeld, Tech Crunch, February 2010Sharing is 31% of site referral trafficSource: ShareThis, June 2011 Cate Trotter © February 2012
  4. 4. Google Social Searchhttp://tinyurl.com/google-social-search Cate Trotter © February 2012
  5. 5. Cate Trotter © February 2012
  6. 6. Client list Cate Trotter © February 2012
  7. 7. StructureContextSocial media is everywhereSocial media gets meaningfulConclusion Cate Trotter © February 2012
  8. 8. Context Cate Trotter © February 2012
  9. 9. Everyone is going online% of UK population who have used the internetSource: Ofcom, July 2011 Cate Trotter © February 2012
  10. 10. Social media use% of UK population who have used social mediaSource: Ofcom, July 2011 Cate Trotter © February 2012
  11. 11. Most popular networks Millions of users worldwideSource: AllFacebook, Feb 2012; iSozial, Feb 2012; SocialBakers, Feb 2012; Mashable, Dec 2011 and Feb 2012 Cate Trotter © February 2012
  12. 12. Channels influencing traffic Clicking on links by sharing channelSource: Adtelligence, December 2011 Cate Trotter © February 2012
  13. 13. Everyone is using social media% breakdown of users’ agesSource: digitalsurgeons.com, 2010 Cate Trotter © February 2012
  14. 14. Everyone is using social media% breakdown of users’ earningsSource: digitalsurgeons.com, 2010 Cate Trotter © February 2012
  15. 15. Social influences purchasesSource: Adtelligence, December 2011 Cate Trotter © February 2012
  16. 16. Social’s the most trusted Information sources trusted by consumersSource: Nielsen Wire, July 2009 Cate Trotter © February 2012
  17. 17. Word of mouth makes a difference!www.youtube.com/user/juicystar07 Cate Trotter © February 2012
  18. 18. Social offline as well as onBy June 2012, more than 50% of Brits will have a smartphone.By 2014 – 90% of us will. Source: Kantar, October 2011 Cate Trotter © February 2012
  19. 19. Social is everywhere Cate Trotter © February 2012
  20. 20. Sharing is everywhere Cate Trotter © February 2012
  21. 21. Frictionless sharingThe Guardian on Facebookhttp://tinyurl.com/3lxa9mq Cate Trotter © February 2012
  22. 22. Frictionless sharingThe Independent ‘Recently Read’http://tinyurl.com/independent-rr Cate Trotter © February 2012
  23. 23. Frictionless sharingThe Independent ‘Recently Read’http://tinyurl.com/independent-rr Cate Trotter © February 2012
  24. 24. Frictionless sharingFab.com Social Sharing – www.fab.com/feed Cate Trotter © February 2012
  25. 25. Frictionless sharingFab.com Live Feed – www.fab.com/feed Cate Trotter © February 2012
  26. 26. Frictionless sharingwww.soundcloud.com Cate Trotter © February 2012
  27. 27. DIY frictionlessComment with Facebook Connecthttp://tinyurl.com/facebook-connect-comment Cate Trotter © February 2012
  28. 28. DIY frictionless sharing Frictionless sharing has led to a 50-300% increase in traffic from Facebook. Source: 8thBridge CEO, February 2012Facebook Recommendations Barhttp://tinyurl.com/fb-recs-bar Cate Trotter © February 2012
  29. 29. Explosion of mobile % of UK population who went online everyday with a smartphone or computer Mobile search has quadrupled in the past year Mobile internet use expected to surpass desktop/laptop globally by 2015Source: Google/MMA , The Smartphone User & Mobile Marketer, June 2011; Morgan Stanley Internet Trends, April 2010 Cate Trotter © February 2012
  30. 30. Mobile social18% of smartphoneowners use location-based‘check-in’ servicesFoursquare:• 15 million users worldwide• 25,000 new users a day• 3 million check ins a daywww.foursquare.com Source: comScore, May 2011; Mashable, December 2011 Cate Trotter © February 2012
  31. 31. Benefits to business 161 check ins Sales up 110%AJ Bombers, Milwaukeewww.ajbombers.com Cate Trotter © February 2012
  32. 32. Mobile socialFacebook Places:• Can reach 845m users worldwide• 1.8 million check-ins every day• UK – 80-100,000 check-ins every daywww.facebook.com/places Source: comScore, May 2011; SocialBakers, May 2011 Cate Trotter © February 2012
  33. 33. An alternative to Groupon Cate Trotter © February 2012
  34. 34. Independent check-in appsICA Vanadis, Stockholmhttp://kundpriset.nu Cate Trotter © February 2012
  35. 35. Ambient social location appswww.joinmingle.com Cate Trotter © February 2012
  36. 36. The future of FoursquareFoursquare Radar Cate Trotter © February 2012
  37. 37. Location-based messageshttps://geoloqi.com Cate Trotter © February 2012
  38. 38. Real-world social mediaMacy’s Magic Fitting Roomhttp://www.lbi.com/us/magicfittingroom/ Cate Trotter © February 2012
  39. 39. Real-world social mediaTasti D Lite Treat Cardwww.tastidlite.com Cate Trotter © February 2012
  40. 40. Real-world social mediaCoca Cola Village, Israel Cate Trotter © February 2012
  41. 41. Social networks around productswww.stickybits.com Cate Trotter © February 2012
  42. 42. The Internet of ThingsNike+http://tinyurl.com/nike-plus-app Cate Trotter © February 2012
  43. 43. The Internet of ThingsNike+http://tinyurl.com/nike-plus-app Cate Trotter © February 2012
  44. 44. The Internet of ThingsToyota Friendhttp://tinyurl.com/toyota-friend Cate Trotter © February 2012
  45. 45. The sky’s the limitwww.talking-tree.com Cate Trotter © February 2012
  46. 46. The IoT explosion2015 – 25 billion devices connected2020 – 50 billion devices connected Source: Sony Ericsson News Center, February 2011 Cate Trotter © February 2012
  47. 47. Attach anything to the IoTEVRYTHNGwww.evrythng.com Cate Trotter © February 2012
  48. 48. Social is everywhere conclusion Cate Trotter © February 2012
  49. 49. Social is everywhere conclusion Cate Trotter © February 2012
  50. 50. Social gets meaningful Cate Trotter © February 2012
  51. 51. Users getting more selective On average, 2,000 tweets posted every second 48 hours of video footage uploaded every minute Source: Twitter blog, March 2011; YouTube.com Cate Trotter © February 2012
  52. 52. Better rewards Cate Trotter © February 2012
  53. 53. More ways to filterwww.hootsuite.com Cate Trotter © February 2012
  54. 54. More ways to filterwww.flipboard.com Cate Trotter © February 2012
  55. 55. You need to stand out “Content is the fuel of the social web.” – AOL and Nielsen 19% of tweets contain a link 57% of retweets contain a linkSource: AOL and Nielsen research, April 2011 Cate Trotter © February 2012
  56. 56. Likable, sharable content68% of people who watch online videos pass links onto their friends Source: Comscore, January 2011 Cate Trotter © February 2012
  57. 57. Create content simplywww.bambuser.com Cate Trotter © February 2012
  58. 58. Social gets more expensive One-off investment Monthly marketing cost Cate Trotter © February 2012
  59. 59. Social gets smarterwww.hootsuite.com www.klout.com Cate Trotter © February 2012
  60. 60. Social gets smarterKloutwww.klout.com Cate Trotter © February 2012
  61. 61. Social gets smarterKloutwww.klout.com Cate Trotter © February 2012
  62. 62. Social gets smarterwww.barilliance.com/facebook_personalization Cate Trotter © February 2012
  63. 63. The death of digital for digital’s sake Cate Trotter © February 2012
  64. 64. Making social usefulwww.wetseal.com Cate Trotter © February 2012
  65. 65. Joined up thinkingBurberry Runway To Realityhttp://uk.burberry.com Cate Trotter © February 2012
  66. 66. Joined up thinking Cate Trotter © February 2012
  67. 67. Social goes beyond marketing Social media use among 100 leading companiesSource: Booz & Company, October 2011 Cate Trotter © February 2012
  68. 68. Social market researchVitamin Water on Facebookwww.facebook.com/vitaminwater Cate Trotter © February 2012
  69. 69. Cheap social market researchMcDonald’s on Facebookwww.facebook.com/mcdonalds Cate Trotter © February 2012
  70. 70. Social goes beyond marketingNom Nom – www.nomnombristol.com Cate Trotter © February 2012
  71. 71. Social goes beyond marketingHippo Munchieswww.hippofighthunger.com Cate Trotter © February 2012
  72. 72. Social goes beyond marketingAirBnB Social Connections – www.airbnb.co.uk Cate Trotter © February 2012
  73. 73. F-commerce50,000 Facebook stores are now in operationSource: socialcommercetoday.com, April 2011 Cate Trotter © February 2012
  74. 74. DIY F-commercewww.storefrontsocial.com Cate Trotter © February 2012
  75. 75. T-commercewww.chirpify.com Cate Trotter © February 2012
  76. 76. T-commercewww.chirpify.com Cate Trotter © February 2012
  77. 77. T-commercewww.chirpify.com Cate Trotter © February 2012
  78. 78. The next big thing?“It’s a matter of time – within the next five or so years – beforemore business will be done on Facebook than Amazon.”– Sumeet Jain, Principal, CMEA Capital Cate Trotter © February 2012
  79. 79. The next big thing?“F-commerce sites have 10 to 20 times the engagement ratesachieved with traditional direct marketing and social media programs.People shop more when not required to leave their preferred onlineexperience and when their friends make a recommendation.”– Wade Gerten, CEO, 8thBridge (F-commerce design and build company) Cate Trotter © February 2012
  80. 80. The next big thing?“The best way to monetize social media is to empower people topromote products to their friends, not for brands to spam you onFacebook. Online shopping experiences are better when they’resocial. Almost 90% of the shopping activity we’ve tracked onFacebook over the last 6+ months has been between friendssharing things with other friends.”– Wade Gerten, CEO, 8thBridge Cate Trotter © February 2012
  81. 81. Social shoppinghttp://tinyurl.com/wetsealapp Cate Trotter © February 2012
  82. 82. Social shoppingwww.givvy.com/facebook Cate Trotter © February 2012
  83. 83. Personalised shopping sellsPersonalised sites have increased conversions by as 400%1. Filter content – save time2. Display more potential purchasesSource: Adtelligence, December 2012 Cate Trotter © February 2012
  84. 84. Personalised FB shoppingFacebook.com/ticketmaster > Buy Tickets Cate Trotter © February 2012
  85. 85. Personalised FB shoppingVolkswagen ‘Analyze Me’ app Cate Trotter © February 2012
  86. 86. Personalised Twitter recsVolkswagen ‘Analyze Me’ Cate Trotter © February 2012
  87. 87. Facebook Connect – apassport to the webMore than 250 million people useFacebook Connect every monthUsers who log into Facebook Connect to shop online are nine timesmore likely to engage with those sites’ social features and sharecontent with friends.Source: Facebook, December 2010; SociableLabs, February 2012 Cate Trotter © February 2012
  88. 88. Improving recommendations Cate Trotter © February 2012
  89. 89. Enhanced experiencesKLM Meet & Seat – http://tinyurl.com/meet-and-seat Cate Trotter © February 2012
  90. 90. Personalised pluginsFacebook Recommendations Boxhttp://tinyurl.com/fb-recommendations Cate Trotter © February 2012
  91. 91. Personalised sub-sitesLevi’s Friends Storehttp://store.levi.com Cate Trotter © February 2012
  92. 92. Personalised sub-sitesFight Club ‘Welcome to FC’ Blu Ray promotion Cate Trotter © February 2012
  93. 93. Personalised siteswww.simplyhired.com Cate Trotter © February 2012
  94. 94. Personalised siteswww.simplyhired.com Cate Trotter © February 2012
  95. 95. Personalised sitesKukunuwww.kukunu.com Cate Trotter © February 2012
  96. 96. Social gets meaningful conclusion Cate Trotter © February 2012
  97. 97. Social gets meaningful conclusion Cate Trotter © February 2012
  98. 98. Conclusion Cate Trotter © February 2012
  99. 99. Social media is like water“On its own, water does some cool things, but when combinedwith other compounds it enabled the evolution of all forms oflife.Social media on its own is nice, but when combined with othertools, it is enabling everything to evolve, from communicationsto business to politics to marketing.”– Mike Volpe, VP Marketing, HubSpot Cate Trotter © February 2012
  100. 100. Social media The internetCate Trotter © February 2012
  101. 101. More social and much smarter Cate Trotter © February 2012
  102. 102. A new phase Cate Trotter © February 2012
  103. 103. Do something! Cate Trotter © February 2012
  104. 104. More from us…Friday 30th March – The Meaningful Social Media Crash Course(http://tinyurl.com/smcrashcourse)Bespoke strategy and execution Cate Trotter © February 2012
  105. 105. Trend Strategy and Execution Trend Presentations & Reports www.insider-trends.com +44 (0) 844 504 8080 cate@insider-trends.comTrend feed on Twitter: @insidertrends Cate Trotter © February 2012

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