What will the future of social media look like? Our world is increasingly digital, and our lives become more connected each day. Advances in areas such as social media and mobile technology are ...
What will the future of social media look like? Our world is increasingly digital, and our lives become more connected each day. Advances in areas such as social media and mobile technology are changing the ways we interact with our friends and family, but also with brands and organisations. They’re changing the way we do business too, and that change is accelerating at an ever-increasing rate. As a consequence, riding the wave of change and trends is becoming a critical part of on-going business success. To that end, this document explores some of the key themes that we believe will shape the digital world over the course of the coming months.
The Future of Social Media: 12 ProvocationsPresentation Transcript
12 PROVOCATIONSA DOZEN DIGITAL DEVELOPMENTS THATWILL SHAPE THE FUTURE OF MARKETING SIMON KEMP • we are social • 25 APRIL 2012
we are social 2
1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIAwe are social 3
JAN 2012 SOCIAL MEDIA PENETRATION 47% 50% 36% 20% 18% 4% 25% 36%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 4
HOWEVER, THE MOBILE INTERNET IS HELPING TO DRIVE EVEN MORE GROWTHwe are social 5
JAN 2012 MOBILE PENETRATION 100% 100% 100% 77% 100% 60% 100% 86%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 6
BY THE END OF 2012, 1 IN EVERY 4 PEOPLE AROUND THE WORLD WILL BE USING SOCIAL MEDIAwe are social 7
SOCIAL IS ALREADY TOO BIG TO IGNOREwe are social 8
BUT WHAT DOES THE FUTURE OF SOCIAL MEDIA LOOK LIKE?we are social 9
12 PROVOCATIONSwe are social 10
01 MOBILE SOCIALwe are social 11
TREND The next 100 million web users will be mobile firstwe are social 12
PREDICTION Mobile devices become the main platform for internet use, especially for social media and brand searcheswe are social 13
However, the majority of these devices will still be simpler, ‘feature phone’ handsetswe are social 14
IMPLICATIONS Content and experiences must be tailored for slower connection speeds and smaller device screenswe are social 15
02 SO-LO-MO TAKES OFFwe are social 16
TREND More and more of our social networking activity originates in the physical worldwe are social 17
PREDICTION ‘Social, local, mobile’ (SoLoMo) services move to the centre of social media experienceswe are social 18
IMPLICATIONS Explore ways to socialise real-life brand experiences – both in-store and at the point of consumption Use social listening tools to identify who shares what, where, and when to identify top influencerswe are social 19
03 SEARCH- SOCIAL CROSSOVERwe are social 20
?! TREND We rely heavily on recommendations and suggestions from friends and peers to help make decisions We increasingly turn to our social networks to answer the questions search engines can’t solvewe are social 21
PREDICTION Search and social become more tightly interwovenwe are social 22
( Is Google+ a social network, or is it a ‘social answers engine’? )we are social 23
IMPLICATIONS Conversation is the new SEO – the brands that people talk about most will rise to the top of search engineswe are social 24
04 SOCIAL BAKED-IN’we are social 25
TREND Social functionality (e.g. the Like button) is spreading from host platforms to the wider web Brands are concerned about over-committing to individual social networking platformswe are social 26
PREDICTION Social functionality will become a natural part of all internet properties, not just social networking platformswe are social 27
IMPLICATIONS Brands will need to socialise all of their web presences, rather than simply creating a presence in social media platformswe are social 28
05 SOCIAL CRMwe are social 29
TREND People use social media to interact with others, not just listen to themwe are social 30
PREDICTION Brands will increasingly use social channels to deliver customer service- driven activities rather than advertisingwe are social 31
IMPLICATIONS Equip community management teams with the skills and tools necessary to respond to customer enquiries, compliments, and complaintswe are social 32
06 INCLUSIVE CONTENTwe are social 33
TREND People want to be part of the action, not just watch itwe are social 34
PREDICTION The audience moves to the centre of the marketing experiencewe are social 35
IMPLICATIONS Make the audience the hero – create content around them, not just for themwe are social 36
07 INTERFACE INNOVATIONwe are social 37
TREND Advances in technology are changing the way we interact with deviceswe are social 38
we are social 39
PREDICTION More and more of our social media activity will take place on ‘non- traditional’ internet-powered deviceswe are social 40
IMPLICATIONS Social experiences will need to evolve beyond a ‘point-and-click’ approach to deliver engagement across all 5 senseswe are social 41
08 CURATION & FUNNELLINGwe are social 42
TREND People are struggling to read and update all their various social profileswe are social 43
PREDICTION People will consume content through socially powered curators and aggregators, rather than through individual platform interfaceswe are social 44
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IMPLICATIONS Brands need to explore ways to communicate with social media audiences without relying on native apps or social display advertisingwe are social 46
09 SOCIAL NICHEWORKSwe are social 47
TREND Listening to, and interacting with audiences invariably delivers greater value than merely talking at themwe are social 48
PREDICTION Brands start to build their own smaller, more focused social communities where they can learn more about people’s needs, wants, and desireswe are social 49
IMPLICATIONS Learn how to identify valuable audience segments and engage them Trial social research methods and focused crowd- sourcing to harness your most engaged consumerswe are social 50
10 CORPORATE SOCIAL PROACTIVITYwe are social 51
TREND People expect brands to play a bigger part in making the world a better placewe are social 52
PREDICTION CSR moves out of the annual report and into meaningful, real-world activitieswe are social 53
IMPLICATIONS Find ways to add value to communities that also build the brand and reinforce valuable relationships Use social media to share details of CSR activities, involve relevant communities, and build goodwillwe are social 54
11 INFLUENCE MEASUREMENTwe are social 55
+1 TREND Peer and influencer endorsement are increasingly valuable to brandswe are social 56
PREDICTION Influence measurement becomes more sophisticated as marketers invest more in partnering with influencerswe are social 57
IMPLICATIONS Understand the role influencers play in the audience’s purchase cycle Identify the influence metrics that matter most to the brandwe are social 58
$ 12 END-TO-END ACCOUNTABILITYwe are social 59
TREND As social media evolve into ‘social business’, marketers need to demonstrate social activities’ contributions to the brand’s bottom linewe are social 60
PREDICTION Social measurement will evolve to deliver full purchase-cycle trackingwe are social 61
IMPLICATIONS Brands need to ensure that all marketing activity – both online and offline – can be tracked, and prepare for this from the outset of social media activitieswe are social 62
12 PROVOCATIONS 01 MOBILE SOCIAL 07 INTERFACE INNOVATION 02 SO-LO-MO TAKES OFF 08 CURATION & FUNNELLING 03 SEARCH-SOCIAL CROSSOVER 09 SOCIAL NICHEWORKS 04 SOCIAL BAKED-IN 10 CORPORATE SOCIAL PROACTIVITY 05 SOCIAL CRM 11 INFLUENCER MEASUREMENT 06 INCLUSIVE CONTENT 12 END-TO-END ACCOUNTABILITYwe are social 63
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT HTTP://WEARESOCIAL.SG/
SIMON KEMP @ESKIMON +65 9146 5356SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
Yuki Meliana
by Simon Kemp in News on 25 April 2012 at 16:52 1 year ago