Social Media Trends

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Outline of key trends for applications within Social Media and mobile.

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Social Media Trends

  1. 1. DIGITAL TRENDS & REAL-TIME SOCIAL MEDIA APPLICATIONS<br />Prepared by Alison Armstrong*<br />©07/02/09<br />(*All IPR on digital business propositions contained within this presentation resides with the author.)<br />alisonarmstrong2@googlemail.com<br />
  2. 2. Key Competencies<br />Digital media, strategy, innovation, evaluation and business growth experience - identifying opportunities, technology and propositions to improve business performance<br />Coaching and mentoring teams, organisational and business development, managing stakeholders, preparing reports, providing thought leadership <br />Leadership – project teams, digital, technical, research, marketing, communications, sales and customer support projects/teams at all levels <br />Strong commercial awareness and experience in senior roles - <br /> 15 years experience to Director level on digital, innovation, business strategy, technology, communications and marketing projects, first-hand experience of start-ups, 8 years in consulting<br />Successful track record in over 30 different sectors including Digital Media, Technology, Telecoms, Retail/FMCG, Financial Services, Leisure and Travel, Public, Entertainment, Health, Education and E-Learning, Energy, Professional Services, Automotive, Defence, Food and Drink etc.<br />
  3. 3. Sample Projects<br />www.dh.gov.uk (UK Department of Health) - digital strategy and evaluation review for their site, Speedtrap (analytics) training, content authoring and management guidance and support<br />Royal Mail - branded Social Media apps research, strategy and ROI models<br />www.karoo.co.uk (ISP) - evaluation, research and digital strategy (21% increase in online revenue). <br />KCOM Group PLC – two projects for major international telco, performance evaluation, digital and business growth strategy to 2011, review of retention models and proposition ideas generation, development of new online internet services brand and business <br />
  4. 4. Digital Strategy and Delivery<br />Objectives/KPIs<br />User<br />Experience<br />Strategy<br />Content<br />Functionality<br /> Performance<br />Add Value <br />Site IA<br />
  5. 5. Standard Digital Adoption Models<br /><ul><li>Initial pilot to closed permission-based network (free to specific key influencer groups/segment samples during pilot or user testing phase in exchange for user intelligence/feedback/viral)
  6. 6. Subscription-based services on rollout
  7. 7. Movement to open pay-as-you-go download (with or without ads, e.g., via iTunes)
  8. 8. Free in exchange for push/contextual advertising or user data capture
  9. 9. Killer applications coveted by users – e.g., social media</li></li></ul><li>Social Media - fastest growing online activity<br />
  10. 10. Why do people use Social Media Networks?<br /><ul><li>Phatic Communication
  11. 11. Utility (useful functionality)
  12. 12. Entertainment </li></li></ul><li>Facebook - Market Leader<br />
  13. 13. Why hasn’t Facebook achieved it’s revenue potential?<br />Context – users visit social media sites like Facebook to communicate, escape from the commercial world and play (Facebook users typically spend 10 hours+ per week on the site – it has become habitual entertainment.)<br /> - Need to either increase the utility or the incentives to encourage users to change their habits/behaviour (and completely accept commercial approaches)<br />Brand Engagement - not enough of the right kind<br />
  14. 14. Real-Time Mobile Social Media- The Way Forward <br /><ul><li>Profiles and real-time applications accessible via your mobile phone (richer user experience)
  15. 15. Simplicity and interoperability crucial - e.g., cross-platform mobile applications for the iPhone, Google Android, Windows Mobile etc.</li></li></ul><li>Trends<br /><ul><li>Mobile Social Networking becomes the new Model T - ubiquitous, mass market, and the starting point for personalisation-driven real-time/JIT-based mobile apps</li></ul>- find friends, a date, events (party, gig, movie) or watch real-time UGC mobile video right now. Combines Social Media user profile matching, mobile Bluetooth connectivity and location-based services – e.g., JuiceCaster or Next2Friends type apps<br /><ul><li>Utility continues to drive commercialisation of apps/technology – if useful enough, users will adopt and pay for it (/or take it free in exchange for accepting push advertising) especially B2B apps</li></li></ul><li>Trends<br /><ul><li>Substitution – social media supplants email and other forms of communication
  16. 16. The Microwave Effect – intimacy and popularity via social media = higher frequency of communication but lighter levels of emotional interaction
  17. 17. Time is the new money – users want the killer app and they want it now! Twittering will become too slow/too much hassle… Alternative communication-based SM apps needed (Graphical/mind-map not text-based?)
  18. 18. Personalisation of services – greater levels = higher £ premium but at cost of privacy?</li></li></ul><li>Trends<br /><ul><li>User privacy vs. monetisation – user profile data is the next commodity for sale by users. They take control over how their own data is used, seek ways to monetise it and control access to detailed profile info. (Through formal user-led network insight groups.)
  19. 19. Location-based services driven by users’ profile data – personalised/targeted to preferences. (LBS is the “where?” of real-time mobile social networking.)</li></li></ul><li>Applications<br /><ul><li>Intelligent Search 3.0 for Mobile</li></ul>-combine LBS with image-based mobile search and link into website/store inventory/EDI systems via web-based mobile apps to check on availability, price, location, size etc. <br /> - Profile = passport to personalized purchase.<br />- Mobile behavioural targeting potential.<br /><ul><li>Time-based
  20. 20. Linked into time of day, e.g., virtual event reminders, timed auto-play or recording of mobile TV programmes on iPhone etc. </li></li></ul><li>Applications - Summary<br /><ul><li>Mobile TV applications (huge potential for social media interaction and ad revenue) – timed synchronised recording, storage and replay, matching of shows to social media profile preferences etc.
  21. 21. Next generation micro-blogging apps - aimed at making communication faster and more fun. For example, traffic light/colour palette or adapted “wheel of life” tools for social media networks - Twitter 3.0?
  22. 22. Location-based and search applications – real-time mobile
  23. 23. Time-based services </li></li></ul><li>Constraints/Questions<br /><ul><li>Location-based services will need greater integration online
  24. 24. Security and restrictions on mobile real-time cashless payment or profile matching apps – e.g., cash limit, biometric, chip and pin. (No perfect solution – explore options and manage expectations.)
  25. 25. Location-based services driven by users’ profile data – permission-based, closely targeted to user preferences
  26. 26. UK market ready for real-time mobile social networking ? More work needed on privacy and security issues to reassure UK users? (France, Germany and Italy most likely early adopters.)</li>

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