That’s because it’s only going to get more digital. The pace isn’t slowing down—it’s accelerating.Here’s one example how: More video has been uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948; the date, by the way, when ABC first started beaming its signal into American households.But wait. That’s just the way many think about digital today—in terms of the “desktop.” What’s just around the corner is yet another sea change: the Web that’s not dominated by mobile. Reports now estimate that “mobile will take over the Web as soon as 2014”—in just 4 years. When they predict it will be 2x the size of the desktop Internet. How? The continued adoption of 3G and smart phones is a big reason. So is the unquenchable demand for the iPhone, iTouch, iTunes, and now iPad ecosystem of digital consumer content.
What is content intelligence – SHIFT from keyword conversation to content interactions. [content creates conversation PLUS interaction, liking, sharing]Content programming is now an integrated view with a specific eye to consumer behavior – Competitive WeaponWe have moved from a Keywordworld to an Interest Graph world. Brands have to leverage consumer actions on content or they are programming BLIND. The many to many world is finding what’s relevant based on collective actions. The CMO office is now empowered to drive strategy and measure what’s an effective as well as competitive insight. Brands are now in a must have position of using data to validate their content/marketing direction.
In my consulting practice, more and more people are coming to me and asking for help with social media ROI programs.I think they reasons why is several fold… First is that the innovators and early adopters are like kindling in any new field, especially technology. They fuel the fire for change… and they did that for social media…The Innovators: They tend to be the type of people who camp overnight at the Apple store to get the newest tech product. They buy products and try things before all the bugs are worked out of them. They don’t mind that everything isn’t figured out. In fact, they like to give feedback and be part of the development of a new field or product. It’s what makes them tick. These are the people saying, “What’s the ROI of your pants?” To them, a new technology is so obviously valuable that a calculation is not necessary.• The Early Adopters: If the technology proves to be interesting to the Innovators, the second smallest group, the Early Adopters, jump on board. Innovators are natural risk takers. They are enthusiasts and, like kindling, they help start the fire in any new field. As visionaries, they are looking for a breakthrough for the future direction of business. This is the group that is saying, “The ROI of Social Media is that you will be in business in 5 years.” To them it’s that clear that without it, you’d go out of business.