Social Media World Forum
The future of social media
& its implications for Brands
16th March 2010
//a digital creative agency
Saint@RKCR/Y&R:
a digital creative agency within a
world class advertising agency
What we believe in…
“…there is an increasing frustration with brands that
pollute the landscape and mental space with crap; and
unremarkable p...
Solving the   Century       21st

   brand conundrum




How to regain a fraction
of your former power?
 “On average Sky+ ...
B
B   B   B   B   B   B   B   B
From now on it’s big to be   small
We call this!
Brand Intimacy!
Culture
4Cs

  of brand
               Conversation
               Collaboration
 engagement


               Compensation
The Opportunity…


   Brand promise             Brand fulfilment
      (saying stuff)                 (doing stuff)
     Co...
V&A “Recode Decode” reel

http://www.vimeo.com/9727669


Password: saintreel
The Future of
Social Media
“The web is more a social creation than a technical one. I designed it for a
social effect — to help people work together ...
10 suggestions
1.




     Social is a feature
      not a destination
2.
     More mobility


        •    Social networking on mobile
        •    Location-based networks
        •    Connect...
3.




     Social browsing –
      Social Search?
4.




     Connect with friends while
        consuming content
5.




     Even TV is getting social
6.
     More niche networks
               We will start to experience the
               ‘long tail of social networking’...
7.




     Smart recommendations
8.




     More crowdsourcing
9.
                   Social commerce
  Dell is hoping to nudge
     group buys out of tech
      forums and into the
 mai...
10.
                   Social working




                     Facebook as an accepted work tool?
      Facebook integrate...
Keys to integration

           •    Identity – who you are


           •    Contacts – who you know


           •    Ac...
Multi-faceted identity
The End of Anonymity?

 Our identity will no longer
    be revealed in bits.

  For the convenience of a
  unified login an...
5 stages of social
Timing of the 5 stages
The implications for Brands

•    1 - Transparency, speed & value
•    2 - Rethink the social strategy
•    3 - More accur...
Summary
Thank you
       twt: @adamgraham

 uk.linkedin.com/in/adamgraham
The Future Of Social Media And Its Implications For Brands
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The Future Of Social Media And Its Implications For Brands

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A look at some of the emerging trends in social media and some predictions about where this may be going.

Plus, the implications for Brands

This talk was given at the Facebook Garage and a couple of weeks later, at the World Social Media Forum

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  • Ye olden days – brand on a pedestal, interruptive one way communications, the brand dictates what the brand stands for
  • Today brands need to behave less like Gods and more like Human beings G et on the customer’s level. Meet the customer’s need. If you don’t talk to them, they’ll talk about you without you. Today brands are learning that they need to compete for attention, to offer value based dialogue to consumers, and to be an active participant in the conversation
  • We think brand iconic status will be borne out of recommendation and positive experience communicated peer to peer. Brands that get it right empower th ei r audience and their peers to talk about them in mostly positive ways
  • The power of w.o.m and real advocacy borne out of a valuable and relevant personal experience with your brand. Vs. a broadcast message that has broad appeal and little persuasion.
  • The way that we go about creating brand intimacy is via what we call the 4Cs of brand engagement. They provide us with a way of delivering work that really connects and engages with our audience in a connected world. Culture: about defining the DNA of your brand so t ha t wherever you are connected wi th your audience you’re consistent Conversation: knowing what’s being said about you, being part of the conversation, going beyond the careline number …conversation monitoring; influencer identification and blogger outreach Collaboration: allowing customers to input on your products and services e.g. nike id & mystarbucksidea.com Compensation: digital is an intimate and personal space where brands are often unwelcome. Become welcomes by offering up something of value; this is about going beyond the the brand promise and putting your value where your mouth is
  • Advertising agencies don’t get that they aren’t just about selling dreams. They’re about making dreams come true via real experiences that evidence the brand’s value in a personal way. We’ve never before had a means to weave the customer journey like we can do. Technology can string together the entirety of your brand story.
  • Run the video of the Recode/Decode work http://www.vimeo.com/9727669 Password: saintreel
  • Big subject ! Before we look into the future, lets take a step back into the past…
  • Tim Berners-Lee – Inventor of the Internet in Weaving The Web: The Original Design and Ultimate Destiny of the World Wide Web" We are naturally social creatures. The web just facilitates our natural instinctive behavior
  • With that comment in mind, let’s look to the future now. I don’t profess to know the future, but here are 10 humble suggestions
  • Ubiquitous – Social networks become like air Integration with our daily work tools, outlook, office etc People can connect without having to “go” anywhere Social networking will become more of a presence on the web, not a destination. Social networking features will be a part of most internet experiences, but users will be freed of their numerous profile accounts and even the web browser.
  • Phones are mini computers nowadays and are increasingly sophisticated. GPS is becoming commonplace, so the possibilities for location based services are endless. Google buzz has taken location based social to a new level and this is the way things are going. When you cross reference friends and location it becomes very powerful Things like 4 square are still relatively trivial uses of the technology – soon we will see much more practical and powerful applications in this space as well as ways for real life brands to take advantage of it. A new report by Openwave shows that four of the top ten domains accessed via mobile devices are social networks
  • Google side wiki allows users to commenting on any site, any page on a site, or about any content on a site. While currently a Google product, this functionality can be added to any toolbar to effectively add a social layer to every online experience. It also allows each piece of web content to be personalised or tagged with meta-data for future reference. We can already see social bookmarking on sites and very soon we will have @anywhere from Twitter. All these strands are now weaving their way through the web but it’s not yet fully connected up Connect all this up - you might get social search. Search results being heavily influenced by social behaviour – so if someone “likes” a webpage, for example, it helps improve its ranking.
  • SOCIAL CONNECTION AROUND CONTENT CNN’s integration of FB connect into the coverage of Barrack Obama’s inauguration. Excellent example of the benefits of social connecting with content. more than 1.5 million status updates have been posted through the feed (there were 200,000 b 8:30 am PST). During the broadcast an average of 4,000 status updates were written every minute, and 8,500 were written every minute during Obama’s speech. These sorts of things improve the relevance of the social interactions. Often, there’s too much noise in the social web – filtering out the noise and getting to the stuff you want can sometimes be a challenge Conversation naturally occurs around content, so it’s just a case of facilitating that connection. If the supplier of the content can do this, they will succeed in amplifying its effect.
  • Twitter feeds are commonplace on TV nowadays but they are just broadcast with the TV signal In the future, these will be smarter – ie tweets from your friends or relevant peer groups This example is from Samsung’s Internet@TV service which features on-screen widgets that a television viewer can use to access different Internet applications such as Flickr, Youtube, and Facebook Xbox connect also allows something similar Anyone who has their computer hooked up to their TV can also do this. As we see convergence increasing, the lines between the different technologies become blurred and indeed the lines between virtual interaction and “real” interaction do too.
  • As more people go online, more connections between more niche groups will be formed. All of which are valuable to the people in those groups. And indeed to brands The benefits of this for brands is that they can target very specific groups in a very personal way, for low cost. The benefit for the consumer is relevant content and promotions that they actually value.
  • Instead of “people who bought this also bought this” “ Your friend Josh, also bought this” “ Damien ‘liked’ this” “ here’s Josh’s review” “ contact Josh to ask how he’s finding this product” Recommendations from people in your network are infinitely more powerful than those from strangers or unverifiable sources.
  • Communities will become increasingly reliant on their members to develop. This will have the effect of democratising each member’s influence, based on contribution and value to the community – rather than pure influence. So it’s who you know, not what you know. Facebook has long relied on its own users to help translate the site into more than 65 different languages. Now, Facebook wants to unleash its army of volunteer translators on other sites and apps across the Web. Any site or app that use Facebook Connect  can now tap into the Facebook community to get help translating their site into any language that Facebook Translations supports. Dell IdeaStorm actively engages it’s members in coming up with solutions and suggestions McDonald M-Station is a way of connecting all the franchise holders and encouraging them to solve business problems together
  • This example is amazing but the tip of the iceberg Social commerce will have fully arrived when you combine:- crowd-sourcing of ideas and solutions + with this price setting mechanism + using social networks as the sales and marketing arm of the company (Like virtual Avon ladies for the 21 st centuary). It will be possible to have a fully social business This is another great way that the social web permeates on and offline and connects global with local. My wife might be able to make a small business selling children’s goods to her real life network of mums but she could also be enjoying economies of scale through the bulk buying power of her online network.
  • Facebook and Linked in currently integrate into salesforce.com and Lotus notes. With the rise in cloud computing and applications as a service – this sort of thing could be much more prevalent Companies could have a social intranet where they create groups of people working on projects, and within the group you can manage the project timeline and milestones, you can notify people of the status of the project, work collaboratively on documents via a wiki or version control repository, and all this information is centralised in the project location, rather than loads of emails flying about. Thus meaning if someone new comes into the project, they can get all the info they need in one place. This benefits a company that’s all based in one office, let alone with offices distributed over distance.
  • For this to really take off, we need a level playing field and a unified log in. The key to enabling ubiquitous social networks is integration If you overlay the above information with a consumer database, it becomes a lot more powerful This is an example of Open Stack FB still have their own proprietary stack But I’m sure a common standard will emerge.
  • The reality is, we all have split personalities online. Any unified log in will need to be able to connect but also keep separate certain aspects of each ID More sophisticated applications will allow a true map of a user’s social graph and show and hide the right information across networks @ThatGirl_Chloe – said that soon our digital identities will compliment our real world identities, so you could buy plain tickets with your twitter id for example. I agree with her, that’s the way it’s going but in order for that to happen, we will need 1 digital identity and for it to be inextricably linked to the real world one. That can only happen when all of these things play nicely with each other and consumers have the confidence to whole heartedly commit to it.
  • Web 2.0 helped create a world where your identity is revealed in bits and pieces as you share snippets of your life online - a photo here, a Stumble there, a tweet, a Digg, etc. On tomorrow's web, we're no longer going to be anonymous. The truth is, giving up our online anonymity may not be all bad - we'll have a convenient, portable friend graph, for example. Our search data will be easily accessible from one place. But for the convenience of a simple login, searchable personal data and web history, and social networks filled with friends, we'll have exchanged a bit of who we are in the process. We'll pay for our services on the new internet with our identity and personal information. That’s valuable information that companies would pay good money for now. However, they will be getting it for free. This info may also be controlled by a small number of major players. This will give them a lot of power. Will we get equal value in exchange? Is it a fair trade? Is it a big risk? Will we be protected?
  • Forrester break the predicted eras of a social web into the following phases Era of social relationships - People connect to others and share This is base level social networking and already happening in many ways 2) Era of social functionality - Social networks become like operating system Via applications and widgets, people can “do stuff”socially 3) Era of social colonization - Every experience can now be social This is like the CNN facebook, the google side wiki or the integration or the widgets on the TV 4) Era of social context - Personalized and accurate content This is like the personalised recommendation engine example I mocked up in Amazon 5) Era of social commerce - Communities define future products and services This is like the Dell Swarm example plus R&D via crowdsouring and sales and marketing via social networks too. Fully social commerce.
  • These are the timings that Forrester gives You will notice that we have 12 – 18 months before the more sophisticated end of this scale kicks in. Indeed we can already see the green shoots of this emerging So, the future is NOW
  • 1 - Transparency, speed & value Imposter brands will get found out even quicker Popular brands could grow their fan base even quicker 2 – Rethink the Social Strategy If social becomes less of a ‘destination’ and more of a ‘presence’ , many brands may need to rethink their social strategy Brands will need to enable social customer interaction in a meaningful way, rather than just having a FB Page Business models may need to change to reflect the value created by people’s social networks 3 - More accurate personas A much more detailed picture of the consumer will be possible Social graphs will become part of the profiling Will brands use this information to give more targeted bespoke offers, or will they end up settling for the lowest common denominator? 4 - Power to the people Could consumers create their own brands? They have already resurrected Wisper and Rage Against the Machine Ebsfleet FC was bought by the fans Will there be more ‘cooperative’ type brands? 5 - New ‘Socialism’? Will the political brands be affected ? Could we see a new type of political party where policy making is crowd-sourced? Or voting via the social web Democracy in its purest sense 6 - Social Internet of things Internet of things – fridge that knows its contents and their best before dates. Social web – aware of your actions + your network’s actions and helps synchronise. Brands can target micro-influencers 7 - Collaboration between brands Like Nike and Apple with “Nike Plus” All this information may highlight correlations which make for unexpected bedfellows Brands in decline may experience a resurrection due to these new affiliations 8 – Brands will need to have respect for people’s privacy. Privacy could become the new social currency If a brand is found to have abused this trust, it will be irrevocably damaged and the community could mobilise against it quicker than ever before 9 – Although many social apps are quite throw away at the moment, trivial games etc, in the future Social apps could become much more powerful and as important to our lives as Outlook or Office applications are now. 10 – Importantly, as I touched on at the beginning, it’s all about people. Socialness is a human trait. Fundamental to our nature. Technology is finally able to catch up with our natural tendencies and allow us to behave instinctively again. It’s all about being human
  • It’s exciting – I cant wait for some of this stuff to become a reality A little bit scary – the privacy issues, more “big brother” type stuff, where every little detail of your life is potentially out there The future is now – this stuff is starting to happen and will be here before we know it The challenge for brands is to keep up – so brands need to get up to speed – fast. If they are still late arriving to the last party, they have the opportunity to board the next train before it leaves. But they need to engage some smart thinking ASAP It truly is power to the people – hopefully, this will benefit us, the people, more than them, the corporations. It could enrich our lives by making content and products more relevant, as well as cheaper. And bring our friends and connections even closer
  • The Future Of Social Media And Its Implications For Brands

    1. 1. Social Media World Forum The future of social media & its implications for Brands 16th March 2010
    2. 2. //a digital creative agency
    3. 3. Saint@RKCR/Y&R: a digital creative agency within a world class advertising agency
    4. 4. What we believe in…
    5. 5. “…there is an increasing frustration with brands that pollute the landscape and mental space with crap; and unremarkable products, bland ads, shoddy service and poor ethics, fortunately we don’t have to put up with this anymore.” 
 Decline of brands. Wired.
    6. 6. Solving the Century 21st brand conundrum
 How to regain a fraction of your former power? “On average Sky+ users fast forward 97% of the ad break.” Andy Jameson, Basis Research
    7. 7. B
    8. 8. B B B B B B B B
    9. 9. From now on it’s big to be small
    10. 10. We call this! Brand Intimacy!
    11. 11. Culture 4Cs
 of brand Conversation Collaboration engagement Compensation
    12. 12. The Opportunity… Brand promise Brand fulfilment (saying stuff) (doing stuff) Communicates the Demonstrates the value that value a brand can bring through that a brand can bring conversation, product, services, content & applications Digital can tell the entirety of your brand story
    13. 13. V&A “Recode Decode” reel http://www.vimeo.com/9727669 Password: saintreel
    14. 14. The Future of Social Media
    15. 15. “The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy” “The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies. We develop trust across the miles and distrust around the corner”
    16. 16. 10 suggestions
    17. 17. 1. Social is a feature not a destination
    18. 18. 2. More mobility •  Social networking on mobile •  Location-based networks •  Connecting People, Places and Things •  Connecting offline and online
    19. 19. 3. Social browsing – Social Search?
    20. 20. 4. Connect with friends while consuming content
    21. 21. 5. Even TV is getting social
    22. 22. 6. More niche networks We will start to experience the ‘long tail of social networking’ as there is zero creation / ongoing media cost. Micro-communities will form around people’s actual life interests or fantasies An infinite number of social networks around infinitely more niche areas of interest?
    23. 23. 7. Smart recommendations
    24. 24. 8. More crowdsourcing
    25. 25. 9. Social commerce Dell is hoping to nudge group buys out of tech forums and into the mainstream with the launch of its new Swarm service, which allows several buyers to drive down the price of selected Dell PC. Each discount deal offered on Swarm lasts for 72 hours or when there are 15 buyers – the sale closes when either of those criteria is met. The more people who sign up, the cheaper the product gets until it reaches a pre-set lowest price
    26. 26. 10. Social working Facebook as an accepted work tool? Facebook integrates into SalesForce.com and Huddle and Basecamp integrate into Facebook. FB & Linked are beginning to integrate seamlessly into our working lives.
    27. 27. Keys to integration •  Identity – who you are •  Contacts – who you know •  Activities – what you do •  Interests – what you like
    28. 28. Multi-faceted identity
    29. 29. The End of Anonymity? Our identity will no longer be revealed in bits. For the convenience of a unified login and all the benefits that will bring, we will have exchanged a bit more of who we are That’s a lot of information. Will we get an equal amount of value in return?
    30. 30. 5 stages of social
    31. 31. Timing of the 5 stages
    32. 32. The implications for Brands •  1 - Transparency, speed & value •  2 - Rethink the social strategy •  3 - More accurate personas •  4 - Power to the people •  5 - New ‘Socialism’? •  6 - Social ‘Internet of things’ •  7 - Collaboration between brands •  8 – Respect for people’s privacy •  9 - Social applications could become integral to people’s lives •  10 - It’s going to become more about people - bringing the human element back to digital interaction
    33. 33. Summary
    34. 34. Thank you twt: @adamgraham uk.linkedin.com/in/adamgraham

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