1.
“Dealing with consumer behavior
shaped by Social Media”
Media Innovation Forum Dubai 1/26/2011
Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com

2.
First: Social Media is not about this....

3.
Social Media better: Social OS

4.
Fragmentation ‘Publicy’
Mobile
Viral / Peer-to-Peer
Transparence
‘Following’
‘Feels LikeFree’
Location / Places
Real-Time Inter-dependence
Decentralization

5.
Control is shifting to ‘the people formerly known as consumers’

6.
Connected everywhere ≈ empowered
everywhere (≈ busy everywhere ;)

7.
Soon: total online / offline convergence

8.
The result: deep habit & culture shifts

9.
A Networked Society - but what about Brands...?

10.
Some connected brands...

11.
In a networked society,
Data is the new Oil
Image licensed from sevensheaven.nl

12.
Sharism re d ?
sh a
b e
n d
r b ra
yo u
C a n

13.
Everything is moving into the cloud

14.
Media: no longer a battle for distribution but for attention
Image: Flickr.com/dunechaser

15.
Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)

16.
...and attention is no longer gained by interruption

17.
Brands become Publishers

18.
(your brand here) (your agency here)

19.
Gerd Leonhard Media Futurist / The Futures Agency

20.
Who distributes your brand?

21.
Social Networks are the new Broadcasters -
and ad spending will migrate very quickly.
Source:
BusinessInsider.com

22.
From watering cans to sprinkler systems

23.
Social TV

24.
The ‘Social OS’ confronts us with a new logic...

25.
... a world where only likable Brands succeed
Source: Flickr / Karola Riegler
Gerd Leonhard Media Futurist / The Futures Agency

26.
Trust becomes the currency for everything

27.
Enforcing control when trust is crucial is deadly

28.
“More and more companies lose control of their customers when new
technologies enable them to interact with products on their own terms”
Mark Mulligan Forrester Research

29.
Source: Nielson Report / IFPI Jan 2011
Source: Netflix CEO via Slideshare

30.
New ‘social’ ways to pay
Source: Ovum Research, with Permission

31.
Get ready for alternative currencies
* and new metrics of measuring results

32.
Trend towards ‘collaborative consumption’
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

33.
A big challenge: Privacy becomes Publicy

34.
Get used to the ‘tyranny’ of transparency

35.
Branding becomes “Banding”

36.
Social Commerce will
become the New Normal
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

37.
Agency 2.0: sense-making & trust-keeping

38.
Summary

39.
A success formula for a Social Operating System:

40.
www.mediafuturist.com @gleonhard