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The future of social media and its impact on businesses


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This is the deck I used for my talk at SMU in Singapore on November 9, 2010

Published in: Business, Technology

The future of social media and its impact on businesses

  1. The Future of Social Media and its impact on Businesses Luca Penati • SMU - Singapore, November 2010
  2. Should we care?
  3. Teatro San Babila’s story
  4. Companies with the highest level of social media activity grew sales by +18% Companies with the least presence showed a decline of - 6% (Wetpaint/Altimeter Study)
  5. Before we talk about the future, let’s take a look at the past
  6. Remember 2000?
  7. was 1 and half years old
  8. Trek Technology launched the first USB flash drive
  9. And what about last year?
  10. Globally, people who have on-line access have digital sources as their number one media channel. 61 54 36 32 0 10 20 30 40 50 60 70 Internet TV Radio Newspapers % of online users Source: TNS Digital Life
  11. Bringing Digital to Life 11 Moving from “Dialing In” to “Always On” • % accessing daily Source: TNS Digital Life / S5: How often access / i10: Usage of offline media / Base: All respondents 48804
  12. Goodbye email, hello social networking In rapid growth markets such as Latin America, the Middle East and China, the average time spent, per week, on social networking is 5.2 hours compared to only 4 hours on email. Email Social Networks Source: TNS Digital Life
  13. Online consumers in rapid growth markets have overtaken mature markets in terms of engaging with digital activities 56 54 26 20 0 10 20 30 40 50 60 Egypt China Finland Japan Source: TNS Digital Life
  14. And what about Singapore?
  15. 16 % engaged in social networking I1. Frequency of Social Networking and I2.0.1.Time spent on digital activities -Social Networking & Connecting (hours) Base: All respondents, n=48804 (Global); n=1002 (Singapore); n=602 (Vietnam 46 57 49 86 94 95 Daily Ever Mean number of hours per week 4.6 7.1 Most users in Singapore have tried Social Networking and they spend time on this activity.
  16. 17 A sizeable portion of Singaporean Internet users turn to mobile to connect. 85 43 25 26 % using access point in last four weeks PC at home PC at work / school PC at internet café / friends Mobile S4: Internet access point in last 4 weeks for leisure Base: All respondents, n=48804 (Global); n=1002 (Singapore); n=602 (Vietnam) 95 49 24 40
  17. 18 % engaged in social networking daily via PC and Mobile I1. Frequency of Social Networking: PC and Mobile Base for PC n=47832 (Global); n=993 (Singapore); n=599 (Vietnam) Base for Mobile n=12802 (Global); n=440 (Singapore); n=157 (Vietnam) 45 56 48 35 48 33 PC Mobile Singaporeans turn to their mobile device nearly as frequently as their PC for social networking.
  18. 19 Average Number of Friends in Social Network N11. Number of friends connected to in social networks Base: n=40819 (Global); n=942 (Singapore); n=574 (Vietnam) Social Networkers in Singapore have a large number of online friends, higher than the global average. 184120
  19. How can we predict what’s going to happen in the next 10 years in the business environment?
  20. We just can’t.
  21. What we can do… It’s to look at the key drivers…
  22. Enterprise 2.0 Mobile Content & Communities Crowdsourcing
  23. Enterprise 2.0 is "the use of emergent social software platforms within companies, or between companies and their partners or customers". Andrew McAfee, author of Enterprise 2.0
  24. Customers. From talking at to engagement.
  25. The new generation expects to use social media tools and new technologies at work
  26. “whether you prefer or dislike Apple technologies and regardless of whether you believe they belong within enterprise environments, they’re coming.” TechRepublic
  27. Social Enterprise Mobile Content & Communities Crowdsourcing
  28. Growth in social networking has been fuelled by the transition from PC to mobile. 3.1 2.2 0 0.5 1 1.5 2 2.5 3 3.5 Social networking Email # of hours mobile users spend per week Source: TNS Digital Life
  29. Mobile Internet is the last form of access adopted in developed markets and the first form of access in developing markets % online users accessing internet from mobile in last four weeks Source: TNS Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents, n=48804
  30. Thanks to the iPhone 3G and, to a lesser extent, Google’s Android phone, millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the Internet to share that info, merge it with online databases, and find out what – and who – is in the immediate vicinity…Simply put, location changes everything. This one input – our coordinates – has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go – they all change once we merge location and the Web. – Mathew Honan, WIRED magazine, 1/19/09
  31. Bringing Digital to Life 33 Brand experiences will be extended by blending physical space and digital content.
  32. Enterprise 2.0 Mobile Content & Communities Crowdsourcing
  33. Every company is a media company.
  34. The global online video community will include more than 1 billion users by the end of 2010.
  35. Approximately 70% of global online consumers watch video online Source‖ ―How People Watch – A Global Nielsen Consumer Report.‖, August 2010
  36. Mobile Video is already used by 11% of global online consumers: penetration is highest in Asia-Pacific and among consumers in their late 20s. Source‖ ―How People Watch – A Global Nielsen Consumer Report.‖, August 2010
  37. More netizens view online video than visiting social networks 87% of Singapore’s Internet population viewed video online in April, 2010, with an average viewer consuming 10.5 hours of video. Internet users watched 320 million videos in April, 2010. Videos (000) Share of Videos Total Audience 319,812 100.0 Google Sites 203,999 63.8 10,180 3.2 Tudou Sites 4,459 1.4 Microsoft Sites 2,690 0.8 m 2,628 0.8 PPLive Inc. 1,290 0.4 Metacafe 1,204 0.4 Turner Network 1,133 0.4 Inc 1,062 0.3 Yahoo! Sites 865 0.3 Source: comScore Vedio Metrix
  38. The Emotional Power of Storytelling But tell me a story and it will live in my heart forever… Tell me a fact and I’ll learn.
  39. Left Brain • Food shortages in Malawi are affecting more than 3 million children. • In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated 3 million Zambians face hunger. • Four million Angolans — one third of the population— have been forced to flee their homes. • More than 11 million people in Ethiopia need immediate food assistance.
  40. Rokia, a 7-month-old girl from Mali, Africa, is desperately poor and faces a threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift.
  41. The Connected Agency “Over the next five years, traditional agencies will make this shift; they will start by connecting with consumer communities and will eventually become an integral part of them.” Mary Beth Kemp and Peter Kim, Forrester
  42. Enterprise 2.0 Mobile Content & Communities Crowdsourcing
  43. Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to a large group of people or community (a crowd), through an open call.
  44. “Why Crowdsourcing is the future of EVERYTHING” Ross Dawson
  45. Wikipedia, the free encyclopedia that anyone can edit.
  46. Crowdsourcing Organizations Start-ups Media Funding Social Change Science Art Environment Health Crime
  47. To Recap: 4 Key Drivers Enterprise 2.0 Mobile Content & Communities Crowdsourcing
  48. And finally… what are the implications? What businesses must do? • Adapt, change fast, embrace openness. • Review their business processes. • Understand they cannot have control. Ownership will matter a lot of less  Mind share and market share more
  49. Thank you! Luca Penati Global MD, Technology Practice Ogilvy PR Worldwide Email: Twitter: @lucapenati