The Next Ten Years of Social Media

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Keynote speech from Cannes Lions 2015

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The Next Ten Years of Social Media

  1. 1. @Cheil_Worldwide THE NEXT TEN YEARS OF Peter Kim Chief Digital Officer @peterkim
  2. 2. @peterkim LETS GO BACK TO THE EARLY DAYS
  3. 3. 2005 @peterkim
  4. 4. 2 0 0 5 LIVERPOOL WINS CHAMPIONS LEAGUE Image: Bob Thomas, Getty Images @peterkim
  5. 5. 2 0 0 5 “W” STARTS SECOND TERM @peterkim
  6. 6. 2 0 0 5 TWO CYBER GRAND PRIX WINNERS @peterkim
  7. 7. ALSO IN 2005 @peterkim
  8. 8. A R O U N D T H AT T I M E is starting at Harvard @peterkim
  9. 9. A R O U N D T H AT T I M E is being started on top of a San Mateo pizzeria @peterkim
  10. 10. A R O U N D T H AT T I M E is a beta service at a podcasting company @peterkim
  11. 11. The convergence of trends in three key areas: T E C H N O L O G Y W H AT WA S G O I N G O N ? S O C I E T Y E C O N O M Y @peterkim
  12. 12. T E C H N O L O G Y 0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 5%7% 10% 15% 23% 28%30% 37%38% 41% 34% 66% 63% 55% 47% 42% 33% 24% 16% 11% 6% 3% Broadband Dial-up Source: Pew Internet & American Life Project @peterkim
  13. 13. T E C H N O L O G Y H A R D D R I V E C O S T P E R G I G A B Y T E 1 9 8 0 - 2 0 1 0 $0.01 $0.10 $1.00 $10.00 $100.00 $1,000.00 $10,000.00 $100,000.00 $1,000,000.00 $10,000,000.00 1980 1985 1990 1995 2000 2005 2010 @peterkim
  14. 14. S O C I E T Y © 1998 Paramount Pictures. All rights reserved. ART IMITATES LIFE IMITATES ART @peterkim
  15. 15. S O C I E T Y MILLENNIALS COME OF AGE Image courtesy at Business Insider Australia @peterkim
  16. 16. E C O N O M Y POST-DOT-COM BUBBLE @peterkim
  17. 17. E C O N O M Y 600 700 800 900 1,000 1,100 1,200 1,300 1,400 1,500 1,600 2000 2001 2002 2003 2004 2005 S & P 5 0 0 2 0 0 0 - 2 0 0 5 @peterkim
  18. 18. B U T B R A N D S W E R E N ’ T C O N V I N C E D @peterkim
  19. 19. UNDERSTAND THE TECHNOLOGY STAGE 1 @peterkim
  20. 20. S TA G E 1 H O W D O E S I T W O R K ? BOWIECHICK: SOCIAL MEDIA CAN DRIVE SALES @peterkim
  21. 21. S TA G E 1 H O W D O E S I T W O R K ? COMCAST CARES: SOCIAL MEDIA FOR CUSTOMER SERVICE @peterkim
  22. 22. S TA G E 1 H O W D O E S I T W O R K ? MOTRIN MOMS: SOCIAL MEDIA CAN MAKE OR BREAK A BRAND’S REPUTATION @peterkim
  23. 23. CONNECT TO SOCIETY STAGE 2 @peterkim
  24. 24. S TA G E 2 H O W D O W E E N G A G E ? ENTERTAINMENT - MAKE ME LAUGH ROSHAMBULL REDBULL @peterkim
  25. 25. S TA G E 2 H O W D O W E E N G A G E ? EMOTION - MAKE ME CRY EVOLUTION DOVE @peterkim
  26. 26. S TA G E 2 H O W D O W E E N G A G E ? EGO - MAKE ME RICH AND FAMOUS MICHELLE PHAN MAKEUP ARTIST @peterkim
  27. 27. MAKE THE ECONOMICS WORK STAGE 3 @peterkim
  28. 28. S TA G E 3 H O W D O W E M O N E T I Z E ? • DELL OUTLET: DRIVE PEOPLE TO E-COMMERCE • VIRGIN AMERICA: FLASH SALE + CHARITY @peterkim
  29. 29. 2015 @peterkim
  30. 30. T E C H N O L O G Y @peterkim
  31. 31. S O C I E T Y 16.1M viewers 25.1M TWEETS Source: Nielsen @peterkim
  32. 32. E C O N O M Y S & P 5 0 0 0 500 1,000 1,500 2,000 2,500 2000 2005 2010 2015 @peterkim
  33. 33. ALL GOOD, RIGHT? @peterkim
  34. 34. THINK AGAIN BRANDS MAY HAVE FIGURED IT ALL OUT BUT THE GAME HAS CHANGED @peterkim
  35. 35. T H E T E C H N O L O G Y I S T O O E A S Y @peterkim
  36. 36. S O C I E T Y I S S E L F - I E A B S O R B E D @peterkim
  37. 37. T H E E C O N O M I C S A R E B L E A K @peterkim
  38. 38. S T I L L S T U C K I N 2 0 0 5 ? @peterkim
  39. 39. SO HOW CAN BRANDS SUCCEED? @peterkim
  40. 40. 2025 @peterkim
  41. 41. IN THE NEXT TEN YEARS, SOCIAL MEDIA WILL BE @peterkim
  42. 42. 1 . G O N E @peterkim
  43. 43. 2 . S H O P PA B L E @peterkim
  44. 44. 3 . S N A C K A B L E @peterkim
  45. 45. 4 . A U T O M AT E D @peterkim
  46. 46. 5 . C O N N E C T I V E @peterkim
  47. 47. 6 . F I LT E R E D Source: New York Times @peterkim
  48. 48. 7 . I N T E G R AT E D @peterkim
  49. 49. 8 . C H I N E S E Rank Country % Global GDP Growth 1 U.S. 42% 2 Japan 16% - EU 15% 3 China 8% Economies with Largest Contribution to Global Economic Growth 2000 to 20101990 to 2000 Rank Country % Global GDP Growth - EU 25% 1 China 15% 2 U.S. 15% 3 Brazil 5% @peterkim
  50. 50. 8 . C H I N E S E Predicted Economies with Largest Contribution to Global Economic Growth 2010 to 2020 Rank Country Incremental GDP (billions of US$) % Global GDP Growth 1 China 32,909 31% 2 U.S. 10,207 16% - EU 7,524 15% 3 India 1,931 8% @peterkim
  51. 51. 8 . C H I N E S E 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 2000 2010 2011 2012 2013 Alibaba "Singles Day" US "Cyber Monday" Sales ($billions) Source: Bloomberg Industries, comScore, Adobe Largest Annual E-commerce Day @peterkim
  52. 52. 8 . C H I N E S E R I S E O F C H I N E S E T E C H C O M PA N I E S A S O F D E C E M B E R , 1 9 9 5 A S O F M AY, 2 0 1 5 #3 Alibaba #6 Tencent #8 Baidu #11 JD.com Source: KPCB Internet Trends 2015 - Code Conference @peterkim
  53. 53. B E Y O N D T H E G R E AT F I R E WA L L 8 . C H I N E S E @peterkim
  54. 54. 9 . S U B C U TA N E O U S @peterkim
  55. 55. 1 0 . E M P O W E R I N G @peterkim
  56. 56. WHAT IT MEANS @peterkim
  57. 57. W H A T I T M E A N S F O R C O N S U M E R S E N J O Y T H E R I D E TECHNOLOGY: CONTINUALLY EVOLVING SOCIETY: RECONNECT FOR MEANING ECONOMY: WHAT GOES UP MUST COME DOWN @peterkim
  58. 58. W H A T I T M E A N S F O R B R A N D S C H A N G E T O E N G A G E TECHNOLOGY: EMBRACE YOUR INNER TECH GEEK SOCIETY: THINK OUTSIDE OF THE BORDER ECONOMY: PAY TO PLAY @peterkim
  59. 59. W H A T I T M E A N S F O R A G E N C I E S T H E D E A L I N ’ S D O N E TURN ON, TUNE IN, CASH OUT YOUR SOCIAL MEDIA REVENUE WILL DISAPPEAR TRENDS RENDER TRADITIONAL MODELS INEFFECTIVE @peterkim
  60. 60. THANK YOU 감사합니다 @peterkim

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