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1010 2011

Presentation I put together back in October 2010 to spur discussion around social media trends. I've taken out some bullet points, but otherwise its as written

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1010 2011

  1. 1. What’s next? <br />Ged Carroll – director | digital strategies<br />
  2. 2. In this presentation<br />How?<br />Warning<br />Themes<br />Links & stuff<br />
  3. 3. How?<br />Completely subjective<br />Watching changes<br />Listening to discussions<br />
  4. 4. !Warning!<br />The man who predicts the future lies, even when he tells the truth – The Qur’an<br />
  5. 5. Themes<br />
  6. 6. Societal factors<br />Muscular telecoms and media sectors<br />No longer all you can eat bandwidth<br />Failure of programmes to bridge digital divide which would have cost telecoms companies<br />Failure of net neutrality<br />Strong IP laws affecting innovation<br />End of the wild west <br />Societal norming around privacy ‘right to be forgotten’ vs. freedom of speech<br />Increased watchdog muscle: ASA now in the social media space from March 2011<br />
  7. 7. Economic factors<br />Double-dip recession<br />Ireland likely to go into sovereign debt default a la Iceland<br />UK government cutbacks bite home<br />HMG had been spending 1Bn GBP/yr on media space | advertising<br />UK house price drop<br />Value focused marketers<br />Measureable call to action<br />CPM<br />Cost per acquisition<br />
  8. 8. Just media – drop the social<br />Social media becomes the new normal<br />Expected throughout all campaigns | disciplines<br />Selling an integrated approach is harder for competitors to cost and replicate<br />Depositions online specialists<br />Why?<br />Increasing talk of ‘transmedia’ and integrated marketing: blog posts conferences etc<br />Marketers more comfortable with holistic mix <br />Search for value<br />Tools starting to become mainstream to allow an integrated dashboard<br />
  9. 9. Augmented reality – use sparingly<br />Great creative tactic<br />Interesting work done in B2C & B2B as part of an online big idea. Creative web opportunities abound<br />Why?<br />It’s only as good as the creative: what’s the context?<br />Hammers smartphone batteries<br />3rd party tools: Google Sketch-Up<br />Consumer interest in breaking the 4th wall – 3D etc<br />Needs a clear call to action for measuring impact<br />
  10. 10. Community management<br />You’ve got some Facebook followers, what next?<br />Organisations needing help with monitoring, providing community tasks & transition strategies<br />Why?<br />Move from campaigns to conversations<br />Risk of dis-engaged audiences<br />Need to capitalise on experiments<br />
  11. 11. Flight to quality content<br />Brands become media companies<br />Content strategy, creation and syndication <br />Why?<br />Media titles are still struggling to work out their relevance<br />Consumers will catch on to content farm tactics used by reputation management firms<br />Brands & agencies are staffing up with editorial teams<br />Kaspersky in the US<br />Industry including Ruder Finn and Edelman - media veterans content focus<br />Still good for organic search<br />Google Instant makes organic and universal search position even more important<br />Hungry channels need to be filled <br />Text<br />Video <br />Images<br />Easy cross-platform syndication<br />Platform proliferation: e-book readers, tablets, PCs<br />
  12. 12. Location – creative opportunities<br />Where the innovation heat was in 2010<br />Have your clients thought about location yet?<br />Strategy | ATL | BTL – content creation<br />Why?<br />Google Maps – valuable reference tool<br />Geotag images to help highlight clients brands at sites<br />Mobile <br />Mostly used by retail & food services, but could be used for<br />Competitive de-positioning<br />Talent acquisition<br />B2B brand discovery<br />Even NASA is on board with Foursquare<br />Will Facebook ‘kill’ the sector?<br />It’ll try very hard<br />
  13. 13. Mobile: iPhone… for the time being<br />Mobile is coming… finally likely<br />Why?<br />iPhone wins out at moment due to device | platform fragmentation of Android ecosystem & RIM in transition<br />iPhone tariffs tend to be better for data<br />Move away from all-you-can-eat data tariffs <br />App Store – global reach<br />User context: personal, immediate<br />Wildcards<br />Everyone in the sector suing everyone else over intellectual property rights<br />Nokia: Platforms? Getting its developer and market mojo back?<br />
  14. 14. Social CRM<br />Customers dictating channels to customers<br />Issues management before it becomes an issue<br />Why?<br />Easiest to measure | prove ROI of social media<br />Need imposed on client by customer<br />Organisations run risk of being overwhelmed as can’t scale, need steering on tools and processes<br />
  15. 15. Facebook <br />Becomes less useful as a below-the-line tool <br />Opportunity in targeted ATL purchases for client campaigns<br />Highly measurable<br />Clear CTA<br />Why?<br />Facebook has captured 25% US display advertising by ratcheting ToS<br />0.2% chance on average of your news appearing in audiences feed<br />Community pages<br />Users tend to engage with up to 5 brands on Facebook<br />
  16. 16. Q&A opportunity… maybe<br />Potential opportunity for the provision of expert comment<br />Helping B2B clients engage with potential prospects and demonstrate expertise | thought leadership<br />Why?<br />Less regulated than consumer space<br />Focused content creation<br />Good for search <br />Increasing social features in LinkedIn will make Q&A facility more important<br />New interest in sector with Quora attracting high quality answers from digital community <br />Less noisy than LinkedIn<br />Easier to seed questions<br />Not a new idea, hasn’t seen break out success in the west so far, but B2B has a potential for better quality, more focused answers<br />
  17. 17. Twitter<br />Evolving design and business model offers opportunities<br />New design requires new backgrounds, evolving promoted tweets | advertising model requires media planning and feeds require content<br />Why?<br />Change in management shows maturity<br />High brand engagement <br />Highly measureable <br />Facebook’s increasing dominance in display advertising requires a counterweight in media plans<br />
  18. 18. LINKS & STuff<br />
  19. 19. Services to watch (if you haven’t already)<br />Questions<br />Quora<br />Formspring – easy way to create an FAQ<br />Hunch – decision engine<br />Location<br />Foursquare<br />Facebook Places<br />Gowalla<br />Augmented reality<br />Google SketchUp<br />Research | monitoring<br />Google Realtime<br />
  20. 20. Thank you for listening<br />http://ruderfinn.co.uk | @r_c<br />

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