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

1. What’s next? Ged Carroll – director | digital strategies

2. In this presentation How? Warning Themes Links & stuff

3. How? Completely subjective Watching changes Listening to discussions

4. !Warning! The man who predicts the future lies, even when he tells the truth – The Qur’an

5. Themes

6. Societal factors Muscular telecoms and media sectors No longer all you can eat bandwidth Failure of programmes to bridge digital divide which would have cost telecoms companies Failure of net neutrality Strong IP laws affecting innovation End of the wild west Societal norming around privacy ‘right to be forgotten’ vs. freedom of speech Increased watchdog muscle: ASA now in the social media space from March 2011

7. Economic factors Double-dip recession Ireland likely to go into sovereign debt default a la Iceland UK government cutbacks bite home HMG had been spending 1Bn GBP/yr on media space | advertising UK house price drop Value focused marketers Measureable call to action CPM Cost per acquisition

8. Just media – drop the social Social media becomes the new normal Expected throughout all campaigns | disciplines Selling an integrated approach is harder for competitors to cost and replicate Depositions online specialists Why? Increasing talk of ‘transmedia’ and integrated marketing: blog posts conferences etc Marketers more comfortable with holistic mix Search for value Tools starting to become mainstream to allow an integrated dashboard

9. Augmented reality – use sparingly Great creative tactic Interesting work done in B2C & B2B as part of an online big idea. Creative web opportunities abound Why? It’s only as good as the creative: what’s the context? Hammers smartphone batteries 3rd party tools: Google Sketch-Up Consumer interest in breaking the 4th wall – 3D etc Needs a clear call to action for measuring impact

10. Community management You’ve got some Facebook followers, what next? Organisations needing help with monitoring, providing community tasks & transition strategies Why? Move from campaigns to conversations Risk of dis-engaged audiences Need to capitalise on experiments

11. Flight to quality content Brands become media companies Content strategy, creation and syndication Why? Media titles are still struggling to work out their relevance Consumers will catch on to content farm tactics used by reputation management firms Brands & agencies are staffing up with editorial teams Kaspersky in the US Industry including Ruder Finn and Edelman - media veterans content focus Still good for organic search Google Instant makes organic and universal search position even more important Hungry channels need to be filled Text Video Images Easy cross-platform syndication Platform proliferation: e-book readers, tablets, PCs

12. Location – creative opportunities Where the innovation heat was in 2010 Have your clients thought about location yet? Strategy | ATL | BTL – content creation Why? Google Maps – valuable reference tool Geotag images to help highlight clients brands at sites Mobile Mostly used by retail & food services, but could be used for Competitive de-positioning Talent acquisition B2B brand discovery Even NASA is on board with Foursquare Will Facebook ‘kill’ the sector? It’ll try very hard

13. Mobile: iPhone… for the time being Mobile is coming… finally likely Why? iPhone wins out at moment due to device | platform fragmentation of Android ecosystem & RIM in transition iPhone tariffs tend to be better for data Move away from all-you-can-eat data tariffs App Store – global reach User context: personal, immediate Wildcards Everyone in the sector suing everyone else over intellectual property rights Nokia: Platforms? Getting its developer and market mojo back?

14. Social CRM Customers dictating channels to customers Issues management before it becomes an issue Why? Easiest to measure | prove ROI of social media Need imposed on client by customer Organisations run risk of being overwhelmed as can’t scale, need steering on tools and processes

15. Facebook Becomes less useful as a below-the-line tool Opportunity in targeted ATL purchases for client campaigns Highly measurable Clear CTA Why? Facebook has captured 25% US display advertising by ratcheting ToS 0.2% chance on average of your news appearing in audiences feed Community pages Users tend to engage with up to 5 brands on Facebook

16. Q&A opportunity… maybe Potential opportunity for the provision of expert comment Helping B2B clients engage with potential prospects and demonstrate expertise | thought leadership Why? Less regulated than consumer space Focused content creation Good for search Increasing social features in LinkedIn will make Q&A facility more important New interest in sector with Quora attracting high quality answers from digital community Less noisy than LinkedIn Easier to seed questions 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

17. Twitter Evolving design and business model offers opportunities New design requires new backgrounds, evolving promoted tweets | advertising model requires media planning and feeds require content Why? Change in management shows maturity High brand engagement Highly measureable Facebook’s increasing dominance in display advertising requires a counterweight in media plans

18. LINKS & STuff

19. Services to watch (if you haven’t already) Questions Quora Formspring – easy way to create an FAQ Hunch – decision engine Location Foursquare Facebook Places Gowalla Augmented reality Google SketchUp Research | monitoring Google Realtime

20. Thank you for listening http://ruderfinn.co.uk | @r_c