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The rise of the socialapp @AndrewGrill Andrew Grill CEO PeopleBrowsr UK Webinale 2011 Berlin
SOCIAL + MOBILE The rise of the social app..trends to look out for + LOCATION + GROUPS @Andrew Grill CEO PeopleBrowsr UK WebinaleBerlin May 30th 2011
Social media is just like real life! SOCIAL
”You can’t buy space in a conversation.” @davidcushman  http://lc.tl/dcq  slide 14 SOCIAL
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.  Operations delivers.    Any gap between the two drives a conversation on the social web.  Dave Evans  http://lc.tl/gap
The twitter tax “When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s operators to do their jobs.” Jonathan Salem Baskin http://lc.tl/tax
Social Media is now front page news #superinjunction
Why Mobile? MOBILE
The glittering allure of the mobile society Mobile is personal – it is my media Mobile is always carried – the city in my pocket Mobile is always on Mobile has a built in payment mechanism Mobile can recount the audience Mobile is there at the point of creative impulse Source: Alan Moore http://lc.tl/allure November 2008 commissioned by Microsoft
SOCIAL + MOBILE The rise of the social app..trends to look out for + LOCATION + GROUPS @Andrew Grill CEO PeopleBrowsr UK WebinaleBerlin May 30th 2011
Social + mobile = ? Not only what are you doing but where are you doing it? Value/Loyalty Mobile    Social € LOCATION
Social + mobile = ? What's in it for me where I am right now? Value/Loyalty Mobile    Social € LOCATION
Making money from mobile & social? http://lc.tl/fatigue LOCATION
Turn mashups into money LOCATION
Never lose sight of who has the money to spend on apps AGENCIES BRANDS
2 areas of focus Apps for social networks Social apps for brands
Do group buying sites work – OZ experience http://lc.tl/aug GROUPS
Color.com the $41M app GROUPS
Color.com the $41M app The Color app reportedly uses both the smartphone microphone and camera to: "... detect when people are in the same room. The data on ambient noise is combined with color and lighting information from the camera to figure out who's inside, who's outside, who's in one room, and who's in another..." ColorCEO said they "collect massive amounts of data about what people are doing and where they're doing it" GROUPS
GROUPS
The consumer decision journey : THEN awareness > consideration > intent > purchase
The consumer decision journey : NOW June 2009 issue of McKinsey Quarterly, David Court     http://lc.tl/cdj
Peer advocacy The new social “advertising” “Commercial conversation”
Peer Advocacy is the new social capital  http://lc.tl/pi
Peer Advocacy is the new social capital
Peer Advocacy is the new social capital  http://lc.tl/klout
Peer Advocacy is the new social capital  http://lc.tl/stsl
Peer Advocacy is the new social capital  http://lc.tl/pi
Peer Advocacy is the new social capital  http://lc.tl/a8
What does it mean for  Advertisers Developers Networks Old media New media
What does it mean for  Advertisers Developers Brands Old media New media
What does it mean for  Advertisers Developers Brands Old media New media
What does it mean for  Advertisers Networks Old media New media
What does it mean for  Advertisers Developers Brands Old media New media
What does it mean for  Advertisers Developers Brands Old media New media
The future Group social apps need to be useful and sticky If outside a network (eg Twitter/Groupon) apps need to be funded by a brand Peer advocacy will start to replace traditional advertising Mobile + social will be the default on for Gen X, Y and Z Advertisers will need the help of developers and 3rd parties to get their message out Consumers are wrestling back their power
@AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/webs+44 788 198 6694

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Andrew Grill Webinale Berlin 30 May 2011

  • 1. The rise of the socialapp @AndrewGrill Andrew Grill CEO PeopleBrowsr UK Webinale 2011 Berlin
  • 2. SOCIAL + MOBILE The rise of the social app..trends to look out for + LOCATION + GROUPS @Andrew Grill CEO PeopleBrowsr UK WebinaleBerlin May 30th 2011
  • 3. Social media is just like real life! SOCIAL
  • 4. ”You can’t buy space in a conversation.” @davidcushman http://lc.tl/dcq slide 14 SOCIAL
  • 5. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
  • 6. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
  • 7. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
  • 8. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another. Operations delivers. Any gap between the two drives a conversation on the social web. Dave Evans http://lc.tl/gap
  • 9. The twitter tax “When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s operators to do their jobs.” Jonathan Salem Baskin http://lc.tl/tax
  • 10. Social Media is now front page news #superinjunction
  • 11.
  • 13. The glittering allure of the mobile society Mobile is personal – it is my media Mobile is always carried – the city in my pocket Mobile is always on Mobile has a built in payment mechanism Mobile can recount the audience Mobile is there at the point of creative impulse Source: Alan Moore http://lc.tl/allure November 2008 commissioned by Microsoft
  • 14. SOCIAL + MOBILE The rise of the social app..trends to look out for + LOCATION + GROUPS @Andrew Grill CEO PeopleBrowsr UK WebinaleBerlin May 30th 2011
  • 15. Social + mobile = ? Not only what are you doing but where are you doing it? Value/Loyalty Mobile Social € LOCATION
  • 16. Social + mobile = ? What's in it for me where I am right now? Value/Loyalty Mobile Social € LOCATION
  • 17. Making money from mobile & social? http://lc.tl/fatigue LOCATION
  • 18. Turn mashups into money LOCATION
  • 19. Never lose sight of who has the money to spend on apps AGENCIES BRANDS
  • 20. 2 areas of focus Apps for social networks Social apps for brands
  • 21. Do group buying sites work – OZ experience http://lc.tl/aug GROUPS
  • 22. Color.com the $41M app GROUPS
  • 23. Color.com the $41M app The Color app reportedly uses both the smartphone microphone and camera to: "... detect when people are in the same room. The data on ambient noise is combined with color and lighting information from the camera to figure out who's inside, who's outside, who's in one room, and who's in another..." ColorCEO said they "collect massive amounts of data about what people are doing and where they're doing it" GROUPS
  • 25. The consumer decision journey : THEN awareness > consideration > intent > purchase
  • 26. The consumer decision journey : NOW June 2009 issue of McKinsey Quarterly, David Court http://lc.tl/cdj
  • 27. Peer advocacy The new social “advertising” “Commercial conversation”
  • 28. Peer Advocacy is the new social capital http://lc.tl/pi
  • 29. Peer Advocacy is the new social capital
  • 30. Peer Advocacy is the new social capital http://lc.tl/klout
  • 31. Peer Advocacy is the new social capital http://lc.tl/stsl
  • 32. Peer Advocacy is the new social capital http://lc.tl/pi
  • 33. Peer Advocacy is the new social capital http://lc.tl/a8
  • 34. What does it mean for Advertisers Developers Networks Old media New media
  • 35. What does it mean for Advertisers Developers Brands Old media New media
  • 36. What does it mean for Advertisers Developers Brands Old media New media
  • 37. What does it mean for Advertisers Networks Old media New media
  • 38. What does it mean for Advertisers Developers Brands Old media New media
  • 39. What does it mean for Advertisers Developers Brands Old media New media
  • 40. The future Group social apps need to be useful and sticky If outside a network (eg Twitter/Groupon) apps need to be funded by a brand Peer advocacy will start to replace traditional advertising Mobile + social will be the default on for Gen X, Y and Z Advertisers will need the help of developers and 3rd parties to get their message out Consumers are wrestling back their power
  • 41. @AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/webs+44 788 198 6694