1) Social media is becoming more integrated with mobile technologies like location data and users' real-world social groups. 2) Marketers need to adapt to this changing consumer decision journey, which now begins with awareness from peers rather than traditional advertising. 3) Peer advocacy and recommendations will increasingly replace traditional advertising as consumers gain more control over the information and products they are exposed to.

1. The rise of the socialapp@AndrewGrillAndrew Grill CEO PeopleBrowsr UKWebinale 2011 Berlin

2. SOCIAL+MOBILEThe rise of the social app..trends to look out for+LOCATION+GROUPS@Andrew Grill CEO PeopleBrowsr UKWebinaleBerlin 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 14SOCIAL

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

12. Why Mobile?MOBILE

13. The glittering allure of the mobile societyMobile is personal – it is my mediaMobile is always carried – the city in my pocketMobile is always onMobile has a built in payment mechanismMobile can recount the audienceMobile is there at the point of creative impulseSource: Alan Moore http://lc.tl/allureNovember 2008 commissioned by Microsoft

14. SOCIAL+MOBILEThe rise of the social app..trends to look out for+LOCATION+GROUPS@Andrew Grill CEO PeopleBrowsr UKWebinaleBerlin May 30th 2011

15. Social + mobile = ?Not only what are you doing but where are you doing it?Value/LoyaltyMobile Social€LOCATION

16. Social + mobile = ?What's in it for me where I am right now?Value/LoyaltyMobile Social€LOCATION

17. Making money from mobile & social?http://lc.tl/fatigueLOCATION

18. Turn mashups into moneyLOCATION

19. Never lose sight of who has the money to spend on appsAGENCIESBRANDS

20. 2 areas of focusApps for social networksSocial apps for brands

21. Do group buying sites work – OZ experiencehttp://lc.tl/augGROUPS

22. Color.com the $41M appGROUPS

23. Color.com the $41M appThe 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

24. GROUPS

25. The consumer decision journey : THENawareness > consideration > intent > purchase

26. The consumer decision journey : NOWJune 2009 issue of McKinsey Quarterly, David Court http://lc.tl/cdj

27. Peer advocacyThe 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 AdvertisersDevelopersNetworksOld mediaNew media

35. What does it mean for AdvertisersDevelopersBrandsOld mediaNew media

36. What does it mean for AdvertisersDevelopersBrandsOld mediaNew media

37. What does it mean for AdvertisersNetworksOld mediaNew media

38. What does it mean for AdvertisersDevelopersBrandsOld mediaNew media

39. What does it mean for AdvertisersDevelopersBrandsOld mediaNew media

40. The futureGroup social apps need to be useful and stickyIf outside a network (eg Twitter/Groupon) apps need to be funded by a brandPeer advocacy will start to replace traditional advertisingMobile + social will be the default on for Gen X, Y and ZAdvertisers will need the help of developers and 3rd parties to get their message outConsumers are wrestling back their power

41. @AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/webs+44 788 198 6694