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 @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

12. Why Mobile? MOBILE

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

24. 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