Jan Winters discusses future communication trends, focusing on five key areas: 1) the rise of multiple devices requiring responsive design and mobile data access, 2) the growth of social, local, and mobile applications and commerce, 3) changing mobile work habits centered around messaging and networking, 4) increasing concerns over privacy and data erasure, and 5) the need to better measure and monitor brand reputation across numerous online influences. Winters emphasizes that while platforms and technologies will change, social media, mobility, and the cloud are integral to future communication.

1. FUTURE COMMUNICATION TRENDS
Jan Winters, New Communication GmbH & Co. KG, Kiel
Baltic Sea Region Programme Meeting // Rostock 13.3.2012

2. short warm-up
(the usual „hands up, please!“)

3. Who‘s reading or commenting
in Blogs?

4. …publishing an own Blog?

5. networking via or ?

6. using ?

7. … ?

8. … checked in with
anywhere here in Rostock?

9. … felt somehow helpless when
they said that
is going to be the most important
thing for you to observe now?

10. … was annoyed when
came along and they said that this is
going to be the most important thing
for you to observe now?

11. I thought so…

12. „The social network platforms may change.
However, one thing is certain:
social media, mobile phones, iPad evolution
and technology is not going away.“
Pam Moore, socialmediatoday.com

13. People are still sharing personal data
Message friends 64.0%
Update my profile 62.0%
Upload photos 59.0%
Find old friends 59.0%
Update my status 52.0%
Find new friends 49.0%
Used live chat 47.0%
Play games 44.0%
Display my interests 44.0%
Join a group 43.0%
Join an interested group or cause 38.0%
31.0%
Upload videos
30.0%
Write a blog
Affiliate with or become a fan of a brand 30.0%
29.0%
Shared your location
27.0%
Make contacts for work/professional…
21.0%
Purchased something
21.0%
Organise events
Source: Wave 6, Universal McCann, 03/2012

14. Internet users want to interact with brands in all categories
Movies Travel
74 % 71 %
Healthcare Musics Telecom-
75 % munication
73 %
71 %
Software Finances
71 % Food 67 % Cars
70 % 63 %
Source: Wave 5, 2010

15. FUTURE COMMUNICATION TRENDS:
FIVE areas of concern

16. AREA 1: Devices
• People now have many ways to
connect with the internet (=you!)
• On average they own four devices
• The majority of them are used to
access the internet
• PC, laptop and mobile devices lead
Source: Wave 6, Universal McCann, 03/2012

17. AREA 1: Devices
• Challenge: Content-Delivery on
multiple screens & resolutions
• Trending: Responsive Webdesign
• Growing mobility of devices
means: mobility of data
(„the cloud“)
• Second Screen Experience

18. AREA 2: SoLoMo
• Challenge: 77% of the world‘s population is a
mobile subscriber, many of them „mobile-only“
• Incr. usage of mobile devices for:
banking, travel, shopping, local
info, news, maps, social media
Trending: Social+Local+Mobile
M-Commerce Apps linked to
mobile Apps and loyalty
programs/coupons etc.

19. AREA 3: Mobile Working Habits
• Decentralized work increases
• Success of smartphones and tablets
plus cloud-based apps
• Trending: Messaging, Networking,
Task- & Information-Management
• Managing Channels
• Challenge: Security, Corporate Communication

20. AREA 4: Privacy & Erasure
• Privacy concerns since the beginning
• The more platforms begin to share
personal data with other apps, the
louder the conversations will get
• Selectively edit your „social history“
• Shift: hiding information  forgetting information
• Challenge: Transparent use of personal data

21. AREA 5: Measure & Monitor
• Measure: Success of Social Media Activities
• Key Performance Indicators, both quantitatively
and qualitatively
• Monitor: Brand Online Reputation
• Challenge: no standards, responsibility
(marketing vs. PR vs. IT vs. Customer
Service), multitude of influences

22. Brand

23. Thank You!
New Communication GmbH & Co. KG
Werbe- und Marketingagentur
Jan Winters
winters@new-communication.de
www.new-communication.de
www.twitter.com/ncshortservice
www.facebook.com/newcommunication
www.reputation-blogger.de