The document discusses the opportunities for consumers to leverage their social media data and influence brands. As social media and mobile technology evolves, individuals are more comfortable sharing information online using their real identities. This results in new opportunities for consumers to challenge brands using tools like aggregating their own social media content and metrics to understand their relationships and behaviors. The document suggests consumers could invoice companies for the time and attention spent engaging with their brands. It also discusses how brands could embrace these changes by having more personalized marketing, understanding word-of-mouth influence, and competing for consumers' near-future attention through real-time communication and rewards.

1. Social media and the
consumer opportunity
@crudden Paul McCrudden
Local Social Summit @ Social Media Week: The Science of Social Media
February 2010

2. Social media and the consumer opportunity
The evolution of social media, growth in mobile
and GPS, and individuals‟ maturing confidence in
their online identity are resulting in new
opportunities for consumers to challenge brands.
Brands need to start identifying how to respond
effectively.

3. Imagination
 Brand experience agency
 Digital-Physical experiences
 Interactive installations
 Online experiences
 Social media campaigns

4. Eyesponge
 Aggregates our
team‟s social media
content
 eyesponge.com

5. The social sponge
 We absorb content
 We release content
 We need to make
sense of our social
media „give and take‟
 Real-time
 Long-tail

6. Content and identity
Facebook:
 55 million updates per day
 We share 3.5 billion pieces of content every week
 Over 2.5 billion photos uploaded each month
“Thanks to easy-to-use interfaces and fine-
grained privacy controls, social networks
have been transformed into vast public
spaces where millions of people now feel
comfortable using their real identities online.”
The Economist, January 2010

7. #sixweeks
 Recorded all the
time and money I
spent as a consumer
 Invoiced companies
to pay me for the
time I spent with
them

8. #sixweeks

9. #sixweeks
 Used Twitter and blog to challenge companies

10. #sixweeks
 Pret A Manger‟s most
effective PR spend of 2009
 First time some brands
involved in this space

11. Feltron Report 2009

12. The power of your data
 275,000 users
 65% increase per month, Jan 2010 (30% Jun 09)
 Game scenario against other consumers
 Rewards

13. FourSquare office

14. Case study: Brand ambassadors
 Awareness-raising
campaign to support
product launch
 Local & social in 3
German cities
 Created multi-channel
Love Ambassadors
 551 Flickr photos, 4,774
YouTube views in two
weeks

15. Case study: Local space
 Broadcast Twitter-style update to show environment; users
can also send updates into social media spaces
 439 total comments posted in social media sites, with an
estimated total reach of 28,324 people

16. What friends are for

17. Never the same network

18. The new behaviour

19. Value in your data
How do you make your
data work for you?

20. Value in your data
How do you make your
data work for you?

21. Value in your data
How do you make your
data work for you?

22. Blippy: Money talks

23. Find the value in your data
“To tell people - friends, acquaintances,
maybe even strangers - a little bit more
about you.” Philip Kaplan, Blippy co-founder on Blippy
I reckon:
You should tell companies more about
you.

24. Some data‟s out there
 Re-Tweets are posted most at Friday 4pm
 Personalised social media analytics currently lack
meaning

25. Aggregate
Aggregate your own social media content and
metrics:
 Time
 Location
 Relationships
 Key words
Unlock the value in your social media data & use
it to challenge companies
No site currently aggregates your social media
content effectively
Semantic web will help

26. „Friends‟ as commodities
@whoever this month has:
 Checked in at Apostrophe 8 times
 Bought a Superdry jacket
 Mentioned me in 2 tweets
How can this relationship bring
near-future tangible value to me?

27. How should brands embrace this?
 Deeper marketing segmentation
 Cross-industry partnerships
 Understand ROI on word of mouth
 Measure the quality of influence -
am I more likely to go to
Apostrophe?

28. Real-time and Future-time
 „Decision-making present‟
 Compete for consumers‟
near-future attention
 “I am doing this next”
 Instant, automatic analysis
of real-time consumer data

29. Attention auction
 Open, two-way real-time
communication for your attention
 Location, time and relationship
specific
 Multi-faceted rewards: price
discounts, (un)branded content
 Cross-sector partnerships

30. Your ROA
 Significant consumer opportunities exist
in the near-future, through unlocking the
power of social media content and the
science within it
 What is your Return on Investment?
 What is your Return on Attention?
 As we continue to evolve with brands in
the social media space, this Return
won‟t just be financial

31. Thank you
@crudden
paul.mccrudden@imagination.com
Local Social Summit @ Social Media Week: The Science of Social Media
February 2010