A look at some of the emerging trends in social media and some predictions about where this may be going.
Plus, the implications for Brands
This talk was given at the Facebook Garage and a couple of weeks later, at the World Social Media Forum
Energizing the Rural Policy Voice: Building Collaborative Capacity for Policy...ruralxchange
RPLI 2013 - Dallas, TX
Keynote address - Energizing the Rural Policy Voice: Building Collaborative Capacity for Policy Change
Scott Hutcheson, Center for Regional Development, Purdue University
Digital Marketing Cases: presentation for BBDO Moscow Digital WordshopZigurds Zakis
Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age
Social Media & Powering_the_Possible_DellAnja Monrad
How can Social Media help Powering the Possible? Presentation of how Dells Social Media listening expertise helped American Red Cross prepare for times of disaster.
Creating Personas - Prescient Digital Media 09Catherine Elder
You can effectively focus on your website and intranet users by creating personas. Common complaints, mistakes and problems and be solved through using personas to provide a clear focus for website and intranet design. Case Study and benefits of using personas are provided. Prescient Digital Media provides strategic solutions for intranets and websites.
The Evolution of the Social Brand - ITAC Digital Commerce ForumBilal Jaffery
Brand narrative in a digitally connect world. Bilal Jaffery's presentation from the ITAC forum discussing the enterprise social strategy, incorporating policy, strategy, engagement and redefinition of the digital brand as it pertains to the Social Business. (Not representative of the Bell brand).
Presentation on the impact of Social Media on Crisis Communication, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Waves of Change Shaping Digital ExperiencesJoe Lamantia
The digital landscape is changing, shaped by waves of change in media, technology, identity, and the basic ways we evaluate our experiences. These are some of the major waves of change in digital experiences that may be leading us to a world of co-creation and exchange through interaction.
Presentation of how Dell’s Social Media listening tools have helped e.g. American Red Cross in times of disaster, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Energizing the Rural Policy Voice: Building Collaborative Capacity for Policy...ruralxchange
RPLI 2013 - Dallas, TX
Keynote address - Energizing the Rural Policy Voice: Building Collaborative Capacity for Policy Change
Scott Hutcheson, Center for Regional Development, Purdue University
Digital Marketing Cases: presentation for BBDO Moscow Digital WordshopZigurds Zakis
Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age
Social Media & Powering_the_Possible_DellAnja Monrad
How can Social Media help Powering the Possible? Presentation of how Dells Social Media listening expertise helped American Red Cross prepare for times of disaster.
Creating Personas - Prescient Digital Media 09Catherine Elder
You can effectively focus on your website and intranet users by creating personas. Common complaints, mistakes and problems and be solved through using personas to provide a clear focus for website and intranet design. Case Study and benefits of using personas are provided. Prescient Digital Media provides strategic solutions for intranets and websites.
The Evolution of the Social Brand - ITAC Digital Commerce ForumBilal Jaffery
Brand narrative in a digitally connect world. Bilal Jaffery's presentation from the ITAC forum discussing the enterprise social strategy, incorporating policy, strategy, engagement and redefinition of the digital brand as it pertains to the Social Business. (Not representative of the Bell brand).
Presentation on the impact of Social Media on Crisis Communication, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Waves of Change Shaping Digital ExperiencesJoe Lamantia
The digital landscape is changing, shaped by waves of change in media, technology, identity, and the basic ways we evaluate our experiences. These are some of the major waves of change in digital experiences that may be leading us to a world of co-creation and exchange through interaction.
Presentation of how Dell’s Social Media listening tools have helped e.g. American Red Cross in times of disaster, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Another social media framework, this time from the 1-to-1 customer management experts Peppers & Rogers. Good insights with focus on business applications & customer experiences.
Social media maakt het professionals mogelijk om direct toegang te hebben tot reviews en meningen van peers. Dit beinvloedt en bepaalt bedrijfsbeslissingen. Bovendien is het nu voor marketeers mogelijk om online gesprekken en gedachten over hun merken te volgen.
Hoe kunnen marketeers hier gebruik van maken en klantenbehoeftes en attitudes beter begrijpen? om vervolgens bij de promotie van producten en diensten de kracht van aanbevelingen en netwerken beter in te zetten.
Certified Management Accountants of Saskatchewan Social Media PresentationShane Gibson
Certified Management Accountants of Saskatchewan Annual Conference. A social media presentation by Shane Gibson author of Sociable! and Guerrilla Social Media Marketing.
Digital Marketing for Wellbeing BusinessAntti Leino
Presentation at Hospitality Management and Beauty Care Management of Turku University of Applied Sciences in a seminar:”The hot stones of wellbeing business".
Vibrant marketing professional for over 10 years in the industry. Founder of Creatively Mused, a digital content and strategic marketing agency focused on innovative techniques.
Businesses everywhere are struggling to come to grips with social media but, generally speaking, they tend to treat it as a technology or a marketing issue. But when you really look at where social media is taking us it becomes clear that embracing social media successfully is primarily a cultural issue for the business.
8 Interactive Trends Changing the Business LandscapeTim Sandlund
The world is changing quickly. This presentation looks at 8 interactive trends that are changing the business landscape. Technology is changing the way consumers interact with brands and how brands interact with consumers. Buying habits and consumer expectations are rapidly evolving. This is and will continue to have major implications for marketing. Is your business ready to adapt and take full advantage of how these trends are changing the way we do business?
Being Digital: 5 key tactics towards modernizing your organization and ideas
Fallon co-sponsored presentation event with MN AMA (American Marketing Association)
With so many rapid-fire changes in the digital landscape, how are agencies and marketers adapting their strategies and creativity to engage and connect with people?
Join Aki Spicer, Director of Digital Strategy at Fallon, as he shares insights on driving creativity in the age of digital and social media. Learn how his team is broadening its bench strength and skill sets; embracing the user over the viewer mindset; evolving measurement and ROI; building a process for experimentation; and planning for social content strategy. As a marketer, discover new ways to encourage investment in small experiments that can lead to bigger results.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
Enhancing Performance with Globus and the Science DMZGlobus
ESnet has led the way in helping national facilities—and many other institutions in the research community—configure Science DMZs and troubleshoot network issues to maximize data transfer performance. In this talk we will present a summary of approaches and tips for getting the most out of your network infrastructure using Globus Connect Server.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
5. “…there is an increasing frustration with brands that
pollute the landscape and mental space with crap; and
unremarkable products, bland ads, shoddy service and
poor ethics, fortunately we don’t have to put up with
this anymore.”
Decline of brands. Wired.
6. Solving the Century 21st
brand conundrum
How to regain a fraction
of your former power?
“On average Sky+ users fast forward 97% of the ad break.”
Andy Jameson, Basis Research
12. Culture
4Cs
of brand
Conversation
Collaboration
engagement
Compensation
13. The Opportunity…
Brand promise Brand fulfilment
(saying stuff) (doing stuff)
Communicates the Demonstrates the value that
value a brand can bring through
that a brand can bring conversation, product,
services, content &
applications
Digital can tell the entirety of
your brand story
16. “The web is more a social creation than a technical one. I designed it for a
social effect — to help people work together — and not as a technical toy”
“The ultimate goal of the Web is to support and improve our weblike
existence in the world. We clump into families, associations, and companies.
We develop trust across the miles and distrust around the corner”
23. 6.
More niche networks
We will start to experience the
‘long tail of social networking’
as there is zero creation /
ongoing media cost.
Micro-communities will form
around people’s actual life
interests or fantasies
An infinite number of social
networks around infinitely more
niche areas of interest?
26. 9.
Social commerce
Dell is hoping to nudge
group buys out of tech
forums and into the
mainstream with the launch
of its new Swarm service,
which allows several buyers
to drive down the price of
selected Dell PC.
Each discount deal offered on Swarm lasts for 72 hours or when there
are 15 buyers – the sale closes when either of those criteria is met.
The more people who sign up, the cheaper the product gets until it
reaches a pre-set lowest price
27. 10.
Social working
Facebook as an accepted work tool?
Facebook integrates into SalesForce.com and Huddle and Basecamp
integrate into Facebook.
FB & Linked are beginning to integrate seamlessly into our working lives.
28. Keys to integration
• Identity – who you are
• Contacts – who you know
• Activities – what you do
• Interests – what you like
30. The End of Anonymity?
Our identity will no longer
be revealed in bits.
For the convenience of a
unified login and all the
benefits that will bring, we
will have exchanged a bit
more of who we are
That’s a lot of information. Will
we get an equal amount of
value in return?
33. The implications for Brands
• 1 - Transparency, speed & value
• 2 - Rethink the social strategy
• 3 - More accurate personas
• 4 - Power to the people
• 5 - New ‘Socialism’?
• 6 - Social ‘Internet of things’
• 7 - Collaboration between brands
• 8 – Respect for people’s privacy
• 9 - Social applications could become integral to people’s lives
• 10 - It’s going to become more about people - bringing the human
element back to digital interaction
35. Thank you
twt: @adamgraham
uk.linkedin.com/in/adamgraham
Editor's Notes
Ye olden days – brand on a pedestal, interruptive one way communications, the brand dictates what the brand stands for
Today brands need to behave less like Gods and more like Human beings G et on the customer’s level. Meet the customer’s need. If you don’t talk to them, they’ll talk about you without you. Today brands are learning that they need to compete for attention, to offer value based dialogue to consumers, and to be an active participant in the conversation
We think brand iconic status will be borne out of recommendation and positive experience communicated peer to peer. Brands that get it right empower th ei r audience and their peers to talk about them in mostly positive ways
The power of w.o.m and real advocacy borne out of a valuable and relevant personal experience with your brand. Vs. a broadcast message that has broad appeal and little persuasion.
The way that we go about creating brand intimacy is via what we call the 4Cs of brand engagement. They provide us with a way of delivering work that really connects and engages with our audience in a connected world. Culture: about defining the DNA of your brand so t ha t wherever you are connected wi th your audience you’re consistent Conversation: knowing what’s being said about you, being part of the conversation, going beyond the careline number …conversation monitoring; influencer identification and blogger outreach Collaboration: allowing customers to input on your products and services e.g. nike id & mystarbucksidea.com Compensation: digital is an intimate and personal space where brands are often unwelcome. Become welcomes by offering up something of value; this is about going beyond the the brand promise and putting your value where your mouth is
Advertising agencies don’t get that they aren’t just about selling dreams. They’re about making dreams come true via real experiences that evidence the brand’s value in a personal way. We’ve never before had a means to weave the customer journey like we can do. Technology can string together the entirety of your brand story.
Run the video of the Recode/Decode work http://www.vimeo.com/9727669 Password: saintreel
Big subject ! Before we look into the future, lets take a step back into the past…
Tim Berners-Lee – Inventor of the Internet in Weaving The Web: The Original Design and Ultimate Destiny of the World Wide Web" We are naturally social creatures. The web just facilitates our natural instinctive behavior
With that comment in mind, let’s look to the future now. I don’t profess to know the future, but here are 10 humble suggestions
Ubiquitous – Social networks become like air Integration with our daily work tools, outlook, office etc People can connect without having to “go” anywhere Social networking will become more of a presence on the web, not a destination. Social networking features will be a part of most internet experiences, but users will be freed of their numerous profile accounts and even the web browser.
Phones are mini computers nowadays and are increasingly sophisticated. GPS is becoming commonplace, so the possibilities for location based services are endless. Google buzz has taken location based social to a new level and this is the way things are going. When you cross reference friends and location it becomes very powerful Things like 4 square are still relatively trivial uses of the technology – soon we will see much more practical and powerful applications in this space as well as ways for real life brands to take advantage of it. A new report by Openwave shows that four of the top ten domains accessed via mobile devices are social networks
Google side wiki allows users to commenting on any site, any page on a site, or about any content on a site. While currently a Google product, this functionality can be added to any toolbar to effectively add a social layer to every online experience. It also allows each piece of web content to be personalised or tagged with meta-data for future reference. We can already see social bookmarking on sites and very soon we will have @anywhere from Twitter. All these strands are now weaving their way through the web but it’s not yet fully connected up Connect all this up - you might get social search. Search results being heavily influenced by social behaviour – so if someone “likes” a webpage, for example, it helps improve its ranking.
SOCIAL CONNECTION AROUND CONTENT CNN’s integration of FB connect into the coverage of Barrack Obama’s inauguration. Excellent example of the benefits of social connecting with content. more than 1.5 million status updates have been posted through the feed (there were 200,000 b 8:30 am PST). During the broadcast an average of 4,000 status updates were written every minute, and 8,500 were written every minute during Obama’s speech. These sorts of things improve the relevance of the social interactions. Often, there’s too much noise in the social web – filtering out the noise and getting to the stuff you want can sometimes be a challenge Conversation naturally occurs around content, so it’s just a case of facilitating that connection. If the supplier of the content can do this, they will succeed in amplifying its effect.
Twitter feeds are commonplace on TV nowadays but they are just broadcast with the TV signal In the future, these will be smarter – ie tweets from your friends or relevant peer groups This example is from Samsung’s Internet@TV service which features on-screen widgets that a television viewer can use to access different Internet applications such as Flickr, Youtube, and Facebook Xbox connect also allows something similar Anyone who has their computer hooked up to their TV can also do this. As we see convergence increasing, the lines between the different technologies become blurred and indeed the lines between virtual interaction and “real” interaction do too.
As more people go online, more connections between more niche groups will be formed. All of which are valuable to the people in those groups. And indeed to brands The benefits of this for brands is that they can target very specific groups in a very personal way, for low cost. The benefit for the consumer is relevant content and promotions that they actually value.
Instead of “people who bought this also bought this” “ Your friend Josh, also bought this” “ Damien ‘liked’ this” “ here’s Josh’s review” “ contact Josh to ask how he’s finding this product” Recommendations from people in your network are infinitely more powerful than those from strangers or unverifiable sources.
Communities will become increasingly reliant on their members to develop. This will have the effect of democratising each member’s influence, based on contribution and value to the community – rather than pure influence. So it’s who you know, not what you know. Facebook has long relied on its own users to help translate the site into more than 65 different languages. Now, Facebook wants to unleash its army of volunteer translators on other sites and apps across the Web. Any site or app that use Facebook Connect can now tap into the Facebook community to get help translating their site into any language that Facebook Translations supports. Dell IdeaStorm actively engages it’s members in coming up with solutions and suggestions McDonald M-Station is a way of connecting all the franchise holders and encouraging them to solve business problems together
This example is amazing but the tip of the iceberg Social commerce will have fully arrived when you combine:- crowd-sourcing of ideas and solutions + with this price setting mechanism + using social networks as the sales and marketing arm of the company (Like virtual Avon ladies for the 21 st centuary). It will be possible to have a fully social business This is another great way that the social web permeates on and offline and connects global with local. My wife might be able to make a small business selling children’s goods to her real life network of mums but she could also be enjoying economies of scale through the bulk buying power of her online network.
Facebook and Linked in currently integrate into salesforce.com and Lotus notes. With the rise in cloud computing and applications as a service – this sort of thing could be much more prevalent Companies could have a social intranet where they create groups of people working on projects, and within the group you can manage the project timeline and milestones, you can notify people of the status of the project, work collaboratively on documents via a wiki or version control repository, and all this information is centralised in the project location, rather than loads of emails flying about. Thus meaning if someone new comes into the project, they can get all the info they need in one place. This benefits a company that’s all based in one office, let alone with offices distributed over distance.
For this to really take off, we need a level playing field and a unified log in. The key to enabling ubiquitous social networks is integration If you overlay the above information with a consumer database, it becomes a lot more powerful This is an example of Open Stack FB still have their own proprietary stack But I’m sure a common standard will emerge.
The reality is, we all have split personalities online. Any unified log in will need to be able to connect but also keep separate certain aspects of each ID More sophisticated applications will allow a true map of a user’s social graph and show and hide the right information across networks @ThatGirl_Chloe – said that soon our digital identities will compliment our real world identities, so you could buy plain tickets with your twitter id for example. I agree with her, that’s the way it’s going but in order for that to happen, we will need 1 digital identity and for it to be inextricably linked to the real world one. That can only happen when all of these things play nicely with each other and consumers have the confidence to whole heartedly commit to it.
Web 2.0 helped create a world where your identity is revealed in bits and pieces as you share snippets of your life online - a photo here, a Stumble there, a tweet, a Digg, etc. On tomorrow's web, we're no longer going to be anonymous. The truth is, giving up our online anonymity may not be all bad - we'll have a convenient, portable friend graph, for example. Our search data will be easily accessible from one place. But for the convenience of a simple login, searchable personal data and web history, and social networks filled with friends, we'll have exchanged a bit of who we are in the process. We'll pay for our services on the new internet with our identity and personal information. That’s valuable information that companies would pay good money for now. However, they will be getting it for free. This info may also be controlled by a small number of major players. This will give them a lot of power. Will we get equal value in exchange? Is it a fair trade? Is it a big risk? Will we be protected?
Forrester break the predicted eras of a social web into the following phases Era of social relationships - People connect to others and share This is base level social networking and already happening in many ways 2) Era of social functionality - Social networks become like operating system Via applications and widgets, people can “do stuff”socially 3) Era of social colonization - Every experience can now be social This is like the CNN facebook, the google side wiki or the integration or the widgets on the TV 4) Era of social context - Personalized and accurate content This is like the personalised recommendation engine example I mocked up in Amazon 5) Era of social commerce - Communities define future products and services This is like the Dell Swarm example plus R&D via crowdsouring and sales and marketing via social networks too. Fully social commerce.
These are the timings that Forrester gives You will notice that we have 12 – 18 months before the more sophisticated end of this scale kicks in. Indeed we can already see the green shoots of this emerging So, the future is NOW
1 - Transparency, speed & value Imposter brands will get found out even quicker Popular brands could grow their fan base even quicker 2 – Rethink the Social Strategy If social becomes less of a ‘destination’ and more of a ‘presence’ , many brands may need to rethink their social strategy Brands will need to enable social customer interaction in a meaningful way, rather than just having a FB Page Business models may need to change to reflect the value created by people’s social networks 3 - More accurate personas A much more detailed picture of the consumer will be possible Social graphs will become part of the profiling Will brands use this information to give more targeted bespoke offers, or will they end up settling for the lowest common denominator? 4 - Power to the people Could consumers create their own brands? They have already resurrected Wisper and Rage Against the Machine Ebsfleet FC was bought by the fans Will there be more ‘cooperative’ type brands? 5 - New ‘Socialism’? Will the political brands be affected ? Could we see a new type of political party where policy making is crowd-sourced? Or voting via the social web Democracy in its purest sense 6 - Social Internet of things Internet of things – fridge that knows its contents and their best before dates. Social web – aware of your actions + your network’s actions and helps synchronise. Brands can target micro-influencers 7 - Collaboration between brands Like Nike and Apple with “Nike Plus” All this information may highlight correlations which make for unexpected bedfellows Brands in decline may experience a resurrection due to these new affiliations 8 – Brands will need to have respect for people’s privacy. Privacy could become the new social currency If a brand is found to have abused this trust, it will be irrevocably damaged and the community could mobilise against it quicker than ever before 9 – Although many social apps are quite throw away at the moment, trivial games etc, in the future Social apps could become much more powerful and as important to our lives as Outlook or Office applications are now. 10 – Importantly, as I touched on at the beginning, it’s all about people. Socialness is a human trait. Fundamental to our nature. Technology is finally able to catch up with our natural tendencies and allow us to behave instinctively again. It’s all about being human
It’s exciting – I cant wait for some of this stuff to become a reality A little bit scary – the privacy issues, more “big brother” type stuff, where every little detail of your life is potentially out there The future is now – this stuff is starting to happen and will be here before we know it The challenge for brands is to keep up – so brands need to get up to speed – fast. If they are still late arriving to the last party, they have the opportunity to board the next train before it leaves. But they need to engage some smart thinking ASAP It truly is power to the people – hopefully, this will benefit us, the people, more than them, the corporations. It could enrich our lives by making content and products more relevant, as well as cheaper. And bring our friends and connections even closer