1.
12 PROVOCATIONSA DOZEN DIGITAL DEVELOPMENTS THATWILL SHAPE THE FUTURE OF MARKETING SIMON KEMP • we are social • 25 APRIL 2012

2.
we are social 2

3.
1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIAwe are social 3

4.
JAN 2012 SOCIAL MEDIA PENETRATION 47% 50% 36% 20% 18% 4% 25% 36%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 4

5.
HOWEVER, THE MOBILE INTERNET IS HELPING TO DRIVE EVEN MORE GROWTHwe are social 5

6.
JAN 2012 MOBILE PENETRATION 100% 100% 100% 77% 100% 60% 100% 86%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 6

7.
BY THE END OF 2012, 1 IN EVERY 4 PEOPLE AROUND THE WORLD WILL BE USING SOCIAL MEDIAwe are social 7

8.
SOCIAL IS ALREADY TOO BIG TO IGNOREwe are social 8

9.
BUT WHAT DOES THE FUTURE OF SOCIAL MEDIA LOOK LIKE?we are social 9

10.
12 PROVOCATIONSwe are social 10

11.
01 MOBILE SOCIALwe are social 11

12.
TREND The next 100 million web users will be mobile firstwe are social 12

13.
PREDICTION Mobile devices become the main platform for internet use, especially for social media and brand searcheswe are social 13

14.
However, the majority of these devices will still be simpler, ‘feature phone’ handsetswe are social 14

15.
IMPLICATIONS Content and experiences must be tailored for slower connection speeds and smaller device screenswe are social 15

16.
02 SO-LO-MO TAKES OFFwe are social 16

17.
TREND More and more of our social networking activity originates in the physical worldwe are social 17

18.
PREDICTION ‘Social, local, mobile’ (SoLoMo) services move to the centre of social media experienceswe are social 18

19.
IMPLICATIONS Explore ways to socialise real-life brand experiences – both in-store and at the point of consumption Use social listening tools to identify who shares what, where, and when to identify top influencerswe are social 19

20.
03 SEARCH- SOCIAL CROSSOVERwe are social 20

21.
?! TREND We rely heavily on recommendations and suggestions from friends and peers to help make decisions We increasingly turn to our social networks to answer the questions search engines can’t solvewe are social 21

22.
PREDICTION Search and social become more tightly interwovenwe are social 22

23.
( Is Google+ a social network, or is it a ‘social answers engine’? )we are social 23

24.
IMPLICATIONS Conversation is the new SEO – the brands that people talk about most will rise to the top of search engineswe are social 24

25.
04 SOCIAL BAKED-IN’we are social 25

26.
TREND Social functionality (e.g. the Like button) is spreading from host platforms to the wider web Brands are concerned about over-committing to individual social networking platformswe are social 26

27.
PREDICTION Social functionality will become a natural part of all internet properties, not just social networking platformswe are social 27

28.
IMPLICATIONS Brands will need to socialise all of their web presences, rather than simply creating a presence in social media platformswe are social 28

29.
05 SOCIAL CRMwe are social 29

30.
TREND People use social media to interact with others, not just listen to themwe are social 30

31.
PREDICTION Brands will increasingly use social channels to deliver customer service- driven activities rather than advertisingwe are social 31

32.
IMPLICATIONS Equip community management teams with the skills and tools necessary to respond to customer enquiries, compliments, and complaintswe are social 32

33.
06 INCLUSIVE CONTENTwe are social 33

34.
TREND People want to be part of the action, not just watch itwe are social 34

35.
PREDICTION The audience moves to the centre of the marketing experiencewe are social 35

36.
IMPLICATIONS Make the audience the hero – create content around them, not just for themwe are social 36

37.
07 INTERFACE INNOVATIONwe are social 37

38.
TREND Advances in technology are changing the way we interact with deviceswe are social 38

39.
we are social 39

40.
PREDICTION More and more of our social media activity will take place on ‘non- traditional’ internet-powered deviceswe are social 40

41.
IMPLICATIONS Social experiences will need to evolve beyond a ‘point-and-click’ approach to deliver engagement across all 5 senseswe are social 41

42.
08 CURATION & FUNNELLINGwe are social 42

43.
TREND People are struggling to read and update all their various social profileswe are social 43

44.
PREDICTION People will consume content through socially powered curators and aggregators, rather than through individual platform interfaceswe are social 44

45.
we are social 45

46.
IMPLICATIONS Brands need to explore ways to communicate with social media audiences without relying on native apps or social display advertisingwe are social 46

47.
09 SOCIAL NICHEWORKSwe are social 47

48.
TREND Listening to, and interacting with audiences invariably delivers greater value than merely talking at themwe are social 48

49.
PREDICTION Brands start to build their own smaller, more focused social communities where they can learn more about people’s needs, wants, and desireswe are social 49

50.
IMPLICATIONS Learn how to identify valuable audience segments and engage them Trial social research methods and focused crowd- sourcing to harness your most engaged consumerswe are social 50

51.
10 CORPORATE SOCIAL PROACTIVITYwe are social 51

52.
TREND People expect brands to play a bigger part in making the world a better placewe are social 52

53.
PREDICTION CSR moves out of the annual report and into meaningful, real-world activitieswe are social 53

54.
IMPLICATIONS Find ways to add value to communities that also build the brand and reinforce valuable relationships Use social media to share details of CSR activities, involve relevant communities, and build goodwillwe are social 54

55.
11 INFLUENCE MEASUREMENTwe are social 55

56.
+1 TREND Peer and influencer endorsement are increasingly valuable to brandswe are social 56

57.
PREDICTION Influence measurement becomes more sophisticated as marketers invest more in partnering with influencerswe are social 57

58.
IMPLICATIONS Understand the role influencers play in the audience’s purchase cycle Identify the influence metrics that matter most to the brandwe are social 58

59.
$ 12 END-TO-END ACCOUNTABILITYwe are social 59

60.
TREND As social media evolve into ‘social business’, marketers need to demonstrate social activities’ contributions to the brand’s bottom linewe are social 60

61.
PREDICTION Social measurement will evolve to deliver full purchase-cycle trackingwe are social 61

62.
IMPLICATIONS Brands need to ensure that all marketing activity – both online and offline – can be tracked, and prepare for this from the outset of social media activitieswe are social 62

63.
12 PROVOCATIONS 01 MOBILE SOCIAL 07 INTERFACE INNOVATION 02 SO-LO-MO TAKES OFF 08 CURATION & FUNNELLING 03 SEARCH-SOCIAL CROSSOVER 09 SOCIAL NICHEWORKS 04 SOCIAL BAKED-IN 10 CORPORATE SOCIAL PROACTIVITY 05 SOCIAL CRM 11 INFLUENCER MEASUREMENT 06 INCLUSIVE CONTENT 12 END-TO-END ACCOUNTABILITYwe are social 63

64.
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT HTTP://WEARESOCIAL.SG/

65.
SIMON KEMP @ESKIMON +65 9146 5356SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG