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12 PROVOCATIONS
A DOZEN DIGITAL DEVELOPMENTS THAT
WILL SHAPE THE FUTURE OF MARKETING
     SIMON KEMP • we   are social • 25 APRIL 2012
we are social   2
1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIA

we are social                                             3
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
HOWEVER, THE MOBILE INTERNET IS
                HELPING TO DRIVE EVEN MORE GROWTH

we are social                                       5
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
BY THE END OF 2012, 1 IN EVERY 4 PEOPLE
         AROUND THE WORLD WILL BE USING SOCIAL MEDIA

we are social                                          7
SOCIAL IS ALREADY
                TOO BIG TO IGNORE




we are social                       8
BUT WHAT DOES THE FUTURE
                OF SOCIAL MEDIA LOOK LIKE?

we are social                                9
12 PROVOCATIONS

we are social          10
01
                MOBILE
                SOCIAL


we are social            11
TREND
                The next 100 million web
                 users will be mobile first




we are social                                 12
PREDICTION
                  Mobile devices become the main
                 platform for internet use, especially
                for social media and brand searches



we are social                                            13
However, the majority of these devices will
                 still be simpler, ‘feature phone’ handsets

we are social                                                 14
IMPLICATIONS
                  Content and experiences must
                 be tailored for slower connection
                speeds and smaller device screens



we are social                                        15
02
                SO-LO-MO
                TAKES OFF


we are social               16
TREND
                More and more of our social networking
                activity originates in the physical world




we are social                                               17
PREDICTION
                  ‘Social, local, mobile’ (SoLoMo) services
                move to the centre of social media experiences




we are social                                                    18
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 influencers

we are social                                                         19
03
                SEARCH-
                SOCIAL
                CROSSOVER

we are social               20
?!

                               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 solve

we are social                                                    21
PREDICTION
                Search and social become
                 more tightly interwoven




we are social                              22
( Is Google+ a social network, or
                 is it a ‘social answers engine’? )


we are social                                         23
IMPLICATIONS
            Conversation is the new SEO – the brands that people
             talk about most will rise to the top of search engines




we are social                                                         24
04
                SOCIAL
                'BAKED-IN’


we are social                25
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 platforms

we are social                                                      26
PREDICTION
                  Social functionality will become a
                natural part of all internet properties,
                 not just social networking platforms



we are social                                              27
IMPLICATIONS
                 Brands will need to socialise all of their
                web presences, rather than simply creating
                  a presence in social media platforms



we are social                                                 28
05
                SOCIAL
                CRM


we are social            29
TREND
                People use social media to interact
                with others, not just listen to them




we are social                                          30
PREDICTION
                   Brands will increasingly use social
                 channels to deliver customer service-
                driven activities rather than advertising



we are social                                               31
IMPLICATIONS
                   Equip community management teams with
                   the skills and tools necessary to respond to
                customer enquiries, compliments, and complaints



we are social                                                     32
06
                INCLUSIVE
                CONTENT


we are social               33
TREND
                 People want to be part of
                the action, not just watch it




we are social                                   34
PREDICTION
                The audience moves to the centre
                  of the marketing experience




we are social                                      35
IMPLICATIONS
                 Make the audience the hero – create
                content around them, not just for them




we are social                                            36
07
                INTERFACE
                INNOVATION


we are social                37
TREND
                Advances in technology are changing
                  the way we interact with devices




we are social                                         38
we are social   39
PREDICTION
                 More and more of our social media
                   activity will take place on ‘non-
                traditional’ internet-powered devices



we are social                                           40
IMPLICATIONS
                 Social experiences will need to evolve
                beyond a ‘point-and-click’ approach to
                deliver engagement across all 5 senses



we are social                                             41
08
                CURATION &
                FUNNELLING


we are social                42
TREND
                  People are struggling to read and
                update all their various social profiles




we are social                                              43
PREDICTION
                People will consume content through socially
                  powered curators and aggregators, rather
                 than through individual platform interfaces



we are social                                                  44
we are social   45
IMPLICATIONS
                Brands need to explore ways to communicate
                 with social media audiences without relying
                 on native apps or social display advertising



we are social                                                   46
09
                SOCIAL
                NICHEWORKS


we are social                47
TREND
                  Listening to, and interacting with
                audiences invariably delivers greater
                 value than merely talking at them



we are social                                           48
PREDICTION
                  Brands start to build their own smaller, more
                focused social communities where they can learn
                 more about people’s needs, wants, and desires



we are social                                                     49
IMPLICATIONS
                           Learn how to identify valuable
                        audience segments and engage them
                 Trial social research methods and focused crowd-
                sourcing to harness your most engaged consumers

we are social                                                       50
10
                CORPORATE
                SOCIAL
                PROACTIVITY

we are social                 51
TREND
                 People expect brands to play a bigger
                part in making the world a better place




we are social                                             52
PREDICTION
                  CSR moves out of the annual report
                and into meaningful, real-world activities




we are social                                                53
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 goodwill

we are social                                                           54
11
                INFLUENCE
                MEASUREMENT


we are social                 55
+1

                           TREND
                 Peer and influencer endorsement
                are increasingly valuable to brands




we are social                                         56
PREDICTION
                Influence measurement becomes more
                   sophisticated as marketers invest
                  more in partnering with influencers



we are social                                           57
IMPLICATIONS
                Understand the role influencers play
                 in the audience’s purchase cycle
                   Identify the influence metrics
                  that matter most to the brand

we are social                                          58
$   12
                    END-TO-END
                    ACCOUNTABILITY


we are social                        59
TREND
                 As social media evolve into ‘social business’,
                marketers need to demonstrate social activities’
                   contributions to the brand’s bottom line



we are social                                                      60
PREDICTION
                Social measurement will evolve to
                deliver full purchase-cycle tracking




we are social                                          61
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 activities



we are social                                                        62
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 ACCOUNTABILITY

we are social                                                     63
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/
SIMON KEMP
                @ESKIMON
             +65 9146 5356
SIMON.KEMP@WEARESOCIAL.SG
     HTTP://WEARESOCIAL.SG

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The Future of Social Media: 12 Provocations

  • 1. 12 PROVOCATIONS A DOZEN DIGITAL DEVELOPMENTS THAT WILL SHAPE THE FUTURE OF MARKETING SIMON KEMP • we are social • 25 APRIL 2012
  • 3. 1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIA we 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 GROWTH we 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 MEDIA we are social 7
  • 8. SOCIAL IS ALREADY TOO BIG TO IGNORE we are social 8
  • 9. BUT WHAT DOES THE FUTURE OF SOCIAL MEDIA LOOK LIKE? we are social 9
  • 11. 01 MOBILE SOCIAL we are social 11
  • 12. TREND The next 100 million web users will be mobile first we are social 12
  • 13. PREDICTION Mobile devices become the main platform for internet use, especially for social media and brand searches we are social 13
  • 14. However, the majority of these devices will still be simpler, ‘feature phone’ handsets we are social 14
  • 15. IMPLICATIONS Content and experiences must be tailored for slower connection speeds and smaller device screens we are social 15
  • 16. 02 SO-LO-MO TAKES OFF we are social 16
  • 17. TREND More and more of our social networking activity originates in the physical world we are social 17
  • 18. PREDICTION ‘Social, local, mobile’ (SoLoMo) services move to the centre of social media experiences we 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 influencers we are social 19
  • 20. 03 SEARCH- SOCIAL CROSSOVER we 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 solve we are social 21
  • 22. PREDICTION Search and social become more tightly interwoven we 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 engines we 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 platforms we are social 26
  • 27. PREDICTION Social functionality will become a natural part of all internet properties, not just social networking platforms we are social 27
  • 28. IMPLICATIONS Brands will need to socialise all of their web presences, rather than simply creating a presence in social media platforms we are social 28
  • 29. 05 SOCIAL CRM we are social 29
  • 30. TREND People use social media to interact with others, not just listen to them we are social 30
  • 31. PREDICTION Brands will increasingly use social channels to deliver customer service- driven activities rather than advertising we are social 31
  • 32. IMPLICATIONS Equip community management teams with the skills and tools necessary to respond to customer enquiries, compliments, and complaints we are social 32
  • 33. 06 INCLUSIVE CONTENT we are social 33
  • 34. TREND People want to be part of the action, not just watch it we are social 34
  • 35. PREDICTION The audience moves to the centre of the marketing experience we are social 35
  • 36. IMPLICATIONS Make the audience the hero – create content around them, not just for them we are social 36
  • 37. 07 INTERFACE INNOVATION we are social 37
  • 38. TREND Advances in technology are changing the way we interact with devices we are social 38
  • 40. PREDICTION More and more of our social media activity will take place on ‘non- traditional’ internet-powered devices we are social 40
  • 41. IMPLICATIONS Social experiences will need to evolve beyond a ‘point-and-click’ approach to deliver engagement across all 5 senses we are social 41
  • 42. 08 CURATION & FUNNELLING we are social 42
  • 43. TREND People are struggling to read and update all their various social profiles we are social 43
  • 44. PREDICTION People will consume content through socially powered curators and aggregators, rather than through individual platform interfaces we are social 44
  • 46. IMPLICATIONS Brands need to explore ways to communicate with social media audiences without relying on native apps or social display advertising we are social 46
  • 47. 09 SOCIAL NICHEWORKS we are social 47
  • 48. TREND Listening to, and interacting with audiences invariably delivers greater value than merely talking at them we 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 desires we 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 consumers we are social 50
  • 51. 10 CORPORATE SOCIAL PROACTIVITY we are social 51
  • 52. TREND People expect brands to play a bigger part in making the world a better place we are social 52
  • 53. PREDICTION CSR moves out of the annual report and into meaningful, real-world activities we 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 goodwill we are social 54
  • 55. 11 INFLUENCE MEASUREMENT we are social 55
  • 56. +1 TREND Peer and influencer endorsement are increasingly valuable to brands we are social 56
  • 57. PREDICTION Influence measurement becomes more sophisticated as marketers invest more in partnering with influencers we 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 brand we are social 58
  • 59. $ 12 END-TO-END ACCOUNTABILITY we are social 59
  • 60. TREND As social media evolve into ‘social business’, marketers need to demonstrate social activities’ contributions to the brand’s bottom line we are social 60
  • 61. PREDICTION Social measurement will evolve to deliver full purchase-cycle tracking we 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 activities we 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 ACCOUNTABILITY we 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 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG