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Emerging Platforms

Social networks are providing the

primary communications

platforms.

And they aren’t limited to Facebook,

Twitter and YouTube.

1Google+

A social network designed to…

“transform the overall Google experience — weaving identity and sharing into all of our

products”

“Google’s newly one-bucket data system will make its infant social network, Google+,

more useful and relevant, both for surfacing things you care above the chatter,

and, perhaps, getting your profile and posts in front of those who might care.”

It sits at the core of Google’s services

*pssst…. it’s a bit like Facebook*

It’s grown quickly (very quickly) since launch

>90 million users

>60% active = >54m active users

But despite a huge user base, some brands aren’t paying attention.

Why???Look at what it can

do…

Google+ Pages will appear in the first few results (above Facebook pages) even when they have only been live for a few hours.

A ‘+’ before a brand name will trigger instant search results for the page

A huge search advantage

A ‘+1’ is Google’s equivalent to a Facebook ‘Likes’. Google+ pools +1s from around the web. “Consumers will be able to see all the recommendations your business has received, whether they are looking at an ad, a search result or your page, meaning your +1’s will reach not only the 40 million users of Google+, but all the people who come to Google every day.”

Advocacy

Better Search ResultsCreate a page to reap the benefits of (biased!) search results

Advocacy (+1s)A ‘+1’ is Google’s equivalent to a Facebook ‘Likes’. Google+ pools +1s from around the web. “Consumers will be able to see all the recommendations your business has received, whether they are looking at an ad, a search result or your page, meaning your +1’s will reach not only the 40 million users of Google+, but all the people who come to Google every day.”

HangoutsGive fans access to the people at the heart of the brand allowing a live debate or questions and answers

AdvertisingGoogle+ will recognise topics within conversations on the platform meaning advertisers can capitalise on highly targeted audiences

Google+ will recognise topics within conversations on the platform meaning

advertisers can capitalise on highly targeted audiences

Intelligent targeting

Users…

• Segment friends

• Share photos, videos & links

• Tag and edit photos using Google owned Picasa

• Sort friends into groups called ‘Circles’ enabling content curation. So you just share your party photos with your party friends, and work photos with work friends.

• Discover, share & discuss new content via Sparks

• Speak to up to 10 friends in one videocall

Circles allows users to segment their friends, just as they do in real life.

Hangouts allow up to ten users to talk in one videocall

Brands…

• Share product news

• Share exclusive photos & videos with fans

• Start and curate conversations

• Discover advocates

• Give fans access to the heart of the brand – people eg David Beckham, Obama, Branson

The Muppets page

David Beckham announces his underwear range

Design options are limited lowering the barrier to entry (no fancy tabs currently supported)

Photo galleries are rich with full screen slideshows

Photo galleries are rich with full screen slideshows

Commenting, sharing, +1s are enabled on photos

2LinkedIn

YOU

The leading online professional social network

Source: LinkedIn demographic statisticsPhoto: InMaps

150 million members 105% YoY revenue growth

YOU

Source: LinkedIn demographic statisticsPhoto: InMaps

But why is it relevant to brands…?

LinkedIn is moving from an online CV

service… to a business platform

• A place to connect to industry peers• A place to create a professional

profile for potential recruiters• A place to find job opportunities

What you already know

LinkedIn Groups:• Participate in relevant industry discussions• Find top influencers• Create open or private discussions• There are more than 1m groups

What you may not know

LinkedIn Today:A daily newspaper of the most shared articles on LinkedIn

What you may not know

What you may not know

LinkedIn Apps:• Share your work & articles, work collaboratively• Key apps: Amazon.com Reading List, Google Presentation & Huddle,

TripIt, BlogLink, SlideShare

LinkedIn Follow:• Follow individual companies • Companies can post updates, product news and more• Adjust frequency and delivery method of updates

What you may not know

• Grow a base: Allow users to ‘follow’ your company

• Post job opportunities: allow prospects to apply via the LinkedIn applications process

• Design a page: Use customization to stand out and reflect the company image

Best Practice

Take advantage of page functionality to make your page bespoke

• Showcase products: create a tab to showcase your products or services

• Enable advocacy: add ‘Recommendations’ to your site and profile to give your advocates a voice

• Discuss: start and own a group where discussions around your product or services can take place

Best Practice

Volkswagen India showcases it’s products using unmistakable VW branding

3Pinterest

A social discovery engine. A place where users add images from around the web onto themed virtual

pinboards.

Weddings

Fashion

Travel

FMCG

Even Conference Guides

• Launched in May 2011• The fastest independent social site to hit 10 million monthly unique

visitors • Feb 2012: 13 million monthly users• Average user spends 98 minutes per month on the site (CF 2.5 hours

on Tumblr, 7 hours on Facebook)

• Not early adopters

• 4:1 ratio female:male

• $25,000 - $75,000 a year earners

• Mainstream appeal

3Path

What is it?• The intimate social network.

Restricted to 150 friends (originally 50) the mobile-only app is designed for you to share experiences with only your closest friends and family.

Who uses it?• Consumers only• There is no business model

currently

Why is it important?• Expresses the importance of

intimacy within social networks

• 1 million users and growing • A mobile only social network

Take a photo or video & add filters

Add caption, friends, location

View your friends’ posts in your timelines & comment

• Post a photo or video for friends to see• Add an Instagram-style filter to photos

& videos• Check in to a location (optional export

to Foursquare)• Check in to music• Export photos and checkins to

Facebook, Twitter & Tumblr• Check in to friends

3Retail Discovery:Fancy & SVPPLY

What is it?• Akin to Pinterest, Fancy & SVPPLY

are social scrapbooks designed to act as wishlists

• Find anything online and add them to your lists via a bookmarklet

Who uses it?• Consumers and brands

Why is it important?• Signposts the emerging trend of

retail curation• High traffic to retail sites provides

genuine ROI

4Second Screen

Why is it important?• Viewers are already using

second screen to augment their viewing

• 51% of UK X Factor viewers used Facebook as they watched the programme and an estimated 60% of Superbowl 2012’s 100m viewers using a second screen

• An opportunity for entertainment brands to augment their shows

• An opportunity for third-parties to advertise products, music and services seen in the show

What is it?• Platforms designed to be used

whilst watching television and films

• Provide additional content or enable social conversation around a show or film

• Predominantly designed for mobile and tablet but for web too

Who uses it?• Consumers and entertainment

brands

Ones to watch• Zeebox (recently acquired by

BSkyB)• Into_Now (from Yahoo)• Gracenote • Shazam• GetGlue & Miso

What can it do?• Augment the storyline with key

stats provided at specific moments during shows

• Enable live discussion, polls, voting

• Deliver a list of products on screen (fashion, automotive etc…)

• Deliver a list of music featured in the show

• Deliver a list of actors and crew in the show

• Deliver tweets from actors and crew during watching akin to a DVD commentary

• Sync (via audio) with time-shifted shows so viewers get relevant content at the right time

• Provide data for sports and films (from IMDB)

• Add shows to streaming services eg Netflix, LoveFilm

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