[EN] scenarios for the future of social media

Yann G

– htt

yann scenarios for the future of social media

> Orange Business Services

Paris, September 27th, 2012

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 1

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some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

get the final version from http://oran.ge/slidesor by scanning the QR code

my personal research online

> http://visionarymarketing.com > http://visionarymarketing.wordpress.com

2 publications in 2011

> http://precommerce.com

> http://amonboss.com

agenda

> introduction> 1.social for marketing> 2.social for CRM> 3.enterprise

collaboration> conclusion

@orange@ygourven

picture: microsoft gallery

Yann G

– htt

> introduction

Silicon Valley blogger bus tourSept 17-22, 2012

#blogbus live.orange.com

your view of social media?

the good old days of Web 2.0

one fine day … in 2012

may 18, 2012?

unless…

Yann G

– htt

> 1. for marketing

a word of caution

>a risky exercise>use hindsight

but…>don’t think

negatively

>nobody can really predict the future

Yann G

– htt

> 1 social marketing

Cluetrain Theses (Original)

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice.

Cluetrain Theses (Updated for 2012)

1. Markets are conversations conversational ads

2. Markets consist of human beings, brand pages, not demographic sectors. and social graph targeting

3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics

Orange Silicon Valley’s Georges Nahon, 2012

event sponsored by Georges NahonCEO Orange Silicon Valley

Apple, Amazon, Facebook and Google will continue to develop their ‘non-searchable adjacent webs’

(after diaspora*) app.net

>Dalton Caldwell’s app.net

>blog post - July 2012> twitter’s ecosystem > respect for users>10k instant users>20k users as of now>$50 p.a.>$100 p.a

(developers)

what potential scenarios?

facts> social networks

change gears- ecosystem under

control- create “adjacent” web

(Nahon)- monetise, monetise,

monetise…- marketing by

interruption (again)

scenarios

> 1. users abandon social networks en masse (West)

> 2. new more respectful social networks develop

> 3. niche social networks develop, less privileged users get spammed

> 4. alternative social networks vanish, marketing wins

> 5. the unexpected happens

Yann G

– htt

> 2 ‘social’ CRM

not applicable to all brands/businesses

phases in SCRM implementation

phase 1:CM

intervention

phase 2 : moderation in place

phase 3: generalisin

g the process

phase 4: improve

proactivity

understanding

respondingindustrialising

scaling

question 4: should we handle online customers better?

picture: microsoft gallery

facts> angry customers

speak up> social media makes

complaints visible to all

> volumes are rising> scaling is key> processes are key> not all brands are

scenarios

> 1. industrialisation doesn’t happen, organisations try to cope

> 2. industrialisation happens, social becomes a major channel

> 3. volumes rise, companies can’t cope, new channel is closed/stifled/minimised

Yann G

– htt

> 3. enterprise collaboration

abolishing internal email

Some rights reserved by sualk61

source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014

facts> repositories are

ubiquitous> a few major players:

ms / ibm / jive …> email is the cause of a

major productivity/well-being issue

> collaboration isn’t easy

> business processes at bay

scenarios

> 1. internal systems multiply, chaos settles in

> 2. new yammer-like disruptions?

> 3. ms & ibm win> 4. status quo, focus

shifts on education, true business collaboration

Yann G

– htt

> conclusion

my hunch as to what will/won’t changepost may 2012 landscape

what will not change> R.I.P Web 2.0> “social” CRM must

scale or die> the Web is social,

consumers go social> web teams do social> websites are/will be

social> all go mobile> emerging countries

are our future

what might well change> gamification?> Facebook IPO

outcome?> data privacy issues> niche social platforms?> more globalisation?> mobile first platforms

thank you

interact with us online

@orangehttp://www.facebook.com/orange

http://live.orange.com

http://slideshare.net/orange

[EN] scenarios for the future of social media

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Transcript of [EN] scenarios for the future of social media

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