The Future of Social Media :: 5 Years into the Future
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The Future of Social Media
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Social Media, in today's marketing spectrum, has few borders. As time goes on and more marketers are considering social media as one of their integrated marketing programs - it's key to understand where and how these technologies are transitioning as we step into the future. This presentation is an opinion, but based on factual data that can be found in a number of studies mentioned in this report. It's crucial to understand where social media is going and how it will alter, mostly for the better, your marketing programs and how you can leverage these technologies. I am always available to speak or present in person, and if interested, please contact me at [email protected]
Transcript of The Future of Social Media :: 5 Years into the Future
The Future of Social Media
The World’s OS is Morphing
NOT SOCIAL
The World’s OS is Morphing
SOCIAL
Social Media … Growing Quickly Among 35+
Facebook (500+ Million Users) The 35-54 year old demo is growing
fastest, currently 30% of all Facebook Users
The 55+ demo is approximately 10.5%
Twitter (106+ Million Users) 55 million+ tweets a day 650 million search queries per day
A NEW Social OS
SOCIAL
NOT SOCIAL
The Fundamental Shift – Closed to Open
Business
Media & Content
Education
Marketing
Advertising
OPEN…The Real Challenge
• OPEN can mean:• Out of control• Chaotic• Create risk• Feel unsafe
Social Must Be OPEN!
• Anything related to social media
must be kept OPEN
• To what level you remain OPEN,
your growth rate will be directly
related
It’s time to trust Social Media
“Brands aren’t defined by campaigns any more, but by the
consumer ecosystems we nurture to support them.”
~Michael Mendenhall, Senior VP & CMO of Hewlett-
Packard
5 Years Into the Future...
12-18 Months: Social Media is CRM
• The rapid pace of change in technology means that companies need to focus on agility instead of just optimization when it comes to integrating social media and CRM applications
• Brands will work to close the gap on effectively managing dialogue with the market in terms of:
• sharing information
• fast-tracking problems
• responding to questions
• Both internally and externally with customers, prospects, employees, other stakeholders, and the public
12-18 Months: Digital Jet Lag goes into Red Alert
Curation Collating Culling Contextualizing Connecting Aggregating Assembling Organizing
Filtering & Curation Become a HUGE Business
12-24 Months: Resistance to Change Ends
Why are brands resistant to change?
Reason #1: The brand is, in general, negative or against all that is new or different
Reason #2: The brand is not interested in change, they have other goals that they want
to pursue
Reason #3: The brand does not understand the message and/or the consequences that
the change will have
Reason #4: The brand does not trust the person who communicates the initiative
Reason #5: FEAR.
12-24 Months: Privacy becomes a MUST for Users
12-24 Months: Uprising in Automated Social Agents
18 Months: Real-time, Social, Mobile: Feedback, Rating,
Comments, Tagging
• Why are you pointing your phone at me while we're talking? "Because I want to see if a link to your Twitter profile will hover above your head." Maybe not.
2 Years: Socially Augmented Reality
**Reported from Nokia Siemens Networks
2 Years: Price of Staying in Touch = FREE
• Interactive, real-time information will be available through the use of social books
2 Years: Social ‘BOOKS’
2 Years: Smarter, Social Advertising
• The fortress of one-way communications from a non-trusted source (aka advertising) is crumbling and will become useless within 2 years
*TrendWatching: September 2009 Report
2 Years: One-Way Communication Ends
• According to the Media Business Report, the researcher estimated marketers spent $800 million in 2009 on social network, word-of-mouth and conversational marketing, up more than 23% over the previous year. Further growth of 35% is expected for 2010 to more than $1 billion.
• eMarketer estimates that marketers spent $1.2 billion on paid social network advertising in the US in 2009, rising 7.1% to $1.3 billion in 2010.
2 Years: Social Advertising Explodes
• In the next 3 years, the absence of accurate, real-time and verified data about your brand could soon mean that you don’t exist
• Your business is either Social or it’s NOT
3 Years: The Extreme Reputation Economy
• In just 3 years, social capital will become just as important as actual money
• API’s will be built out to extend the popularity of social networks beyond a brand’s social assets
• Augmented Reality
• Applications
• Mobile
3-4 Years: Social Capital Important as $$$$
Example of Social Capital
Where is This Leading To?
The “Global Brain” (GB) is a metaphor for this emerging, collectively intelligent network that is formed by people together with the computers, knowledge bases, and communication links that connect them together.
The Global Brain: Connecting the Semantic Web
3-5 Years: The Global Social Brain
Q&A
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For copies of this presentation, please contact:
nick cifuentes
director, social media
direct 415-882-9494 x377
Thank You!
