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

31

For copies of this presentation, please contact:

nick cifuentes

director, social media

direct 415-882-9494 x377

cifuentesn@loomisgroup.com

 

Thank You!