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What will the future of social media look like? Our world is increasingly digital, and our lives become more connected each day. Advances in areas such as social media and mobile technology are changing the ways we interact with our friends and family, but also with brands and organisations. They’re changing the way we do business too, and that change is accelerating at an ever-increasing rate. As a consequence, riding the wave of change and trends is becoming a critical part of on-going business success. To that end, this document explores some of the key themes that we believe will shape the digital world over the course of the coming months.
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SIMON KEMP • we are social • 25 APRIL 2012 �
12 PROVOCATIONS�A DOZEN DIGITAL DEVELOPMENTS THAT WILL SHAPE THE FUTURE OF MARKETING �
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1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIA�
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SOCIAL MEDIA PENETRATION�
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) �
JAN�2012 �
4 �
50%�
25%�4%�
18%�
36%�
47%�
20%�
36%�
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HOWEVER, THE MOBILE INTERNET IS�HELPING TO DRIVE EVEN MORE GROWTH �
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MOBILE PENETRATION�
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) �
JAN�2012 �
6 �
100%�
100%�60%�
100%�
100%�
100%�
77% �
86%�
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BY THE END OF 2012, 1 IN EVERY 4 PEOPLE �AROUND THE WORLD WILL BE USING SOCIAL MEDIA�
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SOCIAL IS ALREADY �TOO BIG TO IGNORE �
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BUT WHAT DOES THE FUTURE �OF SOCIAL MEDIA LOOK LIKE?�
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12 PROVOCATIONS�
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01�MOBILE �SOCIAL �
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TREND �The next 100 million web users will be mobile first
12�
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PREDICTION�Mobile devices become the main
platform for internet use, especially for social media and brand searches
13�
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However, the majority of these devices will still be simpler, ‘feature phone’ handsets
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IMPLICATIONS �Content and experiences must
be tailored for slower connection speeds and smaller device screens
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02�SO-LO-MO �TAKES OFF�
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TREND �More and more of our social networking activity originates in the physical world
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PREDICTION�‘Social, local, mobile’ (SoLoMo) services
move to the centre of social media experiences
18�
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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
19 �
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03�SEARCH-�SOCIAL �CROSSOVER �
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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
21�
?!
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PREDICTION�Search and social become more tightly interwoven
22 �
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( Is Google+ a social network, or is it a ‘social answers engine’? )
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IMPLICATIONS �Conversation is the new SEO – the brands that people talk about most will rise to the top of search engines
24�
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04�SOCIAL �'BAKED-IN’�
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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
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PREDICTION�Social functionality will become a
natural part of all internet properties, not just social networking platforms
27�
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IMPLICATIONS �Brands will need to socialise all of their
web presences, rather than simply creating a presence in social media platforms
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05�SOCIAL �CRM �
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TREND �People use social media to interact with others, not just listen to them
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PREDICTION�Brands will increasingly use social
channels to deliver customer service- driven activities rather than advertising
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IMPLICATIONS �Equip community management teams with the skills and tools necessary to respond to
customer enquiries, compliments, and complaints
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06�INCLUSIVE �CONTENT�
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TREND �People want to be part of
the action, not just watch it
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PREDICTION�The audience moves to the centre
of the marketing experience
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IMPLICATIONS �Make the audience the hero – create
content around them, not just for them
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07�INTERFACE �INNOVATION�
37�
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TREND �Advances in technology are changing
the way we interact with devices
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PREDICTION�More and more of our social media
activity will take place on ‘non- traditional’ internet-powered devices
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IMPLICATIONS �Social experiences will need to evolve
beyond a ‘point-and-click’ approach to deliver engagement across all 5 senses
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08�CURATION & �FUNNELLING �
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TREND �People are struggling to read and
update all their various social profiles
43 �
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PREDICTION�People will consume content through socially
powered curators and aggregators, rather than through individual platform interfaces
44�
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IMPLICATIONS �Brands need to explore ways to communicate with social media audiences without relying on native apps or social display advertising
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09�SOCIAL �NICHEWORKS�
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TREND �Listening to, and interacting with
audiences invariably delivers greater value than merely talking at them
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PREDICTION�Brands start to build their own smaller, more
focused social communities where they can learn more about people’s needs, wants, and desires
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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
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10�CORPORATE �SOCIAL �PROACTIVITY �
51�
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TREND �People expect brands to play a bigger
part in making the world a better place
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PREDICTION�CSR moves out of the annual report
and into meaningful, real-world activities
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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
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11�INFLUENCE �MEASUREMENT�
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TREND �Peer and influencer endorsement
are increasingly valuable to brands
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+1 �
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PREDICTION�Influence measurement becomes more
sophisticated as marketers invest more in partnering with influencers
57�
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IMPLICATIONS �Understand the role influencers play
in the audience’s purchase cycle Identify the influence metrics that matter most to the brand
58 �
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12�END-TO-END �ACCOUNTABILITY �
59 �
$
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TREND �As social media evolve into ‘social business’,
marketers need to demonstrate social activities’ contributions to the brand’s bottom line
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PREDICTION�Social measurement will evolve to deliver full purchase-cycle tracking
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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
62 �
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12 PROVOCATIONS �
01 MOBILE SOCIAL �
02 SO-LO-MO TAKES OFF�
03 SEARCH-SOCIAL CROSSOVER �
04 SOCIAL BAKED-IN�
05 SOCIAL CRM �
06 INCLUSIVE CONTENT�
07 INTERFACE INNOVATION�
08 CURATION & FUNNELLING �
09 SOCIAL NICHEWORKS�
10 CORPORATE SOCIAL PROACTIVITY �
11 INFLUENCER MEASUREMENT�
12 END-TO-END ACCOUNTABILITY �
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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 [email protected].�
FIND OUT MORE AT HTTP://WEARESOCIAL.SG/�