2. SOCIAL MEDIA//
media for social interaction, using highly accessible and scalable
publishing techniques. Social media use web‐based technologies to
transform and broadcast media monologues into social media dialogues.
EVOLVED//
Develop gradually, esp. from a simple to a more complex form
2
Tuesday, October 4, 2011
12. MOBILE SOCIAL EXPLOSION
"The State of the U.S. Mobile Advertising Industry and
What Lies Ahead." shows a comparison of the top 10
categories of mobile activity in March 2010 and March 2011,
and the BIGGEST YEAR‐OVER‐YEAR INCREASE ‐‐ both in
terms of actual users and percentage growth ‐‐ was in
mobile social networking.
The number of people accessing social networks via mobile
devices in the U.S. increased from just over 40 million in
March 2010 to around 60 MILLION in March 2011, for a
percentage increase of 45.7%.
12
Tuesday, October 4, 2011
13. EVERY SMARTPHONE IS A
A DIGITAL CAMERA
A VIDEO CAMERA
A MEGAPHONE
A BROADCAST TOOL
13
Tuesday, October 4, 2011
20. High production High volume
Expensive Free
Creators Extreme talent
Lengthy process
Moderate talent
Rapid process
Expert voice Automated
Collective voice
Curators vertical oriented
high influence Small influence
Tech Driven
Consumers Remain the same
20
Tuesday, October 4, 2011
21. SOCIAL COMPLEXITY
MOBILE PENETRATION
CONTENT EXPLOSION
GAMIFICATION
21
Tuesday, October 4, 2011
22. “IN THE FUTURE,
EVERYBODY
WILL BE WORLD
FAMOUS FOR 15
MINUTES.”
22
Tuesday, October 4, 2011
25. ...the last decade “was about social –
putting our connections online”, and we’re
now at the point where those connections
can actually drive action. Games are the key.
25
Tuesday, October 4, 2011
26. Making mundane things more exiting
through self-created Games
26
Tuesday, October 4, 2011
27. The ingredients are challenges +
Goals/Feedback + Playspace
27
Tuesday, October 4, 2011
28. GAMIFICATION LEVERAGES
EXISTING SOCIAL CONNECTIONS
AND PUSHES USERS TO TAKE A
SPECIFIC ACTION.
WHEN A BRAND DOES THIS, THAT
SPECIFIC ACTION IS TYPICALLY
TIED TO PRODUCT USAGE.
28
Tuesday, October 4, 2011
31. NOW THAT WE KNOW WHAT IS
CONTRIBUTING TO THE COMPLEXITY,
LETS BREAK IT DOWN TO A BASE LEVEL
31
Tuesday, October 4, 2011
32. THE DATA OF INFLUENCE
WHAT IS THE DATA
THE LONG TAIL OF INFLUENCE
COMPANIES LEVERAGING DATA
32
Tuesday, October 4, 2011
33. Each voice in the system equates
to the overall “noise”
surrounding something on the web
33
Tuesday, October 4, 2011
34. THE SYSTEM OF DATA DOES
VARY...
EACH VOICE HAS DIFFERENT
MEANING AND
CATEGORIZATION.
34
Tuesday, October 4, 2011
35. LOUD (INFLUENCE)
SIMILAR (AGGREGATED)
CONNECTED (CONVERSATION)
EMERGING (TRENDING)
SENTIMENT BASED (REVIEWS/RATINGS)
35
Tuesday, October 4, 2011
36. Every Voice = A level of Influence
Because it is data and not just noise (analog)
36
Tuesday, October 4, 2011
37. Influence is in abundance now.
A commodity because everyone can
contribute to the collective voice.
37
Tuesday, October 4, 2011
38. the long tail of influence has emerged...
38
Tuesday, October 4, 2011
39. The long tail has proven to be
extremely powerful in driving
collective influence.
And has disrupted the Single voice
of influence.
39
Tuesday, October 4, 2011
41. Long tail example.
Tumblr - Mass social distribution
through reblogging from big and
small forces.
41
Tuesday, October 4, 2011
42. THE DATA OF INFLUENCE
WHAT IS THE DATA
THE LONG TAIL OF INFLUENCE
COMPANIES LEVERAGING DATA
42
Tuesday, October 4, 2011
43. Companies are now finding ways to
leverage the data of influence for
brands to...
buy
leverage
infiltrate
or
participate
43
Tuesday, October 4, 2011
44. Delivering to the Influential
Curators (loud voices)
Share this
44
Tuesday, October 4, 2011
52. Social content trajectory
Directory Search Social Personalized
Popular hits Seek, Share Filtered to
Browse, Reblog Consume and
and Find Retweet engage
(Currency Gained here)
52
Tuesday, October 4, 2011
58. does sharing lose its relevance?
if so, what happens?..
how do brands connect with consumers...
What happens to curators...
does the web become feed driven...
58
Tuesday, October 4, 2011
59. What about Social Networking?
how do we connect in the future...
59
Tuesday, October 4, 2011
60. The future of social Networking
60
Tuesday, October 4, 2011
62. If networking captures your digital
life story, there is more incentive to:
share more content.
Browse backwards.
Mine data for your evolution.
Gain better targeting.
62
Tuesday, October 4, 2011
63. BRAND’S SOCIAL EVOLUTION
HUMANS VS BRANDS
DISTRIBUTED IDENTITY
SOCIAL NETWORKING
63
Tuesday, October 4, 2011
64. brand evolution timeline
Static, Dynamic,
Rigid Flexible
Real time Creation of
Brand Manifesto Facebook/Twitter
the brand story of the
Brand Voice Develop a voice
brand through its
Brand Strategy Communicate and connect
actions and words.
64
Tuesday, October 4, 2011
65. Which is more interesting?
Forward looking. Past looking.
Unpredictable. Predefined.
65
Tuesday, October 4, 2011
66. An inflection point will occur when...
Power/Reach BRAND HUMAN Trust/Interest
66
Tuesday, October 4, 2011
67. Is this a brand or person?
67
Tuesday, October 4, 2011
68. Brands need to be more dynamic
through constant character
development.
68
Tuesday, October 4, 2011
69. The filtered bubble again.
How do brands break in?
69
Tuesday, October 4, 2011
71. Brands need to communicate with
people socially in varying ways.
The messages must be dynamic.
71
Tuesday, October 4, 2011
72. In the future, Brands can only enter
the filtered Bubble of influence by:
•Using people to create content
•Find ways to truly engage
•Become Dynamic
•Gamify the system
•Test/Learn (Fail fast)
72
Tuesday, October 4, 2011
73. How can you connect?
73
Tuesday, October 4, 2011
