1. The future of advertising and agencies in a networked society

2. Three possible scenarios

3. The worst case scenario

4. A £16bn revenue gap

5. What are social media? ‘ The online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other.’ Source: Wikipedia Blogging Messaging Podcasting Online video Wikis Social networking

6. Social media and brand communications

7. Who uses social media?

8. New models of brand communications Participation

9. New advertising formats

11. A case example of social media integration

12. A case example of social media tracking

13. Did it just happen or was it planned? Learning from academia

14. ‘ Expansiveness’

15. ‘ Popularity’

16. ‘ Reciprocity’

17. Network size is predictable

18. ...as is network flow

19. … as is circulation between networks

20. Agencies and social media The Delphi research

23. “ There will be a mix of consumer-granted and non-permission activity – people will expect advertising to be relevant to them though.” Dissemination and permission

24. “ It will be likely that people will sell ‘rent’ parts of their data to brands in return for better service and/or discounts.” Knowing the worth of your data

25. “ Those who hustle to make a buck by forwarding irrelevant messages will be excluded or ignored!” Rewarding brand advocates

26. Assessing the top-line business impact

27. Impact

28. Possible structure of the industry in 2016

29. Total commercial advertising 1996-2016

30. “ Those agencies who innovate appropriately, in terms of their service and product offer, have potential for significant income growth in these new value-add areas.” A final thought…