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The Future of Social Media: 12 Provocations

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The Future of Social Media: 12 Provocations

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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.

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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The Future of Social Media: 12 Provocations

  1. 1. 12 PROVOCATIONS A DOZEN DIGITAL DEVELOPMENTS THAT WILL SHAPE THE FUTURE OF MARKETING SIMON KEMP • we are social • 25 APRIL 2012
  2. 2. we are social 2
  3. 3. 1 IN 5 PEOPLE ON EARTH ALREADY USES SOCIAL MEDIA we are social 3
  4. 4. JAN 2012 SOCIAL MEDIA PENETRATION 47% 50% 36% 20% 18% 4% 25% 36% we are social 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) 4
  5. 5. HOWEVER, THE MOBILE INTERNET IS HELPING TO DRIVE EVEN MORE GROWTH we are social 5
  6. 6. JAN 2012 MOBILE PENETRATION 100% 100% 100% 77% 100% 60% 100% 86% we are social 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) 6
  7. 7. BY THE END OF 2012, 1 IN EVERY 4 PEOPLE AROUND THE WORLD WILL BE USING SOCIAL MEDIA we are social 7
  8. 8. SOCIAL IS ALREADY TOO BIG TO IGNORE we are social 8
  9. 9. BUT WHAT DOES THE FUTURE OF SOCIAL MEDIA LOOK LIKE? we are social 9
  10. 10. 12 PROVOCATIONS we are social 10
  11. 11. 01 MOBILE SOCIAL we are social 11
  12. 12. TREND The next 100 million web users will be mobile first we are social 12
  13. 13. PREDICTION Mobile devices become the main platform for internet use, especially for social media and brand searches we are social 13
  14. 14. However, the majority of these devices will still be simpler, ‘feature phone’ handsets we are social 14
  15. 15. IMPLICATIONS Content and experiences must be tailored for slower connection speeds and smaller device screens we are social 15
  16. 16. 02 SO-LO-MO TAKES OFF we are social 16
  17. 17. TREND More and more of our social networking activity originates in the physical world we are social 17
  18. 18. PREDICTION ‘Social, local, mobile’ (SoLoMo) services move to the centre of social media experiences we are social 18
  19. 19. 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 we are social 19
  20. 20. 03 SEARCH- SOCIAL CROSSOVER we are social 20
  21. 21. ?! 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 we are social 21
  22. 22. PREDICTION Search and social become more tightly interwoven we are social 22
  23. 23. ( Is Google+ a social network, or is it a ‘social answers engine’? ) we are social 23
  24. 24. IMPLICATIONS Conversation is the new SEO – the brands that people talk about most will rise to the top of search engines we are social 24
  25. 25. 04 SOCIAL 'BAKED-IN’ we are social 25
  26. 26. 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 we are social 26
  27. 27. PREDICTION Social functionality will become a natural part of all internet properties, not just social networking platforms we are social 27
  28. 28. IMPLICATIONS Brands will need to socialise all of their web presences, rather than simply creating a presence in social media platforms we are social 28
  29. 29. 05 SOCIAL CRM we are social 29
  30. 30. TREND People use social media to interact with others, not just listen to them we are social 30
  31. 31. PREDICTION Brands will increasingly use social channels to deliver customer service- driven activities rather than advertising we are social 31
  32. 32. IMPLICATIONS Equip community management teams with the skills and tools necessary to respond to customer enquiries, compliments, and complaints we are social 32
  33. 33. 06 INCLUSIVE CONTENT we are social 33
  34. 34. TREND People want to be part of the action, not just watch it we are social 34
  35. 35. PREDICTION The audience moves to the centre of the marketing experience we are social 35
  36. 36. IMPLICATIONS Make the audience the hero – create content around them, not just for them we are social 36
  37. 37. 07 INTERFACE INNOVATION we are social 37
  38. 38. TREND Advances in technology are changing the way we interact with devices we are social 38
  39. 39. we are social 39
  40. 40. PREDICTION More and more of our social media activity will take place on ‘non- traditional’ internet-powered devices we are social 40
  41. 41. IMPLICATIONS Social experiences will need to evolve beyond a ‘point-and-click’ approach to deliver engagement across all 5 senses we are social 41
  42. 42. 08 CURATION & FUNNELLING we are social 42
  43. 43. TREND People are struggling to read and update all their various social profiles we are social 43
  44. 44. PREDICTION People will consume content through socially powered curators and aggregators, rather than through individual platform interfaces we are social 44
  45. 45. we are social 45
  46. 46. IMPLICATIONS Brands need to explore ways to communicate with social media audiences without relying on native apps or social display advertising we are social 46
  47. 47. 09 SOCIAL NICHEWORKS we are social 47
  48. 48. TREND Listening to, and interacting with audiences invariably delivers greater value than merely talking at them we are social 48
  49. 49. PREDICTION Brands start to build their own smaller, more focused social communities where they can learn more about people’s needs, wants, and desires we are social 49
  50. 50. 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 we are social 50
  51. 51. 10 CORPORATE SOCIAL PROACTIVITY we are social 51
  52. 52. TREND People expect brands to play a bigger part in making the world a better place we are social 52
  53. 53. PREDICTION CSR moves out of the annual report and into meaningful, real-world activities we are social 53
  54. 54. 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 we are social 54
  55. 55. 11 INFLUENCE MEASUREMENT we are social 55
  56. 56. +1 TREND Peer and influencer endorsement are increasingly valuable to brands we are social 56
  57. 57. PREDICTION Influence measurement becomes more sophisticated as marketers invest more in partnering with influencers we are social 57
  58. 58. IMPLICATIONS Understand the role influencers play in the audience’s purchase cycle Identify the influence metrics that matter most to the brand we are social 58
  59. 59. $ 12 END-TO-END ACCOUNTABILITY we are social 59
  60. 60. TREND As social media evolve into ‘social business’, marketers need to demonstrate social activities’ contributions to the brand’s bottom line we are social 60
  61. 61. PREDICTION Social measurement will evolve to deliver full purchase-cycle tracking we are social 61
  62. 62. 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 we are social 62
  63. 63. 12 PROVOCATIONS 01 MOBILE SOCIAL 07 INTERFACE INNOVATION 02 SO-LO-MO TAKES OFF 08 CURATION & FUNNELLING 03 SEARCH-SOCIAL CROSSOVER 09 SOCIAL NICHEWORKS 04 SOCIAL BAKED-IN 10 CORPORATE SOCIAL PROACTIVITY 05 SOCIAL CRM 11 INFLUENCER MEASUREMENT 06 INCLUSIVE CONTENT 12 END-TO-END ACCOUNTABILITY we are social 63
  64. 64. 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 SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT HTTP://WEARESOCIAL.SG/
  65. 65. SIMON KEMP @ESKIMON +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG

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