social media evolved
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SOCIALMEDIA//EVOLVEDPresented by//The Media Kitchen
Tuesday, October 4, 2011
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SOCIALMEDIA//mediaforsocialinteraction,usinghighlyaccessibleandscalablepublishingtechniques.Socialmediauseweb‐basedtechnologiestotransformandbroadcastmediamonologuesintosocialmediadialogues.
EVOLVED//Developgradually,esp.fromasimpletoamorecomplexform
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ROCKET=CONTENT
FUEL=SOCIAL
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ROCKET=CONTENT
FUEL=SOCIAL
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SOCIALMEDIAISNOWPARTOFTHEWEB’SCURRENTDNA
//NETWORKING//CONTENTDISTRIBUTION
//CONVERSATIONS
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WHATISPROVIDESISULTIMATELY
INFLUENCE
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HOWDOBRANDSCREATEINFLUENCEINACOMPLEXSOCIALWORLD?
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THEAGENDA\\
GROWINGCOMPLEXITYSOCIALDATA
FUTUREOFSOCIALBRANDSWITHINSOCIAL
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GROWINGCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
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THESMARTPHONE\\#1CULPRIT
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PENETRATIONEXPLOSION
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MOBILESOCIALEXPLOSION
"TheStateoftheU.S.MobileAdvertisingIndustryandWhatLiesAhead."showsacomparisonofthetop10categoriesofmobileactivityinMarch2010andMarch2011,andtheBIGGESTYEAR‐OVER‐YEARINCREASE‐‐bothintermsofactualusersandpercentagegrowth‐‐wasinmobilesocialnetworking.
ThenumberofpeopleaccessingsocialnetworksviamobiledevicesintheU.S.increasedfromjustover40millioninMarch2010toaround60MILLIONinMarch2011,forapercentageincreaseof45.7%.
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EVERYSMARTPHONEISA
ADIGITALCAMERA
AVIDEOCAMERA
AMEGAPHONE
ABROADCASTTOOL
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90‐100MILLIONCONTENTCREATORS
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Content channels
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GROWINGCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
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TRADITIONALCONTENTCREATIONHASBEENDISRUPTED.
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SOCIALLYACCESSIBLE.SEMIPROFESSIONAL.
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Creators
Curators
Consumers
High productionExpensiveExtreme talentLengthy process
High volumeFreeModerate talentRapid process
Expert voicevertical orientedhigh influence
AutomatedCollective voiceSmall influenceTech Driven
Remain the same
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SOCIALCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
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“INTHEFUTURE,EVERYBODYWILLBEWORLDFAMOUSFOR15MINUTES.”
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SOCIAL//GAMIFIED
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WITHITSOWNCURRENCY
LIKE
COMMENT
RE-TWEET
EMBED
SHARE
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...thelastdecade“wasaboutsocial–puttingourconnectionsonline”,andwe’renowatthepointwherethoseconnectionscanactuallydriveaction.Gamesarethekey.
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Making mundane things more exiting through self-created Games
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The ingredients are challenges + Goals/Feedback + Playspace
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GAMIFICATIONLEVERAGESEXISTINGSOCIALCONNECTIONSANDPUSHESUSERSTOTAKEASPECIFICACTION.
WHENABRANDDOESTHIS,THATSPECIFICACTIONISTYPICALLYTIEDTOPRODUCTUSAGE.
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perfect example - Nike Plus
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perfect example - Nike Plus
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NOWTHATWEKNOWWHATISCONTRIBUTINGTOTHECOMPLEXITY,
LETSBREAKITDOWNTOABASELEVEL
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THEDATAOFINFLUENCE\\
WHATISTHEDATATHELONGTAILOFINFLUENCE
COMPANIESLEVERAGINGDATA
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Each voice in the system equates to the overall “noise” surrounding something on the web
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THESYSTEMOFDATADOESVARY...
EACHVOICEHASDIFFERENTMEANINGANDCATEGORIZATION.
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LOUD(INFLUENCE)
SIMILAR(AGGREGATED)
CONNECTED(CONVERSATION)
EMERGING(TRENDING)
SENTIMENTBASED(REVIEWS/RATINGS)
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Every Voice = A level of Influence
Because it is data and not just noise (analog)
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Influence is in abundance now. A commodity because everyone can
contribute to the collective voice.
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the long tail of influence has emerged...
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The long tail has proven to be extremely powerful in driving collective influence.
And has disrupted the Single voice of influence.
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Long tail example. Twitter trending topics.
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Long tail example.Tumblr - Mass social distribution through reblogging from big and small forces.
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THEDATAOFINFLUENCE\\
WHATISTHEDATATHELONGTAILOFINFLUENCE
COMPANIESLEVERAGINGDATA
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Companies are now finding ways to leverage the data of influence for brands to...
buyleverage
infiltrateor
participate
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Delivering to the Influential Curators (loud voices)
Share this
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Gamifying social behaviors to create brand influence
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Infiltrating existing Mass Influence
Vumee
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Aggregating long tail influence
140 Proof
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Quantifying the investment into your social reach
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Engaging with long tail influence
Local Response
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THEFUTUREOFSOCIAL\\
SOCIALCONTENTTRAJECTORYFILTEREDBUBBLE
SOCIALNETWORKING
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what is pushing social forward?
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Social content trajectoryDirectory Search Social Personalized
Popular hits Seek, Browse, and Find
ShareReblog
Retweet
(Currency Gained here)
Filtered to Consume and
engage
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the filtered bubble
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Are WE forming the future through our actions?
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Are WE forming the future through our actions?
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It’s being set by developers
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Developers’ goal
Aggregated Content Filtered content Predictive content
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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...
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What about Social Networking?how do we connect in the future...
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The future of social Networking
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Facebook is setting this up...
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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.
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BRAND’SSOCIALEVOLUTION\\
HUMANSVSBRANDSDISTRIBUTEDIDENTITYSOCIALNETWORKING
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brand evolution timeline
Static,Rigid
Dynamic,Flexible
Brand ManifestoBrand Voice
Brand Strategy
Facebook/TwitterDevelop a voice
Communicate and connect
Real time Creation of the brand story of the brand through its actions and words.
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Which is more interesting?
Forward looking. Unpredictable.
Past looking.Predefined.
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An inflection point will occur when...
BRAND HUMANPower/Reach Trust/Interest
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Is this a brand or person?
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Brands need to be more dynamic through constant character
development.
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The filtered bubble again.
How do brands break in?
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Distributed identity.
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Brands need to communicate with people socially in varying ways.
The messages must be dynamic.
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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)
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How can you connect?
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