Community ManagerThink Tank

Emerging Trends

Howard A. TullmanPresident and CEOTribeca Flashpoint Media Arts AcademyFebruary 26, 2013

Community Manager Think Tank | @tullman

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AUTHENTIC IDENTITY UBER ALLES

YOU WILL NEED TO

ACTUALLY BE WHO YOU

ARE..ALL THE TIME !

Community Manager Think Tank | @tullman

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PERSISTENT THEMES • FAST FOLLOWERS – RIFFS• GROUP PRICING IS GONE• BADGIFICATION OF WEB• CONTEXT TRUMPS

CONTENT

• ITERATION STILL RULES• CROWD-EVERYTHING • GAMIFICATION OF WEB• LOCATION – 4TH

DIMENSION

Community Manager Think Tank | @tullman

INCREMENTAL REVENUE - NEWBIES

NO CAPACITY OR SIZE CONSTRAINTSNO SUNK OR UPFRONT COSTS

NO CASHFLOW/FLOAT PROBLEMS

Community Manager Think Tank | @tullman

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LAST YEAR’S STORY 2012• HYPER-

PERSONALIZATION• KNOW BEFORE YOU GO• CONSTANT

CONNECTION• NEW BEHAVIOR

DRIVERS • LOW BARRIERS TO

ENTRY

2012PRECISION TARGETING ACCOUNTABILITY – MEASUREMOCIAL = MOBILE/SOCIALSHARED & PUBLISHED STATUSEASY IN – HARDER TO WIN

Community Manager Think Tank | @tullman

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PERSONAL DATA IS THE OIL OF THE DIGITAL AGE

Community Manager Think Tank | @tullman

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TOMORROW’S NEWS 2013• SOCIAL BECOMES

INTEREST• KNOW BEFORE THEY

KNOW• WIKI-WORK – SENTIENT

OBJ • BIGGEST BLOWHARDS• SCALE STILL MATTERS

2013YOU ARE WHAT YOU LIKERAPID RESPONSE – HV COMPPOROUS WORKPLACE - SMARTHOW MANY – VS - HOW MUCHYOU CAN’T “DABBLE”

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

AGGREGATION ASSEMBLES THE DATA ON YOUR FRIENDS LIKES AND PREFERENCES AND INTERESTS WITHOUT YOU SEARCHING THEIR PROFILES.

FILTERS EVERYTHING IS FRAMED AND CAN BE FILTERED THRU THE CHOICES OF YOUR FRIENDS OR YOUR OWN SELECTIONS AND CRITERIA – TIME, PLACE, DATE, IMAGE

ENGAGEMENTASSETS (LIKE PHOTOS) ARE ‘VALUED” AND RANKED AND DISPLAYED IN ENGAGEMENT HIERARCHY - NUMBER OF LIKES AND COMMENTS

Community Manager Think Tank | @tullman

KNOW BEFORE THEY KNOW( INTENT DATA )

THE ONGOING POTENTIAL TO LEVERAGE WHAT HASN’T

HAPPENED YET

Community Manager Think Tank | @tullman

Mac Users were 40%

more likely to

book 4 or 5-star hotels

WEREALL SENT ADS THAT ARE 11%

MORE EXPENSIVE

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

RESULTS ASSEMBLED AND DELIVERED BEFORE WEB

PAGE LOADS 30 MILLISECONDS

Community Manager Think Tank | @tullman

YOU PAY ONLY FOR

“REAL” RESULTS

(TrueView)

A NEW AND VERY SIGNIFICANT

DISTINCTION IS EMERGING BETWEEN

“SERVED AD IMPRESSIONS” AND

“VIEWABLE/VIEWED AD IMPRESSIONS”

Community Manager Think Tank | @tullman

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Wiki-Work and the Porous Workplace

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

A Company of One – Me, Inc.

Community Manager Think Tank | @tullman

MORE THAN 4000 “RABBITS”12% - YOUNG FEMALE

PROFESSIONALS10% - COLLEGE STUDENTS

25% - RETIREES15% - STAY AT HOME MOMS

Community Manager Think Tank | @tullman

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Sentient Objects and Devices

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

$1.00

Community Manager Think Tank | @tullman

EVEN BETTER THAN SANTA CLAUS – IT

KNOWS WHEN YOU ARE

LOOKING AT IT

Community Manager Think Tank | @tullman

Community Manager Think Tank | @tullman

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Status/Achievements Drive ActionWE ALWAYS KNEW THAT STATUS CONCERNS

WERE POWERFUL INCENTIVES, BUT BEFORE….

WE COULDN’T MEASURE STATUSWE COULDN’T CONFER STATUS

WE COULDN’T PUBLISH AND SHARE STATUS

NOW WE CAN !

Community Manager Think Tank | @tullman

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Community Manager Think Tank | @tullman

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Social Media will Become Narrower, not Broader (Too Many Friends) But Still Be Peer-Driven

Social Media will Be Increasingly Niche-Based

Social Media will Become Utterly Pervasive

Social Media is Ultimately About Discovery (Locative),

BUT

Our Devices will Become Increasingly Location Aware and Signaled by Our Environments and Social Media

will Become Passive while Locations / Places Become Active

Community Manager Think Tank | @tullman

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Don’t Let Social Media Take Over Your Life or Your Business

Start Small and Scale Up as You Succeed

Stick to Your Knitting – Do What You Can Do Well

Track and Measure Everything

If It’s Not Fun and Authentic – You Will Fail

Community Manager Think Tank | @tullman

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