social media evolved

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\\


GAMIFICATION


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TRADITIONALCONTENTCREATIONHASBEENDISRUPTED.


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SOCIALLYACCESSIBLE.SEMIPROFESSIONAL.


19Tuesday, October 4, 2011

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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\\


GAMIFICATION


“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?


social media evolved

Technology