hot or not? - a framework for anticipating, recognizing and integrating the next big thing in social...

Hot or Not?A framework for anticipating, recognizing and integrating the next big thing in social media.

@HAMZAK

“Data is the new oil” @tommer

“Why Don’t I Own This?”

The Char Loro

Experiment

Successes

• Among the most influential higher ed brands• Highest rise of applications in Ontario• Model replicated across other institutions• Spinoff to successful consulting career

What’s The Problem?

App Graveyard

Brands Are Wasting Time

Brands Are Losing Money

Need To Be More Strategic

Save Time & Money

StayRelevant

Capture Big Data

@HamzaK

Splash Effect

LEVEL 1: ANTICIPATING

LEVEL 2: RECOGNIZING

LEVEL 3: INTEGRATING

There Won’t Be Another Facebook, Twitter, LinkedIn Or YouTube.

Big Data Becomes Easier To Manage

Big data is the new oil. But like oil you've got to refine it. On its own data isn't useful. What you do with it is important.

@tommer

Ubiquitous Personalization

VisualMarketing

ReignsSupreme

Real Time Marketing Becomes Precedent

The End Of Privacy As We Know It

“The true cost of remaining anonymous, then, might be irrelevance.”

Eric Schmidt & Jared Cohen The New Digital Age

Simple. Immediate. Social. Integrated. Personalized

LEVEL 1: ANTICIPATING

LEVEL 2: RECOGNIZING

LEVEL 3: INTEGRATING

“You Have To Use This New App!”

Are my friends/customers there?Can I use it to extend my brand presence?

Does it have storytelling potential?What’s the return on it?

Will it still be around in a year?

Why Do Some Apps Fail?

Bad Timing

Barriers To Adoption

Poor Design

Poor Management

Why Do Some Apps Succeed?

Fills A Vacuum

Does One Thing Extremely Well

Designed For Humans

Semantic

“Technology has removed the technology from the technology.”

@MitchJoel

App Wars

Video Sharing

Verdict: Video Sharing

HOT• YouTube (Dominant)• Tout (60% MKT)• Vine (Potential)

NOT• SocialCam• Cinemagram• Viddy

Being first out of the gates is crucial. Being attached to a media giant also helps.

Photo Sharing

Verdict: Photo Sharing

HOT• Instagram (76% MKT)• Pinterest (Growth)

NOT• Fancy (Half-Baked)

Critical mass enables Pinterest to drink Fancy’s milkshake (and other competitors, for that matter)

Professional

Verdict: Professional

HOT• LinkedIn (90% MKT)

NOT• Branchout• Glassdoor

There’s simply no pie left on the professional social network plate.

Social Discovery

Verdict: Social Discovery

HOT• Sonar• Banjo• Highlight

NOT• Glancee (Facebook)

This niche is ripe for the taking. But be watchful of the giants sitting on the sides.

Media Discovery

Verdict: Media Discovery

HOT• GoodReads (Amazon)

NOT• Viggle (Burdened)• GetGlue (Burdened)

For Pete’s sake, do something with the data!

“Big data is a fire hose, and most of us are trying to put it in a teacup.”

@tommer

Music Discovery

Verdict: Music Discovery

HOT• Twitter (Potential)• SoundCloud (50% MKT)• Pandora (30% MKT)• Tunigo (Spotify)

NOT• Ping (Come on, Apple…)

The market is primed. Now it all comes down to content selection and user power to tip the scales.

Video Discovery

Verdict: Video Discovery

HOT• YouTube (70% MKT)

NOT• Vimeo (Nice try)• Veoh (Bankrupt)• Kyte (Huh?)• Vevo (LOL)

YouTube is synonymous with online video.

Location Discovery

Verdict: Location Discovery

HOT• FourSquare (95% MKT)• Yelp (Engine)

NOT• Gowalla (Facebook)

Do one thing extremely well.

Ephemeral Messaging

Verdict: Ephemeral Messaging

HOT• Snapchat (Growth)

NOT• Facebook Poke• Wickr• Blink

Teens love sexting?

Micro Blogging

Verdict: Micro Blogging

HOT• Tumblr (Loyalty)• Twitter (86% MKT)

NOT• Posterous (Twitter)• Jaiku (Neglected)

The definition of micro blogging is changing. Plenty of space for innovation.

Social Networks

Verdict: Social Networks

HOT• Facebook (72% MKT)• Google+ (Growth)

NOT• MySpace (DOA)• Path (Dying)• Pheed (Too late)

There won’t be another Facebook. Facebook is already the next Facebook.

Acquiring Insights

Reverse Mentoring

Company Fundamentals

Management Culture

LocationTrack Record

ValuationFunding

Talent

Stay Abreast Of Industry Trends

TechCrunchMashableCrunchBasePodcastsTwitter

Your Safest Bets

• Facebook • Twitter• LinkedIn• YouTube• Google+• Pinterest• Instagram

LEVEL 1: ANTICIPATING

LEVEL 2: RECOGNIZING

LEVEL 3: INTEGRATING

1) Measure Against Your Goals

2) Identify Data Points To Collect

3) Gather Your Portfolio

4) List Your Content

5) Connect Content w/ Channel

6) Sketch Content Flow

7) Consistent Branding

8) Allocate The Best Resources

9) Focus On Metrics

Recap

Anticipating• Platforms will innovate around these

factors:1. Simple 2. Immediate3. Social4. Integrated5. Personalized

Recognizing• Familiarize yourself with why apps

succeed or fail• Practice reverse mentoring• Study company fundamentals• Stay abreast of industry trends

Integrating• Measure against your goals• Identify data points to collect• Gather your portfolio• List your content• Connect content with

channel• Sketch content flow• Consistent branding• Allocate the best resources• Focus on metrics

Conclusion

THANK YOU!

@HAMZAK

Questions?