Social Media World Forum The future of social media & its implications for Brands 16th March 2010

//a digital creative agency

Saint@RKCR/Y&R: a digital creative agency within a world class advertising agency

What we believe in…

“…there is an increasing frustration with brands that pollute the landscape and mental space with crap; and unremarkable products, bland ads, shoddy service and poor ethics, fortunately we don’t have to put up with this anymore.”

Decline of brands. Wired.

Solving the 21st Century brand conundrum

How to regain a fraction of your former power?

“On average Sky+ users fast forward 97% of the ad break.”

Andy Jameson, Basis Research

B

B B B B B B BB

From now on it’s big to be small

We call this!Brand Intimacy!

Culture

Conversation

Collaboration

Compensation

4Csof brand

engagement

Brand promise (saying stuff)

Communicates the value

that a brand can bring

The Opportunity…

Brand fulfilment (doing stuff)

Demonstrates the value that a brand can bring through

conversation, product,

services, content & applications

Digital can tell the entirety of your brand story

V&A “Recode Decode” reel

http://www.vimeo.com/9727669

Password: saintreel

The Future of Social Media

“The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies.

We develop trust across the miles and distrust around the corner”

“The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy”

10 suggestions

Social is a feature not a destination

1.

More mobility

•  Social networking on mobile

•  Location-based networks

•  Connecting People, Places

and Things

•  Connecting offline and online

2.

Social browsing – Social Search?

3.

Connect with friends while consuming content

4.

Even TV is getting social

5.

More niche networks

We will start to experience the ‘long tail of social networking’

as there is zero creation / ongoing media cost.

Micro-communities will form around people’s actual life

interests or fantasies

An infinite number of social networks around infinitely more

niche areas of interest?

6.

Smart recommendations

7.

More crowdsourcing

8.

Social commerce

Each discount deal offered on Swarm lasts for 72 hours or when there are 15 buyers – the sale closes when either of those criteria is met. The more people who sign up, the cheaper the product gets until it

reaches a pre-set lowest price

Dell is hoping to nudge

group buys out of tech

forums and into the

mainstream with the launch

of its new Swarm service,

which allows several buyers

to drive down the price of

selected Dell PC.

9.

Social working

Facebook as an accepted work tool?

Facebook integrates into SalesForce.com and Huddle and Basecamp integrate into Facebook.

FB & Linked are beginning to integrate seamlessly into our working lives.

10.

Keys to integration

•  Identity – who you are

•  Contacts – who you know

•  Activities – what you do

•  Interests – what you like

Multi-faceted identity

The End of Anonymity?

For the convenience of a unified login and all the

benefits that will bring, we will have exchanged a bit

more of who we are

Our identity will no longer be revealed in bits.

That’s a lot of information. Will we get an equal amount of

value in return?

5 stages of social

Timing of the 5 stages

The implications for Brands

•  1 - Transparency, speed & value

•  2 - Rethink the social strategy

•  3 - More accurate personas

•  4 - Power to the people

•  5 - New ‘Socialism’?

•  6 - Social ‘Internet of things’

•  7 - Collaboration between brands

•  8 – Respect for people’s privacy

•  9 - Social applications could become integral to people’s lives

•  10 - It’s going to become more about people - bringing the human element back to digital interaction

Summary

twt: @adamgraham

uk.linkedin.com/in/adamgraham

Thank you