07 Apr

Social Media 2012: 11 Trends You Should Watch

socialmedia everything

It’s easy to get caught up in today’s trends or even focus on the next six months. Some of 2009’s biggest trends included an increased emphasis on real-time search and information distribution, while distribution of marketing content in widgets and other pieces of portable content that worked across devices and social spaces also saw its stake rise. Plus, there were great improvements in social-media monitoring and analytics. And most notably, marketers finally acknowledged that social media was more than just a fad, with almost complete adoption by all major marketers.

Here are the top 11 predictions for what social media will look like in 2012 (based on a full presentation which is available on my blog). Some of these items exist today in their early stages, but this list is about what I believe will become the norm in 2012. Ultimately, share of voice, point of view and community influence will be more important than brand ownership — and marketers will need to get over it if they want to stay relevant in 2012.

1. Privacy expectations will (have to) change
There will be a cultural shift, whereby people will begin to find it increasingly more acceptable to expose more and more of their personal details on different forms of social media. Sharing your likes, dislikes, opinions, photos, videos and other forms of personal information will be the norm and people will become more accepting of personalized experiences, both corporate and personal, that are reacting to this dearth of personal information.

2. Complete decentralization of social networks
The concept of a friend network will be a portable experience. You’ll find most digital experiences will be able to leverage the power of your social networks in a way that leverages your readily available personal information and the relationships you’ve established. We’re already seeing the beginnings of this with Facebook Connect and Google’s FriendConnect.
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01 Apr

Social Media 2012 Presentation

I’ve handled two keynotes in the last couple months for both the Figaro Social Media Conference and the Social Media World Forum, both in London, in the last five  months that I really enjoyed working on. The first of those two presentations is called Social Media 2012 and thanks to some persistent poking I’ve been encouraged to put them up on SlideShare including a full audio voice over.

Social Media 2012 focuses on new innovations in social media that are just starting to appear in production or experimental forms and that I believe will be future trends to watch as marketers. Regardless of your knowledge level with social media you will find content in here that you have not heard or seen before and I hope you find it as inspiring to listen to as I found it to research and develop for this presentation.

17 Mar

Emerging Experiences and Trends in 2010

I spoke to Omar L. Gallaga from austin360 blog right before my SXSW panel about emerging trends, including mobile, augmented reality, and social media, and he posted this interview on their blog; wanted to share a few PoV’s that I provided …

American-Statesman: As smartphones have gotten more popular, we’ve been hearing more and more about augmented reality. Can you explain to us what it actually is and how it’s being used?

Augmented Reality (AR) is the ability of combining digital and real-world aspects to provide a greater or enhanced experience. Traditionally, it’s layering a digital overlay on top of a video stream, think NFL first-down marker, or NASCAR car information. It is not new, but due to the recent penetration of web and mobile it has been getting greater buzz. It was originally coined in 1992, used in PCs in 1999, by Sony PS3 in 2007, but it wasn’t until 2009 when adopted by Flash and made available for the masses that it began to gain momentum.

NFL and NASCAR are basic examples of mainstream media using AR, but the true reach is when it’s more personal: enhance computer or phone video streams with digital layers triggered by either some market or symbol in the video, or GPS and compass information, or any data source that can be translated into personalized visualization that adds and provides value to the user. Traditional uses range from recognizing trading cards, to real-size mailing boxes, to visualizing how would your new TV look in your living room.

As smartphones have gotten more popular, mobile augmented reality still has not, but they’re setting the base bricks and platform to allow greater penetration in the future. Location awareness, compass, maps, user generated content, all contribute to greater and richer data sources that will allow for great digital and real world mashups. The best mobile apps right now are TwittARound, Layar, Nearest Tube, TAT Augmented ID, SREngine, and Wikitude AR Travel Guide.

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08 Dec

Social Media: Are you ready for real-time?

Live Twitter News Billboard Leads to Social Media Fail

Alabama's Local 15 News Live Twitter Billboard

A few days ago I found this shocking blog claiming “Live Twitter News Billboard Leads to Social Media Fail“… go ahead, read it and see if you agree.

First, the fact that they pulled off a digital billboard with live tweets is awesome.

So now ask yourself, what was the cause of this event? live tweets? twitter? social media?

The answer is none of the above. The only reason this happened is due to organizational readiness. There are two factors here:

1. Are they ready to accept that people talk? Does it really matter if something like this shows up? how much is it really going to affect their brand? is it really a failure? what are the thresholds and limits?

2. If it is a concern, why didn’t they implement a simple keyword filtering? Any simple profanity filter would have caught the word ‘rape’.

3. If simple keyword filtering is not enough, they could easily have hired a moderation company. Moderation could have been pretty simple to do … would require a person/company to approve every tweet to go live on the billboard. Depending on the refresh rate and how real-time this billboard gets the data, this task could be really simple. Just refresh it every 10 minutes, select 140 tweets per day, done.

So did Twitter lead to failure? I don’t think so … they agency should have added a few precautions, but even without anything in place, the fact that I’m blogging about this and giving props to their agency for innovating digital out of home advertising is great for a local news station … I think it was well worth it.

22 Jul

Creating Sustainable Conversations Is the Key To Social Media Success

Every once and a while I will engage in a conversation with someone — whether in the office, on the road, at Cannes, at the local eatery, you name it — and they will say something that inspires a barrage of new thoughts. In each instance the statement’s effect on me frequently goes unnoticed by the giver, while in my mind it sparks a very intense and enduring stream of thoughts which for weeks change the way I approach life or in this case marketing.

This is one of those instances, and I can’t believe I was not able to verbalize this before.

For most of modern marketing, we have operated on a constantly revolving cycle of campaigns, the goal of which has been to pique interest and in doing so drive sales, ensure retention, or create awareness. In most instances these campaign run and spark a quick burst of conversation or buzz, which then diminishes over length of the campaign. In the end what are you left with? One word: Silence!

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29 May

Autonomy launches social media analysis tool

autonomyInfrastructure software giant Autonomy launched a new web content management tool under its Interwoven brand, designed to monitor social media content and allow businesses to act on the insights gleaned.

The Autonomy Interwoven Social Media Analysis solution is a combination of the Autonomy Interwoven web content management system and Autonomy IDOL (Intelligent Data Operating Layer). It is designed to provide organizations with the ability to understand and leverage the conversations happening in social networks to make some money.

The technology uses clustering, pattern matching techniques and probabilistic modeling to understand sentiment, and can present marketers with a richer and more contextual set of data than traditional keyword spotting tools may be able to, according to Autonomy.

Anthony Bettencourt, chief executive at Autonomy Interwoven, argued that marketers have not been able to keep pace with the rapid changes taking place in consumer behavior.

“Social networks, which are by nature dynamic and unstructured forms of information, do not fit neatly into traditional, database-driven analytics systems,” he said.

“Interwoven’s meaning-based marketing approach, which can derive meaning from human-friendly information, and empowers marketers to automatically act on those insights, will transform how organizations engage with customers in the years to come.”

Once marketers have determined the trends on which they can act, they can use Interwoven’s TeamSite and LiveSite web content management products to deliver dynamic, targeted and optimized content to cash in on these trends, the firm said.

The company’s Optimost tool can then be used to run multi-variable testing on any changes to the site, according to Autonomy.