decline of the destination web, the rise of the social web

The Decline of the Destination Web. The Rise of the Social Web.

And how to Ride the Trend.

@AdNerds#FollowFridaysFriday, November 13

The DECLINE of the DESTINATION

web.

90-10

“Sort of like a dating website, but for knowledge instead of sex.”

“Sort of like a dating website, but for knowledge instead of sex.”

“Do you watch television?”

The web competes with traditional media.

The social web competes with the destination web.

Google knows more about you than your spouse does.

Does the company that knows everything also believe the power of networks

will dominate the internet?

Picture ‘Eye of God’ by Veltro23 on Flickr

You Betcha!

Is Google a Social Media Company?

Is Google a Social Media Company?

Is Google a Social Media Company?

Is Google a Social Media Company?

If omniscient Google stealthily tries very hard to become a social media company,

can you honestly still believe social media is a fad?

Picture ‘Eye of God’ by Veltro23 on Flickr

The RISE of the SOCIAL web.

Just how big is the social web today?

Comscore Unique Monthly Visitors(september 09)

32 mio

58 mio

411 mio

About a third of all Internet users worldwide visited Facebook in September 2009, says Comscore.

A year ago it was 17%.

What do people do on Facebook?

8 billion minutes spent everyday

2 billion pieces of content shared every week

2 billion photos uploaded every month 15.000 Facebook Connect implementations

5 billion API calls in 1 day

Gen Y will outnumber Baby Boomers. 96% of them have

joined a social network.1 out of 8 couples in the US who met

on social media will get married.

Facebook will hit 400 million users.

Over 5 billion iPhone apps will be downloaded.

If Facebook were a country, it will become

the third biggest.

2010

How to RIDE the TREND.

How to Ride the Trend?Be where the Action is.

Become Part of the Social Habitat.

Tap the Power of Connections.

Be where the Action is.

DIGG Heat map by Brian Shaler

Syndication

Integration

facebookplatform

facebookplatform

Focusing communication on the stream and Inbox.

facebookplatform

Focusing communication on the stream and Inbox.

facebookplatform

Focusing communication on the stream and Inbox.

New games & apps dashboard.

facebookplatform

Focusing communication on the stream and Inbox.

New games & apps dashboard.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard. Simplified navigation

& counter channel.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard. Simplified navigation

& counter channel.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard.

Facebook Ads API.

Simplified navigation& counter channel.

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard.

Facebook Ads API.

Simplified navigation& counter channel.

x 130 friends65

= 64,266,500potential reach

facebookplatform

Focusing communication on the stream and Inbox.Access to user email

addresses.

New games & apps dashboard.

Open Graph API.

Facebook Ads API.

Simplified navigation& counter channel.

Sites that use Facebook Connect have seen increases of

30% to 200% in site registrations and 15% to 100% in the number of reviews

and other user-generated content*.

*source = Facebook

Aggregation

Syndication

Integration Aggregationflash platform services

distribution

for easy syndication

rss

facebook.com/twittertwitter oAuth

publish to !~50 platforms

ping.fm

Integration

Facebook

connectflash platform services

socialgoogle

opensocialgigya

socialize

Syndication Aggregation

Aggregation

Video on

youtubePictures on

flickrInfo on

wikipediaFans on

facebookTalk on

twitter

Syndication Integration

Become Part of the Social Habitat.

Picture by vintagedept on Flickr

It is not because you are on social mediathat, by definition, you are social.

This is not your Data Center.

Tap the Power of Connections.

Picture by Photos from the Vault on Flickr

Social Object theory* is the belief that all successful social media interactions

center on an object.

The social object is the centerpiece in a dialogue between two or more people.

* theory by Jyri Zengeström, Co-founder of Jaiku, Product Manager of Social & Mobile at Google

!"#$%&'()*+

+1.2 million runners

+247 million kilometers tracked

+13 billion calories burned

In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances

Average duration of a run worldwide = 35 minutes

Most popular Nike+ Powersong = “Pump It” by the Black Eyed Peas

Location, total kilometers, frequency of running, ...

97% declares a digital brand experience has influenced whether or not

they went on to purchase a product or service from a brand*

* Razorfish Feed survey 2009

the social object theory – and social media in general –

may be great for consumer products, but are they of any use

for B2B marketing?

SCOOP

A Couple of things to CHEW on.

Get over it: the stock value of your very own database has just dropped drastically.

You need a Social Media Manager. Rather sooner than later.

You need a Social Media Budget. Re-allocate if necessary.

You need a Social Media Strategy. Today.

Social Media will definitely Stick.

What is up next?

adnerds.befollowfridays.be

That’s it, for today.