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The rise of the socialapp

Andrew Grill CEO PeopleBrowsr UKWebinale 2011 Berlin

@AndrewGrill

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The rise of the social app

..trends to look out for

@Andrew Grill CEO PeopleBrowsr UKWebinale Berlin May 30th 2011

SOCIALMOBILE +

LOCATION +GROUPS +

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Social media is just like real life!

SOCIAL

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”You can’t buy space in a conversation.”

SOCIAL@davidcushman http://lc.tl/dcq slide 14

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Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

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Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

LondonCalling.co

Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

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Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

Operations delivers.

Any gap between the two drives a conversation on the social web.

Dave Evans http://lc.tl/gap

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The twitter tax

Jonathan Salem Baskin http://lc.tl/tax

“When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s

operators to do their jobs.”

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Social Media is now front page news

#superinjunction

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Why Mobile?

MOBILE

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The glittering allure of the mobile society

1. Mobile is personal – it is my media

2. Mobile is always carried – the city in my pocket

3. Mobile is always on

4. Mobile has a built in payment mechanism

5. Mobile can recount the audience

6. Mobile is there at the point of creative impulse

Source: Alan Moore http://lc.tl/allureNovember 2008 commissioned by Microsoft

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The rise of the social app

..trends to look out for

@Andrew Grill CEO PeopleBrowsr UKWebinale Berlin May 30th 2011

SOCIALMOBILE +

LOCATION +GROUPS +

LondonCalling.co

Social + mobile = ?Not only what are you doing but where are you doing it?

Value/Loyalty

Mobile Social

€

LOCATION

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Social + mobile = ?What's in it for me where I am right now?

Value/Loyalty

Mobile Social

€

LOCATION

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Making money from mobile & social?

http://lc.tl/fatigue

LOCATION

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Turn mashups into money

LOCATION

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Never lose sight of who has the money to spend

on apps

BRANDS AGENCIES

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2 areas of focus

Apps for social networks

Social apps for brands

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Do group buying sites work – OZ experience

http://lc.tl/aug GROUPS

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Color.com the $41M app

GROUPS

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Color.com the $41M app

The Color app reportedly uses both the smartphone microphone and camera to:

"... detect when people are in the same room. The data on ambient noise is combined with color and lighting information from the camera to figure out who's inside, who's outside, who's in one room, and who's in another..."

Color CEO said they "collect massive amounts of data about what people are doing and where they're doing it"

GROUPS

LondonCalling.coGROUPS

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The consumer decision journey : THEN

awareness > consideration > intent > purchase

LondonCalling.coJune 2009 issue of McKinsey Quarterly, David Court http://lc.tl/cdj

The consumer decision journey : NOW

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Peer advocacy

The new social “advertising”

“Commercial conversation”

LondonCalling.cohttp://lc.tl/pi

Peer Advocacy is the new social capital

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Peer Advocacy is the new social capital

LondonCalling.cohttp://lc.tl/klout

Peer Advocacy is the new social capital

LondonCalling.cohttp://lc.tl/stsl

Peer Advocacy is the new social capital

LondonCalling.cohttp://lc.tl/pi

Peer Advocacy is the new social capital

LondonCalling.cohttp://lc.tl/a8

Peer Advocacy is the new social capital

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What does it mean for

AdvertisersDevelopersNetworksOld mediaNew media

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What does it mean for

AdvertisersDevelopers

BrandsOld mediaNew media

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What does it mean for

AdvertisersDevelopers

BrandsOld mediaNew media

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What does it mean for

AdvertisersNetworksOld mediaNew media

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What does it mean for

AdvertisersDevelopers

BrandsOld media

New media

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What does it mean for

AdvertisersDevelopers

BrandsOld mediaNew media

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The future

•Group social apps need to be useful and sticky

• If outside a network (eg Twitter/Groupon) apps need to be funded by a brand

•Peer advocacy will start to replace traditional advertising

•Mobile + social will be the default on for Gen X, Y and Z

• Advertisers will need the help of developers and 3rd parties to get their message out

•Consumers are wrestling back their power

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@AndrewGrill

Contact via http://lc.tl/cSlides http://lc.tl/webs+44 788 198 6694