philips social media manifesto
TRANSCRIPT
SOCIAL MEDIAConsumer Interaction in The Digital Space
Saturday, April 24, 2010
WHAT IS SOCIAL MEDIA?
Saturday, April 24, 2010
WHAT IS SOCIAL MEDIA?
Social Media = Content that through user interaction lives and evolves in a digital space.
Saturday, April 24, 2010Social media can be described as content that lives and evolves on the web. The social media is experienced, shared and often created within a social network. Social media cannot be seen as a static form of media since it always changes with the response from the consumers, thus transforming people from solely being content consumers to being content producers. This allows for a continuous never-‐ending exchange and development of content throughout the digital space.
WHAT IS SOCIAL MEDIA?Social Media = Content that through user interaction lives and evolves in a digital space.
Traditional Media
Brand -> User(One way communication)
Static
Advertising = Interruption
Social Media
Brand
User User(Multi communication)
Constantly changing
Advertising = Conversation
Saturday, April 24, 2010Social media can be described as content that lives and evolves on the web. The social media is experienced, shared and often created within a social network. Social media cannot be seen as a static form of media since it always changes with the response from the consumers, thus transforming people from solely being content consumers to being content producers. This allows for a continuous never-‐ending exchange and development of content throughout the digital space.
WHAT IS SOCIAL MEDIA?Social Media = Content that through user interaction lives and evolves in a digital space.
The Traditional Media audience arecontent consumers.
The Social Media audience arecontent consumers AND content
producers.
Saturday, April 24, 2010Social media can be described as content that lives and evolves on the web. The social media is experienced, shared and often created within a social network. Social media cannot be seen as a static form of media since it always changes with the response from the consumers, thus transforming people from solely being content consumers to being content producers. This allows for a continuous never-‐ending exchange and development of content throughout the digital space.
SOCIAL MEDIA ACTORSSites, Services and Applications
Saturday, April 24, 2010
SOCIAL MEDIA ACTORSSites, Services and Applications
Communities
Facebook - General networking:Over 400 million active users and more than5 billion pieces of content shared each week.
MySpace - General networking (focus on music):Over 100 million active users.
Bebo - General networking:Over 40 million active users.
LinkedIn - Business and professional networking:Over 60 million active users.
Saturday, April 24, 2010There are several different ways for users to engage in social media or social networking. The most common being through general communities such as Facebook and MySpace, which allows for its users to communicate and share content between each other as well as create individual pro@ile pages used to display selected information about themselves.
Facebook is the largest social networking site in the world with over 400 million active users and with more that 5 billion pieces of different content shared each week.
There are large amounts of different social networking sites throughout the web. Some of the major once are LinkedIn, a site for business and professional related networking with over 60 million users as well as Bebo, Clasemates.com and Formspring.me.
There are other social media sites like Flicker and Youtube functioning much like communities but with a speci@ic focus of letting users upload, comment and share pictures or videos. Youtube has redeemed enormous success and has a total of over a billion views per day displaying music videos, TV and movie clips, videoblogs as well as other user-‐generated videos.
During the last couple of years we have also seen the evolution of geo-‐location application combined with social networking elements such as Gowalla and Foursquare. These services enable the user to communicate his exact position in real time as well as see where his fellow friends, selected stores and venues etc are located.
Micro blogging services such as Twitter and Tumblr has seen an immense increase in users over a short period of time. Tumblr functions as a micro blog where users can share pictures and other visual based content whereas Twitter displays 140 character long messages communicated to a selected number of followers. Twitter also makes it possible to browse selected topics through its hash-‐tag feature, making it a perfect tool for analyzing different ‘hot topics’ discussed by its almost 60 million large user base. Today most brands are more or less active on Twitter.
SOCIAL MEDIA ACTORSSites, Services and Applications
Content sharing
Youtube - Video sharing:Over a billion videos viewed per day.
Over 21 hours of video uploaded every minute.
Flickr - Photo sharing:Over 33 million active users.
Communities:FacebookMySpace
BeboLinkedIn
Saturday, April 24, 2010There are several different ways for users to engage in social media or social networking. The most common being through general communities such as Facebook and MySpace, which allows for its users to communicate and share content between each other as well as create individual pro@ile pages used to display selected information about themselves.
Facebook is the largest social networking site in the world with over 400 million active users and with more that 5 billion pieces of different content shared each week.
There are large amounts of different social networking sites throughout the web. Some of the major once are LinkedIn, a site for business and professional related networking with over 60 million users as well as Bebo, Clasemates.com and Formspring.me.
There are other social media sites like Flicker and Youtube functioning much like communities but with a speci@ic focus of letting users upload, comment and share pictures or videos. Youtube has redeemed enormous success and has a total of over a billion views per day displaying music videos, TV and movie clips, videoblogs as well as other user-‐generated videos.
During the last couple of years we have also seen the evolution of geo-‐location application combined with social networking elements such as Gowalla and Foursquare. These services enable the user to communicate his exact position in real time as well as see where his fellow friends, selected stores and venues etc are located.
Micro blogging services such as Twitter and Tumblr has seen an immense increase in users over a short period of time. Tumblr functions as a micro blog where users can share pictures and other visual based content whereas Twitter displays 140 character long messages communicated to a selected number of followers. Twitter also makes it possible to browse selected topics through its hash-‐tag feature, making it a perfect tool for analyzing different ‘hot topics’ discussed by its almost 60 million large user base. Today most brands are more or less active on Twitter.
SOCIAL MEDIA ACTORSSites, Services and Applications
Geo Location Apps
Foursquare - Location based social network:Approximately 1 million users.
Gowalla - Location based social network:100.000 to 300.000 active users.
Communities:FacebookMySpace
BeboLinkedIn
Content sharing:Youtube
Flickr
Saturday, April 24, 2010There are several different ways for users to engage in social media or social networking. The most common being through general communities such as Facebook and MySpace, which allows for its users to communicate and share content between each other as well as create individual pro@ile pages used to display selected information about themselves.
Facebook is the largest social networking site in the world with over 400 million active users and with more that 5 billion pieces of different content shared each week.
There are large amounts of different social networking sites throughout the web. Some of the major once are LinkedIn, a site for business and professional related networking with over 60 million users as well as Bebo, Clasemates.com and Formspring.me.
There are other social media sites like Flicker and Youtube functioning much like communities but with a speci@ic focus of letting users upload, comment and share pictures or videos. Youtube has redeemed enormous success and has a total of over a billion views per day displaying music videos, TV and movie clips, videoblogs as well as other user-‐generated videos.
During the last couple of years we have also seen the evolution of geo-‐location application combined with social networking elements such as Gowalla and Foursquare. These services enable the user to communicate his exact position in real time as well as see where his fellow friends, selected stores and venues etc are located.
Micro blogging services such as Twitter and Tumblr has seen an immense increase in users over a short period of time. Tumblr functions as a micro blog where users can share pictures and other visual based content whereas Twitter displays 140 character long messages communicated to a selected number of followers. Twitter also makes it possible to browse selected topics through its hash-‐tag feature, making it a perfect tool for analyzing different ‘hot topics’ discussed by its almost 60 million large user base. Today most brands are more or less active on Twitter.
SOCIAL MEDIA ACTORSSites, Services and Applications
Micro Blogging
Twitter - General micro blogging service:Over 60 million active users.
Over 50 million tweets per day. Over 10 billion tweets created since launch.
Tumblr - General micro blogging service(focus on displaying pictures):
3 to 5 million active users.Over 2 million posts produced every day.
Communities:FacebookMySpace
BeboLinkedIn
Content sharing:Youtube
Flickr
Geo Location Apps:Foursquare
Gowalla
Saturday, April 24, 2010There are several different ways for users to engage in social media or social networking. The most common being through general communities such as Facebook and MySpace, which allows for its users to communicate and share content between each other as well as create individual pro@ile pages used to display selected information about themselves.
Facebook is the largest social networking site in the world with over 400 million active users and with more that 5 billion pieces of different content shared each week.
There are large amounts of different social networking sites throughout the web. Some of the major once are LinkedIn, a site for business and professional related networking with over 60 million users as well as Bebo, Clasemates.com and Formspring.me.
There are other social media sites like Flicker and Youtube functioning much like communities but with a speci@ic focus of letting users upload, comment and share pictures or videos. Youtube has redeemed enormous success and has a total of over a billion views per day displaying music videos, TV and movie clips, videoblogs as well as other user-‐generated videos.
During the last couple of years we have also seen the evolution of geo-‐location application combined with social networking elements such as Gowalla and Foursquare. These services enable the user to communicate his exact position in real time as well as see where his fellow friends, selected stores and venues etc are located.
Micro blogging services such as Twitter and Tumblr has seen an immense increase in users over a short period of time. Tumblr functions as a micro blog where users can share pictures and other visual based content whereas Twitter displays 140 character long messages communicated to a selected number of followers. Twitter also makes it possible to browse selected topics through its hash-‐tag feature, making it a perfect tool for analyzing different ‘hot topics’ discussed by its almost 60 million large user base. Today most brands are more or less active on Twitter.
SOCIAL MEDIA ACTORSSites, Services and Applications
Communities:FacebookMySpace
BeboLinkedIn
Content sharing:Youtube
Flickr
Geo Location Apps:Foursquare
Gowalla
Micro Blogging:TwitterTumblr
Saturday, April 24, 2010There are several different ways for users to engage in social media or social networking. The most common being through general communities such as Facebook and MySpace, which allows for its users to communicate and share content between each other as well as create individual pro@ile pages used to display selected information about themselves.
Facebook is the largest social networking site in the world with over 400 million active users and with more that 5 billion pieces of different content shared each week.
There are large amounts of different social networking sites throughout the web. Some of the major once are LinkedIn, a site for business and professional related networking with over 60 million users as well as Bebo, Clasemates.com and Formspring.me.
There are other social media sites like Flicker and Youtube functioning much like communities but with a speci@ic focus of letting users upload, comment and share pictures or videos. Youtube has redeemed enormous success and has a total of over a billion views per day displaying music videos, TV and movie clips, videoblogs as well as other user-‐generated videos.
During the last couple of years we have also seen the evolution of geo-‐location application combined with social networking elements such as Gowalla and Foursquare. These services enable the user to communicate his exact position in real time as well as see where his fellow friends, selected stores and venues etc are located.
Micro blogging services such as Twitter and Tumblr has seen an immense increase in users over a short period of time. Tumblr functions as a micro blog where users can share pictures and other visual based content whereas Twitter displays 140 character long messages communicated to a selected number of followers. Twitter also makes it possible to browse selected topics through its hash-‐tag feature, making it a perfect tool for analyzing different ‘hot topics’ discussed by its almost 60 million large user base. Today most brands are more or less active on Twitter.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Saturday, April 24, 2010
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
The key to success is RELEVANCE
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
In order for brands to successfully interact with users in the digital space the communicated
message needs to be:
RELEVANT to its audience&
RELEVANT to the brand identity
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Brands should not spam or interrupt its users.
Instead, they have to invite to a conversation!
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
True consumer connection is only reached when the audience feels like they are a part of the brand.
”The experience is the message”
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples:
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.1 - Art of The Trench by Burberry
A micro site enabling people to upload and share pictures of themselves or others in trench coats.
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.1 - Art of The Trench by Burberry
Art of The Trench successfully interacts with its target audience in a fun and unique way - A way which is totally coherent with the identity of the
brand.
It creates an incentive for fashion interested people all around the world to take part.
It is also extremely culturally relevant.
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides
Soundwalk in collaboration with LV creates sound tours of different cities around the world.
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.3 - Nowness by LVMH
A blog showcasing content from different creative talents all around the world.
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
HOW TO CONQUER THE SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides&
Examples No.3 - Nowness by LVMH
Even though these sites are not showcasing user generated content they interacts with its audience through inspiring and enabling conversations which is
relevant to the selected brands.
The brand becomes defined by the content it provides.
Saturday, April 24, 2010Today every brand is looking to interact with its consumers within the digital space. However, just being present in the social media sphere does not lead to an automate increase in customers or a more popular brand.
The key to success is relevance.
Today, brands need to construct something that is relevant both to the consumers as well as to the identity of the brand. Simply being present within the social media sphere does not necessarily mean that your brand is social. A successful social media initiative demands actual communication between the brand and the consumer. Instead of interrupting the target audience with a one-‐way message, brands need to invite to a conversation -‐ True consumer connection is only reached when people become a part of the actual experience.
A good example of non-‐social use of social media is Facebook fan pages. Most brands today have a facebook fan page, however Facebook fan pages usually function more or less as an extension to the brand webpage. Therefore not providing the user with much social interaction, resulting in the brand not establishing a true connection with its consumers. Simply being present within the social media sphere is not the same as conducting social interaction.
There are however brands that successfully manages to socially interact with its audience online such as Art of The Trench by Burberry. They provide its audience with a microsite that enable people form all over the world to upload pictures of themselves and others wearing trench-‐coats. Burberry manages to create an interactive social element that is coherent with the identity of the brand.
Other projects worth mentioning which are not carried by user generated content (USG) but provides a high social media value are the sound art blog Soundwalk and the inspirational content feed Nowness both by LVMH. Even though these sites are not promoting content created by the users it interacts with its audience through creating a conversation that is relevant to the brand and also allows for the users to further the communicated messages via other media channels such as twitter, facebook etc -‐ The brand gets de@ined by the content it provides.
THE FUTURE OFSOCIAL MEDIA
What will happen next?
Saturday, April 24, 2010
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
The social media of the future will:
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
Offer less frictionBe more interlaced with our daily lives
Allow us to interact with our surroundings Provide more local and customized information
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
This will be enabled through new technologies such as:
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
RFID Tags and TranspondersArduino circuit boards
Biometric face recognition
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
The current social media revolution can be divided into five phases.
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
THE FUTURE OF SOCIAL MEDIAWhat will happen next?
Phase No.1 - Social RelationshipPeople connect with each other and share content within different
social networks. (Facebook, MySpace)
Phase No.2 - Social FunctionalitySocial networks starts providing users with valuable services.
(Clouds, Geo Location)
Phase No.3 - Social ColonizationOur entire online experience becomes connected with social
networks. (Facebook Connect, OpenID)
Phase No.4 - Social ContextThe content becomes personal and more heavily intertwined with
our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
Phase No.5 - Social Commerce Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is
hyper relevant, tailored and always accessible.
Saturday, April 24, 2010Today advertising is very different from what it once was. Advertising has developed into being more about creating a service that entertain and are useful to its users. In the near future the borders between what divide actual advertising from utility services will completely disappear – enabling a new level of contextualised relevance.
The social media experience of the future will evolve to become lot more frictionless and intertwined with our daily lives. It will also enable us to interact with our surroundings in a seamless way allowing users to access tons of information that is relevant to our surroundings and us at any given time.
There are several new technologies already being developed, which will allow for this to come true. For example RFID tags and transponders will enable us to acquire all sorts of data by scanning products etc with our mobile devices. In the near future you will be able to with your mobile phone scan a product in a store that you are considering buying, when scanned the information about the product based on reviews as well as other users experience will be displayed on your phone.
There will also be a more profound connection between real life objects and places and social networks. New and relatively cheap technology will allow for objects to communicate its status to social networking sites and its users. We have already seen a bakery releasing automated tweets every time the oven switches off, thus informing its audience that fresh and hot bread is available. This will also enable local shops etc to better communicate with its community.
Our social media pro@iles will also be more heavily connected with our real life’s, allowing for people passing us on the street to access our information either via signals sent out from our mobile devices or via biometric face recognition, a service which recognizes your face. Sophisticated face recognition software can in theory scan and collect every single picture featuring you on the entire web.
The evolution of social networking and the social web can be seen as @ive different phases. Its however important to note that these phases are overlapping and there is no de@inite answer to where one phase ends and another begins.
The phases are:
No.1: The Social Relationship Phase – People connect to each other and share content.
No.2: The Socially Functionality Phase – Social networks provided users with useful services. (Clouds, Geo location)
No.3: The Social Colonization Phase – Our entire online experiences becomes connected with social networking. (Facebook Connect, OpenID)
No.4: The Social Context Phase – The content becomes more personal and also intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition)
No.5: The Social Commerce Phase – Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible.
Today we are somewhere at the end of the social relationship phase and in the beginning of the social functionality phase. It has to be stated that even thought this phase change has taken its time, they will start changing quicker and quicker as the technology advances – leaving us almost completely unaware of what the future of social media and online interaction holds.
REFERENCES
http://www.slideshare.net/Ifonlyblog/is-social-media-just-for-chavs-1698405http://www.slideshare.net/MG15/bona-fide-deck
http://www.slideshare.net/bwdumars/social-media-strategy-and-tactics-across-multiple-brands-3398320
http://forrester.typepad.com/groundswell/2009/04/the-future-of-the-social-web-according-to-forrester.html
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/http://whatconsumesme.com/2010/posts-ive-written/responding-to-the-social-media-
bubble/http://mashable.com/2009/06/01/social-media-future-tech/
Saturday, April 24, 2010