we are social - future factors 2013
Post on 13-Sep-2014
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This deck sets out We Are Social's provocations for the future - the things that we believe will drive and shape our social and digital future over the months to come.TRANSCRIPT
we are social • MAY 2013 �
FUTURE FACTORS 2013 �WE ARE SOCIAL’S PROVOCATIONS FOR OUR DIGITAL FUTURE �
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THE CONTEXT�
3 �
7,018,000,000 �
2,330,000,000 �
1,720,000,000 �
6,400,000,000 �
TOTAL POPULATION�
INTERNET USERS�
USERS ON TOP SOCIAL NETWORKS�
MOBILE SUBSCRIPTIONS�
THE WORLDWIDE PICTURE �FEB�2013 �
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL, DIGITAL AND MOBILE INSIGHTS AND STATISTICS, VISIT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN
2013). URBANISATION: THE UNITED NATIONS WORLD URBANIZATION PROSPECTS REPORT (OCT 2012). INTERNET: INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013). SOCIAL MEDIA: BASED ON
SITE=REPORTED DATA FROM FACEBOOK, TENCENT, AND VKONTAKTE, COMPARED TO A VARIETY OF OTHER PLATFORMS (ALL LATEST AVAILABLE DATA, AS AT JAN 2013). MOBILE: ERICSSON MOBILITY REPORT (NOV 2012). � 4 �
URBAN� RURAL �
52%� 48%�
INTERNET PENETRATION�
SOCIAL NETWORKING PENETRATION�
MOBILE PENETRATION�
33%�
24%�
91%�
NORTH AMERICA�
CENTRAL AMERICA�
SOUTH AMERICA�
AFRICA�
MIDDLE EAST�
WESTERN EUROPE �
EASTERN EUROPE �
ASIA�
OCEANIA�
CENTRAL �ASIA�
INTERNET PENETRATION BY REGION�FEB�2013 �
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS (LATEST AVAILABLE DATA, AS AT JAN 2013), COMPARED TO DATA FROM THE US CENSUS BUREAU (JAN 2013) � 5 �
78%�
44%�13%�
39%�
75%�
48%�
28%�
56%�
32%�
24%�
NORTH AMERICA�
CENTRAL AMERICA�
SOUTH AMERICA�
AFRICA�
MIDDLE EAST�
WESTERN EUROPE �
EASTERN EUROPE �
ASIA�
OCEANIA�
CENTRAL �ASIA�
SOCIAL MEDIA PENETRATION BY REGION�FEB�2013 �
SOURCES: BASED ON DATA FROM FACEBOOK, TENCENT AND VKONTAKTE (LATEST AVAILABLE DATA, AS AT JAN 2013), AND THE US CENSUS BUREAU (JAN 2013) � 6 �
54%�
36%�5%�
19% �
41%�
48%�
23%�
35%�
28%�
8%�
NORTH AMERICA�
LATIN AMERICA�AFRICA�
MIDDLE EAST�
WESTERN EUROPE �
CENTRAL & �EASTERN EUROPE �
ASIA PACIFIC �
MOBILE SUBSCRIPTION PENETRATION�NOV�2012 �
SOURCE: ERICSSON MOBILITY REPORT (NOV 2012) � 7 �
101%�
112% � 67%�
103%�127%�
128%�
83%�
THE FUTURE �
8 �
OUR KEY THEMES OF FOCUS FOR 2013: �
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BUILDING COMMUNITIES RATHER THAN PLATFORMS �
CONNECTING WITH PEOPLE WHEN THEY’RE OUT AND ABOUT�
PEOPLE � PORTABLE �ADDING VALUE AT EVERY POSSIBLE OPPORTUNITY �
PRACTICAL �
01�SIMULTANEOUS SOCIAL
TRANSMEDIA EXPERIENCES�
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TREND: ‘SECOND SCREEN’ IS JUST THE BEGINNING �OF A TRANSMEDIA SOCIAL MEDIA PHENOMENON�
11 �
SOCIAL CONTENT EXPERIENCES WILL COME TO �LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME �
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TO DO: CREATE EXPERIENCES THAT DRIVE CONSUMPTION AND ENGAGEMENT ACROSS MULTIPLE DEVICES�
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02�COMMUNITIES �VS PLATFORMS�
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TREND: THE NETWORK EFFECT: PEOPLE GO WHERE �THEIR FRIENDS ARE AND WHERE THE ACTION IS�
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BRANDS WILL FOCUS ON NURTURING COMMUNITIES�INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES �
16 �
TO DO: BUILD COMMUNITIES AROUND �SHARED PASSIONS, NOT AROUND PLATFORMS�
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03�MOBILE LIFE VS�MOBILE PHONE �
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TREND: THE CONNECTED DEVICES IN OUR POCKETS �ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM �
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NO PHONY ADDICTION�
20 �
OF JAPAN’S SMARTPHONE OWNERS WON’T LEAVE THE
HOUSE WITHOUT THEIR DEVICE �
OF CHINESE PEOPLE SAY �THEY “CAN’T LIVE WITHOUT”
THEIR MOBILE PHONE �
78%� 70%�
QUICK�STATS �
STRATEGIES WILL COME TO LIFE ON MOBILE �DEVICES, OR WON’T COME TO LIFE AT ALL �
21�
TO DO: CREATE OPPORTUNITIES FOR CONSUMPTION�AND ENGAGEMENT AROUND PEOPLE’S MOBILE HABITS �
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04�CONTENT�
TAPAS ��
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OBSERVATION: EPIC CONTENT IS NOT�THE ONLY WAY TO ENGAGE PEOPLE �
24�
BRANDS AND PUBLISHERS CREATE MORE ‘CONTENT SNACKS’ FOR PEOPLE TO CONSUME ON THE GO �
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TO DO: IDENTIFY THE ‘IN-BETWEEN’ MOMENTS WHERE PEOPLE WILL MOST LIKELY CONSUME SUCH CONTENT�
26 �
05�COMMITMENTS �
NOT CAMPAIGNS�
27�
OBSERVATION: MANY BRANDS STILL USE �SOCIAL MEDIA TO RUN SHORT-TERM CAMPAIGNS �
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BRANDS REALISE THAT ENDURING AND CONSISTENT COMMITMENT IS THE BEST WAY TO BUILD SOCIAL VALUE �
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TO DO: SUSTAIN STEADFAST, EVERYDAY �CONVERSATIONS WITH YOUR AUDIENCE �
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CONVERSATIONS�
06�SOCIALLY INTERACTIVE �
CUSTOMER SERVICE �
31�
TREND: PEOPLE EXPECT CUSTOMER SUPPORT�WHEREVER AND WHENEVER THEY NEED AND WANT IT�
32 �
BRANDS MAKE CUSTOMER SERVICE A CORE COMPONENT OF THEIR REAL-TIME SOCIAL MEDIA STRATEGY �
33 �
YES, CAN I HELP YOU? _ �
TO DO: TRADITIONAL CRM PRACTICES HAVE �TO EVOLVE AND EXTEND TO SOCIAL MEDIA�
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07�SOCIAL �BUYING �
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OBSERVATION: PEOPLE OFTEN STRUGGLE TO�CHOOSE BETWEEN AVAILABLE BRANDS AND PRODUCTS �
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SERVICES LIKE ‘WHAT YOUR FRIENDS BOUGHT’ AND ‘YOUR NETWORK RECOMMENDS’ BECOME WIDESPREAD �
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TO DO: OPTIMISE YOUR E-COMMERCE SITES�TO HARNESS SOCIAL RECOMMENDATIONS�
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Recommend
08�SOCIAL SHARING �
AS CURRENCY �
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TREND: THE AWARENESS AND ENDORSEMENT DELIVERED BY SOCIAL SHARING HAS INCREASING VALUE TO BRANDS �
40 �
PHENOMENA LIKE ‘PAY WITH A TWEET’ BECOME MORE WIDESPREAD AS BRANDS INCENTIVISE SOCIAL SHARING �
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TO DO: CREATE OPPORTUNITIES FOR TRANSACTIONS THAT ARE NOT MONETARY, BUT SOCIAL, IN VALUE �
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09�SOCIAL �INSIDE �
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REALISATION: THE VALUE OF SOCIAL MEDIA�ACTIVITY IS NOT LIMITED TO EXTERNAL AUDIENCES �
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COMPANIES USE SOCIAL NETWORKING TO FACILITATE SHARING AND COLLABORATION ACROSS THE BUSINESS �
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TO DO: BE A COMPANY THAT IS SOCIAL,�NOT JUST A BRAND THAT DOES SOCIAL �
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10�CRISIS AND OPPORTUNITY
MANAGEMENT�
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REALITY: ‘SOCIAL WILDFIRE’ MEANS THAT BRANDS �MUST PREPARE FOR VARIOUS SCENARIOS IN ADVANCE �
48 �
CRISIS PLANNING AND REAL-TIME OPPORTUNITY MANAGEMENT RISE TO THE TOP OF THE SOCIAL AGENDA�
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!!
TO DO: CHART OUT A SOCIAL MEDIA CRISIS RESPONSE PLAN AND IDENTIFY KEY PEOPLE AND PARTNERS �
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FUTURE FACTORS 2013 �1. SIMULTANEOUS SOCIAL TRANSMEDIA EXPERIENCES�
2. COMMUNITIES vs PLATFORMS�3. MOBILE LIFE vs MOBILE PHONE �
4. CONTENT TAPAS�5. COMMITMENTS vs CAMPAIGNS�
6. SOCIALLY INTERACTIVE CUSTOMER SERVICE �7. SOCIAL BUYING �
8. SOCIAL SHARING AS CURRENCY �9. SOCIAL INSIDE �
10. CRISIS AND OPPORTUNITY MANAGEMENT�
51�
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�
WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �
EMAIL US AT [email protected].�
FIND OUT MORE AT WEARESOCIAL.SG.�