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My complete presentation at Omnicom Media Group's 2011 Media Innovation Forum in Dubai, covering topics such as the future of branding, advertising and marketing, social commerce, twitter facebook and much more. The buzz is at http://gerd.fm/gKprYz and here is the event description: http://gerd.fm/glPBnT
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Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com
“Dealing with consumer behavior shaped by Social Media”
Media Innovation Forum Dubai 1/26/2011
First: Social Media is not about this....
Social Media better: Social OS
Inter-dependence
Fragmentation
Viral / Peer-to-PeerTransparence
Mobile
‘Feels LikeFree’
‘Publicy’
Decentralization
Location / PlacesReal-Time
‘Following’
Control is shifting to ‘the people formerly known as consumers’
Connected everywhere ≈ empowered everywhere (≈ busy everywhere ;)
Soon: total online / offline convergence
The result: deep habit & culture shifts
A Networked Society - but what about Brands...?
Some connected brands...
Image licensed from sevensheaven.nl
In a networked society,
Data is the new Oil
Sharism
Can your brand be shared?
Everything is moving into the cloud
Media: no longer a battle for distribution but for attention
Image: Flickr.com/dunechaser
Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)
...and attention is no longer gained by interruption
Brands become Publishers
(your brand here) (your agency here)
Gerd Leonhard Media Futurist / The Futures Agency
Who distributes your brand?
Social Networks are the new Broadcasters - and ad spending will migrate very quickly.
Source: BusinessInsider.com
From watering cans to sprinkler systems
Social TV
The ‘Social OS’ confronts us with a new logic...
Gerd Leonhard Media Futurist / The Futures Agency
... a world where only likable Brands succeed
Source: Flickr / Karola Riegler
Trust becomes the currency for everything
Enforcing control when trust is crucial is deadly
“More and more companies lose control of their customers when new technologies enable them to interact with products on their own terms”
Mark Mulligan Forrester Research
Source: Nielson Report / IFPI Jan 2011
Source: Netflix CEO via Slideshare
New ‘social’ ways to pay
Source: Ovum Research, with Permission
Get ready for alternative currencies * and new metrics of measuring results
Trend towards ‘collaborative consumption’
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
A big challenge: Privacy becomes Publicy
Get used to the ‘tyranny’ of transparency
Branding becomes “Banding”
Social Commerce will become the New Normal
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
Agency 2.0: sense-making & trust-keeping
Summary
A success formula for a Social Operating System: