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Community Manager Think Tank Emerging Trends. Howard A. Tullman President and CEO Tribeca Flashpoint Media Arts Academy February 26, 2013. AUTHENTIC IDENTITY UBER ALLES. YOU WILL NEED TO ACTUALLY BE WHO YOU ARE.. ALL THE TIME !. PERSISTENT THEMES . FAST FOLLOWERS – RIFFS - PowerPoint PPT Presentation
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Community ManagerThink Tank
Emerging Trends
Howard A. TullmanPresident and CEOTribeca Flashpoint Media Arts AcademyFebruary 26, 2013
Community Manager Think Tank | @tullman
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AUTHENTIC IDENTITY UBER ALLES
YOU WILL NEED TO
ACTUALLY BE WHO YOU
ARE..ALL THE TIME !
Community Manager Think Tank | @tullman
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PERSISTENT THEMES • FAST FOLLOWERS – RIFFS• GROUP PRICING IS GONE• BADGIFICATION OF WEB• CONTEXT TRUMPS
CONTENT
• ITERATION STILL RULES• CROWD-EVERYTHING • GAMIFICATION OF WEB• LOCATION – 4TH
DIMENSION
Community Manager Think Tank | @tullman
INCREMENTAL REVENUE - NEWBIES
NO CAPACITY OR SIZE CONSTRAINTSNO SUNK OR UPFRONT COSTS
NO CASHFLOW/FLOAT PROBLEMS
Community Manager Think Tank | @tullman
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LAST YEAR’S STORY 2012• HYPER-
PERSONALIZATION• KNOW BEFORE YOU GO• CONSTANT
CONNECTION• NEW BEHAVIOR
DRIVERS • LOW BARRIERS TO
ENTRY
2012PRECISION TARGETING ACCOUNTABILITY – MEASUREMOCIAL = MOBILE/SOCIALSHARED & PUBLISHED STATUSEASY IN – HARDER TO WIN
Community Manager Think Tank | @tullman
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PERSONAL DATA IS THE OIL OF THE DIGITAL AGE
Community Manager Think Tank | @tullman
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TOMORROW’S NEWS 2013• SOCIAL BECOMES
INTEREST• KNOW BEFORE THEY
KNOW• WIKI-WORK – SENTIENT
OBJ • BIGGEST BLOWHARDS• SCALE STILL MATTERS
2013YOU ARE WHAT YOU LIKERAPID RESPONSE – HV COMPPOROUS WORKPLACE - SMARTHOW MANY – VS - HOW MUCHYOU CAN’T “DABBLE”
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
AGGREGATION ASSEMBLES THE DATA ON YOUR FRIENDS LIKES AND PREFERENCES AND INTERESTS WITHOUT YOU SEARCHING THEIR PROFILES.
FILTERS EVERYTHING IS FRAMED AND CAN BE FILTERED THRU THE CHOICES OF YOUR FRIENDS OR YOUR OWN SELECTIONS AND CRITERIA – TIME, PLACE, DATE, IMAGE
ENGAGEMENTASSETS (LIKE PHOTOS) ARE ‘VALUED” AND RANKED AND DISPLAYED IN ENGAGEMENT HIERARCHY - NUMBER OF LIKES AND COMMENTS
Community Manager Think Tank | @tullman
KNOW BEFORE THEY KNOW( INTENT DATA )
THE ONGOING POTENTIAL TO LEVERAGE WHAT HASN’T
HAPPENED YET
Community Manager Think Tank | @tullman
Mac Users were 40%
more likely to
book 4 or 5-star hotels
WEREALL SENT ADS THAT ARE 11%
MORE EXPENSIVE
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
RESULTS ASSEMBLED AND DELIVERED BEFORE WEB
PAGE LOADS 30 MILLISECONDS
Community Manager Think Tank | @tullman
YOU PAY ONLY FOR
“REAL” RESULTS
(TrueView)
A NEW AND VERY SIGNIFICANT
DISTINCTION IS EMERGING BETWEEN
“SERVED AD IMPRESSIONS” AND
“VIEWABLE/VIEWED AD IMPRESSIONS”
Community Manager Think Tank | @tullman
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Wiki-Work and the Porous Workplace
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
A Company of One – Me, Inc.
Community Manager Think Tank | @tullman
MORE THAN 4000 “RABBITS”12% - YOUNG FEMALE
PROFESSIONALS10% - COLLEGE STUDENTS
25% - RETIREES15% - STAY AT HOME MOMS
Community Manager Think Tank | @tullman
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Sentient Objects and Devices
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
$1.00
Community Manager Think Tank | @tullman
EVEN BETTER THAN SANTA CLAUS – IT
KNOWS WHEN YOU ARE
LOOKING AT IT
Community Manager Think Tank | @tullman
Community Manager Think Tank | @tullman
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Status/Achievements Drive ActionWE ALWAYS KNEW THAT STATUS CONCERNS
WERE POWERFUL INCENTIVES, BUT BEFORE….
WE COULDN’T MEASURE STATUSWE COULDN’T CONFER STATUS
WE COULDN’T PUBLISH AND SHARE STATUS
NOW WE CAN !
Community Manager Think Tank | @tullman
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Community Manager Think Tank | @tullman
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Social Media will Become Narrower, not Broader (Too Many Friends) But Still Be Peer-Driven
Social Media will Be Increasingly Niche-Based
Social Media will Become Utterly Pervasive
Social Media is Ultimately About Discovery (Locative),
BUT
Our Devices will Become Increasingly Location Aware and Signaled by Our Environments and Social Media
will Become Passive while Locations / Places Become Active
Community Manager Think Tank | @tullman
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Don’t Let Social Media Take Over Your Life or Your Business
Start Small and Scale Up as You Succeed
Stick to Your Knitting – Do What You Can Do Well
Track and Measure Everything
If It’s Not Fun and Authentic – You Will Fail
Community Manager Think Tank | @tullman
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