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DescriptionPredictions and trends for 2012 and 2012+ in sports marketing, social media, digital, entertainment. What are the trends for 2012 and beyond ?Many may well be in development. Many may have been tried and failed. Many will never make it past this collection of slides. But all of them, in my opinion, are better to have been considered and discounted, than to have never been thought or talked out loud.Topics covered include:-Social media beyond fans and likes (to engagement metrics)Social media strategy, not tacticsThe Social Olympics 2012 (London)Facebook for things and collectorsGoogle + for brandsPredictive Filtering & Smart SuggestionsGoogle Goggles, layers, and augmented reality2 screensDigital ConciergeSocial Media ConciergeSilly abbreviationsagile contentthe year of mobileVoice activation and voice recognitionalgorithmsdigital amnesty daysocial commerce with CSRlocation based software (LBS)my web, applicationssnap and shop, picture recognitionstorage cloudslinkedinsocial media b2b2social media measurement, social media ROI 2011, social media RO1 2012, ROSS, return on social spendCompiled by Jez Jowett, Social Media Director at Havas Sports & Entertainment (all the opinions and thoughts contained in this presentation however remain my own, and in no way reflect HSE)To follow me i'm on Twitter here : https://twitter.com/#!/JezmondTo connect with me on Linkedin i'm here : http://uk.linkedin.com/in/jezjowettTo mail me [email protected] welcome all suggestions, comments, opinions, discussions, challenges to the attached.many thanks jEZ Coming soon: Social media predictions 2012social media review 2011social media case studies 2011
Citation preview
Social Media,Sports Marketing,
Brand Entertainment
Predictions for 2012Jez Jowett
All the predictions contained within this document, are my own
‘gazing out of window’ thoughts. Some of them may well be in
development. Some of them may have been blogged about before.
Some may never come true. But that’s the beauty of predictions.
It is my opinion that at some point in the past, the present or the
future, these will be considered, developed, or realized. Some
present great opportunities for brands and consumers. Some scare
the pants of me and I hope never happen. But better to have open
ears and eyes, than shut ones.
Social Media & Marketing Predictions 2012 and beyond
Jez Jowett (@Jezmond)
All of these may actually become irrelevant if Nostradamus' prophecies about the end of
the world and Mayan Calendar happens on 21 December 2012, as speculated. Rather than
worry about doom and gloom, I’ve always preferred to be optimistic, happy and have an
opinion, to stimulate conversation and learn more.
After heavy flirting with social media in
2011 brands will go beyond merely
looking at likes and fans, and start caring
more about engagement and community
building.
The value of a meaningful relationship will
be properly appreciated to build strong
communities, CRM programs, loyalty and
integrated transactions.
Social Media ‘Beyond Fans and Likes’
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/owenwbrown/4857593259/
Brands will commit to their social presence
with dedicated teams, processes,
resources and guidelines. Every company
will have a Social Media Director.
There will be a SM strategy aligned for all
stakeholders, not just for tactical campaigns.
No longer here today and gone tomorrow,
but always on, listening and responding.
Especially at the weekends and when people
are social.
Social Media Strategy, not Tactics
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/dm74/3312147063/
London 2012 will be swamped in social media.
More tweets, shares, likes, posts, comments,
views will take place in 1 month, than ever
before.
News, scandals, records & exclusives will all be
read on Twitter first. Then the news channels
and papers. Footage we aren’t supposed to
see, we will. Thanks to Facebook, bit.ly and
YouTube.
There will be more likes and friends for London
2012 than any other sporting event, ever.
The Social Olympics 2012
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/31808226@N05/6130296771/
Your favourite objects will have their own
profiles and history. Previous owners or
similar collectors will connect to your
objects, and build communities around
physical products.
Expect your roland 303 to get messages,
likes, friends, virtual meet ups and go
dating.
Facebook for things, objects and possessionsNot just for people
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/davemorris/3864306/
2012 release of brand pages, and
synchronization of search and marketing
opportunities will tip Google+ into the
mainstream, beyond the current early
adopters.
Acquisition strategy by Google will see
Google+ make up ground on Facebook,
but the market share will only impact
APAC and BRIC where Facebook remains
vulnerable.
Google + for brandsNot quite Facebook yet
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/roberto8080/4085739810/
Behavioral diagnostics (geo location, most
active time period, what you respond to,
why, what you share and like, etc) will all
create a positive big brother effect.
Not spying for the good of the corporation,
but spying, cataloguing and suggesting for
the benefit of you, and others. Stream
management filters. A social media PA to
manage your preferences and info streams
to restrict info overload.
Predictive Filtering & Smart Suggestions
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/timsnell/2425782551/
We’ll hold up a device, and it will layer
information (with drop down filters) onto the
screen. Every thing within the zoom will have a
story to tell.
Architects will have to become story tellers,
thinking about the story they tell about their
creation.
Wikipedia will allow others to modify and edit
the information, crowd sourced and voted
upon. Joke versions will thrive. Mickypedia.
Google Goggles, layers and AR
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/sndrv/4519088620/
Everything we watch or listen to, will have an
additional interactive feature.
Ability to connect with others, discuss, share,
comment, adapt, or dive deeper into the
storyline.
We’ll process more information and interact
with more comment.. But they’ll be a backlash.
We’ll switch the second screen off, and veg out
alone. Retro TV’s (but with digital) will have a
comeback.
2 screens
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/dpstyles/5358029811/
More data, more sources, more often,
more interests and likes, will require
tighten filtering.
Not enough time in the day to read even
a half of those you follow.
Aggregators of information, and curated
content, will charge subscriptions. A
service will be launched to have your
own Social PA ( I-Google in person). Your
PA for info, to avoid info meltdown.
Digital ConciergeYour own Social PA
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/eshutt/3371608268/
Keeping up with the slang, txt speak and
abbreviations will spawn a new
international language. 2nd after English.
Social + mobile = mocial
fan + reach = freach
virtual + real = vreal
Social media + guru = twat
Silly Abbreviations Overload
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/apryl_wiese/3428813456/
Campaigns created in days and weeks, not
months or years. Real time listening,
creation, and distribution will mean a
trending topic is acted upon, to create the
long tail effect of relevance, overnight.
Content costs will go down, but licensing
costs will go up (benefiting
bedroom content creators). The
next net millionaire will be a teenager,
getting rich quick at the press of a button.
Agile content, more relevant, less costly
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/info_grrl/4686344390/
2012 will be quoted as the year of mobile.
So will 2013, 2014, 2015. to infinity.
By 2016 we’ll have mobiles phones
integrated into what ever device, handset,
notepad or object we want. Someone will
put the technology into our hand.
Physically. I’ll touch the palm of my hand to
make a call, and hold my hand up to my
ear to speak. I’ll get laughed at, at first.
Pranav Mistry won’t.
The year of mobile, again and again
Thanks to http://adharane.wordpress.com/2011/04/03/pranav-mistrys-sixth-sense/
Everything will be voice activated.
Open, shut, dial, send, buy, re-stock.
Encryption error will create a big
mistake.
Voice Activation Everywhere
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/willhale/2873721739/
Google algorithm will be leaked online,
only after the Russians have made
millions from this error.
Google stocks price will fail, but then
recover.
Algorithms will learn in real time, and
welcome open source contributions.
Algorithms get hacked
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/opensourceway/5752191166/
1 day a year, everything will shut down,
almost.
It will be a beautiful day of real
relationships and friendships the old
fashioned way, face to face.
We’ll re-discover social skills. We’ll put
into perspective digital’s role.
Digital Amnesty Day‘Switch off and unplug for 24 hours’
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/42931449@N07/6088751332/
Groupon with a CSR angle.
Buy more together, save the world
together.
Select the priorities that you and the
community want to fix first.
Social Commerce and Social ShoppingWith CSR
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/diloz/6064331968/
When we shop, our social presence and
activity will be shared.
When we arrive somewhere a shop will
know it and talk to us. When we bump
into something, it will say hello or sorry.
Location Based Services everywhere
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/24842486@N07/4392673031/
Increase in all handheld devices and
integration of digital communications
(through applications) will see YOY
decrease in traditional web traffic.
Applications will be the half way point
between future and traditional website
access, pushing info to you, when you
want it and how you want it.
The web brought to youNot you brought to the web
Thanks to Jez Jowett, Lily & Hooper
Picture recognition on all mobiles will
recognize the item, our location, and nearest
stockists.
If we share it and like it, we’ll get it cheaper.
If we get snapped wearing the item by
others, the wearer will receive some
additional benefit.
Everyone will potentially become a walking
advert and sales lead for a store. Fashionista’
s will make a living out of dressing up,
hanging out, to be snapped and rewarded.
Snap and Shop
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/15693951@N00/3303758453/
They’ll be everywhere. Virtual storage
devices in the sky and on the streets.
Upload and download zones, sponsored
by brands, will pop up.
We’ll have a coffee, take a rest, watch a
movie, whilst we re-charge and our data
syncs. Recharge zones will exist for
everything. But…. a cloud will get
hacked.
Storage Clouds
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/theaucitron/5810163712/
It will go beyond purely finding a job.
It will establish itself as the business
community of choice, for SME’s to major
corporations.
One company on Linkedin will become
the golden child proving the opportunity
and success with this platform.
Linkedin dominationThe No 1 B2B social network
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/coletivomambembe/4305859251/
The value equation will be adopted. A
combination of qualities and quantative ,
influenced by sentiment and power of
influencers. ROSS.
Variations on the below algorithm will be
developed, tested, refined, tested,
refined, tested…..
Social Media MeasurementR.O.S.S. = Return on Social Spend
ROSS = (NPS x (influence + reach) x customer value x KPI ) x sentiment x Y
Investment value
V1.0
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/jonasb/3090295208/
Will increase in 2012 by 15% YOY.
By 2015 social + digital will overtake TV
By 2030 social + digital will be 2x TV.
Social Media Spend YOY
Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/8011986@N02/2965137520/
Image Sources / Credits
http://www.flickr.com/photos/owenwbrown/4857593259
/
http://www.flickr.com/photos/dm74/3312147063/
http://www.flickr.com/photos/jonasb/3090295208/
http://www.flickr.com/photos/roberto8080/4085739810/
Jez Jowett
http://www.flickr.com/photos/davemorris/3864306/
http://www.flickr.com/photos/diloz/6064331968/
http://www.flickr.com/photos/timsnell/2425782551/
http://www.flickr.com/photos/eshutt/3371608268/
http://www.flickr.com/photos/info_grrl/4686344390/
http://www.flickr.com/photos/techcocktail/4590464117/
http://www.flickr.com/photos/willhale/2873721739/
http://www.flickr.com/photos/opensourceway/5752191166/
http://www.imoviegalleri.in/2010/09/india-gold-son.html
http://www.flickr.com/photos/42931449@N07/6088751332/
http://www.flickr.com/photos/24842486@N07/4392673031/
http://www.flickr.com/photos/15693951@N00/3303758453/
http://www.flickr.com/photos/theaucitron/5810163712/
http://www.flickr.com/photos/sndrv/4519088620/
http://www.flickr.com/photos/dpstyles/5358029811/
http://www.flickr.com/photos/coletivomambembe/4305859251/
http://www.flickr.com/photos/apryl_wiese/3428813456/
http://www.flickr.com/photos/8011986@N02/2965137520/