Transcript
Social Media will no longer be Social Media
From the Social-Lites and Mass Mingling to
Data Myning and “Biologically Inspired
Intelligence”. Are humans adopting Niche
Social Networks or turning into anti-social
zombies?
Prof Luiz Moutinho
Foundation Chair of Marketing
Adam Smith Business School
University of Glasgow,
Scotland
Social Media is not a Strategy. It is one of the
communication tools available. It is a great
and potentially personal tool, but do not stop
there.
SOCIAL-LITES
Are all about discovery, as consumers become
curators ;actively broadcasting, remixing, compiling,
connecting, sharing and recommending content,
products, purchases, experiences.
THE F – FACTOR
• This is F for friends, fans and followers, who influence
consumers „purchasing decisions in evermore sophisticated
ways.
• It offers the promise of a consumption arena that is more
efficient, more relevant, and more interesting than before.
• F – DISCOVERY
• F – RATED
• F – FEEDBACK
• F – TOGETHER
F - ME
The downside about social media:
no one has this thing really figured
out, yet.
The upsides about the social media:
no one has this thing really figured
out, yet
Ultimately, brands need to
have a role in society. The
best way to have a role in
society is to understand
how people are talking
about things in real time.
Social Media can be an enabler and an
accelerator of existing core capabilities, values,
attributes and plans. It can even be a catalyst
for change. But it cannot magically create what
does not exist.
Social Media will no longer be
“Social Media”……
Rather, it will be an integrated,
unquestionable component of your
online and offline experience!
Marketers Have It Wrong: Forget Engagement, Consumers
Want Simplicity
In a world where brands are constantly fighting for attention,
many marketers are asking themselves a key question: What is
the best way to impact purchase decision and brand loyalty?
The answer they are likely arriving at is that they should engage
potential and current customers via social media. After all,
consumers are all about social media, right? Wrong.
The IBM Institute for Business Value found that 60-65% of
business leaders believe that consumers follow their brands
on social media sites because they want to be part of a
community. Only 25-30% of consumers agree.
On top of trying too hard to engage with consumers via social
media, marketers are generally pushing out too much
information, causing people to over-think purchase decisions
and making them more likely to change their minds about a
product, be less confident in their choice and less likely to
remain loyal to the brand.
MASS MINGLING
Why the online revolution is fuelling an ever-increasing
range of “real world” meet-ups.
Technology has not turned entire generations into
homebound, anti-social zombies.
Au contraire……
NICHE SOCIAL NETWORKS
• Small is the new Big
• Social Media is becoming increasingly personalised
• Internet users are increasingly seeking connections and
content that filter out the “noise” and focus on online
conversations.
Dwindling budgets suddenly make
low-cost social media look like the
pretty girl at the ball……
The recession will force revenue
results out of social technologies.
The Future of the
Social Media
Intuitive
Dynamic
SeamlessHard-Wired
Into Business
Models
Ubiquitous
CONTENT IS COMMODITY
• You have to provide more than content.
• Organising and filtering content will become big business.
• Social networks constructed from semantic similarity captures
actual friendship.
• Folksonomies – classification system,collaborative tagging,
social classification,social indexing, social tagging. Digital
object tagging. Collected intelligence.
• The Democratisation of MetaData
NEW SOCIAL MEDIA INTELLIGENCE TOOLS
• To learn the meaning and context of data in a way that is similar
to humans. Called “Biologically inspired intelligence”. Machine
Learning, useful for understanding complex, unstructured
information.
• Application Programming Interface (API) for building learning
machines. Adaptive holosemantic data space with semiotic
capabilities. Sense-making capabilities for semantic discovery,
lightweight ontologies, knowledge collaboration, sentiment
analysis, AI and data mining. “Topic-Mapper”
• Gnostech.com
END-USER COMPUTING TRENDS
NewsGroups
Gopher Text
Text 2D Graphics
IndividualVideo Game
Micro Virtual Worlds
3D, 4D and
Movement Group
Collaboration
Text, Video, Voice
HIGH
LOW
Ba
nd
wid
th R
eso
lutio
n
Pro
ce
ssin
g P
ow
er
Graphic Intensity User
Engagement Collaboration
HIGH
DATA MYNING
• If data is the new resource, expect consumers
to start demanding their share of its value.
• Big data discussion. The value of customer
data to businesses. Now, savvy consumers are
reversing the flow: seeking to own and make
the most of their lifestyle data, and turning to
brands to proactively offer better solutions.
In the first decade of the 21st century, new media
technologies for social networking such as Facebook,
MySpace, Twitter and YouTube began to transform the
social, political and informational practices of individual
and institutions across the globe, inviting a
philosophical response from the community of applied
ethicists and philosophers of technology.
WHAT IS SOCIAL MEDIA
REALLY ABOUT?
• Disclosure
• Transparency
• Authenticity
• Trust
Spare a thought for Ethics
• Be transparent
• Give something back
• Trust is paramount
• Do not jeopardise that trust
SOCIAL NETWORKS are not about websites.
They are about experiences.
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