14 Social Media Trends to Watch for in 2014 !!

© 2014 IBM Corporation

14 Social MediaTrends to watchin 2015!

Karthik PadmanabhanCountry Head, Ecosystem Development IBM India

@karthik_padman #SMWMumbai

© 2014 IBM Corporation@karthik_padman#SMWMumbai2

Seismic changes in our roles, expertise and skills

Dramatic developments in cloud, mobile and big data power new social apps

The latest social trends fall under three ‘T’s

If content is king, then context is most definitely queen






© 2014 IBM Corporation@karthik_padman#SMWMumbai

1

4

5.6 Billion

Smartphones Sold

1 Trillion

Connected Devices

41% CAGR Wearable Wireless Devices

2013 2014 2015+

The Internet of Things connects machines and devices to the social web


Region of Eindhoven, Netherlands captures data from cars and road sensors

Notifies commuters via smart phone app

Sensors from roads and cars provide social data to ease congestion

1

VVV Eindhoven


Data from Facebook fed real-time onto store racks

How do you know you are up on the latest trends? With a social hanger!

1


Leveraging cognitive capabilities to deliver

real-time impact

Mining internal data with business

intelligence tools

Analytics 1.0

Understanding the customer by analyzing unstructured big data

Analytics 2.0 Analytics 3.0

Analytics 3.0: real-time insights driven by cognitive computing

2


Pick Goalswhere social can have an

impact

Align Social to top business goals


200 Tweets Reveals Your Personality!

9

IBM’s Almaden Research Center Accelerated Discovery Lab

“Psycholinguistic” analysis of 52 different personality traits

Determining personality in 200 tweets

IBM has analyzed 500,000 people and no one is exactly the same!

Don’t necessarily think it’s important to stick to tradition or

conformity. A rebel!

“Very open: to experiencing new things; a love of novel

things

Value cooperation, harmony, and others and their opinions

An idealist: a very picky perfectionist who wants things

to be done just right

Very friendly: high agreeableness

2


Personalized,conversational shopping

powered by Watson

Help consumers make better purchase

decisions

10

Analytics 3.0: Fluid works with Watson to match shoppers to products

2


Health professionals: more likely to use relevant forums or niche social networks

Don’t ignore the rise of niche social networks3

niche network for runners and

bikers sees growth driven by mobile

Social

Net

s

Forum

s

Niche

SNs0

9

Preferred Social Media Channels / Ranked

18,000

5,000

Site ranking 2012

Site ranking 2014


Niche networks: redefining engagement in education3

Social Studentoffers private

social networking for campuses


Average order value from

: $92.40Brand adoption of

80% in 2013

Image-centric networks on the rise!4


Think DNA, Not Just Tools


Visual Communication

15

• Communicate

• Humanize brand

• Brand storytelling

• Educate, empower & Inspire

• Emotionally connect

• Entertain

Instagram: 150 million users

Pinterest: 20 million users

Facebook: Images have 53% more likes

PicMonkey: 1.6m visits/ day, 4.3m edits/ day (in 8 months)


Elfa re-energizes brand using product design tool

• Customers design and plan storage solutions using 3D modeling software

• Elfa has visibility into the storage solutions customers design

4


receives over

1 Billionactive users a month

Rise in video consumption driven by mobile! 5

0

16All Mobile

Smartphones

Tablets

Sha

re o

f All

Hou

rs W

atch

ed O

nlin

e (%

) Mobile’s share of online video

1/12 1/13 9/13


IDC predicts

1.3B mobile workers by 2015


90% of mobile users have

device within arms reach

100% of time


Safeway uses Qumu to:

create, access, searchinteractive, engaging videos

Use of video growing rapidly in the workplace

Increased

ratings

comments

5







HR professionals say they believe the use of online reputational info

will significantly increase over the next five years

Klout is the new SAT score?6

We increasingly trust messages

from experts and our peers

Acade

mic

or E

xper

t

Techn

ical E

xper

t

A Per

son

Like

Yours

elf

Financ

ial o

r

Indu

stry A

nalys

t

67% 66% 62%53%


Dynamic Signal turns employees into brand advocates

The growing power of influence6

5000 employeescan generate…

Over 100M authentic impressions

$2.3M in recruiting cost savings

28% increase in Earnings

$4.5M in earned media advertising value

19% growth in Revenue


Digital content creators needed!7

135 billionIn 2014, marketing teams will spend $135 billion dollars on new digital marketing collateral

78%CMOs think custom content is the future of marketing

Content Creator:

Mixed media storyteller

Deep understanding of digital content and channels

Ability to activate influencers

Strong analytical focus

Ability to engage and educate teams


7

25

IBM Voices: Uniting content creators across IBM

Digital content creates deeper brand engagement

7x increase in conversion to action

Millions of impressions


Source: Altimeter Group

Business metrics: revenue, CSAT, reputation

Social media analytics: Insights, share of voice, resonance, WOM

Engagement metrics: fans, followers, clicks

Corporate

What are you measuring?


75% of respondents said they predicted sharing of physical objects and spaces will increase in next 5 years Shareable Magazine Study

Three quarters of startups use social

tech like Facebook

Collaborative Economy =

Ownership and access to resources

shared between people, startups,

corporations

New collaborative economy employment models drive business results!

8


In 2008, Virtual Assistants earned a total

of just under

$250,000 on oDesk

In 2012 they earned more

than $6 million Currently

5,000Virtual Assistants

listed

Crowdsourcing the right skills to get the job done8

Revolutionizing employment with a collaborative platform


77% of consumers are more likely to buya new product via recommendation

4x-10x higher conversation rate for offers from trusted advocates

Customers mobilized as advocates9


Create customer programs to turn customers into advocates9

532 IBM Champions

33mSocial

impressions


$Opportunity Harvest

Free member

Paid member

Loyal evangelist

Communities Create Markets


Top 5 attributes of a Chief Customer Officer:

Strong understanding of customer retention Belief in the power of the ecosystem Non believer in silos Active in internal & external networking Explorer of new tools and new ideas

New role of Chief Customer Office transcends CIO/CMO/COO

10


Marketing and support working together to deliver ROI

10

“We can now identify and act upon changes in individual customer

behavior.”–Don MacDonald, Head of Group

Customer Analytics and Decisioning

Behavioral customer data

Targeted, customized marketing communications

60% increase in cross-sales&

Increased customer satisfaction







350M photos shared every day on Snapchat

5 Tweets per second contain a Vine link

We have a growing desire for instant and ephemeral content

11


1.5 min video by IBM Research viewed 5m times

Instagram and Vine work well for short-form promos

Leverage new forms of communication in your business!11


Social media sites reach

8 out of 10 of all US Internet users

and account for

23% of all time spent online

Marketers spend over a quarter of their budget on

content marketing

Marketing is the new media12


American Airlines tracks digital content

around the brand

Team of AA social experts builds

engagement with customers

MutualMind social command center

Digital content is the foundation for creating engaging user experiences

12


YOU are the media


Incentives drive desired behavior

New incentives for user-generated content13

CommentingGamification increases commenting by 13%

SharingGamification increases social sharing by 22%

Activity FeedGamification increases

activity feed engagement by 68%

+13% +22% +68%


Shopa offers a social shopping

network

Major brands incentivize user-generated content13

Brands such as fashion retailers

receive targeted word-of-mouth referrals

Consumers get discounts for sharing purchase information


56m userson Flipboard: don’t miss this opportunity!

67% more leads from B2B companies that have a blog vs those that don’t

The blog is back!14


IBM developerWorks sees 20% growth in blogs views over 2013

Janet Powers reports that traffic to Women’s Toolbox doubled in 2013

Blog networks continue to attract more visitors! 14


Keep abreast of the latest developments

in social, mobile, cloud and big data

Develop plans to build influence in the ecosystem and create a customer-centric organization

Build systems of engagement that provide personalized,

relevant information

Where do you start?


Follow me @karthik_padmantwitter.com/karthik_padman

14 Social Media Trends to Watch for in 2014 !!

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