[EN] scenarios for the future of social media

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yann scenarios for the future of social media

> Orange Business Services

Paris, September 27th, 2012

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 1

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> You are allowed to use one or all

the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

get the final version from http://oran.ge/slidesor by scanning the QR code

my personal research online

> http://visionarymarketing.com > http://visionarymarketing.wordpress.com

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2 publications in 2011

> http://precommerce.com

> http://amonboss.com

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agenda

> introduction> 1.social for marketing> 2.social for CRM> 3.enterprise

collaboration> conclusion

@orange@ygourven

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picture: microsoft gallery

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yann scenarios for the future of social media

> introduction

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Silicon Valley blogger bus tourSept 17-22, 2012

#blogbus live.orange.com

your view of social media?

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some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

the good old days of Web 2.0

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one fine day … in 2012

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may 18, 2012?

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unless…

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yann scenarios for the future of social media

> 1. for marketing

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 16

a word of caution

>a risky exercise>use hindsight

but…>don’t think

negatively

>nobody can really predict the future

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> 1 social marketing

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© 2012 Altimeter Group

Cluetrain Theses (Original)

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice.

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© 2012 Altimeter Group

Cluetrain Theses (Updated for 2012)

1. Markets are conversations conversational ads

2. Markets consist of human beings, brand pages, not demographic sectors. and social graph targeting

3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics

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Orange Silicon Valley’s Georges Nahon, 2012

“

event sponsored by Georges NahonCEO Orange Silicon Valley

Apple, Amazon, Facebook and Google will continue to develop their ‘non-searchable adjacent webs’

(after diaspora*) app.net

>Dalton Caldwell’s app.net

>blog post - July 2012> twitter’s ecosystem > respect for users>10k instant users>20k users as of now>$50 p.a.>$100 p.a

(developers)

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what potential scenarios?

facts> social networks

change gears- ecosystem under

control- create “adjacent” web

(Nahon)- monetise, monetise,

monetise…- marketing by

interruption (again)

scenarios

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

> 1. users abandon social networks en masse (West)

> 2. new more respectful social networks develop

> 3. niche social networks develop, less privileged users get spammed

> 4. alternative social networks vanish, marketing wins

> 5. the unexpected happens

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yann scenarios for the future of social media

> 2 ‘social’ CRM

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not applicable to all brands/businesses

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phases in SCRM implementation

phase 1:CM

intervention

phase 2 : moderation in place

phase 3: generalisin

g the process

phase 4: improve

proactivity

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understanding

respondingindustrialising

scaling

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question 4: should we handle online customers better?

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picture: microsoft gallery

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what potential scenarios?

facts> angry customers

speak up> social media makes

complaints visible to all

> volumes are rising> scaling is key> processes are key> not all brands are

equal

scenarios

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

> 1. industrialisation doesn’t happen, organisations try to cope

> 2. industrialisation happens, social becomes a major channel

> 3. volumes rise, companies can’t cope, new channel is closed/stifled/minimised

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> 3. enterprise collaboration

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abolishing internal email

 Some rights reserved by sualk61

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014

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what potential scenarios?

facts> repositories are

ubiquitous> a few major players:

ms / ibm / jive …> email is the cause of a

major productivity/well-being issue

> collaboration isn’t easy

> business processes at bay

scenarios

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

> 1. internal systems multiply, chaos settles in

> 2. new yammer-like disruptions?

> 3. ms & ibm win> 4. status quo, focus

shifts on education, true business collaboration

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> conclusion

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my hunch as to what will/won’t changepost may 2012 landscape

what will not change> R.I.P Web 2.0> “social” CRM must

scale or die> the Web is social,

consumers go social> web teams do social> websites are/will be

social> all go mobile> emerging countries

are our future

what might well change> gamification?> Facebook IPO

outcome?> data privacy issues> niche social platforms?> more globalisation?> mobile first platforms

win

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thank you

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interact with us online

@orangehttp://www.facebook.com/orange

http://live.orange.com

http://slideshare.net/orange

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