play_report_issue07_march2014_LR

The 2014Social Media Experience

Featuring Micro Networks, Collaborative Consumption, Gamification,Mxit & Wearable Technology

ISSUE 07 || MARCH 2014

THE PLAYREPORT A brief study on the changing landscape of

brand experiences.

GAMIFICATION

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WEARABLE TECHNOLOGY

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COLLABORATIVE CONSUMPTION

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APPLICATIONS

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MICRO NETWORKS

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HelloThere is little doubt over the enormous impact social media has had on the consumer experience in the past few years.

Just think how how came across this edition of the PLAY Report; Facebook, Twitter or LinkedIn?

With 1000 comments published per second on Instagram, 500 million Tweets sent every day and 350 million photos uploaded to Facebook every month, 2013 proved to be a phenomenal year for social media.

So how are you managing the platforms on which your customers complain about, engage with and praise your brand in 2014?

Join us as we look beyond Facebook, Instagram and selfies to examine the trends that will shape the future Social Media Experience.

Don’t forget to click on the bold case studies for more information.

PS – We’d love to hear your feedback on this issue.

Social sharing...The future of consumption?

Gamification and social media. Fun is big business.

Social media comes alive in the developing world.

The departure from mass social media networks.

Say goodbye to the screen as you know it.

SOCIAL MEDIA EXPERIENCE

Did you know?

DID YOU KNOW?

74% of marketers consider Facebook an important lead generation tool

are Twitter’s fastest growing market

55–64

16 billionphotos have been shared on Instagram

69% of Pinterest users are female

1 in 5couples met online in 2013

92% of children under the age of 2 have a digital shadow

In 2013, social gamers bought $6 billion worth of virtual goods

92%of consumers trust peer recommendations over all other forms of advertising.

groups exist on LinkedIn

yearolds

1.5 million

Source: The Social Media Examiner, Social Media News, Social Times, Digital Buzz Blog, Digital Insights and Nielson

SOCIAL MEDIA EXPERIENCE

THE DIFFUSION OF MAINSTREAM SOCIAL MEDIA

Micro Networks and niche-interests driving the future of social networkingHistorically, social networks have been premised on mass public sharing, however with a growing number of online users flocking to micro networks this is set to change.Everett Rogers’ model “The diffusion of innovation” suggests that early-adopters, e.g teenagers, are in the exit stage of mainstream networks for niche communities like Snapchat, Instagram and WhatsApp (whom Facebook just acquired for $19 billion).But what about the majority and laggards left behind?2014 will see the novelty of mainstream social media decrease across all demographics as users yearn for more than posts from the foodie, the fitness junkie and the narcissist. New networks now cater to a plethora of niche interests and communication goals. Whether you are passionate about cats (Purrsonals) or want to connect with other school teachers (Learnist) the micro network is on the rise. Not giving up, mainstream networks are adapting their platforms to put user curated content at the centre of the experience. Will Facebook’s focus on the ‘interest graph’ or its recent release of Paper see users come rushing back? Only time will tell….

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PLAY’s Favourite Micro Networks For 2014:Best for Friendship Circles: EveryMeBest for Lovers: CoupleBest for Creatives: The LoopBest for Exclusivity: A Small World

Couple The Loop

EveryMe

SOCIAL MEDIA EXPERIENCE

THE FUTURE IS…UTILITARIAN CONSUMPTION?

Social Networking and collaborative consumptionAirbnb was formed in 2008 to satisfy the demand for short-term accommodation in an over-saturated and hyper-expensive hotel market. Airbnb puts accommodation which would have gone unused onto the open market and allows for unique cultural experiences around the world. Whether it’s a medieval castle in England or an igloo in Andorra, 500,000 private homes have opened their doors to travellers.Airbnb’s success has been driven by “collaborative consumption", the idea that human consumption can be revolutionised by creating “value out of shared and open resources in ways that balance personal self-interest with the good of the larger community” (Botsman, 2011).With the concept catching on worldwide TIME Magazine has named “collaborative consumption” as one of the "10 Ideas That Will Change The World". In 2014 the online social sharing economy will extend into every product category imaginable.Need an electric drill? Try NeighborGoods. Need a dog sitter? Try DogVacay.  Or perhaps camping gear and a motorbike? Try Rentything.The success of Airbnb has not only illustrated the monetary value but also the utilitarian value of social networking. So do as your mother told you… share. Check out some Australian based sharing sites here.

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WATCH AIRBNB

SOCIAL MEDIA EXPERIENCE

THE SERIOUS BUSINESS OF FUN

Gamification of social networks small and largeThe convergence of gamification and social media is changing the way consumers engage with friends, employers and brands. Since 2009, Foursquare has been awarding badges and ranking users for checking into locations.Global CRM firm, Salesforce, incorporates Gamification into its software to instantly reward sales reps. The Snooze App gamifies waking up in the morning: every time you hit snooze on your alarm, you donate to charity. Social Media Gamification is also being used to change or create habits for a greater good. OpenStudy uses gaming elements to make studying fun and rewards students for tutoring other students.The Pain Squad by Toronto hospital Sick Kids gamifies patients’ pain journals to track their recovery and assist doctors to see which treatments are working.At PLAY we have gamified our own employee rewards program. PLAY The Game has not only built stronger relationships amongst our team but also enhanced our friendly competitive culture. How could Gamification enhance the way your company does business?

WATCH OPENSTUDY

GAMIFICATION

NounThe application of game playing elements to other areas of activity to encourage engagement with a product or service.

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WHAT ABOUT THE “DEVELOPING” WORLD?

Mxit enables technological empowerment for the massesIn 2013 there were 6.8 billion mobile subscriptions worldwide. Of these, 22% were on smartphones.Whilst it may be difficult for us to imagine life without a smartphone, the high cost of these devices has limited their adoption to the top of the global economic pyramid.In 2014 the global mobile market will be driven by developing nations’ demand for feature phones. The good news for the developing world is that since 2011 Mxit has been shrinking the global disparity between smart phone users and feature phone users.With 50 million users sharing 500 million messages every day across the continent, Mxit is Africa's largest social network. Whilst Facebook’s solution claims to run on more than 3,000 different handsets – Mxit works on more than 8,000.Embracing the capabilities of each platform, Mxit offers immersive chat experiences, banking services, education and healthcare apps to millions of users.In January, Mxit became available to 750 million mobile users in India. With a stronghold on the market Mxit offers brands unique advertising opportunities via popular apps or the creation of bespoke branded apps. With everyone from Adidas to McDonalds already embracing the South African platform, a new mass market looks to be unfolding quickly.

WATCH MXIT

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MICRO INTERACTIONS, VOICE RECOGNITION AND BURNT CALORIES

Wearable technology, social media’s next frontierIn 2014, wearable technology is breaking into the mainstream. Currently the fitness market (Fitbit, Fuel Band), smart watches (Samsung Gear) and Google Glass are playing a crucial role in moving users away from the screen and one step closer towards the Internet of Everything. But how will wearable technology affect the social media experience? Firstly, new platforms will emerge that cater to the limited screen size of wearable tech.The way we chat will be simplified with a focus on micro interactions including Likes, +1’s, Favourites, Stars, and Thumbs Up.The improvement of voice recognition will see “Siri” move beyond a superfluous feature to become a functional utility.Finally, wearable technology and social media will converge to deliver real life physical experiences (Fundawear).With limitless media and application opportunities, the next challenge for brands will be developing useful and relevant experiences based on consumers’ needs.The future is now…

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WATCHNIKE FUEL

BAND

WATCHDUREX

FUNDAWEAR

PLAY is a communication agency that specialises in Brand Experience Marketing. We activate brands, leverage sponsorships, create events and branded environments, and maximise every connection through mobile and digital amplification. We are known for our strategic, accountable and business centric approach. Our clients understand that we deliver sales, differentiate their brand and products, and build loyalty across consumer, trade and internal audiences.

WHO WE ARE

We are experience thinkers. We place the customer experience at the centre of what we do. This enables us to identify channel neutral, high impact marketing opportunities for our clients and ensures a relevant and meaningful dialogue with consumers.

WHAT MAKES US DIFFERENT

WE HAVE AN EXPERIENTIALMIND AND A DIGITAL SPIRITConsumers don't differentiate between a digital and real life experience with a brand. Neither do we. We fuse our strategic, creative, digital and activation capabilities into a seamless experience, delivering against defined business objectives.

For business and press enquiries please contact:Simon Horauf // Founder & [email protected]

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