Hot or Not? - A Framework for Anticipating, Recognizing and Integrating the Next Big Thing in Social...
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Transcript of Hot or Not? - A Framework for Anticipating, Recognizing and Integrating the Next Big Thing in Social...
Hot or Not?A framework for anticipating, recognizing and integrating the next big thing in social media.
@HAMZAK
“Data is the new oil” @tommer
“Why Don’t I Own This?”
The Char Loro
Experiment
Successes
• Among the most influential higher ed brands• Highest rise of applications in Ontario• Model replicated across other institutions• Spinoff to successful consulting career
What’s The Problem?
App Graveyard
Brands Are Wasting Time
Brands Are Losing Money
Need To Be More Strategic
Save Time & Money
StayRelevant
Capture Big Data
@HamzaK
Splash Effect
LEVEL 1: ANTICIPATING
LEVEL 2: RECOGNIZING
LEVEL 3: INTEGRATING
There Won’t Be Another Facebook, Twitter, LinkedIn Or YouTube.
Big Data Becomes Easier To Manage
Big data is the new oil. But like oil you've got to refine it. On its own data isn't useful. What you do with it is important.
@tommer
Ubiquitous Personalization
VisualMarketing
ReignsSupreme
Real Time Marketing Becomes Precedent
The End Of Privacy As We Know It
“The true cost of remaining anonymous, then, might be irrelevance.”
Eric Schmidt & Jared Cohen The New Digital Age
Simple. Immediate. Social. Integrated. Personalized
LEVEL 1: ANTICIPATING
LEVEL 2: RECOGNIZING
LEVEL 3: INTEGRATING
“You Have To Use This New App!”
Are my friends/customers there?Can I use it to extend my brand presence?
Does it have storytelling potential?What’s the return on it?
Will it still be around in a year?
Why Do Some Apps Fail?
Bad Timing
Barriers To Adoption
Poor Design
Poor Management
Why Do Some Apps Succeed?
Fills A Vacuum
Does One Thing Extremely Well
Designed For Humans
Semantic
“Technology has removed the technology from the technology.”
@MitchJoel
App Wars
Video Sharing
Verdict: Video Sharing
HOT• YouTube (Dominant)• Tout (60% MKT)• Vine (Potential)
NOT• SocialCam• Cinemagram• Viddy
Being first out of the gates is crucial. Being attached to a media giant also helps.
Photo Sharing
Verdict: Photo Sharing
HOT• Instagram (76% MKT)• Pinterest (Growth)
NOT• Fancy (Half-Baked)
Critical mass enables Pinterest to drink Fancy’s milkshake (and other competitors, for that matter)
Professional
Verdict: Professional
HOT• LinkedIn (90% MKT)
NOT• Branchout• Glassdoor
There’s simply no pie left on the professional social network plate.
Social Discovery
Verdict: Social Discovery
HOT• Sonar• Banjo• Highlight
NOT• Glancee (Facebook)
This niche is ripe for the taking. But be watchful of the giants sitting on the sides.
Media Discovery
Verdict: Media Discovery
HOT• GoodReads (Amazon)
NOT• Viggle (Burdened)• GetGlue (Burdened)
For Pete’s sake, do something with the data!
“Big data is a fire hose, and most of us are trying to put it in a teacup.”
@tommer
Music Discovery
Verdict: Music Discovery
HOT• Twitter (Potential)• SoundCloud (50% MKT)• Pandora (30% MKT)• Tunigo (Spotify)
NOT• Ping (Come on, Apple…)
The market is primed. Now it all comes down to content selection and user power to tip the scales.
Video Discovery
Verdict: Video Discovery
HOT• YouTube (70% MKT)
NOT• Vimeo (Nice try)• Veoh (Bankrupt)• Kyte (Huh?)• Vevo (LOL)
YouTube is synonymous with online video.
Location Discovery
Verdict: Location Discovery
HOT• FourSquare (95% MKT)• Yelp (Engine)
NOT• Gowalla (Facebook)
Do one thing extremely well.
Ephemeral Messaging
Verdict: Ephemeral Messaging
HOT• Snapchat (Growth)
NOT• Facebook Poke• Wickr• Blink
Teens love sexting?
Micro Blogging
Verdict: Micro Blogging
HOT• Tumblr (Loyalty)• Twitter (86% MKT)
NOT• Posterous (Twitter)• Jaiku (Neglected)
The definition of micro blogging is changing. Plenty of space for innovation.
Social Networks
Verdict: Social Networks
HOT• Facebook (72% MKT)• Google+ (Growth)
NOT• MySpace (DOA)• Path (Dying)• Pheed (Too late)
There won’t be another Facebook. Facebook is already the next Facebook.
Acquiring Insights
Reverse Mentoring
Company Fundamentals
Management Culture
LocationTrack Record
ValuationFunding
Talent
Stay Abreast Of Industry Trends
TechCrunchMashableCrunchBasePodcastsTwitter
Your Safest Bets
• Facebook • Twitter• LinkedIn• YouTube• Google+• Pinterest• Instagram
LEVEL 1: ANTICIPATING
LEVEL 2: RECOGNIZING
LEVEL 3: INTEGRATING
1) Measure Against Your Goals
2) Identify Data Points To Collect
3) Gather Your Portfolio
4) List Your Content
5) Connect Content w/ Channel
6) Sketch Content Flow
7) Consistent Branding
8) Allocate The Best Resources
9) Focus On Metrics
Recap
Anticipating• Platforms will innovate around these
factors:1. Simple 2. Immediate3. Social4. Integrated5. Personalized
Recognizing• Familiarize yourself with why apps
succeed or fail• Practice reverse mentoring• Study company fundamentals• Stay abreast of industry trends
Integrating• Measure against your goals• Identify data points to collect• Gather your portfolio• List your content• Connect content with
channel• Sketch content flow• Consistent branding• Allocate the best resources• Focus on metrics
Conclusion
THANK YOU!
@HAMZAK
Questions?