Social Media,Sports Marketing,

Brand Entertainment

Predictions for 2012Jez Jowett

All the predictions contained within this document, are my own

‘gazing out of window’ thoughts. Some of them may well be in

development. Some of them may have been blogged about before.

Some may never come true. But that’s the beauty of predictions.

It is my opinion that at some point in the past, the present or the

future, these will be considered, developed, or realized. Some

present great opportunities for brands and consumers. Some scare

the pants of me and I hope never happen. But better to have open

ears and eyes, than shut ones.

Social Media & Marketing Predictions 2012 and beyond

Jez Jowett (@Jezmond)

All of these may actually become irrelevant if Nostradamus' prophecies about the end of

the world and Mayan Calendar happens on 21 December 2012, as speculated. Rather than

worry about doom and gloom, I’ve always preferred to be optimistic, happy and have an

opinion, to stimulate conversation and learn more.

After heavy flirting with social media in

2011 brands will go beyond merely

looking at likes and fans, and start caring

more about engagement and community

building.

The value of a meaningful relationship will

be properly appreciated to build strong

communities, CRM programs, loyalty and

integrated transactions.

Social Media ‘Beyond Fans and Likes’

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/owenwbrown/4857593259/

Brands will commit to their social presence

with dedicated teams, processes,

resources and guidelines. Every company

will have a Social Media Director.

There will be a SM strategy aligned for all

stakeholders, not just for tactical campaigns.

No longer here today and gone tomorrow,

but always on, listening and responding.

Especially at the weekends and when people

are social.

Social Media Strategy, not Tactics

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/dm74/3312147063/

London 2012 will be swamped in social media.

More tweets, shares, likes, posts, comments,

views will take place in 1 month, than ever

before.

News, scandals, records & exclusives will all be

read on Twitter first. Then the news channels

and papers. Footage we aren’t supposed to

see, we will. Thanks to Facebook, bit.ly and

YouTube.

There will be more likes and friends for London

2012 than any other sporting event, ever.

The Social Olympics 2012

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/31808226@N05/6130296771/

Your favourite objects will have their own

profiles and history. Previous owners or

similar collectors will connect to your

objects, and build communities around

physical products.

Expect your roland 303 to get messages,

likes, friends, virtual meet ups and go

dating.

Facebook for things, objects and possessionsNot just for people

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/davemorris/3864306/

2012 release of brand pages, and

synchronization of search and marketing

opportunities will tip Google+ into the

mainstream, beyond the current early

adopters.

Acquisition strategy by Google will see

Google+ make up ground on Facebook,

but the market share will only impact

APAC and BRIC where Facebook remains

vulnerable.

Google + for brandsNot quite Facebook yet

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/roberto8080/4085739810/

Behavioral diagnostics (geo location, most

active time period, what you respond to,

why, what you share and like, etc) will all

create a positive big brother effect.

Not spying for the good of the corporation,

but spying, cataloguing and suggesting for

the benefit of you, and others. Stream

management filters. A social media PA to

manage your preferences and info streams

to restrict info overload.

Predictive Filtering & Smart Suggestions

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/timsnell/2425782551/

We’ll hold up a device, and it will layer

information (with drop down filters) onto the

screen. Every thing within the zoom will have a

story to tell.

Architects will have to become story tellers,

thinking about the story they tell about their

creation.

Wikipedia will allow others to modify and edit

the information, crowd sourced and voted

upon. Joke versions will thrive. Mickypedia.

Google Goggles, layers and AR

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/sndrv/4519088620/

Everything we watch or listen to, will have an

additional interactive feature.

Ability to connect with others, discuss, share,

comment, adapt, or dive deeper into the

storyline.

We’ll process more information and interact

with more comment.. But they’ll be a backlash.

We’ll switch the second screen off, and veg out

alone. Retro TV’s (but with digital) will have a

comeback.

2 screens

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/dpstyles/5358029811/

More data, more sources, more often,

more interests and likes, will require

tighten filtering.

Not enough time in the day to read even

a half of those you follow.

Aggregators of information, and curated

content, will charge subscriptions. A

service will be launched to have your

own Social PA ( I-Google in person). Your

PA for info, to avoid info meltdown.

Digital ConciergeYour own Social PA

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/eshutt/3371608268/

Keeping up with the slang, txt speak and

abbreviations will spawn a new

international language. 2nd after English.

Social + mobile = mocial

fan + reach = freach

virtual + real = vreal

Social media + guru = twat

Silly Abbreviations Overload

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/apryl_wiese/3428813456/

Campaigns created in days and weeks, not

months or years. Real time listening,

creation, and distribution will mean a

trending topic is acted upon, to create the

long tail effect of relevance, overnight.

Content costs will go down, but licensing

costs will go up (benefiting

bedroom content creators). The

next net millionaire will be a teenager,

getting rich quick at the press of a button.

Agile content, more relevant, less costly

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/info_grrl/4686344390/

2012 will be quoted as the year of mobile.

So will 2013, 2014, 2015. to infinity.

By 2016 we’ll have mobiles phones

integrated into what ever device, handset,

notepad or object we want. Someone will

put the technology into our hand.

Physically. I’ll touch the palm of my hand to

make a call, and hold my hand up to my

ear to speak. I’ll get laughed at, at first.

Pranav Mistry won’t.

The year of mobile, again and again

Thanks to http://adharane.wordpress.com/2011/04/03/pranav-mistrys-sixth-sense/

Everything will be voice activated.

Open, shut, dial, send, buy, re-stock.

Encryption error will create a big

mistake.

Voice Activation Everywhere

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/willhale/2873721739/

Google algorithm will be leaked online,

only after the Russians have made

millions from this error.

Google stocks price will fail, but then

recover.

Algorithms will learn in real time, and

welcome open source contributions.

Algorithms get hacked

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/opensourceway/5752191166/

1 day a year, everything will shut down,

almost.

It will be a beautiful day of real

relationships and friendships the old

fashioned way, face to face.

We’ll re-discover social skills. We’ll put

into perspective digital’s role.

Digital Amnesty Day‘Switch off and unplug for 24 hours’

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/42931449@N07/6088751332/

Groupon with a CSR angle.

Buy more together, save the world

together.

Select the priorities that you and the

community want to fix first.

Social Commerce and Social ShoppingWith CSR

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/diloz/6064331968/

When we shop, our social presence and

activity will be shared.

When we arrive somewhere a shop will

know it and talk to us. When we bump

into something, it will say hello or sorry.

Location Based Services everywhere

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/24842486@N07/4392673031/

Increase in all handheld devices and

integration of digital communications

(through applications) will see YOY

decrease in traditional web traffic.

Applications will be the half way point

between future and traditional website

access, pushing info to you, when you

want it and how you want it.

The web brought to youNot you brought to the web

Thanks to Jez Jowett, Lily & Hooper

Picture recognition on all mobiles will

recognize the item, our location, and nearest

stockists.

If we share it and like it, we’ll get it cheaper.

If we get snapped wearing the item by

others, the wearer will receive some

additional benefit.

Everyone will potentially become a walking

advert and sales lead for a store. Fashionista’

s will make a living out of dressing up,

hanging out, to be snapped and rewarded.

Snap and Shop

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/15693951@N00/3303758453/

They’ll be everywhere. Virtual storage

devices in the sky and on the streets.

Upload and download zones, sponsored

by brands, will pop up.

We’ll have a coffee, take a rest, watch a

movie, whilst we re-charge and our data

syncs. Recharge zones will exist for

everything. But…. a cloud will get

hacked.

Storage Clouds

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/theaucitron/5810163712/

It will go beyond purely finding a job.

It will establish itself as the business

community of choice, for SME’s to major

corporations.

One company on Linkedin will become

the golden child proving the opportunity

and success with this platform.

Linkedin dominationThe No 1 B2B social network

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/coletivomambembe/4305859251/

The value equation will be adopted. A

combination of qualities and quantative ,

influenced by sentiment and power of

influencers. ROSS.

Variations on the below algorithm will be

developed, tested, refined, tested,

refined, tested…..

Social Media MeasurementR.O.S.S. = Return on Social Spend

ROSS = (NPS x (influence + reach) x customer value x KPI ) x sentiment x Y

Investment value

V1.0

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/jonasb/3090295208/

Will increase in 2012 by 15% YOY.

By 2015 social + digital will overtake TV

By 2030 social + digital will be 2x TV.

Social Media Spend YOY

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/8011986@N02/2965137520/

Image Sources / Credits

http://www.flickr.com/photos/owenwbrown/4857593259

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http://www.flickr.com/photos/dm74/3312147063/

http://www.flickr.com/photos/jonasb/3090295208/

http://www.flickr.com/photos/roberto8080/4085739810/

Jez Jowett

http://www.flickr.com/photos/davemorris/3864306/

http://www.flickr.com/photos/diloz/6064331968/

http://www.flickr.com/photos/timsnell/2425782551/

http://www.flickr.com/photos/eshutt/3371608268/

http://www.flickr.com/photos/info_grrl/4686344390/

http://www.flickr.com/photos/techcocktail/4590464117/

http://www.flickr.com/photos/willhale/2873721739/

http://www.flickr.com/photos/opensourceway/5752191166/

http://www.imoviegalleri.in/2010/09/india-gold-son.html

http://www.flickr.com/photos/42931449@N07/6088751332/

http://www.flickr.com/photos/24842486@N07/4392673031/

http://www.flickr.com/photos/15693951@N00/3303758453/

http://www.flickr.com/photos/theaucitron/5810163712/

http://www.flickr.com/photos/sndrv/4519088620/

http://www.flickr.com/photos/dpstyles/5358029811/

http://www.flickr.com/photos/coletivomambembe/4305859251/

http://www.flickr.com/photos/apryl_wiese/3428813456/

http://www.flickr.com/photos/8011986@N02/2965137520/