Local Social Summit Report No 1 & Trends for 2012

download Local Social Summit Report No 1 & Trends for 2012

of 39

  • date post

    31-Aug-2014
  • Category

    Business

  • view

    1.166
  • download

    1

Embed Size (px)

description

This report covers all seven session from day one of Local Social Summit 2011 (LSS'11) Additionally, we have pulled together our view on the most important trends to watch in 2012, including: Incumbents are at risk; Data is everywhere; The rebirth of local; Mobile broadband; The next Internet arrives; The death of daily deals; and Social outsourcing grows...

Transcript of Local Social Summit Report No 1 & Trends for 2012

  • Local Social Summit 2011Day 1: Conference Report Edited by Dylan Fuller | localsocialsummit.com | Published 14 March 2012
  • ContentsExecutive Summary ............................................................................................ 2Trends & Themes to Watch in 2012 ................................................................... 3Local Social Summit 11 Schedule - Day 1 ....................................................... 4Opening Keynote: The Local Paradigm Shift 2011: Big Trends Edition ...... 5Panel 1: Search vs. Social ................................................................................ 11Panel 2: Finding Locals The View from Europe .......................................... 15Afternoon Keynote: The Timely Death of the Daily Deal [and the Birth ofEveryday, Everywhere, Every Way Deals] - A Daily Deal Insider Speaks .... 19Panel 3: The Right Place at the Right Time How the Real-Time WorldInfluences the Local Web ................................................................................. 23Panel 4: The Changing Landscape of Local/Mobile Content ........................ 26Panel 5: Super Social Business Field Studies ............................................ 29Super Social Business Profiles ....................................................................... 32About Local Social Summit & this Report ...................................................... 34LSS11 Sponsors .............................................................................................. 36Local Social Summit 2012: Dates & Information ............................................ 37Sponsorship Opportunities for Local Social Summit 2012 ........................... 38 Page | 1 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit
  • Executive SummaryLocal Social Summit (LSS) is a conference that explores the intersection of local andsocial media. Designed to ensure dynamic dialogue and networking among conferenceattendees, the summit features interactive sessions constructed to share knowledge andfind solutions by showcasing innovation, emerging trends and consumer insights.The origins for LSS date back to the summer of 2006 at an event focused on the localsearch space that was attended by some of the biggest local media players in Europe,including Deutsche Telekom, SEAT Pagine Gialle, Schibsted Group and the Irish Times.Subsequently, Dylan Fuller & Simon Baptist founded Local Social Summit in 2009 as adirect response to requests from media companies and thought leaders in the localspace.Local Social Summit 2011 (LSS11) was our third annual event, held in London onNovember 9th & 10th. LSS11 was an expanded event, held over two days, that included100 attendees, 40 speakers and six sponsors. We had 16 sessions: three keynotes,eight panels, two talks, a fireside chat, one brand hackathon and one seminar on socialnetwork analysis. As always, engagement was high and the level of discourse worldclass.Key Learnings: 1. Social media or social networking is no longer over hyped. The social web is transforming how consumers and businesses operate. Businesses can no longer afford to ignore this paradigm shift. 2. Mobile has truly arrived. The combination of new technologies such as mobile broadband, gps and apps together with consumer demand for new device types (smartphones and tablets) is the driving enabler for local commerce. 3. Everything is local. Local is not just about SMBs (small & medium sized business/SMEs) but is also about big brands and regional/national chains/franchises connecting with consumers at the local level. This has profound implications for the local and global economy. 4. Location is everywhere. Social is not just about data, trends and ROI (return on investment), but also very much about people, community and continuos engagement. Local is what is accessible.Points for debate/disagreement: 1. Search vs. Social. Its too soon to settle the debate. No one could agree on the relative importance of search (i.e. Google, Bing, Yahoo, IYPs) when compared to social channels (i.e. Facebook, Twitter, Foursquare, Yelp). 2. What now? There is a big question around what next for local businesses after they have signed-up for a social networking service. What do they do with their Facebook fan page? Who should they follow on Twitter? Should they join LinkedIn? 3. In-house vs. outsource. There was intense debate on whether it was feasible or scalable to outsource social media activities to third parties. This has significant implications for a large spectrum of companies across online - including PR, yellow pages, technology providers, publishers and media agencies of all sizes. Page | 2 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit
  • Finally, everyone agreed that there was much left to learn, problems to solve and hugeroom for growth for business at the intersection of local, social and mobile.Trends & Themes to Watch in 2012 Incumbents are at risk. Many industries are only just catching up to the social opportunity. Watch for an increase in PR from incumbents and action from agencies, start-ups and technology companies. Data is everywhere. The social/mobile explosion has created the big data opportunity for businesses of all size. Location is a valuable and relevant signal within all that data. Consumers demand great user experience. People are living, sharing and spending locally in new ways every day. Pull becomes Push and consumers demand product and services from brands they know and trust. They want this with the same great user experience they already get from most good apps. Big brand local. Just as many consumer facing product businesses are shifting spend to direct marketing over time, so too are big brands with local stores are embracing social channels for dialogue-based interactions with their local customers. The rebirth of local. Local moves beyond Groupon, Yelp and Angies List. Mobile broadband. 3G and 4G enables the connected consumer, who not only checks-in and pins products but makes informed buying decisions and recommendations on the fly via mobile devices everywhere. This trend will expand and impact everything from groceries to fashion to restaurant to hotels and more. The next Internet arrives. Watch for an explosion in next generation data-driven social apps and the legislative backdrop in the works (both in the US and the EU). The death of daily deals. Deals move to check-in specials, loyalty programmes and other smart ways for business to incentivise customers Social outsourcing grows. The outsourcing space is wide open and full of opportunity for smart service and technology providers. Watch for growth and innovators from new places. The personal algorithm becomes public. Facebook Timeline and other social data signals have huge potential for transforming how/when/where consumers access local businesses and buy services, this could impact everything from daily deals to e-commerce to ratings and reviews. CRM moves forward: adding a social and local layer helps to take CRM from the back office to frontline. This has implications for how companies are organised and how CRM is integrated into local platforms.[Please Note: this report covers day one of LSS11. A second report covering day two will be publishedseparately; if you are not already on our email list and want to receive a copy of report No 2 then please besure to contact the LSS team: info@localsocialsummit.com] Page | 3 www.localsociasummit.com | facebook.com/localsocialsummit | @locsocsummit
  • Local Social Summit 11 Schedule - Day 1Wednesday, 9th November, Wallace Space, London.9:00 9:15 Welcome to the Summit: 3 Years & Counting - Dylan Fuller & Simon Baptist, Co-Founders LSS9:15 10:00 Opening Keynote: Local Social 2011 The Paradigm Shift Picks-up Speed Greg Sterling, Senior Analyst at Internet2Go/Opus Research, Principal at Sterling Market Intelligence, Contributing Editor at Search Engine Land10:00 10:45 Search vs. Social Leader: Greg Sterling, Internet/Mobile Analyst Panel: Dennis Yu, CEO Blitz Local; Kelvin Newman, Creative Director SiteVisibility; Grant Muckle, Managing Director Upcast Social10:45 11:15 - Break Featuring Has Bean Coffee11:15 12:00 Finding Locals The View From Europe Leader: Simon Greenman, MD Online European Directories Panel: Michael Oschmann, Digital Industrialist and CEO Mueller-Medien; John Lervik CEO cXense and former Corp VP at Microsoft; Miriam Warren, VP Europe at Yelp12:00 1:30 - Lunch - Plus 12:45-1:30 (optional): Brand Hackathon with Young & Foodish, Leader: Duncan Olge-Skan, EMO1:30 2:15 Afternoon Keynote: The Timely Death of the Daily Deal [and the Birth of Everyday, Everywhere, Every Way Deals] A Daily De