The Big Online PictureWhere Today’s Digital Landscape Is Going

Neville Hobson

@jangleswww.nevillehobson.com

March 20, 2012

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7,000,000,000

http://www.viewsoftheworld.net/?p=1660

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Global Voices

http://www.vincos.it/world-map-of-social-networks/

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Global Voices

http://www.plusdemographics.com/country_report.php

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At the End of 2011…■ 800+ million users on Facebook

■ 200 million users added to Facebook during 2011

■ 350 million Facebook users that log in to the service using their mobile phone

■ 225 million Twitter accounts

■ 100 million active Twitter users

■ 18.1 million people following Lady Gaga on Twitter

■ 250 million tweets per day (October 2011)

■ #egypt was the number one hashtag on Twitter

■ 8,868 tweets per second in August for the MTV Video Music Awards

■ $50,000 raised for charity by the most retweeted tweet of 2011

■ 39 million Tumblr blogs

■ 70 million WordPress blogs

■ 1 billion messages sent with WhatsApp during one day (October 2011)

■ 2.6 billion worldwide IM accounts

■ 2.4 billion social networking accounts worldwide

http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/

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Anyone with an opinion and an internet connection

can influence someone else about your brand

and the things you care about.

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The Effect on Our Daily Lives

■ Disruptive

■ Exciting

■ Challenging

■ Gives You An Edge

■ Puts You At The Edge

■ Blurs Personal And Business

■ Unbalances The Work-Life

■ Endless Opportunities

■ Transformative

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Everything Is

Connected

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http://youtu.be/a6cNdhOKwi0

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Everything Is

Social

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Wall Street Journal Feb 10, 2012http://online.wsj.com/article/SB10001424052970203824904577213041944082370.html

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The Web

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The Global Business Picture

■ US-based companies continue to dominate

■ Apple, Google, Amazon, Facebook remain mega-leaders

■ But Chinese, Japanese, Russian companies on the rise

KPCB Internet Trends 2011 / October 2011

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The Law and the Web■ Huge challenges

− Can contemporary online society connect with traditional legal constructs?

− What has to change?

■ The EU “Cookie Law”

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The Law and the Web

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The Law and the Web

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Cloud Computing

1. Cloud computing will allow everybody to be a service provider

− The infrastructure to do things is no longer a limiting factor

− Focus will shift to application and business services

2. Employees will be able to use any device to access, transact and manage their work

3. A new class of real time, personalized service provider will emerge

− Develop partnerships to exploit the advantages of big data, social media and mobility

“The Future of Cloud Computing: Industry Predictions for 2012” Cloud Computing Journal, Nov 4, 2011http://cloudcomputing.sys-con.com/node/2040343

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HTML5

1. 5th revision of the HTML standard

− Still under development

2. Is HTML5 replacing Adobe Flash?

− Apple vs Adobe

− Implications for businesses

3. Appealing to app developers esp for mobile*

* http://corbinball.wordpress.com/2011/10/06/four-out-of-of-twelve-technology-trends-to-watch-for-2012-html5-will-become-the-standard-for-many-event-mobile-applications/

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http://on.wsj.com/sKc4Oy

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UI 1. The decades-old “desktop user interface model” is changing

− Windows, icons, menus, pointers

2. Evolution to mobile-centric interfaces emphasizing touch, gesture, search, voice and video

− Touch an integral part of Windows 8, releasing during 2012

3. Applications likely to shift to more focused and simple apps that can be assembled into more complex solutions

− Drive the need for new user interface design skills

“Gartner Identifies the Top 10 Strategic Technologies for 2012,” Oct 18, 2011http://www.gartner.com/it/page.jsp?id=1826214

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Engagement

■ Increasingly an expectation

■ Increasingly common on mainstream media websites

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Game Changers

■ IBM study of 1,734 CMOs in 64 countries

■ Four biggest challenges identified:

1. Explosion of data

2. Social media

3. Proliferation of channels and devices

4. Shifting consumer demographics

■ More than 50% of CMOs told IBM “We’re not ready”

“From Stretched to Strengthened: The IBM Global CMO Study” October 2011http://ibm.com/cmostudy

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Marketing Trends

■ Intense focus:

1. Social media

2. Data-driven analytics

3. CRM

4. Mobile apps

“Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011http://www.emarketer.com/Article.aspx?R=1008667

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Priorities

■ Top 3:

1. Customers

2. Mobile apps

3. Social media

“Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011http://www.emarketer.com/Article.aspx?R=1008667

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Mobile

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Trend: Mobile 1. Business imperative: making your website work for mobile devices

2. Mobile eclipses computers: the “Post PC Era”

− The Post-PC Era may or may not be coming, but there is no question that the Mobile Era is here

3. Smartphones have become an integral part of people’s daily lives wherever they are

4. We use smartphones as an extension - even a replacement - of our desktop computers

− As we multi-task and consume other media

Chart: http://www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015

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Major Impacts

■ Battle for Platform SupremacyiOS / Android / Windows / BlackBerry

■ Rapid GrowthMobile search, mobile advertising

■ Mobile Apps + Advertising‘Explosive growth’ from 2012 onwards

■ Location-Based ServicesEnriching the business of engagement

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Top Tips■ Make sure you can be found via mobile search

− Consumers regularly use their phones to find and act on information

■ Incorporate location-based products and services and make it easy for mobile customers to reach you− Local information seeking is common among smartphone users

■ Develop a comprehensive cross-channel strategy

− Mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions

“Smartphone user study shows mobile movement under way” Google, April 2011http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

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Social Media

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Social Media Is…

■ Disruptive, challenging established orders, hierarchies and cultures

■ About people and what they do with technology tools

■ About change and connecting with changes in society, the marketplace, the workplace

■ About calculating risk to enable employer and employee to confidently engage in the new landscape

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Why Social Media Matters

■ Increasing importance of word-of-mouth on consumer behaviour including recommendations and actual purchasing

■ Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion

■ Social media can help foster a genuine connection between a company and its stakeholders

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In 2011, 67 members of the FTSE 100 were actively engaged in social media.

http://dl.dropbox.com/u/17133652/ThreePipe%20Supplement_Final.pdf

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The benefits of taking a calculated risk to embrace social media as a legitimate business tool

are clear and compelling to many companies who have taken the first steps.

http://www.its-elementary-watson.com/how-social-is-the-ftse-100/

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■ While use of social media is widespread among tech firms, some specifics are missing from the execution – notably, listening and measurement – which dents the overall effectiveness of such use.

“One in Five Technology Firms Has Rejected a Job Applicant Because of Social Media Profile” – Eurocom Worldwide Annual Survey, March 2012. http://www.eurocompr.com/prfitem.asp?id=14921

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■Fear of perceived security risks in allowing employees access to social media tools and channels

− “What if someone stole our secrets or released them without permission, or brought a virus into our network?”

■Uncertainty over the effects of losing control

− “Isn’t there a huge risk that employees will say something they shouldn’t if we don’t monitor what they’re allowed to do?”

■Doubt over productivity

− “Surely it increases the chances for employees to waste time?”

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Permit not Prohibit■ Companies most ready for social media don’t block, experience fewer

and less damaging crises1

■ None of the top 100 best US companies to work for blocks employee access to social media: not a single one2

1: http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/

2: http://www.stopblocking.org/?p=169

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Employees Don’t Need Your Network

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You can’t just dabble in social media. You can’t use them only when things are good. You have to deal with rain as well as sunshine. And I’m convinced that the upside outweighs the downside.

If a company, or even its chief executive, doesn’t have a presence on social networks today, that company risks not being in the conversation at all. Over time, I believe, that can be fatal to a business.

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”http://hbr.org/2010/12/how-i-did-it-best-buys-ceo-on-learning-to-love-social-media/ar/1

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What You Need to Know1. Know – with precision – who the influencers and opinion-leaders

are

2. Know your “share of conversation” vs “share of voice”

3. Know where conversations are occurring that matter

4. Know how news is shared and by whom

5. Know of issues before they become mainstream

6. Know the right keywords that drive search

7. Know who to follow or friend

8. Know what content your customers care about

9. Know who is defining your brand, pro or con

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There Are a Lot of Tools…Monitoring

Tactical Strategic

Listening

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Major Impacts

■ An Irresistible ForceSocial media usage is increasing rapidly and dramatically; businesses of all shapes and sizes are embracing it

■ Evolving into ‘Social Business’More than just a buzzword?

■ The Enterprise Goes Back to SchoolThe business that’s not “fluent in social” will be at a competitive disadvantage

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Key: Integrated Communication Social media is not stand-

alone or a separate activity

Long-term activity and resource commitment

Integral to your marketing and communication mix

Integral to the success of your business

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The rise of the socially connected consumer warrants much more than attention; it requires an understanding of what motivates them to click, act, and share.

Brian SolisAuthor

“The End of Business As Usual”November 2011

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What Can You Do?

■ RightNow?

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Calculated Risk

1. Recognize change

2. Make a deal with your employees to eliminate FUD

3. Be where your customers are

4. Listen

5. Permit not prohibit

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Start Here 1. Listen

2. Give up control

3. Be natural

4. Make a commitment

5. Be where your customers are

6. Learn to deal with negativity

7. Be humble

8. Have a clear and measurable objective

9. Develop a plan

10. Listen

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Thank You