The future of Social Media

@augieray #prsmsummit

The Future of Social Media

Augie RayExecutive Director of Community and Collaboration


Agenda

How to see the futureThree trends for the future


2ways tosee thefuture

Photo credit: http://www.flickr.com/photos/gerlos/3119891607/

http://www.flickr.com/photos/gerlos/3119891607/




First, look to the past Social Media is not new


First, look to the pastPeople will overcome barriers to communicate more widely & easily


First, look to the past Those who succeed focus on human needs, not technology

“If there’s one reason we have done better than of our peers over the last six years, it is because we have focused like a laser on customer experience, and that really does matter... It certainly matters online, where word of mouth is so

very, very powerful.”

B&N$2.2M

Borders Bezos$740M

$19.1B


Social Media is not new

Social media is a natural evolution of human communication.


Look to real world Our relationships with things are rich


Look to real world Our relationships with people are richer


Look to real world

Social mediais very, very

nascent.


Agenda

How to see the futureThree trends for the future

@augieray #prsmsummitPhoto credit: http://www.flickr.com/photos/stevendepolo/5939056364/

The future of social

media isn’t media.

Trend

#1

http://www.flickr.com/photos/stevendepolo/5939056364/


The future of social media is business

The Web started as media but became much more.

19990%

4.6%2011

29%

12 - 20%



Sharing economy is about to explode

OldThey: SellYou: Buy & Own

NewThey: OwnYou: Rent

FutureYou: Own & Rent



Sharing economy is about to explode

The Sharing Economyhttp://bit.ly/SharingEcon

• Peer-to-peer financial lending: $5 billion by 2013

• Car-sharing: $3.3 billion by 2016

• Sharing economy: $110 billion

"If the people formerly known as consumers begin consuming 10% less and peering 10% more, the effect on margins of traditional corporations is going to be disproportionately greater. which means certain industries have to rewire themselves, or prepare to sink into the quicksand of the past.”

- Umair Haque, The New Capitalist Manifesto, Harvard Business Press

http://bit.ly/SharingEcon

@augieray #prsmsummitPhoto credit: http://www.flickr.com/photos/horiavarlan/4271993021/

The future is radically

transparent.

Trend

#2

http://www.flickr.com/photos/horiavarlan/4271993021/


The future is radically transparent

The age of mass media was opaque



Social media is forcing transparency on companies


Butwhat

aboutyou?



Ready or not, here comes interpersonal transparency

What does peer-to-peer mean?

103

10,609



Privacy kills trust

Photo credit: http://www.flickr.com/photos/span112/3978507677/

• Social graph

• Location

• Job history

• Posts

• Driving record

• Credit score

Photo credit:http://www.flickr.com/photos/danielmorris/2852225743/

Party Gal!!!@PartyGal88 The EtherAlways lookin’ for a good time; hatehaters; not so good w/ mornings…or afternoons. Fightin’ for Ur right to Party!

• Friends (not just contacts) of…• Rarely posts bad behaviors• Suspended license for 90 days in 1983• Credit score…

O R

http://www.flickr.com/photos/span112/3978507677/

http://www.flickr.com/photos/danielmorris/2852225743/






@augieray #prsmsummitPhoto credit: http://www.flickr.com/photos/valeriebb/3488188022/

The future is serendipitous.

Trend

#3

http://www.flickr.com/photos/valeriebb/3488188022/


The future is serendipitous

Your device can present results before you even think to search for them

“Think of it as a new way of thinking about traditional text search where you don’t even have to type. What we're really doing is building an augmented version of humanity, building computers to help humans do the things they don't do well better.”



It’s only creepy until it’s not



Components include hardware, software and your data

Photo credit: http://www.flickr.com/photos/gabofr/1351172748/

Mo

bil

e Te

ch

Photo credit: http://www.flickr.com/photos/chilledsalad/2110496081/

Wh

ere

& W

hen

Wh

o Y

ou

’re

Wit

h

Photo credit: http://www.flickr.com/photos/ishootforaliving/4650238566/Photo credit: http://www.flickr.com/photos/littlelila/5399533272/

Oth

ers’

Rat

ing

s

Yo

ur

Pas

t R

atin

gs

http://www.flickr.com/photos/gabofr/1351172748/

http://www.flickr.com/photos/chilledsalad/2110496081/

http://www.flickr.com/photos/ishootforaliving/4650238566/

http://www.flickr.com/photos/littlelila/5399533272/



How it works

Photo credit: http://www.flickr.com/photos/34128007@N04/4680734683/

Rated Highest?

Best fish?

Best service?

Best for kids?

Most romantic?Best value?

Where are my friends?

Rated best by people like me?

http://www.flickr.com/photos/34128007@N04/4680734683/



How it works

Rated Highest?

Most romantic?

Rated best by people like me?



How it works

Best for kids?

Best value?

Where are my friends?



How it works

Best fish?

Best service?Best value?



Death of “The Big Idea”

Photo credit: http://www.flickr.com/photos/nikonfilm35/4209619566/

The Big IdeaIs Dead

Photo credit: http://www.flickr.com/photos/fdecomite/2357432848/

Long livethe

Big Reality

http://www.flickr.com/photos/nikonfilm35/4209619566/

http://www.flickr.com/photos/fdecomite/2357432848/


Summary

The future of social media isn’t media, it’s business.

The future is radically transparent.The future is serendipitous.It’s Facebook’s world, we just live in it.Growth of social media spam filters.The coming social media bubble burst

Photo credit: http://www.flickr.com/photos/eleaf/2536358399/

http://www.flickr.com/photos/eleaf/2536358399/


What Does it Mean

Profound changes are coming in how we live and conduct business.

Advertising can boost brands that furnish great talkable experiences and build trust but cannot save brands that don’t.

ROI only matters in the long term; balance financial measures with brand and risk.

It isn’t the size but the strength of your social graph that matters.

Business is agile and must conducted in real time.


Augie Ray

@augieray

http://ExperienceTheBlog.com

Thank you

http://experiencetheblog.com/

The future of Social Media

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