Social Media will no longer be Social Media

From the Social-Lites and Mass Mingling to

Data Myning and “Biologically Inspired

Intelligence”. Are humans adopting Niche

Social Networks or turning into anti-social

zombies?

Prof Luiz Moutinho

Foundation Chair of Marketing

Adam Smith Business School

University of Glasgow,

Scotland

Social Media is not a Strategy. It is one of the

communication tools available. It is a great

and potentially personal tool, but do not stop

there.

SOCIAL-LITES

Are all about discovery, as consumers become

curators ;actively broadcasting, remixing, compiling,

connecting, sharing and recommending content,

products, purchases, experiences.

THE F – FACTOR

• This is F for friends, fans and followers, who influence

consumers „purchasing decisions in evermore sophisticated

ways.

• It offers the promise of a consumption arena that is more

efficient, more relevant, and more interesting than before.

• F – DISCOVERY

• F – RATED

• F – FEEDBACK

• F – TOGETHER

F - ME

The downside about social media:

no one has this thing really figured

out, yet.

The upsides about the social media:

no one has this thing really figured

out, yet

Ultimately, brands need to

have a role in society. The

best way to have a role in

society is to understand

how people are talking

about things in real time.

Social Media can be an enabler and an

accelerator of existing core capabilities, values,

attributes and plans. It can even be a catalyst

for change. But it cannot magically create what

does not exist.

Social Media will no longer be

“Social Media”……

Rather, it will be an integrated,

unquestionable component of your

online and offline experience!

Marketers Have It Wrong: Forget Engagement, Consumers

Want Simplicity

In a world where brands are constantly fighting for attention,

many marketers are asking themselves a key question: What is

the best way to impact purchase decision and brand loyalty?

The answer they are likely arriving at is that they should engage

potential and current customers via social media. After all,

consumers are all about social media, right? Wrong.

The IBM Institute for Business Value found that 60-65% of

business leaders believe that consumers follow their brands

on social media sites because they want to be part of a

community. Only 25-30% of consumers agree.

On top of trying too hard to engage with consumers via social

media, marketers are generally pushing out too much

information, causing people to over-think purchase decisions

and making them more likely to change their minds about a

product, be less confident in their choice and less likely to

remain loyal to the brand.

MASS MINGLING

Why the online revolution is fuelling an ever-increasing

range of “real world” meet-ups.

Technology has not turned entire generations into

homebound, anti-social zombies.

Au contraire……

NICHE SOCIAL NETWORKS

• Small is the new Big

• Social Media is becoming increasingly personalised

• Internet users are increasingly seeking connections and

content that filter out the “noise” and focus on online

conversations.

Dwindling budgets suddenly make

low-cost social media look like the

pretty girl at the ball……

The recession will force revenue

results out of social technologies.

The Future of the

Social Media

Intuitive

Dynamic

SeamlessHard-Wired

Into Business

Models

Ubiquitous

CONTENT IS COMMODITY

• You have to provide more than content.

• Organising and filtering content will become big business.

• Social networks constructed from semantic similarity captures

actual friendship.

• Folksonomies – classification system,collaborative tagging,

social classification,social indexing, social tagging. Digital

object tagging. Collected intelligence.

• The Democratisation of MetaData

NEW SOCIAL MEDIA INTELLIGENCE TOOLS

• To learn the meaning and context of data in a way that is similar

to humans. Called “Biologically inspired intelligence”. Machine

Learning, useful for understanding complex, unstructured

information.

• Application Programming Interface (API) for building learning

machines. Adaptive holosemantic data space with semiotic

capabilities. Sense-making capabilities for semantic discovery,

lightweight ontologies, knowledge collaboration, sentiment

analysis, AI and data mining. “Topic-Mapper”

• Gnostech.com

END-USER COMPUTING TRENDS

NewsGroups

Gopher Text

Text 2D Graphics

IndividualVideo Game

Micro Virtual Worlds

3D, 4D and

Movement Group

Collaboration

Text, Video, Voice

HIGH

LOW

Ba

nd

wid

th R

eso

lutio

n

Pro

ce

ssin

g P

ow

er

Graphic Intensity User

Engagement Collaboration

HIGH

DATA MYNING

• If data is the new resource, expect consumers

to start demanding their share of its value.

• Big data discussion. The value of customer

data to businesses. Now, savvy consumers are

reversing the flow: seeking to own and make

the most of their lifestyle data, and turning to

brands to proactively offer better solutions.

In the first decade of the 21st century, new media

technologies for social networking such as Facebook,

MySpace, Twitter and YouTube began to transform the

social, political and informational practices of individual

and institutions across the globe, inviting a

philosophical response from the community of applied

ethicists and philosophers of technology.

WHAT IS SOCIAL MEDIA

REALLY ABOUT?

• Disclosure

• Transparency

• Authenticity

• Trust

Spare a thought for Ethics

• Be transparent

• Give something back

• Trust is paramount

• Do not jeopardise that trust

SOCIAL NETWORKS are not about websites.

They are about experiences.