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Interesting point of view from IBM on how some key trends in Social media can be harnessed for maximum business impact by using the right TOOLs, ensuring the right TALENT and having the perfect ConText. Very useful for Digital Marketing agencies interested in devising and executing Social media Strategies for their clients, CMOs who are interested maximizing business impact thru Social
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© 2014 IBM Corporation
14 Social MediaTrends to watchin 2015!
Karthik PadmanabhanCountry Head, Ecosystem Development IBM India
@karthik_padman #SMWMumbai
© 2014 IBM Corporation@karthik_padman#SMWMumbai2
Seismic changes in our roles, expertise and skills
Dramatic developments in cloud, mobile and big data power new social apps
The latest social trends fall under three ‘T’s
If content is king, then context is most definitely queen
© 2014 IBM Corporation@karthik_padman#SMWMumbai3
The latest social trends fall under three ‘T’s
Dramatic developments in cloud, mobile and big data power new social apps
Seismic changes in our roles, expertise and skills
If content is king, then context is most definitely queen
© 2014 IBM Corporation@karthik_padman#SMWMumbai
1
4
5.6 Billion
Smartphones Sold
1 Trillion
Connected Devices
41% CAGR Wearable Wireless Devices
2013 2014 2015+
The Internet of Things connects machines and devices to the social web
© 2014 IBM Corporation@karthik_padman#SMWMumbai5
Region of Eindhoven, Netherlands captures data from cars and road sensors
Notifies commuters via smart phone app
Sensors from roads and cars provide social data to ease congestion
1
VVV Eindhoven
© 2014 IBM Corporation@karthik_padman#SMWMumbai6
Data from Facebook fed real-time onto store racks
How do you know you are up on the latest trends? With a social hanger!
1
© 2014 IBM Corporation@karthik_padman#SMWMumbai7
Leveraging cognitive capabilities to deliver
real-time impact
Mining internal data with business
intelligence tools
Analytics 1.0
Understanding the customer by analyzing unstructured big data
Analytics 2.0 Analytics 3.0
Analytics 3.0: real-time insights driven by cognitive computing
2
© 2014 IBM Corporation@karthik_padman#SMWMumbai
Pick Goalswhere social can have an
impact
Align Social to top business goals
© 2014 IBM Corporation@karthik_padman#SMWMumbai9
200 Tweets Reveals Your Personality!
9
IBM’s Almaden Research Center Accelerated Discovery Lab
“Psycholinguistic” analysis of 52 different personality traits
Determining personality in 200 tweets
IBM has analyzed 500,000 people and no one is exactly the same!
Don’t necessarily think it’s important to stick to tradition or
conformity. A rebel!
“Very open: to experiencing new things; a love of novel
things
Value cooperation, harmony, and others and their opinions
An idealist: a very picky perfectionist who wants things
to be done just right
Very friendly: high agreeableness
2
© 2014 IBM Corporation@karthik_padman#SMWMumbai
Personalized,conversational shopping
powered by Watson
Help consumers make better purchase
decisions
10
Analytics 3.0: Fluid works with Watson to match shoppers to products
2
© 2014 IBM Corporation@karthik_padman#SMWMumbai11
Health professionals: more likely to use relevant forums or niche social networks
Don’t ignore the rise of niche social networks3
niche network for runners and
bikers sees growth driven by mobile
Social
Net
s
Forum
s
Niche
SNs0
9
Preferred Social Media Channels / Ranked
18,000
5,000
Site ranking 2012
Site ranking 2014
© 2014 IBM Corporation@karthik_padman#SMWMumbai12
Niche networks: redefining engagement in education3
Social Studentoffers private
social networking for campuses
© 2014 IBM Corporation@karthik_padman#SMWMumbai13
Average order value from
: $92.40Brand adoption of
80% in 2013
Image-centric networks on the rise!4
© 2014 IBM Corporation@karthik_padman#SMWMumbai
Think DNA, Not Just Tools
© 2014 IBM Corporation@karthik_padman#SMWMumbai
Visual Communication
15
• Communicate
• Humanize brand
• Brand storytelling
• Educate, empower & Inspire
• Emotionally connect
• Entertain
Instagram: 150 million users
Pinterest: 20 million users
Facebook: Images have 53% more likes
PicMonkey: 1.6m visits/ day, 4.3m edits/ day (in 8 months)
© 2014 IBM Corporation@karthik_padman#SMWMumbai16
Elfa re-energizes brand using product design tool
• Customers design and plan storage solutions using 3D modeling software
• Elfa has visibility into the storage solutions customers design
4
© 2014 IBM Corporation@karthik_padman#SMWMumbai17
receives over
1 Billionactive users a month
Rise in video consumption driven by mobile! 5
0
16All Mobile
Smartphones
Tablets
Sha
re o
f All
Hou
rs W
atch
ed O
nlin
e (%
) Mobile’s share of online video
1/12 1/13 9/13
© 2014 IBM Corporation@karthik_padman#SMWMumbai
IDC predicts
1.3B mobile workers by 2015
© 2014 IBM Corporation@karthik_padman#SMWMumbai
90% of mobile users have
device within arms reach
100% of time
© 2014 IBM Corporation@karthik_padman#SMWMumbai20
Safeway uses Qumu to:
create, access, searchinteractive, engaging videos
Use of video growing rapidly in the workplace
Increased
ratings
comments
5
© 2014 IBM Corporation@karthik_padman#SMWMumbai21
Dramatic developments in cloud, mobile and big data power new social apps
Seismic changes in our roles, expertise and skills
If content is king, then context is most definitely queen
The latest social trends fall under three ‘T’s
© 2014 IBM Corporation@karthik_padman#SMWMumbai22
HR professionals say they believe the use of online reputational info
will significantly increase over the next five years
Klout is the new SAT score?6
We increasingly trust messages
from experts and our peers
Acade
mic
or E
xper
t
Techn
ical E
xper
t
A Per
son
Like
Yours
elf
Financ
ial o
r
Indu
stry A
nalys
t
67% 66% 62%53%
© 2014 IBM Corporation@karthik_padman#SMWMumbai23
Dynamic Signal turns employees into brand advocates
The growing power of influence6
5000 employeescan generate…
Over 100M authentic impressions
$2.3M in recruiting cost savings
28% increase in Earnings
$4.5M in earned media advertising value
19% growth in Revenue
© 2014 IBM Corporation@karthik_padman#SMWMumbai24
Digital content creators needed!7
135 billionIn 2014, marketing teams will spend $135 billion dollars on new digital marketing collateral
78%CMOs think custom content is the future of marketing
Content Creator:
Mixed media storyteller
Deep understanding of digital content and channels
Ability to activate influencers
Strong analytical focus
Ability to engage and educate teams
© 2014 IBM Corporation@karthik_padman#SMWMumbai
7
25
IBM Voices: Uniting content creators across IBM
Digital content creates deeper brand engagement
7x increase in conversion to action
Millions of impressions
© 2014 IBM Corporation@karthik_padman#SMWMumbai
Source: Altimeter Group
Business metrics: revenue, CSAT, reputation
Social media analytics: Insights, share of voice, resonance, WOM
Engagement metrics: fans, followers, clicks
Corporate
What are you measuring?
© 2014 IBM Corporation@karthik_padman#SMWMumbai27
75% of respondents said they predicted sharing of physical objects and spaces will increase in next 5 years Shareable Magazine Study
Three quarters of startups use social
tech like Facebook
Collaborative Economy =
Ownership and access to resources
shared between people, startups,
corporations
New collaborative economy employment models drive business results!
8
© 2014 IBM Corporation@karthik_padman#SMWMumbai28
In 2008, Virtual Assistants earned a total
of just under
$250,000 on oDesk
In 2012 they earned more
than $6 million Currently
5,000Virtual Assistants
listed
Crowdsourcing the right skills to get the job done8
Revolutionizing employment with a collaborative platform
© 2014 IBM Corporation@karthik_padman#SMWMumbai29
77% of consumers are more likely to buya new product via recommendation
4x-10x higher conversation rate for offers from trusted advocates
Customers mobilized as advocates9
© 2014 IBM Corporation@karthik_padman#SMWMumbai30
Create customer programs to turn customers into advocates9
532 IBM Champions
33mSocial
impressions
© 2014 IBM Corporation@karthik_padman#SMWMumbai
$Opportunity Harvest
Free member
Paid member
Loyal evangelist
Communities Create Markets
© 2014 IBM Corporation@karthik_padman#SMWMumbai32
Top 5 attributes of a Chief Customer Officer:
Strong understanding of customer retention Belief in the power of the ecosystem Non believer in silos Active in internal & external networking Explorer of new tools and new ideas
New role of Chief Customer Office transcends CIO/CMO/COO
10
© 2014 IBM Corporation@karthik_padman#SMWMumbai33
Marketing and support working together to deliver ROI
10
“We can now identify and act upon changes in individual customer
behavior.”–Don MacDonald, Head of Group
Customer Analytics and Decisioning
Behavioral customer data
Targeted, customized marketing communications
60% increase in cross-sales&
Increased customer satisfaction
© 2014 IBM Corporation@karthik_padman#SMWMumbai34
Dramatic developments in cloud, mobile and big data power new social apps
Seismic changes in our roles, expertise and skills
If content is king, then context is most definitely queen
The latest social trends fall under three ‘T’s
© 2014 IBM Corporation@karthik_padman#SMWMumbai35
350M photos shared every day on Snapchat
5 Tweets per second contain a Vine link
We have a growing desire for instant and ephemeral content
11
© 2014 IBM Corporation@karthik_padman#SMWMumbai36
1.5 min video by IBM Research viewed 5m times
Instagram and Vine work well for short-form promos
Leverage new forms of communication in your business!11
© 2014 IBM Corporation@karthik_padman#SMWMumbai37
Social media sites reach
8 out of 10 of all US Internet users
and account for
23% of all time spent online
Marketers spend over a quarter of their budget on
content marketing
Marketing is the new media12
© 2014 IBM Corporation@karthik_padman#SMWMumbai38
American Airlines tracks digital content
around the brand
Team of AA social experts builds
engagement with customers
MutualMind social command center
Digital content is the foundation for creating engaging user experiences
12
© 2014 IBM Corporation@karthik_padman#SMWMumbai
YOU are the media
© 2014 IBM Corporation@karthik_padman#SMWMumbai40
Incentives drive desired behavior
New incentives for user-generated content13
CommentingGamification increases commenting by 13%
SharingGamification increases social sharing by 22%
Activity FeedGamification increases
activity feed engagement by 68%
+13% +22% +68%
© 2014 IBM Corporation@karthik_padman#SMWMumbai41
Shopa offers a social shopping
network
Major brands incentivize user-generated content13
Brands such as fashion retailers
receive targeted word-of-mouth referrals
Consumers get discounts for sharing purchase information
© 2014 IBM Corporation@karthik_padman#SMWMumbai42
56m userson Flipboard: don’t miss this opportunity!
67% more leads from B2B companies that have a blog vs those that don’t
The blog is back!14
© 2014 IBM Corporation@karthik_padman#SMWMumbai43
IBM developerWorks sees 20% growth in blogs views over 2013
Janet Powers reports that traffic to Women’s Toolbox doubled in 2013
Blog networks continue to attract more visitors! 14
© 2014 IBM Corporation@karthik_padman#SMWMumbai44
Keep abreast of the latest developments
in social, mobile, cloud and big data
Develop plans to build influence in the ecosystem and create a customer-centric organization
Build systems of engagement that provide personalized,
relevant information
Where do you start?
© 2014 IBM Corporation@karthik_padman#SMWMumbai45
Follow me @karthik_padmantwitter.com/karthik_padman