Philips Social Media Manifesto

SOCIAL MEDIA
Consumer Interaction in The Digital Space

Saturday, April 24, 2010

WHAT IS SOCIAL MEDIA?



Social Media = Content that through user interaction lives and evolves in a digital space.

Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a

social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus

transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and

development
of
content
throughout
the
digital
space.


Traditional Media Social Media

Brand -> User Brand
(One way communication)
User User
(Multi communication)

Static Constantly changing

Advertising = Interruption Advertising = Conversation

Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a

social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus

transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and

development
of
content
throughout
the
digital
space.


The Social Media audience are
The Traditional Media audience are
content consumers AND content
content consumers.
producers.

Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a

social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus

transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and

development
of
content
throughout
the
digital
space.

SOCIAL MEDIA ACTORS
Sites, Services and Applications


SOCIAL MEDIA ACTORS

Communities

Facebook - General networking:
Over 400 million active users and more than
5 billion pieces of content shared each week.

MySpace - General networking (focus on music):
Over 100 million active users.

Bebo - General networking:

LinkedIn - Business and professional networking:

There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities

such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual

pro@ile
pages
used
to
display
selected
information
about
themselves.

Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different

content
shared
each
week.

There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and

professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.

There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,

comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music

videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.

During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as

Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,

selected
stores
and
venues
etc
are
located.

Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a

micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated

to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for

analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.

SOCIAL MEDIA ACTORS

Communities:
Facebook
MySpace
Bebo
LinkedIn

Content sharing

Youtube - Video sharing:
Over a billion videos viewed per day.
Over 21 hours of video uploaded every minute.

Flickr - Photo sharing:

There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities

such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual

pro@ile
pages
used
to
display
selected
information
about
themselves.

Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different

content
shared
each
week.

There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and

professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.

There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,

comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music

videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.

During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as

Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,

selected
stores
and
venues
etc
are
located.

Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a

micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated

to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for

analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.

SOCIAL MEDIA ACTORS

Communities: Content sharing:
Facebook Youtube
MySpace Flickr
Bebo
LinkedIn

Geo Location Apps

Foursquare - Location based social network:
Approximately 1 million users.

Gowalla - Location based social network:
100.000 to 300.000 active users.

There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities

such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual

pro@ile
pages
used
to
display
selected
information
about
themselves.

Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different

content
shared
each
week.

There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and

professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.

There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,

comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music

videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.

During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as

Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,

selected
stores
and
venues
etc
are
located.

Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a

micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated

to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for

analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.

SOCIAL MEDIA ACTORS

Communities: Content sharing: Geo Location Apps:
Facebook Youtube Foursquare
MySpace Flickr Gowalla
Bebo
LinkedIn
Micro Blogging

Twitter - General micro blogging service:
Over 50 million tweets per day.
Over 10 billion tweets created since launch.

Tumblr - General micro blogging service
(focus on displaying pictures):
3 to 5 million active users.
Over 2 million posts produced every day.

There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities

such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual

pro@ile
pages
used
to
display
selected
information
about
themselves.

Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different

content
shared
each
week.

There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and

professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.

There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,

comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music

videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.

During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as

Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,

selected
stores
and
venues
etc
are
located.

Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a

micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated

to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for

analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.

SOCIAL MEDIA ACTORS

Communities: Content sharing:
Facebook Youtube
MySpace Flickr
Bebo
LinkedIn

Micro Blogging: Geo Location Apps:
Twitter Foursquare
Tumblr Gowalla

There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities

such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual

pro@ile
pages
used
to
display
selected
information
about
themselves.

Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different

content
shared
each
week.

There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and

professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.

There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,

comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music

videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.

During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as

Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,

selected
stores
and
venues
etc
are
located.

Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a

micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated

to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for

analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives


HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

The key to success is RELEVANCE

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

In order for brands to successfully interact with
users in the digital space the communicated
message needs to be:

RELEVANT to its audience
&
RELEVANT to the brand identity

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Brands should not spam or interrupt its users.

Instead, they have to invite to a conversation!

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

True consumer connection is only reached when the
audience feels like they are a part of the brand.

”The experience is the message”

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples:

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples No.1 - Art of The Trench by Burberry

A micro site enabling people to upload and share
pictures of themselves or others in trench coats.

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples No.1 - Art of The Trench by Burberry

Art of The Trench successfully interacts with its
target audience in a fun and unique way - A way
which is totally coherent with the identity of the
brand.

It creates an incentive for fashion interested people
all around the world to take part.

It is also extremely culturally relevant.

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides

Soundwalk in collaboration with LV creates sound tours of
different cities around the world.

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples No.3 - Nowness by LVMH

A blog showcasing content from different creative
talents all around the world.

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

HOW TO CONQUER THE
SOCIAL MEDIA SPHERE

Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides
&
Examples No.3 - Nowness by LVMH

Even though these sites are not showcasing user generated content they
interacts with its audience through inspiring and enabling conversations which is
relevant to the selected brands.

The brand becomes defined by the content it provides.

Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does

not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.

The
key
to
success
is
relevance.

Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present

within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual

communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to

a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.

A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages

usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the

brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting

social
interaction.

There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They

provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.

Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.

Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art

blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.

Even
though
these
sites
are
not
promoting
content
created
by
the

users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the

communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.

THE FUTURE OF
SOCIAL MEDIA
What will happen next?


THE FUTURE OF SOCIAL MEDIA

The social media of the future will:

Today
advertising
is
very
different
from
what
it
once
was.
Advertising
has
developed
into
being
more
about
creating
a
service
that
entertain

and
are
useful
to
its
users.
In
the
near
future
the
borders
between
what
divide
actual
advertising
from
utility
services
will
completely

disappear
–
enabling
a
new
level
of
contextualised
relevance.

The
social
media
experience
of
the
future
will
evolve
to
become
lot
more
frictionless
and
intertwined
with
our
daily
lives.
It
will
also
enable
us

to
interact
with
our
surroundings
in
a
seamless
way
allowing
users
to
access
tons
of
information
that
is
relevant
to
our
surroundings
and
us
at

any
given
time.

There
are
several
new
technologies
already
being
developed,
which
will
allow
for
this
to
come
true.
For
example
RFID
tags
and
transponders

will
enable
us
to
acquire
all
sorts
of
data
by
scanning
products
etc
with
our
mobile
devices.
In
the
near
future
you
will
be
able
to
with
your

mobile
phone
scan
a
product
in
a
store
that
you
are
considering
buying,
when
scanned
the
information
about
the
product
based
on
reviews
as

well
as
other
users
experience
will
be
displayed
on
your
phone.

There
will
also
be
a
more
profound
connection
between
real
life
objects
and
places
and
social
networks.
New
and
relatively
cheap
technology

will
allow
for
objects
to
communicate
its
status
to
social
networking
sites
and
its
users.
We
have
already
seen
a
bakery
releasing
automated

tweets
every
time
the
oven
switches
off,
thus
informing
its
audience
that
fresh
and
hot
bread
is
available.
This
will
also
enable
local
shops
etc

to
better
communicate
with
its
community.

Our
social
media
pro@iles
will
also
be
more
heavily
connected
with
our
real
life’s,
allowing
for
people
passing
us
on
the
street
to
access
our

information
either
via
signals
sent
out
from
our
mobile
devices
or
via
biometric
face
recognition,
a
service
which
recognizes
your
face.

Sophisticated
face
recognition
software
can
in
theory
scan
and
collect
every
single
picture
featuring
you
on
the
entire
web.

The
evolution
of
social
networking
and
the
social
web
can
be
seen
as
@ive
different
phases.
Its
however
important
to
note
that
these
phases
are

overlapping
and
there
is
no
de@inite
answer
to
where
one
phase
ends
and
another
begins.

The
phases
are:

No.1:
The
Social
Relationship
Phase
–
People
connect
to
each
other
and
share
content.

No.2:
The
Socially
Functionality
Phase
–
Social
networks
provided
users
with
useful
services.
(Clouds,
Geo
location)

No.3:
The
Social
Colonization
Phase
–
Our
entire
online
experiences
becomes
connected
with
social
networking.
(Facebook
Connect,
OpenID)

No.4:
The
Social
Context
Phase
–
The
content
becomes
more
personal
and
also
intertwined
with
our
daily
lives.
(RFID
Tags
and
Transponders,

Biometric
Face
Recognition)

No.5:
The
Social
Commerce
Phase
–
Social
media
is
now
a
regular
part
of
our
daily
lives.
Experiences
are
shared
in
an
online
environment
as

much
as
in
real
life.
Information
is
hyper
relevant,
tailored
and
always
accessible.

Today
we
are
somewhere
at
the
end
of
the
social
relationship
phase
and
in
the
beginning
of
the
social
functionality
phase.
It
has
to
be
stated

that
even
thought
this
phase
change
has
taken
its
time,
they
will
start
changing
quicker
and
quicker
as
the
technology
advances
–
leaving
us

almost
completely
unaware
of
what
the
future
of
social
media
and
online
interaction
holds.


Offer less friction
Be more interlaced with our daily lives
Allow us to interact with our surroundings
Provide more local and customized information

Today
advertising
is
very
different
from
what
it
once
was.
Advertising
has
developed
into
being
more
about
creating
a
service
that
entertain

and
are
useful
to
its
users.
In
the
near
future
the
borders
between
what
divide
actual
advertising
from
utility
services
will
completely

disappear
–
enabling
a
new
level
of
contextualised
relevance.

The
social
media
experience
of
the
future
will
evolve
to
become
lot
more
frictionless
and
intertwined
with
our
daily
lives.
It
will
also
enable
us

to
interact
with
our
surroundings
in
a
seamless
way
allowing
users
to
access
tons
of
information
that
is
relevant
to
our
surroundings
and
us
at

any
given
time.

There
are
several
new
technologies
already
being
developed,
which
will
allow
for
this
to
come
true.
For
example
RFID
tags
and
transponders

will
enable
us
to
acquire
all
sorts
of
data
by
scanning
products
etc
with
our
mobile
devices.
In
the
near
future
you
will
be
able
to
with
your

mobile
phone
scan
a
product
in
a
store
that
you
are
considering
buying,
when
scanned
the
information
about
the
product
based
on
reviews
as

well
as
other
users
experience
will
be
displayed
on
your
phone.

There
will
also
be
a
more
profound
connection
between
real
life
objects
and
places
and
social
networks.
New
and
relatively
cheap
technology

will
allow
for
objects
to
communicate
its
status
to
social
networking
sites
and
its
users.
We
have
already
seen
a
bakery
releasing
automated

tweets
every
time
the
oven
switches
off,
thus
informing
its
audience
that
fresh
and
hot
bread
is
available.
This
will
also
enable
local
shops
etc

to
better
communicate
with
its
community.

Our
social
media
pro@iles
will
also
be
more
heavily
connected
with
our
real
life’s,
allowing
for
people
passing
us
on
the
street
to
access
our

information
either
via
signals
sent
out
from
our
mobile
devices
or
via
biometric
face
recognition,
a
service
which
recognizes
your
face.

Sophisticated
face
recognition
software
can
in
theory
scan
and
collect
every
single
picture
featuring
you
on
the
entire
web.

The
evolution
of
social
networking
and
the
social
web
can
be
seen
as
@ive
different
phases.
Its
however
important
to
note
that
these
phases
are

overlapping
and
there
is
no
de@inite
answer
to
where
one
phase
ends
and
another
begins.

The
phases
are:

No.1:
The
Social
Relationship
Phase
–
People
connect
to
each
other
and
share
content.

No.2:
The
Socially
Functionality
Phase
–
Social
networks
provided
users
with
useful
services.
(Clouds,
Geo
location)

No.3:
The
Social
Colonization
Phase
–
Our
entire
online
experiences
becomes
connected
with
social
networking.
(Facebook
Connect,
OpenID)

No.4:
The
Social
Context
Phase
–
The
content
becomes
more
personal
and
also
intertwined
with
our
daily
lives.
(RFID
Tags
and
Transponders,

Biometric
Face
Recognition)

No.5:
The
Social
Commerce
Phase
–
Social
media
is
now
a
regular
part
of
our
daily
lives.
Experiences
are
shared
in
an
online
environment
as

much
as
in
real
life.
Information
is
hyper
relevant,
tailored
and
always
accessible.

Today
we
are
somewhere
at
the
end
of
the
social
relationship
phase
and
in
the
beginning
of
the
social
functionality
phase.
It
has
to
be
stated

that
even
thought
this
phase
change
has
taken
its
time,
they
will
start
changing
quicker
and
quicker
as
the
technology
advances
–
leaving
us

almost
completely
unaware
of
what
the
future
of
social
media
and
online
interaction
holds.


This will be enabled through new technologies such as:

Today
advertising
is
very
different
from
what
it
once
was.
Advertising
has
developed
into
being
more
about
creating
a
service
that
entertain

and
are
useful
to
its
users.
In
the
near
future
the
borders
between
what
divide
actual
advertising
from
utility
services
will
completely

disappear
–
enabling
a
new
level
of
contextualised
relevance.

The
social
media
experience
of
the
future
will
evolve
to
become
lot
more
frictionless
and
intertwined
with
our
daily
lives.
It
will
also
enable
us

to
interact
with
our
surroundings
in
a
seamless
way
allowing
users
to
access
tons
of
information
that
is
relevant
to
our
surroundings
and
us
at

any
given
time.

There
are
several
new
technologies
already
being
developed,
which
will
allow
for
this
to
come
true.
For
example
RFID
tags
and
transponders

will
enable
us
to
acquire
all
sorts
of
data
by
scanning
products
etc
with
our
mobile
devices.
In
the
near
future
you
will
be
able
to
with
your

mobile
phone
scan
a
product
in
a
store
that
you
are
considering
buying,
when
scanned
the
information
about
the
product
based
on
reviews
as

well
as
other
users
experience
will
be
displayed
on
your
phone.

There
will
also
be
a
more
profound
connection
between
real
life
objects
and
places
and
social
networks.
New
and
relatively
cheap
technology

will
allow
for
objects
to
communicate
its
status
to
social
networking
sites
and
its
users.
We
have
already
seen
a
bakery
releasing
automated

tweets
every
time
the
oven
switches
off,
thus
informing
its
audience
that
fresh
and
hot
bread
is
available.
This
will
also
enable
local
shops
etc

to
better
communicate
with
its
community.

Our
social
media
pro@iles
will
also
be
more
heavily
connected
with
our
real
life’s,
allowing
for
people
passing
us
on
the
street
to
access
our

information
either
via
signals
sent
out
from
our
mobile
devices
or
via
biometric
face
recognition,
a
service
which
recognizes
your
face.

Sophisticated
face
recognition
software
can
in
theory
scan
and
collect
every
single
picture
featuring
you
on
the
entire
web.

The
evolution
of
social
networking
and
the
social
web
can
be
seen
as
@ive
different
phases.
Its
however
important
to
note
that
these
phases
are

overlapping
and
there
is
no
de@inite
answer
to
where
one
phase
ends
and
another
begins.

The
phases
are:

No.1:
The
Social
Relationship
Phase
–
People
connect
to
each
other
and
share
content.

No.2:
The
Socially
Functionality
Phase
–
Social
networks
provided
users
with
useful
services.
(Clouds,
Geo
location)

No.3:
The
Social
Colonization
Phase
–
Our
entire
online
experiences
becomes
connected
with
social
networking.
(Facebook
Connect,
OpenID)

No.4:
The
Social
Context
Phase
–
The
content
becomes
more
personal
and
also
intertwined
with
our
daily
lives.
(RFID
Tags
and
Transponders,

Biometric
Face
Recognition)

No.5:
The
Social
Commerce
Phase
–
Social
media
is
now
a
regular
part
of
our
daily
lives.
Experiences
are
shared
in
an
online
environment
as

much
as
in
real
life.
Information
is
hyper
relevant,
tailored
and
always
accessible.

Today
we
are
somewhere
at
the
end
of
the
social
relationship
phase
and
in
the
beginning
of
the
social
functionality
phase.
It
has
to
be
stated

that
even
thought
this
phase
change
has
taken
its
time,
they
will
start
changing
quicker
and
quicker
as
the
technology
advances
–
leaving
us

almost
completely
unaware
of
what
the
future
of
social
media
and
online
interaction
holds.


RFID Tags and Transponders
Arduino circuit boards
Biometric face recognition

Today
advertising
is
very
different
from
what
it
once
was.
Advertising
has
developed
into
being
more
about
creating
a
service
that
entertain

and
are
useful
to
its
users.
In
the
near
future
the
borders
between
what
divide
actual
advertising
from
utility
services
will
completely

disappear
–
enabling
a
new
level
of
contextualised
relevance.

The
social
media
experience
of
the
future
will
evolve
to
become
lot
more
frictionless
and
intertwined
with
our
daily
lives.
It
will
also
enable
us

to
interact
with
our
surroundings
in
a
seamless
way
allowing
users
to
access
tons
of
information
that
is
relevant
to
our
surroundings
and
us
at

any
given
time.

There
are
several
new
technologies
already
being
developed,
which
will
allow
for
this
to
come
true.
For
example
RFID
tags
and
transponders

will
enable
us
to
acquire
all
sorts
of
data
by
scanning
products
etc
with
our
mobile
devices.
In
the
near
future
you
will
be
able
to
with
your

mobile
phone
scan
a
product
in
a
store
that
you
are
considering
buying,
when
scanned
the
information
about
the
product
based
on
reviews
as

well
as
other
users
experience
will
be
displayed
on
your
phone.

There
will
also
be
a
more
profound
connection
between
real
life
objects
and
places
and
social
networks.
New
and
relatively
cheap
technology

will
allow
for
objects
to
communicate
its
status
to
social
networking
sites
and
its
users.
We
have
already
seen
a
bakery
releasing
automated

tweets
every
time
the
oven
switches
off,
thus
informing
its
audience
that
fresh
and
hot
bread
is
available.
This
will
also
enable
local
shops
etc

to
better
communicate
with
its
community.

Our
social
media
pro@iles
will
also
be
more
heavily
connected
with
our
real
life’s,
allowing
for
people
passing
us
on
the
street
to
access
our

information
either
via
signals
sent
out
from
our
mobile
devices
or
via
biometric
face
recognition,
a
service
which
recognizes
your
face.

Sophisticated
face
recognition
software
can
in
theory
scan
and
collect
every
single
picture
featuring
you
on
the
entire
web.

The
evolution
of
social
networking
and
the
social
web
can
be
seen
as
@ive
different
phases.
Its
however
important
to
note
that
these
phases
are

overlapping
and
there
is
no
de@inite
answer
to
where
one
phase
ends
and
another
begins.

The
phases
are:

No.1:
The
Social
Relationship
Phase
–
People
connect
to
each
other
and
share
content.

No.2:
The
Socially
Functionality
Phase
–
Social
networks
provided
users
with
useful
services.
(Clouds,
Geo
location)

No.3:
The
Social
Colonization
Phase
–
Our
entire
online
experiences
becomes
connected
with
social
networking.
(Facebook
Connect,
OpenID)

No.4:
The
Social
Context
Phase
–
The
content
becomes
more
personal
and
also
intertwined
with
our
daily
lives.
(RFID
Tags
and
Transponders,

Biometric
Face
Recognition)

No.5:
The
Social
Commerce
Phase
–
Social
media
is
now
a
regular
part
of
our
daily
lives.
Experiences
are
shared
in
an
online
environment
as

much
as
in
real
life.
Information
is
hyper
relevant,
tailored
and
always
accessible.

Today
we
are
somewhere
at
the
end
of
the
social
relationship
phase
and
in
the
beginning
of
the
social
functionality
phase.
It
has
to
be
stated

that
even
thought
this
phase
change
has
taken
its
time,
they
will
start
changing
quicker
and
quicker
as
the
technology
advances
–
leaving
us

almost
completely
unaware
of
what
the
future
of
social
media
and
online
interaction
holds.

Philips Social Media Manifesto

Philips Social Media Manifesto

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