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What’s THE NEW NEXT? TrendsSpotting
4th annual digital prediction series is featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year. Looking at 2010 and observing the trends we’ve seen that year – we aim at figuring out what will be new in 2011. THE NEW NEXT initiative is focused not in what will happen in 2011 (as most predictions you find) but rather on the new trends emerging out of what we have seen earlier. What we have learned from working with different consumer domains is that one consumer behavior can develop into another behavior. People are looking for ways to display these behaviors. Technologies offer them such solutions. Influenced by consumer preferences as well as by external circumstances, new industries are opening up to answer consumer needs. We are interested in finding out how such future developments may unfold next year. On the basis of the new trends identified we have updated our prediction model (featured on the last slide).

“ The travel industry needs
attitude adjustment re:consumers + social “ media, but most bizzes learning 2 use SoMe 2 enhance customer service. “ Law enforcement leverages the power of social media in unexpected—and exciting—ways, from 911 “ tracking 2 perp catching 2 order serving 2 court reporting. Service with a Trial Tweet Justice Marian Salzman President, Euro RSCG Worldwide PR

“ “ Facebook is well
positioned to actually make location based services useful to business. “ “ Average participants experience social media schizophrenia. Facebook + LBS “ Social Media Schizophrenia. Expect the Googleplex to "strike back" in 2011, and perhaps demonstrate that they “ Googleplex to may figure out their role and relevancy strike back on the social Web. David Armano Senior Vice President at Edelman Digital

Andrea Saveri “ With the
power made possible by social technologies to connect, inform and mobilize, we will see a surge in self-organized and managed Consultant at Saveri Consulting citizen activism. Value will come from being able “ to facilitate groups as a human infrastructure , not from technology. Citizen Activism Context-specific Communities Dave Blakely “ Director of Technology Strategy at IDEO. People today look for more personalized, authentic, private information (where we make) a social contract around a topic or context that is “ beyond the reach of search engine results and Facebook crowds.

“ Expect Facebook credits to
be ubiquitous across the web within “ 2 years as people use the trusted platform to by all sorts of things. Niall Harbison Chief Executive at Simply Zesty Facebook Credits Social CRM Strategy “ Brands will become dissatisfied that Facebook owns all of their fan data. They will re-position their CRM strategy as a social CRM strategy to drive customer advocacy and use their social networks John Bell to drive people into a deeper relationship that “ Global Managing Director at 360°Digital Influence combines email, mobile and social networks.

Charlene Li “ People will
find that their closest friends really aren’t the best source of expertise. We’ll see the rise of interest-based networks where your Founder at Altimeter Group. reputation as the most knowledgable badminton racket buyer is more important — and far more lucrative from an advertising perspective. In the long tail of expertise, scale matters so look for Interest Based these networks to rise on the backs of large “ Networks profile and activity social graphs — like Facebook’s. Niche Communities Greg Verdino “ With hundreds upon hundreds of highly focused social nicheworks, the real action may not be with the big boys but with the small sites that Vice President, Strategy & Solutions super-serve the specialized interests of highly “ at Powered, Inc. passionate communities. ...Look for niche networks to go mobile.

Peter Kim “ Managing Director,
N. America Got APIs? Businesses that have consider their information as an ecosystem asset wake up to emergent uses and possibilities from sharing. “ at Dachis Group “ Sharing Strategy Over 30% of Americans will report having “ accessed similar content across three Multi-Screening different screens in the past week. Adam J. Broitman Customer Ringleader at Circ.us Relationship “ Liz Strauss Liz Strauss “ Information about customer relationships will Founder of SOBCon become the new IT. Social Web Strategist

“ “ Wikileaks concept will
go mainstream. New sites and established ones, will imitate the Wikileaks and will offer much more democratized distribution models. Wikileaks Concept To Go Mainstream Yaron Orenstein Co-founder & Co-CEO the.co.ils

“ This year Facebook will
be valued by users not only for pure communication but also for its recommendation benefits. Dr. Taly Weiss CEO and Head of Research TrendsSpotting Market Research People will experiment with exchanging information and recommendations and will expect to get rewarded. Social “ Recommendations Companies will be most busy with planning effective social loyalty programs. Social Loyalty Programs Facebook: “ “The New UN” As Facebook achieves world dominancy, it will be evaluated as a crucial political hub. “ Apurba Sen Co- Author at TrendsSpotting

Trendsspotting Prediction Model Consumers 1.
Exchange recommendations. 2. Will find that their closest friends really aren’t the best source of Behaviors expertise. 3. Social media schizophrenia. 4.Citizen activism, democratic distributions Needs Need for private & authentic information, rewards Technologies Multi screens, Niche Platforms, LBS Strategies Business API, Social CRM, Loyalty Programs, Facebook Credits Industries Advertising, Travel, Online Shopping, Law enforcement © TrendsSpotting Market Research .

References: • Slide 3: TrendsSpotting
exclusive, December 2010 • Slide 4: Harvard Business Review, December 2010 • Slide 5: Read Write Web, December 2010 • Slide 6: Niall Harbison, The Next Web, December 2010; John Bell, John Bell, December 2010 • Slide 7: Dachis Group December 2010 • Slide 8: Trendsspotting exclsuive, December 2010 • Slide 9: Trendsspotting exclusive, December 2010 • Slide 10: Trendsspotting exclusive, December 2010 • Slide 11: Trendsspotting Prediction Model, December 2010

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