An overview of the emerging platforms in 2012 that brands should sit up and notice.

1. Emerging Platforms
WWW.ANALOGFOLK.COM

2. Social networks are
providing the primary
communications
platforms.

3. And they aren‘t limited
to Facebook, Twitter
and YouTube.

5. 1
Google+

6. A social network designed to…
―transform the overall Google
experience — weaving identity
and sharing into all of our
products‖

7. It sits at the core of Google‘s services
“Google’s newly one-bucket data system will make its infant social
network, Google+, more useful and relevant, both for surfacing things
you care above the chatter, and, perhaps, getting your profile and posts
in front of those who might care.”

8. *pssst…. it‘s a bit like Facebook*

9. It‘s grown quickly (very quickly) since launch
>90 million users
>60% active = >54m active users

10. But despite a huge user base, some brands
aren‘t paying attention.

11. Why???
Look at what it can do…

12. A huge search advantage
Google+ Pages will appear in the first few results (above Facebook pages)
even when they have only been live for a few hours.
A ‗+‘ before a brand name will trigger instant search results for the page

13. Advocacy
A ‗+1‘ is Google‘s equivalent to a Facebook
‗Likes‘. Google+ pools +1s from around the
web. ―Consumers will be able to see all the
recommendations your business has received,
whether they are looking at an ad, a search
result or your page, meaning your +1‘s will
reach not only the 40 million users of Google+,
but all the people who come to Google every
day.‖

14. Better Search Results
Create a page to reap the benefits of (biased!) search
results
Advocacy (+1s)
A ‗+1‘ is Google‘s equivalent to a Facebook ‗Likes‘.
Google+ pools +1s from around the web. ―Consumers
will be able to see all the recommendations your
business has received, whether they are looking at an ad,
a search result or your page, meaning your +1‘s will
reach not only the 40 million users of Google+, but all
the people who come to Google every day.‖
Hangouts
Give fans access to the people at the heart of the brand
allowing a live debate or questions and answers
Advertising
Google+ will recognise topics within conversations on
the platform meaning advertisers can capitalise on
highly targeted audiences

15. Intelligent targeting
Google+ will recognise topics within conversations on
the platform meaning advertisers can capitalise on
highly targeted audiences

16. Users…
• Segment friends
• Share photos, videos & links
• Tag and edit photos using Google
owned Picasa
• Sort friends into groups called
‗Circles‘ enabling content curation. So
you just share your party photos with your
Circles allows users to segment their friends, just as they do in real life.
party friends, and work photos with work
friends.
• Discover, share & discuss new content via
Sparks
• Speak to up to 10 friends in one videocall
Hangouts allow up to ten users to talk in one videocall

17. Brands…
• Share product news
• Share exclusive photos & videos with fans
• Start and curate conversations
• Discover advocates
• Give fans access to the heart of the brand
– people eg David Beckham, Obama, Branson The Muppets page
David Beckham announces his underwear range

18. Design options are limited lowering the barrier to entry
(no fancy tabs currently supported)

19. Photo galleries are rich with full screen slideshows

20. Photo galleries are rich with full screen slideshows

21. Commenting, sharing, +1s are enabled on photos

22. 2
LinkedIn

23. YOU
The leading online professional social network
150 million members 105% YoY revenue growth
Source: LinkedIn demographic statistics
Photo: InMaps

24. YOU
But why is it relevant to brands…?
Source: LinkedIn demographic statistics
Photo: InMaps

25. LinkedIn is moving
from an online CV
service…
to a business platform

26. What you already know
• A place to connect to industry peers
• A place to create a professional profile for
potential recruiters
• A place to find job opportunities

27. What you may not know
LinkedIn Groups:
• Participate in relevant industry discussions
• Find top influencers
• Create open or private discussions
• There are more than 1m groups

28. What you may not know
LinkedIn Today:
A daily newspaper of the most shared articles on LinkedIn

29. What you may not know
LinkedIn Apps:
• Share your work & articles, work collaboratively
• Key apps: Amazon.com Reading List, Google Presentation & Huddle, TripIt,
BlogLink, SlideShare

30. What you may not know
LinkedIn Follow:
• Follow individual companies
• Companies can post updates, product news and more
• Adjust frequency and delivery method of updates

31. Best Practice
• Grow a base: Allow users to
‗follow‘ your company
• Post job opportunities: allow
prospects to apply via the
LinkedIn applications process
• Design a page: Use
customization to stand out and
reflect the company image
Take advantage of page functionality to make your page bespoke

32. Best Practice
• Showcase products: create a
tab to showcase your products or
services
• Enable advocacy: add
‗Recommendations‘ to your site
and profile to give your
advocates a voice
• Discuss: start and own a group
where discussions around your Volkswagen India showcases it‘s products using unmistakable VW branding
product or services can take
place

33. 3
Pinterest

34. A social discovery engine. A place where users add images from
around the web onto themed virtual pinboards.

35. Weddings

36. Fashion

37. Travel

38. FMCG

39. Even Conference Guides

40. • Launched in May 2011
• The fastest independent social site to hit 10 million monthly unique visitors
• Feb 2012: 13 million monthly users
• Average user spends 98 minutes per month on the site (CF 2.5 hours on Tumblr,
7 hours on Facebook)

41. • Not early adopters
• 4:1 ratio female:male
• $25,000 - $75,000 a year earners
• Mainstream appeal

42. 3
Path

44. What is it?
• The intimate social network.
Restricted to 150 friends
(originally 50) the mobile-only app
is designed for you to share
experiences with only your closest
friends and family.
Who uses it?
• Consumers only
• There is no business model
currently
Why is it important?
• Expresses the importance of
intimacy within social networks
• 1 million users and growing
• A mobile only social network

45. • Post a photo or video for friends to see
• Add an Instagram-style filter to photos &
videos
• Check in to a location (optional export to
Foursquare)
• Check in to music
• Export photos and checkins to Facebook,
Twitter & Tumblr
• Check in to friends
View your friends‘ posts in your timelines & comment
Take a photo or video
Add caption, friends, location
& add filters

47. 3
Retail Discovery:
Fancy & SVPPLY

48. What is it?
• Akin to Pinterest, Fancy & SVPPLY are
social scrapbooks designed to act as
wishlists
• Find anything online and add them to
your lists via a bookmarklet
Who uses it?
• Consumers and brands
Why is it important?
• Signposts the emerging trend of retail
curation
• High traffic to retail sites provides
genuine ROI

49. 4
Second Screen

50. Why is it important?
• Viewers are already using second
screen to augment their viewing
• 51% of UK X Factor viewers used
Facebook as they watched the
programme and an estimated 60%
of Superbowl 2012‘s 100m viewers
using a second screen
• An opportunity for entertainment
brands to augment their shows
• An opportunity for third-parties to
advertise products, music and
services seen in the show

51. What is it?
• Platforms designed to be used
whilst watching television and
films
• Provide additional content or
enable social conversation around
a show or film
• Predominantly designed for mobile
and tablet but for web too
Who uses it?
• Consumers and entertainment
brands

52. Ones to watch
• Zeebox (recently acquired by
BSkyB)
• Into_Now (from Yahoo)
• Gracenote
• Shazam
• GetGlue & Miso

53. What can it do?
• Augment the storyline with key stats
provided at specific moments during
shows
• Enable live discussion, polls, voting
• Deliver a list of products on screen
(fashion, automotive etc…)
• Deliver a list of music featured in the
show
• Deliver a list of actors and crew in the
show
• Deliver tweets from actors and crew
during watching akin to a DVD
commentary
• Sync (via audio) with time-shifted
shows so viewers get relevant content
at the right time
• Provide data for sports and films (from
IMDB)
• Add shows to streaming services eg
Netflix, LoveFilm

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