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The Business Thought It Had This SoMe Thing All Figured Out. You Won't Believe What Happened Next...

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Short sum up of major SoMe trends and thoughts on how to organize for rapid digital change. As presented at KOMFO Summit in CPH, September 2015

Publicada em: Mídias sociais

The Business Thought It Had This SoMe Thing All Figured Out. You Won't Believe What Happened Next...

  1. 1. Think! Digital 1 THE BUSINESS THOUGHT IT HAD THIS SoMe THING ALL FIGURED OUT. YOU WON'T BELIEVE WHAT HAPPENED NEXT... KLAUS SILBERBAUER, PARTNER&CD
  2. 2. Think! Digital 2 Social media platforms are sometimes described as Tectonic plates of the web.
  3. 3. Think! Digital 3 THEY ARE ALWAYS ON THE MOVE WE BUILD EVERYTHING UPON THEM WHEN THEY COLLIDE, STUFF HAPPENS The metaphor seems fit. Except that these imaginary tectonic plates moves, much much faster than the real ones.
  4. 4. #1 MONETIZATION HAPPENED FAST: SoMe HAS BECOME A HAPPY PLACE FOR ADVERTISING Remember how fast SoMe became monetized
  5. 5. Think! Digital YESTERDAY BRANDS TRYING TO GET REAL. VERY HARD TO MONETIZE FOR THE PLATFORM. 5 SOCIAL MEDIA PLATFORM BRANDS TRYING TO BE SOCIAL USERS’ CONVERSATIONS Old days: Platforms for conversation and brands trying to be social (most failed miserably)
  6. 6. Think! Digital TODAY SoMe GROOMED FOR ADVERTISING. THEY’RE SMOOTH CARRIERS CARRYING CONTENT WHICH IS CARRYING ADS 6 SOCIAL MEDIA PLATFORM EDITORIAL CONTENT ADVERTISING USERS’ CONVERSATIONS ABOUT THE CONTENT BRANDS TRYING TO BE SOCIAL Today: Platforms for piping news about which users talk, upon which advertising is carried.
  7. 7. Think! Digital FORCED INJECTION OF CONTENT 7 SNAPCHAT: CONTENT TAGGED ON TO THE APP TO PROVIDE AN AD-FRIENDLY, CASUAL CONTENT- SNACKING EXPERIENCE. SnapChat Discover shows us that ads must be wrapped in content – even if it’s almost totally disconnected from the app’s purpose
  8. 8. Think! Digital 8 FOR ORGANIZATIONS IT HAS BECOME EASIER TO BE “SOCIAL”. Most conventional marketers haven’t learned social, instead SoMe learned to speak Marketing. 
 So, today it’s easier than ever to be “social” without being social. But high ad-spends does not a social brand make.
  9. 9. Think! Digital 9 #2. THE SOCIAL MEDIA INFRA- STRUCTURE IS BECOMING LESS “SOCIAL” The social infrastructure itself is changing away from what we used to call social.
  10. 10. Think! Digital 10 OWNING THE INTENT The near future will be more about learning about the consumer’s intent that to engage socially.
  11. 11. Think! Digital FACE TAGTILE INSTAGRAM GOWALLA FRIENDFEED 11 THE FACEBOOK ECOSYSTEM FROM SOCIAL CONVERSATION TO INDIVIDUAL EXPERIENCE, INTENT AND COMMERCE = TOTAL OWNERSHIP OF THE CONSUMER. FACEBOOK WHATSAPP OCULUS VR FACEBOOK ECOSYSTEM COMPUTING POWER 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 WIT.AI THE FIND SURREAL VISION PEPPLES FACE REC. VR/AR VOICE REC. MESSENGER E-COMMERCE VR/AR VR/AR INSTORE/LOYALTY SOCIAL SOCIAL SOCIAL 180.900 SERVERS 10.000 SERVERS 30.000 SERVERS Recent Facebook acquisitions shows that the platform want to be as close as possible to the consumer. In her face, so to speak.
  12. 12. Think! Digital 12 Whoever is closest to the intent will be able to push the products and own the transaction. The race is on.
  13. 13. Think! Digital 13 We’ll soon meet M: The IA-human hybrid who will help us spend. Notice that the screenshots from Facebook are very commercially focused.
  14. 14. SOCIAL COMMERCE IS COMING, AND COMPANIES SHOULD BE READY FOR IT. FACEBOOK WANTS YOUR VALUE CHAIN. S-Commerce will soon be here, but probably in a more direct and individualized form than our original notion of s- commerce. And the platforms wants to own part of the value chain.
  15. 15. SO, WHAT CAN SOCIAL MEDIA NOT DO FOR US? Great for advertising and as pipeline for consumer goods, then – but where does SoMe fall short?
  16. 16. #3. SOCIAL MEDIA IS VERY BAD AT PROVIDING SERVICES We cannot rely on social for our digital services. Owned platforms are not dead.
  17. 17. Think! Digital 17 "They've invested in conversations, not services, so now they spend their whole time having conversations about how shit their services are." "Because they've spent money on making their marketing digital, not their processes. They've got good at social media rather than service design” Russell Davies a few days ago (on Virgin Cables gap between promises and fulfilment) http://russelldavies.typepad.com/ planning/2015/08/you-cant-fix-a- service-with-engagement.html A sole focus on conversation and advertising may leave your digital services lacking.
  18. 18. Think! Digital ADVERTISING VS. BRAND UTILITY 18 HELP MEENTERTAIN ME AD FRIENDLY ZONE LESS AD FRIENDLY ZONE NEWS CONVERSATIONS OPINION CATS TOOLS UTILITIES SELF SERVICE DATA-BACK SoMe platforms has become very friendly, not great application platforms. Ads want to be where entertainment is.
  19. 19. Think! Digital SOCIAL INFRASTRUCTURE THE COHERENT USER JOURNEY 19 AWARENESS ENGAGEMENT RECOMMENDATION OR SHIT STORM OWNED SERVICE PLATFORMS, DIALOG & LOYALTY PURCHASE SOCIAL INFRASTRUCTURE THIS WE NEED TO BUILD OURSELVES. – BUT WE HAVE TO CONNECT TO SOCIAL PLATFORMS And that’s cool. We just need to realize that SoMe is not the solution for everything. Digital services are still needed to make the user journey coherent.
  20. 20. Think! Digital 20 Webe-biz CRM E-mail s-com- merce S Utility/ self servSocial THE COHERENT USER JOURNEY – the brand needs to merge SoMe and owned channels into one, costumer-centered eco system
  21. 21. ORGANIZE FOR DIGITAL COHERENCE And this takes a change in the way we organize digital. We cannot keep up if we don’t radically change the way we work.
  22. 22. Think! Digital DIGITAL IS UNDERSTAFFED FTEs allocated to development or administration of these technologies (DK companies w/ more than 250 employees) SoMe Mobile Cloud Web Analytics None < 1 1-2 3-5 6-10 10+ Don’t know networkedbusiness.org // 2015 First of all: In Denmark, organizations are still incredibly understaffed when it comes to digital
  23. 23. Think! Digital DISTRIBUTED OWNERSHIP OF DIGITAL CHANNELS AND THUS LITTLE LEARNING DIGITAL OPPORTUNITIES LOST BC OF SLOW DECISION MAKING NO CENTRAL DIGITAL MANDATE MAKES TACTICAL DECISIONS ESCALATE TO THE BOARD NO COMMON METRICS – NO REAL SYMBIOSIS FRAGMENTED CUSTOMER EXPERIENCE ISOLATED, TACTICAL ACTIVITIES WITH NO LARGER IMPACT DIGITAL IS FRAGMENTED 23 Social Webe-biz Utility/ self serv MARKETING BIZDEVITCOM ONLINE PRODUCT MAN- AGEMENT CRM E-mail – but even worse: Digital ownership is heavily fragmented across the organization.
  24. 24. Think! Digital IT SHOULD BE COHERENT 24 CLEAR, CENTRALISED OWNERSHIP OF DIGITAL CHANNELS WELL DEFINED ONGOING KPIs (REACH, PERMISSIONS, RELEVANCE, ENGAGEMENT ETC.) AGILITY TO ACT ON OPPORTUNITIES CROSS CHANNEL METRICS 
 – END-TO-END TRACKING OF ALL CHANNELS BETTER CUSTOMER EXPERIENCE ACROSS TOUCHPOINTS DIGITAL ORGANIZATION AS CHANNEL OWNER Social Web e-biz E-mail CROSS CHANNELS METRICS / COMMON KPIs CRM Utility/ self serv MARKETING BIZDEVITCOM PRODUCT MAN- AGEMENT Your own digital eco system Responsible for both digital ad spend and digital bottom line We need to centralize digital and govern it by shared metrics across all channels.
  25. 25. Think! Digital SUM UP • SoMe platforms has changed quickly to accommodate advertising. • Large SoMe platforms are growing into ecosystems wanting to take over the value chain. • SoMe is good for content, entertainment, branding, advertising and light conversation. It’s really not very good at providing complex, digital services. You have to provide those yourself. • To provide a coherent customer journey adjust your organisation to ensure that digital competences are close and work towards the same KPIs and from the same customer data to strike a balance between paid/ earned and owned. 25
  26. 26. Think! Digital 26 THANK YOU. @ThinkdigitalDK @Silberbauer

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