10 ways social media will change in 2010 from myragan.com
Interesting observations/predictions:
Posted On: 1/12/2010
http://www.ragan.com/ME2/Audiences/dirmod.asp?sid=&nm=&type...
10 ways social media will change in 2010
By Ravit Lichtenberg
What you can expect this year.
Last year, I wrote about the 10 ways social media would change in 2009.
2009 will go down in Internet history as the year in which the shroud of uncertainty was lifted off of social media and mainstream adoption began to move at the speed of light. Barack Obama's presidential campaign demonstrated that social media can mobilize millions of people. Iran's election protests showed how use of social media can affect freedom of speech.
Today, it is impossible to separate social media from the online world. Facebook reached 350 million users in November 2009. Seventy percent of Facebook’s users live outside of the U.S., and Facebook is responsible for 25 percent of the Web's traffic. Nearly one in five people on the Web use Twitter, and 94 percent of enterprises plan to maintain or increase their investments in social media tools.
So what will social media bring next? What will "being connected" mean? Here are 10 ways social media will evolve this year.
1. Social media will become a single, cohesive experience embedded in our activities
By this time next year, social media will no longer be "social media"—it will be an integrated, unquestionable component of our online and offline experiences.
In 2010, users will access content from various devices and platforms. They will mash-up their photos, videos and text with traditional content while interacting with other people. This trend will cut across activities such as playing games, shopping, e-mailing and texting.
Everything we do online will be gathered and streamed together, allowing people to view their activities as if they were all projected right in front of them—open to change, review and input at any time from any device or online tool.
2. Social media innovation will no longer be limited by technology
In 2010, companies will innovate the way they use existing technology, rather than focus on technology enhancements themselves.
In the past, user research required focus groups and usability tests. In 2010, companies will utilize the Web's capabilities to collect information that focus groups once provided. Naturally-occurring conversations will be used to shape product innovation and design, and companies will create incentives for the public’s contributions while repurposing and analyzing content in new ways.
3. Mobile will take center stage
Worldwide, the iPhone alone accounts for about 33 percent of mobile Web traffic. The analyst firm IDC predicts that the number of mobile Web users will hit one billion by 2010.
As technological barriers come down, people will increasingly use their phones to access social networks, search for information, read content and find location-based information. Our phones will be used as a central hub and beacon—enabling a slew of new capabilities and experiences.
4. Expect a battle over content ownership
In 2009, content was available anywhere, anytime, by anyone and to everyone; it was the year content exploded across the Web. The issue Google solved so magically—content find-ability—will become all but moot in the coming years. Instead, content relevance and quality will become a key focus.
In 2010, companies will take measures to own the rights to their original content and to control its location and cost. Not long ago, Rupert Murdoch announced that he may opt News Corp. out of Google, instructing Google to de-index his media conglomerate’s publications from the search engine and selling exclusive rights to News Corp. content to Microsoft’s Bing search engine. Like News Corp., other content publishers will be able to determine where they make their content available and at what cost.
"People don't realize that everything they do—on Facebook, Google and with their credit cards—is being collected, tracked, analyzed, owned and monetized by these companies who provide (so-called) free services. It's not a healthy model,” says John Faber, COO of af83, a Drupal development house and co-founder of DrupalCon.
5. Enterprises will shape the next generation
It is easy to forget that enterprises and large institutions are the originators of some of social media's pillars: listservs, forums, intranets and collaboration tools. As social media became a public domain, enterprises have been cautious participants, predominantly in the product space, with few visionary leaders like Zappos, IBM and Dell.
But they are wary no more. Today such institutions report a 25 percent average increase in fund allocation toward social media activities. In 2010 we will see a surge in the adoption of social media across product, services and solutions companies.
With this shift in budget allocations and a set of unique needs, enterprises will determine the next generation of social experiences.
For example, most recently, Salesforce.com released Chatter, designed to encourage the development of community in Customer Relations Management (CRM).
With its application programming interface (API) opening later this year, "Chatter can become a new layer over its Force platform, already being used by 68,000 customers, enabling companies and developers to leverage the Salesforce infrastructure in a secure environment," said Bruce Francis, VP of corporate strategy for Salesforce.com.
6. ROI will be measured—and it will matter
In 2009, determining return on investment on social media activities challenged most companies. Surveys show only 18 percent of companies recognized meaningful return on investment in their social media activities while the other 72 percent reported modest, no return or inability to measure the return on their investment in social media.
While the definition of ROI is evolving to better fit the world of relationships and networks, the ability to demonstrate ROI in hard numbers—not in followers or fans—will become a baseline business requirement in 2010. Already, both traditional firms and startups are working feverishly to demonstrate that their social media efforts are not just hype but offer a strong ROI. Companies able to analyze and predict hard returns on such investments will find the most success.
7. Finally, cool and bizarre online-offline integration
Virtual worlds, games and avatars were just the beginning of online-offline integration. In 2010 we'll see a greater push on this front as distance and physical walls will matter even less than they did last year. Augmented reality—already integrated into Yelp's latest geo-tagging enabled application—will allow users to find relevant information and people depending on their location; Twitter360 will help people find each other, connect and see updates by location through mobile devices.
People will be able to scan products on shelves but process the sale online. You'll never need to ask for a business card again at events. And you may actually receive local sales promotions and discounts on your mobile device that match your interests.
8. Many "old" skills will be needed again
The economic downturn, coupled with the surge of social media, eliminated many traditional marketing and PR roles. But this year, we'll see the return of professionals to the field. Enterprises will turn back to marketers who specialize in understanding customer psychology and who are experienced in addressing these both off- and online.
Research and development divisions will turn to customer experience professionals to draw on user needs and ideas, and sales and support will continue to deliver services online. Expect to see job postings for social media managers, social media psychologists and social media executive administrators to help manage the infinite tasks involved with communities and social media campaigns.
9. Women will rule social media
2009 revealed the growing role women play online. Women make 75 percent of all buying decisions for the home, and 85 percent of all consumer purchases. Social networks have at least 50 percent female members, and it is women ages 35-55 who make up the fastest-growing population on Facebook—not the general Gen-Y population as previously anticipated. Women are sought-after consumers and often use social media channels for both personal and professional networking purposes. Expect to see greater focus on women as consumers as well as an increase in female dominated social media roles.
10. Social media will move into new domains
As social media becomes more integrated into our experiences online, it will have an impact on verticals such as nonprofit, job training, education and health care. University of the People—an initiative supported by the United Nations—is using the power of distance learning and virtual collaboration to make free university education available to people all over the globe. President Obama's campaign for job training also highly relies on the power of online interaction.
"The top 10 companies to work for are going to become learning companies. Instead of having 10 percent of time to philanthropic activities, they'll spend 10 percent of time on learning or teaching," says Chris Heuer, founder of Social Media Club and director at iStrategyLabs. "Sites like I'm Too Young For This, and Know Cancer Community prove that no topic is too complex for social collaboration."
Social media, even as we knew it six months ago, has changed. By this time next year, it will have become fully integrated into nearly everything we do online and offline. We will no longer speak about social media technology but about what we've been able to do with it. We will discuss power of ownership and only accept quality, relevant content.
Whether you are an individual, a startup, a small business or a large corporation, an online presence and an ongoing conversation with your constituents is a baseline requirement—and building such a relationship will take time and expertise.
As the social media wave dissipates into the vast ocean of connected experiences, the term itself will find its way into dictionaries and encyclopedias and we will embark on a new era of knowledge, accessibility and experiences unbound by distance, time or physical walls.
This post has been modified from its original version for Ragan.com.
Posted On: 1/12/2010
http://www.ragan.com/ME2/Audiences/dirmod.asp?sid=&nm=&type...
10 ways social media will change in 2010
By Ravit Lichtenberg
What you can expect this year.
Last year, I wrote about the 10 ways social media would change in 2009.
2009 will go down in Internet history as the year in which the shroud of uncertainty was lifted off of social media and mainstream adoption began to move at the speed of light. Barack Obama's presidential campaign demonstrated that social media can mobilize millions of people. Iran's election protests showed how use of social media can affect freedom of speech.
Today, it is impossible to separate social media from the online world. Facebook reached 350 million users in November 2009. Seventy percent of Facebook’s users live outside of the U.S., and Facebook is responsible for 25 percent of the Web's traffic. Nearly one in five people on the Web use Twitter, and 94 percent of enterprises plan to maintain or increase their investments in social media tools.
So what will social media bring next? What will "being connected" mean? Here are 10 ways social media will evolve this year.
1. Social media will become a single, cohesive experience embedded in our activities
By this time next year, social media will no longer be "social media"—it will be an integrated, unquestionable component of our online and offline experiences.
In 2010, users will access content from various devices and platforms. They will mash-up their photos, videos and text with traditional content while interacting with other people. This trend will cut across activities such as playing games, shopping, e-mailing and texting.
Everything we do online will be gathered and streamed together, allowing people to view their activities as if they were all projected right in front of them—open to change, review and input at any time from any device or online tool.
2. Social media innovation will no longer be limited by technology
In 2010, companies will innovate the way they use existing technology, rather than focus on technology enhancements themselves.
In the past, user research required focus groups and usability tests. In 2010, companies will utilize the Web's capabilities to collect information that focus groups once provided. Naturally-occurring conversations will be used to shape product innovation and design, and companies will create incentives for the public’s contributions while repurposing and analyzing content in new ways.
3. Mobile will take center stage
Worldwide, the iPhone alone accounts for about 33 percent of mobile Web traffic. The analyst firm IDC predicts that the number of mobile Web users will hit one billion by 2010.
As technological barriers come down, people will increasingly use their phones to access social networks, search for information, read content and find location-based information. Our phones will be used as a central hub and beacon—enabling a slew of new capabilities and experiences.
4. Expect a battle over content ownership
In 2009, content was available anywhere, anytime, by anyone and to everyone; it was the year content exploded across the Web. The issue Google solved so magically—content find-ability—will become all but moot in the coming years. Instead, content relevance and quality will become a key focus.
In 2010, companies will take measures to own the rights to their original content and to control its location and cost. Not long ago, Rupert Murdoch announced that he may opt News Corp. out of Google, instructing Google to de-index his media conglomerate’s publications from the search engine and selling exclusive rights to News Corp. content to Microsoft’s Bing search engine. Like News Corp., other content publishers will be able to determine where they make their content available and at what cost.
"People don't realize that everything they do—on Facebook, Google and with their credit cards—is being collected, tracked, analyzed, owned and monetized by these companies who provide (so-called) free services. It's not a healthy model,” says John Faber, COO of af83, a Drupal development house and co-founder of DrupalCon.
5. Enterprises will shape the next generation
It is easy to forget that enterprises and large institutions are the originators of some of social media's pillars: listservs, forums, intranets and collaboration tools. As social media became a public domain, enterprises have been cautious participants, predominantly in the product space, with few visionary leaders like Zappos, IBM and Dell.
But they are wary no more. Today such institutions report a 25 percent average increase in fund allocation toward social media activities. In 2010 we will see a surge in the adoption of social media across product, services and solutions companies.
With this shift in budget allocations and a set of unique needs, enterprises will determine the next generation of social experiences.
For example, most recently, Salesforce.com released Chatter, designed to encourage the development of community in Customer Relations Management (CRM).
With its application programming interface (API) opening later this year, "Chatter can become a new layer over its Force platform, already being used by 68,000 customers, enabling companies and developers to leverage the Salesforce infrastructure in a secure environment," said Bruce Francis, VP of corporate strategy for Salesforce.com.
6. ROI will be measured—and it will matter
In 2009, determining return on investment on social media activities challenged most companies. Surveys show only 18 percent of companies recognized meaningful return on investment in their social media activities while the other 72 percent reported modest, no return or inability to measure the return on their investment in social media.
While the definition of ROI is evolving to better fit the world of relationships and networks, the ability to demonstrate ROI in hard numbers—not in followers or fans—will become a baseline business requirement in 2010. Already, both traditional firms and startups are working feverishly to demonstrate that their social media efforts are not just hype but offer a strong ROI. Companies able to analyze and predict hard returns on such investments will find the most success.
7. Finally, cool and bizarre online-offline integration
Virtual worlds, games and avatars were just the beginning of online-offline integration. In 2010 we'll see a greater push on this front as distance and physical walls will matter even less than they did last year. Augmented reality—already integrated into Yelp's latest geo-tagging enabled application—will allow users to find relevant information and people depending on their location; Twitter360 will help people find each other, connect and see updates by location through mobile devices.
People will be able to scan products on shelves but process the sale online. You'll never need to ask for a business card again at events. And you may actually receive local sales promotions and discounts on your mobile device that match your interests.
8. Many "old" skills will be needed again
The economic downturn, coupled with the surge of social media, eliminated many traditional marketing and PR roles. But this year, we'll see the return of professionals to the field. Enterprises will turn back to marketers who specialize in understanding customer psychology and who are experienced in addressing these both off- and online.
Research and development divisions will turn to customer experience professionals to draw on user needs and ideas, and sales and support will continue to deliver services online. Expect to see job postings for social media managers, social media psychologists and social media executive administrators to help manage the infinite tasks involved with communities and social media campaigns.
9. Women will rule social media
2009 revealed the growing role women play online. Women make 75 percent of all buying decisions for the home, and 85 percent of all consumer purchases. Social networks have at least 50 percent female members, and it is women ages 35-55 who make up the fastest-growing population on Facebook—not the general Gen-Y population as previously anticipated. Women are sought-after consumers and often use social media channels for both personal and professional networking purposes. Expect to see greater focus on women as consumers as well as an increase in female dominated social media roles.
10. Social media will move into new domains
As social media becomes more integrated into our experiences online, it will have an impact on verticals such as nonprofit, job training, education and health care. University of the People—an initiative supported by the United Nations—is using the power of distance learning and virtual collaboration to make free university education available to people all over the globe. President Obama's campaign for job training also highly relies on the power of online interaction.
"The top 10 companies to work for are going to become learning companies. Instead of having 10 percent of time to philanthropic activities, they'll spend 10 percent of time on learning or teaching," says Chris Heuer, founder of Social Media Club and director at iStrategyLabs. "Sites like I'm Too Young For This, and Know Cancer Community prove that no topic is too complex for social collaboration."
Social media, even as we knew it six months ago, has changed. By this time next year, it will have become fully integrated into nearly everything we do online and offline. We will no longer speak about social media technology but about what we've been able to do with it. We will discuss power of ownership and only accept quality, relevant content.
Whether you are an individual, a startup, a small business or a large corporation, an online presence and an ongoing conversation with your constituents is a baseline requirement—and building such a relationship will take time and expertise.
As the social media wave dissipates into the vast ocean of connected experiences, the term itself will find its way into dictionaries and encyclopedias and we will embark on a new era of knowledge, accessibility and experiences unbound by distance, time or physical walls.
This post has been modified from its original version for Ragan.com.
Replies to This Discussion
-
Permalink Reply by Carl Carter on
-
There are some very good points here. One thing I have not seen from anybody yet is how are we going to integrtate print back into media marketing in the future, or should we all give up and just try to get 50,000 facebook fans?
-
Permalink Reply by Brian Regan on -
Michael Josefowicz just Tweeted me about this bit of news. Seems like there are lot's of opportunity for print. We all just need to be creative and think very differently.
http://www.mediapost.com/publications/?fa=Articles.showArticle&...
-
Permalink Reply by Michael J on -
Hi Brian,
Thanks for the post. The story illustrates what I think is happening all over the place . The web companies have learned that the way to make money is in print. here's the lede
Three bridal magazines folded between October and November of last year: Conde Nast's Modern Bride and Elegant Bride, and InStyle Weddings. Coincidentally, Get Married Media, a TV and online source of wedding information for brides, jumped into the print realm with the launch of Get Married magazine in October.
My take away is that the ones that folded do so not because of Print. But rather by bloated overhead that grew up when they formed an oligopoly of information. It's the same story with the newspapers. An under appreciated fact is that newspaper stocks have done amazingly since about May. McClatchey up over 700%. Gannet over 300%.
Now that Print is connecting to the web with various 2d codes, my bet is that it's going experience pretty extensive growth. As soon as the metrics of print use come in, the CMO's will be happy. They have to give numbers to their bosses. As you probably know, I can go on for a bit. But i don't want to clog this thread.
Just to say, that I'm not just blowing smoke when I say that Print is the Next Big Thing.
-
-
There really is an app for everything. That is a creative use of technology. These 2D UPCs are perfect for smaller companies. That is a a reverse example of what many magazine publishers are doing. I would like to hear any ideas of interfacing an already existing print publication online. A smooth transition is key. A simple online magazine takes people away from print is generally not as effective. So far I have seen magazines with flex discs sealed inside but this is a big step foward
-
Permalink Reply by 24ondemand on -
That article full of information that's helpful for doing social media
-
Permalink Reply by Michael J on
-
Dear University of the People,
I don't know how you got to this discussion, but I'm glad you did. I followed your links, and then some others. Have you or are you considering an offering for technical education? Or high school education? The reason I ask is that in the States the line between high school and community college is starting to disappear. A number of States are going with a test in the 10th grade which if passed will allow a student to choose a technical education, a community college or a 4 year college prep course instead of 11th and 12th grades.
My understanding is that 71 high schools in No Carolina have been testing this out for a year and I read that Conn, is one of 8 test sites in various states. From what I can see Obama's ed incentives are supporting this and the development of national standards for high school. My thinking is that once standards are in place, education becomes portable.
At the bottom of the pyramid in the States this may turn out to be a disruptive innovation. It would be very helpful if you had an offering that could help school districts and especially at risk students make the transition.
-
Permalink Reply by Nandita Afzana Khan on -
This article seems to have outlined some of the most important points regarding Social Media and how it's effecting and revolutionizing today's world.
Latest Activity
Looking for a source for paper napkin rings. Print is one color, copy may bleed. Quantities 5m to 50m range. Please email possible sources to info@reddyservice.comThanks!
Semper's President, Brian Regan and Senior Recruiter Ben Leung will be presenting the Printing Industries of America's webinar on "The Changed Recruitment Landscape" on Tuesday, August 10, 2010.
http://www.printing.org/node/6434
Graytor just launched our new website www.graytor.com
Hope you enjoy the site, we believe it will be very useful!
Joe Spina
Graytor Printing
201-933-0100
201-919-4168 - Cell
www.graytor.com
Great video Juan. I love that people are starting to get it!! I've been silently hiring 'screw-ups' (to quote Tom Peters) for years and they happen to be the strongest assets to our organization.
Great article! Here is a link to a short clip that has Tom Peters discussing much of the same thing:
http://www.youtube.com/watch?v=h_w4AfflmeM
Badge
© 2010 Created by PSDA.
About Us | FAQs | Advertising | Contact Us | General Terms & Conditions | Badges | Report an Issue | Terms of Service
