Everyone's talking about it, and on it, but what's actually happening with social media? A load of hot air or much much more? Cate Trotter's detailed presentation provides the answers to these questions with a look at where social media is heading and how can businesses make the most of it.

1. The Future of Social Media
Cate Trotter – Head of Trends
Twitter: #smpres
Cate Trotter © February 2012

2. An ever-more competitive landscape
1994 – 623 2011 – 325 billion
Source: Matt Brittin, MD, Google UK, June 2011
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3. “Traffic coming through
social networks is beginning
to rival, and in some cases
overtake, search traffic.”
– Eric Schonfeld, Tech
Crunch, February 2010
Sharing is 31% of site referral traffic
Source: ShareThis, June 2011
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4. Google Social Search
http://tinyurl.com/google-social-search
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5. Cate Trotter © February 2012

6. Client list
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7. Structure
Context
Social media is everywhere
Social media gets meaningful
Conclusion
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8. Context
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9. Everyone is going online
% of UK population who have used the internet
Source: Ofcom, July 2011
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10. Social media use
% of UK population who have used social media
Source: Ofcom, July 2011
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11. Most popular networks
Millions of users worldwide
Source: AllFacebook, Feb 2012; iSozial, Feb 2012; SocialBakers, Feb 2012; Mashable, Dec 2011 and Feb 2012
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12. Channels influencing traffic
Clicking on links by sharing channel
Source: Adtelligence, December 2011
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13. Everyone is using social media
% breakdown of users’ ages
Source: digitalsurgeons.com, 2010
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14. Everyone is using social media
% breakdown of users’ earnings
Source: digitalsurgeons.com, 2010
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15. Social influences purchases
Source: Adtelligence, December 2011
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16. Social’s the most trusted
Information sources trusted by consumers
Source: Nielsen Wire, July 2009
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17. Word of mouth makes a difference!
www.youtube.com/user/juicystar07
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18. Social offline as well as on
By June 2012, more than 50% of Brits will have a smartphone.
By 2014 – 90% of us will. Source: Kantar, October 2011
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19. Social is everywhere
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20. Sharing is everywhere
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21. Frictionless sharing
The Guardian on Facebook
http://tinyurl.com/3lxa9mq
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22. Frictionless sharing
The Independent ‘Recently Read’
http://tinyurl.com/independent-rr
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23. Frictionless sharing
The Independent ‘Recently Read’
http://tinyurl.com/independent-rr
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24. Frictionless sharing
Fab.com Social Sharing – www.fab.com/feed
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25. Frictionless sharing
Fab.com Live Feed – www.fab.com/feed
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26. Frictionless sharing
www.soundcloud.com
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27. DIY frictionless
Comment with Facebook Connect
http://tinyurl.com/facebook-connect-comment
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28. DIY frictionless sharing
Frictionless sharing
has led to a 50-300%
increase in traffic
from Facebook.
Source: 8thBridge CEO, February 2012
Facebook Recommendations Bar
http://tinyurl.com/fb-recs-bar
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29. Explosion of mobile
% of UK population who went online everyday with a smartphone or computer
Mobile search has quadrupled in the past year
Mobile internet use expected to surpass
desktop/laptop globally by 2015
Source: Google/MMA , The Smartphone User & Mobile Marketer, June 2011; Morgan Stanley Internet Trends, April 2010
Cate Trotter © February 2012

30. Mobile social
18% of smartphone
owners use location-based
‘check-in’ services
Foursquare:
• 15 million users worldwide
• 25,000 new users a day
• 3 million check ins a day
www.foursquare.com Source: comScore, May 2011; Mashable, December 2011
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31. Benefits to business
161 check ins
Sales up 110%
AJ Bombers, Milwaukee
www.ajbombers.com
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32. Mobile social
Facebook Places:
• Can reach 845m users worldwide
• 1.8 million check-ins every day
• UK – 80-100,000 check-ins every day
www.facebook.com/places Source: comScore, May 2011; SocialBakers, May 2011
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33. An alternative to Groupon
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34. Independent check-in apps
ICA Vanadis, Stockholm
http://kundpriset.nu
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35. Ambient social location apps
www.joinmingle.com
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36. The future of Foursquare
Foursquare Radar
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37. Location-based messages
https://geoloqi.com
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38. Real-world social media
Macy’s Magic Fitting Room
http://www.lbi.com/us/magicfittingroom/
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39. Real-world social media
Tasti D Lite Treat Card
www.tastidlite.com
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40. Real-world social media
Coca Cola Village, Israel
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41. Social networks around products
www.stickybits.com
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42. The Internet of Things
Nike+
http://tinyurl.com/nike-plus-app
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43. The Internet of Things
Nike+
http://tinyurl.com/nike-plus-app
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44. The Internet of Things
Toyota Friend
http://tinyurl.com/toyota-friend
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45. The sky’s the limit
www.talking-tree.com
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46. The IoT explosion
2015 – 25 billion devices connected
2020 – 50 billion devices connected Source: Sony Ericsson News Center, February 2011
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47. Attach anything to the IoT
EVRYTHNG
www.evrythng.com
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48. Social is everywhere conclusion
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49. Social is everywhere conclusion
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50. Social gets meaningful
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51. Users getting more selective
On average, 2,000
tweets posted every
second
48 hours of video
footage uploaded
every minute
Source: Twitter blog, March 2011; YouTube.com
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52. Better rewards
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53. More ways to filter
www.hootsuite.com
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54. More ways to filter
www.flipboard.com
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55. You need to stand out
“Content is the fuel of the social web.”
– AOL and Nielsen
19% of tweets contain a link
57% of retweets contain a link
Source: AOL and Nielsen research, April 2011
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56. Likable, sharable content
68% of people who watch online videos pass links onto their friends
Source: Comscore, January 2011
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57. Create content simply
www.bambuser.com
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58. Social gets more expensive
One-off investment Monthly marketing cost
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59. Social gets smarter
www.hootsuite.com
www.klout.com
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60. Social gets smarter
Klout
www.klout.com
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61. Social gets smarter
Klout
www.klout.com
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62. Social gets smarter
www.barilliance.com/facebook_personalization
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63. The death of digital for digital’s sake
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64. Making social useful
www.wetseal.com
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65. Joined up thinking
Burberry Runway To Reality
http://uk.burberry.com
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66. Joined up thinking
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67. Social goes beyond marketing
Social media use among 100 leading companies
Source: Booz & Company, October 2011
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68. Social market research
Vitamin Water on Facebook
www.facebook.com/vitaminwater
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69. Cheap social market research
McDonald’s on Facebook
www.facebook.com/mcdonalds
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70. Social goes beyond marketing
Nom Nom – www.nomnombristol.com
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71. Social goes beyond marketing
Hippo Munchies
www.hippofighthunger.com
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72. Social goes beyond marketing
AirBnB Social Connections – www.airbnb.co.uk
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73. F-commerce
50,000 Facebook stores are now in operation
Source: socialcommercetoday.com, April 2011
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74. DIY F-commerce
www.storefrontsocial.com
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75. T-commerce
www.chirpify.com
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76. T-commerce
www.chirpify.com
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77. T-commerce
www.chirpify.com
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78. The next big thing?
“It’s a matter of time – within the next five or so years – before
more business will be done on Facebook than Amazon.”
– Sumeet Jain, Principal, CMEA Capital
Cate Trotter © February 2012

79. The next big thing?
“F-commerce sites have 10 to 20 times the engagement rates
achieved with traditional direct marketing and social media programs.
People shop more when not required to leave their preferred online
experience and when their friends make a recommendation.”
– Wade Gerten, CEO, 8thBridge (F-commerce design and build company)
Cate Trotter © February 2012

80. The next big thing?
“The best way to monetize social media is to empower people to
promote products to their friends, not for brands to spam you on
Facebook. Online shopping experiences are better when they’re
social. Almost 90% of the shopping activity we’ve tracked on
Facebook over the last 6+ months has been between friends
sharing things with other friends.”
– Wade Gerten, CEO, 8thBridge
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81. Social shopping
http://tinyurl.com/wetsealapp
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82. Social shopping
www.givvy.com/facebook
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83. Personalised shopping sells
Personalised sites have increased conversions by as 400%
1. Filter content – save time
2. Display more potential purchases
Source: Adtelligence, December 2012
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84. Personalised FB shopping
Facebook.com/ticketmaster > Buy Tickets
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85. Personalised FB shopping
Volkswagen ‘Analyze Me’ app
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86. Personalised Twitter recs
Volkswagen ‘Analyze Me’
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87. Facebook Connect – a
passport to the web
More than 250 million people use
Facebook Connect every month
Users who log into Facebook Connect to shop online are nine times
more likely to engage with those sites’ social features and share
content with friends.
Source: Facebook, December 2010; SociableLabs, February 2012
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88. Improving recommendations
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89. Enhanced experiences
KLM Meet & Seat – http://tinyurl.com/meet-and-seat
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90. Personalised plugins
Facebook Recommendations Box
http://tinyurl.com/fb-recommendations
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91. Personalised sub-sites
Levi’s Friends Store
http://store.levi.com
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92. Personalised sub-sites
Fight Club ‘Welcome to FC’ Blu Ray promotion
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93. Personalised sites
www.simplyhired.com
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94. Personalised sites
www.simplyhired.com
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95. Personalised sites
Kukunu
www.kukunu.com
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96. Social gets meaningful conclusion
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97. Social gets meaningful conclusion
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98. Conclusion
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99. Social media is like water
“On its own, water does some cool things, but when combined
with other compounds it enabled the evolution of all forms of
life.
Social media on its own is nice, but when combined with other
tools, it is enabling everything to evolve, from communications
to business to politics to marketing.”
– Mike Volpe, VP Marketing, HubSpot
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100. Social media
The internet
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101. More social and much smarter
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102. A new phase
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103. Do something!
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104. More from us…
Friday 30th March – The Meaningful Social Media Crash Course
(http://tinyurl.com/smcrashcourse)
Bespoke strategy and execution
Cate Trotter © February 2012

105. Trend Strategy and Execution
Trend Presentations & Reports
www.insider-trends.com
+44 (0) 844 504 8080
cate@insider-trends.com
Trend feed on Twitter: @insidertrends
Cate Trotter © February 2012