There is a little doubt over the enormous impact social media has had on the consumer experience in the past few years. So how are you managing the platforms on which your customers complain about, engage with and praise your brand in 2014? Join us as we look beyond Facebook, Instagram and selfies to examine the trends that will shape the future Social Media Experience.

1. THE PLAY
ISSUE 07 || MARCH 2014 REPORT A brief study on the changing landscape of
brand experiences.
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GAMIFICATION
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APP
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The 2014
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Social Media Experience
Featuring Micro Networks, Collaborative Consumption, Gamification,
Mxit & Wearable Technology
WEARABLE
TECHNOLOGY
COLLABORATIVE
CONSUMPTION
APPLICATIONS
MICRO NETWORKS

2. MN MICRO NETWORKS CC COLLABORATIVE CONSUMPTION G GAMIFICATION APP APPLICATIONS W WEARABLE TECHNOLOGY
Hello
There is little doubt over the enormous impact social
media has had on the consumer experience in the
past few years.
Just think how how came across this edition of the
PLAY Report; Facebook, Twitter or LinkedIn?
With 1000 comments published per second on
Instagram, 500 million Tweets sent every day and
350 million photos uploaded to Facebook every
month, 2013 proved to be a phenomenal year
for social media.
So how are you managing the platforms on which
your customers complain about, engage with and
praise your brand in 2014?
Join us as we look beyond Facebook, Instagram and
selfies to examine the trends that will shape the future
Social Media Experience.
Don’t forget to click on the bold case studies for more
information.
PS – We’d love to hear your feedback on this issue.
Social sharing...
The future of consumption?
Gamification and social
media. Fun is big business.
Social media comes alive in
the developing world.
The departure from mass
social media networks.
Say goodbye to the screen
as you know it.

3. SOCIAL MEDIA EXPERIENCE
Did you
know?
DID YOU KNOW?
74%of marketers
consider Facebook
an important lead
generation tool
55–64
are Twitter’s fastest
growing market
16 billion
photos have been shared
on Instagram
69% of Pinterest users
are female
1 in 5
couples met online in 2013
92% of children under
the age of 2 have
a digital shadow
In 2013, social gamers bought
$6 billion worth of virtual goods
92%
of consumers trust
peer recommendations over all
other forms of advertising.
groups exist on LinkedIn
year
olds
1.5 million
Source: The Social Media Examiner, Social Media News, Social Times, Digital Buzz Blog, Digital Insights and Nielson

4. SOCIAL MEDIA EXPERIENCE
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THE DIFFUSION OF MAINSTREAM SOCIAL MEDIA
Micro Networks and niche-interests
driving the future
of social networking
Historically, social networks have been premised on mass public
sharing, however with a growing number of online users flocking
to micro networks this is set to change.
Everett Rogers’ model “The diffusion of innovation” suggests that
early-adopters, e.g teenagers, are in the exit stage of mainstream
networks for niche communities like Snapchat, Instagram and
WhatsApp (whom Facebook just acquired for $19 billion).
But what about the majority and laggards left behind?
2014 will see the novelty of mainstream social media decrease
across all demographics as users yearn for more than posts
from the foodie, the fitness junkie and the narcissist.
New networks now cater to a plethora of niche interests and
communication goals. Whether you are passionate about cats
(Purrsonals) or want to connect with other school teachers
(Learnist) the micro network is on the rise.
Not giving up, mainstream networks are adapting their platforms
to put user curated content at the centre of the experience.
Will Facebook’s focus on the ‘interest graph’ or its recent release
of Paper see users come rushing back? Only time will tell….
Couple The Loop
EveryMe
PLAY’s Favourite Micro
Networks For 2014:
Best for Friendship Circles: EveryMe
Best for Lovers: Couple
Best for Creatives: The Loop
Best for Exclusivity: A Small World

5. SOCIAL MEDIA EXPERIENCE
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THE FUTURE IS…UTILITARIAN CONSUMPTION?
Social Networking and
collaborative consumption
Airbnb was formed in 2008 to satisfy the demand for short-term
accommodation in an over-saturated and hyper-expensive hotel
market. Airbnb puts accommodation which would have gone
unused onto the open market and allows for unique cultural
experiences around the world. Whether it’s a medieval castle in
England or an igloo in Andorra, 500,000 private homes have
opened their doors to travellers.
Airbnb’s success has been driven by “collaborative consumption",
the idea that human consumption can be revolutionised by
creating “value out of shared and open resources in ways
that balance personal self-interest with the good of the larger
community” (Botsman, 2011).
With the concept catching on worldwide TIME Magazine has
named “collaborative consumption” as one of the "10 Ideas That
Will Change The World". In 2014 the online social sharing economy
will extend into every product category imaginable.
Need an electric drill? Try NeighborGoods.
Need a dog sitter? Try DogVacay.
Or perhaps camping gear and a motorbike? Try Rentything.
The success of Airbnb has not only illustrated the monetary
value but also the utilitarian value of social networking.
So do as your mother told you… share.
Check out some Australian based sharing sites here.
WATCH
AIRBNB

6. SOCIAL MEDIA EXPERIENCE
THE SERIOUS BUSINESS OF FUN
Gamification of social networks
small and large
The convergence of gamification and social media is changing
the way consumers engage with friends, employers and brands.
Since 2009, Foursquare has been awarding badges and ranking
users for checking into locations.
Global CRM firm, Salesforce, incorporates Gamification
into its software to instantly reward sales reps.
The Snooze App gamifies waking up in the morning:
every time you hit snooze on your alarm, you donate to charity.
Social Media Gamification is also being used to change or create
habits for a greater good. OpenStudy uses gaming elements to
make studying fun and rewards students for tutoring other students.
The Pain Squad by Toronto hospital Sick Kids gamifies patients’
pain journals to track their recovery and assist doctors to see
which treatments are working.
At PLAY we have gamified our own employee rewards program.
PLAY The Game has not only built stronger relationships amongst our
team but also enhanced our friendly competitive culture.
How could Gamification enhance the way your company
does business?
GAMIFICATION
Noun
The application of game playing elements to other
areas of activity to encourage engagement with a
product or service.
WATCH
OPENSTUDY
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WATCH
THE
PAIN SQUAD

7. SOCIAL MEDIA EXPERIENCE MN CC G APP W
WHAT ABOUT THE “DEVELOPING” WORLD?
Mxit enables technological
empowerment for the masses
In 2013 there were 6.8 billion mobile subscriptions worldwide.
Of these, 22% were on smartphones.
Whilst it may be difficult for us to imagine life without a smartphone,
the high cost of these devices has limited their adoption to the top
of the global economic pyramid.
In 2014 the global mobile market will be driven by developing
nations’ demand for feature phones. The good news for the
developing world is that since 2011 Mxit has been shrinking the
global disparity between smart phone users and feature phone users.
With 50 million users sharing 500 million messages every day
across the continent, Mxit is Africa's largest social network.
Whilst Facebook’s solution claims to run on more than 3,000
different handsets – Mxit works on more than 8,000.
Embracing the capabilities of each platform, Mxit offers immersive
chat experiences, banking services, education and healthcare apps
to millions of users.
In January, Mxit became available to 750 million mobile users
in India. With a stronghold on the market Mxit offers brands unique
advertising opportunities via popular apps or the creation of bespoke
branded apps. With everyone from Adidas to McDonalds already
embracing the South African platform, a new mass market looks
to be unfolding quickly.
WATCH
MXIT
Text

8. SOCIAL MEDIA EXPERIENCE MN CC G APP W
MICRO INTERACTIONS, VOICE RECOGNITION AND BURNT CALORIES
Wearable technology,
social media’s next frontier
In 2014, wearable technology is breaking into the mainstream.
Currently the fitness market (Fitbit, Fuel Band), smart watches
(Samsung Gear) and Google Glass are playing a crucial role in
moving users away from the screen and one step closer towards
the Internet of Everything.
But how will wearable technology affect the social media
experience? Firstly, new platforms will emerge that cater to
the limited screen size of wearable tech.
The way we chat will be simplified with a focus on micro interactions
including Likes, +1’s, Favourites, Stars, and Thumbs Up.
The improvement of voice recognition will see “Siri” move
beyond a superfluous feature to become a functional utility.
Finally, wearable technology and social media will converge
to deliver real life physical experiences (Fundawear).
With limitless media and application opportunities, the next
challenge for brands will be developing useful and relevant
experiences based on consumers’ needs.
The future is now…
WATCH
NIKE FUEL
BAND
WATCH
DUREX
FUNDAWEAR

9. WHO WE ARE
PLAY is a communication agency that specialises in
Brand Experience Marketing. We activate brands,
leverage sponsorships, create events and branded
environments, and maximise every connection through
mobile and digital amplification. We are known for our
strategic, accountable and business centric approach.
Our clients understand that we deliver sales,
differentiate their brand and products, and build loyalty
across consumer, trade and internal audiences.
WHAT MAKES US DIFFERENT
We are experience thinkers. We place the customer
experience at the centre of what we do. This enables us
to identify channel neutral, high impact marketing
opportunities for our clients and ensures a relevant and
meaningful dialogue with consumers.
WE HAVE AN EXPERIENTIAL
MIND AND A DIGITAL SPIRIT
Consumers don't differentiate between a digital and real
life experience with a brand. Neither do we. We fuse our
strategic, creative, digital and activation capabilities into
a seamless experience, delivering against defined
business objectives.
WANT TO PLAY?
For business and press enquiries please contact:
Simon Horauf // Founder & Director
Simon.Horauf@playcomms.com
CONTACT
T: +61 2 8199 9900
F: +61 2 9281 8125
OFFICE ADDRESS
Level 1, 91 Campbell Street, Surry Hills
NSW 2010, Australia
POSTAL ADDRESS
PO Box 1073 Darlinghurst
NSW 1300, Australia
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