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Five Social Media Trends [DFW 5.6.12]

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Five Social Media Trends [DFW 5.6.12]

  1. 1. Dallas 5.8.12 Social media: Five trends & what they mean to your portfolio companies Amy Lanigan VP of Client Strategy Fluid amy@fluid.com 1
  4. 4. 4
  5. 5. What is social media? Simply put: It’s an idea worth talking about. And it’s a mindset. Technology means great ideas spread, and get fueled, faster. Social media is not: -  A budget bucket -  A stand alone pursuit 5
  6. 6. 6
  7. 7. What is social commerce? Simply put: The recognition that consumer actions are currency. The exchange rate is constantly being defined. The goal? To turn conversion into conversation. And conversation into conversion. 7
  8. 8. Social Commerce Klout put a value on social status. Brands liked Spotify used it to their advantage.
  9. 9. Social Commerce Interactions become a trade. The more you tweet the lower the cost – in a controlled environment for Uniqlo.
  10. 10. Social Commerce Amazon’s sharing functionality on their confirmation page is a great example of turning conversion into conversation. 10
  11. 11. Social media trend 1 of 5: The shift from verbal to visual “Yelp posts are extreme – they review if they love something or hate it. There’s very little in-between. Visual and tagging help give a voice to the silent majority.” -  A Fluid client [Instagram, Pinterest, FB Timeline] 11
  12. 12. The shift from verbal to visual Pinterest served up 2.3B page impressions to 4M unique visitors in March 2012. In 25 months it’s become the 3rd largest social network. People shop across brand (Polyvore, Gap). 12
  13. 13. The shift from verbal to visual Copycats abound. And visual design of websites has been changed dramatically – in a way that also happens to work well on mobile. 13
  14. 14. The shift from verbal to visual VW’s Rock-n-Scroll site takes cues from Facebook’s timeline. Engagement per brand post up 46%. Fan engagement rate up 14% (annualized). The fold is dead. 14
  15. 15. The shift from verbal to visual National Geographic and The North Face use Instagram to document Everest summit. 15
  16. 16. The shift from verbal to visual. NetFlix introduced visual navigation to make it easier for kids to find their favorites (which reeks havoc on their recommendation engine). 16
  17. 17. The shift from verbal to visual Microsoft acquired VideoSurf for $100M in 11/11. Visual has big implications for search – this provides a solution for video. 17
  18. 18. What “The shift from verbal to visual” means for your portfolio companies: There are new ways to “listen” to their consumers. A lot of feedback exists out there – but it hasn’t been sent directly to you. 18
  19. 19. Social media trend 2 of 5: Me-commerce “NikeID was created in 1999. Why is this a trend in 2012?” – Me playing devil’s advocate Custom product can be 20-40% above mass production price. - Pedrazzoli et al 19
  20. 20. Me-commerce Achieved Master or Epic level in EA’s Madden NFL? Get your own superbowl ring to prove it (and you have to have the code to prove it too). 20
  21. 21. Me-commerce Reebok has seen such success with their custom shoes that they gave it it’s own store – displaying every user created shoe as inventory. Inventory on demand. 21
  22. 22. Me-commerce Timbuk2 starts customization with choice colors – not an overwhelming blank slate. Bike messengers deliver same day if you live in San Francisco. 22
  23. 23. Me-commerce The #1 customized boot sold by Timberland? Their base boot with initials. 23
  24. 24. What “Me-commerce” means for your portfolio companies: An opportunity for margin (minus manufacturing costs) OR a way to market that resonates. Increasing sharing occurs when consumers feel they got something “just for me.” 24
  25. 25. Social media trend 3 of 5: Kill campaigns. Launch projects. “Think ideas born to love, not built to die.” - Contagious Magazine 25
  26. 26. Kill campaigns. Launch projects. Patagonia encouraged consumers to not buy on the biggest sales weekend of the year. It generated PR (& debates) for their Common Threads Initiative. 26
  27. 27. Kill campaigns. Launch projects. Foot Locker created a visual wiki of every sneaker ever made – well any sneaker consumers uploaded. Sneakheads went wild – Foot Locker gained cred. 27
  28. 28. Kill campaigns. Launch projects. Sprint focused on what you can do with their phones vs. the phones themselves. The result just felt good.
  29. 29. Kill campaigns. Launch projects. AmEx positioned themselves as the credit card for small businesses – giving kick back when the cards are used at registered local shops. 29
  30. 30. What “Kill campaigns. Launch projects.” means for your portfolio companies: Think of marketing budgets as opportunities to start something. The best investments live on beyond cyclical spending. 30
  31. 31. Social media trend 4 of 5: Everyone is an entrepreneur “You should be investing in 3-year-olds if they know what they are doing.” -  Seth Priebatsch, CEO, SCVNGR 31
  32. 32. Everyone is an entrepreneur Stella & Dot modernized the tupperware / Avon lady model – and empowers women in the process. Digital extends stylist business. 32
  33. 33. Everyone is an entrepreneur KickStarter is VC funding without the expectation of pay out. It started with art and has exploded in video games and products (usually Apple related products). 33
  34. 34. Kill campaigns. Launch projects. Mix and match your own album, design and cover then promote it. You get a cut of any of “your albums” sold.
  35. 35. Everyone is an entrepreneur Converse is using a Facebook app to find testers who want to customize shoes and then sell them in their own shop. 35
  36. 36. What “Everyone is an entrepreneur” means for your portfolio companies: The market is more open to reveal what’s resonating. It also, potentially, means more competition to get in early. 36
  37. 37. Social media trend 5 of 5: Divine data Full disclosure: Data is some form or another has been in every one of my trend decks since 1996. 37
  38. 38. Divine Data Facebook paid $28.57 35M times to acquire Instagram. The per user cost put it in perspective. 38
  39. 39. Divine Data Twitter usage during real-time TV shows is causing people to actually watch in prime-time vs. time-shifting and recording. 39
  40. 40. Divine Data Khan Academy bring gaming to education. Experiences change based on where you are in the testing tree – and how you perform. 40
  41. 41. •  TNF- Virtual fit guide Divine Data The North Face is using virtual measuring techniques to solve the issue of fit for consumers – and decrease returns. 41
  42. 42. What “Divine data” means for your portfolio companies: Everything. (except your intuition) Mine what exists to inform your next steps. 42
  43. 43. Five social media trends: 1. The shift from verbal to visual 2. Me-commerce 3. Kill campaigns. Launch projects. 4. Everyone is an entrepreneur 5. Divine data 43
  44. 44. 1 of 2 extra social media trends: Sell something that already exists. “I thought the idea was crazy. Are people really going to do this? I would never do this.” - Y Combinator co-founder Paul Graham re: Airbnb 44
  45. 45. Sell something that already exists ColaLife uses existing delivery routes of cola companies like Coke to distribute medicine and health supplies in developing countries. 45
  46. 46. 2 of 2 extra social media trends: Recurring payments “57% of people who join gyms don’t go – and they don’t cancel their membership.” - I made this up but I bet it’s true 46
  47. 47. Recurring payments Quidsi makes reordering my standard household items extremely easy. 47
  48. 48. THANK YOU amy@fluid.com 48