What is Social Media useful for in a Business Context? How is the Social Media landscape shifting? Can we measure ROI from Social Media? Is Mobile Media even something we need to be looking at? What does the "Social Local Mobile" trend mean for us?

1. Social & Mobile Media
2012 and beyond

2. (follow) @calomas
http://twitter.com/calomas

3. Fad or Trend?
• Social Media Advertising „presence‟ is more important
• Apple 1,000 engineers working on chips for the „post-PC‟ era
• Blackberry/ RIM “sorry!” EMEA, Africa + North America
• Paid for internet access Japan - $0.27/MBPS per month
• Social TV 62 % use Facebook, Twitter + Mobile while watching
• Facebook will become it‟s own „not-so-little‟ internet
• Human connections Eric Schmidt: “100,000 years!”
"Social Media Presence More Important than Social Media Ads” http://bit.ly/nnsvJk
Apple Has 1,000 Engineers Working On Chips For The Post-PC Era http://j.mp/p3XzTo
“Facebook will become its own 'not-so-little-internet'http://j.mp/natoHc”
Facebook to enter (Social) Search market in 2012 http://j.mp/qKfG0Y
Worst ever Blackberry outage could cost RIM $100 million http://j.mp/nJ0JU2
Internet speeds around the world http://j.mp/rgnjCa
Eric Schmidt "The next Google, Apple, and so forth will be some union around mobile, local and social" http://j.mp/qI2MIG
New TV and Social Media trend amongst the youth http://j.mp/odyUyV

4. Get this!
• 91% of UK 16-24 year olds now using Social
Media regularly
• Almost a quarter of Gen Y check social
networking sites more than 10 times per day
• 64% of students said they would opt for having a
web connection rather than a car. 40% would
choose it over dating, going out with friends, or
listening to music
• Fad or Trend? Someone who interacts with you
on social channels is more likely to buy your stuff
91% of UK 16-24 year olds now using Social Media regularly http://bit.ly/qh4yQe
Almost a quarter of Gen Y check social networking sites more than 10 times per day http://j.mp/rpKQx1
“someone who interacts with you on social channels is more likely to – to put it crudely – buy your stuff” http://j.mp/q0zNBY

5. Morgan Stanley Research
Computing growth drivers over time (Morgan Stanley) http://j.mp/pmGs7h

6. So what?
• Gartner: mobile penetration in India to hit
72.5% by 2012 and 82% by 2014
• 72% use MOBILE internet daily
• 82% use their mobile phone to research or
buy a digital or physical product
• Mobile Internet usage is projected to surpass
desktop usage within the next five years
Mobile penetration in India to hit 72.5% by 2012 and 82% by 2014 says Gartner http://bit.ly/pQq1UK
64% of students said they would opt for having a web connection rather than a car http://lnkd.in/V_9uVB
72% use MOBILE internet daily; 82% use their mobile phone to research or buy a digital or physical product http://j.mp/r2fGB0

7. Why is this important?
Eric Schmidt: "The next Google, Apple, and so
forth will be some union around mobile, local
and social“ (aka ‘SoLoMo’)
Stop thinking about billboards, A-boards,
Facebook ads, PPC, Banners – they don’t trust
you anyway
Start thinking about “social selling”
Gartner: Half of all online sales will come from mobile & social by 2015 http://www.gartner.com/it/page.jsp?id=1826814
Those who engage with companies on social media spend 20 to 40% more http://www.bain.com/publications/articles/putting-social-media-to-work.aspx

8. Eric Schmidt (Exec. Chairman, Google)
Eric Schmidt: "The next Google, Apple, and so forth will be some union around mobile, local and social“ (view from 32 mins) http://j.mp/qI2MIG

9. http://siliconbayounews.com/2011/10/21/how-to-measure-social-media-roi-toolbox/

10. Measure ROI from Social
• Direct Sales Conversions!
• Engagement data: RTs, Comments, Fans, Likes,
Reach, Followers/ Members
• Sentiment
• Share of Voice: on-brand? (Google Trends)
• Direct Traffic: sources, reach, reward (Alexa)
• Promoters of content: NPS, Klout

11. Gamification
• Shift
• Establish desired behaviours (Badgeville)
• Reward goals
• Creates engagement (Samsung)
• Social Software Revenue to Surpass $769
Million in 2011 (Gartner)
• But... What happens next?
Enterprise level Gamification from @Badgeville - Driving and Rewarding Desired Behaviours http://j.mp/tj2gkr
1,000% increase in customer engagement? Samsung shows how social media is done http://tnw.co/eyH2av
Gartner: http://www.gartner.com/it/page.jsp?id=1497215

12. Earned v. Owned Media
• Non-linear/ Fractured landscape
• Incentivise earned media (RT, Follow)
• Aggregate UGC (Earned) into Owned
• Build a “hub” for your promotable content
• Respond to earned with owned
• Earned Media = savings!
• Help people to share your brand

13. “Asking” versus “Tell”
• Don’t set up your traditional A-board
• Internet opens up all your secrets/ #fails
• Shift from DM to Marketing through
• The power of networks
• User endorsement (70% ‘peer influenced’)
• 10 reasons why DM sucks
http://www.marketingonline.nl/nieuws/bericht/onderzoek-storytelling-
verdubbelt-koopintentie/

14. Mobile/ Tablet
• Mobile OS installs will exceed Desktop OS by
2014
• 72% use MOBILE internet daily; 82% use their
mobile phone to research or buy a digital or
physical product
• 'hyperlocalised' geo-specific and social marketing
is the key to mobile/ e-commerce
• Revenue through mobile by 2014?
$1 TRILLION
'hyperlocalised' geo-specific and social marketing is the key to mobile/ e-commerce http://j.mp/sgTtX2
72% use MOBILE internet daily; 82% use their mobile phone to research or buy a digital or physical product http://j.mp/r2fGB0
Global Mobile Transactions To Reach $1 Trillion by 2014 http://www.mobilemag.com/2011/02/15/global-mobile-transactions-to-reach-1-trillion-by-2014/

15. Zuck:
"The last 5 years were all about getting
connected, the next 5 years are all about what
you can do now that you are connected“
(by the way his twitter ID is: @finkd)

16. Trends in successful brands
• They focussed on platforms not products
• Open and inclusive vision statements
• Partnered with(in) horizontals/ verticals
• Understood the product chasm vulnerability

17. that’s not all folks!
(the landscape already changed whilst
you were absorbing this)
(follow) @calomas
http://twitter.com/calomas