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14 Social MediaTrends to watchin 2015! Karthik PadmanabhanCountry Head, Ecosystem Development IBM India @karthik_padman #SMWMumbai
2 Seismic changes in our roles, expertise and skills Dramatic developments in cloud, mobile and big data power new social apps The latest social trends fall under three ‘T’s If content is king, then context is most definitely queen
3 The latest social trends fall under three ‘T’s Dramatic developments in cloud, mobile and big data power new social apps Seismic changes in our roles, expertise and skills If content is king, then context is most definitely queen
4 5.6 Billion Smartphones Sold 1 Trillion Connected Devices 41% CAGR Wearable Wireless Devices 2013 2014 2015+ The Internet of Things connects machines and devices to the social web
5 Region of Eindhoven, Netherlands captures data from cars and road sensors Notifies commuters via smart phone app Sensors from roads and cars provide social data to ease congestion VVV Eindhoven
6 Data from Facebook fed real-time onto store racks How do you know you are up on the latest trends? With a social hanger!
7 Leveraging cognitive capabilities to deliver real-time impact Mining internal data with business intelligence tools Analytics 1.0 Understanding the customer by analyzing unstructured big data Analytics 2.0 Analytics 3.0 Analytics 3.0: real-time insights driven by cognitive computing
Pick Goals where social can have an impact Align Social to top business goals
9 200 Tweets Reveals Your Personality! 9 IBM’s Almaden Research Center Accelerated Discovery Lab “Psycholinguistic” analysis of 52 different personality traits Determining personality in 200 tweets IBM has analyzed 500,000 people and no one is exactly the same! Don’t necessarily think it’s important to stick to tradition or conformity. A rebel! “Very open: to experiencing new things; a love of novel things Value cooperation, harmony, and others and their opinions An idealist: a very picky perfectionist who wants things to be done just right Very friendly: high agreeableness
10 Analytics 3.0: Fluid works with Watson to match shoppers to products Pam Moore to insert slide
11 Health professionals: more likely to use relevant forums or niche social networks Don’t ignore the rise of niche social networks niche network for runners and bikers sees growth driven by mobile 18,000 5,000 Site ranking 2012 Site ranking 2014
12 Niche networks: redefining engagement in education Social Student offers private social networking for campuses
13 Image-centric networks on the rise!
Think DNA, Not Just Tools
Visual Communication 15 Communicate Humanize brand Brand storytelling Educate, empower & Inspire Emotionally connect Entertain Instagram: 150 million users Pinterest: 20 million users Facebook: Images have 53% more likesPicMonkey: 1.6m visits/ day, 4.3m edits/ day (in 8 months)
16 Elfa re-energizes brand using product design tool Customers design and plan storage solutions using 3D modeling software Elfa has visibility into the storage solutions customers design Sandy review: case study from Smarter Commerce deck Pam Moore to insert slide
17 receives over 1 Billionactive users a month Rise in video consumption driven by mobile! 1/12 1/13 9/13
IDC predicts 1.3B mobile workers by 2015
90% of mobile users have device within arms reach 100% of time
20 Safeway uses Qumu to: create, access, searchinteractive, engaging videos Use of video growing rapidly in the workplace Increased ratings comments
21 Dramatic developments in cloud, mobile and big data power new social apps Seismic changes in our roles, expertise and skills If content is king, then context is most definitely queen The latest social trends fall under three ‘T’s
22 HR professionals say they believe the use of online reputational info will significantly increase over the next five years Klout is the new SAT score? We increasingly trust messages from experts and our peers Academic or Expert Technical Expert A Person Like Yourself Financial orIndustry Analyst
23 Dynamic Signal turns employees into brand advocates The growing power of influence 5000 employeescan generate… Over 100M authentic impressions $2.3M in recruiting cost savings 28% increase in Earnings $4.5M in earned media advertising value 19% growth in Revenue
24 Digital content creators needed! 135 billion In 2014, marketing teams will spend $135 billion dollars on new digital marketing collateral 78% CMOs think custom content is the future of marketing
25 IBM Voices: Uniting content creators across IBM Digital content creates deeper brand engagement 7x increase in conversion to action Millions of impressions
Source: Altimeter Group Business metrics: revenue, CSAT, reputation Social media analytics: Insights, share of voice, resonance, WOM Engagement metrics: fans, followers, clicks Corporate What are you measuring?
27 75% of respondents said they predicted sharing of physical objects and spaces will increase in next 5 years Shareable Magazine Study Three quarters of startups use social tech like Facebook Collaborative Economy =Ownership and access to resources shared between people, startups, corporations New collaborative economy employment models drive business results!
28 In 2008, Virtual Assistants earned a total of just under $250,000 on oDesk In 2012 they earned more than $6 million Currently 5,000Virtual Assistants listed Crowdsourcing the right skills to get the job done Revolutionizing employment with a collaborative platform
29 77% of consumers are more likely to buya new product via recommendation 4x-10x higher conversation rate for offers from trusted advocates Customers mobilized as advocates
30 Create customer programs to turn customers into advocates 532 IBM Champions 33mSocial impressions Pam Moore to insert slide
Communities Create Markets
32 Top 5 attributes of a Chief Customer Officer: Strong understanding of customer retention Belief in the power of the ecosystem Non believer in silos Active in internal & external networking Explorer of new tools and new ideas New role of Chief Customer Office transcends CIO/CMO/COO
33 Marketing and support working together to deliver ROI “We can now identify and act upon changes in individual customer behavior.” –Don MacDonald, Head of Group Customer Analytics and Decisioning Behavioral customer data Targeted, customized marketing communications 60% increase in cross-sales&Increased customer satisfaction
34 Dramatic developments in cloud, mobile and big data power new social apps Seismic changes in our roles, expertise and skills If content is king, then context is most definitely queen The latest social trends fall under three ‘T’s
35 350M photos shared every day on Snapchat 5 Tweets per second contain a Vine link We have a growing desire for instant and ephemeral content
36 1.5 min video by IBM Research viewed 5m times Instagram and Vine work well for short-form promos Leverage new forms of communication in your business!
37 Social media sites reach 8 out of 10 of all US Internet users and account for 23% of all time spent online Marketers spend over a quarter of their budget on content marketing Marketing is the new media
38 American Airlines tracks digital content around the brand Team of AA social experts builds engagement with customers MutualMind social command center Digital content is the foundation for creating engaging user experiences Pam Moore to insert slide
YOU are the media
40 Incentives drive desired behavior New incentives for user-generated content Commenting Gamification increases commenting by 13% Sharing Gamification increases social sharing by 22% Activity Feed Gamification increases activity feed engagement by 68% +13% +22% +68%
41 Shopa offers a social shopping network Major brands incentivize user-generated content Brands such as fashion retailers receive targeted word-of-mouth referrals Consumers get discounts for sharing purchase information
42 56m userson Flipboard: don’t miss this opportunity! 67% more leads from B2B companies that have a blog vs those that don’t The blog is back!
43 IBM developerWorks sees 20% growth in blogs views over 2013 Janet Powers reports that traffic to Women’s Toolbox doubled in 2013 Blog networks continue to attract more visitors! Pam Moore to insert slide
44 Keep abreast of the latest developments in social, mobile, cloud and big data Develop plans to build influence in the ecosystem and create a customer-centric organization Build systems of engagement that provide personalized,relevant information Where do you start?
45 Follow me @karthik_padman twitter.com/karthik_padman