14 Social MediaTrends to watchin 2015! презентация

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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

Слайд 114 Social Media Trends to watch in 2015!
Karthik Padmanabhan Country Head, Ecosystem Development IBM

India @karthik_padman #SMWMumbai


Слайд 2Seismic 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

Слайд 3The 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


Слайд 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

Слайд 5Region 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

Слайд 6Data from Facebook fed real-time onto store racks
How do you know

you are up on the latest trends? With a social hanger!

Слайд 7Leveraging 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

Слайд 8Pick Goals
where social can have an
impact
Align Social to top business

goals



Слайд 9200 Tweets Reveals Your Personality!
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

Слайд 10Analytics 3.0: Fluid works with Watson to match shoppers to products
Pam

Moore to insert slide

Слайд 11Health 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

Слайд 12Niche networks: redefining engagement in education
Social Student
offers private social networking for

campuses

Слайд 13Image-centric networks on the rise!

Слайд 14Think DNA, Not Just Tools

Слайд 15Visual Communication
Communicate
Humanize brand
Brand storytelling
Educate, empower & Inspire
Emotionally connect
Entertain


Instagram: 150 million users
Pinterest: 20 million users Facebook: Images have 53% more likes PicMonkey: 1.6m visits/ day, 4.3m edits/ day (in 8 months)

Слайд 16Elfa 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

Слайд 17receives over 1 Billion active users a month
Rise in video consumption driven

by mobile!

1/12

1/13

9/13

Слайд 18IDC predicts 1.3B mobile workers by 2015

Слайд 1990% of mobile users have device within arms reach 100% of

time

Слайд 20Safeway uses Qumu to:
create, access, search interactive, engaging videos
Use of video

growing rapidly in the workplace

Increased ratings comments

Слайд 21Dramatic 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

Слайд 22HR 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 or Industry Analyst

Слайд 23Dynamic Signal turns employees into brand advocates
The growing power of influence
5000

employees can 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

Слайд 24Digital 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


Слайд 25IBM Voices: Uniting content creators across IBM
Digital content creates deeper brand

engagement

7x increase in conversion to action

Millions of impressions

Слайд 26Source: 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?

Слайд 2775% 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!

Слайд 28In 2008, Virtual Assistants earned a total of just under $250,000

on oDesk

In 2012 they earned more than $6 million

Currently 5,000 Virtual Assistants listed

Crowdsourcing the right skills to get the job done

Revolutionizing employment with a collaborative platform

Слайд 2977% of consumers are more likely to buy a new product via

recommendation

4x-10x higher conversation rate for offers from trusted advocates

Customers mobilized as advocates

Слайд 30Create customer programs to turn customers into advocates
532 IBM Champions
33m Social impressions


Pam Moore to insert slide

Слайд 31Communities Create Markets

Слайд 32Top 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

Слайд 33Marketing 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

Слайд 34Dramatic 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

Слайд 35350M photos shared every day on Snapchat

5 Tweets per second contain

a Vine link

We have a growing desire for instant and ephemeral content

Слайд 361.5 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!

Слайд 37Social 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

Слайд 38American 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

Слайд 39YOU are the media

Слайд 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%

Слайд 41Shopa 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

Слайд 4256m users on 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!

Слайд 43IBM 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

Слайд 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?

Слайд 45Follow me @karthik_padman
twitter.com/karthik_padman

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