Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com

“Dealing with consumer behavior shaped by Social Media”

Media Innovation Forum Dubai 1/26/2011

First: Social Media is not about this....

Social Media better: Social OS

Inter-dependence

Fragmentation

Viral / Peer-to-PeerTransparence

Mobile

‘Feels LikeFree’

‘Publicy’

Decentralization

Location / PlacesReal-Time

‘Following’

Control is shifting to ‘the people formerly known as consumers’

Connected everywhere ≈ empowered everywhere (≈ busy everywhere ;)

Soon: total online / offline convergence

The result: deep habit & culture shifts

A Networked Society - but what about Brands...?

Some connected brands...

Image licensed from sevensheaven.nl

In a networked society,

Data is the new Oil

Sharism

Can your brand be shared?

Everything is moving into the cloud

Media: no longer a battle for distribution but for attention

Image: Flickr.com/dunechaser

Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)

...and attention is no longer gained by interruption

Brands become Publishers

(your brand here) (your agency here)

Gerd Leonhard Media Futurist / The Futures Agency

Who distributes your brand?

Social Networks are the new Broadcasters - and ad spending will migrate very quickly.

Source: BusinessInsider.com

From watering cans to sprinkler systems

Social TV

The ‘Social OS’ confronts us with a new logic...

Gerd Leonhard Media Futurist / The Futures Agency

... a world where only likable Brands succeed

Source: Flickr / Karola Riegler

Trust becomes the currency for everything

Enforcing control when trust is crucial is deadly

“More and more companies lose control of their customers when new technologies enable them to interact with products on their own terms”

Mark Mulligan Forrester Research

Source: Nielson Report / IFPI Jan 2011

Source: Netflix CEO via Slideshare

New ‘social’ ways to pay

Source: Ovum Research, with Permission

Get ready for alternative currencies * and new metrics of measuring results

Trend towards ‘collaborative consumption’

Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

A big challenge: Privacy becomes Publicy

Get used to the ‘tyranny’ of transparency

Branding becomes “Banding”

Social Commerce will become the New Normal

Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

Agency 2.0: sense-making & trust-keeping

Summary

A success formula for a Social Operating System:

www.mediafuturist.com @gleonhard