It's prediction season again and we've pulled together our best prognostications for the 2010 social media season.
Here they are:
1) Attention overload and filtering - Twitter , spammers and aggregated content engines have finally shortened our attention window to a nanosecond - it is beginning to be tough to separate the good stuff on the web vs. the bad - A-listing, really smart SEO and SMO and private huddle spaces will become popular in 2010 social media as a result.
2) Brand Community building - strong companies that have used internal collaboration start extending their tentacles out into their customer and partner networks - the ones doing it already will do more (apparently 93% of them) and new players will enter the branded network ring (estimated to be 60% of them according to Gartner) - some will fail, others will succeed.
3) Local & Grassroots - with the number of context relevant iPhone apps, the advancement of mashups in mapping and the intriguing business model of geo-tagged news and promotion, as it once was so it is again - the world is local. 50% of a person's Facebook network is local - wo whereas we might want to have people think Global, when it comes to social, they act local.
4) Monetization - newspapers have reversed course and are charging money for premium content as a survival play, Hulu is doing it - will Youtube be next?, Twitter will start introducing revenue generating options in their 2010 year...even though we've had 5 years to the contrary, money truly does make the world go round, this time it needs to be real money not just that VC and takeover stuff
5) Radical Reinvention of Agencies - 50 questions asked and the number 1 thing that marketers can agree on is that agencies need to reinvent themselves to stay competitive - consultant specialization, new compensation schemes, customer experience owners, industrial, product and brand design, representing customers as an alliance, somebody needs to reinvent this colossus to ensure its future survival
6) Employee Social Media - what used to be a hindrance - a large, bureaucratic/disconnected culture, might now be a boost to fight off smaller more nimbler adversaries. Big iconic companies have not been able to marshal its scale in social media until now - we will see many more big companies dive into the social web in a well-coordinated fashion like Zappos, Direct to Dell and Best Buy'sTwelpforce (now over 14,000 deep) with more bodies and resources
7) Brandividuals - borrowing the term from David Armano that suggests personal brands = corporate brands - the myth that you can have a personal life and a professional life in social media simultaneously continues to wither away - it may be sad for many,but transparency and open relationships is the new mantra = we don't want to know who you are targeting, we want to know who was involved...and we will in 2010 - as a related development, we will see personal online brands link up more closely with companies asScott Monty has done with Ford
8) Content Syndication - those with the ability to connect and extend out their social media footprint will win in the future of the internet - sure, use your community site as a headquarters but establish some sentry posts, patrol stations and love bunkers on the perimeter of the web - with 70% of what's on the web expected to be user generated or social by 2013 - you need to be everywhere
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