decline of the destination web, the rise of the social web
DESCRIPTION
The number of visitors to destination sites is steadily shrinking. The explanation is simple: people spend more and more time on social platforms. In this session, we take a closer look at the phenomenon, and explain to you which are the possible strategies to ride the trend.TRANSCRIPT
The Decline of the Destination Web. The Rise of the Social Web.
And how to Ride the Trend.
@AdNerds#FollowFridaysFriday, November 13
The DECLINE of the DESTINATION
web.
90-10
“Sort of like a dating website, but for knowledge instead of sex.”
“Sort of like a dating website, but for knowledge instead of sex.”
“Do you watch television?”
The web competes with traditional media.
The social web competes with the destination web.
Google knows more about you than your spouse does.
Does the company that knows everything also believe the power of networks
will dominate the internet?
Picture ‘Eye of God’ by Veltro23 on Flickr
You Betcha!
Is Google a Social Media Company?
Is Google a Social Media Company?
Is Google a Social Media Company?
Is Google a Social Media Company?
If omniscient Google stealthily tries very hard to become a social media company,
can you honestly still believe social media is a fad?
Picture ‘Eye of God’ by Veltro23 on Flickr
The RISE of the SOCIAL web.
Just how big is the social web today?
Comscore Unique Monthly Visitors(september 09)
32 mio
58 mio
411 mio
About a third of all Internet users worldwide visited Facebook in September 2009, says Comscore.
A year ago it was 17%.
What do people do on Facebook?
8 billion minutes spent everyday
2 billion pieces of content shared every week
2 billion photos uploaded every month 15.000 Facebook Connect implementations
5 billion API calls in 1 day
Gen Y will outnumber Baby Boomers. 96% of them have
joined a social network.1 out of 8 couples in the US who met
on social media will get married.
Facebook will hit 400 million users.
Over 5 billion iPhone apps will be downloaded.
If Facebook were a country, it will become
the third biggest.
2010
How to RIDE the TREND.
How to Ride the Trend?Be where the Action is.
Become Part of the Social Habitat.
Tap the Power of Connections.
Be where the Action is.
DIGG Heat map by Brian Shaler
Syndication
Integration
facebookplatform
facebookplatform
Focusing communication on the stream and Inbox.
facebookplatform
Focusing communication on the stream and Inbox.
facebookplatform
Focusing communication on the stream and Inbox.
New games & apps dashboard.
facebookplatform
Focusing communication on the stream and Inbox.
New games & apps dashboard.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard. Simplified navigation
& counter channel.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard. Simplified navigation
& counter channel.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard.
Facebook Ads API.
Simplified navigation& counter channel.
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard.
Facebook Ads API.
Simplified navigation& counter channel.
x 130 friends65
= 64,266,500potential reach
facebookplatform
Focusing communication on the stream and Inbox.Access to user email
addresses.
New games & apps dashboard.
Open Graph API.
Facebook Ads API.
Simplified navigation& counter channel.
Sites that use Facebook Connect have seen increases of
30% to 200% in site registrations and 15% to 100% in the number of reviews
and other user-generated content*.
*source = Facebook
Aggregation
Syndication
Integration Aggregationflash platform services
distribution
for easy syndication
rss
facebook.com/twittertwitter oAuth
publish to !~50 platforms
ping.fm
Integration
connectflash platform services
socialgoogle
opensocialgigya
socialize
Syndication Aggregation
Aggregation
Video on
youtubePictures on
flickrInfo on
wikipediaFans on
facebookTalk on
Syndication Integration
Become Part of the Social Habitat.
Picture by vintagedept on Flickr
It is not because you are on social mediathat, by definition, you are social.
This is not your Data Center.
Tap the Power of Connections.
Picture by Photos from the Vault on Flickr
Social Object theory* is the belief that all successful social media interactions
center on an object.
The social object is the centerpiece in a dialogue between two or more people.
* theory by Jyri Zengeström, Co-founder of Jaiku, Product Manager of Social & Mobile at Google
!"#$%&'()*+
+1.2 million runners
+247 million kilometers tracked
+13 billion calories burned
In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances
Average duration of a run worldwide = 35 minutes
Most popular Nike+ Powersong = “Pump It” by the Black Eyed Peas
Location, total kilometers, frequency of running, ...
97% declares a digital brand experience has influenced whether or not
they went on to purchase a product or service from a brand*
* Razorfish Feed survey 2009
the social object theory – and social media in general –
may be great for consumer products, but are they of any use
for B2B marketing?
SCOOP
A Couple of things to CHEW on.
Get over it: the stock value of your very own database has just dropped drastically.
You need a Social Media Manager. Rather sooner than later.
You need a Social Media Budget. Re-allocate if necessary.
You need a Social Media Strategy. Today.
Social Media will definitely Stick.
What is up next?
adnerds.befollowfridays.be
That’s it, for today.
