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Emerging Platforms (Feb 2011)

Google+ provides a social network designed to weave identity and sharing into Google's products and sits at the core of their services. LinkedIn is moving from an online CV service to a business platform where users can follow companies, participate in groups, and apply for jobs. Pinterest allows users to pin images from around the web onto visual boards organized by topics like weddings, fashion and travel.

Technology◦News & Politics◦
Related topics:
social-networks•
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Emerging Platforms WWW.ANALOGFOLK.COM
Social networks are providing the primary communications platforms.
And they aren‘t limited to Facebook, Twitter and YouTube.
1 Google+
A social network designed to… ―transform the overall Google experience — weaving identity and sharing into all of our products‖
It sits at the core of Google‘s services “Google’s newly one-bucket data system will make its infant social network, Google+, more useful and relevant, both for surfacing things you care above the chatter, and, perhaps, getting your profile and posts in front of those who might care.”
*pssst…. it‘s a bit like Facebook*
It‘s grown quickly (very quickly) since launch >90 million users >60% active = >54m active users
But despite a huge user base, some brands aren‘t paying attention.
Why??? Look at what it can do…
A huge search advantage Google+ Pages will appear in the first few results (above Facebook pages) even when they have only been live for a few hours. A ‗+‘ before a brand name will trigger instant search results for the page
Advocacy A ‗+1‘ is Google‘s equivalent to a Facebook ‗Likes‘. Google+ pools +1s from around the web. ―Consumers will be able to see all the recommendations your business has received, whether they are looking at an ad, a search result or your page, meaning your +1‘s will reach not only the 40 million users of Google+, but all the people who come to Google every day.‖
Better Search Results Create a page to reap the benefits of (biased!) search results Advocacy (+1s) A ‗+1‘ is Google‘s equivalent to a Facebook ‗Likes‘. Google+ pools +1s from around the web. ―Consumers will be able to see all the recommendations your business has received, whether they are looking at an ad, a search result or your page, meaning your +1‘s will reach not only the 40 million users of Google+, but all the people who come to Google every day.‖ Hangouts Give fans access to the people at the heart of the brand allowing a live debate or questions and answers Advertising Google+ will recognise topics within conversations on the platform meaning advertisers can capitalise on highly targeted audiences
Intelligent targeting Google+ will recognise topics within conversations on the platform meaning advertisers can capitalise on highly targeted audiences
Users… • Segment friends • Share photos, videos & links • Tag and edit photos using Google owned Picasa • Sort friends into groups called ‗Circles‘ enabling content curation. So you just share your party photos with your Circles allows users to segment their friends, just as they do in real life. party friends, and work photos with work friends. • Discover, share & discuss new content via Sparks • Speak to up to 10 friends in one videocall Hangouts allow up to ten users to talk in one videocall
Brands… • Share product news • Share exclusive photos & videos with fans • Start and curate conversations • Discover advocates • Give fans access to the heart of the brand – people eg David Beckham, Obama, Branson The Muppets page David Beckham announces his underwear range
Design options are limited lowering the barrier to entry (no fancy tabs currently supported)
Photo galleries are rich with full screen slideshows
Photo galleries are rich with full screen slideshows
Commenting, sharing, +1s are enabled on photos
2 LinkedIn
YOU The leading online professional social network 150 million members 105% YoY revenue growth Source: LinkedIn demographic statistics Photo: InMaps
YOU But why is it relevant to brands…? Source: LinkedIn demographic statistics Photo: InMaps
LinkedIn is moving from an online CV service… to a business platform
What you already know • A place to connect to industry peers • A place to create a professional profile for potential recruiters • A place to find job opportunities
What you may not know LinkedIn Groups: • Participate in relevant industry discussions • Find top influencers • Create open or private discussions • There are more than 1m groups
What you may not know LinkedIn Today: A daily newspaper of the most shared articles on LinkedIn
What you may not know LinkedIn Apps: • Share your work & articles, work collaboratively • Key apps: Amazon.com Reading List, Google Presentation & Huddle, TripIt, BlogLink, SlideShare
What you may not know LinkedIn Follow: • Follow individual companies • Companies can post updates, product news and more • Adjust frequency and delivery method of updates
Best Practice • Grow a base: Allow users to ‗follow‘ your company • Post job opportunities: allow prospects to apply via the LinkedIn applications process • Design a page: Use customization to stand out and reflect the company image Take advantage of page functionality to make your page bespoke
Best Practice • Showcase products: create a tab to showcase your products or services • Enable advocacy: add ‗Recommendations‘ to your site and profile to give your advocates a voice • Discuss: start and own a group where discussions around your Volkswagen India showcases it‘s products using unmistakable VW branding product or services can take place
3 Pinterest
A social discovery engine. A place where users add images from around the web onto themed virtual pinboards.
Weddings
Fashion
Travel
FMCG
Even Conference Guides
• Launched in May 2011 • The fastest independent social site to hit 10 million monthly unique visitors • Feb 2012: 13 million monthly users • Average user spends 98 minutes per month on the site (CF 2.5 hours on Tumblr, 7 hours on Facebook)
• Not early adopters • 4:1 ratio female:male • $25,000 - $75,000 a year earners • Mainstream appeal
3 Path
What is it? • The intimate social network. Restricted to 150 friends (originally 50) the mobile-only app is designed for you to share experiences with only your closest friends and family. Who uses it? • Consumers only • There is no business model currently Why is it important? • Expresses the importance of intimacy within social networks • 1 million users and growing • A mobile only social network
• Post a photo or video for friends to see • Add an Instagram-style filter to photos & videos • Check in to a location (optional export to Foursquare) • Check in to music • Export photos and checkins to Facebook, Twitter & Tumblr • Check in to friends View your friends‘ posts in your timelines & comment Take a photo or video Add caption, friends, location & add filters
3 Retail Discovery: Fancy & SVPPLY
What is it? • Akin to Pinterest, Fancy & SVPPLY are social scrapbooks designed to act as wishlists • Find anything online and add them to your lists via a bookmarklet Who uses it? • Consumers and brands Why is it important? • Signposts the emerging trend of retail curation • High traffic to retail sites provides genuine ROI
4 Second Screen
Why is it important? • Viewers are already using second screen to augment their viewing • 51% of UK X Factor viewers used Facebook as they watched the programme and an estimated 60% of Superbowl 2012‘s 100m viewers using a second screen • An opportunity for entertainment brands to augment their shows • An opportunity for third-parties to advertise products, music and services seen in the show
What is it? • Platforms designed to be used whilst watching television and films • Provide additional content or enable social conversation around a show or film • Predominantly designed for mobile and tablet but for web too Who uses it? • Consumers and entertainment brands
Ones to watch • Zeebox (recently acquired by BSkyB) • Into_Now (from Yahoo) • Gracenote • Shazam • GetGlue & Miso
What can it do? • Augment the storyline with key stats provided at specific moments during shows • Enable live discussion, polls, voting • Deliver a list of products on screen (fashion, automotive etc…) • Deliver a list of music featured in the show • Deliver a list of actors and crew in the show • Deliver tweets from actors and crew during watching akin to a DVD commentary • Sync (via audio) with time-shifted shows so viewers get relevant content at the right time • Provide data for sports and films (from IMDB) • Add shows to streaming services eg Netflix, LoveFilm
WWW.ANALOGFOLK.COM