What should 2000 marketers know about the future of digital marketing? Thanks to Marketo, I’ve been asked to share recent research from Altimeter Group on how Paid, Owned, and Earned is converging into one single form of media live at their customer event here in San Francisco.
Love to hear your comments, if your brand is already converging Paid, Owned, and Earned, so we can tell your story on your success. A thank you to Jessica Groopman and Rebecca Lieb at Altimeter, who co-authored this research and content with me.
Below is a 15 minute video which encapsulates Altimeter’s themes on the Dynamic Customer Journey and the Sentient World.
I’m really proud to have taken an active role in the first ever LeWeb outside of Paris. This one, which was featured in downtown London across the street from Westminster Abbey was sold out. If you’ve not heard of LeWeb, this is a global Internet conference hosted by Loic and Geraldine Le Meur, a power couple that stem from Paris but are also living in Silicon Valley, this is one of my favorite conferences to connect with brands, technology innovators, investors and friends.
Altimeter was able to play a minor role in suggesting the theme for the event “Faster Than Real Time” which stems off previous LeWebs that focused on the “Real time web”. In this radical state, companies are able to anticipate the needs of their customers by using data, technology, and devices and deliver meaningful experiences before customers even know they need it. I explore two of three of Altimeter’s research themes, the Dynamic Customer Journey, and the Sentient World in my speech, but due to time, did not focus on Adaptive Organization.
In future posts, I’ll share some of the videos from the social business track, in which I co-hosted with Cedric Giorgi, and also, sign up and register for LeWeb Paris, this December, 2012. Thanks to the Altimeter analysts, researchers and partners who helped to shape these research themes, this is a culmination of many people’s work beyond myself.
I’m presenting here at Webcom in Montreal, sharing the State and Future of Social Business.
In fact, I think the Cluetrain as we know it, while right for many years, needs modification to represent how the social web is changing. I took the first three theses of the mainfesto and translated it to represent how I see advertising integrating with social as well as optimization and Social Performance software.
The three trends that I see impacting the social business space include (but are not limited to):
Trend 1: Corporate Websites Reborn. I assert that corporate websites as we know them will be defunct, instead they will dynamically assemble content on the fly, making every page dynamic based on social data.
Trend 2: Social Becomes Automated: Bots among us? Sort of. We’re already seeing the rise of Social Performance Software emerge, and this will enable brands to quickly respond (yet there are risks)
Trend 3: To be Heard, You Will Pay: With every brand using social networks promoting their latest product, the space is getting saturated, as a result, social networks will monetize by making content visible, via ads.
A few days before the hectic 2012 SXSW storm (my analysis here), The Dachis Group hosted the Social Business Summit (catch one in your city) with some of the world’s top brands to discuss social business. Kicking off the day, I shared Altimeter’s research on how advanced companies are scaling their programs –and avoiding programs that will slow them down. A few key points we iterated:
Being prepared in advanced with: the proper policies, teams, roles, and education programs. These are the foundation needed to build a Center of Excellence.
Advanced corporations have enabled their business units to deploy social –once they’ve provided the right training, process, then technology (in that order)
Savvy companies are developing a social support triage process, rather than arbitrarily responding to customers, as it can teach the crowd bad behaviors
Also, if you’ve not heard about the Dachis Group, they’re a management consultant, software, listening, and digital design quasi-hybrid solution provider that’s rolling out interesting programs for large brands. Ping Jeff Dachis to find out more, or interact with him here in the comments, as he’s a reader and commenter.
I’m thrilled to return as a keynote speaker at LeWeb for the third time in a row. While I’ve shared these same findings on social business at conferences in the US, I’m pleased to finally present in EMEA. We found that despite companies running to open social media accounts, internally, companies are ill-prepared. Yes, that’s right, it’s time to return to basics and focus on building a scalable infrastructure –before jumping into adopting social tools.
I’ve embedded both the slides from the keynote as well as the report (original post here) which it’s based off of below, feel free to widely share. Also, I’m thankful for the broader research team which includes Christine Tran and Andrew Jones.
Above: Here’s the 20 minute video. I added it a few days later.