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The Future of the Social Web: In Five Eras. Expect the Groundswell to continue, in which people connect to each other –rather than institutions. Consumer adoption of social networks is increasing a rapid pace, brands are adopting even during a recession, so expect the space to rapidly innovate to match this trend. Clients can access this report, but to summarize what we found, in the executive summary we state: Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience.

We found that technologies trigger changes in consumer adoption, and brands will follow, resulting in five distinct waves, they consist of: The Five Eras of the Social Web: A new way to measure word-of-mouth marketing - McKinsey Quarterly - Marketing - Strategy. Consumers have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.

As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively. Podcast Harnessing the power of word of mouth McKinsey’s Ole Jørgen Vetvik explains a new way to measure the impact of word of mouth, and how marketers can use it to influence consumer behavior. Indeed, word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. As online communities increase in size, number, and character, marketers have come to recognize word of mouth’s growing importance. A consumer-driven world This tectonic power shift toward consumers reflects the way people now make purchasing decisions. 5 Creative Social Good Campaigns For the Holiday Season. Geoff Livingston co-founded Zoetica to focus on cause-related work, and released an award-winning book on new media, Now is Gone, in 2007.

With the holiday shopping season upon us, it's common to see companies and causes use these days as an opportunity to mix in a little social good and entice buyers to choose their products and services. Here's a look at five holiday cause marketing campaigns that use social media to win buyers and do good at the same time. Have you come across an inspiring social good campaign in the course of your holiday shopping? Share the details in the comments section. 1. American Express launched its Small Business Saturday campaign a little more than two weeks ago, and the program has already gone viral and become a mainstream media sensation. "The effort primarily culminates on Facebook. 2. With a more traditional social media effort, the Nature Conservancy has launched a Green Gift Monday effort on its blog and social media properties. 3. 4. 5. 65% of internet users have paid for online content. 65% of internet users have paid to access or download some kind of digital content.

Music and software are the most common kinds of content purchased. Nearly two-thirds of internet users – 65% – have paid to download or access some kind of online content from the internet, ranging from music to games to news articles. Music, software, and apps are the most popular content that internet users have paid to access or download, although the range of paid online content is quite varied and widespread.

In a survey of 755 internet users between 28 October and 1 November 2010, respondents were asked about 15 different kinds of online material that could be purchased or access after a payment. In this survey we asked the following question: “Please tell me if you have ever paid to access or to download any of the following types of online content?” And 6% of internet users said they had paid for another kind of content that had not been mentioned in the list of 15 we offered. Demographic factors. 101 Social Media Stats to Make Your Spirits Bright and Your Head Spin.

Finding the right needle in the haystack that is the Internet is often times an exercise in futility and frustration. Sure, you can find “quick tips” for just about anything, a “how-to” guide for maximizing anything you’d like to maximize, and “case studies” that illustrate someone else’s success story which you believe – for a fleeting moment – you can just as easily apply to your own situation. Most often the tips are oversimplified, the how-to guides leave much to be desired, and the case studies seem to more like exceptions than they are rules.

What you really need, at the beginning, middle, and end of the day, is the truth. Or something that is almost close enough to the truth: like social media statistics. I Wanna Know Where the Stats At As you probably know, 108% of statistics are exaggerations, so be careful what you glean from this. That said, here is my collection of social media statistics I’ve cobbled together over the past year. Social Media in the Daily Life of Web Users. Clay Shirky quotes. Here Comes Clay Shirky. Another entry in my irregular "What I highlighted and why while reading Here Comes Everybody" series. Our social tools are turning love into a renewable building material. When people care enough, they can come together and accomplish things of a scope and longevity that were previously impossible; they can do big things for love.Shirky, chapter 5, page 142.

When I read this, I immediately thought of Jamie Notter and how often he talks about the importance of love/passion to what we do. I quote: Passion matters. Yes, it opens up opportunities for let-downs and heartache. At Tech10, I had the opportunity to sit in on the Open Community fireside chat, and this topic came up there as well as part of a discussion of chat participants' experiences with online communities over the years. So that raises a key question for associations: do you know who cares about your organization, among your staff, volunteers, members, and other supporters? The people who care are critical to your association.

A Look Back at the Last 5 Years in Social Media. In honor of Mashable's five-year anniversary, this series is supported by IDG. Customers are talking about your brand and products — find out what they are saying with IDG Social Scout. Five years ago, YouTube was just getting started, MySpace was the most popular website in the U.S., and Facebook was still limited to college and high school students.

Mobile was mostly an after-thought, as we were still more than a year away from the introduction of the iPhone and the idea of an app store. And “widgets” were just starting to emerge as a way to integrate third-party apps on a website (Newsweek would declare 2007 to be “year of the widget” in a late 2006 article). Fast forward to today and the sites we use and the way we use them have shifted dramatically. How did we get to this point? The News Feed Brings It All Together It’s hard to remember life before the news feed, but it consisted mostly of visiting your friend’s profiles, making wall comments and perhaps maintaining a photo gallery.

5 Huge Trends in Social Media Right Now. What's the first thing young women do when they wake up? Check Facebook. How do enterprise employees pass the time at work? With social media. With so many studies highlighting ever-accelerating social media usage rates, the conclusion is obvious — social media is everywhere. What follows are five of the hottest social media trends right now. Each are influencing our social, online and mobile behaviors in significant ways. Entertainment checkin services are changing the way we watch television. 1. Smartphone owners have the world at their fingertips. What this means is that at any given moment, any smartphone owner can pull out their device, fire up a barcode scanning application, scan a code and complete activities or gain access to a wealth of immediately relevant information.

The consumer's scanning behavior is so significant that location-sharing checkin services such as SCVNGR are giving away QR code decals to retailers free of charge. 2. 3. 4. 5. Six Social Media Trends for 2011 - David Armano - The Conversation. By David Armano | 10:44 AM December 6, 2010 It was a banner year for social media growth and adoption. We witnessed Facebook overtake Google in most weekly site traffic, while some surveys reported nearly 95% of companies using LinkedIn to help in recruiting efforts. In my outlook for last year, I cited that mobile would become a lifeline to those looking for their social media fixes, and indeed the use of social media through mobile devices increased in the triple digits. I also outlined how “social media would look less social” or more accurately exclusive, and indeed, we’ve seen the re-launch of Facebook groups, which focus on niche interactivity, and more recently, the emergence of Path, billed as “the social network for intimate friends” which limits your network to only 50 people.

The past year also saw some brands go full throttle on Foursquare’s game-like geo-location platform, attempting to reward mayors and creating custom badges for the network’s power users. Ten tech-enabled business trends to watch - McKinsey Quarterly - High Tech - Strategy & Analysis. Two-and-a-half years ago, we described eight technology-enabled business trends that were profoundly reshaping strategy across a wide swath of industries. We showed how the combined effects of emerging Internet technologies, increased computing power, and fast, pervasive digital communications were spawning new ways to manage talent and assets as well as new thinking about organizational structures. Since then, the technology landscape has continued to evolve rapidly. Facebook, in just over two short years, has quintupled in size to a network that touches more than 500 million users. More than 4 billion people around the world now use cell phones, and for 450 million of those people the Web is a fully mobile experience.

The rapidly shifting technology environment raises serious questions for executives about how to help their companies capitalize on the transformation under way. Across the board, the stakes are high. 1. Facebook has marshaled its community for product development. 2. The cluetrain manifesto - 95 theses. Content Pays. Here's a newsflash: people will pay for content online. You may think that the statement above runs contrary to everything we know about the Internet. From music and the torrents to pay walls at newspapers and magazines. Mostly, the people who are complaining that consumers will never pay for content are the ones who are simply taking their content from its traditional form and migrating it to the digital platform. Beyond being able to deliver true value online (more on that here: People Pay For Value - Their Value, Not Yours), consumers have not really felt the need to pay for content.

But all of that is changing. Today, MediaPost ran a news item titled, Pew: Two-Thirds of Web Users Buy Online Content, based on Pew Internet's latest report, 65% of internet users have paid for online content. It's just getting started. Think about it this way... All media must be digital. There's no lie there, but all media that wishes to extract money from a consumer must do much more...

It must be mobile. Social Anticipation: Using the Intention Web for Experience Marketing | Engage365. Jeremiah Owyang coined the term “Intention Web” to describe social media which captures and promotes users’ future plans. Where the asynchronous web is about the then, the real-time web is about the now, Intention Web properties are about the later. Event and experiential marketers seem to have been focused on using social media as a sort of historical record of their activities, posting content, including transcripts, photos, videos, Powerpoint presentations etc. after the fact.

Otherwise, the community has begun to embrace the now, talking about what’s happening on Twitter, Facebook and the like, by promoting and encouraging attendees to share their personal experiences real-time during speaking sessions, concerts and brand experiences of all types. By attracting and leveraging as many followers as possible marketers are able to broadcast updates and engage audiences well beyond the physical experience.

But what about the future? Meetup: “The world’s largest network of local groups. 10 Ways Social Media Will Change in 2011. With more than 550 million people on Facebook, 65 million tweets posted on Twitter each day, and 2 billion video views each day on YouTube? , social media has become an integral part of our connected lives. But this is just the beginning. For the past two years, I have been forecasting the evolution social media will undergo. Key trends for 2010 included social media integration across applications and devices, lowered technological barriers, mobile pervasiveness and social media ROI as a focus. It is safe to say that these trends indeed became reality and I expect these to continue and materialize in new solutions, applications and case studies in the year ahead. 2011 will also be marked by new developments that will shape the very fabric of our behavior, culture and identity. 1.

Guest author Ravit Lichtenberg, founder and chief strategist at Ustrategy - a boutique consultancy specializing in helping companies excel in the socio-digital age. 2. Read Ravit's Previous Forecasts 3. 4. 5. 6.