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“Dealing with consumer behavior
     shaped by Social Media”
    Media Innovation Forum Dubai 1/26/2011


Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com
First: Social Media is not about this....
Social Media   better:   Social OS
Fragmentation             ‘Publicy’


 Mobile
                   Viral / Peer-to-Peer
Transparence
                         ‘Following’
‘Feels LikeFree’
                     Location / Places
  Real-Time         Inter-dependence
                        Decentralization
Control is shifting to ‘the people formerly known as consumers’
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
Connected everywhere ≈ empowered
 everywhere (≈ busy everywhere ;)
Soon: total online / offline convergence
The result: deep habit & culture shifts
A Networked Society - but what about Brands...?
Some connected brands...
Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)
In a networked society,
Data is the new Oil




                      Image licensed from sevensheaven.nl
Sharism                    re d ?
                                    sh a
                              b   e
                        n   d
               r b   ra
        yo   u
C a   n
Everything is moving into the cloud
Media: no longer a battle for distribution but for attention




                  Image: Flickr.com/dunechaser
Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)
...and attention is no longer gained by interruption
Brands become Publishers
(your brand here) (your agency here)
Gerd Leonhard Media Futurist / The Futures Agency
Who distributes your brand?
Social Networks are the new Broadcasters -
 and ad spending will migrate very quickly.




                                         Source:
                                   BusinessInsider.com
From watering cans to sprinkler systems
Social TV
The ‘Social OS’ confronts us with a new logic...
... a world where only likable Brands succeed




                                             Source: Flickr / Karola Riegler




                                 Gerd Leonhard Media Futurist / The Futures Agency
Trust becomes the currency for everything
Enforcing control when trust is crucial is deadly
“More and more companies lose control of their customers when new
technologies enable them to interact with products on their own terms”
                                                      Mark Mulligan Forrester Research
Source: Nielson Report / IFPI Jan 2011




Source: Netflix CEO via Slideshare
New ‘social’ ways to pay




Source: Ovum Research, with Permission
Get ready for alternative currencies
   * and new metrics of measuring results
Trend towards ‘collaborative consumption’




         Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
A big challenge: Privacy becomes Publicy
Get used to the ‘tyranny’ of transparency
Branding becomes “Banding”
Social Commerce will
become the New Normal
       Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)
Agency 2.0: sense-making & trust-keeping
Summary
A success formula for a Social Operating System:
www.mediafuturist.com @gleonhard

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Dealing with consumer behavior shaped by Social Media (Media Innovation Forum 2011, Dubai)