1. FUTURE COMMUNICATION TRENDS
Jan Winters, New Communication GmbH & Co. KG, Kiel
Baltic Sea Region Programme Meeting // Rostock 13.3.2012

2. short warm-up
(the usual „hands up, please!“)

3. Who‘s reading or commenting
in Blogs?

4. …publishing an own Blog?

5. networking via or ?

6. using ?

7. … ?

8. … checked in with
anywhere here in Rostock?

9. … felt somehow helpless when
they said that
is going to be the most important
thing for you to observe now?

10. … was annoyed when
came along and they said that this is
going to be the most important thing
for you to observe now?

11. I thought so…

12. „The social network platforms may change.
However, one thing is certain:
social media, mobile phones, iPad evolution
and technology is not going away.“
Pam Moore, socialmediatoday.com

13. People are still sharing personal data
Message friends 64.0%
Update my profile 62.0%
Upload photos 59.0%
Find old friends 59.0%
Update my status 52.0%
Find new friends 49.0%
Used live chat 47.0%
Play games 44.0%
Display my interests 44.0%
Join a group 43.0%
Join an interested group or cause 38.0%
31.0%
Upload videos
30.0%
Write a blog
Affiliate with or become a fan of a brand 30.0%
29.0%
Shared your location
27.0%
Make contacts for work/professional…
21.0%
Purchased something
21.0%
Organise events
Source: Wave 6, Universal McCann, 03/2012

14. Internet users want to interact with brands in all categories
Movies Travel
74 % 71 %
Healthcare Musics Telecom-
75 % munication
73 %
71 %
Software Finances
71 % Food 67 % Cars
70 % 63 %
Source: Wave 5, 2010

15. FUTURE COMMUNICATION TRENDS:
FIVE areas of concern

16. AREA 1: Devices
• People now have many ways to
connect with the internet (=you!)
• On average they own four devices
• The majority of them are used to
access the internet
• PC, laptop and mobile devices lead
Source: Wave 6, Universal McCann, 03/2012

17. AREA 1: Devices
• Challenge: Content-Delivery on
multiple screens & resolutions
• Trending: Responsive Webdesign
• Growing mobility of devices
means: mobility of data
(„the cloud“)
• Second Screen Experience

18. AREA 2: SoLoMo
• Challenge: 77% of the world‘s population is a
mobile subscriber, many of them „mobile-only“
• Incr. usage of mobile devices for:
banking, travel, shopping, local
info, news, maps, social media
Trending: Social+Local+Mobile
M-Commerce Apps linked to
mobile Apps and loyalty
programs/coupons etc.

19. AREA 3: Mobile Working Habits
• Decentralized work increases
• Success of smartphones and tablets
plus cloud-based apps
• Trending: Messaging, Networking,
Task- & Information-Management
• Managing Channels
• Challenge: Security, Corporate Communication

20. AREA 4: Privacy & Erasure
• Privacy concerns since the beginning
• The more platforms begin to share
personal data with other apps, the
louder the conversations will get
• Selectively edit your „social history“
• Shift: hiding information  forgetting information
• Challenge: Transparent use of personal data

21. AREA 5: Measure & Monitor
• Measure: Success of Social Media Activities
• Key Performance Indicators, both quantitatively
and qualitatively
• Monitor: Brand Online Reputation
• Challenge: no standards, responsibility
(marketing vs. PR vs. IT vs. Customer
Service), multitude of influences

22. Brand

23. Thank You!
New Communication GmbH & Co. KG
Werbe- und Marketingagentur
Jan Winters
winters@new-communication.de
www.new-communication.de
www.twitter.com/ncshortservice
www.facebook.com/newcommunication
www.reputation-blogger.de