In the past, he said, Facebook was one big thing, a website or mobile app that let you indulge all of your online social needs. Now, on mobile phones especially, Facebook will begin to splinter into many smaller, more narrowly focused services, some of which won’t even carry Facebook’s branding, and may not require a Facebook account to use.
Facebook begins to disrupt itself like Apple did in replacing the iPod with the iPhone. But will breaking Facebook down into a series of non-branded Facebook apps work? I think so, mostly because your favorite apps won’t mention Facebook (e.g. Instagram, Whatsapp).
"It will be everywhere, but you may not know it.”
Tim O’Reilly popularised the term Web 2.0 to define the social web. We have since moved onto Web 3.0. I want to go back through the three versions of the web so that we can glimpse what Web 4.0 might look like. This is a history of WWW in very broad strokes.
While the origins of the internet were very social, the first world wide web was essentially old media. Brands/websites broadcast their messages and users couldn’t publicly communicate with each other (email allowed private communication).
In Web 2.0, users could reply to brands/websites and communicate with each other. The original blogging platforms and social networks facilitated mass communication between the average user. Thus, the conversation was born between brands and customers.
In Web 3.0 websites use ‘big data’ to give a personal interaction with with brands. Based on data about what users have liked/disliked, websites are able to tailor content and products for their users. Amazon, for example, is able to provide recommendations for its customers based their what they have liked/disliked and what other items their twinsumer has liked/disliked. Wearable technology and the general internet of things is a continuation of this big data trend.
If we look at the overall evolution of the web we can see a to and fro of brands versus consumers. First, brands were dominant, then users were enabled to communicate, then brands responded with accumulating data. If this to and fro continues then it’s the user’s turn to define Web 4.0.
Evidence of this response is seen in such trends as crowdfunding, where presumers are financing products that are aligned with their personal requirements. The rise of prosumers is also challenging corporate brands. Start-ups are faster at adapting to customer needs than corporations, but prosumers are even more agile.
Essentially everyone has the ability to be a producer these days, whether it is selling candles on Etsy or licensing themes for WordPress blogs on Envato. The next step may involve these people joining together into flexible commercial communities that produce more complex products and services.
Content marketing is the cornerstone of any good social media strategy. The content might be user-generated or professional, or ideally a combination of the two.
These are the four pillars of content marketing that lead to engagement:
1. Relevant: On-brand, no kittens. I know kittens are everywhere on the web, but you aren’t going to win if you compete with everywhere.
2. Topical: Is new or timely. News media is the most topical industry, but every brand can be topical. For example, the calendar year is full of events, from Mother’s Day to the Super Bowl, so there is bound to be many that are relevant to the brand/products.
3. Informative: Helpful to the customer. So you’re relevant, but it doesn’t end there. You’ve also got to be informative about your area of expertise. People don’t share stuff everyone knows. “71% of consumers trust brands that provide useful info without trying to sell them something” (Source).
4. Inspirational: Lead and excite. Being inspiring is about showing how the brand is human: there is a passion for what it does for its customers, not just for profit.
Examples: Whole Foods
What are your favourite social media accounts for content?
There are many competing opinions about Facebook’s news feed and business tactics. We wanted to provide an updated look into some metrics to help guide these discussions with data. For the typical Page on Facebook in March 2014: Organic Reach … Continue reading →
via Twitter http://ift.tt/OgbIW7
A quick glance at a chart of the Internet’s fastest-growing social networks reveals what you likely already knew (Instagram is growing like mad) and what might be a surprise: LinkedIn is the third-fastest-growing social network.
via Twitter http://ift.tt/OgbIW7
Another word for engagement is relationship. I have been arguing that we in news should stop seeing ourselves as content factories and start seeing ourselves as members of our communities who are in the relationship business, who use what we know about people to better serve them. Thus, I ask media companies how many relationships they have with the people they serve and what they know about them — what signals they have, enabling them to improve relevance and thus value and often impact. Those are metrics that start with the public rather than with media. Those are metrics that matter.
Integrating a social media experience to your e-commerce website can help drive added value. Here are six ways to add social media to your website
Social media actually matters for J.Crew’s business: Customers who engage with the upscale retailer on Facebook, Twitter, Pinterest or Instagram tend to spend twice as much as its average shoppers.
“Digital marketing and social media have played an important part of our strategy in our recent history and are among our most effective marketing tools,” J.Crew said in its annual filing, which was made available Monday evening. “Facebook is the current leading player in terms of size and time spent on site, but there are significant growth opportunities in our new visual platforms, such as Pinterest and Instagram.”