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by Brian Solis
We are entering The Age of the Social Consumer, where the person, not the purveyor, stands at the heart of media and marketing. Who is the new Social Consumer? How can marketers best reach and influence consumers with a radically altered sensibility toward who rules the marketing roost?
by John D. Hayes
First there was the Web. Then Web 2.0. Then the Social Web. Beyond the buzzwords, what role is Social taking on in the marketing mix of big brands? If the heady, early days of the Social Web are behind us, what lies ahead?
by Naveen Jain
It used to be easy to know who we were, and for others to know they were actually interacting with us. We had common badges of identity: Social Security cards, Driver's Licenses, the physical familiarity of friends and family. But online that has all changed. Identity is slippery. We can masquerade and others can masquerade as us. For Social to come into full flower, a new definition of personal identity must be forged.
Millienials are the arrow tip of Social Consumers. They pierced the armor of traditional marketing and trampled long-held conventions about how audiences are supposed to behave. But, up close and personal, what do the online lives of millenials look like? Are they really as wild and uninhibited as they seem? MTV reveals its massive study of the rising adult generation.
The traditional 4Ps of marketing aren't going away, but they have been joined by a powerful 5th P — the social element — people.
We used to have no choice but to pursue consumers in huge demographic chunks. How quaint. Now, with powerful predictive analytics and a host of Social tools, we can target psychographics. Increasingly, we can even begin to predict future behaviors of individual consumers. Is this Elysium for marketers or Orwellian?
Every organization today talks Social. But who is actually walking the walk? What organizations and leaders get the new capabilities so deeply they have moved ahead of the crowd in strategy and implementation?
Mobile, social and real-time information describe a new "golden triangle" for marketing, the apex of Social Consumer activity. This activity, today, spreads across at least three primary screens: TV, PC and phone. This multi-faceted geometry outlines the contours of marketing's future.
The customer is immediately and individually accessible. The whole behavior profile is right at hand. Response times are mili-seconds. Ads were not invented for this universe. Do we still need them? And if we do, how can we get jaded consumers to slow down, look up from the fascinating stream and pay attention?
Branding and product design used to be so simple. We told consumers what to think and our product designers told them what they could and couldn't do. No longer. Like it or not, Social Consumers see themselves as full participants in the product process and co-owners of the brands they choose. How can we create effective experiences for customers who want to lead the dance?
A debate has raged about the relative power of aging giant TV and rising star Social. Which has the true marketing power? Perhaps, the answer is that power comes best from an effective blend of the two.
As in so many other areas, Social has turned the common consumer decision funnel on its head. If you think you know where to spend your money to influence today's consumers, you're wrong.
Social has sizzle, but where's the steak? What are the appropriate measures of ROI for social-centric marketing? And how can bottom line benefits be extracted from new marketing tools?
It is in Multi-Screen Video. It is in Social Advertising. It is in Targeted Offers and Direct Commerce. It is in Traditional Media. Stop getting so fired up.
by Jon Bond
Social is creating new modes of content production and distribution. "Inside," starring Emmy Rossum and directed by DJ Caruso, a serial movie co-created with its audience and distributed purely online, is a sign of things to come. Here's what happens when the Hollywood A-List goes social.
Nothing is as it was before. The world is different. The media are different. The customers are different. Manufacturing, distribution and customer care are in the throes of cultural revolution. Technology changes so fast, even technologists can't keep up. How can you build a brand in the midst of the maelstrom?
Consumers are working together as never before to help each other shop wisely and save money. What does Social Commerce mean for brands, for retail, for consumers and for the economy as a whole?
by Charlene Li
Technology disrupts. But no prior technologies have disrupted as deeply or broadly as Social and Mobile. The lives of consumers — and those who pursue them — will never be the same.
How can brands be effectively transmuted to the tiny confines of the mobile environment?
The separation between games and marketing is vanishing. In fact, the principles that have made online and multi-player games so addictive now hold promise for transforming the nature of advertising.
by Jeff Jarvis
Privacy as we have known it is dead... and that's a great thing. Unfettered sharing of information will bring us far greater benefits as individuals and across society, than locked down information ever did.
by Brett Billick and John Zell
Marketers have always had to pay their way to audience attention. Now, though, we have earned media and new forms of owned media that brings brands new ways to reach out and touch customers and prospects. Which is the best way to go, the best mix?
Facebook has created a marketing juggernaut on the likes, photos and updates of a multitude. Who is making fabulous use of Facebook's marketing platform? Facebook will tell you here.
by Adam Duritz
No longer must musicians rely upon record companies and rapacious promoters to get their songs into the market and themselves in front of fans. Top selling band Counting Crows has long been a leader in using Social to alter the artist-audience dynamic.
by Pete Caban
A case study from the edge. How a forward-looking organization gave new life to a brand in new, social ways.
Beyond ads and PR, Social is spurring changes to delve deep inside companies. Walls are being broken down. Functions are shifting. Business as we know it may be changed beyond recognition.
17th–18th October 2011