When John Battelle and Tim O’Reilly described ‘the web as platform’ at the first Web 2.0 conference back in 2004, they predicted applications would be written for the web rather than the desktop, and that user generated content would be harnessed to create value and collective intelligence.

Over the past five years applications that enable social interactions, whether business or personal, have experienced exponential growth. Social media activities include socialising, fact-finding and entertainment of various kinds. Social Media is changing the balance of power in business, offering customers with a new channel through which to voice opinions and engage brands, while also providing a new channel for the sales and marketing mix.

Today, a Google search for ‘social media’ will return around 625,000,000 results. Social networking leader Facebook has over 500 million members and has grown by 40% increase in the last six months alone. Microblog site Twitter has 105 million user accounts, 15 million of which are active and generating an average of 27.3 million tweets per day. There are around 126 million blogs online (as tracked by BlogPulse) with 70% discussing brands.

In a new Foviance whitepaper, we look at ‘Social Media and Customer Experience: a perspective on the landscape’. We examine who uses social media, its impact on business, how companies are beginning to engage via these new platforms, and how we can expect social media to evolve in the future.

 Download your copy of ‘Social Media and Customer Experience: a perspective on the landscape’ today.

This whitepaper was announced in the Foviance September Newsletter

-really stimulating discussion about the #DEAct  and here’s a few of the tweets from the networking event:

 @andrewgerrard Arguing over who is responsible for an infringement report will eventually grind the #deact to a halt #digitalsurrey
@thoroughlygood I can’t help wondering whether reaction against #deact favours shouty people enabled by internet. Guests at #digitalsurrey excluded.
@abigailh We can’t give everything away free #debill great comment from @andypiper #digitalsurrey
@abigailh Music is an important social resource #deact – u can’t stop sharing through established social channels c/o @JamesFirth #digitalsurrey
@andrewgerrard We’re all agreed that the #deact covers a range of very complex issues – so how on earth did it get passed in the way it did? #digitalsurrey
@andypiper My own opposition to #deact comes from ludicruous heavy handed disconnection clauses. Copyright still complex issue. #digitalsurrey

…and you can read more tweets using #digitalsurrey.

 -great opportunity to meet tweeple IRL. The convergence of the virtual and real world establishes, re-inforces or consolidates relationships built online and solidifies the ties that bind networks together. What was brought home to me was that we are essentially social creatures: there’s nothing like sharing stories and experiences over a drink or three.

-the willingness of people brought together by a common purpose to share and pool their knowledge. In tandem with this, was the amount of passion in the room as people discussed different aspects of the #DEAct and how it might affect them specifically or the implications of it more broadly. These ‘grass root’ discussions are important: they affirm our individual right to discuss and debate such things. In parallel to the discussion taking place in the room, was the discussion taking place on the backchannel. The two co-existing side by side, fueled by the same people.

-through the event I have met people who…

…work for the BBC in Africa and told me about a project the BBC ran awhile back (and it is still running) trying to preserve sounds for posterity: Sounds diary.  Whatever sound means something to you, you can save it.

…works at the University of Surrey on photography and digital imaging, looking into how the sense of smell can be applied to photographs

…work at IBM, Virgin Media, BBC, University of Surrey, Econsultancy, Raffle.it, 3, Vodafone, Telegraph Media Group, Tweetmeme amongst others, as well as the usual recruitment consultants. But knowledge isn’t limited to people working in well known brands, and there are many more people representing local businesses sharing their stories, insights, and their take on the #DEAct. 

So while the power of social media may have initially brought us together, meeting IRL (that’s ‘in real life’ by the way) keeps us coming back for more…

The 2008 American presidential election was ground-breaking for a number of reasons; notably that it was the first ‘social media election’. Then in 2009 came the controversial Iranian election where social media played a different, but debatably equally important role. Social media is set to play an equally important role in the upcoming UK election. The question however, is whether the potential of such channels will be realised by any of the parties.

Both official and unofficial campaigns are raging online among the major political parties. Mr Cameron himself is tweeting away, even though the party saw the dark side of social media after doctored Tory posters went viral. Labour has been working on their social media presence, with Gordon appointing an MP to be in charge of all things social, and the creation of Twitter accounts and blogs. Some of the great unwashed are using social media to launch their own campaigns, and the Liberal Democrats are the focus of such a campaign called ‘InVinceCable’, which is pushing for Cable to be made Chancellor of the Exchequer in the event of a hung parliament.

A large proportion of Obama’s social media strategy in his run up to the presidential election was an email campaign. The UK parties have cottoned onto this and started their own email campaigns, however none of them really seems to be taking full advantage of this, or any of the other social media channels. Usability guru Jakob Nielsen has taken a look at the email campaigns and has ranked the Conservatives as coming out on top across a number of factors, including email design. Labour, however, have stated that they have a more sophisticated emailing campaign, where they can target their emails at voters more efficiently.

Social media has also presented an opportunity for the previously unheard to voice their support. Last week Christina Odone made an error of judgement when she posted an unpleasant attack on Lib Dem MP Dr Evan Harris on the Telegraph website. This included inaccuracies and unpleasantries, referring to him as “Dr Death”. Gone are the days when people can make such comments without rebuff (did Jan Moir’s attack on Stephen Gately teach us nothing?) Apart from a few ramblings in support of Christine, Dr Death’s supporters inundated the site with support after a ‘rallying cry’ was placed on Twitter.

The potential role for social media in this election is huge, both in engaging voters and evaluating the effectiveness of campaigns. Historically, younger demographics are disengaged with politics. However, social media might be just the ticket to rectify this. According to a study by Lightspeed Research on behalf of New Media Age, social media such as Facebook and Twitter campaigns, is increasing interest in the upcoming election in more than half of 18-21 year olds. The report also showed that over half of 18-25 year olds are more inclined to think favourably of parties using social media as part of their campaign strategy.

So maybe the political landscape will change. Social media will not only make people aware of what is happening, but might also make them seem closer to the ‘action’ and might make them believe that their vote can make a difference. Speaking to people using the channels they are familiar with and receptive to, will no doubt make party political messages resonate more.

It’s impossible to tell yet how much of an effect social media will have on the election result, but increasing political awareness among the younger generation can only be a good thing.

Even if you’re not a Facebook addict or regular Twitter user, you’ll know how difficult it is to escape social media. Why? Because social media is revolutionising the way that people consume content.

Social media is opening new channels of communication between brands and customers and there is a lot of potential in the social web that marketers can tap into. For example, a study earlier in the year by Penn State University showed that 20% of all tweets mentioned a brand name. Sales and marketing professionals need to be aware of these significant media consumption trends so they can tailor and target their messages as effectively as possible across a changing landscape.

However, with all the hype around social media it can be difficult to understand where to start. So here is an outline plan of action to dip your toes into the world of social media:

• Set clear aims and objectives.
• Listen to the social world; understand what is going on out there and find out who your audience is.
• Use all the information you have at your fingertips to build up a picture of the social landscape.
• This information will show you how to work with your audience to achieve your goals.
• Then simply measure, refine, repeat.

More businesses should focus on developing social media campaigns relevant to their customers. The days of pure brand ‘broadcasting’ are long behind us. Successful campaigns are now being supported by an online social media component, or taking place exclusively in social media.

As you get to know more about your customers and their social media presence, you will develop a strategy that not only enables you to influence conversations about your brand and win more brand advocates, it will also recruit them as willing foot soldiers in your battle for brand supremacy.

Note: *A Report detailing this subject was written by Jonathan Culling and Billie Andersen for Evaluation Centre. To read this article please go to the crm software, contact centre software and marketing software section of the Evaluation Centre.

On that subject I am delighted to introduce Guy Stephens who joined Foviance this month from Carphone Warehouse, where he helped improve the customer service function by utilising social media channels. He is now advising Foviance customers in the same field as part of our wider social media offering.

This month Guy has written an article considering the implications of time in the immediate worlds of the Twitterati, Billie keeps tabs on the often torrid relationship between social media and technology, while Jonathan attempts to steer dazzled app fans clear of the permanent beta trap. Finally Catriona backs calls to ensure professionalism and standards are developed as we all grow up in the social media spotlight.

I would be very interested to hear from you directly with any feedback or subjects you would like us to cover.

Paul

In this issue:

Twitter: to SLA or not to SLA?

Don’t fall into the permanent beta trap

Seven year itch for social media?

Industry Action Required – Sharpening social media practice

Social networking and technology, such as mobile and computers, are very much an item these days but it’s still not clear exactly who ‘wears the trousers’ in this passionate relationship. The rise in popularity of social networking is fundamentally changing the development of technology. But in its turn, emerging technologies are continuing to shape the ways in which we communicate and use social networking.

According to a report by Pew Internet and American Life Project released in Feb 2010, more than half of all internet users use a mobile, wireless connection, such as a laptop or mobile phone. Wireless internet is higher amongst younger age brackets, including laptops slowly replacing desktops and mobile internet use increasing rapidly through the use of smart phones.

Microsoft’s KIN phones, now launching in the US, were built specifically to embrace the use of social networking in the real world. KIN phone functionality includes functionality that is specifically targeted at social networking, for example enabling users to post photos and video directly from the phone which are location tagged to create automatic online multimedia ‘journals’. Apple isn’t sitting still though and has also filed a patent for an app that uses geographic location to form a network where people can broadcast information in real time. It’s a formidable trend – any source of information on a phone including calendars and address books can and will be used to direct location-based services and information. Popular applications such as Foursquare are already out there proving the concept.

It’s increasingly common for people to maintain multiple profiles across multiple social sites. According to that Pew report, it is actually adults that are increasingly fragmenting their social identities across networking sites, with 52% of US adults admitting that they had at least two different profiles. These identities are still differentiated by age group to some extent (more adults have a linked in profile, for example), but those under and over 30 are equally likely to have a Facebook profile.

A recent Forrester report strengthened the argument that mobiles would prove to be the key to unlocking the full potential of social technologies by bring together these different identities under a single, portable, universal social ID. Forrester argued that mobile devices are ideal tools for freeing the digital social environment from computers and integrating it into the real world, providing immediacy, simplicity and contextuality.

It is worthwhile raising a few questions amid all this excitement about mobile as a panacea for digital social integration. Firstly, will everybody really welcome a universal social ID? Many people still value a degree of separation between the individual identities they have created online, between for example, their personal profile (Facebook) and professional profile (LinkedIn). This possibility of segregation will need to be considered as part of any enticing universal solution.

Also, is the idea of moving away from computers in favour of phones really be attractive for everybody? Will mobile devices be everyone’s preferred device for engaging with social networks? Certainly the experience with phones is improving with bigger screens and slicker apps, but there may still be some things that the phone cannot offer. Many mobile social networking apps continue to deliver reduced functionality when compared to the desktop while payment models are often more complex. It’s true that mobile is more convenient for people when they are out and about, but the same people at home or at work might find computer access more convenient and seamlessly integrated with their other activities.

The relationship between social networking and technology hasn’t settled down into a solid mutual commitment quite yet. There are still a few ground rules that need to be laid down, incompatibilities that need working on and annoying habits that need ironing out on both sides. Still, like any evolving relationship, it will be compelling to see how things progress between technology and the social landscape in the years ahead…

This article was written as part of our April newsletter

There’s probably very few people who would have missed the travel disruption caused by a certain misbehaving volcano grounding planes in the northern hemisphere and turning airports into ghost towns or hotels. Thrown into the mix there are confusing accounts of which flights have and have not been cancelled and when airports will be closed, all being made worse by a second eruption. Due to the high volume of people trying to reschedule travel arrangements, websites have been breaking left, right and centre and call centres have been inundated, making the whole process an administrative nightmare.

However, Swiss Air has proven that it doesn’t need to be like this. The company is very familiar with the use of social media even dedicating a part of its site to the various social media channels the company use. The company have utilised its Facebook page to communicate updates to fans (all 7000 of them) and interacting with the Twitter community to address individual queries. This is a mutually beneficial engagement strategy. Swiss Air are able to broadcast to a sizeable proportion of their customer base, and are able to service them individually at a lower cost than by phone. Customers have access to the latest news and are able to communicate with Swiss Air, alleviating a lot of site traffic for the less socially-minded. With such satisfying customer service, which airline do you think these customers will think about first when booking their next flight…?!

Facebook turned six recently and celebrated the milestone by giving its homepage yet another makeover, this time to “improve navigation to and discovery of commonly used features”. Six years is a long time on the interweb but, even still, Facebook has made impressive and significant gains in that time. It currently sits at number four on the list of biggest names on the web (behind Google, Microsoft and Yahoo, respectively) and with over 350 million users (and growing fast) it is poised to very soon become number three. It’s become the “face”, as it were, of the social media space, if not the brain. Facebook is sitting on a veritable gold mine of highly detailed and often intensely personal information about its users; things they would never dream of telling anyone but their closest confidants, let alone a market researcher, making Facebook a veritable marketer’s wet dream. But much like war, “woah woah woah, what is it good for?” What do users actually “use” Facebook for?

Marketers claim to be reaping the benefits, as evidenced by the explosion of ads in Facebook recently, but is it to users’ benefit or their detriment? What are We getting out of the bargain? Is it enriching our lives or just making it easier to sell us stuff? Where social media succeeds over other media is by convincing its users to do the advertiser’s work for them. Every time we click a link or join a group, we might think we’re engaging in solidarity (support single sex marriage) or activism (RATM for Xmas No.1) or showing off our pop culture cred (Invader Zim), but what we are really doing is posting ads in our friends’ news feeds and sharing ads with them. As Facebook UK’s Commercial Director, Stephen Haines, puts it: [P]otential customers can directly engage with your business by clicking on the “Become a Fan” link or the “RSVP to this Event” link…this action automatically creates a story on the person’s profile page and possibly in their friends’ home page “Highlights”, generating free distribution for you.” Facebook “fan” pages are never going to replace a corporate presence on the web, but social media offers an interesting way for marketers to gather data on users’ opinions, behaviours and preferences by allowing them to consciously identify themselves with brands they like without ever feeling like a corporate stooge. And chances are they’re spending a flip of a lot more time on Facebook than they are on the corporate site. Marketers know this and they get it, but I’m not sure users do. The distinction for users is that they’re not part of a brand, they’re part of a community which identifies with that brand…but for all intents and purposes it’s an online focus group.

Similarly, market researchers are getting in on the action with Facebook Polling. Next time you click on one of those seemingly innoculous polls at your friend’s behest, thinking you’ll get to see how closely your opinion ranks against your cyber-buddies, you’ll effectively be clicking on a banner ad. You’ll also be giving the marketer who paid USD$50 to set it up the poll a candid view of your opinions, behaviours and preferences in context with the 99 other people who clicked it in your geographic region. Ray Pointer of Virtual Surveys told utalkmarketing.com: “These polls are clearly not going to replace U&A or ad-trackers, but they could spawn new ways of working. Traditionally, we have expected everything to be designed before the research begins, but often the basic assumptions were wrong.” Any one else reminded of the opening lines of HG Well’s War of the Worlds?

“No one would have believed in the last years of the nineteenth century that this world was being watched keenly and closely by intelligences greater than man’s and yet as mortal as his own; that as men busied themselves about their various concerns they were scrutinised and studied, perhaps almost as narrowly as a man with a microscope might scrutinise the transient creatures that swarm and multiply in a drop of water.”

I wouldn’t go so far as admit to the intelligectual superiority of our marketing bretheren, but they sure are some clever people.

If brands are truly throwing away their traditional marketing campaigns in favour of third party channels such as Facebook then I would agree it is unwise – but only ‘today‘. Because today you cannot connect the dots and establish the identity of twitter’ers and other anonymous users of social networks, but that will not always be the case. There will come a time when total transparency exists online and your anonymity will be lost. Every transaction, every interaction via the web leaves a trace and slowly but surely analytics tools are bringing these traces together. Data analytics tools are powerful now and it won’t be long before we will be able to identify the patterns that connect LinkedIn profiles to tweets, Spotify, Amazon, dodgy blog, dating and dare I say porn accounts. Beside the implications for individuals that total transparency highlights, there are enormous implications for marketers. The issue raised by McCormack that marketers, by turning there backs on traditional marketing methods and putting all their eggs in one anonymous social media basket are making a huge mistake needs revising. The distinction he makes between a well managed CRM campaign and the use of a Facebook page is surely wrong? Doesn’t a well run CRM campaign include social networking? Where does advertising fit in as surely offline advertising presents the same profiling issues that anonymous social networking does? I read a paper recently about the future of the postal service and it predicted the end of letter postage within 10 to 15 years. Email will have almost completely replaced letters in that period and yet has only been in existence for 15 to 20 years. What will social replace? McCormack is right to raise the data ownership question at the centre of his point. If brands handover ownership of customer data to third party sites in the same way that consumer goods have to the supermarkets in the grocery space they are in making a big mistake. In today’s world I am not sure that they have to providing they have a clear measurement strategy as part of their strategic marketing plan.

According to the noted neuroscientist Baronness Susan Greenfield, the human brain until the age of ten has the capacity to learn at astonishing rates in comparison to later years. No-one really knows how our learning process is slowed after the age of ten, but slow it does. It is almost as though it has programmed itself, and now just needs refining.

However, Baronness Greenfield points to a recent study of digital media in Australia, where children under the age of 16 whose use of digital media, in particular heavy texting, was compared to a control group of non digital using children. The results conclusively prove that the children who text a great deal were quicker to respond to questions during an IQ test than the non-texting children, however they got more answers wrong than the other more considered children.

She highlights the fact that the texting children were more inclined physiologically to respond quickly, as though conditioned by the digital media culture to get information out as quickly as possible, but without fully understanding or considering the impact of the information they were delivering. These desensitised digital-children may behave very differently as adults from the group who are not so digitally savvy.

Greenfield likens our development of digital media and its impact on physiology to that of the tobacco industry, the creation of a product that makes us feel good without the proper research to understand what impact it has on our physiology.

It is true that digital media is being created in isolation of real consumer behavioural psychologists, or even a firm basis of consumer research. So what can we expect?

A favourite example of mine is Twitter – an always on medium with a clear lack of tweets coming from those with a journalism background or with reliable sources. This makes data governance difficult when dealing with half-truths, downright lies and mistakes. Last week for example, the Home Secretary tweeted about a haul of 10m tonnes of illegal cigarettes, which he then retweeted to say should have been 1,000 tonnes. However, few would have questioned his original tweet. What does that say about our information system?

The creation of the world-renowned and reliable BBC, was hailed as the free-world’s greatest independent news achievement, with people tuning in from all over the world to the World Service. However it has become less important to the new generations of digital users.

The overload of poor information is desensitising the masses to the news they receive. There is so much data to take in that our brains cannot assimilate it all, question it, and add our own moral judgement to the information. Hence a deeper emotional intelligence is not being reached, and desensitising occurs.

To create a truly understood statement, campaign or brand, a greater understanding of the new media consumer is required, from the youngest to the oldest. This necessitates an analysis of their cross-channel media consumption, regardless of source, and then a tailoring of that message, depending on assimilation level of the information/data received. If brands can understand this – and act on it – they may well be on the path to success.