Image Image Image Image Image Image Image Image Image

social media

04 Sep

By

Tectonic Shifts #02: Social

September 4, 2014 | By |

 

Tectonic Shifts is a series of articles on the mega trends that will shape our digital future for years (if not decades) to come.

tl;dr (Executive Summary)

Social – short for Social Media, and a key part of the holy trinity of Social/Mobile/Location-based services – is what happens when users connect: They connect around topics & interest, around products, on platforms, between platforms. It’s ubiquitous conversations as popularized by the Cluetrain Manifesto (2000), and as such maybe one of the oldest (internet-based) tech trends that we still see evolving. Social includes, but goes way beyond platforms like Facebook, Youtube and Twitter, and has impacts on everything from customer relations and marketing to business models & business strategy to customer service and product design.

Numbers/impact

Social is a development of such ridiculous size that quantifying it wouldn’t get us very far. A few pointers as to just how big anyway just for good measure:

  • 74% of adults use social networking sites (Pew Internet 2014)
  • 70% of citizens in Iceland actively use social media, 57% in the UK, 35% in Germany, 64% in Taiwan, 46% in China… (Statista 2014)
  • Twitter, Whatsapp, Snapchat, and Facebook are als considered “billion dollar companies”.

More important than these numbers is the central role that Social Media has been playing for the last 10-15 years. Used almost synonymously with “the internet”, Social has been the key driver behind the massive user empowerment as well as a whole new way that groups can coordinate online to affect change – politically or in campaigns of more consumption-oriented nature.

What does this mean for society & industries?

Social touches practically all areas of an organization. Marketing & communications, sure. But also customer relationship management and customer service; strategy; product design; product development; internal processes; market research; and many more.

Products and services that smartly leverage Social have a much higher chance to succeed. Those designed without at least consideration for Social are bound to fail in the market. This doesn’t mean everything has to have a Facebook Like button on it, of course. However, not leveraging Social should be a very conscious decisions. There’s almost no internet or media related product that don’t have potential for a Social layer of some sort or another.

Social Media as well as product design with Social elements has been around for more than a decade. It’s a mature field. Don’t do it with amateurs, work with professionals – there’s a whole industry out there. However, be aware that really embracing Social will almost certainly lead to a bias towards more openness and more intense engagement with stakeholder groups inside and outside the organization. Again, set up the infrastructure and team to make and maintain the transition smoothly.

Which industries are expected to be most strongly affected?

Every. Single. One.

The most obvious and direct impact was most certainly seen around communications/marketing, publishing, music & video, as well as campaigning & politics.

If you think your organization or industry isn’t impacted, think again – you’re very likely missing something.

Risks & opportunities

Opportunities:

  • Social creates a lot of data points both explicitly (conversations, items shared, etc.) and implicitly (usage data). This means lots of intelligence on user behavior and desires, in other words: market research.
  • New services and products: Social data and the structure associated with it allows for new business models and product ideas.
  • Stakeholder engagement: Social opens new channels and ways to engage with stakeholders (clients, customers, users, current and potential employees, collaborators, media, etc.)

 

Risks:

  • Privacy implications are huge. Don’t be a creep.
  • Implementely haphazardly or bluntly, or without giving the project the necessary love, Social engagement can backfire and create bad publicity at large scale.
  • High costs as processes, team structures and infrastructure need to be adapted, and are likely to be in flux for a longer time.
  • Lots of snake oil out there. Proceed with care.

Resources, key players, links

  • There are too many players, agencies, platforms to name here.
  • Facebook’s own business backgrounders are quite useful.
  • Otherwise, check what’s already out there in terms of networks and tools.

 

To learn more, read what this series is all about and see all articles of Tectonic Shifts.

18 Dec

By

Recollecting my Instagrams & other social data

December 18, 2012 | By |

So, Instragram announced updates to their Terms of Services. Nothing unusual about it, really, only that the updates seem to be aimed at monetizing by allowing advertisers to use your photos without prior notice or consent (besides agreeing to the ToS, obviously).

Now, often times ToS changes trigger all kinds of resentment by the user base, and in many cases it’s a matter of legalese or bad communications. Say, if a service requires consent to copying and distributing your content: Copying and distributing can easily sound like selling or licensing or doing other weird things with your data, while it might just be necessary to run the service you signed up for. After all, you can’t store a digital image without making copies of it. That kinda thing.

That said, Instagram’s new ToS seem to be more directly aimed at advertisers, and as such it’s a different game altogether. Furthermore, they’re now part of Facebook, and as such – in my eyes – much less trustworthy than a year ago. Facebook has a horrible track record of abusing users’ trust, for example by changing default privacy settings and making it unnecessarily hard to opt out of new features. So personally I’m not willing to give Instagram/Facebook the benefit of the doubt on this one.

 

But enough with the rant. The Instagram ToS kerfuffle was as good an excuse as any to eventually try out Recollect, a service run by good former Flickr engineers, who sources closer to the matter tell me are good, trustworthy folks. Moreover, they’re building a service that charges users upfront, which seems to be to be a good model of building sustainable businesses.

So what does Recollect do? Simple – it backs up data from your social media accounts. I just had Recollect gather my Tweets, Instagram and Flickr photos as well as Foursquare check-ins. You can then proceed to download them to your local machine. (In the case of Instagram, it saves everything as HTML, so you get to keep not just your photos, but faves, comments, etc.) It’s simple, and a useful thing to do if you think that archiving your data is useful at all.

Recollecting Screenshot of the Recollect dashboard. Note the activity on the different services, and how they changed over time.

 

A nice side effect: The dashboard shows you your activity on these other services. In my case, as you can see in the screenshot, I saved more than 12.000 items, including 7.500+ Flickr photos and about 1.500 Foursquare check-ins.

I won’t be losing much Instagram: Since the Android app only came out this year, I have less than 400 photos there, it’s really a minor problem. (I also had them automatically cross-posted to Flickr anyway.) It’s just a bit of a bummer that Twitter introduced an API limit awhile ago, allowing only about the last 3.000 tweets to be accessed – so for me that means I’m about six years short on Twitter archives. Which is pretty bad, and another reason to back up data there as it passes through.

I’ve only been testing Recollect for a single day yet, but I’m pretty sure I’ll keep using it and will be happy to pay the monthly fee for a reliable backup and the option to export my data whenever I choose. Recommended!

17 Jan

By

Social Media in Medical Institutions

January 17, 2012 | By |

Note: These are some initial thoughts, not yet ready for prime time on the Third Wave blog. Feedback to help shape these thoughts is very welcome.

A recent issue of f&w, a German magazine for managers of medical institutions (mostly hospitals and rehabilitation clinics) had a series of articles on social media. On the one hand, it’s almost a bit depressing that this sector is only now beginning to seriously look at Social Media. On the other hand, it’s good to see some movement in this space as there is much to gain for all parties involved.

The magazine quoted plenty of studies – some of which seemed fairly small-scale, but indicative and plausible enough for me – that boiled down to this:

  1. The whole sector is only in a very early stage of embracing Social.
  2. Top level management is only beginning to see the need for and advantages of Social Media, mostly because they have no personal experience with it (ie. a generational gap).
  3. Adaption rates seem to grow quickly from a low level as the first movers gather lots of (oftentimes positive) experiences.
  4. There’s clearly a recognized need for the sector to engage with their potential patients online and through Social as patients get more and more autonomous and base their decisions on online research and peer recommendations.

It’s a tricky sector for Social. Not unlike banking, if for completely different reasons, data is highly sensitive and privacy is of the highest priority. This is also reflected in the laws regulating both sectors.

Just to be clear here: In an emergency hospital, things can already be quite sensitive. But if you or your relatives submit themselves to treatment in a clinic for psychological or psychosomatic diagnoses it’s a different ball game altogether. There’s legal issues, there’s social stigma, there’s the risk of negative impact on the treatment. Most people won’t “like” a clinic on Facebook, and that’s ok.

And yet there’s tremendous potential in using Social channels in this context. As patients get more autonomous, monitoring and reputation building grow more important. As a clinic, you’ll want to know how happy your patients are with treatment, location and service. You might want to learn how to improve their experience during the treatment. You might try and support them after treatment through regular checkups and by providing a channel for them to get advice should they need it. And of course you can always help patients with shared experiences to connect among themselves for mutual support.

That’s the Social Media part. While the details and implementation are tricky, it’s not rocket science and there are enough examples of how things work. Then there’s the part that I’d put at the intersection of where the somewhat unwieldily named Quantified Self (that we’ve been writing about for awhile) meets mobile apps and networked technology.

More concretely, imagine a kid treated for childhood obesity (the numbers in the industrialized world are staggering!). Once kids leave the clinic and head back home, they’re back in their old environment, back in their old life. This is where things get complicated, as obesity usually involves a radical change of lifestyle – often for the whole family, if there is to be a lasting effect.

Feedback loops can help keep the motivation up, as can group dynamics and regular reminders. All the big and small stuff we can do to ease the problems that might arise on a day-to-day basis. A scale that tweets your weight might sound ridiculous. A scale that helps you track your weight over time and gives you regular feedback – not quite as ridiculous. An app that lets you know what you can’t and can eat given your current situation that very day? Now we’re talking.

All these things might become unnecessary after a few months, which is fine. Once the former patient has developed new routines and a better understanding of what’s good and what isn’t and they’re ready to move on. But for the transition period this could be really useful.

The current wave of Quantified Self and lifestyle and health apps aims mostly at those with an extra healthy or active lifestyle and at early adopters. A few of these services also target very specific medical conditions.

It seems to me that there is a huge, huge demand (and thus market) in the middle here. And I’m looking forward to seeing new services developed for this market.

Disclosure: I privately hold a (very small) amount of shares in a small independent medical services provider with a focus on phychosomatic rehabilitation, and used to work with them on their online activities when I was still a freelancer.

09 Sep

By

brief intro: my two partners

September 9, 2010 | By |

meet the crew, igor schwarzmann, johannes kleske, peter bihr

Just to get everybody up to speed on the new boutique agency I’m setting up with two friends: We can now officially announce all names involved.

So besides me it’s going to be two close friends of mine:

Igor Schwarzmann (at the moment still at KetchumPleon‘s Düsseldorf office). Some links to introduce him:

Johannes Kleske is currently at Neue Digitale/Razorfish Frankfurt. Some might have seen him recently on a BrandEins cover or in the German Apple ad. Some links to introduce him:

Not only are they two close friends of mine, they are also two of the fittest people I know in the industry. Needless to say, I can tell you: I can’t wait to get this thing rollin’.

Images (not to be taken too seriously): Rajue, myself