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IPA Social Media Futures Report 2009 - introduction

IPA Social Media Futures Report 2009 - introduction

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Published by The IPA
The foreword, contents and introduction of the IPA's Social Media Futures report, January 2009. The full report is available from: http://www.ipa.co.uk/Content/Social-Media-Futures-report
The foreword, contents and introduction of the IPA's Social Media Futures report, January 2009. The full report is available from: http://www.ipa.co.uk/Content/Social-Media-Futures-report

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Published by: The IPA on Jan 20, 2009
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06/14/2009

 
Foreword
 As an industry, we have only just begun to scratch the surface of social media.There’s a revolution in the air, and a pseudo-science to describe it that leavesmany of us searching for a better understanding. The tech-savvy creativesamong us are leaping to experiment; strategy people are living in the‘planosphere’; new ways of thinking and talking are emerging.There’s a lot of hype, but less understanding of the reality.This publication aims to bridge the digital divide between the old and new  worlds. It seeks to make sense of social media with reference to both old andnew communication models and, in so doing, provide common ground fordebate and collaboration. As media convergence really begins to take hold, and brand owners seek tointegrate social media into their overall communications strategy and plans, itis incumbent on agencies to help them navigate this new reality.In so doing, we will also arrive at a clearer understanding of social media’slikely impact on marketing and agency budgets, structures and services, and
nd it easier to take effective action.
 We can also identify new business opportunities for agencies beyond brandcommunications, where insight, planning and marketing database skills can be applied to reputation management, listening and monitoring, new productdevelopment and e-commerce. We are delighted to be partnering with the Future Foundation for a secondtime, on this most constructive research and consultation programme.
Moray MacLennanIPA President and Chief Executive, M&C Saatchi Worldwide
 
Contents
Introduction and rationale 4Scope of work 4Methodology 5Management summary 6
1 |Demystifying social media 8
1.1 | What are social media? 91.2 | An anatomy of social networks 101.3 | Key characteristics of social media 121.4 | Who uses social media? 121.5 | How networks are changing society 131.6 | Why networking is challenging brand communications 15
2 |Social media and brand communications 16
2.1 | New models for brand communications 162.2 | New advertising formats for brand communications 162.3 | New business opportunities beyond brand communications 17 2.4 | Applying social media ‘netiquette’ to brand communications 182.5 | Applying industry Codes of Practice to social media 192.6 | Social media and intellectual property 212.7 | Case examples of current practice 222.8 | Integrating social media 262.9 | Brand conversations online 27 
 
3 |Learning from academia 28
3.1 | Five academic theories of social networks 283.2 | Relating academic theories to practice 343.3 | Planning guidelines for social media 36
4 | Agencies and socialmedia the Delphi research 37 
4.1 | Predicting the future of brand messagingover social media 37 4.2 | Painting a picture of the future of social media:the next 10 years 394.3 | Agency readiness for the social networked future 43
5 | Assessing the top-line business impact 45
5.1 | Opportunities for business growth in social media 47 5.2 | Broader opportunities for revenue generation 495.3 | Sizing the opportunity 505.4 | Broader market opportunities 505.5 | Comparing the consumer-led scenario of 2008 with that of 2007 51Post-script: The future impact of technology 52
Bibliography 54Contributors 56

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