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SOCIAL MEDIA PREDICTIONS 2009

IT’S THAT TIME
of year again

Introduction
Peter KIM
http://www.beingpeterkim.com

Community and collaboration are the same corporate parent or even
wonderful things. competing in the same industries. We
possess common interests around
As 2008 has progressed in social social technologies and how they
media, I’ve been watching, learning, impact the work we do and the lives
and participating with you. Along the we lead.
way, I’ve consistently been intrigued
and inspired by the thoughts of a core To help keep our thinking fresh and
group of individuals, whose blogs I forward-looking, I’ve asked some well-
consider “must subscribes” in any RSS respected thought leaders to share
reader. their outlook on 2009 with us and the
rest of the world.
You and I are part of an evolving
ecosystem, even if we aren’t paid by Enjoy.

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Summary of Contributions
SOCIAL MEDIA PREDICTIONS 2009

David ARMANO Joseph JAFFE
★ Organizations grapple with the human web ★ Better metrics
★ The rise of MoSoSo
Rohit BHARGAVA ★ Community becomes the killer app
★ 5 Things Marketers Did In 2008 That Will ★ Social search
Be Obsolete In 2009 ★ “Live”

Pete BLACKSHAW Charlene LI
★ Social media creates indigestion ★ Obama-maniacs will spawn a new age of
★ Service gets personal activism
★ Back to the fundamentals ★ Exclusivity trumps accessibility
★ Facebook's SocialRank algorithms emerge to
Chris BROGAN drive the open social Web
★ Velvet rope social networks ★ Everyone becomes a marketer
★ Identity aggregation and segmentation ★ Shopping Goes Social
★ Lots and lots of consolidation and
shuttering Ben McCONNELL
★ After a pre-qualifying wrestling match...
Todd DEFREN
★ The great “how” Scott MONTY
★ Transparency debates continue ★ Twitter will continue to achieve legitimacy
★ Multi-channel integration ★ Online video will come into its own
★ Simplified measurement ★ Customers insist on custoMEr service
★ B2B figures it out
★ Reaching the spectators Jeremiah OWYANG
★ eCommerce goes social
Jason FALLS
★ Google will have mercy on us and buy Andy SERNOVITZ
Twitter ★ Customer satisfaction uprising
★ Blogger outreach from public relations ★ Companies will see the light
professionals will get better, but not much ★ Love beats money

Ann HANDLEY Greg VERDINO
★ Companies increasingly crafting content ★ Geo-location, location, location
★ Green is less ★ Social graph shrinkage
★ Sputtering economy entices companies into ★ We will finally settle the debate over whether
social media space PR or Marketing ‘owns’ social media
★ Blogging is dead/no, it isn’t ★ Your ad agency will be disintermediated – by
★ Mobile marketing takes off a media company
★ Arianna Huffington becomes the White ★ The social media President that wasn’t
House embedded blogger ★ And the award for ‘Shiny Object of the Year’
will go to…

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David ARMANO SOCIAL MEDIA PREDICTIONS 2009 Logic + Emotion http://darmano. This is Organizations will realize they what’s becoming known as a “culture require warm bodies and bright of rapid response”. whether they be because we’ve become used to external or enterprise. reality and passionate people to make them will set in—big successful.0 technology—it requires qualified strategies and tactics.e. ♔ DAVID ARMANO is VP of experience design at Critical Mass 3 . Zappos and cheaper to launch an brands as it brings Comcast all gained initiative leveraging up a host of issues notoriety for Web 2. The reason why minds in order to successfully organizations will grapple with this is execute programs.0 very seriously that although it is now “cheaper” to moving from “why” to “how” they launch an initiative leveraging Web should implement these new 2. Current case not be easy for studies such as Although it is now many businesses/ Dell.typepad. blog post etc. agencies to have each “social media” make them successful. e-mail. to supported by LIVE people.it ranging from different reasons. direct contact with initiative is customers. In 2009. phone call. requires qualified and empowering but they have one passionate people to employees & thing in common. staffing up projects differently. This will time. Organizations In 2008 we saw many organizations will come to terms with the reality taking Web 2. sites and Human Web e-mail blasts which which don’t require a response. powered by technology alone. 2009 employees or representatives who will prove that the Web is not will respond to a tweet.0 technology .com/ Organizations Grapple With The “launch and walk away” i.

ROHIT BHARGAVA is author of Personality Not Included and SVP of strategy at Ogilvy 4 . I insight. my contribution to this compiled your business learned in 2008 and list is a summary of what brands will do which may offer a new and useful differently as we start the new year. satisfaction & social metrics like engagement. You may not always start the focused on the lessons that smart year as a leader. Assign responsibility for social media strategy to the Allow the most passionate individual within an most logical person in the communications team. to sell your message to them to get a mention on their offer them something of value and build site. and unique views. So read will do differently next year. Commission focus groups and expensive Implement listening programs through social media “authoritative” customer research to find out what to get real time authentic knowledge that is people think. To that on and see how many of these lessons end. ♔ What Marketers Did … (2008) What Marketers Will Do … (2009) Spent most of their marketing effort crafting key Find your accidental spokespeople (employees and messages and controlling the spokespeople that customers) and give them ways to amplify their voices. Rohit BHARGAVA SOCIAL MEDIA PREDICTIONS 2009 Influential Marketing Blog http://www. deliver them.com 5 Things Marketers Did In 2008 knowing that these may not constitute a That Will Be Obsolete In 2009 “trend” in the purest sense as they aren’t always leading to mass adoption. actionable. One of the best ways to look at the Still. Measure success with traditional metrics such as Measure with customer service metrics like retention/ impressions. but you can certainly marketers have learned this year.influentialmarketingblog. the industry as a whole can learn evolution of marketing is in what much from looking at what these businesses did this past year that they leading businesses are doing. Reach out to the biggest bloggers you could find. finish it that way. organization from any division to lead social media efforts. brand recall. clicks. try Target the most relevant bloggers for your campaign. relationships.

" More industry analysis shadowing others) yet rarely revisited. apps. 800 numbers will move from the hungry social media entrepreneurs locked "closet" of invisibility to will flood the market. Pete BLACKSHAW SOCIAL MEDIA PREDICTIONS 2009 ConsumerGeneratedMedia. won't hit the Meanwhile. follow everything" Brands certainly discipline. Net Promoter Analysis. emotion impact than most modicum of "don't powers conversation. downsized. and widgets that we rediscover the appeal of "live "impulse adopted" (usually while intimacy. a new wave of "diet" apps Zappos. Also. month." "You TOO validate such direction. emotion powers connection with consumers. but friends list to Twitter followers to 2009 will also be the year we groups. far bigger payout eager to trim the and viral/word-of- Intimacy touches excess and mouth across rediscover a emotion. will suggest that live conversations Some of us will join the Social Media with consumers. expect Can Resist the Urge to Download to see more companies doling out Every App Robert Scoble References good old fashioned hand-written or Touches!" In the end. can have Weight Watchers. and and other evaluation metrics will all authentic Friends list. social media tools.com/cgm SOCIAL MEDIA CREATES SERVICE GETS PERSONAL INDIGESTION Social media will continue pushing Many of us are going to wake up in beyond one-trick hits and buzz- 2009 wondering "what did we eat?" building to more operational and "why did we devour it all so fast?" considerations like customer service – everything from hastily assembled and employee empowerment. manageable. "For $10 a visibility. empathetically equivalent of executed. we'll promise you a Brand Advocacy Quotients (Nielsen). conversation.typepad. Intimacy touches humbling exercise will deepen our emotion. but many and services from the still-revenue.com http://notetaker.com gold standard. 5 . this notes and letters.

We'll not only need to make more choices. the economic downturn will drive new realities of scarcity for the social media set. because viewership in aggregate is actually going up. product quality/ performance) and social media output. so continuing to understand how CGM/social media extends and enhances that experience (and sources content in reverse) is critical. television viewership/engagement. and credibility is our most enduring marketing asset. it always pays to listen. Pete BLACKSHAW SOCIAL MEDIA PREDICTIONS 2009 BACK TO THE FUNDAMENTALS If anything." TV will be a big focus. we'll rediscover timeless truths: friendship must be earned. but we'll need to do much more dot-connecting between existing processes (e. customer service. fame is fleeting. We'll see a flatlining of references to "my Twitter program" and more references to my offline/ online "conversational ecosystem.g. Along the way. excess begets backlash. ♔ PETE BLACKSHAW is EVP strategic services at Nielsen Online 6 .

I pennies on the dollar. Chris BROGAN SOCIAL MEDIA PREDICTIONS 2009 ChrisBrogan. Why? Because the money match verticals of didn't come the way interest instead of Doors are going to people thought it would.com http://www. is that each company wants to own the but the real interest will be in making database on the back end." Identity come the way people The web gets a bit colder Aggregation and thought it would. I'll want to bring religion to my business weep. This is the year of strategic social network. the general Why? Because there really close all over the social commons of wasn't a business model Facebook." A great existing network of this stripe is Sermo. I believe we'll have more Shuttering focused velvet-rope social networks in Doors are going to close all over the 2009 where the tools and the goals social web. from Daniel Lots and Lots of Consolidation and Palestrant. we'll figure it out. web. and I might not again without me knowing about it. Why? Because beyond "if we get enough the money didn't people. The reason this hasn't happened We'll still have Facebook and Twitter.chrisbrogan. I'm really full profile plus the ability to break out looking forward to who buys Yahoo! for specific segments for specific sites. I want to see Moving beyond the mergers and OpenID. come all. ♔ pass through to the various places that CHRIS BROGAN is president of New Marketing Labs 7 . for instance. Someone's targeted networks that aren't "come going to win in 2009. in 2009. And might not share my passion for beer on if a deal like PodTech ever comes up my church network.com Velvet Rope Social Networks use it. we'll have a sliced profile for acquisitions that we all know will make social networks that will carry both our more powerful products. one. There will be some kind mergers and code acquisition from the of "one ring" profile that will allow data rubble of failed startups. and I'm looking Segmentation forward to it.

e.by nature a conservative beast . the credibility that such the effort. SHIFT's own FORTUNE to date. hired and trained? How will they Multi-Channel measure the The tipping point has Integration . but could still expectations by C- will the rise of tilt *away* from Social suite execs that employee's Media. commercial outreach (i. While the brand? How does a company customer conversation and support introduce new voices to the efforts can and should continue conversation in a way that augments unabated.As other Motrin Moms example.promoting that storyline in Transparency Debates Continue .are absolutely terrified more corporations come to realize the of the potential downsides.For PR and advertising.). their marketers can personal brands be "figure out" how to handled. if/when these personalities integrate Social Media programs into eclipse the popularity of the corporate broader marketing efforts.while eager to explore introduction of "real" human beings the benefits of Social Media into the customer conversation.. with so few company and help vet the storyline roadmaps to guide them? will also be keen to help the company succeed . the "best" Zappos there is a leaked Starbucks case studies of Social Media in action. 8 .There success of not only *not* been will be increased engagement? How reached. they'll grapple with the from Social Media if negative "how.com/ The Great "How" . but could still tilt *away* communities. etc. Todd DEFREN SOCIAL MEDIA PREDICTIONS 2009 PR-Squared http://www.pr-squared. versus causing consumer efforts create will spawn opportunities confusion? How does the corporation to become more ambitious in . The obvious benefits of humanizing their tipping point has not only *not* been relationships with online reached. guided content every Dell IdeaStorm there is a creation." How many people need to be examples outweigh positive examples. memo. are marked by the 1000 clients . the confidently move forward into such a consumers who now love the riotous environment. As engagement . For every contributors have noted.

♔ Social Media success stories are. for starters. "Spectators" by Forrester) who don't "market mix modeling" (as promoted "join. among other "2. The single best approach. TODD DEFREN is principal at SHIFT Communications 9 .For all the Measurement is the bugbear of hype about services like Twitter and Marketing. marketing guru to advocate for a via Google searches .transparency.0"-style ideas. Already we see clients asking about "private social networks" that they can deploy amongst business partners. humanity. naturally." who don't blog nor consider by big brand portfolio managers such themselves blog readers. about consumer-facing companies.Most of the best "cool kids" crowd online.Google searches simplified approach that all can rally which serve up YouTube videos. Social Media-savvy SEO in this email string. I believe that marketers Facebook. responsiveness . Yet they as P&G) is simply too complex and likely participate quite frequently expensive. This is an emerging trend that will likely accelerate in 2009. blog 'round. Look for a well-respected (albeit unwittingly) in Social Media. Yet the key benefits of Social Media . I nominate everyone involved posts. there are many more are growing pretty sick of this millions of consumers (dubbed situation. etc.are of no less value to B2B marketing. Reaching the Spectators . Todd DEFREN SOCIAL MEDIA PREDICTIONS 2009 Simplified Measurement . Guy? will be an ever-more-important factor Seth? Ann? for brands to consider as they seek to expand their influence beyond the B2B figures it out .

you'd think hard to educate and they'd work to keep There's a lot of improve public relations. They'll probably do it relations professionals will get out of the same frustration we all better. but not much. and I won't have time to. we won't gravitate themselves by declaring war on PR elsewhere because it's selling point is or publishing lists of emails as its simplicity and utility. Still. ♔ JASON FALLS is director of social media at Doe-Anderson 10 . brakes and air five A-list bloggers who embarrass conditioning. to be done. but refuse to add made. Jason FALLS SOCIAL MEDIA PREDICTIONS 2009 Social Media Explorer http://www. that funding? Google will not only make it work right. like they build the first while progress will be car. While many in software and social utility in recent the social media space are working memory.it's so useful technology gap. users happy and fixing that needs there's a lot of fixing that improve the service. And. they'll make it work better and add to their already Seth Godin will write two more ubiquitous hold on the online user books which will sell a lot of copies experience. PR pros still don't and good but hasn't been improved understand they can't think like a in the least and still doesn't work traditional marketer and have well. It's needs to be done. For a group of guys to build the genuine conversations with single-most useful communications consumers online. Besides the have with the platform . there will be at least power steering.com/ Google will have mercy on us and Blogger outreach from public buy Twitter. But damn! blacklists or just genuinely being What the hell are they doing with turds about PR's woes.socialmediaexplorer.

Extract: Yes. it isn't. channels. sometimes Blogging Is Dead/No. with both sides @barbchamberlain) chanting. It Isn't. or you can save some is. Yes.?" 11 . it is. but without a marketing budget..com & http://mpdailyfix. No. business cards newly reprinted with a Twitter "@" address.better yet -. "I know you are. but what am I.com and MarketingProfs Daily Fix http://annhandley. No. Or -. No. once the pretty girl at the demand for new again. Companies Into Social Media Space. former unemployed newspaper "Hey look -.you can do Yes. (Hat tip to consultants riot. it isn't. Organizations are increasingly Dwindling budgets suddenly make focusing on producing kick-ass low-cost social media look like the content to attract and retain pretty girl at the ball. cash. it save the planet. Yes.@ben_corporate just had reporters and editors -. No." says one marketer. over environmental benefits. Social media both.now gainfully a burrito for lunch!" employed producing Side story: Printing compelling content Dwindling budgets companies struggle -.com Companies Increasingly Crafting Sputtering Economy Entices Content.. "Green" product marketing efforts emphasize dollar savings. ball. what the heck?" one exec says.tell how they suddenly make low-cost to keep up with the finally feed their social media look like unexpected families. "You can The Debate Rages On. Yes. Side story: In interviews. rather than randomly reluctant to use social marketing grabbing folks off the street. "We were customers. he adds. leagues of Distracted by his Tweetdeck. Green is Less. Ann HANDLEY SOCIAL MEDIA PREDICTIONS 2009 AnnHandley.

Arianna Huffington moves to Washington.. And. and Homer Simpson as regular HuffPo contributors. Elvis's ghost. (Editor's note: Story reprinted from 2008.) Arianna Huffington Becomes the White House Embedded Blogger. And 2006. but not before also signing on the Pope. And 2007. ♕ ANN HANDLEY is chief content officer at MarketingProfs 12 . Ann HANDLEY SOCIAL MEDIA PREDICTIONS 2009 Mobile Marketing Takes Off. With Queen Noor now blogging for the Huffington Post..

marketers really beginning to we're going to develop a set of invest in community-related better metrics to help guide. and validate "commitment"-based marketing and yes.the iPhone might 5.jaffejuice. ♔ the year.com [We = crayon] 3..At crayon. podcasting and in seem to fail whale at the end of particular. "Social Search" . mobile and social media will play an increasingly disruptive role. Mr Kim. Joseph JAFFE SOCIAL MEDIA PREDICTIONS 2009 Jaffe Juice http://www. functionality which direct and validate will make search 2. JOSEPH JAFFE is President and Chief Interruptor of crayon 13 .they 4. Rise of MoSoSo "commitment" even more (Mobile Social valuable. direct efforts.in a real *just* have put to bed the time world.slowly but surely.just when you will extend thought search was beyond the saturating or rather short..e. We're going to mainstreaming. Community becomes the Killer App . "Live" . blunt develop a set of better think there's going metric called metrics to help guide.. to be explosive new ROI. video. expect a shift to even constant "this is the year of more as-it-happens content creation mobile" predictions which always in blogging. we're seeing 1. Software) . we term. Better Metrics . we believe that this convergence i.

Facebook giving will new numerous new -. as people "opening" up while maximizing the cocoon in the face of the economic value of their proprietary network. The movement is rooted of your friends are especially their in a desire to have most relevant and ability to raise quality. Charlene LI SOCIAL MEDIA PREDICTIONS 2009 The Altimeter by Charlene Li http://blog.sources of contributions. increments in a of the economic crisis. drawing on Exclusivity trumps accessibility. allowing you to 14 . Looking for new emerge to drive the open social Web. not quantity.and prune activated volunteers in the Obama safely to ensure the highest quality campaign will find the drudgery of friends. they will champion causes In much the same way that Google ranging from gay marriage has PageRank to understand the to local school improvements. as important to the money in tiny people cocoon in the face task at hand. relevancy of Web pages to your search. charitable already drives NewsFeed. driven by context. overall social ranking -. Facebook Platform applications and Friend Connect partners. profits will recognize the potential of Facebook will debut a "SocialRank" bringing on these algorithm which virtual community determines which organizers. strike a significant advantage as the The movement is rooted in a desire to leader in the open social Web. crisis. Tapping the down economy. not quantity. the implicit data stream created in Having thousands of friends becomes these other environments to prioritize "so 2008" and defriending becomes the relationships that matter in that the hot new trend.altimetergroup. governing unappealing and abandon Obama's citizen government Facebook's SocialRank algorithms movement. challenges.albeit will make SocialRank available on smaller -. Facebook apps will emulate Twitter's Grader. The result: Facebook will overwhelming rivers of newsfeeds. thus have quality. Non. The millions of online.com Obama-maniacs will spawn a new age prioritize your friends based on their of activism. So algorithm that despite a raging recession.

One option line workers will go about quietly. etc -. Companies will Social Platform. After a companies debate who should "own" devastating holiday season. they friends are recommending. illuminating employees within their social and influencing for the first time the networks. retailers community efforts within the will eagerly seek a way to improve organization -.but will increasingly realize shoppers will find options to see what that in an economic downturn. Charlene LI SOCIAL MEDIA PREDICTIONS 2009 Everyone becomes a marketer. what -. CHARLENE LI is founder of Altimeter Group and co-author of Groundswell 15 . corporate results other than driving demand communications. buying need all the marketing muscle and and rating integrated into the leverage they can get and actively shopping experience.their front with deeper discounts. As Shopping Goes Social. IT. As they @comcastcares Frank Eliason or "Nuts lick their wounds in the first half of About Southwest" blogger Gordon 2009. they will investigate will be how to inobtrusively interacting with insert people and social connections customers. But as the holiday struggle with how to control who says season launches early after Labor Day. and other into the buying process.marketing. ♕ encourage. partners. Examples like Black Hole Of Consideration. retailers will watch from the Guillory (who is a mechanical sidelines as media companies engineer) point to the implement open social technologies democratization of social media like Facebook Connect and the Open within the enterprise.

and consultant.com/ After a pre-qualifying wrestling match. Very nice. co- author of Citizen Marketers 16 . Matt Bacak will be appointed Minister of Promotion for glorious nation of Kazakhstan. speaker. ♔ BEN MCCONNELL is a writer. Ben McCONNELL SOCIAL MEDIA PREDICTIONS 2009 Church of the Customer http://www.churchofthecustomer.

Twitter make that possible. When denied. customers. 3.scottmonty. I'm in web. adopt Twitter for everything from with corporate budgets slashed and media/influencer outreach to the economy down. In 2009. 17 . people will still customer service to need to have face- crisis to-face meetings communications. the rise of internet have thrust video chat into Twitter is a certainty. cumulative events and push-channel. Already having gotten enabled with video.Twitter will continue to achieve Skype. Scott MONTY SOCIAL MEDIA PREDICTIONS 2009 The Social Media Marketing Blog http://www. will look to product of Ford because it's given us a strategic guarantees and service warranties to advantage over GM: they've largely make their purchasing experience used the mass-marketing approach of worthwhile. Brands will the limelight in 2008. and more publicity by being featured in (gasp!) widespread adoption of high-speed mainstream media in 2008. tired of being asked to pay It's been a key tool I've used on behalf more for less. Good customer service will the process of humanizing the Ford differentiate a mediocre brand and a brand. video chat will be a Twitter will give interactions that will cost-effective customers. "me" back in customer service. Whether it's Oprah using 1. build brand loyalty for substitute for that. Customers insist unprecedented on custoMEr access to corporate service. advocates and the companies that critics pay attention to them. Putting the personnel and vice versa. they'll take social media through blog posts and (or threaten to take) their case to the (mostly) RSS-to-Twitter feeds. Online video will come into its own. and These will be But more than any communication. Google's chat function being legitimacy. and individual accounts on superb brand.com/ 2009 = The Year of the Relationship 2.

and social media gurus will continue to self-promote. ♔ SCOTT MONTY is head of social media at Ford Motor Company 18 . Oh. Scott MONTY SOCIAL MEDIA PREDICTIONS 2009 2009 = The Year of the Relationship (continued) What do all of the above have in common? A human element . These will be cumulative events and interactions that will build brand loyalty for the companies that pay attention to them.the opportunity to build a relationship that isn't necessarily centered around a single transaction.

As a result.web-strategist. not only use the critiques will I see reviews from people they from editors and don't know. I will with connective technologies like now know which one of my friends Facebook Connect. and OpenID. consumers laptop. Jeremiah OWYANG SOCIAL MEDIA PREDICTIONS 2009 Web Strategy by Jeremiah http://www. Google uses an Apple computer.com/blog/ eCommerce Goes Social from people they actually know and trust. ♔ consumers will now be able to see reviews. applications appear in popular social marketing must prove its worth to networks. existing eCommerce sites the ability Although customer to login with your reviews are nothing Facebook or new on popular The recession will Google identity. and what FriendConnect. as well as when visiting actually changing the bottom line. and critiques JEREMIAH OWYANG is a senior analyst at Forrester Research 19 . Now consumers. expect to see The recession will force revenue eCommerce widgets and results out of social technologies -. eCommerce sites force revenue As an example. like eBay and next time I'm results out of social Amazon. they think of it. cases. in most shopping for a technologies. experiences.

and kick ass when good times return. They will flip out. big companies will have their "Dell Moment" and wake up to the power of investing in earning great word of mouth with one-on-one attention to the community. consumers will not tolerate bad service. using social media.damniwish. Andy SERNOVITZ SOCIAL MEDIA PREDICTIONS 2009 Damn! I Wish I’d Thought Of That! http://www. ♔ ANDY SERNOVITZ is CEO of GasPedal and author of Word Of Mouth Marketing 20 . Companies that focus on earning love will thrive during hard times. very publicly. Companies Will See The Light One at a time. Love Beats Money People will rally to support companies they love when hard times hit (remember the people who sent cash to Southwest after 9/11?).com Customer Satisfaction Uprising With money tight and tensions high.

Suddenly. Facebook friends with will abuse location As an added awareness for your mom will seem bonus.000 that PR is actually a the wrath of some strangers on Twitter. at least needs to have some Suddenly. pissed off mobile not a wholly consumers. leaving their care about. Greg VERDINO SOCIAL MEDIA PREDICTIONS 2009 GregVerdino. consumers use their GPS-enabled phones and mobile social software We will finally settle the debate over (mososo) to find great stuff to see. Social graph shrinkage. being Facebook agency out in the cold. being one major brand skin in the game. 21 . In 2009. On the the organization flipside. the Your ad agency will be total population of social media users disintermediated – by a media will continue to grow but with the rise company. marketing tactic. and foster real world face. location. friends with your mom will seem less Location awareness will be the mobile ridiculous than following 4. we’ll marketing less ridiculous than rediscover the fact purposes and incur following 4. do whether PR or Marketing ‘owns’ and buy wherever they may be at any social media. Sure. The answer will be given time.’ although the truth their social is that everyone in networks. number of so-called “friends” and we’ll see at least one major marketer “followers. It’s already happening – of mososo and a resurgence of in brand marketers are bypassing their person networking.com Geo-location.com http://www. separate discipline.gregverdino.” We’ll start using online put their entire media plan in the social platforms to stay connected hands of a large media partner with the people we actually know and (probably Google).” The answer might be to-face connections with the people in ‘customer service. many consumers agencies and working directly with will scale back on both the number of media companies to create out-of-the- accounts they maintain AND their box marketing programs. location.000 utility of the year as more and more strangers on Twitter.“neither.

In 2008. 2010’s shiny object will be “a strategy.” ♔ GREG VERDINO is chief strategy officer of crayon 22 . marketers will fashioned bi-partisan politics and big continue to put tactics before strategy budget spending for President and implement next year’s shiny Obama. Greg VERDINO SOCIAL MEDIA PREDICTIONS 2009 The social media President that And the award for ‘Shiny Object of wasn’t. After much Election season the Year’ will go to… Facebook talk about Obama’s ‘social media Connect (or Google Friend Connect presidency.’ more than a few pundits – it doesn’t really matter which. without quite understanding why it’s important to do so.) In will eat crow when they realize that his 2007 we “had to have” Second Life win had less to do with his innovative islands and widgets. we “had use of social media than we’d to have” Facebook Fan Pages and thought. In 2009. We can thank good old iPhone Apps. Hopefully. Social media was just the object to ‘socialize’ their web presence icing on the cake.

while experienced users employ refined filters to drive increased relevance ★ Measurement needs to be addressed. some key themes emerge for me: ★ We understand the technologies but need to employ them with a human empathy ★ Mass participation will continue to grow. PETER KIM is building a startup in Austin 23 . Conclusions SOCIAL MEDIA PREDICTIONS 2009 After reading through the thoughts here. Looking forward to connecting with you in 2009.and remember to give proper attribution to thinkers where their ideas are republished. Please feel free to pass this document along to others who might be interested . soon I’d like to extend my sincere thanks to the fourteen people who’ve taken time to share their thoughts.