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5MasterPrintGroupx13connectVol2Issue22012MARKETINGINSIGHTSThepercentageofU.S.consumerswhoownatleastonesmartphoneaccordingtoarecentreportbytheYankeeGroup.Thereportx13TheRunawaySmartphoneLandscapex13alsoshowsthat58percentofconsumersplantobuyasmartphoneastheirnextmobiledevice.Dx14dyouknow...x1cWex19rex1eryx14ngx1eogex1epeopleoux1eofx1ehemx14ndsex1ex1ehax1esocx14almedx14ax14sjusx1eforpushx14ngyourmessagesoux1e.ix1ex14saboux1ecommunx14cax1ex14ngbux1ex14x1ex19salsoaboux1elx14sx1eenx14ng.x1dx13LindsayTilesDirectorofCorporatePublicRelationsatCharlesSchwabonhowsocialmediaworksforbrandingandcustomeracquisitionplacessocx14almedx14ax14sheadx14ngx14n2012WhereohwhereistheworldofsocialmediaheadingAsthemediumcontinuestomakeitspresencefeltineveryaspectofourdailylivesyoucanfindanynumberofrecentstudiesreinforcinghowitisthegreatestnetworkingtoolsince...wellyougetthepicture.DavidArmanoEVPglobalinnovationandintegrationforEdelmanDigitaltheinteractivearmofPRfirmEdelmanrecentlyoutlinedsixareaswheresocialmediamaybeheadingin2012intheHarvardBusinessReviewblogs.hbr.org.Innoparticularorderherex19swhathesees.6ConvergenceEmergenceCoca-ColaandDominox19sPizzabothhaveexperimentedwiththeconceptofx1ctrans-mediax1di.e.integratingsocialmediawithx1creallife.x1dCokecreatedanamusementparkwhereparticipantscouldx1cswipex1dtheirRFID-equippedwristbandsatkioskswhichpostedtotheirFacebookaccountwhattheyweredoingandwhere.AndduringarecentmarketingcampaignDominox19spostedunfilteredfeedbackonaTimesSquarebillboardthatintegratedrealopinionsfromrealpeopleculledfromadigitalsourceanddisplayedintherealworld.TheCultofInfluenceSimilartohowGoogledefinedasystemthatrewardsthosewhoproducefindablecontenttherex19saracetodevelopasystemtorewardthosewhowieldthemostsocialinfluence.In2012theattempttoconvertdigitalinfluenceintobusinessvaluewillbecomemoreaboutthetoolsandtechniquesprofessionalsusetox1cscorex1ddigitalinfluenceandharnessscaleandmeasuretheresultsofit.GamificationNationGame-likequalitiescontinuetoemergewithinanumberofsocialappsonbrowsersormobiledevices.WhilegamificationhasbeenusedinconsumersettingslookforitinotherareasfromHRtogovernmenthealthcareandevenbusinessmanagement.SocialTelevisionFormanytelevisionalreadyisasocialactfromtalkingtothepersonnexttoyoutextingtweetingorcallingafriendaboutwhatyoux19rewatching.Buttelevisionisabouttobecomeasocialexperienceinabroadersense.Showslikethex1cXFactorx1dallowvotingviaTwitterandhighlightothersocialpromotionsencouragingviewerstotapsocialnetworkswhiletheywatch.AndthenetworkGetClueenablesparticipantstox1ccheck-inx1dtotheirfavoriteshowsandcollectstickerstotelltheworldwhatprogramstheylove.TheMicroEconomySiteslikeKickstarterandQuirkymaypointtoanewfuturerealitywhereeconomicvalueisdirectlynegotiatedandexchangedbetweenindividualsoverinstitutions.KickstartergivesanyonewithaprojecttheopportunitytogettheinitiativefundedbyinterestedpartiesorpeoplewhoreceivesomethinginreturnwhileQuirkyletsthebestproductideasrisetothetopandthenhelpsthemgetproducedandsoldwhilethex1cinventorx1dtakesacut.SocialSharingIdeasopinionsandmediaandstatusupdatesallmakesocialmediaapowerfulandoftendisruptiveforce.Whatx19scomingnextinsocialsharingismorecloselyalignedwithe-commerceorwebtransactions.Forexamplesharingavacationyoujustbookedorrecommendingaproductorservicefromanysitetoasocialnetworkiswheresharingisgoingnext.Wemaynotknowwhattoshareuntilweseetheoptiontodoit.Shesax14dx14x1eBytheendofthisyeareMarketerestimatestherewillbenearly21millionTwitterusersintheUnitedStatesx13asizeableminorityofwhomwillusetheservicetofollowtheirfavoritebrands.Accordingtoitsrecentsurvey50percentofrespondentssaidthatafterfollowingacompanyx19stweetstheyweremorelikelytopurchasefromthebrand.Anevenstrongermajoritysaidtheywouldbemorelikelytorecommendtheirbrandtoothers.Asidefrompromotionsanddiscountsthinkinformation61percentofrespondentssaidtheyfollowbrandssothattheycanbethex1cfirsttoknowx1dwhatx19shotwhile36percentfollowforexclusivecontent.Inaddition28percentofsurveyrespondentssaidtheyretweetedacommentfromtheirfavoritebrand.AccordingtoastudybyAdobeDigitalMarketingInsightstabletusersspend50percentmoretimethansmartphoneusersone-commercesitesand20percentmorethanconventionallaptopordesktopusers.tweex1ex14x1eup