“Traffic in raw terms dipped a little in the first month since I changed things around a bit but its normalising again (up 90% in the past month). Time spent on site per person and social engagement per post is all up considerably.”
“Postrank reports that 72% of all site engagement now happens via Twitter, with Delicious accounting for a further 14%, and FriendFeed 2%. It’s a reflection of the far reaching, multi platform age.”
“I’ve noticed that trend over the past year where tweeting is the new blog commenting. Its blog commenting for the time poor but at the same time its more social. I always find commenting on blogs to be a closed experience so it seems to make sense.”
In the video below I outline the big themes in the paper. My full introduction follows.
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During the last decade, we’ve seen social and digital media move from being purely the domain of tech-savvy types into a mainstream phenomenon. All you need to do is consider one statistic: Twitter was mentioned on television nearly 20,000 times in 2009, according to SnapStream. As a result, companies are investing in it and – slowly – seeing results.
Given the hype, much attention has turned to guessing what will become “the next Twitter.” It’s ample fodder for tech and marketing pundits, the media and clients – especially at the beginning of a new year and a new decade.
However, in many ways this is the wrong question to ask. Where once it was hard to sleuth out emerging platforms like Twitter, YouTube and Facebook before they grew, now they just seem to surface out of nowhere. You’ll know the next Twitter when you see it.
The bigger opportunity for clients, we believe, is to identify the global societal and technological trends that are reshaping how we think, act and buy – and to pivot into them early. Trends today tend to develop more slowly and are harder to see, allowing clients to take a more thoughtful, thorough and systematic approach.
In the following pages you will find 10 essays on such trends written by some of the smartest thinkers in digital marketing. These ideas, when looked at together, reveal four key themes:
The shift to digital technologies by both consumers and marketers is now global and pervasive across all aspects of our life and growing daily.
Our engagement with each other is migrating rapidly from computer to handset.
Companies (and organized interests) are just beginning to wake up to the engagement imperative – and how to fund and develop it over time.
And finally, the future is about carefully using the data people generate to make smarter decisions, while adhering to concerns over privacy.
We hope you enjoy our 10 ideas for the new decade. We welcome you to challenge us on our thinking. After all, that’s the only way we can grow.
With all the technological advances we’ve seen in recent years, if there’s ever been a sign that said “welcome to the future”, it’s the N Building.
This commercial building in Tachikawa, Japan, has a QR code designed on the outside panels allowing cell phone users to take a picture of the 2D barcode (similar to Blackberry Messenger & other apps) and be directed to the building’s website.
Furthermore, users with an additional app installed on their device (only available on iPhone right now), can aim their camera towards the building and be greeted with an augmented reality layer over the building, showing a more interactive display of the the building’s stores, their sales/promotions, and even showing tweets from within the building.
If you’re confused – or amazed – just watch the video below.
Welcome to the future 2010:
N Building is a commercial structure located near Tachikawa station amidst a shopping district. Being a commercial building signs or billboards are typically attached to its facade which we feel undermines the structures’ identity. As a solution we thought to use a QR Code as the facade itself. By reading the QR Code with your mobile device you will be taken to a site which includes up to date shop information. In this manner we envision a cityscape unhindered by ubiquitous signage and also an improvement to the quality and accuracy of the information itself.
December 15th, 2009 we held an opening which included the limited release of an iPhone application made specifically for N Building. If a QR Code is static, what could we do with a dynamic device like the iPhone? Our proposed vision of the future is one where the facade of the building disappears, showing those inside who want to be seen. As you press on the characters their comments made on online appear in speech bubbles. You can also browse shop information, make reservations and download coupons. Rather
than broadly tagging, we display information specific to the building in a manner in which the virtual (iPhone) serves to enhance the physical (N Building). Our goal is to provide an incentive to visit the space and a virtual connection to space without necessarily being present.