TrendsSpotting 4th annual digital prediction series is featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year. Looking at 2010 and observing the trends we’ve seen that year – we aim at figuring out what will be new in 2011. THE NEW NEXT initiative is focused not in what will happen in 2011 (as most predictions you find) but rather on the new trends emerging out of what we have seen earlier. First to be published is the Social Media Prediction Report.

1. ’ ’
Trend
Predictions
in 140
Characters

2. What’s THE NEW NEXT?
TrendsSpotting 4th annual digital prediction series is featuring the predictions of digital and
marketing experts on the big changes awaiting us in the coming year.
Looking at 2010 and observing the trends we’ve seen that year – we aim at figuring out what will
be new in 2011.
THE NEW NEXT initiative is focused not in what will happen in 2011 (as most predictions you
find) but rather on the new trends emerging out of what we have seen earlier.
What we have learned from working with different consumer domains is that one consumer
behavior can develop into another behavior. People are looking for ways to display these
behaviors. Technologies offer them such solutions. Influenced by consumer preferences as well
as by external circumstances, new industries are opening up to answer consumer needs.
We are interested in finding out how such future developments may unfold next year.
On the basis of the new trends identified we have updated our prediction model (featured on
the last slide).

3. “ The travel industry needs attitude adjustment re:consumers + social
“
media, but most bizzes learning 2 use SoMe 2 enhance customer
service.
“ Law enforcement leverages the power of social
media in unexpected—and exciting—ways, from 911
“
tracking 2 perp catching 2 order serving 2 court
reporting.
Service with a Trial
Tweet Justice
Marian Salzman
President, Euro RSCG Worldwide PR

4. “
“
Facebook is well positioned to actually make location based services useful to business.
“
“
Average participants experience
social media schizophrenia.
Facebook + LBS
“
Social Media
Schizophrenia. Expect the Googleplex to "strike back" in
2011, and perhaps demonstrate that they
“
Googleplex to may figure out their role and relevancy
strike back on the social Web.
David Armano
Senior Vice President at Edelman Digital

5. Andrea Saveri
“ With the power made possible by social
technologies to connect, inform and mobilize, we
will see a surge in self-organized and managed
Consultant at Saveri Consulting citizen activism. Value will come from being able
“
to facilitate groups as a human infrastructure ,
not from technology.
Citizen Activism
Context-specific
Communities
Dave Blakely “
Director of Technology Strategy at IDEO.
People today look for more personalized,
authentic, private information (where we make)
a social contract around a topic or context that is
“
beyond the reach of search engine results and
Facebook crowds.

6. “ Expect Facebook credits to be ubiquitous across the web within
“
2 years as people use the trusted platform to by all sorts of
things. Niall Harbison
Chief Executive at Simply Zesty
Facebook Credits
Social CRM Strategy
“ Brands will become dissatisfied that Facebook
owns all of their fan data. They will re-position their
CRM strategy as a social CRM strategy to drive
customer advocacy and use their social networks John Bell
to drive people into a deeper relationship that
“ Global Managing Director
at 360°Digital Influence
combines email, mobile and social networks.

7. Charlene Li
“ People will find that their closest friends really
aren’t the best source of expertise. We’ll see the
rise of interest-based networks where your
Founder at Altimeter Group. reputation as the most knowledgable badminton
racket buyer is more important — and far more
lucrative from an advertising perspective. In the
long tail of expertise, scale matters so look for
Interest Based these networks to rise on the backs of large
“
Networks profile and activity social graphs — like
Facebook’s.
Niche Communities
Greg Verdino
“
With hundreds upon hundreds of highly focused
social nicheworks, the real action may not be
with the big boys but with the small sites that
Vice President, Strategy & Solutions super-serve the specialized interests of highly
“
at Powered, Inc.
passionate communities. ...Look for niche
networks to go mobile.

8. Peter Kim “
Managing Director, N. America
Got APIs? Businesses that have consider their
information as an ecosystem asset wake up to
emergent uses and possibilities from sharing.
“
at Dachis Group
“
Sharing Strategy
Over 30% of Americans will report having
“
accessed similar content across three
Multi-Screening different screens in the past week.
Adam J. Broitman Customer
Ringleader at Circ.us Relationship
“
Liz Strauss Liz Strauss
“
Information about customer relationships will
Founder of SOBCon become the new IT.
Social Web Strategist

9. “ “
Wikileaks concept will go mainstream. New sites and established ones, will imitate
the Wikileaks and will offer much more democratized distribution models.
Wikileaks Concept
To Go Mainstream
Yaron Orenstein
Co-founder & Co-CEO the.co.ils

10. “ This year Facebook will be valued by users
not only for pure communication but also for
its recommendation benefits. Dr. Taly Weiss
CEO and Head of Research
TrendsSpotting Market Research
People will experiment with exchanging
information and recommendations and will
expect to get rewarded. Social
“ Recommendations
Companies will be most busy with planning
effective social loyalty programs. Social Loyalty
Programs
Facebook:
“
“The New UN”
As Facebook achieves world dominancy, it
will be evaluated as a crucial political hub.
“ Apurba Sen
Co- Author at TrendsSpotting

11. Trendsspotting Prediction Model
Consumers 1. Exchange recommendations.
2. Will find that their closest friends really aren’t the best source of
Behaviors expertise.
3. Social media schizophrenia.
4.Citizen activism, democratic distributions
Needs Need for private & authentic information, rewards
Technologies Multi screens, Niche Platforms, LBS
Strategies Business API, Social CRM, Loyalty Programs, Facebook Credits
Industries Advertising, Travel, Online Shopping, Law enforcement
© TrendsSpotting Market Research .

12. References:
• Slide 3: TrendsSpotting exclusive, December 2010
• Slide 4: Harvard Business Review, December 2010
• Slide 5: Read Write Web, December 2010
• Slide 6: Niall Harbison, The Next Web, December 2010; John Bell, John Bell, December 2010
• Slide 7: Dachis Group December 2010
• Slide 8: Trendsspotting exclsuive, December 2010
• Slide 9: Trendsspotting exclusive, December 2010
• Slide 10: Trendsspotting exclusive, December 2010
• Slide 11: Trendsspotting Prediction Model, December 2010

13. NEW TRENDSSPOTTING
REPORT
Country Research Database
Internet users demographics and media consumption
Online Information sharing habits
Country Online youth
Reports Mobile web
Available for the following countries
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reports please contact us:
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Trends Identification: Research and Prediction
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15. TrendsSpotting offers Trend consulting, Customized Trend
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TrendsSpotting’s insights are presented at The TrendsSpotting Blog
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