Short sum up of major SoMe trends and thoughts on how to organize for rapid digital change. As presented at KOMFO Summit in CPH, September 2015

1. Think! Digital 1
THE BUSINESS
THOUGHT IT HAD
THIS SoMe THING
ALL FIGURED OUT.
YOU WON'T
BELIEVE WHAT
HAPPENED
NEXT...
KLAUS SILBERBAUER, PARTNER&CD

2. Think! Digital 2
Social media platforms are sometimes described as Tectonic
plates of the web.

3. Think! Digital 3
THEY ARE ALWAYS ON THE MOVE
WE BUILD EVERYTHING UPON THEM
WHEN THEY COLLIDE, STUFF HAPPENS
The metaphor seems fit. Except that these imaginary tectonic
plates moves, much much faster than the real ones.

4. #1
MONETIZATION
HAPPENED FAST:
SoMe HAS BECOME A
HAPPY PLACE FOR
ADVERTISING
Remember how fast SoMe became monetized

5. Think! Digital
YESTERDAY
BRANDS TRYING TO GET REAL.
VERY HARD TO MONETIZE FOR THE
PLATFORM.
5
SOCIAL MEDIA PLATFORM
BRANDS TRYING TO BE SOCIAL USERS’ CONVERSATIONS
Old days: Platforms for conversation and brands trying to be
social (most failed miserably)

6. Think! Digital
TODAY
SoMe GROOMED FOR ADVERTISING.
THEY’RE SMOOTH CARRIERS CARRYING
CONTENT WHICH IS CARRYING ADS
6
SOCIAL MEDIA PLATFORM
EDITORIAL CONTENT
ADVERTISING
USERS’ CONVERSATIONS ABOUT THE CONTENT
BRANDS TRYING
TO BE SOCIAL
Today: Platforms for piping news about which users talk, upon
which advertising is carried.

7. Think! Digital
FORCED
INJECTION
OF CONTENT
7
SNAPCHAT: CONTENT TAGGED ON
TO THE APP TO PROVIDE AN
AD-FRIENDLY, CASUAL CONTENT-
SNACKING EXPERIENCE.
SnapChat Discover shows us that ads must be wrapped in
content – even if it’s almost totally disconnected from the app’s
purpose

8. Think! Digital 8
FOR ORGANIZATIONS IT
HAS BECOME EASIER TO
BE “SOCIAL”.
Most conventional marketers haven’t learned social, instead SoMe
learned to speak Marketing.
So, today it’s easier than ever to be “social” without being social. But
high ad-spends does not a social brand make.

9. Think! Digital 9
#2.
THE SOCIAL
MEDIA INFRA-
STRUCTURE IS
BECOMING LESS
“SOCIAL”
The social infrastructure itself is changing away from what we
used to call social.

10. Think! Digital 10
OWNING
THE
INTENT
The near future will be more about learning about the
consumer’s intent that to engage socially.

11. Think! Digital
FACE
TAGTILE
INSTAGRAM
GOWALLA
FRIENDFEED
11
THE FACEBOOK ECOSYSTEM
FROM SOCIAL CONVERSATION
TO INDIVIDUAL EXPERIENCE,
INTENT AND COMMERCE
= TOTAL OWNERSHIP OF THE
CONSUMER.
FACEBOOK
WHATSAPP
OCULUS VR
FACEBOOK ECOSYSTEM
COMPUTING POWER
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
WIT.AI
THE FIND
SURREAL VISION
PEPPLES
FACE REC.
VR/AR
VOICE REC.
MESSENGER
E-COMMERCE
VR/AR
VR/AR
INSTORE/LOYALTY
SOCIAL
SOCIAL
SOCIAL
180.900 SERVERS
10.000 SERVERS
30.000 SERVERS
Recent Facebook acquisitions shows that the platform want to
be as close as possible to the consumer. In her face, so to speak.

12. Think! Digital 12
Whoever is closest to the intent will be able to push the
products and own the transaction. The race is on.

13. Think! Digital 13
We’ll soon meet M: The IA-human hybrid who will help us
spend. Notice that the screenshots from Facebook are very
commercially focused.

14. SOCIAL COMMERCE IS
COMING, AND
COMPANIES SHOULD BE
READY FOR IT.
FACEBOOK WANTS YOUR
VALUE CHAIN.
S-Commerce will soon be here, but probably in a more direct
and individualized form than our original notion of s-
commerce. And the platforms wants to own part of the value
chain.

15. SO, WHAT CAN SOCIAL
MEDIA NOT DO FOR US?
Great for advertising and as pipeline for consumer goods, then
– but where does SoMe fall short?

16. #3.
SOCIAL MEDIA
IS VERY BAD AT
PROVIDING
SERVICES
We cannot rely on social for our digital services. Owned
platforms are not dead.

17. Think! Digital 17
"They've invested in conversations, not services, so now
they spend their whole time having conversations about
how shit their services are."
"Because they've spent money on making their
marketing digital, not their processes. They've got good
at social media rather than service design”
Russell Davies a few days ago
(on Virgin Cables gap between promises and fulfilment)
http://russelldavies.typepad.com/
planning/2015/08/you-cant-fix-a-
service-with-engagement.html
A sole focus on conversation and advertising may leave your
digital services lacking.

18. Think! Digital
ADVERTISING VS. BRAND UTILITY
18
HELP MEENTERTAIN ME
AD FRIENDLY
ZONE
LESS
AD FRIENDLY
ZONE
NEWS
CONVERSATIONS
OPINION
CATS
TOOLS
UTILITIES
SELF SERVICE
DATA-BACK
SoMe platforms has become very friendly, not great application
platforms. Ads want to be where entertainment is.

19. Think! Digital
SOCIAL INFRASTRUCTURE
THE COHERENT USER JOURNEY
19
AWARENESS ENGAGEMENT
RECOMMENDATION
OR SHIT STORM
OWNED SERVICE PLATFORMS, DIALOG & LOYALTY
PURCHASE
SOCIAL
INFRASTRUCTURE
THIS WE NEED TO BUILD OURSELVES.
– BUT WE HAVE TO CONNECT TO
SOCIAL PLATFORMS
And that’s cool. We just need to realize that SoMe is not the
solution for everything. Digital services are still needed to make
the user journey coherent.

20. Think! Digital 20
Webe-biz
CRM E-mail
s-com-
merce
S
Utility/
self servSocial
THE COHERENT USER JOURNEY
– the brand needs to merge SoMe and owned channels into
one, costumer-centered eco system

21. ORGANIZE
FOR DIGITAL COHERENCE
And this takes a change in the way we organize digital. We
cannot keep up if we don’t radically change the way we work.

22. Think! Digital
DIGITAL IS UNDERSTAFFED
FTEs allocated to development or administration of these technologies
(DK companies w/ more than 250 employees)
SoMe
Mobile
Cloud
Web
Analytics
None < 1 1-2 3-5 6-10 10+ Don’t know
networkedbusiness.org // 2015
First of all: In Denmark, organizations are still incredibly
understaffed when it comes to digital

23. Think! Digital
DISTRIBUTED OWNERSHIP OF
DIGITAL CHANNELS AND THUS
LITTLE LEARNING
DIGITAL OPPORTUNITIES LOST
BC OF SLOW DECISION MAKING
NO CENTRAL DIGITAL MANDATE
MAKES TACTICAL DECISIONS
ESCALATE TO THE BOARD
NO COMMON METRICS
– NO REAL SYMBIOSIS
FRAGMENTED CUSTOMER
EXPERIENCE
ISOLATED, TACTICAL ACTIVITIES
WITH NO LARGER IMPACT
DIGITAL IS FRAGMENTED
23
Social Webe-biz
Utility/
self serv
MARKETING BIZDEVITCOM ONLINE
PRODUCT
MAN-
AGEMENT
CRM E-mail
– but even worse: Digital ownership is heavily fragmented
across the organization.

24. Think! Digital
IT SHOULD BE COHERENT
24
CLEAR, CENTRALISED OWNERSHIP
OF DIGITAL CHANNELS
WELL DEFINED ONGOING KPIs
(REACH, PERMISSIONS, RELEVANCE,
ENGAGEMENT ETC.)
AGILITY TO ACT ON
OPPORTUNITIES
CROSS CHANNEL METRICS
– END-TO-END TRACKING OF ALL
CHANNELS
BETTER CUSTOMER EXPERIENCE
ACROSS TOUCHPOINTS
DIGITAL ORGANIZATION AS CHANNEL OWNER
Social Web e-biz E-mail
CROSS CHANNELS METRICS / COMMON KPIs
CRM
Utility/
self serv
MARKETING BIZDEVITCOM
PRODUCT
MAN-
AGEMENT
Your own digital eco system
Responsible for both digital ad
spend and digital bottom line
We need to centralize digital and govern it by shared metrics
across all channels.

25. Think! Digital
SUM UP
• SoMe platforms has changed quickly to accommodate advertising.
• Large SoMe platforms are growing into ecosystems wanting to take over
the value chain.
• SoMe is good for content, entertainment, branding, advertising and light
conversation. It’s really not very good at providing complex, digital
services. You have to provide those yourself.
• To provide a coherent customer journey adjust your organisation to
ensure that digital competences are close and work towards the same
KPIs and from the same customer data to strike a balance between paid/
earned and owned.
25

26. Think! Digital 26
THANK YOU.
@ThinkdigitalDK
@Silberbauer