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Social. Mobile. The future.

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This post continues from Social media is enterprise media.

The trend is the “send”

You often hear the expression “the trend is your friend” from portfolio managers. Might this be true when it comes to social media? Well, ask the Obama campaign.

By the end of this year:

  • Nearly 82 million U.S. mobile users will use a social networking site on their phone at least monthly, or more than a quarter of the total U.S. population
  • The vast majority of these users (95.5 per cent) will be checking social sites on a smartphone


  • Smartphone users are about twice as likely as overall mobile phone users to do so this year

By 2014, eMarketer estimates:

  • Nearly half of the total U.S. mobile population will be mobile social networkers

Mary Meeker just gave a presentation saying there will be:

  • 1 billion smartphone users but 5 billion mobile phone users by the end of 2012

This means 1/5 of the phones in the world will be social-enabled phones.

The signpost at the road ahead is social-enabled and mobile.

Inherit the future:

It’s the millenials, dude …

  • 43 per cent of people aged 20-29 spend more than 10 hours a week on social media sites

These kids are the future. While you might not want to put your social media strategy in the hands of a 22-year-old, you do want to pay attention to where these future consumers are going to live. And more and more, they’re living and playing digitally.

But there’s a social boom amongst the boomers, too

While boomers weren’t first-in, they’re also embracing the social sphere:

  • Social networking use was only 20 per cent in 2010 but is now 51 per cent amongst those 50-64
  • So, amongst the 50-64 set social has more than doubled

As Boomers and businesses become increasingly social, the opportunities for businesses providing social services will also increase. More and more businesses will want to incorporate social strategy in their marketing, communications and CRM initiatives. Businesses are forging development programs in an integrated strategy to reach and engage audiences faster and more cheaply.

Those who built it saw them come

Some companies saw the opportunity in the social world we now live in: a rapidly growing social cybersphere.

Forbes says:

  • 85 per cent of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure

Any resource that can deliver an increase in market exposure for a brand is a resource business can’t afford to ignore. Remember e-commerce?

Despite the readjustment of the tech bubble, leaders in e-commerce like Amazon have gone on to become enormously successful. Amazon has outpaced both the Nasdaq and the Dow Jones Industrials by over 12,000 per cent respectively since 1997 in stock appreciation (at time of writing). While we have to pay attention to valuations when they get stretched, we also have to understand that leaders will emerge, and a reluctance to embrace new social resources may leave companies stranded like a non-functional rover on Mars.

Keep it about sales, salespeople

At the end of the day, everyone, everyone is a sales person. We all project who we are onto the world. In the C-Suite, everyone has to be a salesperson. It’s inevitable. As someone develops professionally reaching into the higher levels of management, sales skills are an absolute. It doesn’t matter if this is in the private, government or non-profit sectors. Developing something out of nothing’s not a bad thing.

(More on sales to come.)

While some managers are afraid of the “social” in social media, others are embracing it. The enterprise advantage is not about wasting productivity, it’s about enabling it.

Coming soon:

SocRev: The social revolution and its potential to revolutionize the corporation

Would you have said no to Galileo?

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Source: eMarketer


Written by johnrondina

November 8, 2012 at 4:05 pm

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