Telefonica has been trying different strategies to tap into the exponential growth of social media phenomenon. And tt seems like this time they are making their biggest bet in this area by acquiring 90% of Tuenti, the second largest social networking site in Spain for 75 Million Euros.
Analysts and telecom executives haven’t been highlighting extensively product and service commoditization as the main risk operators will face in the coming years driven by their marginalization into the value chain as a mere “bit pipe” provider. Meanwhile new media players are expanding their reach in the mobile space with strong and global brands threatening current operator’s revenues.
Faced with a bleak prospect, many have considered that Telco’s future is to become just a dump pipe similar to what utility companies are today. But, how true is this hypothetical and “devastating” outlook?
A recent statement Nikesh Arora, President of Global Sales Operations and Business Development of Google demonstrate the exponential growth of the online advertising market in the mid term and the maturity of channels like the internet which in turn has captured the trust of the brands and advertisers.
Nikesh expected that within 5 to 8 years, between 30 and 50 percent of advertising will be digital. This means that online advertising would grab up to half the overall share of the advertising market.
Coca Cola is focusing most of its social media marketing efforts on mainstream social networking sites like Youtube, Twitter and Facebook, moving away from building their own communities. According to the brand, they will continue to create campaign sites on existing community sites instead of building their own.
During last year, social networks became a key channel for influencing and establishing a two ways communication between brands and consumers. Many companies tried to adapt themselves to this media paradigm shift by positioning their brand in the social graph.
During 2009, Social media exponential growth generated high interest from brands and organizations. Many companies decided to launch social channels as part of their go-to-market strategy. Even do there are some superb examples about brands that innovated and increased customer engagement by integrating social media into their marketing strategy, many other failed miserably when they tried to use it.
2009 was the year when social media became a mainstream media creating a paradigm shift on digital marketing opportunities, strategies and budget.
We can expect that 2010 will deepen this media shift as the hype dissipates from Social media marketing efforts like Facebook fan pages, Twitter campaigns and other superficial attempts for bringing a more honest community factor to brands and organizations.
This are my 5 likely truths for 2010 when it comes to social networking
As Web 2.0 becomes more and more a mainstream media and a essential communication tool for everyone, new segments start entering this space creating disruption. For instance, during the past few months a massive amount of seniors have joined social networking sites like facebook, becoming the fastest growing segment according to Comscore report.
Now social media is becoming a common place for the so-called “digital moms” segment, which is showing a very intensive and unique usage pattern across social media.
Aging is one of the most striking mega trends changing our society in the next decade. Over the next ten years, aging and how we respond to it will increasingly affect society. The number of 65+ year olds will increase greatly between now and the year 2020.
An aging population will have several implications to the society, workforce market and new technologies that will emerge.
But is also interesting to notice that elderly of tomorrow will behave different as elderly of today. Fresher, more technologically savvy, better educated seniors and a big need for elderly involvement in employment and society in general, could change the way will look aging.
From January 2010 Levi Strauss & Co will introduce a small change in their products as a step to help reduce the amount of textiles that are thrown away every year. Levi’s will give their clothing’s tags a new use by adding a “donate to goodwill” icon in order to raise people’s consciousness about recycling clothes. The tag will also encourage users to wash their jeans less, wash in cold water and line dry to cut down energy usage.
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