I am getting ready to teach my Stanford CSP Web 2.0/Social Media class again in the fall. Instead, however, of presenting an introductory class, this will be a follow on examining important new trends, things to consider once you have a feel for Facebook and have, perhaps, tweeted. What next? How do you apply what you have learned for your company or organization to communicate, market, and sell?
I must confess I am enthralled by these questions and am taken aback by the breathtaking pace of change. Truly, it is mind bending. I am going to pick up where I left off with my earlier classes, and write about what I am finding, the trends and key issues and how they are playing out from a marketing perspective.
Today, if I had to choose some of the most important or big themes of the past year there would be 8:
1. Unrelenting pace of change (and the compression of time on the Internet)
2. Growing importance of social
3. Accelerating predominance of mobile as the new platform
4. “Maturation” of market with new eco-systems, business models and platforms
5. Increased importance of local (and location-aware)
6. Breathtaking ramp demand/supply for video
7. Segmentation of markets, fragmentation of channels and integration of traditional and new media strategies
8. Increasing impact of global, whether or not your business is global
To this I would add 3 important smaller trends:
1. Growing use of social media behind the enterprise firewall
2. Increased adoption of network gaming
3. Critical importance of listening/monitoring/analyzing
I will be writing about each of these trends here and would welcome your feedback and comments.