The Social Practice: 12 trends from Cannes 2011
Een leuke presentatie met trends op het gebied van nieuwe technologie en (online) marketing en reclame.
Bron: The Social Practice
Uitleg bij de presentatie (van http://www.thesocialpractice.co.uk/)
1. Social TV: As Edward Boches outlines in this excellent post, everything is social now. What no-one could have predicted even a year ago is the impact of social media on linear TV and the resurgence it has triggered in event TV. The campaign that has tapped into this movement most effectively is undoubtedly Widen & Kennedy’s Old Spice Guy Response campaign, a Cyber Lion Grand Prix winner and surely a front-runner for a Titanium Grand Prix. While many will doubtless follow, we predict few will execute as flawlessly-and as Malcolm Gladwell told the festival audience, Implementation is all.
2. Digital Storytelling: Jeff Jarvis threw down a gauntlet to the newspaper industry some weeks back when he declared the article to be a luxury, or by-product of the journalistic process. John Battelle intrigued the festival with the notion that all brands must become publishers. If that’s the case, we look forward to seeing more brands embrace storytelling as a collaborative and social process-moving beyond elaborate Transmedia narratives for the few and towards simple social narratives in the Storify mode.
3. HTML 5 and the rise of web apps: With details emerging of Facebook’s Project Spartan, a rumoured HTML 5 based app store, and the emergence of compelling HTML 5 magazines and e-readers expect app like experiences in browser to grow and grow. The glorious Wilderness Downtown, a worthy Grand Prix winner, demonstrates the potential.
4. Collaboration and Co-Creation: Jon Wilkins and Casper Willer of Naked Communications and Stuart Wells of Nokia outlined the 3 Cs of modern creativity: Crowd-Sourcing, Collaboration and Co-Creation. As John Windsor and Ben Malbon observed, it’s extraordinary just how quickly ideas that were anathema have become mainstream.
5. The Power of Real Time: Real-time responsiveness is becoming a cost of entry for many brands and an exercise in damage limitation for others. However, when brands combine real-time responsiveness with wit, charm and built-in social spread it becomes something much more joyful, as Budweiser Ireland and Uniqlo Tweet Counter demonstrate.
6. The Rise of Social Business: We’ve talked about this at length before and it’s not something we saw a huge amount of in the Cannes submissions but we look for this to be a much bigger influence next year. We were slightly disappointed not to see the ASOS marketplace, a genuinely radical piece of democratised distribution, not go further.
7. Designing for Networks: Again, we’ve talked before about this as a critically important discipline for the industry going forward. A campaign that illustrates this beautifully and has been rightly celebrated is the “Pay with a tweet” initiative from R/GA’s Christian Behrendt and Leif Abraham. The campaign originated the beautifully simple and powerfully disruptive idea of allowing users to “pay” with their social influence-an idea which, given the new opportunity to customise Facebook pages based on users’ Klout scores can only be on the rise.
8. Seamless integration across devices: The Holy Grail of the screen-based society moved a step closer with the announcement of the iCloud. Some interesting initiatives emerged this year in terms of building apps which synch with TV programming or indeed with advertising but telling seamless (or divergent) narratives across screens still feels like a largely untapped opportunity.
9. The Power of the Tangible/Creating Social Objects: In an increasingly digital world, both Cripsin’s Baby Carrots campaign and the hugely successful Romanian campaign for Rom chocolate reminded us of the power of the tangible-and that analogue objects can be social objects too.
10. The inexorable rise of the Tablet: Did you spot anyone at Cannes without one?
11. Getting creative with browsers and players: Both Google Chrome Fastball and Tippex “A Hunter shoots a Bear” demonstrated the rich potential of thinking disruptively about the constraints of a screen or window. As with the rise of HMTL 5, this suggest we can expect to see more and more interesting things happen in browser.
12. Socially connected objects: The internet of things continues to excite, with the promise of ”a social network for devices”. A lovely example of this, and indeed of designing for the power of networks, was the Mercedes Benz tweetrace. Again, the idea of real world objects controlled and steered by the crowd via social media is something we expect to see much more of this time next year.