LeWeb2011: six key trends for the Internet in 2012
Posted December 13, 2011 by admin
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It took us a week to pull together our presence on site at LeWeb 2011 , the largest European exhibition in the internet, and read 1% of what was written. we derived six major trends that foreshadow the Internet in 2012.
1 - The convergence of the Social, the Local and Mobile: SOLOMO
2 - Opening and "nurturing talent" in the heart of corporate culture in the web
3 - Google: the search for excellence in the social web
4 - to attack the mobile web
5 - The maturity of Facebook despite skepticism from some observers opportunistic
6 - Social, Mobile, Local: finally the golden opportunity for the media
Check them in more detail with some links. Happy reading and please give us your comments and suggestions.
1 - The convergence of the Social, the Local and Mobile: SOLOMO
This trend was already SOLOMO widely reported, including upstream of the event.
The originality of SOLOMO is the convergence of these three trends, the acronym Social, Local and Mobile, the future of the web. We can already ask ourselves if SOLOMO is a simple trend or destined to become a turning point on the Web.
The perfect example, Foursquare: a social network, based on geolocation and on a system of deals. E-shopping sites like Groupon are also included in this trend and the two competing giants Facebook and Google are not left out: Facebook with "Places" and its application in bygone "Deals" and Google with coupons available + Google and the Google Maps service improvement. The next step is probably, from the perspective of advertisers to gauge whether and to offer mobile enthusiasts a good balance between sharing favorite places, great deals and coupons. Nielsen offers an explanation of this new concept into three patterns, to discover below. Tracking and behavioral targeting consumers resulting from this trend and will cause many ethical debates.
For more information, please refer to notes below.
2 - Opening and "nurturing talent" in the heart of corporate culture in the web
Corporate culture is a key to business success, whether the old or the new economy. What did you noticed interventions Web players like Google, Facebook or others and startups that have competed? They share two values: openness and support of talent, in English "nurturing talent". How does this manifest itself on?
The opening is for example the making available APIs or partnerships between giants like Facebook and Spotify that change models. Ignite during the second day, many players have succeeded. I accept the intervention of Sara Rosse the company that publishes WordPress Automattic: "The future way of working: The Distributed company". Sharing experiences and interesting trainer than Sara, employed in a company without an office in 74 cities and 21 countries. The focus is on internal communication and international confidence in everyone to perform its functions.
"Nurturing Talent" the objective is to seek and retain the best skills to the company's growth. Competition is fierce in the recruitment of staff, in Silicon Valley but also in Paris: have you ever tried to hire developers? For our purposes, Idaos is a small but internally we respect the rule: "Before employed customers." The goal of course is not to abandon our customers, on the contrary, but we assume the following: they will naturally be well treated if our staff are well supported, together, engaged, committed. Of course, it is only from our point of view.
3 - Google: the search for excellence in the social web
Contrary to what might be expected, Google + has not been at the heart of the announcements made by Google. I see this as a consequence of the diversity of activities Google: Search Engine, new social network, holder of an operating system for smartphones, etc. Of course, the launch of coupons associated with checking in this social network were discussed by Marissa Mayer, VP Product Management of Google doing a very good actor part of the new trend SOLOMO.
Google does not appear less like a leader of the social web. Google has indeed been working on a new module: "Social Analytics." This module aims to provide the user with an analysis of the interactions that occur on or outside a site. (On or off site). This is going beyond the logic of social reporting by Google in June, when only Google + was concerned. The "Social Analytics" Google now includes data related to the activities of users on Facebook (Like), Twitter (retweets), LinkedIn (shares) and of course a Google +, it is possible to recover. The goal? To measure consumer engagement and this in on or off site, must be able to identify what are the social sites that appear as referents, and of course these data are represented in a graphical look.
Google has also implemented a test program for its Social Data Hub platform, with the notably absent: Facebook, Twitter, LinkedIn. Include some of the partners: + Google, Digg, Delicious, Blogger ... The operation of the platform is simple, it comes to link Google Analytics and social networks to recover and allow proper treatment of data. The ultimate goal is obviously to be able to get a ROI finally relevant. The platform can draw all types of interactions, whether they be like, votes, comments, bookmarks, if the social network and platform are interconnected at the base.
Both of these tools, "Social Analytics" and the "Social Data Hub" are expected in 2012. The trend is the competition between statistical tools related to the social web. While Google clearly is carving a share in this market, Facebook, he just released an updated version of his tool. The two giants tailgating closely.
4 - The Mobile Web by storm?
Is it at the time of the end of the web as the crowd George Colony, CEO of Forrester? Today 41% of IT managers are currently shifting from traditional web to mobile internet. According to George Colony, "like its predecessors software, the web Will Eventually Be Replaced and we think the Internet is the best app for the management next step. It's faster, offers a Simpler and better Internet experience. ", Giving free rein to the mobile. Applications, simpler and faster, would gradually encroach on the territory of Google.
The course emphasizes user now benefits from the application to search engines. Applications are able to respond specifically to segmentation increasingly strong consumer demand. It is therefore important to "think mobile" in the establishment of a marketing strategy: the services must be compatible with the mobile interface. This trend gives pride to Apple with over 100 million applications downloaded since January 2011, but Apple is not immune to future problems related to creating a strong barrier to entry of Apple Store.
In terms of application, I take the example of Instagram is the application that the most talked-about it at LeWeb, if one refers to the number of tweets that the intervention of its CEO, Kevin Systrom, generated. Small structure, it has only ten employees. However, it has to its credit 14 million users and a ratio of 60 frames per second shared. Created there is a little over a year, in October 2010, was elected Instagram Application of the Year by Apple. The application Android is being developed, and the official website. The objective is to increase the internal user database rather than engage in advertising. However, many advertisers are already interested in the application, mainly luxury brands like Gucci or Burberry, or Air France as part of contests.
5 - The maturity of Facebook despite skepticism from some observers opportunistic
Some skepticism has emerged of the involvement of the giant Facebook LeWeb11. Deficiency of ads? So, we read some timely notes of skeptics who forget the key communication policy of this actor. Giants like Apple and Facebook keep their own ads for different heights. Indeed, the top Facebook held Sept. 22 at F8 conference in San Francisco. Mark Zuckerberg is mentioned many developments: the Timeline or the new Facebook profile, the new subscribe button, the many partners (Spotify, Hulu, Netflix, Dailymotion), the ticker and the mention of custom open graph.
Johanna Shields, Facebook representative of Europe came to present at LeWeb 11 the launch of a new button "subscribe". Operation is simple: this is a new plugin to destination websites, which allows all Facebook users to subscribe to publications on the site. And will receive updates of content in their news feed and in real time. This plugin is a direct rival plugin "Follow" on Twitter. This system of "subscribe" is for content publishers an alternative option to the creation and animation of a Facebook page. Was also mentioned the success of social news such as that of the Guardian with 4 million installations. Other developments were not mentioned, hence the disappointment room.
For Jeremiah Owyang, companies are launching all social media, in creating Facebook pages and Twitter accounts. However, internally they do not seem prepared to correctly manage them. Why? This is about goals, build a sustainable organization in-house on which to rely. He said "it's time to return to basics and focus on building a scalable infrastructure-before jumping into Adopting social tools. "Companies should therefore set itself the objective of the first stable build infrastructure and can lead to economies of scale kick in before the big race in social media. A perspective that I find most relevant and that we carry with clients Idaos.
LeWeb 2011 Joanna Shields, VP & Managing Director EMEA, Facebook and Loic Le Meur
Julien Codorniou, European Gaming Director of Partnerships, talks about the digital face of the crisis, growth and creativity of Facebook, particularly on the mobile.
- Web-Strategist.com (7/12/11): Slides climb the social hierarchy of Needs business leweb 2011 keynote
6 - Social, Mobile, Local: finally the golden opportunity for the media
It seems that the media have now accepted this paradigm shift caused by both technology and practice. For years they have become attached to their old models - issuer information / consumer drive. Now the consumer is no longer a passive consumer, it became consum'actor. The web was marginally considered. It is true that it is destructive of value. For the media, involving the SOLOMO pillars - social, local, mobile - is a vast field of opportunities, the question is who will succeed to seize them. Some ideas:
Transmedia, allowing the audience to find content in different media, addresses this problem of exchange. The consumer now wants to share, discuss about the programs, content it is obliged to consult. The idea is to anticipate customer needs. Adaptation to the hearing today is essential. It's time to diversify, as shown in the various partnerships created to increase the number of content to consumers. Orange, for example, partnerships with sites such as Dailymotion, music as Deezer were signed.
The motive appeared to be well integrated in the different media. The aim of the consultation of these media on this support is primarily related to core functions sharing and catching up: people come here to play content that has not taken the time to consult on other media (paper - TV) and it comes to access local services.
The "local" is found in the current opportunities for greater targeting based on a principle of geolocation. Local advertising in the yellow pages and newspapers today is profoundly transformed by the arrival of Foursquare. That deal with these promotions that we receive on their mobile when approaching a store? It will be offered for the hearing content specific to its geographic location but also to his tastes and areas of interest.
So much for small round-up undoubtedly incomplete. A big thank you to Loic and Geraldine who every year for 8 years we provide information and network quality. LeWeb has certainly taken a turn since their installation in San Francisco. They move to Silicon Valley Paris.
Other sources:
Thank you for this summary! Small clarification on the "suscribe". It does not exactly subscribe to updates to a site. It actually allows for a third party site to subscribe to the statutes of public users. Example in this post on our site http://www.sociabliz.com/strategie-et-conseil/al-origine-de-sociabliz.html allows visitors to follow the news of the founders of Sociabliz. To follow a brand, the buttons "like" and Facebook Pages are the most relevant tool.
Patrice thank you for pointing this out quite right.