LeWeb2011: six key trends for the Internet in 2012
Posted December 13, 2011 by admin
Social Buttons by Linksku - Share links online
It took us a week to consolidate our presence on site at LeWeb 2011 , the largest European exhibition in the internet, and read 1% of what was written. We fired six major trends that foreshadow the Internet in 2012.
1 - The convergence of socialism, and Local Mobile: SOLOMO
2 - Opening and "nurturing talent" in the heart of corporate culture on the web
3 - Google: the search for excellence in the social web
4 - to conquer 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 further with some links. Happy reading and please give us your comments and suggestions.
1 - The convergence of socialism, and Local Mobile: SOLOMO
This trend was already SOLOMO widely reported, including before 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 now ask whether the SOLOMO trend or is simply 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 days "Deals" and Google with coupons available + Google and the Google Maps service improvement. The next step is probably the point of view of advertisers to gauge whether and to offer enthusiasts a balance between mobile sharing places, special offers and coupons. Nielsen offers an explanation of this new concept into three patterns, discover below. Tracking and behavioral targeting of 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 on the web
Corporate culture is a key to business success, whether the old or the new economy. What has been noticed interventions Web players like Google, Facebook or other startups and who helped? They share two values: openness and support of talented, English "nurturing talent". How this occurs there?
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 Automattic WordPress: "The future way of working: The Distributed company." Sharing experience interesting and 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" serves the purpose to seek and retain the best skills to grow its business. Competition is fierce in the recruitment of employees 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: "Employees Before customers." The goal is not of course abandon our clients, on the contrary, we assume the following: they will naturally be well treated if our staff are well supported, together, involved and motivated. Of course, it is only 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 announcements made by Google. I consider it a consequence of the diverse activities of 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 player enshrined in the new trend SOLOMO.
Google does not seem less like a leader of the social web. Google has indeed been working on a new module: the "Social Analytics." This module aims to provide the user with an analysis of these interactions on or off 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 a reference, and of course the data is represented as a graphical look.
Google has also set up a test program for its Social Data Hub platform, with the notably absent: Facebook, Twitter, LinkedIn. These include some of the partners: + Google, Digg, Delicious, Blogger ... The operation of the platform is simple, it is to link Google Analytics and social networks to recover and allow proper treatment of data. The ultimate goal is obviously to obtain 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 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 press George Colony, CEO of Forrester? Today 41% of IT managers are currently shifting from traditional web to mobile internet. According to George Colony: "Like Predecessor ITS software, the web Will Eventually Be Replaced App and we think the Internet is the best management for the next step. It's Fast, Simple and offers a better Internet experience. , "Which gives free rein to the mobile. Applications, simpler and faster, would gradually encroach on the territory of Google.
The course focuses now more user application to search engines. Applications are able to respond specifically to a segmentation of increasingly strong consumer demand. It is therefore important to "think mobile" in the implementation of a marketing strategy: the services must be compatible with the mobile interface. This trend gives the spotlight 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 made the most about her at LeWeb, if one refers to the number of tweets that the intervention of the 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. Founded a little over a year, in October 2010, was elected Instagram Application of the Year by Apple. The Android application is currently in development, and the official website. The aim is to increase the internal user database rather than engaging in advertising. However, many advertisers are already interested in the application, especially luxury brands like Gucci or Burberry, or Air France as part of competitions.
5 - The maturity of Facebook despite skepticism from some observers opportunistic
Skepticism emerged from the participation of the giant Facebook LeWeb11. Lack of ads? So, we read some timely notes of skeptics who forget the keys to the communication policy of this actor. Giants like Apple and Facebook keep their own ads for different heights. Indeed, the top Facebook held September 22 at F8 conference in San Francisco. Zuckerberg is mentioned many developments: the Timeline or the new Facebook profile, the new button to subscribe, 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: it is a new plugin to destination websites, which allows all Facebook users to subscribe to publications on the site. They will then update content in their news feed and in real time. This plugin comes directly compete with the 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 active installations. Other developments were not mentioned, hence the room disappointed.
For Jeremiah Owyang, companies are launching all social media, in creating Facebook pages and Twitter accounts. However, internally, they do not seem prepared to be able to properly manager. Why? This is about goals, to build a permanent organization in-house on which to build. He said "it's time to return to basics and focus on building a scalable infrastructure-before jumping Into Adopting social tools. "Companies should set as the first goal of building the infrastructure stable and able to lead to economies of scale kick in before the big race in social media. Point of view that I find most relevant and that we bring to customers Idaos.
LeWeb 2011 Joanna Shields, VP & Managing Director EMEA, Facebook and Loic Le Meur
Codorniou Julien, Director of European Partnerships Gaming, 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 business Needs 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 the technology and uses. For years, they have attached to their old models - issuer information reader / consumer. Now the consumer is no longer a passive consumer, it has become consum'actor. The web was marginally taken into account. It is true that it is destructive of value. For the media, involving 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, responding to the 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 is now essential. Time for diversification, as shown in the various partnerships created to increase the number of content to consumers. Orange, for example, partnerships with sites such as Dailymotion videos, music as Deezer were signed.
The motive seems to have been well integrated in these different media. The purpose of the consultation of the media on this support is primarily related to the functions of sharing and catching up: people come here to play content that has not taken the time to consult on other media (paper - TV) and there is access to 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 possible to offer the audience a content specific to its geographic location but also at the center of his tastes and interests.
So much for small review undoubtedly incomplete. A big thank you to Loic and Geraldine who each 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 button "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 that allows visitors to follow the news of the founders of Sociabliz. To follow a brand, "Like" and Facebook Pages are the tool most appropriate.
Patrick thank you for that clarification entirely fair.