social media & social networks

Scenarios for the future of social media – Blogger Bus Tour

the Orange Silicon Blogger Bus tourWhat will the future of social media be like? I put this presentation together at very short notice in order to facilitate a session organised by Orange Business Services for its clients. This isn’t therefore a piece of scientific research, far from that, but merely a few random thoughts put together, in the light of what my team and I go through on a daily basis as well as the conclusions from our visits in Silicon Valley (Sept 17-22, 2012) as part of the blogger bus tour (check for details as well as Twitter for the #blogbus hashtag).

We got invaluable feedback, visions and first-hand information straight from the horse’s mouth during that trip and this has been very helpful in order to put together this presentation.

Even 10 years after their first introduction (LinkedIn was launched in 2003!), there is still a lot of sniggering or at least doubts with regard to how social media can fit in the business space.

Scenarios for the future of social media - Blogger Bus Tour
Scenarios for the future of social media – Blogger Bus Tour

Yet, we have established that many a company has successfully managed to use these tools (and the philosophy behind it) to integrate word of mouth marketing into their Marketing strategies.

This has been the subject of quite a few presentations which I have uploaded on the and spaces, so I won’t touch on that in today’s presentation.

I will therefore take the fact that social media can be used for business for granted and jump to the part dedicated to the analysis of what I think could well be the future of social media.

The good old days of web 2.0, the cluetrain manifesto, the pioneering days of the social web and social web marketing, those days are well and truly over. 8 years after the term social media was coined by O’Riley, and it may seem like ages ago in “Internet/dog years” actually.

Yet… because we are missing these days doesn’t make any difference. The times have changed. let’s face the music and draw our conclusions from then on…

So what is the future of Web? Will the ‘non-searchable adjacent Web’ described by Geroges Nahon replace everything, therefore doing away with net neutrality and turning everything into a commercial space? Or will users flee en masse and start joining new social networks such as

Here are my thoughts in the following presentation which I will unveil today at midday in Paris in front of our customers.

Click to access futurescenarios-socialweb-v2-120927030210-phpapp02.pdf

Yann Gourvennec
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Yann Gourvennec

Yann Gourvennec created in 1996. He is a speaker and author of 6 books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. ———————————————————— Yann Gourvennec a créé en 1996. Il est conférencier et auteur de 6 livres. En 2014, il est passé d'intrapreneur à entrepreneur en créant son agence de marketing numérique. More »


  1. Reblogged this on soappco's Blog and commented:
    The future of Social Media and the role that smart device technology plays in it it is fascinating. As consumers become the center of each brands universe, we will begin to see innovation in the way brands communicate with relevance to their precious assets. An asset that was once controlled by the brand is now controlled by us …the consuming public.

    1. Thank you so much for reblogging this piece.

      1. My pleasure, your blog was spot on . Having been a pioneer myself in consumer centric marketing for 25 years ,I understand the value of crafting relevant marketing. My company worked with Fortune 500’s using Big Data and advanced Analytics to optimize ROMI. I formed the company in 1988 as a Direct Marketing boutique, serving the industry mostly as a production management expert. As we grew it became quite obvious that
        in order to optimize DM we needed to control the Data end of the equation. As such we began a journey that lasted two decades ~ Our mantra was regardless of channel relevance always wins. We were able to reduce marketing costs and increase results. The efficiency of consumer relevance was astounding.
        And now ,after selling my first company in 2010, I am taking this same strategy to the Smart Mobile ecosystem. Using consumer behavioral data, preferences and self reported ( reviews and surveys) data, we create innovative strategic solutions that educate, inform and deliver relevant content to consumers via Mobile Apps that are integrated with Social Communities. I find that once again relevance, respect and best offer pay the highest dividends in optimizing share of customer, customer advocacy and customer LTV.
        Thanks again for your blog. Looking forward to creating my own blog with the new company.
        Jeff Battin
        Founder and President
        The Soapp Co

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