The number of visitors to destination sites is steadily shrinking. The explanation is simple: people spend more and more time on social platforms. In this session, we take a closer look at the phenomenon, and explain to you which are the possible strategies to ride the trend.

1. @AdNerds#FollowFridays
Friday, November 13
The Decline of the Destination Web.
The Rise of the Social Web.
And how to Ride the Trend.

2. The DECLINE
of the DESTINATION
web.

3. 90-10

5. “Sort of like a dating website, but for knowledge instead of sex.”

6. “Sort of like a dating website, but for knowledge instead of sex.”

10. “Do you watch television?”

11. The web competes with traditional media.

12. The social web competes with the destination web.

30. Google knows more about you
than your spouse does.

32. Does the company that knows everything
also believe the power of networks
will dominate the internet?
Picture ‘Eye of God’ by Veltro23 on Flickr

33. You Betcha!

34. Is Google a Social Media Company?

35. Is Google a Social Media Company?

36. Is Google a Social Media Company?

37. Is Google a Social Media Company?

41. If omniscient Google stealthily tries very hard
to become a social media company,
can you honestly still believe
social media is a fad?
Picture ‘Eye of God’ by Veltro23 on Flickr

42. The RISE
of the SOCIAL web.

43. Just how big is the social web today?

46. Unique Monthly Visitors
Comscore
(september 09)
32 mio
58 mio
411 mio

47. About a third of all Internet users worldwide
visited Facebook in September 2009, says Comscore.
A year ago it was 17%.

48. What do people do on Facebook?
8 billion minutes spent everyday 2 billion photos uploaded every month 15.000 Facebook Connect implementations
5 billion API calls in 1 day 2 billion pieces of content shared every week

49. Gen Y will outnumber Baby
Boomers. 96% of them have
1 out of 8 couples in the US who met
joined a social network.
on social media will get married.
Facebook will hit 400
2010 Over 5 billion iPhone apps
will be downloaded.
million users.
If Facebook were a
country, it will become
the third biggest.

50. How to RIDE the
TREND.

51. How to Ride the Trend?
Be where the Action is.
Become Part of the Social Habitat.
Tap the Power of Connections.

52. Be where the Action is.
DIGG Heat map by Brian Shaler

53. Syndication

62. Integration

68. facebook
platform

69. Focusing communication
on the stream and Inbox.
facebook
platform

70. Focusing communication
on the stream and Inbox.
facebook
platform

71. Focusing communication
on the stream and Inbox.
facebook
platform
New games &
apps dashboard.

72. Focusing communication
on the stream and Inbox.
facebook
platform
New games &
apps dashboard.

73. Focusing communication
Access to user email on the stream and Inbox.
addresses.
facebook
platform
New games &
apps dashboard.

74. Focusing communication
Access to user email on the stream and Inbox.
addresses.
facebook
platform
New games &
apps dashboard.

75. Focusing communication
Access to user email on the stream and Inbox.
addresses.
facebook
platform
New games &
apps dashboard. Simplified navigation
& counter channel.

76. Focusing communication
Access to user email on the stream and Inbox.
addresses.
facebook
platform
New games &
apps dashboard. Simplified navigation
& counter channel.

77. Focusing communication
Access to user email on the stream and Inbox.
addresses.
Facebook Ads API.
facebook
platform
New games &
apps dashboard. Simplified navigation
& counter channel.

78. Focusing communication
Access to user email on the stream and Inbox.
addresses.
x 130 friends Facebook Ads API.
65
facebook
platform
= 64,266,500
New games & potential reach
apps dashboard. Simplified navigation
& counter channel.

79. Focusing communication
Access to user email on the stream and Inbox.
addresses.
Facebook Ads API.
facebook
platform
New games &
apps dashboard. Simplified navigation
& counter channel.
Open Graph API.

89. Sites that use Facebook Connect
have seen increases of
30% to 200% in site registrations
and 15% to 100% in the number of reviews
and other user-generated content*.
*source = Facebook

90. Aggregation

94. Syndication
for easy syndication
rss
flash platform services
distribution Integration Aggregation
facebook.com/twitter
twitter oAuth
publish to ∞~50 platforms
ping.fm

95. Integration
Facebook
connect
flash platform services
Syndication social Aggregation
google
opensocial
gigya
socialize

96. Aggregation
Video on
youtube
Pictures on
Syndication Integration flickr
Info on
wikipedia
Fans on
facebook
Talk on
twitter

97. Become Part of the Social Habitat.
Picture by vintagedept on Flickr

98. It is not because you are on social media
that, by definition, you are social.

106. This is not your Data Center.

107. Tap the Power of Connections.
Picture by Photos from the Vault on Flickr

108. Social Object theory* is the belief that
all successful social media interactions
center on an object.
The social object is the centerpiece
in a dialogue between two or more people.
* theory by Jyri Zengeström,
Co-founder of Jaiku, Product Manager of Social & Mobile at Google

118. !"#$%&'()*+

127. +1.2 million runners
+247 million kilometers tracked
+13 billion calories burned
In the winter, people in the US run more often than
those in Europe and Africa, but for shorter distances
Average duration of a run worldwide = 35 minutes
Most popular Nike+ Powersong = “Pump It” by the
Black Eyed Peas
Location, total kilometers, frequency of running, ...

131. 97% declares a digital brand experience
has influenced whether or not
they went on to purchase
a product or service from a brand*
* Razorfish Feed survey 2009

132. the social object theory
– and social media in general –
may be great for consumer products,
but are they of any use
for B2B marketing?

133. SCOOP

141. A Couple of things
to CHEW on.

142. Social Media will definitely Stick.
You need a Social Media Strategy.
Today.
You need a Social M
ed
Re-allocate if neceia Budget.
ssary.
You need a Social Media Manager.
Rather sooner than later.
Get over it: the stock value of your
very own database has just
dropped drastically.

143. What is up next?

144. That’s it, for today.
adnerds.be
followfridays.be