Found this very insightful presentation by VideoEgg on 5 implications of New Media for Marketers (PDF). Two most interesting observations in this presentation for me are:
- Social is not confined to Social Networks (SN)
- Advertising will become a part of Social Fabric
Social is not confined to Social Networks because SN is a "repository of data" and that data can be accessed to create social experiences across the web and mobile devices.
Advertising will become "more like content" thus a "part of Social Fabric". "Brands will learn to live inside of" social enviorments and "be inserted into user behavior patterns, accept feedback, and become part of the overall social experience." Social Networks that embed Media created by its users have high levels of engagement in terms of commenting, sharing, etc. Ads offerred in social enviorments become transformed into "content" due to the habits of comments, rating, and sharing. For example Look at all the ads uploaded, talked about & commented "cool" and voted for on YouTube. Such Ads become a part of the social fabric not just broadcasted 1 way as on Television or Radio. Even Ads that are apparently "pulled off" air or banned for whatever reason. Like the MasterCard Ad below which has over 2 million views; has been favorited 15,000 times and has 150 comments!
