Community Manager Think Tank Emerging Trends Howard A. Tullman President and CEO Tribeca Flashpoint Media Arts Academy February 26, 2013

Community Manager Think Tank AUTHENTIC IDENTITY UBER ALLES 2 YOU WILL NEED TO ACTUALLY BE WHO YOU ARE..ALL THE TIME !

Community Manager Think Tank PERSISTENT THEMES FAST FOLLOWERS – RIFFS GROUP PRICING IS GONE BADGIFICATION OF WEB CONTEXT TRUMPS CONTENT ITERATION STILL RULES CROWD-EVERYTHING GAMIFICATION OF WEB LOCATION – 4 TH DIMENSION 3

Community Manager Think Tank INCREMENTAL REVENUE - NEWBIES NO CAPACITY OR SIZE CONSTRAINTS NO SUNK OR UPFRONT COSTS NO CASHFLOW/FLOAT PROBLEMS

Community Manager Think Tank LAST YEAR’S STORY 2012 HYPER-PERSONALIZATION KNOW BEFORE YOU GO CONSTANT CONNECTION NEW BEHAVIOR DRIVERS LOW BARRIERS TO ENTRY 2012 PRECISION TARGETING ACCOUNTABILITY – MEASURE MOCIAL = MOBILE/SOCIAL SHARED & PUBLISHED STATUS EASY IN – HARDER TO WIN 5

Community Manager Think Tank PERSONAL DATA IS THE OIL OF THE DIGITAL AGE 6

Community Manager Think Tank TOMORROW’S NEWS 2013 SOCIAL BECOMES INTEREST KNOW BEFORE THEY KNOW WIKI-WORK – SENTIENT OBJ BIGGEST BLOWHARDS SCALE STILL MATTERS 2013 YOU ARE WHAT YOU LIKE RAPID RESPONSE – HV COMP POROUS WORKPLACE - SMART HOW MANY – VS - HOW MUCH YOU CAN’T “DABBLE” 7

Community Manager Think Tank

AGGREGATION ASSEMBLES THE DATA ON YOUR FRIENDS LIKES AND PREFERENCES AND INTERESTS WITHOUT YOU SEARCHING THEIR PROFILES. FILTERS EVERYTHING IS FRAMED AND CAN BE FILTERED THRU THE CHOICES OF YOUR FRIENDS OR YOUR OWN SELECTIONS AND CRITERIA – TIME, PLACE, DATE, IMAGE ENGAGEMENT ASSETS (LIKE PHOTOS) ARE ‘VALUED” AND RANKED AND DISPLAYED IN ENGAGEMENT HIERARCHY - NUMBER OF LIKES AND COMMENTS

Community Manager Think Tank KNOW BEFORE THEY KNOW( INTENT DATA ) THE ONGOING POTENTIAL TO LEVERAGE WHAT HASN’T HAPPENED YET

Community Manager Think Tank Mac Users were 40% more likely to book 4 or 5-star hotels WERE ALL SENT ADS THAT ARE 11% MORE EXPENSIVE

Community Manager Think Tank

RESULTS ASSEMBLED AND DELIVERED BEFORE WEB PAGE LOADS 30 MILLISECONDS

Community Manager Think Tank YOU PAY ONLY FOR “REAL” RESULTS (TrueView) A NEW AND VERY SIGNIFICANT DISTINCTION IS EMERGING BETWEEN “SERVED AD IMPRESSIONS” AND “VIEWABLE/VIEWED AD IMPRESSIONS”

Community Manager Think Tank Wiki-Work and the Porous Workplace 15

Community Manager Think Tank

A Company of One – Me, Inc.

Community Manager Think Tank MORE THAN 4000 “RABBITS” 12% - YOUNG FEMALE PROFESSIONALS 10% - COLLEGE STUDENTS 25% - RETIREES 15% - STAY AT HOME MOMS

Community Manager Think Tank Sentient Objects and Devices 19

Community Manager Think Tank

$1.00

Community Manager Think Tank EVEN BETTER THAN SANTA CLAUS – IT KNOWS WHEN YOU ARE LOOKING AT IT

Community Manager Think Tank

Status/Achievements Drive Action WE ALWAYS KNEW THAT STATUS CONCERNS WERE POWERFUL INCENTIVES, BUT BEFORE…. WE COULDN’T MEASURE STATUS WE COULDN’T CONFER STATUS WE COULDN’T PUBLISH AND SHARE STATUS NOW WE CAN ! 26

Community Manager Think Tank 27

Community Manager Think Tank Social Media will Become Narrower, not Broader (Too Many Friends) But Still Be Peer-Driven Social Media will Be Increasingly Niche-Based Social Media will Become Utterly Pervasive Social Media is Ultimately About Discovery (Locative), BUT Our Devices will Become Increasingly Location Aware and Signaled by Our Environments and Social Media will Become Passive while Locations / Places Become Active 28

Community Manager Think Tank Don’t Let Social Media Take Over Your Life or Your Business Start Small and Scale Up as You Succeed Stick to Your Knitting – Do What You Can Do Well Track and Measure Everything If It’s Not Fun and Authentic – You Will Fail 29

Community Manager Think Tank 30