Where Is Social Going? Passion Points, Friending Your Fridge and How Brands Can Stay Relevant in Web 3.0
As you know, Web 1.0 was characterized by prolific content creation: organizations raced to claim their static presences on the Internet and produce commerce-driven media. Web 2.0 – and social media – brought with it an era of connectivity and reciprocity.
And today, branded content now tells stories, and provides value to the consumer. So what will the next iteration of the World Wide Web’s impact on brands look like?
In order to understand this, we must evaluate the current situation of online content. Mobile access to the Internet has resulted in hyper-productivity—namely, more people creating more content more often, and in more places. Instead of owning one online property, such as a blog or a dot-com, virtually everyone on the Web manages several pieces of real estate through which they publish content and interact with their social networks.
But with new opportunities arise new challenges. The demand is high for a reduction in noise; several applications have appeared allowing users to vet relevant content, prioritize the content, and discover more content that aligns more closely with their interests. So what will Web 3.0 be about?
The answer: Personalization.
Navigating the Web has become stressful, and users are seeking a more pleasant experience. Relevancy is now the name of the game: Brands must now compete for the attention of their audiences by providing personal value to the users. This means that we can no longer identify target audiences in terms of demographic; but rather, along passion points. Passion points are the things that users are passionate about, the types of content that they actively seek out online.
Personalization will occur in three specific areas:
1. Data Collection
The future will bring more niche networks that connect people and things in similar ways that humans connect in the offline world. This is called the interest graph. The interest graph is the data collected from a user’s online actions that give insight into that user’s passions, interests, and activates. The interest graph is especially useful to marketers looking to amplify their brand’s message within niche markets.
2. Technology Development
Technology will not only be built with function in mind, but with social components built in to the device, resulting in a new breed of “smart appliances.” Think of all the social actions that people take around food, from sharing recipes to uploading photos of their favorite dishes. A refrigerator with Internet access can not only recommend recipes based on your existing inventory, but suggest recipes that your friends have tried (and even gave a positive rating to).
3. Personalized Engagement
With a staggering rate of new users joining more and more social networks, billions upon billions of data points are being produced every day. The brands that will succeed in meeting their business objectives are the ones that can scale for personalized engagement across multiple platforms. Each platform requires a different approach, different technology, and yields different results. It’s no longer about maintaining a presence on social – it’s about tailoring what you publish and how you interact to unique audiences within each channel.
The future of social is about the online world meeting the offline world in ways that are as diverse and as personal as the individuals using them. To learn more about the future of social from influential new media experts like Joseph Jaffe, check out the video below: