Local & Social Media Predictions for 2007

I’ve recently discussed in this blog a list of online media predictions for 2007. I’ve decided to take the plunge and offer my own predictions in the Local and Social Media space for the year to come.

1) Atomization: 2007 will see the acceleration of content/functions/applications atomization (decentralization) via the adoption of multiple syndication methods like RSS, XML and APIs by a majority of web sites.

2) Verticalization: The success of generalist social networks and online video sites in 2006 means that we will see the arrival of a multitude of new specialized players in these two fields.

3) RSS: a clear business model for RSS will emerge. It will start replacing e-mail marketing as a way to communicate directly (and better) to your customers

4) Local will become more social / Social will become more local: A good example of the later is the addition of maps (often Google Maps, the poster child for Atomization!) in FiveLimes or Flickr.

5) Traditional Media will continue to realize that they desperately need to capture eyeballs online, leading to more online acquisitions and/or investments.

6) Long distance & local calls will continue their move towards free. Model might actually reverse itself and we might finally see the strong emergence of pay-per-call as a legitimate lead model for advertisers.

7) Traditional media will create SEO job positions. Search Engine Optimization is a key success factor for traditional media to be well positioned in search engines. Innovative companies will create Social Media Optimization (SMO) positions.

8) Video Monetization: a clear business model will emerge. Either Google’s acquisition of YouTube or the launch of the Venice Project (don’t bet against Janus Friis and Niklas Zennstrom…)

9) The proliferation of destination sites without clear business models will lead a lot of them to adopt the B2B business model, i.e. software licensing or ASP to traditional media companies.

There you go! Anything you would have added? Do you agree, disagree?

Social Media Optimization: 16 rules

After writing my “The Impact of Social Media on Businesses” post on Friday, I kept thinking about the concept of Social Media Optimization (SMO) mentioned by David Berkowitz. I believe there’s something very strong there, almost a new meme. By reading Rohit Bhargava‘s post on it, I discovered that there were now 16 rules around Social Media Optimization. Here they are:

  1. Increase your linkability (usually through fresh content)
  2. Make tagging and bookmarking easy
  3. Reward inbound links (permalink, listing recent linking blogs)
  4. Help your content travel (if your content is portable, submit it to other relevant sites)
  5. Encourage the mashup (let others use your content)
  6. Be a User Resource, even if it doesn’t help you (include outbound links to areas that could help your users, even to your competitors)
  7. Reward helpful and valuable users (promote their work, develop a ranking system)
  8. Participate (join the conversation)
  9. Know how to target your audience
  10. Create content
  11. Be real
  12. Don’t forget your roots, be humble
  13. Don’t be afraid to try new things, stay fresh
  14. Develop a SMO strategy (define your objectives and set goals)
  15. Choose your SMO tactics wisely
  16. Make SMO part of your process and best practices

Rohit Bhargava created the first five rules, Jeremiah Owyang added Rules 6 and 7, Cameron Olthuis added Rules 8, 9, 10, and 11, Loren Baker added Rules 12 and 13 and Lee Odden added Rules 14, 15 and 16

What it means: the new social media world has its own code of conduct that marketers need to understand if they want to leverage it. This list is a great introduction and gives you the basic notions needed to be successful. Again, I really think that this notion of SMO will be very important in the future as new generations use the Web in a much more interactive way.

Harry says: The irony of it, be social (join the conversation/ listen/ be humble) in what is technically an asocial medium (sitting alone in front of a computer).