Social is inevitable says Jeremiah Owyang

May 14th, 2009 by Jon Clements


Minutes ago, Forrester analyst, Jeremiah Owyang, (pictured) concluded his presentation at the Dutch social media conference, CSN 09, leaving no-one in doubt about the future of social media.

And though I wasn’t lucky enough to be in Amsterdam myself,  through the magic of Twitter and the tweeting fingers of various attendees, we can all share (in an oh-so-social media fashion) some of the insights that Jeremiah gained from the recent research project, The Future of the Social Web.

Points picked up at the conference included:

– Social is inevitable: everything will be social

– The needs of the (online) community must come first – brand second

– Put the most popular part of your corporate website on social networks where they can become social

– Products and services will be rated by online communities, like it or not

– Make your online content social and aim to share it on the right platforms (yes – that means “fishing where the fish are”)

– When selling social media to your company, focus on the C-word: customers

– Communities take the driving seat when it comes to buying

– (Imposing) registration online is for one thing only – to allow marketeers to bug you and bug you again 

(Thanks to Tweeps for the Tweets: @marcvanderput, @AmazingPR, @RobertLommers, @csnconference, @evr)

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

7 Responses to “Social is inevitable says Jeremiah Owyang”

  1. Jeremiah Owyang Says:

    This is a great example of the social web in action! thanks for blogging this –even though you weren’t here.

  2. Jon Says:

    No problem.
    I’d wanted to use a Twitpic of you live at the presentation, but those tweeting seemed to have a bad case of “camera shake”! Thank heavens for Flickr…

  3. Scott Meis Says:

    Thanks for stopping by and linking over Jon. Great example indeed and thanks for the synopsis.

  4. jonathan Says:

    Quick question on the above…would you say that some social media sites are *better* or perhaps less appropriate for what, at the end of the day, is still marketing?

    Personally, I’m not a fan of people approaching me on twitter. Facebook is more self-selected and perhaps that’s why I’m more open to marketing in that environment.

    Interesting info above, thanks!


  5. Jon Says:

    Not a problem – it’s been a while since I last visited the Chi’. Is Geno’s East still a fixture in the city?

  6. Jon Says:

    I think it’s not so much about which sites are more or less appropriate, but the way in which organisations interact with people on those sites.
    By that, I mean that if you feel the presence and behaviour of a company in your social space is intrusive – and you feel that you’re being “marketed to” – then the organisation is probably doing something wrong.
    On the other hand, if the company’s presence feels natural, conversational, helpful and open to receiving as well as giving information, it shouldn’t matter in which social media situation that happens.
    With Twitter, at least you can choose not to follow those who appear to be following you with a commercial agenda – and even block them if you feel strongly enough about it.

    However, an organisation treating social media as just another mass channel to pump marketing messages into will soon realise it’s unwelcome and will be exposed by the network as a spammer or worse.

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