Social Media Week London: The Future of the Social Web

There have been a lot of exciting conversations going on for Social Media Week #smwldn

Yesterday The Lounge got down to The Social Web: Have We Arrived? at the Design Council in London. It was hosted by Meebo, a social platform (already big in the USA) that allows users to share content with all of their social networks from any site on the internet.

Elaine Wherry, co-founder of Meebo, introduced her vision for a web that is inherently social: a people-centric, interest driven web where websites come to know users as individuals, connecting with the person beyond the user id.

Elaine stated that that social web is currently siloed to social networking sites. Our networks may be social but the way we search for information still isn't, making it particularly difficult to find information on niche interests. She used the example of her interest in the classical mandolin - watching a video on YouTube is more likely to lead you to the same tune on a different instrument than to a site where you can buy the sheet music.

If others have watched the same video of, say, the classical mandolin, chances are they could have a wealth of knowledge of other sites about it. The way the web works at the moment there is no way of me sharing that knowledge unless that user takes the time to comment on the video. Whilst there is such vast knowledge and information on the internet, it isn't currently connected in a social, human way. Established sites that provide a glimpse of the future are Last.fm and Amazon and Twitter's search.

Last.fm plays new music you are likely to enjoy based upon your current list of favourite bands. Like iTunes Genius, it intelligently creates a new, tailored playlist for you based upon the combinations of favourite bands other users have put together. Amazon's 'recommendations' works upon the same principle. In this way, the social web leads you to develop micro interests you may not have been aware you had.

Social search (such as Twitter Search) is often a more efficient way of finding out the latest news than the established algorithmic search engine. Google has created search with more personalised, relevant responses with Google Social Search which searches content posted by contacts in your social networks.

The social web of the future will be about what you know, not just who you know. You will benefit from the shared knowledge of strangers in a more meaningful way.

So what does this mean for brands?

'Social' recommendations allow you to tailor your offering to the consumer in a more intelligent way than the established targeted-ad model (the DoubleClick cookie model once irritatingly led all the banner ads in my browser to display solely purple-coloured clothes for days after I once searched for a 'purple' top). The social web will allow you identify and build a relationship with influencers and super fans of your brand. Elaine argues that it will offer greater insight than the 'like' button, which is too binary - it can't distinguish between 'love' and 'like a bit'. Brand experience on your website can become more engaging with personalised plug-ins and content.

Most mobile apps aren't yet social & the panel discussed how many Brand Managers want their apps to be closed. Closed apps are easier (the brand isn't threatened by negative consumer opinion) but they are also less engaging. In contrast, the panel named Grindr as a brilliant example of a social app. It is location-based and connects gay men to others in the vicinity. There is huge potential to use a similar location-based app format to connect with your target consumers through their interests or needs relevant to your brand.

Privacy is an important issue - brands need to build trust with consumers. The DoubleClick cookie is often criticised as intrusive - many people aren't aware when they click 'accept cookie' that it will track their online behaviour, so much of the resentment is of the perceived lack of transparency. The benefit of social recommendations needs to be communicated to the consumer openly, encouraging them to opt in.

Speakers at The Social Web: Have We Arrived?: Elaine Wherry, co-founder of @Meebo, Leo Ryan, Ogilvy Worldwide @LeoTwit, Kim Faura, Marketing Manager giffgaff, chair = Jemima Gibbons, Monkeys with Typewriters.