The Future of Sharing #smwsharing
A summary of the panel discussion on 'The Future of Sharing' hosted by Beyond at the Design Council on Feb 16th as part of London Social Media Week.
Great session on #smwsharing @ #smwldn. People want 1 channel to share everything but dislikes dominance of 1 provider. http://pic.twitter.com/J4a4p2k6Participants:
Gordon MacMillan, Social Media Editor, Brand Republic Group, Haymarket Media @gordonmacmillan (Moderator)
Trevor Johnson, Strategy & Planning, Facebook @uktrevorAllister Frost, Marketing Manager, Microsoft UK @allisterf
Ash Choudhury, Head of Digital Marketing UK, Nokia
Mark Jones, Financial Communities Editor, Reuters @markjonesBeyond has commissioned a survey of more than 2000 social media users in the US and UK to assess the key trends in 'sharing'. The 'Future of Sharing' panel debate was loosely structured around the questions asked in the survey.
Is frictionless sharing here to stay?
- What the survey said: "Some 67% of social media users have allowed an app to post to their profile, listened to a song that was automatically shared to their profile, or read an article that was automatically shared to their profile."
Background: when Facebook launched frictionless sharing last July it prompted controversy. Two good pieces set out the arguments: readwriteweb (pros and cons) and O'Reilly Radar (pro). 
@allisterf makes good point on sharing. Balance between opt-in and ease of use has not been found yet. One size does not fit all #smwsharing
Lot of scepticism about frictionless sharing here at #smwlondon and rightly so. Consumer value needs to be the priority #smwsharing
Straw poll at #smwsharing to see who wants "more frictionless sharing" online in future. Many dozens of early adopters here. Five hands up.Is grouping your friends and selectively sharing content (i.e. the Google+ model) the way of the future or is this too difficult to maintain?
- What the Survey said: Only 40% of survey respondents had created sub-groups. But 62% said the concept appealed to them, suggesting it will become more popular.
Relationships move and shift with time and this could make Google+ or friend categorisation outdate quickly. #smwsharing- Microsoft's Frost calls for more AI to manage the nuanced way our relationships and motivations for sharing change over time #smwsharing
Does anyone else find that grouping online friends is just too much effort? Sharing is not meant to be a long process #smwsharing
future of 'friend' mgt is the G+ circles approach but... users find hassle to manage, too much time, no to 1 platform #SMWsharing #smwldn
Future of sharing = future of stalking? "I know what you watched/bought/ate last night" #SMWsharing
Hey, fellow trashy tv watchers! How do you feel about all of your friends knowing you're watching Fat Pets in real time? #smwsharingWhat does sharing mean for marketing tactics?
- What the survey said: People are more willing to share content if there are incentives. Some 60% of social media users say they would opt to post about a product or service if they were offered a discount or deal.
American Express 'share your love' campaign is example of powerful social incentive - FB Trevor Johnson @ImaginationLabs #smwsharing- Background: American Express's 'Link, Like, Love' programme was identified as a good way in which social sharing could generate solid business benefits.
#smwldn #smwsharing Allister, Microsoft: brands love closed communities but people love serendipity, so brands need to inject serendipity
Facebook's Johnson says gamification and incentives don't attract right fans #smwsharing #bynd Nokia counters you have to weed them outHow will sharing change?
- What the survey said: Respondents are looking to share more personal milestones in what may herald a return to the more personal content of early social networking activity. But sharing activity peaks within six months of going onto Facebook -- sharing may be about to plateau.
