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Looking into the (GPS enabled, wireless) Crystal Ball: Social Merges With IoT in 2016

11 January 2016

Oracle Social's Senior Content Manager Maggie Schneider Huston shares insight into 2016 social marketing trends.

To kick off the new year, we’re diving deep into the major trends for social media marketing. What will the future bring? Here are some thoughts from Oracle Social's Senior Content Manager Maggie Schneider Huston:

I’m not a “good sleeper.” I have struggled my entire life with falling and staying asleep. As a newborn in the hospital the nurses called me, “the baby with the eyes” because I never closed my large, light blue eyes.


I never grew out of it. A few years ago I used the “Sleep Cycle” app to track how poorly I was sleeping. When I showed the data to my doctor, he whipped out his prescription pad and started scribbling.


Fast forward three years, and this is what my daily routine will look like in 2016: I wake up and read a report on my sleep habits, generated from my bed. I weigh myself and learn that I have lost .5lbs, the air quality in my house is good, and that I have a super-low body fat percentage. (Hey, I’m dreaming, okay?) I measure out breakfast, which is then recorded in my daily calorie log, and check my phone to see how long it will take to get to work. I order a ride through Uber and Facebook Messenger, and arrive at work precisely on time. Every click at work is recorded. I use my ClassPass app to find a workout for my lunch hour. After work, I check Yelp for a restaurant recommendation and order takeout. I notice my activity level is low and run a few sets of stairs. Finally, I arrive at home and binge watch something on Netflix until I crash.


In 2010, the exact same day would’ve provided just two major insights for social media marketers: I use online reviews to find restaurants and I watch Netflix. In 2016, every single action in my daily routine will be converted into data points. Things that used to live entirely in the physical world (like how well I slept, how much I ate or what workout I prefer) are now tracked, logged and entered into algorithms. Patterns emerge. “In a world where every device can generate useful information, entirely new business opportunities are presented, and there’s no shortage of people who want to get after them,” says Chuck Hollis, Oracle Senior Vice President of Converged Infrastructure.With the Internet of Things (IoT), customer profiles become richer and customer experience reigns supreme.


Data Becomes Currency in IoT-Saturated World


Social marketers can use this data to provide highly targeted ads for their customers. In 2010, I would have been labeled as a “25-34 year old female, college educated, lives in Atlanta.” In 2016, I’m an “active, college-educated, 25-34 year old female who is employed, tech-savvy, lives in Atlanta, has a 45-minute commute and is interested in health, wellness, and trashy television. “The advent of IoT changes everything. Data has now become the new currency for differentiation and competitive advantage,” says David Ng, Oracle Insight. By converting physical actions into digital data points, the IoT enables marketers to create a more complete profile of their customers.

Every “Thing” Will Be Connected


According to Gartner, 6.4 billion connected “things” will be in use in 2016. That’s a 30% increase from 2015. One of the main challenges for marketers is making sense of these disparate data points. Oracle Data Cloud, Oracle Marketing Cloud and Oracle Social Cloud work closely together to provide a holistic view of the customer. Even more importantly, Oracle Social Cloud’s Social Relationship Management (SRM) tool listens to social media posts in over 30 languages, which is essential in the global marketplace.

















Misused, this data could lead to some very creepy actions. For example, I was recently targeted on Facebook with an ad for e-counseling. Needless to say, it was a bit odd - until I remembered that I had "liked" a friend’s post about coping with depression. What had started off as a way for me to support my friend ended up flagging me as a potential customer. That’s… too much.

Finding the sweet spot between targeted advertisement (which is welcome) and too-targeted advertisement (which is invasive) will be the biggest challenge for social marketers using IoT in 2016. When in doubt, sleep on it - or in my case, lie awake, stare at the ceiling and ruminate for hours.

Source: Oracle Social Spotlight

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