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Tuesday, June 22, 2010


MOwniNK ... Nih My 2Snd BLog aLL abOUT Knowledge ,SomethinG that I read on THE NET WeLL is Easy JUZ gOoGLed......wink *

June 2010 | Long gone are the days when 'online' was synonymous with social isolation and loneliness. In fact, we're now witnessing the exact opposite: technology is driving people to connect and meet up en masse with others, in the 'real world'. It makes for an interesting, easily-digested trend, begging to be turned into new services for your customers.Earlier this year, we touched upon the MASS MINGLING trend in our ‘10 trends for 2010’ briefing, but this phenomenon now warrants its own, full briefing:

As predicted by digital gurus more than a decade ago, hundreds of millions of people are now living large parts of their lives online (and lovin’ it!). However, this has not turned entire generations into homebound, anti-social zombies (another popular forecast). Au contraire: social media and mobile communications are fueling a MASS MINGLING that defies every cliché about diminished human interaction in our ‘online era’.

So (for now), forget a future in which the majority of consumers lose themselves in virtual worlds, with cities dying and kids never seeing the light of day; expect people to mingle and meet up like there’s no tomorrow. A definition:

MASS MINGLING | Thanks to the online revolution, hundreds of millions are now actively searching for, finding, connecting/signaling, and staying in touch with likeminded souls in the virtual world. Constant updates, GPS and mobile online access is now bringing this explosion of dating, networking, socializing and mingling to the real world domain.

Here’s what driving this trend, in more detail:

1. People love to connect

MASS MINGLING follows the pattern of any consumer trend, whereby an existing human need is unlocked in a new way. In this case, interacting with other people - a fundamental need (which goes beyond simply enjoying one another's company, or being emotionally dependent on other people) - has become easier thanks to new technology.

So, no surprise here that hundreds of millions of people are now adding and tending to personal profiles (listing likes and dislikes, interests, preferences, physical assets, and opinions), making it easier than ever before to ‘discover', or stay in touch with, likeminded others*.
Think friends and family, colleagues, romantic interests, and those sharing similar hobbies, interests, political preferences, grievances or causes. And all this 'befriending' takes place in unprecedented quantities: never before were people able to build and maintain such extensive and relevant personal networks.

Some numbers:

* Twitter: 100 million+ users, with 50 million tweets sent each day.
* Facebook : nearing 500 million users. The average user has 130 friends, spends 55 minutes a day on the site and receives three "event invitations" to real-life gatherings every month (in December 2009, the company stated that 3.5 million events were created every month). Next? According to The New York Times, Facebook will soon incorporate 'location' in two ways: its own features for sharing location and APIs to let other sites and apps offer location services to Facebook users. This could well be a MASS MINGLING killer app.
* LinkedIn : over 65 million members. A new member joins LinkedIn approximately every second.
* A ‘veteran’ MASS MINGLING engine like Meetup has 6.1 million members, handling 2.2 million RSVPs and 180,000 meet-ups, in 45,000 cities a month.
* Foursquare has one million users, while Gowalla: 150,000 users.
* Nearly three quarters (73%) of online teens and an equal number (72%) of young adults* use social network sites. 73% of adult profile owners use Facebook, 48% have a profile on MySpace and 14% use LinkedIn. (Source: Pew, Feb 2010.)

Thanks to our connection machine, they [young people] will stay linked, likely for the rest of their lives. With their blogs, MySpace pages, Flickr photos, YouTube videos, Seesmic conversations, Twitter feeds, and all the means for sharing their lives yet to be invented, they will leave lifelong Google tracks that will make it easier to find them."

2. People love the ‘real world’

While the rise of the online world remains one of the premier (consumer) stories of our time, URBANY and the EXPERIENCE ECONOMY /LIVING THE LIVE, with their decidedly 'offline' overtones, are enormously impactful too.

This incredibly powerful tandem of mass urbanization and experiences has resulted in an orgy of real world activities and happenings that are all about mingling; from countless cultural and not so cultural events, concerts, festivals, and seminars, to a burgeoning and truly global bar/dining/party scene, to a Warholian retail renaissance, to tourism & travel now being one of the world's largest industries, employing approximately 220 million people and generating over 9.4 percent of world GDP. In short, people have always, and will for a long time continue to enjoy interacting with other warm bodies.

With online going mobile, why stay inside anyway?

The mobile web has eradicated any wired person's dilemma whether to be offline in the real world, or being online but stuck in one location (in a room, or worse, in a basement). Offline is now online, and online is offline. More on that below ('An info-layer on top of daily life').

3. An info-layer on top of daily life

Back to the beginning of this Trend Briefing: MASS MINGLING is happening because people can. There's now an all-encompassing information layer* on top of real-world daily life, that (especially when mobile and location-based), turns 'connecting' into 24/7 and 'on the go', further blurring the boundaries between online and offline.

This layer has created a space in which following, finding, tracking, connecting to, and ultimately (spontaneously) meeting up in the real world with interesting known and unknown people will be easy, automatic, instinctive, convenient, and even natural. And thus, for many, connecting to 'strangers' is rapidly becoming second nature.

* In May 2010, Microsoft hosted a secret party in Atlanta to promote its social media focused phone, the Kin. A few hours before the event took place, hints on the concert venue were dropped on social media sites Facebook and Twitter. Word quickly spread and more than 1,000 people showed up at the hip hop concert hosted by rapper Big Boi.
* In May 2010, Samsung projected a large advertisement onto the side of a building in Amsterdam to promote its 3D LED TV, as well as allowing users to experience the TVs on a smaller scale. The brand used a range of social media networks to spread word of the event, and mingling participants who checked in on Foursquare were offered the opportunity to win one of the 3D TVs.

* Disney has created a Facebook app designed to encourage US consumers to group-purchase cinema tickets for the opening weekend of Toy Story 3. Disney Tickets Together enables users to promote the event to their friends and organize group parties via facebook. After a soft-promotion of the app, via its Toy Story 3 Facebook page, Disney reported seeing groups as high as 80 people booking tickets to attend its third film.
* A recent tweet from SouthWest Airlines: "Hey Panama City! Join us @ Tootsies @pierpark 9-11 tonight! 1st 100 customers to whisper #seaturtle at the door get drinks on us! #SWAECP".

For business, the opportunities are plentiful: Anyone involved with anything that helps people getting and staying in touch, that gets people from A-Z, or that accommodates those people before, during or after meet-ups with others, should find it easy to dream up services and products that further facilitate one-off or recurring MASS MINGLING of your customers if not your brand fans.

At the same time, purely 'online' brands will have to further embrace the real world, by building a temporary or permanent real-world, physical presence. In the end, every business wants to be where its customers (physically) are. Of course, our recent Trend Briefing on BRAND BUTLERS comes to mind, too.

Oh, and what's itself doing, mingling-wise? Well, while we're doing plenty of unofficial mingling, we will initiate a number of more structured MASS MINGLING events for dedicated readers, Seth Godin style. We'll announce these meet-ups early Q4, so make sure you are subscribed to our Trend Briefings.

Until then, make the most of the convergence of offline and online!


nota Lucca Ku : Feellins Sad make me feel the real Human inside me
mayBe it Happen Cuz i geT to Happy before
Yet I have To take the bad With the GoOd
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