The Shrinking of the Non-Social Web [23Jun11] - 0 views
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Online video is exploding, with annual user growth of more than 45 percent. Mobile-device time spent increased 28 percent last year — with average smartphone time spent doubling. And social networks are now used by 90 percent of U.S. Internet users — for an average of more than four hours a month.
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What replaces the declining searchable Web is a new and “fully connected” digital life. You may have heard this before. After all, the promise of the Web was to connect pages with hyperlinks. Well, this time, “connected” means much more. It means the Web connects us, as people, to each one of the individuals online; and those connections, ultimately, extend from one of us to all of us.
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Now, the Web knows who we are (identity), is with us at all times wherever we go (mobile), threads our relationships with others (social), and delivers meaningful experiences beyond just text and graphics (video).
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But social discovery builds a relationship. Leveraging social endorsements and an environment of serendipitous discovery, consumers meet publishers in a meaningful context. As a result, the relationship that forms is stronger — and, more importantly for publishers, it’s branded.
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SEO’s strategic value is quickly fading as Google’s growth slows and its prominence in distribution slides away. In its place, Facebook has become the wiring hub of the connected Web — a new “home base” alternative to Google’s dominance of the last decade.
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The old searchable Web is crashing; while the new connected, social Web is lifting off. The implications for publishers are massive.
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The greatest innovators in social media are driving exactly along that edge today. As one friend commented recently on the full potential of connected lives, by being joined more closely together, we can increase empathy and meaning, while decreasing isolation.