The Seggr Top Eight Predictions for 2010

The team at Seggr spends a lot of time talking to key influencers at the nexus between technology and business from around the world.

From our unique position, we use our pattern recognition skills to detect and track emergent trends. As we move into the season of giving we wanted to share with you what we see as our Top Eight focus points for 2010:

1. Influence emerges as the universal currency.

2. Personal privacy gets redefined by forces like locational tagging and the intention web.

3. More mobile social business, more game mechanics.

4. Exclusive, velvet rope social networks emerge from the shadows.

5. Augmented Reality begins to move beyond its cool cache and provide real value.

6. Digital curation takes social deep and narrow: laser focusing the firehose.

7. Enterprise speeds up: brands unshackle themselves from ad agencies and get proactive in real time, through microtargeting and deeper, contextual engagement.

8. Social media monitoring standardizes and commoditizes through the emergence of dominant, open platforms and become actionable.

[Picture courtesy of tomhide]

The Intention Web: Social Business Designed

Jeremiah Owyang from the Altimeter Group explains the Intention Web as being about information that provides explicit predictions of who will do what next, although it’s not happened yet.

From his perspective, this forward-looking or anticipation network will provide three unique opportunities:

1.People can now use their social relationships that have similar goals or events on a calendar and improve their experience

2. They can also identify who in their social circles are most likely going where, increasing their knowledge of top events

3. This provides businesses with the ability to listen to provide highly contextualized offerings and experiences for those explicitly stating their intents.

As enterprise increasingly integrates social business design principles, I expect them to formulate strategies for tapping into the growing intention network. These strategies will include ways to identify true intent, reward those who broadcast their intent and generally make  this data actionable.

Jeremiah has provided a list of intention enabled sites including:

*  43 Things, a wish list; and

* Plancast, which allows users to publish their future plans.

I want to talk about another intention enabled site called Sponty.  Boston based, the company uses the tagline ‘be hangoutable’ and bills itself as allowing users to create and discover social activity feeds around them. Users create topical feeds that tell others about fun things happening around town, like indie music and hipster parties.

According to co-founder, Mahmoud Arram, Sponty’s premise is that while location is important, the type of the activity and which of your friends are going is the determining factor whether to go to something. Sponty let’s people broadcast their social intentions so that their friends can join them.

He believes the power is in user created topical event feeds. People may be able to tweet events, but tweets are not actionable; in the sense that you cannot click “I’m down” on a tweet to let the organizer/friend know that you’re going and see who else is going.

Mahmoud sees Sponty as being laser focused on events. “Think of it as real-time intentions, rather than real-time statuses”.

He agrees that game mechanics is an essential element and they are exploring ways to build an incentive system for people to share and contribute their topical event feeds. Currently, the top users feel rewarded when they help people go out and discover an event they probably would not have known about otherwise.

Using Twitter as an analogy and stepping back in time 12 to 18 months, it is not hard to see the power within the intention web. Especially for businesses who are able to tap into what will be a growing arena in 2010.