The PR BlogPR TrendsBusiness ShiftsEnter the Money Web (2016–Present)

Enter the Money Web (2016 – Present)

The social internet is becoming a transactional space.

Cover photo: @jerrysilfwer

The Hippie Web is dead; enter the Money Web.

Yesterday I gave a talk for a glob­al invest­ment firm. 

I told the invest­ment firm that the Hippie Web (2005 – 2015) had died and that it was time to pre­pare for the Money Web (today and onwards).

Here are the details:

Mastermind: Chief Strategists’ Roundtable

The invest­ment firm had flown in chief strategists from SOMO, Rapp, Qubit, Forward, and Whispr Group. We rep­res­en­ted dif­fer­ent types of digit­al agen­cies (mobile, digit­al advert­ising, con­ver­sion, search and social).

The firm’s investors wanted to inform them­selves about the digit­al future for brands and were eager to hear us present our perspectives.

The oth­er chief strategists poin­ted to count­less excit­ing trends and devel­op­ments, but I wanted to dis­cuss the digit­al trans­form­a­tion more from a birds-eye view. Since I was the last presenter to go up, I was happy with my decision to paint with broad­er strokes.

Summary: My Talking Points

These were my talk­ing points:

  • The Dot-Com Bubble gave way to Social Media. We all know how the dot-com bubble happened. Many of us saw the enorm­ous busi­ness poten­tial of the inter­net. But everything moved too fast, and some­how, we for­got two vital ingredi­ents —e‑commerce know-how and tech­no­lo­gic­ally adap­ted cus­tom­ers. In the wake of the dot-com bubble, social media found its place amongst the rubble.
  • Social Media gave way to the Hippe Web. Once social got a firm hold over the inter­net, the online revolu­tion was powered by social inter­ac­tion and inform­a­tion shar­ing, not com­mer­cial trans­ac­tions. The adop­tion of social media was explos­ive, pav­ing the way for a new class of social media nat­ur­als.
  • The Hippe Web gave way to Social Graphs. Brands were cor­di­ally invited to par­ti­cip­ate (“join the con­ver­sa­tion”) on the Hippie Web, but at the core of every online inter­ac­tion was the social graph (i.e. nodes in a net­work of social rela­tion­ships). Online vir­al­ity was among the first proofs of the social graph’s immense power.
  • Social Graphs gave way to Big Data. One out­come of how users con­nect and share with each via their social graphs turned out to be a pre­cious busi­ness asset — big data. By ana­lys­ing online beha­viours, we can learn to become increas­ingly suc­cess­ful in con­vert­ing inform­a­tion con­sumers into buy­ing customers.
  • Big Bata is now giv­ing way to the Money Web. With big data, we now have the found­a­tion for e‑commerce know-how. And with 15 years since the dot-com bubble, we have tech­no­lo­gic­ally adap­ted cus­tom­ers. From here and many years for­ward, we will rap­idly see online pay­ments replace phys­ic­al payments.

What To Expect From the Money Web

Here are a few takeaways from my talk at the invest­ment firm:

  • The Money Web will be a stark con­trast to the Hippie Web.
  • Digital-first will force­fully drive digit­al trans­form­a­tion across markets.
  • Algorithms will replace dir­ect social inter­ac­tion as the prime driver for gen­er­at­ing social graph data.
  • Companies like Amazon, Google, Facebook, and Apple are well-posi­tioned to gen­er­ate vast amounts of com­mer­cial-type data.
  • E‑commerce might have had a false start, but the industry seems to have a bright future (for real this time). 
  • Traditional com­pan­ies look­ing to move their busi­ness online might have oth­er excit­ing opportunities.

Please sup­port my blog by shar­ing it with oth­er PR- and com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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