The Wave story

TEXTUAL June 2006

  1. 1
  2. October 1999 Baidu: launch
  3. Januray 2001 Wikipedia: launch
  4. March 2002 Friendster: launch
  5. Januray 2003 Myspace: launch
  6. May 2003 Linked In: launch
  7. August 2003 Second Life: launch
  8. August 2003 Skype: launch
  9. September 2003 Delicious: launch
  10. Januray 2004 Orkut: launch
  11. February 2004 Flickr: launch
  12. December 2004 Digg: launch
  13. Januray 2005 Bebo: launch
  14. March 2005 Flickr: launch
  15. April 2005 Youtube: first video uploaded
  16. August 2005 Android: launch
  17. February 2006 Jaiku: launch
  18. July 2006 Twitter: launch
  19. September 2006 Facebook: launch
  20. October 2006 Kohtakte: launch
  21. 2007
    Wave 2

    Visual 2007

    Wave 2

    Showed how social media moved from a text-based medium of bloggers and comment posters to a fully audio visual one full of content creators and sharers.

    2
  22. January 2007 Apple: launch iPhone
  23. March 2007 Tumblr: launch
  24. Wave 3

    Influential 2008

    Wave 3

    Charted the democratisation of influence, how social media was driving greater means and opportunity for consumers to influence their peers.

    2008
    3
  25. April 2008 Facebook: overtakes MySpace in popularity
  26. August 2008 Facebook: over 100M users
  27. September 2008 Android: launch of first android phone
  28. October 2008 Spotify: launch
  29. 2009
    Wave 5

    Motivational 2009

    Wave 4

    Examined the reasons behind the huge growth in social media by understanding the motivations behind the use of different social media platforms. Showing that consumers engage with a platform because it meets specific consumer needs and all platforms meet these needs differently.

    4
  30. March 2009 Foursquare: launch
  31. June 2009 Farmville: Launch
  32. June 2009 Flickr: more than 3.6Bn images
  33. August 2009 Xiaonei: becomes RenRen
  34. Wave 5

    Social 2010

    Wave 5

    Told us that there was huge demand for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create the right experience benefitted enormously, driving brand loyalty, endorsement and sales.

    2010
    5
  35. February 2010 Facebook mobile: 100M users
  36. April 2010 Apple: iPad release
  37. July 2010 Foursquare: 100M check-ins
  38. August 2010 Groupon: fastest growing company of all time
  39. October 2010 The Social Network film released
  40. December 2010 Instagram: 100M users 2.5 months just after launch
  41. 2011
    Wave 6

    Business 2011

    Wave 6

    Has shown us that meeting different consumer needs delivers different outcomes for brands. For example some will create loyalty whilst others are better at driving sales. Therefore actually knowing what consumer need and how brand objectives can be met is the key to the long-term success of social strategy.

    6
  42. March 2011 Linked in: 100M members
  43. April 2011 Livingsocial: valued at > $36Bn
  44. June 2011 Google+: Launch
  45. June 2011 Twitter: Over 200M tweets a day
  46. September 2011 QQ IM: Over 700 active users
  47. Dezember 2011 Facebook: Over 845M active users
  48. April 2012 Facebook buys Instagram
  49. May 2012 Facebook floats on NASDAQ
  50. June 2012 500M+ users on Twitter
  51. June 2012 NSA scandal
  52. August 2012 Vine has over 40M users
  53. October 2012 Facebook has over 1Bn users
  54. Wave 7

    Cracking the social code 2013

    Wave 7

    Has told us that the insights we get from an understanding of social behavior aren’t just relevant in the social space but are, in fact, inherent human truths that underpinned consumers` relationship with products and brands. Therefore, we need to understand how to leverage these insights using all brand assets, both above the line and in the digital social space, to create a coherent and compelling whole.

    2013
    7
  55. Februar 2014 Facebook buys WhatsApp
  56. March 2014 Ello launches
  57. March 2014 Oscars selfie
  58. April 2014 Yo launches
  59. May 2014 40M Spotify users
  60. June 2014 UK ASA tells Outbrain to label sponsored content clearly
  61. July 2014 Actor Chen Kun is Weibo’s most-followed user: 74M followers
  62. August 2014 Amazon buys twitch.tv
  63. September 2014 Netflix subscribers in 40+ countries
  64. October 2014 Whisper caught tracking users
  65. October 2014 @katyperry is Twitter’s most-followed handle: 59M followers
  66. October 2014 560M LINE users
  67. 2014
    Wave 8

    The language of content 2014

    Wave 8

    Wave 8 demonstrates that content is at its most powerful when it goes beyond just informing or entertaining and transforms into a “social commodity”. This is because people share content to say something about themselves and they become far more emotionally invested in content that helps them do it. Brands that build these social commodities benefit enormously, the key lies in understanding what it is the consumer is trying to express and in creating content that helps them.

    8