Erwin predicts, writes about the future & developments today.

Brand: Hyves

(all brands)

Hyves lets you sort your friends

Dutch social network Hyves lets you sort your friends into groups. You can make a maximum of 7 groups, of which 'family' and 'business' are set. You can use these groups to send a message to part of your friends with one click, for example. Or place a 'WhoWhatWhere' which not all your friends are allowed to see. No one can see who's in which group. In future you'll also be able to use friends groups for other parts, such as photos.

Future vision by Erwin Van Lun

The amount of friends is becoming less important as a status symbol; the amount of contact moments you have and the depth of them, how social you are, that’ll be a lot more important. Currently you have to sort your friends groups automatically, but later social coaching brands will start to give you advice: “Does Marijke, your colleague from work with whom you exchange only business notes, really see all this personal stuff?” That’s how social coaching brands will understand your private life ever better. This is a start.

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Hyves on the iPhone

Hyves, a Dutch social network, now has an application for the iPhone. The application has an address book with the contact details of all Hyvesfriends. With a press of a button the iPhone user can call his or her friends, mail them, text message them or send a note or PM. Besides that photos made with the iPhone can easily be placed on the Hyvespage and Hyvesphotos can be watched on the iPhone.

In a next version a map will be made available. You can use it to see where your friends are. This option, however, won't be available until next year. You'll also be able to see per spot which events there are and which of your friends are already there.

Future vision by Erwin Van Lun

More and more brands are discovering that there are many more screens beside the TV and the internet. The amount of screens will explode in the coming years and brands will appear on all of them. This is an example of that.

Furthermore we see in this development that technology is disappearing. If there’s anything that’s technical, it’s a phone number. Currently you add your phone number to your Hyves-profile yourself and friends can then call you. Now they still see the number, but later even that won’t be necessary anymore. And in the long term, you won’t know your number anymore either; it’ll be connected to the way you ‘sign up in the virtual world’ and you’ll be able to do that since childhood (so in a decade or so), so you won’t know any better than that it’s all automatic. It’s about wanting to call someone; not dialing a number, but calling someone’s name. That’s hidden in this.

Hyves on iPhone

Social network Hyves is now available on the iPhone. This allows you to se if your friends are available for chatting, texting, leaving a message or calling someone directly by touch. Before the end of 2008 another (java) application suitable for other cell phones will be released as well.

Future vision by Erwin Van Lun

This is the essence of social coaching. Hyves facilitates not just the exchange of text messages, but also of speech by letting users call each other. In a next step you’ll be able to leave voice mail and Hyves can save the conversations in a file, even type it out for you. All automated. Hyves will then be our contact to ‘calling’ others instead of a box in a car. We just call out ‘John’ (an example of Hyves’ brand agent), John appears and we ask John to connect us. Then Hyves can analyze the emotions in your conversation, give you tips about wording your thoughts and feelings and in this way help you manage your relationships with your friends. We’ll be twenty years along then, but that’s where Hyves will slowly be offering added value. Not as a fun tool, but as a brand that will take a special place in people’s lives.

Hyves has 9 different logo illustrations

Hyves celebrates the Dutch national holiday Queens Day with nine different logo illustrations: By clicking on the image shown nine different Queens Day illustrations appear in the top left position.

Future vision by Erwin Van Lun

Brands are further building their brand visualisation. The time that a logo had to stay still is slowly being left behind, but the time a logo had to be consistent is far behind us. Even so there are still a very limited number of brands that dare to experiment with logo illustrations.  It is as if this is something only for ‘internet brands’. Any brand can do it. Every brand becomes more congenial by doing it. And it is much cheaper than any above-the-line campaign you can think of . The effect is not yet measurable, there hasn’t been enough research done, but you do get the feeling that it does something with the brand. Brand managers, get going!

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Hyves shows where you are

Via Laat zien waar je bent lets the Dutch social networking site Hyves, in co-operation with Dutch telecom operator Hi, show where your friends are on a Google map (from am, in Dutch. Hyves facilitates ever better contact between people. Now only for Hi users, but soon for everyone. Although currently via SMS, soon Hyves will always know where you are (and share that with others too, if you want). We are sharing more and more information about ourselves with brands who will handle it sensitively. This development is an example.

Hyves collects e-mail addresses

Social network Hyves collects several e-mail addresses per member. Sometimes an e-mail address needs to be confirmed explicitly, sometimes a different mechanism is used (hy). Thus brands don't only remember one e-mail address per individual, but all contact possibilities. Besides, through the brand memory they unlock the collective memories of individual and brand, in which all communication is saved. So that if an e-mail address disappears, the dialogue can still continue.

Hyves opens up profiles

Social Network Hyves makes it possible for third parties to read profiles. In the test version of so-called People API, other websites gain access to profiles. This is the same one could see in a real-life visit, without being a Hyves member. The amount of information then is limited. However by granting a brand permission, the brand can get access to someone's friends list (em, Dutch).
TodaysArt then places your friends on a map. So far for the gimmicks. Now it really will be possible for brands to connect their accounts to Social Networks, to Hyves accounts. With that, it will be possible to see what customers know each other. Then 'advice' can go one step further: 'friends who went to this hotel last year absolutely loved it!' Then the most powerful medium, word of mouth advertising, will get an extra injection. It is all about to start now.

Hyves sells brand preferences

Social network Hyves wants to (anonymously) sell active brand associations of its members to the respective brands. The most popular brands at Hyves on average have more than 100,000 fans. Fashion brand Björn Borg for example, has 230,000 brand fans. Besides, Hyves knows the other brands to which somebody associates, and how this changes in the course of time (em, Dutch). In a media landscape in which brands have a hard time to reach people through advertising, they will be able to promote their products through brands that do have access to the consumer. In the bi-directional world thus developing, consumer knowledge is the specialty of coaching brands, and transaction brands fully focus on top products. After all, to be recommended to somebody, you need to deliver top products.

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