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Social media trends 2013


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A collection of 13 social media trends you can expect to see in 2013. …

A collection of 13 social media trends you can expect to see in 2013.

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  • 1. 13 SOCIAL MEDIA TRENDSfor 2013February 2013
  • 2. 2013 Trends
  • 3. 1. 1.The image-powered social web gets even more powerful
  • 4. 1. Image power • 2012 was the year of Pinterest and Instagram • Both platforms (and the other major ones) showed that the average web user loves consuming image-based posts • In 2013, this phenomenon will only gather more momentum • Smart brands have recognised this and are using imagery in the right ways to generate the right interaction
  • 5. 2.The 6-second video app called Vine might get huge
  • 6. 2. Vine time • Vine has been the most talked about new social platform of the year (so far) • Just like Twitter before it, Vine has put a limit on the form of content it shares (video) • It solves the biggest problem people have traditionally had with moving imagery: producing quality long form content • When you only have six seconds, you can tell a story without that pressure • It’ll be interesting to see how brands capitalise on this potential opportunity
  • 7. Twitter’s evolution takes it down two very specific paths: Live events and customer service 3.
  • 8. 3. Tailored Twitter • Twitter is the only true real-time social platform (of scale) • Brands have started to realise that unless their Twitter presence has a big real-time component, they won’t be very relevant • Customer service is one way they can do this • The other is using major events to enter large-scale conversations • Look for this to become more pronounced in 2013
  • 9. 4. The rise of semi-guaranteedengagement on all platforms (but especially Facebook)
  • 10. 4. Semi-guaranteed engagement • Facebook continues to develop new ways to make money from its captive audience • The introduction of promoted posts in 2012 was one such development and brands quickly got drunk on the potential reach of these amplified updates • However, brands need to ensure that these posts genuinely add value to the Facebook eco-system if they want to achieve any real value from this investment
  • 11. 5.The long-overdue maturation of brands on YouTube (hopefully)
  • 12. 5. YouTube for real? • The majority of brands still see YouTube as a place to get famous on the back of a viral videos • In 2013, I’m hoping we see more brands use YouTube as a place for on-going engagement with their audiences, creating and curating content by adding value • This might be in the form of sharing the wealth of knowledge that can be found within organisations • Or, it might be through content that entertains while telling useful stories • Fingers crossed!
  • 13. Community management willmove in-house more and more6.
  • 14. 6. In-house management • Agencies have made a bit of money over the last few years by being able to provide the talent and resource to effectively manage social media profiles and communities • Brands will bring this responsibility in house more and more in 2013 to save money and provide a more genuine consumer experience • Agencies need to recognise this and develop other ways of adding social media value beyond this service
  • 15. 1. 7. More sophisticatedThe long-overdue maturation collaboration with online of brands on YouTube influencers
  • 16. 7. Sophisticated collaboration • Genuine collaboration between brands and online influencers happened more in 2012 than in any previous year, but it was still more a rarity than a regular occurrence • Brands will be forced to think more collaboratively if they want to work with the people that have the resonance with the people they want to reach • This should happen more in 2013 (hopefully)
  • 17. 1. 8. Physical events will be The rise of semi-designed with social sharing at guaranteed engagement the heart of the concept
  • 18. 8. Offline / online • The relationship between offline production and online amplification is talked about a lot • In 2012, we saw more and more physical events, and especially sponsorship activations feature elements that appealed to people’s propensity to share experiences of note • In 2013, the ‘social event’ within the physical event will be more obvious than ever before
  • 19. 9. Public figures will seek out more advice around being better online participants
  • 20. 9. Celebrity challenges • Public figures that have been able to develop big social media followings have predominantly done so on the back of the things they’re famous for • This has meant that haven’t necessarily been the best online participants • In order to maintain an engaged audience, these public figures need to think more about what they can do to add value to the lives of the people that follow them
  • 21. 10.‘Big data’ is replaced by ‘unified data’
  • 22. 10. Meaningful data • There is no shortage of data out there, but how much of it is actually actionable? • Smart brands have started to think differently about the way they collect and use all forms of data to better inform business decisions
  • 23. The obsession with numbers gets worse11.
  • 24. 11. Meaningless numbers • One of the big trends from 2012 was the attempt from many to create a universal value for social media engagement • But, like all social media metrics, things like engagement rate can be manipulated • I personally don’t see this changing much in 2013 (or anytime soon)
  • 25. 12. Facebook will look verydifferent in 12 months time
  • 26. 12. Changing Faces • Facebook’s one constant is change • It always responds to broader online trends and is always evolving (as it should) • This won’t change in 2013 • What will these changes look like? Who knows? But they’ll happen. Guaranteed.
  • 27. 13.Brands will continue to make catastrophic mistakes
  • 28. 13. Catastrophes continue • Social media is still a very new discipline (in the whole scheme of things) • The media is still obsessed by it • So, brands will make big and small mistakes and we’ll hear about them again and again and again • As long as lessons are learned, these mishaps won’t be futile (again, I hope)
  • 29. ABOUT
  • 30. About Adam Vincenzini • Currently head of social media at Mango, part of DDB Worldwide • Previous to that, head of digital at one of the UK’s most highly regarded independent agencies • Also worked with the Australia Cricket Team for a number of years, especially in its early stages of digital asset development and community engagement
  • 31. My online footprint Twitter: @adamvincenzini Slideshare: @adamvincenzini Blog: (Hub) Facebook: LinkedIn:
  • 32. Social media touch points Paid Owned Earned Display Ads Website / Blog Word of Mouth Paid Search Social Media Profiles 3rd Party Social Profiles Sponsorships Apps / Digital Assets Bloggers Email Lists Forums / Boards Niche Communities