6
Digital
Trends
to
Watch

 SOCIAL
MEDIA
PRESENTATION


Curated
by
Steve
Rubel,
Director
of
Insights
+

David
Armano,
SVP
...
Technologies
Get
All
the
A/en0on,
Yet
They’re
Flee0ng

Trends,
However,
Develop
More
Slowly
and
Are
OAen
Timeless

TREND
1
‐
MARKETING
IN
THE
AGE
OF

SOCIAL
MEDIA
PRESENTATION
 STREAMS

THE
CHALLENGE:
THE
FIREHOSE

PEOPLE
NEED
TO
HEAR
THINGS
MANY
TIMES
FOR
IT
TO
SINK
IN

I:
ESTABLISH
DIGITAL
EMBASSIES
AND
EQUIP

EMPLOYEES
TO
BECOME
AMBASSADORS





7
II:
EMBRACE
MULTIPLICITY
AND
DIVERSITY

III:
USE
THE
FORCE,
DON’T
FIGHT
IT

TREND
2
‐
THE
GOOGLIZATION
OF
MEDIA:

       BUILDING
A
DIGITALLY
VISIBLE
BUSINESS





10

QUALITY
CONTENT
DRIVES
DIGITAL

VISIBILITY

SOCIAL
CONNECTIONS
DRIVE
DIGITAL

VISIBILITY

TREND
3
‐
THE
DATA
DECADE:

     SOCIAL
MEDIA
PRESENTATION

DIY
INSIGHTS
AND
SITUATIONAL
AWARENESS

I:
TAP
INTO
FREE
TOOLS
AND

    BECOME
DATA
JUNKIES

II:
LOOK
FOR
UN‐MET
NEEDS
AND
USE
THE

DATA
TO
PLAN
PRODUCTS
AND
CAMPAIGNS

II:
MAP
NETWORKS
TO
UNDERSTAND
HOW
TO

    USE
THEM
EFFICIENTLY
AND
EFFECTIVELY

TREND
4–
Business
Becomes
Social
      Social
media
expands
into
the
fabric
of
business

      from
communicaZons
to
how
c...
I:
CONVERT
EMPOWERED
INDIVIDUALS
TO

         EMPOWERED
GROUPS
&
COLLECTIVES

                               (Charles
Schw...
II:
INCLUDE
STAKEHOLDERS
INTO
YOUR

              INNOVATION
INITIATIVES

                                 (Starbucks
is
a...
III:
ENCOURAGE
EMPLOYEES
TO
ADVOCATE

                   RESPONSIBLY





                                   (Nutro
is
an
...
IV:
PREPARE
EMPLOYEES
FOR
PUBLIC

                ENGAGEMENT





22

V:
EMBRACE
SOCIAL
BUSINESS
BEYOND
A

                                                 SINGLE
DEPARTMENT





      CUSTOME...
BUSINESS
BECOMES
SOCIAL:
      ACTION
ITEMS


 • 
Plan
for
scale
(moving
beyond
experiments)
 • 
Organize
accordingly
 • 
...
TREND
5–
LOCATION,
LOCATION,
LOCATION
      “Where
are
you”
is
the
new
what
are
you
doing?

      Mobile
and
local
bring
t...
LOCAL
ADDS
ANOTHER
DIMENSION
TO

      AMBIENT
AWARENESS





26

POPULAR
PLATFORMS
CRITICAL
TO

      MORE
MASS
ADOPTION





27

OPPORTUNITIES
TO
BRING
PHYSICAL

 AND
DIGITAL
WORLDS
TOGETHER





                                    (Starbucks
is
an
Ed...
LOCATION,
LOCATION,
LOCATION:
      ACTION
ITEMS


 • 
Integrate
real
world
events
with
digital
strategy
 • 
Look
for
ways...
TREND
6–
PRIVATE
BECOMES
PUBLIC

      As
networks
such
as
Facebook
begin
to
loosen
their

      privacy
restricZons
and
G...
“Privacy
is
no
longer
a
social
norm”

                     

      ‐Mark
Zuckerburg




 WE
ARE
INCREASINGLY
BECOMING

 RE...
HOW
MUCH
DO
WE
WANT
TO
SHARE?





32

DATA
GETS
PUT
INTO
THE
STREAM
IF

      WE
ALLOW
IT


33

PRIVATE
BECOMES
PUBLIC:
      ACTION
ITEMS


 • 
Be
prepared
for
public
engagement
(social
media
guidelines
etc.)
 • 
Crea...
Thank
You

@steverubel
@armano

SOCIAL
MEDIA
PRESENTATION


edelmandigital.com

Six Digital Trends To Watch by Steve Rubel and David Armano
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Six Digital Trends To Watch by Steve Rubel and David Armano

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This is a slideshow where we identify key digital trends and how your organization needs to plan accordingly for them.
We believe these trends are not future gazing but what’s happening at this very moment and that they will cause organizations to adapt to change, adopt new practices and innovate accordingly.

Presentation by Steve Rubel and David Armano

Published in: Business, Technology
16 Comments
258 Likes
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Notes
  • Great Job, highly recommended read and share slideshare content!

    Those guys are making their and the Edelman brand shareable with their brilliant free content. They simply are the best example for some of the trends they write about.

    Social Media Success = Production of (ppl) shareable 'media' in the age of content and products/ services as the brand's core - with findability as a quality score.

    A brand is defined by what you feel, explore AND find about it.
       Reply 
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  • Cool
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  • A great overview of digital trends!
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  • Useful information for a budding PR practitioner...thanks
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  • @thinkcannon The value in these trends is likely in the synthesis of them as well as the exposure to a broader audience who is not living and breathing in the 'social media bubble' daily. Agree with LK:

    ', they are all lumped together and we are forced to increasingly censor our the content we post like photos and videos,'

    This supports our observation that we are increasingly responsible for our own privacy (vs. platforms)
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Six Digital Trends To Watch by Steve Rubel and David Armano

  1. 1. 6
Digital
Trends
to
Watch
 SOCIAL
MEDIA
PRESENTATION
 Curated
by
Steve
Rubel,
Director
of
Insights
+
 David
Armano,
SVP
Digital

  2. 2. Technologies
Get
All
the
A/en0on,
Yet
They’re
Flee0ng

  3. 3. Trends,
However,
Develop
More
Slowly
and
Are
OAen
Timeless

  4. 4. TREND
1
‐
MARKETING
IN
THE
AGE
OF
 SOCIAL
MEDIA
PRESENTATION
 STREAMS

  5. 5. THE
CHALLENGE:
THE
FIREHOSE

  6. 6. PEOPLE
NEED
TO
HEAR
THINGS
MANY
TIMES
FOR
IT
TO
SINK
IN

  7. 7. I:
ESTABLISH
DIGITAL
EMBASSIES
AND
EQUIP
 EMPLOYEES
TO
BECOME
AMBASSADORS
 7
  8. 8. II:
EMBRACE
MULTIPLICITY
AND
DIVERSITY

  9. 9. III:
USE
THE
FORCE,
DON’T
FIGHT
IT

  10. 10. TREND
2
‐
THE
GOOGLIZATION
OF
MEDIA:
 BUILDING
A
DIGITALLY
VISIBLE
BUSINESS
 10

  11. 11. QUALITY
CONTENT
DRIVES
DIGITAL
 VISIBILITY

  12. 12. SOCIAL
CONNECTIONS
DRIVE
DIGITAL
 VISIBILITY

  13. 13. TREND
3
‐
THE
DATA
DECADE:
 SOCIAL
MEDIA
PRESENTATION
 DIY
INSIGHTS
AND
SITUATIONAL
AWARENESS

  14. 14. I:
TAP
INTO
FREE
TOOLS
AND
 BECOME
DATA
JUNKIES

  15. 15. II:
LOOK
FOR
UN‐MET
NEEDS
AND
USE
THE
 DATA
TO
PLAN
PRODUCTS
AND
CAMPAIGNS

  16. 16. II:
MAP
NETWORKS
TO
UNDERSTAND
HOW
TO
 USE
THEM
EFFICIENTLY
AND
EFFECTIVELY

  17. 17. TREND
4–
Business
Becomes
Social Social
media
expands
into
the
fabric
of
business
 from
communicaZons
to
how
consumers
become
 co‐creators
and
employees
become
advocates 18

  18. 18. I:
CONVERT
EMPOWERED
INDIVIDUALS
TO
 EMPOWERED
GROUPS
&
COLLECTIVES
 (Charles
Schwab
is
an
Edelman
client)

 19

  19. 19. II:
INCLUDE
STAKEHOLDERS
INTO
YOUR
 INNOVATION
INITIATIVES
 (Starbucks
is
an
Edelman
client)

 20

  20. 20. III:
ENCOURAGE
EMPLOYEES
TO
ADVOCATE
 RESPONSIBLY
 (Nutro
is
an
Edelman
client)

 21

  21. 21. IV:
PREPARE
EMPLOYEES
FOR
PUBLIC
 ENGAGEMENT
 22

  22. 22. V:
EMBRACE
SOCIAL
BUSINESS
BEYOND
A
 SINGLE
DEPARTMENT
 CUSTOMER

 CARE
 PR
 IT
 HR
 R&D
 MarkeZng
 “social media” touches all of these 23

  23. 23. BUSINESS
BECOMES
SOCIAL: ACTION
ITEMS
 • 
Plan
for
scale
(moving
beyond
experiments) • 
Organize
accordingly • 
Integrate
external
with
internal
 • 
Engage
employees
 • 
Formalize
guidelines
 24

  24. 24. TREND
5–
LOCATION,
LOCATION,
LOCATION “Where
are
you”
is
the
new
what
are
you
doing?
 Mobile
and
local
bring
the
digital
and
real
worlds
 together.
 25

  25. 25. LOCAL
ADDS
ANOTHER
DIMENSION
TO
 AMBIENT
AWARENESS
 26

  26. 26. POPULAR
PLATFORMS
CRITICAL
TO
 MORE
MASS
ADOPTION
 27

  27. 27. OPPORTUNITIES
TO
BRING
PHYSICAL
 AND
DIGITAL
WORLDS
TOGETHER
 (Starbucks
is
an
Edelman
client)

 28

  28. 28. LOCATION,
LOCATION,
LOCATION: ACTION
ITEMS
 • 
Integrate
real
world
events
with
digital
strategy • 
Look
for
ways
to
bring
people
together
locally • 
Tap
into
“gaming”
aspect
and
reward
parZcipaZon
&
loyalty
 • 
Deliver
value
through
incenZves
 • 
Experiment
with
pilot
programs
 29

  29. 29. TREND
6–
PRIVATE
BECOMES
PUBLIC
 As
networks
such
as
Facebook
begin
to
loosen
their
 privacy
restricZons
and
Gen
Y
advances
in
the
workforce,
 what
once
was
private
becomes
increasingly
public 30

  30. 30. “Privacy
is
no
longer
a
social
norm”
 
 ‐Mark
Zuckerburg WE
ARE
INCREASINGLY
BECOMING
 RESPONSIBLE
FOR
OUR
OWN
PRIVACY
 31

  31. 31. HOW
MUCH
DO
WE
WANT
TO
SHARE?
 32

  32. 32. DATA
GETS
PUT
INTO
THE
STREAM
IF
 WE
ALLOW
IT
 33

  33. 33. PRIVATE
BECOMES
PUBLIC: ACTION
ITEMS
 • 
Be
prepared
for
public
engagement
(social
media
guidelines
etc.) • 
Create
rules
of
engagement
for
social
media
parZcipaZon • 
Monitor
conversaZons
in
all
ecosystems
(owned,
paid,
earned)
 • 
ParZcipate
authenZcally

 • 
Harness
“social
sharing
&
broadcasZng”
 • 
Assume
all
interacZons
are
now
public
 34

  34. 34. Thank
You
 @steverubel
@armano
 SOCIAL
MEDIA
PRESENTATION
 edelmandigital.com

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