Social Media Trends for
Organizations
Thought-Starters
Dave Fleet
VP Digital, Edelman
With input from Steve Rubel
and Davi...
Edelman.ca
Introduction
Edelman.ca
Themes
1. Silo busting
2. Maturation of social media
3. Rise of the „less shiny object‟
4. Communication accele...
Theme #1:
Silo busting
Edelman.ca
Trend #1: Integration
Organizations will increasingly realize that social media
achieves little unless they int...
Edelman.ca
Trend #1: Best practices
• Structure social media across silos
• Plan communications across functions
• Integra...
Edelman.ca
Trend #2: Social customer support
Multiple factors lead companies to adopt social support
activities alongside ...
Edelman.ca
Trend #2: Best practices
• Engage proactively AND reactively
• Where possible, solve problems in public
• Suppo...
Edelman.ca
Trend #3: Death of the campaign
Companies look beyond campaigns and towards ongoing
activities as drivers of re...
Edelman.ca
ABANDONMENT VALLEYMANAGED COMMUNITY
BUILDS ON EXISTING
COMMUNITY EQUITY
CONSUMER CONVERSATIONS
ACTIVE
CAMPAIGN
...
Edelman.ca
Trend #4: Ad Agencies Awake
2010 was the year that advertising agencies bought-in to social
media. 2011 will se...
Edelman.ca
PAID
media
SOCIAL
platforms
PARTNERSHIPS
INFLUENCER NETWORKS
BRANDED ENTERTAINMENT
NICHE PLATFORMS
EMBASSIES
RI...
Theme #2:
Maturation of social media
Edelman.ca
Trend #5: "Influence" matures
Companies evolve their approach to influence beyond just
considering reach. Thoug...
Edelman.ca
Trend #5: Best practices
• Consider context
• Consider spheres of influence outside the
top tier
• Measure outc...
Edelman.ca
Trend #6: Return of websites
After several years of being told to “fish where the fish are”
businesses realize ...
Edelman.ca
Trend #6: Best practices
• Incorporate social data from connections,
friends
• Design for function & form
• Be ...
Edelman.ca
Trend #7: Democratization of voice
Companies continue the path broken by others to allow
additional corporate s...
Edelman.ca
Trend #7: Best practices
• Set boundaries for free engagement
• Develop community guides to ensure
consistency ...
Edelman.ca
Trend #8: Community management
Community management evolves beyond random engagement
and towards rigorous, meas...
Edelman.ca
• Engage community members and
encourage participation
• Personalize interactions while reinforcing
corporate p...
Theme #3:
Rise of the “less shiny object”
Edelman.ca
Trend #9: Digitally driven crises
No-one thinks they're going to experience a crisis until they do.
More and mo...
Edelman.ca
Trend #9: Best practices
• Identify potential sources of crises
• Plan ahead; get buy-in on removing
roadblocks...
Edelman.ca
Trend #10: Digital Curation
Social media allows everyone to produce content. Some is
good; some is bad. As the ...
Edelman.ca
Trend #10: Best practices
• Identify under-served niches and meet
them
• Frame up issues and discussions;
edito...
Edelman.ca
Trend #11: Search strategy
Companies will increasingly factor search considerations into
the earned and social ...
Edelman.ca
Trend #11: Best practices
• Think beyond SEM and on-domain SEO
• Factor search considerations into
communicatio...
Edelman.ca
Trend #12: Measurement matures
Measurement has long been an Achilles heel for PR.
Advertising agencies are stil...
Edelman.ca
Trend #12: Best practices
• Mandate metric sharing
• Measure outcomes of activities, not outputs
• Consider mea...
Edelman.ca
Trend #13: Rise of the content strategist
As campaigns evolve to sit alongside ongoing community
management, co...
Edelman.ca
Trend #13: Best practices
• Place audiences at the core of content
• Plan and maintain a flexible content
calen...
Edelman.ca
Trend #14: Developer Engagement
33
Photo by bugbbq
Developers are driving innovation across all key digital pla...
Edelman.ca
Trend #14: Best practices
• Make valuable assets available for
developers – e.g. art, text, videos, data
• Buil...
Theme #4:
Communication accelerates
Edelman.ca
Trend #15: Location, location, Facebook
2010 was Foursquare‟s year, but it never broke through.
Facebook is now...
Edelman.ca
Trend #15: Best practices
• Think “LoSoPhoMo,” particularly on
Facebook
• Combine real and digital world
engage...
Edelman.ca
Trend #16: Social media overload
• Social media overload is nothing new to early adopters, but it
will become a...
Edelman.ca
Trend #16: Best practices
• Identify and elevate your experts
• Dazzle with data
• Integrate social to cut down...
Edelman.ca
Trend #17: Marketing in Streams
Increasing prevalence of streams of news means that “what”
and “where” no longe...
Edelman.ca
Trend #17: Best practices
• Analyse your audience activity
• Schedule updates throughout the day
• Post content...
Edelman.ca
Trend #18: Listening becomes mandatory
Increased occurrences of social media-driven issues, combined
with the p...
Edelman.ca
Trend #18: Best practices
• Formalize monitoring for the organization
• Tailor search taxonomies to functional
...
Edelman.ca
Questions for you:
• What trends do you see?
• Which trends are most helpful for you?
• Which trends are most c...
Edelman.ca
LinkedIn.com/in/davefleet
dave.fleet@edelman.com
416.849.8940
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Dave Fleet - Making the Most of Social Media Trends in 2011

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Now that you’ve established a presence on social media and mastered the basics, you want to make the most of your experience by staying current with this ever changing field. In this session, Dave Fleet will share his insights into key trends to expect in 2011. His presentation will help you learn how to build upon your existing relationships and communities by making strategic use of social media.

Takeaways:
- Insights into key trends driving social media activities within businesses
- Pointers on best practices for optimizing social media
- Ideas for executing social media within their organizations

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Transcript of "Dave Fleet - Making the Most of Social Media Trends in 2011"

  1. 1. Social Media Trends for Organizations Thought-Starters Dave Fleet VP Digital, Edelman With input from Steve Rubel and David Armano
  2. 2. Edelman.ca Introduction
  3. 3. Edelman.ca Themes 1. Silo busting 2. Maturation of social media 3. Rise of the „less shiny object‟ 4. Communication accelerates
  4. 4. Theme #1: Silo busting
  5. 5. Edelman.ca Trend #1: Integration Organizations will increasingly realize that social media achieves little unless they integrate it with other communication forms and with other business functions
  6. 6. Edelman.ca Trend #1: Best practices • Structure social media across silos • Plan communications across functions • Integrate and share intelligence across the enterprise
  7. 7. Edelman.ca Trend #2: Social customer support Multiple factors lead companies to adopt social support activities alongside their traditional channels
  8. 8. Edelman.ca Trend #2: Best practices • Engage proactively AND reactively • Where possible, solve problems in public • Support resolution by the community • Reward third-party advocates Photo: angelaarcher
  9. 9. Edelman.ca Trend #3: Death of the campaign Companies look beyond campaigns and towards ongoing activities as drivers of results in social media activities
  10. 10. Edelman.ca ABANDONMENT VALLEYMANAGED COMMUNITY BUILDS ON EXISTING COMMUNITY EQUITY CONSUMER CONVERSATIONS ACTIVE CAMPAIGN SPIKE ACTIVE CAMPAIGN SPIKE Trend #3: Best practices • Identify an executive sponsor • Budget, staff, plan for ongoing activities • Diversify responsibility for activities – Between functions – Within functions
  11. 11. Edelman.ca Trend #4: Ad Agencies Awake 2010 was the year that advertising agencies bought-in to social media. 2011 will see that continue, albeit with bumps in the road.
  12. 12. Edelman.ca PAID media SOCIAL platforms PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS EMBASSIES RICH MEDIA CONTENTDIGITAL PROPERTIES WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE INFLUENCER ENGAGEMENT ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS OUTPOSTS RELEVANT MESSAGE BOARDS BLOGOSPHERE Social Engagement Concentrated Here EARNED media OWNED properties Source: David Armano, Edelman 2010, edelmandigital.com Trend #4: Best practices • Integrate advertising into social programs • Balance pros and cons of different media forms in communications programs • Beware of purely campaign-based approaches • Leverage creativity while maintaining engagement
  13. 13. Theme #2: Maturation of social media
  14. 14. Edelman.ca Trend #5: "Influence" matures Companies evolve their approach to influence beyond just considering reach. Thought leadership and experts take precedence.
  15. 15. Edelman.ca Trend #5: Best practices • Consider context • Consider spheres of influence outside the top tier • Measure outcomes to refine approach
  16. 16. Edelman.ca Trend #6: Return of websites After several years of being told to “fish where the fish are” businesses realize that social integration to existing web sites doesn’t only help them become relevant—users will expect it.
  17. 17. Edelman.ca Trend #6: Best practices • Incorporate social data from connections, friends • Design for function & form • Be conservative on privacy
  18. 18. Edelman.ca Trend #7: Democratization of voice Companies continue the path broken by others to allow additional corporate spokespeople in the online space
  19. 19. Edelman.ca Trend #7: Best practices • Set boundaries for free engagement • Develop community guides to ensure consistency in approach • Hire experience and train for success
  20. 20. Edelman.ca Trend #8: Community management Community management evolves beyond random engagement and towards rigorous, measured strategic activity
  21. 21. Edelman.ca • Engage community members and encourage participation • Personalize interactions while reinforcing corporate priorities • Act transparently • Engage respectfully • Act as a real-time first line of defense for online issues Trend #8: Best practices
  22. 22. Theme #3: Rise of the “less shiny object”
  23. 23. Edelman.ca Trend #9: Digitally driven crises No-one thinks they're going to experience a crisis until they do. More and more organizations will realize too late that they need to incorporate digital into their crisis plans.
  24. 24. Edelman.ca Trend #9: Best practices • Identify potential sources of crises • Plan ahead; get buy-in on removing roadblocks • Monitor continuously for emerging issues • Practice thorough crisis simulations
  25. 25. Edelman.ca Trend #10: Digital Curation Social media allows everyone to produce content. Some is good; some is bad. As the volume of information increases, companies may benefit from curating the former.
  26. 26. Edelman.ca Trend #10: Best practices • Identify under-served niches and meet them • Frame up issues and discussions; editorialize • Make curation collaborative and social Photo by chrisjbarker
  27. 27. Edelman.ca Trend #11: Search strategy Companies will increasingly factor search considerations into the earned and social realms of their online activities.
  28. 28. Edelman.ca Trend #11: Best practices • Think beyond SEM and on-domain SEO • Factor search considerations into communications planning, not just content • Optimize activities to realize long-term benefit from short-term campaigns
  29. 29. Edelman.ca Trend #12: Measurement matures Measurement has long been an Achilles heel for PR. Advertising agencies are still stuck measuring impressions. Measurement will, by necessity, evolve in 2011.
  30. 30. Edelman.ca Trend #12: Best practices • Mandate metric sharing • Measure outcomes of activities, not outputs • Consider measurement at the beginning and middle – not just the end • Tailor reports to the audience • Insist on context alongside numbers
  31. 31. Edelman.ca Trend #13: Rise of the content strategist As campaigns evolve to sit alongside ongoing community management, content creation and optimization takes a central place at the social media table. Photo: John Two Persons Benedick
  32. 32. Edelman.ca Trend #13: Best practices • Place audiences at the core of content • Plan and maintain a flexible content calendar • Create social objects to drive attention • Optimize based on previous results
  33. 33. Edelman.ca Trend #14: Developer Engagement 33 Photo by bugbbq Developers are driving innovation across all key digital platforms. Marketing innovators will begin working with developers to scale their programs and boost their surface area.
  34. 34. Edelman.ca Trend #14: Best practices • Make valuable assets available for developers – e.g. art, text, videos, data • Build APIs and cultivate a rich developer network • Adopt developer creations 34
  35. 35. Theme #4: Communication accelerates
  36. 36. Edelman.ca Trend #15: Location, location, Facebook 2010 was Foursquare‟s year, but it never broke through. Facebook is now paying attention to location, and is poised to make location-based marketing relevant.
  37. 37. Edelman.ca Trend #15: Best practices • Think “LoSoPhoMo,” particularly on Facebook • Combine real and digital world engagement • Reward advocates with additional privileges and rewards
  38. 38. Edelman.ca Trend #16: Social media overload • Social media overload is nothing new to early adopters, but it will become an increasing issue for “average” users
  39. 39. Edelman.ca Trend #16: Best practices • Identify and elevate your experts • Dazzle with data • Integrate social to cut down on new logins • Ask and answer
  40. 40. Edelman.ca Trend #17: Marketing in Streams Increasing prevalence of streams of news means that “what” and “where” no longer answer enough questions. “When” becomes an important consideration.
  41. 41. Edelman.ca Trend #17: Best practices • Analyse your audience activity • Schedule updates throughout the day • Post content at optimum times Credit: HubSpot
  42. 42. Edelman.ca Trend #18: Listening becomes mandatory Increased occurrences of social media-driven issues, combined with the potential for insights and for building brands and reputations drives monitoring as a core social activity
  43. 43. Edelman.ca Trend #18: Best practices • Formalize monitoring for the organization • Tailor search taxonomies to functional needs • Establish processes to route and escalate conversations as needed • Extend monitoring boundaries beyond the organization to a wider context
  44. 44. Edelman.ca Questions for you: • What trends do you see? • Which trends are most helpful for you? • Which trends are most challenging? Questions?
  45. 45. Edelman.ca LinkedIn.com/in/davefleet dave.fleet@edelman.com 416.849.8940
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