Powerhouse Trends Webinar: 5 Trends to Watch in 2013

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In 2012 we saw the rise of Pinterest, Facebook go public, the proliferation of niche networks and a growing emphasis on visual content. 2013 is sure to be a year in which social media marketing is redefined and marketers are forced to adapt even more to the constantly evolving landscape.
The rise of visual web, the end of the social silo, the necessity of agile marketing, show vs. tell your brand story in the social space, and more will define social media marketing in 2013. Now is the time to prepare.

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Powerhouse Trends Webinar: 5 Trends to Watch in 2013

  1. 1. HOUSEKEEPING⠿Questions welcomed⠿Catch it again on SlideShare⠿Join the conversation: #phftrends
  2. 2. WHO WE ARE Taylor Wiegert Emily Worstell @twiegert @futurenever
  3. 3. TODAY WE WILL…⠿Share five social media marketing trends taking us into 2013⠿Reveal the opportunity for marketers to leverage the trends⠿Identify immediate next steps for marketers
  4. 4. Trend #1THE VISUAL WEB
  5. 5. WHAT IS THE VISUAL WEB? ⠿The focus on images, rather than text ⠿Images and video used to communicate experiences to your social connections online
  6. 6. It started in 2011… “10% OF ALL PHOTOS EVER TAKEN WERE SHOT IN 2011.” — FORTUNE MAGAZINE
  7. 7. THE ALWAYS-ON CAMERA⠿Digital camera sales are down⠿The phone has replaced the camera⠿Phones fit into consumers’ lives
  8. 8. THE PINTEREST EFFECT ⠿23.5 million users ⠿1,795% growth over last year
  9. 9. THE PINTEREST EFFECT
  10. 10. THE PINTEREST EFFECT
  11. 11. THE PINTEREST EFFECT
  12. 12. SOCIAL VIDEO ⠿Became the #1 Facebook app ⠿5.9 million monthly active users ⠿1 million daily active users
  13. 13. JUST GETTING STARTED
  14. 14. THE BILLION DOLLAR BET ⠿100 million registered users ⠿ 30 million users in April ⠿Surpassed Twitter on daily mobile users in August ⠿ 7.3 million vs. 6.9 million
  15. 15. MAJOR PLAYERS WILL PIVOTTUMBLR facebook TWITTER
  16. 16. CONSUMERS ARE RESPONDING⠿Photos receive higher engagement on Facebook⠿Images increase likelihood for purchase consideration⠿Photos are valuableSource: Facebook
  17. 17. HOW TO RESPOND… TODAY⠿Make photos part of your content strategy⠿Leverage visual content on your brand’s social media channels and tag appropriately⠿Follow your consumer’s behavior
  18. 18. Trend #2MARKET FOR REVIEWS
  19. 19. WHAT IS THE MARKET FOR REVIEWS? ⠿A social environment that relies on and rewards the promotion of consumer reviews ⠿Brands intersecting prolific reviewers to garner favorable reviews
  20. 20. WHAT CREATED THIS? ⠿Consumers continue to trust, and value, the recommendations of their peers above brands ⠿Proliferation of social review sites as a consumer response outlet
  21. 21. HOW IS THE SOCIAL SPACE CHANGING? ⠿By 2014, 15% of online reviews will be paid for by brands ⠿Social review sites already on the defense to protect integrity of reviews
  22. 22. HOW YOU CAN RESPOND… TODAY⠿Don’t give in to temptation⠿Develop online reputation management strategy⠿Socialize customer service⠿Engage influencers to credibly, and transparently, build reputation
  23. 23. Trend #3THE SOCIAL/MOBILE REVOLUTION
  24. 24. MOBILE IS TAKING OVER
  25. 25. MORE CONNECTED
  26. 26. …AND MORE SOCIAL
  27. 27. Social networks have noticed… “WE ARE GOING TO EXECUTE THIS MISSION TO MAKE THE WORLD CONNECTED AND BUILD VALUE OVER THE LONG-TERM. THE BIGGER QUESTION THAT WILL DEFINE HOW WE HAVE DONE IS HOW WE DO WITH MOBILE.”— MARK ZUCKERBERG, FACEBOOK
  28. 28. FACEBOOK ACQUIRED AND ADVERTISEDINSTAGRAM ACQUIRED INTRODUCING MOBILE ADS
  29. 29. TWITTER CONTROLLED AND PROMOTEDAN OFFICIAL APP ECOSYSTEM MORE USERS AND MORE ADS
  30. 30. LINKEDIN WENT MOBILE
  31. 31. FOURSQUARE BECAME A UTILITY
  32. 32. SOCIAL MOBILE INTEGRATION
  33. 33. WHAT TO EXPECT ⠿Native advertising is on the rise ⠕More ads go mobile ⠿Acquisitions and acquihires ⠿Search, social and mobile become one ⠿Social more integrated into mobile systems
  34. 34. HOW TO RESPOND… TODAY⠿Get mobile off the to-do list⠿Make bite-size content a component of your content strategy⠿Be real-time⠿Make your existing mobile experience social
  35. 35. Trend #4SHOW OF BRANDS
  36. 36. WHAT IS SHOW OF BRANDS? ⠿The expansion from a product-centric brand experience to a consumer-centric brand experience
  37. 37. MORE SHOW, LESS TELL ⠿Capitalizing on zero moment of truth ⠿Expand role beyond product provider ⠿Act as curator and facilitator of cultural events
  38. 38. EMBRACE CHANGING LIFESTYLES ⠿Rewarding growth and life stage transitions ⠿Acknowledge and support aspirations
  39. 39. YOU COME HERE OFTEN? ⠿Meet consumers where they are going ⠿Break out of the confines of your category, shelf, space
  40. 40. HOW YOU CAN RESPOND… TODAY⠿Embrace alternative relationships with consumers and industry partners⠿Tap into counter culture and lifestyle trends⠿Integrate WOM strategies into brand events and experiences
  41. 41. Trend #5THE END OF THE SOCIAL SILO
  42. 42. THE SOCIAL SILO ⠿Brands have separated social media ⠿ Separate channel ⠿ Separate teams ⠿ Separate initiatives ⠿ Separate goals ⠿Social is breaking out ⠿ Search ⠿ Research ⠿ Events and Experiences
  43. 43. Search has changed…“WHEN YOU SEARCH FOR THINGS, YOU WANT TO KNOW THE KINDSOF THINGS YOUR FRIENDS HAVE LOOKED AT, OR RECOMMENDED, OR WROTE ABOUT, OR SHARED. I THINK THAT’S JUST KIND OF AN OBVIOUS THING.”— LARRY PAGE, GOOGLE
  44. 44. SEARCH ENGINES⠿Social Search ⠿ Social signals impact search rankings ⠿ Four of the top five factors relating to high Google rank relate to social signals produced by consumers
  45. 45. SEARCH ENGINES⠿Search Engines ⠿ Bing integrates Facebook and Twitter into search results and allows you to ask questions on social networks without leaving Bing
  46. 46. SEARCH ENGINES⠿Search Engines ⠿ Google’s “Search plus Your World” personalizes search results based on what your Google+ connections are sharing ⠿ Google+ for brands is more than a social play— it’s SEO
  47. 47. SEARCH ENGINES⠿Search Engines ⠿ Facebook receives 1 billion search queries per day ⠿ Facebook has hinted at developing a search product
  48. 48. MOBILE DISCOVERY ⠿SoLoMo ⠿ Social + Location + Mobile impacts buyer decisions
  49. 49. Research has changed…“WE NOW LOOK TO DATA TO INFORM OUR STRATEGY, OUR CREATIVE, AND OUR EXECUTION.”— DAN NEELY, NETWORKED INSIGHTS
  50. 50. NEW AND VALUABLE ⠿89.4% of CMOs say social data has impacted at least some decisions ⠿97.3% of CMOs share findings from social data with other C-level executives annually ⠿83.3% of CMOs believe social data helps identify trends or patterns that may impact businessSource: Bazaarvoice
  51. 51. SOCIAL DATA IN ACTION ⠿Uncover insights for consumers, products and brands ⠿Leverage data for product development, customer experiences, sales and business decisions ⠿Better understand business trends and identify consumer traits and patterns impacting loyalty and awarenessSource: Bazaarvoice
  52. 52. Source: Bazaarvoice
  53. 53. Online and offline work together… “WHERE BRANDS ARE GOING…CONNECTING OFFLINE TO ONLINE MORE.”— ANN HANDLEY, MARKETINGPROFS
  54. 54. SOCIAL + EXPERIENTIAL = BETTER TOGETHER ⠿Social and Experiential marketing create experiences that build emotional connections ⠿ Similar goals ⠿ Similar approaches ⠿Now online fuels offline, and offline can fuel online
  55. 55. SOCIAL + EXPERIENTIAL = BETTER TOGETHER ⠿Social amplifies experiential: ⠿ Encouraging social sharing ⠿ Involving others who cannot be there in-person ⠿Experiential makes social more impactful: ⠿ Use experiential content to share through online social channels
  56. 56. STILL IN A SILO
  57. 57. HOW TO RESPOND… TODAY⠿Integrate your teams ⠿ Social media should be integrated from the beginning, not tacked on at the end ⠿ Learn what other teams do and how they can deliver value⠿Start with a social ‘idea,’ not a channel⠿Organize your teams to address more complex goals and responsibilities ⠿ No more social, search, research, etc. goals
  58. 58. THANK YOUAdditional questions or feedback:webinar@powerhousefactories.comJoin the conversation: @phfagency #phftrendsLearn more about Powerhouse Factories:www.powerhousefactories.com

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