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10 Trends For Social Media In 2010 Social Media Arizona 2010
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10 Trends For Social Media In 2010 Social Media Arizona 2010

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Presenation on 10 social emdia trends impacting marketers and businesses in 2010

Presenation on 10 social emdia trends impacting marketers and businesses in 2010

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  • Research – monitoring target audience dialogue about brands and competition. Objectives – defining objectives aligned with target audiences and social metrics. Actions – creating a social marketing strategy with a definitive plan of action. Devices – deploying social platforms based on audience, objectives and strategy. Phase I: Trial – no process is used and social platforms are implemented first. Phase II: Transition – an informal process is used and performed randomly. Phase III: Strategic – a formal process is used and performed routinely.
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  reached out to John Bernier, who is the marketing manager at Best Buy who is leading the Twelpforce efforts,
  • When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emergeCapcity of a 1000 people to innovate is far greater than a few executives
  • A community for everyoneExplosion of nice communitiesIntensity of engagement will be much higher in nicheThere will be ways to cross link nice and megaEbay neighborhoods..created 600 neighbored around key product categoriesAs marketers we don’t really have social media value i=untill we get others posting or commenting on our contentWe will need to think about our stragey across the long tail of communitiesMaybe we want to create several niche communities across our brand offeringMaybe we want to partticpaite in a fewMaybe we want and need to both
  • Social-What did others say?Who do I know-What did they sayLocationWhere am IContextTime of dayWhats in my calenderWhat am I searching forSocial-MobileRight the informationProviding the right informationEasy to engage socially
  • Social CRM: integration allows businesses to search social networksfor mentions about their products/services, find and track conversations, track growth and easily create a database of each in their Service Cloud. Once these conversations are part of the SalesForce Service Cloud, businesses can combine these with other mentions across other networks and communities, establish connections, share knowledge across teams and most importantly, completely integrate customer service departments into the cloud.For businesses and customers alike, we should see drastic improvements to customer service and feedback alike thanks to Twitter. With integrations on large scale customer service platforms such as SalesForce however, these improvements should be both slick, drastic and immediate.
  • Coca-Cola will position its official Facebook and YouTube pages as the lead online channels for upcoming international activity for its Coke Zero and Fanta brands
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  reached out to John Bernier, who is the marketing manager at Best Buy who is leading the Twelpforce efforts,
  • Cmo—80% of your customers find you

Transcript

  • 1. 10 Social Media Trends For 2010
  • 2. Before We Can Go Forward …
    …We Must Look Back!
  • 3. 2009 - Tipping Point For Social Media
    "Tipping Point“
    The name given to the moment
    when a virus reaches critical mass.
  • 4. Social Media Went Mainstream
    Over 300M Unique Visitors with 228% Growth
    Over 7M Unique Visitors with 1382% Growth
  • 5. The Workers Have Appropriated the Means of Production
    90M Americans generated content last year.
    • 88% in social communities
    • 6. 15% in virtual worlds
    • 7. 25% on blogs
    YouTube is the #2 search engine globally.
    25% of search results for the top 20 brands linked directly to user generated content.
    emarketer 2009
  • 8. Mass Media Has Lost Its Effectiveness
  • 9. Word of Mouth…
    …Became World Of Mouth
  • 10. Did We Jump the Shark?
    HEY .. I JUST GOT A HOLD OF SUM GOOD OL' BRONX GRASS!! AND MAN ... I FEEL GOOD
  • 11. What’s Next?
  • 12. Trend 1. Social Media - Shift from Technology to People
  • 13. It’s Not About Technology Stupid….
    …Being Social is About Relationships
  • 14. "Social media in 2010 will cease being the shiny new object and instead become part of the everyday lexicon of business.”
    …Charlene Li
  • 15. What Will They Write About Next?
  • 16. Shift from Exploratory to Definition Phase
  • 17. Budget Allocation Shifts to Social Media
  • 18. Trend 2. The Struggle Continues: ROI & Social Media
  • 19. THE BIG
    BANG
    Social
    Media
    Traditional
    ROI
  • 20. “What do you want to measure –
    the “social” or the “media”?
    - David Alston of Radian6
  • 21. Media
    Social
    Objectives:
    Measures:
    • # of visitors
    • 25. # of page views
    • 26. Time on site
    • 27. Conversions
    • 28. Leads/Subscriptions/Sponsorships
    Objectives:
    Measures:
    ROI
    Increase in Revenue
    Decrease in Cost Time
  • 37. Social Media is not cheap
    Social media does not scale efficiently
    Social media does not deliver the frequency of revenue generating events
    Social media does not deliver the velocity in time to value
    Marketing Sherpa 2010
  • 38. Warning, Warning.
    But They Are NOT the Objectives
    Sales, Leads and Website Visits are Nice...
  • 39. The Challenge for Marketers
    In the transition of investment to Social Media:
    • No value is created until someone has posted, referenced, commented or engaged with you.
    • 40. It takes real people & effort to make social media marketing pay off.
  • Awareness
    Engagement
    Listening
    Innovation
    Brand
    SEO
    Community
    Thought Leadership
    Advocacy
    Influence
    Evangelism
    Feedback
    Sentiment
    Service
    Insight
    Ideation
    Collaboration
    Ed’s Social Media Value Drivers
    We will not understand the value of Social Media until we understand what is being said, who is saying it, what influence they have, the effect of what they are saying and the effect of what we are saying.
  • 41. Trend 3. The Long Tail of Community Grows
  • 42. The Long Tail of Social Communities
    High
    Community / Membership
    Sharing
    20%
    80%
    Niche
    Communities
    Mega
    Communities
    High
    Intensity of Engagement
  • 43. Community Thought Leadership
    “A community is like a ship; everyone ought to be prepared to take the helm.”
    ...Henrik Ibsen
  • 44. Community Thought Leadership
  • 45. Trend 4. The Convergence of Social-Mobile
  • 46. Mobile Connections
    Mobile phones will be the dominant Web accessing device by 2013, outstripping PC’s
    (1.8Bn vs 1.7Bn) Gartner 2010
  • 47. Convergence of Social Mobile
    Location Awareness
    Social
    Social-Mobile
    Context
    29
    29
  • 48. Meet My Big Brothers
    U.S. Patent & Trademark Office: Yahoo is developing a search app which takes the location of the mobile device, a time of day, an event, information from the user's calendar, past behavior, weather, social networking data, aggregate behaviors, information about proximity of a social contact.
  • 49. Augmented Reality
    Overlaying of digital information onto physical assets
  • 50. Augmented Reality is Here
  • 51. What does this mean for your Web presence?
    How do you optimize in this environment?
    What's your social media strategy?
    How will you manage your brand experience?
    Marketers: Ask Yourself This…
  • 52. Trend 5. From CRM to Social CRM
  • 53. CRM Essentials 2009
  • 54.
  • 55. Trend 6. Social Gaming Goes Mainstream
  • 56. Social Gaming Has Reached a Tipping Point
  • 57. How Can Marketers Use Social Gaming?
    Marketers can use Social Gaming to:
    Foster Engagement
    Create Tools for Contribution
    Syndication of Branded Content
  • 58. Foursquare (Yelp Meets Farmtown)
    Location-based check in reality game
    If Yelp is about the restaurant, Foursquare is about the Mac & Cheese at the restaurant
    Gaming-Competition
    Rewards for checking-in
    Badges
    Mayor of an establishment
    Free business sponsored giveaways for members
  • 59. Trend 7. The Monetization of Social Media
  • 60. Social Gaming Is Monetized
  • 61. Major brands will shift their online marketing focus away from traditional campaign micro-sites and towards community platforms as social media begins to dictate their marketing activity in 2010.
    “We would like to place our activities and brands where people are, rather than dragging them to our platform,…” Coca Cola Marketing Manager
  • 62. Social Marketizing
    Mobile local search ad revenues are expected grow to $130 million by 2013, with mobile local searches increasing to 35% of all searches by 2013… BIA/Kelsey, 2009
  • 63. I Saw it on Facebook!
    Most social media advertising is traditional banner or the ubiquitous fan page
  • 64. “The challenge is understanding...how you get everyone into the mindset of creating a continuous stream of content.”
    Jo Lyall, Head of Invention and Digital, Mindshare
    “The battle is now to understand how to continue engagement with a consumer outside of a campaign site I’ve driven them to. It’s a much more complicated planning challenge.”
    Cheryl Calverley
    Senior Global Manager, Unilever
  • 65. Is my product the kind of product people want to talk about?
    The Challenge for Marketers
  • 66. Trend 8. The Evolution of Marketing Role
  • 67. The Times They Are a Changing
  • 68. We Tell You
    Tell us what you think of what we tell you
    Lets tell each other
    Leadsloth, MIO 2009
    80% of Your Customers Now Find You CMO 2009
  • 69. Marketing as a Publisher
    Customer
    Conversation
    Content
    Optimization
    Context
    51
  • 70. Trend 9. Security & Data Privacy Grow in Importance
  • 71. Increasing Web 2.0 Risk
    Cyber attacks take advantage of the trust factor prevalent among users of social media tools and sites. They can quickly capture passwords, infiltrate the social network and replicate their attack and load key logger or other malware.
  • 72. Facebook Privacy Policy
    Information We ReceiveInformation You Share With Third PartiesHow We Use Your InformationHow We Share InformationHow You Can View, Change, or Remove InformationHow We Protect InformationOther Terms
    The value in social media companies is in the relational data they hold on you.
  • 73. Trend 10. SocialOptimization
  • 74. 1. Blogs (Johnson & Johnson, Delta Air Lines)2. Bookmarking/Tagging (Adobe(), Kodak)3. Brand monitoring (Dell, MINI)4. Content aggregation (Alltop, EMC)5. Crowdsourcing/Voting (Oracle, Starbucks)6. Discussion boards and forums (IBM, Mountain Dew)7. Events and meetups (Molson, Pampers)8. Mashups (Fidelity Investments, Nike)9. Microblogging (method, Whole Foods)10. Online video (Eukanuba, Home Depot)11. Organization and staffing (Ford, Pepsi)12. Outreach programs (Nokia, Yum Brands)13. Photosharing (Rubbermaid, UK Government)14. Podcasting (Ericsson, McDonalds)15. Presentation sharing (CapGemini, Daimler AG)16. Public Relations – social media releases (Avon, Intel)17. Ratings and reviews (Loblaws, TurboTax)18. Social networks: (British Airways, Saturn)19. Sponsorships (Coca-Cola, Whirlpool)20. Virtual worlds (National Geographic, Toyota)21. Widgets (Southwest Airlines, Target)22. Wikis (Second Life, T-Mobile Sidekick)
    Hundreds of channels, tens of tactics, many personas =
    Need for Social Media Optimization
  • 75. Social Media Optimization: implementing changes to optimize a site so that it is more easily linked to more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs..RohitBhargava
    5 Rules of SMO (2006)
    • Increase your linkability.
    • 76. Make tagging and bookmarking easy.
    • 77. Reward inbound link.
    • 78. Help your content travel.   
    • 79. Encourage the mashup.
  • New Rules of Social Media Optimization
  • 80. SEO
    SEM
    Online Brand Experience
    Reporting &
    Analytics
    SMO
    RMO
  • Thank You
    Blog: marketinggimbal.com
    Follow: twitter.com/cedwardbrice
    Connect: linkedin.com/in/cedwardbrice
    Friend: facebook.com/cedwardbrice
  • 94. References
    Several blogs & sources were used in the research of this presentation:
    http://www.briansolis.com/
    http://www.chrisbrogan.com/
    http://darmano.typepad.com/
    http://www.linkedin.com/pub/manish-mehta/9/1b1/795
    http://www.marketingsherpa.com/exs/SocialMM09excerpt.pdf