10 Trends For Social Media In 2010 Social Media Arizona 2010

10 Social Media Trends For 2010

Before We Can Go Forward …
…We Must Look Back!

2009 - Tipping Point For Social Media
"Tipping Point“
The name given to the moment
when a virus reaches critical mass.

Social Media Went Mainstream
Over 300M Unique Visitors with 228% Growth
Over 7M Unique Visitors with 1382% Growth

The Workers Have Appropriated the Means of Production
90M Americans generated content last year.
88% in social communities
15% in virtual worlds
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

Mass Media Has Lost Its Effectiveness

Word of Mouth…
…Became World Of Mouth

Did We Jump the Shark?
HEY .. I JUST GOT A HOLD OF SUM GOOD OL' BRONX GRASS!! AND MAN ... I FEEL GOOD

What’s Next?

Trend 1. Social Media - Shift from Technology to People

It’s Not About Technology Stupid….
…Being Social is About Relationships

"Social media in 2010 will cease being the shiny new object and instead become part of the everyday lexicon of business.”
…Charlene Li

What Will They Write About Next?

Shift from Exploratory to Definition Phase

Budget Allocation Shifts to Social Media

Trend 2. The Struggle Continues: ROI & Social Media

THE BIG
BANG
Social
Media
Traditional
ROI

“What do you want to measure –
the “social” or the “media”?
- David Alston of Radian6

Media
Social
Objectives:
Reach
Awareness
Coverage
Continuity
Measures:
# of visitors
# of page views
Time on site
Conversions
Leads/Subscriptions/Sponsorships
Objectives:
Loyalty
Advocacy
Trust
Influence
Engagement
Measures:
Sentiment
Comments
Feedback
Mentions
Readership
ROI
Increase in Revenue
Decrease in Cost Time

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

Warning, Warning.
But They Are NOT the Objectives
Sales, Leads and Website Visits are Nice...

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.
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.

Trend 3. The Long Tail of Community Grows

The Long Tail of Social Communities
High
Community / Membership
Sharing
20%
80%
Niche
Communities
Mega
Communities
High
Intensity of Engagement

Community Thought Leadership
“A community is like a ship; everyone ought to be prepared to take the helm.”
...Henrik Ibsen

Community Thought Leadership

Trend 4. The Convergence of Social-Mobile

Mobile Connections
Mobile phones will be the dominant Web accessing device by 2013, outstripping PC’s
(1.8Bn vs 1.7Bn) Gartner 2010

Convergence of Social Mobile
Location Awareness
Social
Social-Mobile
Context
29
29

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.

Augmented Reality
Overlaying of digital information onto physical assets

Augmented Reality is Here

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…

Trend 5. From CRM to Social CRM

CRM Essentials 2009

Trend 6. Social Gaming Goes Mainstream

Social Gaming Has Reached a Tipping Point

How Can Marketers Use Social Gaming?
Marketers can use Social Gaming to:
Foster Engagement
Create Tools for Contribution
Syndication of Branded Content

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

Trend 7. The Monetization of Social Media

Social Gaming Is Monetized

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

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

I Saw it on Facebook!
Most social media advertising is traditional banner or the ubiquitous fan page

“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

Is my product the kind of product people want to talk about?
The Challenge for Marketers

Trend 8. The Evolution of Marketing Role

The Times They Are a Changing

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

Marketing as a Publisher
Customer
Conversation
Content
Optimization
Context
51

Trend 9. Security & Data Privacy Grow in Importance

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.

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.

Trend 10. SocialOptimization

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

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.
Make tagging and bookmarking easy.
Reward inbound link.
Help your content travel.
Encourage the mashup.

New Rules of Social Media Optimization

SEO
SEM
Keywords
Links
Attributes
Density
Web design
Creative
PPC mgt.
Online Brand Experience
Reporting &
Analytics
SMO
RMO
Sharing
Engagement
Community
Syndication
Listening
Responses
Advocates
Sentiment

Thank You
Blog: marketinggimbal.com
Follow: twitter.com/cedwardbrice
Connect: linkedin.com/in/cedwardbrice
Friend: facebook.com/cedwardbrice

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

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10 Trends For Social Media In 2010 Social Media Arizona 2010

by C. Edward Brice on Jan 26, 2010

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10 Trends For Social Media In 2010 Social Media Arizona 2010 — Presentation Transcript