15 Social Media Marketing Trends to watch out for in Australian Marketing in 2012


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15 Social Media Marketing Trends to watch out for in australian marketing in 2012

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15 Social Media Marketing Trends to watch out for in Australian Marketing in 2012

  1. 1. by David Wesson www.davidwesson.typepad.com 15 Social Media Marketing Trends to watch out for in Australia in 2012
  2. 2. 1.The Quantified Self David Wesson’s Digital Culture Blog 15 Social Media Trends to watch out for in Australian Marketing in 2012 Summary One of the fascinating tech trends to come out this year is the concept of the quantified self and mobile health. People are increasingly turning to digital tools and social media to track manage monitor their lives more effectively. Need further proof Apple’s App Store currently offers 9,000 mobile health apps (1,500 cardio apps, 1,300 diet apps, 1,000 stress and relaxation apps, and 650 women’s health apps). By mid-2012, this number is expected to reach 13,000. Indeed there is whole movement associated with the trend whom exchange information through blogging, face to face meet ups, and online collaboration. Founder of Quantified self Gary wolf explains all in a fascinating TED Video. Example-Fitbit 2012 Social Media Marketing Trend #1 People increasingly turn to digital tools & social media to track & monitor their lives Example-Livifi A wireless device and an I phone app Fitbit is one of the early leaders in building connected portable health devices .A fitness and calorie tracking service/ device small enough to clip on to the user’s clothing. Fitbit leverages an internal motion detector to track the wearer’s movement, sleep, and calorie burn during both the day and night and provides users with metrics like: steps taken, miles travelled, calories burned, etc….. A mobile app for building whole life health. It pairs education on 40+ fact-based healthy behaviours for your body, mind & relationships with an easy to use tool for setting goals & tracking progress. Livifi was inspired by Founder & CEO Lowell Winer’s struggle with lymphoma and the belief that no-one should have to wait for a health crisis to find a path to a better life.
  3. 3. 2.Looking beyond Facebook & Twitter David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary When most brands think of social media they inevitably think of Facebook ,Twitter and YouTube however there is a fine line for brands using social media and where you decide to focus your efforts. You want to avoid opening up a brand account on every single social platform just because you can, but then you also want to focus on the niche sites where you will gain the most traction .According to e- marketer 2011 has seen a sharp rise in niche sites that I predict in 2012 will be the focus of many different brands trying to gain cut through amongst all the noise Example-Instagram 2012 Social Media Marketing Trend #2 The growth of niche social media sites that offer alternative ways to engage with your target audience . Example-Pinterest Instagram allows users to filter, share, and tag their photos and comment on other peoples photos. Since its inception in June 2010 it has experienced stellar growth and there are currently has 14 million users worldwide and is on course to become the largest mobile social network when it launches on Android later this Brands using the network to great effect include Burberry, Pepsi Max, Jamie Oliver and Starbucks Voted as one of Time Magazine’s top 50 most important websites of 2011 Pinterest represents curation in the form of a vision board styled social photo sharing website and app where users can create and manage theme-based image collections. The mission statement of Pinterest is to connect everyone in the world through shared tastes and the “things” they find interesting. Check out how the following brands are actively using the platform: Nordstrom ,Wholefoods, Etsy, The travel channel
  4. 4. 3.Being Human David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Thanks to the growth of social media companies and brands alike in 2012 have begun to see the real value of being human brands to their customers and employees alike. Being a social business has been all the rage in social media circles for the last few months and this means companies whom are adopting social media marketing need also to be open and transparent on the inside to genuinely create a connection with their consumers. Zappos and Best buy with Twelpforce being the obvious examples however at a local level expect more brands and companies alike to highlight their internal culture and actively engaging and empowering their employees to act as ambassadors to the brand. This would seem to be backed up by the 2012 Edelman Trust Barometer which saw the credibility of CEO’s and Government officials plummet and peers and regular employees dramatically rise. Example-Deloitte 2012 Social Media Marketing Trend #3 More and more companies & brands realise the value of being human Example-Dominos Social Media Rock stars Deloitte are one of Australia ‘s pioneers when it comes to promoting better employee engagement and empowerment .Not only does it have the largest global Yammer network worldwide but it is also using Facebook and YouTube to highlight their internal culture as part of their graduate program. Their Green room on Facebook hosts a regular Live Q&A for graduates in conjunction with as specialist graduate Twitter stream @greendot. By admitting their Pizza was crap and doing something about it Dominos has helped the brand reconnect with its customers. The company has also taken step to improve its customer service by introducing a real time tracker & even went to the length of posting feedback received on a real time billboard in times Square in New York.
  5. 5. 4.Hypertargeting David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Last year Mckinsey research showed that a granular approach to user market targeting accounted for as much as an 80% variation in income across the fortune 500 companies it studied. Instead of focusing on purely 2/3 user segments it recommends as many as 20-30 segments as part of your hypertargeting marketing strategy. Using social media data is possible to uncover these segments using tools such as Social mention, People Browsr’s Kred , Klout and Peer Index which allow you to identify your ideal user in the form of an influencer and reverse engineer by working your way backwards and look at your their friends links follower’s friends ,what groups & communities they belong to keywords they belong to uncover and understand these micro-segments. Example-Social mention 2012 Social Media Marketing Trend #4 Companies will begin to realize the opportunities of uncovering the various segments as part of their digital strategies Example-Peer Index Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. To help uncover more information about particular segments it also provides associated keywords & hashtags with search query. The new Peer index Groups function is a great way to go more granular around particular influencers and what groups they belong to if you wish to uncover segments around a particular topic and starting with your ideal influencer/user.
  6. 6. 5.Mobile marketing becomes more Social & local David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australia in 2012 Summary In 2012 we will see increased Social Local Mobile (SoLoMO) marketing prevail in existing geo-social apps like Foursquare, and Yelp. Retailers will experiment more with geo-fenced mobile marketing with Social buying companies like Groupon and Living Social becoming more app-focused and provide push content and alerts on real-time local deals. Brands will create more of their own apps that tap into both geo- location services and social networking. Brands will also continue to increase the relevance of their messaging in traditional mobile ads by using more location targeting and embedding social content and shareability. Improvements in technology and richer mobile ads will help facilitate these approaches. We’ll start to see less purely mobile marketing in exchange for more SoLoMo strategies. Example-Yelp 2012 Social Media Marketing Trend #5 Mobile marketing becomes entwined with social and local Example-Microsoft Office Foursquare Promo With the Australian launch of Yelp this year in conjunction with Telstra’s Sensis arm location based marketing has taken a leap forwards to take advantage of user generated reviews at a local level . Ogilvy’s PR’s 360DI team’s pioneering Foursquare Mayor campaign for Microsoft office 2010 launch was a great example of using location based marketing to generate positive word of mouth amongst tech influencers. Example-CBA -Facebook Check-in Deal Selling out inn just 72 hrs the trial of Facebook check-in deal to win a free movie pass was a resounding success for Commonwealth Bank. Expect similar promotions once the service is launched Australia wide .
  7. 7. 6.Social Commerce David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Whilst Australian brands have been slow to embrace e-commerce 2012 will see brands adopt social media tactics as a way to drive sales in the through sharing .The underlying principle of social commerce can be described in a really simple way .it is not about creating a shop on Facebook .it is about driving sales through sharing by recommendations and other people online. You are no longer shopping around on an ecommerce site .You are shopping around on blogs, twitter, and Facebook. The strategy therefore is how we integrate buying a product into our customers social interaction with a direct conversion to sale directly from a wall ,from a tweet or from a blog post. For this reason brands that have built communities online will begin to connect the dots and start to convert their fans into paying customers by providing the natural call to actions in a non evasive way. . Example-Noni B 2012 Social Media Marketing Trend #6 Brands adopt social media tactics as a way to drive Sales in the through sharing & recommendations. Example- Uniglo Having only launched its social presence last year in a short space of time has grown the sales in their webshop to comparative levels of their bricks and mortars shops through running a number of successful Facebook promotions. The company has recently issued a 60% uplift in its profit forecast for 2012 Taking the notion of group buying to another level is the innovative Japanese brand Uniglo. Their ‘lucky counter’ website utilises user contributions in a unique way by incentivising customers to drive down the price of goods by tweeting about them. Read more
  8. 8. 7.Google + is the big new opportunity David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Chris Brogan’s latest book Google + for business discusses how the social network changes everything and in a short space of time the platform has amassed 90 million+ users which makes it the fastest growing social network. In 2012 I think we can expect to see more brands take the plunge and experiment with the innovative hangout feature and start to leverage the speed at which content gets indexed into Google from the platform. The circles feature Is also a great way to create different interest groups to cultivate whilst one of the major pluses is the seamless integration with all other Google services. Technology is changing at a amazing rate and those brands that change will be the ones to take advantage of the opportunities it presents . Example- NAB 2012 Social Media Marketing Trend #7 Google + brand pages offer a viable alternative for companies to grow their social presence online Example- Telstra Telstra one of the pioneering corporate companies of social media in Australia were quick to launch their brand page and use the page to extend their reach to tech influencers by providing the latest tech news, product updates and competitions. The first bank in Australia to conduct a Google+ hangout with its customers .NAB use their Google + platform as a way of engaging with their customers providing support ,news and product information.“NAB’s Chris Smith, General Manager of Digital said. “It’s another way we can build stronger relationships, improve overall customer service – and help them manage their money better.” I think we can expect more experimentation on the platform over the next year.
  9. 9. 8.Channel integration-the key to success David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary One of the biggest problems facing companies looking to be successful in social media marketing is channel integration .Too often social media is an afterthought or an add on and wholly integrated into a company’s communications strategy as a whole. How does online fit with offline? and how does mobile and social fit with TV, I’m sure has keep many a CMO up at night. In 2012 having learnt the lessons expect companies to implement social to be a lot more fully integrated into across a company’s overall communications where customer service, PR and marketing begin to understand how each of these channel need to work together a lot better. Example-Share a coke with 2012 Social Media Marketing Trend #8 Successful channel integration is the key to Social Media Success Example- NAB break Up The success of a share a coke campaign with in Australia is testament to the power of a fully integrated campaign where users were asked to download names via mobile and then vote on the Facebook page for the top 150. This was then followed up with a TV ad campaign to drive the campaign home. Would this have really been possible to the same level a few years ago without the power of social media ? The impressive thing about the campaign was how NAB was able to leverage different mediums. The campaign started on Twitter, carried over to print and then involved a number of guerrilla marketing stunts, with it all backed up by the bank making the head of its retail banking division, available for interviews and TV .Whilst This kind of marketing push takes planning, having all the elements working at once delivers a bigger bang.
  10. 10. 9.Brand Advocates vs. Influencers David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary 2011 has seen the rise in services like Klout, Peer index or most recently People Browsrs’s Kred but how important are these groups compared with the hardcore group of advocates that use your products on a day to day basis and tell all their friends about it. In 2012 companies will being to realize that marketing to those top 10 influencers is too simplistic a framework to base your social marketing around and we will see a rise of brands engaging with it’s advocates. Besides tapping into the emotional equity of customers will result in long term (and possibly profitable) relationship with them. Hence we will see a focus on engagement on an ongoing basis with social media advocacy programs. Example-Fiesta Movement 2012 Social Media Marketing Trend #9 brand advocates take a more important role than the influencer alone Example-Fiskas Fords innovative fiesta movement was replicated locally this year in the form of the Ford Focus ultimate test drive in partnership with car sales.com.au with 12 blogger selected to take part to and undertake a series of challenges with the eventual winner walking away with a new car voted by an engaged audience. Fiskas looked at how people were actually using their products and it turned out that a large number of crafters were already active online so they recruited four part time paid crafters to lead the charge and post onwww.fiskateers.com/blog about their lives -- never "selling" or saying things they don't believe.. They now have 6000+ members spanning 70 countries.
  11. 11. 10.Social TV David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Social tools, technologies and platforms that enable people to interact with TV programs will explode in 2012. We will see innovations that allow people to engage with shows in ways we haven’t even thought of yet. Facebook Apps integration will see rise in the use of online video online The consumption of video will begin to take on evolved forms in new contexts. As the adoption of increasingly consumer-centric, multi-faceted home entertainment technology catches on, video that had previously been consumed online, including YouTube videos, episodes, and even professionally curated content by established media companies will begin to “reverse-migrate” to the living room. Key resource: the future of TV is social and the revolution is coming Example-Twelevision 2012 Social Media Marketing Trend #10 Social technologies and platforms that enable people to interact with TV will explode in 2012 #Social TV Example-Fans Launched last year Twelevision aptly named the lovechild of live TV and Twitter allows Australians to enjoy the 2nd screen experience and follow all Australian TV as it happens online in a neat iPhone app. The brainchild of Sydney based company B33hive whom have been in the social TV space for some time working with the likes of US companies NBC & The CW this TV fan based community looks nicely positioned to take full advantage of the growing demand for social interaction around TV programming.
  12. 12. 11.The rising importance of Content Curation David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary Making sense of the fire hose of information the internet offers remains one of the biggest challenges in the digital realm. We find ourselves in what Eli Pariser describes in his great TED video as living in a filter bubble where we are being served up information based on what Google thinks it should serve us. Rohit Bhargava in his 2009 manifesto for the content curator said that “the future of the social web will be driven by content curators, who take it upon themselves to collect and share the best content online for others to consume.” What we have seen in 2011 and will continue to see this year is the rise of curation as an opportunity to being found on the web alongside original content being produced and any brand that makes this process easier for its audience will win more trust and attention from consumers. Example-Storify 2012 Social Media Marketing Trend #11 Curation offers brands an opportunity to differentiate themselves online Example-Flipboard One of the essential PR tools of 2011 Storify makes the process of the manual process of manually curating content around a particular topic quick and easy. It brings together Tweets, Facebook Status Updates, videos and more from social networking sites to create a real-time view into a story or issue which you can share anywhere. Expect this platform to rapidly grow in use over 2012 Since it’s launch in July of 2010, the IPad app has accumulated over 4 million users and with the launch of the IPhone app it added over 1 million users in a week. The app allows you to aggregate news feeds from Facebook ,twitter linked in and Google reader and turns them into a lush social magazine interface which has spawned a series of copycat services recently.
  13. 13. 12. Future Tense Social Networking David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary “Future tense” social networking asks: Where do you want to go? Who do you want to meet? What do you want to buy? By sharing your plans, desires and aspirations, you enable real-world interactions. For example, when you push a check- in to the future, you shift the paradigm from “I’m here now” to “I’ll be there later.” You increase the likelihood of connection. Likewise, “future tense” social networking has the potential to transform location-based marketing because users are directly expressing their intent.“ Future tense” social networking catches people at a unique moment in the buying cycle. The consumer hasn’t entirely made up her mind about where to go or what she plans to buy, which means businesses can take an active role in the decision- making process. Example-Plancast 2012 Social Media Marketing Trend #12 The past and present of our lives are already established online — therefore, the next frontier in social networking is the future. Example-Shaker Facebook app Shaker attempts to transform the social network into a virtual bar. While buying someone a virtual beer is a poor substitute for the actual experience, Shaker connects you with new people you might actually become friends with in real-life by mashing up your social graph with people interested in the same things. Plancast is a platform from which you can share your plans with your friends, so if you’re heading to a conference, sporting event, festival, party, movie premiere, or whatever, Plancast can help you let others know your plans ahead of time.
  14. 14. 13.Real Time PR David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary David Meerman Scott in his book Real Time Marketing and PR talks about the need for companies to develop a real time mindset and being able to communicate quickly is essential in today’s always on 24/7 environment. Think about in terms of a bond trading desk where how quickly you were able to trade can depend on how much money you can make, with social media it is the same thing but brands have not woken up to this yet. It used to be the amount of exposure used to be size of wallet would help determine how much attention you would receive by media buying but now speed and agility are decisive competitive advantages. In 2012 we will see more companies and brands become savvier to the opportunities a real time mindset presents by adopting robust listening programs, and engaging with your customers in real time .Who knows we could see the formation of the first social media control room in an Australian corporation this year. Example- Avaya’s $250K Tweet Taylor guitars took full advantage of the United Breaks Guitars saga by posting a video online on ways to avoid getting your guitar damaged whilst travelling. Half a million views later the company brand has garnered significant brand exposure and sales by acting quickly and decisively. 2012 Social Media Marketing Trend #13 More brands adopt real- time communication programs Example-Taylor Guitars Avaya’s real time monitoring team responded to a tweet within 15 minutes of it being posted and won a $250k sale off the strength of their response which shows it pays to listen . On average, Avaya interacts with a couple of dozen customers through social media on a weekly basis and comes across regular sales opportunities.
  15. 15. 14.Gamification David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary There has been a lot of talk of about gamification in 2011 but will all the hype translate into reality ? The idea of gamification is a simple one: to motivate and engage people by applying game design techniques and mechanics to non-game situations. Points, level progression, badges, achievements, power-ups, virtual currency, quests, puzzles, loss aversion – all of these game concepts are involved in this growing trend that spans areas from education and work to keeping fit and green actions to improved brand experience and loyalty schemes. in 2012 I believe we will see companies and brands become more playful as we move from the crudest forms of gamification such as Foursquare- style badges and points-based reward to perhaps the first massive multi-player multi-brandmulti- channel real-life game systems. Example-Samsung Nation Festival-goers were invited to complete a series of real-time challenges, via a gamified event guide app specifically designed to both personalise and (vitally) share their Festival experience. The App was downloaded 25,000 times . Completing five challenges unlocks the final in-person ‘Ultimate Challenge’ (a la The Amazing Race!), with an Ultrabook from sponsor Intel up for grabs. 2012 Social Media Marketing Trend #14 Brands become more playful integrate gaming into their social programs Example- Sydney festival Treasure Hunt A social loyalty program run via the badgeville platform where you earn badges, move up the ranks and have fun discovering everything Samsung.com has to offer. Unlock badges and level up just by visiting, reviewing products, watching videos, participating in user-generated Q&As,
  16. 16. 15.Social CRM David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 Summary In 2012, expect to see much better social monitoring and engagement tools integrated into CRMs. These bring two essential functions to the table. Firstly, they make monitoring for commentary on social networks easier and, where commentary is adverse, putting out spot fires much faster. Secondly, social CRM allows for faster community-building and management, across sites like Twitter, Facebook and LinkedIn — providing businesses to create and (as far as possible) control the online conversation space & clear measurement around their marketing activities. Example- Radian 6 Social Hub 2012 Social Media Marketing Trend #15 Social CRM becomes more important in the continued quest for ROI in Social Media Example- Sugar CRM An open source software solution that as well as providing traditional CRM has a whole range of social features .The system enables users to decide how to leverage their social data whether you would like to monitor twitter or uncover relationships from linked in. In addition to offering a flexible take on social data Sugar CRM has layered next generation collaboration capabilities into the product that enable users to collaborate and share data. Following the Salesforce acquisition of Radian 6 The social hub is the natural intersection of traditional CRM and social data for the complete 360 customer lifecycle view . Expect other products to follow as part of the Salesforce ecosystem.
  17. 17. About the Writer David Wesson’s Digital Culture Blog 15 Social Media Marketing Trends to watch out for in Australian in 2012 About David  David has over 10 years in digital & social media marketing industry experience in both Australia and the United Kingdom.  He is regularly contribute his thoughts on forums such as Digital Ministry as one of their foremost digital champions and global thought leadership foundation the Futures Agency, and has led some of the most innovative digital campaigns in Australia.  David’s work has included leading the social media strategy for the award winning Members Lounge for Virgin Mobile, the digital and social media execution for Tourism Australia’s Oprah Winfrey visit to Australia, and the online word of mouth marketing for the Star Trek movie in 2010.  He has in-depth execution experience across the key digital and social media disciplines, including content curation, social community creation for businesses, taking brands into the digital world and enabling brands to connect with their target audiences.  David has worked on numerous digital and social execution projects for leading digital agencies in Australia, including Ogilvy’s 360 digital influence team, Publicis Digital, Tribal DDB, and the White Agency.. . Connect with me on e-mail: davidwesson@mac.com Contact David Wesson’s Digital Culture http://www.davidwesson.typepad.com Twitter: http://www.twitter.com/wess Linked In: http://au.linkedin.com/in/davidwesson Google + http://bit.ly/ADKcUZ Social media Strategist http://bit.ly/knx3h1