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16 social marketing trends for 2014
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16 social marketing trends for 2014

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My take on the year ahead in social marketing. 16 social marketing trends for 2014: …

My take on the year ahead in social marketing. 16 social marketing trends for 2014:

1. Chat app marketing will fuel the social web
2. Social TV behaviours will grow in value
3. Customer activism will get more sophisticated
4. Moment commerce will emerge in force
5. Content experiences will get even more immersive
6. The sharing economy will accelerate
7. Paid social advertising will eat more budget
8. Niche social networks will gain in popularity
9. Multi platform will become the new normal
10. Social performance marketing will bite
11. Native advertising will get more integrated
12. Curation tactics will need to get smarter
13. Social mobile will continue to converge at pace
14. Social data will drive more personalisation
15. Social marketing automation will improve
16. 'Always on' will transition to 'Always care'

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  • Trends can be useful
    But come with a health warning
  • Most self obessed year of the internet ever
    Social steeped in the cultural consciousness
    A growing fatigue and worry over it uses
    http://www.theguardian.com/technology/2013/dec/06/selfies-status-updates-digital-bragging-web
    http://gigaom.com/2013/06/20/tired-of-being-social-maybe-its-time-to-join-an-anti-social-network/
  • What did 2013 bring in social?
    We can expect to see these trends to continue into 2014
  • By 2016 digital will be 26% of all ad spend, of which social will be 26%
    Social as a % of total marketing spend about 3-5% - rising to 20% in the next 5 years
    1 billion tweets every 36 hours
    More spend = more content = more noise
    Implication – find quality signals
  • The options are dizzying for a marketer
    Its about managing complexity at speed; 2014 will be faster than 2013
    Its about connecting social to your marketing ecosystem
    Leading brands are looking at how content, social and mobile converge within this ecosystem
  • FB reported $2bn in revenue for Q3, but also a reduction in daily active users amongst teenagers
    June 2013 18.9% of iPhone users in the USA were using SnapChat regularly
    400m snaps per day, equivalent to FB photo uploads
    Part of a trend of teenage consumers being more selective about their online activities; desire to be temporary and transient
    Rise of messenger apps like What’s App, Line, We Chat, Kik
    Al part of the Erasable You
  • Nielsen launched official Twitter TV Ratings as a measure of currency
    Brands investigating how they can legitimately enter these conversations
    Twitter has claimed that running TV ads alongside promoted tweets is 36 per cent more effective than TV advertising alone
  • Customer power and confidence is growing within social
    There is nowhere to hide for brands
    BA incident another reminder of the available means to protest
    Thunderclap is a new service that allows organisations to co-ordinate a Twitter campaign using users streams in real time
    Don’t forget your advocates; try and switch detractors
  • Social gifting has been around for a while, but Twitter are up-ing their commitments to commerce opportunities within the platform e.g. Twitter cards etc.
    Amex and Starbucks pioneers in integrating CRM into social channels to drive prospecting and loyalty
    Post IPO expect to see more commerce enabled features
  • Snackable social video the hottest investment area right now
    Unruly predict there will be a 1bn view branded content video in the next 3 years
    Short snackable social video is booming in all forms
    Branded content formats are increasingly dovetailed into social strategies
    Mobile video expected to triple in consumption in the next 2 years
    Consumers want to see rich immersive experiences
  • McKinsey reckons the collaborative economy is worth $1.3m in the next 3-5 years
    The community is the capacity – its getting mainstream and profitable
    How brands can let consumers participate in this new world where ownership and access is shared
    Air BNB poster child for the collaborative economy; taking it to a neighbours
    Couchsurfing – travel the world on a sofa
    Share Cars with Lyft
    Find neighbours to do your tasks
  • By 2017 social media ad spend is expected to exceed $10billion – Business Insider
    The effectiveness of social ads are compelling
    Promoted tweets 15x more effective than banner ads
    Promotted pin
    Facebook finally admit that you need to buy ads to reach your audience
    A combination of predictive ad buying solutions means social advertising is getting more effective AND efficient for marketers
    15.2m Facebook users were exposed to the posts, with an average frequency of 7.6 impressions.
    18-24 year-old users were reached nine times on average.
    4.63m interactions were driven by paid media at a cost of 8p cost per engagement.
    As a result, sales of Crème Eggs increased by 7%.
    Tracking the overall ROI by looking at the breakdown of purchase intent, 18% was driven by Facebook and 20% from TV advertising, even though the budget for social was around one-third the size of that spent on TV.
    However the final results showed that the most effective strategy is a combination of both TV and Facebook ads, as likelihood to buy increased by 66% among consumers exposed to both channels compared to those who only saw one or the
    http://econsultancy.com/uk/blog/63570-it-s-official-cadbury-s-facebook-ads-are-better-than-its-tv-ads-sort-of?dm_i=LQI,1WMJG,9O2YS5,6U62O,1&utm_campaign=3201820_927-daily-pulse-us-2013-10-14&utm_content=buffercb9ad&utm_medium=twitter&utm_source=Econsultancy
    http://techcrunch.com/2013/12/13/facebook-vs-tv-and-youtube/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29
    http://searchengineland.com/google-debuts-post-ads-lets-brands-turn-google-content-into-ads-on-gdn-179401
  • There is a growing social media fatigue amongst users
    Their needs and tasters are getting more particular
    Social graphs are blending with interest graphs around niche networks
  • More and more we are seeing leadership social brands operate on a multi platform basis – agile, smart and creative
    Part of this is recognising that the connected consumer roams across multiple platforms and channels
    Included in this trend is after 2 years G+ is emerging as a credible platform to sync with your digital marketing ecosystem
    Team of 4 dedicated social/digital strategists
    Partner team of 30-40 people
    Content marketing specialists
    Google+ will be a 2014 hit
  • Mixed signals in this area
    Market softening for social tech & CMO’s easing up on chasing hard social metrics
    We will see social performance marketing talked about in more clear terms
    Recognising where social can play and what value it can bring to business goals
    http://www.businessinsider.com/the-myth-of-social-roi-2013-10
  • Native advertising is hot! Part of the growth in branded content and content marketing
    Native ads – allow brands to promote and weave their custom content into the endemic experience of a website or app
    The blurring of ads into editorial and native environments will increasingly
    Instagram ads
    Tumblr ads
    Expect to see personalisation and smarter integration into feeds/streams
    http://adage.com/article/media/york-times-native-ad-strategy-takes-shape/245242/
    http://contently.com/strategist/2013/12/04/facebooks-algorithm-change-all-part-of-its-native-ad-master-plan/
  • As noise increases, finding and curating quality signals will become more important; along with then distributing that content through networks
    Using vendors to help power curation and real time content experiences
    Levi’s using Flipboard to curate fashion magazine using different contributors
    Sports sector leaders in curation tactics around peak games and utilising sponsorship assets
    Bringing social currency to owned properties
  • IOS will surpass 1billion users in q1 in 2015
    Hummingbird update is about things not srings – location, social signals, context
    Pull to refresh
    Emoticons as language
  • What is Apple doing buying Topsy? One of only three companies with access to the Twitter firehose – expect to see subtle iTunes targgeting and better ads
    Social data is the closest proxy to real life and its valuable signal if used right
    Econsultancy surveyed CMO’s who believed social data is massively under utilised as a data source to serve personlised web experiences
  • Social doesn’t scale
    So sooner or later tech/software will crack natural language processing and machine learning to deliver intelligent automated marketing strategies
    Expect to see more smart social bots self learning and interacting with you
    About removing guesswork, using behavioural data to calculate probabilities in real time
    Brands will be able to read the data points correctly to serve up quality ‘automated’ service encounters which will drive brand and service KPI’s
    http://blog.eloqua.com/social-marketing-automation/
  • We are seeing a shift from always on to always care
    I think we will see more social media marketing centre around what people care about and what they find useful
    Brands are divining purpose and cause to drive salience and commitment
    Nestle just bought petfinder to complement their cat care proposition
    Honda care about making sure drive thru cinemas stay open
    http://www.nestle.com/media/newsandfeatures/purina-petcare-and-petfinder
  • 2014 will be about getting the mix right at the enterprise
    As social matures into enterprises its about getting the investment and infrastructure right to service social business needs at scale
    Marketers will talk more specifically about social performance marketing as an outcome that has value – insight, data or action

Transcript

  • 1. Social marketing trends for 2014 10/12/13 Confidential © iris 2013 By David McNamara Image: Sholim /Milos Rajkovic
  • 2. Beware of shiny new object thinking! Confidential © iris 2013 Image: Sholim /Milos Rajkovic
  • 3. Obsession Confidential © iris 2013 Backlash Source: Guardian / Gigaom
  • 4. Real Social legal video time purpose mobile Convergence Visual Social Content marketing Social Data
  • 5. + More spend More noise Confidential © iris 2013 Source: Forrester / KPCB
  • 6. Managing complexity at speed Confidential © iris 2013 Source: Gartner
  • 7. Social marketing trends for 2014
  • 8. 1. Chat app marketing will fuel the social web ‘graph diversification’ ‘temporary stories’ Confidential © iris 2013 Source: Guardian
  • 9. 2. Social TV behaviours will grow in value Breaking Bad Finale 1.24m tweets in 3 hours ‘Twerking’ at MTV Awards 9m tweets + 26m FB interactions Confidential © iris 2013 Source: Mashable / Business Insider
  • 10. 3. Customer activism will get more sophisticated Confidential © iris 2013 Source: BBC / Guardian
  • 11. 4. Moment commerce will emerge in force Confidential © iris 2013 Source: Bloomberg
  • 12. 5. Content experiences will get even more immersive Micro how to’s Brand storytelling Confidential © iris 2013 ‘Prankvertising’
  • 13. 6. The sharing economy will accelerate Confidential © iris 2013 Source: Economist / Altiimeter
  • 14. 7. Paid social advertising will eat more budget Confidential © iris 2013 Source: Marketing Week / Ad Age / Techcrunch / Search Engine Land
  • 15. 8. Niche networks will gain in popularity Celebrity networks Anonymous networks Confidential © iris 2013 Vertical interest networks Local social networks
  • 16. 9. Multi platform will become the new normal GE’s digital ecosystem Google+ 2nd Most Used Social Services Globally Confidential © iris 2013 Sources: Global Web Index Nov 2013 / GE
  • 17. 10. Social performance marketing will bite Confidential © iris 2013 Source: Forbes / Pando Daily
  • 18. 11. Native advertising will get more integrated “Ad strategies that allow brands to promote and weave their custom content into the endemic experience of a website or app.” Dan Greenberg, Sharethrough CEO Confidential © iris 2013 Source: Sharethrough / Ad Age / Contently
  • 19. 12. Curation tactics will need to get smarter Confidential © iris 2013 Source: AT&T / Levis
  • 20. 13. Social mobile will continue to converge at pace ‘in stream visual language’ Confidential © iris 2013 ‘discovery in feed’ ‘things not strings’
  • 21. 14. Social data will drive more personalisation Signal to commerce Signal to relationship Confidential © iris 2013 Source: Guardian / Econsultancy
  • 22. 15. Social marketing automation will improve Automated social CRM Rise of social bots Confidential © iris 2013 Source: Roland Smart / Huff Post /CNET
  • 23. 16. ‘Always on’ will transition to ‘Always care’ Purpose as ‘campaigns’ Purpose as ‘service’ Confidential © iris 2013 Source: Honda / Nestle / Toyota / Smart
  • 24. 1. Chat app marketing 1. Chat app marketing 2. Social TV 2. Social TV 3. Customer activism 3. Customer activism 4. Moment commerce 4. Moment commerce 5. Immersive content experiences 5. Immersive content experiences 6. Sharing economy 6. Sharing economy 7. Paid social 7. Paid social 8. Niche networks 8. Niche networks 9. Multi platform agility 9. Multi platform agility 10.Social performance marketing 10.Social performance marketing 11.Smarter native advertising 11.Smarter native advertising 12.Curation tactics 12.Curation tactics 13.Social mobile convergence 13.Social mobile convergence 14.Personalisation & social data 14.Personalisation & social data 15.Social marketing automation 15.Social marketing automation 16.Always on will find more purpose 16.Always on will find more purpose Confidential © iris 2013 Social media trends for 2014
  • 25. investment + talent = Social Performance Marketing infrastructure focus Getting the mix right for 2014 Confidential © iris 2013
  • 26. Thank you! David McNamara Head of Social Strategy @deemac99 Confidential © iris 2013