Trends and Opportunities in Social
Media in 2011+
360 Digital Influence | Ogilvy
Not only is social content filling search results; but
social networks are challenging the supremacy of
Google as top source
SOURCE: Hitwise 2010
> So, where do we get information? People
(US & Europe) get their news through the
filter of their friends via Facebook and learn
more via directed search
So what: SEO will remain an essential tool that brands will
expand and apply to all their content not just Website
content. The importance of “earned media” (literally to earn a
position in people’s Facebook walls) will grow as well
> Where is social sharing going? More
people share via Facebook BUT twitter drives
a higher rate of click through….
So what: Facebook appears to have the largest reach
potential but other social platforms have their own strengths.
Brands will continue to adopt a 4-5 platform social strategy
(e.g. Facebook, Twitter, YouTube, Flickr & social network #2)
and differentiate how they use each.
> What comes after Facebook? Brands are
developing a balanced portfolio of social Web
sites & tools
Coke’s KO Social Hub
platform allows 3500
global marketers to
publish across all of
their social Web
So what: Facebook will remain a “must-win” platform yet
B2C and B2B brands will maintain a more balanced social
network investment and learn to stitch together their social
Web publishing effort for efficiencies (especially global
> No, really, what comes after Facebook?
Brands will need more control of their data
and will embrace (re-embrace?) social CRM
+ + &
So what: One day soon, brands will become dissatisfied that
Facebook owns all of their fan data. They will re-position their
crm strategy as a social crm strategy to drive customer
advocacy and use their social networks to drive people into a
deeper relationship that combines email, mobile and social
> What comes after the Web? Mobile.
So what: The growth of mobile accessed Internet will finally
break the tyranny of the corporate Web site team on
communications. Chief Content Officers will look to all sorts
of ways to connect people with “owned” content wherever
and whenever they want it especially via mobile.
> How are brands scaling? Increasingly big
brands are establishing “Centers for
A forum for
Training rules for use of
program s branded social
So what: Enterprise brands will see greater value and impact
on their business from social media and insist their
organizations manage adoption and change. They will go
beyond the “social media guy” to form a federation from
across the enterprise for 6 key functions
John H. Bell
Global Managing Director | 360° Digital Influence
MOBILE +1 202.729.4166
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