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11 Social media marketing predictions for 2013

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What's next in social media? Native advertising. Relationship marketing. Metrics that matter. The end of the silver bullet social media plan. Even more relationship marketing …

What's next in social media? Native advertising. Relationship marketing. Metrics that matter. The end of the silver bullet social media plan. Even more relationship marketing
Video being impossible to ignore. And more, much more.

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  • 1. 1 hg YuNe T Ko1 i s o ed o nw TnAotSclMd i21 bu oi ei n 0 a a 3 B P iG ryh k n Fi d y hl eb sa a d r n s e
  • 2. THE FINE PRINT All contents copyright © 2013 by Make it Great Institute, LLC. All rights reserved. No part of this document or the related files may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior written permission of the publisher. For more information about the author and this eBook at milwaukeesocialmedia.com Book and cover design by Shannon Miles. (shannonmiles.com)  1
  • 3. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Contents Introduction p. 3 Aaron Biebert p. 4                                                     Berni Xiong p. 7     Carol Roth p. 10   Catherine Morgan p. 12   Colin Deval p. 14   Gini Dietrich p. 16   Jeannie Walters p. 18   Jesse Petersen p. 20   Jonathan Brewer p. 21 Mallie Hart p. 24   Phil Gerbyshak p. 26   Ron McDaniel p. 28   About Phil p. 30   About MKESM p. 31   12
  • 4. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 AN INTRODUCTION Whats  on  tap  for  the  year  ahead  in  marketing  and  social  media?  Rather  than   try  to  make  predictions  on  my  own,  I  asked  a  lot  of  other  smart  people  what   they  thought,  and  boy,  did  they  come  up  with  some  interesting  stuff.     Some  of  the  things  these  folks  came  up  with  include:     Native  advertising   The  end  of  the  silver  bullet  social  media  plan   Even  more  relationship  marketing   Video  being  impossible  to  ignore     And  more.  Much  more.     In  an  effort  to  give  you  even  more  value,  we  said  there  would  only  be  11   experts,  but  we  added  1  more  so  youd  have  1  a  month  for  an  entire  year.     My  thoughts  can  be  found  at  the  end  of  this  eBook.  I  hope  you  learn  as  much   as  I  did  from  reading  what  everyone  else  had  to  say.     And  I  hope  many  of  these  predictions  come  true,  either  this  year,  or  in  the   near  future,  because  they  are  helpful  changes  for  business  who  really  care   about  their  customers.  And  it  will  mean  the  death  of  the  impersonal,   transaction  based  businesses  we  all  love  to  hate.     To  your  success  in  2013  and  beyond,     Phil  Gerbyshak     Chief  Connections  Officer   Milwaukee  Social  Media   And  your  curator  for  this  eBook   23
  • 5. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013AARON BIEBERT                                                                       Big changes are coming…. AttentionBringChange On the Attention Era 2013 Will Era ChangesThe  use  of  video  marketing  will  continue  to  grow  in  2013  as  mobile  device  usage  grows.  CNET  reports  that  17.4  million  tablets  and  smartphones  were  activated  on  Christmas  Day  2012.    One  day.    Those  people  are  off  to  surf  the  web  on  smaller  screens  and  study  after  study  shows  that  mobile  users  prefer  video  over  text  for  getting  their  information. Video and YouTube, the main video social network, are going to be hard to ignore.If  you’ve  been  building  a  base  of  loyal  subscribers,  excellent,  because  the  competition  is  going  to  heat  up  as  more  and  more  businesses  join  the  party.    Luckily,  it’s  the  #2  search  engine  in  the  world  (owned  by  the  #1  search  engine  in  the  world)  and  is  now  integrated  into  Google+  and  their  100  Million  monthly  users.    It’s  a  lot  easier  to  comment,  like,  and  share  activities  on  YouTube  than  it  was  last  year.    As  more  people  use  YouTube,  there  will  be  more  eyeballs  in  2013  for  those  who  produce  great  content.     2013 is the year when social media begins costing small businesses more than their time.  Facebook  is  undeniably  an  important  part  of  the  social  graph,  but  with  changes  to  the  EdgeRank  system,  all  the  fans  of  your  business  page  are  worth  less  unless  you  pay  to  promote  your  posts.    The  system  works  pretty  well,  but  will  it  ever  end?    Looks  like  Facebook  has  learned  how  to  make  money.    As  more  businesses  promote  their  posts,  the  cost  will  go  up.    Then  Instagram  will  follow.     3 4
  • 6. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013Other  networks  like  Twitter,  Pinterest,  YouTube  and  Google+  don’t  play  games  with  the  feed  of  updates  yet),  but  as  more  people  join  them,  the  clutter  will  compel  more  businesses  to  take  advantage  of  the  advertising  services  that  YouTube  and  Twitter  are  now  offering.    Google+  is  the  only  network  planning  to  be  ad  free  in  the  foreseeable  future.    This  will  make  some  people  switch  over  as  our  Facebook  feeds  become  flooded  by  posts  from  long  forgotten  business  pages  and  our  friends  paying  $7  to  promote  a  picture  of  their  new  outfit.    Blogging  will  die  in  2013.    Just  kidding.         Blogging isn’t going anywhere.    In  fact,  for  businesses  and  their  marketing  leaders,  blogging  is  a  smart  way  to  centralize  your  online  presence  and  earn  attention  from  current  and  future  customers.    If  you’re  producing  good  content  (articles,  videos,  infographics,  etc.),  you  need  a  blog.    Own  your  own  social  network.    Get  a  blog.  When  you  do,  make  sure  it  has  a  good  comment  and  subscription  system.       Real influence is back in 2013.    Klout  is  dead.    Long  live  Klout.    While  the  self-­‐anointed  measurement  of  online  influence  (Klout.com)  seems  still  going  to  use  big  data  to  find  and  collaborate  with  real  influencers  to  get  the  word  out.    As  people  become  more  overwhelmed  with  all  the  networks,  updates,  and  stuff  coming  at  them,  they  will  continue  to  follow  people  they  trust.  That  trust  and  attention  will  be  worth  lots  of  money.   4 5
  • 7. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Aaron  Biebert  is  a  director  and  executive  producer  at   Attention  Era  Media,  where  he  collaborates  with   remarkable  brands  and  people  to  produce  compelling   videos  and  brand  films  for  the  modern  world.    He  is  a   strong  believer  of  both  social  media  as  the  primary   distribution  channel  for  great  content  and  sleeping  as   little  as  possible.    He  blogs  at  AttentionArea.com  and   is  @Biebert  on  Twitter.  5 6
  • 8. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 BERNI XIONG “Slow  and  steady  wins  the  race,”  is  what  I  believe  is  in  store  for  marketing  Leading With the Human Touch and  social  media  in  2013.     While  we  hear  so  much  about  scaling  and  are  bombarded  by  marketing   ploys  all  over  the  interwebs  telling  you  how  to  create  passive  income   overnight,  I  believe  that  the  brands  that  will  stand  the  test  of  time  will  be   ones  that  can  continue  to  bring  a  human  element  to  serve  its  customer  base.     Even  if  that  means  it  will  produce  more  work  for  the  brand.     “I believe there is danger in businesses using social media as a means to automate their customer engagement strategies.”   A  case  in  point  is  a  recent  experience  I  had  with  Adobe  a  few  weeks  ago.   They  auto-­‐billed  me  for  a  service  I  didn’t  want  after  failing  to  cancel  my  trial   subscription.  Five  conversations  with  their  customer  support  line  in  India,   and  seven  days  later,  I  finally  got  my  request  for  a  refund  processed.     As  I’m  writing  this,  I  still  have  not  received  the  returned  funds  in  my  bank   account.  It  was  less  about  the  money  and  more  about  my  desire  to  challenge   Adobe  to  make  things  right.     Their  auto-­‐billing  felt  like  a  scam.     Their  customer  support  phone  number  was  buried  on  their  site  and  nearly   impossible  to  find.  The  looping  customer  support  line  kept  me  waiting  for   20-­‐minutes  before  reaching  live  help.     What  was  already  the  most  frustrating  user  experience  became  the  worst   customer  service  I’ve  ever  endured  after  being  scolded  by  the  live  help  like  I   was  his  child  who  hadn’t  cleaned  up  her  room.     6 7
  • 9. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 All  I  kept  thinking  was,  “I’m  never  doing  business  with  them  again.  I’m  going   to  tell  everyone  how  horrible  Adobe  is.  I’d  never  treat  customers  like  this!”     And  with  that,  I  realized  I  had  become  disillusioned  by  the  concept  of   “scaling”  my  business.     I’m  not  suggesting  there’s  anything  wrong  with  systematizing  certain   processes  that  could  help  me  run  a  smarter  business.  However,  the  areas   where  we  serve  our  customers  should  not  be  automated  with  social  media  or   internet  marketing  trends.     If  we  build  automated  systems  like  Adobe  to  remind  customers  how   insignificant  they  are,  we’ll  lose  our  customers  forever  and  damage  the   integrity  of  our  brand.     Even  with  social  media  engagement  stronger  than  ever,  we’ll  see  businesses   bringing  things  back  to  the  basics.  Nobody  wants  an  Adobe  experience.  Not   as  the  vendor,  nor  the  consumer.     Most  overnight  successes  have  been  doing  good,  hard  work  for  over  a   decade  before  getting  their  big  break.       What  has  been  their  key  differentiator?       Their human touch.   With  the  human  touch,  they  go  on  to  do  good,  hard  work  that  sustains  the   business  even  when  social  media  trends  (and  one-­‐hit  wonder  businesses)   come  and  go.     These  savvy  brands  will  optimize  their  marketing  and  customer  engagement   strategies  with  social  media  tools.  But  at  the  core  of  it  all,  they  will  lead  with   the  human  touch.     Slow and steady wins the race.       78
  • 10. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013       Berni  Xiong  (shUNG)  is  The  Shin  Kicking  Life  Spark   for  solopreneurs.  When  she’s  not  kicking  shins,  she   writes  about  her  journey  from  corporate  to  coaching   at  bernixiong.com.      9 89
  • 11. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013CAROL ROTHAs  our  worlds  get  more  crowded  with  information  competing  for  our   Loyalty is About the Relationshipattention,  we  become  harder  to  reach  (and,  if  I  am  a  case  study,  retain  less  information  as  well).       Successful marketing in the coming year, for businesses of all sizes, will be more entrenched in relationships than ever before.  Creating  lasting  relationships  with  “spenders”,  who  are  the  biggest  consumers  of  your  products  and  services,  as  well  as  “senders”,  who  are  the  influencers  that  indirectly  account  for  sales  through  brand  advocacy,  is  the  key  to  creating  loyalty  and  growing  your  business  going  forward.    If  you  want  to  take  the  “know,  like  and  trust”  concept  to  the  next  level  to  create  the  most  loyalty,  and  ultimately  sales,  engage  both  your  senders  and  spenders  by  making  them  feel  cared  for  and  important.  This  is  truly  a  holistic  approach  that  can  be  led  with  product  functionality  (think  Apple),  customer  service  (think  Nordstrom),  creating  an  affinity  group  or  lifestyle  association  (think  Harley-­‐Davidson),  creating  an  experience  (think  Trader  Joe’s)  or  even  by  creating  a  bridge  to  the  customer  with  ancillary  products,  services,  content  or  experiences  that  are  important  to  the  customer  (think  food  companies  with  time-­‐saving  recipes).    If  you  are  a  small  business,  you  have  even  more  flexibility  to  do  this,  because  you  can  truly  get  to  know  your  customer.  Build  a  loyalty  or  intimacy  file  where  you  store  little  tidbits  about  what  your  customers  care  about  in  their  lives.  Are  they  a  NFL  fan?  Send  them  a  bumper  sticker  at  the  start  of  the  season  or  send  them  a  message  of  congrats  when  their  team  wins  a  big  game.      This  personal  relationship  building  creates  a  strong  bond.       Loyalty isn’t about a transaction, it is about the relationship.  Marketing  isn’t  just  about  reaching  your  customer,  it’s  about  making  your  customer  feel  important,  but  in  whatever  way  resonates  with  him  or  her.   9 10
  • 12. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013While  it’s  not  easy  because  not  all  customers  have  the  same  wants  or  needs,  if  it  were,  everyone  would  be  doing  it  already.  This  gives  you  a  tremendous  opportunity  to  stand  apart  from  the  competition,  as  nothing  is  more  important  to  your  business  than  solid,  loyal  customer  relationships.                 Carol  Roth  is  a  WGN  Radio  host,  television   contributor,  recovering  investment  banker  and   bestselling  author  of  The  Entrepreneur  Equation.  You   can  find  her  on  Twitter:  @CarolJSRoth  or  on  the  web   at    CarolRoth.com.   10 11
  • 13. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 CATHERINE MORGAN 2013 – The Year People and Brands Actually Get ItThe Year People and Brands Actually Get It I  don’t  know  if  I  am  looking  into  my  crystal  ball  or  coming  up  with  a  wish  list.   Phil  asked  me  to  contribute  my  predictions  for  marketing  and  social  media   so  here  are  my  best  guesses  –  but  know  that  I  thought  DOS  was  easy  enough   and  that  the  “mouse”  would  never  take  off.  #Fail     Social Media is Integrated   My  prediction  (or  hope)  is  that  in  2013  businesses  will  no  longer  think  of   social  media  as  a  magic  bullet.  Social  media  is  a  set  of  tools,  and  which   platform  is  appropriate  for  a  business  will  vary.     My  hope  is  that  social  media  strategy  development  will  be  integrated  and   not  siloed.       A sound social media strategy needs to be incorporated into all aspects of planning – sales, marketing, customer service, product/service development, etc.   I  hope  that  big  brands  (OK,  all  brands)  will  realize  that  social  media  is  a   conversation  and  can  be  an  invaluable  customer  service  tool.  I  hope  brands   will  engage  more  than  they  broadcast.  A  brand  can  use  social  media  as   business  intelligence  to  find  out  what  their  customers  really  want.     Outstanding  customer  service  will  be  a  differentiator  that  will  build  raving   fans  who  tell  their  friends.  The  opposite  also  will  be  true:  Bad  customer   service  will  potentially  be  catastrophic.  A  brand  cannot  afford  not  to  listen   and  engage,  especially  on  Twitter  because  it  is  so  public.  One  bad  story  can   go  viral  in  minutes  and  damage  a  solid  reputation  that  took  years  to  build.   I  hope  that  companies  will  empower  their  employees  and  train  them  to  be   brand  ambassadors.  Common  sense  is  not  all  that  common  these  days.   Employees  need  to  be  given  guidelines  and  at  least  some  small  amount  of   training.  (Talk  to  Phil  if  your  company  needs  this.)   1112
  • 14. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Compelling Content Trumps Noise   I  hope  businesses  of  all  sizes  realize  that  they  need  to  provide  valuable   content  in  the  form  of  blog  posts,  videos,  audios  –  and  actually  a  mix  of  all  of   these.  Some  people  prefer  to  read.  I  usually  prefer  to  watch  videos.   Businesses  should  meet  people  where  they  are.  They  need  to  create  content   that  doesn’t  waste  people’s  time.     Educate!  Entertain!  Then  the  magic  will  happen.  And  remember,  “Lord   Google”  smiles  favorably  on  those  who  regularly  update  content.     Long-Form Sales Pages Go the Way of the Dodo   This  really  is  on  the  wish  list  rather  than  a  prediction.  I  sincerely  hope  that   ugly  sales  pages  with  flashing  red  arrows,  cheesy  testimonials,  and  carpel-­‐ tunnel-­‐inducing  scrolling  die  a  sudden  death  in  an  ice  age  where  they  no   longer  convert.     Hey,  a  girl  can  hope!         Catherine   Morgan  is  the  founder  of  Point  A  to  Point  B   Transitions  Inc.,  a  virtual  provider  of  coaching  services  to   individuals   who   are   looking   to   grow   consulting   or   coaching   practices.   She   is   a   business   consultant   to   consultants.  She  also  works  with  professionals  in  career   transition,   helping   them   to   find   the   right   opportunities.   Catherine   has   a   deep   background   in   the   financial   services  and  professional  services  industries  with  a  focus   on   technology.   She   has   been   employed   by   KPMG,   Arthur   Andersen,   and   Deloitte.   Through   her   own   company   she   was   a   project   employee   for   Protiviti,   Navigant   Consulting,   and   Resources   Global.   She   has   been   coaching   clients   through   job,   life,   and   business   transitions  for  more  than  15  years.  Twitter   1213
  • 15. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013COLIN DEVAL Turn Your Insides OutTake  the  "Eww,  gross,"  out  of  turning  your  insides  out.    Your  brand  is  out  there.      Its  story  is  being  built  –  like  a  massive  community  quilt  –  and  that  story  is  being  expressed  and  filtered  through  the  assumptions,  understanding  and  interactions  held  and  felt  by  any  number  of  audiences  or  potential  customers.      That  story  is  also  being  built  internally,  by  your  most  valuable  asset  …  the  employees  who  can  either  become  powerful  advocates,  or  momentum  sapping  detractors.    So  ask  yourself,  if  youre  working  to  build  and  tell  the  story  of  your  brand,  are  you  also  working  to  build  and  draw  from  the  strength  of  your  internal  workforce,  your  base?  And  if  youre  not  …  why  not?    As  more  companies  recognize  the  true  value  inherent  in  the  evolving  digital  experience,  more  are  going  to  understand  that  social  media  isnt  all  about  broadcasting,  "look  at  me,  like  me,"  links,  opinions,  contests  or  deals.  For  complex  organizations  touching  multiple  stakeholders  and  communities,  there  is  an  opportunity  to  build  a  connection  with  their  brand  by  aligning  their  brand  values  as  they  exist  internally  with  their  story  as  it  is  being  expressed  externally.       Know yourself. Know what you stand for.    Work  to  develop  your  brand  story  as  it  is  expressed  through  the  experience,  goods  and  services  you  present  to  your  public,  but  also  the  values  through  that  stand  with  you.  Your  purpose.  Your  raison  dêtre.  Give  your  employees  the  chance  to  help  craft  and  express  those  values.  Connect  them  to  that  brand  at  all  touch  points  available  to  you,  just  as  you  would  your  external  audience,  and  youll  create  a  strong  internal  fabric  for  your  brand,  building  strength  from  the  inside.     13 14
  • 16. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Then, turn your insides out.  Empower  your  internal  audience  to  express  themselves  socially,  to  express  their  adoption  of  your  brand  values,  and  their  ownership  in  your  brand.  Build  a  foundation  for  a  socially  engaged  organization  of  brand  ambassadors  and  youll  add  significant  value  to  your  brand.  Its  a  recipe  the  most  successful  companies  and  organizations  recognize  and  one  I  think  more  will  continue  to  adopt  as  they  strive  for  ways  to  find  and  connect  with  their  audience.      Consider  how  that  might  manifest  itself  across  the  myriad  tools  available  to  you  in  the  digital  space.  We’ll  continue  to  develop  new  ways  to  interact  with  each  other.  There  will  always  be  a  new  tool.  What  won’t  change  is  the  human  condition  –  the  reasons  we  become  interested  in  each  other,  and  the  reasons  we  want  to  come  back  for  more.      Give  people  a  reason  and  you  can  turn  that  internal  brand  understanding,  adoption  and  ownership  into  an  external  force  of  brand  advocates  singing  your  praises  and  building  that  quilt  to  welcome  more  and  more  into  your  community.      How  you  do  it  is  the  fun  part.               Colin  Deval  is  a  PR  specialist  and  social  strategist   at  Core  Creative.       Follow  Colin  on  Twitter  @colindeval.         14 15
  • 17. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 GINI DIETRICH   Its  likely  not  going  to  come  as  a  surprise  to  you  to  read  nearly  everyone  Native Advertising will Matter in 2013 knows  how  to  click  past  banner  ads,  watch  the  required  five  seconds  of  an  ad   before  skipping  it  to  go  on  to  a  video,  clicking  out  of  pop-­‐up  ads,  and  fast   forwarding  through  commercials  during  television  programs.     Combine  that  with  the  fact  that  were  spending  more  and  more  time  on  the   social  networks  and  2013  proves  to  be  an  interesting  time  for  marketers  and   communicators.     Native  advertising  is  a  term  youre  going  to  hear  a  lot  about  this  next  year   and  its  going  to  affect  how  you  create  content.     You  already  see  some  of  this  through  Promoted  Posts  on  Facebook  and   Sponsored  Tweets  on  Twitter.  And  the  lines  between  advertising,   communications,  and  marketing  blurs  even  more.     Examples of Native Advertising   Native  advertising  integrates  high-­‐quality  content  (what  Ill  refer  to  as  pull   marketing  vs.  push  marketing  of  the  traditional  mediums)  into  the  organic   experience  of  a  given  platform.     This  means  the  content  is  so  complementary  to  the  users  experience  on  the   platform,  it  doesnt  interrupt  the  flow.  People  are  willing  to  comment,  like,   and  share  because  it  feels  like  it  belongs  there.     For  instance,  Jay  Peak,  a  ski  resort  in  Northern  Vermont,  asks  skiers  to  tag   Instagram  photos  that  best  exemplify  what  they  love  about  the  mountain.   Its  user-­‐generated,  visually  compelling  content.     Of  course,  there  has  to  be  a  separate  strategy  for  native  ads,  themselves,   but  as  communicators  we  have  to  think  about  how  we  create  content  that   integrates  with  our  brother  disciplines.     1516
  • 18. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Implement Native Advertising To  implement  native  advertising,  we  have  to  think  about  a  few  things:     Do  our  users  trust  us?     Does  the  brand  have  integrity  online?     Who  is  the  best  person  (or  team)  to  implement  this?     Do  we  need  journalists,  designers,  and  media  buyers  on  our   communications  team?     Should  we  outsource  some  of  the  content  creation  in  order  to  keep  things   fresh  consistently?     Too  often,  organizations  use  the  social  networks  to  push  their  messages  out,   like  theyre  accustomed  to  doing  through  traditional  methods.  Native   advertising  requires  a  complete  shift  in  thinking  and  it  wont  be  easy...   particularly  with  those  clients  or  bosses  who  are  used  to  leaving  messages  in   the  marketplace  for  a  year  or  more.     Today  you  cant  leave  a  message  out  there  for  five  minutes,  let  alone  an   entire  year.  Some  of  you  may  already  be  doing  some  education  around  how   to  be  social  and  engaging  on  the  social  networks.     Take  that  a  step  further  in  2013  and  implement  native  advertising  into  your   communications  programs.         Gini   Dietrich  is   the   founder   and   CEO   of   Arment   Dietrich,   a  Chicago-­‐based   integrated   marketing   communication   firm.   She   is   the   lead   blogger   at  PR   and   marketing   blog,   Spin   Sucks,   co-­‐author   of  Marketing  In  the  Round,  and  co-­‐host  of  Inside  PR,   a  weekly   podcast   about   communications   and   social   media.   Connect   with   her   on   Google+,   Twitter,   Facebook,  Pinterest,  Instagram,  or  LinkedIn   1617
  • 19. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013JEANNIE WALTERS Customers will experiment with your competition Customers will experiment with your competition  Barriers  to  switching  from  one  service  to  another  –  whether  it’s  banking,  CRM  or  the  doctor  you  visit  –  are  going  away.  Customers  are  selecting  what  works  for  them  in  the  moment.  Loyalty  is  going  away.  Your  competitors  are  not  always  the  big  guys,  either.  They  are  the  ones  who  are  popping  up  when  you  are  sleeping.  With  free  trials  and  apps,  your  customers  are  not  hesitating  to  check  out  the  other  guys  even  as  they  mark  the  “totally  satisfied”  box  on  your  surveys.  They  also  will  take  their  advice  from  their  connected  communities.  Reviews  will  still  be  important,  but  it’s  the  less-­‐public  reviews  within  private  communities  online  that  will  prove  the  most  challenging  or  rewarding.     Participating within these social communities will be vital for any marketer.Don’t  consider  this  aspect  of  the  experience  as  just  service  OR  marketing  –  it  must  support  both  these  functions  in  order  to  be  effective.    Social  will  support  your  customer  experience  just  like  any  customer  service  telephone  number  or  web  site  does.  Customers  will  share  the  good,  bad,  and  ugly.  Be  aware  of  the  indifferent.  Apathy  can  be  just  as  damaging  as  disappointment.  Helping  your  customers  share  their  feedback  via  social  and  rewarding  those  who  do  will  continue  to  be  a  key  part  of  loyalty.  Customers  who  feel  heard  are  more  likely  to  stick  with  you  when  the  competition  comes  calling.  Building  up  your  customer  feedback  strategies  and  response  techniques  should  be  part  of  any  marketing  or  customer  service  plan  for  2013.       17 18
  • 20. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013     Jeannie  Walters  is  the  Chief  Customer  Experience   Investigator™  and  founder  of  360Connext,  a   Chicago-­‐based  consulting  firm  specializing  in  the   cornerstones  of  customer  experience:  customer   engagement,  employee  engagement  and   connections  like  social  media.  360Connext  serves   mid-­‐market  companies  and  larger  by  helping  them   evaluate  their  true  customer  experience  via   proprietary  CXI(R)  methodologies.  The  evaluations   always  lead  to  improvements,  which  then  lead  to   results  like  increased  online  conversions  or  loyalty.     Walters  now  speaks,  writes,  consults  and  generally   thinks  about  how  the  small  experiences  we  have  each  day  –  going  to  the  bank,  ordering  online,  tweeting  –  create  the  greater  experience  of  our  lives.  She  has  worked  with  a  wide  range  of  organizations,  including  universities  and  prep  schools,  banks  and  credit  unions,  technology  companies,  some  of  the  largest  financial  services  companies  in  the  world  and  countless  entrepreneurs.    Walters  lives  outside  of  Chicago  with  her  husband  Mike  and  their  two  young  sons.  As  such,  her  current  hobbies  include  cheering  on  distracted  t-­‐ball  players  and  building  impressive  Lego  villages.                             18 19
  • 21. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 JESSE PETERSEN Due  to  the  massive  movement  of  consumer  and  privacy  watchdogs,  I  think  Marketing Will Go Where the People Go well  see  Facebook  lose  some  ground  to  Twitter  and  Google+  in  2013.  The   move  will  begin  with  the  most  active  of  tech-­‐savvy  people,  mostly  super   geeks,  niches  that  have  a  growing  crowd  on  Google+,  and  solopreneurs.       Weve  already  seen  reports  of  marketing  reach  on  Facebook  dropping  as   much  as  40%  since  they  began  the  promoted  statuses,  so  expect  more  of   that  until  it  reaches  a  tipping  point  and  people  give  up.     As  usual,  marketing  will  go  where  the  people  go  and  people  will  follow   normal  patterns  of  early  adopters,  the  masses,  and  then  everyones   grandparents.       Pinterest  will  spread  to  more  guys  -­‐  somehow.     I  expect  more  PG-­‐13  content  coming  soon  as  guys  move  to  bury  the  food   and  crafts  from  their  streams.       Instagram  and  Twitter  will  have  some  growing  pains  over  APIs.     For  2013,  expect  at  least  one  major  newcomer  to  the  social  media  landscape.     One  player  that  will  cause  everyone  to  add  another  button  to  their  social   plugins.           Jesse   Petersen   owns   Petersen   Media   Group   and   has   been   loving   and   hating   social   media   since   2007.   Hes   currently   mostly   a   Twitter   guy   now,   @jpetersen,   and   uses   Google+   for   his   photography   and   WordPress   networking.   Hes   known   by   his   friends   and   clients   as   "the   WordPress   Go-­‐To   Guy,"   for   which   credit   goes   to   Phil Gerbyshak. He and his wife, Kristin, live in Tampa,   FL   and   are   proud   foster   parents   to   wonderful   children.   1920
  • 22. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013JONATHAN BREWERBefore  I  begin  my  2013  prediction  on  marketing,  please  allow  me  to  just   2013 is the Year For This Madness to Stoppreach  for  a  moment.    There’s  probably  some  research  that  has  been  done  about  this,  but  I’m  going  to  go  with  what  I’ve  witnessed  about  marketing  in  the  last  18  years  of  my  life.    There  are  2  camps:  the  camp  that  starts  everything  by  figuring  out  exactly  how  they  will  measure  success,  and  the  camp  that  ends  with  trying  to  figure  out  how  they  will  tell  their  story  about  success,  sometimes  using  data.    I  suppose  one  could  say  this  is  the  difference  between  Direct  Response  Marketers  and  Awareness/Brand  Marketers.    I  would  argue,  from  experience  that  only  Direct  Marketing  can  be  used  on  its  own  to  achieve  measurable  success,  but  adding  awareness  marketing  on  top  of  direct  marketing  is  a  super  punch  combo.    So  where  does  “social  media”  fit  into  all  of  this?  Social  as  a  medium  has  a  problem.    It  was  birthed  in  a  world  where  direct  response  marketing  was  getting  easier  and  easier  to  do.    It’s  also  a  time  where  awareness  marketing  is  controlling  massive  budgets.    So  what  did  we  get?  We  got  people  who  demanded  the  same  sort  of  measurement  tools  and  wanted  to  create  messages  that  drive  direct  response  to  purchase  in  a  social  environment.    People  who  wanted  to  treat  the  social  channels  like  a  banner  ad,  an  infomercial,  and  a  direct  mail  campaign.      We  also  saw  people  arguing  that  there  simply  can’t  be  directly  measurable  ROI  from  social,  because  what  is  the  ROI  of  telling  your  mom  you  love  her  or  putting  on  your  pants  in  the  morning?     2013 is the year for this madness to stop.    It’s  the  year  we  MUST  begin  to  measure  things  that  matter,  even  if  it’s  not  the  easiest  thing  to  do.    It’s  time  for  the  ROI  folks  to  sit  at  the  same  table  as  the  “putting  on  pants”  folks,  and  come  up  with  a  plan.    What  defines  a  social  success?    It’s  not  likes.    It’s  not  shares,  and  it’s  not  re-­‐tweets  and  mentions.    These  are  simply  needles  we  move  on  a  gauge  in  order  to  amplify  our  broadcasts  cheaper  (organically).    We  like  to  think  these  are  the  measurements  that  matter,  but  we  can  move  these  needles  without   20 21
  • 23. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013accomplishing  anything  good  for  a  brand.    We’re  measuring  them  because  it’s  the  easiest  thing  to  do.    However,  we  can  PAY  MONEY  to  move  these  needles.    These  existing  measurements  should  only  be  used  as  a  general  health  meter  and  NOT  something  marketing  defines  as  a  WIN  or  a  LOSS.    So  what  should  we  be  measuring  in  2013?    This  is  certainly  dependent  on  your  brand,  but  here  are  4  quick  examples  to  get  you  thinking:    Number  of  times  we  get  complained  about  –  Word  of  mouth  marketing  is  a  powerful  thing,  so  measuring  where  you’re  at  with  the  number  of  online  complaints  can  help  the  entire  organization.    Fix  this  number,  and  squash  the  bad  word  of  mouth.    Number  of  thanks  –  If  you’re  in  a  business  that  has  service,  getting  praised  online  is  a  great  thing  to  gauge.    Again,  by  working  with  the  entire  organization,  and  keeping  an  eye  on  the  number  of  online  thanks,  improving  this  number  will  improve  your  organic  word-­‐of-­‐mouth  goodness.    I’m  here  –  seriously.    Keep  tabs  on  the  number  of  times  people  tell  you  that  they  visited  your  brick-­‐and-­‐mortar.    Trying  to  improve  this  number  will  get  you  to  think  about  how  your  traditional  marketing  efforts  are  supporting  your  online  efforts.    Especially  if  they  are  different  teams  (maybe  they  should  work  together  more  often?)    Tip:  Think  deep  about  this:  This  is  more  than  just  location-­‐based  check-­‐ins.    How  can  you  encourage  the  consumer  to  announce  their  arrival  or  departure?    I  just  bought  –  If  revenue  is  an  important  thing,  why  not  start  measuring  how  many  times  people  tell  you  or  their  friends  they  just  bought  from  you.    Measure  this  and  you’ll  start  to  focus  on  making  it  easier  for  people  to  tell  your  story  for  you.    So  I  don’t  know  if  that  was  as  much  of  a  prediction  as  it  was  a  manifesto  from  me  to  all  marketers,  but  I  can  say  with  confidence,  if  you  want  to  keep  increasing  your  budgets,  you’re  going  to  have  to  find  better  ways  to  define  and  measure  success  –  up  front.         21 22
  • 24. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013       As  the  Director  of  Awesome  with  BTC  Revolutions,   Brew  is  an  expert  in  building  communities  that  blend   online  and  offline  communications.  As  a  constant   learner,  and  a  self-­‐proclaimed  “geek  translator”  and   “destroyer  of  silos”,  his  passion  is  connecting  like-­‐ minded  people  from  various  disciplines  including  HR,   IT,  Marketing,  and  Sales.  You  can  follow  Brew  on   Twitter  @houseofbrew.       22 23
  • 25. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 MALLIE HART It’s  already  happening.  But  I  think  we’re  going  to  see  a  lot  more  of  it,  applied  Social Media With Intent and Purpose much  more  decisively,  with  little  excuse  and/or  acceptance  of  those  that   don’t  toe  the  line.  What  am  I  talking  about?  Social  presence  and  connections   created,  managed  and  maintained  with  intent  and  purpose.       Social solutions and ideas that not only talk the talk, but also WALK that talk.   That’s  what  I  predict  we’ll  see  a  lot  of  in  2013  and  beyond.     As  I’ve  stated,  it’s  already  started.  So,  I’m  not  touting  a  new  concept,  nor  can   I  take  credit  for  the  idea.  Names,  both  big  and  small,  within  our  industry   have  chosen  to  stand  behind  this  idea  and  stand  up  to  those  that  don’t  give   this  idea  the  credence  and  cooperation  it  deserves.     Accounts  large  and  small  have  taken  to  heart  the  idea  of  connecting  with   intent  and  purpose.  Connections  and  actual  engagement  aren’t   commodities  to  be  traded  casually  like  gossip,  nor  can  they  be  purchased   and  housed  in  a  protective  sleeve  like  baseball  cards.  Connections  that  lead   to  engagement  and  real  relationships  involve  hard  work,  determination  and   intent  to  continue  as  one  has  begin,  with  the  sharing  of  valuable  and  varied   information  from  a  variety  of  savvy  sources,  not  just  the  big  names.     We’ve  seen  smaller  brand  owners  stand  up  and  say  no  to  the  bigger  names   that  think  gaming  the  system  or  outright  violation  of  ToS  is  hunky  dory   because  of  that  big  name.  We’ve  seen  smaller  brands  lead  a  charge  to  share   valuable  content,  tools,  tips  and  advice  FOR  FREE  via  blog  posts  and   eBooks,  rather  than  assuming  this  vital  and  already  readily  available   information  should  require  purchase  after  minimal  edit  and  regurgitation.     We’ve  seen  big  names  outed  and  ousted  for  fake  follower  counts,  purchased   “fans”  and  less  than  social  practices.  We’ve  seen  smaller  names  rise  to  the   from  the  big  names  simply  because  they’ve  rocked  the  status  quo.     23 24
  • 26. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 We’ve  seen  a  rise  of  collective  groups,  groups  willing  to  share  great  content   –  ideas,  leading  thoughts,  top  tips  and  best  practices  through  multi-­‐author   blogs.  These  groups  are  concerned  with  the  share  and  the  social  –  with   actual  connection  and  engagement,  not  the  glorified  numbers  like  likes,   followers,  circles  and  more.     I  believe  we’ll  see  more  of  this  in  2013  and  I’m  thrilled.           When  Mallie  isn’t  contemplating  the  creativity  of  her   graphics  design  work  at  Go  Creative  Go!,  she’s   crafting  creative  social  designs  for  her  social  media   clients  as  the  Media  Barista  and  running  the  Social   Solutions  Collective.  This  coffee  chugging,  pretentious   hipster  music  listening,  book  devouring,  mountain   biking  social  media  enthusiast  thinks  there’s   something  creative  to  be  found  in  each  and  every   business  and  entrepreneur.  Color  connotation,  word   choice,  alliteration  and  a  canny  ability  to  think   themes  are  but  a  few  of  the  weapons  she  holsters  as   part  of  her  social  design  arsenal.  The  coffee  pot  is   always  on,  the  music  is  always  blaring  and  there’s   generally  a  snoring  cat  underfoot.  Ahhhhhhhh…the   recipe  for    chaos  to  some,  but  to  Mallie?  A  recipe  for   creativity!       2425
  • 27. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013PHIL GERBYSHAK Measuring What Matters Measuring What Matters: A Key to Success in 2013  You  can  buy  20,000  likes  for  your  Facebook  page  for  the  low  price  of  just  $339.99.  You  can  buy  10,000  Twitter  followers  for  just  $15.  You  can  buy  1,000  LinkedIn  connections  for  $99.99.    Seriously.  Just  search  for  "Buy  Facebook  likes,"  "Buy  Twitter  followers"  or  "Buy  LinkedIn  connections"  on  your  favorite  search  engine.  These  results  were  just  the  top  results  I  found.  There  are  literally  thousands,  perhaps  tens  of  thousands,  of  places  you  can  increase  your  numbers  on  social  media.  Does  that  stop  you  from  worrying  so  much  about  the  number  of  fans,  followers,  or  connections  you  have?  It  should.    Heres  the  thing:  If  those  are  your  metrics  of  success,  youre  measuring  the  wrong  things.  Instead  of  measuring  those,  measure  something  that  matters.  Instead  of  that,  measure  number  of  opted  in  e-­‐mail  subscribers.  Better  yet,  measure  the  number  of  e-­‐mail  subscribers  that  have  clicked  a  link  (ANY  link)  in  any  of  your  e-­‐mail  newsletters.  You  havent  abandoned  e-­‐mail  newsletters  for  Facebook,  Twitter  and  LinkedIn,  have  you?     Measure, measure, measure!  How  about  measuring  number  of  people  who  actually  downloaded  an  eBook  you  sent  out  -­‐  not  just  number  of  people  who  signed  up  to  your  free  offer?    Measure  the  number  of  actual  contacts  who  have  completed  your  profile,  that  if  you  asked  them  to  be  your  friend  on  Facebook,  connect  with  you  on  Facebook,  or  have  a  conversation  with  you,  that  would  say  YES!    Measure  the  number  of  people  who  are  walking  through  your  doors  when  things  arent  on  special.  When  you  dont  have  a  special  offer,  a  new  product  or  new  service.  How  does  that  compare  to  last  year?  Thats  a  much  more  valuable  metric.       25
  • 28. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013Do  you  know  what  your  cost  per  new  customer  is?  Or  your  spend  per  existing  customer?  Or  how  long  customers  stay  with  your  business?  Or  the  lifetime  value  of  a  customer?  If  you  know  how  long  most  customers  stay  with  you,  and  how  much  they  are  worth  to  you  in  their  lifetime,  you  can  figure  out  what  a  good  investment  amount  is  to  acquire  a  new  customer  -­‐  and  what  is  a  waste  of  time  and  money.     26My  point  is  not  to  inundate  you  with  numbers.  In  fact,  I  hate  numbers,  and  I  hate  metrics.  To  be  more  correct,  I  hate  meaningless  metrics,  and  meaningless  numbers.  But  I  love  meaning.      The more meaning I can give my numbers, the better story I cantell myself, to motivate me to focus on the right things for mybusiness.  So  find  the  meaningful  metrics.  Focus  on  them.  Obsess  on  them.  And  on  your  customers  who  really  drive  those  metrics.  Thats  really  what  matters  most  of  all  -­‐  and  it  will  matter  more  than  ever  in  2013.  If  you  dont  want  to,  just  send  your  customers  my  way.  Ill  be  happy  to  take  care  of  them  for  you.         Phil  Gerbyshak  is  the  head  social  media   strategist  and  chief  connections  officer  at   Milwaukee  Social  Media,  in  charge  of  working   with  organizations  to  create  strategies  and   tactics  to  connect  to  their  customers  and   prospects  using  social  media.  Basically,  if  you   have  social  media  needs,  Phil  and  his  team  can   fill  them. 26 27
  • 29. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 RON MCDANIEL Here  at  Buzzoodle,  we  have  been  helping  many  kinds  of  clients  generate  Take a Leap Ahead of the Pack leads  with  better  online  content.    A  few  years  ago,  the  blog  posts  and   articles  did  not  need  to  be  long  or  of  the  highest  quality  to  generate  good   search  engine  traffic  and  generate  steady  leads.    In  2013  we  have  really   changed  that  approach.     Time for higher quality articles!   The  fact  is,  2012  saw  big  changes  to  Google.    While  most  of  our  clients   remained  high,  the  writing  is  on  the  wall  for  2013  that  you  are  going  to  need   to  produce  higher  quality  articles  and  generate  more  backlinks  from  social   media.     The  short  articles  can  still  work  if  you  are  not  in  a  competitive  niche  or  you   are  focusing  solely  on  local  search  engine  optimization.    But  for  many  people   it  is  time  to  start  thinking  of  themselves  as  full  publishers  and  production   companies.     The  good  news  is  that  this  is  easier  today  than  ever.    But  it  is  going  to  take  a   real  commitment  to  high  quality  content  on  a  regular  schedule.    This  is  not   realistic  for  many  business  owners.     One  thing  we  notice  is  making  a  comeback  is  Podcasting.    It  seems  people   are  listening  to  these  free  podcasts  in  the  car  more  and  more,  which  gives   you  an  entirely  new  avenue  to  develop  relationships  with  people.    And  since   newer  cars  are  making  it  easy  to  stream  these  in,  the  distribution  channel   has  gone  from  life  support  to  booming  again.     Leverage is also becoming more important in 2013.   You  need  to  be  able  to  create  one  high  quality  piece  and  then  be  able  to   leverage  that  content  across  audio,  video,  e-­‐magazines,  blogging  and  social   media.    This  does  take  some  getting  used  to.         2728
  • 30. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 The  best  way  to  do  this  is  to  have  a  production  team  that  can  take  your  well   thought  out  audio  recording  and  convert  it  to  video,  post  it  in  a  podcast,  get   a  transcript  and  post  it,  write  it  in  a  cleaner  article  format,  write  a  summary   post  about  the  longer  post  and  do  nice  images  as  covers  and  to  accompany   articles.    Then  you  promote  the  core  article  and  all  the  different  variations  on   one  or  more  social  media  sites  including  video  sites,  micro-­‐blogging,  blogs,   Facebook  and  Google  Plus.     Not  easy  -­‐  but  a  small  group  of  people  that  know  the  complete  strategy  will   be  able  to  do  incredible  things  with  your  high  quality  content.    And  ideally   you  only  spent  20  minutes  talking  into  a  microphone.     2013  is  the  year  that  some  people  are  going  to  leap  ahead  of  the  pack  by   leveraging  much  higher  quality  content  and  emerging  channels  to  build  a   strong  personal  and  corporate  brand  that  will  be  hard  to  compete  with  if  you   are  not  willing  to  do  more.               Ron  McDaniel  is  CEO  of  Buzzoodle,  a  content   marketing  lead  generation  company.    Ron  is  a   national  speaker  and  author  and  has  helped  1,000s   of  people  grow  their  businesses  with  advanced   publishing  techniques.    To  find  out  more  about  Ron,   visit  RonMcDaniel.com. 2829
  • 31. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 ABOUT THE AUTHOR: PHIL GERBYSHAK   Phil  Gerbyshak  is  the  brain-­‐child  of  the  eBook,  11  Things  Your  Need  To   Know  About  Social  Media  in  2013.       Phil  is  a  professional  speaker  who  travels  around  the  world  sharing  his   message  about  social  media  and  connections  with  organizations  and   businesses  of  all  sizes.  He  has  published  four  books,  including   #TwitterWorks,  focused  on  small  businesses  and  the  restaurant  industry.       When  not  traveling,  Phil  and   his  team  at  MKE  Social  Media   work  with  small  and  medium   sized  business  and   getting  them  connected   to  their  customers  digitally.       To  connect  with   Phil  personally,  visit   http://philgerbyshak.com  or   follow  him  on  Twitter  at   http://twitter.com/philgerb     MILWAUKEE SOCIAL MEDIA   Social  Strategy     Maybe   you   already   know   that   using   a   #hashtag   about  chocolate   chip   cookie   recipes   will   get   re-­‐tweeted,   but  using   social   media  without   a   strategy   is   a   sure   fire   way   to   ensure   you   get   no   purposeful   ROI.   Is  your   Facebook  page   over  10  Likes,  but  you  need  a  plan  that’s  lasting  and  scalable...       Milwaukee  Social  Media  is  here  to  make  you  look  good:  we’ll  work  with  you   to  create  a  strategy  to  meet  your  business  goals,  not  just  make  you  feel   good  about  your  social  media  accounts.  Not  only  will  feel  great  about   yourself  but  you’re  going  to  be  a  big  deal  when  we’re  done  with  you!   2930
  • 32. 11 THINGS YOU NEED TO KNOW ABOUT SOCIAL MEDIA IN 2013 Graphic  Design     You’ve  heard  the  famous  saying,  “first  impressions  matter  more  than  ever.”   Don’t   believe   what   your  momma   told   you:   that’s   a   lie.  Don’t   get   upset   –   we’re  not  calling  your  momma  a  liar,  we’re  just  saying  that  when  it  comes  to   social  media,  potential  customers  judge  you  BEFORE  you  ever  get  in  front  of   them.   Within  the   online   world,   looks   are   every-­‐   thing,   and  we’ll   work   with   you  to  create  graphics  to  match  all  desirable  channels  and  remain  consistent   with  the  image  you  want  to  present  to  your  customers.     Marketing  Execution     You’re   a   smart   business   person:   you   know   you   need   to  do   more,   and   do   it   more   often,   to   market   your  company   more   efficiently.   But   you  don’t   have   the   time.   Or   the   energy.   Or   the   expertise.   But   you   have   the  passion.  And   you’ve  got  a  great  company  to  promote.     Let   Milwaukee’s   finest   do   the   work   for   you,   no   interns  here!   Just   trained   professionals   willing   to   put   in   the  long   hours   and   connect  your   business   with   your   customers   through   social   media   channels,   and   reach   the  people   you   want   as   customers.   We’re   like   your   own   little   social   media   match-­‐  maker:   we’ll   set   up   the   people  you   want   with   people   who   want   them,   like   you.  Sounds  like  there’s  a  whole  lotta  love  going  around! 3031