Emerging Social Media Trends, Tools and Technologies
EMERGING Social Media Trends, Tools & Technologies @ johnvlaneThanks for coming to the sessionJohn Lane - VP, Strategy & Creative at Centerline Digital - A content marketing agency right here in Raleigh - Working with IBM, Lowe’s, John Deere, Google and local companies - On comprehensive, sustainable digital marketing - Getting people to do things with your contentNot a guru, ninja, Jedi... a practitioner - Implementing the appropriately creative solutionsEmerging is tough - the cutting edge for one is the trailing edge for others - Most people who are actually using what you implement... they’re not on yourlevel either - Hope everyone walks out thinking about at least one thing a bit differently
Social Channels Weren’t Made For You @ johnvlaneSocial media channels weren’t made for you (publishers and marketers) - But that’s okay. TV, radio, the internet... they weren’t made for you either - There’s history there... audiences define mediums - You can — and should — find a way, because it’s what people want nowSocial media has eclipsed porn as the #1 “content” on the web!So...
Focus On Purpose, Not Technology Flickr Photo by stevecadman @ johnvlaneTo succeed, start with matching your business purpose to the natural flow andpopulation of the channel.You’ve probably heard that a lot today... bet you’ll hear it even more tomorrow.
Theory 1: Signals are created and emerging trends are found within the unintended purposes of a channel. @ johnvlaneTheory1: Unintended purposes are where trends are created.
@ johnvlaneIf you haven’t used it or heard of it yet... - Instagram is essentially a way to turn your iPhone into a Polaroid camera... - and immediately share your shots with the world.Instagram has 2 million users. - They got them in less than 2 years.It took them 10 months to hit 1 million. - It took Twitter 2 years to do so.They don’t even have a website.
One of these things is not like the others... @ johnvlaneOn the surface, Instrgram may not feel fundamentally different than Twitter, Facebookand Google+ - A social channel in which people share short posts about life. - They all have the same image posting capabilities.The difference is in specificity.It’s all about seeing how others are exploring the world.
@ johnvlaneSo... how did ABC decide whether they should use the Lomo-Fi, Apollo or 1977 filter?This doesn’t feel so “fun and quirky.” But it does feel “right.”ABC World News has around 83,000 followers on Instagram.3.5% of total population.They have 304,447 fans on Facebook.Apx .03% of total population.It’s about a natural flow of information vs making people find a destination. - How do you find your news? - Go to a news website? See it in a feed?
@ johnvlaneHow other brands are using the platform.Other things go into this, but you can look at how some are using it versus others tolearn the right way to enter the stream.“Successes.” Red Bull - 72k following - a lifestyle stream“Failures.” Sharpie - 2,300 following - a product catalog - Why not feature “user” art? - Dipika Kohli — Sharpie art showings...Gucci, CNN, GE, Threadless.All have taken different tacks to using Instagram, some with more success thanothers... - Because they understand what people are looking for there.
@ johnvlaneAnother string of that theory is the idea of customer service on Twitter (or otherplatforms).Different approaches to the same (still) emerging principal:- Early: Customer service needs to happen where the customers want (most still go un-touched)But so many brand “complaints” go unnoticed still.- 95% of comments on brand sites are unanswered.- 71% of comments directed toward a company on Twitter are ignored.- Now: Our business is a customer service business... how does social media fitorganically with our business philosophy?DSW... BestBuy... ZapposSo the “trend” is still finding it’s sweet spot... the approach is still evolving.
Respect Desired Paths. Flickr Photo by wetwebwork @ johnvlaneWhat to take away from this:- Respect People’s Desired Paths- Find new ways to match your message with what your specific audience is primedfor
Theory 2: The strands of market research and marketing are converging within social media channels. @ johnvlaneTrend: The strands of market research and marketing are converging in social media.
Heisenberg’s Uncertainty Principle @ johnvlaneHeisenberg’s Uncertainty Principle.- It’s not as complicated as you may think- The relevance to marketing in today’s digital marketplace is fairly clearIn a nutshell, the Principle states- Certain physical properties like position and momentum cannot both be known toarbitrary precision.- In fact, the more precisely you know one property, the less precisely you know theother.This relation describes the current challenge of triangulating market research andmarketing on the increasingly transient nature of today’s consumer:The more time you take to figure out exactly what potential customers (and evenmore important, your evangelists) want or think, the narrower your fractional windowof time to put that knowledge to work in the marketplace.The market will have moved on to something else.Conversely, merely giving lip service to consumer insights or ignoring them entirelycreates a perilously wide band of uncertainty for marketing initiatives.
@ johnvlaneMost everyone has heard about the Old Spice “Responses” campaign; it’s the perfectexample of convergence.It was both marketing genius and research machine.70 videos in near real-time response... a conversation.
“We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.” Iain Tait Global Interactive Creative Director at Wieden+Kennedy @ johnvlaneThe system created was an immediate feedback loop.What resonates? Change on the fly and learn.Different audience, different question, different response... same brand and timeframe.George Stephanopolus and Alyssa Milano.How did it get applied back into the real world? - Great sales - Continued buzz - The behind the scenes video - People wanted to learn how they did the commercials
@ johnvlaneAnother attempt to harness real-time “research” for marketing:- Kraft Mac and JinxNot as deep. But an interesting wrinkle in the trend.How can you better combine your monitoring and measuring with marketing in real-time?
Theory 3:The ability to monitor, isolateand measure actionableinsights about influence insocial media is growing...if taken with a grain of salt. @ johnvlane
Measuring Influence Is Hard @ johnvlaneAn exploration of why both monitoring and measuring are difficult.And an exploration of why it’s important... there’s a lot of REACH illustrated here.And you need to know about it to THANK people and CAPITALIZE on your hard work.
@ johnvlaneKlout and others like it are trying to make sense of this. - A valid experiment, but hardly without fault.Not the least of which are these:- They still aren’t measuring offline WOM, which is still the huge majority - 90%- The people running Klout are acting in their best monetizing interest, not yours.- The systems can be gamed.True influence is about changed/altered behavior and not reactions.
@ johnvlaneBut...There are still things you should take from it:- It may help you glean some facts about who the population feels is influential aboutcertain topics.- It’s a starting point.But you can’t simply blast an email to “influencers” and expect them to jump on yourbandwagon because they are ‘apt to share and connect.’- You have to start with a real connection.The key is: - How do you make those real connections so that you have clout (c) toleverage later?Hint: Engage more in the conversation rather than by trying to raise your Klout score.
@ johnvlaneGoogle+ Ripples - An interesting charting, but without the “automated” and functional insight...yet. - That might be a good thing. - It requires leg-work — you have a tool to see messages spread but it’s up toyou to figure out why.
A Side Note: Google+ is an anomaly that will either change the landscape of social media or be forgotten... or both. @ johnvlaneJobs to be done framework.It’s an add-on service, rather than the original intent. (Google = Search... not Social)- Facebook is focused, idealistically, on the connections between friends - theplatform.- Google is focused on search, metrics, proof... the benefits of extensions.The social aspect isn’t the central aspect.An example: It’s blocked “crowd-sourced” evolution from the start. (Control)But — the pervasiveness of search could be it’s biggest draw — for business.
@ johnvlaneGoogle+ has 30 million users.They got them in approximately 2 months.It took Facebook 2.5 years to hit that number.It took Twitter 3 years to do so.More on this in a minute...
Theory 4: The idea of “local” has shifted. But the power of local (in situ) social interactions and artifacts is growing. @ johnvlaneWhat is local?- If you’re thinking geography — applies greatly to mobile.- But this is way beyond Foursquare, Gowalla, Etc.In Situ — contextual locality — is more appropriate.Either way, social artifacts are more important than ever in terms of reaching/influencing an audience.
@ johnvlaneOn the subject of local, social artifacts and search...Siri is literally word of mouth.Siri, Google and Yelp! - Ratings and reviews are moving to a different level (in regard to iPhones).15 million reviews on Yelp!30-50 million total unique visitors to Yelp! every monthabout 1/3 come from mobile browser/apps46% of users are 18-3435% of users make >100k per yearMore than 2,216,896 calls were made from a Yelp app.- That’s nearly 9 calls every 10 seconds to a local business.A new photo is uploaded every 30 seconds via the mobile appThat’s a lot of stats...The takeaway: get your butt on Yelp.- Whether you’re a small local business, a doctor’s office or a marketing agency.
@ johnvlaneA different form of local — in situ — are apps like Get Glue and IntoNow.These are apps that enable social interaction, focused on the TV content (or movies,music, etc.) that people are engaged in right now.Nielsen:70% of tablet owners…68% of smartphone owners use their devices while watching television.Forrester:50% are online while watching TV.Access more information about the show/actor they area watching, tweet about thetv show, consume social media and play games.Or, like on IntoNow, the chat about the show.
@ johnvlaneGoogle+Google+ Biz — Just getting started. A direct competitor to Facebook Pages.Think about the Google owned extensions:- Maps, YouTube (branded channels), local search, etc.Hangouts. The next iteration of social channel customer service?One of the downsides? Lock-down. The terms of service prohibit games, contents,special offers and coupons from being offered directly on the pages.- Less apps.- Segmentation (ideally based on customer selection).
Create Word Of Mouth On Demand Flickr Photo by 55His.com @ johnvlaneDue to the nature of search (read Google), - The +1 is a far more useful and powerful innovation than Google+ on the whole And it might provefar more powerful than Facebooks "like" as its it tied to "open" search.Create word of mouth on demand!
Theory 5: The two most important acronyms for the next few years are not HTML5 or CSS3, but RSS and API. @ johnvlaneThe two most important acronyms for the next few years are not HTML5 or CSS3, butRSS and API.This is the age of the developer.(A place for GitHub?)(The code that is creating the social web is in and of itself open and social.)
Content Curation Flickr Photo by bram_souffreau @ johnvlane2 forces:- people are more and more aware of brand beyond what you say it is...- RSS/Atom/Etc. & bookmarking functions (Delicious/Tumblr/Diigo) make it possible toport infoCuration of social assets is powerful.Imagine you providing the topic sentence (context) to a world of ever-updating anddynamic (social) content.Context is king... content is the kingdom.
@ johnvlaneSome examples...People’s brains don’t necessarily work in a linear fashion.They look for stream-of-conscious, lose connections.
NYSE APICareers page RSS @ johnvlaneGE90% of the content is syndicated. Why?
@ johnvlaneOpenGraph is one of the most powerful social API’s (for now). And it’s power isgrowing.Levi’s is an example of taking advantage of the opportunity of OpenGraph.- So much more than a simple “Like”This is social commerce... or syndicated commerce in the words of Brian Solis.- 90% of all purchases are subject to social influence (online and off - Wired mag)- 150 million people engage with Facebook via external websites each month- 67% of people spend more $ online after seeing recommendationsA holistic shopping experience.- Recommendations- Endorsement- Shopping with friends
@ johnvlaneSome of the new Facebook / OpenGraph features...- Timeline - in beta and not yet available for businessesBut when it is available, imagine the power of a social, contextual timeline of artifacts.
@ johnvlaneSome of the new OpenGraph features...- Actions and Objects- TickerConsider Levi’s more. What would a brand app allow you to do?- Share what you just put on.- RFID embedded clothing that Tweets on it’s own? - Might not be that far from the truth.
@ johnvlaneArt Of The Trench. Curating fans — letting them become a part of the story.*Add ColorLoSoPhoMo (Thanks to David Armano)- Location- Social- Photos- Mobile
Taking advantage of trends... Flickr Photo by Nils Geylen @ johnvlaneThis isn’t an exhaustive list... it’s a start. And there are good examples of them inmotion.But like any forecast, actual conditions may vary.Adjust according to your goals and audience.Start with matching your business purpose to the natural flow and population of thechannel.In other words, put the STRATEGY before the TACTICS.
Thank you! Learn more here: centerline.net Connect here: twitter.com/johnvlane And here: twitter.com/centerline @ johnvlaneThank you!Let’s chat more...——If asked for who’s doing it right...Ford:- Fiesta Movement - consolidated/curated social media promotion leveragingconnectors- Mustang - “like” to reveal — working in concert with like-minded fans- Escape - Words With Friends game