6 Digital Trends to Watch
SOCIAL MEDIA PRESENTATION
Curated by Steve Rubel, Director of Insights +
David Armano, SVP Digital

Technologies Get All the A/en0on, Yet They’re Flee0ng

Trends, However, Develop More Slowly and Are OAen Timeless

TREND 1 ‐ MARKETING IN THE AGE OF
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THE CHALLENGE: THE FIREHOSE

PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN

I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS
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II: EMBRACE MULTIPLICITY AND DIVERSITY

III: USE THE FORCE, DON’T FIGHT IT

TREND 2 ‐ THE GOOGLIZATION OF MEDIA:
BUILDING A DIGITALLY VISIBLE BUSINESS
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QUALITY CONTENT DRIVES DIGITAL
VISIBILITY

SOCIAL CONNECTIONS DRIVE DIGITAL
VISIBILITY

TREND 3 ‐ THE DATA DECADE:
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DIY INSIGHTS AND SITUATIONAL AWARENESS

I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES

II: LOOK FOR UN‐MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS

II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY

TREND 4– Business Becomes Social
Social media expands into the fabric of business
from communicaZons to how consumers become
co‐creators and employees become advocates
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I: CONVERT EMPOWERED INDIVIDUALS TO
EMPOWERED GROUPS & COLLECTIVES
(Charles Schwab is an Edelman client)
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II: INCLUDE STAKEHOLDERS INTO YOUR
INNOVATION INITIATIVES
(Starbucks is an Edelman client)
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III: ENCOURAGE EMPLOYEES TO ADVOCATE
RESPONSIBLY
(Nutro is an Edelman client)
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IV: PREPARE EMPLOYEES FOR PUBLIC
ENGAGEMENT
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V: EMBRACE SOCIAL BUSINESS BEYOND A SINGLE DEPARTMENT CUSTOMER CARE PR
IT HR R&D MarkeZng “social media” touches all of these 23

BUSINESS BECOMES SOCIAL: ACTION ITEMS • Plan for scale (moving beyond experiments) • Organize accordingly • Integrate external with internal
• Engage employees • Formalize guidelines 24

TREND 5– LOCATION, LOCATION, LOCATION
“Where are you” is the new what are you doing?
Mobile and local bring the digital and real worlds
together.
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LOCAL ADDS ANOTHER DIMENSION TO
AMBIENT AWARENESS
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POPULAR PLATFORMS CRITICAL TO
MORE MASS ADOPTION
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OPPORTUNITIES TO BRING PHYSICAL
AND DIGITAL WORLDS TOGETHER
(Starbucks is an Edelman client)
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LOCATION, LOCATION, LOCATION: ACTION ITEMS • Integrate real world events with digital strategy • Look for ways to bring people together locally • Tap into “gaming” aspect and reward parZcipaZon & loyalty
• Deliver value through incenZves • Experiment with pilot programs 29

TREND 6– PRIVATE BECOMES PUBLIC
As networks such as Facebook begin to loosen their
privacy restricZons and Gen Y advances in the workforce,
what once was private becomes increasingly public
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“Privacy is no longer a social norm” ‐Mark Zuckerburg WE ARE INCREASINGLY BECOMING RESPONSIBLE FOR OUR OWN PRIVACY
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HOW MUCH DO WE WANT TO SHARE?
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DATA GETS PUT INTO THE STREAM IF
WE ALLOW IT
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PRIVATE BECOMES PUBLIC: ACTION ITEMS • Be prepared for public engagement (social media guidelines etc.) • Create rules of engagement for social media parZcipaZon • Monitor conversaZons in all ecosystems (owned, paid, earned)
• ParZcipate authenZcally • Harness “social sharing & broadcasZng” • Assume all interacZons are now public 34

Thank You
@steverubel @armano
SOCIAL MEDIA PRESENTATION
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