10 Social Media Trends For 2010<br />
Before We Can Go Forward …<br />…We Must Look Back!<br />
2009 - Tipping Point For Social Media<br />&quot;Tipping Point“ <br />The name given to the moment <br />when a virus reac...
Social Media Went Mainstream<br />Over 300M Unique Visitors with 228% Growth<br />Over 7M Unique Visitors with 1382% Growt...
The Workers Have Appropriated the Means of Production<br />90M Americans generated content last year.<br /><ul><li>88% in ...
15% in virtual worlds
25% on blogs</li></ul>YouTube is the #2 search engine globally.<br />25% of search results for the top 20 brands linked di...
Mass Media Has Lost Its Effectiveness<br />
Word of Mouth…<br />…Became World Of Mouth<br />
Did We Jump the Shark?<br />HEY .. I JUST GOT A HOLD OF SUM GOOD OL&apos; BRONX GRASS!! AND MAN ... I FEEL GOOD<br />
What’s Next?<br />
Trend 1. Social Media - Shift from Technology to People <br />
It’s Not About Technology Stupid….<br />…Being Social is About Relationships<br />
&quot;Social media in 2010 will cease being the shiny new object and instead become part of the everyday lexicon of busine...
What Will They Write About Next?<br />
Shift from Exploratory to Definition Phase<br />
Budget Allocation Shifts to Social Media<br />
Trend 2.  The Struggle Continues: ROI & Social Media<br />
THE BIG<br />BANG<br />Social <br />Media<br />Traditional<br />ROI<br />
“What do you want to measure – <br />the “social” or the “media”? <br />- David Alston of Radian6 <br />
Media<br />Social<br />  Objectives:<br /><ul><li>Reach
Awareness
Coverage
Continuity</li></ul>  Measures:<br /><ul><li> # of visitors
 # of page views
 Time on site
 Conversions
Leads/Subscriptions/Sponsorships</li></ul>Objectives:<br /><ul><li>Loyalty
Advocacy
Trust
Influence
Engagement</li></ul>Measures:<br /><ul><li> Sentiment
 Comments
 Feedback
 Mentions
 Readership</li></ul>ROI<br />Increase in Revenue<br />Decrease in Cost Time<br />
Social Media is not cheap<br />Social media does not scale efficiently<br />Social media does not deliver the frequency of...
Warning, Warning.<br /> But They Are NOT the Objectives<br />Sales, Leads and Website Visits are Nice...<br />
The Challenge for Marketers<br />In the transition of investment to Social Media:<br /><ul><li>No value is created until s...
It takes real people & effort to make social media marketing pay off.</li></li></ul><li>Awareness<br />Engagement<br />Lis...
Trend 3. The Long Tail of Community Grows<br />
The Long Tail of Social Communities<br />High<br />Community / Membership<br />Sharing<br />20%<br />80%<br />Niche<br />C...
Community Thought Leadership<br />“A community is like a ship; everyone ought to be prepared to take the helm.”<br />     ...
Community Thought Leadership<br />
Trend 4. The Convergence of Social-Mobile<br />
Mobile Connections<br />Mobile phones will be the dominant Web accessing device by 2013, outstripping PC’s<br /> (1.8Bn vs...
Convergence of Social Mobile<br />Location Awareness<br />Social<br />Social-Mobile<br />Context<br />29<br />29<br />
Meet My Big Brothers<br />U.S. Patent & Trademark Office: Yahoo is developing a search app which takes the location of the...
Augmented Reality<br />Overlaying of digital information onto physical assets<br />
Augmented Reality is Here<br />
What does this mean for your Web presence?<br />How do you optimize in this environment?<br />What&apos;s your social medi...
Trend 5. From CRM to Social CRM<br />
CRM Essentials 2009<br />
Trend 6. Social Gaming Goes Mainstream<br />
Social Gaming Has Reached a Tipping Point<br />
How Can Marketers Use Social Gaming?<br />Marketers can use Social Gaming to:<br />Foster Engagement<br />Create Tools for...
Foursquare (Yelp Meets Farmtown)<br />Location-based check in reality game<br />If Yelp is about the restaurant, Foursquar...
Trend 7. The Monetization of Social Media<br />
Social Gaming Is Monetized<br />
Major brands will shift their online marketing focus away from traditional campaign micro-sites and towards community plat...
Social Marketizing<br />Mobile local search ad revenues are expected grow to $130 million by 2013, with mobile local searc...
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10 Trends For Social Media In 2010 Social Media Arizona 2010

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  • Research – monitoring target audience dialogue about brands and competition. Objectives – defining objectives aligned with target audiences and social metrics. Actions – creating a social marketing strategy with a definitive plan of action. Devices – deploying social platforms based on audience, objectives and strategy. Phase I: Trial – no process is used and social platforms are implemented first. Phase II: Transition – an informal process is used and performed randomly. Phase III: Strategic – a formal process is used and performed routinely.
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  reached out to John Bernier, who is the marketing manager at Best Buy who is leading the Twelpforce efforts,
  • When we start looking at value creation versus just hard ROI we can begin to see a different context and in my view relationship start to emergeCapcity of a 1000 people to innovate is far greater than a few executives
  • A community for everyoneExplosion of nice communitiesIntensity of engagement will be much higher in nicheThere will be ways to cross link nice and megaEbay neighborhoods..created 600 neighbored around key product categoriesAs marketers we don’t really have social media value i=untill we get others posting or commenting on our contentWe will need to think about our stragey across the long tail of communitiesMaybe we want to create several niche communities across our brand offeringMaybe we want to partticpaite in a fewMaybe we want and need to both
  • Social-What did others say?Who do I know-What did they sayLocationWhere am IContextTime of dayWhats in my calenderWhat am I searching forSocial-MobileRight the informationProviding the right informationEasy to engage socially
  • Social CRM: integration allows businesses to search social networksfor mentions about their products/services, find and track conversations, track growth and easily create a database of each in their Service Cloud. Once these conversations are part of the SalesForce Service Cloud, businesses can combine these with other mentions across other networks and communities, establish connections, share knowledge across teams and most importantly, completely integrate customer service departments into the cloud.For businesses and customers alike, we should see drastic improvements to customer service and feedback alike thanks to Twitter. With integrations on large scale customer service platforms such as SalesForce however, these improvements should be both slick, drastic and immediate.
  • Coca-Cola will position its official Facebook and YouTube pages as the lead online channels for upcoming international activity for its Coke Zero and Fanta brands
  • Do you measure ROI today?  If yes, how?  What have been the early results?ROI is tricky, and I’d be hard pressed to say anyone has it completely figured out.  “Going Social” has required relatively little capital investment, and intuitively, we feel it’s an important place for us to be moving forward.  But, we haven’t come across a tool that measures exactly what we want to look at across all the places we have a social presence, so we’re very busy building out our own metrics using a variety of proprietary measurement tools, as well as publically available tools.  reached out to John Bernier, who is the marketing manager at Best Buy who is leading the Twelpforce efforts,
  • Cmo—80% of your customers find you
  • 10 Trends For Social Media In 2010 Social Media Arizona 2010

    1. 1. 10 Social Media Trends For 2010<br />
    2. 2. Before We Can Go Forward …<br />…We Must Look Back!<br />
    3. 3. 2009 - Tipping Point For Social Media<br />&quot;Tipping Point“ <br />The name given to the moment <br />when a virus reaches critical mass.<br />
    4. 4. Social Media Went Mainstream<br />Over 300M Unique Visitors with 228% Growth<br />Over 7M Unique Visitors with 1382% Growth<br />
    5. 5. The Workers Have Appropriated the Means of Production<br />90M Americans generated content last year.<br /><ul><li>88% in social communities
    6. 6. 15% in virtual worlds
    7. 7. 25% on blogs</li></ul>YouTube is the #2 search engine globally.<br />25% of search results for the top 20 brands linked directly to user generated content.<br />emarketer 2009<br />
    8. 8. Mass Media Has Lost Its Effectiveness<br />
    9. 9. Word of Mouth…<br />…Became World Of Mouth<br />
    10. 10. Did We Jump the Shark?<br />HEY .. I JUST GOT A HOLD OF SUM GOOD OL&apos; BRONX GRASS!! AND MAN ... I FEEL GOOD<br />
    11. 11. What’s Next?<br />
    12. 12. Trend 1. Social Media - Shift from Technology to People <br />
    13. 13. It’s Not About Technology Stupid….<br />…Being Social is About Relationships<br />
    14. 14. &quot;Social media in 2010 will cease being the shiny new object and instead become part of the everyday lexicon of business.”<br /> …Charlene Li<br />
    15. 15. What Will They Write About Next?<br />
    16. 16. Shift from Exploratory to Definition Phase<br />
    17. 17. Budget Allocation Shifts to Social Media<br />
    18. 18. Trend 2. The Struggle Continues: ROI & Social Media<br />
    19. 19. THE BIG<br />BANG<br />Social <br />Media<br />Traditional<br />ROI<br />
    20. 20. “What do you want to measure – <br />the “social” or the “media”? <br />- David Alston of Radian6 <br />
    21. 21. Media<br />Social<br /> Objectives:<br /><ul><li>Reach
    22. 22. Awareness
    23. 23. Coverage
    24. 24. Continuity</li></ul> Measures:<br /><ul><li> # of visitors
    25. 25. # of page views
    26. 26. Time on site
    27. 27. Conversions
    28. 28. Leads/Subscriptions/Sponsorships</li></ul>Objectives:<br /><ul><li>Loyalty
    29. 29. Advocacy
    30. 30. Trust
    31. 31. Influence
    32. 32. Engagement</li></ul>Measures:<br /><ul><li> Sentiment
    33. 33. Comments
    34. 34. Feedback
    35. 35. Mentions
    36. 36. Readership</li></ul>ROI<br />Increase in Revenue<br />Decrease in Cost Time<br />
    37. 37. Social Media is not cheap<br />Social media does not scale efficiently<br />Social media does not deliver the frequency of revenue generating events<br />Social media does not deliver the velocity in time to value<br />Marketing Sherpa 2010<br />
    38. 38. Warning, Warning.<br /> But They Are NOT the Objectives<br />Sales, Leads and Website Visits are Nice...<br />
    39. 39. The Challenge for Marketers<br />In the transition of investment to Social Media:<br /><ul><li>No value is created until someone has posted, referenced, commented or engaged with you.
    40. 40. It takes real people & effort to make social media marketing pay off.</li></li></ul><li>Awareness<br />Engagement<br />Listening<br />Innovation<br />Brand<br />SEO<br />Community<br />Thought Leadership<br />Advocacy<br />Influence<br />Evangelism<br />Feedback<br />Sentiment<br />Service<br />Insight<br />Ideation<br />Collaboration<br />Ed’s Social Media Value Drivers<br />We will not understand the value of Social Media until we understand what is being said, who is saying it, what influence they have, the effect of what they are saying and the effect of what we are saying.<br />
    41. 41. Trend 3. The Long Tail of Community Grows<br />
    42. 42. The Long Tail of Social Communities<br />High<br />Community / Membership<br />Sharing<br />20%<br />80%<br />Niche<br />Communities<br />Mega<br />Communities<br />High<br />Intensity of Engagement<br />
    43. 43. Community Thought Leadership<br />“A community is like a ship; everyone ought to be prepared to take the helm.”<br /> ...Henrik Ibsen <br />
    44. 44. Community Thought Leadership<br />
    45. 45. Trend 4. The Convergence of Social-Mobile<br />
    46. 46. Mobile Connections<br />Mobile phones will be the dominant Web accessing device by 2013, outstripping PC’s<br /> (1.8Bn vs 1.7Bn) Gartner 2010<br />
    47. 47. Convergence of Social Mobile<br />Location Awareness<br />Social<br />Social-Mobile<br />Context<br />29<br />29<br />
    48. 48. Meet My Big Brothers<br />U.S. Patent & Trademark Office: Yahoo is developing a search app which takes the location of the mobile device, a time of day, an event, information from the user&apos;s calendar, past behavior, weather, social networking data, aggregate behaviors, information about proximity of a social contact.<br />
    49. 49. Augmented Reality<br />Overlaying of digital information onto physical assets<br />
    50. 50. Augmented Reality is Here<br />
    51. 51. What does this mean for your Web presence?<br />How do you optimize in this environment?<br />What&apos;s your social media strategy?<br />How will you manage your brand experience?<br />Marketers: Ask Yourself This…<br />
    52. 52. Trend 5. From CRM to Social CRM<br />
    53. 53. CRM Essentials 2009<br />
    54. 54.
    55. 55. Trend 6. Social Gaming Goes Mainstream<br />
    56. 56. Social Gaming Has Reached a Tipping Point<br />
    57. 57. How Can Marketers Use Social Gaming?<br />Marketers can use Social Gaming to:<br />Foster Engagement<br />Create Tools for Contribution<br />Syndication of Branded Content<br />
    58. 58. Foursquare (Yelp Meets Farmtown)<br />Location-based check in reality game<br />If Yelp is about the restaurant, Foursquare is about the Mac & Cheese at the restaurant<br />Gaming-Competition<br />Rewards for checking-in<br />Badges<br />Mayor of an establishment<br />Free business sponsored giveaways for members<br />
    59. 59. Trend 7. The Monetization of Social Media<br />
    60. 60. Social Gaming Is Monetized<br />
    61. 61. Major brands will shift their online marketing focus away from traditional campaign micro-sites and towards community platforms as social media begins to dictate their marketing activity in 2010.<br />“We would like to place our activities and brands where people are, rather than dragging them to our platform,…” Coca Cola Marketing Manager<br />
    62. 62. Social Marketizing<br />Mobile local search ad revenues are expected grow to $130 million by 2013, with mobile local searches increasing to 35% of all searches by 2013… BIA/Kelsey, 2009 <br />
    63. 63. I Saw it on Facebook!<br />Most social media advertising is traditional banner or the ubiquitous fan page<br />
    64. 64. “The challenge is understanding...how you get everyone into the mindset of creating a continuous stream of content.” <br />Jo Lyall, Head of Invention and Digital, Mindshare<br />“The battle is now to understand how to continue engagement with a consumer outside of a campaign site I’ve driven them to. It’s a much more complicated planning challenge.”<br />Cheryl Calverley<br /> Senior Global Manager, Unilever<br />
    65. 65. Is my product the kind of product people want to talk about?<br />The Challenge for Marketers<br />
    66. 66. Trend 8. The Evolution of Marketing Role<br />
    67. 67. The Times They Are a Changing<br />
    68. 68. We Tell You<br />Tell us what you think of what we tell you<br />Lets tell each other<br />Leadsloth, MIO 2009<br />80% of Your Customers Now Find You CMO 2009<br />
    69. 69. Marketing as a Publisher<br />Customer<br />Conversation<br />Content<br />Optimization<br />Context<br />51<br />
    70. 70. Trend 9. Security & Data Privacy Grow in Importance<br />
    71. 71. Increasing Web 2.0 Risk<br />Cyber attacks take advantage of the trust factor prevalent among users of social media tools and sites. They can quickly capture passwords, infiltrate the social network and replicate their attack and load key logger or other malware.<br />
    72. 72. Facebook Privacy Policy<br />Information We ReceiveInformation You Share With Third PartiesHow We Use Your InformationHow We Share InformationHow You Can View, Change, or Remove InformationHow We Protect InformationOther Terms<br />The value in social media companies is in the relational data they hold on you.<br />
    73. 73. Trend 10. SocialOptimization<br />
    74. 74. 1. Blogs (Johnson & Johnson, Delta Air Lines)2. Bookmarking/Tagging (Adobe(), Kodak)3. Brand monitoring (Dell, MINI)4. Content aggregation (Alltop, EMC)5. Crowdsourcing/Voting (Oracle, Starbucks)6. Discussion boards and forums (IBM, Mountain Dew)7. Events and meetups (Molson, Pampers)8. Mashups (Fidelity Investments, Nike)9. Microblogging (method, Whole Foods)10. Online video (Eukanuba, Home Depot)11. Organization and staffing (Ford, Pepsi)12. Outreach programs (Nokia, Yum Brands)13. Photosharing (Rubbermaid, UK Government)14. Podcasting (Ericsson, McDonalds)15. Presentation sharing (CapGemini, Daimler AG)16. Public Relations – social media releases (Avon, Intel)17. Ratings and reviews (Loblaws, TurboTax)18. Social networks: (British Airways, Saturn)19. Sponsorships (Coca-Cola, Whirlpool)20. Virtual worlds (National Geographic, Toyota)21. Widgets (Southwest Airlines, Target)22. Wikis (Second Life, T-Mobile Sidekick) <br />Hundreds of channels, tens of tactics, many personas = <br />Need for Social Media Optimization<br />
    75. 75. Social Media Optimization: implementing changes to optimize a site so that it is more easily linked to more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs..RohitBhargava<br />5 Rules of SMO (2006)<br /><ul><li>Increase your linkability.
    76. 76. Make tagging and bookmarking easy.
    77. 77. Reward inbound link.
    78. 78. Help your content travel.   
    79. 79. Encourage the mashup.</li></li></ul><li>New Rules of Social Media Optimization<br />
    80. 80. SEO<br />SEM<br /><ul><li>Keywords
    81. 81. Links
    82. 82. Attributes
    83. 83. Density
    84. 84. Web design
    85. 85. Creative
    86. 86. PPC mgt.</li></ul>Online Brand Experience<br />Reporting &<br /> Analytics<br />SMO<br />RMO<br /><ul><li>Sharing
    87. 87. Engagement
    88. 88. Community
    89. 89. Syndication
    90. 90. Listening
    91. 91. Responses
    92. 92. Advocates
    93. 93. Sentiment</li></li></ul><li>Thank You<br />Blog: marketinggimbal.com <br />Follow: twitter.com/cedwardbrice<br />Connect: linkedin.com/in/cedwardbrice<br />Friend: facebook.com/cedwardbrice<br />
    94. 94. References<br />Several blogs & sources were used in the research of this presentation:<br />http://www.briansolis.com/<br />http://www.chrisbrogan.com/<br />http://darmano.typepad.com/<br />http://www.linkedin.com/pub/manish-mehta/9/1b1/795<br />http://www.marketingsherpa.com/exs/SocialMM09excerpt.pdf<br />

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