2013
Social Media
Predictions
eBook

Contents What’s in store for
social media marketing in 2013? We asked some of the world’s most respected and proven marketers what eBook changes they believe are in store for social media in the new year. What did they have to say? Browse the index below to find what each of the following social media influencers predict for 2013 and beyond. 1 2013 Predictions 6 Lee Hopkins 11 Ray Wang @leehopkins @rwang0 Overview 7 Lee Odden 12 Rohit Bhargava 2 Anita Campbell @leeodden @rohitbhargava @smallbiztrends 8 Michael Brito 13 Shel Israel 3 Ann Handley @Britopian @shelisrael @marketingprofs 9 Paul Gillin 14 Toby Bloomberg 4 Gaurav Mishra @pgillin @TobyDiva @Gauravonomics 10 Philip Sheldrake 15 Valeria Maltoni 5 Geoff Livingston @Sheldrake @ConversationAge @geoffliving

2013 Social Media Predictions Overview
eBook The polled experts predict changes in some of these areas. Facebook and Twitter were absent from the experts' list of social networks primed for growth. Making the list of networks likely to grow, the team consistently identified LinkedIn, Pinterest, Slideshare and...Myspace. The biggest opportunity for businesses in 2013 is to be a social business, not simply a business in social. Please note that the opinions of those interviewed do not necessarily represent the views of Dell. 01

What social media channel do
you feel is primed to grow its audience base the most in 2013 and which one may disappear? Google+ is primed to grow the most, simply because you can't afford to ignore it. With Google tying it to other products such as local search, and using it as a 'signal' (however nebulously they define it) in search results, it's not just another social network. It's shaping up to be much much more. We won't see any major social channel completely disappear, but I will predict that MySpace's recent redesign won't broaden its relevance. It's pretty much been relegated to bands and artists, and brands distinctly seeking the teen market. Can you share your best advice for a brand to connect with their audience on a one-on-one level? Make yourself and/or your team visible, with names attached. That way the public, customers and prospects know there are real people behind the social accounts. For example, on Twitter, if you have a company account, identify who exactly is doing the tweeting. On a company blog, identify the writers by name Anita Campbell (I don't know about your company but I don't have anyone in Founder, Small Business Trends my company named "admin"!). Use photos of your people too. @smallbiztrends Our engagement on one site I own increased 20% after we put Website: smallbiztrends.com up a rotating Featured Moderators box and a Moderators page listing them all. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 02

What is the one social
media behavior you would like to see more of in 2013? Social media is still a corporate blind spot for business-to-business execs. In a recent article at MarketingProfs, we cited research that found 43 percent of B2B executives say they never consider or rarely consider their social media reputation when making a business decision. But, in 2013, I’m hoping to see that percentage decrease significantly, with B2B companies embracing social media tools and platforms. ...And what needs to stop? Social spam—particularly friend spam. To wit: Why do robo-DMs exist still? It’s heartbreaking how often I get a robo DM from a new Twitter follower. What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? Ann Handley Chief Content Officer, Poised for growth: LinkedIn, which I’ve long held is the dark horse of the social sweepstakes. LinkedIn, surpassing Twitter, is MarketingProfs now the social media channel of choice among B2B marketers @marketingprofs for content distribution: 83 percent of them now do so, followed by 80 percent who use Twitter. Which social media metric is the most overrated? Which metric is Poised to disappear: Foursquare, unless they find a way to make the most underrated? it less a standalone application and more integrated with others that can make use of its geolocation and recommendation Likes on Facebook. features (rumors of which have been rumored...). Shares on Facebook. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 03

What social media channel do
you feel is primed to grow its audience base the most in 2013 and which one may disappear? I'm reading Nassim Nicholas Taleb's 'Antifragile', and he says that any technology that's in use today is likely to be in the middle of its life cycle, which means that the older a technology is the longer it's likely to last. So, older social networks like Facebook are likely to grow their audience base the most and newer models like social video are most likely to morph into something else. Can you share your best advice for a brand to connect with their audience on a one-on-one level? My best advice for a brand is to create social products and platforms that do one of two things, and perhaps both: solve a problem or connect around a shared purpose. Again, Nike Plus and Nike FuelBand are so powerful because they do both: solve the problem of keeping oneself motivated to become and stay active and connect people around the shared purpose of health Gaurav Mishra and wellness. Asia VP of Insights, Innovation & Social, MSLGROUP/ Publicis Groupe @Gauravonomics Website: gauravonomics.com Blog: futurecrafting.com Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 04

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? The one I'd like to see more of is organic linking and sourcing of materials. We're living in a time when information is called into question more and more frequently. Sourcing information becomes more and more critical, especially when people take a position on certain issues. We want to be credible information brokers, and this is necessary. When something is an opinion, we should state that. The behavior that I think needs to stop is the blatant slamming of other people and brands. If we can't make a point without taking someone's head off, then our social skills are lacking. Hiding behind a keyboard to say something to someone that we wouldn't say to their face is just wrong. Civility, mindful speech and decency in discourse are worthy goals and shouldn't be dismissed, in my opinion. I know I struggle to achieve them sometimes, but they are worth the effort. Geoff Livingston Author & Marketing Specialist Can you share your best advice for a brand to connect with @geoffliving their audience on a one-on-one level? Website: geofflivingston.com I really believe in events. Online becomes much more substantial when someone meets you face to face. Try to create ways to meet your stakeholders in person so you can cultivate a deeper substantial relationship. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 05

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? I would love to see more businesses take social media seriously. Far too many businesses treat social engagement as something for the receptionist or an admin clerk to ‘do’. I would love to see them stop this and realise that those who run your social media channels for you are company spokespeople with the power to ruin your hard-won reputation in just one tweet. Can you share your best advice for a brand to connect with their audience on a one-on-one level? Connecting with your audience is not something that happens overnight, or can be achieved in a short series of funny status updates. It is achieved through the consistent communication of values, insights, discoveries and experiences of organisations over time. One funny, timely photo with witty text may garner you some quick likes, but those likes pretty quickly become dislikes if you fail to live up to the expectation you have set – of being funny, witty, and so on. It would be better time Lee Hopkins spent to research your audience more – what are their likes, HopkinsFounder & Social Media their dislikes, what makes their world rock or sad. Armed with Strategist, Better Communication that information you can better prepare thoughtful Results communications that create real, lasting and meaningful @leehopkins connections. Website: LeeHopkins.com Blog: LeeHopkins.net Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 06

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? Just one? OK. Let's talk about the hashtag shall we? Here's three hashtag behaviors that need to stop as soon as you finish reading them. 1. #followfriday - #ff has jumped the shark. It's over with people. Done. Buh bye. 2. Speaking of #hashtags, #let's #just #stop #with #the #hashtagging #of #every #word #in #a #tweet #OK? #You #keyword #spammer #you. 3. This one I am guilty of myself, so I'll come clean for all to see: Using the #hashtag in places it wasn't intended. Like on Facebook. And Birthday cards. Or the specials chalkboard at coffee shops. What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? Lee Odden CEO & Author, There are a few ways to look at growth in a meaningful way. TopRankOnline Marketing There's quantity, as in which network adds more people. But are @leeodden they the right people for your business? There's also quality, as Website: www.toprankmarketing.com in who adds the most people that actually use the service. Blog: www.toprankblog.com Going to a party where no one talks to each other is #boring. Oops, there goes the hashtag. Then there are things like rate of growth or geographic growth like in the U.S. versus internationally. I think Pinterest and Google+ will continue to grow rapidly as will YouTube. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 07

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? More: Creative and real time content creation that is relevant, meaningful and tells a story. (think Oreo) Less: Branded content that looks like a glorified press release and/or corporate website. Branded content is good but it must add value to the conversation. What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? The New Myspace. Yes, I said it. The look/feel is stunning. The usability is polished (and in some cases better than Facebook). The platform is not for all brands though; only the ones that can successfully align themselves with music. On the decline, I would say Foursquare. I see more people checking in to locations with Path and Facebook. Michael Brito Can you share your best advice for a brand to connect with Senior VP of Social Business their audience on a one-on-one level? Planning, Edelman This is really difficult for a large brand with a large community. @Britopian However, the best way to appear "human" from a brand Blog: www.britopian.com standpoint is to "be human". This means that brands must empower, enable and activate their employees to engage in conversations with the community. Employees are not only the best "brand advocates" but they are also trusted by the community and by their peers – per the Edelman Trust Barometer. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 08

What social media channel do
you feel is primed to grow its audience base the most in 2013 and which one may disappear? This should be a make-or-break year for Myspace. Can it redefine itself as the prime destination for entertainment for young people? I dunno. This is also a critical year for AOL and Yahoo, both of which are in urgent turnaround mode. In terms of audience base growth, Instagram still has a lot of potential. Its popularity will parallel the growth of smart phones. I also expect to see Google+ show nice growth in 2013, if only because Google is concentrating so many of its services around it. Which social media metric is the most overrated? Which metric is the most underrated? No question that fans and followers are the most over-rated metrics. There are dozens of services that sell Twitter followers by the thousands for just a few dollars. What value does a Paul Gillin follower count have in that context? It's difficult to choose one Social Media Trainer, most-underrated metric. I would say engagement metrics in general deserve more attention. These include shares, Consultant & Author, Profitecture @pgillin comments, downloads, retweets, subscriptions, lead generation and anything else that prompts human beings to take action Website: gillin.com based upon the quality of something they've read or seen. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 09

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? I'd like to see more active listening. Think about how much time you invest listening and learning at an industry conference for example, versus talking. Now carry that ratio over to social media and you will find that the respect you pay and the insights you acquire will pay back in terms of your own content and contribution. You will secure greater resonance and higher relevance within your community. What needs to stop? Flawed metric design that encourages inappropriate behaviours. Which social media metric is the most overrated? Which metric is the most underrated? Any output metric not correlated to your specific outcome metrics is not just overrated, it's irrelevant. If you don't understand how typical output metrics (friends, followers, likes, retweets, etc.) relate to your business success, why are you letting them guide what you do day to day? Metrics only work when they are designed to work in harmony Philip Sheldrake to guide and gauge business performance. Your business and its goals are unique. Its market and place in it are unique. Your Managing Partner, Euler Partners @Sheldrake strategy and tactics are unique. So, therefore, your design and Website: www.eulerpartners.com balance of metrics will be unique. This isn't a great surprise as Blog: www.philipsheldrake.com that's how it is for every other part of business. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 10

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? I'd like to see improved context. Relevancy is key to success. Context should come in terms of location, time, role, relationship, sentiment and even intent! What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? Pinterest-like services that take the visual and make it easy. Also private social networks like Path will grow as folks become disillusioned by Facebook's lack of respect for privacy. Which social media metric is the most overrated? Which metric is the most underrated? One metric that isn't effective is engagement. We will move from engagement to meaningful interaction. Some actions are monetizable, others are non-monetary transfers of value Ray Wang creation. The refinement of interactions will be the key change in 2013. What will go away? Share of Voice? Why because Principal Analyst & CEO, interactions will tell me if your big share is meaningful or not. Constellation Research @rwang0 Website: www.constellationrg.com Can you share your best advice for a brand to connect with Blog: www.softwareinsider.org their audience on a one-on-one level? Stay authentic. Be true to your brand and self. Authenticity is half the battle and an important one. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 11

What social media channel do
you feel is primed to grow its audience base the most in 2013 and which one may disappear? For B2B marketing, I am very excited about the new potential for using SlideShare even more centrally as a part of a thought leadership and lead generation tool. The reason that the typical "white paper" marketing strategy has been around forever in the B2B space is because you know your audience is information-hungry and sales cycles are typically longer. Slideshare is a visual medium (when used correctly) and for the same reason that Pinterest is taking off for consumer brands as people share photos -the same thing is poised to happen for Slideshare. And if that weren't enough, their integration with LinkedIn (the leading networking platform for professionals) will only make it more important to have a strong strategy focusing Slideshareas a part of marketing in 2013. Can you share your best advice for a brand to connect with their audience on a one-on-one level? I think it still comes down to being human. This year I published Rohit Bhargava a comprehensive 100-page-report on 15 trends that will Founder & Author, affectbusiness in 2013 (www.15trends.com) -and humanity is a Influential Marketing Group theme that reoccurs throughout it. Now, just saying that you @rohitbhargava need to have a more human brand and actually doing it are two Website: www.rohitbhargava.com different things. It does require a stronger focus on creating a real voice for all communications. It also takes a deeper understanding of customer questions and how you can answer them. Ultimately, I think it will come down to finding the balance between tone and substance. Creativity for creativity's sake just doesn't cut it anymore. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 12

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? I would like more people to be more conversational. That is both the beauty and the power of social media. Incivility needs to stop. It seems to me that that people on social networks were adversely influenced by the style and tone of the recent presidential campaign. They feel the best way to be right is to demean people who disagree with them. What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? Tough question. I think category-wide growth will be steady industry wide in 2013. But that growth will taper. Social media is maturing as a channel. It is coming to an end of disruptive growth and is now being worked into the systems and processes of most modern organizations. I think this year, we will come to understand what difference social media makes as a mature and trusted platform. Shel Israel Author & Consultant @shelisrael Which social media metric is the most overrated? Which Website: blogs.forbes.com/shelisrael metric is most underrated? Likes is by far. Companies think that by begging, “cajoling”, bribing and otherwise campaigning for you to click on the stupid button, that will somehow improve sales, relationships, engagement, influence or any other legitimate goal. I see scant evidence that this is so, and the efforts to pursue it waste energy and money. Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 13

What social media channel do
you feel is primed to grow its audience base the most in 2013 and which one may disappear? I’m going for Pinterest with Tumblr along for the ride. As for disappearing, probably some of the smaller Pinterest-like communities. People like you make it look so easy but we know it takes significant resources to build a successful community. I can’t help wonder what will happen with the G+ community feature. Which social media metric is the most overrated? Which metric is most underrated? Without a doubt the number of fans/followers is the most overrated and also the least exciting. With the sophistication of bots can you identify how many people are for ‘real’? Or how many people follow for a contest and then forget about you until they unfollow and refollow for the next contest? Those metrics can be intoxicating until you dig into the behind-the-scene meaning and find it was an illusion. Toby Bloomberg Not exactly a metric but it is an underrated insight is the Director Social Media Integration at quantitative analysis of your fans’ comments; that’s where the gold nuggets are found and people pay so little attention to Cox Media Group Digital & them. Strategy Team @TobyDiva Website: www.divamarketingblog.com Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 14

What is the one social
media behavior you would like to see more of in 2013? What needs to stop? My wish is for businesses to increase their power by reducing it. To realize the full opportunity of social, get to know your customers: what job(s) they’re trying to do, why they make the choices they make, what role your brand plays in their lives, how they experience your service and products. Play a more active role in the value exchange. From the user research we conduct as part of digital experience strategic roadmaps for brands at Empathy Lab, we find time and time over that people value service that is respectful, effective, and personable. Start there, and use your interactions to learn continuously. What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear? Google+ will continue to grow in 2013, while Facebook will experience a slow-down. That’s because people will figure out Valeria Maltoni they can get more done with Google+ because Google brings Author & Senior Director of Strategy, together content, search, with sharing, and several productivity tools like Calendar, the frictionless ability to launch/join a Empathy Lab Hangout videoconference even from Gmail with the ability to @ConversationAge embed a Google Docs file. Website: www.conversationagent.com Location-based application Foursquare needs to find integration within a larger system. Intelligent integration is the on relevance. This is where real time in people’s lives meets over name of the game. time in business terms. We are at an inflection point with social technologies, where utility within a larger context will dictate user adoption based Dell - 2013 Social Media Predictions eBook Follow us on Twitter @DellSocialBiz 15

2013 Social Media Predictions eBook
Visionaries featured in this eBook know that nurturing a social media community can help: Evolve your products and services. Advocate for your brand. Grow your business. Are you inspired to grow your own social presence in 2013? If so, Dell Social Media Services can help. They include: Best Practice Seminars Listening and Insights Services Advisory Services Listening Command Center Build-outs Visit www.dell.com/socialmediaservices for more information or email SMservices@dell.com. Continue being inspired. Grow your social presence and grow your business when you engage with business professionals like yourself at the Dell Social Business Connection Join the conversation on Twitter & Facebook.