Social marketing trends for
2014
10/12/13
Confidential © iris 2013

By David McNamara

Image: Sholim /Milos Rajkovic
Beware of shiny new object thinking!

Confidential © iris 2013

Image: Sholim /Milos Rajkovic
Obsession

Confidential © iris 2013

Backlash

Source: Guardian / Gigaom
Real
Social
legal video
time
purpose mobile
Convergence
Visual
Social

Content
marketing
Social Data
+
More spend

More noise

Confidential © iris 2013
Source: Forrester / KPCB
Managing complexity at speed
Confidential © iris 2013
Source: Gartner
Social marketing trends
for 2014
1. Chat app marketing will fuel the social web

‘graph diversification’

‘temporary stories’

Confidential © iris 2013
Sou...
2. Social TV behaviours will grow in value

Breaking Bad Finale
1.24m tweets in 3 hours

‘Twerking’ at MTV Awards
9m tweet...
3. Customer activism will get more sophisticated

Confidential © iris 2013
Source: BBC / Guardian
4. Moment commerce will emerge in force

Confidential © iris 2013
Source: Bloomberg
5. Content experiences will get even more
immersive

Micro how to’s

Brand storytelling

Confidential © iris 2013

‘Prankv...
6. The sharing economy will accelerate

Confidential © iris 2013
Source: Economist / Altiimeter
7. Paid social advertising will eat more budget

Confidential © iris 2013
Source: Marketing Week / Ad Age / Techcrunch / S...
8. Niche networks will gain in popularity

Celebrity networks

Anonymous networks
Confidential © iris 2013

Vertical inter...
9. Multi platform will become the new normal

GE’s digital ecosystem

Google+ 2nd Most Used Social Services Globally

Conf...
10. Social performance marketing will bite

Confidential © iris 2013
Source: Forbes / Pando Daily
11. Native advertising will get more integrated

“Ad strategies that allow brands to promote and weave
their custom conten...
12. Curation tactics will need to get smarter

Confidential © iris 2013
Source: AT&T / Levis
13. Social mobile will continue to converge at pace

‘in stream visual
language’

Confidential © iris 2013

‘discovery in ...
14. Social data will drive more personalisation

Signal to
commerce

Signal to relationship

Confidential © iris 2013
Sour...
15. Social marketing automation will improve

Automated social CRM

Rise of social bots

Confidential © iris 2013
Source: ...
16. ‘Always on’ will transition to ‘Always care’

Purpose as ‘campaigns’

Purpose as ‘service’

Confidential © iris 2013
S...
1. Chat app marketing
1. Chat app marketing
2. Social TV
2. Social TV
3. Customer activism
3. Customer activism
4. Moment ...
investment

+

talent

=
Social Performance
Marketing

infrastructure

focus

Getting the mix right for 2014
Confidential ...
Thank you!
David McNamara
Head of Social Strategy
@deemac99

Confidential © iris 2013
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16 social marketing trends for 2014

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My take on the year ahead in social marketing. 16 social marketing trends for 2014:

1. Chat app marketing will fuel the social web
2. Social TV behaviours will grow in value
3. Customer activism will get more sophisticated
4. Moment commerce will emerge in force
5. Content experiences will get even more immersive
6. The sharing economy will accelerate
7. Paid social advertising will eat more budget
8. Niche social networks will gain in popularity
9. Multi platform will become the new normal
10. Social performance marketing will bite
11. Native advertising will get more integrated
12. Curation tactics will need to get smarter
13. Social mobile will continue to converge at pace
14. Social data will drive more personalisation
15. Social marketing automation will improve
16. 'Always on' will transition to 'Always care'

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16 social marketing trends for 2014

  1. 1. Social marketing trends for 2014 10/12/13 Confidential © iris 2013 By David McNamara Image: Sholim /Milos Rajkovic
  2. 2. Beware of shiny new object thinking! Confidential © iris 2013 Image: Sholim /Milos Rajkovic
  3. 3. Obsession Confidential © iris 2013 Backlash Source: Guardian / Gigaom
  4. 4. Real Social legal video time purpose mobile Convergence Visual Social Content marketing Social Data
  5. 5. + More spend More noise Confidential © iris 2013 Source: Forrester / KPCB
  6. 6. Managing complexity at speed Confidential © iris 2013 Source: Gartner
  7. 7. Social marketing trends for 2014
  8. 8. 1. Chat app marketing will fuel the social web ‘graph diversification’ ‘temporary stories’ Confidential © iris 2013 Source: Guardian
  9. 9. 2. Social TV behaviours will grow in value Breaking Bad Finale 1.24m tweets in 3 hours ‘Twerking’ at MTV Awards 9m tweets + 26m FB interactions Confidential © iris 2013 Source: Mashable / Business Insider
  10. 10. 3. Customer activism will get more sophisticated Confidential © iris 2013 Source: BBC / Guardian
  11. 11. 4. Moment commerce will emerge in force Confidential © iris 2013 Source: Bloomberg
  12. 12. 5. Content experiences will get even more immersive Micro how to’s Brand storytelling Confidential © iris 2013 ‘Prankvertising’
  13. 13. 6. The sharing economy will accelerate Confidential © iris 2013 Source: Economist / Altiimeter
  14. 14. 7. Paid social advertising will eat more budget Confidential © iris 2013 Source: Marketing Week / Ad Age / Techcrunch / Search Engine Land
  15. 15. 8. Niche networks will gain in popularity Celebrity networks Anonymous networks Confidential © iris 2013 Vertical interest networks Local social networks
  16. 16. 9. Multi platform will become the new normal GE’s digital ecosystem Google+ 2nd Most Used Social Services Globally Confidential © iris 2013 Sources: Global Web Index Nov 2013 / GE
  17. 17. 10. Social performance marketing will bite Confidential © iris 2013 Source: Forbes / Pando Daily
  18. 18. 11. Native advertising will get more integrated “Ad strategies that allow brands to promote and weave their custom content into the endemic experience of a website or app.” Dan Greenberg, Sharethrough CEO Confidential © iris 2013 Source: Sharethrough / Ad Age / Contently
  19. 19. 12. Curation tactics will need to get smarter Confidential © iris 2013 Source: AT&T / Levis
  20. 20. 13. Social mobile will continue to converge at pace ‘in stream visual language’ Confidential © iris 2013 ‘discovery in feed’ ‘things not strings’
  21. 21. 14. Social data will drive more personalisation Signal to commerce Signal to relationship Confidential © iris 2013 Source: Guardian / Econsultancy
  22. 22. 15. Social marketing automation will improve Automated social CRM Rise of social bots Confidential © iris 2013 Source: Roland Smart / Huff Post /CNET
  23. 23. 16. ‘Always on’ will transition to ‘Always care’ Purpose as ‘campaigns’ Purpose as ‘service’ Confidential © iris 2013 Source: Honda / Nestle / Toyota / Smart
  24. 24. 1. Chat app marketing 1. Chat app marketing 2. Social TV 2. Social TV 3. Customer activism 3. Customer activism 4. Moment commerce 4. Moment commerce 5. Immersive content experiences 5. Immersive content experiences 6. Sharing economy 6. Sharing economy 7. Paid social 7. Paid social 8. Niche networks 8. Niche networks 9. Multi platform agility 9. Multi platform agility 10.Social performance marketing 10.Social performance marketing 11.Smarter native advertising 11.Smarter native advertising 12.Curation tactics 12.Curation tactics 13.Social mobile convergence 13.Social mobile convergence 14.Personalisation & social data 14.Personalisation & social data 15.Social marketing automation 15.Social marketing automation 16.Always on will find more purpose 16.Always on will find more purpose Confidential © iris 2013 Social media trends for 2014
  25. 25. investment + talent = Social Performance Marketing infrastructure focus Getting the mix right for 2014 Confidential © iris 2013
  26. 26. Thank you! David McNamara Head of Social Strategy @deemac99 Confidential © iris 2013

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