2013 Webinar Series
December 17, 2013
The Top 8 Trends In Social Media
Opportunities For 2014

Today’s Moderator
DAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professional since the early 1990’s
and has more than 17 years experience in digital. He founded the first online advertising
team for the Times Supplements Group at News International before joining the original
global search engine, AltaVista in 1999. He was part of the founding team of Europe’s
leading search and social media specialists, Spannerworks and stayed with the firm after
its sale to iCrossing. During his tenure the company became the largest independent
digital marketing firm in the world, before being sold to Hearst Media in 2010. David has
worked with dozens of global brands and Fortune 500 business such as Coca-Cola,
Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.
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Today’s Speakers
Gary Vaynerchuk – New York Times Best Selling Author
Gary Vaynerchuk is a talented entrepreneur, video blogger, self-trained social media expert, and a
best-selling author. Recognizing the importance of e-commerce in 1997, Gary launched
Winelibrary.com and helped grow his family business significantly from $3 million to $45 million by
2005. In the spring of 2009, Gary and his brother AJ launched VaynerMedia, a new breed of agency
that helps Fortune 500 companies like GE, PepsiCo, Hasbro and the New York Jets find their social
media voices and build their digital brands. With over 1 million followers on Twitter, Gary is
recognized internationally as one of the top people every entrepreneur should follow and a social
media trailblazer.
twitter @garyvee, snapchat “Gary Vayner”
Mike Corak – EVP, Strategy, ethology
Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning
and agency services teams. An agency veteran, Corak has developed and implemented winning
digital and integrated strategies for hundreds of companies over his 12-year career, including CocaCola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to
ethology, Corak led the interactive services, strategy and client management teams at Off Madison
Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing
Professional Organization), helping drive the search industry’s trade group initiatives in research and
best practices education.
Twitter @mikecorak, snapchat “Mike Corak ”
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The Top 8 Trends In Social Media
Opportunities For 2014
Thank you for joining Gary Vaynerchuk, NY Times Best Selling Author of Jab
Jab Jab, Right Hook , and Mike Corak, EVP of Strategy with ethology for a
discussion on the Top 8 social media trends for 2014.
You will hear from Gary who will highlight how it takes more than just
planning for the next sale or promotion with a single “right hook” to be
successful in today’s marketplace. You’ll learn how to build relationships – the
jab, jab, jab – with customers, before that punch to drive them to convert, and
knock the competition out of the ring.
You’ll hear from Mike who will discuss how to tie social media across your
earned, paid and owned digital media efforts to accelerate your impact and
deliver knock-down results.
Both speakers will tradeoff sharing their top social media marketing trend for
2014, so that you can hit the New Year with a powerful punch.
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What We Hope You Learn Today!
1. What are the leading trends in social media marketing to
consider for 2014.
2. How to build stronger customer relationships across social
media tools, and when to send the final punch to deliver
improved ROI.
3. Where to integrate social media efforts across earned, owned
and paid media to grow brand awareness, drive sales and
improve customer service.
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Jab, Jab, Jab, Right Hook
New York Times bestselling author and social media expert Gary
Vaynerchuk shares hard-won advice on how to connect with customers
and beat the competition. A mash-up of the best elements of Crush It!
and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right
Hook is a blueprint to social media marketing strategies that really
works.
When managers and marketers outline their social media strategies,
they plan for the “right hook”—their next sale or campaign that’s going
to knock out the competition. Even companies committed to jabbing—
patiently engaging with customers to build the relationships crucial to
successful social media campaigns—want to land the punch that will
take down their opponent or their customer’s resistance in one blow.
Right hooks convert traffic to sales and easily show results. Except
when they don’t.
Thanks to massive change and proliferation in social media platforms,
the winning combination of jabs and right hooks is different now.
Vaynerchuk shows that while communication is still key, context
matters more than ever. It’s not just about developing high-quality
content, but developing high-quality content perfectly adapted to
specific social media platforms and mobile devices—content tailormade for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
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Marketers spend millions on:
Billboards
Direct mail
Print
WHY?
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Radio
TV

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Every single marketer out there is a
STORYTELLER
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*

It is our job to tell our
value proposition
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to customers along the path of
purchase.
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You need the ATTENTION of the
customer to even get a chance.
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And their attention is shifting, my
friends, and it is shifting FAST.
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Marketers miss the fact that social
networks are the first platforms ever
that are actually a two-way
conversation.
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Learn to natively
storytell on each platform.
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Respect the psychology of what
makes a Facebook user
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different from a Pinterest user
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and more different still from
an Instagram user.
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Our Philosophy for Success on Social
The Jab, Jab, Jab, Right Hook Approach
JAB
Content &
community
management
provides value
and deepens the
relationship with
the consumer.
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RIGHT HOOK
Content that asks
the community to
take an action on
behalf of the brand,
geared towards
your business
objectives.
Once this
relationship is
established, we
use “right hooks”
which are clear
CTAs that drive
to a specific
business
objective.

#6secondscience
Vine Sparks GE Campaign
66,759 followers
189K likes
2,833 comments
156.2K re-vines
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Riding Hashtags on Twitter
Leveraging trending topics in real-time tweets (as
compared to pre-scheduled tweets) led to higher
engagement levels within the existing Dove community
and increased potential to reach would-be fans.
In July 2013, Dove tweets with trending hashtags received
64.6% more engagement than non-trending tweets
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Leveraging Native Actions on Instagram
nyjets
Experimenting with calls to
action, especially the “double
tap,” regularly results in the top
liked photos across our brands.
83,015 followers
7,097 likes
785 comments
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And discuss…
8 Social media trends for 2014
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#0 Trends we hope come true in 2014
Marketers stop ruining
cool social stuff
The top X number of
various tip posts, and the
desire for their tactical
focus, ends
Brands realize social is a
marathon not a sprint
Way more Jabs!!!
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http://cdn.bleacherreport.net/images_root/slides/photos/000/729/238/1788470_display_image.jpg?1297879881
By the way, Larry Holmes – best jab of all
time

Speaking of Jabs..the Jets do Alright
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#1 Full Content Strategy Integration
content
strategy
lenses: local + mobile
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#2 Content is King, But Context Rules
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#3 Image/Video Network Growth
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#4 Continued Growth of the
Collaborative Economy
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#5 Google+ Grows, Sort of Socially
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#6 Current Networks Struggle to Keep
Youth, While New Networks Grow
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#7 User Privacy Improves, But Does it
Really Matter? Did it Ever?
http://www.craveonline.com/images/stories/2011/2012/August/Film/Who_Cares_Batman_Begins.jpg
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#8 Don’t Forget the Niche (+Forums)
Auto
News
Music
Technology
Human Interest
Sports
Politics
Everything!
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Debate: Checking Out – Could it Be?
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What’s on Your List?
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About ethology
ethology is an integrated full-service digital marketing agency
for evolving brands. The agency offers consumer research,
strategy, planning, search, display and social media, email,
content and web development, creative and analytic services.
www.ethology.com
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Thanks for your time
Econsultancy is the world’s leading resource for best practice on digital
marketing and ecommerce.
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www.econsultancy.com
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