7 Social Media Trends Shaping 2013

9,354 views

Published on

Video: http://allegoriedesign.com/7-social-media-trends-shaping-2013/

From conceptual framework to actionable takeaways, trend-spotting specialist Mike Roberts identifies 7 Social Media Trends to prepare for in 2013.

Those trends include:
Trend 1: Branded Entertainment Overtakes Traditional, Disruptive Advertising. Advertising that effectively pushes brands while serving as entertainment will replace the disruptive advertising that is common place today. Disrupting the content that consumers want to see with an ad is not nearly as effective as seamlessly embedding the ad in the content they do want to see and actually go searching for.

Trend 2: Social E-commerce
There is a growing opportunity for e-commerce sites to capitalize on embedding social to drive purchases.

Trend 3: Social Search and A Shift Back to User Paid Content
Google search put many content producers out of business by systematically giving away their content for free, but this model isn’t sustainable and will shift back to a paid model in many content categories.

Trend 4: Online Video Tomorrow as Important as Websites Today
Imagine a business successfully competing today without a website. When looking at key indicators, it is clear that it will be just as hard to compete without an online video presence tomorrow.

Trend 5: Customer Relationships First, Social Channel Last
Investing in specific channels, building follower numbers and not relationships, and counting on 'Likes' to drive your business is leaving your business at risk and leaving money on the table.

Trend 6: The Rise of Social Gamification
Gamification is the missing piece to engage your customers for a fraction of the cost of alternatives. It's all the rage for Fortune 500 companies and start-ups alike.

Trend 7: Social Media After Facebook
The walls preventing social sharing between social channels will start to fall the way the walls preventing surfing to any website or sending email to any other email fell.

Published in: Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
9,354
On SlideShare
0
From Embeds
0
Number of Embeds
6,482
Actions
Shares
0
Downloads
74
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

7 Social Media Trends Shaping 2013

  1. 1. 7 SMALL BUSINESS SOCIAL MEDIA TRENDS FOR 2013 Mike Roberts 11.26.12 1
  2. 2. TREND 1:BRANDED ENTERTAINMENTOVERTAKES TRADITIONALDISRUPTIVE ADVERTISING 2
  3. 3. Consumers print C TV BB B radio C C @MrobertsOnline 3
  4. 4. 15,000+ commercial messages per day Brands email Consumers mobile B B print B C TV B B B radio C C display B B B reviewsB B social B blogs @MrobertsOnline 3
  5. 5. We have to fight for their attention.Even more so, we have to fight for theirtrust. Donʼt be the kid who screams in class.Entertain instead of disrupt. @MrobertsOnline 4
  6. 6. When you entertain, consumers actually seek outyour advertisement. Especially good for branding. @MrobertsOnline 5
  7. 7. @MrobertsOnline 6
  8. 8. @MrobertsOnline 7
  9. 9. Banana Republic and Mad Men @MrobertsOnline 8
  10. 10. Red Bull @MrobertsOnline 9
  11. 11. Brightcove places targeted ads “around” video. @MrobertsOnline 10
  12. 12. Brightcove places targeted ads “around” video. @MrobertsOnline 10
  13. 13. Brightcove places targeted ads “around” video.Green screen product placement = more relevance= more revenue. @MrobertsOnline 10
  14. 14. Next, Amazonʼs advanced behavioral targetingtechnology will be used to target via the greenscreen. The movie will change depending onwho is watching it.Costs < Return.Terminator 2 + Harley Davidson.YouTube videos can become a part ofpopular culture.Create new revenue streams. Sell the content. @MrobertsOnline 11
  15. 15. Start on YouTube. Falling production costs + freedistribution. @MrobertsOnline 12
  16. 16. Start on YouTube. Falling production costs + freedistribution.Reduce risk through strategic partnerships. Banana Strategic Mad Men Republic Partnership @MrobertsOnline 12
  17. 17. TREND 2:SOCIAL COMMERCE 13
  18. 18. @MrobertsOnline 14
  19. 19. Total U.S. e-commercespending reached $256 billionin 2011, up 12% from 2010. @MrobertsOnline 14
  20. 20. Total U.S. e-commercespending reached $256 billionin 2011, up 12% from 2010.E-commerce is growing, mobile categoryis growing, multiple devices, scale throughsocial sharing. @MrobertsOnline 14
  21. 21. Total U.S. e-commercespending reached $256 billionin 2011, up 12% from 2010.E-commerce is growing, mobile categoryis growing, multiple devices, scale throughsocial sharing.With this completely new shopping environment,have to recreate the shopping experience. @MrobertsOnline 14
  22. 22. 87% Increase 28,537Mobile commerce: 2nd fastest audience growth 15,221category for mobile Dec. 2010 Dec. 2011 Mobile online retail (Mobile users) @MrobertsOnline 15
  23. 23. “The use of social strategies toanticipate, personalize and energizethe shopping experience.”-Altimiter Group @MrobertsOnline 16
  24. 24. Purchase pathMost spend time andmoney to polish thesepages. This page is neglected but this is the page that gets socially shared. @MrobertsOnline 17
  25. 25. Make product names more enticing to capitalizeon when theyʼre shared. Why not say: “Iʼm ready to scale Mt. Everest with this new North Face gear...” @MrobertsOnline 18
  26. 26. Shift from a static product page to a social dynamic oneshowing product uses, customer reviews, what else it canbe used with, re-inspiring, etc. Go on Connect surf trip Product Inspire Use with New ideas @MrobertsOnline 19
  27. 27. 4 Categories of Social Commerce Letʼs Be Social Brand advocacy, basic social sharing Enlightenedfeatures, personalization, Engagement contextualization, CRM Frictionless Store of the Commerce Community @MrobertsOnline 20
  28. 28. 4 Categories of Social Commerce Enlightened Engagement Sentiment analysis, share expert insight, Letʼs Be Social peer reviews, review aggregation across sites Frictionless Store of the Commerce Community @MrobertsOnline 21
  29. 29. 4 Categories of Social Commerce Enlightened Letʼs be social Engagement Store of the Frictionless community Commerce Community driven assortments, shelf personalization, demand- shaping analytics @MrobertsOnline 22
  30. 30. 4 Categories of Social Commerce Enlightened Letʼs be social Engagement Frictionless CommerceConnect like-minded shoppers, gaming loyalty programs, Store of the automate mobile checkout, communitygeo-location in-store, integratesocial into physical stores, CR at the shelf @MrobertsOnline 23
  31. 31. TREND 3:SOCIAL SEARCH AND A SHIFTBACK TO USER PAID CONTENT 24
  32. 32. Giving away contentthat isnʼt worth consumingdoesnʼt offer value justbecause itʼs free. @MrobertsOnline 25
  33. 33. Social search technology is being integrated toinclude results from Facebook, Twitter andGoogle+ to improve relevance.I care more about what my friend thinks thanwhat Google shows me.People are starting on social platforms now. @MrobertsOnline 26
  34. 34. Digital Content & Subscriptions is the fastestgrowing retail e-commerce category in 2011with a 26% growth rate.Made up by downloaded subscriptions,music, movies, TV shows and e-books.Propelled by tablets and e-readers. Categorygrowth will accelerate as these devices enterthe mainstream. @MrobertsOnline 27
  35. 35. Publishers vs. Product CompaniesInbound Marketing vs. Paid Content Napster vs. iTunes Free Blog vs. Paid App @MrobertsOnline 28
  36. 36. Newspapers were forced to sell toeveryone. Now social is the distribution anda niche strategy is crucial. The nicheincreases relevance and value. People payfor value. @MrobertsOnline 29
  37. 37. 1 Print went wide instead of deep due to distribution costs @MrobertsOnline 30
  38. 38. 1 Print went wide instead of deep due to distribution costs 2 Google systematically gave away content @MrobertsOnline 30
  39. 39. 1 Print went wide instead of deep due to distribution costs 3 Publishers couldnʼt make money anymore 2 Google systematically gave away content @MrobertsOnline 30
  40. 40. 1 Print went wide instead of deep due to distribution costs 3 Publishers couldnʼt make money anymore 4 Inbound 2 Google marketing systematically takes off gave away content @MrobertsOnline 30
  41. 41. 1 Print went wide instead of deep due to distribution 5 Appleʼs model costs takes off 3 Publishers couldnʼt make money anymore 4 Inbound 2 Google marketing systematically takes off gave away content @MrobertsOnline 30
  42. 42. 1 Print went wide instead of deep due to distribution 5 Appleʼs model costs takes off 3 Publishers couldnʼt make money anymore 4 Inbound 6 Apple sells 100 2 Google marketing million internet systematically takes off connected gave away devices content @MrobertsOnline 30
  43. 43. 90% of devices 50% of devicesaccessed internet access internethere 3-4 years ago here now Googleʼs main 1-5% of business searches @MrobertsOnline 31
  44. 44. Weʼve found other ways to find what we want Trip Advisor Realtor.com LinkedIn GoodReads.com Yelp Spotify Match.com Pinterest Weather Email Maps @MrobertsOnline 32
  45. 45. These now make uphalf of searches 15 Billion apps have been downloadedApp usage (47.6%) beatsout mobile browser usage(47.5%) for the first time @MrobertsOnline 33
  46. 46. Last 3years Google vs. Apple @MrobertsOnline 34
  47. 47. Last 3years Google vs. Apple Content Paid, copyrighted,commoditization, vs. professional open source content @MrobertsOnline 34
  48. 48. Last 3years Google vs. Apple Content Paid, copyrighted,commoditization, vs. professional open source content Marginally Commoditized vs. differentiated content @MrobertsOnline 34
  49. 49. Next 3years Marginally Highly differentiated vs. differentiated content content @MrobertsOnline 35
  50. 50. Next 3years Marginally Highly differentiated vs. differentiated content content HTML 5 makes this possible for big and small alike @MrobertsOnline 35
  51. 51. TREND 4:ONLINE VIDEO TOMORROW ASIMPORTANT AS WEBSITESTODAY 36
  52. 52. 43% more Americans (100 million)watch online video content on anaverage day now than a year ago. 43% Increase 44% Increase 37% Increase 239.0 105.1 43.5 30.1 175.0 73.7 Dec. 2010 Dec. 2011 Dec. 2010 Dec. 2011 Dec. 2010 Dec. 2011 Average daily unique Videos viewed Videos per viewer viewers (Millions) (Billions) @MrobertsOnline 37
  53. 53. What will happen when ourcomputers, tablets, smartphones aretwice as fast and the averageinternet bandwidth is double what itis now? @MrobertsOnline 38
  54. 54. What will happen when ourcomputers, tablets, smartphones aretwice as fast and the averageinternet bandwidth is double what itis now?Video will become moreprominent, not less. @MrobertsOnline 38
  55. 55. What will happen when ourcomputers, tablets, smartphones aretwice as fast and the averageinternet bandwidth is double what itis now?Video will become moreprominent, not less.When the prices drop in half, theyʼll also floodinto developing countries bringing moreeyeballs online. @MrobertsOnline 38
  56. 56. Cameraequipment &editing softwareget cheaper @MrobertsOnline 39
  57. 57. Camera Moreequipment & professionalediting software videographersget cheaper @MrobertsOnline 39
  58. 58. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper @MrobertsOnline 39
  59. 59. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper Consumers will grow to expect to be communicated to through video @MrobertsOnline 39
  60. 60. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper Product Consumers will companies will grow to expect build better to be consumption communicated devices to through video @MrobertsOnline 39
  61. 61. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper Product Consumers willDropping companies will grow to expectbarriers to entry build better to bewill increase consumption communicatedcompetition devices to through video @MrobertsOnline 39
  62. 62. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper Product Consumers willDropping companies will grow to expectbarriers to entry build better to bewill increase consumption communicatedcompetition devices to through videoCompanies willhave to findnew points ofdifferentiation @MrobertsOnline 39
  63. 63. Camera More Video qualityequipment & professional and quantityediting software videographers increasesget cheaper Product Consumers willDropping companies will grow to expectbarriers to entry build better to bewill increase consumption communicatedcompetition devices to through videoCompanies will Find a nichehave to find and benew points of extraordinary todifferentiation them @MrobertsOnline 39
  64. 64. The Future:Video editing will be simplified the way wordprocessing was. Animoto and iPhone app areearly examples.Instagram for video.Video editing will be transformed by templates theway website design was.Transcription technology with automatically indexvideo content. @MrobertsOnline 40
  65. 65. A whole generation will be able to producevideo that is good enough and engagingenough to spread ideas effectively.No video = no share of voice. Similar to nowebsite or a Facebook page today.Consumers will expect it. Youʼll lose anopportunity and credibility. @MrobertsOnline 41
  66. 66. TREND 5:CUSTOMER RELATIONSHIPSFIRST, SOCIAL CHANNEL LAST 42
  67. 67. Evolution of the Brand and Customer Relationship1 Old School 2 1-Way 3 2-Way 4 Crowdsource & TV Social Social Scalable Social B B B B f f C C C C C C C C C C C C @MrobertsOnline 43
  68. 68. The biggest risk to your marketing campaignis that you donʼt own Facebook. You have toplay by their rules. @MrobertsOnline 44
  69. 69. The biggest risk to your marketing campaignis that you donʼt own Facebook. You have toplay by their rules.Edgerank and other rules are imposed. @MrobertsOnline 44
  70. 70. The biggest risk to your marketing campaignis that you donʼt own Facebook. You have toplay by their rules.Edgerank and other rules are imposed.Real relationships transcend the platform. @MrobertsOnline 44
  71. 71. The biggest risk to your marketing campaignis that you donʼt own Facebook. You have toplay by their rules.Edgerank and other rules are imposed.Real relationships transcend the platform.The ROI from relationships is better thannameless followers. @MrobertsOnline 44
  72. 72. Getting your customers to do some of yourwork for you. @MrobertsOnline 45
  73. 73. Getting your customers to do some of yourwork for you.Crowdsourcing (Starbucks). @MrobertsOnline 45
  74. 74. Empower your best customers to speak onyour behalf: answer other customersquestions, evangelize, and respond to crisis. @MrobertsOnline 46
  75. 75. Empower your best customers to speak onyour behalf: answer other customersquestions, evangelize, and respond to crisis.Bring together like-minded customers. @MrobertsOnline 46
  76. 76. Empower your best customers to speak onyour behalf: answer other customersquestions, evangelize, and respond to crisis.Bring together like-minded customers.This is how you become efficient and scale. @MrobertsOnline 46
  77. 77. Courseraʼs forums allowstudents to help other students. @MrobertsOnline 47
  78. 78. You stillhandle this You New or Best Potential Customers Customers Your customers handle this without you @MrobertsOnline 48
  79. 79. Felt needTraditionalMarketing Funnel @MrobertsOnline 49
  80. 80. Felt need AwarenessTraditional TrialMarketing Funnel Evaluation Purchase @MrobertsOnline 49
  81. 81. Felt need Awareness Traditional Trial Marketing Funnel Evaluation Purchase Support your products, social, continueMissed / Key Growth relationship, evangelizing,Opportunity measure sentiment, get ideas for new products, CRM, etc. @MrobertsOnline 49
  82. 82. TREND 6:THE RISE OF SOCIALGAMIFICATION 50
  83. 83. @MrobertsOnline 51
  84. 84. @MrobertsOnline 51
  85. 85. Gamification is important because ofengagement.Like with branded entertainment, this is away to cut through the clutter.It is not important to for your gamificationstrategy to look like a game. It isimportant that it works like one. @MrobertsOnline 52
  86. 86. What consumers really want: @MrobertsOnline 53
  87. 87. What consumers really want: Status Access Power Stuff @MrobertsOnline 53
  88. 88. What consumers really want: Status Access Power StuffWhat drives consumers to act: Achiever Killer Social Explorer @MrobertsOnline 53
  89. 89. Give incentives and rewards to getconsumers to do what you want them to do.Shopping at the mall can be more aboutsocializing than shopping.Examples: Foursquare, LinkedIn, The Office,Zynga, Mini Cooper, A local gym @MrobertsOnline 54
  90. 90. TREND 7:SOCIAL MEDIA AFTERFACEBOOK’S DOMINATION 55
  91. 91. Facebook is king. All measurements show that.Portals (Yahoo!, MSN, AOL) fall to 16.7% of timespent online. Conceding to Facebookʼs growth to16.6%. @MrobertsOnline 56
  92. 92. @MrobertsOnline 57
  93. 93. Custom, niche social platformsExamples: Livestrong, Lady GaGa, AccountsRecievable, Banking mortgage network, NingAgencies like R/GA have began building thesecustom social platforms.Social, like word processing will become justanother thing that we do.What about medical, finance, DOD industries? @MrobertsOnline 58
  94. 94. Interest graph social platforms, sites, etc.Many are trying swap traditional and digitalspend. This is one place it will go.Platforms vs. content production, HTML 5, andGoPro @MrobertsOnline 59
  95. 95. Google Search 82They have growing Bing 81dissent from users Yahoo 78 Wikipedia 78and businesses alike. Average 73 newspaper Twitter 64 Facebook 61 @MrobertsOnline 60
  96. 96. Google Search 82They have growing Bing 81dissent from users Yahoo 78 Wikipedia 78and businesses alike. Average 73 newspaper Twitter 64 Facebook 61Facebook has dropped the most out of all ofthe brands ForeSee measured. @MrobertsOnline 60
  97. 97. Google Search 82They have growing Bing 81dissent from users Yahoo 78 Wikipedia 78and businesses alike. Average 73 newspaper Twitter 64 Facebook 61Facebook has dropped the most out of all ofthe brands ForeSee measured.Due to privacy problems, imposed rules, etc. @MrobertsOnline 60
  98. 98. Right now, social is defined not by what we do, but bywhere we do it. Weʼre in the era of platforms.Platform wars inhibit social; social is evolving frombeing platform specific to being a feature everywhere.Moving from platform to protocol; a story about email,TV, blogs and instant messaging.Follow your Facebook friends from Google+. Reply to aTwitter DM via Facebook. @MrobertsOnline 61
  99. 99. It will be as easy to follow a brands website as theirFacebook page; not cross posting, read the wholearticle on Google+.Post a blog post on Blogger and it will also post on G+.Then comment on G+ and it will be posted on BloggerAll interactions (comments, +1, Likes, etc.) would staywith the content, not the platform.TV, email, USB, phone chargers have all converged inthis way. @MrobertsOnline 62
  100. 100. An early framework:Google+ is a big start. Protocol across Gmail, G+,YouTube, Blogger, etc.Unlike Facebook and Twitter, Google is extendedfar beyond itʼs social network.YouTube already extends across the web. If G+follow suit, we have an early framework. @MrobertsOnline 63
  101. 101. Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group ComScore Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnline 64
  102. 102. 65
  103. 103. Questions?Mike Roberts562.481.1117Roberts.SanDiego@gmail.comBlog: www.AllegorieDesign.com@MrobertsOnlinewww.linkedin.com/in/mrobertsonline/ 65

×