7 SMALL BUSINESS SOCIAL
MEDIA TRENDS FOR 2013
Mike Roberts
11.26.12
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TREND 1:
BRANDED ENTERTAINMENT
OVERTAKES TRADITIONAL
DISRUPTIVE ADVERTISING
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Consumers
print
C
TV
B
B B
radio C C
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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
reviews
B
B social
B
blogs
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We have to fight for their attention.
Even more so, we have to fight for their
trust. Donʼt be the kid who screams in class.
Entertain instead of disrupt.
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When you entertain, consumers actually seek out
your advertisement. Especially good for branding.
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Banana Republic and Mad Men
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Red Bull
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Brightcove places targeted ads “around” video.
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Brightcove places targeted ads “around” video.
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Brightcove places targeted ads “around” video.
Green screen product placement = more relevance
= more revenue.
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Next, Amazonʼs advanced behavioral targeting
technology will be used to target via the green
screen. The movie will change depending on
who is watching it.
Costs < Return.
Terminator 2 + Harley Davidson.
YouTube videos can become a part of
popular culture.
Create new revenue streams. Sell the content.
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Start on YouTube. Falling production costs + free
distribution.
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Start on YouTube. Falling production costs + free
distribution.
Reduce risk through strategic partnerships.
Banana Strategic
Mad Men
Republic Partnership
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12

TREND 2:
SOCIAL COMMERCE
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Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
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Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
E-commerce is growing, mobile category
is growing, multiple devices, scale through
social sharing.
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Total U.S. e-commerce
spending reached $256 billion
in 2011, up 12% from 2010.
E-commerce is growing, mobile category
is growing, multiple devices, scale through
social sharing.
With this completely new shopping environment,
have to recreate the shopping experience.
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87% Increase
28,537
Mobile commerce:
2nd fastest
audience growth 15,221
category for mobile
Dec. 2010 Dec. 2011
Mobile online retail
(Mobile users)
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“The use of social strategies to
anticipate, personalize and energize
the shopping experience.”
-Altimiter Group
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Purchase
path
Most spend time and
money to polish these
pages. This page is neglected
but this is the page that
gets socially shared.
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Make product names more enticing to capitalize
on when theyʼre shared.
Why not say: “Iʼm ready to scale Mt.
Everest with this new North Face
gear...”
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Shift from a static product page to a social dynamic one
showing product uses, customer reviews, what else it can
be used with, re-inspiring, etc.
Go on Connect
surf trip
Product Inspire
Use with
New ideas
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4 Categories of Social Commerce
Letʼs Be Social
Brand advocacy,
basic social sharing Enlightened
features, personalization, Engagement
contextualization, CRM
Frictionless Store of the
Commerce Community
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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
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4 Categories of Social Commerce
Enlightened
Letʼs be social Engagement
Store of the
Frictionless community
Commerce Community driven
assortments, shelf
personalization, demand-
shaping analytics
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4 Categories of Social Commerce
Enlightened
Letʼs be social Engagement
Frictionless
Commerce
Connect like-minded shoppers,
gaming loyalty programs, Store of the
automate mobile checkout, community
geo-location in-store, integrate
social into physical stores, CR
at the shelf
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TREND 3:
SOCIAL SEARCH AND A SHIFT
BACK TO USER PAID CONTENT
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Giving away content
that isnʼt worth consuming
doesnʼt offer value just
because itʼs free.
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Social search technology is being integrated to
include results from Facebook, Twitter and
Google+ to improve relevance.
I care more about what my friend thinks than
what Google shows me.
People are starting on social platforms now.
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Digital Content & Subscriptions is the fastest
growing retail e-commerce category in 2011
with a 26% growth rate.
Made up by downloaded subscriptions,
music, movies, TV shows and e-books.
Propelled by tablets and e-readers. Category
growth will accelerate as these devices enter
the mainstream.
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Publishers vs. Product Companies
Inbound Marketing vs. Paid Content
Napster vs. iTunes
Free Blog vs. Paid App
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Newspapers were forced to sell to
everyone. Now social is the distribution and
a niche strategy is crucial. The niche
increases relevance and value. People pay
for value.
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1
Print went wide
instead of deep
due to distribution
costs
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1
Print went wide
instead of deep
due to distribution
costs
2 Google
systematically
gave away
content
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1
Print went wide
instead of deep
due to distribution
costs
3 Publishers couldnʼt
make money anymore
2 Google
systematically
gave away
content
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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
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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
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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
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90% of devices 50% of devices
accessed internet access internet
here 3-4 years ago here now
Googleʼs main 1-5% of
business searches
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Weʼve found other ways to find what we want
Trip Advisor Realtor.com
LinkedIn GoodReads.com
Yelp Spotify
Match.com Pinterest
Weather Email Maps
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These now make up
half of searches
15 Billion apps have
been downloaded
App usage (47.6%) beats
out mobile browser usage
(47.5%) for the first time
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Last 3
years
Google vs. Apple
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Last 3
years
Google vs. Apple
Content Paid, copyrighted,
commoditization, vs. professional
open source content
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Last 3
years
Google vs. Apple
Content Paid, copyrighted,
commoditization, vs. professional
open source content
Marginally
Commoditized vs.
differentiated content
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Next 3
years
Marginally Highly
differentiated vs. differentiated
content content
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Next 3
years
Marginally Highly
differentiated vs. differentiated
content content
HTML 5 makes this
possible for big and
small alike
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TREND 4:
ONLINE VIDEO TOMORROW AS
IMPORTANT AS WEBSITES
TODAY
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43% more Americans (100 million)
watch online video content on an
average 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)
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What will happen when our
computers, tablets, smartphones are
twice as fast and the average
internet bandwidth is double what it
is now?
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What will happen when our
computers, tablets, smartphones are
twice as fast and the average
internet bandwidth is double what it
is now?
Video will become more
prominent, not less.
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What will happen when our
computers, tablets, smartphones are
twice as fast and the average
internet bandwidth is double what it
is now?
Video will become more
prominent, not less.
When the prices drop in half, theyʼll also flood
into developing countries bringing more
eyeballs online.
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Camera
equipment &
editing software
get cheaper
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Camera
More
equipment &
professional
editing software
videographers
get cheaper
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
Consumers will
grow to expect
to be
communicated
to through video
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
Product Consumers will
companies will grow to expect
build better to be
consumption communicated
devices to through video
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
Product Consumers will
Dropping companies will grow to expect
barriers to entry build better to be
will increase consumption communicated
competition devices to through video
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
Product Consumers will
Dropping companies will grow to expect
barriers to entry build better to be
will increase consumption communicated
competition devices to through video
Companies will
have to find
new points of
differentiation
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Camera
More Video quality
equipment &
professional and quantity
editing software
videographers increases
get cheaper
Product Consumers will
Dropping companies will grow to expect
barriers to entry build better to be
will increase consumption communicated
competition devices to through video
Companies will Find a niche
have to find and be
new points of extraordinary to
differentiation them
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The Future:
Video editing will be simplified the way word
processing was. Animoto and iPhone app are
early examples.
Instagram for video.
Video editing will be transformed by templates the
way website design was.
Transcription technology with automatically index
video content.
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A whole generation will be able to produce
video that is good enough and engaging
enough to spread ideas effectively.
No video = no share of voice. Similar to no
website or a Facebook page today.
Consumers will expect it. Youʼll lose an
opportunity and credibility.
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TREND 5:
CUSTOMER RELATIONSHIPS
FIRST, SOCIAL CHANNEL LAST
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Evolution of the Brand and Customer Relationship
1 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
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The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
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The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
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The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
Real relationships transcend the platform.
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The biggest risk to your marketing campaign
is that you donʼt own Facebook. You have to
play by their rules.
Edgerank and other rules are imposed.
Real relationships transcend the platform.
The ROI from relationships is better than
nameless followers.
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Getting your customers to do some of your
work for you.
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Getting your customers to do some of your
work for you.
Crowdsourcing (Starbucks).
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Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
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Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
Bring together like-minded customers.
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Empower your best customers to speak on
your behalf: answer other customers
questions, evangelize, and respond to crisis.
Bring together like-minded customers.
This is how you become efficient and scale.
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Courseraʼs forums allow
students to help other students.
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You still
handle this You
New or
Best
Potential
Customers
Customers
Your customers handle
this without you
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Felt need
Traditional
Marketing
Funnel
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Felt need
Awareness
Traditional Trial
Marketing
Funnel Evaluation
Purchase
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Felt need
Awareness
Traditional Trial
Marketing
Funnel Evaluation
Purchase
Support your products,
social, continue
Missed / Key
Growth relationship, evangelizing,
Opportunity measure sentiment, get
ideas for new products,
CRM, etc.
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TREND 6:
THE RISE OF SOCIAL
GAMIFICATION
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Gamification is important because of
engagement.
Like with branded entertainment, this is a
way to cut through the clutter.
It is not important to for your gamification
strategy to look like a game. It is
important that it works like one.
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What consumers really want:
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What consumers really want:
Status Access Power Stuff
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What consumers really want:
Status Access Power Stuff
What drives consumers to act:
Achiever Killer Social Explorer
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Give incentives and rewards to get
consumers to do what you want them to do.
Shopping at the mall can be more about
socializing than shopping.
Examples: Foursquare, LinkedIn, The Office,
Zynga, Mini Cooper, A local gym
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TREND 7:
SOCIAL MEDIA AFTER
FACEBOOK’S DOMINATION
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Facebook is king. All measurements show that.
Portals (Yahoo!, MSN, AOL) fall to 16.7% of time
spent online. Conceding to Facebookʼs growth to
16.6%.
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Custom, niche social platforms
Examples: Livestrong, Lady GaGa, Accounts
Recievable, Banking mortgage network, Ning
Agencies like R/GA have began building these
custom social platforms.
Social, like word processing will become just
another thing that we do.
What about medical, finance, DOD industries?
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Interest graph social platforms, sites, etc.
Many are trying swap traditional and digital
spend. This is one place it will go.
Platforms vs. content production, HTML 5, and
GoPro
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Google Search 82
They have growing Bing 81
dissent from users Yahoo 78
Wikipedia 78
and businesses alike.
Average
73
newspaper
Twitter 64
Facebook 61
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Google Search 82
They have growing Bing 81
dissent from users Yahoo 78
Wikipedia 78
and businesses alike.
Average
73
newspaper
Twitter 64
Facebook 61
Facebook has dropped the most out of all of
the brands ForeSee measured.
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Google Search 82
They have growing Bing 81
dissent from users Yahoo 78
Wikipedia 78
and businesses alike.
Average
73
newspaper
Twitter 64
Facebook 61
Facebook has dropped the most out of all of
the brands ForeSee measured.
Due to privacy problems, imposed rules, etc.
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Right now, social is defined not by what we do, but by
where we do it. Weʼre in the era of platforms.
Platform wars inhibit social; social is evolving from
being 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 a
Twitter DM via Facebook.
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It will be as easy to follow a brands website as their
Facebook page; not cross posting, read the whole
article 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 Blogger
All interactions (comments, +1, Likes, etc.) would stay
with the content, not the platform.
TV, email, USB, phone chargers have all converged in
this way.
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An early framework:
Google+ is a big start. Protocol across Gmail, G+,
YouTube, Blogger, etc.
Unlike Facebook and Twitter, Google is extended
far beyond itʼs social network.
YouTube already extends across the web. If G+
follow suit, we have an early framework.
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Some inspiration, ideas and research from:
Jeremiah Owyang ComScore
Thomas Baekdal Altimiter Group
ComScore Richard Bartel
Gabe Zicherman Roger McNamee
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Questions?
Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com
Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
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