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SOCIAL-DIGITAL TRENDS FOR 2013


                        David Armano
                        Managing Director,
                        Edelman Digital Chicago
                        @armano
IT’S THAT TIME OF YEAR AGAIN…
It’s that time of year again – time to take a stab at what’s     While I didn’t specifically connect it to the election, it was the
going to matter in the year ahead as technology continues to     behavior of social sharing that many of us felt during the
influence how we work and live. In the previous years, I’ve      entire election year. You couldn’t get away from Facebook
looked at trends under the social lens because, from a macro     posts of friends who were all too happy to leverage their
perspective, it has been the major disruptive force both in      networks to talk politics, often sharing posts and memes in
creating new opportunities as well as threats. This year I am    support of their candidate– Big     bird, binders and
using the umbrella term “social-digital” to broaden the focus.
First, a quick re-cap:
                                                                 bayonets anyone?
Social TV has continued to gain steam, though interestingly enough it has been TV
itself that has been fueling much of the trend. For example, the popular series “The
Walking Dead” has been experimenting with simple Twitter hashtags for each
episode in addition to the official one connected with the series. Social entertainment
platforms, however, like Get Glue, which was recently acquired for 25 million in
cash, have yet to enter the mainstream.

What has mainstreamed is the micro-economy powered by once unknown entities
such as Kickstarter – it is now not uncommon for individuals to raise thousands and
even millions of dollars without a middleman, thanks to the crowd-funding platform.
On the flipside, gamification has either lost some of its luster or
taken a backseat to useful functionality. A recent Gartner study urges us
not to “believe the hype” – and indeed I may have been caught up by the promise
of making experiences stick via serving neuro-rewards vs. utility. Meanwhile, the
cult of influence continues to attract a following with new digital influence
measurement services like Little Bird receiving funding, followed by studies crowning
the most influential CMOs. So what can we potentially expect to see next year?


In no particular order,

HERE ARE SIX SOCIAL-DIGITAL TRENDS TO WATCH IN 2013:
THE CONTENT ECONOMY
Content just might become your company’s most valuable asset in 2013
for several reasons. For years Google has been refining its algorithm,
cracking down on the individuals and organizations that benefit from
unsavory tactics often compromising the quality of search results. Now,
it is the most compelling content that dominates search results, and
organizations will scramble to produce this. Some already have,
including companies like Coca-Cola and Intel, which launched
corporate entities focused purely on content. Separately, Facebook is
making its own changes, forcing companies to rely on both creativity
and spending (promoted posts) to ensure their content is seen and
more importantly shared by users. Brands like Oreo may have
unwittingly set the bar for content creation for other organizations by
pioneering a form of “content marketing,” putting out one piece of
timely, relevant and highly creative content every day as part of a
campaign. In 2013, content
                      will not only be king – it will
be the queen, prince and jester.
CYBORG CENTRAL
Think your mobile phone is making you part computer? Now it
has accomplices. From “fuel bands” to bracelets and Google
Glasses, these are just a preview of what we’ll see more of in
2013 as we begin to look part-human, part-machine. There
are already ski goggles that display a tiny screen allowing
you to not only sync to your mobile device but help you
determine where you are and how fast you’re going. As    we
move into the next year, the phrase “personal
computing” will begin to take on another meaning.
THE SMOBILE WEB
Social + mobile = “smobile.” While there’s no real insight in pointing
out that both mobile and social are going to be big in 2013, they are
increasingly becoming co-dependent – and most businesses aren’t
ready for it. A smobile Web means your customers, coworkers and
colleagues are increasingly spending time with apps, and digital
experiences optimized for mobile and social sharing and, as a result,
spending less time tethered to a PC or television. In addition,
technology is still evolving. NFC technology, for example, allows you
to transfer data to your mobile device via touch versus scanning a
cumbersome code, making mobility seamless. While Instagram
developed for smobile before the traditional web, Facebook’s
platform is still playing catch-up, but by the end of 2013 it may
become one of the leaders. Will   you be ready for the smobile
web?
SENSORY INTELLIGENCE
Sensors will get smarter and become more pervasive. We
already have cars that can help us parallel park or sense
if we are too close to an object by letting us know with a
beep or a vibration. Then there are thermostats, which
learn based on how you use them – essentially self-
programming and adapting along the way. In 2013 there
will be sensors built into athletes’ helmets that measure
the impact of blows and provide real-time data outputs,
thus potentially preventing further injury.   Sensors will
be everywhere – in our homes, transportation,
technology and clothing. They will become a part of our
lives by tying into our existing devices and networks. If
our plants need water, we’ll get a text or tweet, and even
a note of thanks. Now that’s smart.
SOCIAL COMMERCE
In many ways, social has mirrored the original digital revolution with
the exception that digital was built in information and social,
relationships. But when digital took on transactions and financial
exchanges, things really began to accelerate. So it will go for social
as we begin to buy each other gifts through social networks or even
set up a storefront. The idea of social commerce isn’t new,
but signs show that it’s picking up steam and 2013 may be the year
it actually begins to coalesce.
DATA SURPLUS, INSIGHT DEFICIT
As I write this, Facebook has already begun rolling out its “Photo Sync”
feature, which automatically downloads photos from your mobile device
to Facebook (privately). Some see this as a land grab for data, but it’s
not the only one – it’s often described as “the cloud,” “social data” or the
                              While it’s true that more of
overhyped macro label “big data”.
our data is being collected, mined and stored, people
don’t necessarily know what to do with it. There’s now an infinite
surplus of data out there but not enough qualified human beings
(analysts, sociologists, strategists, anthropologists etc.) who know what to
make of it or what to do with it. But this won’t last for long – 2013 may
be the year we focus less on data capture and start thinking about how
to understand, interpret and make good use of it.
Whether it’s content, data, sensors, smobile or feeling
  like we’ve become one with technology—2013 should
    be an exciting year for the social-digital revolution.

            What do you think will be

TRENDS TO WATCH IN 2013?
                 Tell us at #EDTrends2013
THE WORLD’S FIRST GLOBAL SOCIAL-DIGITAL AGENCY

                                  RESEARCH                                        PLAN
                                 •   Insights & Intelligence                      •   Social Business Planning
                                 •   Social Conversation Analysis                 •   Organizational Design
                                 •   Influencer Identification                    •   Policy & Governance
                                 •   Survey & Focus Groups                        •   Technology & Workflow



        ANALYZE                                                                                          TRANSFORM
        •   Conversation Analysis
        •   Social Media & Brand Monitoring                  OUR                                         • Strategy
                                                                                                         • Education & Certification
        •
        •
            Listening Programs
            Measurement Framework                          SERVICES                                      • Program Planning & Integration




                COUNSEL                                                                           CREATE & DEVELOP
                • Online Engagement Counsel                                                       •   Design & Development
                • Issues Management                         ENGAGE                                •   Mobile/Tablet App Dev
                • Crisis Preparedness                                                             •   Digital/Social Advertising
                                                            • Community Management
                                                            • Online Influencer Engagement        •   Digital Creative Content
                                                            • Social Search Optimization          •   Technical Development

  For more information on Edelman Digital, contact: Kevin King, Global Practice Chair, Edelman Digital, Kevin.King@edelman.com

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Six Social-Digital Trends for 2013

  • 1. SOCIAL-DIGITAL TRENDS FOR 2013 David Armano Managing Director, Edelman Digital Chicago @armano
  • 2. IT’S THAT TIME OF YEAR AGAIN… It’s that time of year again – time to take a stab at what’s While I didn’t specifically connect it to the election, it was the going to matter in the year ahead as technology continues to behavior of social sharing that many of us felt during the influence how we work and live. In the previous years, I’ve entire election year. You couldn’t get away from Facebook looked at trends under the social lens because, from a macro posts of friends who were all too happy to leverage their perspective, it has been the major disruptive force both in networks to talk politics, often sharing posts and memes in creating new opportunities as well as threats. This year I am support of their candidate– Big bird, binders and using the umbrella term “social-digital” to broaden the focus. First, a quick re-cap: bayonets anyone?
  • 3. Social TV has continued to gain steam, though interestingly enough it has been TV itself that has been fueling much of the trend. For example, the popular series “The Walking Dead” has been experimenting with simple Twitter hashtags for each episode in addition to the official one connected with the series. Social entertainment platforms, however, like Get Glue, which was recently acquired for 25 million in cash, have yet to enter the mainstream. What has mainstreamed is the micro-economy powered by once unknown entities such as Kickstarter – it is now not uncommon for individuals to raise thousands and even millions of dollars without a middleman, thanks to the crowd-funding platform. On the flipside, gamification has either lost some of its luster or taken a backseat to useful functionality. A recent Gartner study urges us not to “believe the hype” – and indeed I may have been caught up by the promise of making experiences stick via serving neuro-rewards vs. utility. Meanwhile, the cult of influence continues to attract a following with new digital influence measurement services like Little Bird receiving funding, followed by studies crowning the most influential CMOs. So what can we potentially expect to see next year? In no particular order, HERE ARE SIX SOCIAL-DIGITAL TRENDS TO WATCH IN 2013:
  • 4. THE CONTENT ECONOMY Content just might become your company’s most valuable asset in 2013 for several reasons. For years Google has been refining its algorithm, cracking down on the individuals and organizations that benefit from unsavory tactics often compromising the quality of search results. Now, it is the most compelling content that dominates search results, and organizations will scramble to produce this. Some already have, including companies like Coca-Cola and Intel, which launched corporate entities focused purely on content. Separately, Facebook is making its own changes, forcing companies to rely on both creativity and spending (promoted posts) to ensure their content is seen and more importantly shared by users. Brands like Oreo may have unwittingly set the bar for content creation for other organizations by pioneering a form of “content marketing,” putting out one piece of timely, relevant and highly creative content every day as part of a campaign. In 2013, content will not only be king – it will be the queen, prince and jester.
  • 5. CYBORG CENTRAL Think your mobile phone is making you part computer? Now it has accomplices. From “fuel bands” to bracelets and Google Glasses, these are just a preview of what we’ll see more of in 2013 as we begin to look part-human, part-machine. There are already ski goggles that display a tiny screen allowing you to not only sync to your mobile device but help you determine where you are and how fast you’re going. As we move into the next year, the phrase “personal computing” will begin to take on another meaning.
  • 6. THE SMOBILE WEB Social + mobile = “smobile.” While there’s no real insight in pointing out that both mobile and social are going to be big in 2013, they are increasingly becoming co-dependent – and most businesses aren’t ready for it. A smobile Web means your customers, coworkers and colleagues are increasingly spending time with apps, and digital experiences optimized for mobile and social sharing and, as a result, spending less time tethered to a PC or television. In addition, technology is still evolving. NFC technology, for example, allows you to transfer data to your mobile device via touch versus scanning a cumbersome code, making mobility seamless. While Instagram developed for smobile before the traditional web, Facebook’s platform is still playing catch-up, but by the end of 2013 it may become one of the leaders. Will you be ready for the smobile web?
  • 7. SENSORY INTELLIGENCE Sensors will get smarter and become more pervasive. We already have cars that can help us parallel park or sense if we are too close to an object by letting us know with a beep or a vibration. Then there are thermostats, which learn based on how you use them – essentially self- programming and adapting along the way. In 2013 there will be sensors built into athletes’ helmets that measure the impact of blows and provide real-time data outputs, thus potentially preventing further injury. Sensors will be everywhere – in our homes, transportation, technology and clothing. They will become a part of our lives by tying into our existing devices and networks. If our plants need water, we’ll get a text or tweet, and even a note of thanks. Now that’s smart.
  • 8. SOCIAL COMMERCE In many ways, social has mirrored the original digital revolution with the exception that digital was built in information and social, relationships. But when digital took on transactions and financial exchanges, things really began to accelerate. So it will go for social as we begin to buy each other gifts through social networks or even set up a storefront. The idea of social commerce isn’t new, but signs show that it’s picking up steam and 2013 may be the year it actually begins to coalesce.
  • 9. DATA SURPLUS, INSIGHT DEFICIT As I write this, Facebook has already begun rolling out its “Photo Sync” feature, which automatically downloads photos from your mobile device to Facebook (privately). Some see this as a land grab for data, but it’s not the only one – it’s often described as “the cloud,” “social data” or the While it’s true that more of overhyped macro label “big data”. our data is being collected, mined and stored, people don’t necessarily know what to do with it. There’s now an infinite surplus of data out there but not enough qualified human beings (analysts, sociologists, strategists, anthropologists etc.) who know what to make of it or what to do with it. But this won’t last for long – 2013 may be the year we focus less on data capture and start thinking about how to understand, interpret and make good use of it.
  • 10. Whether it’s content, data, sensors, smobile or feeling like we’ve become one with technology—2013 should be an exciting year for the social-digital revolution. What do you think will be TRENDS TO WATCH IN 2013? Tell us at #EDTrends2013
  • 11. THE WORLD’S FIRST GLOBAL SOCIAL-DIGITAL AGENCY RESEARCH PLAN • Insights & Intelligence • Social Business Planning • Social Conversation Analysis • Organizational Design • Influencer Identification • Policy & Governance • Survey & Focus Groups • Technology & Workflow ANALYZE TRANSFORM • Conversation Analysis • Social Media & Brand Monitoring OUR • Strategy • Education & Certification • • Listening Programs Measurement Framework SERVICES • Program Planning & Integration COUNSEL CREATE & DEVELOP • Online Engagement Counsel • Design & Development • Issues Management ENGAGE • Mobile/Tablet App Dev • Crisis Preparedness • Digital/Social Advertising • Community Management • Online Influencer Engagement • Digital Creative Content • Social Search Optimization • Technical Development For more information on Edelman Digital, contact: Kevin King, Global Practice Chair, Edelman Digital, Kevin.King@edelman.com