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THE PAST, 
PRESENT & FUTURE 
OF SOCIAL MEDIA 
How to Propel Your Program Forward 
Nikki Little | Account Manager, Social Media | Identity
THE PAST 
PR, marketing and 
advertising 
EXPERIMENTED 
with social media.
Communications teams 
EXPERIMENTED 
with social media.
It was all about 
SELF PROMOTION 
on company social channels.
Businesses were on 
EVERY CHANNEL 
with no strategy.
It was all about 
THE BIG “FOUR” 
Facebook, Twitter, LinkedIn, 
YouTube
Earned and paid dominated while 
OWNED MEDIA 
was trialed.
SEO was all about generating 
BACKLINKS 
to your site and 
KEYWORD STUFFING.
Companies wanted to latch on to 
TRENDS AND NEWS 
to benefit their brand… 
but they didn’t know how.
Likegating contests and hosting 
giveaways that had 
NO BRAND RELEVANCE 
in order to gain followers was 
the norm.
Employees were 
BANNED FROM 
SOCIAL MEDIA 
while at work.
Images on social media were 
STOCK PHOTOS 
and not original content.
Websites were quickly 
SLAPPED TOGETHER 
when needed.
Brands spent more time 
LURKING 
than communicating/sharing.
Communities needed to 
SCALE 
as quickly as possible.
What was the budget for social? 
ZERO DOLLARS.
What was our favorite phrase? 
JOIN THE 
CONVERSATION.
What did we measure? 
NOTHING.
THE PRESENT
PR, Companies marketing are 
and 
advertising 
SLOWLY WEAVING 
social media into new areas of the 
EXPERIMENTED 
enterprise. 
with social media.
PR, marketing and 
Brands offer a combination of 
BLABBERING advertising 
AND 
EXPERIMENTED 
HELPFULNESS. 
with social media.
PR, marketing and 
We’re still trying to figure out how 
advertising 
to create content that 
OFFERS VALUE 
while aligning with the brand. 
EXPERIMENTED 
with social media.
PR, Brands marketing are becoming 
and 
advertising 
MORE SELECTIVE 
when choosing social platforms 
EXPERIMENTED 
to join. 
with social media.
PR, marketing and 
Emerging social channels 
ARE advertising 
APPEARING 
ALL THE TIME. 
EXPERIMENTED 
with social media.
PR, marketing and 
Brands are focusing heavily on 
advertising 
OWNED MEDIA 
EXPERIMENTED 
to drive social media efforts. 
with social media.
PR, marketing and 
Backlinks for SEO take a 
advertising 
back seat to 
EXPERIMENTED 
WRITING FOR 
with social media. 
HUMANS.
PR, marketing and 
Some brands are smart with 
REAL-advertising 
TIME 
MARKETING 
while others fall flat. 
EXPERIMENTED 
with social media.
PR, marketing and 
There’s better alignment with 
advertising 
CONTESTS 
relating to the brand. 
EXPERIMENTED 
with social media.
PR, marketing and 
Companies are opening up 
advertising 
and providing 
EMPLOYEE ACCESS 
EXPERIMENTED 
to social media at work. 
with social media.
PR, marketing and 
Brands are incorporating more 
REAL advertising 
AND 
EXPERIMENTED 
AUTHENTIC IMAGES 
with across social social channels. 
media.
PR, marketing and 
Budgets are increasing 
advertising 
to allow for 
MORE EXPERIMENTED 
MANPOWER & 
SOCIAL AD SPEND 
with social media. 
to help grow programs.
PR, marketing and 
Brands are now creating 
THEIR advertising 
OWN 
COMMUNITIES. 
EXPERIMENTED 
with social media.
PR, marketing and 
We’re measuring activity, 
advertising 
but still focus too much 
EXPERIMENTED 
ON THE NUMBERS. 
with social media.
PR, marketing and 
Engagement is great. 
advertising 
But, how does it connect to 
BUSINESS EXPERIMENTED 
GOALS? 
Companies with social still figuring media. 
this out.
THE FUTURE 
PR, marketing and 
advertising 
EXPERIMENTED 
with social media.
PR, marketing and 
All aspects of the enterprise 
contribute to create 
advertising 
SOCIAL BUSINESS 
EXPERIMENTED 
UTOPIA. 
with social media.
PR, marketing and 
Brands always ask, 
advertising 
“HOW CAN WE HELP?” 
EXPERIMENTED 
And then they 
FOLLOW with social THROUGH. 
media.
PR, marketing and 
We create 
advertising 
CONTENT UTOPIA 
by EXPERIMENTED 
offering information that is 
insightful, with unique social and media. 
valuable.
PR, marketing and 
Big brands with big budgets are 
ON MANY advertising 
SOCIAL 
EXPERIMENTED 
CHANNELS 
with social media. 
with customized strategies.
PR, marketing and 
Scalability is less important as 
advertising 
CAMPAIGN 
OPTIMIZATION. 
EXPERIMENTED 
with social media.
PR, All programs marketing include and 
a 
combination of 
advertising 
PAID, EXPERIMENTED 
OWNED AND 
EARNED MEDIA. 
with social media.
Social investment is justified 
PR, marketing and 
with reporting on the 
advertising 
BEST AND MOST 
EXPERIMENTED 
IMPACTFUL 
METRICS. 
with social media.
PR, marketing and 
SEO goes beyond keyword 
advertising 
matching and focuses on 
INTENT EXPERIMENTED 
MATCHING. 
with social media.
PR, marketing and 
When it comes to real time 
marketing, advertising 
brands react 
SWIFTLY AND 
STRATEGICALLY. 
EXPERIMENTED 
with social media.
PR, marketing and 
Companies empower employees 
to be 
advertising 
BRAND 
EXPERIMENTED 
AMBASSADORS. 
with social media.
PR, marketing and 
Contests are strategic, easy to 
facilitate and offer the 
advertising 
LOWEST BARRIER 
EXPERIMENTED 
TO ENTRY. 
with social media.
PR, marketing and 
All websites offer a 
advertising 
SEAMLESS SCREEN 
EXPERIMENTED 
EXPERIENCE 
with social media. 
thanks to a responsive design.
PR, marketing and 
advertising 
Social images are 
RAW AND REAL. 
EXPERIMENTED 
with social media.
PR, marketing and 
advertising 
Social teams operate with a 
HEALTHY BUDGET. 
EXPERIMENTED 
with social media.
Becoming PR, marketing ingrained and 
within 
existing communities is 
advertising 
A PRIORITY 
EXPERIMENTED 
vs. building new ones just because 
with social media. 
you can.
What are we measuring? 
PR, marketing and 
How advertising 
social media 
MOVES THE 
EXPERIMENTED 
BUSINESS FORWARD. 
with social media.
Those of us working in the 
field look at the future of 
social media in many 
different ways.
“Stop measuring 
just to measure 
if it doesn’t align 
with business 
objectives.” 
Bryan Willmert, Digital Roots 
PR, marketing and 
advertising 
EXPERIMENTED 
with social media.
“Twitter will start ranking tweets based on 
popularity and engagement—following in 
Facebook’s footsteps.” 
Chad Wiebesick, Michigan Economic Development Corporation
“Businesses will be more likely in 2015 to 
go after the next step, which is the return 
on their social effort.” Matthew Laurin, General RV Center 
PR, marketing and 
advertising 
EXPERIMENTED 
with social media.
“The next generation of trending online income is 
going to be these simple steps: Develop a brand, 
find an audience, build trust with that audience and 
sell a product to that trusted audience.” Curtis Crowe, VisionIT 
PR, marketing and 
advertising 
EXPERIMENTED 
with social media.
KEY TAKEAWAYS: 
• Social accounts may be free – but success on 
those channels isn’t. 
• Content and multimedia reign supreme – but 
ONLY if you figure out the recipe that works 
best for your audience. 
• Your content must seamlessly translate 
across screens. 
• The good old days of SEO are gone – trade in 
keyword stuffing for intent-based keywords.
KEY TAKEAWAYS: 
• Make your business social – not just your 
communications department. 
• Pay attention to trends and algorithm shifts – but 
always experiment to see what resonates. 
• Real-time marketing can come back to haunt you 
– be swift, but strategic. Not sure if it will offend 
someone? Not worth it. 
• Be helpful, build relationships, listen to your 
customers and adjust your business 
accordingly. Use social to enhance/complement 
all this.
That’s how you 
WIN IN SOCIAL 
BUSINESS.
QUESTIONS?
NIKKI LITTLE 
nlittle@identitypr.com 
@nikki_little 
identitypr.com 
nikkilittle.com

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The Past, Present & Future of Social Media: How to Propel Your Program Forward

  • 1. THE PAST, PRESENT & FUTURE OF SOCIAL MEDIA How to Propel Your Program Forward Nikki Little | Account Manager, Social Media | Identity
  • 2. THE PAST PR, marketing and advertising EXPERIMENTED with social media.
  • 4. It was all about SELF PROMOTION on company social channels.
  • 5. Businesses were on EVERY CHANNEL with no strategy.
  • 6. It was all about THE BIG “FOUR” Facebook, Twitter, LinkedIn, YouTube
  • 7. Earned and paid dominated while OWNED MEDIA was trialed.
  • 8. SEO was all about generating BACKLINKS to your site and KEYWORD STUFFING.
  • 9. Companies wanted to latch on to TRENDS AND NEWS to benefit their brand… but they didn’t know how.
  • 10. Likegating contests and hosting giveaways that had NO BRAND RELEVANCE in order to gain followers was the norm.
  • 11. Employees were BANNED FROM SOCIAL MEDIA while at work.
  • 12. Images on social media were STOCK PHOTOS and not original content.
  • 13. Websites were quickly SLAPPED TOGETHER when needed.
  • 14. Brands spent more time LURKING than communicating/sharing.
  • 15. Communities needed to SCALE as quickly as possible.
  • 16. What was the budget for social? ZERO DOLLARS.
  • 17. What was our favorite phrase? JOIN THE CONVERSATION.
  • 18. What did we measure? NOTHING.
  • 20. PR, Companies marketing are and advertising SLOWLY WEAVING social media into new areas of the EXPERIMENTED enterprise. with social media.
  • 21. PR, marketing and Brands offer a combination of BLABBERING advertising AND EXPERIMENTED HELPFULNESS. with social media.
  • 22. PR, marketing and We’re still trying to figure out how advertising to create content that OFFERS VALUE while aligning with the brand. EXPERIMENTED with social media.
  • 23. PR, Brands marketing are becoming and advertising MORE SELECTIVE when choosing social platforms EXPERIMENTED to join. with social media.
  • 24. PR, marketing and Emerging social channels ARE advertising APPEARING ALL THE TIME. EXPERIMENTED with social media.
  • 25. PR, marketing and Brands are focusing heavily on advertising OWNED MEDIA EXPERIMENTED to drive social media efforts. with social media.
  • 26. PR, marketing and Backlinks for SEO take a advertising back seat to EXPERIMENTED WRITING FOR with social media. HUMANS.
  • 27. PR, marketing and Some brands are smart with REAL-advertising TIME MARKETING while others fall flat. EXPERIMENTED with social media.
  • 28. PR, marketing and There’s better alignment with advertising CONTESTS relating to the brand. EXPERIMENTED with social media.
  • 29. PR, marketing and Companies are opening up advertising and providing EMPLOYEE ACCESS EXPERIMENTED to social media at work. with social media.
  • 30. PR, marketing and Brands are incorporating more REAL advertising AND EXPERIMENTED AUTHENTIC IMAGES with across social social channels. media.
  • 31. PR, marketing and Budgets are increasing advertising to allow for MORE EXPERIMENTED MANPOWER & SOCIAL AD SPEND with social media. to help grow programs.
  • 32. PR, marketing and Brands are now creating THEIR advertising OWN COMMUNITIES. EXPERIMENTED with social media.
  • 33. PR, marketing and We’re measuring activity, advertising but still focus too much EXPERIMENTED ON THE NUMBERS. with social media.
  • 34. PR, marketing and Engagement is great. advertising But, how does it connect to BUSINESS EXPERIMENTED GOALS? Companies with social still figuring media. this out.
  • 35. THE FUTURE PR, marketing and advertising EXPERIMENTED with social media.
  • 36. PR, marketing and All aspects of the enterprise contribute to create advertising SOCIAL BUSINESS EXPERIMENTED UTOPIA. with social media.
  • 37. PR, marketing and Brands always ask, advertising “HOW CAN WE HELP?” EXPERIMENTED And then they FOLLOW with social THROUGH. media.
  • 38. PR, marketing and We create advertising CONTENT UTOPIA by EXPERIMENTED offering information that is insightful, with unique social and media. valuable.
  • 39. PR, marketing and Big brands with big budgets are ON MANY advertising SOCIAL EXPERIMENTED CHANNELS with social media. with customized strategies.
  • 40. PR, marketing and Scalability is less important as advertising CAMPAIGN OPTIMIZATION. EXPERIMENTED with social media.
  • 41. PR, All programs marketing include and a combination of advertising PAID, EXPERIMENTED OWNED AND EARNED MEDIA. with social media.
  • 42. Social investment is justified PR, marketing and with reporting on the advertising BEST AND MOST EXPERIMENTED IMPACTFUL METRICS. with social media.
  • 43. PR, marketing and SEO goes beyond keyword advertising matching and focuses on INTENT EXPERIMENTED MATCHING. with social media.
  • 44. PR, marketing and When it comes to real time marketing, advertising brands react SWIFTLY AND STRATEGICALLY. EXPERIMENTED with social media.
  • 45. PR, marketing and Companies empower employees to be advertising BRAND EXPERIMENTED AMBASSADORS. with social media.
  • 46. PR, marketing and Contests are strategic, easy to facilitate and offer the advertising LOWEST BARRIER EXPERIMENTED TO ENTRY. with social media.
  • 47. PR, marketing and All websites offer a advertising SEAMLESS SCREEN EXPERIMENTED EXPERIENCE with social media. thanks to a responsive design.
  • 48. PR, marketing and advertising Social images are RAW AND REAL. EXPERIMENTED with social media.
  • 49. PR, marketing and advertising Social teams operate with a HEALTHY BUDGET. EXPERIMENTED with social media.
  • 50. Becoming PR, marketing ingrained and within existing communities is advertising A PRIORITY EXPERIMENTED vs. building new ones just because with social media. you can.
  • 51. What are we measuring? PR, marketing and How advertising social media MOVES THE EXPERIMENTED BUSINESS FORWARD. with social media.
  • 52. Those of us working in the field look at the future of social media in many different ways.
  • 53. “Stop measuring just to measure if it doesn’t align with business objectives.” Bryan Willmert, Digital Roots PR, marketing and advertising EXPERIMENTED with social media.
  • 54. “Twitter will start ranking tweets based on popularity and engagement—following in Facebook’s footsteps.” Chad Wiebesick, Michigan Economic Development Corporation
  • 55. “Businesses will be more likely in 2015 to go after the next step, which is the return on their social effort.” Matthew Laurin, General RV Center PR, marketing and advertising EXPERIMENTED with social media.
  • 56. “The next generation of trending online income is going to be these simple steps: Develop a brand, find an audience, build trust with that audience and sell a product to that trusted audience.” Curtis Crowe, VisionIT PR, marketing and advertising EXPERIMENTED with social media.
  • 57. KEY TAKEAWAYS: • Social accounts may be free – but success on those channels isn’t. • Content and multimedia reign supreme – but ONLY if you figure out the recipe that works best for your audience. • Your content must seamlessly translate across screens. • The good old days of SEO are gone – trade in keyword stuffing for intent-based keywords.
  • 58. KEY TAKEAWAYS: • Make your business social – not just your communications department. • Pay attention to trends and algorithm shifts – but always experiment to see what resonates. • Real-time marketing can come back to haunt you – be swift, but strategic. Not sure if it will offend someone? Not worth it. • Be helpful, build relationships, listen to your customers and adjust your business accordingly. Use social to enhance/complement all this.
  • 59. That’s how you WIN IN SOCIAL BUSINESS.
  • 61. NIKKI LITTLE nlittle@identitypr.com @nikki_little identitypr.com nikkilittle.com

Editor's Notes

  1. American Express OpenForum, LinkedIn groups