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Trends for Marketing in the Digital Age
Zena Weist
VP Strategy, Expion
@zenaweist
Trusted by over 200 Household Brands

Expion FAVE50 Social Retail Index - Download
Digital Marketing Trends
 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Employ...
Digital Marketing Trends

 Real Time Marketing
Using data analytics with a process flow
to shift marketing messaging
in r...
REAL TIME - Oreo’s Super Bowl Catalyst

http://expi.co/0uAY
Real Time Marketing – The How
 Process - not a project
 Ongoing newsroom - not campaign
 Brand relevant - not buzz wedg...
MEASUREMENT - Oreo’s Media Mix

http://expi.co/0uAT
Real Time Marketing - Measurement





Measure holistically
It’s not EITHER/OR – it’s AND
It has to be trackable - cho...
Digital Marketing Trends

 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Emplo...
Digital Marketing Trends
 Creating Youtility Through Care, Context &
Creativity
“If you sell something, you make a custom...
Businesses know social listening is
important

4/5*

Companies “listen” to social media

*Approximately 80% of marketers a...
But most companies are passive

Source: Forrester 2012
CARE - Social Business Foundation
CONTEXT - Gatorade Command Center

http://expi.co/0uAe
CREATIVITY – Breaking through the clutter

Listen, Respond, Resolve, Share
Creating Youtility Through Care, Context &
Creativity
 Customer service first
 Product innovation through listening
 Cr...
Digital Marketing Trends

 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Emplo...
Digital Marketing Trends
 Empowering Employees & Fans
Enabling your best fans to tell your brand story. e.
H&R Block operates over
10,000 retail offices in the the
United States and 1,700 retail
offices abroad and employs
90,000 ...
#IAMHRBlock
Empowering Employees & Fans

 Simple tool
 Content with guardrails
 No voluntolds
Digital Marketing Trends
 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Employ...
Resources
 Expion FAVE50 Social Retail Index - Download
 Edison Research – The Infinite Dial 2013, Navigating
Digital Pl...
Thank you!
Zena Weist
@zenaweist
zweist@expion.com
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
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2013 Social Media Trends

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In this keynote, Zena focuses on 3 Key 2013 Trends:
1) Real Time Marketing
2) Creating Youtility Through Care, Context & Creativity
3) Empowering Employees & Fans

Published in: Business, News & Politics
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2013 Social Media Trends

  1. 1. Trends for Marketing in the Digital Age Zena Weist VP Strategy, Expion @zenaweist
  2. 2. Trusted by over 200 Household Brands Expion FAVE50 Social Retail Index - Download
  3. 3. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
  4. 4. Digital Marketing Trends  Real Time Marketing Using data analytics with a process flow to shift marketing messaging in real time or near real time.
  5. 5. REAL TIME - Oreo’s Super Bowl Catalyst http://expi.co/0uAY
  6. 6. Real Time Marketing – The How  Process - not a project  Ongoing newsroom - not campaign  Brand relevant - not buzz wedge
  7. 7. MEASUREMENT - Oreo’s Media Mix http://expi.co/0uAT
  8. 8. Real Time Marketing - Measurement     Measure holistically It’s not EITHER/OR – it’s AND It has to be trackable - chops Cross media commitment - not silo
  9. 9. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
  10. 10. Digital Marketing Trends  Creating Youtility Through Care, Context & Creativity “If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.” - @jaybaer for life.
  11. 11. Businesses know social listening is important 4/5* Companies “listen” to social media *Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal Source: Forrester 2012
  12. 12. But most companies are passive Source: Forrester 2012
  13. 13. CARE - Social Business Foundation
  14. 14. CONTEXT - Gatorade Command Center http://expi.co/0uAe
  15. 15. CREATIVITY – Breaking through the clutter Listen, Respond, Resolve, Share
  16. 16. Creating Youtility Through Care, Context & Creativity  Customer service first  Product innovation through listening  Creative service by tapping into passion
  17. 17. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
  18. 18. Digital Marketing Trends  Empowering Employees & Fans Enabling your best fans to tell your brand story. e.
  19. 19. H&R Block operates over 10,000 retail offices in the the United States and 1,700 retail offices abroad and employs 90,000 Tax Professionals worldwide.
  20. 20. #IAMHRBlock
  21. 21. Empowering Employees & Fans  Simple tool  Content with guardrails  No voluntolds
  22. 22. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
  23. 23. Resources  Expion FAVE50 Social Retail Index - Download  Edison Research – The Infinite Dial 2013, Navigating Digital Platforms  Forrester Research – Social Intelligence  Edison Research – Mom & Media 2013  Pew Research – Online Adults on Social Networking  Altimeter Research – Brand Advocacy  Social Pros – H&R Block  Social Pros – Hilton Worldwide  Real Time Marketing – SXSW Panel  Content Marketing – 32 Research Reports  Social Media Today - 101 Social Media and Digital Marketing Stats
  24. 24. Thank you! Zena Weist @zenaweist zweist@expion.com

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