Powerhouse Trends Webinar: 5 Trends to Watch in 2013
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Transcript of Powerhouse Trends Webinar: 5 Trends to Watch in 2013
HOUSEKEEPING ⠿Questions welcomed
⠿Catch it again on SlideShare
⠿Join the conversation: #phftrends
WHO WE ARE
Taylor Wiegert
@twiegert
Emily Worstell
@futurenever
TODAY WE WILL… ⠿Share five social media marketing trends taking us
into 2013
⠿Reveal the opportunity for marketers to leverage the
trends
⠿Identify immediate next steps for marketers
THE VISUAL WEB Trend #1
WHAT IS THE VISUAL WEB? ⠿The focus on images, rather
than text
⠿Images and video used to
communicate experiences
to your social connections
online
“10% OF ALL PHOTOS EVER TAKEN WERE SHOT IN 2011.” — FORTUNE MAGAZINE
It started in 2011…
THE ALWAYS-ON CAMERA ⠿Digital camera sales are
down
⠿The phone has replaced the
camera
⠿Phones fit into consumers’
lives
THE PINTEREST EFFECT ⠿23.5 million users
⠿1,795% growth over last year
THE PINTEREST EFFECT
THE PINTEREST EFFECT
THE PINTEREST EFFECT
SOCIAL VIDEO ⠿Became the #1 Facebook app
⠿5.9 million monthly active
users
⠿1 million daily active users
JUST GETTING STARTED
THE BILLION DOLLAR BET ⠿100 million registered users
⠿30 million users in April
⠿Surpassed Twitter on daily
mobile users in August
⠿7.3 million vs. 6.9 million
TUMBLR
MAJOR PLAYERS WILL PIVOT facebook TWITTER
CONSUMERS ARE RESPONDING ⠿Photos receive higher
engagement on Facebook
⠿Images increase
likelihood for purchase
consideration
⠿Photos are valuable
Source: Facebook
HOW TO RESPOND… TODAY ⠿Make photos part of your content strategy
⠿Leverage visual content on your brand’s social
media channels and tag appropriately
⠿Follow your consumer’s behavior
MARKET FOR REVIEWS Trend #2
WHAT IS THE MARKET FOR REVIEWS? ⠿A social environment that
relies on and rewards the
promotion of consumer
reviews
⠿Brands intersecting
prolific reviewers to
garner favorable reviews
WHAT CREATED THIS? ⠿Consumers continue to trust, and value, the
recommendations of their peers above brands
⠿Proliferation of social review sites as a consumer
response outlet
HOW IS THE SOCIAL SPACE CHANGING? ⠿By 2014, 15% of online reviews will be paid for
by brands
⠿Social review sites already on the defense to
protect integrity of reviews
HOW YOU CAN RESPOND… TODAY ⠿Don’t give in to temptation
⠿Develop online reputation
management strategy
⠿Socialize customer service
⠿Engage influencers to
credibly, and transparently,
build reputation
THE SOCIAL/MOBILE REVOLUTION Trend #3
MOBILE IS TAKING OVER
MORE CONNECTED
…AND MORE SOCIAL
“WE ARE GOING TO EXECUTE THIS MISSION TO MAKE THE WORLD CONNECTED AND BUILD VALUE OVER THE LONG-TERM. THE BIGGER QUESTION THAT WILL DEFINE HOW WE HAVE DONE IS HOW WE DO
WITH MOBILE.”— MARK ZUCKERBERG, FACEBOOK
Social networks have noticed…
FACEBOOK ACQUIRED AND ADVERTISED INSTAGRAM ACQUIRED
INTRODUCING MOBILE ADS
TWITTER CONTROLLED AND PROMOTED AN OFFICIAL APP ECOSYSTEM
MORE USERS AND MORE ADS
LINKEDIN WENT MOBILE
FOURSQUARE BECAME A UTILITY
SOCIAL MOBILE INTEGRATION
WHAT TO EXPECT ⠿Native advertising is on the rise
⠕More ads go mobile
⠿Acquisitions and acquihires
⠿Search, social and mobile become one
⠿Social more integrated into mobile systems
HOW TO RESPOND… TODAY ⠿Get mobile off the to-do list
⠿Make bite-size content a component of your
content strategy
⠿Be real-time
⠿Make your existing mobile experience social
SHOW OF BRANDS Trend #4
WHAT IS SHOW OF BRANDS? ⠿The expansion from a
product-centric brand
experience to a
consumer-centric brand
experience
MORE SHOW, LESS TELL ⠿Capitalizing on zero moment of truth
⠿Expand role beyond product provider
⠿Act as curator and facilitator of cultural events
EMBRACE CHANGING LIFESTYLES ⠿Rewarding growth and life stage transitions
⠿Acknowledge and support aspirations
YOU COME HERE OFTEN? ⠿Meet consumers where they are going
⠿Break out of the confines of your category, shelf, space
HOW YOU CAN RESPOND… TODAY ⠿Embrace alternative
relationships with consumers
and industry partners
⠿Tap into counter culture and
lifestyle trends
⠿Integrate WOM strategies into
brand events and experiences
THE END OF THE SOCIAL SILO Trend #5
THE SOCIAL SILO ⠿Brands have separated social media
⠿Separate channel
⠿Separate teams
⠿Separate initiatives
⠿Separate goals
⠿Social is breaking out
⠿Search
⠿Research
⠿Events and Experiences
“WHEN YOU SEARCH FOR THINGS, YOU WANT TO KNOW THE KINDS OF THINGS YOUR FRIENDS HAVE LOOKED AT, OR RECOMMENDED, OR
WROTE ABOUT, OR SHARED. I THINK THAT’S JUST KIND OF AN OBVIOUS THING.”— LARRY PAGE, GOOGLE
Search has changed…
SEARCH ENGINES ⠿Social Search
⠿Social signals impact
search rankings
⠿Four of the top five
factors relating to
high Google rank
relate to social
signals produced by
consumers
SEARCH ENGINES ⠿Search Engines
⠿Bing integrates
Facebook and Twitter
into search results
and allows you to ask
questions on social
networks without
leaving Bing
SEARCH ENGINES ⠿Search Engines
⠿Google’s “Search plus
Your World” personalizes
search results based on
what your Google+
connections are sharing
⠿Google+ for brands is
more than a social play—
it’s SEO
SEARCH ENGINES ⠿Search Engines
⠿Facebook receives 1 billion
search queries per day
⠿Facebook has hinted at
developing a search product
MOBILE DISCOVERY ⠿SoLoMo
⠿Social + Location + Mobile impacts buyer decisions
“WE NOW LOOK TO DATA TO INFORM OUR STRATEGY, OUR CREATIVE, AND OUR EXECUTION.”— DAN NEELY, NETWORKED INSIGHTS
Research has changed…
NEW AND VALUABLE ⠿89.4% of CMOs say social data has impacted at
least some decisions
⠿97.3% of CMOs share findings from social data
with other C-level executives annually
⠿83.3% of CMOs believe social data helps identify
trends or patterns that may impact business
Source: Bazaarvoice
SOCIAL DATA IN ACTION ⠿Uncover insights for consumers, products and
brands
⠿Leverage data for product development, customer
experiences, sales and business decisions
⠿Better understand business trends and identify
consumer traits and patterns impacting loyalty
and awareness
Source: Bazaarvoice
Source: Bazaarvoice
“WHERE BRANDS ARE GOING…CONNECTING OFFLINE TO ONLINE MORE.”— ANN HANDLEY, MARKETINGPROFS
Online and offline work together…
SOCIAL + EXPERIENTIAL = BETTER TOGETHER ⠿Social and Experiential marketing create
experiences that build emotional connections
⠿Similar goals
⠿Similar approaches
⠿Now online fuels offline, and offline can fuel
online
SOCIAL + EXPERIENTIAL = BETTER TOGETHER ⠿Social amplifies experiential:
⠿Encouraging social sharing
⠿ Involving others who cannot be there in-person
⠿Experiential makes social more impactful:
⠿Use experiential content to share through online social
channels
STILL IN A SILO
HOW TO RESPOND… TODAY ⠿Integrate your teams
⠿Social media should be integrated from the beginning, not
tacked on at the end
⠿Learn what other teams do and how they can deliver value
⠿Start with a social ‘idea,’ not a channel
⠿Organize your teams to address more complex
goals and responsibilities
⠿No more social, search, research, etc. goals
THANK YOU Additional questions or feedback:
Join the conversation: @phfagency #phftrends
Learn more about Powerhouse Factories:
www.powerhousefactories.com