Social media trends 2013
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13 SOCIAL MEDIA TRENDS
for 2013
February 2013
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2013 Trends
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The image-powered social web gets even more powerful
1.1.
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1. Image power• 2012 was the year of Pinterest and Instagram
• Both platforms (and the other major ones) showed that the average web user loves consuming image-based posts
• In 2013, this phenomenon will only gather more momentum
• Smart brands have recognised this and are using imagery in the right ways to generate the right interaction
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The 6-second video app called Vine might get huge
2.
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2. Vine time• Vine has been the most talked about new social platform of
the year (so far)
• Just like Twitter before it, Vine has put a limit on the form of content it shares (video)
• It solves the biggest problem people have traditionally had with moving imagery: producing quality long form content
• When you only have six seconds, you can tell a story without that pressure
• It’ll be interesting to see how brands capitalise on this potential opportunity
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Twitter’s evolution takes it down two very specific paths: Live events and
customer service
3.
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3. Tailored Twitter• Twitter is the only true real-time social platform (of scale)
• Brands have started to realise that unless their Twitter presence has a big real-time component, they won’t be very relevant
• Customer service is one way they can do this
• The other is using major events to enter large-scale conversations
• Look for this to become more pronounced in 2013
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The rise of semi-guaranteed engagement on all platforms (but
especially Facebook)
4.
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4. Semi-guaranteed engagement• Facebook continues to develop new ways to make
money from its captive audience
• The introduction of promoted posts in 2012 was one such development and brands quickly got drunk on the potential reach of these amplified updates
• However, brands need to ensure that these posts genuinely add value to the Facebook eco-system if they want to achieve any real value from this investment
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The long-overdue maturation of brands on YouTube
(hopefully)
5.
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5. YouTube for real?• The majority of brands still see YouTube as a place to get
famous on the back of a viral videos
• In 2013, I’m hoping we see more brands use YouTube as a place for on-going engagement with their audiences, creating and curating content by adding value
• This might be in the form of sharing the wealth of knowledge that can be found within organisations
• Or, it might be through content that entertains while telling useful stories
• Fingers crossed!
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Community management will move in-house more and more
6.
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6. In-house management• Agencies have made a bit of money over the last few
years by being able to provide the talent and resource to effectively manage social media profiles and communities
• Brands will bring this responsibility in house more and more in 2013 to save money and provide a more genuine consumer experience
• Agencies need to recognise this and develop other ways of adding social media value beyond this service
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The long-overdue maturation of brands on YouTube
1.More sophisticated
collaboration with online influencers
7.
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7. Sophisticated collaboration• Genuine collaboration between brands and online
influencers happened more in 2012 than in any previous year, but it was still more a rarity than a regular occurrence
• Brands will be forced to think more collaboratively if they want to work with the people that have the resonance with the people they want to reach
• This should happen more in 2013 (hopefully)
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The rise of semi-guaranteed engagement
1.Physical events will be
designed with social sharing at the heart of the concept
8.
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8. Offline / online• The relationship between offline production and online
amplification is talked about a lot
• In 2012, we saw more and more physical events, and especially sponsorship activations feature elements that appealed to people’s propensity to share experiences of note
• In 2013, the ‘social event’ within the physical event will be more obvious than ever before
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9.Public figures will seek out more advice around being better online participants
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9. Celebrity challenges• Public figures that have been able to develop big social
media followings have predominantly done so on the back of the things they’re famous for
• This has meant that haven’t necessarily been the best online participants
• In order to maintain an engaged audience, these public figures need to think more about what they can do to add value to the lives of the people that follow them
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10.‘Big data’ is replaced by
‘unified data’
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10. Meaningful data• There is no shortage of data out there, but how much of
it is actually actionable?
• Smart brands have started to think differently about the way they collect and use all forms of data to better inform business decisions
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11.
The obsession with numbers gets worse
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11. Meaningless numbers• One of the big trends from 2012 was the attempt from
many to create a universal value for social media engagement
• But, like all social media metrics, things like engagement rate can be manipulated
• I personally don’t see this changing much in 2013 (or anytime soon)
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12.
Facebook will look very different in 12 months time
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12. Changing Faces• Facebook’s one constant is change
• It always responds to broader online trends and is always evolving (as it should)
• This won’t change in 2013
• What will these changes look like? Who knows? But they’ll happen. Guaranteed.
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13.
Brands will continue to make catastrophic mistakes
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13. Catastrophes continue• Social media is still a very new discipline (in the whole
scheme of things)
• The media is still obsessed by it
• So, brands will make big and small mistakes and we’ll hear about them again and again and again
• As long as lessons are learned, these mishaps won’t be futile (again, I hope)
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ABOUT
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About Adam Vincenzini• Currently head of social media at
Mango, part of DDB Worldwide
• Previous to that, head of digital at one of the UK’s most highly regarded independent agencies
• Also worked with the Australia Cricket Team for a number of years, especially in its early stages of digital asset development and community engagement
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My online footprint
Blog:AdamVincenzini.com
(Hub)
Twitter:
@adamvincenzini
Facebook:
facebook.com/adamvincenzinidotcom
Instagram:
@adamvincenzini
LinkedIn:
au.linkedin.com/au/adamvincenzini
Slideshare:
Slideshare.net/adamvincenzini
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Social media touch points
Paid EarnedOwned
Word of Mouth
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