powerhouse trends webinar: 5 trends to watch in 2013
TRANSCRIPT
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HOUSEKEEPING ⠿Questions welcomed
⠿Catch it again on SlideShare
⠿Join the conversation: #phftrends
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WHO WE ARE
Taylor Wiegert
@twiegert
Emily Worstell
@futurenever
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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
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THE VISUAL WEB Trend #1
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WHAT IS THE VISUAL WEB? ⠿The focus on images, rather
than text
⠿Images and video used to
communicate experiences
to your social connections
online
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“10% OF ALL PHOTOS EVER TAKEN WERE SHOT IN 2011.” — FORTUNE MAGAZINE
It started in 2011…
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THE ALWAYS-ON CAMERA ⠿Digital camera sales are
down
⠿The phone has replaced the
camera
⠿Phones fit into consumers’
lives
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THE PINTEREST EFFECT ⠿23.5 million users
⠿1,795% growth over last year
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THE PINTEREST EFFECT
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THE PINTEREST EFFECT
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THE PINTEREST EFFECT
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SOCIAL VIDEO ⠿Became the #1 Facebook app
⠿5.9 million monthly active
users
⠿1 million daily active users
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JUST GETTING STARTED
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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
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TUMBLR
MAJOR PLAYERS WILL PIVOT facebook TWITTER
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CONSUMERS ARE RESPONDING ⠿Photos receive higher
engagement on Facebook
⠿Images increase
likelihood for purchase
consideration
⠿Photos are valuable
Source: Facebook
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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
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MARKET FOR REVIEWS Trend #2
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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
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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
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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
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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
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THE SOCIAL/MOBILE REVOLUTION Trend #3
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MOBILE IS TAKING OVER
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MORE CONNECTED
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…AND MORE SOCIAL
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“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…
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FACEBOOK ACQUIRED AND ADVERTISED INSTAGRAM ACQUIRED
INTRODUCING MOBILE ADS
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TWITTER CONTROLLED AND PROMOTED AN OFFICIAL APP ECOSYSTEM
MORE USERS AND MORE ADS
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LINKEDIN WENT MOBILE
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FOURSQUARE BECAME A UTILITY
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SOCIAL MOBILE INTEGRATION
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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
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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
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SHOW OF BRANDS Trend #4
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WHAT IS SHOW OF BRANDS? ⠿The expansion from a
product-centric brand
experience to a
consumer-centric brand
experience
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MORE SHOW, LESS TELL ⠿Capitalizing on zero moment of truth
⠿Expand role beyond product provider
⠿Act as curator and facilitator of cultural events
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EMBRACE CHANGING LIFESTYLES ⠿Rewarding growth and life stage transitions
⠿Acknowledge and support aspirations
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YOU COME HERE OFTEN? ⠿Meet consumers where they are going
⠿Break out of the confines of your category, shelf, space
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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
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THE END OF THE SOCIAL SILO Trend #5
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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
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“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…
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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
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SEARCH ENGINES ⠿Search Engines
⠿Bing integrates
Facebook and Twitter
into search results
and allows you to ask
questions on social
networks without
leaving Bing
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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
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SEARCH ENGINES ⠿Search Engines
⠿Facebook receives 1 billion
search queries per day
⠿Facebook has hinted at
developing a search product
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MOBILE DISCOVERY ⠿SoLoMo
⠿Social + Location + Mobile impacts buyer decisions
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“WE NOW LOOK TO DATA TO INFORM OUR STRATEGY, OUR CREATIVE, AND OUR EXECUTION.”— DAN NEELY, NETWORKED INSIGHTS
Research has changed…
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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
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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
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Source: Bazaarvoice
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“WHERE BRANDS ARE GOING…CONNECTING OFFLINE TO ONLINE MORE.”— ANN HANDLEY, MARKETINGPROFS
Online and offline work together…
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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
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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
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STILL IN A SILO
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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
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THANK YOU Additional questions or feedback:
Join the conversation: @phfagency #phftrends
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