Social Trends and Predictions - 2013
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This document provides 10 predictions for social media in the coming year. It predicts that social media will empower disenfranchised groups and ignite action for social change, which brands can tap into. It also predicts that people will flee brands' social media pages if they post too frequently, the consumer stops using the product, or due to a bad customer experience. Finally, it predicts that social media access will increasingly occur via mobile devices, and that helping others on social media can create customers for life.
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Social Trends and Predictions - 2013
- 1. Top 10 Predictions in Social Media Katie Van Domelen, Product Marketing Manager, Social @ktvan
- 2. First Who am I? And who is ExactTarget?
- 3. ExactTarget is a Global SaaS Company NYSE: ET Trades on the New York Stock Exchange 4 Continents 10 years in business, and 2,000 passionate employees
- 4. We Power Interactive Cross-Channel Digital Marketing INTERACTIVE MARKETING HUB EMAIL DATA & ANALYTICS MOBILE SOCIAL WEB MARKETING AUTOMATION INTERACTIVE MARKETING HUB EMAIL DATA & ANALYTICS MOBILE SOCIAL WEB MARKETING AUTOMATION
- 5. ExactTarget Supports Social Media Management at Scale Listen Measure AdsPublishEngage
- 6. ExactTarget Social Products: Start Conversations that Convert SocialEngage A leading platform for social customer engagement puts conversations in one place. SocialPages Create Facebook fan pages simply, and manage multiple pages from one dashboard. SocialPartners Partners in the social space that complement ExactTarget Social products. SocialProfile Connector Analyzes the overlap of social channels for email subscribers, and provides smart and social cross-channel analytics.
- 8. Prediction: Major Social Changes People will use social media to motivate disjointed communities: 1. Social Media EMPOWERS disenfranchised groups 2. Social Media IGNITES action 3. Social Media RECOGNIZES Individuals THE LESSON? Tap into the power of social change as a way to amplify your brand through Facebook and Twitter
- 10. What Causes Followers to flee? 73% of social media users “unliked” a brand because of the following: 1. Brands post too frequently 2. Consumer stopped using the product 3. Bad customer experience
- 11. Think Facebook is a good place to connect to brands
- 12. Like a Facebook Page better than the company website
- 13. 1. Monitor the frequency of your posts - post less often 2. Consider using targeting by gender and location on Facebook 3. Let users know that if they’d like to receive/not receive your posts 4. And finally – provide an excellent social customer experience Keys To Success:
- 16. Keys To Success: 1. Training programs 2. Social media policies 3. Inspired content 4. Internal metrics 5. Recognition
- 18. Of B2B Marketers Believe Social is A Key Part of the Marketing Mix
- 19. 1. Success in B2B looks different—if it helps to create a lead, it’s worth more than getting a lot of views. 2. Be Patient – Purchase Cycle is Longer 4. Social is an excellent way to build trust 5. Social is the place where business people get news and information Keys To Success:
- 21. Instagram – Proof of the Visual Trend 1. 61% have used Instagram in the past 24 hours 2. 48% of users declare using Instagram more often than other networks 3. 83% use it at work, surpassing Facebook and YouTube by a long shot
- 26. Access Social Networks from their Mobile Device
- 28. Before a customer will make a purchase decision
- 30. “Help someone and create a customer for life”
- 32. Example: Facebook Custom Audiences Use insights from email program to target users on Facebook
- 33. • 40% Match Rate • Created 4X audience size • Tested 3 Segments • Yielded 3X purchase volume Success!
- 34. Thank you!
Notas del editor
- There was a period of liking everything, collecting friends, but now people are being more selective
- From predictions 2013 whitepaper – read for more. More and more brands will tap into the rest of the organization to develop relationships with the customer – beyond customer services. People from product / marketing / sales /execs. Use personal accounts to tweet on behalf of the brand. Requires SM managers to set guidelines and provide tools.
- Go to where your customers are –things are becoming more visual across the board but interact with your customers they way the want to. Consider demographics and preferences.
- More and more retailers are incorporating social into the physical presence as well as online.
- Burberry created this social experience in their dressing rooms where you would go pick out a suit, and there would be a tag and you would take it into the dressing room and there would be monitors in there so a video feed would show real-time tweets / photos of models in the suit.“Perhaps the coolest bit of technology is Burberry's use of radio-frequency identification (RFID) chips. Chips have been attached to certain clothes and accessories so that when a customer approaches one of the screens in the common areas or in a fitting room, specific content — say, information about a bag's stitching and craftsmanship, or a video showing how a skirt was worn on the catwalk — will appear. The chips will be attached before products leave manufacturing centers to assist with inventory tracking and management as well.”But doesn’t have to be this complicated – talk about how you can tweet in “cheese”y jokes to American Grilled Cheese Kitchen.
- Jay Baer’s rant: doing something viral for the sake of doing something viral doesn’t drive business. It’s all about providing value and making your marketing do something that helps.
- The Facebook Ads API enables several functions including:Audience creation/management – matching and adding to an audienceAd unit creation and managementBidding, including providing reach estimates and suggested bidsReporting