Predictions for 2011. I had a couple of drams last night and put pen to paper. (As a consultant it's my duty to do these things.) Here you go. From the bottom of my heart, I feel that...

1. Future NOW!
What 2011 Will Hold for
Social Media and Digital
Marketing
Roger Warner - December 2010
DON’T PANIC!

2. Two Years in Review
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3. 2009 to 2010
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4. Marketing Depts Said...
WTF?
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5. Consultants Said...
You.com
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6. In Summary...
A big bloody mess.
Everybody making it up as they go along.
Lots of brands threw a stack of money away.
(The smart ones clung on to all the good lessons.)
Half of the hallowed Social Media logos won’t exist this time next year.
We’d all rather eat our own faces than read Mashable every day (‘Blubuzz.com
announces innovative new geocaching, transcendental time travel service for B2C
inverse trading markets...!’)
And yet, some of us did some great work. We found new ways to do traffic
acquisition, PR and consumer engagement. Heck, some folks even made some ROI!
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7. 2011 in a Nutshell
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8. 2011: The Year of Pragmatism
• More integrated planning by brands
• More stable briefs - on both sides
• More action and less Powerpoint
• More implementation, less training
• More bravado, less fear
• More pragmatism, less bullshit
• More skepticism - new widget, who cares?
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9. We Will Care About...
• Traffic
• Conversions
• Brand awareness (PR)
• Search visibility
• Database / follower building
• More sophisticated content, conversations & stories
• Less advertising and sales messages
• Our customers’ agendas
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10. In Short…
MARKETING RESULTS.
i.e. 2011 is the year that
(And this crap
Social Media becomes part goes away.
You’ve learned
of an integrated, enough to know
what’s working,
measurable marketing brief. why and where
your customers
(Now, reeeeeeeeeeeeelax....) should care.)
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11. 2011 Predictions...
1. The 'Agency of the Future' will no longer talk about the agency of the future
2. Dedicated Social Media events and conferences will wither on the vine - 90% fewer will be planned for 2012
3. Standard briefs will be issued by brands with every RFP. Each will include a section on set KPIs and budgets
4. Training and pure strategic consultancy will no longer exist as a standalone Social Media business
5. The leading SEO service offerings will be 50%+ driven via content and Social Media strategies
6. Online/Offline PR distinctions will cease to exist in the minds of clients - PR becomes one thing
7. There will be no obvious, defining category / label for great digital work - and 'integrated' agencies will
continue to struggle with black spots
8. Brands will be happy to pick and mix their suppliers depending on the brief - best of breed will rule
9. Across most market categories, Google and Facebook will dominate the online marketing agenda - Twitter
and others will recede
10.Hysteria will pass. We'll buckle up and just get on with it.
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12. What C&M Will Look Like…
(...partners with)
Online PR
Media Community Analytics and Traditional
and
Relations Management Reporting PR Agencies
Engagement
Creative Web build Web build
SEO
Planning (technical) (content)
Advertising
Agencies
Campaign &
Technical User
Video and Account
Project Interface
rich media Project
Management Design
Management
App build
Media
Events Monitoring (Fbook /
Training Buying
Management Tools iPhone -
Agencies
technical)
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13. We’re a Social PR Agency. An Online PR
Agency. A Digital Communications
Agency. (We’re still a cludge - and
learning to love it. We’re better defined by
what we deliver: traffic, conversions,
engagement, etc. I feel this is right for the
times, but if you have any suggestions on
a slick label to apply to what we do then
answers on a postcard please.)
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14. Get in Touch...
Roger Warner, MD at C&M
roger@contentandmotion.com