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6
Digital
Trends
to
Watch

 SOCIAL
MEDIA
PRESENTATION


Curated
by
Steve
Rubel,
Director
of
Insights
+

David
Armano,
SVP
Digital

Technologies
Get
All
the
A/en0on,
Yet
They’re
Flee0ng

Trends,
However,
Develop
More
Slowly
and
Are
OAen
Timeless

TREND
1
‐
MARKETING
IN
THE
AGE
OF

SOCIAL
MEDIA
PRESENTATION
 STREAMS

THE
CHALLENGE:
THE
FIREHOSE

PEOPLE
NEED
TO
HEAR
THINGS
MANY
TIMES
FOR
IT
TO
SINK
IN

I:
ESTABLISH
DIGITAL
EMBASSIES
AND
EQUIP

EMPLOYEES
TO
BECOME
AMBASSADORS





7
II:
EMBRACE
MULTIPLICITY
AND
DIVERSITY

III:
USE
THE
FORCE,
DON’T
FIGHT
IT

TREND
2
‐
THE
GOOGLIZATION
OF
MEDIA:

       BUILDING
A
DIGITALLY
VISIBLE
BUSINESS





10

QUALITY
CONTENT
DRIVES
DIGITAL

VISIBILITY

SOCIAL
CONNECTIONS
DRIVE
DIGITAL

VISIBILITY

TREND
3
‐
THE
DATA
DECADE:

     SOCIAL
MEDIA
PRESENTATION

DIY
INSIGHTS
AND
SITUATIONAL
AWARENESS

Six Digital Trends To Watch by Steve Rubel and David Armano
I:
TAP
INTO
FREE
TOOLS
AND

    BECOME
DATA
JUNKIES

II:
LOOK
FOR
UN‐MET
NEEDS
AND
USE
THE

DATA
TO
PLAN
PRODUCTS
AND
CAMPAIGNS

II:
MAP
NETWORKS
TO
UNDERSTAND
HOW
TO

    USE
THEM
EFFICIENTLY
AND
EFFECTIVELY

TREND
4–
Business
Becomes
Social
      Social
media
expands
into
the
fabric
of
business

      from
communicaZons
to
how
consumers
become

      co‐creators
and
employees
become
advocates
18

I:
CONVERT
EMPOWERED
INDIVIDUALS
TO

         EMPOWERED
GROUPS
&
COLLECTIVES

                               (Charles
Schwab
is
an
Edelman
client)



19

II:
INCLUDE
STAKEHOLDERS
INTO
YOUR

              INNOVATION
INITIATIVES

                                 (Starbucks
is
an
Edelman
client)



20

III:
ENCOURAGE
EMPLOYEES
TO
ADVOCATE

                   RESPONSIBLY





                                   (Nutro
is
an
Edelman
client)



21

IV:
PREPARE
EMPLOYEES
FOR
PUBLIC

                ENGAGEMENT





22

V:
EMBRACE
SOCIAL
BUSINESS
BEYOND
A

                                                 SINGLE
DEPARTMENT





      CUSTOMER


        CARE
             PR
             IT
     HR
 R&D
           MarkeZng





        “social media” touches all of these

23

BUSINESS
BECOMES
SOCIAL:
      ACTION
ITEMS


 • 
Plan
for
scale
(moving
beyond
experiments)
 • 
Organize
accordingly
 • 
Integrate
external
with
internal

 • 
Engage
employees

 • 
Formalize
guidelines





24

TREND
5–
LOCATION,
LOCATION,
LOCATION
      “Where
are
you”
is
the
new
what
are
you
doing?

      Mobile
and
local
bring
the
digital
and
real
worlds

      together.

25

LOCAL
ADDS
ANOTHER
DIMENSION
TO

      AMBIENT
AWARENESS





26

POPULAR
PLATFORMS
CRITICAL
TO

      MORE
MASS
ADOPTION





27

OPPORTUNITIES
TO
BRING
PHYSICAL

 AND
DIGITAL
WORLDS
TOGETHER





                                    (Starbucks
is
an
Edelman
client)



28

LOCATION,
LOCATION,
LOCATION:
      ACTION
ITEMS


 • 
Integrate
real
world
events
with
digital
strategy
 • 
Look
for
ways
to
bring
people
together
locally
 • 
Tap
into
“gaming”
aspect
and
reward
parZcipaZon
&
loyalty

 • 
Deliver
value
through
incenZves

 • 
Experiment
with
pilot
programs





29

TREND
6–
PRIVATE
BECOMES
PUBLIC

      As
networks
such
as
Facebook
begin
to
loosen
their

      privacy
restricZons
and
Gen
Y
advances
in
the
workforce,

      what
once
was
private
becomes
increasingly
public
30

“Privacy
is
no
longer
a
social
norm”

                     

      ‐Mark
Zuckerburg




 WE
ARE
INCREASINGLY
BECOMING

 RESPONSIBLE
FOR
OUR
OWN
PRIVACY





31

HOW
MUCH
DO
WE
WANT
TO
SHARE?





32

DATA
GETS
PUT
INTO
THE
STREAM
IF

      WE
ALLOW
IT


33

PRIVATE
BECOMES
PUBLIC:
      ACTION
ITEMS


 • 
Be
prepared
for
public
engagement
(social
media
guidelines
etc.)
 • 
Create
rules
of
engagement
for
social
media
parZcipaZon
 • 
Monitor
conversaZons
in
all
ecosystems
(owned,
paid,
earned)

 • 
ParZcipate
authenZcally


 • 
Harness
“social
sharing
&
broadcasZng”

 • 
Assume
all
interacZons
are
now
public




34

Thank
You

@steverubel
@armano

SOCIAL
MEDIA
PRESENTATION


edelmandigital.com


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