In 2012 we saw the rise of Pinterest, Facebook go public, the proliferation of niche networks and a growing emphasis on visual content. 2013 is sure to be a year in which social media marketing is redefined and marketers are forced to adapt even more to the constantly evolving landscape. The rise of visual web, the end of the social silo, the necessity of agile marketing, show vs. tell your brand story in the social space, and more will define social media marketing in 2013. Now is the time to prepare.

2. HOUSEKEEPING
⠿Questions welcomed
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3. WHO WE ARE
Taylor Wiegert Emily Worstell
@twiegert @futurenever

4. 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

5. Trend #1
THE VISUAL WEB

6. WHAT IS THE VISUAL WEB?
⠿The focus on images, rather
than text
⠿Images and video used to
communicate experiences
to your social connections
online

7. It started in 2011…
“10% OF ALL PHOTOS EVER TAKEN
WERE SHOT IN 2011.” — FORTUNE MAGAZINE

8. THE ALWAYS-ON CAMERA
⠿Digital camera sales are
down
⠿The phone has replaced the
camera
⠿Phones fit into consumers’
lives

9. THE PINTEREST EFFECT
⠿23.5 million users
⠿1,795% growth over last year

10. THE PINTEREST EFFECT

11. THE PINTEREST EFFECT

12. THE PINTEREST EFFECT

13. SOCIAL VIDEO
⠿Became the #1 Facebook app
⠿5.9 million monthly active
users
⠿1 million daily active users

14. JUST GETTING STARTED

15. 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

16. MAJOR PLAYERS WILL PIVOT
TUMBLR facebook TWITTER

17. CONSUMERS ARE RESPONDING
⠿Photos receive higher
engagement on Facebook
⠿Images increase
likelihood for purchase
consideration
⠿Photos are valuable
Source: Facebook

18. 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

19. Trend #2
MARKET FOR REVIEWS

20. 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

21. 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

22. 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

23. 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

24. Trend #3
THE SOCIAL/MOBILE REVOLUTION

25. MOBILE IS TAKING OVER

26. MORE CONNECTED

27. …AND MORE SOCIAL

28. Social networks have noticed…
“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

29. FACEBOOK ACQUIRED AND ADVERTISED
INSTAGRAM ACQUIRED INTRODUCING MOBILE ADS

30. TWITTER CONTROLLED AND PROMOTED
AN OFFICIAL APP ECOSYSTEM MORE USERS AND MORE ADS

31. LINKEDIN WENT MOBILE

32. FOURSQUARE BECAME A UTILITY

33. SOCIAL MOBILE INTEGRATION

34. 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

35. 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

36. Trend #4
SHOW OF BRANDS

37. WHAT IS SHOW OF BRANDS?
⠿The expansion from a
product-centric brand
experience to a
consumer-centric brand
experience

38. MORE SHOW, LESS TELL
⠿Capitalizing on zero moment of truth
⠿Expand role beyond product provider
⠿Act as curator and facilitator of cultural events

39. EMBRACE CHANGING LIFESTYLES
⠿Rewarding growth and life stage transitions
⠿Acknowledge and support aspirations

40. YOU COME HERE OFTEN?
⠿Meet consumers where they are going
⠿Break out of the confines of your category, shelf, space

41. 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

42. Trend #5
THE END OF THE SOCIAL SILO

43. 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

44. Search has changed…
“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

45. 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

46. SEARCH ENGINES
⠿Search Engines
⠿ Bing integrates
Facebook and Twitter
into search results
and allows you to ask
questions on social
networks without
leaving Bing

47. 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

48. SEARCH ENGINES
⠿Search Engines
⠿ Facebook receives 1 billion
search queries per day
⠿ Facebook has hinted at
developing a search product

49. MOBILE DISCOVERY
⠿SoLoMo
⠿ Social + Location + Mobile impacts buyer decisions

50. Research has changed…
“WE NOW LOOK TO DATA TO INFORM OUR STRATEGY, OUR CREATIVE,
AND OUR EXECUTION.”— DAN NEELY, NETWORKED INSIGHTS

51. 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

52. 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

53. Source: Bazaarvoice

54. Online and offline work together…
“WHERE BRANDS ARE GOING…CONNECTING OFFLINE TO ONLINE
MORE.”— ANN HANDLEY, MARKETINGPROFS

55. 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

56. 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

58. STILL IN A SILO

59. 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

60. THANK YOU
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