SlideShare une entreprise Scribd logo
1  sur  48
Télécharger pour lire hors ligne
20 Social Media Trends for
        Business
    Thought-Starters for 2011

            Dave Fleet
         VP Digital, Edelman
Themes


 1.   Silo busting
 2.   Maturation of social media
 3.   Rise of the „less shiny object‟
 4.   Communication accelerates
 5.   Ubiquitous social



                       Edelman.ca
Theme #1:
Silo busting
Trend #1: Integration




 Organizations will increasingly realize that social media
 achieves little unless they integrate it with other communication
 forms and with other business functions


                            Edelman.ca
Trend #1: Best practices

 • Structure social media across silos
 • Integrate and share intelligence across the
   enterprise
 • Plan communications across functions
 • Bring diverse departments together for
   planning


                    Edelman.ca
Trend #2: Social customer support




Multiple factors lead companies to adopt social support
activities alongside their traditional channels

                          Edelman.ca
Trend #2: Best practices


 •   Engage proactively AND reactively
 •   Where possible, solve problems in public
 •   Support resolution by the community
 •   Reward third-party advocates



                                       Photo: angelaarcher

                      Edelman.ca
Trend #3: Social impact drives reputation




 BP‟s deep-water disaster reminded organizations – and people
 – that their social impact affects their reputation



                          Edelman.ca
Trend #3: Best practices



 • Look towards social impact of business
 • Invest in CSR activities… and
   communicate them effectively
 • Avoid „greenwashing‟




                   Edelman.ca
Theme #2:
Maturation of social media
Trend #4: Death of the campaign




Companies look beyond campaigns and towards ongoing
activities as drivers of results in social media activities


                           Edelman.ca
Trend #4: Best practices


 • Identify an executive sponsor
 • Budget, staff, plan for ongoing activities
 • Diversify responsibility for activities
   – Between functions
   – Within functions




                     Edelman.ca
Trend #5: Consolidation




Consolidation in social media tools will continue in established
sectors such as blogging platforms and monitoring. We‟ll see
that expand to sectors such as social CRM and campaign
management platforms in future years.

                           Edelman.ca
Trend #5: Best practices


 • Build your social media presence around a
   „home base‟
 • Plan your social presence carefully
 • Don‟t chase after shiny




                   Edelman.ca
Trend #6: "Influence" matures




Companies evolve their approach to influence beyond just
considering reach. Thought leadership and experts take
precedence.


                         Edelman.ca
Trend #6: Best practices


 • Consider context
 • Consider spheres of influence outside the
   top tier
 • Measure outcomes to refine approach




                    Edelman.ca
Trend #7: Democratization of voice




Companies continue the path broken by others to allow
additional corporate spokespeople in the online space



                         Edelman.ca
Trend #7: Best practices


 • Set boundaries for free engagement
 • Develop community guides to ensure
   consistency in approach
 • Hire experience and train for success




                    Edelman.ca
Trend #8: Return of websites




After several years of being told to “fish where the fish are”
businesses realize that social integration to existing web sites doesn’t
only help them become relevant—users will expect it.


                              Edelman.ca
Trend #8: Best practices


 • Incorporate social data from connections,
   friends
 • Design for function & form
 • Be conservative on privacy




                    Edelman.ca
Theme #3:
Rise of the “less shiny object”
Trend #9: Digitally driven crises




 No-one thinks they're going to experience a crisis until they do.
 More and more organizations will realize too late that they need
 to incorporate digital into their crisis plans.


                            Edelman.ca
Trend #9: Best practices


 •   Identify potential sources of crises
 •   Plan ahead
 •   Monitor continuously for emerging issues
 •   Practice through crisis simulations




                      Edelman.ca
Trend #10: Digital Curation




 Social media allows everyone to produce content. Some is
 good; some is bad. As the volume of information increases,
 companies may benefit from curating the former.


                           Edelman.ca
Trend #10: Best practices


 • Identify under-served niches and meet
   them
 • Frame up issues and discussions;
   editorialize
 • Make curation collaborative and social


                                        Photo by chrisjbarker


                    Edelman.ca
Trend #11: Search strategy




Companies will increasingly factor search considerations into
the earned and social realms of their online activities.



                          Edelman.ca
Trend #11: Best practices


 • Think beyond SEM and on-domain SEO
 • Factor search considerations into
   communications planning, not just content
 • Optimize activities to realize long-term
   benefit from short-term campaigns



                    Edelman.ca
Trend #12: Community management




Community management evolves beyond random engagement
and towards rigorous, measured strategic activity



                      Edelman.ca
Trend #12: Best practices
 • Engage community members and
   encourage participation
 • Personalize interactions while reinforcing
   corporate priorities
 • Act transparently
 • Engage respectfully
 • Act as a real-time first line of defense for
   online issues

                     Edelman.ca
Trend #13: Developer Engagement




Developers are driving innovation across all key digital platforms.
Marketing innovators will begin working with developers to scale
their programs and boost their surface area.
                                                           Photo by bugbbq
                              Edelman.ca                           30
Trend #13: Best practices


 • Make valuable assets available for
   developers – e.g. art, text, videos, data
 • Build APIs and cultivate a rich developer
   network
 • Adopt developer creations



                    Edelman.ca                 31
Trend #14: Measurement matures




Measurement has long been an Achilles heel for PR.
Advertising agencies are still stuck measuring impressions.
Measurement will, by necessity, evolve in 2011.


                          Edelman.ca
Trend #14: Best practices

 • Mandate metric sharing between company
   and agencies, & between agency partners
 • Measure outcomes of activities, not outputs
 • Consider measurement at the beginning
   and middle – not just the end
 • Tailor reports to the audience
 • Insist on context alongside numbers


                    Edelman.ca
Trend #15: Rise of the content strategist




   As campaigns evolve to sit alongside ongoing community
   management, content creation and optimization takes a central
   place at the social media table.
Photo: John Two Persons Benedick

                                   Edelman.ca
Trend #15: Best practices


 • Place audiences at the core of content
 • Plan and maintain a flexible content
   calendar
 • Create social objects to drive attention
 • Optimize based on previous results



                     Edelman.ca
Theme #4:
Communication accelerates
Trend #16: Listening becomes mandatory




 Increased occurrences of social media-driven issues, combined
 with the potential for insights and for building brands and
 reputations drives monitoring as a core social activity

                          Edelman.ca
Trend #16: Best practices

 • Formalize monitoring for the organization
 • Tailor search taxonomies to functional
   needs
 • Establish processes to route and escalate
   conversations as needed
 • Extend monitoring boundaries beyond the
   organization to a wider context


                    Edelman.ca
Trend #17: Marketing in Streams




Increasing prevalence of streams of news means that “what”
and “where” no longer answer enough questions. “When”
becomes an important consideration.


                         Edelman.ca
Trend #17: Best practices



 • Analyse your audience activity
 • Schedule updates throughout the day
 • Post content at optimum times




                   Edelman.ca
Trend #18: Social media overload




Social media overload is nothing new to early adopters, but it
will become an increasing issue for “average” users



                           Edelman.ca
Trend #18: Best practices


 • Don‟t over-extend your presence
 • Keep participation simple
 • Integrate social networks into website
   sign-ins




                    Edelman.ca
Theme #5:
Ubiquitous Mobile
Trend #19: Ubiquitous social




 Mobility has already expanded beyond mobiles. The market for
 tablets will become saturated in 2011, and competition will drive
 even more innovation


                            Edelman.ca
Trend #19: Best practices


 • Plan content for multiple digital
   experiences & platforms
 • Optimize for mobility, not just mobile
 • Combine social sharing integration




                     Edelman.ca
Trend #20: Location, location, Facebook




 2010 was Foursquare‟s year, but it never broke through.
 Facebook is now paying attention to location, and is poised to
 make location-based marketing relevant.


                           Edelman.ca
Trend #20: Best practices

 • Think “LoSoPhoMo,” particularly on
   Facebook
 • Combine real and digital world
   engagement
 • Reward advocates with additional
   privileges and rewards



                   Edelman.ca
Questions?



 LinkedIn.com/in/davefleet
 dave.fleet@edelman.com
 416.849.8940




                   Edelman.ca

Contenu connexe

Tendances

A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryHootsuite
 
31 Must-Read Social Media Marketing Articles
31 Must-Read Social Media Marketing Articles31 Must-Read Social Media Marketing Articles
31 Must-Read Social Media Marketing ArticlesBarry Feldman
 
Post Method for Social Media Strategy
Post Method for Social Media StrategyPost Method for Social Media Strategy
Post Method for Social Media StrategyJohn Haydon
 
Digital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaDigital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaWilson Cleveland
 
Digital public relations and online reputation management presentation cna
Digital public relations and online reputation management presentation cnaDigital public relations and online reputation management presentation cna
Digital public relations and online reputation management presentation cnaCelestine Achi
 
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...Kerry Bridge
 
Digital Public Relations
Digital Public RelationsDigital Public Relations
Digital Public RelationsMWI Hong Kong
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for BusinessJessie Carter
 
The Sophisticated Marketer's Guide to LinkedIn: The Webinar
The Sophisticated Marketer's Guide to LinkedIn: The WebinarThe Sophisticated Marketer's Guide to LinkedIn: The Webinar
The Sophisticated Marketer's Guide to LinkedIn: The WebinarLinkedIn
 
Events 2.0 And Digital Marketing Presentation V3
Events 2.0 And Digital Marketing Presentation V3Events 2.0 And Digital Marketing Presentation V3
Events 2.0 And Digital Marketing Presentation V3Martin Walsh
 
Launching a Rocketship Off Someone Else's Back
Launching a Rocketship Off Someone Else's BackLaunching a Rocketship Off Someone Else's Back
Launching a Rocketship Off Someone Else's Backjoshelman
 
Social Media Week: The Report
Social Media Week: The ReportSocial Media Week: The Report
Social Media Week: The ReportOgilvy Consulting
 
University of Buffalo - School of Social Work - Workshop
University of Buffalo - School of Social Work - WorkshopUniversity of Buffalo - School of Social Work - Workshop
University of Buffalo - School of Social Work - WorkshopBeth Kanter
 
Succeeding with early stage PR in 2021
Succeeding with early stage PR in 2021Succeeding with early stage PR in 2021
Succeeding with early stage PR in 2021Kerry Bennett
 
Digital brand final (1)
Digital brand final (1)Digital brand final (1)
Digital brand final (1)Lirio
 
Social Media Strategy @ IBM: Programs & Resources
Social Media Strategy @ IBM: Programs & ResourcesSocial Media Strategy @ IBM: Programs & Resources
Social Media Strategy @ IBM: Programs & ResourcesDelaney Turner
 
Looking beyond the CV: Developing a LinkedIn Profile
Looking beyond the CV: Developing a LinkedIn ProfileLooking beyond the CV: Developing a LinkedIn Profile
Looking beyond the CV: Developing a LinkedIn ProfileSue Beckingham
 
Design Strategy: How information Can Drive Your Designs Decisions To Success
Design Strategy: How information Can Drive Your Designs Decisions To SuccessDesign Strategy: How information Can Drive Your Designs Decisions To Success
Design Strategy: How information Can Drive Your Designs Decisions To SuccessSara Cannon
 
Chapter 10: How Content Governance Will Facilitate Media Company Transformation
Chapter 10: How Content Governance Will Facilitate Media Company TransformationChapter 10: How Content Governance Will Facilitate Media Company Transformation
Chapter 10: How Content Governance Will Facilitate Media Company TransformationMichael Brito | Zeno Group
 

Tendances (20)

A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment Industry
 
31 Must-Read Social Media Marketing Articles
31 Must-Read Social Media Marketing Articles31 Must-Read Social Media Marketing Articles
31 Must-Read Social Media Marketing Articles
 
Post Method for Social Media Strategy
Post Method for Social Media StrategyPost Method for Social Media Strategy
Post Method for Social Media Strategy
 
Digital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaDigital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New Media
 
Digital public relations and online reputation management presentation cna
Digital public relations and online reputation management presentation cnaDigital public relations and online reputation management presentation cna
Digital public relations and online reputation management presentation cna
 
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...
 
Digital Public Relations
Digital Public RelationsDigital Public Relations
Digital Public Relations
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for Business
 
The Sophisticated Marketer's Guide to LinkedIn: The Webinar
The Sophisticated Marketer's Guide to LinkedIn: The WebinarThe Sophisticated Marketer's Guide to LinkedIn: The Webinar
The Sophisticated Marketer's Guide to LinkedIn: The Webinar
 
Events 2.0 And Digital Marketing Presentation V3
Events 2.0 And Digital Marketing Presentation V3Events 2.0 And Digital Marketing Presentation V3
Events 2.0 And Digital Marketing Presentation V3
 
Launching a Rocketship Off Someone Else's Back
Launching a Rocketship Off Someone Else's BackLaunching a Rocketship Off Someone Else's Back
Launching a Rocketship Off Someone Else's Back
 
Social Media Week: The Report
Social Media Week: The ReportSocial Media Week: The Report
Social Media Week: The Report
 
University of Buffalo - School of Social Work - Workshop
University of Buffalo - School of Social Work - WorkshopUniversity of Buffalo - School of Social Work - Workshop
University of Buffalo - School of Social Work - Workshop
 
Succeeding with early stage PR in 2021
Succeeding with early stage PR in 2021Succeeding with early stage PR in 2021
Succeeding with early stage PR in 2021
 
Digital brand final (1)
Digital brand final (1)Digital brand final (1)
Digital brand final (1)
 
Small Steps for Creating Big Results with Social Media
Small Steps for Creating Big Results with Social MediaSmall Steps for Creating Big Results with Social Media
Small Steps for Creating Big Results with Social Media
 
Social Media Strategy @ IBM: Programs & Resources
Social Media Strategy @ IBM: Programs & ResourcesSocial Media Strategy @ IBM: Programs & Resources
Social Media Strategy @ IBM: Programs & Resources
 
Looking beyond the CV: Developing a LinkedIn Profile
Looking beyond the CV: Developing a LinkedIn ProfileLooking beyond the CV: Developing a LinkedIn Profile
Looking beyond the CV: Developing a LinkedIn Profile
 
Design Strategy: How information Can Drive Your Designs Decisions To Success
Design Strategy: How information Can Drive Your Designs Decisions To SuccessDesign Strategy: How information Can Drive Your Designs Decisions To Success
Design Strategy: How information Can Drive Your Designs Decisions To Success
 
Chapter 10: How Content Governance Will Facilitate Media Company Transformation
Chapter 10: How Content Governance Will Facilitate Media Company TransformationChapter 10: How Content Governance Will Facilitate Media Company Transformation
Chapter 10: How Content Governance Will Facilitate Media Company Transformation
 

Similaire à 20 Social Media Business Trends in 2011

Dave Fleet - Making the Most of Social Media Trends in 2011
Dave Fleet - Making the Most of Social Media Trends in 2011Dave Fleet - Making the Most of Social Media Trends in 2011
Dave Fleet - Making the Most of Social Media Trends in 2011CanadaHelps / MyCharityConnects
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarJordan Viator Slabaugh
 
Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalDanny Miller
 
AMA SIG Social Media 11-4-09
AMA SIG Social Media 11-4-09AMA SIG Social Media 11-4-09
AMA SIG Social Media 11-4-09Tom Williams
 
Why social Media Matters
Why social Media MattersWhy social Media Matters
Why social Media MattersKylie Bartlett
 
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever Before
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever BeforeDigital PR :: Toolkits, Reputation and Search Matter More Than Ever Before
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever BeforeCasey Knox
 
Social Media Clicks & Cocktails Seminar - May 2011
Social Media Clicks & Cocktails Seminar -  May 2011 Social Media Clicks & Cocktails Seminar -  May 2011
Social Media Clicks & Cocktails Seminar - May 2011 nic๑click social
 
Ambassador You: Integrating Social Media into Business Communications
Ambassador You: Integrating Social Media into Business CommunicationsAmbassador You: Integrating Social Media into Business Communications
Ambassador You: Integrating Social Media into Business CommunicationsJaggers Communications
 
Social Business Planning for Enterprise
Social Business Planning for EnterpriseSocial Business Planning for Enterprise
Social Business Planning for EnterpriseLeader Networks
 
Best Buy - Social Marketing Strategy
Best Buy - Social Marketing StrategyBest Buy - Social Marketing Strategy
Best Buy - Social Marketing StrategyNick Williams
 
2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from withinTrish Nettleship
 
Simmons Leadership Conf - Charlene Li
Simmons Leadership Conf - Charlene LiSimmons Leadership Conf - Charlene Li
Simmons Leadership Conf - Charlene LiCharlene Li
 
7 Steps To Planning And Executing A Social Media Initiative2161
7 Steps To Planning And Executing A Social Media Initiative21617 Steps To Planning And Executing A Social Media Initiative2161
7 Steps To Planning And Executing A Social Media Initiative2161The Clever Marketer
 
Social Networks and Security: What Your Teenager Likely Won't Tell You
Social Networks and Security: What Your Teenager Likely Won't Tell YouSocial Networks and Security: What Your Teenager Likely Won't Tell You
Social Networks and Security: What Your Teenager Likely Won't Tell YouDenim Group
 
Module 5 of 5.Social Media Strategy
Module 5 of 5.Social Media StrategyModule 5 of 5.Social Media Strategy
Module 5 of 5.Social Media StrategyJulian Matthews
 
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels.
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels. How B2Bs Can Deliver Ongoing Engagement on Social Media Channels.
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels. Luis Fernandes
 
Kick ass social media strategy to win elections
Kick ass social media strategy to win electionsKick ass social media strategy to win elections
Kick ass social media strategy to win electionsSimplify360
 
05.Social media strategy
05.Social media strategy05.Social media strategy
05.Social media strategyJulian Matthews
 

Similaire à 20 Social Media Business Trends in 2011 (20)

Dave Fleet - Making the Most of Social Media Trends in 2011
Dave Fleet - Making the Most of Social Media Trends in 2011Dave Fleet - Making the Most of Social Media Trends in 2011
Dave Fleet - Making the Most of Social Media Trends in 2011
 
Social Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association WebinarSocial Media Pocket Guide - American Marketing Association Webinar
Social Media Pocket Guide - American Marketing Association Webinar
 
Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt Vfinal
 
AMA SIG Social Media 11-4-09
AMA SIG Social Media 11-4-09AMA SIG Social Media 11-4-09
AMA SIG Social Media 11-4-09
 
Why social Media Matters
Why social Media MattersWhy social Media Matters
Why social Media Matters
 
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever Before
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever BeforeDigital PR :: Toolkits, Reputation and Search Matter More Than Ever Before
Digital PR :: Toolkits, Reputation and Search Matter More Than Ever Before
 
Social Media Clicks & Cocktails Seminar - May 2011
Social Media Clicks & Cocktails Seminar -  May 2011 Social Media Clicks & Cocktails Seminar -  May 2011
Social Media Clicks & Cocktails Seminar - May 2011
 
Ambassador You: Integrating Social Media into Business Communications
Ambassador You: Integrating Social Media into Business CommunicationsAmbassador You: Integrating Social Media into Business Communications
Ambassador You: Integrating Social Media into Business Communications
 
Social Business Planning for Enterprise
Social Business Planning for EnterpriseSocial Business Planning for Enterprise
Social Business Planning for Enterprise
 
Best Buy - Social Marketing Strategy
Best Buy - Social Marketing StrategyBest Buy - Social Marketing Strategy
Best Buy - Social Marketing Strategy
 
2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within2012 B2B social media summit - Building brand ambassadors from within
2012 B2B social media summit - Building brand ambassadors from within
 
Simmons Leadership Conf - Charlene Li
Simmons Leadership Conf - Charlene LiSimmons Leadership Conf - Charlene Li
Simmons Leadership Conf - Charlene Li
 
7 Steps To Planning And Executing A Social Media Initiative2161
7 Steps To Planning And Executing A Social Media Initiative21617 Steps To Planning And Executing A Social Media Initiative2161
7 Steps To Planning And Executing A Social Media Initiative2161
 
DMA præsentationer
DMA præsentationerDMA præsentationer
DMA præsentationer
 
Heartland deck
Heartland deckHeartland deck
Heartland deck
 
Social Networks and Security: What Your Teenager Likely Won't Tell You
Social Networks and Security: What Your Teenager Likely Won't Tell YouSocial Networks and Security: What Your Teenager Likely Won't Tell You
Social Networks and Security: What Your Teenager Likely Won't Tell You
 
Module 5 of 5.Social Media Strategy
Module 5 of 5.Social Media StrategyModule 5 of 5.Social Media Strategy
Module 5 of 5.Social Media Strategy
 
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels.
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels. How B2Bs Can Deliver Ongoing Engagement on Social Media Channels.
How B2Bs Can Deliver Ongoing Engagement on Social Media Channels.
 
Kick ass social media strategy to win elections
Kick ass social media strategy to win electionsKick ass social media strategy to win elections
Kick ass social media strategy to win elections
 
05.Social media strategy
05.Social media strategy05.Social media strategy
05.Social media strategy
 

Plus de Dave Fleet

The Darker Side of Digital: Managing Crises on Digital Channels
The Darker Side of Digital: Managing Crises on Digital ChannelsThe Darker Side of Digital: Managing Crises on Digital Channels
The Darker Side of Digital: Managing Crises on Digital ChannelsDave Fleet
 
The Power of Loyalty in Social Media
The Power of Loyalty in Social MediaThe Power of Loyalty in Social Media
The Power of Loyalty in Social MediaDave Fleet
 
Strategic Communications Planning - A Free eBook
Strategic Communications Planning - A Free eBookStrategic Communications Planning - A Free eBook
Strategic Communications Planning - A Free eBookDave Fleet
 
Getting the Insiders Onside - Communicating with Bloggers and Influencers
Getting the Insiders Onside - Communicating with Bloggers and InfluencersGetting the Insiders Onside - Communicating with Bloggers and Influencers
Getting the Insiders Onside - Communicating with Bloggers and InfluencersDave Fleet
 
Social Media Policies Ebook
Social Media Policies EbookSocial Media Policies Ebook
Social Media Policies EbookDave Fleet
 
Social Media Policies And Ethics
Social Media Policies And EthicsSocial Media Policies And Ethics
Social Media Policies And EthicsDave Fleet
 
The Ethics Of Social Media PR
The Ethics Of Social Media PRThe Ethics Of Social Media PR
The Ethics Of Social Media PRDave Fleet
 
PodCamp Toronto - Measuring Social Media
PodCamp Toronto - Measuring Social MediaPodCamp Toronto - Measuring Social Media
PodCamp Toronto - Measuring Social MediaDave Fleet
 
The Ethics Of Social Media PR
The Ethics Of Social Media PRThe Ethics Of Social Media PR
The Ethics Of Social Media PRDave Fleet
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Dave Fleet
 
Ignite The Spark
Ignite The SparkIgnite The Spark
Ignite The SparkDave Fleet
 
Social Media in a Disaster
Social Media in a DisasterSocial Media in a Disaster
Social Media in a DisasterDave Fleet
 

Plus de Dave Fleet (12)

The Darker Side of Digital: Managing Crises on Digital Channels
The Darker Side of Digital: Managing Crises on Digital ChannelsThe Darker Side of Digital: Managing Crises on Digital Channels
The Darker Side of Digital: Managing Crises on Digital Channels
 
The Power of Loyalty in Social Media
The Power of Loyalty in Social MediaThe Power of Loyalty in Social Media
The Power of Loyalty in Social Media
 
Strategic Communications Planning - A Free eBook
Strategic Communications Planning - A Free eBookStrategic Communications Planning - A Free eBook
Strategic Communications Planning - A Free eBook
 
Getting the Insiders Onside - Communicating with Bloggers and Influencers
Getting the Insiders Onside - Communicating with Bloggers and InfluencersGetting the Insiders Onside - Communicating with Bloggers and Influencers
Getting the Insiders Onside - Communicating with Bloggers and Influencers
 
Social Media Policies Ebook
Social Media Policies EbookSocial Media Policies Ebook
Social Media Policies Ebook
 
Social Media Policies And Ethics
Social Media Policies And EthicsSocial Media Policies And Ethics
Social Media Policies And Ethics
 
The Ethics Of Social Media PR
The Ethics Of Social Media PRThe Ethics Of Social Media PR
The Ethics Of Social Media PR
 
PodCamp Toronto - Measuring Social Media
PodCamp Toronto - Measuring Social MediaPodCamp Toronto - Measuring Social Media
PodCamp Toronto - Measuring Social Media
 
The Ethics Of Social Media PR
The Ethics Of Social Media PRThe Ethics Of Social Media PR
The Ethics Of Social Media PR
 
Edelman Trust Barometer 2008
Edelman Trust Barometer 2008Edelman Trust Barometer 2008
Edelman Trust Barometer 2008
 
Ignite The Spark
Ignite The SparkIgnite The Spark
Ignite The Spark
 
Social Media in a Disaster
Social Media in a DisasterSocial Media in a Disaster
Social Media in a Disaster
 

20 Social Media Business Trends in 2011

  • 1. 20 Social Media Trends for Business Thought-Starters for 2011 Dave Fleet VP Digital, Edelman
  • 2. Themes 1. Silo busting 2. Maturation of social media 3. Rise of the „less shiny object‟ 4. Communication accelerates 5. Ubiquitous social Edelman.ca
  • 4. Trend #1: Integration Organizations will increasingly realize that social media achieves little unless they integrate it with other communication forms and with other business functions Edelman.ca
  • 5. Trend #1: Best practices • Structure social media across silos • Integrate and share intelligence across the enterprise • Plan communications across functions • Bring diverse departments together for planning Edelman.ca
  • 6. Trend #2: Social customer support Multiple factors lead companies to adopt social support activities alongside their traditional channels Edelman.ca
  • 7. Trend #2: Best practices • Engage proactively AND reactively • Where possible, solve problems in public • Support resolution by the community • Reward third-party advocates Photo: angelaarcher Edelman.ca
  • 8. Trend #3: Social impact drives reputation BP‟s deep-water disaster reminded organizations – and people – that their social impact affects their reputation Edelman.ca
  • 9. Trend #3: Best practices • Look towards social impact of business • Invest in CSR activities… and communicate them effectively • Avoid „greenwashing‟ Edelman.ca
  • 10. Theme #2: Maturation of social media
  • 11. Trend #4: Death of the campaign Companies look beyond campaigns and towards ongoing activities as drivers of results in social media activities Edelman.ca
  • 12. Trend #4: Best practices • Identify an executive sponsor • Budget, staff, plan for ongoing activities • Diversify responsibility for activities – Between functions – Within functions Edelman.ca
  • 13. Trend #5: Consolidation Consolidation in social media tools will continue in established sectors such as blogging platforms and monitoring. We‟ll see that expand to sectors such as social CRM and campaign management platforms in future years. Edelman.ca
  • 14. Trend #5: Best practices • Build your social media presence around a „home base‟ • Plan your social presence carefully • Don‟t chase after shiny Edelman.ca
  • 15. Trend #6: "Influence" matures Companies evolve their approach to influence beyond just considering reach. Thought leadership and experts take precedence. Edelman.ca
  • 16. Trend #6: Best practices • Consider context • Consider spheres of influence outside the top tier • Measure outcomes to refine approach Edelman.ca
  • 17. Trend #7: Democratization of voice Companies continue the path broken by others to allow additional corporate spokespeople in the online space Edelman.ca
  • 18. Trend #7: Best practices • Set boundaries for free engagement • Develop community guides to ensure consistency in approach • Hire experience and train for success Edelman.ca
  • 19. Trend #8: Return of websites After several years of being told to “fish where the fish are” businesses realize that social integration to existing web sites doesn’t only help them become relevant—users will expect it. Edelman.ca
  • 20. Trend #8: Best practices • Incorporate social data from connections, friends • Design for function & form • Be conservative on privacy Edelman.ca
  • 21. Theme #3: Rise of the “less shiny object”
  • 22. Trend #9: Digitally driven crises No-one thinks they're going to experience a crisis until they do. More and more organizations will realize too late that they need to incorporate digital into their crisis plans. Edelman.ca
  • 23. Trend #9: Best practices • Identify potential sources of crises • Plan ahead • Monitor continuously for emerging issues • Practice through crisis simulations Edelman.ca
  • 24. Trend #10: Digital Curation Social media allows everyone to produce content. Some is good; some is bad. As the volume of information increases, companies may benefit from curating the former. Edelman.ca
  • 25. Trend #10: Best practices • Identify under-served niches and meet them • Frame up issues and discussions; editorialize • Make curation collaborative and social Photo by chrisjbarker Edelman.ca
  • 26. Trend #11: Search strategy Companies will increasingly factor search considerations into the earned and social realms of their online activities. Edelman.ca
  • 27. Trend #11: Best practices • Think beyond SEM and on-domain SEO • Factor search considerations into communications planning, not just content • Optimize activities to realize long-term benefit from short-term campaigns Edelman.ca
  • 28. Trend #12: Community management Community management evolves beyond random engagement and towards rigorous, measured strategic activity Edelman.ca
  • 29. Trend #12: Best practices • Engage community members and encourage participation • Personalize interactions while reinforcing corporate priorities • Act transparently • Engage respectfully • Act as a real-time first line of defense for online issues Edelman.ca
  • 30. Trend #13: Developer Engagement Developers are driving innovation across all key digital platforms. Marketing innovators will begin working with developers to scale their programs and boost their surface area. Photo by bugbbq Edelman.ca 30
  • 31. Trend #13: Best practices • Make valuable assets available for developers – e.g. art, text, videos, data • Build APIs and cultivate a rich developer network • Adopt developer creations Edelman.ca 31
  • 32. Trend #14: Measurement matures Measurement has long been an Achilles heel for PR. Advertising agencies are still stuck measuring impressions. Measurement will, by necessity, evolve in 2011. Edelman.ca
  • 33. Trend #14: Best practices • Mandate metric sharing between company and agencies, & between agency partners • Measure outcomes of activities, not outputs • Consider measurement at the beginning and middle – not just the end • Tailor reports to the audience • Insist on context alongside numbers Edelman.ca
  • 34. Trend #15: Rise of the content strategist As campaigns evolve to sit alongside ongoing community management, content creation and optimization takes a central place at the social media table. Photo: John Two Persons Benedick Edelman.ca
  • 35. Trend #15: Best practices • Place audiences at the core of content • Plan and maintain a flexible content calendar • Create social objects to drive attention • Optimize based on previous results Edelman.ca
  • 37. Trend #16: Listening becomes mandatory Increased occurrences of social media-driven issues, combined with the potential for insights and for building brands and reputations drives monitoring as a core social activity Edelman.ca
  • 38. Trend #16: Best practices • Formalize monitoring for the organization • Tailor search taxonomies to functional needs • Establish processes to route and escalate conversations as needed • Extend monitoring boundaries beyond the organization to a wider context Edelman.ca
  • 39. Trend #17: Marketing in Streams Increasing prevalence of streams of news means that “what” and “where” no longer answer enough questions. “When” becomes an important consideration. Edelman.ca
  • 40. Trend #17: Best practices • Analyse your audience activity • Schedule updates throughout the day • Post content at optimum times Edelman.ca
  • 41. Trend #18: Social media overload Social media overload is nothing new to early adopters, but it will become an increasing issue for “average” users Edelman.ca
  • 42. Trend #18: Best practices • Don‟t over-extend your presence • Keep participation simple • Integrate social networks into website sign-ins Edelman.ca
  • 44. Trend #19: Ubiquitous social Mobility has already expanded beyond mobiles. The market for tablets will become saturated in 2011, and competition will drive even more innovation Edelman.ca
  • 45. Trend #19: Best practices • Plan content for multiple digital experiences & platforms • Optimize for mobility, not just mobile • Combine social sharing integration Edelman.ca
  • 46. Trend #20: Location, location, Facebook 2010 was Foursquare‟s year, but it never broke through. Facebook is now paying attention to location, and is poised to make location-based marketing relevant. Edelman.ca
  • 47. Trend #20: Best practices • Think “LoSoPhoMo,” particularly on Facebook • Combine real and digital world engagement • Reward advocates with additional privileges and rewards Edelman.ca