powerhouse trends webinar: 5 trends to watch in 2013

HOUSEKEEPING ⠿Questions welcomed

⠿Catch it again on SlideShare

⠿Join the conversation: #phftrends

WHO WE ARE

Taylor Wiegert

@twiegert

Emily Worstell

@futurenever

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

THE VISUAL WEB Trend #1

WHAT IS THE VISUAL WEB? ⠿The focus on images, rather

than text

⠿Images and video used to

communicate experiences

to your social connections

online

“10% OF ALL PHOTOS EVER TAKEN WERE SHOT IN 2011.” — FORTUNE MAGAZINE

It started in 2011…

THE ALWAYS-ON CAMERA ⠿Digital camera sales are

down

⠿The phone has replaced the

camera

⠿Phones fit into consumers’

lives

THE PINTEREST EFFECT ⠿23.5 million users

⠿1,795% growth over last year

THE PINTEREST EFFECT

THE PINTEREST EFFECT

THE PINTEREST EFFECT

SOCIAL VIDEO ⠿Became the #1 Facebook app

⠿5.9 million monthly active

users

⠿1 million daily active users

JUST GETTING STARTED

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

TUMBLR

MAJOR PLAYERS WILL PIVOT facebook TWITTER

CONSUMERS ARE RESPONDING ⠿Photos receive higher

engagement on Facebook

⠿Images increase

likelihood for purchase

consideration

⠿Photos are valuable

Source: Facebook

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

MARKET FOR REVIEWS Trend #2

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

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

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

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

THE SOCIAL/MOBILE REVOLUTION Trend #3

MOBILE IS TAKING OVER

MORE CONNECTED

…AND MORE SOCIAL

“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

Social networks have noticed…

FACEBOOK ACQUIRED AND ADVERTISED INSTAGRAM ACQUIRED

INTRODUCING MOBILE ADS

TWITTER CONTROLLED AND PROMOTED AN OFFICIAL APP ECOSYSTEM

MORE USERS AND MORE ADS

LINKEDIN WENT MOBILE

FOURSQUARE BECAME A UTILITY

SOCIAL MOBILE INTEGRATION

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

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

SHOW OF BRANDS Trend #4

WHAT IS SHOW OF BRANDS? ⠿The expansion from a

product-centric brand

experience to a

consumer-centric brand

experience

MORE SHOW, LESS TELL ⠿Capitalizing on zero moment of truth

⠿Expand role beyond product provider

⠿Act as curator and facilitator of cultural events

EMBRACE CHANGING LIFESTYLES ⠿Rewarding growth and life stage transitions

⠿Acknowledge and support aspirations

YOU COME HERE OFTEN? ⠿Meet consumers where they are going

⠿Break out of the confines of your category, shelf, space

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

THE END OF THE SOCIAL SILO Trend #5

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

“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

Search has changed…

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

SEARCH ENGINES ⠿Search Engines

⠿Bing integrates

Facebook and Twitter

into search results

and allows you to ask

questions on social

networks without

leaving Bing

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

SEARCH ENGINES ⠿Search Engines

⠿Facebook receives 1 billion

search queries per day

⠿Facebook has hinted at

developing a search product

MOBILE DISCOVERY ⠿SoLoMo

⠿Social + Location + Mobile impacts buyer decisions

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

Research has changed…

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

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

Source: Bazaarvoice

“WHERE BRANDS ARE GOING…CONNECTING OFFLINE TO ONLINE MORE.”— ANN HANDLEY, MARKETINGPROFS

Online and offline work together…

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

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

STILL IN A SILO

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

THANK YOU Additional questions or feedback:

webinar@powerhousefactories.com

Join the conversation: @phfagency #phftrends

Learn more about Powerhouse Factories:

www.powerhousefactories.com