ten social media trends and how to apply them to your business
TRANSCRIPT
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Ten Social Media Trends & How to Apply Them to Your Business
Christine B. WhittemoreJanuary 2017
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What’s Afoot? The Backdrop
1. The Rise of Broadband
2. Mobile
3. Social
4. Increased rate of technology change
Read: What’s Behind the Top 10 Social Media Trends of 2017? Digital Change https://www.simplemarketingnow.com/content-talks-business-blog/whats-behind-top-10-social-media-trends-of-2017
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Top 10 Social MediaTrends of 2017
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Top Social Media Trend #1:
Mobile First
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Do you rememberlife beforemobile devices?
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http://www.zmescience.com/research/technology/smartphone-power-compared-to-apollo-432/
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Storytelling with images and videos is big!
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http://www.slideshare.net/WordStream/new-adwordsfeaturescomingmay2015
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http://blog.photoshelter.com/2015/04/will-googles-mobile-friendly-changes-impact-your-photography-website/
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Action(s): Be Mobile-Friendly
Make sure your website is responsive.
Ensure NAP (name, address, phone) are consistent throughout your:
• Website
• Directory Listings
• Social Profiles
Encourage online reviews (Google My Business aka Local/maps, YELP, …)
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Top Social Media Trend #2:
Voice Search
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Action: ‘Hey Siri…’
Understand the experience – what works/what doesn’t
Monitor over time
Test your business & category
(See #1.)
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Top Social Media Trend #3:
Wearables
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Do you have a
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http://www.digicult.it/news/when-fashion-meets-technology/
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Location-enabled Jacket
http://www.wareable.com/fashion/future-haptics-wearable-experiments-billie-whitehouse
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Action: Try Out Wearables
How does it affect your behavior?
Does it encourage you to connect with others?
What data are you getting?
How does the wearable communicate most effectively with you?
How might it be relevant to your business?
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Top Social Media Trend #4:
The Sharing Economy
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https://www.entrepreneur.com/article/235709
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And, …
https://www.wired.com/2012/10/bike-share/
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Action: Participate in the Sharing Economy
What do you like/not like?
How does it integrate with mobile/notifications?
How is it social?
Pay attention to the review process.
How might sharing be relevant to your business?
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Top Social Media Trend #5:
Search is… evolving
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Morphing Search Engine Dynamics
http://www.simplemarketingnow.com/content-talks-business-blog/how-to-get-found-on-googlehttp://www.digitaltrends.com/mobile/siri-butt-dial-and-911-call-saves-a-teens-life-after-his-truck-falls-on-top-of-him/
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Flight Options Within Search Results!
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What changes have you noticed in search?
Depends on the query
Depends on location
Depends on device
Depends on your history
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Action: Regularly Test Search
Mobile vs. desktop
Different categories
Search yourself/your company
Try voice (see #2)
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Top Social Media Trend #6:
Personalize It!(Think Customer
Experience)
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Action: Personalize & Customize Customer Communications & Interactions
Use personalization tokens in email
Send follow up messages that are relevant to the recipient
Add your photo
Pay attention to personalization and customization around you
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Top Social Media Trend #7:
Collaboration Technology
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http://www.cio.com/article/3027442/collaboration/how-messaging-bots-will-change-workplace-productivity.html
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http://www.pcmag.com/article/343685/how-to-find-and-use-a-facebook-chatbot
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Action: Implement Collaboration Technology
Experience how technology can make collaboration easier
Think cloud-based vs. IT
Try the mobile component
How do bots help you? ideas to help customers?
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Top Social Media Trend #8:
What’s Your Marketing Technology Stack?
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What digital technology are you using in your business?
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How are you integrating them?
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2011: ~150 vendors
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2015: 1,876 vendors represented across 43 categories.
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Action: Create Your Own Marketing Technology Stack
Read: What's Your Marketing Technology Stack? https://www.simplemarketingnow.com/content-talks-business-blog/whats-your-marketing-technology-stack
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Top Social Media Trend #9:
Open Social Networks (Especially Facebook)
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Frequency of Use
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Who Uses Which Networks?
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https://animoto.com/blog/business/2016-social-video-forecast-infographic/
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Best Use for Social Media?ht
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Advertising on Social Networks
Organic is gone on Facebook: Businesses must “pay to play”
Instagram Business Profiles & Advertising
Hyper-focused (see personalization)
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http://www.tintup.com/blog/better-than-banner-ads-smart-ways-spend-ad-dollars-2015-muriel-macdonald/
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Action: Experiment With Open Social Networks
Know your business goals for social networks (i.e., stay focused )
Ask your customers where they hang out/get shopping ideas (may be different)
Experiment and measure regularly
Including social ads
Engage your associates (develop social media guidelines)
Understand personal vs. business differences
Be ready to respond to customers on social channels
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Top Social Media Trend #10:
Dark Social Media
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Social Activity Transitions to Private Groups & Messaging Apps
https://blog.bufferapp.com/messaging-apps
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http://www.zoobe.com/blog/10-reasons-to-love-mobile-messaging-apps
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Messaging Apps
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http://www.pcmag.com/article/343685/how-to-find-and-use-a-facebook-chatbot
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Action: Experiment With Different Types of Dark Social
What’s different?
How is it useful?
Can the ‘disappearing message’ concept inspire something for your business? (In-store events???)
Remember your goals
Analyze the data
Don’t forget email!
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Top 10 Social Media Trends for 20171. Mobile First
2. Voice Search
3. Wearables
4. The Sharing Economy
5. Search is Evolving
6. Personalize It!
7. Collaboration Technology
8. Marketing Technology Stack
9. Social Networking
10. Dark Social
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Actions to Take1. Be mobile-friendly
2. Try out ‘hey Siri’
3. Try out wearables
4. Participate in the sharing economy
5. Regularly test search (web & mobile)
6. Personalize & customize customer communications and interactions
7. Implement collaboration technology
8. Create your own marketing technology stack
9. Experiment With Open Social Networks
10. Experiment With Different Types of Dark Social