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20 Social Media Business Trends in 2011

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					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

				
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