20 Social Media Business Trends in 2011

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					20 Social Media Trends for
    Thought-Starters for 2011

            Dave Fleet
         VP Digital, Edelman

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

 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

Trend #1: Best practices

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

Trend #2: Social customer support

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

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

Trend #3: Social impact drives reputation

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

Trend #3: Best practices

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

        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

Trend #4: Best practices

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

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.

Trend #5: Best practices

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

Trend #6: "Influence" matures

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

Trend #6: Best practices

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

Trend #7: Democratization of voice

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

Trend #7: Best practices

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

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.

Trend #8: Best practices

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

          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.

Trend #9: Best practices

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

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.

Trend #10: Best practices

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

                                        Photo by chrisjbarker

Trend #11: Search strategy

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

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

Trend #12: Community management

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

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

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
Trend #13: Best practices

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

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.

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

 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

Trend #15: Best practices

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

      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

Trend #16: Best practices

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

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.

Trend #17: Best practices

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

Trend #18: Social media overload

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

Trend #18: Best practices

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

   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

Trend #19: Best practices

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

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.

Trend #20: Best practices

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



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