TRENDS IN SOCIAL MEDIA MARKETING
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Like • Comment • Share Social Media Marketing: TRENDS JULY 2012 @matt_heindl Director of Social Media 1
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10-Sep-2014 -
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A quick look at trends in digital (namely SOCIAL) media. If you download the pdf you can get access to the hyperlinks to the videos.
Transcript of TRENDS IN SOCIAL MEDIA MARKETING
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Social Media Marketing: TRENDS !
JULY 2012!@matt_heindl !Director of Social Media!
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Quick Background!
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Top Themes in Social Media !
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Time for Questions?!
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WE’RE HIRING!!!Razorfish.com/careers!
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Cocktail, anyone?!
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Lots to think about!
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Ca. 2010
Lots to think about!
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March 2012
But what IS “social media”?!!
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- Customer-centric approach: You can steer them, but they have power
- Low barrier to entry, technologically - Fast and portable - People networking - Word-of-mouth, digitally
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Social Media is marketing in a different way: BUT HOW?!
- FINDING ALREADY-EXISTING MOVEMENTS AND BEHAVIORS
- OR CREATING THE FRAMEWORK FOR YOUR OWN!
- QUACKING LIKE A DUCK - WITHOUT PISSING ANYONE OFF
This is disrupting the norm!
… not always a bad thing.!
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And some Brands are shaking things up too!
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THE NORM, DISRUPTED!
Devices are magnifying digital, social Activity!
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Razorfish Amnesia Connect!
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www.razorfish5.com:!!Five technologies that will change your business!
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But why should we care?!!!
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2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
7 TRENDS!
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Social Gamification is becoming key to engaging consumers
Starbucks = Rewards + Challenges!
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Mercedes Benz Tweet Race!
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Toyota: “A glass of water”!
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Volkswagen: Fun Theory Speed Lotto!
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Khan Academy!
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What are the implications of this?!• People enjoy challenges (and
challenging one another). Brands should experiment on how to infuse gaming into their social campaigns.!
• Loyalty programs will change to incorporate a gaming approach.!
• Casual Games = HUGE. That popularity is transferring to the real world.!
!
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Social Media is becoming a mandatory in cause marketing
Maxwell House – “Drops of Good”!
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Oscar Mayer – “Good Mood Mission”!
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BANKING… almost CLICHÉ!!
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BROADCAUSE: TAP INTO NETWORK of “GIVERS” !
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What are the implications of this?!
• The technology of connecting people is fueling cause marketing.!
• Social cause marketing provides an opportunity for marketers to go beyond talking about the “product” or “service”.!
• The causes that companies support will be more visible to the public community.!
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Brands can more easily develop and distribute unique content
Creating Content!
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Distributing Content!
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“Organized Crowdsourcing”!
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ARMANI: THE ROOM!
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What are the implications of this?!!• You’ve gotten hidden assets to be
leveraged!
!• Your community can help you navigate
this world!
• Content creation CAN be less Expensive!
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We can tell stories with content like never before
Instagram: Virgin America Promotion!
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AXE: GRAPHIC NOVEL!
The Lynx Stream!
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What are the implications of this?!• These new experiential platforms can
quickly fuel content creation!
• Event marketing will transform through sharability and memorablitiy !
• Brands should start thinking of reusable tools and platforms!
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The community is your (personal)ultimate resource
Home Sharing!
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Clothes Sharing!
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Group Travel!
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Neighborhood Sharing!
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Everything Sharing!
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What are the implications of this?!!• Social networking will disrupt
traditional models.!
• Seize and invest in the initiative before it disrupts your category and your business.!
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The multi-tasking consumer
Loads of people are multi-tasking!
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Access mobile internet
86%
Do NOT access mobile
internet 14%
% of mobile internet users who, while watching TV…
Tablets are magnifying this trend!
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a computer built for the sofa!
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A few years ago: CNN.com + Facebook!
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Today: GetGlue.com!
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BlueFin Labs: tracking social conversations about your ads!
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Today-er: IntoNow !
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HULU + SPLASHCAST!
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What are the implications of this?!• Programming should be developed to
timeshift…!
• …and products will allow community to happen around viewing with these shifts!
• Programming should also be liquid: Fit into any sized vessel!
• Any/all live programming needs to have social hooks.!
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The power of peer influence on your content consumption
The Huffington Post!
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LEVI’s!
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Spotify!
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Search/SEO!
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What are the implications of this?!• You’ve got new marketing tactics to
leverage!!• Your social influencers can bring in more
consumers!
• You need new metrics for evaluating customer value!
• You need to consider passive sharing techniques!
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The power of social for … GOOD.
AmEx: Small Business Saturday!
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Chipotle: Back to the start!
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Bone Marrow Donor Registry!
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Nature Valley: Trail View!
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Nike Fuel Band!
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What are the implications of this?!• Brands have the power (and the budgets)
to create social change!
• It’s up to us to suggest such tactics!
• Consumers want an “even exchange”…!
• “Good” can legitimately give back and create unrivaled engagement!
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Recap: 8 themes to consider!
1. Social Gaming is key to engagement !
2. Cause Marketing is being reinvented!
3. Develop and distribute unique content!
4. Share experiences in new ways !5. The community is your ultimate
resource!6. TV and SOCIAL: joined at the hip!7. The power of influence!8. Doing Good!78
