© Sapient Corporation, 2011
2. Creative is the multiplier
2010 was the year the TV spot truly became social (yes, talking about the Old Spice campaign). It wasalso the year numerous campaigns have experimented with new ways of looking at our advertisingchannels. 2010 unleashed the new true power of creative, expressed through ever so clever blends oftraditional and technology. The bar has been raised, and consumers have come to expect whole newforms and levels of creativity.In 2011, creative value, as expressed through social media and other mass proliferationchannels, will be a measurable “media multiplier”.
3. Content is “kingdom”
Content has always been king. In 2011, those brands that truly embrace “social content generation” willbuild themselves a kingdom. The connections between brand, art or skill and visual communicationsin a socially connected world can create powerfully authentic appeal for brands. Brands can build akingdom for themselves by focusing more on the art and process of social content generation thanthe imperative of content production. Nike’s “Ellie Runs” campaign and T-Mobile’s “Welcome Back”are both elegant examples of how brands can tap into the power and passion of up-and-cominginfluencers, very often in organic and authentic partnerships, to produce amazingly authentic content.
4. It’s all just media again
2011 is the year we drop the “social” in “social media”, at least figuratively. It’s the year advertisersmove from trying to buying, getting past experimentation. Media will once again have to be a wellarticulated value proposition. Social Media and digital word-of-mouth monetization and measurement will be part of the integrated media plan. Advertisers will invest media dollars against reach,impressions and conversions across all channels, including even geo-social. Perhaps the mostdramatic change of all for 2011 will be the birth of Facebook’s socially targeted display media on thirdparty sites. Along with Twitter’s new paths to monetization, it’s clear this year will move us into socialmedia buying. Even digital PR will become “buyable”, moving into clearer metrics such as predictedreach, impressions and handoffs.At the same rate, 2011 will be the year media measurement dramatically evolves. New opportunities will include blending conversational, social, behavioral and operational data, bringing new levels ofinsight and intelligence to the table. Perhaps a sign of what’s ahead is the banking industry’s move tointegrate social graph data into individual credit risk scoring.
5. Beyond location, digital gets real
This prediction might sound obvious, but definitely worth a mention. Smartphone (and now tablet)penetration will have a massive impact on real-life experiences. Instagram’s rapid rise to one milliondownloads is a clear sign of the dramatic rise of mobile media capture and sharing. A recent study bySapientNitro indicates nearly a third of holiday shoppers used their smartphone to share an in-storeexperience via a social network such as Twitter and Facebook. 2011 will be the year advertisers andbrands meet consumers “in the moment”, focusing on real experiences and tapping into impulsebehavior. This doesn’t just apply to shopping, but to the full gamut of brand experiences, such as localevents, concerts, sponsorships, tweet-ups and more.