6
Digital
Trends
to
Watch
 SOCIAL
MEDIA
PRESENTATION


Curated
by
Steve
Rubel,
Director
of
Insights
+
 David
Armano,
SVP
Digital


Technologies
Get
All
the
A/en0on,
Yet
They’re
Flee0ng


Trends,
However,
Develop
More
Slowly
and
Are
OAen
Timeless


TREND
1
‐
MARKETING
IN
THE
AGE
OF
 SOCIAL
MEDIA
PRESENTATION
 STREAMS
 .

THE
CHALLENGE:
THE
FIREHOSE
 .

PEOPLE
NEED
TO
HEAR
THINGS
MANY
TIMES
FOR
IT
TO
SINK
IN
 .

I:
ESTABLISH
DIGITAL
EMBASSIES
AND
EQUIP
 EMPLOYEES
TO
BECOME
AMBASSADORS
 7 .

II:
EMBRACE
MULTIPLICITY
AND
DIVERSITY
 .

III:
USE
THE
FORCE.
DON’T
FIGHT
IT
 .

TREND
2
‐
THE
GOOGLIZATION
OF
MEDIA:
 BUILDING
A
DIGITALLY
VISIBLE
BUSINESS
 10
 .

QUALITY
CONTENT
DRIVES
DIGITAL
 VISIBILITY
 .

SOCIAL
CONNECTIONS
DRIVE
DIGITAL
 VISIBILITY
 .

TREND
3
‐
THE
DATA
DECADE:
 SOCIAL
MEDIA
PRESENTATION
 DIY
INSIGHTS
AND
SITUATIONAL
AWARENESS
 .

.

I:
TAP
INTO
FREE
TOOLS
AND
 BECOME
DATA
JUNKIES
 .

II:
LOOK
FOR
UN‐MET
NEEDS
AND
USE
THE
 DATA
TO
PLAN
PRODUCTS
AND
CAMPAIGNS
 .

II:
MAP
NETWORKS
TO
UNDERSTAND
HOW
TO
 USE
THEM
EFFICIENTLY
AND
EFFECTIVELY
 .

TREND
4–
Business
Becomes
Social Social
media
expands
into
the
fabric
of
business
 from
communicaZons
to
how
consumers
become
 co‐creators
and
employees
become
advocates 18
 .

I:
CONVERT
EMPOWERED
INDIVIDUALS
TO
 EMPOWERED
GROUPS
&
COLLECTIVES
 19
 (Charles
Schwab
is
an
Edelman
client)

 .

II:
INCLUDE
STAKEHOLDERS
INTO
YOUR
 INNOVATION
INITIATIVES
 20
 (Starbucks
is
an
Edelman
client)

 .

III:
ENCOURAGE
EMPLOYEES
TO
ADVOCATE
 RESPONSIBLY
 (Nutro
is
an
Edelman
client)

 21
 .

IV:
PREPARE
EMPLOYEES
FOR
PUBLIC
 ENGAGEMENT
 22
 .

V:
EMBRACE
SOCIAL
BUSINESS
BEYOND
A
 SINGLE
DEPARTMENT
 CUSTOMER

 CARE
 PR
 IT
 HR
 R&D
 MarkeZng
 “social media” touches all of these 23
 .

BUSINESS
BECOMES
SOCIAL: ACTION
ITEMS
 • 
Plan
for
scale
(moving
beyond
experiments) • 
Organize
accordingly • 
Integrate
external
with
internal
 • 
Engage
employees
 • 
Formalize
guidelines
 24
 .


 25
 .
LOCATION.
LOCATION “Where
are
you”
is
the
new
what
are
you
doing?
 Mobile
and
local
bring
the
digital
and
real
worlds
 together.TREND
5–
LOCATION.

LOCAL
ADDS
ANOTHER
DIMENSION
TO
 AMBIENT
AWARENESS
 26
 .

POPULAR
PLATFORMS
CRITICAL
TO
 MORE
MASS
ADOPTION
 27
 .

OPPORTUNITIES
TO
BRING
PHYSICAL
 AND
DIGITAL
WORLDS
TOGETHER
 (Starbucks
is
an
Edelman
client)

 28
 .

LOCATION.
LOCATION: ACTION
ITEMS
 • 
Integrate
real
world
events
with
digital
strategy • 
Look
for
ways
to
bring
people
together
locally • 
Tap
into
“gaming”
aspect
and
reward
parZcipaZon
&
loyalty
 • 
Deliver
value
through
incenZves
 • 
Experiment
with
pilot
programs
 29
 .
LOCATION.


 what
once
was
private
becomes
increasingly
public 30
 .TREND
6–
PRIVATE
BECOMES
PUBLIC
 As
networks
such
as
Facebook
begin
to
loosen
their
 privacy
restricZons
and
Gen
Y
advances
in
the
workforce.

“Privacy
is
no
longer
a
social
norm”
 ‐Mark
Zuckerburg 
 WE
ARE
INCREASINGLY
BECOMING
 RESPONSIBLE
FOR
OUR
OWN
PRIVACY
 31
 .

HOW
MUCH
DO
WE
WANT
TO
SHARE?
 32
 .

DATA
GETS
PUT
INTO
THE
STREAM
IF
 WE
ALLOW
IT
 33
 .

PRIVATE
BECOMES
PUBLIC: ACTION
ITEMS
 • 
Be
prepared
for
public
engagement
(social
media
guidelines
etc.) • 
Create
rules
of
engagement
for
social
media
parZcipaZon • 
Monitor
conversaZons
in
all
ecosystems
(owned.
earned)
 • 
ParZcipate
authenZcally

 • 
Harness
“social
sharing
&
broadcasZng”
 • 
Assume
all
interacZons
are
now
public
 34
 .
paid.

SOCIAL
MEDIA
PRESENTATION
 @steverubel
@armano
 Thank
You
 edelmandigital.com
 .

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