From the radpidly increasing rate of smartphone adoption, to the rise of Instagram addicts, to the thousands who’ve just discovered Tumblr—we can already tell 2013 will be a big year for social and we’re excited!So, here is a Complete list of social media trends from a bunch of social media marketers
. More elaborate. More thought through: Creative driven. Insight driven social ideas. As more people shift from traditional to digital advertising and bring a certain thought process. As more clients spend more money on digital. As more time is spent on social ideas, ideas by and large, on the brands serious about social media will continue to get better.
. Higher pay at more established firms: More difficulty for social media startups. We’re now in our 5th or 6th year of this industry in India (depending on how you look at it). If you’re looking to be a social media service start up, I imagine its going to be difficult. Most brands worth their salt have established partners. There’s a growing importance of social in seo – it’s not an ‘experiment’ anymore. Brands want partners with established credentials. This also means agencies will have to invest in better talent or look to retain their best talent equal to higher pay if you’re good.
Harshil Karia, Co-Founder & Online Strategist at FoxyMoron – @harshilkaria
. Blogging to glory: Focus will shift back to blog from Social Media. Companies will start integrating blogging as a critical part of their digital campaigns. Professional Blogger like this will be in demand like never before. Companies will pay more attention to their own blogs too.
. Video Content becomes the king: Content will be queen, while Video Content will become the king. Like 2012 did for photos & images to change fortunes of companies like Instagram, 2013 will be the same for Videos, Video Content & Video creating and editing companies. Do we foresee some video editing software companies to rise?
Chintan Vora, Co-Founder at Digital Latte - @theunsocialguy
. Mobile Consumption growth in T2 & T3 cities: Mobile video consumption will explode and not just via 3G networks. The underserved areas (Tier 2 & Tier 3) + rural will drive this demand via preloaded memory cards sold through innovative distribution channels.
. More branded websites: We will also see brands invest a lot more in their own websites + content platforms rather than sink money on social networks alone. This will fundamentally change the way digital outfits work since a brand website is much more demanding to build and sustain.
Prashanth Challapalli, Business Head at Jack In The Box Worldwide – @jackinchief
. Products will go social: To many the NIKE fuel band is just another innovative product. To me it’s an out and out “Social Product.” This year we will se this trend picking up across industries with products (and services) going social. I would not be surprised to see someone release a social watch or a social car this year. Stay tuned.
. Retail Will Go Social: Social Media has traditionally been defined as what happens Online. This year we will see a lot of what happens online go on ground. Be prepared to see functional Like and Tweet buttons getting integrated across various retail touch points in an interactive and efficient manner.
Vineet Gupta, Managing Partner at 22feet – @vinnig
. “Brand Boredom” on Social Media: 2013 would witness the emergence of ‘Brand Boredom’ on Social Media. Brand boredom will impact those brands which over-use monotonous content strategy and rely heavily on FB posts and Tweets in the name of doing Social Media. Engagement will cease to exist on such pages leading to huge drop out rates of fans/followers which in-turn would see death of such brands on social media.
Daksh Sharma, Director at Iffort – @indianterrain
. Integrated marketing: As a marketer, the biggest change we witness is the focus on value generation via mixed marketing mechanisms. So, brands have started to mix things up and integrate a Facebook campaign with a QR code work play or a Twitter activity with an offline hand to it. This would increase as brands are becoming mature about how to use social media with seo and understanding its co-existence with other marketing channels.
Dinesh Juneja, Co-Founder at Creativa India – @ohteri
11. Social Media in 2013 will be dead. Dead, as we know it: There are too many Indian brands jumping on the bandwagon now, and the space is cluttered. Mere contests will not be enough to drive engagement. In 2013, firms on social media will need to stay ahead of the competition by identifying key business goals, like loyalty. Then engaging the Indian consumer in a specific manner, like via mobile phones, rather than only social media. The bridge between social and real-world relationships will also need to be built.
Shashank Nigam, Founder at SimpliFlying – @simpliflying
Direct ROI in terms of sales and revenue: We’re seeing increasingly with many of our clients, is how social campaigns can give direct ROI in terms of sales and revenue. Branding and marketing managers have had enough of hearing about buzz creation and engagement, and want results in terms of how social is helping drive people to stores or helping someone buy the product or service that they offer. We’ve successfully executed fan-monetization campaigns with tremendous results and this will be expected of other social agencies as well.
Adhvith Dhuddu, Founder at Alivenow – @adhvith
. Networks and Social Media Marketing as regular syllabus: More and more brands to opt for Facebook Marketing, the growth of FB users in India to surpass 80 Million by end of 2013. Pinterest to be in demand amongst marketers, due to excessive hype without knowing the true purpose. Google+ will lose it all as a social networking site, just involving celebrities and politicians will not help in the long run.
More and more Indian students to opt for Social Media Marketing in their regular syllabus or demand for it pressurizing management schools for crash courses or a chapter or a specialization by itself.
Sorav Jain, CEO at echoVme – @SoravJain
Emergence of new social networking concept in 2013: Facebook will continue to grow in India and will reach 75 million users by end of 2013. Facebook engagement will come down on an average, until unless Facebook launches new services like full service email or search engine. The users logging into Facebook from mobile will be over 50%. Facebook and Twitter are likely to introduce aggressive advertising models which may include big banners and videos. Social networking and micro-blogging from mobile will increase in a big manner. New social networking apps like fancy, pose and other apps will see traction in India. We will hopefully see a new social networking concept in 2013, as its high time something comes up in this space.
Sandeep Amar, Digital Veteran – @sancalls
The online-offline connect: Marketeers will steadily start moving from a disruption-campaign engagement model on social platforms to getting social media to integrate more strongly with a consumer life cycle. Right from real world marketing activities to brand or product experiences social media will steadily play a larger and better role and participate when a consumer wants it to.
Saurabh Parmar, Founder at Brandlogist Communications – @saurabhparma
Rise of Customer Service on Social
Customer service on social media is bound to be big this year. As one client pointed out (she’s a millennial), “Whenever I have an issue, the first thing I do is check to see if the brand is on Facebook or Twitter. I’d much rather send a tweet or FB inbox in search of resolution rather than wait on the phone for who knows how long or send an email only to get a response from a robot. For these reasons, I’d like our company to step up its social game and help people get the answers they need efficiently and effectively.”
As attention spans are shortening, being where your customers are, when they are looking for assistance, can make all the difference between choosing from Company A and Company B.
Content = Less Text. More Visuals.
According to Ekaterina Walter in a Social Media Examiner article, visual marketing is, “a snackable type of content that resonates with people globally and increases engagement within communities no matter where they are located.” So shower the people with snacks! While it does take a different set of skills to provide high-quality visual content, we challenge you to seek out the resources and start 2013 in a visually appealing manner.
Not necessarily crowdfunding, but crowdsourcing. Essentially, “put more heads together to solve problems faster and better than could be done before.” Whether it’s treating a rare disease, or simply helping decide which brand of popcorn to purchase, ask and you’ll likely find an answer online.
Content Marketing, Content Strategy, Content Planning… call it what you want, but realize that quality content wins. That’s why we’ll be reading better, more meaningful stuff this year. And if you can’t write…
“The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story. The value returned is often that people associate good things with — and return to engage with — the brand” says James O’Brien in a Mashable article.
No, it’s not the name we are calling the Kool-Aid ridden kindergartners on the playground. We are refering to hyperlocal, hypermobile, hyper-short attention span… you’ll be seeing plenty of ads this year, but you’ll be amazed by how closely they pertain to you. Jonathan Gardner calls says these hyper digital ads are a, “completely viewable, entirely relevant in-content solution that displays ads where consumers are looking: within text, photos and videos” in this Mashable article.
Dependence on Social Media Advertising
As freelance writer Kristi Hines says in a Social Media Examiner article, “When it comes to social media consulting, the most successful consultants in 2013 will be the ones who can not only help their clients grow an engaged audience organically, but also help them craft their paid advertising campaigns on top social networks.” It’s not only easier to advertise on social/mobile, but the current ROI is stellar. This approach rolled into an integrated campaign can put a brand back in the social scene to begin reaping the benefits
The reputable journalist is revived.
The proliferation of blogging and social media has increased the volume of online news and the speed at which it’s available, often at the expense of quality reporting. Misinformation and rumors can spread quickly and trigger considerable backlash, especially when a news organization compromises accuracy in the name of speed
Takeaway for startups — Media audiences are looking for quality content, so cultivate relationships with respected reporters and publications relevant to your target audiences. Read their articles, comment on their stories and look for opportunities to be a source (HARO is a terrific free resource for connecting with reporters and bloggers seeking sources). Beware of “pay-for-play” and free publicity schemes; associating your business with a low-quality media outlet could hurt your credibility with reputable media, potential customers and investors. When ready, startups should consider hiring a PR agency to help further raise awareness.
Pictures tell the story.
Increased demand for photo sharing is pushing business to deploy creative messages visually in order to compete in a crowded content market. All Things D reported that in August of this year, smartphone users spent more time on Instagram than on Twitter for the first time since Instagram launched in 2010. This is indicative of a broader shift toward visual content in the digital space. As the old saying goes, ‘a picture’s worth a thousand words;’ more importantly, it might also be worth your customer’s attention.
Takeaway for startups — When it comes to communications, make “show and tell” your mantra and remember that “show” comes first for a reason. Look for ways to illustrate your business’s story in pictures. Most social media platforms offer a simple way to accomplish this. Moved into your first office? Post a photo of your new space on Facebook. Speaking at a conference? Get someone to snap a picture of you at the podium to share with your followers on Twitter and LinkedIn. Got research or tips to share with your audience? Develop an infographic to bring the information to life on your social channels. As the use of mobile devices increases, businesses that create attention-grabbing shareable social content will get a better return on their efforts than those that stick to text-based marketing materials.
Whether or not these trends will directly influence your public relations and social media efforts in 2013, it’s important to be aware of changes in the business and media landscape as they pertain to your target audience. No matter which tactics you choose, always set goals, measure your results and evaluate your progress.
LinkedIn is the new Facebook.
More brands will leverage LinkedIn to monitor conversations and connect with customers and influencers. New and enhanced features on the site, such as its “endorse” capability (which employs the one-click validation of a Facebook “like”) and new profile and company page designs are encouraging users to spend more time building their personal brands with LinkedIn’s tools —
Takeaway for startups — LinkedIn is an effective tool for maintaining your existing personal network online. It’s also a valuable public relations resource, especially for nascent companies — if you’re an entrepreneur, you are your business. Almost anyone looking for information about your new venture will probably search for you on LinkedIn. Complete your profile with detailed information about your background, skills and business — and update it frequently, as this will drive notifications to members of your network and keep you top-of-mind among your professional connections.
: Picture it on Pinterest.
Why not start with 2012’s lead social media story? Many have been slow to take advantage of the sudden surge of popularity of the latest online sensation–but the research numbers are too dramatic to ignore. In the past 12 months, Pinterest usage has grown by over 1000%, with the nearest competitor being Google Plus, at 80%. Make no mistake–Facebook is still the social media champ by a huge margin, but Pinterest’s marketing firepower is nothing to sneeze at. According to a recent study, fifty brands who did a Pinterest promotion found that it caused a 150% jump in followers.
: Don’t minimize mobile.
According to NBC News, the number of Facebook users who began accessing the site through tablets and smartphones jumped 24% from June to September of 2012–and is now well over 30 million. The company also put out a statement pointing to their increasingly mobile future: “…we anticipate that the rate of growth in mobile usage will exceed the growth in usage through personal computers for the foreseeable future and that the usage through personal computers may be flat or continue to decline in certain markets.” Mobile social media marketing requires a different approach that respects consumers that are on the go and, at the same time, creates a positive engagement with them–so make sure you make that shift with your strategy.
: Transform customers into your sales force.
It was once again recently confirmed that, when it comes to recommendations for products and services, people trust other people similar to them far more than any sophisticated marketing campaigns. For example, 92% of consumers listen to people they personally know, while 70% of them also trust online consumer reviews. After that, the numbers fall off sharply. The moral of this story? The more “fans” you create, the more “likes” you motivate and the more “shares” you inspire, the more success you’ll continue to experience–as others in your customers’ circles observe what their friends and relatives buy and follow suit.
: Take it inside, not just outside.
Many companies are creating their own internal social media networks to boost morale, share news, gain feedback and solicit ideas for improvement. The next generation of workers welcomes this kind of approach; they’re used to communicating online and want their workplace to encourage the practice.
: Don’t disregard any demographic.
Many still make the mistake of considering social media usage strictly an under-30 activity. Yes, 92% of that age group is on Facebook, Twitter, and the like, but 57% of those 50 to 64 years of age and even 38% of those over 65 are also engaged on at least one social network.
“The biggest change we will see in the next year is that we are over the main hump on the adoption curve. At this point it’s not a specific demographic, it’s all of them from grandmas to elementary-aged children.”
Social media marketing continues to be a fascinating field to watch, as it expands and evolves at a rapid pace and in unexpected ways. Its fast-moving force provides plenty of potential payoffs.
Great content is of utmost importance, which is why we will see a lot more brands investing in creating original content exclusively for Social Media in 2013. So here we’ve outlined five key elements that help you create an effective socially optimized content strategy.
Yet another catchphrase doing the rounds of marketing circles today is “social commerce”. Brands, having keenly invested in establishing themselves on social platforms, are in the mood for payback. Monetizing social media may very well be the next parameter to assess digital marketing ROI in 2013. Social networks like Facebook, Twitter and even Pinterest, are rapidly becoming major source of traffic for online retailers.
Today’s advert is tomorrow’s post. A social-post today is as important a process as churning out a press ad or a TVC, atypically without selling the brand, or duplicating the creative. That means a new creative thought needs to be embedded each time and in each platform. The only differential remaining is the turn around time which results in how smartly it is executed, and a need to create fresh communication which helps staying *ahead* of the trend-curve opposed to being with it.