SOCIALMEDIAPRESENTATION
CuratedbySteveRubel,DirectorofInsights+DavidArmano,SVPDigital
6DigitalTrendstoWatch
TechnologiesGetAlltheA/en0on,YetThey’reFlee0ng
Trends,However,DevelopMoreSlowlyandAreOAenTimeless
SOCIALMEDIAPRESENTATIONTREND1‐MARKETINGINTHEAGEOF
STREAMS
THECHALLENGE:THEFIREHOSE
PEOPLENEEDTOHEARTHINGSMANYTIMESFORITTOSINKIN
7
I:ESTABLISHDIGITALEMBASSIESANDEQUIPEMPLOYEESTOBECOMEAMBASSADORS
II:EMBRACEMULTIPLICITYANDDIVERSITY
III:USETHEFORCE,DON’TFIGHTIT
10
TREND2‐THEGOOGLIZATIONOFMEDIA:BUILDINGADIGITALLYVISIBLEBUSINESS
QUALITYCONTENTDRIVESDIGITALVISIBILITY
SOCIALCONNECTIONSDRIVEDIGITALVISIBILITY
SOCIALMEDIAPRESENTATIONTREND3‐THEDATADECADE:
DIYINSIGHTSANDSITUATIONALAWARENESS
I:TAPINTOFREETOOLSANDBECOMEDATAJUNKIES
II:LOOKFORUN‐METNEEDSANDUSETHEDATATOPLANPRODUCTSANDCAMPAIGNS
II:MAPNETWORKSTOUNDERSTANDHOWTOUSETHEMEFFICIENTLYANDEFFECTIVELY
18
TREND4–BusinessBecomesSocial SocialmediaexpandsintothefabricofbusinessfromcommunicaZonstohowconsumersbecomeco‐creatorsandemployeesbecomeadvocates
19
I:CONVERTEMPOWEREDINDIVIDUALSTOEMPOWEREDGROUPS&COLLECTIVES
(CharlesSchwabisanEdelmanclient)
20
II:INCLUDESTAKEHOLDERSINTOYOURINNOVATIONINITIATIVES
(StarbucksisanEdelmanclient)
21
III:ENCOURAGEEMPLOYEESTOADVOCATERESPONSIBLY
(NutroisanEdelmanclient)
22
IV:PREPAREEMPLOYEESFORPUBLICENGAGEMENT
CUSTOMERCARE PR IT MarkeZng
“social media” touches all of these
HR R&D
23
V:EMBRACESOCIALBUSINESSBEYONDASINGLEDEPARTMENT
24
BUSINESSBECOMESSOCIAL: ACTIONITEMS
• Planforscale(movingbeyondexperiments) • Organizeaccordingly • Integrateexternalwithinternal• Engageemployees• Formalizeguidelines
25
TREND5–LOCATION,LOCATION,LOCATION “Whereareyou”isthenewwhatareyoudoing?Mobileandlocalbringthedigitalandrealworldstogether.
26
LOCALADDSANOTHERDIMENSIONTOAMBIENTAWARENESS
27
POPULARPLATFORMSCRITICALTOMOREMASSADOPTION
28
OPPORTUNITIESTOBRINGPHYSICALANDDIGITALWORLDSTOGETHER
(StarbucksisanEdelmanclient)
29
LOCATION,LOCATION,LOCATION: ACTIONITEMS
• Integraterealworldeventswithdigitalstrategy • Lookforwaystobringpeopletogetherlocally • Tapinto“gaming”aspectandrewardparZcipaZon&loyalty• DelivervaluethroughincenZves• Experimentwithpilotprograms
30
TREND6–PRIVATEBECOMESPUBLICAsnetworkssuchasFacebookbegintoloosentheirprivacyrestricZonsandGenYadvancesintheworkforce,whatoncewasprivatebecomesincreasinglypublic
31
“Privacyisnolongerasocialnorm”‐MarkZuckerburg
WEAREINCREASINGLYBECOMINGRESPONSIBLEFOROUROWNPRIVACY
32
HOWMUCHDOWEWANTTOSHARE?
33
DATAGETSPUTINTOTHESTREAMIFWEALLOWIT
34
PRIVATEBECOMESPUBLIC: ACTIONITEMS
• Bepreparedforpublicengagement(socialmediaguidelinesetc.) • CreaterulesofengagementforsocialmediaparZcipaZon • MonitorconversaZonsinallecosystems(owned,paid,earned)• ParZcipateauthenZcally• Harness“socialsharing&broadcasZng”• AssumeallinteracZonsarenowpublic
