Thanks Nick from Fox CT for this great find and read…
Social Media Trends from 2010
The escalating, evolving social media landscape is being driven largely by two interconnecting ubertrends: social monetization and social ubiquity. We define social monetization as social applications, programs, platforms, and features that drive revenue and ROI. Social ubiquity is the proliferation and convergence of the social web across platforms, devices, and channels. Privacy matters are also a critical trend to watch; as the web becomes more social, more personal data are being captured and shared with marketers eager to apply social data and profiles to marketing efforts — which, in turn, could be cause for increased attention and concern.
Ubertrend: Social ubiquity
Social media is becoming ubiquitous across channels, platforms, programs, and all else digital. It will continue to converge across digital platforms, from websites to search, mobile, display media — even TV and in-store. Partnerships and technology that can be integrated across platforms and within existing channels will fuel this continuance.
Recent notable developments include the convergence of social and search. Social media has for some time influenced search results, but the recent Facebook and Bing partnership takes it a few steps further to bring “like” data and profile searches to Bing (which, in turn, makes “like” campaigns that much more valuable).
Currently (where relevant), search results will feature a Facebook module that shows you what your friends have liked as it relates to that search. For marketers, this enhances and extends the value of the “like” to search, increasing the importance and focus on driving “likes.”
The ability to parse social data into more relevant and useful search results will improve the value of social search, as well as drive new innovations and entries into this market. It is an interesting extrapolation and marketing enablement of the power of word of mouth.
This parsing of social data as it applies to digital marketing and advertising has also been seen in applying the social graph to display advertising targeting from such companies as Media6Degrees and XGraph.
Social is also converging in the display ad category, and we will see more socialization features and applications in creative and interactive executions. An example of this is in a recent Mountain Dew campaign featuring display ads that incorporate Facebook’s “like” icon.
Email is also not excluded from this convergence. At some point, forward-to-a-friend and other sharing mechanisms became basic email marketing components. However, these functionalities have now escalated to enable further integration and connection with social networks and platforms. This can be particularly effective if tied to some incentive or promotion. For example, a recent campaign of ours included an email that went out to registrants about entering a sweepstakes. To enter, they simply click on a Facebook or Twitter “share” button in the email. Then, the sweepstakes can be further promoted via their friends and followers.
Another example of what convergence can bring is demonstrated by Premier Retail Networks’ (PRN) recent partnership with LocaModa to create a cross-channel, place-based social media platform in supermarkets. This effort integrates social, mobile, and in-store, as well as the other potential channels used to promote it.
The result of all this is that there is almost no digital marketing effort where social media integration will not have an impact, from the upfront planning to execution and measurement. Indeed, social media will become so ubiquitous that it will struggle to be defined singularly. Media and marketing will be social.