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Presented at SFAMA February 27, 2013

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Social Media Trends in 2013


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    Presentation Transcript
    social media trends for 2013

    Social Media Trends for 2013

    Charlene Li, Founder & Analyst, Altimeter Group

    @charleneli | charlene@altimetergroup.com

    February 26, 2013 | SFAMA

    what do you need to know before you leap in 2013

    What Do You Need To

    Know Before You Leap

    in 2013?

    social will be like air

    Social Will

    Be Like Air

    slide4

    1

    Content Marketing

    +Native Advertising

    +Real Time Marketing

    =Converged Media

    4

    the emergence of converged media

    The Emergence of Converged Media

    Converged Media utilizes two or more channels of paid, earned, and

    owned media. It is characterized by a consistent storyline, look, and feel.

    corporate website

    Display, banner ads

    microsites

    corporate blog

    Sponsored posts, ads

    PPC ads

    Pay per post blogging

    native advertising isn t advertising

    Native Advertising Isn’t “Advertising”

    Authentic

    Informative

    Entertaining

    Relevant

    Requires a

    new

    mindset

    slide8

    2

    The Dynamic Customer

    Requires Moving

    Faster Than Real Time

    real time marketing realities

    Real Time Marketing Realities

    This isn’t real time marketing – it’s pre-planned.

    execution workflow coordinating paid owned

    Execution Workflow: Coordinating Paid,

    Owned, and Earned as one orchestration

    © 2012 Altimeter Group

    slide12

    12

    3

    Everyone Becomes

    A Marketer

    marketing extends to all parts of the organization

    Marketing extends to all parts of the organization

    Sales

    Service

    Executives

    Marketing

    Product

    applebee s enables 7 000 employees

    Applebee’s Enables 7,000 Employees in 1,000

    Locations to Monitor and Respond in Social Media

    re organize marketing for agility and resilience

    (re)Organize Marketing for Agility

    and Resilience

    Rigid Organizations

    Adaptive Organizations

    social media training is about developing

    Social Media Training is About Developing

    Judgment -- and the Confidence to Use It

    What you

    should do

    What you

    shouldn’t do

    Judgment is needed in between

    slide17

    17

    4

    Big Data Becomes

    Usable Data

    5 factors

    5 FACTORS

    3 FACTORS

    5 FACTORS

    5X3X5=75

    awareness consideration intent purchase support loyalty

    advocacy

    5 factors

    3 factors

    5 factors

    75X7=525

    what do you really know about your customers

    What do you really know about your customers?

    25-55 years old, married, kids, working,

    graduate degree, reads Real Simple & Wired

    what would you do with a watson in your pocket

    What would you do with a Watson

    in your pocket?

    “By the end of this decade, the

    equivalent of Watson will fit in

    your pocket.” – Dr. John Kelly

    slide22

    22

    Social Media Strategy

    Social Business Strategy

    Business Strategy

    5

    strategy is what you decide to do

    Strategy is What

    You Decide To Do

    And What You

    Decide NOT To Do

    social will be like air 1

    Social Will

    Be Like Air