Social Media Marketing Trends in 2014: The 10 Biggist Predictions

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 Social Media Marketing Trends in 2014: The 10 Biggist Predictions

The 10 Big Social Media Marketing Trends in 2014

The age of innocence is over. Social media is moving from adolescence to post pubescent, facial hair growing adulthood.

In 2008 when I started on Facebook and Twitter it was fun, frivolous and social. Social media was unencumbered by the past, was encouraged by the future and treated as a toy by the big end of town. Automation was frowned upon and yelled down.

Today the legacy players in technology,  IBM, Oracle and Adobe  amongst others have built and are evolving “Enterprise Class” social media marketing platforms and infrastructure. Facebook and Twitter have become public companies and social startups are not just seen as the playthings of geeks.

It’s become serious business.

So what’s this mean to you?

It means many things and will impact at various levels and intensity across business, marketing and publishing. It will affect your planning, how you resource and even your corporate culture.

The game is still changing and you will need to continue or even start to adapt and evolve.  The old analog paradigms of print and mass media marketing and publishing are being pushed and pummelled. They are being held more accountable and measurable.

Social media maturity means implementing processes and platforms. Boring at times but efficient.

So what are the emerging social media marketing trends in 2014?

#1. Pay to play

Facebook likes were the start and the finish of Facebook marketing. Obtain 100,000 likes and you could reach a big crowd. Facebook becoming public means the shareholders want a return. That means that free reach is diminishing and paying for it is almost becoming the necessary evil.

Twitter has developed self serve ads like Facebook over the last 12 months in the USA and is now rolling it out into the UK and beyond. Yes, even Pinterest’s first promoted pins and advertising went live in October 2013.

It is becoming pay to play on social. The free lunch is much looking a touch smaller.

#2. Planning becomes a necessary evil

No longer is it enough to say that you do social media marketing because you have a Facebook and Twitter page. The increasing complexity means you need a strategic social media marketing plan. This means  defining your goals, audience and allocating a budget and appropriate resources just for starters.

It’s now time to write that social media marketing strategy.

#3. Brands out-publish traditional publishers

Social media has given us the power, platforms and world reaching networks to all become publishers. Innovative and creative brands and businesses are realizing that social media and content publishing are synergistic cousins and cohorts. Create multimedia content and share it on social networks and you start global conversations.

Brands such as Red BullGeneral Electric and Lorna Jane are becoming media companies and publishers with powerful results. Red Bull even has its own media company with nearly 150 employees. The humble blog  is leaving its training wheels in the shed. Content is now where it’s at. Mass media is starting to struggle to compete with the amplification and viral velocity of  social content driven by the crowd. Octoly discovered that 99% of brand conversations on YouTube are created by fans and followers.

Crowd sourced marketing is now becoming the norm rather than an afterthought.

#4.Visual social takes center stage

Visual social content  is now a serious contender in social media marketing due to the convergence of a few factors.

  • The rapid market penetration of smart phones and tablets
  • The widespread availability of high speed wireless networks
  • The decreased cost of data that makes high definition uploads cost effective
  • The emergence of focused visual media social networks such as Pinterest, Vine and Instagram

Add the emergence of visual content marketing platforms such as Shuttlerock and it’s a trend that is helping companies drive brand awareness and sales.

#5. Social mobile is now mandatory

The rise of mobiles and their almost universal acceptance and use means that optimizing your social content for mobile is vital. This runs on a few levels.

This includes:

  • Make sure your blog is viewable on mobile devices by using responsive WordPress templates
  • Visual content such as images and video needs to be made easy to view on smart phones and tablets

12 months ago it was a nice to have but is now becoming essential.

#6. Social media automation is no longer a dirty word

Automation used to be a dirty word on social but doing “social at scale” means that you have no choice. New emerging startups such as Sprinklr are helping brands do social and digital marketing efficiently. Traditional technology companies such as Adobe, IBM, Oracle and Salesforce are acquiring and integrating Enterprise class social media infrastructure into their product offerings.

This trend is also seeing the maturing of previously free platforms such a Hootsuite to grow up and offer platforms that offer a solution and one portal for your social media marketing.

#7. Wearable social takes big baby steps

Google glass is offering the promise of  doing social at the blink of an eye and with the movement of lips. 2014 will see the emergence of wearable technology that takes social out of your hand and onto your wrist and face. Samsung is also in the game with other startups trying to get a position on the starting line. The other vendor to watch here is Apple. Will they or won’t they play?

The two other important questions on this trend are, “what will be the adoption rate?” and “what will be its impact for social media marketers?” Look forward to reviewing the numbers in 2015.

#8. Google+ starts moving content

Facebook’s necessity of monetizing its social network to appease shareholders and become a sustainable business could be creating an interesting tangential sideshow. It could be pushing users into Google’s arms by using Google+. Google plus is not a source of revenue and doesn’t need to make money. It is helping feed the search beast’s golden search goose called “Google Adwords”

With over half a billion user and growing it is now becoming a vital cog in SEO, social media marketing and content moving. My blog has seen an increase of over 300% in content amplification on Google+.

Google  plus needs to be on your social media event horizon.

#9.  The increasing authority of online influencers

Klout and Kred were two of the first movers to allocate online influencers some credibility. This was at first seen as imagined rather than true and authentic. As online influencers in their niches have grown tribes and followers on social networks brands are starting to come out to play.

Brands have done this in the past on traditional media and that is why mass media influencers such as Tiger Woods is sponsored by Nike.  This is starting to happen on social media. The question isn’t “should we?” It is more about  ”how can we?

The power of the social micro niche influencer on a global scale is now becoming evident and real. Expect to see this trend become more visible in 2014.

#10. Brands start ignoring mass media in larger numbers

The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.

A success?

The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of  her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”

Expect to see to see more of this in 2014.

Read more at http://www.jeffbullas.com/2014/01/07/the-10-big-social-media-marketing-trends-in-2014/#1ygT3tbh4RErQ7z9.99

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Social Media Is Not the Savior, But…

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ImageIt’s still surprising how many businesses are ignoring social media. I’ve heard the various arguments against – that it’s a fad, that it’s mostly kids (nope), that there’s no significant value-add – but none of these stack up in the face of ever-growing data to the contrary. I’ll admit, even I was once sceptical of the benefits of social media. I viewed social media as complimentary to traditional media channels, nothing more. It would never overtake traditional press and broadcast platforms. It would never become a critical pulse for business. I was wrong. And now, while I can understand where those opposing views stem from, my response to these people is that you’re viewing social from the wrong perspective. In 2014 it’s going to be more important than ever that your business has an active social media presence. Here’s a couple of the points to pass on to the unconvinced as to why social media is more valuable than they may think:

1) Don’t think in terms of immediate value, but in potential value. Some brands might be able to ignore social media, go on about their business as they always have, leave those new channels to others. Some brands can do this and suffer little negative impact, but the more important element here is that by ignoring social media channels, you are missing out on massive opportunities that are waiting to be taken up. There are millions of conversations happening on social media everyday, some of themare relevant to your business. By ignoring them, maybe you’re not losing anything from what you currently have, but you are missing out new opportunities. Having a dedicated social presence takes time and investment, but it has the potential to produce amazing results, many of which you wouldn’t even be aware of if you didn’t actively track and participate these conversations. Or, in more immediate terms, there are opportunities out there, right now, that you’re not aware of because you’re not actively participating in social media conversations. They’re going on as we speak.

2) People say things like ‘Likes’ don’t mean anything – ‘anyone can press the ‘Like’ button because it costs nothing and there’s no commitment’. This is true, pressing ‘Like’ or re-tweeting something doesn’t translate to direct revenue for your business, but that’s not necessarily the point. The first relevant point of these endorsements is the data you gain – you can see what gets a response and use that in future planning. But more importantly, as soon as someone presses ‘Like’, they allow you access to their NewsFeed – you can advertise to them directly (though NewsFeed algorithm changes have affected this). Maybe they ignore your messages, maybe they ‘un-Like’ your page, but it’s a way in, a starting point for future conversations. Social media is about relationships and you need to establish the network before you can sell to it. Re-tweets spread your message, giving you the data and expanding brand awareness via the extended followers for every re-tweeter. It’s not money in the bank, it’s the start of the conversation, which is, potentially, just as valuable. Latest studiesclearly show ROI is improving for both B2B and B2C companies, those results are only going to improve.

3) The amount of readily available consumer data is of significant value to your brand. You would have heard all the reports of the amount of data people are putting online. Big data allows you to target your message more than ever before and the degree to which you can focus your advertising is amazing, and can produce amazing results. A simple example – a friend of mine is in a band and they were recently touring interstate. Their band is not well-known, but they have been compared to another, very well-known band. In order to get the word out about their upcoming gig, they advertised on Facebook – they were able to target all users who were fans of that more well-known band within a 100km radius of the venue where they would be playing with sponsored ads that appeared in those users’ NewsFeeds. The result? They sold out the show in record time, the first show they’d sold out in that state. This, all by utilising data readily available via social platforms. If your brand isn’t considering how they can utilise this, you really need to think over your strategy.

These are just some of the reasons why social media is crucial to the future of business. Social platforms continue to grow and diversify. If your brand is not active on these channels, not investing in social media management and monitoring, you really need to be asking whether you can afford to let these opportunities slip. And whether your competitors will approach things in the same way.

Maybe time to add another resolution to your 2014 list.