Social Media Trends in 2013
26
Social Media Trends for 2013 February 26, 2013 | SFAMA Charlene Li, Founder & Analyst, Altimeter Group @charleneli | [email protected]
-
Upload
charlene-li -
Category
Documents
-
view
7.166 -
download
0
description
Presented at SFAMA February 27, 2013
Transcript of Social Media Trends in 2013
Social Media Trends for 2013
February 26, 2013 | SFAMA
Charlene Li, Founder & Analyst, Altimeter Group@charleneli | [email protected]
What Do You Need To Know Before You Leap in 2013?
Social Will
Be Like Air
1
4
Content Marketing +Native Advertising
+Real Time Marketing
=Converged Media
The Emergence of Converged Media
micrositescorporate blog
corporate websiteSponsored posts, adsPPC ads
Display, banner ads
Pay per post blogging
Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel.
Native Advertising Isn’t “Advertising”
AuthenticInformativeEntertainingRelevant
Requires a new mindset
Converged Media – 11 Success Criteria
2 The Dynamic Customer Requires Moving Faster Than Real Time
Real Time Marketing Realities
This isn’t real time marketing – it’s pre-planned.
Catching The Dynamic Customer in Real Time
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
© 2012 Altimeter Group
12
Everyone Becomes
A Marketer3
Marketing
Sales
Service
Executives
Product
Marketing extends to all parts of the organization
Applebee’s Enables 7,000 Employees in 1,000 Locations to Monitor and Respond in Social Media
GOVERNANCESHARING
REAL TIME
EFFICIENCY
Rigid Organizations Adaptive Organizations
(re)Organize Marketing for Agility and Resilience
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
17
Big Data Becomes Usable Data
4
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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?
“By the end of this decade, the equivalent of Watson will fit in your pocket.” – Dr. John Kelly
21
22
Social Media Strategy
Social Business Strategy
Business Strategy
5
Six Phases of Social Business Maturity
Strategy is What You Decide To Do
And What You Decide NOT To Do
Social Will
Be Like Air
Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information & to buy the
books
charleneli.com
© 2012 Altimeter Group
