Social media trends 2013

Adam Vincenzini
Adam VincenziniSenior Digital Marketing Consultant | Ex Content and Social Media Agency Founder
13 SOCIAL MEDIA TRENDS

for 2013
February 2013
2013 Trends
1.
                         1.
The image-powered social web
  gets even more powerful
1. Image power
 • 2012 was the year of Pinterest and Instagram
 • Both platforms (and the other major ones) showed that
   the average web user loves consuming image-based
   posts
 • In 2013, this phenomenon will only gather more
   momentum
 • Smart brands have recognised this and are using imagery
   in the right ways to generate the right interaction
2.
The 6-second video app called
     Vine might get huge
2. Vine time
 • Vine has been the most talked about new social platform of
   the year (so far)
 • Just like Twitter before it, Vine has put a limit on the form of
   content it shares (video)
 • It solves the biggest problem people have traditionally had
   with moving imagery: producing quality long form content
 • When you only have six seconds, you can tell a story without
   that pressure
 • It’ll be interesting to see how brands capitalise on this
   potential opportunity
Twitter’s evolution takes it down two
 very specific paths: Live events and
           customer service



                                 3.
3. Tailored Twitter
 • Twitter is the only true real-time social platform (of scale)
 • Brands have started to realise that unless their Twitter
   presence has a big real-time component, they won’t be
   very relevant
 • Customer service is one way they can do this
 • The other is using major events to enter large-scale
   conversations
 • Look for this to become more pronounced in 2013
4.
  The rise of semi-guaranteed
engagement on all platforms (but
     especially Facebook)
4. Semi-guaranteed engagement
 • Facebook continues to develop new ways to make money
   from its captive audience
 • The introduction of promoted posts in 2012 was one
   such development and brands quickly got drunk on the
   potential reach of these amplified updates
 • However, brands need to ensure that these posts
   genuinely add value to the Facebook eco-system if they
   want to achieve any real value from this investment
5.
The long-overdue maturation
   of brands on YouTube
         (hopefully)
5. YouTube for real?
 • The majority of brands still see YouTube as a place to get
   famous on the back of a viral videos
 • In 2013, I’m hoping we see more brands use YouTube as a
   place for on-going engagement with their
   audiences, creating and curating content by adding value
 • This might be in the form of sharing the wealth of
   knowledge that can be found within organisations
 • Or, it might be through content that entertains while
   telling useful stories
 • Fingers crossed!
Community management will
move in-house more and more



6.
6. In-house management
 • Agencies have made a bit of money over the last few
   years by being able to provide the talent and resource to
   effectively manage social media profiles and
   communities
 • Brands will bring this responsibility in house more and
   more in 2013 to save money and provide a more genuine
   consumer experience
 • Agencies need to recognise this and develop other ways
   of adding social media value beyond this service
1.
                        7.
    More sophisticated
The long-overdue maturation
 collaboration with online
   of brands on YouTube
        influencers
7. Sophisticated collaboration
 • Genuine collaboration between brands and online
   influencers happened more in 2012 than in any previous
   year, but it was still more a rarity than a regular
   occurrence
 • Brands will be forced to think more collaboratively if they
   want to work with the people that have the resonance
   with the people they want to reach
 • This should happen more in 2013 (hopefully)
1.
                            8.
    Physical events will be
      The rise of semi-
designed with social sharing at
 guaranteed engagement
   the heart of the concept
8. Offline / online
  • The relationship between offline production and online
    amplification is talked about a lot
  • In 2012, we saw more and more physical events, and
    especially sponsorship activations feature elements that
    appealed to people’s propensity to share experiences of
    note
  • In 2013, the ‘social event’ within the physical event will
    be more obvious than ever before
9.
     Public figures will seek out
     more advice around being
     better online participants
9. Celebrity challenges
 • Public figures that have been able to develop big social
   media followings have predominantly done so on the
   back of the things they’re famous for
 • This has meant that haven’t necessarily been the best
   online participants
 • In order to maintain an engaged audience, these public
   figures need to think more about what they can do to
   add value to the lives of the people that follow them
10.
‘Big data’ is replaced by
      ‘unified data’
10. Meaningful data
 • There is no shortage of data out there, but how much of
   it is actually actionable?
 • Smart brands have started to think differently about the
   way they collect and use all forms of data to better
   inform business decisions
The obsession with numbers
         gets worse


11.
11. Meaningless numbers
 • One of the big trends from 2012 was the attempt from
   many to create a universal value for social media
   engagement
 • But, like all social media metrics, things like engagement
   rate can be manipulated
 • I personally don’t see this changing much in 2013 (or
   anytime soon)
12.
  Facebook will look very
different in 12 months time
12. Changing Faces
 • Facebook’s one constant is change
 • It always responds to broader online trends and is always
   evolving (as it should)
 • This won’t change in 2013
 • What will these changes look like? Who knows? But
   they’ll happen. Guaranteed.
13.
Brands will continue to make
   catastrophic mistakes
13. Catastrophes continue
 • Social media is still a very new discipline (in the whole
   scheme of things)
 • The media is still obsessed by it
 • So, brands will make big and small mistakes and we’ll
   hear about them again and again and again
 • As long as lessons are learned, these mishaps won’t be
   futile (again, I hope)
ABOUT
About Adam Vincenzini
 • Currently head of social media at
   Mango, part of DDB Worldwide
 • Previous to that, head of digital
   at one of the UK’s most highly
   regarded independent agencies
 • Also worked with the Australia
   Cricket Team for a number of
   years, especially in its early
   stages of digital asset
   development and community
   engagement
My online footprint
                                         Twitter:
                                 @adamvincenzini




         Slideshare:                                                 Instagram:
Slideshare.net/adamvincenzini                                     @adamvincenzini
                                         Blog:
                                 AdamVincenzini.com
                                         (Hub)



                   Facebook:                                    LinkedIn:
     facebook.com/adamvincenzinidotcom              au.linkedin.com/au/adamvincenzini
Social media touch points

       Paid            Owned                     Earned

     Display Ads       Website / Blog          Word of Mouth

     Paid Search    Social Media Profiles   3rd Party Social Profiles

     Sponsorships   Apps / Digital Assets          Bloggers

                         Email Lists           Forums / Boards

                                             Niche Communities
1 von 32

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Más de Adam Vincenzini(8)

Social media trends 2013

  • 1. 13 SOCIAL MEDIA TRENDS for 2013 February 2013
  • 3. 1. 1. The image-powered social web gets even more powerful
  • 4. 1. Image power • 2012 was the year of Pinterest and Instagram • Both platforms (and the other major ones) showed that the average web user loves consuming image-based posts • In 2013, this phenomenon will only gather more momentum • Smart brands have recognised this and are using imagery in the right ways to generate the right interaction
  • 5. 2. The 6-second video app called Vine might get huge
  • 6. 2. Vine time • Vine has been the most talked about new social platform of the year (so far) • Just like Twitter before it, Vine has put a limit on the form of content it shares (video) • It solves the biggest problem people have traditionally had with moving imagery: producing quality long form content • When you only have six seconds, you can tell a story without that pressure • It’ll be interesting to see how brands capitalise on this potential opportunity
  • 7. Twitter’s evolution takes it down two very specific paths: Live events and customer service 3.
  • 8. 3. Tailored Twitter • Twitter is the only true real-time social platform (of scale) • Brands have started to realise that unless their Twitter presence has a big real-time component, they won’t be very relevant • Customer service is one way they can do this • The other is using major events to enter large-scale conversations • Look for this to become more pronounced in 2013
  • 9. 4. The rise of semi-guaranteed engagement on all platforms (but especially Facebook)
  • 10. 4. Semi-guaranteed engagement • Facebook continues to develop new ways to make money from its captive audience • The introduction of promoted posts in 2012 was one such development and brands quickly got drunk on the potential reach of these amplified updates • However, brands need to ensure that these posts genuinely add value to the Facebook eco-system if they want to achieve any real value from this investment
  • 11. 5. The long-overdue maturation of brands on YouTube (hopefully)
  • 12. 5. YouTube for real? • The majority of brands still see YouTube as a place to get famous on the back of a viral videos • In 2013, I’m hoping we see more brands use YouTube as a place for on-going engagement with their audiences, creating and curating content by adding value • This might be in the form of sharing the wealth of knowledge that can be found within organisations • Or, it might be through content that entertains while telling useful stories • Fingers crossed!
  • 13. Community management will move in-house more and more 6.
  • 14. 6. In-house management • Agencies have made a bit of money over the last few years by being able to provide the talent and resource to effectively manage social media profiles and communities • Brands will bring this responsibility in house more and more in 2013 to save money and provide a more genuine consumer experience • Agencies need to recognise this and develop other ways of adding social media value beyond this service
  • 15. 1. 7. More sophisticated The long-overdue maturation collaboration with online of brands on YouTube influencers
  • 16. 7. Sophisticated collaboration • Genuine collaboration between brands and online influencers happened more in 2012 than in any previous year, but it was still more a rarity than a regular occurrence • Brands will be forced to think more collaboratively if they want to work with the people that have the resonance with the people they want to reach • This should happen more in 2013 (hopefully)
  • 17. 1. 8. Physical events will be The rise of semi- designed with social sharing at guaranteed engagement the heart of the concept
  • 18. 8. Offline / online • The relationship between offline production and online amplification is talked about a lot • In 2012, we saw more and more physical events, and especially sponsorship activations feature elements that appealed to people’s propensity to share experiences of note • In 2013, the ‘social event’ within the physical event will be more obvious than ever before
  • 19. 9. Public figures will seek out more advice around being better online participants
  • 20. 9. Celebrity challenges • Public figures that have been able to develop big social media followings have predominantly done so on the back of the things they’re famous for • This has meant that haven’t necessarily been the best online participants • In order to maintain an engaged audience, these public figures need to think more about what they can do to add value to the lives of the people that follow them
  • 21. 10. ‘Big data’ is replaced by ‘unified data’
  • 22. 10. Meaningful data • There is no shortage of data out there, but how much of it is actually actionable? • Smart brands have started to think differently about the way they collect and use all forms of data to better inform business decisions
  • 23. The obsession with numbers gets worse 11.
  • 24. 11. Meaningless numbers • One of the big trends from 2012 was the attempt from many to create a universal value for social media engagement • But, like all social media metrics, things like engagement rate can be manipulated • I personally don’t see this changing much in 2013 (or anytime soon)
  • 25. 12. Facebook will look very different in 12 months time
  • 26. 12. Changing Faces • Facebook’s one constant is change • It always responds to broader online trends and is always evolving (as it should) • This won’t change in 2013 • What will these changes look like? Who knows? But they’ll happen. Guaranteed.
  • 27. 13. Brands will continue to make catastrophic mistakes
  • 28. 13. Catastrophes continue • Social media is still a very new discipline (in the whole scheme of things) • The media is still obsessed by it • So, brands will make big and small mistakes and we’ll hear about them again and again and again • As long as lessons are learned, these mishaps won’t be futile (again, I hope)
  • 29. ABOUT
  • 30. About Adam Vincenzini • Currently head of social media at Mango, part of DDB Worldwide • Previous to that, head of digital at one of the UK’s most highly regarded independent agencies • Also worked with the Australia Cricket Team for a number of years, especially in its early stages of digital asset development and community engagement
  • 31. My online footprint Twitter: @adamvincenzini Slideshare: Instagram: Slideshare.net/adamvincenzini @adamvincenzini Blog: AdamVincenzini.com (Hub) Facebook: LinkedIn: facebook.com/adamvincenzinidotcom au.linkedin.com/au/adamvincenzini
  • 32. Social media touch points Paid Owned Earned Display Ads Website / Blog Word of Mouth Paid Search Social Media Profiles 3rd Party Social Profiles Sponsorships Apps / Digital Assets Bloggers Email Lists Forums / Boards Niche Communities