Are These Social Media Trends of 2011 Part of Your Strategy?

Posted on February 5th 2011

“We don’t have a choice on whether we do social media, the question is how well we do it.”– Erik Qualman.

 So, how well do you do it? It’s important to keep tabs on emerging social media technologies to make sure you are investing in the right areas even if some areas are not relevant immediately.

Here are some trends for 2011 that will help keep your business ahead.

1. Online video. Everywhere.

Online video is not a new phenomenon; however, what’s new about this avenue is that it is increasingly everywhere. The bar has been set high for the level of consumer interaction and this must include valuable interactive video. Video engagement is continuously increasing and in October alone, 5.4 billion videos were viewed -  2 billion of which were on Facebook. Brands and consumers rely on video to provide information that is not present elsewhere in social media, making it a critical component in shaping people’s perception about companies and each other.

2. Mobile Marketing.

In 2010 infrastructure, technology and design finally intersected in the mobile world and for the first time smartphone sales overpowered the sales of desktops and laptops. Companies need an iphone application to keep up with their consumers and to be available when consumers need them. In 2010, iPhone and iPad applications were downloaded more than 7 billion times and that serves as a great indicator that consumers are willing to engage.  In 2011, mobile users will interact with content, companies and the Web more on their phones and iPads than on their computers. From shopping on the go, to paperless transactions, to watching (and creating) videos – mobile media is instant, portable and personalized.

3. Location.

Although location falls into the mobile marketing avenue, it deserves its own mention. Advertisers are able to take advantage of mobile platforms that let them reach consumers at critical points (eg. moments just before they make an in-store purchase). Being able to reach a customer on the go or near the point of sale can be a very powerful mechanism for brands looking to connect with potential audience. Location will increase in popularity as people get more comfortable checking in to a business and when brands offer more enticing offers. Again, you must offer value to your consumers so that they feel comfortable enough to associate themselves with your brand through their social media profiles. This includes in depth analysis of market trends, monitoring behavior and coming up with creative ways in establishing that connection. This “mobile meets loyalty” approach enhances the social experiences, and inspires new audiences.

4. Deal Hunting

As consumer expectations rise, you must be able to offer them something different while still making a profit. Services like Groupon provide an instant ability to share deals. Expect this to continue over the next couple of years with copy cat services and the big players rolling in to more territories and rolling out better and more extensive deals. This yet again serves as an opportunity to both reward your most loyal customers as well as attract new clientele who may discover you through a daily deal. Expect to see special sales, tickets, and discounts as well as combinations of promotions with similar services (dinner and a movie anyone?). However, if you do decide to go down the deal hunting avenue, make sure you don’t over exhaust the consumer.

5. Monitoring conversations

The internet breaks barriers between brands and people, as well as people and people. It is a fact that 78% of consumers trust peer reviews and only 14% trust advertisements this is why it’s crucial to be involved in your community and have a good reputation. What are people saying about your brand? About 25% of search results for the top 20 brands linked to user generated content – the control you have over what people say saying is limited so it is up to you to nourish these relationships. The number one way to get people saying positive things is through over delivering on your product or service. However, you must also encourage the conversation through social media platforms such as Twitter, Facebook, blogs, forums, industry publications and media. Monitor the conversation, join in on the conversation, help and show your customers that you care. In return, this will only increase loyalty.

The social media trends that arise are unlimited and we as people influence their success and failures. So while everyone is waiting for Twitter to monetize, Google to fail with another platform, or for an explanation of what augmented reality really does – we need to ask ourselves what enables our success, jeopardizes our performance and how we want to shape the years to come.

marinarn

Marina Arnaout

Marina Arnaout comes from a marketing communications background with expertise in variety of mediums ranging from TV to out-of-home advertising. Finding her niche in the social realm, she is a frequent contributor to industry publications often covering social marketing and media trends. For more, follow Marina on Twitter @marinarn.

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Comments

Posted on February 7th 2011 at 11:02AM

 It is very much true that the social media is now a top pirorty. Every body must have facebook and twitter account and promote their product over a these socail sites.They have a powerful resource now days.

OwensMorris Communications
Posted on February 7th 2011 at 4:13PM

Would be interested in some suggestions for services that monitor conversations.

Thanks!

Posted on February 7th 2011 at 6:56PM

There's a variety of softwares available. You can use the free options (Google Blogs, Twitter Search, etc) or some of the more expensive ones such as Hubspot and Radian6. Depends on what exactly you're looking for... hope this helps!

Posted on February 10th 2011 at 11:56PM

Strange, these are the exact same trends from last year.  Would like to see something new rather than a rehash of what we've been focused on for the last 18 months.

Maeve
Posted on February 16th 2011 at 10:15AM

If you want something new, I'll indulge in a shameless plug - at Headstream we've spent the last 4 months researching and ranking Social Brands.  The report is out next month - can send you a copy if you're interested.

Posted on May 13th 2011 at 9:39PM

Social is always changing.  It is very important to be consistant in use and branding over all Soical Meida.  One way to to it is Wexting.  If anyone is interestied in this product.  Let me know.

 

 

Posted on May 17th 2011 at 3:33AM

Absolutely.  Social media strategy is a must for any organization, especially a small one.  Koowie.com can be part of that strategy.