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13MasterPrintGroupx13connectVol2Issue22012x1cSocialmediadidnx19tgoawayduringthosetimesitimprovedwithnewinnovationsx1dBeesays.x1cUnlesslegislationispassedthatgreatlytiesthehandsofsocialnetworksIthinksocialmediaisheretostay.x1dMx15x15mx15x1dnx18x15wx15bYoucanx19thaveaconversationaboutsocialmediatodayandnotincludeFacebookwhichhasbecometheunequivocalleader.Withmorethan800millionpeopleconnectedthroughthesocialmediasiteifitwereacountryitwouldbetheworldx19sthird-largestafterIndiaandChina.AlongwithitssocialconnectioncapabilitiesFacebookcontinuestoexpanditsreachbybecomingapowerfulbrandingtoolx13withnoapparentcostofentryx13fortodayx19sbrands.TakeStarbuckswhichusesthesitetohelpbranditsiconicname.TodateStarbuckshasmorethan26millionFacebookfans.Andwhileyouwouldthinkmorebrandswoulddevelopstrategicandforward-thinkingcampaignstomaximizethisreachithasnx19thappened.AndthereinliesakeydisillusionmenttopicThechallengeasexpertsseeitisforbrandstoevolvefromsimplybeingacompanywithaproducttobecomingavaluablesourceforinterestingentertainingandusefulcontent.AmyBruckmanassociateprofessorfortheSchoolofInteractiveComputingattheGeorgiaInstituteofTechnologyinAtlantabelievesthisisanareawheresocialmediawillcontinuetoevolve.x1cWhatsocialmediawillbecomewillbequitedifferentfromwhatweseetodayx1dshesays.x1cThetotalvolumeofusageandthenumberofpeoplewestayincontactwithIbelievewillchange.Rightnowitx19sjusttoomuchanditx19sunsustainable.Ibelieveovertimepeoplewillgetsmarteraboutwhattiestheywishtomaintainandwhattiestheydonx19t.Wecanx19tallstayincontactwitheveryonewex19veeverknown.x1dSocialmediax19stextbookdefinitionisthatitisaweb-ormobile-basedtechnologythatreliesoncommunicationx13adefinitionthatcoversalotofground.Sowhatdothe10mostfrequentlyvisitedwebsiteshaveincommonTheyofferusersavarietyofwaystosharenewsmultimediaetc.withtheirfriendsorcustomers.Whenyouaddphotosandvideosinformationtravelsfastx13reallyfast.x1cSocialmediarepresentsafundamentalshiftinconsumerbehaviorx1dCloudsparkx19sSchmittsays.x1cWhileitusedtobethatbrandscouldsolelydefineandinfluenceanaudienceintodayx19ssocialworldconsumerscanbetheaudienceortheauthorx13orbothx13ofabrand.Thisx18activeconsumerx19cansharethoughtsexperiencesbrandopin-ionsproductsorservices.Socialmediax1cIalwaystakethetheoryofdisillusionmentwx19x18ax17rax19nx1dfsalwx18x15nx19cx1dmx15sx1dx15cx18nx1dlx1dx17.Itx19satool.Peoplearenx19tusingitasmuchastheycould.x1dx13ScottKlososkyFounderChairmanAlkamiTechnology13theNeXtBigthiNgSowhatx19snextforsocialmediaJennySchmittfounderofAtlanta-basedcommu-nicationsfirmCloudsparksayssocialmediawillcontinuetoattractinfluenceandvalidateoureverydayexperiences.Shesharesherthoughtsonwhatwemayexpectonsocialmediax19snewfrontier.LOOKATMELOOKATMEIx13Whilewex19llseeabevyofnewsocialchannelscompetingtobethex1cNextBigThingx1dconsumerswillfatigueontheoptionsandchoosewhatbestfitstheirtimeandlifestyle.Nobodywants25siteswith25pass-wordsfor25seeminglyidenticalofferings.Wex19lleitherseethebankruptcyorthemergingofx1cme-toox1dsocialchannelsresultinginfewerlarge-scalesocialchannelswithnichechannelsmeetingtheneedsofpeoplewithspecificinterests.LOOKATMELOOKATMEIIx13Wex19llseeanincreaseinx1cvisual-basedx1dsocialnetworkingaspeoplemigratefromtextstomorevisualorvisu-allyenhancedconnectionsbettersupportedbymobiledevices.Thisisamajoropportunityfortodayx19smarketers.Imaginebeingabletoredefineyourtargetaudiencebasedonthevisualelementstheyfreelyofferthroughsocialchannels.RIGHTHERERIGHTNOWx13Socialmediawillhelpmarketerscreatehyper-personalizedandreal-timeoutreachtotargetconsumers.Thiswillrequirefurtherdevelopmentofthetoolsmarketersneedinreal-timeandawaytostorereferenceandreachconsumersusingthosetoolsthroughthechannelstheconsumerprefers.DiDyouKNoWOutofarangeofdigital-relatedmarketingactivitiesanddisciplinesdigitalmarketersseecontentoptimizationandsocialmediaengagementasthetoppriority.ButaccordingtoarecentreportbyAdobeandeConsultancymarketersaremuchlessenthusiasticaboutsocialdataandanalyticssuggestingthatdemonstratingROIremainsaheadacheformanysocialmediamarketers.Morethanhalfofclient-siderespondents54percentsaidthatsocialmediaengagementisfeaturedamongthethreemostexcitingopportunitieswayaheadofmobileoptimization38percentandcontentoptimization37percent.Socialanalyticsismuchfurtherdownthepeckingordereighthplace.allowsconsumerstosharecontentandconversationsinreal-timeorre-viewthroughanonlinechannelthatarchiveseverything.Butonebrandhiccupcanresonateinsocialspheresforaverylongtime.Wehavenx19tseenanythingwiththatkindofimpactanddu-rationofimpactx13ever.Ithaschangedourentiremarketingmix.x1d