The last trend is that of content management becoming a business priority. As the ‘community’ fascination and like race that burned through our industry 12 months ago continues to calm we’ll see more brands begin to realize just how valuable fresh and timely content is. That realization though will extend beyond the walled garden of the Facebook page and confines of the company blog and begin to permeate the entire business.
That said the primary driver of this shift will still be social. As social customer service continues to flap in the wind, a recent study illustrated that only 3% of customers prefer to use social media as a service channel16, brands will need to change the conversation from one of ‘if you DM me your details I can help’ to one of brand interest and engagement.
We’ll also see the current search vacuum of decreasing CPC’s driven by mobile collapse courtesy of Google’s Enhanced Campaigns. This will again force brands to invest in content to build out their organic presence in a drive to better balance their paid and owned programs.
The growing importance of prospect and customer comms, a hot topic in many boardrooms will further accelerate the branded content need. As marketers look to personalize content and communication, agencies will be forced to supply a steady stream of fresh and relevant content.
This will bring changes to the way content is viewed within the campaign mix;
Content will infiltrate campaign planning as the conversation shifts from one of ‘content is king’ to that of ‘content is currency’. As a result campaigns will include their own content long tail to help extend the life and depth of the message(s) in market.
As a result there will need to be a re-evaluation of the current content production model. Campaign shoots, client commercial arrangements, talent contracts, post process and delivery methods will all need to be rethought. A process of optimization will need to be agreed that embraces flexibility and feedback that allows for inefficient creative to be altered mid campaign.
So there we are. My 2 cents on what will affect our industry in the coming year or years. The final point I’ll leave you with is that these trends rarely happen in isolation so if one begins to accelerate the others are likely to follow.
16 – Emarketer & TNS Omnibus Social Customer Service Survey 2012
Zuck and the Facebook crew have been tinkering again. This time the Facebook news feed has been placed under the spotlight with a complete redesign. The reason? Clutter, and being honest the news feed was a pretty horrible experience. I never once managed to get my head around why I was expected read stories, top stories and real time stories. Surely the premise of having 3 separate news feeds bundled together in one was counter intuitive to what Facebook was striving to achieve with its ranking algorithm in putting the most valuable content front and center. Anyway, the design changes look pretty strong in my opinion, the clutter is gone, the content pops off the page and I’m sure from a user perspective people will begin to enjoy the more streamlined experience.
But what if you are a brand who has spent big coin building out a brand page? Well on the surface it appears you are f*cked! Sorry, let me rephrase, your f*cked if you don’t have a big marketing budget ready to spend on pushing you ‘advercontent’ out through the news feed on a daily basis. This actually feels a little backward, remember when Yahoo! was focusing on monitising the biggest brands via there search engine? Then Google came along and monitised the long tail and the rest is history. This feels very similar. The big brands will invest, the 1000′s of smaller brands most probably won’t. What are your thoughts? For a publicly listed organisation Facebook certainly likes to keep fussing with its core revenue stream!
The Google Glass train is picking up speed now and why not. The idea is certainly compelling but will the finished product actually work as seamlessly as the video portrays? Time will tell, but if you can’t wait until then, then check out the Glass twitter or Google+ pages. If you’re interested in getting a 1st person view of a glass wearer then check out Google’s latest video.
What do you think? Cool, ridiculous? I think charlespennywhacker sums it up quite well!
Cake Paris and Orange (A 4G mobile network in France) created an interesting influence the influencer campaign called ‘Instagallery’. After hand selecting a series of influential Frenchies Cake Paris pulled through their Instagrams and embedded them in a pre-shot video of an art exhibition in LA, complete with guest commentary These unique and rather cool videos were ten packaged up and sent back to the influencers in the hope they would share and engage their networks with the branded material.
The conversation is only getting bigger and as brands look to engage, direct and encourage dialogue great Community Managers are becoming invaluable. Deft at understanding community dynamics, identifying influential forces, amplifying positive signals and building a healthy forum for conversation CM’s often operate behind the scenes. So when some of the brightest and most talented CM’s decide to leave the shadows and share some of their expert thoughts it’s worth taking a moment to listen.
Here’s a very thorough introduction to the world of social media courtesy of the Singaporean arm of social media agency ‘we are social‘. Pitched at senior marketers looking to gain a better understanding of how social media can add value to their marketing mix the deck covers key concepts, case studies and commitments that are required from a brand looking to build a social signal. Well worth a scan if you have time.
2012 was a busy year for social media. Facebook decided only to operate in the billions – 1 billion active users, $1 billion for Instagram and a multi multi multi billion dollar IPO. Twitter on the other hand continued to cement its status as the worlds pulse while Pinterest was content to revolutionise scrap booking. Then there was Google+…I think the jury’s still out there. Mix in LinkedIn, a new new MySpace, a handful of mobile centered social network and you’ve got a monumental 12 months. So why not wrap things up by grading the majors with a social media report card? Thought so, dig in.
This campaign would probably make many marketers, young and old, have a coronary! Filmed on a mobile phone (low production values), opportunity to see of 1 (zero frequency), no ability to share (social media fail), no click through (added friction to action), and can only reach an audience of 40 (no scale…FYI, 40 is the Facebook Poke send to friend limit). Yet I kinda like it!