the social state - what's happening & where we're going

@LabDigitalUK

The Social State

What’s happening and where are we going

Contents

1. Social – The journey so far

2. Where to start

3. The good the bad and the ugly

4. 2014 trends

5. What the future holds

The Journey

1999 Friends Reunited

2002 MySpace, LinkedIn

2004 Facebook

2005 YouTube

2006 Twitter

2007 iPhone

2009 ‘Unfriend’ was the New Oxford American Dictionary word of the year

Sources: W3C, CERN, NCSA, DARPA, Google, Wikipedia, New Media Today, Time, Newsweek, AOL, UNCP, Nielsen, STO

Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-never-sleeps_b24551

Source: IBM - http://www-01.ibm.com/software/data/bigdata

Without directionit can be confusing

https://www.youtube.com/watch?v=57dzaMaouXA

Misuse and lack of strategy ends up with p*$$ed off customers

Where to start?

Goals and objectives

How are you going to measure it - your metrics

Customer understanding & personas development

Which platforms your community is on

Creating content

The Aim?

1. Create a community (of insiders)

2. Create conversations

3. Improve customer service

Examples – The Good

Real Time Marketing

Playful TOV, Image Based Content

Sparking Debate & Conversation

The most viral ad video

Sassy, forward persona

Interactive, two way conversation

Just Create Some Viral Content…

Successful Content

What:– Unique content– Provides a reason to shout about it– Timing

How:– Customer understanding – Creativity

The Bad…

Bad Timing, Unaware of Brand Perception

The wrong content

Unresponsive

Amy’s Baking Company

Where are we now?

Company social strategies have evolved from an impersonal, one-sided conversation

to a much more genuine relationship with customers

2014 Trends

• Social Listening Becoming Important• Paid Advertising Becomes a Requirement• Planned & Unplanned Moments• Images Outrank Words For Engagement• Significant Increase in Video Content• Google + Becoming More Important• Social Referral Visits Will Grow

Social is now a key part of a marketing team with it’s own area of expertise

The Future

Customer engagement will become more important than ever as businesses realise

the importance of reaching out to people on an individual basis

Just a few months ago…

tom@lab.co.uk

@TomHeadLab

lab.co.uk

@LabDigitalUK