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13 Trends in 2013: Social Media Marketing Takes Flight

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on November 5th, 2012 at 7:28 pm

Online, Digital and Social Media Marketing will be key initiatives for companies in 2013. The importance of building long term brand equity and ROI will be key focuses. Social Strategies to develop targeted campaigns, leverage data and implement emerging technologies and tools will be the drivers for success.

As you are planning for 2013, your business will find itself facing questions concerning the social impact of your business and brand.  Winnie Hart and Lorrie Lee from TwinEngine share 13 in 2013 – Social Media Marketing trends that will take flight.

1. Social Media Marketing gains impact as key marketing tactic
- Companies see the importance of building brand equity through social media
- Engagement grows and companies seek ways to leverage data
- Evolution of engagement is accelerated by empowered consumers
- Social platforms consumers use to interact with companies continues to multiply
- Need for social media marketing strategy and systems are key

2. Marketing turns upside down
- We are all marketers now
- Evolution from ‘all about us’ to ‘all about them’
- Two-way marketing strategies support social shift – monolog to dialog marketing
- Agencies are challenged to develop new models
- Campaigns are no longer flat – need for integrated strategy and plan
- More targeted, more relevant, more effective

3. Social influence moves beyond ‘like’ to incentive driven recommendations
- Consumers will market to consumers
- Marketers reward consumers for marketing
- Move beyond ‘Like’ to incentives
- Micro-targeting gains impact

4. Marketing grows enterprise wide and can no longer sustain being a ‘department’
- Marketing is no longer a department
- Social strategies will be utilized internally to maximize productivity and communication
- Social Media Manager role will emerge

5. Discounts and giveaways will incentivize social sharing of branding content
- Brands will build sharable marketing strategies
- Shift from viral marketing to sharable marketing strategies

6. Social media impacts business infrastructures – siloed communication systems are challenged
- Transformational changes – social impacts business infrastructures
- Siloed communication systems are challenged
- Knowledge-sharing cultures will emerge

7. Social channels integrate and align
- Social channels align and new channels emerge
- Top five channels remain – Blogs, Facebook, LinkedIn, Twitter, YouTube
- Blogs – targeted, keyword focused searchable content feeds into social channels
- Facebook – Gifts will transform Facebook. Paid ads shift to paid content. Facebook moves into social search
- LinkedIn – evolves and grows from HR focus to brand building for companies
- Twitter – the newsroom of the future
- YouTube – gains reputation as key search tool
- Pinterest – will lead in social shopping
- Social gaming – will go mainstream and begin to be cross-platform
- Google+ – sharing to targeted lists is on the rise
- Monitoring tools, ROI measurement and analytic solutions will improve
- Google supports content hierarchy. Premium links remain key performers

8. Rise of Augmented Reality – visualization over data
- Untapped potential
- Brings static pages to life
- Google’s AR glasses
- Interactive instructions, training, windshield AR navigation

9. Media spend shifts from display to paid and sponsored content
- Continued move from traditional to digital
- Google remains majority spend
- Targeted and personalized
- Shift to sponsored content instead of display ads

10. Social Reputation Management drives ‘Do Good’ campaign strategies
- Reputation management
- Corporate focus on messaging strategies

11. The dawn of social TV – where viewers comment and share during air time
- Consumers and clients engage with content
- TV becomes a hybrid of TV, Social, Video

12. Social commerce driven by recommendations – rapid growth in digital wallets
- Recommendations become key driver in online commerce
- Near Field Communication (NFC) technologies
- Emerging Google Wallet and Microsoft social platform

13. SEO shifts – less focus on tricks and more on good online marketing
- Authenticity and understanding needs of target audience drive engagement
- Brands build from quality content, interactions with influencers
- Google rewards good marketing

For more trending in 2013, follow our blog.

Download the complete infographic here.

6 Responses to “13 Trends in 2013: Social Media Marketing Takes Flight”

  1. Soni says:

    I totally agree with you and great article, Winnie! Social media APIs gonna keep integrating deep into internet world, especially because of advent of unified APIs like LoginRadius that makes whole social integration simple!

  2. Pei Fulsom says:

    Very informative article Prasant. A lot of credible information from good sources, people should take note of these trends!
    Mobile for me is going to be big. If you don’t have a mobile optimised site you’re missing out. You want to give mobile users information fast and limit the amount of effort it takes to take in the content on your site. You need to encourage them to find out more about your business. If you have to scroll all the time to read one paragraph this is a problem.
    Also if you in Social Media, use analytics to match effort/spend with ROI. It can be done, so you should be doing it.

  3. Frank Taddei says:

    Thank you for sharing your ideas and thoughts with us. I agree with all 5 trends. My thoughts fits with trend #4 and I like the last ideea of Christopher Ford. I think that it’s a must to guide the user in a personalized way to interesting resources and to help users cope with the problem of information overload. Social networks are all over and it’s hard to match the content with people. I think that 2013 needs to bring new ways to identify the groups of interest, the most trustworthy content and users in the social structures of a network. Regarding social networks and recommandation systems I put some of my ideas in this article “Building a Social Recommender System by Harvesting Social Relationships and Trust Scores Between Users”. Any feedback will be highly appreciated.

  4. Michael Wahl says:

    Dear Winnie,
    the use of social media is becoming more and more important to businesses which is the primary driver for business to invest in social channels based on our experience. Social media is being used at an accelerated pace by business for providing more responsive and transparent customer service with a goal of customer satisfaction/retention.
    Great points and thanks for sharing.

  5. Since the birth of smart phones, the shift in user behavior accelerated quickly. Adhering to every consumers quests to fast, reliable and handy information any time and at all times have been spinning brands, digital marketers and every business round. The quick response to the need and the ability to foresee future needs is the name of the game to be successful for both business and every online marketing companies. High demand of social media usage oblige businesses’ social media presence as well. Soon, social media will dictate online marketing’s tempo.

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