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Gini Dietrich

Choose the Ninth Social Media Trend

By: Gini Dietrich | November 15, 2010 | 
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A few weeks ago, I blogged about the eight social media and marketing trends to pay attention to going into 2011. Since then, I’ve used those trends when I speak and they have created a great starting point for conversation with business leaders, marketers, and students. The blog post also created some really great conversation in the comments, with the addition of things such as crowdsourcing, location-based marketing, and online coupons or discounts.

Then, through my travels, working with clients, speaking, and brainstorming during our weekly staff meetings, I kept hearing, “These trends are great, but we don’t know how to implement them.” Which makes me think…perhaps there is a way we can help!

So, on December 15 at 11 a.m. central time, we are going to have a one hour webinar on how to implement the eight social media and marketing trends PLUS one.

You get to decide on the extra trend and I get to accept the challenge of explaining to you how to implement it into your 2011 marketing plans.

If you are the author of the most compelling trend, and you create a challenge for me, you will win two free seats to the webinar…one for you and one for a friend or colleague. But be creative and read the comments. If someone else has already chosen your trend, you must come up with something else because, if it’s the winning trend, we’ll go with the first person who left it in the comments.

The deadline for leaving your trend and challenge is this Wednesday at 5 p.m. central time. We’ll announce the winner in this Thursday’s video.

If you don’t participate or don’t win, but still want to attend the webinar, pre-registration is $40 until November 29. After that, the price is $50. And you know what you can do with the $10 you save? Donate it to $30000in30days. Look how I did that…bwahaha!

So let’s hear it. I know some of you have really good challenges in you, so couple it with a social media, marketing, or communication trend and leave it in the comments below. I have to admit…I’m a bit frightened.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

75 comments
PierreRattini
PierreRattini

Great ideas and banter and I wish I would have saw this earlier. I missed the video who Won?

What are your thoughts on QR codes? I think they are getting huge traction and will be big in 2010

ginidietrich
ginidietrich moderator

For all of you who partcipated in this conversation. Yes, all of you. Be sure to watch the Spin Sucks video today. We announce a grand prize winner (two webinar seats), two finalists (one webinar seat each), and a special prize for the rest of you! It'll be published at 8 a.m. CT.

KaseyCrabtree
KaseyCrabtree

I think a new Social Media and Marketing trend for 2011 will be reaching out to the over 35 audience with options containing more simplistic engagement tools. Almost like the equivalent of a TV remote with big buttons. Not that everyone over 35 is lost with social media, or can't use the small buttons on their blackberry, but my oberservation has been that under 35 they pick up and embrace new technlogy quickly. For many of the over 35 crowd, social media is still very foreign to them. As the under 35 crowd continues to expand their skills, the gap between the ages will grow. So, as more companies are shifting their messages to social media, they will do themselves a disservice if they don't consider the over 35 audience. Perhaps there would be an option to do a Facebook "Lite" or a simplier Tweetdeck or Hootsuite so that the over 35 user can get used to social media with "training wheels"; then either stay at the simple level or advance with the rest.
This might also be beneficial to sell CEOs in their 50s & 60s on the benenfits of Soc Media when they are having a really hard time of understanding it. Don't worry, we'll still be able to hide those embarassing pix from mom & dad, unless they become very Soc Media savvy!

johnheaney
johnheaney

I think one of the biggest marketing trends will be the integration of geolocation in business search. Businesses will learn how to integrate the latest geolocation tools from Google and other search engines to ensure that they appear at the top of the search returns when geographically appropriate. Want a pizza? Google "pizza" and they'll know where you are and who's closest to you. I'm still amazed how few companies have registered their physical location with the search engines to ensure that they appear in local search results and convert the search to a buy.

Mandy Boyle
Mandy Boyle

I think a trend to watch in 2011 will be social good, especially with millenials. We've already seen it blossom in 2010 with outreach to Haiti, the world water crisis, and a variety of other advocacy projects, but I expect social good to be taken a step further in 2011 as it integrates with a variety of communications platforms. Social good is already present in blogs, widgets, hashtags, fan pages, tweets, photos, apps, text messages, video, and geolocation tags. I'm interested to see organizations will do next :)

PeterGault
PeterGault

Oh yeah... Dare for Ginny:
Your next video response you post for your Facebook Q of the week must incorporate a minimum of three (3) multitasked projects. Hey - I brushed my teeth while talking on my cell and carving a pumpkin while doing a video... Let's see what you can do! ... I dare ya! ... In fact I double dog dare ya! ... In fact... yup, I'm going right to it... I TRIPLE DOG DARE YA!

PeterGault
PeterGault

Everyone has touched on some pretty cool ideas so far for a 9th 2011 trend. However, there's one that's in our faces, quite litterally. Video. Most use it to some extent - but I'm seeing a trend of actual video communication. The next trend for 2011 and gaining traction and getting even hotter is social video.

This will wrap into tweeted video, mobile video, notepad video, and we'll even begin to see, albeit modest at first, micro-editing apps that enable us to tweak raw footage on the fly.

Some may think that because of YouTube and the ease of communicating via video we're enjoying that video is already 'trending'. It's not. Video, although fantatically engaging, is still static. It's an 'after-the-fact' form of communcation that is going to evolve and trend into complete an interactive social medium that will include live channel feeds. It'll be pretty dang cool :)

hackmanj
hackmanj

Ok, I am going to go out on a limb here and just state that whatever the next big thing is it will do more to facilitate face to face "real life" relationships than previous technologies have. The Facebook that leads to face time. Who's with me? :)

FollowtheLawyer
FollowtheLawyer

Creative destruction will be the next big trend.

Consider reaction to the Facebook messaging announcement.

Data mining and content sharing will make social networking platform providers more attractive to advertisers and investors, but among users, privacy issues will become social media's equivalent of ATT data plan contracts -- despised "necessary evils" that will drive innovation by new competitors.

JocelynRimbey
JocelynRimbey

I think the next big thing is convergence. Just look at what Facebook is doing with email, sms, im, and messages. I think it will be the ability to create a flow system so that we can do everything from one place.

Howie Goldfarb
Howie Goldfarb

I think the big trend for 2011 is control and privacy. Technologies along the lines of Diaspora are going to disrupt the Facebooks and Twitters. We are going to start seeing a movement of more sharing but full control in terms of the methods of how we share, who we share with, how public the sharing is, and this might start locking brands out. This will cause the technology creators to leave the broken ad support model in favor of a paid, licensed or integrated model.

I say this because over 70% of Facebook profiles are almost in complete lock down. I am a Fan of Arement Dietrich on Facebook. My profile is 100% private. Gini yours is almost 100% private. So are 90% of the Thought Leaders in Social Media. So privacy is way bigger than the news or the spin from Mashable and Facebook is.

Lets call them portable private micro networks that I think are going to start cropping up in the second half of next year. And the smartest tech companies will start putting the technology right into devices and O/S's vs stand alone App (think MotoBlur that was a precursor).

What would you tell a client who feels they need to market socially knowing their Brand, Campaign, Content can still be shared virally? What happens if this starts reducing what many listening technologies can see as more is shared behind walls?

TroyCostlow
TroyCostlow

When will social media be automated via pre-attentive or pre-cognition social sharing?

Most social media is based on the idea of: Thought first, sharing afterwards. (You may not believe it from some of the ridiculous posts on twitter, but the thought, "I should share this" generally occurs before the sharing does).

But certain automation can change that.
New 'smart pill' technologies are sharing information with doctors on whether patients are taking their medicine - without the patients having to tell them. The sharing is automatic, and doesn't require human involvement beyond the initial setup.
http://www.economist.com/node/15276730

It doesn't take much of a thought-experiment to extrapolate that beyond the bounds of medicine, where mood, intellect-ability on that day, energy-levels, movements, etc. can be shared with the appropriate network before the subject is even aware that such things exist.

Geo-marketing (which is ridiculously underused) is part of this, but there are so many more interesting paths that can be taken with it.

For example: When you leave for work, your phone should know what time you left, combine that with what traffic conditions are like that day, and - if you're going to be late or early - alert your boss you'll be late, or let your friends know you'll have 20 minutes to meet at the coffee shop before you begin working.

At what point will social media stop requiring a thought-first approach and become more pre-attentive? That's especially important to companies who want to be 'first' to reach their customer's demands - you'd gain a huge edge if you know what your customers want before they're even aware of it themselves.

Also, that's a genuine question, not just a "Wouldn't it be cool if you talked about this" kind of thing.

FollowtheLawyer
FollowtheLawyer

Woot! Very excited by my runner-up status :)

Looking forward to the webinar and more great discussion.

BTW, you can call me Jay :)

rachaelseda
rachaelseda

@ginidietrich @KaseyCrabtree I wouldn't necessarily break it up into age groups. I have many friends that are reluctant to use Twitter or don't know where to start and on the other side I have a co-worker my moms age that uses Twitter and loves it. I think it depends on the person. But I also think the longer your reluctant to at least try to learn it, the harder & more intimidating it will become to join in.

Great points made by all, love the discussion!

ginidietrich
ginidietrich moderator

@PeterGault You know you can increase the size of the font on your phone screen?!? :) @KaseyCrabtree @FollowtheLawyer I think you're all right on this. I spoke at a Fortune 50 company's marketing retreat last week and I was SHOCKED at how many people aren't using the tools. And these guys are marketers for one of the largest companies in the world. That's why integration of traditional and new is SO important!

KaseyCrabtree
KaseyCrabtree

@ginidietrich @KaseyCrabtree Well I think BOTH of us are very capable, but I have been amazed how many people are still not on FB and do not "get it" (their words). I just think there will be a larger gap of those who do soc media & those who don't, if there isn't a conserted effort to reach out to those not currently using it.

PeterGault
PeterGault

@KaseyCrabtree @ginidietrich & @FollowtheLawyer... Kasey, first you hit a nerve with me, then you made me smile. I initially had a knee jerk reaction to what you posted here. First because I'm well over that 35 mark - well well over. Second because a lot of our clients, while novices, are also well over the 35 mark yet extremely eager to embrace new tech and are very forward thinking.

Then... I thought how cool it would be if my Droid slide out keyboard buttons, selected because I get very annoyed with the touch screen keyboards, were as big as the buttons on my remote. Even though I don't watch much TV ... In fact, just finished watching Scott Pilgrim vs The World with my 14 year old for the 7th time. I LOVE that movie!

So any way... you've got a point here. My eyes aren't what they used to be. More and more I find myself holding my phone at mid arms length just to read my emails. Fact of the matter is - I would totally love to see a tool that allowed me to engage in all the mobile social media work I do.

You've made a very solid point. A tool that was friendlier to my big sausage fingered man hands and my eyes that can no longer decide if I'm near sighted, far sighted or both... Would be quite welcome :)

FollowtheLawyer
FollowtheLawyer

@KaseyCrabtree @ginidietrich Mightn't it be possible that we should leave social media non-participants alone, respect their preferences and choices, and reach them through the modalities they're most comfortable with? Let them come to it -- or not -- in their own time. Not everyone watches TV or reads newspapers, but that doesn't mean they don't understand the medium or don't feel welcome.

De gustibus...

KaseyCrabtree
KaseyCrabtree

@ginidietrich Well I think BOTH of us are an exception to that rule! However, when I step outside of the Soc Media world & speak with other "earth" people, I am amazed how many of them still don't use FB and can't even fathom using twitter. If more and more marketers are moving their messages to social media, there must be a way to reach out to those who are still not participating and make them feel welcome, even if they are reluctant...

ginidietrich
ginidietrich moderator

@johnheaney I think this HAS to be huge! I love Yelp for the very reason that I can be walking down the street and it will give me ratings and reviews, based on where I am. I choose restaurants that way - we'll drive to a neighborhood, open Yelp, and the first restaurant that comes up with high ratings is where we eat. I hope you're right in that it moves to other businesses soon.

ginidietrich
ginidietrich moderator

@Mandy Boyle Hi Mandy! Very interesting point...it's been researched that Gen Y wants to know what the companies that they work for and do business with are doing for the greater good.

PeterGault
PeterGault

@ginidietrich @PeterGault Sure... A couple things on our plate for 2011 is development of a live streaming video show and heavy participation in live streaming platforms like Justin.tv and UStream. Additionally we're working on applying our plan for socially aggregating video for multiple cross-network sharing.

Another project we're working on is a social video live streaming webcam based platform with mobile applications for smart-phone and notepads enabling people to bring their face to the conversation. Folks will be able to watch a feed stream and jump in on conversations where they like. It's a little involved but is looking fairly doable. :-)

ginidietrich
ginidietrich moderator

@PeterGault So give me an example of how you'll use social video in 2011. And I accept your challenge.

hackmanj
hackmanj

@ginidietrich the lines are so blurred these days, I guess anything that facilitates better relationships is in some way a marketing tool. I actually have a post coming out tomorrow about unified communications, I could have copped out and selected that but I think taking the human relationships to the next level is really important. I like how Skype and Facebook really bring people closer, what's next in that evolution? That's what I can't wait to see.

ginidietrich
ginidietrich moderator

@hackmanj Really great point! I think all of the social platforms lead to face time. But do you see that as a marketing trend? It might work...hmmm...

FollowtheLawyer
FollowtheLawyer

@ginidietrich Facebook's M.O. is to throw new features out there, see how the user community reacts, then apologize and promise to do better when they're excoriated by the privacy community. It keeps happening, and users feel more frustrated and trapped. Simultaneously, the usability is neglected and remains a byzantine torture.

We have become dependent on an inadequate and unsatisfying monopoly and stick with it because there are no alternatives -- yet.

While there are significant barriers to entry for like-Facebook-but-better platforms, I can absolutely see shifts in end user behaviors and tastes, (e.g. it's just not fun anymore). In the absence of a 1:1 alternative, the competitors might be third-party niche players that build a following of their own through Facebook then split (Zynga is a clear candidate). Similarly, content distribution SAAS vendors could come out with an alternative engagement model.

ginidietrich
ginidietrich moderator

@FollowtheLawyer Very interesting! So you think, for instance, because Facebook is opt out (instead of opt in), people will get fed up with it and create a competitor?

wabbitoid
wabbitoid

@JocelynRimbey Thanks! I'll assume we're kind of alone in this old thread. :-) I'd love your opinion about a lot of things:

What do people like best about facebook compared to other things like, say, a micro-blog on tumblr or twitter?
If you are posting something once a week or so how do you pick up an old thread - or is it more polite to just let older threads die off and risk having people think you don't pay attention to them?
Is it considered cold to not be too personal, as most people are? For example, I dont' talk about my kids too much because I'm used to being protective of their own personalitites - is that going to seem cold?
If you are a business on facebook does talking about just your business seem too cold and corporate, and thus a breach of etiitquete? What if some of the things you talk about are related to the biz but not directly, ie, "Bartender Josh is getting married!" - is that chatty enough to seem less corporate?
Is it acceptable to always refuse farm/mafia/whatever invites?
Is it better to refuse a friend request or ignore it?

I'm sure there are more, but I'll stop now. This is pretty excessive as it is.

Thanks!

JocelynRimbey
JocelynRimbey

@wabbitoid Well I am more than a part of that "sub-culture", so if you've got questions, ask away!

wabbitoid
wabbitoid

@ginidietrich @JocelynRimbey Ha! But I am trying to learn about the sub-culture of people that use it & how they use it. I owe it to my clients, at least. But I feel like an anthrolpologist taking notes on the fringes of their settlement. :-)

JocelynRimbey
JocelynRimbey

@ginidietrich @wabbitoid Haha, I agree that a one-stop-shop might not be the best option for everyone. Some will be better sticking to that one thing they are good at. But convergence provides an opportunity to simplify things, and I think with all the different emerging forms of technology and software, finding a way to simplify communication is definitely in the future. I look at it as more a simplification process than a one-stop-shop situation.

wabbitoid
wabbitoid

@ginidietrich @JocelynRimbey As of today, I am very sick of facebook trying to monopolize a "one-stop" shop for everything. AOL is dead, folks. I think that while there are some people who like having a one-stop shop it's far too easy to move from one site to another. I don't think that any one site will be able to achieve the monopoly facebook is trying to achieve - and trying to be all things for all people will only dilute their ability to do anything well.

DanielHIndin
DanielHIndin

@HowieG Please send your email to dhindin (at) armentdietrich (dot) com to collect your prize!

Howie Goldfarb
Howie Goldfarb

@FollowtheLawyer @ginidietrich Facebook has two major problems privacy and a horrible cluttered UI and Stream. the Live Feed is what they bet the bank on. But the more things they funnel there the less chance we have of seeing anything. That is why the usage numbers are so low per person on the network. I agree with FollowtheLawyer

FollowtheLawyer
FollowtheLawyer

@ginidietrich @HowieG We're talking about different aspects of the same phenomenon, I think. Facebook's shortcomings will spawn alternative content delivery, application, hosting and visibility/permission models.

Howie Goldfarb
Howie Goldfarb

@ginidietrich @FollowtheLawyer I actually think the networks are stepping stones to integration. Like Email type communication is part of most social websites from Ning to FB to even the DMs on Twitter. I see eventually the devices we use allowing us to connect is assorted ways with whomever we want sunk into the O/S. As for competitors Diaspora is going live later this month. They claim to be a private portable Opt in network. that allows us to keep our stuff and take it anywhere. Instead of photos being On FB's server I think they stay with us. Not quite sure but looking forward to the release. So convergence is coming where social is embedded in everything. But meantime we are still walking.
http://www.joindiaspora.com/2010/10/29/october-update.html

DanielHIndin
DanielHIndin

@TroyCostlow Please send your email to dhindin (at) armentdietrich (dot) com to collect your prize! (I thought I left this for you last week, but somehow I guess it didn't happen.)

PeterGault
PeterGault

@ginidietrich @TroyCostlow What you're talking about here is already being done via social vehicle applications - apps for your cars that talk to other cars via networked data streams and/or already existing lines like OnStar formats for example. In fact, you can go to http://gigaom.com/cleantech/social-networked-cars-the-future-of-connected-vehicles/ and read the article by Katie Fehrenbacher published May of 2010. In this example Katie talks about the Caravan Tracker application created by Team Bob Cat from the U of Michigan.

All a part of the geo-marketing and social vehicle combination. Want to know where your friends are meeting for lunch, dinner, etc... just have the app in your car talk to the app in their car and connect in real time. Kind of cool actually and again - is already on the table - not something we have to wait for ... if you really want it :-)

Howie Goldfarb
Howie Goldfarb

@ginidietrich @TroyCostlow Mobile is one of my areas of focus and expertise. I do not like automation of these things. I like only opt in. I want to go to the mall and call to action know I can access specials etc. Kind of like having all the sunday circulars on my phone. I do not want to go to the mall and have a ton of push marketing. Imagine all 200 stores attacking your phone. Also Satellite does not work inside. Same with Geo Fences. When I go to get milk I don't want my phone ringing with specials. BUT I am 100% for such Opt In services. I want like 4 SQ to be able to tell certain people where I am. But not the world. Similar to my post Gini of being able to custom tailor who sees what.

I bring this up because we all opted in for email offers. Over time the volume go so big we started ingnoring them all. This is going to happen with mobile too. And then the value of the contact s reduced. But its hugely powerful and valuable to a Brand if I reach out first even if its just pressing a button.

ginidietrich
ginidietrich moderator

@TroyCostlow If we can get an app that tells my friends I'm going to be late for drinks (again), I'd buy it! I'm with you that geo-marketing is ridiculously underused. When I tell business leaders about it, they cringe because they're thinking about it, from a consumer's standpoint. They don't think about the possibilities from customer, innovation, or marketing perspectives!

Trackbacks

  1. […] Dietrich (@ginidietrich) of Arment Dietrich ran a contest on her Spin Sucks blog to crowdsource a ninth (she already had eight) social media trend for 2011, all of which will be discussed on a one-hour webinar Dec. […]

  2. […] This post was mentioned on Twitter by Gini Dietrich, Gini Dietrich. Gini Dietrich said: @troycostlow Hey troycostlow, I just mentioned you in my comment on "The Eight 2011 Social Media Trends…Plus One": http://fyre.it/bp […]

  3. […] note: Today’s guest author, Jay Pinkert, a principal with Shatterbox, was a winner of our 9 Marketing Trends for 2011 contest, in which we asked readers to submit the ninth trend for our upcoming webinar of the same name, […]

  4. […] guest author, Troy Costlow, a graduate student who likes books and math, was a winner of our 9 Marketing Trends for 2011 contest, in which we asked readers to submit the ninth trend for our upcoming webinar of the same name, […]

  5. […] it includes some things you won’t expect. Plus it will give you an opportunity to include a trend you think we forgot. So be thinking about what you want to include. We’re going to include the one winning trend […]

  6. […] Dietrich (@ginidietrich) of Arment Dietrich ran a contest on her Spin Sucks blog to crowdsource a ninth (she already had eight) social media trend for 2011, all of which will be discussed on a one-hour webinar Dec. […]

  7. […] before we get started, we’re going to let you choose the ninth trend, just like we did last year, for the chance to win two seats to the trends […]

  8. […] weeks…and it includes some things you won’t expect. Plus it will give you an opportunity to include a trend you think we forgot. So be thinking about what you want to include. We’re going to include the one winning trend in […]

  9. […] weeks…and it includes some things you won’t expect. Plus it will give you an opportunity to include a trend you think we forgot. So be thinking about what you want to include. We’re going to include the one winning trend in […]

  10. […] before we get started, we’re going to let you choose the ninth trend, just like we did last year, for the chance to win two seats to the trends […]