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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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2011新媒体趋势  

2010-12-28 20:52:52|  分类: 默认分类 |  标签: |举报 |字号 订阅

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2011新媒体趋势 - liblog - Liblog 第九传媒


The word directions means several things including: guidance or supervision of action or conduct : an explicit instruction : the line or course on which something is moving or is aimed to move or along which something is pointing or facing and the art and technique of directing a group of people to accomplish an aim.

The marketplace is filled with thousands and thousands of individuals, organizations, products and services all claiming to help other people and organizations with directions on how to use social media.  The problem is that not all directions will take you to the place you want to go.




1 内容不为王的时代   Where Do You Want To Go in 2011 according to Economy Relationship


EMarketer reports that nearly three-quarters of marketers used social media as part of their overall outreach this past year.  That's up from about 60% in 2009.  Next year 80% of marketers will employ social media, eMarketer estimates from third-party survey results.  And  one of those surveys--from Maxymiser--found that social media tied for third in rankings of areas in which companies are spending their online marketing budgets for 2011:

  1. It is easy to build thousands of connections or followers but not so easy to build relevant and relative relationships unless your providing content that is in context to your markets interest.
  2. You can spend hours doing the wrong things and doing them wrong only to waste time and productivity
  3. You can write great content but if it isn’t showing up “where” your market is it won’t produce the results you want.
  4. “How” to use social media isn’t about the technology rather it is about where, when and what conversations add the most value to your market.
  5. If you don’t know “why” your using social media then there is no need to have clear directions aimed at taking you somewhere. A system without an aim produces nothing.
  6. Understanding the lay of the land, the roadblocks, traps, traffic patterns, new roads and where they take you is something that requires knowledge and wisdom. Copying and following doesn’t require either.



2  可衡量和数据的商业价值   5 Social Media Predictions for 2011 according to Conversation Currency

http://thejordanrules.com/IMG/Socom2.png

 

1. Social vetting will catch everyone by surprise.  Google buying Yelp is the game changer that will shake markets to the core.  A market can only be as efficient as its vetting mechanism.  To control vetting is to control a market – ask any despot.  Where the vetting institutions of the old paradigm break down, they will be replaces by social media vetting. Nothing is sacred – the SEC, AMA, Federal Reserve – everything is vulnerable. Google knows this and will usher in an era of social media applications that will completely disrupt the gatekeepers.

2. Everyone says that social media will monetize.  It will, but not like anyone expects.  2011 is the year of the Deep Web; the deep web is the vast universe of unprocessed data that exists like dark matter in the Google-verse.   Social media will monetize around data because data is the only thing that corporation, governments, and other people are willing to pay for.  Google created economic initiatives for legions of entrepreneurs to create information content. The new Deep Web Search engines will create economic incentives for legions of entrepreneurs to create databases.

3. The convergence of data will create the “new monetized innovation economy” defined by the way people interact with data.  Highly localized data that will reflect the knowledge inventory of a community and will be represented by a virtual currency.

4. It will become increasingly apparent that many of the functions of a corporation can be duplicated outside a corporation by new vetted social media applications.  Networks of people will become “corporations” and trade knowledge assets through the trade of virtual currency contracts.

5. Corporations will become technology centric rather than industry centric with open source architecture liberated to armies of diverse entrepreneurs. For example, breakthoughs in one industry will shoot across all industries like iphone apps – especially effective in environmental and “community organization” innovations.  Nothing is sacred.




3. 立足现实的展望 10 Social Media Trends for 2011 according to Star Hall



1. 切客会不会还是浮云? Location-Based Marketing: Location services will grow in popularity as people get more comfortable checking in to a business. This will be the result of enhanced safety features -- such as privacy options that block your location from public view -- and more enticing brand offers.

It's time to acquaint yourself with sites and applications such as Foursquare, Facebook Places and Gowalla. These sites will help you better target prospects' likes and interests, pique interest and influence purchase decisions by offering discounts, promotions or giveaways when they “check in” to your business.

But in China, it will be everyone's guess where Location-Based marketing will head for as the internet giants like Sina, Kaixin001 and Renren.com are entring the market. 

2. 更分众化的视频平台 Video Platforms: YouTube might be one of the largest user-generated video-sharing sites on the Internet today, but other platforms will begin to surface that are more business-focused, easier to market videos on and not as crowded. Sites like Viddler, Vimeo and Dailymotion will gain momentum with a stronger focus on live streaming on sites such as interactive broadcast platform Ustream, or streaming straight from blogs.

3. 短信营销而不是垃圾短信 Text Campaigns: As the mobile arena grows, small businesses will continue to move marketing campaigns to mobile phones.

MessageBuzz and Enowit offer tiered levels of service and free demo accounts that allow you to test a mobile-marketing campaign. Start by incorporating a mobile widget onto your site to help collect mobile numbers through an automated system and create campaigns specific to area codes or regions.

4. 微博的团购化活动  For Cause Tweet-a-thons: A Tweet-a-thon is a fundraising campaign on Twitter for which users encourage their followers to tweet about and donate to a particular charitable cause over a specific period of time. These initiatives will gain in popularity as savvy entrepreneurs capitalize on the relationship-building advantages of social media and the good publicity that comes with giving back.

I recommend you choose a cause for 2011 and keep your campaign simple. An excellent book with how-to information and ideas on how to tweet successfully is Unmarketing: Stop Marketing, Start Engaging by Scott Stratten, president of the marketing firm Unmarketing.

5. 可怜的3G  The Move to Higher Bandwidth (4G): Say goodbye to 3G. The use of higher bandwidth will not only be a necessity but a demand from busy consumers.

Widely becoming recognized with carriers such as Sprint and soon to be Verizon, 4G speed allows marketers to get the message out faster with quicker download times. Jump on this bandwidth wagon early and incorporate it into your 2011 marketing plan.

6. 不解释了 Wordpress-Based Websites: Open source publishing application Wordpress will become the platform of choice. Why? It makes it easier for websites to implement search-engine optimization at little to no cost with plug-ins, which add specific capabilities to software applications.

7. 插件? Plug-ins: The use of plug-ins will proliferate, with thousands of new options surfacing monthly.

An increasingly popular plug-in is Scribe which monitors and scores your keywords and updates to your site automatically to increase results with your search-engine optimization.

8. 点评网站  Review Sites: Websites dedicated to customer reviews will dominate the social media landscape. Consumers want to be heard, and more importantly they want answers. Sites such as Groubal.com, will achieve this by consolidating common user-submitted complaints and presenting those petitions to businesses, demanding answers for their wrongdoings. Consumers are even creating blogs specifically about teaching people how to complain effectively.

This is another reason to monitor conversations about your products and services online. Moving into 2011, make sure you have a plan for how to respond to positive and negative reviews. Remember to respond immediately. Reviews will start to spread like wildfire with these sites.

9. 无需再解释的在线监测 Monitoring Conversations: Show your customers you're listening and responding. Make it a New Year's resolution to set up online monitors for your company.

You can choose social-media dashboards or keyword-alert services. There are paid dashboards such as Radian6 and ObjectiveMarketer as well as free service sites Hootsuite and Tweetdeck. These dashboards not only allow you to monitor but participate in live conversations.

10. 网络PPT  Presentation Platforms: As teleseminars become overused and tired, interactive web seminar platforms will step in to fill that market need.

New presentation platforms such as SlideRocket.com and Prezi.com are incorporating easy-to-build presentation tools with social media, live feeds and video. People online want to see the presenter, not just listen over a bridge line.

Choose your presentation platform for 2011 and make sure that it not only streams well but also allows for immediate interaction and cutting-edge presentation tools.




4  Social Media Trends I Expect to See in 2011 according to Michael White 


2011 Social Media Objectives - Altimeter Group

As the Altimeter Group chart above shows, website integration was a top priority for 46.7% of the companies in the survey. Commenting on this, Jeremiah said:

Social Strategists have deployed social media in existing social networking channels like Facebook, Twitter, and beyond. Yet there’s an inbalance as they’ve joined customers where they are, but have not tied it back to their overall corporate website.

…the first steps will be simple sharing tools, then aggregating discussions from branded communities…

The Rise of Gamification
Gamification is a concept which has been around for a while but this year games such as Farmville have really shown the power behind this kind of social business. I wrote a little post about it last week which has gained some attention. Gamification will continue to grow in the form of more social games being developed/embracing strategic online marketing. Companies will continue to use social networks for games and competitions for their marketing strategies.

Continuation of Social Media Convergence
The problem with social media convergence is that a plugin for a network needs to work very hard to beat the original experience. For example, the new MSN Messenger allows you to view Facebook but needs to work hard to beat the original Facebook interface. Social media will continue to converge. This not only means links from other websites and games but also linkups to mobile devices. Social networks allow a wealth of personal information which is very useful for all sorts of applications. I know this is already happening but again the usage can only increase.

Overlaps with Online Advertising and Social Media
The days of just monitoring CPC (Cost Per Click) or CPM (Cost Per Thousand) are being challenged by engagement. Measuring engagement is difficult and is currently done by monitoring interaction with online advertisements. Online advertising will have a real edge if it can provide a positive interaction with a user and then allow that user to share the advertisement on their social networks.

Geo-tagging and Augmented Reality
I’m not entirely sure if this will happen in 2011 but I really hope it does. The concept of augmented reality geo-tagging would possibly be an evolution from platforms such as FourSquare. Various augmented reality prototype apps have been developed already but none have been refined just yet. Beyond 2011 augmented reality will become a foundation for online advertising and social media engagement in the physical world. Finding it difficult to measure real world sales using social media? Augmented reality could be one of the answers.

Social Commerce
Facebook marketplace is already growing and I believe this trend is only set to continue. We may see other sites appear which allow social commerce, perhaps providing interlinks to already popular social networks. There is definitely a lack for a Twitter social market place for trading locally. Whilst eBay is one form of social commerce, it is not a website which allows you to trade exclusively with friends, family, colleagues and shared contacts.

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