If you read enough blog posts about social media, you quickly will see a common thread that runs through it. “Write great content” is a mantra in marketing circles these days.
It’s that time of year again! Social media and marketing experts across the globe are trotting out their lists of prognostications for the coming year. There’s lots of great advice out there year-round, but somehow this time of year makes us all highly reflective. And there’s so much out there. We thought we’d take a few minutes to summarize some of what we’re finding and reading.
Marketing Profs: Top 5 Marketing Trends for 2012
- Dealing with “Big Data”
- Marketing automation leading to more complete customer profiles
- Improved customer intelligence revealing marketing opportunities
- A renewed interest in the customer lifecycle
- Right-time multichannel marketing lets marketers sell what customers want, when they want it, how they want it
Social Media Explorer: FIVE SOCIAL MEDIA TRENDS FOR 2012
- Content Marketing (it’s amazing people are still talking about this as though it was just invented)
- Social Media Influence makes its way into discussions in the c-suite
- Increased integration between marketing, technology and data (i.e. mobile)
- Legal crackdown on blogger giveaways
- Social connections used for more than just measuring influence
B2C Community: Top 5 Inbound Marketing Trends for 2012
- The rise of personalized marketing as mobile and local collide
- Faster real-time analytics leading to more agile marketing
- More channels = more need for channel integration
- More cloud services (SaaS) options for marketers
- The unchained (mobile) consumer
Only one big trend noticed here: Many marketers still don’t have a good sense of ROI that social is offering, but many are confident it will yield a result (eventually).
Social Meida Today: PR, Communication, and Marketing Trends 2011
Got a prediction for next year? Let’s hear it! Leave it in the comments or on our Facebook page.
“To any CEO who’s skeptical at all: You have to. You have to create a social enterprise today. You have to be totally connected to everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years.”
–Angela Ahrendts, CEO, Burberry
It’s great to hear a quote like this coming from the CEO of a top fashion brand–and not just a social media evangelist. It was a key highlight of this video put together by Burberry and Salesforce.com, highlighting what the 100-year-old brand is doing to connect with customers online.
If a brand this old take these bold steps to declare itself a social enterprise, why do so many other companies still grapple with social media? Granted, most know that they need to be social, but they fall down when it comes to actually being social. This begs the question: If Burberry says they get it, can they prove it?
The answer is: Yes. And No. Here’s some fun things they’ve done on social in just the past few days:
- Livestream a live fashion show on Facebook (livestreaming is one of our favorite things to do, by the way)
- Ask people about the weather where they live on Twitter (sounds banal, but not when you consider their trench coats are wildly popular)
- Crowdsource a collection of customers pics at artofthetrench.com
The one thing that really bugged us, however, is the main Burberry website. There’s lots of social integration throughout, including “Like” and Share buttons on each individual piece of clothing showcased, but there’s no way to find where they are on various social networks. You might argue that with a brand with such a strong following doesn’t need this. But there’s no way to know if Burberry is on other networks besides Twitter and Facebook.