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I want to start by sharing a little bit about myself.I work at Ryerson University in the capacity of Digital Community Facilitator.I help to raise levels of social media and digital technology proficiency across the administration, with the end goal of helping the institution form deeper relationships with students and the larger community.Working in this capacity affords me the unique ability to be fully immersed in this world, with my eyes and ears to a constant stream of incoming students. My challenge is helping the administration stay abreast of industry trends, anticipate where our students are going to be, and hedge bets on the technology of tomorrow.
A large part of what enables me to be successful in this job is understanding what’s happening with students at a sociological and a behavioral level. Understand the landscape – maturity.That means reading into pop culture, staying abreast of industry trends, studying interactions, so on and so forth.Ihave to look at trends like Harlem Shake and read into them. What does it mean? What does it say about technology, culture and the future?I love these videos, yes they are done ad nauseum, but I see this trend as the ability for the masses to participate in an accessible, viral phenomenon. It’s easy, it’s quick, it’s silly, and it speaks volumes to where we’re going with our technology and as a people.Not to be alarmed though.
But when you’ve got such a dynamic, rapidly evolving population and industry, how do you know where to put your eggs?That requires me to drill deeper and identify constants.What are some factors that will be constant over the year (and beyond)?I watched the PS4 launch tonight, and they modeled the presentation and the release after five pillars:Simple, Immediate, Social, Integrated and Personalized.Simple, Immediate, Social, Integrated, PersonalizeKeep that in mind as we go forward.
In the brief year and a bit I’ve been working in this capacity, here are some things I’ve identified as constants, trends to expect in 2013 and some beyond.
The first the prevalence of mobile devices and the increased use of them. Cellphones outnumbered humans this past year. Two years ago text messaging outnumbered calls. This is no longer just a device to communicate via text and voice however. It’s a viewfinder. It’s an apparatus to author stories and participate in a larger social fabric. Brands and developers HAVE to consider mobile.
With the prevalence of mobile and the maturity of social media, we now have unique data sets previously unavailable to any generation. Human behavior and personalities are mapped in ways that haven’t before. We know where people go, what they like, what they eat, what they think at a very intimate, personal level. And we have clusters of this data. Further, we’ve indexed nearly every indexable piece of information on the planet, and there’s still more.But what do we do with all this data? You’re going to see more brands manipulate this data in unique ways. The NBA recently launched a stats tool that is impressive.
Twitter is going to start personalizing your feed based on an algorithm. The algorithm takes into account the following factors:Influence, Engagement, Alignment, Gravity, Interests.Facebook’s graph search is another example.--Influence: A measure of how influential the person tweeting is, based on the ratio of followers to following, the regular number of retweets he/she gets, mentions and favorites received, how influential his/her followers are and how often he/she is added to Twitter lists.Engagement: How often you engage with the tweeter in the form of mentions, retweets and favorites.Alignment: How closely the tweeter resembles you, based on your bio, geographic area, the lists you follow and the lists you both appear on.Gravity: How often that particular tweet has been retweeted and favorited.Your Interests: If the topic of the tweet is of interest to you, based on your previous tweets, retweets, favorites and hashtags.
Who remembers this scene from Minority Report?Over all, marketing is going to make personalization a priority.Marissa Meyer, CEO of Yahoo! Is pushign hard for it. Brands like Diesel are already using it.The Semantic Web, an internet that makes decisions for you, is here.
Google+ becomes the central hub for managing your “official” online presence in the eyes of Google.Business will want to see the advantages as Google increases its suite of advantages.It’s the place to manage your local business presence within the Google ecosystem.
While growth in North American has slowed dramatically, in other parts of the world the social media boom as just kicked off.Asia Pacfic is ripe for opportunity. I was lucky to be in Dubai this past January.SinaWeibo has doubled its base to 400 million users in just one year.
Pinterest, Instagram, Vine, Instagram Grows Bigger.Unique ways of telling stories.It’s snackable content.Instagram has grown at a rate higher than any other network.
"Campaigns" fade out, real-time marketing is in.- Oreo Superbowl
No single social media site is the Holy Grail. Experiment with a few sites, determine where your audience hangs out, and focus on a few that are the best fit for your company.There’s only so much time in the day, and the noise is deagening.It makes more sense to have a solid presence in one or two channels than to try and dominate every single platform.Find out where your fans are.
According to a 2012 report by Adobe, a whopping 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social media marketing.
More industries get serious.Financial, legal, accounting, medical.They invest in social and digital to meet the expecations and experiences of today’s connected consumer.You’ll see thought leaders emerge.
Focus should be on creating really high quality, original content that is social consumed and shared.Social media does not replace SEO. The two marketing strategies work better when they're together.
Exciting new ways to interact
Bringing it all back, even if Sony’s Playstation 4 doesn’t hit the mark, it still got the combination of factors that will govern trends and development.
#InboundTO: Anticipating Social Media Trends In 2013 (And Beyond)
A Few Things That Will RemainConstant In 2013 (And Beyond)