Guest post by Mark Drapeau
For a good part of my career, I was a scientist researching how animal behavior is controlled by genes and neurons. Desiring something more, I got a terrific fellowship from the scientific society AAAS in 2006 and was able to conduct science and technology policy research at the Department of Defense for a few years. That experience opened my eyes to everything from the inner workings of the military, to how the government purchases goods and services, to how social technology is changing how the government conducts its operations.
Every year closes with summaries of the top stories as well the predictions for the year ahead. Heading into Twenty-Ten, I contributed to several prediction roundups including Junta42, ContactCenterWorld, ZDNet, among others. What I didn’t do however, is write about the endless predictions for the future of marketing, media, business, et al. While there were many excellent contributions, I focused on other writing priorities.
In 2010, Social Media will rapidly escalate from novelty or perceived necessity to an integrated and strategic business communications, service, and information community and ecosystem. Our experiences and education will foster growth and propel us through each stage of the Social Media Marketing evolution.
As MarketingSherpa observes, “2010 is the year where social media marketers gain the experience required to advance from novice to competent practitioner capable of achieving social marketing objectives and proving ROI.”
In July 2009, experts predicted that advertising on Facebook would surpass MySpace by 2011. What represents a tectonic shift in social media spend is now anticipated in twenty-ten (2010).
A new report published by eMarketer, “Social Network Ad Spending: 2010 Outlook” documents the major shifts in social network advertising spending that emerged in 2009 and will ultimately unfold in 2010.
eMarketer observes that Facebook is becoming the premier destination for marketers in the U.S. as well as many worldwide markets. At 350 million users, its momentum appears unstoppable.
Social Media impacts every business, every brand, and in doing so, connects a network of distributed communities of influence, making the world a much smaller place in the process. Small businesses are in fact at an advantage in Social Media Marketing as they can focus on hyper-local activity that can offer immediate rewards or at the very least, the real-time feedback or lack thereof says everything about next steps.
From intent to purpose…
Good friend Jeremiah Owyang recently wondered whether or not the real-time Web was fast enough to keep pace with our insatiable appetites for information and connectivity. As such, Jeremiah introduced the emergence of what he refers to as the “Intention Web.”
With event planning features, like Facebook events, upcoming.org, we’re starting to see people make explicitly public remarks on what they want to do, when, and with who. Welcome plancast.com a startup by Mark Hendrickson formerly of Techcrunch who created this simple website that allows people to broadcast what they plan to do next using Twitter or Facebook.
I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business.
“Those who cannot remember the past are condemned to repeat it.”
- George Santayana, Life of Reason, Reason in Common Sense, 1905
A few years ago, I was part of a dedicated group of people who worked together to establish Social Media as an official stage in the progression of New Media. An evolution that is well documented and a conversation still continues today.
As referenced in the original Social Media Manifesto published in June 2007, “Monologue has given way to dialog.”
Source: Shutterstock (edited)
As the flame of 2009 flickered into the history books, Facebook celebrated its rise to 350 million users and certain dominance in the U.S. social networking market. However, in December, analysts questioned whether or not Facebook was losing its cool as time spent on the popular social network dropped three consecutive months among 18-24 year old users. Experts feared that the “family effect” was having a negative impact within this highly coveted demographic.
As I observed:
Social Media is fundamentally transformative and is rapidly evolving the architecture of business, communications, and the dissemination of information and influence.
Today, there are businesses that engage in social media and those that do not. Those at least experimenting with the formidable, yet shifting landscape of intelligence and communication are learning how to adapt and connect in a new world of conversation, networking, and influence. Those that have yet to evaluate the opportunities and advantages for socialized marketing, service, sales, and branding will find it increasingly difficult to learn, adapt, and magnetize customers, prospects as well as their influencers.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.