6. Evolution from executives to experts
Companies have historically relied on a few trusted voices to get their messages out. Logic
Brincando com o céu, dpadua, http://www.flickr.com/photos/imaginarios/493066909/
said get the right person in front of the right media outlet and the masses will become educated. As we know, this logic – in isolation – no longer applies. Today’s consumers are the most media savvy generation in history and their ability to stomach corporate gobbledegook is at an all time low. In 2011, I predict more B2B companies in particular will elevate their subject matter experts to key roles in their communications programs. This will see experts blogging on corporate websites, owning communities in company discussion forums, and acting as company ambassadors in external earned media communities. In time we’ll see people from all business functions playing similar expanded roles in support of their own objectives. This naturally will require changes to job descriptions, coaching and administration – and this is a long term play. My advice is to start with one business function, division or product and build a program around someone with a greater aptitude for social media conversations. Measure their success – learn from the things that didn’t go well – and evolve the campaign around them. It’s PR, Jim, but not as we knew it…
7. There’s no time like the present
2011 will be the year that companies finally accept the fact that the world moves in real time. With search engines incorporating real time data in their results and, thanks to twitter, customers demanding real time responses to their enquiries, many businesses need to change how they prioritize online comments. Unfortunately for some, the catalyst for real time communications is often a rude shock caused by a negative comment or story flaring up online. At a base level, real time social media monitoring (combined with a good understanding of behaviour and online influencers) can help avoid embarrassment and control negative discussions. On the other side of the coin, the opportunity created by the simultaneous publication and notification of content is much more interesting. Real time encourages more dynamic conversations, and makes it easier for to act on information, create new content and work with your customers. Real time communications programs that track social media channels for relevant keywords can create opportunities to delight your customers and identify sales leads.
8. Location is the new black?
Facebook (disclosure: client) put its stamp on location based services in 2010 with the
Map 1735 New France, Map 1735 New France, http://www.flickr.com/photos/24842486@N07/4407438138/
launches of Places and Deals. Foursquare is fighting back and many companies are adding location functionality to their apps and services. Just as twitter broke into the mainstream this year, expect 2011 to be the year of ubiquitous location based services. With Near Field Communications chips built into many mobile devices, expect commerce to add to the growing list of services. While electronic coupons, discounts and ‘mayorships’ have driven participation, will 2011 be the year when LBS shakes off its loyalty program circa-1990 origins and we start to see new ways of using this technology? And will B2B companies find practical ways of using location beyond treasure hunts at trade shows? Or will 2011 be the year that privacy concerns reach a tipping point and people begin to opt out as the available data goes from benevolent (where’s the nearest sushi place?) to big brother (you’re driving too fast and your premiums just went up).
9. Gaming the system
Game mechanics have been part of our lives for some time through things like frequent flyer programs and green stamps. But thanks to the relatively recent mainstream success of check-in apps like Foursquare and Facebook Places, I expect game mechanics to become increasingly common in the workplace and in business applications through 2011 and beyond. Using the fundamental concepts of gaming such as status, interactivity, ‘levelling’-up, rewards for actions, and leaderboards, we should see more and more businesses getting into gaming as a way of rewarding and inspiring customers and employees. Companies such as Reputely, Badgeville and IActionable are helping businesses adopt game mechanics. But are companies doing more than simply adding points or basic rewards for desired actions? Before deciding that game mechanics will help you achieve your objectives, you need to understand your workforce’s or customers’ motivations. More critically, you need to be clear that the behaviours you’re rewarding are the right ones for your business.
10. The big four become BAU
While 2010 was for many businesses a year of social media experimentation, 2011 must
Red Death, Tiberiu Ana, http://www.flickr.com/photos/txberiu/2414778448/
be the year of action. Specifically, consolidation on the so-called ‘Big Four’ social media properties of twitter, Facebook, YouTube and LinkedIn. Not so long ago, these were cloaked in mystery, the playthings of the tech elite. I’d suggest that by the end of 2011 brands will be distinguished if they don’t have a presence in these ‘Big Four’ social media sites – much as brands 10 years ago would be called out if they didn’t have websites. The ‘Big Four’ have become mainstream and your customers expect to find you there. If, by the end of 2011, you’re not in these places, I’d suggest you will struggle against competitors who understand the game has changed forever. Tough thing is, you also need to experiment with things like location or game mechanics or expert programs or application development. Net-net, creating and maintaining compelling ‘Big Four’ social media presences is quite simply the non-negotiable point of entry in 2011.