In brief: social media in 2013, invest in your customers, content marketing is a continuous process, “lean social”, music of the stars
1. Social Media Predictions for 2013
A presentation wherein thought leaders answer the following questions:
- What is the one social media behavior you would like to see more of in 2013? What needs to stop?
- What social media channel do you feel is primed to grow its audience base the most in 2013 and which one may disappear?
- Which social media metric is the most overrated? Which metric is most underrated?
- Can you share your best advice for a brand to connect with their audience on a one-on-one level? Eg.: create a real, lasting and meaningful connection.
2. Invest in Your Customers More Than Your Brand
The question your business you should be asking is not “How can we advertise, promote, and market ourselves better to our customers?” but “What can we do for our customers that’s better than advertising, promoting, and marketing?”
Easier said than done, but there is no other way than to adapt. Traditional models of advertising, promotion, marketing and branding have been disrupted by consumers’ adaption of social and digital technologies. You, as a consumer yourself, know this to be true. Companies and organisations – big or small – that invest in making customers more valuable for the business by helping them become smarter, well-informed, and more capable of better decisions are the ones that can adapt to the disruption and rebuild themselves.
3. Change and the Content Marketing Continuum
Just like with social (media) strategy, content marketing strategy should be designed as a continuous process from the inside out, not just one-off campaigns. Any response to change must be taken in light of the business objectives. How are these changes impacting what is relevant for our market? Is it fundamentally changing our audience’s pains and preferences? If not, what kind of change is needed to align our content marketing strategy? And the answer to this is not necessarily disposing your ‘old’ strategy in lieu of a new one.
4. Lean social means no paving the cowpaths
Yes to ‘lean social’! The notion of social business can be overwhelming, but the right approach is not to just put a “thin social veneer on top of the established business processes without reflecting on how those processes might or should be recast in light of social principles.” Don’t go for a band-aid solution. Go ‘lean social’. The Lean Start-up principles apply here perfectly:
- Work fast
- Minimize waste
- Expose ideas to real people early and often
- Test hypothesis
- Iterate in response to feedback
- Scale successes
5. Wheel of stars
“There is geometry in the humming of the strings. There is music in the spacing of the spheres.” – Pythagoras
Here’s an attempt to capture the “music of the spheres”. Or in simpler terms, a music box made out of the movement of stars. They sing to us, our celestial mothers and fathers. They sing.
[Nothing to do with social business, but too wondrous a symphony not to share.]