EyeTraffic Media’s Andrew Bates reviews some of the social networking trends to watch in 2011
Andrew Bates
Social Media Practice Lead
As we say goodbye to 2010, I am thankful to be a part of the social networking phenomenon. During this last year we have seen major brands dump traditional expensive tactics like super bowl ads in favor of online grassroots campaigns. Facebook exceeded 500 million users in July of this year and even passed Google at times as the most visited site. Social media also showed value in times of disaster in 2010 becoming the primary communications and news resource during the Haiti earthquake. This year location based services hit their stride with Foursquare, Gowalla and Facebook Places in the lead.
Now that social media has had a few years to prove itself in multiple areas including business and politics, the mainstream is now seeing the relevance and opportunity. As we come into 2011, here are some of the things I’m eager to watch:
Monetizing Social Media
The digital media advertising has been great for Facebook and has become a new alternative to the traditional channels and usual sites. Now Facebook is quietly testing Facebook Credits as a micro payment system. Soon users will likely become comfortable making purchases from their favorite brands through this platform. Twitter also rolled out promoted tweets in ’10, but we have yet to hear the major successes.
Group Buying
Another but exciting piece of social media ROI is group buying. Sites like Groupon have just begun to show us what they can do. Over all web presences, advertisers are going to ride the wave and seek news ways to encourage buyers to share deals with their friends.
Mobile and LBS
The mobile vs. tablet war that is brewing is going to drive fierce competition and frequent innovations. The location based services allow for geotargeting on a whole new level, and will lead to new marketing tactics for brick and mortar businesses. Ads in mobile apps will likely change to match our location. QR codes on posters outside of restaurants and local stores will invite us in with promotions that ensure we will pass them on. Businesses will continue to reward frequent visitors with new ways to keep us coming back.
Taking it Offline
Our industry is very familiar with the average tweetup and we flock in droves to industry events. I am most excited for SXSW in March. Noting replaces the value gained by speaking face to face. With the growth of LBS advertising, I am sure we will see business capitalize more on using online to drive offline success.
2011 will be a year filled with technological innovations, evolving tactics and more measurable social media success. Grab your mobile, log on to your favorite social networks and check in at your favorite retailiers. We will drive the growth of this industry with our continued participation.
