ThingLink is a unique and innovative young company that interlaces images and other content types of in a new and powerful way. As part of our relationship with ThingLink, Pivot Conference has both worked with the ThingLink platform and analyzed its use by major publishers and brands. This report is a distillation of those explorations of ThingLink.
Each year, Pivot takes the pulse of Social Marketing professionals. This year, we found much that remained similar to last year’s survey. But we also uncovered some dramatic shifts in perspective over the past 12 months. In fact, it is fair to say that the fundamental drivers for Social Marketing seem to be utterly transformed.
There has been a lot written recently about a “gap” between the perspectives of Social Consumers and Social Professionals. Companies, and those who lead their Social programs, are in some cases working diligently to generate programs that don’t conform to what consumers say they want.
In fall 2011, the Pivot Conference undertook a two-part study of the state of Social. The purpose of the study was to glean what Social Professionals felt about Social Consumers, their activities today and likely status one year from now and, separately, to gauge the current activities and attitudes of Social Consumers themselves.
At the end of 2011, Social marketing stands at a profound crossroads. Some organizations are finally embracing the importance of social networks and, as a result, increasing investments in creative engagement, marketing, and service programs. Others see the future value, but lag behind in execution. At the vanguard, Social Businesses drive a virtuous cycle of discovery: Their successes in Social marketing lead to new data, which lead to insights, which lead to new and more effective programs as well as the business systems and processes necessary to improve internal and external collaboration.
We are entering the beginning of the end of the destination web as we have known it. Consumers increasingly spend time in social networks and less in their email inboxes and visiting traditional websites. As such, brands continue to race to social media sites in the hopes of connecting with consumers when their attention is focused on conversations relevant to those brands. Part of the challenge however, is earning the attention of consumers not just once, but also building a relationship with them over time.
Social Consumers are expanding beyond the Millennial demographic as social-savvy individuals are migrating from the edge to the center of technology adoption and prowess. This report is reflective of the brand’s eye view on the state and future of social media in 2011 development and execution.
©2013, The Tomorrow Project, LLC