Page 6 - Trends 2013

SOCIAL MEDIA

A pivotal year

for social:

Brands can

only survive

if the people

and networks

love them!

The web in all its diversity has become a new stage of Only the really good ones make it
life as nothing is more humane than what happens in
social networks. More than ever, especially for 2013, it The Internet is like a giant, public panel discussion. Ob-
means for brands that they can only survive if the peo- scure cover-ups and marketing lies are a phase-out
ple and networks love them. model in this scenario and inferiority gets ruthlessly
rejected. Not only the figures, but the moral balance
Just as in the past we met at the market or in the pub, must be spot-on in the future. The new business man-
today we are meeting on the web. Those who drew the tra is being “really good” so that people spread the
curtains up, so that we could look into their apartment word of your commitment!
once, are now granting us insight into their sanctum via
webcam. The usual gossip is now taking place on opin- Or in other words: whoever plausibly helps to make the
ion portals, chat rooms and forums. world a little bit better, will achieve the best results in
the future.
On the Internet we also find all the little things that make
us so human: personal vanity (ego-surfing and likes), Years ago, the market players could still spread their
the desire for attention and recognition (rankings), and a advertising rubbish nonchalantly out into the world. But
high talkativeness (blogs, Twitter, YouTube, etc.). today everything you do produces a public response. If
it is negative, it can sensitively harm your image and
Like in a village, where everyone knows and controls turnover. And even if it is positive, companies need to
everyone, and therefore a person’s behavior has huge moderate. Digital word of mouth has become almost
implications on the individual perception, social control something like a civic duty.
is taking place worldwide on the social web.
The biggest recommendation engine that ever existed
It always responds emotionally, like the people that rep- is called social web. Thus, listening to the people in
resent it, which means thumbs up or thumbs down, cyberspace and to act accordingly is the most im-
without much mercy. And offers are only worth some- portant obligation of a company nowadays.
thing if they have active support of potential friends,
fans and supporters, as people always watch what oth- In such a scenario only products, services, and brands
ers like and are geared to. can survive:
• which people find meaningful and useful;
There are opinion portals, user forums, reviews, press • which the own network and / or the public adores;
releases, word of mouth and referrals that are playing • which someone can "fall in love" with.
an increasingly important role. These so-called "earned
touchpoints" are useful, as they can’t be bought, but Whoever can fulfill these expectations can automatical-
have to be earned instead. Google calls them the "Zero ly gain a good reputation, loyalty, valuable new busi-
Moments of Truth" (ZMOT), as acquisition compliant ness, and ultimately profit. Fact is that the truth sells
customers decide decisively as the new marketers best and being proficient is crucial.
about the future of a company.

6 Trends 2013 - Asian e-Marketing 2013 in retrospect