In summary, Scissons simplifies as see below:
Five things Marketers should be thinking about:
- Facebook reinvents search as IPO nears
- Marketers will want objective, third party measurement. Facebook will not set the benchmarks
- Facebook tabs will be murdered in broad daylight by social applications and the timeline.
- Managing scale, cost, and consistency of applications will be funded by leading marketers.
- Data, privacy, and compliance become larger issues.
So what’s a marketer to do?
- Speak to CMO, ensure they are planning globally
- Don’t write social media plan on brand by brand basis
- Plan solid offense (creative ideas) and defense (measurement/compliance, etc) as IT won’t have budget in 2012
- Plan for social always being “on”, staff appropriately
- Align KPI’s regionally, globally
- Be flexible for quick opportunities of new opportunities
Personally while working with agencies, I have noticed an increase in social awareness and execution. Often I see clients asking what and how, and the question always ends with “besides Facebook.” I think it’s so easy and reliable as a social strategy to depend on this brand but if you really step back and consider what social is about, I don’t think it should ever be a linear, concrete plan. Scissons emphasis on adaptability I think is the most essential, along with compliance and funding as they drive the business though necessity.
Also, he opens up the article by highlighting that social is a forward thinking initiative versus looking in the rearview, I both agree and disagree with this. I believe that success in new objectives requires innovation and the willingness to both succeed or fail in big ways. That seems to be the risk with social, there’s no true way of knowing what users will want to share and interact with, all we can do is make it as enticing as possible by following some of the tips above. In addition, Scissons touched on staffing which I hadn’t really given too much thought on besides planning and design technicalities. However, upon further thought, I can see the value in dedicating a staff to this as if part of a plan is getting traction, there should be people lending themselves to the success or optimizations of the social elements.
How does Facebook play in this? Well there’s no doubt in their strengths, but I think having a more versitile plan as apps and sharing matures, will be the best bet.
How do you think advertisers, agencies, and marketers will change in 2012? Do you think that more brands will take risks, or do you think they’ll wait for the data to prove and continue to lean on what’s worked looking back?