Increase in social corporate campaigns with a message
Posted: Thu May 29, 2025 5:30 am
More outspoken consumers
Consumers are also becoming more vocal, which is accelerating the evolution of engagement. They are increasingly talking about their experiences with brands on social media instead of just listening to their messages. And then they are not talking about discounts, special promotions or something like that, but about what attracts or repels them about the organization and the experiences they have with it.
More and more channels
social channels
In addition, the number of social platforms through which consumers communicate about and with those organizations and brands continues to grow (think of the meteoric rise of Pinterest in 2012). And where in the pre-social media era it was the broadcasters that determined the preferred media channel, it is now the consumers who determine when and on which social platforms which types of conversations take place.
Social business is becoming even more important
In 2013, organizations will therefore look for new and better ways to use relevant information that list to data can be obtained from the growing engagement of consumers. Information that they then use to actually increase their added value for consumers and that in this way serves as input for future marketing activities. They will have to follow consumers on the social platforms that they use. In short, social marketing strategies and the implementation of the associated systems and processes throughout the organization are becoming increasingly important for all organizations!
2. Marketing turns 180 degrees
Consumers are the marketers of tomorrow. People increasingly believe less what organizations and brands say about themselves, their products and services. At the same time, we share experiences with each other via social media (especially on mobile devices) almost 24/7. And we share everything; news, information and our opinion about it, photos and updates of all kinds of private matters, work-related issues and experiences with and opinions about all kinds of organizations, brands and products.
Dialogue Marketing
conversationsIn this experience economy, there is less and less room for traditional marketing and communication methods. Marketing strategies focused on one-way traffic are at odds with the social shift that is taking place under the influence of social media and mobile developments. More and more organizations are therefore definitely moving from monologue to dialogue marketing in 2013.
More and more companies will see a shift from 'everything revolves around us' to 'everything revolves around them'. These are not changes that will happen easily. This development challenges marketers and agencies to develop new models. The campaigns of 2013 need a fully integrated social strategy more than ever and will focus primarily on relevance for the consumer instead of directly on objectives of the organization itself such as awareness or transactions.
3. Social influence: from 'likes' to incentive-driven recommendations
As mentioned, consumers are the marketers of tomorrow. In other words, consumers market products and services to consumers by sharing experiences and content. And people are going to do that sharing more and more. Brands and organizations follow the consumers in this development and will increasingly develop marketing strategies in 2013 that are focused on that sharing.
Shareable marketing
Shareable marketingMarketers are increasingly responding to this (online) behavioral development. Where in recent years they mainly based the use of social media on viral marketing strategies, we are increasingly seeing examples of shareable marketing strategies: strategies aimed at sharing branded content.
To stimulate that sharing, many marketers will fall back on an old trick that they know well: rewarding. The sharing consumer is rewarded for her marketing activities. A “like” alone is no longer enough, that is at best only a fan. And with all the like & win actions, the question is how valuable those groups of fans are.
Focus on promoters instead of fans: microtargeting
Marketers are going to redefine the value of fans. A fan is nice and may flatter the ego of the brand or the marketer, but a promoter has real added value as a marketer. In 2013, a change can be expected from pay per like to incentive-driven recommendations . With this development, the importance of microtargeting is also growing .
As a marketer, you will get to know almost all your fans in order to be able to offer personal and relevant incentives and thus entice them to recommendations via their social networks. At least, if you want to turn them into promoters for your brand via incentives. A good example of this is of course KLM, who regularly surprises their passengers with nice things. Simply because according to KLM that “says more than a tweet”.
KLM Happy Holidays
KLM surprises its passengers with Christmas presents
4. Social commerce is gaining importance: Location Based Services and QR codes
The focus on social recommendations is also changing e-commerce and m-commerce . With the rapid developments in mobile, consumers are increasingly using the internet in the store for purchasing decisions. Online social recommendations are playing an increasingly important role in this and are thus having a direct impact on the offline purchasing behavior of consumers.
Shops will increasingly use resources to get online information to offline locations. Think of better and broader use of location-based services such as Foursquare and techniques such as QR codes . Near Field Communication will also play a role in some larger retail chains in the coming year. The development of social commerce via mobile will finally give an impulse to mobile payments.
5. Quality branded content becomes leading
contentSince the beginning of the internet, advertisers have been using the medium as a means to reach their target audiences. Display advertising was one of the most important ways for many brands to send their messages to their target audience online. In the coming years, an increasing share of the online media budget will shift from display advertising to social advertising with sponsored content.
This means that valuable and relevant content will be an important factor for success, which ideally is also offered in a personalized way. In addition, the way in which organizations work on SEO will also change. The time of tricks and content to score on certain keywords is over and makes way for qualitative content, which emphasizes the authenticity of the brand, shows that the brand understands its fans and friends and encourages interactions instead of just transactions.
We have already established that people's trust in brands, organizations, governments and institutions has declined significantly and is still declining. The economic climate since the start of the financial crisis in 2008 has created a growing feeling that we have been deliberately fooled for years by organizations and institutions for selfish reasons such as power and shameless self-enrichment.
People feel cheated and fooled by the big corporations and governments, are increasingly turning their backs on them and are looking for local, smaller-scale and authentic companies that work from a passion, instead of just shareholder value, turnover maximization and profit-seeking.
And with consumers becoming more outspoken, combined with greater involvement through social media, the reputations of corporate organizations and institutions are under great strain. Losing the trust of a few customers is one thing, but a reputation that is shattered through social media is killing for those organizations.
Authenticity & do good campaigns
In order to halt this development and, if possible, regain some trust and build a more positive reputation, more and more corporate organisations will resort to campaigns in which they package a message to make the world more beautiful, better or more sustainable. So-called “do good” campaigns.
Consumers are also becoming more vocal, which is accelerating the evolution of engagement. They are increasingly talking about their experiences with brands on social media instead of just listening to their messages. And then they are not talking about discounts, special promotions or something like that, but about what attracts or repels them about the organization and the experiences they have with it.
More and more channels
social channels
In addition, the number of social platforms through which consumers communicate about and with those organizations and brands continues to grow (think of the meteoric rise of Pinterest in 2012). And where in the pre-social media era it was the broadcasters that determined the preferred media channel, it is now the consumers who determine when and on which social platforms which types of conversations take place.
Social business is becoming even more important
In 2013, organizations will therefore look for new and better ways to use relevant information that list to data can be obtained from the growing engagement of consumers. Information that they then use to actually increase their added value for consumers and that in this way serves as input for future marketing activities. They will have to follow consumers on the social platforms that they use. In short, social marketing strategies and the implementation of the associated systems and processes throughout the organization are becoming increasingly important for all organizations!
2. Marketing turns 180 degrees
Consumers are the marketers of tomorrow. People increasingly believe less what organizations and brands say about themselves, their products and services. At the same time, we share experiences with each other via social media (especially on mobile devices) almost 24/7. And we share everything; news, information and our opinion about it, photos and updates of all kinds of private matters, work-related issues and experiences with and opinions about all kinds of organizations, brands and products.
Dialogue Marketing
conversationsIn this experience economy, there is less and less room for traditional marketing and communication methods. Marketing strategies focused on one-way traffic are at odds with the social shift that is taking place under the influence of social media and mobile developments. More and more organizations are therefore definitely moving from monologue to dialogue marketing in 2013.
More and more companies will see a shift from 'everything revolves around us' to 'everything revolves around them'. These are not changes that will happen easily. This development challenges marketers and agencies to develop new models. The campaigns of 2013 need a fully integrated social strategy more than ever and will focus primarily on relevance for the consumer instead of directly on objectives of the organization itself such as awareness or transactions.
3. Social influence: from 'likes' to incentive-driven recommendations
As mentioned, consumers are the marketers of tomorrow. In other words, consumers market products and services to consumers by sharing experiences and content. And people are going to do that sharing more and more. Brands and organizations follow the consumers in this development and will increasingly develop marketing strategies in 2013 that are focused on that sharing.
Shareable marketing
Shareable marketingMarketers are increasingly responding to this (online) behavioral development. Where in recent years they mainly based the use of social media on viral marketing strategies, we are increasingly seeing examples of shareable marketing strategies: strategies aimed at sharing branded content.
To stimulate that sharing, many marketers will fall back on an old trick that they know well: rewarding. The sharing consumer is rewarded for her marketing activities. A “like” alone is no longer enough, that is at best only a fan. And with all the like & win actions, the question is how valuable those groups of fans are.
Focus on promoters instead of fans: microtargeting
Marketers are going to redefine the value of fans. A fan is nice and may flatter the ego of the brand or the marketer, but a promoter has real added value as a marketer. In 2013, a change can be expected from pay per like to incentive-driven recommendations . With this development, the importance of microtargeting is also growing .
As a marketer, you will get to know almost all your fans in order to be able to offer personal and relevant incentives and thus entice them to recommendations via their social networks. At least, if you want to turn them into promoters for your brand via incentives. A good example of this is of course KLM, who regularly surprises their passengers with nice things. Simply because according to KLM that “says more than a tweet”.
KLM Happy Holidays
KLM surprises its passengers with Christmas presents
4. Social commerce is gaining importance: Location Based Services and QR codes
The focus on social recommendations is also changing e-commerce and m-commerce . With the rapid developments in mobile, consumers are increasingly using the internet in the store for purchasing decisions. Online social recommendations are playing an increasingly important role in this and are thus having a direct impact on the offline purchasing behavior of consumers.
Shops will increasingly use resources to get online information to offline locations. Think of better and broader use of location-based services such as Foursquare and techniques such as QR codes . Near Field Communication will also play a role in some larger retail chains in the coming year. The development of social commerce via mobile will finally give an impulse to mobile payments.
5. Quality branded content becomes leading
contentSince the beginning of the internet, advertisers have been using the medium as a means to reach their target audiences. Display advertising was one of the most important ways for many brands to send their messages to their target audience online. In the coming years, an increasing share of the online media budget will shift from display advertising to social advertising with sponsored content.
This means that valuable and relevant content will be an important factor for success, which ideally is also offered in a personalized way. In addition, the way in which organizations work on SEO will also change. The time of tricks and content to score on certain keywords is over and makes way for qualitative content, which emphasizes the authenticity of the brand, shows that the brand understands its fans and friends and encourages interactions instead of just transactions.
We have already established that people's trust in brands, organizations, governments and institutions has declined significantly and is still declining. The economic climate since the start of the financial crisis in 2008 has created a growing feeling that we have been deliberately fooled for years by organizations and institutions for selfish reasons such as power and shameless self-enrichment.
People feel cheated and fooled by the big corporations and governments, are increasingly turning their backs on them and are looking for local, smaller-scale and authentic companies that work from a passion, instead of just shareholder value, turnover maximization and profit-seeking.
And with consumers becoming more outspoken, combined with greater involvement through social media, the reputations of corporate organizations and institutions are under great strain. Losing the trust of a few customers is one thing, but a reputation that is shattered through social media is killing for those organizations.
Authenticity & do good campaigns
In order to halt this development and, if possible, regain some trust and build a more positive reputation, more and more corporate organisations will resort to campaigns in which they package a message to make the world more beautiful, better or more sustainable. So-called “do good” campaigns.