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into Oprah every day, whereas 43 million people play a Zynga game each day. In contrast to advertising on TV, targeted social media campaigns offer brands the ability to deliver relevant messages with precision to specific, highly engaged audiences –0 and present them with compelling offers and instantlyredeemable coupons. In contrast to the “lean back” experience offered in front of the TV, social media brings brands and consumers closer together than ever before. TV watchers may see a brand flash before them on the screen, but game players may see an offer from your brand within a game they are playing, and be offered free game credits for taking a survey, referring a friend, or making an immediate in-game purchase of one of your products. 2. The Groupon effect is here to stay — Consumers today have a “deal mentality”. With the rise of daily deal sites like Groupon, flash sales sites like Gilt, and myriad coupon sites, consumers don’t want to buy a product unless they feel they’ve gotten a great deal on it. What’s more, customers now expect recognition and rewards for spreading the word about deals, discounts, and exclusive opportunities. They don’t just want a good deal, they want an even better deal for promoting deals to others! Most brands now use Twitter and Facebook to publicize deals, and an increasing number are experimenting with Groupon and other deal sites, but future sales belong to marketers who not only publicize their promotions, but reward sharing in real-time so buyers have a strong incentive to spread the word and extend the reach of every campaign. 3. Mobile is social According to Facebook, there are more than 200 million active users currently accessing Facebook through their mobile devices, and these mobile users are twice as active as nonmobile users. With the emergence of location-based services like Foursquare and Facebook Places, the integration of social and mobile is growing ever stronger. Today, not only are we constantly connected via our mobile devices, but as our friends discover content, deals, and discounts, they share them with us – spreading brand campaigns directly from phone-to-phone. People are beginning to expect that relevant content, including advertising, will reach them via the friends or contacts they trust. Some of the fastest-growing segments of mobile marketing include mobile coupons that customers can use by presenting a barcode on their phones to scanned at checkout; iPhone apps that allow price comparison, product searches, and immediate transactions; and Foursquare-type services that allow businesses to reward frequent store visitors with discounts and promotions. The best mobile marketing promotions and content are those that can be shared. 4. Sharing is the new search — While Google will continue to prosper in 2011, the role of “sharing” in how people discover information, deals, and products is changing how we search and what we search for. News finds us. Fun, entertaining content finds us. Deals and discounts find us. In fact, from our own research across Meteor Solutions’ customers, we found that influencers –- those who share your campaigns across their social graph –- can directly influence 40 to 60 percent of all visits to an advertising campaign page. More and more, people will get product information through the social graph –- instead of directly from a brand advertiser. Search will remain the most efficient way for people to find something specific, but sharing will become the most efficient way for relevant, useful, and entertaining content to find us. Marketers need to create campaigns that go beyond interrupting consumers with advertising, and create content that’s highly useful and easily shareable –- such as contests, deals, promotions, inside information, and product reviews. The social graph is creating effective ways for marketers to reach audiences at scale.
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