Blog Post:In many ways, I think this was the week that marked a shift in the social media industry in the UK. We’ve had the excitement of Social Media Week London and I’ve been judging of The Drum’s Social Buzz awards, looking at the best work produced this year by some of the country’s top agencies. All this week at Adobe we’ve also been monitoring every conversation on Twitter using the hashtag #SMWLDN, in order to see what everyone has been talking about. After looking at the data and reflecting on everything that’s been discussed, we’ve noticed some pretty important trends… In previous years, conversations across the social web during social media week have focused on just Twitter and Facebook, with a few nods to whatever shiny new platform seemed most exciting at the time. Almost all the case studies were Facebook campaigns, and topics such as ROI and buying fans seemed to dominate conversations. Three things seem to have changed this year: 1. Brands are not focusing on one platform anymore In previous years, the most successful campaigns focused on just one platform. This year, many of the most successful social brands that we’ve heard from have been running fully integrated campaigns across multiple platforms at the same time. More importantly, we are seeing a shift towards data driven content. Instead of pushing out content that a brand thinks will get good engagement (like in years past the past), brands are looking to data sources to discover what their audiences actually want to see - and on which platform. 2. Social media professionals have realised that you CAN measure ROI …and by ROI we mean Return on Investment, not Return on Impressions, Influence or Interactions or any other marketing related term beginning with “I”. There were a few sighs when somebody said you can’t measure ROI and we should talk about ROR instead (Return on Relationship). That feisty debate was soon put to bed, partly thanks to the provocative (if slightly offensive blog) Thisisnotaninsight, which seemed to be responsible for many of the Tumblr mentions during the week. 3. Big digital agencies have not only caught up with “social media” agencies but in many cases are now doing a much better job. Many large agencies have been working with digital and traditional media for a long time, so it was refreshing to see talk of metrics measuring advertising recall and brand preference alongside engagement metrics and sales figures. Measuring social media against traditional media such as TV and press is a huge step forward for our industry. The reason that this is such a big deal is because it feels like “social media” has evolved into “social business”. No longer pushing out content to an audience (like traditional media such as print or TV), social is now driving more two-way conversations that are being proven to add real value to a business. This is an important shift because it highlights that the most successful brands are not working in silos anymore. They have started to see proof that social conversations have an impact upon the whole organisation and therefore teams are getting bigger and more departments are working together. Not only is it great to see marketing and non-marketing teams working together, but it shows a trend towards more brand budgets being re-allocated from TV and press into social media programs. Evidence of this is seen in our playful little info-graphic which clearly shows that Facebook hasn't dominated our conversations at social media week London this week. Platform Mentions Looking into the data, Twitter only accounts for half of the mentions (54%) and Facebook a surprising 16% with just 1,066 mentions. The fact that Tumblr had more mentions than Facebook also highlights a trend we noticed back in December when “Tumblr” overtook “blog” as one of the most searched terms on Google. The growth of Instagram this year (now 140m active users) was also impressive with 673 mentions.  We expected a bit more than 1.6% of the conversations to be about Vine since it feels like it's been around for ever, but it's worth remembering that Vine is still only 8 months old and has a passionate user base amongst its 40m users. It will be interesting to watch this battle develop over the next year, as we see more integrated campaigns and even higher mobile usage - with each platform fighting to prove its value within the marketing mix... Social media is dead. Long live social business. [caption id="attachment_6196" align="alignleft" width="1000"]#SMWLDN 2013 #SMWLDN 2013[/caption] Jeremy Waite is Head of Social Strategy @Adobe and a passionate evangelist for @AdobeSocial. You can contact him on Twitter @JeremyWaite where he would be happy to continue this debate. For more information about Adobe Social and other Marketing Cloud solutions visit http://www.adobe.com/uk/products/social.html   Author: Date Created:27 September 2013 Date Published: Headline:Social Media” is Dead. Long Live “Social Business” Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/09/Adobe_Blog-Header-images_1640x920_24.jpg

In many ways, I think this was the week that marked a shift in the social media indus­try in the UK. We’ve had the excite­ment of Social Media Week Lon­don and I’ve been judg­ing of The Drum’s Social Buzz awards, look­ing at the best work pro­duced this year by some of the country’s top agencies.

All this week at Adobe we’ve also been mon­i­tor­ing every con­ver­sa­tion on Twit­ter using the hash­tag #SMWLDN, in order to see what every­one has been talk­ing about. After look­ing at the data and reflect­ing on every­thing that’s been dis­cussed, we’ve noticed some pretty impor­tant trends…

In pre­vi­ous years, con­ver­sa­tions across the social web dur­ing social media week have focused on just Twit­ter and Face­book, with a few nods to what­ever shiny new plat­form seemed most excit­ing at the time. Almost all the case stud­ies were Face­book cam­paigns, and top­ics such as ROI and buy­ing fans seemed to dom­i­nate conversations.

Three things seem to have changed this year:

1. Brands are not focus­ing on one plat­form anymore

In pre­vi­ous years, the most suc­cess­ful cam­paigns focused on just one plat­form. This year, many of the most suc­cess­ful social brands that we’ve heard from have been run­ning fully inte­grated cam­paigns across mul­ti­ple plat­forms at the same time. More impor­tantly, we are see­ing a shift towards data dri­ven con­tent. Instead of push­ing out con­tent that a brand thinks will get good engage­ment (like in years past the past), brands are look­ing to data sources to dis­cover what their audi­ences actu­ally want to see — and on which platform.

2. Social media pro­fes­sion­als have realised that you CAN mea­sure ROI

…and by ROI we mean Return on Invest­ment, not Return on Impres­sions, Influ­ence or Inter­ac­tions or any other mar­ket­ing related term begin­ning with “I”. There were a few sighs when some­body said you can’t mea­sure ROI and we should talk about ROR instead (Return on Rela­tion­ship). That feisty debate was soon put to bed, partly thanks to the provoca­tive (if slightly offen­sive blog) Thi­sis­no­tanin­sight, which seemed to be respon­si­ble for many of the Tum­blr men­tions dur­ing the week.

3. Big dig­i­tal agen­cies have not only caught up with “social media” agen­cies but in many cases are now doing a much bet­ter job.

Many large agen­cies have been work­ing with dig­i­tal and tra­di­tional media for a long time, so it was refresh­ing to see talk of met­rics mea­sur­ing adver­tis­ing recall and brand pref­er­ence along­side engage­ment met­rics and sales fig­ures. Mea­sur­ing social media against tra­di­tional media such as TV and press is a huge step for­ward for our indus­try. The rea­son that this is such a big deal is because it feels like “social media” has evolved into “social busi­ness”. No longer push­ing out con­tent to an audi­ence (like tra­di­tional media such as print or TV), social is now dri­ving more two-way con­ver­sa­tions that are being proven to add real value to a business.

This is an impor­tant shift because it high­lights that the most suc­cess­ful brands are not work­ing in silos any­more. They have started to see proof that social con­ver­sa­tions have an impact upon the whole organ­i­sa­tion and there­fore teams are get­ting big­ger and more depart­ments are work­ing together. Not only is it great to see mar­ket­ing and non-marketing teams work­ing together, but it shows a trend towards more brand bud­gets being re-allocated from TV and press into social media pro­grams. Evi­dence of this is seen in our play­ful lit­tle info-graphic which clearly shows that Face­book hasn’t dom­i­nated our con­ver­sa­tions at social media week Lon­don this week.

Plat­form Mentions

Look­ing into the data, Twit­ter only accounts for half of the men­tions (54%) and Face­book a sur­pris­ing 16% with just 1,066 men­tions. The fact that Tum­blr had more men­tions than Face­book also high­lights a trend we noticed back in Decem­ber when “Tum­blr” over­took “blog” as one of the most searched terms on Google. The growth of Insta­gram this year (now 140m active users) was also impres­sive with 673 men­tions.  We expected a bit more than 1.6% of the con­ver­sa­tions to be about Vine since it feels like it’s been around for ever, but it’s worth remem­ber­ing that Vine is still only 8 months old and has a pas­sion­ate user base amongst its 40m users. It will be inter­est­ing to watch this bat­tle develop over the next year, as we see more inte­grated cam­paigns and even higher mobile usage — with each plat­form fight­ing to prove its value within the mar­ket­ing mix…

Social media is dead. Long live social business.

#SMWLDN 2013

#SMWLDN 2013

Jeremy Waite is Head of Social Strat­egy @Adobe and a pas­sion­ate evan­ge­list for @AdobeSocial. You can con­tact him on Twit­ter @JeremyWaite where he would be happy to con­tinue this debate.

For more infor­ma­tion about Adobe Social and other Mar­ket­ing Cloud solu­tions visit http://​www​.adobe​.com/​u​k​/​p​r​o​d​u​c​t​s​/​s​o​c​i​a​l​.​h​tml