You may have seen my recent posts on how I think “The Future of B2B Marketing: It’s Social“ and also what I believe “Is The Future Of The Social Media Role?“  Over the holidays I was honored to learn that I was being included in the Focus 2011 Trends Report: Social Media Marketing. The report compiles the latest thinking on what’s next in social media marketing from B2B Marketers across a variety of industries and disciplines.

Along with my thoughts, the report includes contributions from Social Media pundits Jay Baer, Paul Dunay, Mark Schaefer, Tom Pick, Lee Traupel, Novell’s Frank Days, Social Media Group’s Maggie Fox and Cisco’s Stephanie Marx.

The Executive Summary of the report states:

Social media’s days as a “fad” and “the next big thing” are long gone. It’s here to stay, and it’s a rapidly changing space — especially in terms of marketing. What social media marketing trends will emerge in the coming year? In this Focus Trends Report, Focus Experts Jay Baer, Michael Brenner, Frank Days, Paul Dunay, Maggie Fox, Stephanie Marx, Tom Pick, Mark Schaefer and Lee Traupel share their 2011 predictions for social media marketing.

Among the main points made in the report along with some of my feedback:

1. Social efforts will permeate the enterprise: Social is much bigger than marketing and PR. It is a customer phenomenon. This will demonstrate itself as social moves into product development, operations, customer service and even sales.

2. Widespread consolidation will occur on multiple fronts.

3. Stronger focus on global audiences.

4. Social media will become increasingly mobile: As more people buy 3G and 4G phones, they are using them to connect with others at an even more rapid pace. Video sharing and watching on mobile phones is becoming ubiquitous. This will have dramatic implications for marketers, content marketing and targeting techniques.

5. Metrics will mature.

6. Social media will become targetable.

7. Facebook advertising will continue to improve — and get more expensive.

8. Listening will improve and become increasingly important.

9. Marketers and brands will think like publishers/broadcasters: The trend of ‘marketers and brands as publishers’ will continue. Blogs and dynamic content will become absolutely necessary for any company website and for brands to interact with customers in a personable and authentic way.

10. ‘Hard’ ROI will remain elusive.

I want to personally thank the folks at Focus for honoring me with the inclusion along with such amazing social media visionaries. If you are interested in reading about where Social Media is headed then I recommend downloading the entire report. Or you can join the conversation on the Focus website.

About Michael Brenner

Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

4 Comments

  1. Ruth Wagner said…

    Michael – great recap of 2011 social media trends. I would like to add my 2 cents to this if that is acceptable.

    A growing concern (and some confusion) with brands & agencies in social media is requirements around disclosure and transparency. This poses a real challenge in short form media (Tweets, Facebook status updates, or Foursquare check-ins).

    The requirements set by the FTC are very clear that both brands and agencies will be held accountable for lack of transparency. They have stated that marketers & agency’s social media guidelines also need to be clear and concise, trackable, create a practice for monitoring, document, be able to keep accurate records, follow up on deceptive statements/claims and take down if not in compliance.

    The guidelines may be complex, but the solutions can be simple.

    At CMP.LY we’ve set the industry standard for social media compliance. CMP.LY provides complete documentation plus measurements & analytics to track full campaign engagement, ROI and conversions – all with full transparency using a short form URL in less than 20 characters.

    Thanks again for a great article.

    and, of course, my disclosure:
    http://www.cmp.ly/4/gropz5

    Ruth Wagner
    VP Corp Sales & Partnerships
    http://www.CMP.LY

    For more info, see CNN Money article on CMP.LY:

    http://money.cnn.com/2010/12/01/technology/paid_blogger_disclosure/index.htm?source=yahoo_quote

    • Michael Brenner said…

      Hi Ruth and thanks for your comments. The news this week certainly thrusted this topic into the headlines for sure as Righthaven’s Steve Gibson strategy of sue-first on copyright infringement. This will challenge the established procedure of “cease and desist” letters. So I agree we may be hearing a lot more about this in 2011 than many previously thought.

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