Six Social-Digital Trends for 2013

Originally published on Harvard Business Review

It's that time of year again — time to take a stab at what's going to matter in the year ahead as technology continues to influence how we work and live. In previous years, I've looked at trends under the "social media" lens because that has been the major disruptive force, creating both opportunities and threats. This year, I'm using the umbrella term "social-digital" to broaden the focus. First, a quick re-cap from the last year:
While I didn't specifically connect it to the election, social sharing was a trend I cited and one that many of us felt because of the election. You couldn't get away from Facebook posts and streams of tweets from friends who were all too happy to leverage their networks to talk politics, often sharing posts and memes in support of their candidate (Big bird, binders and bayonets anyone)?
And social TV, another trend I saw growing, has continued to gain steam, though interestingly enough it has been TV itself fueling the trend. For example the popular series The Walking Dead has been experimenting with simple Twitter hash tags for each episode in addition to the official one connected with the series. Social entertainment platforms however like Get Glue, which was recently acquired for 25 million in cash have yet to go mainstream.
What has gone mainstream, however, is the micro-economy fueled by once unknown entities such as Kickstarter. Individuals are now raising thousands and even millions of dollars without a middleman thanks to crowdfunding. On the flipside, gamification has lost some of its luster, taking a backseat to useful functionality. A recent Gartner study urges us not to "believe the hype." I may have been too caught up by the promise of making experiences sticky via serving up rewards, when this comes at the expense of raw utility.
The cult of influence continues to attract a following with new digital influence measurement services like Little Bird receiving funding, followed by studies crowning the most influential CMOs.
So what can we potentially expect to see next year? In no particular order, here are six social-digital trends to watch in 2013:

The Content Economy Content may become your company's most valuable asset in 2013. For years Google has been refining it's algorithm cracking down on unsavory tactics that compromise the quality of search results. The algorithms are good enough now that the most compelling content dominates search results. Organizations must create compelling content to exploit this. Some already have, including companies like Coke and Intel, who launched groups focused purely on content. Separately, Facebook is making it's own changes, forcing companies to rely on both creativity and spending (promoted posts) to ensure their content is seen and shared. Brands like Oreo may have unwittingly set the bar for content creation for other organizations by pioneering a form of "content marketing" putting out one piece of timely, relevant and highly creative content every day as part of a campaign. In 2013, content will not only be king, but queen, prince and jester, too.

Cyborg Central Think your mobile phone is making you part computer? Now it has accomplices. Gadgets like "fuel bands" and Google Glasses are just a preview of what we'll see more of in 2013 as we begin to mesh machines with humans. There are already ski goggles which display a tiny screen which lets you not only sync to your mobile device but helps you determine where you are and how fast you are going. As we move into the next year, the phrase "personal computing" will begin to take on another meaning.

The Smobile Web Social + mobile = "smobile." While there's no real insight in pointing out that both mobile and social are going to be big in 2013, I believe they're becoming co-dependent, and most businesses aren't ready for that. A smobile Web means your customers, coworkers and colleagues expect their digital experiences will be optimized for mobile/social sharing and as a result spend less time tethered to a PC or television.The technology for this is evolving rapidly. Near field communication, or NFC technology, for example, allows you to transfer data to your mobile device via a touch rather than scanning a QR code, which seems cumbersome in comparison. While Instagram developed for smobile before the traditional web, Facebook is still playing catch-up, but by the end of 2013 it may become one of the leaders. Will you be ready for the smobile web?

Six Social-Digital Trends for 2013 from David Armano

Sensory Intelligence Sensors will get smarter and become more pervasive. We already have cars that can help us parallel park and seats that vibrate if we're too close to another vehicle. We have thermostats that learn based on how you use them, eventually programming themselves. In 2013 there will be sensors built into athletes' helmets that measure the impact of blows and provide real time data outputs thus potentially preventing further injury. Sensors will be everywhere, in our homes, transportation, technology, and clothing. They will become a part of our lives and will tie into our existing devices and networks, If our plants need water, we'll get a text or tweet, and even a note of thanks. Now that's smart.

Social Commerce In many ways, social has mirrored the original digital revolution. And when digital took on transactions and financial exchanges, things really picked up. So it will go for social as we begin to buy each other gifts through social networks or even set up a storefront. The idea of social commerce isn't new, but signs indicate that 2013 may be the year it actually begins to coalesce.

Data Surplus, Insight Deficit  Facebook has already begin rolling out its "Photo Sync" feature which automatically downloads photos from your mobile device to Facebook (privately). Some see this as a land grab for data but it's not the only one. "The cloud," "social data," or the overhyped macro label, "big data" will dominate the tech conversation. While it's true that more of our data is being collected, mined and stored, that doesn't mean people know what to do with it. There aren't enough qualified human beings (analysts, sociologists, strategists, anthropologists etc) to mine all this data. But this won't last for long. 2013 may be the year we focus less on data and start thinking about how to understand, interpret and make good use of it.

Facebook Now Includes Business Pages in Local Mobile Search Results

For local businesses, there's now all the more reason to create a Facebook Page. Yesterday, Facebook announced updates to the 'Nearby' tab within its mobile app, giving local businesses an even better opportunity to get discovered by Facebook mobile users. And considering there are more than 600 million of them, this isn't really a benefit brick-and-mortar businesses should overlook. In fact, with Facebook's latest update, it seems like Google might have some new competition when it comes to local search.
Let's take a quick look at what Facebook's updates actually entail, and how local businesses can win their piece of the Facebook local search pie.

What Exactly Did Facebook Do to Its Nearby Tab?

Before yesterday's update, the Nearby tab was dedicated to showing users where their Facebook friends had checked in. With Facebook's update, now users of the Facebook app (for both iOS and Android) will not only see which friends have checked in at specific places, but they'll also be able to discover places and businesses that are nearby. These results are ranked primarily by the recommendations of the particular user's friends, which factor in criteria such as star ratings, check-ins, and Likes. And if there are no recommendations from the user's network available, result rankings will default to the larger Facebook community’s engagement with that business or place.



Furthermore, Facebook mobile users will now be able to search for places by category -- such as restaurants, coffee, nightlife, outdoors, arts, hotels, and shopping.



Finally, users will also have the ability to connect to businesses directly within the Nearby tab on their smartphone by performing actions like Liking, checking in, calling, or getting directions. They'll also have the opportunity to share their recommendations with either the public (by default) or just to specific Facebook connections, as well as rate places using a five-star rating system (which are always public, but editable over time). That being said, users will only be able to leave ratings if they've legitimately checked in.

How Should Local Businesses Make the Most of These Updates?

Great question! If your business has a brick-and-mortar location, here's what you should be doing to make sure you show up in the Nearby tab ...

• First and foremost, create a Facebook business page! Follow our simple step-by-step instructions, accompanied by a video tutorial, to get set yours up today.
• Make sure your page is updated with all your business' basic information in its 'About' section, especially your physical address, store hours, phone number, and other critical company details.
• Check to ensure your page category is accurate, so people will be able to find you when looking for your specific type of business. To change your page's category, click 'Edit Page' from the top of your page, select 'Update Info,' choose the page grouping and the appropriate category for your page, and then click 'Save Changes.'
• Encourage engagement! Use your marketing assets to motivate your mobile Facebook users to Like, check into, rate, and recommend your place page in Facebook mobile.

Online Marketing News: Sins of Site Design, Google+ Communities, Twitter Photo Filter, Holiday Spending

8 Deadly Sins of Site Design

This recent infographic from Nexus Themes targets 8 common mistakes that drive customers away from your website.  These sins include:

• Bad Navigation
• Too Many Ads
• Bad Content Structure
• Obtrusive Use of Audio & Video
• Registration Requirement
• Boring Content, Boring Design
• Poor Legibility
• Lack of Frequency

Yahoo Has More Users Than Gmail – Introduces A Faster, Cleaner Email Interface
Yahoo has begun pouring effort into updating their email platform across all platforms.  A more modern design is being implemented in hopes of attracting users to actually use their Yahoo! Mail account, instead of using it as a repository for junk mail.  Via Marketing Pilgrim.
First Look At Google+ Communities: The Importance For Brands, Search and PR
If you have used Facebook or LinkedIn Groups for business, you’ll be interested in Google+’s new feature.  Communities is another step by Google towards building authority around individuals related to a particular subject.  Via Econsultancy.
Twitter Adds Instagram-Like Photo Filters
Last week Instagram pulled Twitter Cards support from its app, meaning that users who shared  their images were relegated to simple links.  Twitter has teamed up with Aviary to provide it’s own series of photo filters.  Via Mashable.
For Email Marketers, List Segmentation Is a Top Priority
Finding a way to harness big data is a priority for many digital marketers.  For email marketers, segmenting consumers based on a series of characteristics and finding ways to target those consumers is no longer a stretch goal, it’s a reality.   Via eMarketer.

TopRank Team News

Evan Prokop – Traveling in Australia?  Don’t Use Apple Maps, or You May Die, Warn Australian Police
Apple Maps has garnered plenty of criticism since its launch, but the recent warnings from Australian police are certainly the most severe.  Due to incorrect directions, several people have been led to remote areas far from access to food and water, leading Australian police to advise against relying on the service.  Via Search Engine Watch.
Jolina Pettice – 5 Ways Social Media Will Change The Way You Work in 2013
Last year 73% of Fortune 500 companies were active on Twitter. What does 2013 hold for social media and business? Read on to find out.  Via Forbes.
Thom Craver – Google Makes Structured Data Easy with Data Highlighter
Rich Snippets are an excellent way to provide semantic data to search engines. In practice, however, it has been a tedious and technical process to implement.  Google Webmaster Tools has added a new tool to help make the process easier by highlighting text on a page. It only works for events at the moment, but it’s a good start.  Via State of Search.
Brian Larson – It’s Not Just for Landing Pages – Split Testing In Twitter
While most marketers don’t need to be sold on the benefit of conducting AB or multivariate tests on their webpages, very few are taking that scientific approach to social. The first question to ask re this epidemic  (that may be overly dramatic) is ‘Why’.  I’d venture to guess the reason is that most marketers have not developed the processes to address the ‘How’. Luckily, Social Media Examiner has the laid out the game plan to address that very question.  Via Social Media Examiner.
Rob Bayne – Social Media and the Boardroom: Much Work Remains
The role of business and social media has changed from something only the online marketing department was concerned about, to something that impacts companies in a multitude of ways.  Only 14% of companies are regularly engaged in monitoring social media sentiment, is yours one?  Via Social Media Today.
Mike Odden – Arrests Over $850M Facebook Botnet Crime Spree
10 suspects in a Facebook cybercrime ring have been arrested in the US  UK and other countries  around the world.  Facebook users had been targeted since 2010.  Via BBC.
Miranda Miller – U.S. Online Holiday Spending Approaches $27 Billion
Online spending is up again this year, continuing a steady year-over-year growth trend as more consumers take to doing their holiday shopping online. comScore reports $26.6 billion has been spent in the first 37 days of the 2012 holiday shopping season, up 13% over the same period last year.  Via Comscore.
Mike Yanke – Holiday Traditions Falls As NORAD To Track Santa With Bing Maps
A long-standing holiday tradition, dating back five years now, will fall in 2012 as NORAD’s Santa Tracking will be supported by Bing Maps rather than Google.  Does this mean that Bing Maps are emerging as victorious in the online map wars – or does it mean that Google hates Christmas?  Because it can only be one or the other, after all.  Search Engine Land reports.

The Human Algorithm: Redefining the Value of Data

The onslaught of real-time social, local, mobile (SoLoMo) technology is nothing short of overwhelming. Besides the gadgets, apps, social networks and appliances that continue to emerge, the pace of innovation is only outdone by the volumes of data that each produce. Everything we share, everywhere we go, everything we say and everyone we follow or connect with, generates valuable information that can be used to improve consumer experiences and ultimately improve products and services.
While the amount of personal and ambient information churned out by SoLoMo is often inundating or even perplexing, it is this “big” data that will help businesses evolve and adapt in a new era of connected consumerism. More importantly, the study and understanding of relevant big data will shift organizations from simply reacting to trends to predicting the next disruption and adapting ahead of competition—thus, marking the shift from rigid to adaptive business models
From business to education to government and everything in between, without studying how the undercurrent of behavior is evolving, organizations cannot effectively adapt to new trends and opportunities. Change though, cannot be undertaken simply because of pervasive data.
Without interpretation, insight and the ability to put knowledge to work, any investment in technology and resources is premature. But, by investing in human capital to make sense of would be ominous data, organizations can modernize the role of business intelligence to introduce a human touch. SoLoMo analysis becomes the sustenance that feeds the insights for more informed and inspired innovation. The result is nothing less than relevance and a significant competitive advantage.

From Information Paralysis to Analysis

You’ve heard that old saying, over analysis leads to paralysis. In the face of big data, it’s easy to see the tidal wave that can result from the influx of inputs and sources. Equally, the lack of governance, support and transparency can lead to stalls and or the abandonment of new efforts altogether.
The reality is though that how organizations connected with customers yesterday is not how customers will be served tomorrow. Meaning, the entire infrastructure in how we market, sell, help, and create now requires companies to not only study data and behavior but also change how it thinks about customers. This is a bona fide renaissance and to lead a new era of customer engagement requires knowledge acumen. I refer to the confluence of data and interpretation as the human algorithm—the ability to humanize technology and data to put a face, personality, and voice to the need and chance for change. Data tells a story, it just needs help finding its rhythm and rhyme.
On the surface, social, mobile and other disruptive technologies are valued for the communities of people they bring together. Open a window to look inside and you realize that the undercurrent of transformation is information. To adapt and ultimately lead change requires an official role to not only listen, but study.
Today many businesses use any one of the myriad of social media management systems to monitor conversations, track sentiment and measure share of voice. That’s not intelligence however. Much of what we see today is important, but it’s measuring activity not translating behavior into creativity or strategy. Part of the problem is that social media lives in a silo unto itself. Indeed, organizations employ business intelligence and research teams today. The reality is though that BI too sits in a silo. Either way, information or the lack thereof is either held prisoner within one part of organization or it’s under valued and not in demand among the very teams that can benefit from it.

The Human Side of Information

The human algorithm is part understanding and part communication. The ability to communicate and apply insights internally and externally is the key to unlocking opportunities to earn relevance. Beyond research, beyond intelligence, the human algorithm is a function of extracting insights with intention, humanizing trends ad possibilities and working with strategists to improve and innovate everything from processes to products to overall experiences.
The idea of the human algorithm is to serve as the human counterpart to the abundance of new social intelligence and listening platforms hitting the market every day. Someone has to be on the other side of data to interpret it beyond routine. Someone has to redefine the typical buckets where data is poured. And someone has to redefine the value of data to save important findings from a slow and eventual death by three-ring binders rich with direction and meaning.
One place where the human algorithm can have an immediate impact is in social media listening. In addition to tracking simple data signals such as conversations, sentiment, share of voice and service inquiries, data can present insights into preferences, trends, areas for innovation or refinement, R&D, co-creation, et al. Even though sophisticated tools can help track data points that can lead to these insights, it still takes a human touch to surface them and in turn advocate findings within the organization. It’s the difference between insights, actionable insights, and executed insights.
The truth is that a community or social media manager is not tasked with this type of responsibility therefore, insights largely remain undiscovered. It takes a new role that unites the disciplines of business intelligence and social media with the perseverance of a change agent. Without it, all of the insights capable of leading organizations to the next big thing will meet its long time arch nemeses fear and skepticism.
Big data is just that…it’s big. While the profusion of information today can lead to analysis paralysis, by listening with intent, organizations can tune-in the signals that will direct opportunities to adapt to and lead this new era connected consumerism. This is about innovation—inside and out. Those who don’t plug in and invest in technology’s human counterparts are in turn making an investment toward potential irrelevance. But remember, data is just the beginning. Data must always tell a story and that takes a human touch to extract data, surface trends, and translate them into actionable insights across the entire organization.

Make Money Online With PayPal

Most of you  might  be  well aware of PayPal. For those
who have no knowledge about it,  it is a global business
which allows payments and transfers through the World
Wide Web. PayPal works well for  people who do online
jobs, as they can  get  their  money immediately and can
enjoy  100%  profit  within  seconds.  PayPal  has  made
things easier and earning money is no more a tedious task.

Are you ready to earn some cash directly in to your PayPal account?   If yes,  you  must  check  if you  have  the  basic  English skills. You must have sound knowledge of basic English grammar. Are you wondering what it is all about? It is merely writing articles online. If you have no knowledge on a particular subject, you have the liberty to do a research on it and then start writing in your own words without grammatical errors. Keep the language simple and sophisticated. Any reader should be able to understand the subject and most likely complete reading the article. The first thing you will have to do is locate and visit websites online where you can sell articles of 500 words or which accommodate half a page or one page.

If you are totally new to online writing, you can refer GAF, which provides several ideas to write. People post specific job types on this site which can be bid for. When you complete the work on the same day, your PayPal account is updated immediately. It sounds thrilling and exciting. This is a good time to make more money as you might have plenty of expenses for Christmas.

Keep in mind that your article should have unique content with no typos and grammatical errors. Google rates a website based on its unique content, which is the whole purpose of writing articles. Appearing on the first page when a Google search is made is the main goal of any website. If you are badly in need of more money, you can sell a pack of articles on a particular topic. Each article has to be unique with a word count ranging from 400-500. This is the best way to earn more money on a single day.

There are also a few sites online which pay you every day in PayPal and also pay you on a monthly basis.The monthly pay is based on the number of page views that your article attracts. There are certain sites online which pay you more for the articles you write. These genuine sites can be trusted as they have earned a good reputation. You can be assured that you will be paid the money that you deserve. For example: AssociatedContent.com. At the same time, they might expect articles of a little higher standard than the others.

You can also try your hand at online surveys. All you have to do is join the online survey sites which are free. Start taking surveys and get paid for it. The money that you earn through online surveys is 100% profitable as you do not have to spend a single dime for joining these sites.

The two methods that I have mentioned above require a little of your time and concentration. Just by
sitting at home, in your leisure time, you can earn money. These two methods are popularly used by
people to earn money online with PayPal. With no second thought, start your work right away.

The advice  you get on making blogs  more interactive
is boring  and  played out.  People will tell  you to add
interesting   content  so  that  others  will  comment, or
will tell you  to comment  on your own blog and check
for answers so that people feel that they are interacting
with the real blog writer….yawn! Try them if you want
but try  not  to fall asleep.  This  article gives you a few
sexy and sweet  ideas for  adding  a  little bit of original
interactivity  into  your  blog. The  ideas  on  this article
can be shaped to suit your blog.


I'll have to practice this more often myself, but my blogs are factual based, full of information that can actually help others if they so decide to read and use the information I've published. People tend to flock to my blogs regardless of any fancy get-up I may have showing. It's just not what I care to spend too much time on, but for those of you who are somewhat more "artistic"...here you go...


Mix up your media
Add a mix of different media. Don’t just make it all writing. You don’t have to sex up your
writing if you include various mixes of media. Many people will tell you to break your writing
into short paragraphs with punchy headlines--this is a technique for the unimaginative (unless
they are being paid with the stipulation of writing short paragraphs with headers. Mix up your
blog with a variety of media and your reading will be wetting their under shorts with interactive
pleasure.

Mixed media: sounds
When a person scrolls over a quote on your text, why not have the text speak to them. Why
not have the quote spoken by the person who said it. You don’t even have to make it as
sophisticated as a mouse-pointer rollover, you can put a little “hear” symbol next to a quote to
hear someone say it. It is very good if something sounds unbelievable. For example there are
hundreds of quotes you can use from George Bush Jr, such as him interrupting himself to ask
himself to allow himself to finish.

Mixed media: sound effects
Why not have a sound effect come start up when a person rolls their mouse pointer over a
picture. You could go the less high tech route and write, “Click the pic to hear…” You could use
it to belittle someone else’s opinion, for example, you could write, “Click the pic to hear his
counter argument,” and then when the person clicks the picture (of a person/persons face) a
sound effect could start up, saying, “moo”.

Mixed media: videos
You could back up your blog assertions with video sound bites. For example you could write,
“Ronald Reagan died so that he could”…. And then insert a video that is edited so that is just
has Reagan saying, “Touch the face of god.” See how that works, and you can do it in 101
ways. It is a way of inserting cut scenes into your blog, a little like how Seth McFarlane adds cut
scenes into his TV shows.

Optional endings
Halfway through your blog you could stop the blog and give the audience three boxes. Each
box is a link to an alternate ending, which a person has to pick. Sounds difficult to integrate into
your blog? Not at all, for example if you are telling a story you could stop with the question “So
what did I do next?” You give them three link options. If they pick the right one then the story
continues on. If they pick the wrong option then you can write something such as, “oh if only I
HAD done that. What I did was…”

Link your blog to social media
Use buttons if you like, but try adding a Facebook comment section for a better effect. You can
stimulate a little bit of chatter on both ends and see if you can get people to converse about
your blog on the social media sites and on your blog.

3 Step Prospecting for Highly Productive Link Building Queries

Using a simple three-step process can deliver phenomenal results for link prospectors during the link building opportunity discovery process. Here's how it works.
The link prospector:

1. Searches and qualifies for the opportunity type (guest post, links page, comment, etc.). 
2. Identifies and records a unique footprint from each qualified page. 
3. Searches for all of the footprints and records the opportunities.

Step 1: Opportunity Type Prospecting
Take keywords that define the market or audience you're looking for, along with words or phrases that will help you pinpoint a particular type of opportunity in your search engine of choice.
For example, if you're placing guest posts relating to women's health, try searching Google for ["womens health" "guest post"]. Note: It can be useful to brainstorm - and record - queries in terms of roots and stems, in which the roots direct you toward a topic area, audience, or area of concern and the stems focus on a specific type of opportunity.
Oftentimes, simply querying for opportunities is enough to find all the prospects you require for a given campaign. Indeed, in this first step I recommend recording all the pages or sites (from the top 20 results or so...) that represent definite opportunities. It's from these definite opportunities that you can begin to source your footprints.
Step 2: Unique Footprint Discovery
Here's a wonderful description of link building footprints:

"A great footprint, is one that returns the largest amount of results that are EXACTLY what you?re looking for in the shortest period of time, without having to filter results afterwards." The author of this description uses highly-precise footprints to uncover commenting opportunities for, erm, "large-scale, automated community engagement."

Michael Springman, in searching for guest posting opportunities, describes the moment of unique footprint discovery here:

"...the other thing that I noticed was that the author byline at the end of each guest post was exactly the same." He further notes that "the longer I work on link-building, the more I realize the importance of recognizing patterns and trends in my research [footprints... -G] in order to find opportunities that scale."

Identifying and discovering these unique footprints requires careful observation and a bit of reasoned guessing around what specific chunks of language might exist on similar opportunities. The footprint worked out by our friendly and anonymous comment bombing expert is: [(your root KW) "name" AND "*mail" AND "Leave a *" AND "Comment" AND "* Comment"].
Further, if you're looking for comment opportunities on pages with low-no barrier to posting you could search for something like [(your root KW) "I really enjoyed this post. You explain this topic very well."] Mr. Springman found that searching for ["Jane Doe is a content contributor for CompetitorsName.com."] helped uncover more than 600 guest placement opportunities with (probably) lax editorial standards.
For example, the term "preparedness" is used frequently on disaster recovery resource pages. Adding a key term to the intitle and inurl of your queries can help to laser target your searches. Specific company, brand name, or even article/PDF titles can be used in much the same way to pinpoint potential resource pages.
Step 3: Footprint Prospecting
Once you've identified, classified and recorded your footprints for a given campaign, it's time to search and scrape the queries (by-hand and for free with SEO for Firefox or through automation with the brand new paid advanced prospecting feature on BuzzStream), qualify them based on metrics or even the domain occurrences in the SERPs, and then put them into your acquisition phase!