Google's birthday, the transition and the 2014 of social media?

Good day everybody! You know what, there's only one place to start this week - who saw the Google page late last week? Wasn't it superb? I'm absolutely all for a little in-office competition too, so coming out on top of the Pinata-smashing is something that will live long in the memory. Happy birthday by the way Google. The last two weeks have also marked the one month anniversary into the world of work. As many of you know, it was the 29th and I have to ask, from now on can we please stop rushing to throw me gifts in the street at every milestone, it's really not too much of a big deal. THANKS.

In all seriousness, the past two weeks have marked a period of transition. I began to put my stamp on the way I get things done and produce things at work. I've been trying to focus on the development of my communication with business consumers, putting myself in their shoes and developing an understanding not only on how to issue clients with information, but how to make that information coherent and most importantly, actionable. The wheel is starting to turn and as time goes on, the results of my work are starting to reign in. Hoo-rah.

I also became a member of The Beans Group 'Marketing Challenge' team entered for the University Challenge style evening held by E-Consultancy - fantasmo!

Hoo-rah.

Such was this week's period of transition, I got thinking about the period of transition that the digitalised marketing world has entered. Woah, excuse me, don't roll your eyes - I know what you're thinking. Here's another social media post that's going to preach to me about the benefits of X business interacting with Y consumers which will lead to Z profits. No. Admittedly, social media has broken down barriers in terms of the way businesses can reach mere humans, but I'm not interested in repeating what is now perhaps common knowledge. Rather, I want to dig into those nitty-gritty movements that exist within the social media trend itself. Already, the recently developed digital world is developing, so lets take a look into three movements that we can identify as we move towards the new year. PS. That's right, it's less than a hundred days to Christmas.. I know you're excited. Ooosh.

1. Google+ - The Uprising

This is one I'm starting to get to grips with, but one I perhaps don't fully appreciate.. Yet. Perhaps that suggests that I, the one keeping up-to-date with the latest marketing trends, am behind the times. Why?

Google+, in terms of monthly users, is quickly gaining on Facebook and has more than Twitter with 343 million monthly users.

Put this down to what you will, whether that's the simply amount of businesses turning to Gmail, or the novelty of 'just' another social network and the pulling power of Google, it's turning itself into a goldmine of up-to-date personal information. With Google's focus on B2B relationships, Google+'s uprising is easily identifiable as part of Google's higher plan - with Search Engine Optimisation high on the agenda. Eventually, you can bet Google+ profiles will be an integral part to the algorithms used by Google's SEO program, but let's not open that can of worms. Rather, lets focus on Google+'s use in the business world. Social media platforms are utilised to target a specific target market, but Google+ truly seems to present a 'one size fits all' platform that can be utilised by the majority of businesses, big or small. A great example of this is the 'local business search' the platform offers - take a look at an example here. It's this 'one size fits all' metaphor that I envisage propelling Google+'s success as we move into 2014. Will it reach the lofty heights of it's dominant competitors?

2. The Instagram-Vine Monster

Time is valuable to consumers of all ages, there's no doubt about that. So who is there to benefit from a long, time-consuming story about a product? From a customer's perspective, it makes sense to keep things brief. So are Vine and Instagram the future? Potentially - I feel Vine videos may fail to break into the market of brand building, but Instagram's 15-second video's, coined Instavid's - truly do hold the potential to be used extremely effectively by marketers. But woah, hold up now, lets not eradicate Vine just yet, there are some excellent examples of businesses using the six-second framework of Vine. The question is, what would be the point in catering for the same audience, twice?

I think the key point here is Instagram's addition of an extra nine seconds to play around with. What consumer that has six seconds for a quick watch on Vine isn't going to enjoy the fruits of those extra nine seconds of entertainment? For marketers too, they can now delve deeper into their swirls of creative genius and rise up with a wider scope to position their message in the minds of the consumer with a deeper means of building their brand. SO, with that in mind, who's taking advantage of the potentially epic new social marketing phenomenon that is Instavid? Can it figure as a figurehead of a businesses social media marketing strategy moving forward? What is for sure, it's sent marketers into an frenzy of excitement - let's take a look at two companies initial use of Instavid, Nike and Jeni's Ice Cream.

Nike Inc use Instagram as a means to show their product in a realistic setting.

Jeni's Ice Cream - USA use Instagram to eminate the natural, home-made source of their product.

Two very different uses of Instavid, one very important purpose - infuse the message of the brand into the minds of the consumer. Is Instavid the future? You decide.

3. LinkedIN - The professional

Some will tell you that social media is key to communicate directly with your consumers, others will tell you that it should be used as an information tool. Really, and perhaps truly, there are myriad of platforms that can be used to transcend the boundaries between business and consumer. But what about business to business, or business to professionals? Enter, LinkedIN. Put simply, do you have a job? Are you looking for a job? Are you looking to build a professional relationship with like-minded individuals? You need to have LinkedIN. Why?

LinkedIN holds itself as the #1 social networking site for professionals with 238 million users.

But how will it grow in the future? What more is there to offer than a central meeting place for professionals? LinkedIN beat you to it, they got this. Over at Team LinkedIN they are most certainly not resting on their laurels. Despite not targeting a consumer to purchase, positioning in the minds of it's consumers looks to be on the top of it's agenda. The launch of it's influencers concept suggests that the platform looks set to become one of the largest sources of new content creation for the professional user. It's almost like one hefty constant on-line conference attending by like-minded professionals to share insights into their chosen markets. Already you can see the huge wealth of advocates, with content sharers such as so-called 'thought leader' Richard Branson amongst many others providing the insight. So who needs University? 

LinkedIN Professionals? Let's do this.

So, finally, you may have noticed Facebook and Twitter are nowhere to be seen with this post - that's because at no point have they shown any sign of immediate change in the future. They are the stalwarts of social media, every human being knows that.. right? In summary of this post is that it will of keen interest to see if they change the positioning of their respective brands and innovate as the rise of Google+, Vine, Instagram and LinkedIN networks begins to shine through. It's anyone's game - how exciting!?

2014 - Step up your games, social media platforms - entertain us.

CLD.