2014: the year social media management grows the hell up

2014: the year social media grows the hell up

This is our fourth prediction for 2014. For our other predictions, click here.

Everybody's favourite Page on Facebook is Condescending Corporate Brand Page. If you're not a fan, stop reading this (just for a second!) and go get clicky. They post things like this: More genius

Brutal genius. But C.C.B.P.'s war against meaningless 'engagement' by brands too scared to admit they're trying to sell stuff isn't just funny, it's gut-punchingly insightful. For far too long, social media managers have been chasing utterly meaningly metrics (engagement, likes, sharing) in a desperate race to the bottom. The tail isn't just wagging the dog, it's started bashing Fido violently against the nearest wall until he's had to be put down for his own good.

So, blam. Here's the humane injection, the brutal truth: if you do the social media for a brand who sell things, your job is to sell things. There is only one metric you should care about: how many sales have your posts generated? Cute kitten pictures may get liked and shared like crazy, but they've never, ever sold a bottle of multivitamins. And, trust us, your CEO will be on the warpath in 2014, looking for cold,


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2014: the year shopping becomes a game

2014: the year shopping becomes a game

This is our third prediction for 2014. For our other predictions, click here.

The internet has always been about competition. I'm the Foursquare Mayor of this kebab shop. Her cute kittens blog just jumped up 1,000 places in the Alexa rankings. You have 934 unread emails in your inbox since the Christmas break (yeah, we know - painfully true). And these things have massively benefitted the bewildering growth of the 'net.

But the one aspect of the internet which hasn't - until now - profited by man's inherent need to compete is shopping. Don't get me wrong - we all like to brag about how we bought our house for £Xk less than the asking price, or how we jumped in and 'won' an auction seconds before it closed. But there's only ever one winner in those scenarios. Competition (until now) has never helped promote growth; it's never benefitted the masses.

That's going to change in 2014.

Up until now, when you said "Social-Commerce" people would think "f-commerce" and remember those terrible store-fronts bolted onto brands' Facebook Pages. Now, there's nothing wrong with aspiring to sell to a billion people on Facebook but, if you're going to distract people


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2014: the year writers become sellers

2014: the year writers become sellers

This is our second prediction for 2014. Keep up to date with the next ones here.

The past few years have seen retailers storm into the world of content, grab it by the baubles and stuff it like a turkey. That's why Tesco Magazine is now the most read publication in the UK. Bigger than The Daily Mail. Bigger than The Sun. Bigger than The Daily Prophet. Amazing.

And it's not just print media. Retailers have started dominating the world of online content, too - be that bespoke recipes from Heston and Delia on the Waitrose website or the uniquely useful product videos at Appliances Online. So... where do old-fashioned content players fit into this? How do the newspapers and the magazines and even the blogs compete?

They compete by dishing out a dose of the same medicine, that's how. If retailers are going to do content, content producers need to reciprocate by doing retail. And they're uniquely positioned to do it, too - with amazing audiences, established positions of authority and unique sway with brands and suppliers. But a commercial play won't work if content producers just try to bolt some crumby old affiliate store onto their websites. They


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2014: the year the internet saves you the bother of sharing

2014: the year the internet saves you the bother of sharing

This is our first prediction for 2014. Keep up to date with the next ones here.

Dave likes unicycles. Sandra likes Dave. Dave likes Sandra's new unicycle. Sandra is in a relationship with Dave. Dave quit Facebook.

Sharing things on Facebook is great, but it's a lot of effort. And that's a problem for marketing folks. Wouldn't it be better if Facebook just knew when Dave or Sandra did something, then it could go and tell all their friends about it without either of them having to lift a finger? (All within acceptable, opt-in-and-out-able privacy settings, naturally.) Well, that's now possible thanks to Facebook's Custom Open Graph and the arguably-dark-art of "frictionless sharing".

And it's going to be massive in 2014.

We're already seeing it to some degree - whenever one of our friends reads something on The Guardian or plays some music on Spotify, they're not usually sharing that with us manually, there's just been some nifty development behind the scenes and it happens automagically. And that's going to increase exponentially in 2014, as developers realise that the triggers which generate these frictionless shares can be embedded on any website. That means a user just has to accept an


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Tesco launches Social Commerce channel, powered by buyapowa

Tesco Launches Social Commerce Channel, Powered By Buyapowa

We’re delighted to announce the launch of a brand new Co-buying channel for Tesco – the UK’s largest retailer.

Co-buying is the fast-emerging new form of online retail, allowing the customer to define what's on offer and for the offer to increase in value as more people participate; smart rewards rather than blanket discounting. It turns social media into a powerful transactional channel, driving customer acquisition and insight.

Powered by buyapowa’s award-winning technology, Tesco’s Co-buying channel features products selected by their shopping community. The more people who buy the better the price becomes for everyone. Whoever brings the most other people into a Co-buy gets their product for free. Co-buys only last a short time, and stock is limited, so customers are urged to sign-up for alerts so they don't miss out. In fact, the more people who sign up for alerts, the bigger and better the Co-buys become.

Tesco have always led the way in using technology to serve their customers - from being the first to launch a loyalty card in the UK to their celebrated social customer service.

Co-buying represents the latest expression of that innovation and, following an initial pilot phase featuring Co-buys


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