Trends 2013: Social Media and Big Data Converge

2012 has been a great year for big ideas  — big ideas like big data, inbound marketing and interest graphing. And, there’s certainly no shortage of companies pursuing the tremendous potential of these technologies.

In 2013 there will be growth around trends that have emerged from convergence of social media and big data. These new trends refine the broader big data and social media spectrums with “real” tangible solutions. In 2013, we’ll see a reorientation of how businesses capture the benefits of social media. Here are two consumer-centric trends that will impact social business in 2013:

1) Data Driven Marketing (DDM)

Tools will emerge that harness big data and leverage it in a way that enables brands to gain and build strong customer relationships.

Data is transforming companies and brands in multiple ways.  The abundance of social data makes it possible to segment media and target consumers in different ways, and at any stage in the marketing life cycle.  The data also makes it possible to measure the effectiveness of campaigns, quickly change strategies (you’ve heard of “pivoting”) and better understand consumer behavior.  This data can be used to inform product design, customer relations, and the entire business strategy.

As a result, the digital marketing landscape had changed.  It used to be about getting more traffic. Then brands started learning more about acquisition — turning visitors into leads.  The focus then shifted from outbound marketing to inbound marketing and brands learned that “influence” resulted in more leads.  DDM takes this one step further.

Data-driven Marketing doesn’t mean getting more traffic, or getting more leads. Data-driven Marketing means getting more customers.  Data-driven Marketing is not about influence, it’s about relevance.  DDM tools will close the gap between analytics and business insights by way of actionable analytics. Data-driven Marketing tools put metrics in context, provide real-time insights on reputation and enable businesses to increase consumer loyalty.  With more data to measure and learn from, marketing iterations are shorter and campaigns are more agile. Brands learn how to optimize, and spend less time executing plans that don’t work. Customers become engaged and even passionate brand advocates.

Data-driven Marketing Companies to Watch in 2013:

“Data Driven Marketing” and related terms “Customer Centric Marketing”, “Customer Driven Marketing” on Google Trends

2) Social Merchandising

Tools will emerge that simplify the complexity of social marketing, social commerce, and unlock the potential of social merchandising.

As social media marketing evolved, brands focused on digital campaigns to share messages (ads) across multiple social channels.  Numerous social media marketing tools emerged providing ways to share, monitor and analyze multiple social networks.  But, the social Web is no longer about posting text updates on Facebook or Twitter.

While the most successful brands are “simple”, simplicity is complex — especially when it comes to social marketing. Social channels have become highly visual and interactive since the emergence of platforms like Instagram, Pinterest and YouTube.  Social engagement involves telling a story and listening.  Brands have to manage profiles on multiple social platforms that each offer unique advantages and characteristics.  Brands are sharing content around specific products, services and events. Social campaigns are used to build momentum around product launches or seasonal events.  All of this adds to the complexity and requires an increased level of coordination between marketers, product managers and technical staff.

New tools will emerge that simplify the complexity social marketing, and unlock the potential of social merchandising. These tools will provide integrated solutions that enable brands to involve their marketing and product teams accordingly to impact consumer purchase decisions. Social Merchandising (sometimes called, “customer-driven merchandising”) tools will provide better alignment between products and the consumers that are interested in them. While Social Marketing enables brands to encourage content sharing, Social Merchandising enables brands to encourage content curation, and target consumer based on their interests and product popularity. Social Merchandising will be most apparent in the retail sector, and enable campaigns to be more aligned with the entire business and its’ brand strategy.

Social Merchandising Companies to Watch in 2013:

I’m always interested to learn about new ideas on social and big data.  What do you think will be big in 2013? Have you discovered new tools the harness the promise of social media and big data? Share your thoughts.

About Carol Skelly

Carol Skelly is the founder of, a startup that enables brands to streamline their social channels in one platform. Prior to founding in1, Carol was the founder of Iatek, CTO at Xpresso and has also worked as a technologist at Action Interactive, Digital Equipment Corporation and Lotus (IBM).  Follow Carol at

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Brands Promote Social with One URL @in1

Brand and event marketers that disseminate to multiple social media channels just got a major boost, courtesy of The site announced the rollout of social brand pages for companies that want to reach out to consumers on Facebook, Twitter, Pinterest, YouTube and other social networks. Through this single social stream, brands can establish one global identity.

In1 is one of the biggest social media marketing developments that enables companies to easily communicate with customers across all popular social channels. brand pages allow companies that have multiple social profiles to have one universal, easy to remember, presence. Instead of promoting several Facebook, Twitter and other social URLs, companies can just promote one URL.

When users hit an in1 brand page, they get a real-time feed of the social and Web content around that brand. Companies can control which social feeds appear as well as Website links, images, tags and RSS feeds. In1 is an amazing way for companies to monitor their social brands, or timely events around their brand. Find out more about the beta at

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Amazing Social Media Statistics: Q3 2012

I recently discovered some social media statistics that businesses and social marketers will find very interesting.

  • 4.8 billion people now own mobile phones – MindJumpers
  • Social media and blogs reach 80% of all US Internet users of which there are 245 million – Nielsen
  • There are 1 billion Facebook users – Facebook
  • 91% of social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads – unknown
  • 100,000 tweets are sent every minute – AllTwitter
  • 684,478 pieces of content are shared on Facebook every minute – AllTwitter
  • 48 hours of video are uploaded to YouTube every minute – AllTwitter
  • 47,000 apps are downloaded from the App Store every minute – AllTwitter
  • 3,600 photos are shared on Instagram every minute – AllTwitter
  • $272,000 is spent by consumers online every minute – AllTwitter
  • Social technologies could potentially contribute $900 billion to $1.3 trillion in annual value across the four sectors – McKinsey
  • People are more likely to engage with branded content on social media that contains pictures (44%) and videos (37%) – Performics.


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Calling All Interior Design Bloggers


Do you have a great interior design blog? has just introduced a new social media program that aims to bring home design bloggers more clicks.  Here’s more on how you can enter your design blog.

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Top 10 Most Useless Social Tips

1 Use Automation

Face it. Tools that auto tweet, auto
follow or auto post are spam bots. Followers can see right through your automated posts and avoid you like the plague. However, the are some tools such as BufferApp or in1 that are useful for smart and scheduled automation.

2 Outsource Your Social Media Management

3 Post On As Many Social Network As Possible
4 Use Sharing Widgets On Your Website
5 Create Several Social Profiles
6 Follow As Much As Possible
7 Retweet, Reshare, Reblog
8 Find and Join Relevant Communities
9 Put Your Social Addresses on Marketing Material and Correspondence
10 Use Twitter for CRM

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Comments and Social Marketing

Many social media marketing companies focus on sharing and stats. But, what about posting comments?

Google Buys Wildfire

I hope that Google+ will now open up their API for posting updates:

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Socialist – A jQuery Social Feed Plugin


Most likely you have multiple social accounts on which you post updates and share content. You may have used various social plugins or widgets to display Tweets, Facebook updates or Pinterest pins as a list or “stream” on your blog or Website.

Socialist is a jQuery social plugin that combines multiple social feeds into a single feed. Socialist aggregates updates from Twitter, Facebook Pages, LinkedIn, Pinterest, Tumblr, Google+, Craigslist, YouTube, Flickr or any RSS feed. Socialist can be used to combine content from your own social accounts, or updates from other social or RSS feeds.


  • Combine and display updates from multiple social networks
  • Multiple themes and customizable fields
  • Easy to implement with a few lines of code
  • Free, open source license
  • Uses jQuery AJAX to get content from multiple URL's
  • Fixed or masonry style layouts using Isotope (included)

Use Cases

  • Create a Pinterest-style social wall
  • Combine your Facebook, Twitter and/or LinkedIn updates
  • Display thumbnails from Craigslist
  • Create a topic-centric social stream
  • Visualize RSS feeds
  • List tweets from any Twitter accounts
  • Create a wall of YouTube thumbnails

Supported Social Networks & Feeds

  • Facebook
  • Twitter
  • LinkedIn
  • In1
  • YouTube
  • Tumblr
  • Flickr
  • Pinterest
  • RSS Feeds (via Google Feeds API)
  • Craigslist
  • Google+
  • [and more being added]..

Demo | Download | Details

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