The following post is from friend and colleague, Kasey Skala, who’s a digital communications manager by day over at Great Clips. Kasey and I actually disagree on a regular basis–on social media marketing, on sports takes, on the greatness of coffee (the guy doesn’t drink hot liquids!). But, there’s one thing we can agree on–the over-abundance and ridiculousness of the “prediction” posts we see this time of year. Instead, I’m giving Kasey the floor today to talk about what he sees in 2014–and guess what, it has nothing to do with mobile, “social business” or “real-time marketing.”
With the holiday season upon us, it’s usually around this time that we begin to see the “2014 predictions” posts pop up across the interwebs. These posts will likely be summed up a few common and unoriginal thoughts: mobile, data, Snapchat (they really mean disposable content) and wearable technology. While I think these “trends” are important, it’s my belief that “what’s next” for 2014 is actually what’s behind us.
It’s obvious that digital has changed the way we live our lives — both personally and professionally. From a marketing standpoint, it’s no longer about price or location for 99.9% of brands. Access and obtainability is no longer a differentiator. Brands that are going to succeed in 2014, and beyond, are those that appeal to emotional experiences. Cecelia Wogan-Silva, the director of creative agency development at Google, was recently quoted in FastCompany as saying “something extraordinary is usually something that touches consumers and tells a story, it’s not just technology alone that builds a brand.”
Coca-Cola is taking this approach with their “corporate websites are dead” stance and the launch of Coca-Cola Journey. Unilever just launched Project Sunlight. Dove’s ongoing Campaign for Real Beauty was one the most talked about ads, as was Nike’s Find your Greatness. None of these examples talk about product, price or place. The focus is on emotional storytelling that connects with consumers on a deeper and personal level.
Which brings be back to my 2014 prediction — we’ll see more brands focus on what’s behind us. Content isn’t new — heck, content strategy was one of the most overused buzzwords last year. While all brands are struggling to figure out content, I think 2014 will see a rejuvenated push toward emotional content. We’ll see more brands filling marketing roles with journalists and non-traditional writers. And, unfortunately, this is going to be an expensive trend for brands.
Again, I think mobile and data are important. They play a big role in the future of digital. However, I like to think bigger picture and get beneath the surface. Technology changes. Technology evolves. The one constant: people. And that’s where my focus in 2014 will be. What about you?
So great, in fact, that I thought I’d localize it a bit.
Keath did have one local on his national list–Bob Stanke and his move to the Timberwolves this year. But what about the rest of Minnesota? I thought I’d compile 18 of the biggest social media career moves I saw in the state this year. See what you think and add your suggestions below.
Tony Saucier – director, social media, Lifetime Fitness, July 2012
Disclosure: Tony’s a good friend of mine, which is why I’m listing him first 😉 But I couldn’t be happier for him in this move. And a great Minnesota company couldn’t have found a better fit.
Mark Hines, director, GoKart Labs
Formerly of Schermer (where I worked with Mark for a bit) and Mono, Hines is now hanging is hat at GoKart Labs, a hot digital shop in Minneapolis.
Lisa Grimm, director, PR and emerging media, space 150, Nov. 2012
After a short stint working for Chicago-based Imagination at General Mills, Grimm took over the PR/social practice at space 15o. Should be an exciting year ahead for her.
Sara Keeney, social media strategist, Weber Shandwick, March 2012
After leading and getting social off the ground for the Minnesota Zoo (no small feat), Keeney (formerly Benson) took a role at Shandwick–one of the better digital departments among PR agencies in town (if not, THE best).
Kasey Skala, digital communications manager, Great Clips
After a short stint in Omaha working for Mutual of Omaha, Skala is back at Great Clips leading social.
Kary Delaria, principal, KD Public Relations
After working with Jennifer Kane at Kane Consulting for almost five years, Kary decided to go on her own in 2012.
Nathan Eide, director, emerging media and strategy, Gage
After almost two years at Deluxe getting the company’s social efforts off the ground, Eide moved to Gage early in 2012.
Allie Fendrick, social strategist, Martin Williams
After a couple years at Beehive PR, Fendrick took a more senior role at Martin Williams on the ad side.
Lisa Foote, product strategist, Pearson VUE
After co-founding mixmobi.com nearly four years ago, Foote opted for a corporate gig in late 2012.
Dave Folkens, director, Padilla Speer Beardsley
Although it’s not strictly a social role, Folkens adds great senior-level social expertise to the PSB team.
Gaby Israel, digital community specialist, Select Comfort, July 2012
After a stint at Target, Israel takes on a social/community management role with Select Comfort, maker of the Sleep Number beds (client).
Brady Gervais, social media specialist, Children’s Hospitals and Clinics, May 2012
Gervais takes on a new role for Children’s (pro-bono client), starting a social practice from scratch after a role at the St. Paul Pioneer Press.
Jen Westphal, deputy editor-digital news and social media, St. Paul Pioneer Press
After almost a year at the Pioneer Press as a web journalist, Westphal took over social media responsibilities in January 2012.
Jamie Kvamme, social media specialist, Carlson School of Management
After three years at Northwestern College, Kvamme took a social media role with the venerable Carlson School of Management in Minneapolis.
Katie Cerney, senior marketing manager, Ecolab, October 2012
After a few years managing social media and online content for local grocer Supervalu, Cerney made the move to Ecolab in October.
George Fiddler, account supervisor, social engagement, OLSON
After almost four years at Fast Horse, Fiddler opted for a larger agency in OLSON.
Holly Matson, interactive marketing communications manager, Polaris, June 2012
After playing a lead role in Bolin’s social work the last couple years (and Risdall before that), Matson (now Spaeth) takes this interesting role with Polaris.
Craig Pladson, digital marketing manager, General Mills, October 2012
After playing a lead role for Colle+McVoy’s digital work, Pladson takes a digital marketing role on the General Mills team.