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Future Social: 10 Key Trends in Social Media

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The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10

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Future Social: 10 Key Trends in Social Media

  1. #HootConnect • @eskimon • 1& FUTURE SOCIAL HOW SOCIAL MEDIA MARKETING SIMON KEMP • WE ARE SOCIAL • CONNECT VIA HOOTSUITE • 7 SEPTEMBER 2016 10 TRENDS SHAPING THE EVOLUTION OF SOCIAL MEDIA MARKETING we are social
  2. #HootConnect • @eskimon • 2& SIMON KEMP @eskimon
  3. #HootConnect • @eskimon • 3&
  4. #HootConnect • @eskimon • 4& FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS
  5. #HootConnect • @eskimon • 5& CONTEXT
  6. #HootConnect • @eskimon • 6& BIT.LY/DSM2016DIBIT.LY/DSMAP16
  7. #HootConnect • @eskimon • 7& ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS GLOBAL DIGITAL STATSHOT BILLION BILLION BILLION BILLION BILLION THE NUMBER OF PEOPLE USING DIGITAL, SOCIAL & MOBILE MEDIA AROUND THE WORLD 3.630 2.4382.671 4.7797.448 SEP 2016 URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33% • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 +14% +27%+21% +28%*+1% *SOURCE DATA CORRECTION YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH
  8. #HootConnect • @eskimon • 8& SEP 2016 • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 MOST ACTIVE SOCIAL PLATFORMS LATEST REPORTED MONTHLY ACTIVE USER FIGURES FOR THE WORLD’S MOST POPULAR SOCIAL PLATFORMS, IN MILLIONS SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 1,712 1,000 1,000 899 806 652 555 500 313 300 300 FACEBOOK WHATSAPP FB MESSENGER QQ WECHAT QZONE TUMBLR INSTAGRAM TWITTER SKYPE BAIDU TIEBA
  9. #HootConnect • @eskimon • 9& ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS FIGURE REPRESENTS THE TOTAL NUMBER OF MOBILE SUBSCRIPTIONS, NOT UNIQUE MOBILE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS BILLION BILLION BILLION BILLION BILLION 1.825 1.3581.428 3.8604.116 SEP 2016 URBANISATION: 47% PENETRATION: 44% PENETRATION: 35% vs POPULATION: 94%* PENETRATION: 33% APAC DIGITAL STATSHOT • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 THE LATEST SNAPSHOT OF REGIONAL DIGITAL, SOCIAL & MOBILE USE *
  10. #HootConnect • @eskimon • 10& BUT SO WHAT?
  11. #HootConnect • @eskimon • 11& #1THE DOMINANCE OF MESSENGERS
  12. #HootConnect • @eskimon • 12& TODAY, MORE MESSAGES ARE SENT VIA MESSENGER APPS THAN ARE SENT VIA EMAIL • Source: Juniper Research
  13. #HootConnect • @eskimon • 13& MESSENGERS WILL OVERTAKE SOCIAL NETWORKS TO BECOME THE WORLD’S MOST ACTIVE SOCIAL PLATFORMS WITHIN THE NEXT 18 MONTHS.
  14. #HootConnect • @eskimon • 14& MOBILE MESSENGERS CHANGE SOCIAL’S RULES NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S SOCIAL DISCUSSIONS LIMITED OPPORTUNITIES FOR BRANDS TO PAY TO ‘INSERT’ THEMSELVES PRIVATE CONVERSATIONS HARDER TO ADVERTISE LIKES AND FOLLOWERS MATTER MUCH LESS THAN ORGANIC WORD-OF-MOUTH NEW METRICS OF SUCCESS
  15. #HootConnect • @eskimon • 15& WE CANNOT RELY ON A ‘BOOSTED CONTENT’ APPROACH IN MESSENGER PLATFORMS (YET)
  16. #HootConnect • @eskimon • 16& INTERRUPTION WON’T WORK
  17. #HootConnect • @eskimon • 17& SO HOW DO WE IMPROVE ROI?
  18. #HootConnect • @eskimon • 18& OUR TASK IS TO INSPIRE CONVERSATIONS, NOT JUST TO PRODUCE & DELIVER CONTENT
  19. #HootConnect • @eskimon • 19& PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  20. #HootConnect • @eskimon • 20& #2THE EVOLUTION OF COMMUNICATION
  21. #HootConnect • @eskimon • 21& PEOPLE CONSTANTLY FIND NEW WAYS TO USE MESSENGERS TO COMMUNICATE
  22. #HootConnect • @eskimon • 22& EVERY DAY, WE SEND BILLIONS OF EMOJI THROUGH EVERY KIND OF DIGITAL CHANNEL • Source: based on data from eMarketer
  23. #HootConnect • @eskimon • 23& THE MOST POPULAR EMOJI ON TWITTER 1,367,280,000 611,992,000 610,507,000 532,887,000 394,590,000 393,467,000 392,502,000 316,742,000 314,433,000 296,824,000 • Source: emojitracker.com, correct as at August 2016
  24. #HootConnect • @eskimon • 24& WHY?
  25. #HootConnect • @eskimon • 25& OUR BRAINS PROCESS EMOJI LIKE REAL FACES EMOJI REAL FACES • Source: research by Tokyo Denki University, as cited by Andrea Ayres RIGHT FUSIFORM GYRUS RIGHT INFERIOR FRONTAL GYRUS RIGHT MIDDLE / INFERIOR TEMPORAL GYRUS
  26. #HootConnect • @eskimon • 26& EMPATHY
  27. #HootConnect • @eskimon • 27& FOR SIMILAR REASONS, ‘STICKERS’ PLAYED A BIG PART IN LINE’S STRONG IPO VALUATION
  28. #HootConnect • @eskimon • 28& MEANWHILE, MANY WECHAT USERS HAVE SWAPPED TEXT MESSAGES FOR AUDIO CHAT
  29. #HootConnect • @eskimon • 29& THIS RAPID EVOLUTION OF AUDIENCE BEHAVIOUR IS LEAVING BRANDS BEHIND
  30. #HootConnect • @eskimon • 30& SO HOW DO WE IMPROVE ROI?
  31. #HootConnect • @eskimon • 31& MOTIVATIONS MECHANICS NOT
  32. #HootConnect • @eskimon • 32& HARNESS NEW BEHAVIOURS TO BUILD DEEPER EMPATHY, INSTEAD OF FOCUSING ON REACH
  33. #HootConnect • @eskimon • 33& #3INTEGRATED PLATFORMS
  34. #HootConnect • @eskimon • 34& DEVELOPERS HAVE ALREADY BUILT 11,000+ CHAT BOTS FOR FACEBOOK MESSENGER
  35. #HootConnect • @eskimon • 35& AND WECHAT IS NOW SO INTEGRATED, IT’S ALMOST THE ENTIRE INTERNET IN ONE APP
  36. #HootConnect • @eskimon • 36& SOME THINGS USERS CAN DO WITHIN THE WECHAT APP SEND MONEY TO FRIENDS ORDER A TAXI PAY FOR PURCHASES RENEW THEIR PASSPORT BOOK MEDICAL APPOINTMENTS ORDER FOOD DELIVERY READ WEB ARTICLES & NEWS DONATE TO CHARITY PAY MUNICIPAL CHARGES & FINES PLAY GAMES
  37. #HootConnect • @eskimon • 37& SIRI WILL SOON BE AN ‘APP PLATFORM’ TOO, OFFERING NEW MESSAGING OPPORTUNITIES
  38. #HootConnect • @eskimon • 38& SO HOW DO WE IMPROVE ROI?
  39. #HootConnect • @eskimon • 39& MOVE FROM ADVERTISING TO UTILITY; LOOK FOR NEW WAYS TO ADD AUDIENCE VALUE
  40. #HootConnect • @eskimon • 40& #4THE EVOLUTION OF SOCIAL VIDEO
  41. #HootConnect • @eskimon • 41& VIDEO IS THE HOTTEST TOPIC IN SOCIAL CONTENT TODAY (NO SURPRISES THERE)
  42. #HootConnect • @eskimon • 42& BUT SOCIAL VIDEO IS EVOLVING QUICKLY THE ABILITY FOR ANYONE TO BRING THEIR NETWORKS AND AUDIENCES INTO THEIR LIVE, HERE-AND-NOW WORLD INTERACTIVE VIDEO CONTENT THAT PUTS THE AUDIENCE IN GREATER CONTROL OF THE ACTION VIDEO LIVE- STREAMING 360° VIDEO SOON, WE’LL BE ABLE TO DELIVER IMMERSIVE SOCIAL EXPERIENCES THAT CREATE NEXT-LEVEL ENGAGEMENT VIRTUAL REALITY
  43. #HootConnect • @eskimon • 43& BUT MARKETERS ARE GETTING CONFUSED; WE ARE NOT IN THE MOVIE BUSINESS
  44. #HootConnect • @eskimon • 44& OUTCOMES OUTPUTS VS
  45. #HootConnect • @eskimon • 45& SO HOW DO WE IMPROVE ROI?
  46. #HootConnect • @eskimon • 46& VIDEOS MUST ADD TANGIBLE BRAND VALUE, NOT JUST RANDOMLY ENTERTAIN PEOPLE
  47. #HootConnect • @eskimon • 47& HOW CAN YOU USE VIDEO TO INFLUENCE PEOPLE’S ATTITUDES AND BEHAVIOUR?
  48. #HootConnect • @eskimon • 48& #5CONTENT vs SOCIAL
  49. #HootConnect • @eskimon • 49& OUR OBSESSION WITH CONTENT HAS COME AT THE EXPENSE OF SOCIAL INTERACTION
  50. #HootConnect • @eskimon • 50& WE PLAN AROUND CONTENT CALENDARS, INSTEAD OF DESIRED SOCIAL OUTCOMES
  51. #HootConnect • @eskimon • 51& BUT THIS IS BACK-TO-FRONT; BRAND CONTENT IS ONLY EVER A MEANS TO AN END
  52. #HootConnect • @eskimon • 52& THE REAL OPPORTUNITY FOR BRANDS IN SOCIAL IS TO ACTIVELY ENGAGE WITH PEOPLE
  53. #HootConnect • @eskimon • 53& CONVERSATION CONTENT VS
  54. #HootConnect • @eskimon • 54& RELATIONSHIPS REACH VS
  55. #HootConnect • @eskimon • 55& LET’S USE SOCIAL FOR ITS UNIQUE POWER: ONE-TO-ONE INTERACTIONS AT SCALE
  56. #HootConnect • @eskimon • 56& SO HOW DO WE IMPROVE ROI?
  57. #HootConnect • @eskimon • 57& STOP ADVERTISING AT PEOPLE, AND START INTERACTING WITH PEOPLE
  58. #HootConnect • @eskimon • 58& #6RE-THINKING THE ROLE OF PAID
  59. #HootConnect • @eskimon • 59& WHEN FEEDS ARE SO CLUTTERED, IT SEEMS BRANDS’ ONLY OPTION IS TO BUY REACH
  60. #HootConnect • @eskimon • 60& HOWEVER, THIS CONSTANT NEED TO OUT- SHOUT EVERYBODY ELSE IS UNSUSTAINABLE
  61. #HootConnect • @eskimon • 61& PROMOTING WEAK CONTENT WASTES YOUR MONEY, AND ALSO ANNOYS YOUR AUDIENCE
  62. #HootConnect • @eskimon • 62& …AND MEDIA INFLATION MEANS BRANDS ARE PAYING MORE TO DELIVER THIS IRRITATION
  63. #HootConnect • @eskimon • 63& MOREOVER, WILL MORE REACH ON EVERY POST HELP ADDRESS YOUR BRAND’S ISSUES?
  64. #HootConnect • @eskimon • 64& Using reach to measure your marketing success is like counting the number of bank accounts you open as a measure of your wealth.
  65. #HootConnect • @eskimon • 65& SO HOW DO WE IMPROVE ROI?
  66. #HootConnect • @eskimon • 66& USE PAID MEDIA MORE SELECTIVELY TO ADDRESS SPECIFIC BRAND CHALLENGES
  67. #HootConnect • @eskimon • 67& SOME STRATEGIC USES OF PAID SOCIAL ENSURING THAT AS MANY PEOPLE AS POSSIBLE SEE CONTENT WHEN IT’S AT ITS MOST RELEVANT AMPLIFYING CONTENT THAT HAS ALREADY PROVEN ITS ABILITY TO DELIVER MEANINGFUL BRAND RESULTS REAL-TIME ACTIVITIES EXTENDING SUCCESS WHEN YOU ABSOLUTELY NEED TO GET THE MESSAGE TO THE AUDIENCE, REGARDLESS OF ITS ABILITY TO ENGAGE CRITICAL MESSAGING
  68. #HootConnect • @eskimon • 68& MEASURE SUCCESS IN TERMS OF ACTIONS, ATTITUDES AND EMOTIONS – NOT EYEBALLS
  69. #HootConnect • @eskimon • 69& #7AMPLIFYING THE VOICES OF OTHERS
  70. #HootConnect • @eskimon • 70& SOCIAL SUCCESS ISN’T DETERMINED SOLELY BY WHAT YOU SAY ABOUT YOUR BRAND
  71. #HootConnect • @eskimon • 71& OTHER PEOPLE CAN OFTEN TELL YOUR STORY IN MORE COMPELLING & PERSUASIVE WAYS
  72. #HootConnect • @eskimon • 72& CRUCIAL DISTINCTIONS PEOPLE WITH VERY HIGH REACH, BUT LITTLE DIRECT RELEVANCE TO YOUR BRAND OR CATEGORY PEOPLE WITH A STRONG AND WIDESPREAD INFLUENCE ON OPINIONS OR CHOICES IN YOUR BRAND’S CATEGORY CELEBRITIES OPINION LEADERS PEOPLE WHO FREQUENTLY SHARE THEIR PASSION FOR YOUR BRAND WITH OTHERS IN YOUR AUDIENCE ADVOCATES
  73. #HootConnect • @eskimon • 73& INFLUENCERS ARE OFTEN BETTER AT ENGAGING AUDIENCES ON YOUR BEHALF
  74. #HootConnect • @eskimon • 74& RESEARCH FROM TWITTER SHOWS WE EVEN TRUST INFLUENCERS AS MUCH AS FRIENDS
  75. #HootConnect • @eskimon • 75& PASSIONATE BRAND ADVOCATES CAN TELL POWERFUL AND PERSUASIVE STORIES, TOO
  76. #HootConnect • @eskimon • 76& THEIR CREDIBILITY IS BUILT ON AUTHENTICITY; YOUR ROLE IS TO AMPLIFY THEIR STORIES
  77. #HootConnect • @eskimon • 77& SO HOW DO WE IMPROVE ROI?
  78. #HootConnect • @eskimon • 78& ACTIVELY PARTNER WITH INFLUENCERS AND ADVOCATES TO ACHIEVE SHARED OBJECTIVES
  79. #HootConnect • @eskimon • 79& #8PROFESSIONAL SOCIAL NETWORKING
  80. #HootConnect • @eskimon • 80& PROFESSIONAL NETWORKING IS ONE OF THE FASTEST AREAS OF GROWTH AT THE MOMENT
  81. #HootConnect • @eskimon • 81& FACEBOOK AT WORK AND SLACK ARE CHANGING THE WAY TEAMS COMMUNICATE
  82. #HootConnect • @eskimon • 82& THERE’S A GOOD REASON WHY MICROSOFT PAID MORE THAN $26 BILLION FOR LINKEDIN
  83. #HootConnect • @eskimon • 83& SOME PROFESSIONAL NETWORKING OPPORTUNITIES IDENTIFYING AND CONNECTING WITH POTENTIAL CANDIDATES AND / OR EMPLOYERS BUILDING A MORE CONNECTED CULTURE BETWEEN TEAMS AND ACROSS GEOGRAPHIES RECRUITMENT & JOB HUNTING ENTERPRISE NETWORKING IDENTIFYING AND ENGAGING POTENTIAL PARTNERS AND / OR NEW B2B CUSTOMERS EXTERNAL COLLABORATION RAISING THE PROFILE OF KEY TEAM MEMBERS, AND ENGAGING JOURNALISTS AND THE BROADER MEDIA AMPLIFYING INFLUENCE
  84. #HootConnect • @eskimon • 84& IMPROVING AND AMPLIFYING THE SOCIAL PROFILE OF SENIOR EXECUTIVES IS CRITICAL
  85. #HootConnect • @eskimon • 85& EMPLOYEE ADVOCACY IS ALSO A HUGE OPPORTUNITY FOR ALL KINDS OF BRANDS
  86. #HootConnect • @eskimon • 86& SO HOW DO WE IMPROVE ROI?
  87. #HootConnect • @eskimon • 87& INVEST IN PROFESSIONAL SOCIAL AS A SOURCE OF SIGNIFICANT POTENTIAL VALUE
  88. #HootConnect • @eskimon • 88& #9SOCIAL COMMERCE
  89. #HootConnect • @eskimon • 89& ‘BUY BUTTONS’ ARE BECOMING MORE COMMON ACROSS SOCIAL PLATFORMS
  90. #HootConnect • @eskimon • 90& THESE ‘DIRECT CONVERSION’ TOOLS OFFER HUGE POTENTIAL FOR MANY BRANDS
  91. #HootConnect • @eskimon • 91& HOWEVER, BRANDS MUST APPROACH THEM CAREFULLY TO AVOID IRRITATING PEOPLE
  92. #HootConnect • @eskimon • 92& SOCIAL COMMERCE IS ABOUT BUILDING DISTINCT SOCIAL VALUE INTO THE EXCHANGE
  93. #HootConnect • @eskimon • 93& IT’S CRITICAL TO BUILD SOCIAL CUSTOMER SERVICE INTO SOCIAL COMMERCE PLANS TOO
  94. #HootConnect • @eskimon • 94& SO HOW DO WE IMPROVE ROI?
  95. #HootConnect • @eskimon • 95& IDENTIFY HOW YOU CAN BUILD A TRULY SOCIAL BUSINESS, RATHER THAN JUST ADDING BUTTONS
  96. #HootConnect • @eskimon • 96& #10MORE MEANINGFUL MEASUREMENT OF ROI
  97. #HootConnect • @eskimon • 97& TRUE ENGAGEMENT CANNOT BE MEASURED IN TERMS OF REACH, LIKES, VIEWS, CLICKS…
  98. #HootConnect • @eskimon • 98& WE NEED MORE MEANINGFUL METRICS FOR MEASURING SOCIAL’S CONTRIBUTION
  99. #HootConnect • @eskimon • 99& HOW?
  100. #HootConnect • @eskimon • 100& CHANGING MEASUREMENT MEASURING CHANGE BY
  101. #HootConnect • @eskimon • 101& WHAT AUDIENCES CURRENTLY THINK, FEEL, AND DO WHAT WE’D LIKE AUDIENCES TO THINK, FEEL, AND DO ACTUAL DESIRED THE ROLE OF MARKETING COMMUNICATIONS
  102. #HootConnect • @eskimon • 102& BUT HOW MUCH DOES SOCIAL CONTRIBUTE TO THE CHANGE IN ATTITUDES & BEHAVIOUR?
  103. #HootConnect • @eskimon • 103& THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE NOT EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES SOCIALLY ENGAGED NOT SOCIALLY ENGAGED USE SIMPLE ‘CONTROL GROUPS’ VS
  104. #HootConnect • @eskimon • 104& THE DIFFERENCE BETWEEN THE TWO SCORES IDENTIFIES SOCIAL’S SPECIFIC CONTRIBUTION
  105. #HootConnect • @eskimon • 105& OVER TIME, THIS APPROACH CAN IDENTIFY THE ROI OF ALL YOUR MARKETING ACTIVITIES
  106. #HootConnect • @eskimon • 106& SO HOW DO WE IMPROVE ROI?
  107. #HootConnect • @eskimon • 107& USE THESE INSIGHTS TO IDENTIFY HOW TO OPTIMISE YOUR MOST VALUABLE CHANGES
  108. #HootConnect • @eskimon • 108& MEASURE WHAT COUNTS, NOT JUST WHAT YOU CAN COUNT.
  109. #HootConnect • @eskimon • 109& FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS
  110. #HootConnect • @eskimon • 110& WE ARE SOCIAL SIMON KEMP, ASIA MANAGING PARTNER @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 HTTP://WEARESOCIAL.COM
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The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10

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