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#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
#HootConnect • @eskimon • 2&
SIMON KEMP
@eskimon
#HootConnect • @eskimon • 3&
#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
#HootConnect • @eskimon • 5&
CONTEXT
#HootConnect • @eskimon • 6&
BIT.LY/DSM2016DIBIT.LY/DSMAP16
#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
#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
#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
*
#HootConnect • @eskimon • 10&
BUT SO WHAT?
#HootConnect • @eskimon • 11&
#1THE DOMINANCE
OF MESSENGERS
#HootConnect • @eskimon • 12&
TODAY, MORE MESSAGES ARE SENT VIA
MESSENGER APPS THAN ARE SENT VIA EMAIL
• Source: Juniper Research
#HootConnect • @eskimon • 13&
MESSENGERS WILL OVERTAKE
SOCIAL NETWORKS TO
BECOME THE WORLD’S MOST
ACTIVE SOCIAL PLATFORMS
WITHIN THE NEXT 18 MONTHS.
#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
#HootConnect • @eskimon • 15&
WE CANNOT RELY ON A ‘BOOSTED CONTENT’
APPROACH IN MESSENGER PLATFORMS (YET)
#HootConnect • @eskimon • 16&
INTERRUPTION
WON’T WORK
#HootConnect • @eskimon • 17&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 18&
OUR TASK IS TO INSPIRE CONVERSATIONS,
NOT JUST TO PRODUCE & DELIVER CONTENT
#HootConnect • @eskimon • 19&
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
#HootConnect • @eskimon • 20&
#2THE EVOLUTION OF
COMMUNICATION
#HootConnect • @eskimon • 21&
PEOPLE CONSTANTLY FIND NEW WAYS
TO USE MESSENGERS TO COMMUNICATE
#HootConnect • @eskimon • 22&
EVERY DAY, WE SEND BILLIONS OF EMOJI
THROUGH EVERY KIND OF DIGITAL CHANNEL
• Source: based on data from eMarketer
#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
#HootConnect • @eskimon • 24&
WHY?
#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
#HootConnect • @eskimon • 26&
EMPATHY
#HootConnect • @eskimon • 27&
FOR SIMILAR REASONS, ‘STICKERS’ PLAYED A
BIG PART IN LINE’S STRONG IPO VALUATION
#HootConnect • @eskimon • 28&
MEANWHILE, MANY WECHAT USERS HAVE
SWAPPED TEXT MESSAGES FOR AUDIO CHAT
#HootConnect • @eskimon • 29&
THIS RAPID EVOLUTION OF AUDIENCE
BEHAVIOUR IS LEAVING BRANDS BEHIND
#HootConnect • @eskimon • 30&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 31&
MOTIVATIONS
MECHANICS
NOT
#HootConnect • @eskimon • 32&
HARNESS NEW BEHAVIOURS TO BUILD DEEPER
EMPATHY, INSTEAD OF FOCUSING ON REACH
#HootConnect • @eskimon • 33&
#3INTEGRATED
PLATFORMS
#HootConnect • @eskimon • 34&
DEVELOPERS HAVE ALREADY BUILT 11,000+
CHAT BOTS FOR FACEBOOK MESSENGER
#HootConnect • @eskimon • 35&
AND WECHAT IS NOW SO INTEGRATED, IT’S
ALMOST THE ENTIRE INTERNET IN ONE APP
#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
#HootConnect • @eskimon • 37&
SIRI WILL SOON BE AN ‘APP PLATFORM’ TOO,
OFFERING NEW MESSAGING OPPORTUNITIES
#HootConnect • @eskimon • 38&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 39&
MOVE FROM ADVERTISING TO UTILITY; LOOK
FOR NEW WAYS TO ADD AUDIENCE VALUE
#HootConnect • @eskimon • 40&
#4THE EVOLUTION
OF SOCIAL VIDEO
#HootConnect • @eskimon • 41&
VIDEO IS THE HOTTEST TOPIC IN SOCIAL
CONTENT TODAY (NO SURPRISES THERE)
#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
#HootConnect • @eskimon • 43&
BUT MARKETERS ARE GETTING CONFUSED;
WE ARE NOT IN THE MOVIE BUSINESS
#HootConnect • @eskimon • 44&
OUTCOMES
OUTPUTS
VS
#HootConnect • @eskimon • 45&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 46&
VIDEOS MUST ADD TANGIBLE BRAND VALUE,
NOT JUST RANDOMLY ENTERTAIN PEOPLE
#HootConnect • @eskimon • 47&
HOW CAN YOU USE VIDEO TO INFLUENCE
PEOPLE’S ATTITUDES AND BEHAVIOUR?
#HootConnect • @eskimon • 48&
#5CONTENT
vs SOCIAL
#HootConnect • @eskimon • 49&
OUR OBSESSION WITH CONTENT HAS COME
AT THE EXPENSE OF SOCIAL INTERACTION
#HootConnect • @eskimon • 50&
WE PLAN AROUND CONTENT CALENDARS,
INSTEAD OF DESIRED SOCIAL OUTCOMES
#HootConnect • @eskimon • 51&
BUT THIS IS BACK-TO-FRONT; BRAND
CONTENT IS ONLY EVER A MEANS TO AN END
#HootConnect • @eskimon • 52&
THE REAL OPPORTUNITY FOR BRANDS IN
SOCIAL IS TO ACTIVELY ENGAGE WITH PEOPLE
#HootConnect • @eskimon • 53&
CONVERSATION
CONTENT
VS
#HootConnect • @eskimon • 54&
RELATIONSHIPS
REACH
VS
#HootConnect • @eskimon • 55&
LET’S USE SOCIAL FOR ITS UNIQUE POWER:
ONE-TO-ONE INTERACTIONS AT SCALE
#HootConnect • @eskimon • 56&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 57&
STOP ADVERTISING AT PEOPLE, AND
START INTERACTING WITH PEOPLE
#HootConnect • @eskimon • 58&
#6RE-THINKING
THE ROLE OF PAID
#HootConnect • @eskimon • 59&
WHEN FEEDS ARE SO CLUTTERED, IT SEEMS
BRANDS’ ONLY OPTION IS TO BUY REACH
#HootConnect • @eskimon • 60&
HOWEVER, THIS CONSTANT NEED TO OUT-
SHOUT EVERYBODY ELSE IS UNSUSTAINABLE
#HootConnect • @eskimon • 61&
PROMOTING WEAK CONTENT WASTES YOUR
MONEY, AND ALSO ANNOYS YOUR AUDIENCE
#HootConnect • @eskimon • 62&
…AND MEDIA INFLATION MEANS BRANDS ARE
PAYING MORE TO DELIVER THIS IRRITATION
#HootConnect • @eskimon • 63&
MOREOVER, WILL MORE REACH ON EVERY
POST HELP ADDRESS YOUR BRAND’S ISSUES?
#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.
#HootConnect • @eskimon • 65&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 66&
USE PAID MEDIA MORE SELECTIVELY TO
ADDRESS SPECIFIC BRAND CHALLENGES
#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
#HootConnect • @eskimon • 68&
MEASURE SUCCESS IN TERMS OF ACTIONS,
ATTITUDES AND EMOTIONS – NOT EYEBALLS
#HootConnect • @eskimon • 69&
#7AMPLIFYING THE
VOICES OF OTHERS
#HootConnect • @eskimon • 70&
SOCIAL SUCCESS ISN’T DETERMINED SOLELY
BY WHAT YOU SAY ABOUT YOUR BRAND
#HootConnect • @eskimon • 71&
OTHER PEOPLE CAN OFTEN TELL YOUR STORY
IN MORE COMPELLING & PERSUASIVE WAYS
#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
#HootConnect • @eskimon • 73&
INFLUENCERS ARE OFTEN BETTER AT
ENGAGING AUDIENCES ON YOUR BEHALF
#HootConnect • @eskimon • 74&
RESEARCH FROM TWITTER SHOWS WE EVEN
TRUST INFLUENCERS AS MUCH AS FRIENDS
#HootConnect • @eskimon • 75&
PASSIONATE BRAND ADVOCATES CAN TELL
POWERFUL AND PERSUASIVE STORIES, TOO
#HootConnect • @eskimon • 76&
THEIR CREDIBILITY IS BUILT ON AUTHENTICITY;
YOUR ROLE IS TO AMPLIFY THEIR STORIES
#HootConnect • @eskimon • 77&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 78&
ACTIVELY PARTNER WITH INFLUENCERS AND
ADVOCATES TO ACHIEVE SHARED OBJECTIVES
#HootConnect • @eskimon • 79&
#8PROFESSIONAL
SOCIAL NETWORKING
#HootConnect • @eskimon • 80&
PROFESSIONAL NETWORKING IS ONE OF THE
FASTEST AREAS OF GROWTH AT THE MOMENT
#HootConnect • @eskimon • 81&
FACEBOOK AT WORK AND SLACK ARE
CHANGING THE WAY TEAMS COMMUNICATE
#HootConnect • @eskimon • 82&
THERE’S A GOOD REASON WHY MICROSOFT
PAID MORE THAN $26 BILLION FOR LINKEDIN
#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
#HootConnect • @eskimon • 84&
IMPROVING AND AMPLIFYING THE SOCIAL
PROFILE OF SENIOR EXECUTIVES IS CRITICAL
#HootConnect • @eskimon • 85&
EMPLOYEE ADVOCACY IS ALSO A HUGE
OPPORTUNITY FOR ALL KINDS OF BRANDS
#HootConnect • @eskimon • 86&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 87&
INVEST IN PROFESSIONAL SOCIAL AS A
SOURCE OF SIGNIFICANT POTENTIAL VALUE
#HootConnect • @eskimon • 88&
#9SOCIAL
COMMERCE
#HootConnect • @eskimon • 89&
‘BUY BUTTONS’ ARE BECOMING MORE
COMMON ACROSS SOCIAL PLATFORMS
#HootConnect • @eskimon • 90&
THESE ‘DIRECT CONVERSION’ TOOLS OFFER
HUGE POTENTIAL FOR MANY BRANDS
#HootConnect • @eskimon • 91&
HOWEVER, BRANDS MUST APPROACH THEM
CAREFULLY TO AVOID IRRITATING PEOPLE
#HootConnect • @eskimon • 92&
SOCIAL COMMERCE IS ABOUT BUILDING
DISTINCT SOCIAL VALUE INTO THE EXCHANGE
#HootConnect • @eskimon • 93&
IT’S CRITICAL TO BUILD SOCIAL CUSTOMER
SERVICE INTO SOCIAL COMMERCE PLANS TOO
#HootConnect • @eskimon • 94&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 95&
IDENTIFY HOW YOU CAN BUILD A TRULY SOCIAL
BUSINESS, RATHER THAN JUST ADDING BUTTONS
#HootConnect • @eskimon • 96&
#10MORE MEANINGFUL
MEASUREMENT OF ROI
#HootConnect • @eskimon • 97&
TRUE ENGAGEMENT CANNOT BE MEASURED
IN TERMS OF REACH, LIKES, VIEWS, CLICKS…
#HootConnect • @eskimon • 98&
WE NEED MORE MEANINGFUL METRICS
FOR MEASURING SOCIAL’S CONTRIBUTION
#HootConnect • @eskimon • 99&
HOW?
#HootConnect • @eskimon • 100&
CHANGING
MEASUREMENT
MEASURING
CHANGE
BY
#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
#HootConnect • @eskimon • 102&
BUT HOW MUCH DOES SOCIAL CONTRIBUTE
TO THE CHANGE IN ATTITUDES & BEHAVIOUR?
#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
#HootConnect • @eskimon • 104&
THE DIFFERENCE BETWEEN THE TWO SCORES
IDENTIFIES SOCIAL’S SPECIFIC CONTRIBUTION
#HootConnect • @eskimon • 105&
OVER TIME, THIS APPROACH CAN IDENTIFY
THE ROI OF ALL YOUR MARKETING ACTIVITIES
#HootConnect • @eskimon • 106&
SO HOW DO WE
IMPROVE ROI?
#HootConnect • @eskimon • 107&
USE THESE INSIGHTS TO IDENTIFY HOW TO
OPTIMISE YOUR MOST VALUABLE CHANGES
#HootConnect • @eskimon • 108&
MEASURE WHAT
COUNTS, NOT
JUST WHAT YOU
CAN COUNT.
#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
#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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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
  • 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
  • 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
  • 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