Evolution of Social Media Marketing - Tom Edwards

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// evolution of social media marketing

description

This deck takes a trip back in time to review the rise of social media platforms across the globe. Next, is a review of the impact social media trends have had on consumer behavior. Then focus shifts to the evolution of social marketing globally and wraps with a look at the future state of social marketing.

Transcript of Evolution of Social Media Marketing - Tom Edwards

Page 1: Evolution of Social Media Marketing - Tom Edwards

// evolution of social media marketing

Page 2: Evolution of Social Media Marketing - Tom Edwards

// tom edwardssvp strategy & innovation, digital

Page 3: Evolution of Social Media Marketing - Tom Edwards

// why is social media importantSocial is global with 25% of population using social media!Over half the US Population utilizes social media for over 90 minutes daily!Prevelance in mobile means “anytime” connections with consumers!Messaging is in-feed, highly visual, and allows for “two way dialog”, providing a unique palette in digital media!Proven to deliver gains in unaided awareness, purchase intent, and sales lift

*Sources: eMarketer (Multiple Reports)

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// social media timeline19

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1997

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Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Youku Launch

// social media platform timeline

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// linkedin

linkedin launched in 2003, now one of the highest valued social stocks

313 million users 200 countries

62% outside of the USrecent emphasis on content

39 million college students !!

// social media platform timeline

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// myspace

myspace launched in 2003 & relaunched in 2013

36 million usersgaining traction with 18-29 set

music, editorial & curated contentlight, contextual ad experience

!!

// social media platform timeline

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// youku

youku launched in 2003 by 2010 it became the #1 video site in China

500 million usersdaily video views over 400 million

!!!

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

Youku Launch

// social media platform timeline

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facebook launched in 2004 on college campuses

*Sources: facebook partner marketing team

#1 mobile audience & time spent 1.28 billion users (182 mamu in US)

users check fb 14x a day88% in-stream engagement

70% mobile !!

// facebook

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Qzone Launch

Youku Launch

// social media platform timeline

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// youtubebiggest online video destination in the world

1 b active monthly users (130 m in US)#2 search engine

100 hours of video uploaded every min 40% mobile

!!

*Sources: google partner marketing team

youtube launched in 2005

// social media platform timeline

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tencent launched qzone in 2005 and still leads today

// qzone829 million active users

521 million MAU via mobilecreators of wechat

!

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Qzone Launch

Youku Launch

VKontakte Launch

// social media platform timeline

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// twitterreal-time conversation

271 m active monthly users (50 m in US)Average users has 208 followers

500 m tweets per day75% mobile

!!

*Sources: twitter partner marketing team

twitter launched in 2006 with a 140 character limit and hashtags

// social media platform timeline

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// vk

vkontakte is the largest social networking service in Europe

239 million users8th most popular global social network

vk = fb, spotify & youtube in onetrends younger vs. facebook

key difference is discussion boards vs. fb !!

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr LaunchQzone Launch

Youku Launch

// social media platform timeline

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// tumblr

open web + community = animated gifs

150 million users globally42% 18-34

ideal for organic content distributionextends the shelf-life of content

combines open web + community !!

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Facebook passes MySpace

Tumblr LaunchQzone Launch

Youku Launch

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Facebook passes MySpace

Twitter redefines news coverage

Tumblr Launch Sina Weibo LaunchQzone Launch

Youku Launch

// social media platform timeline

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// sina weibo

2009 also saw the launch of sina weibo

500 million users69 million daily users70% of traffic mobile

44% of users buy relevant products via adshybrid of Twitter & Facebook

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches

Tumblr Launch Sina Weibo LaunchQzone Launch

Youku Launch

// social media platform timeline

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// instagramkey engagement platform

200 m active monthly users (62 m in US)83% of posts include a #20 billion photos shared

100% mobile !!

*Sources: facebook partner marketing team

instagram is currently the king of engagement

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches

Pinterest Launch

Snapchat Launch

Google+ LaunchTumblr Launch Sina Weibo LaunchQzone Launch

WeChat LaunchYouku Launch

// social media platform timeline

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// google+fuel for the google ecosystem

300m monthly active users3% of global social shares

40% mobile !!*Sources: google+ partner marketing team

google+ is key to go beyond the stream

// social media platform timeline

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// pinterest

discovery platform that drives referrals

70 million active users80% female

80% of pins are repinsreferrals are 10% more likely to convert

// social media platform timeline

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// snapchat

ephemral messaging platform

100 million active users400 million snaps a day

avg. user visits app 14x a day55% north america

// social media platform timeline

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// wechat

wechat messaging platform

600 million users180 million users outside of China

integrates with QQ5th most used smartphone app ww

primed for global adoption

// social media platform timeline

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1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Tumblr Launch Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

// social media platform timeline

Page 31: Evolution of Social Media Marketing - Tom Edwards

1997

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

// social media platform timeline

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// vinesharing & creating

271 m active monthly users (55 m in US)12 million vines uploaded to twitter daily

1 billion vine loop views per day95% mobile

!!

*Sources: twitter partner marketing team

the 6 second loop is now a social staple

// social media platform timeline

Page 33: Evolution of Social Media Marketing - Tom Edwards

// social media platform timeline19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

Page 34: Evolution of Social Media Marketing - Tom Edwards

// ello

trendy new ad-free platform claiming to be the anti-facebook platform is getting 45k requests per hour

// social media platform timeline

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// social media trend timeline19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

Page 36: Evolution of Social Media Marketing - Tom Edwards

in 2005 social was confined to the desktop & not as accessible

// pre-smart phone

// social media trend timeline

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by 2007 viral videos were the rage and the iPhone is introduced

// charlie still biting

// social media trend timeline

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// twitter breaks news

january 2009 was a milestone event for Twitter

// social media trend timeline

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// old spice gets real

by 2010 brands began focusing on digitally centric content

// social media trend timeline

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// rebecca black = 70m views

2011 began a shift in celebrity driven by influencers

// social media trend timeline

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// psy = 2 billion views

2012 virality is global & memes rule

// social media trend timeline

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// mobile everywhere

by 2013 mobile is ubiquitous

// social media trend timeline

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access + human behavior = #selfies

// #selfie

// social media trend timeline

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2014 is less tom cruise more nerdfighter with john & hank green???

// entertainment shift

// social media trend timeline

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altruism + social = movement

// ALS ice bucket challenge

// social media trend timeline

Page 46: Evolution of Social Media Marketing - Tom Edwards

// social marketing evolution19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

branded communities social channels content

2015

data

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

TBD

Page 47: Evolution of Social Media Marketing - Tom Edwards

// social marketing evolution19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

branded communities

2015

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

TBD

Page 48: Evolution of Social Media Marketing - Tom Edwards

// branded communities2005-2008 saw heavy investments in branded communities

Page 49: Evolution of Social Media Marketing - Tom Edwards

// social marketing evolution19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

branded communities social channels

2015

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

TBD

Page 50: Evolution of Social Media Marketing - Tom Edwards

// social channels2007 kicked off the shift to consumer social channels for brands

// fans

Page 51: Evolution of Social Media Marketing - Tom Edwards

// social channels2009 saw the introduction of the Like button

// likes

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// social channels2009-2012 was all about apps

// destination

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// channels to content2013 shifted to visual storytelling

// timeline

Page 54: Evolution of Social Media Marketing - Tom Edwards

// reach through engagement

*Sources: facebook partner marketing team

// social media timelinevirality threshold

Page 55: Evolution of Social Media Marketing - Tom Edwards

// social marketing evolution19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

branded communities social channels content

2015

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

TBD

Page 56: Evolution of Social Media Marketing - Tom Edwards

// reach & frequency

// social media timelineseismic shift away from social engagement

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// contentthumbstopping content is now the standard

// atomized content

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// contentcontent campaigns created for the sole purpose of digital sharing

// digitally centric content

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// contentconsumers can carry the brand

// user generated

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// contentmax factor x leverages sina weibo

// user generated

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// contentbranded content + ugc = context & personal relevance

// ugc + branded content

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// contentinfluencer + user generated = creating a movement

// advocacy

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// contentuser generated content can drive transaction

// advocacy + commerce

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// contentemployees are a powerful asset in the new world of social

// employee advocacy

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// contentwechat influencers + content = aspiration drives action

// influencer

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// contentorganic trends + relevant brand persona = #realtimeFTW

// real time marketing

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// contenttumblr engagement = donations globally

// altruistic + global

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// contentheineken unveiled a free global discovery tool

// location + social = global

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// contentadidas leverages global instagram content to create custom products

// personalization + product

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// contentoreo leverages wechat content to create personalized emojis

// personalization + physical

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// contentoreo + emoji + wechat = results

// oreo + wechat

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// contentcontent focused on universal human truths resonate around the world

// content that resonates globally

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// contentcontent designed for publisher networks

// native content

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// contentsometimes its about using existing assets in a new way

// platform innovation

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// sharabilityemotional

socialfunctional

!!

// contentwhy is content shared?

Page 76: Evolution of Social Media Marketing - Tom Edwards

// social marketing evolution19

97

1998

1999

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr Launch

Facebook passes MySpace

Twitter redefines news coverage

Google Launches Buzz

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

branded communities social channels content

2015

data

Qzone LaunchSina Weibo Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

WeChat LaunchYouku Launch

TBD

Page 77: Evolution of Social Media Marketing - Tom Edwards

// future of social marketingevery 48 hours more data is created than beginning of time to 2003

// cutting through

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// future of social marketingconsumers control connections & create pockets of topical influence

// topical relevance

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// #databaseofyouit’s about content, channels & data

// consumer in the center

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// 2020 consumerresonance is still tied to universal human truths

// near future?

Page 81: Evolution of Social Media Marketing - Tom Edwards

// role of contentrelevant storytelling will still have a role

// storytelling

Page 82: Evolution of Social Media Marketing - Tom Edwards

// discovery vs retrievalour behavior tied to search is shifting

// visual search

Page 83: Evolution of Social Media Marketing - Tom Edwards

// integrated mobilitythe swiss army knife of digital

// mobile as a mindset

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// converged mediathe line between traditional & social has blurred

// seamless integration

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// physical = digitalphysical and digital are converging

// immersive

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// everywhere commerceseamless approach to the customer experience across channels

// not constrained by location

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// future of social marketingcrm is a part of the puzzle but not the solution

// mapping big data

Page 88: Evolution of Social Media Marketing - Tom Edwards

// future of social marketingit’s more about CMR than CRM

// customer managed relationships

Page 89: Evolution of Social Media Marketing - Tom Edwards

// affinity data___________ graphs

// signals

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// connected lifeconnected + data = predictive

// connected = predictive

Page 91: Evolution of Social Media Marketing - Tom Edwards

// personalization 2.0adding context to personal data

// consumer in the center

Page 92: Evolution of Social Media Marketing - Tom Edwards

// valuealigning where the consumer is in their journey vs. push is the key

// creating value

Page 93: Evolution of Social Media Marketing - Tom Edwards

// thank youquestions? e-mail me - [email protected]!follow me on twitter @blackfin360