Evolution of Social Media Marketing - Tom Edwards
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// evolution of social media marketing
// tom edwardssvp strategy & innovation, digital
// 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)
// social media timeline19
97
1998
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2012
2013
2014
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
// social media platform timeline
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
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
// 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
// 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
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
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 !!
// social media platform timeline
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
// 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
tencent launched qzone in 2005 and still leads today
// qzone829 million active users
521 million MAU via mobilecreators of wechat
!
// social media platform timeline
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
// 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
// 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
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
// 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
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
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
// 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
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
// 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
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
// 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
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
// 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
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
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
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
// 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
// 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
// ello
trendy new ad-free platform claiming to be the anti-facebook platform is getting 45k requests per hour
// social media platform timeline
// 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
in 2005 social was confined to the desktop & not as accessible
// pre-smart phone
// social media trend timeline
by 2007 viral videos were the rage and the iPhone is introduced
// charlie still biting
// social media trend timeline
// twitter breaks news
january 2009 was a milestone event for Twitter
// social media trend timeline
// old spice gets real
by 2010 brands began focusing on digitally centric content
// social media trend timeline
// rebecca black = 70m views
2011 began a shift in celebrity driven by influencers
// social media trend timeline
// psy = 2 billion views
2012 virality is global & memes rule
// social media trend timeline
// mobile everywhere
by 2013 mobile is ubiquitous
// social media trend timeline
access + human behavior = #selfies
// #selfie
// social media trend timeline
2014 is less tom cruise more nerdfighter with john & hank green???
// entertainment shift
// social media trend timeline
altruism + social = movement
// ALS ice bucket challenge
// social media trend timeline
// 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
// 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
// branded communities2005-2008 saw heavy investments in branded communities
// 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
// social channels2007 kicked off the shift to consumer social channels for brands
// fans
// social channels2009 saw the introduction of the Like button
// likes
// social channels2009-2012 was all about apps
// destination
// channels to content2013 shifted to visual storytelling
// timeline
// reach through engagement
*Sources: facebook partner marketing team
// social media timelinevirality threshold
// 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
// reach & frequency
// social media timelineseismic shift away from social engagement
// contentthumbstopping content is now the standard
// atomized content
// contentcontent campaigns created for the sole purpose of digital sharing
// digitally centric content
// contentconsumers can carry the brand
// user generated
// contentmax factor x leverages sina weibo
// user generated
// contentbranded content + ugc = context & personal relevance
// ugc + branded content
// contentinfluencer + user generated = creating a movement
// advocacy
// contentuser generated content can drive transaction
// advocacy + commerce
// contentemployees are a powerful asset in the new world of social
// employee advocacy
// contentwechat influencers + content = aspiration drives action
// influencer
// contentorganic trends + relevant brand persona = #realtimeFTW
// real time marketing
// contenttumblr engagement = donations globally
// altruistic + global
// contentheineken unveiled a free global discovery tool
// location + social = global
// contentadidas leverages global instagram content to create custom products
// personalization + product
// contentoreo leverages wechat content to create personalized emojis
// personalization + physical
// contentoreo + emoji + wechat = results
// oreo + wechat
// contentcontent focused on universal human truths resonate around the world
// content that resonates globally
// contentcontent designed for publisher networks
// native content
// contentsometimes its about using existing assets in a new way
// platform innovation
// sharabilityemotional
socialfunctional
!!
// contentwhy is content shared?
// 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
// future of social marketingevery 48 hours more data is created than beginning of time to 2003
// cutting through
// future of social marketingconsumers control connections & create pockets of topical influence
// topical relevance
// #databaseofyouit’s about content, channels & data
// consumer in the center
// 2020 consumerresonance is still tied to universal human truths
// near future?
// role of contentrelevant storytelling will still have a role
// storytelling
// discovery vs retrievalour behavior tied to search is shifting
// visual search
// integrated mobilitythe swiss army knife of digital
// mobile as a mindset
// converged mediathe line between traditional & social has blurred
// seamless integration
// physical = digitalphysical and digital are converging
// immersive
// everywhere commerceseamless approach to the customer experience across channels
// not constrained by location
// future of social marketingcrm is a part of the puzzle but not the solution
// mapping big data
// future of social marketingit’s more about CMR than CRM
// customer managed relationships
// affinity data___________ graphs
// signals
// connected lifeconnected + data = predictive
// connected = predictive
// personalization 2.0adding context to personal data
// consumer in the center
// valuealigning where the consumer is in their journey vs. push is the key
// creating value
// thank youquestions? e-mail me - [email protected]!follow me on twitter @blackfin360