Future Social: 10 Key Trends in Social Media
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Transcript of Future Social: 10 Key Trends in Social Media
#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
wearesocial
#HootConnect • @eskimon • 3&
#HootConnect • @eskimon • 4&
FUTURE TENS(E)1. DOMINANCE OF MESSENGERS
2. EVOLUTION OF COMMUNICATION3. INTEGRATED PLATFORMS
4. EVOLUTION OF SOCIAL VIDEO5. CONTENT vs. SOCIAL
6. RE-THINKING THE ROLE OF PAID7. AMPLIFYING THE VOICES OF OTHERS
8. PROFESSIONAL SOCIAL NETWORKING9. SOCIAL COMMERCE
10. MORE MEANINGFUL METRICS
#HootConnect • @eskimon • 5&
CONTEXT
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BIT.LY/DSM2016DIBIT.LY/DSMAP16
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ACTIVE INTERNET USERS
TOTALPOPULATION
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
SEP2016
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&
SEP2016
• Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16
MOST ACTIVE SOCIAL PLATFORMSLATEST 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
FB MESSENGER
QZONE
TUMBLR
SKYPE
BAIDU TIEBA
#HootConnect • @eskimon • 9&
ACTIVE INTERNET USERS
TOTALPOPULATION
ACTIVE SOCIAL MEDIA USERS
MOBILESUBSCRIPTIONS
ACTIVE MOBILE SOCIAL USERS
FIGURE REPRESENTS THE TOTALNUMBER OF MOBILE SUBSCRIPTIONS,
NOT UNIQUE MOBILE USERS
FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACHCOUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACHCOUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS TOTAL GLOBALPOPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS
BILLION BILLION BILLION BILLION BILLION1.825 1.3581.428 3.8604.116
SEP2016
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 DOMINANCEOF MESSENGERS
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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 OPPORTUNITIESFOR BRANDS TO PAY TO ‘INSERT’ THEMSELVES
PRIVATECONVERSATIONS
HARDER TOADVERTISE
LIKES AND FOLLOWERS MATTER MUCH LESS THAN
ORGANIC WORD-OF-MOUTH
NEW METRICSOF SUCCESS
#HootConnect • @eskimon • 15&
WE CANNOT RELY ON A ‘BOOSTED CONTENT’ APPROACH IN MESSENGER PLATFORMS (YET)
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INTERRUPTIONWON’T WORK
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SO HOW DO WE IMPROVE ROI?
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OUR TASK IS TO INSPIRE CONVERSATIONS, NOT JUST TO PRODUCE & DELIVER CONTENT
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PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
#HootConnect • @eskimon • 20&
#2THE EVOLUTION OF COMMUNICATION
#HootConnect • @eskimon • 21&
PEOPLE CONSTANTLY FIND NEW WAYSTO 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?
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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
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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
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THIS RAPID EVOLUTION OF AUDIENCE BEHAVIOUR IS LEAVING BRANDS BEHIND
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SO HOW DO WE IMPROVE ROI?
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MOTIVATIONS
MECHANICSNOT
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HARNESS NEW BEHAVIOURS TO BUILD DEEPER EMPATHY, INSTEAD OF FOCUSING ON REACH
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#3INTEGRATEDPLATFORMS
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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
ORDERA TAXI
PAY FOR PURCHASES
RENEW THEIR PASSPORT
BOOK MEDICAL APPOINTMENTS
ORDER FOODDELIVERY
READ WEBARTICLES & NEWS
DONATE TOCHARITY
PAY MUNICIPALCHARGES & FINES
PLAYGAMES
#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
VIRTUALREALITY
#HootConnect • @eskimon • 43&
BUT MARKETERS ARE GETTING CONFUSED; WE ARE NOT IN THE MOVIE BUSINESS
#HootConnect • @eskimon • 44&
OUTCOMES
OUTPUTSVS
#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
CONTENTVS
#HootConnect • @eskimon • 54&
RELATIONSHIPS
REACHVS
#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 EVERYPOST 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-TIMEACTIVITIES
EXTENDINGSUCCESS
WHEN YOU ABSOLUTELY NEED TO GET THE MESSAGE TO THE AUDIENCE, REGARDLESS OF
ITS ABILITY TO ENGAGE
CRITICALMESSAGING
#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 LEADERSPEOPLE 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
ENTERPRISENETWORKING
IDENTIFYING AND ENGAGING POTENTIAL
PARTNERS AND / OR NEW B2B CUSTOMERS
EXTERNALCOLLABORATION
RAISING THE PROFILE OF KEY TEAM MEMBERS, AND ENGAGING JOURNALISTS AND THE BROADER MEDIA
AMPLIFYINGINFLUENCE
#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
MEASURINGCHANGE
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
SOCIALLYENGAGED
NOT SOCIALLYENGAGED
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 COMMUNICATION3. INTEGRATED PLATFORMS
4. EVOLUTION OF SOCIAL VIDEO5. CONTENT vs. SOCIAL
6. RE-THINKING THE ROLE OF PAID7. AMPLIFYING THE VOICES OF OTHERS
8. PROFESSIONAL SOCIAL NETWORKING9. SOCIAL COMMERCE
10. MORE MEANINGFUL METRICS
#HootConnect • @eskimon • 110&
WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
+65 9146 5356
HTTP://WEARESOCIAL.COM