Matt Knell

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  • 1. Fragmentation: The Future ofSocial Media PlatformsMatthew KnellAOL Social Media DirectorFebruary 7, 2012for SocialFresh East#socialfresh
  • 2. Hi! My name is Matthew Knell! Social Media Director at AOL Pace University Tech Mentor in Residence (http://csis.pace.edu) Adjunct Instructor at NYUs School of Continuing and Professional Studies Obnoxiously huge Muppets fan SocialFresh rookie @matthewknell matthew@ygm.com http://about.me/matthewknell Follow along at#socialfresh @matthewknell http://bit.ly/sofreshfrag #socialfresh
  • 3. HOW MANY OF YOU THINK FACEBOOK HAS REACHED ITS PEAK? WHY OR WHY NOT?#socialfresh @matthewknell
  • 4. TO THE EXTENT OUR ACTIVE USER GROWTH RATE SLOWS, OURBUSINESS PERFORMANCE WILL BECOME INCREASINGLYDEPENDENT ON OUR ABILITY TO INCREASE LEVELS OF USERENGAGEMENT IN CURRENT AND NEW MARKETS. IF PEOPLE DONOT PERCEIVE OUR PRODUCTS TO BE USEFUL, RELIABLE, ANDTRUSTWORTHY, WE MAY NOT BE ABLE TO ATTRACT OR RETAINUSERS OR OTHERWISE MAINTAIN OR INCREASE THE FREQUENCYAND DURATION OF THEIR ENGAGEMENT. - Facebook in their S-1 filing#socialfresh @matthewknell
  • 5. Interest based networks are booming Tumblr jumped 130% in unique visitors from Nov 2010 to Nov 2011 Pinterest jumped 1125% in UVs from May 2011 to Nov 2011 Foursquares user base grew more than 1000% from August 2009 to July 2009 and 1000% again from August 2010 to July 2011 Instagram took only 9 months to reach 150 million photos, and just one year to reach 10 million members Facebook grew only 9% from Nov 2010 to Nov 2011 Sources: Comscore via eMarketer (US Unique Visitors to Select Social Networks, Nov 2010-Nov 2011), Search Engine Watch (Foursquare Hits 10 Million Users, Yeah, Thats 1000% Annual Growth), Instagram Blog (The Instagram Community Ten Million and Counting)#socialfresh @matthewknell Page 5
  • 6. Real-time Poll How many of you like every single thing your friends like? Are you willing to trade your personal relationships to get to content that you want?#socialfresh @matthewknell Page 6
  • 7. The interest graph movement The shopping mall is slowly being replaced by the boutique store. The next wave of social media sites facilitate content creation and curation content based on interests. Users, not people are the vehicle; content is the engine.#socialfresh @matthewknell Page 7
  • 8. All encourage collections of related sets of things#socialfresh @matthewknell Page 8
  • 9. All facilitate serendipitous discovery#socialfresh @matthewknell Page 9
  • 10. Easy to create, curate and consume targeted content#socialfresh @matthewknell Page 10
  • 11. SO WHAT DOES THIS MEAN FOR YOU AS A MARKETER?#socialfresh @matthewknell
  • 12. #socialfresh @matthewknell Page 12
  • 13. A problem Facebook marketing is easy Facebook Pages Facebook Places Applications Facebook Sponsored Stories Engagement Ads Premium Ads Social plugins (like button, share button, recommendations) Open Graph 2.0 (new style actions, frictionless sharing) Facebook Insights#socialfresh @matthewknell Page 13
  • 14. Interest based networks have limited paid marketing options Foursquare Badges ($20k-$30k per month) Tumblr highlighted posts Instagram, Pinterest - ???#socialfresh @matthewknell Page 14
  • 15. You need to be interesting more so On these platforms, content strategy and brand affinity matters more than ever Even if users care about your brand, it is difficult to keep re- engaging with them. Assumptions on your user base based on your Twitter and Facebook demos can be risky.#socialfresh @matthewknell Page 15
  • 16. HOW CAN YOU BE INTERESTING?#socialfresh @matthewknell
  • 17. Do a content auditConsider: Is there a logical business need for using this platform? Your brand and where it fits in the world Types of content you have to share Curation and copyright concerns How do you want to tell your story? What youre already doing on other social platforms? What device do you want your users to find you on? Who on your team will manage these accounts? How can this fit within your existing content calendar?#socialfresh @matthewknell Page 17
  • 18. Test and target These platforms depersonalize human personas Instead of focusing on user demographics, focus on content personals Your testing groups should be organized by affinities People who like behind the scenes pictures People who like celebrity photos People who like pictures of cats People who think this is the best SocialFresh preso of the conference.#socialfresh @matthewknell Page 18
  • 19. Go fishing Build a content museum curate or create one thing at time Use each channel of content to meet a slightly different user interest. Use snackable assets strong enough to stand on their own that are closely aligned with the theme. Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store) Use success to refine your content personas.#socialfresh @matthewknell Page 19
  • 20. Pinterest and Tumblr are ideal for curation#socialfresh @matthewknell Page 20
  • 21. But both work well for original content#socialfresh @matthewknell Page 21
  • 22. Tumblr is great for sharing your archives 30% of marketers are planning to increase usage of Tumblr in 2012 Source: eMarketer (Plans to