6. Overview of the main social networks
(figures, highlights, opportunities for brands…)
and trends to watch out for in 2014 !
7. 7
Agenda
1 – Conversational social networks
3 – Trends for 2014
1.1 Facebook
3.1 Niche networks
1.2 Twitter
3.2 All-in-one networks
1.3 Google +
3.3 Secure networks
1.4 Foursquare
3.4 Social Discovery
2 – Image social networks
2.1 Youtube
2.2 Dailymotion
2.3 Instagram
2.4 Pinterest
2.5 Tumblr
2.6 Vine
2.6 Snapchat
3.4 Social TV
3.4 Music and social media
3.4 Brands' social networks
What to remember
10. 10
Facebook
Still the leader
1.19 billion
users in the
world
28 million in
France
728 million
daily active
users (16.4
million in
France)
4.5 billion likes
everyday
10 billion
messages sent
everyday
http://bit.ly/16RbDOs
4.75 billion
content
published
daily
350 million
photos
published
everyday
11. 11
Facebook
But a certain weariness
> The commitment rate has gone from 3% to 1% in one year
> According to The Guardian, teens are abandoning Facebook
for messaging applications such as WhatsApp or WeChat
Why? Facebook’s target audience is aging, parents are on Facebook, users’
weariness, people are looking for more privacy
http://bit.ly/1dsSogv
12. 12
Facebook
Mobile
Of the 28 million active monthly users of Facebook
in France,
17 million access it via
mobile
On mobile, members access Facebook
nearly 18 times a day on the weekend
http://bit.ly/16RbDOs
13. 13
Facebook
A conversion tool
Facebook is the best social
network that generates shopping
traffic on retail sites
cabinet RichRelevance, septembre 2013 : http://bit.ly/191wscS
14. 14
Facebook
Advertising on Facebook
2 goals
• Generate traffic on websites or increase the number of fans on Facebook
pages
• Increase the effectiveness of Facebook page posts in terms of scope and
therefore commitment.
15. 15
Facebook
Types of advertising on Facebook:
Facebook Ad
What? This ad is composed of a title of 25 characters,
a text of 90 characters and an image with 100x72px
dimensions.
Where ? On the right hand side of the news feed and
profiles
Principal interest ? It can direct you to a landing
page and therefore accentuate your transformation
rate. There are a lot of targeting options to
reach a very fine audience. This means that new
fans, users and participants can be obtained.
16. 16
Facebook
Types of advertising on Facebook:
Sponsored post
What? A sponsored post is like a traditional
Facebook ad except that it is a pushed brand
publication (video, photo, status)
Where ? On the right hand side of the news feed
Principal interest ? Highlights the activity of a
brand directly into the news feed and captures the
attention of internet users with attractive content.
Promotes a message and increases commitment.
17. 17
Facebook
Types of advertising on Facebook:
Sponsored story
What ? Sponsored stories are messages coming from
friends about them engaging with a Page, app or
event that a business, organization or individual has
paid to highlight so there's a better chance people see
them.
Where ? To friends of people interacting (Like,
Comment, Share) only (in the newsfeed)
Principal interest? Generates interest by
promoting the interaction of a contact
The sponsored stories will be removed as of April 2014: http://bit.ly/1dJfwE5
18. 18
Facebook
Types of advertising on Facebook:
Promoted post
What ? Publication on a brand’s page whose visibility
is momentarily accentuated for the audience of the
page and its connections.
Principal interest? It is becoming increasingly
hard to « naturally » captivate internet users,
promoted posts are useful for boosting a publication
so that it is seen by a larger proportion of your
audience.
19. 19
Facebook
Types of advertising on Facebook:
The Dark posts or unpublished posts
What ? A publication that only appears on the
newsfeed and not on your timeline.
Where? On the newsfeed of the people you wish to
target
Principal interest? This allows you to reach a
specific audience without « polluting » all of your
fans, test certain posts that you do not wish to appear
on your timeline and equally target a very fine
audience.
20. 20
Facebook
Types of advertising on Facebook:
Facebook Offers
What ? The offers are coupons which facebook users
can use « in store », « online » or « in store and
online ». It is possible to limit participants and to fix a
cut-off date.
Where ? In the newsfeed and sponsored news or on
the right hand side.
Principal interest ? Put forward your activity with
a special offer
21. 21
Facebook
Types of advertising on Facebook:
Advertising for mobile applications
What? Traditional advertising that advertises a
mobile application
Where ? On mobile phones
Principal interest? Invite internet users to
download an application with a direct link to iOS or
Android marketplace
22. 22
Facebook
Good to know:
Competitions
Sponsored posts
The images are optimised, larger than
classic posts and redirect you to the brand’s
site. The image can be in classic JPEG
format but GIF can also be used.
Via a dedicated application or directly on the
Facebook timeline as of August 2013
The organisation of competitions, quizzes
or votes can collect user information of a page.
To come: Sponsored videos
Previewed for 2014, videos of 15
seconds will appear in users’
newsfeeds, which can be clicked on in
order to be viewed.
23. 23
Facebook
The open graph: targeting and client knowledge
The Open graph relays the different user
activities to produce target information for brands.
It is a protocol that permits third party
websites to interact the information of a
Facebook profile with the relations of the
latter on « Facebook Connect ».
The open graph allows application editors to
diffuse the actions of Facebook users on their
website:
(Fabien listens to a song on Spotify, Romain
watched a video on Dailymotion…).
Beyond the integration of Facebook plug-ins, this
allows brands to collect a lot of information
about internet users and their network in
order to suggest targeted products.
24. 24
Facebook
The graph search
The graph search
It’s the new search engine of Facebook, it gives a very
wide search option for users. For example you can
now search for people who live in a precise city and
who like a precise brand.
A challenge for retail brands : be sure to set up
local pages for each outlet
http://bit.ly/1dFFfir
Closely watch the moment that graph search
would allow you to see who has written a
review about a specific product…
25. 25
Facebook
Facebook: the next Yelp ?
Facebook is currently testing a rating scale
for pages.
These stars aim to give more precision to the
commitment and interest of fans of pages/brands.
A new functionality to monitor closely, will Facebook
become the new Yelp?
26. 26
Facebook
More news in Facebook users newsfeeds
In order to best respond to the needs of users,
Facebook has put in place a few modifications on the
newsfeed with the aim of giving visibility to media
news (such as news sites).
27. 27
Google & Facebook
Facebook and Google join forces
Google and Facebook, until now considered
competitors in online advertising, are going
to cooperate.
To continue its growth (remember that Google has
passed the symbolic $ 1,000 on the Stock Exchange),
in an economy where recommendation and
prescription influence buys, Google is evolving its
advertising offer. It is in partnership that Google has
always drawn its strength and this turn will surely
create greater visbility for brands.
28. 28
Facebook, the interest for brands?
Create a dialogue
Be reactive
Portray values
Acquire potential clients
Organise competitions, federate
Finely target (Facebook Ads, sponsored posts)
Get to know clients (Social CRM)
30. 30
Twitter
218 million active users and 100 million daily active users
500 million
accounts
created
218 million
active
monthly
users
100 million
daily connected
users
5.5 million in
France
2.3 million
active users
in France
http://bit.ly/16RbDOs
http://bit.ly/IOObZ0
400 million
tweets sent
on average
per day
75 % of users
connect through
mobiles
31. 31
Twitter
Types of advertising on Twitter:
Sponsored accounts
What ? It is a suggestion of which accounts to
follow, published only for those you choose through
targeting options
Principal interest ? Quickly create a base of
followers
32. 32
Twitter
Types of advertising on Twitter:
Sponsored tweet
What ? Your tweet will be relayed to a larger
audience thanks to Twitter targeting (socio-demo,
interests, accounts followed…)
Principal interest ? To be heard and to
generate traffic towards a site
33. 33
Twitter
Types of advertising on Twitter:
Sponsored trends
What? Your hashtag trend will be visible at the
top of the « trending now » list, this format
redirects to a tweet in pole position in
conversations about the trend.
Sponsored trends guarantee up to 10 million
impressions per day in France. It can be
bought for a period of 24hrs, in a specific country,
for €5k.
Principal interest ? An excellent branding tool.
To relay an event, a buzz operation or a brand.
34. 34
Twitter
Twitter and brands
Mercedes-Benz #YouDrive
Mercedes-Benz launched a social and
interactive experience on iTV channel.
Thus, twitter users could decide the
end of the TV spot using the
#YouDrive hashtag.
35. 35
Twitter
Twitter and brands
The SurrenderYourSay campaign
To inform Twitter users about Gilles de la
Tourette
syndrome.
The
Canadian
Foundation for Tourette’s syndrome put in
place a system of uncontrollable tweets on
Twitter.
The operation entitled
#SurrenderYourSay , aimed to replicate
the drivers of Tourette tics on the accounts
of participants.
An operation that brought a great
deal of visibility to the Foundation on
Twitter.
36. 36
Twitter
Twitter news
Twitter Music will be shutdown
The social network associated with
iTunes, Spotify and Rdio to detect and
play titles mentioned in tweets, through
an iOS application and separate web
platform. Due to little success the
application has been forced to shut
down.
37. 37
Twitter
Twitter news
Twitter, the prefered network of
young people
A Comescore study has confirmed the
trend observed in the panorama of
social networks: Twitter is the chosen
platform of young people, on both
desktop and mobile, and has overtaken
Facebook. Indeed, more than 32,3 % of
15-24 year olds are present on the
microblogging platform, compared to
28,9 % on Facebook.
38. 38
Twitter
Twitter news
Twitter Cards
Twitter Cards can enrich and add
value to the content of your site
(thanks to an integration of tags at
the top of the page’s website) whilst it
is shared on Twitter (photo, video…).
This will significantly increase the
traffic towards your site but also
share its content.
Explication en vidéo : http://bit.ly/1kOmGL6
41. 41
Twitter, the interest for brands?
Watch a topic or community
Create dialogue
Be reactive (SAV)
Inform
Support an event operation (hashtags)
Generate traffic (sponsored tweets)
43. 43
Google +
Encouraging figures
500 million
accounts created
5,3 million in 80 % of users
login on a
France
weekly basis
235 million active
users per month
135 million users
of Google +
stream
http://bit.ly/16RbDOs
5 million “+1″ 67 % of users are
men
clicked on
daily
44. 44
Google+
But users who share less than on other social networks
According to +Gigya, Google+ users
represent only 2% of shares on social
networks…while Facebook has 50%
and Twitter 24%.
45. 45
Google+
And who spend less time
According to Comscore, Google+ users
spent 3.3 minutes during the month of
January 2013.
A paltry figure compared to the 7.5
hours spent on Facebook during the
same period.
46. 46
Google+
Google+ and brands
A brand can create a business page
which users can add to their circles,
recommend (+1) but also share the
content.
Since October 2013, pages can be
promoted in sponsored ads. Unlike
facebook ads, the Google+ ads do not
appear in the network but in other
platefoms of Google, and the targeting is
limited.
Members must check a box in order for
their names not to be used for advertising
purposes.
47. 47
Google+
Google+ and brands
Hashtags integrated into Google
search
Google introduces hashtags for
Google+ publications in its search
results.
This new function allows
internet users to access Google+ content
relative to their search. The search
results are found in a block at the right
of the traditional search. The content is
clickable and redirects you to the
publications, only those which are
public will be displayed.
48. 48
Google+
Google Hangouts and brands
Google Hangouts is a multiparticipant
videoconference service integrated into
the Google+ network, connected to Gmail
and available as an application for iOS
and Android.
The stream can be viewed directly on
Youtube or directly downloaded.
Once the hangout has finished, it stays
online as a Youtube video.
This allows brands to create more
connections and exchanges.
En vidéo : http://bit.ly/JqT5f8
49. 49
Google+
Google Hangouts and brands
Glamour
Glamour has launched a series of
Hangouts over a month with its
employees.
The videos are all sponsored by brands.
During a Hangout sponsored by
L'Oreal, a stylist presents brand products.
Certain Hangouts are open to discussion,
others are not, but users are always welcome
to comment on social networks.
50. 50
Google+
Google Hangouts and brands
Versace
For the launch of her collection in New
York, Donatella Versace organised a
Hangout for fans
At the Hangout, a famous American fashion
blogger previewed some models alongside
Donatella.
51. 51
Google+
Google launches Helpouts
Helpouts is a platform for knowledge
sharing by connecting users with experts from
different fields.
The Helpouts rely on Google Hangouts and
thus allow professionals and individuals to
organize training sessions, free or paid,
through videoconferencing.
Helpouts is an opportunity for brands to
create a close relationship with a logical policy
Sephora and Weight Watchers have already put
forward their advice and coaching
En vidéo : http://bit.ly/1fxNQFI
52. 52
Google+
Google launches restricted communities
Google+
announces
“restricted
communities”
Google+ has announced the launch of
“restricted communities“, a functionality
which prevents non members of an
organisation from joining. The system is
designed to allow businesses to create
private communities or invitationonly access.
53. 53
Google +, the interest for brands?
Create a dialogue
Inform
Support an event operation (hashtags)
Improve its referencing and visbility throughout
Google.
Reach niche circles
55. 55
Foursquare
Low penetration rate in France
40 million users
worldwide
Source : Foursquare « About »
40 000
« Superusers »
producing
1 million
updates each
month
http://bit.ly/1i1rDRj
More than 4.5
billion check ins
56. 56
Foursquare
Foursquare and brands
The geolocation and recommendation network
Users post reviews about every place, it
is interesting for brands to watch it and
to create their own pages.
It is also a way to define brand
ambassadors.
57. 57
Foursquare
Foursquare and brands
Promotional offers
The offers are launched through the
«
Specials
»
menu.
Games,
competitions and challenges can
encourage users to come back multiple
times to a place. It is a good way to
create customer loyalty.
58. 58
Foursquare
Foursquare and brands
The lists
Foursquare allows users to create lists
of places of interest.
Far from the functionalities dedicated to
brands, Gucci had the idea of making a
global list of « Gucci Places »
These places are in relation to the DNA
of the brand, it includes Gucci boutiques,
palaces, and even french parks.
59. 59
Foursquare
Foursquare and brands
Analyse the impact
Anaylse the impact:
The
Analytics
platform
provides
information such as: which visitor
appeared the most times at the location,
the total number of check-ins, sex
distribution of consumers, "schedule"
check-ins throughout the day, or yet the %
of check-ins that have been shared on
other social networks.
60. 60
Foursquare
Foursquare and brands
Launch of targeted advertising
In October 2013 Foursquare
announced
the
launch
of
Foursquare
Ads:
targeted
advertising for small businesses.
61. 61
Foursquare
Foursquare and brands
Coming soon : post-checkin ads
Announced in May, post-checkin
ads should arrive.
This new feature will display a
contextualized advertisement depending
on user checkins.
62. 62
Foursquare, the interest for brands?
Personalised promotions
Generate in-store traffic
Generate positive reviews
Make customer loyalty
63. A certain weariness towards the great
« giants » is felt
it generates a migration and an interest
for « image based » social networks.
66. 66
Youtube
3rd most visited website– according to Alexa
1 billion active
users
worldwide
26 million
unique users
in France
6 billion hours
of video are
watched on
Youtube every
month
http://bit.ly/16RbDOs + http://bit.ly/17LGMiX
100 hours of
video are put
on Youtube
every minute
1/4 of visitors
are on mobiles
67. 67
Youtube
Youtube has become the favourite website of teenagers,
more so than Facebook.
50%
12-15 year olds identify Youtube
as their favourite site
followed by Facebook at 45,2%
http://bit.ly/1cqF2QM
68. 68
Youtube
Youtube has become the favourite website of teenagers,
more than Facebook.
90%
of internet traffic will be issued from
videos in 2017
Online video consumption has
increased from 4,2% in 2011
to 18% in 2013
http://bit.ly/ISzGDV
70. 70
Youtube
Youtube and brands
Video Ads
Zagg, the pioneer of protective films for
computers and mobiles publishes
approximately 100 new titles a year to
prove the effectiveness of its products.
With TrueView a targeted campaign,
Zagg has a 75% conversion rate
through targeted videos.
71. 71
Youtube
Youtube and brands
Brand videos
Recently, Dior launched its campaign
with Robert Pattinson on Youtube, it
allowed the brand to lead the viral
videos with 4.2million views the week of
the 10th October 2013 and reached 14
million views in just 2 months.
http://bit.ly/1f0x4lI
72. 72
Youtube
Youtube and brands
Interactive videos
Youtube offers many features to create an interactive video. A large number
of brands are taking to interactive video games to push the creativity to the maximum
and to translate the histroy of the brand.
73. 73
Youtube
Youtube and brands
Oldspice
Old Spice is THE textbook case for
successful Youtube campaigns.
In 2010, Old Spice launched a web
campaign that was shared and imitated
a lot. Several months later the
brand decided to respond to
internet
users:
bloggers,
commentators, celebrities or simple
tweeters received hundreds of custom
videos.
http://bit.ly/1atQNmp
The campaign has made more
than a billion impressions. The
brand has become number one in
its sector.
74. 74
Youtube
Youtube and brands
Hell Pizza
In 2010 Hell Pizza launched one of
the first interactive campaigns.
Under a zombie invasion, you are a pizza
delivery man. At several points you are
invited to make a decision changing the
course of the video. Of note: one year of
free pizza for the winner.
The video generated 110 000 views
in 4 days (10 million today), not a
bad score for a small pizza chain
from New Zealand!
http://bit.ly/1atQQyD
75. 75
Youtube
Youtube and brands
Burger King
Burger King has launched an innovative
campaign that makes fun of users
weariness through pre-roll videos on
Youtube by creating… 64 of them.
These pre video adverts were
adapted to the search of the internet
user on Youtube.
http://bit.ly/1dgDiHw
76. 76
Youtube
Youtube news
Youtube changed its comments policy
The system will be completely reviewed
to highlight the most relevant
comments, those of your friends
on Google +, and those that have
generated the most conversations.
77. 77
Youtube, the interest for brands?
Share brand vision
Stage their story
Engage their community
Express creativity (interactive campaigns)
Improve visbility (Google Adwords)
Support events
79. 79
Dailymotion
31st most visited site
110 million
unique visitors
per month
16 million
unique
visitors in
France
83 minutes
spent each
month on the
site by users
18 videos
seen by users
each month
250 million
videos
watched on
mobiles
81. 81
Dailymotion
Dailymotion and brands
Speacial ads
Danone made chefs from the
program « Kitchen nightmares »
interact
with
Dailymotion
banners to accentuate them.
A campaign that plays with the ad for Danette…
http://bit.ly/1kgbxaU
82. 82
Dailymotion
Dailymotion and brands
Special ads
Dailymotion allowed Eram to put
a carrousel into the video.
Hovering over the carrousel meant that
users could visualise the products in a
larger format, and of course buy them.
An integrated program for ERAM…
83. 83
Dailymotion, the interest for brands?
Share brand vision
Stage their story
Engage their community
Express creativity (interactive campaigns)
Support events
85. 85
Instagram
1st editing and photoshare site
150 million
active users in
the world
1,8 million
unique
visitors in
France
16 billion shared 1 billion likes per
day
photos
http://bit.ly/1cNppnx
1000 comments
per second
86. 86
Instagram
The Instagram evolution
June 2013
Instagram launches
video capture to
compete with Vine
October 2013
Instagram
launches the
« native » ad on its
social network
December 2013
Instagram Direct :
send photos to
selected friends
directly
87. 87
Instagram
Instagram and brands
The« Jobs » trailer
The JOBS film is the first to launch its
trailer on Instagram thanks to the video
function launched in June 2013.
The Levi’s contest branding
Levi’s launched a worldwide
campaign« Iamlevis » to find a Levi’s
ambassador.
88. 88
Instagram
Instagram and brands
The spot TV of Confused
A spot TV preview unveiled on Instagram
Confused.com the first insurance comparison site in the
United Kingdom, decided to modernise its
communication by using Instagram in an innovative
way. On the occasion of its new TV spot, Confused.com
unveiled a preview of its ad on its Instagram account.
The 10 second extract featured Brian, the robot mascot
of the campaign. Liking the publication on Instagram,
users gained the chance to win the enclosure which
appears in the spot.
89. 89
Instagram
Instagram and brands
Nike ID and PhotoID
Nike launches PhotoID in partnership with
Instagram
The brand proposed to transpose 3 photos in 1 of their
proposed Air Max (AM 1, AM 90 or AM 95) so that it
absorbs the colours of the selected photo ! To do so, you
access your photo gallery, select the right photo for
your pair of shoes and the let’s go !
90. 90
Instagram, the interest for brands?
Share brand vision
Stage their story
Organise competitions
Engage their community
Focus on UGC
92. 92
Pinterest
3rd social network to drive business traffic
48,7 million
members
worldwide
80 % of users
are female
80 % of pins are
repins
20 million
active users in
the world
157 000 in
France
http://bit.ly/19SnLQq + http://bit.ly/1aJYk0h
3rd social network
that generates
shopping traffic on a
retailer website
93. 93
Pinterest
3rd social network to drive business traffic
In the United States, a report established by the research firm
Piqora explains that Pinterest has helped to double the sales
of certain retailers over Black Friday, even trippling them
during Cyber Monday*. This proves that users not only use
Pinterest for inspiration, but also to find products worth being
bought.
https://www.piqora.com/
94. 94
Pinterest
Pinterest is …
A source of inspiration
A tool for monitoring trends
A sharing platform
A shopping site, where internet users
scroll and discover clothes, objects etc.
which they want to buy.
95. 95
Pinterest
Pinterest is …
•
•
•
•
Very involved communities on
specific topics
Sustainable content: content is
regularly reassembled in searches.
An opportunity to export: a Pin can
pass from one country to another in a
click, and with an adapted e-commerce
site, the conversion can be quick.
Traffic towards sites: 1 content
pinned is on average repinned 3
times and generates 4 clicks. 5
million articles are pinned on a
daily basis.
96. 96
Pinterest
Pinterest and brands
Kotex – an operation of influence
Kotex,
the
American
female
hygene
brand
selected
50
influencers on Pinterest and sent
them each a custom package inspired
by their table of inspirations. They
simply had to take a photo and share it
on Pinterest. The ROI of this campaign
is complicated to put into figures but it
generated a big buzz and meant that
the brand was widely spoken
about, it was therefore a success
for the image of the brand.
97. 97
Pinterest
Pinterest and brands
Topshop – competition
Topshop launched a Christmas
competition. Internet users were
invited to pin a board of their ideal
Christmas
Day
with
clothes,
decorations, food… After having sent off
their board, the winners got the chance
to win a look behind the scenes of the
brand or even create their dream shoes.
98. 98
Pinterest
Pinterest and brands
Peugeot – integrated treasure hunt
The official account of Peugeot Panama
rewarded users who successfully
completed a puzzle on Pineterst.
They had to find information on their
facebook page or their website.
This campaign shows both the
contest system and the use of cross
media.
99. 99
Pinterest
Pinterest and brands
Oreo – creation of content
On its account, Oreo showcased
creativity in the long run by
customising cakes according to current
events.
The brand thus increased its visibility as
pictures of the creations were shared on
Pinterest.
100. 100
Pinterest
Pinterest and brands
Sephora – advice
Sephora provides tips and tricks on its
Pinterest account, a content that is
highly shared on the social network:
DIY, advice, tutorials.
101. 101
Pinterest
To come
The network has announced that
sponsored pins will be introduced to
monetise its model.
Ads
A test phase will be the next step. It ensures
the relevance of targeting and takes into
account users’ feedbacks.
102. 102
Pinterest, the interest for brands?
Share brand vision
Stage their story
Engage their community
Generate conversion and traffic on their e-shop
104. 104
Tumblr
The Tumblr craze
166 million
active users in
the world
Source : tumblr
of which 4.7
million are
active users
in France
141.4 million
blogs
64 billion posts
105. 105
Tumblr
Tumblr is …
•
A platform that takes the codes of
blogging, micro-blogging and
photo sharing sites
•
A platform based on simplicity and
sharing (thought to be relayed on
social networks)
•
Humour and fashion are the topics
most discussed by the users of Tumblr
106. 106
Tumblr
Tumbr and brands
Ebay
Ebay launched its Tumblr« The Inside
Source » to highlight its experience in
« trend chasing » and to go beyond the
e-commerce site known to all.
This Tumblr is managed by a lot of
fashion influencers and vehicules a
trendy image and upscales branding.
107. 107
Tumblr
Tumbr and brands
RATP
The RATP created a tumblr event
which responded to a current event
about the brand. RATP has shown its
responsiveness and sense of humor.
108. 108
Tumblr
Tumblr news
In January 2014, Tumblr launched the
« sponsored trending blogs » on
mobile : it highlights Sponsored blogs in
the list of the most popular blogs. The
little $ easily identifies the blog as
sponsored.
109. 109
Tumblr, the interest for brands?
Share brand vision
Stage their story
Développer l’engagement de sa communauté
Engage their community
Generate conversion and traffic on their e-shop
Generate traffic
Improve referencing on search engines
Support events
111. 111
Vine
The netowrk of 6 second videos, bought by Twitter
40 million users
worldwide
2013
5 Vines are
tweeted per
second
Vines are
shared 4 times
as much as
online videos.
In May, Vine was the most downloaded ap from the AppStore
http://bit.ly/1dgIf2Q
112. 112
Vine
Vine and brands
Ballantine’s
To illustrate new ways of drinking
Ballantine’s, the well known whiskey
brand bet on the new trendy social
network Vine.
The
brand
launched
“BallanVine’s”, cocktail recipes
illustrated in 6 seconds : « They are
so simple that they can be made in 6
seconds! »
113. 113
Vine
Vine and brands
Airbnb
Airbnb called upon its community
to produce a branded film.
For the “Hollywood and Vines“ film,
users were invited to create a Vine video
(of 6 seconds max) and relay it with the
hashtag #AirbnbHV.
The instructions are as follows: shoot a
paper airplane and be creative to
represent the Airbnb spirit. The lucky
winners will have their spot in the next
Vine TV spot.
114. 114
Vine
Vine et les marques
Natwest
To go beyond the constraint of 140
characters
in
response
to
consumers on Twitter, NatWest used
Vine to create "tutorials", a kind of FAQ
in images.
115. 115
Vine
Vine and brands
Wolverine
20th Century Fox decided to be
innovative by putting the first teaser
of the film Wolverine on Vine… only
6 seconds worth!
116. 116
Vine, the interest for brands?
Share brand vision
Stage the story
Développer community de sa communauté
Engage the l’engagement
Organise competitions
Tease
Recruit
118. 118
Snapchat
Snapchat is…
People are scared of sharing information,
want
more
digital
intimacy,
to
communicate without trace on the web, to
try out new networks than the ‘colossus’ of
the web (Facebook and Twitter)… plenty of
reasons why internet users love SnapChat!
•
•
The photo self destructs after a
few seconds on SnapChat : no
trace is left on social networks
Many «copycat» apps have been
launched follwing its success.
119. 119
Snapchat
Snapchat, the success of ghost photos
More than 8 million members worldwide
200 million ghost images are sent via the
application
Thats 4 times more than the number of pictures
published daily on Instagram.
http://huff.to/1cqJizJ
120. 120
Snapchat
Snapchat and brands
16 Handles
The New York based frozen yoghurt
brand 16 Handles offered a discount
to its fans who sent them a photo
of themselves whilst trying to eat a
frozen yoghurt. In order to do so they
had to add the brand to their contact
list. The results of the campaign were
not disclosed but the transaction has
enabled the brand to position itself with
teenagers and to increase its visibility.
122. 122
Snapchat
Snapchat and brands
Southwest Airlines
Southwest Airlines randomly posts
photos of cities that the company serves
without naming them.
The first Snapchat user to reply
with the (correct) name of the city
wins airplaine tickets to this
destination.
123. 123
Snapchat
Snapchat and brands
Karmaloop
Karmaloop (online clothing store) made
a bold move.
By adding Karmaloop to contact lists,
users recieved photos of models, without
the clothes of the brand! (yes!).
124. 124
Snapchat
Snapchat news
Snapchat has just launched: Stories
It is a timeline allowing users to send
photos or videos over a 24hr period to
their contacts (or the public). This update
allows to put for multiple content made of
photos or videos to be put online. Thanks
to these updates, advertisers can stage
their speeches on Snapchat, even if it
distorts
the short lived character of
Snapchat a little.
125. 125
Snapchat, the interest for brands?
Play on the ‘short lived’ aspect to create suspense
Reach a young connected tartget
Engage the community
128. 128
Path
Only 150 friends allowed
Path defines itself as the « network of
real friends » whilst Facebook is well
known for the 5000 friends limit, Path has
set the limit at 150.
The social network promises the security of
information : the main issue with
Facebook.
In May 2013, Path, the most downloaded
application in France, passed the
milestone of 10 million global users
(8,000,000 in just one year).
129. 129
Social Number and Whisper
Totally anonymous networks
Social Number allows for ultimate
anonymity. Each profile is reduced to a
number and the freedom of speech is
complete!
Whisper is an anonymous social
network where pictures accompanied
by text can be shared.
The service launched in 2013 has
already won 2 million users and
offers a freemium subscription model
to send private messages.
130. 130
Niche social networks
The networks by interests or targets
People are tired of big social
networks and are looking for
networks related to their affinities,
they are attracted to specific social
networks, niche networks.
For example, « Foodspotting » for
sharing photos of food, recipes and
restaurant reviews…
« Couple » for couples, « CafeMom » for
mums, « Catster » for cat fans, « Wiser »
for people interested in sustainable
development…
131. 131
Niche social networks
Justin Bieber launches « Shots of me » dedicated to ‘selfies’
Justin Bieber takes part in the selfie
trend by simplifying it through the
creation of a dedicated social
network.
Here each user is voluntarily present to
take a photo of themselves, and they cannot
cheat: they cannot add a pre taken photo
or modify one taken according to the
application.
This app aims to create a « positive »
experience and therefore does not
authorise comments (only likes), and users
can make their accounts private.
133. 133
Pheed
The « all-in-one » social network that offers premium
subscriptions
Pheed (targets 15-35 year old artists) is a
giant aggregate of all the functions that we
can find on all existing networks.
It is possible for users to create a
premium account, that is to say
make people pay in exchange for
high-value content.
134. 134
Line
The « all-in-one » network from Japan
Line is an application that competes
directly with Skype, What’s App,
Viber, but also Facebook, Instagram,
Twitter… and aims to land in France
in 2014.
What makes Line stand out: its
« stickers » gallery to customise its
trade that is renewed every week
thanks to the responsiveness of the
developers.
135. 135
Line
The « all-in-one» network from Japan
Line gained inspiration from social
networks such as Facebook and Twitter by
integrating a « Home » and a « Timeline».
A true ecosystem evolves around Vine:
With applications such as Line Brush and
Line Camera (+ 25 others!)
The application becomes an 'all-inone’ that allows certain users to
move from other networks.
136. 136
Line
The «all-in-one » network from Japan
Line offers brands to create their
official accounts as well as
sponsored stickers to encourage
users to follow them.
137. 137
A significant rise on 2013
300
million
users
worldwide!
100 million in
the last 4
months!
Line took 19 months to gain 100 million, 6 months for the next 100 million
and only 4 more months to go from 200 million to 300 million users.
138. 138
Line, a worldwide mobile app
47 million in Japan
18 million in Thaïland
It is no longer a
« Japanese » network,
today 80% of traffic comes
from outside of Japan.
17 million in Taïwan
15 million in Spain
14 million in Indonesia
10 million in India in only
3 months!
Soon France?
139. 139
Constantly increasing figures
7 billion
messages are
exchanged
everyday
1 billion
« sticker »
per day
100 million
downloads on
Google Play
An increase in users
by 460% in August
2013
(only 13
applications have
achieved this!)
An objective of 500
million users in 2014
Line took 399 days to reach 50 million users.
Facebook and Twitter took more than 1000 days.
140. 140
WeChat
WeChat has also landed in France
WeChat, a chinese social network similar
to Line already has more than 600
million users, and was launched in
France with a TV campaign.
To create its brand image, WeChat
particularly wants to rely on the Chinese
diaspora around the world to act as a
relay.
To monetise its service, WeChat relies
heavily on brand accounts and
geolocation to send for example,
promotional offers and attract, amongst
others, chinese tourists in Europe.
142. 142
Secure networks
Wickr and app.net
Wickr
Wickr wants to be the
super-secure SnapChat :
military encryption,
autodestruction of
messages etc.
App.Net
App.net the confidential social network
ensures full ownership of published
content, with the option to edit or delete
them easily and instantly.
144. 144
Social discovery
The « social discovery » is the discovery
of products through social curation
platforms. Users discover more items via
their network and eventually buy.
The
website
for
online
sales
Play.com saw visits from sites of
"social discovery" (like Pinterest)
increase by 200% this year.
Shopping based on common passions
allow advertisers to reach their audience
more
accurately
and
at
timely
opportunities. Social discovery will play a
more prominent role in the future.
146. 146
GetGlue
Social TV check in applications
GetGlue is like Foursquare only, instead of
"check-in" at a place you “check-in” when you
watch a program, read a book or play a video
game. You can then see what your friends are
watching, listening to or reading and discuss it.
The application also has a system of rewards
through stickers.
Miso is based on the same concept but is only for
series and shows.
147. 147
Facebook
TV-Synced Ads: Facebook to attack Social TV
TV-Synced Ads
Launched in the UK and the USA in September, the new
Facebook tool arrived in France in October in
partnership with Canal+ and TF1.
The Keywords Insight :
This tool allows chains to measure the number of
occurrences (names of the show, tv presenter…) even if
the statuses are private. The channel can therefore get
to know the people watching the program and the
people commenting on Facebook.
The API PublicFeed :
This API allows channels to obtain a real-time stream
of Facebook publications, and possibly integrate them
into its program (only for public posts).
148. 148
Twitter
The « See it » button
Twitter and social TV
In America, Twitter will next
launch, the “See It” button in
partnership with Comcast.
Integrated into a tweet, the button will
allow Comcast subscribers to change
channels on their TV, record programs
or access the VOD directly from the
social network.
149. 149
Watermarking
The inaudible signal that sycnhronises TV and a second screen
The Watermarking is a numerical
tattoo which allows information to
be
added
to
content.
This brand allows for more personalised
and contextualised content thanks to
HbbTV and the second screen.
Once a program has been « tattooed » it is
possible to know at what time the
programme is viewed by the user and on
which terminal, to adapt its advertising
message.
151. 151
Music, a means of expression for brands
The 2 giants : Spotify and Deezer
In the world:
In the world:
26 million active
12 million active
6 million paying
accounts
5 million paying
accounts
http://bit.ly/1euF5dI
152. 152
Music, a means of expression for brands
Brands on music social networks
Involve consumers through music
Brands profit from the tools proposed by
Spotify or Deezer to encourage
participation or for example, ask their
consumers to propose a piece of music
that portrays the brand so that a
collaborative playlist can be published.
La Redoute created the application «La Redoute Playlist», in
partnership with Deezer
153. 153
Music, a means of expression for brands
Brands on music social networks
Be a « daily coach » brand
Others use Spotify to add more value to
their products: Reebok has generated
numerous playlists dedicated to sport on
the platform that please a large number
of their consumers.
154. 154
Music, a means of expression for brands
Brands on music social networks
Create a musical identity for a
brand
Equally, we see that many brands have
taken to Spotify to communicate a more
‘artistic’ universe. Bergdorf Goodman,
Pierre Balmain, Hugo Boss and Rebecca
Minkoff have all created playlists to push
their values and positioning.
156. 156
Brand social networks
Social to increase consumer loyalty
Urban Outffiters created its own
Social Network
To federalise its very active young
target, UO created its own soial network.
The application allows users to perform
several actions which result in rewards:
speak about the brand on other social
networks, publish their ‘look’ photos on
the app, check into a shop…
The brand has access to a large amount
of data concerning its customers while
giving
them
benefits
in
return
(promotions, previews ...)
158. 158
Facebook, still the leader
But a weariness is felt amongst users
and the target is « aging »
159. 159
Facebook & personal information
A real problem which is pushing some to migrate towards
other social networks that assure better protection or intimicy
160. 160
Migrate and sort but not necessarily leave
In France, according to the IFOP 40% are nostalgic for a
society without social networks but only 6% consider
unsubscribing to them, 38% wish to sort out their social
presence.
http://bit.ly/19vFUUn
164. 164
To generate business:
the ‘social discovery’ as a conversion method
« Social discovery » sites like Pinterest, Wheretoget, the
Fancy etc. will increasingly become business arms for
brands.
166. 166
All social networks seek to monetise
New oppportunities for brands that will have to
adapt their message to a new advertising format with
strong impact.
167. 167
Time spent by internet users on
social networks is increasing
(2010 : 17,5% VS 2013 : 28,8% of time spent online)
http://bit.ly/ISzGDV
168. 168
Marketing expenditure on social media in
Europe has increased from €1.4 billion in 2012
to €3.2 billion in 2017 according to Forrester
http://bit.ly/1c9zPiD
169. 169
For brands, being present on social networks
has become indispensable for all types of
targets