This presentation from Mike Corak and Benjamin “Benjie” Pressman discusses how to tie social media across your earned, paid and owned digital media efforts to accelerate your impact and deliver results. They share their top social media marketing trends for 2015, so that you can hit the New Year running. Key takeaways - What are the leading trends in social media marketing to consider for 2015 - How to build stronger customer relationships across social media tools - Where to integrate social media efforts across earned, owned and paid media to grow brand awareness, drive sales and improve customer service

1. 2014 Webinar Series
Top 8 Trends in Social Media for 2015

2. #SocialTrends2015
@mikecorak
@bpressman
The Top 8 Trends in Social Media Opportunities for 2015
During the webinar, you’ll hear from Mike Corak and Benjamin “Benjie” Pressman about how to tie social media across your earned, paid and owned digital media efforts to accelerate your impact and deliver results. Both speakers will tradeoff sharing their top social media marketing trends for 2015, so that you can hit the New Year running. Key takeaways: 1. The most important platforms for brands to be active upon. 2. How to ensure your company is set up to do social effectively. 3. Ways to amplify social beyond organic engagement.
What We Hope You Learn Today!
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3. #SocialTrends2015
@mikecorak
@bpressman
Today’s Speakers
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Mike Corak – EVP, Strategy | ethology
•Leads the strategic planning and agency services teams at ethology, recently named Inc. 500’s #75 fastest growing companies
•Has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Coca-Cola, ConAgra Foods, Farmers Insurance, FedEx, Nike, Office Depot, and Walt Disney
•Frequent speaker, blogger, and thought leader on content marketing and integrated marketing
•Secretary and Treasurer of SEMPO
Benjamin Pressman – Director of Social Media | ethology
•Director of Social Media
•10+ years of marketing experience in CRM and Social Media.
•Experienced in all aspects of social marketing including content creation, content distribution, direct channel management, crisis management, paid media and influencer marketing.
•Helped grow and define social marketing efforts at Initiative working on clients such as Kia Motors America and the Art Institutes.
•CRM and direct marketing experience with AT&T, US Cellular and Nike.

4. #SocialTrends2015
@mikecorak
@bpressman
And if you didn’t hear…
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5. #SocialTrends2015
@mikecorak
@bpressman
1.Snapchat
2.Snapchat
3.Snapchat
4.Snapchat
5.Snapchat
6.Snapchat
7.Snapchat
8.Snapchat
Top 8 Trends
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If you ask my friend Gavin, he’ll tell you there’s only one-channel social trend that matters…

6. #SocialTrends2015
@mikecorak
@bpressman
Top 8 Trends
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…and then he’ll send you pictures like this from the grocery store… #meatmarket

7. #SocialTrends2015
@mikecorak
@bpressman
1.The Big 4
2.The Next Tier
3.Content Strategy + Social Media
4.Tactical Integration
5.Organizational Structure
6.Media Support
7.Influencers
8.Analytics/Measurement
“The Real” Top 8 Social Trends for 2015
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8. #SocialTrends2015
@mikecorak
@bpressman
Trend #1: The Big 4
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9. #SocialTrends2015
@mikecorak
@bpressman
Trend #1: The Big 4
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•Growing video
•#1 referral traffic
•#1 social logins
•#1 shopping influence
•#1 for B2B
•64% of social visits to corporate sites
•1/3 professionals have a profile
•Growth slowing
•Executive turmoil
•Unclear product direction
•#2 referral traffic
•Unique audience
•Drive the most revenue

10. #SocialTrends2015
@mikecorak
@bpressman
Trend #2: Second Tier
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@mikecorak
@bpressman
Trend #2: Second Tier
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•Unclear importance for Google
•Unclear SEO benefits
•Amazing engagement
•Emerging ads
•No linking
•High engagement
•Unclear ad plan
•TBD if brands are welcome
•Growing
•Integration with Twitter
•Brand friendly

12. #SocialTrends2015
@mikecorak
@bpressman
Social Media is the #1 Content Channel

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@mikecorak
@bpressman
No One Seems to Know if it’s Really Working

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@mikecorak
@bpressman
…While Strategy is Lacking.

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@mikecorak
@bpressman
Trend #3: Content Strategy & Social
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Thank You Anna Hrach! @annabananahrach Content Strategy Manager, ethology
“Stop focusing on the output.” Start with strategy. Focus on the process. Break the silos.
http://www.slideshare.net/ethology/how-to-integrate-content-strategy-and-social-media

16. #SocialTrends2015
@mikecorak
@bpressman
Trend #3: Content Strategy & Social
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Audience Intelligence
The “Who”
•Who are we speaking to?
•Who is our customer?
•Whose needs do we need to consider?
1
2
3
Social Strategy
The “How”
•How is content to be distributed?
•How are channels different?
•How will customers react?
The “Where”
•Where did we succeed?
•Where did efforts fall short?
•Where can opportunities be found?
Editorial Execution
The “What”
•What are we going to create?
•What is the posting schedule?
•What gets promoted?
The “Why”
•Why are we creating content in the first place?
•Why will users care?
Content Strategy
Execution Reporting

17. #SocialTrends2015
@mikecorak
@bpressman
Trend #4: Organizational Structure
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#AheadOfItsTime
@BrianSolis
http://www.altimetergroup.com/category/reports/
Effective

18. #SocialTrends2015
@mikecorak
@bpressman
Key Social Media Roles/Skills - Community Manager - Social Strategist/Analyst - Content Strategist - Copywriter - Visual Producer - Developer - Analytics
Common Hubs & Spokes
- Customer Service - Marketing/Advertising - PR - Sales - Divisions/Departments - Locations - Research/R&D - Social Media - Executive
Trend #4: Organizational Structure
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http://www.altimetergroup.com/category/reports/
For How Long?

19. #SocialTrends2015
@mikecorak
@bpressman
Social
Search
Email
Analytics
Local
Content (Experiences)
Development
Media
Trend #5: Tactical Integration
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And It’s All Mobile!

20. #SocialTrends2015
@mikecorak
@bpressman
Trend #5: Local Integration
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http://localvox.com/blog/social-media-marketing-grows-local-businesses/

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@mikecorak
@bpressman
Trend #6: Media Support
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Is Organic Social Reach Dead?

22. #SocialTrends2015
@mikecorak
@bpressman
Trend #6: Media Support
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23. #SocialTrends2015
@mikecorak
@bpressman
Trend #6: Media Support
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24. #SocialTrends2015
@mikecorak
@bpressman
Trend #7: Influencers
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Rising Power
Increasingly Mainstream
MTV launches YouTube channel
Brands pulling YouTubers, Viners into TV ads
Talent discovery center
“YouTube Millionaires”
Big entertainment companies acquiring MCN
YouTube outrates every TV network

25. #SocialTrends2015
@mikecorak
@bpressman
Trend #8: Measurement Sophistication
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Attribution modeling
Multiple objectives to measure
•Conversions
•“Call center metrics”
•On platform engagement
LTV not single sale
Value of preventing negative PR

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@mikecorak
@bpressman

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@mikecorak
@bpressman
About Econsultancy & ethology
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Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 180,000+ subscribers worldwide from clients, agencies and suppliers alike. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. Since 1999 our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. www.econsultancy.com ethology is an integrated full-service digital marketing agency for evolving consumer brands. The agency offers consumer research, strategy, planning, search, display and social media, email, content and web development, creative and analytic services. www.ethology.com