The changes, trends and developments in Social Media for the first half of 2019.
Trends, user and usage numbers, all social media developments, (live) video, trust, authenticity, Gen Z insights, influencers, building relationships, etc.
4. WE ARE FRESH BRIDGE!
RODERICK CHRIS SYBREN
DONITAPETER
CRISTINEPEGGYOLGER
ANOUKJOERI
SAM AYLA
IRIS
JOREN
YESHA
SEM JELMER
ESMEE
LOUISE
IRIS
EVI
GERT-JAN
DANIELLE
JOSHUARICARDO BRENDA
MULTI TALENTED - MULTI SKILLED
8. AWARDS
1x SAN Accent [2019]
6x GrandPrix Content Marketing [2018]
1x GrandPrix Content Marketing Beste Social Media [2017]
3x SAN Accent [2015-2016]
1x SAN Accent Excellent [2015]
1x Bronzen Esprix [2016]
1x SponsorRing [2015]
1x European Sponsorship Award [2015]
1x GrandPrix Content Marketing Beste Social Media [2015]
4x GrandPrix nominatie [2018]
1x GrandPrix nominatie [2017]
1x GrandPrix nominatie [2016]
2e Beste Social Media Post Award, Beste Social Media [2016]
1x GrandPrix nominatie [2015]
1x European Excellence Award nominee [2015]
1x SponsorRing nominatie [2015]
9. WE ARE A
BRAND PUBLISHING AGENCY
WITH A
SOCIAL MEDIA HEART
11. BRAND PUBLISHING - def • i • ni • tion
Brand publishing is a marketing strategy where brands
treat themselves not as advertisers, but as content
publishers.
Brand publishing is the production, management,
distribution and optimisation of marketing- and sales-
content, scaled over all (digital) channels aimed at telling
stories to target-audiences around the brands key
emotional insights.
19. HERO
Grote campagnes met veel impact en een sterk verhaal achter
de boodschap. Dichtbij het merk en veel aandacht genereren.
HUB
Voor gebruikers die interesse hebben in het merk en continue
op de hoogte willen blijven van boodschappen van het merk.
Speelt in op insights van de doelgroep en het merk. Geeft de
doelgroep een reden om steeds terug te komen en zelf
ambassadeur van het merk te worden naar hun vrienden.
HYGIENE
De gebruiker is bewust geïnteresseerd. Nu moet er content
zijn die de gebruiker helpt in zijn zoektocht naar het maken
van beslissingen en het overgaan tot actie.
HERO HUB HYGIENE MODEL
25. 11,9 miljoen (9,1 daily)
10,1 miljoen (6,8 daily)
8,7 miljoen (2,4 daily)
4,6 miljoen (0,6 daily)
4,9 miljoen (2,7 daily)
3,5 miljoen (0,7 daily)
2,5 miljoen (0,9 daily)
2,4 miljoen (1,3 daily)
USE SOCIAL MEDIA PLATFORMS
NEWCOM - Nationale Social Media Onderzoek 2019
38. SOCIAL PROOF
SOCIAL PROOF IS THE INFLUENCE THAT THE ACTIONS AND ATTITUDES OF
THE PEOPLE AROUND US (EITHER IN REAL LIFE OR ONLINE)
HAVE ON OUR OWN BEHAVIOR.
THE "PROOF" ELEMENT IS THE IDEA THAT IF OTHER PEOPLE
ARE DOING IT (OR SAYING IT), IT MUST BE CORRECT.
“
“
39. WHAT KIND OF WORD DO WE
USE MOST ON SOCIAL MEDIA ?
78. • Min. 10K subscribers
• New format to let creators express themselves &
engage fans without posting a full video.
• Algorithm YouTube will select users who’d like to see
Stories / Reels
• Stories appear in a new tab on a creator’s channel
• Story will disappear after seven days.
• Comments/reactions are public as opposed to
Instagram, to stimulate engagement
YOUTUBE STORIES (REELS)
85. TEXT -> IMAGE -> (LIVE) VIDEO
DRIFTING IS THE ONLY
JUDGED MOTORSPORT ON
FOUR WHEELS. A JURY
EVALUATES EACH DRIVER'S
RUN FROM 0-100 POINTS BY
FOUR CRITERIA: A – SPEED, B
– LINE, C – DRIFT ANGLE, D –
INDIVIDUAL STYLE
TEXT VISUAL STORIES
1X 3X 5X
INTERACTION AND ENGAGEMENT
🏎
🤪
#
$ 🍼
&
😊
86. NEW FORMS HAVE NEW
WAY OF STORYTELLING
INSTAGRAM
STORIES
102. UN PRODUCED OVER PRODUCED
HANDHELD
MOBILE
ANYTIME
SHAKY
NO STORY
UNANNOUNCED
PREPARED VIEWERS
SUPER REAL
SET TIMES
SCHEDULED
STORYTELLINGHIGH RISK
KEY MESSAGE
LESS REAL
REUSABLE CONTENT
REAL
SCRIPTED
SPONTANEOUS
BRANDED
POLISHED
110. 1. PREPARE
2. ANNOUNCE & PUSH
3. EMBRACE IMPERFECTION
4. FOCUS ON INTERACTION
5. REUSE CONTENT
6. MAKE IT REGULAR
BEST PRACTICES
WHAT IS YOUR STORY, KEY MESSAGE AND VALUE FOR AUDIENCE
MAKE SURE PEOPLE ARE WATCHING
DITCH THE SCRIPT AND ACKNOWLEDGE IMPERFECTION
TALK TO PEOPLE, LET THEM JOIN, ANSWER THEM, NAME THEM
CONTENT IS VALUABLE ALSO AFTER BROADCAST
FOR A REAL PERSONAL CONNECTION YOU DON’T MEET ONCE
114. TEXT -> IMAGE -> (LIVE) VIDEO
DRIFTING IS THE ONLY
JUDGED MOTORSPORT
ON FOUR WHEELS. A
JURY EVALUATES EACH
DRIVER'S RUN FROM
0-100 POINTS BY FOUR
CRITERIA: A – SPEED, B –
LINE, C – DRIFT ANGLE, D
TEXT VISUAL STORIES
1X 3X 5X
INTERACTION AND
🏎
🤪
#
$ 🍼
&
😊
135. WHEREAS THE MILLENNIALS WERE ALL ABOUT FILTERED PHOTOS AND
EDITED VIDEOS THAT FUELLED THEIR EGOS WITH LIKES AND COMMENTS.
GEN Z EMBRACES LIVING IN THE RIGHT NOW AND ENJOYS SHARING THE
WORLD THROUGH THEIR EYES THROUGH SNAPCHAT STORIES THAT
ENABLE THEM TO TELL THEIR STORY OF A DAY IN THEIR LIFE IN AN
UNEDITED VIDEO THAT WILL LAST FOR 24 HOURS BEFORE DISAPPEARING
FOREVER.
http://www.huffingtonpost.com/daniel-burrus/gen-z-will-change-your-wo_b_9150214.html
136.
137.
138. GEN Z INHERITS ITS LOVE OF GOOD STORYTELLING FROM THE
MILLENNIALS, WITH 67% OF THE RESPONDENTS SAYING THAT
THEY ARE MORE INTERESTED IN NARRATIVES AND CONTENT
WITH RELATABLE AND REALISTIC ENDINGS.
FURTHER, THEY ARE NEARLY TWICE AS LIKELY TO WANT TO SEE
“REAL PEOPLE” RATHER THAN CELEBRITIES ENDORSE PRODUCTS
AND BRANDS.
Sparks & Honey: Meet Generation Z: Forget Everything You Learned About Millennials; WWD Gen Z Starts to Make a Mark, August 5, 2015;
Winter/Spring 2015 Cassandra Report: Gen Z
139. IN ADVERTISING
GEN Z PREFER
REAL PEOPLE
TO CELEBRITIES
63% VS 37%(Cassandra Report: Gen Z)
140. HELP ME
HAVE FUN
ALLOW ME
TO BE
MYSELF
GIVE ME
CONFIDENCE
ASK FOR
MY
OPINION
GIVE ME
SOMETHING
TO SHARE
WITH MY
FRIENDS
WHAT DOES GEN Z WANT FROM BRANDS?
141. IF BRANDS WANT CONSUMERS TO BE COMMITTED TO THEM,
BRANDS NEED TO BE COMMITTED TO CONSUMERS.
TRUST IS ALSO PARAMOUNT IN RELATIONSHIPS,
AND BRAND RELATIONSHIPS ARE NO EXCEPTION.
AUTHENTICITY, TRANSPARENCY AND TWO-WAY DIALOGUE
WITH CONSUMERS ARE ESSENTIAL.
142. CONSUMERS SPEND MORE
THAN A QUARTER OF THE
DAY ENGAGING WITH
DIGITAL CONTENT
8.8 HOURS A DAY, ON AVERAGE
11.4 HOURS FOR GEN Z
10.9 HOURS FOR MILLENNIALS
25% OF MILLENNIALS
USING THREE OR MORE
DEVICES AT
ADOBE CONSUMER CONTENT SURVEY - DEC 2018
144. AUTHENTICITY AND UNIQUENESS ARE KEY VALUES
FOR THEM, THAT IS WHY THEY GET INSPIRED BY
INFLUENCERS WITHIN THEIR EXTENSIVE ONLINE
PEER GROUPS RATHER THAN FROM MAGAZINES OR
TV CHANNELS.
NEW CONSUMER SUMMIT REPORT THE FUTURE LAB
145. JULIE ARBIT - VICE-PRESIDENT OF INSIGHTS AT VICE MEDIA
ONE OF THE MOST IMPORTANT THINGS
A BRAND CAN DO IS PROVIDE
INSPIRATION AND TOOLS
THAT HELP YOUNG PEOPLE FIGURE OUT
WHO THEY ARE, WHO THEY WANT TO BE,
AND WHAT THEIR RELATIONSHIP IS
WITH THE WORLD AROUND THEM.
147. MORE THAN HALF OF CONSUMERS (51%)
SAID THEY WOULD STOP VIEWING CONTENT
ALTOGETHER IF IT TAKES TOO LONG TO LOAD.
148. CONSUMER FEEL ANNOYED
3 out of 5 consumers said experiencing any one of these situations
would stop them from making a purchase with a brand.
poorly written 39%
Not optimised for devices 21%
poorly designed 28%
Too personalised 25%
Video resolution poor or video is slow 50%
149. 54% OVERALL
MORE WILLING TO STAY
ON A BRAND’S
CHANNEL IF
VIDEO CONTENT IS
INCLUDED 65% FOR MILLENNIALS
76% FOR GEN Z
150. HALF OF CONSUMERS SAID THEY’RE
MORE LIKELY TO MAKE A PURCHASE
(51%) OR BECOME LOYAL TO A BRAND
(49%) IF THE CONTENT IS PERSONALISED.
151. 82% OF CONSUMERS AGREED
THEY WOULD STOP PURCHASING
FROM A BRAND IF IT CROSSED
THE LINE WITH A CREEPY,
PERSONALISED EXPERIENCE
153. PENNY WILSON - HOOTSUITE CHIEF MARKETING OFFICER
TREMENDOUS NEW OPPORTUNITIES FOR BRANDS
TO ESTABLISH DEEPER, MORE AUTHENTIC AND
LONGER-LASTING RELATIONSHIPS WITH
CUSTOMERS IN 2019 AND BEYOND
CONNECTIONS THAT WILL HELP ACHIEVE
THOSE BROADER BUSINESS OBJECTIVES
154. 74% OF GEN Z PREFERS FACE TO
FACE CONTACT WITH
COLLEAGUES
GEN Z @ WORK: HOW THE NEXT GENERATION IS TRANSFORMING THE WORKPLACE, DAVID STILLMAN AND HIS SON, JONAH STILLMAN.
155. DROP THE CORPORATE VEIL,
CONNECT
HUMAN-TO-HUMAN,
AND ALLOW USERS TO
PARTICIPATE IN BRAND
STORYTELLING
159. 75%
OF MILLENNIALS
DELOITTE MILLENNIAL SURVEY 2018
BUSINESS FOCUS ON
THEIR OWN
AGENDAS RATHER
THAN CONSIDERING
THE WIDER SOCIETY
160. Less than half of millennials
believe businesses behave
ethically
and that business leaders are
committed to helping
improve society
DELOITTE MILLENNIAL SURVEY 2018
161. 80% OF GEN Z AND
76% OF MILLENNIALS ARE
ACTIVELY ADJUSTING
THEIR PRIVACY SETTINGS
WITH THE BRANDS THEY
ENGAGE WITH TO PROTECT
THEIR INFORMATION,
MORE SO THAN OTHER
GENERATIONS
ADOBE CONSUMER CONTENT SURVEY - DEC 2018
162. PENNY WILSON - HOOTSUITE CHIEF MARKETING OFFICER
“CONCERNS AROUND FAKE NEWS AND DATA
PRIVACY LED INDIVIDUALS TO QUESTION THEIR
TRUST IN POLITICIANS, MEDIA OUTLETS, SOCIAL
NETWORKS AND BUSINESSES ALIKE.
THOSE SAME CONCERNS EXTENDED TO HOW
BRANDS FORGE RELATIONSHIPS WITH CUSTOMERS
AND THE DATA THEY USE TO DO SO.”
180. “I DEFINITELY DO AS MUCH RESEARCH AS I CAN, BUT
SOMETIMES THERE ISN’T MUCH RESEARCH YOU CAN DO
BECAUSE IT’S A STARTING BRAND AND YOU KIND OF HAVE
TO HAVE FAITH IN IT AND HOPE IT WILL WORK OUT THE WAY
PEOPLE SAY IT WILL.”
“YOU NEVER REALLY KNOW WHAT’S GOING TO HAPPEN.”
KENDALL JENNER
181. GIL EYAL, CEO AND CO-FOUNDER OF INFLUENCER ANALYTICS PLATFORM HYPR
“WE’RE MORE AWARE
AND MORE
CYNICAL”
188. SOCIAL MEDIA INFLUENCER - def • i • ni • ton
A Social Media Influencer is a user on social media who
has established credibility in a specific industry. A social
media influencer has access to a large audience and can
persuade others by virtue of their authenticity and reach.
resources.
“
189. PARA SOCIAL RELATIONSHIP
PEOPLE COME TO FEEL AND CONSIDER MEDIA/INFLUENCER
PERSONALITIES ALMOST AS FRIENDS. AN ILLUSIONARY
EXPERIENCE, WHERE THE AUDIENCES INTERACT WITH
PERSONAS AS IF THEY ARE ENGAGED IN A RECIPROCAL
RELATIONSHIP WITH THEM.
“
“
214. Sweet
spot
Perspective of
influencer
Brand
Content Themes
Brand
Audience
The sweet spot? Right
where the brand
themes link to the
perspective of the
influencer and
connects to the brands
desired audience.
Magic, really
IT ALL NEEDS
TO COME
TOGETHER