Social media usage surged in 2013. Key trends for 2014 include greater diversity in social media platform usage, the rise of micro-videos on platforms like Vine and Instagram, an increased focus on image-based content, the mainstream adoption of paid social media advertising, greater emphasis on measuring social media return on investment, the continued rise of mobile usage, and an omnichannel approach to marketing that blurs online and offline experiences.
6. THE STATE OF SOCIAL MEDIA TODAY
60%
52%
52%
believe that roles &
responsibilities around
social are well defined
believe top execs are
informed, engaged &
aligned with social strategy
believe the social strategy
includes a roadmap for the
next 1+ years
48%
65%
34%
67%
@cedricspeak
believe they have a
long term vision for
how social media will
improve customer
relationships
believe that risk
management is understood
by the business
believe that there are clear
metrics linking social activities
with business outcomes
of companies surveyed were active
in social with no real link to
business goals.
7. Updates to Platforms
•
The past year has been filled with
updates and new changes to some of
the most used social media platforms.
•
Facebook made extensive changes to
their analytics, advertising and newsfeed
algorithm… and to their privacy settings
•
While Instagram introduced the ability to
upload videos to give Vine a run for their
money.
•
Many of the changes we’ve seen this
year will go on to shape the way
campaigns and content are made in
social well into 2014
@cedricspeak
9. Greater Social
Platform Diversity
The Rise of Microvideos
Increased Use of
Image-Based
Content
Paid Social Media
goes mainstream
Social ROI
Rise of mobile
Omni-Channel
Marketing
@cedricspeak
11. What has happened?
New social platforms have emerged in 2013 that have made for surprising
marketing efforts
Existing popular networks have also made significant updates that have
huge potential
Global brands are starting to experiment with new platforms and ad
formats other than Facebook to increase their digital footprint
@cedricspeak
14. Why is it important?
They provide marketers with
new content creation options
that can be used to further
engage and build audiences
It builds brand equity by
making it easier for consumer
to see and interact with the
brand
Makes a brand stand out from
clutter
@cedricspeak
18. How did it happen?
Twitter started the wave when they launch Vine, but Instagram’s
update to support videos sealed the deal for micro-videos
The short clips are easily digestible for the short attention spans of
customers these days and has become quick, easy and very simple
to create and share
@cedricspeak
19. Micro-videostars are the new influencers
Early adopters of Vine and Instagram
videos have become stars in their own
niche, becoming a new breed of
influencers who are truly creative, not
just popular
Brands who have seized the
opportunities have also started including
these platforms in their marketing efforts
Brands will have to really understand
their customers and collaborate with
artists and not just within their own
companies for content
@cedricspeak
20. What are brands doing on Vine?
SEPHORA: https://vine.co/v/bY2nHIBJbWT
@cedricspeak https://vine.co/v/huFAvU5zLUK
FCUK:
PUMA: https://vine.co/v/bltq3WEpjlT
SAMSUNG MOBILE: https://vine.co/v/hB05eTwLhUB
21. What are brands doing on Instagram?
KATE SPADE: http://instagram.com/p/ayieibgeAs/#
CHARITY:WATER: http://instagram.com/p/aye_2mGhNa/
@cedricspeak
LULULEMON: http://instagram.com/p/er9sQXSm-4/
GAP: http://instagram.com/p/ayuEy-j9uL/#
23. New use of images on social platforms
Instagram rolled out its first ever
ad on it’s platform to its US users
@cedricspeak
Twitter introduces image and
video previews in streams
24. Twitter now looks like this
Tweets used to be line after line
of texts
Users will now see images
directly in their stream
In a sea of text, an attractive
image is going to make your
brand stand out more than the
others
Promoted Tweets that come
with photos also get an added
boost with this new update
@cedricspeak
25. What does this mean to the marketer?
Creating good image content is now becoming more important than
ever with platforms other than Facebook adding new opportunities for
marketers
But users now have the advantage of providing feedback to the
platforms on the content that they are seeing from brands
Good image content can make the difference between a user hiding
your post and blocking your content from their stream, or Like-ing and
following you
@cedricspeak
26. Snapchat marketing will gain popularity
Snapchat is the hot mobile app that sends out messages (text, photo or
short video), called “snaps”.
These snaps auto-destruct after a short moment of time, between 1 to
10 seconds depending on how the snap was set up.
The fact that snaps are deleted from the server answers a lot of privacy
concerns that have plagued other platforms
@cedricspeak
30. Why should you monitor social ROI?
Marketers will increasingly need
to know what metrics to measure
in order to close the gap
between social efforts and actual
revenue
Social media serves three key
marketing objectives and these
are why investment in social
media will become a necessity
for all businesses in 2014
@cedricspeak
31. Where social stands in the sales funnel
•
Social media sparks conversations with potential customers much earlier
than traditional media
@cedricspeak
Netbase, Social Savvy e-Book, 2013
32. Business Outcome
Increase sales and
develop a youthful
positioning
Social Media Outcome
Clarks as a trendy
brand with traffic to
website and increase
footfall to stores
@cedricspeak
33. Content Strategy
Content Strategy involved
trendy images showing a
youthful and trendy side to
Clarks. The tactical activity
involves driving store
footfalls
What was Measured
Followers, Direct sales
from tactical activities on
social media, Engagement
and participation rates,
Brand health metrics,
Customer service cost
savings
@cedricspeak
34. Business Outcome
Increase sales &
drive market-share
for Travellershield
during critical preSummer period
Social Media Outcome
Increase online sales,
customer service and
decrease cost of
marketing
@cedricspeak
35. Content Strategy
The social media effort is
clearly aimed at increasing
online sales through direct
customer value. Social is
also a key driver of cost
savings – (Marketing,
customer savings,
Recruitment)
What was Measured
Direct sales from social
media tactical activities,
savings in marketing and
customer service costs,
website traffic increase
@cedricspeak
44. What is this omni-channel marketing?
@cedricspeak
45. What powered this shift?
•
@cedricspeak
The lines between offline and online shopping experiences have been
blurring
46. What powered this shift?
•
@cedricspeak
Roughly 3 in 4 consumers
research online after seeing an
offline ad
47. What does this mean for marketers?
•
Marketers need to diversify their
approach to awareness with the
use of new and multiple platforms
•
Another reason to step away from
FB solely and branch out to new
platforms
@cedricspeak
48. Summary
•Social Media becomes mainstream
•Newer platforms to be taken note of
•Integrate from the Start – Not an add on
•Measure, Measure, Measure – Analytics as a practice