Evolution of Social Media Marketing - Tom Edwards
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This deck takes a trip back in time to review the rise of social media platforms across the globe. Next, is a review of the impact social media trends have had on consumer behavior. Then focus shifts to the evolution of social marketing globally and wraps with a look at the future state of social marketing.
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Evolution of Social Media Marketing - Tom Edwards
- 1. // evolution of social media marketing
- 2. // tom edwards svp strategy & innovation, digital
- 3. // why is social media important Social is global with 25% of population using social media ! Over half the US Population utilizes social media for over 90 minutes daily ! Prevelance in mobile means “anytime” connections with consumers ! Messaging is in-feed, highly visual, and allows for “two way dialog”, providing a unique palette in digital media ! Proven to deliver gains in unaided awareness, purchase intent, and sales lift *Sources: eMarketer (Multiple Reports)
- 4. // social media timeline 1997 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
- 5. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch
- 6. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 Youku Launch MySpace Launch 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch
- 7. // linkedin linkedin launched in 2003, now one of the highest valued social stocks 313 million users 200 countries 62% outside of the US recent emphasis on content 39 million college students ! ! // social media platform timeline
- 8. // myspace myspace launched in 2003 & relaunched in 2013 36 million users gaining traction with 18-29 set music, editorial & curated content light, contextual ad experience ! // social media platform timeline
- 9. // youku youku launched in 2003 by 2010 it became the #1 video site in China 500 million users daily video views over 400 million ! ! // social media platform timeline
- 10. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 Youku Launch MySpace Launch 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch
- 11. // social media platform timeline facebook launched in 2004 on college campuses #1 mobile audience & time spent 1.28 billion users (182 mamu in US) users check fb 14x a day 88% in-stream engagement 70% mobile *Sources: facebook partner marketing team ! ! // facebook
- 12. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 Youku Launch MySpace Launch 2003 2004 Qzone Launch YouTube Launch 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch
- 13. // social media platform timeline // youtube biggest online video destination in the world 1 b active monthly users (130 m in US) #2 search engine 100 hours of video uploaded every min 40% mobile ! ! youtube launched in 2005 *Sources: google partner marketing team
- 14. tencent launched qzone in 2005 and still leads today // qzone 829 million active users 521 million MAU via mobile creators of wechat ! // social media platform timeline
- 15. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 MySpace Launch 2003 2004 Qzone Launch YouTube Launch 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Youku Launch VKontakte Launch
- 16. // social media platform timeline // twitter real-time conversation 271 m active monthly users (50 m in US) Average users has 208 followers 500 m tweets per day 75% mobile ! ! twitter launched in 2006 with a 140 character limit and hashtags *Sources: twitter partner marketing team
- 17. // vk vkontakte is the largest social networking service in Europe 239 million users 8th most popular global social network vk = fb, spotify & youtube in one trends younger vs. facebook key difference is discussion boards vs. fb ! ! // social media platform timeline
- 18. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 MySpace Launch 2003 2004 Qzone Launch YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Youku Launch
- 19. // tumblr open web + community = animated gifs 150 million users globally 42% 18-34 ideal for organic content distribution extends the shelf-life of content combines open web + community ! ! // social media platform timeline
- 20. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 MySpace Launch 2003 2004 YouTube Launch 2005 2006 Facebook opens platform for devs 2007 2008 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Tumblr Launch Qzone Launch Youku Launch
- 21. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Sina Weibo Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Qzone Launch Youku Launch
- 22. // social media platform timeline // sina weibo 2009 also saw the launch of sina weibo 500 million users 69 million daily users 70% of traffic mobile 44% of users buy relevant products via ads hybrid of Twitter & Facebook
- 23. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 MySpace Launch 2003 2004 YouTube Launch 2005 2006 Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Google Launches Buzz Tumblr Launch Sina Weibo Launch Qzone Launch Youku Launch
- 24. // social media platform timeline // instagram key engagement platform 200 m active monthly users (62 m in US) 83% of posts include a # 20 billion photos shared 100% mobile ! ! instagram is currently the king of engagement *Sources: facebook partner marketing team
- 25. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Google+ Launch Tumblr Launch Sina Weibo Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Snapchat Launch Pinterest Launch 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Google Launches Buzz Qzone Launch
- 26. // social media platform timeline // google+ fuel for the google ecosystem 300m monthly active users 3% of global social shares 40% mobile ! google+ is key to go beyond the stream *Sources: google+ partner marketing team !
- 27. // social media platform timeline // pinterest discovery platform that drives referrals 70 million active users 80% female 80% of pins are repins referrals are 10% more likely to convert
- 28. // social media platform timeline // snapchat ephemral messaging platform 100 million active users 400 million snaps a day avg. user visits app 14x a day 55% north america
- 29. // social media platform timeline // wechat wechat messaging platform 600 million users 180 million users outside of China integrates with QQ 5th most used smartphone app ww primed for global adoption
- 30. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Tumblr Launch Sina Weibo Launch Qzone Launch Pinterest Launch
- 31. 1997 // social media platform timeline 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Sina Weibo Launch Qzone Launch Pinterest Launch
- 32. // social media platform timeline // vine sharing & creating 271 m active monthly users (55 m in US) 12 million vines uploaded to twitter daily 1 billion vine loop views per day 95% mobile ! ! the 6 second loop is now a social staple *Sources: twitter partner marketing team
- 33. // social media platform timeline 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch Sina Weibo Launch Qzone Launch Pinterest Launch
- 34. // social media platform timeline // ello trendy new ad-free platform claiming to be the anti-facebook platform is getting 45k requests per hour
- 35. // social media trend timeline 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch Sina Weibo Launch Qzone Launch Pinterest Launch
- 36. // social media trend timeline in 2005 social was confined to the desktop & not as accessible // pre-smart phone
- 37. // social media trend timeline by 2007 viral videos were the rage and the iPhone is introduced // charlie still biting
- 38. // social media trend timeline january 2009 was a milestone event for Twitter // twitter breaks news
- 39. // social media trend timeline by 2010 brands began focusing on digitally centric content // old spice gets real
- 40. // social media trend timeline 2011 began a shift in celebrity driven by influencers // rebecca black = 70m views
- 41. // social media trend timeline // psy = 2 billion views 2012 virality is global & memes rule
- 42. // social media trend timeline // mobile everywhere by 2013 mobile is ubiquitous
- 43. // social media trend timeline access + human behavior = #selfies // #selfie
- 44. // social media trend timeline 2014 is less tom cruise more nerdfighter with john & hank green??? // entertainment shift
- 45. // social media trend timeline altruism + social = movement // ALS ice bucket challenge
- 46. // social marketing evolution 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch branded communities social channels content 2015 data Sina Weibo Launch Qzone Launch Pinterest Launch TBD
- 47. // social marketing evolution 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch branded communities 2015 Sina Weibo Launch Qzone Launch Pinterest Launch TBD
- 48. // branded communities 2005-2008 saw heavy investments in branded communities
- 49. // social marketing evolution 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch branded communities social channels 2015 Sina Weibo Launch Qzone Launch Pinterest Launch TBD
- 50. // social channels 2007 kicked off the shift to consumer social channels for brands // fans
- 51. // social channels 2009 saw the introduction of the Like button // likes
- 52. // social channels 2009-2012 was all about apps // destination
- 53. // channels to content 2013 shifted to visual storytelling // timeline
- 54. // social media timeline virality threshold // reach through engagement *Sources: facebook partner marketing team
- 55. // social marketing evolution 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch branded communities social channels content 2015 Sina Weibo Launch Qzone Launch Pinterest Launch TBD
- 56. // social media timeline seismic shift away from social engagement // reach & frequency
- 57. // content thumbstopping content is now the standard // atomized content
- 58. // content content campaigns created for the sole purpose of digital sharing // digitally centric content
- 59. // content consumers can carry the brand // user generated
- 60. // content max factor x leverages sina weibo // user generated
- 61. // content branded content + ugc = context & personal relevance // ugc + branded content
- 62. // content influencer + user generated = creating a movement // advocacy
- 63. // content user generated content can drive transaction // advocacy + commerce
- 64. // content employees are a powerful asset in the new world of social // employee advocacy
- 65. // content wechat influencers + content = aspiration drives action // influencer
- 66. // content organic trends + relevant brand persona = #realtimeFTW // real time marketing
- 67. // content tumblr engagement = donations globally // altruistic + global
- 68. // content heineken unveiled a free global discovery tool // location + social = global
- 69. // content adidas leverages global instagram content to create custom products // personalization + product
- 70. // content oreo leverages wechat content to create personalized emojis // personalization + physical
- 71. // content oreo + emoji + wechat = results // oreo + wechat
- 72. // content content focused on universal human truths resonate around the world // content that resonates globally
- 73. // content content designed for publisher networks // native content
- 74. // content sometimes its about using existing assets in a new way // platform innovation
- 75. // sharability emotional social functional ! ! // content why is content shared?
- 76. // social marketing evolution 1997 1998 Friends Reunited 1999 2002 WeChat Launch Youku Launch MySpace Launch 2003 2004 YouTube Launch 2005 2006 Tumblr Launch Facebook opens platform for devs 2007 2008 Twitter redefines news coverage 2009 2010 Google+ Launch Snapchat Launch 2011 2012 Vine Launch Yahoo buys Tumblr 2013 2014 Blogging Begins Google Search Launch Friendster Launch Linkedin Launch MySpace Passes Friendster Facebook Launch Flickr Launch Twitter Launch Facebook passes MySpace Instagram Launches Facebook buys Google Launches Buzz Instagram Facebook reaches 1 billion users Buzzfeed Launch Facebook turns 10 Facebook buys Oculus Ello Launch branded communities social channels content 2015 data Qzone Launch Sina Weibo Launch Pinterest Launch TBD
- 77. // future of social marketing every 48 hours more data is created than beginning of time to 2003 // cutting through
- 78. // future of social marketing consumers control connections & create pockets of topical influence // topical relevance
- 79. // #databaseofyou it’s about content, channels & data // consumer in the center
- 80. // 2020 consumer resonance is still tied to universal human truths // near future?
- 81. // role of content relevant storytelling will still have a role // storytelling
- 82. // discovery vs retrieval our behavior tied to search is shifting // visual search
- 83. // integrated mobility the swiss army knife of digital // mobile as a mindset
- 84. // converged media the line between traditional & social has blurred // seamless integration
- 85. // physical = digital physical and digital are converging // immersive
- 86. // everywhere commerce seamless approach to the customer experience across channels // not constrained by location
- 87. // future of social marketing crm is a part of the puzzle but not the solution // mapping big data
- 88. // future of social marketing it’s more about CMR than CRM // customer managed relationships
- 89. // affinity data ___________ graphs // signals
- 90. // connected life connected + data = predictive // connected = predictive
- 91. // personalization 2.0 adding context to personal data // consumer in the center
- 92. // value aligning where the consumer is in their journey vs. push is the key // creating value
- 93. // thank you questions? e-mail me - tedwards@blackfin360.com ! follow me on twitter @blackfin360