This document discusses social media trends in Australia based on various data sources. Some key findings include: - 47% of online time is spent on social media, with 28 minutes out of every 60 spent on social platforms. - 9 out of 10 people check their smartphones as part of their daily routine. - Smartphone sales in Australia have increased significantly between 2011 and 2014. - Most social network access is via smartphones, with 55% accessing daily. - Facebook has 9 million daily active users in Australia, with 7.3 million accessing via mobile.

1. Social Media trends
and Audiences
IABC MARCH 2015
@isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

2. It’s just
people
talking…
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

3. It’s just
people
talking…
like
never
before!
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

4. 47% of all online
time is spent on
Social Media
That’s 28 in every 60 minutes*
*That’s in Australia too!
Source: Globalwebindex Q4 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

5. 9 out of 10
people get dressed,
brush their teeth
and check their
smartphones
as part of their
daily routine
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

6. 65%Q1 2013
75%Q1 2014
52%Q1 2012
37%Q1 2011
Smartphone
sales in
Australia
Source: TNS and Google 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

7. daily never
55%
weekly
16%
monthly
7%
less than monthly
6%
15%
How often do
we access social
networks through
our smartphones?
Frequency of social network
visits on smartphone
Source: Internet Trend Watch
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

8. In Australia, there are 9 million
active daily Facebook users
7.3 million of these access
Facebook from a mobile device
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

9. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

10. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

11. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

12. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

13. Best in class
content marketers
are 24% more likely
to use original
video content
Original video in content marketing
Source: Aberdeen Group survey of organisations using content marketing divided the respondents into three tiers –
Best-in-Class (the top 20% of performers), Industry Average (the middle 50%), and Laggards (the bottom 30%).
The research found that Best-in-Class companies are 24% more likely than Laggards to use original video content (68% vs. 55%).
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

14. 3 billion
videos watched per
day on Facebook*
15%
monthly growth
*Facebook Q4 Earnings Announcement 28/01/15
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

15. Video views and posts on Facebook
Source: Comscore, 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

16. Create content
that users want to
consume, engage
with and share
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

17. What you
want to say
What they’re
interested in
Relevance or Context
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

18. Engagement Advocacy Reach
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

19. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

20. Reachpocalypse
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

21. Organic
reach
6%
Source: Social@Ogilvy February 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

22. 0%
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

23. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

24. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

25. think
outside
the keyword
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

26. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

27. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

28. Morton’s Steakhouse patron
Peter Shankman jokingly asked
over Twitter if the restaurant
chain could meet him with
a Porterhouse Steak when
he landed from an interstate
flight...
They did
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

29. To actually
get it done,
Morton’s...
Source: Doug Laney, Gartner
Is your
organisation/
client
even capable
of something
like this?
Had to see the tweet;1
Then discovered peter was a frequent
customer (and frequent tweeter);2
Pulled the data on what Peter
typically ordered,3
Worked out which flight he was on;
and only then4
Sent a tuxedo-clad waiter to serve
him his dinner.5
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

30. 7000
16/4/2014 17/4/2014 18/4/2014
6000
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4000
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2000
1000
0
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Mass and social
media volume
(Hourly over 2 days, 16-17 April 2014)
Mass
Social
Barry O’Farrell’s
Resignation
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

31. Mass and social
media volume
(Hourly over 2 days, 15-16 April 2014)
Mass
Social
0
50
100
150
200
250
300
350
400
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15/4/2014 16/4/2014 17/4/2014
Commonwealth Bank
outage
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

32. Social almost always breaks news
Twitter has really helped the Guardian– we’re at the
heart of us breaking news.Twitter is the fastest way
to break news now. So core to what we do and core to
what we do on a daily basis.
Andrew Miller, Guardian News & Media CEO
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

33. of Twitter users follow a
professional news account64%
Source: YouGov (SoMA), 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

34. Our competition is the audience.
Everyone now is a journalist.
Sheila Coronel, dean of academic affairs, Columbia University Graduate School of Journalism
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

35. think
courageously
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero