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Top 8 Trends in Social Media for 2015

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Mike Corak
Mike Corak

Accompanying webinar deck from Ethology's Mike Corak and Benjamin “Benjie” Pressman detailing how to tie social media across your earned, owned and paid digital media efforts in 2015 to accelerate your impact and deliver results. Both speakers 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. 2. How to ensure your company is set up to execute social effectively. 3. Ways to amplify social activity beyond organic engagement.

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2014 Webinar Series Top 8 Trends in Social Media for 2015
What We Hope You Learn Today! 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. @mikecorak #SocialTrends2015 @bpressman | 3
Today’s Speakers @mikecorak #SocialTrends2015 @bpressman | 4 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.
And if you didn’t hear… @mikecorak #SocialTrends2015 @bpressman | 5
Top 8 Trends If you ask my friend Gavin, he’ll tell you there’s only one-channel social trend that matters… 1. Snapchat 2. Snapchat 3. Snapchat 4. Snapchat 5. Snapchat 6. Snapchat 7. Snapchat 8. Snapchat @mikecorak #SocialTrends2015 @bpressman | 6
Top 8 Trends …and then he’ll send you pictures like this from the grocery store… #meatmarket @mikecorak #SocialTrends2015 @bpressman | 7
“The Real” Top 8 Social Trends for 2015 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/Measureme nt @mikecorak #SocialTrends2015 @bpressman | 8
Trend #1: The Big 4 @mikecorak #SocialTrends2015 @bpressman | 9
Trend #1: The Big 4 @mikecorak #SocialTrends2015 @bpressman | 10 • 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
Trend #2: Second Tier @mikecorak #SocialTrends2015 @bpressman | 11
Trend #2: Second Tier @mikecorak #SocialTrends2015 @bpressman | 12 • 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
Social Media is the #1 Content Channel @mikecorak #SocialTrends2015 @bpressman
No One Seems to Know if it’s Really Working @mikecorak #SocialTrends2015 @bpressman
…While Strategy is Lacking. @mikecorak #SocialTrends2015 @bpressman
Trend #3: Content Strategy & Social Thank You Anna Hrach! @mikecorak #SocialTrends2015 @bpressman | 16 @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
Trend #3: Content Strategy & Social Content Strategy @mikecorak #SocialTrends2015 @bpressman Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? | 17 123 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? Execution Reporting
Trend #4: Organizational Structure @mikecorak #SocialTrends2015 @bpressman | 18 #AheadOfItsTime @BrianSolis http://www.altimetergroup.com/category/reports/ Effective
Trend #4: Organizational Structure 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 @mikecorak #SocialTrends2015 @bpressman | 19 http://www.altimetergroup.com/category/reports/ For How Long?
Trend #5: Tactical Integration @mikecorak #SocialTrends2015 @bpressman | 20 And It’s All Mobile!
Trend #5: Local Integration @mikecorak #SocialTrends2015 @bpressman | 21 http://localvox.com/blog/social-media-marketing-grows-local-businesses/
Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 22 Is Organic Social Reach Dead?
Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 23
Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 24
Trend #7: Influencers @mikecorak #SocialTrends2015 @bpressman | 25 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
Trend #8: Measurement Sophistication @mikecorak #SocialTrends2015 @bpressman | 26 Attribution modeling Multiple objectives to measure •Conversions •“Call center metrics” •On platform engagement LTV not single sale Value of preventing negative PR
@mikecorak #SocialTrends2015 @bpressman
About Econsultancy & ethology @mikecorak #SocialTrends2015 @bpressman | 28 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

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Top 8 Trends in Social Media for 2015

  • 1.
  • 2. 2014 Webinar Series Top 8 Trends in Social Media for 2015
  • 3. What We Hope You Learn Today! 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. @mikecorak #SocialTrends2015 @bpressman | 3
  • 4. Today’s Speakers @mikecorak #SocialTrends2015 @bpressman | 4 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.
  • 5. And if you didn’t hear… @mikecorak #SocialTrends2015 @bpressman | 5
  • 6. Top 8 Trends If you ask my friend Gavin, he’ll tell you there’s only one-channel social trend that matters… 1. Snapchat 2. Snapchat 3. Snapchat 4. Snapchat 5. Snapchat 6. Snapchat 7. Snapchat 8. Snapchat @mikecorak #SocialTrends2015 @bpressman | 6
  • 7. Top 8 Trends …and then he’ll send you pictures like this from the grocery store… #meatmarket @mikecorak #SocialTrends2015 @bpressman | 7
  • 8. “The Real” Top 8 Social Trends for 2015 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/Measureme nt @mikecorak #SocialTrends2015 @bpressman | 8
  • 9. Trend #1: The Big 4 @mikecorak #SocialTrends2015 @bpressman | 9
  • 10. Trend #1: The Big 4 @mikecorak #SocialTrends2015 @bpressman | 10 • 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
  • 11. Trend #2: Second Tier @mikecorak #SocialTrends2015 @bpressman | 11
  • 12. Trend #2: Second Tier @mikecorak #SocialTrends2015 @bpressman | 12 • 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
  • 13. Social Media is the #1 Content Channel @mikecorak #SocialTrends2015 @bpressman
  • 14. No One Seems to Know if it’s Really Working @mikecorak #SocialTrends2015 @bpressman
  • 15. …While Strategy is Lacking. @mikecorak #SocialTrends2015 @bpressman
  • 16. Trend #3: Content Strategy & Social Thank You Anna Hrach! @mikecorak #SocialTrends2015 @bpressman | 16 @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
  • 17. Trend #3: Content Strategy & Social Content Strategy @mikecorak #SocialTrends2015 @bpressman Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? | 17 123 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? Execution Reporting
  • 18. Trend #4: Organizational Structure @mikecorak #SocialTrends2015 @bpressman | 18 #AheadOfItsTime @BrianSolis http://www.altimetergroup.com/category/reports/ Effective
  • 19. Trend #4: Organizational Structure 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 @mikecorak #SocialTrends2015 @bpressman | 19 http://www.altimetergroup.com/category/reports/ For How Long?
  • 20. Trend #5: Tactical Integration @mikecorak #SocialTrends2015 @bpressman | 20 And It’s All Mobile!
  • 21. Trend #5: Local Integration @mikecorak #SocialTrends2015 @bpressman | 21 http://localvox.com/blog/social-media-marketing-grows-local-businesses/
  • 22. Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 22 Is Organic Social Reach Dead?
  • 23. Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 23
  • 24. Trend #6: Media Support @mikecorak #SocialTrends2015 @bpressman | 24
  • 25. Trend #7: Influencers @mikecorak #SocialTrends2015 @bpressman | 25 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
  • 26. Trend #8: Measurement Sophistication @mikecorak #SocialTrends2015 @bpressman | 26 Attribution modeling Multiple objectives to measure •Conversions •“Call center metrics” •On platform engagement LTV not single sale Value of preventing negative PR
  • 28. About Econsultancy & ethology @mikecorak #SocialTrends2015 @bpressman | 28 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

Notes de l'éditeur

  1. David