Key Digital Trends for 2016

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Key Digital Trends for 2016
By Marshall Manson & James Whatley
@marshallmanson / @whatleydude
An Ogilvy Public Relations a...

Introduction
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Over the past few years, two of our Social@Ogilvy global
leaders, Marshall Manson and James Whatley, have...

Part 1: 2015 Trend Review
‘Did those two actually get anything right last time?’

2015 Trend 1: Twitter Zero
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Last year we said: !
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2015 Trend 1: Twitter Zero
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2...

2015 Trend 1: Twitter Zero
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Last year we said: !
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Source: https://social.ogilvy.com/key-trends-in-social-media-for-2...

2015 Trend 1: Twitter Zero
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This year we saw:!
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2015 Trend 1: Twitter Zero
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This year we saw:!
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Source: https://investor.twitterinc.com/results.cfm!

2015 Trend 1: Twitter Zero
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Source: https://investor.twitterinc.com/result...

2015 Trend 1: Twitter Zero
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! Source: https://blog.twitter.com/2015/highligh...

2015 Trend 1: Twitter Zero
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Twitter launched !
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‘While you were away…’!...

2015 Trend 1: Twitter Zero
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Source: https://blog.twitter.com/2015/moments-...

2015 Trend 1: Twitter Zero
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Hello,!
Algorithmic Content
Serving!
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Sourc...

Source: https://blog.twitter.com/2015/moments-the-best-of-twitter-in-an-instant-0!
2015 Trend 1: Twitter Zero
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As well as...

Source: https://blog.twitter.com/2015/moments-the-best-of-twitter-in-an-instant-0!
2015 Trend 1: Twitter Zero
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As well as...

2015 Trend 1: Twitter Zero
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One more thing! !
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Fresh in as we were going to press.!
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2015 Trend 1: Twitter Zero
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More algorithmic testing…!
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Source: http:/...

Source: http://motherboard.vice.com/read/twitter-is-testing-timelines-that-arent-in-chronological-order?utm_source=mbtwitt...

Source: http://motherboard.vice.com/read/twitter-is-testing-timelines-that-arent-in-chronological-order?utm_source=mbtwitt...

2015 Trend 2: The Video Royale
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2015 Trend 2: The Video Royale
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Source: https://social.ogilvy.com/key-trends-in-social-m...

2015 Trend 2: The Video Royale
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Source: https://social.ogilvy.com/key-trends-in-social-m...

2015 Trend 2: The Video Royale
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Source: http://www.adweek.com/news/technology/twitter-unl...

2015 Trend 2: The Video Royale
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Source: http://www.theverge.com/tech/2015/7/22/9015495/fa...

2015 Trend 2: The Video Royale
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Source: http://www.adweek.com/news/technology/instagram-d...

2015 Trend 2: The Video Royale
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This year we saw: !
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Source: https://medium.com/@hankgreen/theft-lies-and-face...

2015 Trend 2: The Video Royale
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Source: https://medium.com/@hankgreen/theft-lies-and-face...

2015 Trend 2: The Video Royale
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This year we saw: !
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Source: http://uk.businessinsider.com/facebook-copyright-...

2015 Trend 2: The Video Royale
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Source: http://www.theverge.com/2015/2/27/8124955/power-r...

2015 Trend 2: The Video Royale
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Source: http://www.theverge.com/2015/2/27/8124955/power-r...

2015 Trend 3: Youth in the Digital Age
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2015 Trend 3: Youth in the Digital Age
Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
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2015 Trend 3: Youth in the Digital Age
Source: https://social.ogilvy.com/key-trends-in-social-media-for-2015/!
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Last year...

2015 Trend 3: Youth in the Digital Age
Source: http://techcrunch.com/2015/11/09/snapchat-reaches-6-billion-daily-videos-vi...

2015 Trend 3: Youth in the Digital Age
Source: http://www.statsy.co/charts/4!
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Part 2: 2016 Trend Predictions
‘How will the plebs be using social in the future, Daddy?’

2016 Trend 1: The Ad Blocker End Game
‘Don’t call it the Adblockalypse’

Background

Ad Blocking: To Infinity and Beyond
Source: https://blog.pagefair.com/2015/ad-blocking-report/ !
Ad blocker usage is explo...

The kids are OWNING this
Source: http://sourcepoint.com/comscore-and-sourcepoint-the-state-of-ad-blocking/!
And not just b...

And… wait for it… here comes Apple.
Rolling out towards the end of
2015, iOS9 included support for ad
blockers for the ﬁrs...

‘Get out of the way; get out of my life!’
We spoke before about how the primary
drivers are user desire for greater privac...

Now it’s time for the ecosystem owners step in…
Building on the success of apps like Flipboard,
Apple and Facebook have bo...

…and Network owners too
In the UK, leading mobile networks EE and
O2 have announced that they are exploring
network-level ...

Defining the Ad Blocker End Game

Defining The Ad Blocker End Game
The rise of ad blockers imperils traditional
models of digital marketing. Users are
consu...

How Do You Prepare for This?

Social Media Has Moved On
Digital Inﬂuence!
Community!
Building &
Management!
Microtargeting!
2003-2008! 2008-2014! 2014-?...

Focus on focused earned – aka: microtargeting content
To succeed, brands have to be present in consumers’ feeds. !
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That’...

Applying new principles for content success
Facebook Focus!
Test and Boost!
Content Optimised for !
“Earned” / Sharing!
Al...

Trend 2: The Video R Evolution
‘Video is going to be massive next year’
– everybody, ever.

Background

Background: The Video Royale rages on…
Trends don’t come and go
with the seasons. !
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The Video Royale mega-battle
will co...

…which can and will only drive innovation
In a land grab for creating the best and most
innovative original content, the t...

…which can and will only drive innovation
But did you know that YouTube got there ﬁrst? !
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Launching way back in March 20...

Defining ‘The Video Evolution’

Defining The Video Evolution
Portrait video screening – or ‘edge to
edge’ viewing – is making a comeback
(you can thank/bl...

How Do You Prepare for This?

There are two things you can do…
1: DON’T PANIC!
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Between Sony’s PlayStationVR, HTC’s Valve,
Facebook’s Oculus Rift, Micr...

There are two things you can do…
2: GO FOR THE EARLY PR VALUE !
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If you’re a large media owner or client you
should speak...

Trend 3: Gen Z
Yes, we’re going there…

Background: we are hitting PEAK MILLENNIAL
Source: https://www.google.co.uk/trends/explore#q=millennials!

Client or agency: do you even know what you’re asking for?
How many briefs have you written / presented / given / received...

Defining ‘Gen Z’

Defining Gen Z
Born after 1995. !
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Speciﬁcally not a Millennial. !
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Or a sheep. !
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Or yet another cast group of
people ...

Defining Gen Z
But if we’re going to insist at least giving them
some labels. Gen Z are: !
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-  Growing up with uncertaint...

How Do You Prepare for This?

And we’re done!
Well, kinda…

Three bonus noodles.
Something to think about…

Bonus I: Distributed Content
‘Your content, it’s everywhere…’

Content marketers have a lot to learn (from Buzzfeed)
Marketers are obsessed with content but oddly only
measure effective...

Bonus II: Twitter Erosion
We want to be wrong on this.

Twitter usage is declining (probably)
We don’t have quite enough data to be categorical, so we’re admitting that we might ...

And Facebook is attacking its Customer Service Value
Additionally, Facebook is aggressively
pushing its Messenger platform...

Bonus III: Influencer as Media Outlet
Nathan Barley* would be proud.
*Google him, you’ll see.

Spot talent, buy talent.
We’ve seen some of this already but…!
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•  Connecting brands with content talent ranging from You...

And that’s a wrap!

Thank you.
!
Thank you so much for reading and (we hope)
enjoying. Please do share this along and, if you have
any questio...

Key Digital Trends for 2016

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