Stone Ward Q412 Digital Trends Presentation


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Every quarter, Stone Ward creates a presentation to update our staff and clients on current digital stats, trends and predictions. This is the presentation for Q4 2012.

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Stone Ward Q412 Digital Trends Presentation

  1. 1. DIGITAL TRENDSQ4 2012
  2. 2. Agenda• Facts & Figures• 2012 Key Trends• 2013 Predicted Trends @stoneward
  3. 3. Facts & Figures @stoneward
  4. 4. Facts & Figures: video Video works. It just does. Use it. Online video delivers 10 times the response rate of static text and graphics. People stay on websites 5.33 times longer with video. Product videos make consumers 85% more likely to buy.source @stoneward
  5. 5. Facts & Figures: video Video works. It just does. Use it. The human brain absorbs 50% more information through moving pictures and sound than the next best medium. People are 75% more likely to watch video than read print. YouTube is ranked as the #2 search engine in the world.source @stoneward
  6. 6. Facts & Figures: photos Instagram keeps beating its own records. Hurricane Sandy = 10 photo uploads per second The 2012 Election = over 1 million photos in one day Thanksgiving = 200 photo uploads per secondsource, source, source @stoneward
  7. 7. Facts & Figures: photos Pinterest is a reality marketers must face. The service engenders enormous loyalty and has become a daily habit for more than half its users. 38% of U.S. social media users plan to use Pinterest more often. 70% of the site’s users are women and 64% of the site’s fans are under the age of 34. In fact, Pinterest is the third-most widely-used social network for women 18-44 (behind Facebook and Twitter).source @stoneward
  8. 8. Facts & Figures: photos Pinterest is a reality marketers must face. The most popular pins? Food Arts & Crafts Fashion Interior Design Family-Related Content Photography 27% of Pinterest users have purchased a product as a result of seeing it on someone else’s pinboard.source @stoneward
  9. 9. Facts & Figures: facebook People still use Facebook, despite increasing frustrations with it.  23% of Facebook’s users check their account at least five times every single day. 32% of the heaviest adopters of social networks — those ages 18 to 24 — connect with sites such as Facebook and Twitter in the bathroom.source, source @stoneward
  10. 10. Facts & Figures: facebook Though brand engagement on Facebook is continuing to decrease. On average, just 6% of fans engage with a brands Facebook Page via likes, comments, polls and other meanssource @stoneward
  11. 11. Facts & Figures: facebook Though brand engagement on Facebook is continuing to decrease. Many marketers simply don’t know how to create the kinds of conversations that engage customers. 20 of 50 companies have a 4:1 company to customer ratio of posts on their Facebook pages. 71% of the company posts were promotional, but only 5% of all posts actually sought to create real conversation with their customers.source @stoneward
  12. 12. Facts & Figures: google+ Google+ is not going away. The Google +1 button is used 5 billion times per day. 48% of fortune global 100 companies are now on Google+. Google+ pages appear in search results for 30% of brand term searches for brands with G+ pages, up from 5% in February 2012. Only 8% of Americans 12+ have a Google+ profile page.source @stoneward
  13. 13. Facts & Figures: google+ Google+ is not going away. 42% of worldwide Google+ users are single; 27% are married. 68% of Google+ users are male, while 32% of Google+ users are female. Google+ active users spend over 60 minutes a day across Google products. Google+ users spend on averagesource 12 minutes per day in the Google+. @stoneward
  14. 14. Facts & Figures: google+ Google+ is not going away. Websites using the +1 button generate 3.5x the Google+ visits than sites without the button. At least 60% of Google+ users log in daily. At least 80% of Google+ users engage on a weekly basis.source @stoneward
  15. 15. Facts & Figures: social evolution Social media is being integrated into all that we do. In Hungary, Nike created a Facebook app called “Cheer Me On” enhance the experience of runners in the Budapest Half Marathon. The integrated tool connected runners and their friends by delivering digital “cheers” and personalized motivational messages. When runners ran past marked sensors, the RFID chips on their shoes triggered the digital inspirational messages on an LED wall so the runner could readsource them as they went by. @stoneward
  16. 16. Facts & Figures: email Ask people to do something and they will typically do it: 87% of US online adults receive opt-in emailsources: Blackbaud, Common Knowledge @stoneward
  17. 17. Facts & Figures: email All ages of people will subscribe to emails from companies: • 18-29 years old: 15.6% • 30-39 years old: 24.4% • 40-49 years old: 28.2% • 50-64 years old: 32.9% • 65+ years old: 31.4% US population that subscribes to brand emails: 26.1%sources: Blackbaud, Common Knowledge @stoneward
  18. 18. Facts & Figures: email All ages of people will subscribe to emails from companies: 20% of opt-in emails are opened on a mobile device. Be sure your message is rendering across mobile devices. sources: Blackbaud, Common Knowledge @stoneward
  19. 19. Facts & Figures: email Putting it into perspective: using email to build social followers will yield some results. 1000 emails = 134 FB followers = 26 Twitter followerssources: Blackbaud, Common Knowledge @stoneward
  20. 20. Facts & Figures: mobile We are addicted to our mobile phones. 90% of 18-29 year olds sleep with their smartphones 1 in 3 people would rather give up sex than their phone 95% of people use the phone for something just before going to bed Half of people check their phones immediately if they wake up during the nightsource @stoneward
  21. 21. Facts & Figures: mobile Mobile technology is converging with more traditional channels. Fujitsu has new technology that will enable brands to embed coupons or URLs into TV commercials, and distribute the additional information from television sets directly to viewers’ smart phones. Viewers could scan their TVs and receive the coupons from 2-3 meters away. As this technology doesn’t include on-screen prompts, adaption rate would be directly linked to awareness of the product, a potential challenge. The strength of the technology is the potential seamless viewing experience it could provide to consumers.source @stoneward
  22. 22. Facts & Figures: text messaging Ask people to do something and they will typically do it: 23% of US online adults have opted in to receive text messages from companies or organizationssources: Blackbaud, Common Knowledge @stoneward
  23. 23. Facts & Figures: text messaging Who opts-in to text messages? Males and females have the same rate of opting in to SMS messages, but females report a significantly more positive experience: 39.3% vs. 29.4% Why? Perhaps content driven, women like coupons? SMS is invasive, so must be carefully crafted.Very personal. Consider that in messaging, frequency and timing of delivery. sources: Blackbaud, Common Knowledge @stoneward
  24. 24. 2012 Key Trends @stoneward
  25. 25. 2012 Key Trends It was the year of mobile (again). In 2012, U.S. consumers spent an average 82 minutes per day on their mobile device, which is more than double from 2010. By the end of the year, the number of mobile devices will exceed the number of people on Earth. (And by 2016, there will be over 10 billion mobile devices in use.)source, source @stoneward
  26. 26. 2012 Key Trends Major events drove social media use into the numbers that exceeded predictions. Two major events that happen only once every four years took center stage across social channels. For the Olympics in London, NBC streamed the games through their YouTube channel and Facebook created a page to track the sports and athletes. During the run up to the 2012 Presidential Election, Twitter unveiled the Political Index, Facebook and CNN launched Real-Time Election Insights, and YouTube streamed the RNC and DNC through their US Election Hub.source @stoneward
  27. 27. 2012 Key Trends Social media just continued grow. Time spent on social networks increased 37%. Combining all devices, overall time spent on social networks rose 37% — the average woman spent 18 hours & 20 minutes/month, while men spent about 13 hours. Those ages 18-24 who spend more than 21 hours/month on social networks, followed by the 25-34 age group at more than 20 hours.source @stoneward
  28. 28. 2012 Key Trendssource @stoneward
  29. 29. 2012 Key TrendsCrowdsourcing really took off. Funding personal projects through the general population using the Internet and social media to gain momentum and spread the word rather than through VC firms or large individual investors showed the entrepreneurial spirit and brought good ideas to life. See Kickstarter and as samples of success. @stoneward
  30. 30. 2013 Predicted Trends @stoneward
  31. 31. 2013 Predicted Trends Americans (12 and up) will push 75% Social Media usage within the next 5 years @stoneward
  32. 32. 2013 Predicted Trends Sites and sharing will fragment and become niche in nature. Our parents, grandparents and too many marketers are on the mass channels like Facebook and Twitter. We will see migration to closer-knit groups like Path, Instagram, Medium, Branch and whatever else comes to the forefront this year.source @stoneward
  33. 33. 2013 Predicted Trends Because Facebook’s EdgeRank is edging out branded pages from users’ news streams, brands will begin migrating those fans to other channels, possibly even custom, branded communities that they can own and control.source @stoneward
  34. 34. 2013 Predicted Trends Content strategists will rule. Brands will become publishers. Content strategy will be seen as an integral part of the marketing planning process as more marketing leaders look at their content marketing resources and ask if they are being deployed in the most effective way. Content marketing supports SEO, pay-per-click, landing pages and conversion rate optimization, social media marketing and social media marketing.source, source @stoneward
  35. 35. 2013 Predicted Trendssource @stoneward
  36. 36. 2013 Predicted Trends From Pinterest and Instagram to SlideShare and YouTube, visual appeal will rule content creation and curation. In an era of content overload, users will be looking for a fresh face and innovative presentation. Creative graphics, photos, and videos will capture imagination, and tired infographics will be replaced with something better.source @stoneward
  37. 37. 2013 Predicted Trends Responsive web design meets the challenge of not knowing which screen the user prefers by providing an optimal viewing experience: easy reading and navigation with minimum resizing, panning, or scrolling across a wide range of devices. Content needs to be structured in chunks that can be flowed into this architecture.source @stoneward
  38. 38. 2013 Predicted Trends As more people will be using smart phones as their primary tool for Internet searches, businesses and brands will need to make changes to webpages and more to accommodate slower connections and/or smaller screens.source @stoneward
  39. 39. 2013 Predicted Trends Mobile is going to continue to be increasingly important. Smartphone influence on department store sales is due to grow from 6.7% in 2012 to 24-27% in 2016. Of people who research on their mobile device, 39% go on to purchase on their desktop device and 24% go on to purchase in store. Around 30% of consumers use their mobile device in store to inform purchases through in-store wifi or scanning barcodes.source @stoneward
  40. 40. 2013 Predicted Trends Brands will optimize their mobile experiences for retail buying. See Apple’s new Passbook app, the Square app now has gift cards and brands are developing mobile apps just for their stores: Macys has added a new feature to its iPhone app that provides indoor turn-by-turn directions for its massive flagship location in New York Citys Herald Square.source @stoneward
  41. 41. 2013 Predicted Trendssource @stoneward
  42. 42. 2013 Predicted Trends Search will get even more personal, increasing the relevancy of search results tailored just for you. The advent of social recommendations in Google+ and Google Authorship will favor brands with the biggest engagement who do more than simply promote through social media, but take customer engagement seriously.source @stoneward
  43. 43. DISCUSSION/QUESTIONS? @stoneward
  44. 44. THANK YOU.Emily Reeves, @reeves501Director of Digital Strategy & PlanningStone Ward,