Trends in Social Media; a Focus on Content, Mobile and Geography
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Q3 2013 presentation by GGV Capital on trends in social media with a focus on content, mobile and geography. For more, follow GGV on Twitter @ggvccapital.

Q3 2013 presentation by GGV Capital on trends in social media with a focus on content, mobile and geography. For more, follow GGV on Twitter @ggvccapital.

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Trends in Social Media; a Focus on Content, Mobile and Geography Presentation Transcript

  • 1. The Social Media Landscape: Segments, Trends and Market Size September 2013
  • 2. Sections • Social Media & Advertising • Social Media Management • Mobile Advertising • Content Creation & Publishing 2
  • 3. Social Media & Advertising
  • 4. Social Media Continues to Grow Globally Social Media Penetration by Destination Social Media Population by Destination Facebook 1,100M Twitter 500M Google+ 500M Qzone 480M Sina 300M Habbo 268M LinkedIn 200M Renren 160M Vkontakte 123M Tagged 100M 0M 250M 500M 750M 1,000M 1,250M Source: Gartner, September 2013 4
  • 5. Global Usage of Social Networking Continues to Increase Global social network usage continues to rise Worldwide social network penetration is forecast to reach 35% by 2017, up from 24% in 2013
  • 6. Social Networking Gaining Share of Time Online Social networking is forecast to comprise nearly 30% of all time spent online and on smartphones in 2013, up from 18% for online and 10% for mobile in 2010
  • 7. In Other Words, It’s Not Just About Facebook Most brands are simultaneously using multiple social platforms to reach their customers 7
  • 8. Brands are Increasingly Promoting Content… 8
  • 9. And Consumers Want Brand Engagement on Social Media 9
  • 10. Social Networks Playing an Increasing Role in E-Commerce Source: Vocus & Gartner, November 2012 10 Source: Monetate, May 2013
  • 11. Advertisers Use a Variety of Social Media Strategies 11
  • 12. Sponsored / Branded Content CPM rates are diving – Due to shift to mobile + RTB/DSPs Sponsored content is the fastest growing and most lucrative “ad unit” for publishers – Flipboard, Buzzfeed, Mashable, Business Insider others all over it; major publishers starting to take notice The challenge for brands – Sponsored content across media properties looks somewhat similar to traditional content/advertising model – Branded content across social media does not – Enormous value in “real time” and capturing the moment – See: Oreo at the Super Bowl – Younger demographic (<25) thrives on “real time” • Spends more time on Instagram, FB, Twitter, Pinterest • And less time on News, TV, etc. 12
  • 13. Sponsored Content – Incredibly Effective When Done Right Simple, effective and actually appreciated by consumers As a result, highly viral and shared 13
  • 14. A Well-Designed, “In-Stream” Experience “Ad Unit” 14
  • 15. Leads to a Consistent User Experience (Not a Landing Page) 15
  • 16. American Express and Other Brands Focusing on Twitter 16
  • 17. Leading to a Great (and Highly Engaging) User Experience 17
  • 18. Social Media Management
  • 19. Marketers Increasing Spend on Social Media Management 19
  • 20. Recent M&A Activity in Social Media Marketing & Management July 2012 $350M Acquisition + $100M Potential Earnout June 2012 May 2012 $689M Acquisition $325M Acquisition Undisclosed May 2012 May 2012 $152M Acquisition $150M Acquisition September 2011 20
  • 21. Social Collaboration is a Related Trend Enterprise social networking and collaboration vendors complement social media strategies by familiarizing employees with managing diverse, distributed communication channels Customer service is increasingly a facet of social media marketing, with customer satisfaction ratings becoming increasingly public and easy to find Enterprise social networking, collaboration an/d project organization software; acquired by Microsoft for $1.2B Social collaboration, offering suites for employee social networking, customer service, sales, marketing and government communication; now public with market cap of $871M Customer support software with broad social media integration 21
  • 22. Social CRM is a Natural Extension of Social Networking Opportunities for Social CRM Source: Gartner, May 2013
  • 23. Mobile Advertising
  • 24. Mobile Ad Revenue is Poised for Strong Growth Total mobile advertising revenue is forecast to exceed $24B by 2016 Mobile web display, in-app display and mobile search will dominate revenue share $30,000 $24.5B $25,000 $20,000 $15,000 $10,000 $5,000 $0.8B $0 2009 2010 Mobile Web Display Source: Gartner, November 2012 24 2011 2012 In-App Display 2013 Search/Maps 2014 2015 Audio/Video 2016 SMS/MMS/IM
  • 25. Smartphone Penetration Increasing Globally Highest growth regions for smartphone adoption are the Middle East and Africa, Latin America and Central and Eastern Europe 70% 60% 50% 40% 30% 20% 10% 0% 2012 2013 US Middle East and Africa Region US Canada Western Europe Central and Eastern Europe Asia Pacific Middle East and Africa Latin America Worldwide Source: eMarketer, May 2013 25 2014 Western Europe Latin America 2012 38.7% 30.6% 30.2% 21.0% 15.6% 5.1% 13.1% 15.7% 2015 2016 Central and Eastern Europe Worldwide 2013 44.3% 35.1% 38.7% 29.3% 18.7% 8.3% 18.6% 19.8% % of Population 2014 2015 50.1% 55.4% 40.2% 43.6% 47.4% 55.6% 39.1% 46.6% 22.9% 25.9% 10.9% 13.0% 23.6% 29.2% 24.3% 28.0% 2017 Asia Pacific 2016 59.8% 46.6% 61.3% 53.6% 28.5% 15.0% 34.0% 31.2% 2017 63.5% 49.8% 65.8% 59.5% 31.0% 16.8% 38.8% 34.0% CAGR 10.4% 10.2% 16.9% 23.2% 14.7% 26.9% 24.3% 16.7%
  • 26. Mobile Content is Gaining Ad Revenue Share “Non-traditional” advertising platforms are gaining share, especially on mobile – Facebook – Pandora – Twitter We believe Google will retain a dominant position in mobile due to search, click to call and maps – And mobile’s share of Google’s ad revenue is forecast to dramatically increase Traditional publishers likely to lose significant share to new entrants – FB, Pandora, Twitter – New players like Yelp, Trulia, Houzz, Flipboard Mobile will not reflect a simple “transition” of traditional display market to mobile 26
  • 27. Behavior on Mobile is Vastly Different From Desktop Note that “Reading News” or “Work Applications” don’t show more than 5% of user timeshare (“News” is likely encompassed in “Browser” in chart below) 27
  • 28. Social Media Ad Revenue is Increasingly Mobile-Centric Mobile ad revenues for Facebook and Twitter will comprise over 50% of total ad revenues in 2014, up from 0% in 2011 28
  • 29. Mobile Monetization – Not Your Father’s IAB Standard Ad Unit Ad Units / Monetization The best mobile advertising experiences are appearing as “native,” and blended into the user experience in a way that the user perceives value in the ad unit (versus an annoying unit he/she must click through to get to content) 29
  • 30. Content Creation & Publishing
  • 31. Market for Digital Content Creation Software is Growing Digital Content Creation Software Market Size: SaaS & Non-SaaS Source: Gartner, October 2012 31
  • 32. Content Creation is a Major Part of Marketing Budgets 32
  • 33. Social Marketing Teams Are Focused on Content Creation… Source: Gartner, March 2013 33
  • 34. …Which is Driving Demand for Content Creation Outsourcing Source: Gartner, March 2013 34
  • 35. The Social Media Landscape: Segments, Trends and Market Size Jeff Richards / jrichards@ggvc.com Crystal Huang / chuang@ggvc.com