Fragmentation: The Future ofSocial Media PlatformsMatthew KnellAOL Social Media DirectorFebruary 7, 2012for SocialFresh Ea...
Hi! My name is Matthew Knell!                                       Social Media Director at AOL                          ...
HOW MANY OF YOU THINK FACEBOOK HAS REACHED ITS PEAK? WHY OR WHY NOT?#socialfresh   @matthewknell
“TO THE EXTENT OUR ACTIVE USER GROWTH RATE SLOWS, OURBUSINESS PERFORMANCE WILL BECOME INCREASINGLYDEPENDENT ON OUR ABILITY...
Interest based networks are booming• Tumblr jumped 130% in unique visitors from Nov 2010 to Nov  2011• Pinterest jumped 11...
Real-time Poll• How many of you like every single thing your friends like?• Are you willing to trade your personal relatio...
The interest graph movement• The “shopping mall” is slowly being replaced by the “boutique”  store.• The next wave of soci...
All encourage collections of related sets of things#socialfresh   @matthewknell                                          P...
All facilitate serendipitous discovery#socialfresh   @matthewknell                                         Page 9
Easy to create, curate and consume targeted content#socialfresh   @matthewknell                                           ...
SO WHAT DOES THIS MEAN FOR YOU AS A MARKETER?#socialfresh   @matthewknell
#socialfresh   @matthewknell                               Page 12
A “problem” – Facebook marketing is “easy”•   Facebook Pages•   Facebook Places•   Applications•   Facebook Sponsored Stor...
Interest based networks have limited paid marketing options• Foursquare – Badges ($20k-$30k per month)• Tumblr – “highligh...
You need to be interesting… more so• On these platforms, content strategy and brand affinity  matters more than ever• Even...
HOW CAN YOU BE INTERESTING?#socialfresh   @matthewknell
Do a content auditConsider:• Is there a logical business need for using this platform?• Your brand and where it fits in th...
Test and target• These platforms depersonalize human personas• Instead of focusing on user demographics, focus on content ...
Go fishing• “Build a content museum” – curate or create one thing at time• Use each channel of content to meet a slightly ...
Pinterest and Tumblr are ideal for curation#socialfresh   @matthewknell                                        Page 20
But both work well for original content#socialfresh   @matthewknell                                          Page 21
Tumblr is great for sharing your archives                                    • 30% of marketers                           ...
Instagram as a branded movie reel                                    • 14.5% of users                                     ...
Use Foursquare branded pages with tips and lists                                     • 68% of Inc 500                     ...
What to use when?• Tumblr – tell stories in simple posts with an emphasis on  content but want to take advantage of the bu...
Questions?Lots of social type links – http://about.me/matthewknellFollow me on Twitter - @matthewknellRead my ramblings – ...
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Social Fresh 2012: Fragmentation: The Future of Social Media Networks

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  • While Facebook marketing may not always be easy, and laden with setting expectations (the shock of a 1% engagement rate on pages as shown recently by AdAge) was
  • While Facebook marketing may not always be easy, and laden with setting expectations (the shock of a 1% engagement rate on pages as shown recently by AdAge) was
  • While Facebook marketing may not always be easy, and laden with setting expectations (the shock of a 1% engagement rate on pages as shown recently by AdAge) was
  • Is your role on these social networks to create content to be shared, to curate other people’s topical content, or both?
  • Is your role on these social networks to create content to be shared, to curate other people’s topical content, or both?
  • Transcript of "Social Fresh 2012: Fragmentation: The Future of Social Media Networks"

    1. 1. Fragmentation: The Future ofSocial Media PlatformsMatthew KnellAOL Social Media DirectorFebruary 7, 2012for SocialFresh East#socialfresh
    2. 2. Hi! My name is Matthew Knell! Social Media Director at AOL Pace University Tech Mentor in Residence (http://csis.pace.edu) Adjunct Instructor at NYU’s School of Continuing and Professional Studies Obnoxiously huge Muppets fan SocialFresh rookie @matthewknell matthew@ygm.com http://about.me/matthewknell Follow along at#socialfresh @matthewknell http://bit.ly/sofreshfrag #socialfresh
    3. 3. HOW MANY OF YOU THINK FACEBOOK HAS REACHED ITS PEAK? WHY OR WHY NOT?#socialfresh @matthewknell
    4. 4. “TO THE EXTENT OUR ACTIVE USER GROWTH RATE SLOWS, OURBUSINESS PERFORMANCE WILL BECOME INCREASINGLYDEPENDENT ON OUR ABILITY TO INCREASE LEVELS OF USERENGAGEMENT IN CURRENT AND NEW MARKETS. IF PEOPLE DONOT PERCEIVE OUR PRODUCTS TO BE USEFUL, RELIABLE, ANDTRUSTWORTHY, WE MAY NOT BE ABLE TO ATTRACT OR RETAINUSERS OR OTHERWISE MAINTAIN OR INCREASE THE FREQUENCYAND DURATION OF THEIR ENGAGEMENT. “ - Facebook in their S-1 filing#socialfresh @matthewknell
    5. 5. Interest based networks are booming• Tumblr jumped 130% in unique visitors from Nov 2010 to Nov 2011• Pinterest jumped 1125% in UVs from May 2011 to Nov 2011• Foursquare’s user base grew more than 1000% from August 2009 to July 2009 and 1000% again from August 2010 to July 2011• Instagram took only 9 months to reach 150 million photos, and just one year to reach 10 million members• Facebook grew only 9% from Nov 2010 to Nov 2011 Sources: Comscore via eMarketer (US Unique Visitors to Select Social Networks, Nov 2010-Nov 2011), Search Engine Watch (Foursquare Hits 10 Million Users, Yeah, That’s 1000% Annual Growth), Instagram Blog (The Instagram Community – Ten Million and Counting)#socialfresh @matthewknell Page 5
    6. 6. Real-time Poll• How many of you like every single thing your friends like?• Are you willing to trade your personal relationships to get to content that you want?#socialfresh @matthewknell Page 6
    7. 7. The interest graph movement• The “shopping mall” is slowly being replaced by the “boutique” store.• The next wave of social media sites facilitate content creation and curation content based on interests.• Users, not people are the vehicle; content is the engine.#socialfresh @matthewknell Page 7
    8. 8. All encourage collections of related sets of things#socialfresh @matthewknell Page 8
    9. 9. All facilitate serendipitous discovery#socialfresh @matthewknell Page 9
    10. 10. Easy to create, curate and consume targeted content#socialfresh @matthewknell Page 10
    11. 11. SO WHAT DOES THIS MEAN FOR YOU AS A MARKETER?#socialfresh @matthewknell
    12. 12. #socialfresh @matthewknell Page 12
    13. 13. A “problem” – Facebook marketing is “easy”• Facebook Pages• Facebook Places• Applications• Facebook Sponsored Stories• Engagement Ads• Premium Ads• Social plugins (like button, share button, recommendations)• Open Graph 2.0 (new style actions, frictionless sharing)• Facebook Insights#socialfresh @matthewknell Page 13
    14. 14. Interest based networks have limited paid marketing options• Foursquare – Badges ($20k-$30k per month)• Tumblr – “highlighted posts”• Instagram, Pinterest - ???#socialfresh @matthewknell Page 14
    15. 15. You need to be interesting… more so• On these platforms, content strategy and brand affinity matters more than ever• Even if users care about your brand, it is difficult to keep re- engaging with them.• Assumptions on your user base based on your Twitter and Facebook demos can be risky.#socialfresh @matthewknell Page 15
    16. 16. HOW CAN YOU BE INTERESTING?#socialfresh @matthewknell
    17. 17. Do a content auditConsider:• Is there a logical business need for using this platform?• Your brand and where it fits in the world• Types of content you have to share• Curation and copyright concerns• How do you want to tell your story?• What you’re already doing on other social platforms?• What device do you want your users to find you on?• Who on your team will manage these accounts?• How can this fit within your existing content calendar?#socialfresh @matthewknell Page 17
    18. 18. Test and target• These platforms depersonalize human personas• Instead of focusing on user demographics, focus on content personals• Your testing groups should be organized by affinities • People who like behind the scenes pictures • People who like celebrity photos • People who like pictures of cats • People who think this is the best SocialFresh preso of the conference.#socialfresh @matthewknell Page 18
    19. 19. Go fishing• “Build a content museum” – curate or create one thing at time• Use each channel of content to meet a slightly different user interest.• Use “snackable” assets strong enough to stand on their own that are closely aligned with the theme.• Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store)• Use success to refine your content personas.#socialfresh @matthewknell Page 19
    20. 20. Pinterest and Tumblr are ideal for curation#socialfresh @matthewknell Page 20
    21. 21. But both work well for original content#socialfresh @matthewknell Page 21
    22. 22. Tumblr is great for sharing your archives • 30% of marketers are planning to increase usage of Tumblr in 2012 Source: eMarketer (Plans to Increase Usage of Other Social Media Marketing Platforms* in 2012 According to US Marketers (% of respondents)#socialfresh @matthewknell Page 22
    23. 23. Instagram as a branded movie reel • 14.5% of users spent more time on Instagram in 2011 Source: eMarketer (Social Media Sites that US Social Media Users Spent More Time on in 2011 (% of respondents))#socialfresh @matthewknell Page 23
    24. 24. Use Foursquare branded pages with tips and lists • 68% of Inc 500 had “success” with Foursquare in 2011 Source: eMarketer (Social Media Tools with Which Inc. 500 Companies Have Had Success, 2009-2011 (% of respondents)#socialfresh @matthewknell Page 24
    25. 25. What to use when?• Tumblr – tell stories in simple posts with an emphasis on content but want to take advantage of the built in community• Foursquare – when you are a business / brand trying to translate offline actions in to online actions• Instagram – when you want to capture moments in time in photographs• Pinterest – when you want to claim your share of the interest graph and you have a creative / fashionable audience#socialfresh @matthewknell Page 25
    26. 26. Questions?Lots of social type links – http://about.me/matthewknellFollow me on Twitter - @matthewknellRead my ramblings – http://www.tagsmith.org#socialfresh @matthewknell Page 26
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