Social Fresh 2012: Fragmentation: The Future of Social Media Networks

Fragmentation: The Future ofSocial Media PlatformsMatthew KnellAOL Social Media DirectorFebruary 7, 2012for SocialFresh East#socialfresh

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

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 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

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

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

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

All encourage collections of related sets of things#socialfresh @matthewknell Page 8

All facilitate serendipitous discovery#socialfresh @matthewknell Page 9

Easy to create, curate and consume targeted content#socialfresh @matthewknell Page 10

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 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

Interest based networks have limited paid marketing options• Foursquare – Badges ($20k-$30k per month)• Tumblr – “highlighted posts”• Instagram, Pinterest - ???#socialfresh @matthewknell Page 14

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

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 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

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

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

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 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

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

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

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

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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Social Fresh 2012: Fragmentation: The Future of Social Media Networks

by Matthew Knell

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Social Fresh 2012: Fragmentation: The Future of Social Media Networks Presentation Transcript