10 Ways Social Media is New and Different in 2016
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In this presentation by Bob Cargill (Director of Social Media at Overdrive Interactive) and Ashley Perssico (Social Media and Website Communications Manager at 15-40 Connection), you’ll not only learn 10 ways social media is new and different in 2016, you’ll learn how to remain focused on some of the marketing principles and strategies that work best in this newfangled world of online communications., including: - How to use Facebook Live - How to share GIFs on Twitter - How to set up your own Snapchat account - How to record a 60-second video on Instagram - And much more
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10 Ways Social Media is New and Different in 2016
- 1. . 38 Everett St | Allston, Massachusetts 02134 | 617-254-5000 | www.ovrdrv.com 10 Ways Social Media is New and Different in 2016 June 22, 2016 #NEDMA16
- 2. 2 . Speakers Bob Cargill Director of Social Media Overdrive Interactive @cargillcreative Ashley Perssico Social Media and Website Communications Manager 15-40 Connection @AshleyPerssico
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- 7. 7 .
- 8. 8 . From a Kodak Moment…
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- 12. 12 . Benefits of Social Media Marketing Source: Social Media Examiner, May 24, 2016 http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2016/
- 13. 13 . Social Media User Sizes are Huge Source: onalytica http://www.onalytica.com/blog/posts/social-media-marketing-top-100-influencers-and-brands/
- 14. 14 . Social Media User Sizes are Huge Source: NonProfit Tech for Good http://www.nptechforgood.com/2016/05/13/16-must-know-stats-about-online-fundraising-and- social-media/
- 15. 15 . You? Not So Much!
- 16. 16 . For instance, how do you stand out in a crowd of 310 million monthly active Twitter users? Source: https://about.twitter.com/company
- 17. 17 . How do you stand out on Twitter? There are 310 million users on the channel. Less than half of these users log on every day. Less than one third of these users check Twitter multiple times/day. The average user follows more than 200 people. The average user is only on Twitter about six minutes/day. About 500 million tweets are sent every day (that’s almost 6,000/second). The “half life” of a tweet is about 24 minutes. Data extrapolated from these two sources: http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing- twitter-stats/ and http://lkrsocialmedia.com/2014/07/this-is-why-nobody-sees-your-tweets/
- 18. 18 . Goldfish: 9 Seconds Human: 8 Seconds
- 19. 19 . It takes a village…
- 20. 20 . In this day and age, every brand and everybody is a curator and creator of content.
- 21. 21 . It’s like the legendary shampoo commercial… https://www.youtube.com/watch?v=oCjmDI4AJlk “I told two friends about it”…
- 22. 22 . 10 Ways Social Media is New and Different in 2016
- 23. 23 . Twitter’s New GIF Search Feature “Whenever you’re composing a Tweet or Direct Message, you can search and browse the GIF library. So if you’re looking for the perfect cat yawn or dance move to express exactly how you feel, just click the new GIF button.” Source: Twitter’s Blog https://blog.twitter.com/2016/introducing-gif-search-on-twitter 1
- 24. 24 . Wait! What? What’s a GIF? Source: Urban Dictionary, http://www.urbandictionary.com/define.php?term=GIF Quick, animated series of images…
- 25. 25 . Twitter’s New GIF Search Feature
- 26. 26 . Click “Compose New Tweet” Write your Tweet in the field Click GIF box below Tweet field Click on theme/topic Choose from a variety of GIFs Add the most appropriate GIF Tweet Twitter’s New GIF Search Feature
- 27. 27 . Twitter’s New GIF Search Feature https://twitter.com/cargillcreative/status/709051017304920066
- 28. 28 . Twitter’s New GIF Search Feature https://twitter.com/cargillcreative/status/726075524565618688
- 29. 29 . Twitter’s New GIF Search Feature https://twitter.com/cargillcreative/status/727257114138284033
- 30. 30 . Twitter’s New GIF Search Feature https://twitter.com/cargillcreative/status/745016442228178945
- 31. 31 . Wait! What? It’s GIF, not GIF… Source: http://howtoreallypronouncegif.com/
- 32. 32 . Facebook’s New Live-Streaming Video Feature “Understanding Facebook Live is key if you’re a social media marketer; even if you don’t plan on using it, or Facebook in general, it marks an important trend in the social media and mobile technology worlds.” Source: Forbes, Facebook Live: Everything You Need to Know by Jayson DeMers, April 26, 2016 http://www.forbes.com/sites/jaysondemers/2016/04/26/facebook-live- everything-you-need-to-know/#228cc6777a82 2
- 33. 33 . Facebook’s New Live-Streaming Video Feature How do you use Facebook Live? It’s simple. Just go to Facebook on your phone, tap the “What’s on your mind?” field and hit the icon to the right that’ll ask you to describe your live video before clicking on the big honking “Go Live” button. Boom. You’re on the air.
- 34. 34 . Boom, we’re on the air… Check out our live-streaming video on Facebook at: https://www.facebook.com/bob.cargill Don’t hesitate to like, comment and share with your own Facebook audience
- 35. 35 . 10 Ways Brands Can Use Facebook Live 1. Go behind the scenes. 2. Give pep talks and provide inspiration. 3. Share news and information. 4. Offer opinion and commentary. 5. Take questions from your audience. 6. Share tips, tricks and tactics. 7. Deliver presentations, demonstrations, speeches and soliloquys. 8. Be humorous and entertaining. 9. Profile employees 10. Speak impromptu and off the cuff.
- 36. 36 . Facebook’s New Live-Streaming Video Feature https://www.facebook.com/zuck/videos/10102764535989511/
- 37. 37 . Facebook’s New Live-Streaming Video Feature https://www.facebook.com/AmericanIdol/videos/10156889565630601/
- 38. 38 . 60-Second Videos on Instagram 3 “Think about it, with a time limit of one minute, clever video producers could easily begin crafting even more elaborate mini-documentaries of their lives, one one-minute snapshot at a time.” Source: Mashable, March 29, 2016, http://mashable.com/2016/03/29/instagram-video-60-seconds/#8tFT0R8yCGqJ
- 39. 39 . 60-Second Videos on Instagram Source: https://vimeo.com/160762565
- 40. 40 . 60-Second Videos on Instagram Open Instagram on your phone Click the camera icon in the middle along the bottom Click the word, video, to the right Press and hold the circle to record, stopping and starting if necessary Save, choose filter, write a caption, tag people, add location and share to social media channels such as Facebook Who’s in?
- 41. 41 . Live Demonstration Time Who’s in? In 10 seconds or less, tell us what you’ve learned so far during our session today.
- 42. 42 . New Features on Vine and How to Use Vine 4
- 43. 43 . Vine is… … a free mobile app (founded in June 2012) that makes it possible for you to easily and quickly take short, six-second videos with your smartphone that you can share on Twitter, Facebook or even your own blog.
- 44. 44 . Example of Stop-Motion Vine Video https://vine.co/v/bl6H0XYwIHl
- 45. 45 . How to Use Vine Download the Vine app to your smartphone, whether it’s Android, iOS or a Windows Phone. Sign up with either through your Twitter account or an email address and new password. Find and follow other accounts. Like, comment on and revine other Vines. Record your own Vines. Press the camera icon in top right-hand corner. Hold your finger on the screen to record. Take your finger off the screen to pause. You have six seconds maximum for your Vine footage. Press the checkmark. Add a caption and share to Twitter, Facebook and Vine itself.
- 46. 46 . How to Use Vine Press the camera icon. Hold your finger on the screen. Press the checkmark. Add a caption and share.
- 47. 47 . New Vine Features You can now watch an account’s Vines in any order. You can now edit a Vine caption after you have posted the video. You can now use 3DTouch on iOS. Source: Vine Blog, http://blog.vine.co/post/138997128591/were-listening
- 48. 48 . Which Account’s Vines to Watch Tap Here See Options
- 49. 49 . Editing a Vine Caption
- 50. 50 . 3D Touch on iOS Source: iTunes, Vine, https://itunes.apple.com/us/app/vine/id592447445?mt=8
- 51. 51 . Live Demonstration Time Who’s in? Who’s happy to be talking about social media today? Just say your name…
- 52. 52 . Justin Bieber Says “No” to Selfies Source: In Touch Weekly, http://www.intouchweekly.com/posts/justin-bieber-fan-photos-101802 5
- 53. 53 . Lighten up and keep it real.
- 54. 54 . Laughter is the best medicine… Source: http://www.marketingcharts.com/online/why-do-consumers-share-content-online-63914/attachment/adobe-motivations-sharing-content-online-dec2015/
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- 56. 56 . …a selfie makes people laugh. First it was Ellen DeGeneres at the 2014 Oscars ceremony and then it was Boston Red Sox superstar David Ortiz at the White House. Thanks to these two celebrities, the ubiquity of the front-facing camera on smartphones, and people's seemingly insatiable desire for attention, the selfie became an incredibly hot trend you still don't want to ignore.
- 57. 57 . You could win a free Selfie Stick… Source: https://twitter.com/theellenshow/status/440322224407314432?lang=en
- 58. 58 . Free Selfie Stick Question The first one in the audience to tweet the correct answer to the following question to me, @cargillcreative (tagging @AshleyPersicco and @NEDMA, too) wins a free selfie stick (winner to be announced at the end of our session today)… How many people are featured in Ellen’s (@TheEllenShow) famous selfie?
- 59. 59 . Group Selfie Time Who’s in?
- 61. 61 . 6. Selling on Social Media
- 62. 62 . 7. Customer Service on Social Media 67% of consumers use social media for customer service 33% of customers prefer to contact brands on social media than on the phone $41 billion estimated amount lost by U.S. companies each year due to poor customer service Sources: http://www.jdpower.com/press-releases/2013-social-media-benchmark-study http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-media-the-social-media-report-2012.html http://www.adweek.com/prnewser/study-bad-customer-service-costs-us-companies-41-billion-a-year/82363
- 64. 64 . Some Twitter chats to check out… #ViralChat By @Postplanner #GetRealChat By @PamMktgNut #MediaChat By @kilby76 #TwitterSmarter By @MadalynSklar #HootChat By @Hootsuite
- 65. 65 . 9. Snapchat Mobile messaging application Used to share photos or videos that only last for a brief amount of time Launched in 2011, only recently caught the attention of brands
- 66. 66 . Why is Snapchat important? As of April 2016, Snapchat was installed on 22.7% of U.S. Android devices. Twitter was only installed on 21.8% of the devices. Snapchat users watch 8+ billion videos every day. 63% of Snapchat’s users are 18 to 34 years old. Sources: https://www.snapchat.com/ads http://www.cnbc.com/2016/05/09/snapchat-android-app-installs-overtake-twitter-in- us.html
- 67. 67 . How are brands using Snapchat? • Coupons • Contests • Promote Events • Behind-the-scenes • Send followers to your email list • For FUN!
- 68. 68 . Ready to get started? www.ashleyperssico.com
- 69. 69 . 69 10. Microsoft’s Acquisition of LinkedIn On June 13th Microsoft announced that it was purchasing LinkedIn for $26.2 billion in cash. What does this mean for us as users of LinkedIn?
- 71. 71 . 10 Ways Social Media is New and Different in 2016 1. Twitter’s New GIF Search Feature 2. Facebook Live 3. Instagram’s 60-Second Video Option 4. Vine’s New Features 5. The Selfie Phenomenon 6. Selling on Social Media 7. Customer Service on Social Media 8. Twitter Chats 9. Snapchat 10. Microsoft’s Acquisition of LinkedIn
- 72. 72 . Speakers Bob Cargill Director of Social Media Overdrive Interactive @cargillcreative Ashley Perssico Social Media and Website Communications Manager 15-40 Connection @AshleyPerssico
- 73. . Thank you! Bob Cargill Director of Social Media Overdrive Interactive bcargill@overdriveinteractive.com 617-254-5000 @cargillcreative on Twitter
Editor's Notes
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- In addition to driving sales, social media can be used as a customer service tool. In a world where everyone can share opinions, both good in bad, in a matter of seconds to a seemingly infinite amount of people… online customer service is crucial. [click to build] In fact, research from J.D. Power finds that an estimated 67% of consumers tap into social networks like Twitter and Facebook for customer service. [click to build] Furthermore, Nielsen found that 33% of customers actually prefer to contact brands using social media rather than the telephone. [click to build] It’s even been estimated that U.S. companies are losing $41 billion annually because of poor customer service. It’s clear, if you aren’t providing customer service online, your customers aren’t having the experience they’d like.
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- I have saved my favorite for last. I’ve found that Snapchat is pretty mysterious for some people. So, before I get started, I’d love to get an idea of how familiar you all are with Snapchat. Raise your hand if you have a Snapchat account. Keep your hand raised if your Snapchat account is for your business or professional purposes. For those of you who don’t know about Snapchat, I’m going to quickly run through the basics. [click to build] Snapchat is a mobile messaging application. This means that the app is only accessible from a mobile device [click to build] It is used to share photos or videos, referred to as “snaps.” These snaps only last up to 10 seconds. However, in 2013, Snapchat introduced the stories feature which allows users to add an infinite amount of snaps to their public story. Friends can view your story as many times as they’d like for 24 hours. Then, the story disappears. [click to build] Although Snapchat was launched in 2011, it has only recently caught the attention of brands. Now, more and more brands are finding the channel valuable to reach a young audience and provide content they wouldn’t be able to on other channels.
- So now that you have a very brief overview of what Snapchat is, you may be wondering, “why is this important” or “how can this help my business or marketing efforts?” I’d like to share a few stats with you: [click to build] At the end of April, Snapchat officially beat out Twitter for Android app downloads. Snapchat was installed on 22.7% of Android devices here in the US, while Twitter was only on 21.8% of devices. [click to build] Snapchat users watch 8+ BILLION videos every day. That is an incredible rate of content consumption. This is a very engaged audience and unlike Twitter or Facebook, your content isn’t being hidden via algorithms. Users are seeking out your content specifically and watching it on their time. [click to build] 63% of Snapchat’s users are in the 18-34 age range. If millennials are your business’ target demographic, you can NOT miss out on using Snapchat to talk to them. This is where they are.
- What I’ve found useful in running the Constant Contact Snapchat account is looking how other brands are using Snapchat to tell stories and provide value. So, I figured I would outline some of the ways we have used it as well as examples from other successful brands: [click to build] Using Snapchat to provide exclusive offerings to your followers make them feel like they are “in-the-know” on things other customers aren’t. A great way to do that is to offer Snapchat-exclusive sales! This is a Halloween coupon example I made for a Constant Contact blog post. [click to build] Contests are a great way to engage with your audience. Food delivery service GrubHub was one of the first brands to successfully use the channel to run contests for customers. Here is an example of a “food doodle” contest they ran a couple years ago. [click to build] At Constant Contact, my team develops and holds monthly virtual workshops. The workshop consists of several blog posts, worksheets, and culminates in a webinar. A few months ago, I used our Snapchat account to promote one of the webinars. I shared pictures of the blog posts and worksheets followed by a link to register. We actually got 50 registrations from this bit.ly link. [click to build] One of my favorite ways that brands can use Snapchat is by sharing behind-the-scenes content. It’s a great recruitment tool to show what it’s like to work in your office, while also providing customers with insight into how their favorite company functions. In this example, I shared a behind-the-scenes photo of my manager, Dave, recording our season finale of the Small Biz Stories podcast. That same Snapchat story also included a funny video of Dave playing guitar and singing a goodbye song to the season. [click to build] Of course, working at an email marketing company I have strong feelings about always sending customers back to your email list. As you know, social media is rented land but you OWN your email list. We have used this technique at Constant Contact by sharing a few photos and videos of my colleague Miranda creating our Hints & Tips newsletter and teasing what would be in it. The end of the story included a call-to-action to join our email list. [click to build] Finally, Snapchat should be used to just have fun. After all, not everything has to have a motive. One of my favorite brands that does this a lot is Amazon. A few months ago, I decided to show off our fun office at Constant Contact by creating a short skit with one of my co-workers. [PLAY VIDEO]
- If you are interested in learning more about how you can use Snapchat for your business, be sure to check out our Snapchat 101 page of the Constant Contact Social Media Quickstarter. There, you will find articles on how to create your account, build a following, creative ideas for how to market your business, and even tips to create your first geofilter. Speaking of geofilters, if you open or download Snapchat right now you will find my personal geofilter that I made for today’s event! Be sure to use it if you post any Snaps today! If you have any other questions I would love to hear them at the end of the event!