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Social Platform Cheat Sheet February 2016

With 2016 underway, we’re reflecting on Q4 2015 to better understand the changes that came with it in the social landscape.

As always, Q4 was a busy time in social due not only to the usual holiday priorities, but also to a slew of platform updates that gave users the ability to discover and engage with content in new ways.

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Social Platform Cheat Sheet February 2016

  1. 1. Need to Know Most established social channel; broad reach in US & global. Very advanced targeting; paid ads necessary. Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. How People Use It How Brands Use It Who’s On It What It Can Help Achieve Major KPIs Content Types Everyone, with a majority of Millennial users living in U.S., India & Brazil. However, teens are using it less, and differently (more for networking) Teens and Millennials. 56% users are 18-34. Popular amongst the fashion, art, entertainment, food & creative set. Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/photos; sharing & discovering content; planning events. Also used for customer service. Curating & creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them. Publish high quality visual content, often an extension of brand campaigns. Elicit action (social engagement, clicks to website, video views, etc.) from fans & non-fans. Can do very robust demo & interest targeting. Increasingly as a sounding board for customer service. Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Awareness Brand Equity Brand Engagement Traffic Video, strong visuals (print quality) with less than 20% text on image; link and carousel ads Text, photo, quote, link, chat, audio, video. Photos and GIFs tend to perform best. Impressions, Video Views, CTR, CPE, CPM, Likes, Comments, Shares, Frequency, % of audience reached Engagements (likes, Reblogs), Impressions, Follows, Clicks, Views, ER MAU 1.55 Billion N/A - Tumblr tracks audience based on blog network & dashboard Paid Media Yes - Robust Yes – Fairly robust with research capabilities & brand lift studies * Updated February 2016Social Platform Cheat Sheet Facebook made community growth a priority on IG. Very high engagement rates relative to other channels. Millennial parents, Millennials, teens. Audience is getting more mainstream. Showcase their daily lives in a unique and artistic way. Discover other brands/users that resonate with personal interests. Become content creators by consistently inventing ways to utilize the platform with hacks. Share high-quality creative showcasing the brand or product in unique/innovative ways to increase affinity. Engage with audiences by utilizing and viewing hashtags. Leverage influencers to create UGC content increasing reach and awareness of the brand/product. Awareness Brand Equity Brand Engagement Purchase Intent Purchase Intent Reach New Audiences Strong visuals - artistically created, specific look & feel with “filters” 15-second looped videos, link and carousel ads Likes, Reach, Impressions, Eng. Rate, Hashtag use, Clicks, CPC 400 Million Yes – Leverages Facebook Ads API Very well established w/ strong ad products & potential for wide reach, though audience is more niche. A fairly wide audience, with pops in: Tech, Marketing, African American, Entertainment, Politics Many are spectators rather than active participants, discovering content, articles & news. Others use it for 1:1 engagement with friends, peers, celebrities & brands. Lots of customer service inquiries. Real-time participation in cultural events. Publish high quality visual & text based content. Ask questions & have 1:1 conversation with consumers & influencers. Host Twitter chats & parties. Respond to customer service inquiries. Awareness Fan Brand Equity Brand Engagement Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences 140 character limit Text-based, image content, videos, live-stream content & GIFs Retweets, @replies, Likes, Followers, Impressions, CTR, CPF Hashtag use 325 Million Yes - Robust 200 Million Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour “stories” and a Discover tab. 13-34 year olds, over 100MM daily active Snapchatters and growing 1:1 photo/video messages that expire after 24 hours. Daily storytelling to friends via 24-hour “story” feature. Access publication sourced stories Showcase exclusive, behind-the-scenes content, which should be entertaining and spontaneous. Work with influencers to engage fans. Buy 3V Ads, integrated into content on Live and Discover. Views, Screenshots, Replays, Filter Usage, Filter Impressions Yes – Discover, Stories, Geofilters, Lenses Photos, videos, drawings, emojis, text Awareness Brand Equity Brand Engagement Young Audiences Owned by Twitter. Launched the short-form video craze. Very influencer driven. Nearly all mobile. Early adopters, Millennials and teens. Hardcore content creators. Consuming & sometimes creating fun, interesting 6-second videos. Following influential content creators. Creating 6-second videos - one-off’s or, increasingly, whole storylines in 6-sec episodes. Leverage influencers to create brand content. Brand Equity Brand Engagement 6-second videos Re-vines, Comments, Loops (# of times video is played) Est. 200 Million Vines watched No Where people go to “create their own future” and “discover, save, do.” Updates to search are indicative of a focus on the “Discover” portion of the platform. 80% of usage happening on mobile. Mostly US and women 25- 54, also reaches 40% of Millennials online and has seen 120% YoY growth of men. International community makes up 45% of users. 73% of Pinners use Pinterest to plan for the future. Discovering new things & products; getting inspired; planning their lives and purchases. Businesses currently create 2/3 of platform content. Publish high quality content with rich, keyword focused descriptions & vertical imagery. Integrate Pinterest button on website & optimize web content, Create rich & promoted pins to make content more discoverable. Awareness Brand Equity Brand Engagement Traffic Sales Purchase Intent Strong vertical visuals with links back to brand site and strong keywords for search descriptions, Buyable Pins, Video, GIF Repins, Likes, Impressions, Unique Viewers, Clicks, CPA, CPE, CPC, CPA, Installs, Closeups, Purchases 100 Million Yes – Robust with Buyable Pins Owned by Google. 2nd most popular search engine. 6 billion hours of video viewed per month. Focused on user acquisition and content discovery; direct integration with user‘ Twitter feeds. Everyone. Especially Millennials (72%), GenX (58%), and teens 14-17 (81.9%) 80% of userbase is 16-34 year olds Watching videos, uploading videos, following video creators (now celebrities in their own right). To broadcast their lives in real time and comment on other's lives. Frequently seen/used as a platform for broadcasting breaking news stories of trending events. Distribute TV commercials and other video content, and create unique web- based video content including Virtual Reality and 360° video. Leverage influencers to create video content. Paid media - pre- roll, banners, in-video, TrueView etc. To live stream activations, behind- the-scenes, and exclusive , one-of-a- kind content. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Reach New Audiences Brand Engagement Brand Equity Reach New Audiences Short & long form video Video Views, Video Completion Rate, Likes, Comments Likes, Views, Retention Rate Live video streams Chat bubbles 1 Billion 10 Million+ Yes - Robust No