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Edelman Digital 2013 Social Media Trends

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More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.

In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.

There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.

Published in: Business
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  • Where did you get the data from because my smartphone and laptop use is not even close to what you claim I am supposed to be doing. And while Mobile is important it is just a tool and a tactic. Most of this that you explain isn't scalable and the percentage of activity that fits from people's daily lives and shopping behavior is a minority vs a majority. That said it is very important to have an integrated marketing effort vs just social or just mobile or just TV. You also give zero sources for any of your data makes me suspect a lot of your assumptions.

    Lastly your data is misleading. If I am not a Global Brand I can care less about world numbers. 70% of Facebook/twitter users aren't in the US. And the Facebook post numbers are false. There is not 2.7bil posts per day. I have never seen such a number. In fact the average user doesn't even post 1x per day.

    For such a big company not sure why you have to fib and hype to get your point across. This post is a perfect example. 65,000 views and 9 comments? Not very engaging if you ask me. When I divide 9/65,000 the number is zero. This is why I view Facebook as a big display ad network just like Yahoo. There is so little engagement on the site for Brands you have to value impressions vs actions.
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Edelman Digital 2013 Social Media Trends

  1. 1. 10 SOCIAL MEDIA ESSENTIALS FOR 2013 Monte Lutz EVP, Social Strategy and Programming @montelutz
  2. 2. ESSENTIALS FOR 2013 MOBILE CONVERGED AMPLIFYING VISUAL CREATIVE FIRST! MEDIA SOURCED STORYTELLING NEWSROOM CONTENT COMES INTO FOCUS MANY SOCIAL ONE-TO-ONE THE SEARCH BRANDPLAY LIGHTWEIGHT EVENTS SOCIAL GAME JUST INTERACTIONS DRIVE ENGAGEMENT CHANGED – OVER TIME EXCITEMENT AGAIN 2
  3. 3. MOBILE FIRST! 3
  4. 4. MOBILE FIRST!61 All new Facebook % features designed for mobile first.of smartphone usersaccess social media Instagram buy wason their mobile billion dollar investmentdevice. in its rapidly-growing mobile base. 4
  5. 5. SOCIAL ON MOBILE LEADS GROWTH 180 SocialMobile use of social Networks 160 US social network usersmedia is Facebook (8.2% growth)surging, combined 140 YouTube US YouTube Monthlywith smartphone Visitors (15.1% growth) 120 Smartadoption. phones US Facebook Users 100 (7.6% growth) MILLIONSThe number of 80 Mobile US smartphone users Social (36.2% growth)people accessing 60 US mobile social userssocial channels via Console (42.8% growth) Gamers*mobile increased by 40 US Console Gamers43%. 20 Twitter (19.7% growth) US Twitter Users 0 (24.5% growth) 2012 2013 2014 Source: eMarketer: US Online Gaming Forecast June 2012 5
  6. 6. MOBILE IN THE MIDDLEMobile technologyand behavior is at thecenter of the currentdigital Social Websitesecosystem, including Networks SEARCH ENGINES SOCIAL SHARINGweb, social andsearch activities Paid Media 6
  7. 7. APP-BASED MARKETINGTell stories through apps thatembody a brand‟s character 7
  8. 8. OPTIMIZE CONTENT ACROSS CHANNELS90% of people use multiplescreens sequentiallySource: Google 17 43 39 43 MINUTES MINUTES MINUTES MINUTES 8
  9. 9. SMARTPHONES KICKSTART ACTIVITIES Source: Google Start onSmartphone 65% 63% 65% 47% 59% 66% 56% SHOP PLAN A MANAGE SOCIAL WATCH SEARCH BROWSE ONLINE TRIP FINANCES NETWORK VIDEO Continue on PC 60% 58% 61% 45% 56% 58% 48% Continue 4% 5% 4% 3% 3% 8% 8% on tablet 9
  10. 10. CONVERGED MEDIA 10
  11. 11. 50 years ago,David Ogilvy asked:“Are your adslooking morelike magazinespreads yet?” 11
  12. 12. The convergence ofpaid, owned and earned mediahas blurred the distinctionbetween each.You don‟t need to design adsthat look like editorial content.Great content is your ad. Richard Edelman, President & CEO 12
  13. 13. CONVERGED MEDIAThe convergence ofpaid, owned and earnedmedia provides the PAID MEDIA Promoted OWNED MEDIAopportunity Traditional Ads Brand Corporate Content Contentto achieve earned mediaat scale. CONVERGED MEDIA Sponsored Branded content Customer that is shared Visual Reference: Altimeter Group EARNED MEDIA Organic 13
  14. 14. CONVERGENCE AD MODELConvergence ad modelrecognizes that the contentis the ad. SPONSORED46x higherCTR for sponsoredpage post in news feedvs. ads in the right rail MARKETPLACE FRIENDS 14
  15. 15. CONVERGED CONTENT STRATEGYCREATE COMPELLING MEASURE PROMOTE HIGH- CONTENT PERFORMANCE PERFORMING CONTENT Relevant Promoted Post Visual Engagement Promoted Tweet Tailored Sentiment Featured Video Actionable OWNED EARNED PAID 15
  16. 16. MAXIMIZE CONTENT EXPOSURE IN REAL TIMEDEVELOP MEDIA STRATEGY CREATE AND CURATE CONTENTAMPLIFY AND EXTENDCONVERSATIONS ENGAGE COMMUNITY REAL TIMECONCEPT AND SOCIAL MONITORINGCREATE VISUALS INSIGHTS AND ANALYSISCOPYWRITING TRACK TOWARDS BRAND KPIS 16
  17. 17. AMPLIFY ITIdentify high-performing content, boost with paid media Details What is our Yes budget? Has the content hit an Is the sentiment Is the content aligned Who will engagement threshold? positive? to our Social goals we target? No DON‟T PROMOTE For how long? 17
  18. 18. AMPLIFYINGSOURCEDCONTENT 18
  19. 19. AMPLIFYING SOURCED CONTENTSource content from fans, blogs and creative channels Fans and enthusiasts who love the brand are sharing amazing photos and stories about the brand every day. 19
  20. 20. AMPLIFYING SOURCED CONTENTEstablishing a process for curation and amplificationCREATE/PUBLISH LISTEN CURATE PROMOTE TARGET MEASUREHP runs HP finds post about HP posts the piece Promote the Add Apt Astorian to Track conversion#makeitmatter #makeitmatter on to its Facebook page Facebook post as Contact List in value from paid vs.program on social Apt Astorian Tumblr using social media Promoted Post or influencer earned vs. owned.channels. using social media publication tools. Sponsored Story management tools monitoring tools. using social and tag them as an advertising suite. advocate. Compare Can target to right against other data rail, newsfeed or sources to de- mobile. duplicate. 20
  21. 21. VISUALSTORYTELLINGCOMES INTOFOCUS 21
  22. 22. VISUAL STORYTELLINGCOMES INTO FOCUS 25 20 + Tumblr 15 MILLIONS 10 5 Pinterest 300 million photos Instagram uploaded to 0 UNIQUE MONTHLY VISITORS OVER THE YEAR Facebook EACH day Visual sites surging in traffic and attention 22
  23. 23. VISUAL STORYTELLINGCOMES INTO FOCUS 15xhigher engagementon visual contenton Facebook 23
  24. 24. VISUAL STORYTELLINGEVOLVING TO MOBILE VIDEOMobile share of online 5.0%video time watched CombinedSource: Ooyala Global Video Index Report, Q2 2012 3.8% 2.5% Tablet Smart Phone 1.3% MONTHLY 2012 24
  25. 25. VINE SPURS SOCIAL VIDEO EXPERIMENTS 25
  26. 26. CREATIVENEWSROOM 26
  27. 27. MORE CONTENT THAN EVER IN SOCIALEvery minute, there are:200 MILLION 2.8 MILLION EMAILS YOUTUBE VIEWS2.1 MILLION5.6 MILLIONGOOGLE SEARCHES 200K TEXTS 275K TWEETS FACEBOOK PICTURES 1.7 MILLION FACEBOOK POSTS 27
  28. 28. PEOPLEHAVE TOFIND WAYSTO FILTER 28
  29. 29. PEOPLE FILTER BASED ON TIMEContent decay happens fast. If people don‟t see it in the firstthree hours, they‟ll never see it 90% 92 % of Facebook retweets within the engagement in first 3 first hour hours of post 29
  30. 30. AND VISUAL CONTENTPictures are easier toidentify and digest inthe newsfeed. 30
  31. 31. FACEBOOK IS FILTERING TOO 100% MYTH: 100% organic reach 16% FEBRUARY 2012: Facebook announces average of 16% reach for brand content 8% SEPTEMBER 2012: Facebook reduces reach to 8% average 31
  32. 32. A NEW APPROACHDESIGNED TO REAL TIMEOFFER REALTIME, BREAKTHROUGH CONTENT 32
  33. 33. SO YOU CAN TRANSFORM FROMTHIS… VW is excited to celebrate the final journey of the Shuttle Endeavour. What an adventure it has been. 33
  34. 34. …TO THIS 34
  35. 35. CREATIVE NEWSROOM IN ACTION Shuttle Newsroom Community Endeavour teams Managers trends spot the develop real- nationally trend time creative 35
  36. 36. TAILORED TO BRAND & AUDIENCE The newsroom posts generated 400-600% more engagement Adobe Lightroom Photo Album: Microsoft Clippie: Stunning Pictures Classic Microsoft, Techie Humor 36
  37. 37. AN OFFERING UNLIKE ANY OTHER PEOPLE PROCESS TOOLS Multi Discipline teams 3 steps to get you up and Proprietary mix of resources towith diverse backgrounds running effectively mine pop culture, consumer to serve your brand and community insights 37
  38. 38. THE MODELSDifferent models available depending on the needs of a brand TRENDSPOTTER CAMPAIGN DAILY DESK 38
  39. 39. THE BLACKOUT BOWLCreative Newsroom‟s shining momentWhen the Superdomewent dark, social mediateams scrambled tomake light of thesituation. 39
  40. 40. MANYLIGHTWEIGHTINTERACTIONSOVER TIME 40
  41. 41. YOU HAVE 50 CHANCESTO MAKE AN IMPRESSIONYou don‟t have to try to win the game in one swing Total Content Attention Consumption Per Channel Rate Per Person 500 posts 50 posts 10% per year per person CAPTURE DEEPEN INTEREST ENGAGEMENT 1,500 tweets 50 tweets 3% per year per person 41
  42. 42. DON‟T PROPOSEON THE FIRST DATEWAIT FOR YOUR51ST DATE 42
  43. 43. AS ENGAGEMENT INCREASES,REVENUE LIFTS ADVOCACY Size of Group Depth of Emotional Engagement AWARENESS ENGAGEMENT CONSIDERATION PURCHASE MASS MEDIA SOCIAL MEDIA SEO, CRM, WOM 43
  44. 44. SOCIAL EVENTSDRIVEEXCITEMENT 44
  45. 45. EPIC EVENTSDRIVEBREAKTHROUGHATTENTIONEpic events transcend space, timeand media. The combination ofbreaking news, exclusive accessand competition was a winningformula for excitement, attentionand conversation. 45
  46. 46. EXTEND EPIC When a dad launched his son‟s Skylander‟s Tree Rex figure intoCONVERSATIONS space, @RedBullStratos congratulated Tree Rex onTHROUGH TIMELY Twitter, creating an additionalENGAGEMENT spike in conversation online. 46 46
  47. 47. GIVE For the launch of Call of Duty: Black OpsLIVE TV II, Activision partnered with Spike TV for a liveA SOCIAL midnight show, featuring tweets, photos andLIFE stories from fans around the world. 47
  48. 48. SYNC SOCIALEVENTS IRLSyncing social and IRLevents more closelyAxe Music has used socialbroadcasts of music eventsto attract and excite fans. 48
  49. 49. ONE-TO-ONESOCIALENGAGEMENT 49
  50. 50. ONE-TO-ONESOCIALENGAGEMENTPeople arePEOPLE, notjust an emailaddress or aphone number 50
  51. 51. AUDIENCE STANDARDS:BUILD A PROFILE DEMOGRAPHIC DATA $ PSYCHOGRAPHIC DATA 51
  52. 52. ONE-TO-ONE SOCIAL ENGAGEMENTSegment based on interests and engagement INTEREST GEOGRAPHY ACTIVITY 52
  53. 53. THE SEARCH GAMEHAS CHANGEDAGAIN 53
  54. 54. THE RISE OF REAL CONTENT Google‟s Penguin release means quality content is the paramount route for SEO and discoverability 54
  55. 55. EVOLUTION OF SOCIAL CONTEXTBing Social Search 55
  56. 56. INTERSECTION OF SEARCH & SOCIALSOCIAL Social to drive Engagement & SOCIAL sharing drives Robust and richMEDIA initial search scale, engageme content strategy to FOR drive search SEARCH nt, sharing and Content for search to recommendation support social CLICKTHROUGH CLICKTHROUGH FORENSIC TRACKING & MEASUREMENT 56
  57. 57. DEVELOP A SPECTRUM OF CONTENT SEARCHSOCIAL Shortform content „Spike‟ campaign „Social poster‟ Longform Visual content Video content calendar for social content content content General content Visual content Video calendar based drives scale and content e.g. on tone of voice WOM through product network at 2x demos rate of non-visual primed to feed search Content optimized Periodic fan General for enthusiasts acquisition at imagery and and search scale product info 57
  58. 58. BRANDPLAY 58
  59. 59. BRANDPLAYLetting your personality shine through @TacoBell Why is it that “fire” sauce isn‟t made with any real fire? Seems like false advertising. @OldSpice Is your deodorant made with really old spices? @OldSpice @TacoBell @TacoBell Depends. Do you consider volcanos, tanks and freedom to be spices? 59
  60. 60. BRANDPLAYLetting your personality shine through Ever bring your own Oreo cookies to the movie theatre? #slicksnacker NOT COOL, COOKIE. @Oreo RT @AMCTheatres 60
  61. 61. NOT JUST FOR CONSUMER BRANDS B2B eCards Valentine embedded in code 61
  62. 62. Copyright ©2012 Daniel J. Edelman, Inc. All rights reserved.All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

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