Social Media Roadmap

WHERE WE’RE
AT
2013

WHERE
WE’RE GOING
2014

Karianne Stinson
Mediabrands Publishing

1
State of Social
2
Facebook
1.15+
BILLION
Total Users

250

75%

BILLION
Photos
Uploaded
Daily

Of a Posts
Engagement
Happens in
the First 5
...
Twitter
500+
Million Total
Users

288
Million
Monthly
Active Users

400
Million
Tweets Are
Sent Daily

4
Google+
500+
Million Total
Users

343
Million
Active Users

67%
Of Users
are Male

5
LinkedIn
238+
Million Total
Users

1.5
Million
LinkedIn
Groups

42%
Of Users
Update
Their Profile
Regularly

6
Instagram
130+

16

Million Total
Users

BILLION
Photos
Already
Uploaded

5
Million
Photos
Uploaded
Every Day

7
Pinterest
70+
Million Total
Users

69%
Of Users
Are Female

80%
Of All Pins
Are Repins

8
The Rest
1

Photo By Jason Howie

BILLION
Unique
Monthly
Visitors on
YouTube

60%
Of People
Prefer
Watching
Video Over
Rea...
Visual Content Dominates

10
Hot Trends
11
Content
Marketing

12
In the age of
digital media, we
believe every
brand must
become a
publisher
John Battelle
13
Brand Publishers
OWNED

MANAGE & GROW
Owned channels – digital, social and physical

PRODUCE
Interesting, engaging and sha...
Market Research
What kind
of content?

Where do
they
consume
content?

What are
common
questions
from
customers?

Content ...
Content Marketing Cycle
Research

Measure

Create

Promote

Optimize

Distribute

16
Real-Time
Marketing
17
Real-time Marketing is the
outcome of a deliberate process
that allows brands to respond
authentically, quickly and based ...
Risks & Rewards
RISKS

REWARDS

• Seen as insensitive

• Look innovative

• Damage brand

• Gain new customers

• Potentia...
Tips for Success
PREPARE
CREATIVE
AHEAD OF
TIME

PLAN FOR
EVENTS

KEEP YOUR
BRAND IN
MIND

KEY
DECISION
MAKERS
TOGETHER

G...
The Good

21
The Bad

22
Data &
Analytics
23
What Your Audience Likes

24
Who is Your Audience

25
When is Your Audience Active

26
KARIANNE STINSON
MANAGER, SOCIAL STRATEGY & PLANNING
MEDIABRANDS PUBLISHING
@Karianne
www.kariannestinson.com
karianne.sti...
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Social Media Roadmap: Where We're At. Where We're Going

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Overview of the state of social and the top trends

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  • Still the strongest social network751 million users access FB from mobile with 7k different devicesImage heavyNative advertising becoming more prevalent
  • Fastest growing demo is 55-64More popular with millennial than FB60% of users access Twitter from mobileFiled for IPORumors they will separate out DMs, could be something similar to FB’s MessengerNative ads are becoming more common
  • According to Google+, 80% of users log in at least once a week, 60% log in dailySkews male and high level of tech savvy and early adoptersAnimated GIFs are most engaging type of postHelps greatly with SEO
  • Best for B2BFocused on more professionalsStories and news feed have become more useful, drawing people back inMore than ¼ access from mobile, less than other social networks81% of users belong to at least one group
  • Average user has posted 40 photosEvery second Instagram gets 8K likes and 1K commentsAdded video, 5M posted in the first dayStronger user-base than VineImages are huge!Beginning to roll out ads
  • Again, images are huge!Drives a lot of traffic for e-commerce (Nordstrom, Birchbox)Food is top categoryTravel and Fashion also hugeMost users are consumers and curators, brands can be creatorsBrands need to balance original content with curated contentAlready started ads
  • Women check out a brand’s social page more often than men60% of consumers say the integration of social media makes them more likely to share products and servicesVideo decreases bounce rate and increases time on siteLast year Edison Research found 74% of Americans are unfamiliar with the concept of checking in to a location from a mobile device. Only 3% have ever checked in. Down from 4% in 2011.Foursquare will likely die out soon unless they drastically change
  • Social Media Roadmap: Where We're At. Where We're Going

    1. 1. Social Media Roadmap WHERE WE’RE AT 2013 WHERE WE’RE GOING 2014 Karianne Stinson Mediabrands Publishing 1
    2. 2. State of Social 2
    3. 3. Facebook 1.15+ BILLION Total Users 250 75% BILLION Photos Uploaded Daily Of a Posts Engagement Happens in the First 5 Hours 3
    4. 4. Twitter 500+ Million Total Users 288 Million Monthly Active Users 400 Million Tweets Are Sent Daily 4
    5. 5. Google+ 500+ Million Total Users 343 Million Active Users 67% Of Users are Male 5
    6. 6. LinkedIn 238+ Million Total Users 1.5 Million LinkedIn Groups 42% Of Users Update Their Profile Regularly 6
    7. 7. Instagram 130+ 16 Million Total Users BILLION Photos Already Uploaded 5 Million Photos Uploaded Every Day 7
    8. 8. Pinterest 70+ Million Total Users 69% Of Users Are Female 80% Of All Pins Are Repins 8
    9. 9. The Rest 1 Photo By Jason Howie BILLION Unique Monthly Visitors on YouTube 60% Of People Prefer Watching Video Over Reading Text 3% Of People Have Checked In 9
    10. 10. Visual Content Dominates 10
    11. 11. Hot Trends 11
    12. 12. Content Marketing 12
    13. 13. In the age of digital media, we believe every brand must become a publisher John Battelle 13
    14. 14. Brand Publishers OWNED MANAGE & GROW Owned channels – digital, social and physical PRODUCE Interesting, engaging and sharable content DISTRIBUTE That content to where your audience is EARNED PAID 14
    15. 15. Market Research What kind of content? Where do they consume content? What are common questions from customers? Content Marketing Plan 15
    16. 16. Content Marketing Cycle Research Measure Create Promote Optimize Distribute 16
    17. 17. Real-Time Marketing 17
    18. 18. Real-time Marketing is the outcome of a deliberate process that allows brands to respond authentically, quickly and based on the context of conversations through content, experiences or service. Taylor Wiegert 18
    19. 19. Risks & Rewards RISKS REWARDS • Seen as insensitive • Look innovative • Damage brand • Gain new customers • Potential backlash • Build brand love • Lose customers • Gain advocates • Legal Issues • Increase sales
    20. 20. Tips for Success PREPARE CREATIVE AHEAD OF TIME PLAN FOR EVENTS KEEP YOUR BRAND IN MIND KEY DECISION MAKERS TOGETHER GET CREATIVE!
    21. 21. The Good 21
    22. 22. The Bad 22
    23. 23. Data & Analytics 23
    24. 24. What Your Audience Likes 24
    25. 25. Who is Your Audience 25
    26. 26. When is Your Audience Active 26
    27. 27. KARIANNE STINSON MANAGER, SOCIAL STRATEGY & PLANNING MEDIABRANDS PUBLISHING @Karianne www.kariannestinson.com karianne.stinson@springcreekgroup.com http://bit.ly/SocialRoadmap2013

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