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LUON WassUp Recap March 2013 - 2. the social landscape


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LUON WassUp Recap March 2013 - 2. the social landscape

  1. 1. 1
  2. 2. 1. The Rise of Visual Social Media 2
  3. 3. 1. The Rise of Visual Social MediaThe limit of length = 0As content length is decreasing, a picture turns out to be worth a thousand words 3
  4. 4. 1. The Rise of Visual Social MediaA world of images 10% of all of all photos taken by humankind were taken in the past 12 months. 70% of all Facebook activities revolves around photos 44% of fans are more likely to engage with brands if they post pictures than any other media(Sources: Harvard Business School, 2012; ROI Research, 2012) 4
  5. 5. 1. The Rise of Visual Social MediaInstagram tops Twitter engagement Last August, Instagram users on average spent 257 minutes via mobile, which is 1 times more than ½ an average user on Twitter.(Source: Comscore, 2012) 5
  6. 6. November 5, 2012Extending reach: Instagram launches web profilesBeing all-mobile up till now, Instagram now launched ‘profile pages for the web’ for all itsusers. 6
  7. 7. 1. The Rise of Visual Social MediaFrom Pinterest to purchaseMore than 1 in 5 Pinterest users has pinned an item that they later purchased(Source: Emily Carr University & Vision Critical, 2012) 7
  8. 8. 1. The Rise of Visual Social MediaFrom Pinterest to purchase69% of Pinterest users have found an item they’ve purchased or wanted to purchase ascompared to only 40% of Facebook users. (source: BizRate Insights, 2012) 8
  9. 9. October 25, 2012Pinterest adds website verificationPinterest verification makes it easier for brands to highlight their website on their profile.At this moment, only major top-level domains are supported (.com, .biz, .info). 9
  10. 10. November 14, 2012… and business pagesPinterest business accounts give access to a number of widgets to integrate into yourwebsite. Go to to upgrade your account. 10
  11. 11. 1. The Rise of Visual Social MediaWhat’s your image strategy? “ How can images increase engagement among my existing audience? Think large, high-quality images, infographs, user generated content, … “ How can I convert that engagement into sharing? Think social sharing buttons, feeding images to Instagram, Pinterest, adding Pinterest/Instragram tabs to Facebook Pages, …With the explosive growth and importance of visual information, brands need to thinkabout their image strategy 11
  12. 12. October 2012Example: Dunkin’ Donuts Instagram contestDunkin’ Donuts ran an activation campaign encouraging users to decorate the cup with acostume and share a picture on Instagram using the hashtag #DresseDD to win a gift card 12
  13. 13. April 2012Example: Peugeot Jigsaw puzzle on PinterestPeugeot Panama created a clever Pinterest campaign asking for users to find the missingjigsaw images on the Peugeot website and pin them to Pinterest. 13
  14. 14. 2. Facebook after the IPO 14
  15. 15. 2. Facebook after the IPOFacebook by the numbers 1.01 billion 4.8 million monthly users (26% ) users who live in BE (11% ) 604 million 44% mobile users (61% ) of belgian population 584 million 1 million daily users (28% ) mobile users $21,25 50% 50% per share (44% )(sources: Facebook press release, September 2012 / Facebook advertising, November 2012 / B.V.L.G.) 15
  16. 16. 2. Facebook after the IPORemember Facebook EdgeRank?“ Content posted on a Facebook brand page on average reaches only 16% of fans.Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ newsfeeds based upon user affinity, post type and time decay. 16
  17. 17. 2. Facebook after the IPORemember Facebook EdgeRank?Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ newsfeeds based upon user affinity, post type and time decay. 17
  18. 18. September 20,2012Facebook updates EdgeRank “ Shares, comments and likes will become even more important, and in that order! ‘organic reach’ The number of unique people, both fans and non-fans, that saw the post on your page or in their news feed or ticker.On Sept. 20, Facebook did a major upgrade to EdgeRank resulting in a drastic decrease inorganic and viral reach. 18
  19. 19. September 20,2012Facebook updates EdgeRank 19
  20. 20. May 30, 2012When Facebook becomes paid media: promoted postsPromoted posts are shown in the user’s news feed, marked as ‘sponsored’Any post that is less than three days old can be promotedOnly Pages with over 400 likes can use promoted postsFacebook page owners can now buy additional reach using ‘promoted posts’. Facebook isrumored to aim at a 80/20 ratio for organic vs promoted content in users’ news feeds. 20
  21. 21. November 2, 2012Hushing the masses: Facebook Pages feed & notifications?Facebook recently started testing some features to enable users to still get all Pageupdates, despite the recent EdgeRank changes. 21
  22. 22. May 31, 2012Managing your Page: administrator rolesFacebook now allows for different administrator roles, giving granular access dependingon the permissions needed. 22
  23. 23. May 16, 2012Managing your Page: mobile appWith the Facebook Pages iOS app, page administrators can manage their page from theiriPhone or iPad. 23
  24. 24. May 31, 2012Managing your Page: scheduling postsPreviously, 3rd party tools like Hootsuite were needed to schedule posts. Now this can bedone from within the Facebook interface. (source: Buddy Media, 2012) 24
  25. 25. July 24, 2012Managing your Page: audience targetingAlthough a lot of post targeting options were added, it still remains impossible to createown fan segments like the Google+ circles. 25
  26. 26. October 3, 2012Better ad targeting through Custom AudiencesCustom Audiences are only accessible via the free Facebook Power Editor tool. 26
  27. 27. September 20, 2012Facebook Offers click next for videoAccording to Facebook, among the 100 most popular offers, 75% of the claims came notfrom the people who had been initially targeted, but from someone they shared it with. 27
  28. 28. October 17, 2012Facebook launches Global PagesOne global brand identityOne URLGlobal insightsThe new Global Pages will allow brands to setup localised versions of their cover photos,profile photos, apps, milestones, about info, and newsfeed stories. 28
  29. 29. October 8, 2012Facebook takes on Pinterest with CollectionsFacebook jumps the discovery-through-pictures bandwagon by launching a way to collectitems and put them into a wishlist. 29
  30. 30. October 8, 2012Facebook takes on Pinterest with CollectionsFacebook jumps the discovery-through-pictures bandwagon by launching a way to collectitems and put them into a wishlist. 30
  31. 31. 3. Twitter 31
  32. 32. 3. TwitterTwitter by the numbers 517 million 170.000+ accounts (July 2012) belgian accounts 750 tweets per second 73,3% of Twitter users is aged 15-25 81% has less than 50 followers(sources: Semiocast, 2012; Beevolve, 2012; BVLG 2012) 32
  33. 33. June 13, 2012Expanded Tweets: Twitter beyond 140 charactersExpanded tweets get increased visibility in Twitter streams.Go to for full implementation documentation 33
  34. 34. November 7, 2012Interactive images: even more beyond 140 charactersTwitter added the ability to include interactive images –powered by ThingLink- in tweetsmaking every picture a potential platform on its own. 34
  35. 35. September 18, 2012Twitter updates profile pages...With the new profile pages, Twitter keeps putting more emphasis on pictures.Twitter guidelines: 35
  36. 36. October 9, 2012… and publishes ‘white pages’The Twitter directory is not intended for users. It’s for Google. After ending its real-timesearch agreement with Google, Twitter had to look for other ways to get indexed. 36
  37. 37. September 5, 2012Get a live Twitter stream on your websiteNow any website can embed a fully functional Twitter timeline. 37
  38. 38. 3. TwitterNot in Belgium (yet?)Belgium currently has no access to promoted tweets, including interest targeting, geo-targeting and surveys. 38
  39. 39. 4. Google+ 39
  40. 40. 4. Google+Google+ by the numbers 400 million between 46.243 Google+ users and 363.567 belgians on Google+ 100 million monthly active users EU ranking based upon number of user profiles(sources: Google, 2012; GlobalWebIndex, 2012; FindPeople onPlus; PlusDemographics; Circlecount, 2012) 40
  41. 41. June 12, 2012Link your website with Google+When you link your website to your Google+ page, your recent posts can appear next tothe Google search results when people search for your brand. 41
  42. 42. August 23, 2012Vanity URLs for the lucky “ Custom URLs are free for now, but we may start charging a fee for them. However, we will tell you before we start charging and give you the choice to stop participating first. - Google Policies & Principles pageCustom URLs are currently only available to selected (well-known) brands andindividuals. A global roll-out is promised, but no exact date is specified yet. 42
  43. 43. August 29, 2012Google+ goes proGoogle launched a number of features for Google Apps business users that allow them tobetter work together via Google+ features. 43
  44. 44. October 10, 2012New mobile iOS & Android app brings support for PagesUp until now, brand managers had to use the web or mobile browser version to manageall of their pages. As from now, they can use a native mobile iOS or Android app. 44
  45. 45. 4. Google+How Google+ could beat FacebookGoogle is the only company in the world that has both a very popular mobile OS and apopular-enough social network. 45
  46. 46. 5. LinkedIn 46
  47. 47. 5. LinkedInLinkedIn by the numbers 187 million 1.306.053 members in 200 countries profiles for Belgium (32% ) 110 million 2.065 unique visitors per month groups referring to BE (19% ) 2 million 1.048 Company Pages jobs in Belgium (67% ) 46% of internet users are familiar(sources: LinkedIn, 2012; Insites Consulting, 2012; BVLG, 2012) 47
  48. 48. September 6, 2012LinkedIn redesigns Company PagesBanner imagesThe new page is dominated by a single image, much like Facebook’s timeline cover image.And Twitter’s. And Google+’s. And Instagram’s. 48
  49. 49. September 6, 2012LinkedIn redesigns Company PagesBanner imagesProducts, places, careers and moreAll of the information you have previously listed on your page are now far more visible,with sidebar links to your products and services, career information and more 49
  50. 50. September 6, 2012LinkedIn redesigns Company PagesBanner imagesProducts, places, careers and moreNews feedBesides of increased brand visibility, LinkedIn updated the news feed to show updatesbased on how likely they are to be relevant to each user. 50
  51. 51. September 6, 2012LinkedIn redesigns Company PagesBanner imagesProducts, places, careers and moreNews feed click next for videoTargeted updatesWith targeted updates, page managers can engage on a more personal level withfollowers. In addition, useful post metrics are available about 24 hours after posting. 51
  52. 52. 6. Guess Who’s Back? 52
  53. 53. September 1, 2012The new MySpaceThe new MySpace will be about ‘empowering people to express themselves however theywant” and will launch alongside the ‘classic’ MySpace. Go to 53
  54. 54. 7. When Brand Meets Consumer 54
  55. 55. ……… 55
  56. 56. ……… 56
  57. 57. ……… 57
  58. 58. On average, people follow 8-12brands in a passive way 50% of social network users follow at least 1 brand onlineOn average, people follow 3-6brands in an active way 58
  59. 59. …62% of social networkers expects brands to offer product information 62% 59
  60. 60. ……… 60
  61. 61. 61
  62. 62. 8. Key Take-Aways 62
  63. 63. 8. Key Take-AwaysKey Take-Aways1 2 3 Visual information is Facebook, Twitter, flourishing. We need to Google+ and LinkedIn ask ourselves what are have all extended their image strategy is going offerings for brands. to be. Meanwhile, research shows that consumers do want to connect with brands on social media. After the IPO, Facebook has shifted into gear to monetize its platform. This doesn’t however necessarily make it easier for marketers. 63
  64. 64. Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaet 64