LUON WassUp recap - mar 2014 - 3. the social landscape

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LUON WassUp recap - mar 2014 - 3. the social landscape

  1. 1. WASSUP RECAP SESSION DINSDAG 25 MAART THE SOCIAL LANDSCAPE GEERT DE LAET TECHNOLOGY EVANGELIST LUON
  2. 2. 1. Previously…
  3. 3. Empires expand & collide 1. Previously… The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  4. 4. Empires expand & collide 1. Previously… The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  5. 5. Empires expand & collide 1. Previously… The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets. Instagram Google Authority Open Graph for Mobile Google Glass Vine Graph Search hashtags Foursquare Mobile SEO Google Now
  6. 6. Next up: Social 1. Previously… The social, mobile and search worlds are colliding. At the same time, all actors are trying to grow their markets.
  7. 7. 2. Social By The Numbers
  8. 8. The story of Social Media in 2013 2. Social By The Numbers click next for video
  9. 9. Social Media in Belgium 2. Social By The Numbers 5.400.000 accounts 51% of belgians 33% -25 years 45% 25-45 years +1,15 BILLION USERS 751 MILLION MOBILE USERS 23% CHECKS +5 TIMES/DAY 250 BILLION PHOTOS/DAY
  10. 10. Social Media in Belgium 2. Social By The Numbers 1.963.609 accounts 24.372 companies +39% growth +238 MILLION USERS +3 MILLION COMPANY PAGES 27% ACCESS THROUGH MOBILE 1.5 MILLION GROUPS
  11. 11. Social Media in Belgium 2. Social By The Numbers Average Belgian Pinterest User 84 8 18 44 # Pins # Boards # Followers # Follows 16,3% 6% 13% 3,6% 5,4% 16,2% 0,8% 1,2% 2,1% 1% 0,3% 34,1% notassigned +70 MILLION USERS 69% FEMALE 57% FOOD-RELATED 80% OF PINS ARE REPINS
  12. 12. Social Media in Belgium 2. Social By The Numbers 1.963.609 accounts 24.372 companies +39% growth ? +500 million accounts +288 million monthly active 55-64y fastest growing 60% from mobile 400 mill. tweets/day 40% YoY growth
  13. 13. Social Media in Belgium 2. Social By The Numbers 1.963.609 accounts 24.372 companies +39% growth ? 1,39 billion accounts +318 million active users 20 mill. monthly mobile 28% 15-34 year olds
  14. 14. Social Media in Belgium 2. Social By The Numbers 1.963.609 accounts 24.372 companies +39% growth ? 150 million monthly active 55 million photos/day 1,2 bill. likes/day +60% outside U.S.
  15. 15. 3.The Future of “The Social Network”
  16. 16. The fall of an empire? 3. The Future of « The Social Network » “Facebook is the cigarette of 2013,the "bad habit" many are trying to kick. - Mashable
  17. 17. The fall of an empire? 3. The Future of « The Social Network » “What we’re seeing is a fundamental shift in the perception of what Facebook means to society. It has become institutiona- lized.It’s become the town square of the world.But that’s not where the kids hang out. - Chrys Bader Facebook is aiming to be ‘the best personalized newspaper’.Teenagers are not its core target group. Teens see each other every day. Facebook becomes more valuable as people get older. Teens see Facebook as a place to manage connections What teenager wants to hang out in the same place as their parents? Everything they post could jeopardize their future. Facebook may cause drama for some teens whose ‘friends’ may not be as civil as adults
  18. 18. The fall of an empire? 3. The Future of « The Social Network » “Facebook will undergo a rapid decline in the coming years,losing 80% of its peak user base between 2015 and 2017 - Princeton University
  19. 19. The fall of an empire? 3. The Future of « The Social Network » “In keeping with the scienti- fic principle "correlation equals causation," our research unequivocally demonstrated that Princeton may be in danger of disappearing entirely. - Facebook
  20. 20. The fall of an empire? 3. The Future of « The Social Network » “Our projections show that by the year 2060 there will be no air left. - Facebook
  21. 21. The fall of an empire? It’s all about diversity. Users are transitioning from commitment to just one platform to a diet of many different kinds of social media. 3. The Future of « The Social Network » “Facebook is a full-fledged social network and identity provider.The threat isn’t Snapchat or Tumblr destroying Facebook the way Facebook destroyed Myspace,it’s them stealing monetizable time away. 62% 61% 59% 42% PIN IT TWEET FACEBOOK LIKE GOOGLE+ Social commerce button integration
  22. 22. Towards single-focus apps With the ever growing importance of mobile, people are beginning to use specific apps for specific purposes rather than one giant social network for everything. 3. The Future of « The Social Network »
  23. 23. Towards single-focus apps According to Facebook, the acquisition of WhatsApp « accelerates Facebook’s ability to bring connectivity and utility to the world ». 3. The Future of « The Social Network »
  24. 24. Towards single-focus apps According to Facebook, the acquisition of WhatsApp « accelerates Facebook’s ability to bring connectivity and utility to the world ». 3. The Future of « The Social Network »
  25. 25. Towards single-focus apps Snapchat is the epitome of all hot trends coming together: free, mobile and open, private and visual. It’s one of very few (succesful) social apps that isn’t reliant on Facebook in any way. 3. The Future of « The Social Network »
  26. 26. Towards single-focus apps Snapchat is the epitome of all hot trends coming together: free, mobile and open, private and visual. It’s one of very few (succesful) social apps that isn’t reliant on Facebook in any way. 3. The Future of « The Social Network »
  27. 27. The one problem to solve RSS, e-mail, social, big data … they are all streams of information. The key is in making them digestible. 3. The Future of « The Social Network » READRATES HIGH ENGAGEMENT 58.64% 59.88% MEDIUM ENGAGEMENT 10.55% 9.81% LOW ENGAGEMENT 2.19% 0.42% click next for video
  28. 28. The one problem to solve RSS, e-mail, social, big data … they are all streams of information. The key is in making them digestible. 3. The Future of « The Social Network » Story Bumping Not only the most recent posts are taken into account, but the most recent posts for a specific user. Even if they were posted some time ago. Last Actor The last 50 pages or friends a user interacted with get more visibility in the news feed
  29. 29. The one problem to solve RSS, e-mail, social, big data … they are all streams of information. The key is in making them digestible. 3. The Future of « The Social Network » click next for video
  30. 30. 4. Pics or It Didn’t Happen
  31. 31. The Retina era 4. Pics or It Didn’t Happen high-resolution screens on laptops and tablets large images as a popular web design trend polluted social feeds need for higher quality images to catch audience’s attention + + =
  32. 32. Twitter cards… 4. Pics or It Didn’t Happen Twitter App CardPlatforms like Twitter are also converting to a more visually- oriënted web to grab people’s attention. “Twitter Cards will be the vehicle with which Twitter thinks about commerce in the future. - Dick Costolo,Twitter
  33. 33. Twitter cards… 4. Pics or It Didn’t Happen Twitter Product CardPlatforms like Twitter are also converting to a more visually- oriënted web to grab people’s attention. “Twitter Cards will be the vehicle with which Twitter thinks about commerce in the future. - Dick Costolo,Twitter
  34. 34. … versus Pinterest Rich Pins 4. Pics or It Didn’t Happen Pinterest Product PinsOn the other hand, visual social media are adding more data to provide more context.
  35. 35. … versus Pinterest Rich Pins 4. Pics or It Didn’t Happen Pinterest Article PinsOn the other hand, visual social media are adding more data to provide more context.
  36. 36. … versus Pinterest Rich Pins 4. Pics or It Didn’t Happen Pinterest Place PinsOn the other hand, visual social media are adding more data to provide more context.
  37. 37. 5. Hello, (micro-)Video
  38. 38. From micro-messages to micro-videos 5. Hello, (micro-)Video Opel: product demoVine is a Twitter-owned mobile app that lets you record up to 6 second videos. “The key will be to create engaging,fun or viral videos without just creating an advert for your company. So subtle brand or product placement within a short and snappy video is how I see businesses can benefit best from this new Twitter channel offering.
  39. 39. From micro-messages to micro-videos 5. Hello, (micro-)Video Lowes: lifehacksVine is a Twitter-owned mobile app that lets you record up to 6 second videos. “The key will be to create engaging,fun or viral videos without just creating an advert for your company. So subtle brand or product placement within a short and snappy video is how I see businesses can benefit best from this new Twitter channel offering.
  40. 40. 5. Hello, (micro-)Video Doritos: contest From micro-messages to micro-videos Vine is a Twitter-owned mobile app that lets you record up to 6 second videos. “The key will be to create engaging,fun or viral videos without just creating an advert for your company. So subtle brand or product placement within a short and snappy video is how I see businesses can benefit best from this new Twitter channel offering.
  41. 41. 5. Hello, (micro-)Video American Apparel: FAIL From micro-messages to micro-videos Vine is a Twitter-owned mobile app that lets you record up to 6 second videos. “The key will be to create engaging,fun or viral videos without just creating an advert for your company. So subtle brand or product placement within a short and snappy video is how I see businesses can benefit best from this new Twitter channel offering.
  42. 42. Instagram joins the arena On June 20 2013, Instagram announced its own Vine competitor. Instagram videos can however be 15 seconds long (as long as a television commercial slot) and can have filters. Since August, Instagram also allows for pre-recorded videos to be uploaded. 5. Hello, (micro-)Video
  43. 43. Instagram joins the arena On June 20 2013, Instagram announced its own Vine competitor. Instagram videos can however be 15 seconds long (as long as a television commercial slot) and can have filters. Since August, Instagram also allows for pre-recorded videos to be uploaded. 5. Hello, (micro-)Video
  44. 44. Instagram joins the arena 5. Hello, (micro-)Video
  45. 45. 2014 or the year of video? With (again) mobile as a driver, video is becoming an indispensable part of the marketing toolbox. Starting on Facebook,video advertising will be on the rise in 2014. 2. Social Is Evolving
  46. 46. 6. Pay-To-Play Social
  47. 47. Facebook RSS, e-mail, social, big data … they are all streams of information. The key is in making them digestible. 6. Pay-To-Play Social Story Bumping Not only the most recent posts are taken into account, but the most recent posts for a specific user. Even if they were posted some time ago. Last Actor The last 50 pages or friends a user interacted with get more visibility in the news feed
  48. 48. Facebook | bye-bye organic reach Facebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better. 6. Pay-To-Play Social People are connecting to more Pages and individuals every day.And each day,more brands and organizations are posting on Facebook.As a result,we expect organic distribution of an individual Page’s posts to gradually decline over time. […] to maximize delivery of your message in News Feed,your brand should consider using paid distribution.
  49. 49. Facebook | bye-bye organic reach Facebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better. 6. Pay-To-Play Social
  50. 50. Facebook | the tools 6. Pay-To-Play Social Simplified ad managerFacebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better.
  51. 51. Facebook | the tools 6. Pay-To-Play Social Unpublished posts (aka ‘dark posts’)Facebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better.
  52. 52. Facebook | the tools 6. Pay-To-Play Social Custom audiences: remarketingFacebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better.
  53. 53. Facebook | the tools 6. Pay-To-Play Social Adios, sponsored storiesFacebook now claims the main reason to acquire fans isn't to build a free distribution channel; it's to make future Facebook ads work better.
  54. 54. Facebook | just a spoonful of sugar… In August,Facebook updated the promotion guidelines for Pages to allow promotions on the timeline. 6. Pay-To-Play Social DO Collect entries by having users • post on the Page • comment/like a post • message the Page DON’T • “share on your Timeline to enter” • “share on your friend's Timeline to get additional entries” • tag yourself in a photo to win Easy to set up, low cost solution Timeline is also accessible via mobile. Doesn’t look professional No data capturing. Only useful for creating awareness. Even if the goal is to simply collect likes, no ‘like-gate’ is possible. Not so easy to bring focus to your promotion after initial posting. The strongest tool to create awareness – sharing onto a timeline- cannot be used.
  55. 55. Facebook | just a spoonful of sugar… Using an ‘Unpublished Page Post’ and the Facebook Power Editor, it is possible to add CTA buttons to link posts. 6. Pay-To-Play Social
  56. 56. Facebook | just a spoonful of sugar… When a Page tags a separate brand or celebrity Page in a post, that content may surface for followers of both Pages. 6. Pay-To-Play Social
  57. 57. Post-IPO Twitter On November 7 2013, Twitter was introduced to the NewYork Stock Exchange. Like Facebook before, this will put a lot of pressure on generating revenu. 6. Pay-To-Play Social Tailored audiences
  58. 58. 6. Pay-To-Play Social First results of Instagram ads reveal: - Average brand recall up 3x - Brand message awareness up 10% Instagram’s first steps
  59. 59. You too, Pinterest? Ben Silbermann, CEO of Pinterest, promises that promoted pins will be “tasteful, transparent,relevant and improved based upon users feedback”. 6. Pay-To-Play Social
  60. 60. What we get in RETURN Accompanying a paid media offering, social platforms are giving brands more tools to measure results and take a first step towards social ROI. 6. Pay-To-Play Social Facebook offline conversions
  61. 61. 7. Key Take-Aways
  62. 62. Key Take-Aways 7. Key Take-Aways Social Media today is all about diversity. Users are transitioning from commitment to just one platform to a diet of many different kinds of social media. 1 Strong images enriched with meta data have become a must for marketers. Moreover, (micro-)video is starting to earn its place in the marketers toolbox. 2 The days that social media were free are now officially over. On the other hand, brands are offered more tools to take control and take a first step towards social ROI. 3
  63. 63. 14 Questions for 2014 LUON WassUp Recap 2014 THE SEARCH LANDSCAPE THE MOBILE LANDSCAPE THE SOCIAL LANDSCAPE How does my brand perform on mobile and tablets? Are we prepared for the multitude of screens? Can our brand benefit from flat design or cards to optimize for mo- bile? How is our content structured? How can we benefit from the companion web and iBeacons? Which Wearables & Internet-of- Things initiatives are being launched in my industry? How could we profit? Which data could connected devices deliver to my brand's marketing? How does my brand handle images? Are they engaging? Can we make more out of them by adding data? What small stories do we have that could be turned into micro-videos? Which tactics can we use to maximize our organic reach on Facebook? CTA buttons, page mentioning, ...? What is our pay-to-play strategy for social? What type of posts will we promote? How can we make our marketing smarter with the new insights gained from social media platforms? 1 2 3 4 Is my website optimized for the new Google way-of-working? What are the topics we want to claim? How will we in the future collect keyword insights? Do we offer our site visitors the option to +1 our content on Google+? What can Facebook Graph search learn us about our audience? 5 6 7 8 9 10 11 12 13 14
  64. 64. WASSUP RECAP SESSION DINSDAG 25 MAART THE END GEERT DE LAET TECHNOLOGY EVANGELIST LUON Geert De Laet Technology evangelist gdelaet@luon.com Twitter: @geertdelaet

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