Presented at PR Network's Half Day Workshop, April 21st, 2015. Every year, experts try to predict what’s in store for social media. Trends like real-time marketing and native advertising top the lists, but how do they apply to your brand’s efforts? Josh Krakauer (CEO of Sculpt, an Iowa City-based digital agency that lives and breathes this stuff), discusses the topics and platforms relevant to social media marketing today, and arms the audience with tips on how to thrive in an ever-changing, mobile-first marketing world.

1. HI.

2. I’M JOSH.

3. *JHKRAK

4. THIS IS SCULPT.

5. *WEARESCULPT

6. WE LIVE
SOCIAL.

8. 2012.

9. CRED: SOCIALBAKERS
REMEMBER THIS?

10. “TRENDS”

11. “While the world is not yet seamless, QR codes and “bridging” apps like Viggle
deliver second screen relevance, and can help marketers unleash multiplatform,
integrated relevance.”
- Mashable, 2012

12. LOCATION-BASED SERVICES.
SOCIAL MEDIA DIVERSIFICATION.
CONTENT CURATION.
VIDEO = CONTENT.
SOCIAL SELLING.
EXPERTS PREDICTED…

13. 2014.

14. “The rising importance of Google+ is something really worth watching out for.”
- CLICKZ, 2014

15. LOCATION-BASED SERVICES.
SOCIAL MEDIA DIVERSIFICATION.
CONTENT CURATION.
VIDEO = CONTENT.
SOCIAL SELLING.
EXPERTS PREDICTED…

16. 2015.

17. LOCATION-BASED SERVICES.
SOCIAL MEDIA DIVERSIFICATION.
CONTENT CURATION.
VIDEO = CONTENT.
SOCIAL SELLING.
WAIT FOR IT…

19. TODAY.

20. !
- HOW PLATFORMS
ARE CHANGING
!
- HOW MARKETERS
ARE ADAPTING
!
- HOW TO THRIVE
TODAY

21. 2015.

22. PLATFORMS.

23. INSTAGRAM.!
FACEBOOK.!
SNAPCHAT.!
YOUTUBE.!
VINE.
PINTEREST.!
GOOGLE+.!
LINKEDIN.!
TWITTER.!
TUMBLR.!
(REDDIT, MEDIUM, QUORA, OMG SO MANY)

24. INSTAGRAM.!
FACEBOOK.!
SNAPCHAT.!
YOUTUBE.!
VINE.
PINTEREST.!
GOOGLE+.!
LINKEDIN.!
TWITTER.!
TUMBLR.!
(REDDIT, MEDIUM, SLIDESHARE, OMG SO MANY)

25. 53% OF 18-29 (US) USE INSTAGRAM.
49% OF THEM USE DAILY.
FASTEST GROWING SOCIAL NETWORK
(US ADULTS)

26. CAN YOU NAME THESE?

30. HOW THEY’RE CHANGING.

31. MOBILE.

32. “PAY-TO-PLAY.”

34. AUDIENCE GROWS LINEARLY.
CONTENT GROWS EXPONENTIALLY.
“
!
!

35. AND IT’S NOT JUST
FACEBOOK.

36. INSTAGRAM.!
FACEBOOK.!
SNAPCHAT.!
YOUTUBE.!
VINE.
PINTEREST.!
GOOGLE+.!
LINKEDIN.!
TWITTER.!
TUMBLR.!

37. VISUALS WIN.

38. 2012.

39. 2015.

40. WHAT HASN’T CHANGED.

41. VALUE OF SOCIAL.

43. !
- DISCOVERY
- STORYTELLING
- BRAND BUILDING
- COMMUNITY BUILDING
- CUSTOMER RELATIONS
BEST FOR

44. GOOD MARKETERS DON’T SELL.
“
!
!

45. GOOD MARKETERS DON’T SELL.
THEY MAKE IT EASY TO BUY.
“
!
!

46. HOW?

47. GIVE, THEN ASK.

48. “JAB, JAB, JAB, RIGHT HOOK.”
- GARYVEE

49. HELP PEOPLE…

50. LEARN SOMETHING.
HELP PEOPLE…

51. FEEL GOOD.
HELP PEOPLE…

52. LAUGH.
HELP PEOPLE…

53. THEN, ASK.

54. HOW TO SUCCEED.

55. EXPERIMENT.
MEASURE.
LEARN.

56. 1.

57. EXPERIMENT.

58. MOVE PAST BEST PRACTICE,
JUST PRACTICE.

59. WITH PAID MEDIA.EXPERIMENT

61. CUSTOMER LIST
EMAIL LIST
WEBSITE
VISITORS
MOBILE APP USERS

62. WITH PLATFORMS.EXPERIMENT

63. CAN BRANDS LIVE ON TINDER?
WE WANTED TO FIND OUT.

66. 24 HOURS.
FEMALE:
11 MATCHES
MALE:
302 MATCHES

67. WITH VISUAL CONTENT.EXPERIMENT

68. “SHOW DON’T TELL.”

69. TIP: FOCUS ON HUMAN
STORYTELLING.

71. TIP: EMPOWER
YOUR VISUAL
PRODUCERS.
*INTERNALLY + EXTERNALLY

72. BY THINKING NATIVELY.EXPERIMENT

75. 4 BILLION VIEWS PER DAY.
* NATIVE FB VIDEO

76. 2.

77. MEASURE.

78. WHO
HOW MANY
WHY

79. ALIGN METRICS WITH
YOUR GOALS.

80. AWARENESS.MEASURE

81. !
- ORG/PAID REACH
!
- FREQUENCY
!
- ENGAGED VIEWS
!
- SOCIAL REFERRALS
MEASURE

82. CUSTOMER EXPERIENCE.MEASURE

83. !
- POSITIVE / NEGATIVE
ENGAGEMENTS
!
- RESPONSES /
RESPONSE TIME
!
- SENTIMENT
MEASURE

84. ACQUISITION.MEASURE

85. !
- COST PER ACTION
!
- CONVERSION RATE
!
- AGAINST OTHER
CHANNELS
MEASURE

86. TIME / LABOR.MEASURE

87. 3.

88. LEARN.

89. FROM THE PLATFORMS.LEARN

90. blog.business.instagram.com facebook.com/business/news

91. FROM THE PUBLISHERS.LEARN

92. FROM THE PUBLISHERS.
EX. JONLOOMER.COM

93. FROM ADVERTISERS.LEARN

95. FROM EXPERIMENTS.LEARN

96. 2.02% 1.13%

97. FROM EACH OTHER.LEARN

99. RECAP.

100. TO WIN IN 2015.

101. EXPERIMENT.
MEASURE.
LEARN.

102. FINALLY.
EXPECT IT ALL TO CHANGE, AGAIN.!

103. THANKS.