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Social media 

in 2017
Anja Tønning,
Campfire & Co.
camp-fire.dk
December 15th, 2016
Anja Tønning, Campfire & Co.
GRAPHIC
DESIGN
VISUAL
IDENTITY
WEB
DIGITAL
SOCIAL
MEDIA STRATEGY
Oh no - social media
is comming.
Informative or invasive?
Whataboutery
What about our children?
And our work life balance?
And Facebook owning the whole world?
Well yes,
Facebook is owning both your data and
your behaviour, and yes they are selling it
to advertisers
- so you get a ...
Our children are safe. They
just need guidance and
adults who understands
and helps them.
The Work-life balance is about to
change…
But no stress
Using social media is just supporting the way we are as
a species; social and communicating animals.
That’s ...
In fact social media can make
companies more human
It forces companies not only to be there
- but be present - for the sta...
The social media
landscape right now
Warning: Statistics overload
Source: Social media for corporate communications, 2015
13
We spend more time on the internet each day
2h 18 min.
2014
2h 25 min.
2015
DANES DAILY USE ONLINE IN AVERAGE
Audience:...
14
Source: TNS Gallup Index Danmark
Daily use of the internet - devices
PC
Tablet
Mobile
15
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Social network sit...
16
Kilde: DR Medieforskning: Medieudviklingen 2015Source: TNS Gallup Social Media Life
Daily use of SoMe platforms in Denm...
94%of companies use social media for
corporate communications.
(500 companies in the UK and USA)
Source: Social media for ...
Social media platform usage in B2B
companies
18
6 social media
platforms that are
kind of a big deal.
1. Facebook
2. Instagram
3. Linkedin
4. Twitter
5. Snapchat
6. YouTu...
1. Facebook
1.712.000.000active users on Facebook
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-...
700 millionpeople access Facebook by
mobile every day.
How many of you 

are using Facebook?
News feed
Private profile
Company profile
Content
Content is king
Conversation is queen
Source: Social media for corporate communications, 2015
= The content must be relevant to the users
Facebook focus on content being
relevant for you
31
Meaning:
• You see less meaningless updates on Facebook
• Content is m...
Ads
Also Facebook is a
source for news
today
News
Kilde: http://www.altinget.dk/kultur/artikel/ny-debat-facebooks-rolle-i-dansk-mediebillede-godt-eller-skidt
48%of young pe...
Which media do you prefer for news and
background stories? (DK)
36
Source: TNS Gallup Social Media Life 2015
12+ years 20-...
To sum up
• Facebook knows a lot about the users and their behaviour
• Companies can advertise more exact
• You will see a...
2. Instagram
Instagram has
500
million
active users
How many of you 

are on Instagram?
News feed
Private profile Company profile
Content on
Instagram
Pretty pictures
Behind the scenes
Specific interests
Fun
Children and selfies
Ads
Hashtags
#To.sum.up
• Use Instagram if you have something visual to show.
• Private, work-related, or related to your interests.
• ...
3. Linkedin
106 millionactive users
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-user...
93%of all companies are actively maintaining a
Linkedin account used for corporate
purposes.
Source: Social media for corp...
How many of you 

are on Linkedin?
News feed
Private profile
Business Page
Content
Linkedin is good for
• Research
• Business
• Groups
• Employee advocacy
• Jobsearch
Linkedin is the biggest social
referrer to corporate websites.
And this slide is boring.
Source: Social media for corporat...
Employee
advocacy
Employee advocacy means
that the management and employees tell good
stories about their work through their own social
medi...
PR is everybody’s job
- the president of General Mills, in 1940
Source: http://www.altimetergroup.com/pdf/reports/Social-M...
Now it’s on
social media
is posting text, photos or video on social
media about their employer
50%
Kilde: https://postbeyond.com/statistics-for-emp...
On which platforms are you posting content
about your employer?
Source: Altimeter, Employee Survey, Global Average, Q1 201...
Source: http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/
68% of consumers trust a techn...
"Building trust requires high levels of engagement from multiple
stakeholders. For most institutions, starting those conve...
Top-down: It starts with management
Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 for companies with > 250 employees
Why do you share
inf...
To sum up
• Use Linkedin as a cv to connect with clients, coworkers or
other stakeholders
• Use it to post personal conten...
4. Twitter
How many of you 

are on Twitter?
News feed
tweets are sent every day.
50 million
In Denmark it’s not very big 

- around 70.000 active users.
Mostly for PR-purposes or people in the SoMe-business.
http:/...
Twitter is used for
• Dialogue not monologue
• Networking
• PR
• As a traffic-driver
• To reach influencers
• To achieve a fir...
5. Snapchat
2 out of 3 

teenagers are using 

Snapchat on a daily basis (DK)
How many of you 

are on Snapchat?
Snapchat is a network where you send photos,
video or chat with your friends.
83
“When I post on Snapchat, I post
strange faces or pictures right up your
nose. On Facebook or Instagram, I am
thinking ...
84
"I have many friends on Facebook,
but my true friends are on Snapchat."
Hassan 15 år
85
Snapchat
Messenger
WhatsApp
Skype
Chat / or chat-like platforms are very popular
To gain control
To sum up
• You should understand Snapchat if you have children
• Try using it, and make them show you how they’re using i...
6. YouTube
How many of you 

are watching Youtube?
hours of video are viewed on
YouTube every month.6 billion
Source: Social media for corporate communications, 2015
This is content marketing
6 billion hours of video are viewed on YouTube every month.
of senior executives would rather
watch video than read text
59%
Video is the new black
on all the platforms!
1. Facebook
2. Instagram
3. Linkedin
4. Twitter
5. Snapchat
6. YouTube
Questions?
Anja Tønning: https://dk.linkedin.com/in/anjatoenning
Campfire & Co.
camp-fire.dk
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Social Media in 2017

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A beginners overview of the most popular social media in 2017. A presentation made by Campfire & Co - web- and advertising agency.

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Social Media in 2017

  1. 1. Social media 
 in 2017 Anja Tønning, Campfire & Co. camp-fire.dk December 15th, 2016
  2. 2. Anja Tønning, Campfire & Co.
  3. 3. GRAPHIC DESIGN VISUAL IDENTITY WEB DIGITAL SOCIAL MEDIA STRATEGY
  4. 4. Oh no - social media is comming. Informative or invasive?
  5. 5. Whataboutery What about our children? And our work life balance? And Facebook owning the whole world?
  6. 6. Well yes, Facebook is owning both your data and your behaviour, and yes they are selling it to advertisers - so you get a lot of ads. 
 More relevant ads.
  7. 7. Our children are safe. They just need guidance and adults who understands and helps them.
  8. 8. The Work-life balance is about to change…
  9. 9. But no stress Using social media is just supporting the way we are as a species; social and communicating animals. That’s why they’re so popular.
  10. 10. In fact social media can make companies more human It forces companies not only to be there - but be present - for the stakeholders, clients, employees and so on.
  11. 11. The social media landscape right now Warning: Statistics overload
  12. 12. Source: Social media for corporate communications, 2015
  13. 13. 13 We spend more time on the internet each day 2h 18 min. 2014 2h 25 min. 2015 DANES DAILY USE ONLINE IN AVERAGE Audience: 15-17 year Source: TNS Gallup for DR Medieforskning 2015
  14. 14. 14 Source: TNS Gallup Index Danmark Daily use of the internet - devices PC Tablet Mobile
  15. 15. 15 Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Social network sites worldwide as of September 2016, ranked by number of active users (in millions)
  16. 16. 16 Kilde: DR Medieforskning: Medieudviklingen 2015Source: TNS Gallup Social Media Life Daily use of SoMe platforms in Denmark
  17. 17. 94%of companies use social media for corporate communications. (500 companies in the UK and USA) Source: Social media for corporate communications, 2015
  18. 18. Social media platform usage in B2B companies 18
  19. 19. 6 social media platforms that are kind of a big deal. 1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube
  20. 20. 1. Facebook
  21. 21. 1.712.000.000active users on Facebook Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  22. 22. 700 millionpeople access Facebook by mobile every day.
  23. 23. How many of you 
 are using Facebook?
  24. 24. News feed
  25. 25. Private profile
  26. 26. Company profile
  27. 27. Content
  28. 28. Content is king
  29. 29. Conversation is queen Source: Social media for corporate communications, 2015
  30. 30. = The content must be relevant to the users
  31. 31. Facebook focus on content being relevant for you 31 Meaning: • You see less meaningless updates on Facebook • Content is more focused (and narrow) • Companies have to pay to get their content to the right people • Budgets need to change from print to digital. • Some businesses need to consider whether to 
 use Facebook at all.
  32. 32. Ads
  33. 33. Also Facebook is a source for news today
  34. 34. News
  35. 35. Kilde: http://www.altinget.dk/kultur/artikel/ny-debat-facebooks-rolle-i-dansk-mediebillede-godt-eller-skidt 48%of young people (20 - 35) in Denmark prefer to use Facebook as a source to news and background stuff.
  36. 36. Which media do you prefer for news and background stories? (DK) 36 Source: TNS Gallup Social Media Life 2015 12+ years 20-35 years
  37. 37. To sum up • Facebook knows a lot about the users and their behaviour • Companies can advertise more exact • You will see ads relevant to you • Young people use Facebook mostly for news and as an address book
  38. 38. 2. Instagram
  39. 39. Instagram has 500 million active users
  40. 40. How many of you 
 are on Instagram?
  41. 41. News feed
  42. 42. Private profile Company profile
  43. 43. Content on Instagram
  44. 44. Pretty pictures
  45. 45. Behind the scenes
  46. 46. Specific interests
  47. 47. Fun
  48. 48. Children and selfies
  49. 49. Ads
  50. 50. Hashtags
  51. 51. #To.sum.up • Use Instagram if you have something visual to show. • Private, work-related, or related to your interests. • Use hashtags if you want more followers/likes or if you want to discover topics.
  52. 52. 3. Linkedin
  53. 53. 106 millionactive users Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  54. 54. 93%of all companies are actively maintaining a Linkedin account used for corporate purposes. Source: Social media for corporate communications, 2015
  55. 55. How many of you 
 are on Linkedin?
  56. 56. News feed
  57. 57. Private profile
  58. 58. Business Page
  59. 59. Content
  60. 60. Linkedin is good for • Research • Business • Groups • Employee advocacy • Jobsearch
  61. 61. Linkedin is the biggest social referrer to corporate websites. And this slide is boring. Source: Social media for corporate communications, 2015
  62. 62. Employee advocacy
  63. 63. Employee advocacy means that the management and employees tell good stories about their work through their own social media profiles. It’s not a new thing.
  64. 64. PR is everybody’s job - the president of General Mills, in 1940 Source: http://www.altimetergroup.com/pdf/reports/Social-Media-Employee-Advocacy-Altimeter.pdf
  65. 65. Now it’s on social media
  66. 66. is posting text, photos or video on social media about their employer 50% Kilde: https://postbeyond.com/statistics-for-employee-advocacy/
  67. 67. On which platforms are you posting content about your employer? Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 86% 52% 43% 34% 28% 26% 23% 16% 4%
  68. 68. Source: http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/ 68% of consumers trust a technical employee at a company trusts “a person like myself”63% distrusts companies, governments or both80% It’s all about trust
  69. 69. "Building trust requires high levels of engagement from multiple stakeholders. For most institutions, starting those conversations requires more than a viral video or shareable GIF.
 
 It requires a thoughtful, informed point of view on important industry issues and customer concerns, and a strategy for using that intellectual property to power conversations among multiple stakeholders.” - Edelmann Trust Barometer 2015
  70. 70. Top-down: It starts with management
  71. 71. Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 for companies with > 250 employees Why do you share information about your employer on social media? Employee Benefit 
 Average 29% Rewarded or recognized for sharing 19% To be seen as a leader among my peers To enhance my career and influence social networks 24% I want my friends to understand 
 me better 42% Brand Benefit 
 Average 30% Defend my company during a crisis 19% Help a customer 29% Help recruit new employees 42% Shared Benefit 
 Average 48% To better connect with colleagues at work 57% 41% 46% I believe in our products and want to share my experience I believe in my employer’s mission and want to promote what they do 30%
  72. 72. To sum up • Use Linkedin as a cv to connect with clients, coworkers or other stakeholders • Use it to post personal content about your job and employer • Connect with people, and follow groups and pages with your professional interests
  73. 73. 4. Twitter
  74. 74. How many of you 
 are on Twitter?
  75. 75. News feed
  76. 76. tweets are sent every day. 50 million
  77. 77. In Denmark it’s not very big 
 - around 70.000 active users. Mostly for PR-purposes or people in the SoMe-business. http://www.slideshare.net/DanmarksStatistik/overskriftdk-om-danskernes-brug-hashtags
  78. 78. Twitter is used for • Dialogue not monologue • Networking • PR • As a traffic-driver • To reach influencers • To achieve a first-mover position • To listen on certain professional topics via hashtags
  79. 79. 5. Snapchat
  80. 80. 2 out of 3 
 teenagers are using 
 Snapchat on a daily basis (DK)
  81. 81. How many of you 
 are on Snapchat?
  82. 82. Snapchat is a network where you send photos, video or chat with your friends.
  83. 83. 83 “When I post on Snapchat, I post strange faces or pictures right up your nose. On Facebook or Instagram, I am thinking a lot about what to write. There can be no typos and the commas has to be spot on” Kristoffer 17 years old
  84. 84. 84 "I have many friends on Facebook, but my true friends are on Snapchat." Hassan 15 år
  85. 85. 85 Snapchat Messenger WhatsApp Skype Chat / or chat-like platforms are very popular
  86. 86. To gain control
  87. 87. To sum up • You should understand Snapchat if you have children • Try using it, and make them show you how they’re using it • It’s fun!
  88. 88. 6. YouTube
  89. 89. How many of you 
 are watching Youtube?
  90. 90. hours of video are viewed on YouTube every month.6 billion Source: Social media for corporate communications, 2015
  91. 91. This is content marketing 6 billion hours of video are viewed on YouTube every month.
  92. 92. of senior executives would rather watch video than read text 59%
  93. 93. Video is the new black on all the platforms!
  94. 94. 1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube
  95. 95. Questions?
  96. 96. Anja Tønning: https://dk.linkedin.com/in/anjatoenning Campfire & Co. camp-fire.dk

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