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Social Media trends
and Audiences
IABC MARCH 2015
@isentia @spence7zero
Social Media trends and audiences →IABC March 2015...
It’s just
people
talking…
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
It’s just
people
talking…
like
never
before!
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
47% of all online
time is spent on
Social Media
That’s 28 in every 60 minutes*
*That’s in Australia too!
Source: Globalweb...
9 out of 10
people get dressed,
brush their teeth
and check their
smartphones
as part of their
daily routine
Social Media ...
65%Q1 2013
75%Q1 2014
52%Q1 2012
37%Q1 2011
Smartphone
sales in
Australia
Source: TNS and Google 2014
Social Media trends ...
daily never
55%
weekly
16%
monthly
7%
less than monthly
6%
15%
How often do
we access social
networks through
our smartpho...
In Australia, there are 9 million
active daily Facebook users
7.3 million of these access
Facebook from a mobile device
So...
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Best in class
content marketers
are 24% more likely
to use original
video content
Original video in content marketing
Sour...
3 billion
videos watched per
day on Facebook*
15%
monthly growth
*Facebook Q4 Earnings Announcement 28/01/15
Social Media ...
Video views and posts on Facebook
Source: Comscore, 2014
Social Media trends and audiences →IABC March 2015 @isentia @spen...
Create content
that users want to
consume, engage
with and share
Social Media trends and audiences →IABC March 2015 @isent...
What you
want to say
What they’re
interested in
Relevance or Context
Social Media trends and audiences →IABC March 2015 @i...
Engagement Advocacy Reach
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Reachpocalypse
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Organic
reach
6%
Source: Social@Ogilvy February 2014
Social Media trends and audiences →IABC March 2015 @isentia @spence7z...
0%
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
think
outside
the keyword
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
Morton’s Steakhouse patron
Peter Shankman jokingly asked
over Twitter if the restaurant
chain could meet him with
a Porter...
To actually
get it done,
Morton’s...
Source: Doug Laney, Gartner
Is your
organisation/
client
even capable
of something
li...
7000
16/4/2014 17/4/2014 18/4/2014
6000
5000
4000
3000
2000
1000
0
12:00am
1:00am
2:00am
3:00am
4:00am
5:00am
6:00am
7:00a...
Mass and social
media volume
(Hourly over 2 days, 15-16 April 2014)
Mass
Social
0
50
100
150
200
250
300
350
400
12:00am
1...
Social almost always breaks news
Twitter has really helped the Guardian– we’re at the
heart of us breaking news.Twitter is...
of Twitter users follow a
professional news account64%
Source: YouGov (SoMA), 2014
Social Media trends and audiences →IABC...
Our competition is the audience.
Everyone now is a journalist.
Sheila Coronel, dean of academic affairs, Columbia Universi...
think
courageously
Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
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Social media trends and audiences: March 2105

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Presentation given by Isentia's Richard Spencer to IABC Canberra at the National Press Club in Canberra, Australia.

Published in: Government & Nonprofit
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Social media trends and audiences: March 2105

  1. 1. Social Media trends and Audiences IABC MARCH 2015 @isentia @spence7zero Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  2. 2. It’s just people talking… Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  3. 3. It’s just people talking… like never before! Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  4. 4. 47% of all online time is spent on Social Media That’s 28 in every 60 minutes* *That’s in Australia too! Source: Globalwebindex Q4 2014 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  5. 5. 9 out of 10 people get dressed, brush their teeth and check their smartphones as part of their daily routine Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  6. 6. 65%Q1 2013 75%Q1 2014 52%Q1 2012 37%Q1 2011 Smartphone sales in Australia Source: TNS and Google 2014 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  7. 7. daily never 55% weekly 16% monthly 7% less than monthly 6% 15% How often do we access social networks through our smartphones? Frequency of social network visits on smartphone Source: Internet Trend Watch Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  8. 8. In Australia, there are 9 million active daily Facebook users 7.3 million of these access Facebook from a mobile device Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  9. 9. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  10. 10. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  11. 11. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  12. 12. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  13. 13. Best in class content marketers are 24% more likely to use original video content Original video in content marketing Source: Aberdeen Group survey of organisations using content marketing divided the respondents into three tiers –  Best-in-Class (the top 20% of performers), Industry Average (the middle 50%), and Laggards (the bottom 30%). The research found that Best-in-Class companies are 24% more likely than Laggards to use original video content (68% vs. 55%). Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  14. 14. 3 billion videos watched per day on Facebook* 15% monthly growth *Facebook Q4 Earnings Announcement 28/01/15 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  15. 15. Video views and posts on Facebook Source: Comscore, 2014 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  16. 16. Create content that users want to consume, engage with and share Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  17. 17. What you want to say What they’re interested in Relevance or Context Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  18. 18. Engagement Advocacy Reach Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  19. 19. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  20. 20. Reachpocalypse Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  21. 21. Organic reach 6% Source: Social@Ogilvy February 2014 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  22. 22. 0% Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  23. 23. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  24. 24. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  25. 25. think outside the keyword Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  26. 26. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  27. 27. Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  28. 28. Morton’s Steakhouse patron Peter Shankman jokingly asked over Twitter if the restaurant chain could meet him with a Porterhouse Steak when he landed from an interstate flight... They did Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  29. 29. To actually get it done, Morton’s... Source: Doug Laney, Gartner Is your organisation/ client even capable of something like this? Had to see the tweet;1 Then discovered peter was a frequent customer (and frequent tweeter);2 Pulled the data on what Peter typically ordered,3 Worked out which flight he was on; and only then4 Sent a tuxedo-clad waiter to serve him his dinner.5 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  30. 30. 7000 16/4/2014 17/4/2014 18/4/2014 6000 5000 4000 3000 2000 1000 0 12:00am 1:00am 2:00am 3:00am 4:00am 5:00am 6:00am 7:00am 8:00am 9:00am 10:00am 11:00am 12:00am 1:00pm 2:00pm 3:00pm 4:00pm 5:00pm 6:00pm 7:00pm 8:00pm 9:00pm 10:00pm 11:00pm 12:00am 1:00am 2:00am 3:00am 4:00am 5:00am 6:00am 7:00am 8:00am 9:00am 10:00am 11:00am 12:00pm 1:00pm 2:00pm 3:00pm 4:00pm 5:00pm 6:00pm 7:00pm 8:00pm 9:00pm 10:00pm 11:00pm 12:00am Mass and social media volume (Hourly over 2 days, 16-17 April 2014) Mass Social Barry O’Farrell’s Resignation Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  31. 31. Mass and social media volume (Hourly over 2 days, 15-16 April 2014) Mass Social 0 50 100 150 200 250 300 350 400 12:00am 1:00am 2:00am 3:00am 4:00am 5:00am 6:00am 7:00am 8:00am 9:00am 10:00am 11:00am 12:00am 1:00pm 2:00pm 3:00pm 4:00pm 5:00pm 6:00pm 7:00pm 8:00pm 9:00pm 10:00pm 11:00pm 12:00am 1:00am 2:00am 3:00am 4:00am 5:00am 6:00am 7:00am 8:00am 9:00am 10:00am 11:00am 12:00pm 1:00pm 2:00pm 3:00pm 4:00pm 5:00pm 6:00pm 7:00pm 8:00pm 9:00pm 10:00pm 11:00pm 12:00am 15/4/2014 16/4/2014 17/4/2014 Commonwealth Bank outage Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  32. 32. Social almost always breaks news Twitter has really helped the Guardian– we’re at the heart of us breaking news.Twitter is the fastest way to break news now. So core to what we do and core to what we do on a daily basis. Andrew Miller, Guardian News & Media CEO Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  33. 33. of Twitter users follow a professional news account64% Source: YouGov (SoMA), 2014 Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  34. 34. Our competition is the audience. Everyone now is a journalist. Sheila Coronel, dean of academic affairs, Columbia University Graduate School of Journalism Social Media trends and audiences →IABC March 2015 @isentia @spence7zero
  35. 35. think courageously Social Media trends and audiences →IABC March 2015 @isentia @spence7zero

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