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Social Media Trends in 2018-19


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This is my social trends presentation for 2018-19. I have just finished presenting this last month. It is packed with interesting stats and case studies I have ever worked on or sourced from various places including Social Bakers.

In it I cover chat bots, audio, video and the future.

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Social Media Trends in 2018-19

  1. 1. © copyright, all rights reserved © copyright, all rights reserved PROHIBITION #prohibstrategy
  2. 2. SOCIAL MEDIA TRENDS 2018 BY @CHRIS_NORTON A Prohibition Masterclass
  4. 4. CHRIS NORTON – THE EGO SLIDE • Author of Share This Too. • More than twenty years’ digital comms experience. • Listed in top 8 PR and marketing bloggers in the UK. • Twitter: @chris_norton • Winner of several “Best Use of Social Media” Awards. • Associate lecturer at Leeds Metropolitan University on Digital Comms.
  5. 5. BACKGROUND PROHIBITION: Specialist integrated PR and social media agency. Helping brands tell their stories through traditional media, and connect them with the people that matter most to them online. WINNERS: CIPR’S OUTSTANDING PR CONSULTANCY 2017-18 BEST INTEGRATED B2C CAMAIGN 2017 CIPR’S BEST USE OF CAMPAIGN RELATIONS 2016
  7. 7. HOW DOMINANT WAS SOCIAL IN 2017? • Facebook reported its highest ever earnings in Q3, up nearly 50% from a year ago. • Its mobile ads are so popular that the platform is running out of space, despite charging more than ever. • It’s the most effective way to reach teens which are now spending up to nine hours a day on platforms, with an insatiable appetite for video. 7
  8. 8. THE FUTURE OF SOCIAL MEDIA MARKETING • The shift towards paid social means clever social strategy is now increasingly important. • It’s critical to stay ahead of the game in this fast paced, ever evolving world and here I will touch upon the key trends in the next 12-18 months. 8
  9. 9. ARE COMPANIES KEEPING PACE? • We live in an era of ‘Digital Darwinism’ • …This is the phenomenon when technology and society evolve faster than an organisation can adapt. • This is a fate that threatens most organisations in every industry. Because of this, businesses have to compete not only for today but also for the unforeseeable future.
  10. 10. EMERGING SKILLS GAPS • Are UK marketers’ skills keeping up with the demands now placed on them to remain competitive? • According to the Online Marketing Institute's “State of Digital Marketing Talent,” 40% of respondents said they have more marketing positions open than they can fill with qualified talent • Among the most desired skills is ‘analytics’
  11. 11. TRENDS 2018
  12. 12. £ MONEY, MONEY, MONEY £££
  13. 13. SOCIAL IS NOW PAY TO PLAY! Goodbye organic social reach!! • Organic reach on Facebook dipped as low as 2%. Now it may finally completely abolish reach. • Testing has already begun in some countries to banish all company social posts from the increasingly crowded news feed • This will have a knock-on increase in the amount marketers are forced to spend on paid social
  14. 14. "We believe these changes will be beneficial to Facebook in the medium and long term. Near term, these changes could reduce ad load, though we think pricing may rise to offset this. Mark Zuckerberg on the new Facebook algorithm
  15. 15. 15
  16. 16. SOCIAL IS NOW PAY TO PLAY! • Social Media Today reported: "As the number of advertisers on social increases, so will the cost of social ads - for context, spending on Facebook alone increased 74% year on year in 2017.” • Overall the cost of digital ads has increased 12% in 2017-2018. • It is still an extremely cost-effective channel. The key is knowing WHO to target and WHAT works with that audience.
  18. 18. INFLUENCER MARKETING WILL MATURE • Influencer marketing focuses on using key social icons to drive a brand’s message to a niche market. • ASOS, Coca-Cola and Nike all incorporated influencer activity into their marketing strategy and 2018 is set to see this market mature. • Amazon, has evolved relationships into an affiliate revenue model, where influencers monetise the power of their influence and receive revenue based on sales. 18
  19. 19. INFLUENCER MARKETING WILL MATURE • 70% of teenage YouTube subscribers trust influencer opinions over celebrities. • 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands. • On average, businesses generate £6.50 for every £1 invested in influencer marketing. 19
  20. 20. BRANDS NOW TAKING INFLUENCER MARKETING MORE SERIOUSLY • We are approaching an era of Influence 2.0 – always- on influencer relations, not just one-off influencer marketing “A Return on Relationship is the value that is accrued by a person or brand due to nurturing a relationship over time. TED RUBIN, Chief Marketing Officer, Brand Innovators “We are in an era of Influence 2.0. Focus on a long-term approach rooted in a two way dialogue. It’s often the phases between campaigns… that allow you to gain a deeper understanding around what matters to your influencers”. BRIAN SOLIS, Altimeter Group
  21. 21. INFLUENCER MARKETING - CASE STUDY • Daniel Wellington is a watch brand that gifts watches to micro-influencers and in exchange, they post photos of themselves wearing it, accompanied by a unique money-off code for followers. • It’s a simple formula: beautiful images of minimalistic jewellery, which serve to promote a lifestyle as well as a product. • There are over 1.3m Instagram posts using the #danielwellington hashtag, with the brand’s account amassing over 3.2m followers. Considering the brand’s beginnings as a small start-up – it’s an impressive display of IM’s potential. 21
  22. 22. INFLUENCER MARKETING • ASOS created sponsored accounts for influencers. Known as ‘ASOS insiders’ - they post images of themselves on Instagram wearing ASOS clothing – using links to prompt followers to ‘buy the look’. • The ‘Insiders’ are fashion, beauty, or lifestyle influencers, meaning they already have an existing audience. Their fans are able to capture more than just the product, offering style tips, behind-the-scenes insight, and more general lifestyle-related content. • ASOS is widening its reach (and creating long- term engagement) without spending money on huge advertising programs. 22 CASE STUDY -
  23. 23. INFLUENCER RELATIONS – MICRO- INFLUENCERS • Influencer relations uses micro influencers who have a highly engaged audience and are totally relevant to the product. • Micro influencers operate more on an earned influence basis (in a niche, they have a strong degree of expertise) They’re more likely to engage on terms that are mutually beneficial. • An adopted influencer relations strategy will create a more meaningful and long standing relationship between the influencer and the brand. 23
  24. 24. INFLUENCER RELATIONS – CASE STUDY • The Dapper Chapper is a London based influencer with a following of 10.7K. Despite a small following, he has a highly engaged audience making him a desirable, high value influencer to brands selling higher end, smart men’s fashion. • He is very selective in who he will collaborate with resulting in his social channels being extremely targeted and single minded. • We have recently helped them develop a long standing relationship with our client Crombie. 24
  25. 25. VR AND AR
  26. 26. VIRTUAL AND AUGMENTED REALITY 26 • Interactive videos grew hugely in 2017 - 360 video, Augmented and Virtual Reality. • The use of AR on mobiles provides a niche and engaging way for marketers to reach their audience. • The virtual reality industry remains shaky for marketers, as it can be an expensive digital strategy that includes a head-mounted display, used primarily for the games and entertainment industry.
  27. 27. (VIDEO) VIRTUAL REALITY AND FACEBOOK SPACES 27 • Facebook Spaces, which launched in April, is showing how VR can be leveraged to build empathy with people who are not able to see or experience environments in a useful or meaningful manner. • This space is going to be interesting to watch in 2018.
  28. 28. 28
  29. 29. HAAGEN-DAZS - VR 29 • Häagen-Dazs has created a blend of entertainment, education and immersive technology. • The viewer sees the world through the eyes of a bee. • The virtual reality journey was made as part of their ‘Häagen-Dazs loves honey bees’ campaign.
  30. 30. © copyright, all rights reserved © copyright, all rights reserved BREAK TIME #prohibstrategy SESSION 2 – PLANNING AND DELIVERY
  31. 31. 31 ELLE - AR • ELLE partnered with The Huffington Post’s virtual reality division HuffPost RYOT to create an augmented reality experience for their readers. • Readers can use the ElleNow app to bring the magazine’s Women in Hollywood cover to life. • Hovering over each of the eight covers— featuring Kristen Stewart, Lupita Nyong’o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren and Kathy Bates—will bring up videos of the cover stars.
  32. 32. HONDA - AR 32 • Honda worked with the Paediatric Brain Tumour Foundation to bring an augmented reality surprise to sick kids in hospital. • The video sees the kids opening their special personalized card in AR while on the hospital ward. • Not only does it feature lots of clever effects, it also contains get-well messages crowdsourced from the Honda social community and hospital staff.
  33. 33. CHATBOTS
  34. 34. CHATBOTS • A chatbot is computer program that simulates human conversation using AI. • Chatbots are used in applications such as ecommerce customer service, call centers and gaming. Bots used for these purposes are typically limited to conversations regarding a specialized purpose and not for all human communication. • Their capabilities are becoming scarily human like with studies showing that a high percentage of us don’t even know we are talking to a Chatbot. 34
  35. 35. CHATBOTS • 100,000 Chatbots are already in use today • The global Chatbot market is expected to reach $1.23 billion by 2025 • Facebook messenger bots apparently improve productivity by 3.5 times • Chatbots for business will continue to improve. Chatbot architecture will evolve to the point that interactive AI will become standard for customer service. 35
  36. 36. CHATBOTS Spotify is a digital music service that gives you access to millions of songs. Their bot helps to explain how to create playlists directly from Facebook. The conversation gets deeper as the bot asks for more specifics on your music preferences, it then suggests playlist recommendations based on your mood, what your doing, or any genre of music you want. 36
  37. 37. 37 Chatbots are not perfect just yet as this experiment shows.
  38. 38. AI AND HOW IT CAN GO WRONG… An experiment was conducted by Microsoft with a Twitter bot. However, It took less than 24 hours for Twitter users to corrupt an innocent AI chatbot. 38
  39. 39. VIDEO
  40. 40. IS THE FUTURE REALLY VIDEO? • Live and recorded video and video ads are increasingly dominating our feeds. • Nearly half of businesses are implementing social video this year, with another 26% planning to implement in 2019. • However, too many companies are missing the bigger picture. Ultimately, who’s watching your videos—and what they do after they watch—is far more important than how many people are watching.
  41. 41. Facebook has stopped incentinvsing live ▫ THE NUMBER OF FACEBOOK LIVE videos produced by paid partners more than halved by the end of 2017. ▫ An analysis of 17 brands that were paid by Facebook to make live videos, the number published from April- Dec 2017 fell by an average of 51% when compared to the 12-month period from April 2016 to March 2017. ▫ Live fell out of favor and “longer, premium video content” became the new priority. Watch, the platform’s video on demand service, has become Facebook’s video product du jour. ▫ .
  42. 42. • 74% of all internet traffic in 2017 was video and this is set to increase to 80% by 2020 • Social video generates 1200% more shares than text and image combined. • 52% of marketing professionals worldwide name video as the type of content with best ROI • Using the word “Video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26% IS THE FUTURE VIDEO?
  43. 43. Michael Stelzner, Social Media Examiner says: “Facebook Watch rolled out for select creators (their TV-like option. We also might see Facebook negotiate traditional television deals or even start its own cable network. If you’re a video creator, watch this space closely!" FACEBOOK WANTS TO DOMINATE VIDEO THIS YEAR
  44. 44. Median Post Organic Reach VIDEOS GET BETTER ORGANIC REACH THAN ANY OTHER FORMAT ON FACEBOOK 0% 1% 2% 3% 4% link photo status video UniqueOrganicImpressions (%ofPage'sFans)
  45. 45. WATCHES OF SWITZERLAND - LIVE • Live video now gets 10 times the engagement for a far lowest cost. PPR hosted a Facebook Live with our client Watches Of Switzerland last month. • E.g. We had one of the managers of the store interviewing a watch specialist with questions that were submitted by the page’s followers. • 30,000 views • 167 likes to date • 26 comments • With just a £200 spend on amplification
  46. 46. HERO / HYGENE CONTENT - STORY TELLING • There is a huge trend in combining all tactics, content, influencer marketing, social media, social advertising and ecommerce and then using a piece of HERO content to bring people in. ▫ In Dec we were asked to position Goldsmiths as the ‘experts’ and the ‘go to destination’ for engagement rings, wedding rings and bridal jewellery during the wedding season.
  48. 48. MORE CONTENT CREATORS MOVE TOWARDS SHOWS • As quality content expectations increase, creators will move towards making ‘shows’. These are a season or series of content with an ongoing narrative between episodes. • One-off thought leadership pieces or how-to videos are great but there’s no reason to come back or to subscribe. • Trust and attention are your two most valuable assets, and ‘shows’ allow you to build that - creating loyal fans who will keep coming back.
  49. 49. OUTRAGE
  50. 50. OUTRAGE BECAME A NEW SOCIAL TREND IN 2017 • H&M posted this pic in its catalogue in Jan 2018. • It caused social media outrage and even meant they lost their association with The Weekend. The response: “We sincerely apologize for offending people with this image of a printed hooded top. The image has been removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.” 50
  51. 51. • Brands will need to get better at anticipating crisis scenarios online • Robust online crisis plans are now needed • There is also a need to redefine what a crisis is: it’s not always a head office fire, or a serious accident • Social media listening and issues tracking is now key • Your overall crisis plan now needs to incorporate ‘social media crisis scenarios’ MANAGING OUTRAGE
  52. 52. • Pause marketing comms activity • Enable social media listening • Lean on your online advocates • Video statements • Homepage takeover • Crisis team: PR, marketing, customer service, Board, digital… SOCIAL CRISIS PLANNING – THINGS TO CONSIDER
  54. 54. BUT IS AUDIO THE REAL FUTURE OF SOCIAL? • Audio is the real future of social. • Jim Colgan of Soundcloud’s audio team says: “There’s something powerful about the intimacy of audio, the ability to get engrossed despite – or because of – being engaged in another activity. It’s that kind of staying power, whether it’s a moving speech from President Obama or a raw interview on This American Life that you just don’t get with video or images.” 54
  55. 55. ALEXA ISN’T LEAVING THE BUILDING • Amazon Echo, Google Home and Sonos One will be installed in 55% households by 2022. By then, over 70 million homes will have at least one in their home, and the total number of installed devices will top 175 million. • eMarketer reported that 35.6 million consumers used a voice-activated device at least once a month in 2017, representing 128.9 percent growth over 2016. By Dec 2017 8.2 million people owned an Alexa.
  56. 56. SOUND APPS • Apps like Dubbler, Eeyzdrop and DigiSocial are among the first contenders batting for the “Instagram for sound” title. While each share the new category, how they’re experimenting with it varies. • Dubbler gives a user 60 seconds to record anything – be it music or a story – and mix the audio with filters like auto-tune. The app already has more than 500,000 downloads. 56
  57. 57. INSTAGRAM
  58. 58. INSTAGRAM • 59% of 18-29 year olds use Instagram • 80% of influencers prefer Instagram for brand collaboration • Instagram ads increased by 28% in the second half of 2017 with mobile revenue set to hit nearly $7 Billion in 2018 • 80% of users follow a business on Instagram • 7 out of 10 hashtags on Instagram are branded
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  61. 61. MICRO-MOMENTS WILL MOVE ACROSS PLATFORM • We have developed a culture of sharing our ‘micro moments’. These are when we turn to our phones to act on a need to learn something or even buy something. • These moments happen on the go and are impacting how people create and experience content in a more ephemeralised manner. • The creation of short, punchy video and engaging content will continue and straddle multiple platforms with one story.
  62. 62. BUT NEVER DISCOUNT YOUR LINKEDIN ACCOUNT. • Microsoft owned with 500 million professional users • Not the widest reach, but the RIGHT reach (employees, vendors, customers) • Video is critical to its strategy • 36% of LinkedIn members now read interesting articles regularly in their feeds, an increase of 20 percent since 2015. LinkedIn video. • The algorithm is prioritizing videos (getting 20x more engagement) in an attempt to promote usage of LinkedIn’s new video feature. This is a huge opportunity for brands! 62
  63. 63. TWITTER IS BECOMING IRRELEVANT TO BRANDS FOR ENGAGEMENT • It’s increasingly not a safe place for users just look at recent events and backlashes in 2017. • Twitter growth has stagnated in recent years. Although it just made its first profit in Feb 2018. • Engagement is not why people are using it – they go for news, politics and sports. • It’s not a traffic driver. A 2016 report from found it drove just 1.5% traffic to its news sites. 63
  64. 64. TWITTER AIN’T DEAD THOUGH • You might need to revisit your approach — maybe Twitter isn’t a part of your social media strategy in 2018. • But Twitter is still a great research tool for journos, news and bloggers. • Twitter is still a great way to connect with, and keep tabs on journalists. • Twitter is still a great way to serve customers (and watch and observe behaviours). 64
  65. 65. SO REMEMBER…..
  66. 66. SOCIAL TRENDS QUICK TIPS • Ephemeral stories will continue to become increasingly popular as they move across multiple platforms. • Augmented reality will grow even bigger in 2018. • Brand participation in messaging platforms will increase with more sophisticated chatbots. • Live streaming will to continue to grow and be served as a priority • Social platforms will be forced to govern themselves better. • Facebook adverts could start to reach saturation point. 66
  67. 67. SOCIAL TRENDS QUICK TIPS • A combination of real time analytics and marketing automation means brands can connect faster with buyers on social. • Alexa and Google Dot will continue to battle it out and might even make it into some cars. • Influencer marketing will start to mature as a market and consumers becoming more cynical. • High quality ad-style video content will increase. • More brands will create brand TV shows – to keep pulling loyal fans back into their content. 67
  68. 68. © copyright, all rights reserved © copyright, all rights reserved PROHIBITION #prohibstrategy