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eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015


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Wondering where you should place your time, attention and money in social media next year? Topics in this webinar include: How marketers are budgeting and organizing for paid vs. organic social marketing. Why mobile is critical and how video fits in. How real-time marketing is evolving and what this means for marketers. Why Facebook-first won’t always be the right strategy.

Published in: Marketing

eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015

  1. 1. © 2014 eMarketer Inc. Made possible by Eight Trends to Watch for Social Marketing 2015 Debra AhoWilliamson Principal Analyst October 23, 2014
  2. 2. © 2014 eMarketer Inc. Agenda Overview: Social marketing usage and spending Eight Trends to Watch Key Takeaways Twitter –#eMwebinar
  3. 3. © 2014 eMarketer Inc. Social Marketing Usage and Spending
  4. 4. © 2014 eMarketer Inc. Social media marketing is nearly ubiquitous 89% of US marketers will use social media marketing next year Twitter –#eMwebinar
  5. 5. © 2014 eMarketer Inc. Spending on social is rising, particularly for paid advertising “Across the board, I think we’re looking to increase spending for social.I think there was this mantra that Facebook is free, but the model has changed.” —Josh Martin, director of digital and social media, Arby’s Restaurant Group Twitter –#eMwebinar
  6. 6. © 2014 eMarketer Inc. Marketers are allocating close to 10% of budgets to social media 9.4% Percentage of current marketing budget allocated to social media 13.2% Percentage of marketing budget expected to be allocated to social media in the next 12 months Source: Duke University Fuqua School of Business, July-August 2014 Twitter –#eMwebinar
  7. 7. © 2014 eMarketer Inc. But there is still unease over the path to success Twitter –#eMwebinar
  8. 8. © 2014 eMarketer Inc. It doesn’t help that social media keeps changing Is it an ad network? A video distribution platform? An ecommerce engine? Twitter –#eMwebinar
  9. 9. © 2014 eMarketer Inc. eMarketer’s viewpoint: Marketers must be as sophisticated at integrating social media into their marketing plans … … as consumers are at incorporating social media into their everyday lives. Twitter –#eMwebinar
  10. 10. © 2014 eMarketer Inc. Trend No. 1 Social Ad Spending Will Increase, But Doubts Will Remain
  11. 11. © 2014 eMarketer Inc. US ad spending on social networks is exceeding previous eMarketer forecasts $8.76 $6.92 $7.30 $5.82 2015 2014 Dec-13 forecast (billions) Sep-14 forecast (billions) Source: eMarketer, 2013/2014 Twitter –#eMwebinar
  12. 12. © 2014 eMarketer Inc. In the US, Facebook’s share of digital ad spending is outpacing adults’ time spent on the social platform Twitter –#eMwebinar
  13. 13. © 2014 eMarketer Inc. Action steps: paid social advertising Get serious about targeting: “We’re able to be extremely specific with social media targeting. We no longer need to waste moneyhoping that our messaging finds its way to the right people.” —KelleeMontgomery, Ford Motor Co. It’s not a mass medium: “I think marketers hold just as much, if not more, culpability becausethey’re using these platforms with a mass marketing mentalityrather than trying to figure out how to target effectively.”—Scott Monty, SHIFT Communications Sync up content and media planning: “If brands are separately planning their media spends and their content strategies, then they may be disappointed at the results.” —Matt Wurst, 360i Twitter –#eMwebinar
  14. 14. © 2014 eMarketer Inc. Trend No. 2 Organizations Will Move Social out of the Silo
  15. 15. © 2014 eMarketer Inc. Integration is important to a majority of businesses (but it’s also challenging) 69% Percentage of marketers who agree that integrating social with broader marketing is a priority 17.5% Percentage of marketers who “completely agree” they have done so Source: Forbes and Wipro, Aug. 2014; Forrester Consulting and Spredfast, July 2014 Twitter –#eMwebinar
  16. 16. © 2014 eMarketer Inc. Action steps: structuring for social Streamline communications: “You should have that client quarterback in the huddle, that brand manager telling his internal team and agencies which routes they need to run. In the past there has been either an absence of or too many people calling plays.” —Matt Wurst, 360i Empower product teams: “Our marketing division reorganized and put more social media responsibility into the product groups.It makes complete sense, because they're the closest to the demographics for those products.”—Scott DeYager, Toyota Give social leaders budget authority: “The budgets in most organizations still sit with brand marketing teams.The [social] centers of excellence often … are hamstrung because they don't have budget authority.” —Marshall Manson, Social@Ogilvy Twitter –#eMwebinar
  17. 17. © 2014 eMarketer Inc. Trend No. 3 When It Comes to Content, Less Is More
  18. 18. © 2014 eMarketer Inc. The pace of growth in marketing content on Facebook is slowing +146% +31% Source: Socialbakers, 2014 Twitter –#eMwebinar
  19. 19. © 2014 eMarketer Inc. Except for Instagram, interaction rates for brand posts on the leading social sites are minuscule Twitter –#eMwebinar
  20. 20. © 2014 eMarketer Inc. Social is a primary channel to distribute content, but not the only one marketers use Twitter –#eMwebinar
  21. 21. © 2014 eMarketer Inc. Action steps: content Segment and target: “We made our strategy more data-driven.We want to understand our audiences. Who are they? What captures their attention? And then we tailor our content to their needs.” —Laura Powers, Cisco Systems Invest in social listening: “We developed an internal-listening team. We can look at discussion trends and conversations over time, in real time,that we can then align future content with.” —Scott DeYager, Toyota Act normal: “It’s [about] making sure we’re present in a natural and native waythat feels very endemic to the platform. Like how normal people would actually be on the platform.” —Sydney Lestrud, GE Twitter –#eMwebinar
  22. 22. © 2014 eMarketer Inc. Trend No. 4 The Key to ROI Will Come from Within
  23. 23. © 2014 eMarketer Inc. If it feels like we’ve been talking about social return on investment for years, you’re right Twitter –#eMwebinar
  24. 24. © 2014 eMarketer Inc. There’s good news and bad news when it comes to measurement 80% Percentage of marketers who measure the success of their social content 50% Percentage who measure social ROI (up only 10 points since 2012) Source: Association of National Advertisers, June 2014; Useful Social Media, July 2014 Twitter –#eMwebinar
  25. 25. © 2014 eMarketer Inc. Nearly 40% of marketers worldwide consider their social media measurement capability “poor” Twitter –#eMwebinar
  26. 26. © 2014 eMarketer Inc. Action steps: measurement Raise the sophistication level: “Analytics tools are useful for optimizing campaigns, but that’s a long way from demonstrating business value.We have to be more sophisticated in the way we understand our clients’ business objectives, apply them to the social space and develop metrics.” —Marshall Manson, Social@Ogilvy Value earned impressions: “The media-mix measurement companies have not advanced nearly enough in incorporating earned media into their models. If you don't value earned impressions, it’s going to incentivize an overweighting in paid media.” —Bryan Wiener, 360i Get input from multiple stakeholders: “It requires a lot of collaboration to determine what certain behaviors and activities are worth. We're finally starting to see attribution models mature.” —Joe McCaffrey, Huge Twitter –#eMwebinar
  27. 27. © 2014 eMarketer Inc. Trend No. 5 Mobile-First Won’t Be Enough; Start Thinking Mobile-Only
  28. 28. © 2014 eMarketer Inc. Social activity is already heavily weighted toward mobile 71% Percentage of US social networking activity taking place on a mobile device 29% Percentage taking place on a desktop or laptop Source: comScore Media Metrix, June 2014 Twitter –#eMwebinar
  29. 29. © 2014 eMarketer Inc. Eight in 10 social network users will use a mobile phone to access social networks this year Twitter –#eMwebinar
  30. 30. © 2014 eMarketer Inc. of Facebook’s worldwide monthly active users are already mobile-only 30% Source: Facebook, July 2014 Key fact Twitter –#eMwebinar
  31. 31. © 2014 eMarketer Inc. Action steps: mobile The mobile experience comes first: “Some companies are sending content out that does not resize well on mobile. They have to think of those users on mobile as a whole different beast.” —Jan Rezab, Socialbakers It’s easier to grow content designed for mobile than shrink content designed for a computer: “Marketers should be doing mobile-only or mobile-first. And if you do mobile-first, it’s so much easier to scale up than it is to scale down.” —Anne-Marie Kline, DigitasLBi Capture users in the first sentence: “If we have a huge chunk of text in a Facebook post, it’s not going to show up that way in mobile.We always try to have the first sentence be a capture point where people can learn more.” —KelleeMontgomery, Ford Twitter –#eMwebinar
  32. 32. © 2014 eMarketer Inc. Trend No. 6 Marketers Will Embrace Video in Social Media, But Obstacles Will Remain
  33. 33. © 2014 eMarketer Inc. Facebook is challenging YouTube as a destination for viewing and uploading Facebook delivers over 1 billion video views worldwide per day, over 65% on mobile (Facebook, Sep 2014) It is wooing producers to upload directly to Facebookrather than link to YouTube It had more US desktop video views in Aug. 2014 than YouTube:12.3 billion vs. 11.3 billion (comScore, Oct 2014) Twitter –#eMwebinar
  34. 34. © 2014 eMarketer Inc. It’s not just about Facebook: Teen consumers are gravitating toward Vine Twitter –#eMwebinar
  35. 35. © 2014 eMarketer Inc. Social video effectiveness has a long way to grow, however Twitter –#eMwebinar
  36. 36. © 2014 eMarketer Inc. Action steps: video Think unique: “The mistake brands often make—and we made two or three years ago—was just taking a broadcast commercial and slapping it in social. Now we’re looking at shorter content. It seems like the shorter the video, the better it performs.” —Josh Martin, Arby’s Professional is good; authentic is better: Social users “want a different type of content. It can’t be overly produced.It does need to be professional, but for social, authenticity is key.” —Laura Powers, Cisco Find partners: “Brands are … not going to be able to reach their goals by just producing video in-house. They’re going to have to develop relationships with creative influencerswho already have large established audiences.” —Scott DeYager, Toyota Twitter –#eMwebinar
  37. 37. © 2014 eMarketer Inc. Trend No. 7 Real-Time Marketing Will Be Redefined
  38. 38. © 2014 eMarketer Inc. Instead of real-time, focus on “right-time”: Personalization can make right-time feel real-time Twitter –#eMwebinar
  39. 39. © 2014 eMarketer Inc. Marketers are already regularly collecting social data to inform marketing programs Twitter –#eMwebinar
  40. 40. © 2014 eMarketer Inc. Action steps: real-time marketing Right-time can feel real-time: “That thing could have happened three months ago, but when you received it, it was the perfect thing for you to get at that time.” —Anne-Marie Kline, DigitasLBi Measure success by what you do afteryour real-time response: It “isn’t what the brand does initially, but how it responds and reacts. That points to the larger strategic value of real-time:being a dynamic brand operating in an always-on mode.” —Chris Bowler, Razorfish Look beyond the mainstream: “We like to tap into moments that are less mainstream but more aligned with our marketing objectives. Moments like Inventors’ Day or Gravity Day give us a brand [image] that’s all about invention and innovation and science.” —Sydney Lestrud, GE Twitter –#eMwebinar
  41. 41. © 2014 eMarketer Inc. Trend No. 8 Planning for Facebook-First Won’t Always Be the Right Strategy
  42. 42. © 2014 eMarketer Inc. The youth audience is spread among multiple social properties Twitter –#eMwebinar
  43. 43. © 2014 eMarketer Inc. Marketer usage of Pinterest and Instagram is approaching the 50% mark Twitter –#eMwebinar
  44. 44. © 2014 eMarketer Inc. Action steps: going beyond Facebook-first Customize for the platform: “We’ve seen huge organic reach with Vine because that content is specifically created for Vine. It’s not just repurposed from Twitter, or we didn’t just take a TV commercial and shove it into 6 seconds.” —Kellee Montgomery, Ford Be someone who gets invited: Some social properties “are not public places. We’re going to have to think about how we can earn the right to be invited into a more private conversation with consumers.” —Marshall Manson, Social@Ogilvy Expect Facebook to learn from its competition: “The new Facebook usually is Facebook,because they continue to buy these new technologies. It's interesting to watch how they're going to integrate them into the existing platform.” —Scott DeYager, Toyota Twitter –#eMwebinar
  45. 45. © 2014 eMarketer Inc. Key takeaways, part 1 1. Social ad spending will increase, but marketers that do not embrace the targeting capabilities will be disappointed with the results. 2. Social media will become more integrated into marketing, rather than being siloedin its own group. 3. When it comes to content, brands will take a “less is more” approach. At the same time, social media will be just one of many content distribution vehicles. 4. The key to ROI will come from within. Marketers will get more serious about using internal metrics to measure social media success, rather than external ones. Twitter –#eMwebinar
  46. 46. © 2014 eMarketer Inc. Key takeaways, part 2 5. Thinking mobile-first won’t be enough; marketers should be prepared for the mobile-only social media user. 6. Marketers will embrace social video, but will struggle with developing cost-effective content that stands out in the cluttered feed. 7. Real-time marketing will be redefined; it’s less about being ready with a rapid response and more about delivering a message at the right time. 8. Facebook-first won’t always be the right strategy, as smaller, more private communities gain traction. Twitter –#eMwebinar
  47. 47. © 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL Manage workflows, scale social, and ensure oversight 1 Engage users one- to-one and respond in real-time 4 Collect and analyze listening, engagement, and attribution data 5 Integrate insights across channels to improve marketing 6 Listen to conversations across the social web 2 Publish content to targeted audiences 3 Adobe Social Turn social data into social success
  48. 48. © 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL Adobe is driving the evolution of social data DATA COLLECTION DATA INTEGRATION DATA AUTOMATION The ability to capture and act on social platform and listening data to improve social engagement The ability to integrate social platform and listening data with marketing and conversion KPIs toimprove social impact on business results The ability to automatically apply social data across all marketing systems to optimize content relevancy, audience targeting, and conversion
  50. 50. © 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL F @SFGiants
  51. 51. © 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL Adobe Social Turn social data into social success @AdobeSocial
  52. 52. © 2014 eMarketer Inc. Learn more about digital marketing with an eMarketercorporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Debra AhoWilliamson Eight Trends to Watch for Social Marketing 2015 Social Marketing Update: Eight Trends to Help Prepare for 2015 2014 Programmatic Advertising Forecast: Digital Display Spending Broadening Beyond Open Exchanges US Time Spent With Media: eMarketer’sUpdated Estimates for 2014 Worldwide Social Network Ad Spending: Midyear 2014 Complete Forecast