A practical guide to choosing the best social media platforms for your marketing needs. For more information, visit http://kepios.com

1. @ESKIMON • SELECTING SOCIAL CHANNELS1
SELECTING SOCIAL CHANNELS
FORWARD THINKING EPISODE 002:
FORWARD
THINKING
EP.002
SIMON KEMP • • 23 AUGUST 2017

2. 2
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTAUG
2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.524 3.819 3.028 5.052 2.780
54% 51% 40% 67% 37%

3. 3
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTAUG
2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.524 3.819 3.028 5.052 2.780
54% 51% 40% 67% 37%

4. @ESKIMON • SELECTING SOCIAL CHANNELS4
THIS FIGURE IS BASED ON THE PLATFORM WITH
THE MOST ACTIVE USERS IN EACH COUNTRY

5. 5
NORTH
AMERICA
CENTRAL
AMERICA
SOUTH
AMERICA
AFRICA
MIDDLE
EAST
WEST
EUROPE
EAST
EUROPE
EAST
ASIA
OCEANIA
CENTRAL
ASIA
SOUTH
ASIA
SOUTHEAST
ASIA
SOURCES: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA.
SOCIAL MEDIA PENETRATION BY REGIONJAN
2017 TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO POPULATION
66%
51%
59%
54%
44%
14%
38%
7%
57%
15%
47%
52%

6. @ESKIMON • SELECTING SOCIAL CHANNELS6
MORE THAN HALF OF ALL ‘ELIGIBLE’ AUDIENCES
AROUND THE WORLD USE SOCIAL MEDIA TODAY

7. @ESKIMON • SELECTING SOCIAL CHANNELS7
SOCIAL MEDIA USERS CONTINUE TO GROW AT A
RATE OF ONE MILLION NEW USERS EVERY DAY

8. @ESKIMON • SELECTING SOCIAL CHANNELS8
SOCIAL USE IS INCREASING IN TERMS OF TIME
SPENT AND VARIETY OF PLATFORMS USED, TOO

9. 9
TIME SPENT ON SOCIAL MEDIAJAN
2017 AVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING SOCIAL MEDIA EACH DAY [SURVEY BASED]
04:17
03:43
03:32
03:32
03:24
03:19
03:16
03:10
03:01
02:55
02:54
02:48
02:39
02:36
02:19
02:07
02:06
02:00
01:50
01:48
01:47
01:45
01:41
01:41
01:39
01:23
01:11
01:09
00:40
PHILIPPINES
BRAZIL
ARGENTINA
MEXICO
UNITEDARAB
EMIRATES
MALAYSIA
INDONESIA
EGYPT
TURKEY
SAUDI
ARABIA
SOUTH
AFRICA
THAILAND
VIETNAM
INDIA
RUSSIA
SINGAPORE
UNITED
STATES
ITALY
CHINA
UNITED
KINGDOM
CANADA
POLAND
HONGKONG
SPAIN
AUSTRALIA
FRANCE
SOUTH
KOREA
GERMANY
JAPAN
SOURCES: GLOBALWEBINDEX, Q3 & Q4 2016. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

10. 10
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSAUG
2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF AUGUST 2017.
*NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED GLOBAL USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE.
**NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY TECHCRUNCH IN JUNE 2017, BASED ON DAILY ACTIVE USERS.
2,047
1,500
1,200
1,200
938
861
700
638
357
328
313
300
300
260
255
214
175
122
106
100
81
63
49
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WECHAT
QQ
INSTAGRAM
QZONE
TUMBLR
TWITTER
SINA WEIBO
BAIDU TIEBA*
SKYPE*
VIBER
SNAPCHAT**
LINE*
PINTEREST
YY
LINKEDIN
TELEGRAM*
VKONTAKTE
BBM
KAKAOTALK
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA UPDATED TO:
07 AUGUST 2017

11. @ESKIMON • SELECTING SOCIAL CHANNELS11
THERE ARE ALREADY 20 PLATFORMS WITH MORE
THAN 100 MILLION MONTHLY ACTIVE USERS

12. @ESKIMON • SELECTING SOCIAL CHANNELS12
THE SUM OF USERS ON THE TOP SIX PLATFORMS
NOW EXCEEDS THE TOTAL WORLD POPULATION

13. @ESKIMON • SELECTING SOCIAL CHANNELS13
THIS IS BECAUSE MOST SOCIAL USERS ARE NOW
ACTIVE ON MORE THAN ONE SOCIAL PLATFORM

14. @ESKIMON • SELECTING SOCIAL CHANNELS14
THAT MAY SEEM OBVIOUS, BUT IT HAS CLEAR
IMPLICATIONS FOR SOCIAL MEDIA MARKETING

15. @ESKIMON • SELECTING SOCIAL CHANNELS15
KEY FINDING

16. @ESKIMON • SELECTING SOCIAL CHANNELS16
PEOPLE USE DIFFERENT SOCIAL PLATFORMS FOR
DIFFERENT OBJECTIVES AND DESIRED OUTCOMES

17. @ESKIMON • SELECTING SOCIAL CHANNELS17
USE MOTIVATIONS VARY BY SOCIAL PLATFORM
WE USE SOME PLATFORMS AS
A CONSTANT FEED OF FRESH,
PEER-ENDORSED CONTENT
WE USE SOME PLATFORMS TO
SHARE OUR OWN CONTENT,
UPDATES AND STORIES
CONSUMING SHARING
WE USE SOME PLATFORMS
TO CHAT WITH PEOPLE ABOUT
THE THINGS WE CARE ABOUT
CONVERSING

18. @ESKIMON • SELECTING SOCIAL CHANNELS18
MARKETERS MUST UNDERSTAND THIS VARIED
BEHAVIOUR IF THEY’RE TO SUCCEED IN SOCIAL

19. @ESKIMON • SELECTING SOCIAL CHANNELS19
CRITICALLY, DON’T USE ALL SOCIAL PLATFORMS
FOR THE SAME PURPOSE (E.G. AUDIENCE REACH)

20. @ESKIMON • SELECTING SOCIAL CHANNELS20
SO, HOW DO YOU SELECT THE RIGHT SOCIAL
PLATFORMS FOR YOUR BRAND’S NEEDS?

21. @ESKIMON • SELECTING SOCIAL CHANNELS21
FIRST, CLARIFY WHAT YOU’RE USING SOCIAL
MARKETING FOR; WHAT ARE YOUR OBJECTIVES?

22. @ESKIMON • SELECTING SOCIAL CHANNELS22
NEXT, THINK CAREFULLY ABOUT THE PEOPLE
YOU WANT TO REACH AND ACTIVELY ENGAGE

23. @ESKIMON • SELECTING SOCIAL CHANNELS23
WHAT KIND OF CONTENT WILL BE MOST RELEVANT
FOR YOUR SPECIFIC AUDIENCES AND OBJECTIVES?

24. @ESKIMON • SELECTING SOCIAL CHANNELS24
ONLY AFTER YOU’VE ANSWERED THESE
QUESTIONS CAN YOU THINK ABOUT PLATFORMS

25. @ESKIMON • SELECTING SOCIAL CHANNELS25
SELECTING THE RIGHT CHANNEL(S) FOR YOU
HOW MANY PEOPLE IN
YOUR AUDIENCE CAN YOU
REACH ON EACH SOCIAL
MEDIA PLATFORM?
WHAT DOES YOUR
AUDIENCE USE EACH SOCIAL
MEDIA PLATFORM FOR?
(OBJECTIVES & OUTCOMES)
REACH CONTEXT
HOW MUCH TIME, MONEY
AND EFFORT WILL YOU NEED TO
INVEST TO MAKE THE PLATFORM
WORK FOR YOUR NEEDS?
RESOURCING

26. @ESKIMON • SELECTING SOCIAL CHANNELS26
!

27. @ESKIMON • SELECTING SOCIAL CHANNELS27
TOP TIP: TRYING TO MANAGE TOO MANY SOCIAL
CHANNELS CAN DO MORE DAMAGE THAN GOOD

28. @ESKIMON • SELECTING SOCIAL CHANNELS28
MANAGING ONE PLATFORM WELL IS BETTER
THAN HALF-HEARTED EFFORTS ACROSS THREE

29. @ESKIMON • SELECTING SOCIAL CHANNELS29
KEY TAKE-AWAY

30. @ESKIMON • SELECTING SOCIAL CHANNELS30
PLAN YOUR SOCIAL CHANNEL MIX AROUND
USER MOTIVATIONS, NOT JUST USER NUMBERS

31. @ESKIMON • SELECTING SOCIAL CHANNELS31
PSYCHOLOGY
TECHNOLOGY
IS MORE IMPORTANT THAN

32. @ESKIMON • SELECTING SOCIAL CHANNELS32
SIMON KEMP
@ESKIMON

33. @ESKIMON • SELECTING SOCIAL CHANNELS33

34. @ESKIMON • SELECTING SOCIAL CHANNELS34
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
SIMONKEMPPRESENTS
KEPIOS.COM