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How to Choose Social Media Channels for Marketing

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

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How to Choose Social Media Channels for Marketing

  1. 1. @ESKIMON • SELECTING SOCIAL CHANNELS1 SELECTING SOCIAL CHANNELS FORWARD THINKING EPISODE 002: FORWARD THINKING EP.002 SIMON KEMP • • 23 AUGUST 2017
  2. 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. 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. 4. @ESKIMON • SELECTING SOCIAL CHANNELS4 THIS FIGURE IS BASED ON THE PLATFORM WITH THE MOST ACTIVE USERS IN EACH COUNTRY
  5. 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. 6. @ESKIMON • SELECTING SOCIAL CHANNELS6 MORE THAN HALF OF ALL ‘ELIGIBLE’ AUDIENCES AROUND THE WORLD USE SOCIAL MEDIA TODAY
  7. 7. @ESKIMON • SELECTING SOCIAL CHANNELS7 SOCIAL MEDIA USERS CONTINUE TO GROW AT A RATE OF ONE MILLION NEW USERS EVERY DAY
  8. 8. @ESKIMON • SELECTING SOCIAL CHANNELS8 SOCIAL USE IS INCREASING IN TERMS OF TIME SPENT AND VARIETY OF PLATFORMS USED, TOO
  9. 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. 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. 11. @ESKIMON • SELECTING SOCIAL CHANNELS11 THERE ARE ALREADY 20 PLATFORMS WITH MORE THAN 100 MILLION MONTHLY ACTIVE USERS
  12. 12. @ESKIMON • SELECTING SOCIAL CHANNELS12 THE SUM OF USERS ON THE TOP SIX PLATFORMS NOW EXCEEDS THE TOTAL WORLD POPULATION
  13. 13. @ESKIMON • SELECTING SOCIAL CHANNELS13 THIS IS BECAUSE MOST SOCIAL USERS ARE NOW ACTIVE ON MORE THAN ONE SOCIAL PLATFORM
  14. 14. @ESKIMON • SELECTING SOCIAL CHANNELS14 THAT MAY SEEM OBVIOUS, BUT IT HAS CLEAR IMPLICATIONS FOR SOCIAL MEDIA MARKETING
  15. 15. @ESKIMON • SELECTING SOCIAL CHANNELS15 KEY FINDING
  16. 16. @ESKIMON • SELECTING SOCIAL CHANNELS16 PEOPLE USE DIFFERENT SOCIAL PLATFORMS FOR DIFFERENT OBJECTIVES AND DESIRED OUTCOMES
  17. 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. 18. @ESKIMON • SELECTING SOCIAL CHANNELS18 MARKETERS MUST UNDERSTAND THIS VARIED BEHAVIOUR IF THEY’RE TO SUCCEED IN SOCIAL
  19. 19. @ESKIMON • SELECTING SOCIAL CHANNELS19 CRITICALLY, DON’T USE ALL SOCIAL PLATFORMS FOR THE SAME PURPOSE (E.G. AUDIENCE REACH)
  20. 20. @ESKIMON • SELECTING SOCIAL CHANNELS20 SO, HOW DO YOU SELECT THE RIGHT SOCIAL PLATFORMS FOR YOUR BRAND’S NEEDS?
  21. 21. @ESKIMON • SELECTING SOCIAL CHANNELS21 FIRST, CLARIFY WHAT YOU’RE USING SOCIAL MARKETING FOR; WHAT ARE YOUR OBJECTIVES?
  22. 22. @ESKIMON • SELECTING SOCIAL CHANNELS22 NEXT, THINK CAREFULLY ABOUT THE PEOPLE YOU WANT TO REACH AND ACTIVELY ENGAGE
  23. 23. @ESKIMON • SELECTING SOCIAL CHANNELS23 WHAT KIND OF CONTENT WILL BE MOST RELEVANT FOR YOUR SPECIFIC AUDIENCES AND OBJECTIVES?
  24. 24. @ESKIMON • SELECTING SOCIAL CHANNELS24 ONLY AFTER YOU’VE ANSWERED THESE QUESTIONS CAN YOU THINK ABOUT PLATFORMS
  25. 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. 26. @ESKIMON • SELECTING SOCIAL CHANNELS26 !
  27. 27. @ESKIMON • SELECTING SOCIAL CHANNELS27 TOP TIP: TRYING TO MANAGE TOO MANY SOCIAL CHANNELS CAN DO MORE DAMAGE THAN GOOD
  28. 28. @ESKIMON • SELECTING SOCIAL CHANNELS28 MANAGING ONE PLATFORM WELL IS BETTER THAN HALF-HEARTED EFFORTS ACROSS THREE
  29. 29. @ESKIMON • SELECTING SOCIAL CHANNELS29 KEY TAKE-AWAY
  30. 30. @ESKIMON • SELECTING SOCIAL CHANNELS30 PLAN YOUR SOCIAL CHANNEL MIX AROUND USER MOTIVATIONS, NOT JUST USER NUMBERS
  31. 31. @ESKIMON • SELECTING SOCIAL CHANNELS31 PSYCHOLOGY TECHNOLOGY IS MORE IMPORTANT THAN
  32. 32. @ESKIMON • SELECTING SOCIAL CHANNELS32 SIMON KEMP @ESKIMON
  33. 33. @ESKIMON • SELECTING SOCIAL CHANNELS33
  34. 34. @ESKIMON • SELECTING SOCIAL CHANNELS34 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM SIMONKEMPPRESENTS KEPIOS.COM

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