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Social media platform cheat sheet Australia September 2015


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A Marketer’s Guide to Today’s Top Platforms
A complete guide for Social Media channels in Australia.
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Published in: Social Media
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Social media platform cheat sheet Australia September 2015

  1. 1. Need to Know Most established social channel; broad reach. Very advanced targeting; paid ads necessary. Very well established w/ strong ad products & potential for wide reach, though audience is more niche Owned by Google. 2nd most popular search engine. 6 billion hours of video watched per month. Owned by Facebook. Very high engagement rates relative to other channels. All mobile. Fast growth and adoption Massive growth in last 3 years. Created a new design language that many have emulated. Huge mobile usage. Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. Owned by Twitter. Launched the short- form video craze. Very influencer driven. Nearly all mobile. Questionable value as a “social network” but not irrelevant. Mostly used to bolster SEO. how people use it how brands use it who’s on it what it can help achieve major kpi’s content TYPES Everyone. A fairly wide audience, with pops in: Tech, Marketing, Entertainment, Politics Everyone - Especially millennials, teens & young men. Millennial parents, millennials teens, and early adopters. Audience is getting more mainstream. Mostly women 25-54. Rise in males (2/3 of active males joined last year) & global focus with site offered in 30+ languages. Teens and Millennials. Popular amongst fashion, art, entertainment, food & creative set. Early adopters, millennials and teens. Hardcore content creators. Large international audience + tech early adopters. Also has implications for whole Google ecosystem - so basically everyone. Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/ photos; sharing & discovering content; planning events. Also used for customer service. Many are spectators rather than active participants, discovering content, articles & news. Others use it for 1:1 engagement with friends, peers, celebrities & brands. Lots of customer service inquiries. Watching videos, uploading videos, following video creators (now celebrities in their own right). Different angles of their normal life. Showcasing their lives in unique, artsy, or adorable ways. Lots of selfies. Getting inspired by what others are sharing, including friends, brands & influencers. Discovering new things & products; getting inspired; planning their lives and purchases Notable: Wedding & party planning; Saving recipes; Curating style, looks, home decor, and holiday planning Curating & creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them. Consuming & sometimes creating fun, interesting 6-second videos. Following influential content creators. Often used for promoting one’s personal businesses or career. Occasionally following brand content. Publish high quality visual content, often an extension of brand campaigns. Elicit engagement from fans & non-fans. Can do very robust demo & interest targeting both organic and Paid. Branded Videos Amplification Real-time participation. Publish high quality visual & text based content. Ask questions & have 1:1 conversation with consumers & influencers. Host Twitter chats & parties. Respond to customer service inquiries. Brands are producing Video content with YouTube in mind, Other brands Distribute TV commercials and other video content. Leverage influencers to create video content. Paid media - pre-roll, banners, in-video, etc. With the strongest sense of "community" brands publish high quality visual content & engage with fans. Leverage influencers to create branded visual content. Great source of inbound traffic. Brands integrate Pinterest button on website & optimise web content for Pinterest. Utilise Pinterest API in unique applications. Maintain Pinterest profile & curate relevant content. Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. Creating 6-second videos - one-off’s or, increasingly, whole storylines in 6-sec episodes. Leverage influencers to create brand content. SEO Less commonly used as a content distribution channel, and when it is, it’s used mainly by publishers or tech brands. Awareness Brand Equity Purchase Intent Trial Traffic Installations Awareness Brand Equity Purchase Intent Trial Traffic Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Early Days of DR Brand Equity Purchase Intent Brand Engagement Brand Equity Traffic Brand Equity Brand Engagement Traffic SEO Videos Photos Text (in this order) 140 character limit. Text, image, video & GIF’s Short & long form video Photos Portrait and Landscape- Strong visuals - artistically created, look & feel with “filters” Also, 15- second videos Strong visuals - best if linked back to (& pulled from) brand website. Unique vertical dimensions Text, photo, quote, link, chat, audio, video. Photos & GIFS 6-second videos Audience, Reach, Impact, Frequency and DR Reach, Impact and DR Video views, video completion Rate, engagement and Sharebility Audience, Impact and Frequency Impact, Frequency and DR Audience, Frequency and Impact Audience and Impact Impact and Frequency Text-based content. Can include visuals, videos & links back to brand website. AU 13,400,000 12,900,000 Estimated 100,0002,800,000 6,000,000 400,000 40 Million Global4,600,000 Paid Media Yes - Robust and Sophisticated Yes - Robust Yes - Robust Yes Yes – Robust with recent Buyable Pins Yes - Basic No Yes - Through Google Social platform cheat sheet Australia - Online Circle Digital (+61) 3 9696 7473 * Updated September 2015 Facebook Twitter YouTube Instagram Pinterest Tumblr Vine Google Plus Inspired by: Awareness Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers)