Karen Kefauver presented on the top 6 social media marketing trends for 2016 and their impact on businesses. The trends included: 1) Increased social media ad spending and pay-to-play strategies. 2) Growth of social commerce/ecommerce capabilities across platforms. 3) Blurring of personal and business profiles to build connections. 4) Prioritizing mobile-optimized content and strategies. 5) Rising popularity of live streaming and video content. 6) Focus on faster customer service response times through social listening. Kefauver advised businesses to develop a social media strategy, choose appropriate networks, determine best practices for content and posting, and consider getting help from a social media consultant.

1. Welcome!
Top 6 Social Media Marketing Trends in 2016
& How They Impact Your Business
with Karen Kefauver

2. Resources After the Talk
• Karen’s Facebook Business page:
www.facebook.com/karen.kefauver.business
• Karen@karenkefauver.com / 831-588-3232

3. • Introduct
• 4:15-4:30 Questions and Answers, Evaluations
A word about my background...
Karen Kefauver
•Social Media Consultant
• Sports/Travel Writer
•www.karenkefauver.com

4. What I do:
Social Media Coaching
• One-on-One
• Group Training
Speaking
• Keynotes, Panels
Teaching
• Social Media Class Series

5. Agenda
• Social Media Overview
• 6 Social Media Trends for 2016
• Questions & Answers

6. Social Media Overview
• Tumblr, Vine and Instagram have the youngest audiences,
with 37-41% of their respective active users coming from the
16-24 group. (Also use Facebook and Snapchat).
• Facebook and LinkedIn have the oldest audiences.
• Pinterest and Instagram are the only networks where women
form a larger share of the audience than men.
• Facebook is the most popular social networking app globally,
with 45% of online adults using it.
• YouTube is (very) close behind on 43% and draws even with
Facebook among 16-24s.

7. Why bother?
• Include photos in almost every Facebook post!
• Twitter is a link economy - nearly all Tweets have links!
• CROP Pictures!
• Shoot Videos 1-2 minutes

8. Benefits
• Increased Brand Recognition: Accessible for new customers, more
familiar for existing customers.
• Brands become more humanized, leads to higher conversion rates:
people like doing business with other people; not with companies.
• Increased inbound traffic: Every social media profile you add is
another path leading back to your site
• Improved Search Engine Optimization (SEO) - Using social media
presence as a significant factor

9. 6 Trends for 2016
1. Social $ Spend
2. Social Ecommerce
3. Business Gets Personal
4. Video Marketing
5. Mobile Marketing
6. Customer Service

10. Trend 1: Social Spend
• Networks are torpedoing organic reach, PAY TO PLAY!
• $23.68 billion worldwide social media ad spending in 2015
• More platforms are blending ads seamlessly (sponsored posts)
• BOTTOM LINE: Major platforms have been sinking a lot of
research and revenue into their advertising platforms,
developing sophisticated new strategies

11. Trend 1: Social Spend
• Create a social media budget
• Determine which platforms your customers use
• Know your demographics (for targeting ads)
• Stay up to date on advertising options
• Track your results
• BONUS: NEW! Audience Optimization for Posts in General
Settings and click the Edit link.
What it Means for YOU

12. Trend 2: Ecommerce
• Social media already has enormous impact on purchasing
• US lags way behind China and Korea
• “Buy buttons” will be appearing on Facebook, Twitter,
Pinterest, Instagram, YouTube, and Google
• Facebook Messenger App to introduce ads
• BOTTOM LINE: Marketers like you have another channel to
sell your goods and services and it’s growing.

13. Trend 2: Ecommerce

14. Trend 2: Ecommerce

15. Trend 2: Ecommerce
• Check your competitors - where are they selling on social?
• Browsers are turning into buyers — without ever leaving the
app they’re in so make sure your platforms are ready
• Your social media strategy will include: tracking progress,
creating reports, revising your plan, and communicating
updates to team members
What it Means for YOU

16. Trend 3: Business Gets Personal
• Less division between personal and business pages
• The Big Reveal to beat the competition
• Employers asking employees for social advocacy
• BOTTOM LINE: Personal and business often spill over into
one another, and make for important connections.

17. Facebook Personal

18. Facebook Business

19. Trend 3: Business Gets Personal
• Lift the Veil of Secrecy!
• Photos: of where you live, local events, groups you support,
office parties
• Videos: Employee spotlight, customer spotlight
• Office pets, special days
What it Means for YOU

20. Trend 4: Mobile Marketing
• Think Mobile - Always!
• The mobile shift is one of the most significant marketing
trends of the last century, and one which every brand has to
factor in when considering their social media marketing plan.
• Mobile usage has overtaken desktop usage, with a study by
comScore showing that American users now spend the
majority of their time consuming digital media within mobile
apps.
• Bottom Line: Your website must be optimized for mobile and
your advertising campaigns should include mobile strategy

21. Karen’s Mobile Phone Site
• Designed by
Eric Bloom of
Mobile MarCom

22. Trend 4: Mobile Marketing
• CONTENT IS KING! And your content needs to be
customized for mobile.
• Create a compelling header image and bio.
• Use shareable content, like images and videos.
• Download all social apps and check your pages!
What it Means for YOU

23. Trend 5: Video Marketing
• Live Streaming Video is the next big thing in social media
marketing. Apps like Periscope and Meerkat emerged in 2015
and allow you to broadcast a live stream of video.
• Periscope: Owned by Twitter, Available on iOS and Android, 2
million daily active users, available in 25 languages
• Meerkat, Available on iOS and Android, 2 million registered
users, 1 language
• Facebook Livestream

24. Trend 5: Video Marketing
Videos average 62% more engagement than photos!
Video shares increased 43% at the start of this year!

25. Trend 5: Video Marketing
• Explore types of video: how-to, star employees, CEO,
customers, etc.
• Install and experiment with Facebook Livestreaming app
What it Means for YOU

26. Trend 6: Customer Service
• 74% of consumers rely on social media to inform their
purchasing decisions.
• 90% of consumers trust peer recommendations, while only
33% trust ads.
• Bottom Line: With that much value placed on the opinion of
another individual, it’s in your best interest to have
influencers and tastemakers in your corner.

27. Trend 6: Customer Service

28. Trend 6: Customer Service
• Track with social listening tools and automation tools
• Faster Response Time One of the key strategies
marketers need to implement in 2016 is faster response
times. Social media is moving fast, and if your business
has a presence on any of the platforms then you’re
expected to keep up.
What it Means for YOU

29. Social Media Promo
• Website
• Mobile Website
• Newsletter (monthly, quarterly)
• Blog (daily, weekly)
• Email marketing
• Facebook, Twitter, LinkedIn, Google Plus, Pinterest and You Tube
• Traditional Media - Newspaper, Radio, TV

30. 6 Trends for 2016
1. Social $ Spend
2. Social Ecommerce
3. Business Gets Personal
4. Video Marketing
5. Mobile Marketing
6. Customer Service

31. Now What?
1. Develop a social media strategy
2. What networks do you need?
3. What’s the best content? best practices? when to post? ads?
4. GET HELP!

32. Contact Me!
Email me or call to set up your FREE 20-min. phone consult!
karen@karenkefauver.com / 831-588-3232