This presentation covers the trending social media platforms of 2015 in particular Facebook, Twitter, Instagram, Pinterest, Snapchat, Google+ and LinkedIn. It also discusses the performance of these platforms in terms of lead generation, driving sales and as a marketing tool. This presentation also evaluates the trends of social media focusing on the New Zealand market and insights on how a SME (small and medium sized businesses) can navigate in this environment. For more information about social media, you may visit my website at www.marketingminds.me or email me at info@marketingminds.me

1. The Impact of
Social Media on Business
www..marketingminds.co.nz

2. Social Media Landscape
What’s Trending
Where to from here?
What We Will Cover

3. Social Media Landscape
Social media has
changed how business is
done today- social
selling and connectivity
is now the key.

4. The internet has allowed an explosion of
data and channels to market.
Here are examples of the various websites
and apps available for the various channels.

6. https://www.pinterest.com/pin/16888567327404102/

7. What’s Trending

8. • Facebook dominates as a source of social traffic and sales.
Nearly two thirds of all social media visits to Shopify stores
come from Facebook. Plus, an average of 85% of all ecommerce
orders from social media come from Facebook.
•Facebook has the highest conversion rate for all social media
ecommerce traffic at 1.85%

10. Shopify Q3, 2013 data from 37 million
social media visits that led to 529,000
orders (1.43% conversion rate).

11. •Orders from Reddit increased 152% in 2013.
•Perhaps most interesting and surprising was community
style site Polyvore which is generating the highest average
order value ahead of Facebook, Pinterest and Twitter.
• Also noteworthly in this category is Instagram which is also
generating higher average orders than those same sites. This
is especially impressive considering the only clickable links in
Instagram are those in profile bio's.

14. E-commerce conversion rate of selected social media referrers
as March 2014 (in US dollars)
This statistic presents the conversion rate of selected social referrers
as of March 2014. During the analysis of Shoplify data, it was found
that 0.58 percent of visits via community style site Polyvore lead to
an e-commerce purchase. Facebook had the highest social
commerce conversion rate with 1.85 percent.

15. Facebook
How can we not talk about you?

16. • Nearly half (43%) of New Zealand exporters surveyed had
generated orders through social media
• Of those, a third (29%) are generating orders via Facebook
• 2.5 million people access the site each month
• 1.9 million kiwis access Facebook every day
• 1.5 million of those are accessing from mobile device
• Average daily visits = 14
• 82% of New Zealand-based mums use Facebook every day
NZ Statistics
October 2014 ACA Research for DHL Express

17. Facebook ad representatives are telling marketers:
‘’Assume organic reach is virtually Zero’’

18. • There is a rise in the number of Facebook groups.
• Is FB groups the new FB pages? If done correctly FB groups have high
engagement rates and are around topics of common interests.

19. • Stabilised and saturated
• Continue growing- need advertising budget
• New pages finding it hard to cut through
• Groups and community
• Good advertising platform
• Suitable for B2B forum formats
• Advised by many SEO people that this is a must
• There are lots of complimentary pages to get message
out
Overall

20. You’re the quiet one

21. • With over 347M users it is innovating its way into new markets and becoming a
dynamic hub for sharing industry insights and ideas.
• LinkedIn is increasingly a space for sharing, having taken significant steps towards
becoming a fully-fledged content channel complete with discussions, rhetoric and
recriminations.
• Often, people want to connect with the person before the product or service, and this
is your opportunity to introduce yourself to prospective clients and customers.
• Last year 58% of users surveyed spent more than two hours a week on LinkedIn
• Now more than ever, LinkedIn is a dynamically social space. More eyes are trained on
LinkedIn, and for longer periods. If you still treat LinkedIn as a static space, you’re
getting left behind.
Source: SMK Social Media Trend, 2015

22. • 1 out of every 3 professionals on the planet are on
LinkedIn
• 400M users worldwide
• most are outside the USA (64%)
• over 7.9M are in Australia and 1.5M are in NZ
• 4 in 5 want to enhance their decision making by
connecting
• Over 90% of digital marketers believe LinkedIn to be the
#1 channel to distribute content (particularly Industry
Insights)
LinkedIn
Source: The Sophisticated Marketer’s Guide to LinkedIn

23. Sales attributed to LinkedIn
Sources: 2015 B2B Content Marketing Trends/ North America, Content Marketing Institute/ Marketing Profs.
Webbiquity, Aug 27,2013. LinkedIn for B2B Lead generation’ infographic by Oktopost as shared by
business2community.com , Mar’2014. HubSpot, State of inbound Marketing 2010,2011,2012.
• Most B2B marketeers believe that LinkedIn is an effective platform for them (62%)
• LinkedIn is 277% more effective for lead generation than Facebook and Twitter

24. Sources: Herd Wisdom
• Content marketing platform
• B2B leads generation, recruitment and jobs market
• Good source for searching for partners and reaching out.
• It requires less maintenance
• Under used in NZ
• It gets right into inboxes
• Great for nurturing networks
• Limited number of regular users
• 89% of all recruiters report having hired someone through
LinkedIn. Facebook and Twitter trailed by a wide margin, reaching only 26%
and 15% respectively. (Source: Herd Wisdom)
LinkedIn

25. Every woman loves you

27. Pinterest is dominated by
female users (83%)
Average annual spend of
Pinterest users can be
$140-$180 per order,
compared to the $60-$80
spent by Facebook and
Twitter shoppers.
New Zealand (Source: http://theregister.co.nz/)

28. Youtube
• Most users are aged 18-54 year olds.
• Globally 1 billion people use YouTube,
• 4 billion videos viewed per day and
• 40 minutes average time spent in mobile views.
• In New Zealand, estimated users are 2.5M and 55.89% are
active in Youtube.
• 90% online Kiwi shoppers said they find video helpful in
making shopping and buying decisions.
• 75% of executives said that they watch work-related videos on
business websites at least once a week, with 65% visiting the
website after viewing the video.
Sources:
DMR Digital Statistics (2015)

29. YouTube – the top video network worldwide is considered to be dominated by a young
demographic, however the base age is is actually 18-54 year olds. Like Facebook, YouTube
also allows demographic targeting for all advertising. –ROI Marketing (2013)
Estimated users- 2,499,372
Percentage of New Zealand’s Population- 55.89%
-ROI Marketing (2013)
New Zealand Digital (2013)
+ 100 million internet users watch online video each day.
+ 90% percentage of online shoppers said they find video helpful in making shopping and
buying decisions.
+ 75% of executives said that they watch work-related videos on business websites at least
once a week, with 65% visiting the marketer’s website after viewing the video.
Other sources:
http://kiwi-cast.co.nz/past-events/rebuild-christchurch-2015/stats-breakdown/

30. Mobile first - Twitter,
Instagram, Snapchat
The world is your oyster ..

31. Source: Statista 2015
Number of active
users in millions

32. • Half (9 out of 18) of the top social apps worldwide are
mobile based
• The trend is that it will be mobile first and allows
messaging and sharing.
• The focus is very much on being an instant communication
tool, sharing and being connected with others

33. • 33 percent of U.S. teens chose Instagram as their personal number 1, up from just 12 percent in 2012.
• Snapchat is also on the rise and eclipsed Facebook in popularity among U.S. teens for the first time in
the most recent edition of the bi-annual survey.

34. The bulk of Twitter’s audience is a younger demographic consisting of 15-24 year olds. Twitter users are
generally writing fleeting thoughts that quickly dissipate into the stratosphere. For business, Twitter can
be used to convey small bites of brand messaging or used to quickly respond to any issues customers are
facing. More than 370,000 twitter users in NZ – Traverse.net.nz (May 2014)
Twitter has officially set up shop in New Zealand, selling its adspace and services to Kiwi businesses as of
this month. With a billion tweets every two days, one of Twitter's revenue streams involves licensing its
fire hose of data to companies
-stuff.co.nz (July 2015)
Twitter also has a large target audience, with users ranging in age from 13 to 65+. The majority of
Twitter users are young adults, particularly female, aged 15 – 24. The objective of the platform and how
active a brand is on Twitter will largely determine what a good, average or poor number of Tweets per
week is. According to marketingland.com, brands that tweet two to three times a day will typically reach
approximately 30% of their followers in one week. Therefore, the engagement rates (good, average, and
poor) for Twitter are roughly half that of Facebook engagement rates.
-mosh.co.nz (Sept 2015)
Twitter

35. Twitter

36. Twitter
New Zealand
• More than 370,000 twitter users in NZ
• The majority of users are aged 15 – 24 and a female skewed
• A billion tweets every two days in NZ
• Adspace and licensing of data sold in NZ from this month
• Journalists use twitter as a news feed
In General
• brands that tweet two to three times a day will typically reach
approximately 30% of their followers in one week.
• engagement rates for Twitter are roughly half that of Facebook
Sources:
stuff.co.nz (July 2015)
mosh.co.nz (Sept 2015)

37. Snapchat

38. ‘In the UK, if you take all the messaging apps, so
Facebook, WhatsApp, whatever, Google, whatever,
75% of the traffic today is Snapchat..’ Vittorio Colao
CEO of Vodafone, May 2015
This is the one to look out for..
Snapchat

39. Fading Social Media Apps

41. Google+
• Registered user numbers for Google as
per Q4 2013, is 1.15bn. But percentage of
actual active users is only 35% in a month
• 90% of Google+ profiles contain no
content (Stone Temple Consulting)
Sources:
stuff.co.nz (July 2015)
econsultancy.com (2014

42. Where to from here?
• SOCIAL MEDIA- It is cluttered with many more being created
hourly, only the strong ones will stay around.
• You can’t ignore social media as it has become part and parcel
of the internet and mobile connectivity.
• Plan out what you want to achieve from social media and
integrate it into your Marketing and it is not stand alone.
• Look out for the up and coming, but not start ups- watch out
for mobile apps first such as: Snapchat and Instagram.
• Hone in and target specific groups to have the highest chance
of cut through.

43. Marketing Minds provides outsource marketing services suited to organisations that
either do not have a marketing team or a junior to mid level team. We provide a broad
level of experience ranging from local to international marketing.
Services provided include:
* marketing strategy and creating a growth plan
* review of marketing activities and recommendations
* creating a compelling key message and differentiation factors
* communicating these messages effectively.
* selecting the best communication channels
* creating measures for marketing activities
About Marketing Minds
To discuss your marketing and social media needs, contact us at
info@marketingminds.me or visit www.marketingminds.co.nz

44. www.marketingminds.co.nz
Thank you!