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SIMON KEMP • • HOOTSUITE #FUTUREOFSOCIAL • SINGAPORE • 22 NOVEMBER 2018
WHY GOING BACK TO BASICS IS THE FOUNDATION FOR ENDURING SOCIAL MEDIA SUCCESS
BACK TO THE FUTURE
SIMON KEMP
@ESKIMON
4 @ESKIMON
TODAY:
FUTURE
SOCIAL
SUCCESS
5 @ESKIMON
6 @ESKIMON
THE STATE
OF SOCIAL
7
NOV
2018
SOURCES: POPULATION: WORLDOMETERS; MOBILE USERS: GSMA INTELLIGENCE; INTERNET USERS: INTERNETWORLDSTATS, ITU, GOVERNMENT AND REGULATORY BODY ANNOUNCEMENTS
AND PUBLICATIONS, REPORTS IN REPUTABLE MEDIA, FACEBOOK; SOCIAL MEDIA USERS: COMPANY STATEMENTS AND AUDIENCE REPORTS FROM FACEBOOK, TENCENT, LINE, KAKAO,
VKONTAKTE; REPORTS FROM TECHRASA; KEPIOS EXTRAPOLATION AND ANALYSIS
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
DIGITAL AROUND THE WORLD IN NOVEMBER 2018
PENETRATION:PENETRATION:PENETRATION:vs. POPULATION:URBANISATION:
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
ACTIVE MOBILE
SOCIAL USERS
42%44%54%67%55%
3.2003.4054.1765.129
BILLIONBILLIONBILLIONBILLIONBILLION
7.663
8 @ESKIMON • SOURCE: BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S “DIGITAL 2018” REPORTS. ‘ADULT’ REFERS TO GLOBAL POPULATION AGED 12+.
MORE THAN HALF OF THE WORLD’S ADULT
POPULATION ALREADY USES SOCIAL MEDIA
9
NOV
2018
SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF NOVEMBER 2018. *ADVISORY:
PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU
DATA. LINKEDIN FIGURES ARE MONTHLY UNIQUE VISITORS IN OCTOBER 2018, VIA SIMILARWEB. SNAPCHAT FIGURES EXTRAPOLATED FROM DAILY ACTIVE USERS USING HISTORICAL RATIOS.
2,270
1,900
1,500
1,300
1,058
1,000
803
548
500
431
330
326
320
300
300
288
260
250
203
200
FACEBOOK
YOUTUBE
WHATSAPP
FB MESSENGER
WEIXIN / WECHAT
INSTAGRAM
QQ
QZONE
DOUYIN / TIK TOK
SINA WEIBO
REDDIT
TWITTER
LINKEDIN**
BAIDU TIEBA*
SKYPE*
SNAPCHAT**
VIBER*
PINTEREST
LINE
TELEGRAM
SOCIAL NETWORK
MESSENGER / VOIP
DATA UPDATED TO:
12 NOVEMBER 2018
BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS FOR EACH PLATFORM, IN MILLIONS
WORLD’S MOST ACTIVE SOCIAL PLATFORMS
10 @ESKIMON
BUT SOCIAL MEDIA USE STILL ISN’T
EVENLY DISTRIBUTED AROUND THE WORLD
11
OCEANIA
SOUTH-EASTERN
ASIA
EASTERN
ASIA
SOUTHERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
EUROPE
NORTHERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
JAN
2018
SOURCES: POPULATION DATA: UNITED NATIONS; SOCIAL MEDIA USER DATA: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS.
NUMBER OF ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO TOTAL POPULATION
SOCIAL MEDIA PENETRATION BY REGION
55%
55%
64%
20%
12%
45%
55%
7%
31%
6%
56%
11%
38%
66%
54%
63%
40%59%
70%
12
JAN
2018
SOURCES: POPULATION DATA: UNITED NATIONS; SOCIAL MEDIA USER DATA: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS.
99%
84% 83%
80% 78% 76% 75% 75% 74% 74% 73%
71% 69% 68% 66% 65% 65% 65% 64% 64% 64% 63% 63% 62%
58% 58% 57% 57% 56%
49% 47% 46% 45% 44%
42%
40%
32%
19% 19%
15%
10%
U.A.E.
SOUTHKOREA
SINGAPORE
TAIWAN
HONGKONG
ARGENTINA
MALAYSIA
SAUDIARABIA
NEWZEALAND
THAILAND
SWEDEN
U.S.A.
AUSTRALIA
CANADA
U.K.
BELGIUM
IRELAND
CHINA
NETHERLANDS
PORTUGAL
MEXICO
PHILIPPINES
TURKEY
BRAZIL
FRANCE
SPAIN
ITALY
VIETNAM
JAPAN
INDONESIA
RUSSIA
GERMANY
POLAND
MOROCCO
WORLDWIDE
EGYPT
SOUTHAFRICA
GHANA
INDIA
KENYA
NIGERIA
THE NUMBER OF ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY, COMPARED TO TOTAL POPULATION
SOCIAL MEDIA PENETRATION BY COUNTRY
13 @ESKIMON • SOURCE: HOOTSUITE AND WE ARE SOCIAL’S “DIGITAL IN 2018” REPORTS
HOWEVER, NEARLY 1 MILLION PEOPLE WILL USE
SOCIAL MEDIA FOR THE VERY FIRST TIME TODAY
14
OCT
2018
SOURCES: WE ARE SOCIAL & HOOTSUITE’S “2018 Q4 GLOBAL DIGITAL STATSHOT” REPORT (OCT 2018); KEPIOS’S “DIGITAL IN ASIA-PACIFIC IN 2017” REPORT (SEP 2017).
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
ACTIVE MOBILE
SOCIAL USERS
+361 MILLION+320 MILLION+284 MILLION+36 MILLION+86 MILLION
+13%+10%+7%+1%+1.1%
15
OCT
2018
SOURCES: WE ARE SOCIAL & HOOTSUITE’S “2018 Q4 GLOBAL DIGITAL STATSHOT” REPORT (OCT 2018); KEPIOS’S “DIGITAL IN ASIA-PACIFIC IN 2017” REPORT (SEP 2017).
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
ACTIVE MOBILE
SOCIAL USERS
+361 MILLION+320 MILLION+284 MILLION+36 MILLION+86 MILLION
+13%+10%+7%+1%+1.1%
16 @ESKIMON
DEVELOPING NATIONS ARE GROWING FASTEST,
WITH COUNTRIES IN APAC LEADING THE WAY
17
JAN
2018
SOURCES: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS.
RANKING OF THE GREATEST YEAR-ON-YEAR CHANGES IN NATIONAL SOCIAL MEDIA AUDIENCES, BY NEW USERS AND BY PERCENTAGE
FASTEST-GROWING SOCIAL MEDIA AUDIENCES
01 CHINA  +84,630,000 +10%
02 INDIA +59,000,000 +31%
03 INDONESIA +24,000,000 +23%
04 IRAN  +23,000,000 +135%
05 UNITED STATES  +16,000,000 +7%
06 VIETNAM +9,000,000 +20%
07 RUSSIA +8,826,800 +15%
08 BRAZIL +8,000,000 +7%
09 JAPAN +7,000,000 +11%
10 MEXICO +7,000,000 +9%
01 KIRIBATI +191% +21,000
02 TAJIKISTAN +172% +196,000
03 IRAN +135% +23,000,000
04 KYRGYZSTAN +117% +700,000
05 KAZAKHSTAN +87% +2,700,000
06 UZBEKISTAN +69% +530,000
07 VANUATU +57% +25,000
08 COMOROS +57% +47,000
09 SOLOMON ISLANDS +53% +26,000
10 CAMBODIA +43% +2,100,000
# HIGHEST GROWTH (%)
LARGEST RELATIVE GROWTH IN SOCIAL MEDIA USERS vs. 2017
▲% ▲ USERS# ▲%▲ USERSHIGHEST GROWTH (#)
LARGEST ABSOLUTE GROWTH IN SOCIAL MEDIA USERS vs. 2017
18 @ESKIMON
BUT IN ORDER TO SERVE THESE ‘NEXT BILLION’
USERS, SOCIAL PLATFORMS NEED TO EVOLVE
19
OCEANIA
SOUTH-EASTERN
ASIA
EASTERN
ASIA
SOUTHERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
WESTERN
EUROPE
NORTHERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
JAN
2018
SOURCES: BASED ON DATA FROM THE UNESCO INSTITUTE FOR STATISTICS (2015 LITERACY DATA), INDEXMUNDI (ACCESSED JAN
2018); PEW RESEARCH CENTRE (ACCESSED JAN 2018); PHRASEBASE (ACCESSED JAN 2018); ETHNOLOGUE (ACCESSED JAN 2018)
PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER
LITERACY RATES BY REGION AND GENDER
FEMALE POPULATION
MALE POPULATION
92
96
98
78
100
94
94
71
82
62
80
100
9999
99
94
8794
99
91
92
95
61
100
85
92
59
62
44
65
100
9899
99
94
8691
99
20 @ESKIMON
THE NEEDS OF THESE NEW USERS WILL PLAY A
KEY ROLE IN DEFINING THE FUTURE OF SOCIAL
21 @ESKIMON
ADVERTISING FORMATS THAT
MAKE IT EASIER FOR BRANDS
TO CONNECT WITH DIVERSE
GLOBAL AUDIENCES
MORE INTUITIVE EXPERIENCE
FLOWS THAT ENABLE USERS
TO NAVIGATE FROM WITHIN
IMAGE & VIDEO CONTENT
A MOVE TO FORMATS THAT
WORK ACROSS CULTURES,
LANGUAGES, LEVELS OF
LITERACY, AND CONTEXTS
USER EXPERIENCES THAT
CATER TO DIFFERENT
LANGUAGES, LEVELS OF
LITERACY, AND DEVICES
ADVERTISINGLINKINGCONTENTINTERFACES
SERVING THE NEEDS OF DIVERSE USERS
22 @ESKIMON
BUT WHAT DOES ALL OF THIS HAVE TO DO WITH
YOU AND AUDIENCES IN DEVELOPED NATIONS?
23 @ESKIMON
24 @ESKIMON
ECONOMIES OF SCALE MEAN PLATFORMS WILL
LIKELY IMPLEMENT THESE CHANGES GLOBALLY
25 @ESKIMON
THAT MEANS WE MUST ADAPT OUR APPROACH
FOR NEW PLATFORMS AND ENVIRONMENTS
26 @ESKIMON
BUT SOCIAL MEDIA MARKETERS HAVE SOME
MORE IMMEDIATE CHALLENGES TO ADDRESS
27 @ESKIMON • SOURCE: LOCOWISE
AVERAGE ORGANIC REACH ON FACEBOOK
IS DOWN BY 24% SINCE JANUARY 2018
28
OCT
2018
SOURCE: LOCOWISE, OCT 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q3 2018. NOTES: “REACH” REFERS TO UNIQUE USERS WHO HAD A PIECE OF CONTENT ENTER THEIR
SCREEN. POST REACH METRICS CALCULATED USING “PAGE LIKES” ARE BASED ON THE TOTAL NUMBER OF PAGE LIKES AT THE TIME EACH INDIVIDUAL POST WAS PUBLISHED. Q-O-Q
(QUARTER-ON-QUARTER) CHANGES ARE VERSUS Q2 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE.
AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA
AVERAGE FACEBOOK PAGE POST REACH
Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:
AVERAGE PAID REACH
vs. TOTAL REACH
PERCENTAGE OF PAGES
USING PAID MEDIA
AVERAGE ORGANIC
REACH vs. PAGE LIKES
AVERAGE POST REACH
vs. PAGE LIKES
AVERAGE MONTHLY
CHANGE IN PAGE LIKES
-4% (-110 BPS)+4% (+90 BPS)-5% (-40 BPS)-1% (-10 BPS)-13% (-2 BPS)
26.2%25.1%6.1%8.0%+0.13%
29 @ESKIMON • SOURCE: LOCOWISE
AVERAGE FACEBOOK ENGAGEMENT IS ALSO
DOWN BY 9% SINCE THE START OF THE YEAR
30
OCT
2018
SOURCE: LOCOWISE, OCT 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q3 2018. NOTES: “ENGAGEMENT” REFERS TO CLICKS, LIKES, SHARES, AND COMMENTS
ON CONTENT. FIGURES REPRESENT AVERAGES ACROSS A WIDE RANGE OF DIFFERENT PAGE TYPES AND SIZES FROM ALL OVER THE WORLD. Q-O-Q (QUARTER-ON-QUARTER)
CHANGES ARE VERSUS Q2 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE.
THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH
AVERAGE FACEBOOK ENGAGEMENT RATES
Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE STATUS POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE LINK POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE PHOTO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE VIDEO POSTS
AVERAGE ENGAGEMENT
RATE FOR FACEBOOK
PAGE POSTS (ALL TYPES)
-8% (-18 BPS)-4% (-15 BPS)-3% (-13 BPS)-3% (-18 BPS)-2% (-8 BPS)
2.03%3.21%4.68%5.83%3.83%
31 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF FACEBOOK INSIGHTS DATA, NOVEMBER 2018
THE TYPICAL FACEBOOK USER CLICKS ON 20%
FEWER ADS THAN THEY DID BACK IN JANUARY
32 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF FACEBOOK INSIGHTS DATA, NOVEMBER 2018
…AND FACEBOOK USERS IN ASIA CLICK ON
25% FEWER ADS vs. THE TYPICAL GLOBAL USER
33 @ESKIMON
EVOLVING SOCIAL MEDIA BEHAVIOURS WILL
ALSO BRING NEW KINDS OF CHALLENGE
34 @ESKIMON
THE MOVE FROM NEWSFEEDS TO STORIES
WILL MAKE ORGANIC REACH MORE DIFFICULT
35 @ESKIMON
THE ONGOING MEDIA FOCUS ON PRIVACY ALSO
MAKES GREATER REGULATION MORE LIKELY
36
OCT
2018
SOURCE: STATISTA GLOBAL CONSUMER SURVEY 2018. *NOTE: FIGURE FOR ‘WORLDWIDE’ REPRESENTS AN AVERAGE
OF FEATURED COUNTRIES THAT HAS BEEN WEIGHTED BY INTERNET PENETRATION IN EACH INDIVIDUAL COUNTRY.
PERCENTAGE OF INTERNET USERS WHO BELIEVE THAT THEIR DATA IS BEING MISUSED ON THE INTERNET (SURVEY BASED)
DATA PRIVACY CONCERNS BY COUNTRY
63%
59%
55% 55% 54% 54%
49% 48% 48%
44% 43%
42% 40% 40% 40% 40% 39% 39% 38% 38% 37% 37% 37% 36% 36% 36%
34%
29% 29%
SPAIN
MEXICO
COLOMBIA
BRAZIL
TURKEY
ARGENTINA
INDONESIA
SOUTHKOREA
FINLAND
ITALY
RUSSIA
WORLDWIDE
U.S.A.
GERMANY
FRANCE
SOUTHAFRICA
CHINA
AUSTRIA
INDIA
JAPAN
MOROCCO
SWEDEN
CANADA
U.K.
SWITZERLAND
POLAND
AUSTRALIA
NETHERLANDS
NIGERIA
37 @ESKIMON
AND LASTLY, ADVERTISING IN MESSENGERS MAY
START A NEW WAVE OF ‘PLATFORM MIGRATION’
38 @ESKIMON
HOWEVER, NEW FORMATS AND PLATFORMS
WILL BRING EXCITING NEW OPPORTUNITIES
39 @ESKIMON
SO, HOW CAN YOU FUTURE-PROOF YOUR
STRATEGY AND START PREPARING FOR SUCCESS?
40 @ESKIMON
7 TIPS
41 @ESKIMON
START WITH STRAT
#1
42 @ESKIMON
BUILD YOUR SOCIAL MEDIA STRATEGY AND
APPROACH AROUND OUTCOMES, NOT OUTPUTS
43 @ESKIMON
HOW WILL YOU KNOW WHEN
YOU’VE ACHIEVED YOUR DESIRED
OUTCOME? WHEN YOU ACHIEVE
YOUR GOAL, WHAT HAPPENS NEXT?
WHAT IS THE OUTCOME YOU’RE
HOPING TO ACHIEVE? WHAT
ROLE WILL SOCIAL MEDIA PLAY IN
HELPING TO CREATE THIS VALUE?
&
WHAT DOES
SUCCESS LOOK LIKE?
WHY ARE YOU
DOING THIS?
START WITH THE END IN MIND
44 @ESKIMON
PLAN MEASUREMENT FROM THE BEGINNING;
DON’T LET YOUR KPIS BE AN AFTERTHOUGHT
45 @ESKIMON
DON’T GET DISTRACTED
#2
46 @ESKIMON
BEWARE OF SHINY NEW OBJECTS – WILL THEY
REALLY HELP YOU TO DELIVER BETTER ROI?
47 @ESKIMON
FEWER, BIGGER, BETTER: FOCUS ON THE THINGS
THAT WILL DELIVER THE GREATEST VALUE (ROI)
48 @ESKIMON
ALWAYS ADD
AUDIENCE VALUE
#3
49 @ESKIMON
~ Plato
Wise people speak when
they have something to say;
fools speak when they
have to say something.
the content calendar trap
50 @ESKIMON
FILLING A CALENDAR
FULFILLING A PURPOSE
vs
51 @ESKIMON
PARTICIPATIVE ACTIVITIES
THAT ACTIVELY INVOLVE
PEOPLE IN CREATING
SHARED VALUE
RESOURCES THAT HELP
PEOPLE ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
CONTENT THAT HELPS
PEOPLE TO BELIEVE IN
THEMSELVES AND TO
TRY NEW THINGS
EXPERIENCES THAT
CAPTURE ATTENTION
AND ENGAGE
PEOPLE’S EMOTIONS
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR BETTER DECISIONS
THAT MATTER TO THEM
ACTIVATIONEDUCATIONINSPIRATIONENTERTAINMENTINFORMATION
USING CONTENT TO ADD AUDIENCE VALUE
52 @ESKIMON
HOW CAN YOU USE EACH SOCIAL MEDIA POST
TO MAKE YOUR AUDIENCE’S LIVES BETTER?
53 @ESKIMON
LISTEN, LEARN, EARN
#4
54 @ESKIMON
THE BEST WAY TO IDENTIFY HOW TO ADD VALUE
TO YOUR AUDIENCE IS TO LISTEN TO THEM
55 @ESKIMON
SOCIAL LISTENING DOESN’T GET THE ATTENTION
IT USED TO, BUT IT’S JUST AS VALUABLE AS EVER
56 @ESKIMON
STARBUCKS LEARNS FROM ITS AUDIENCE
57 @ESKIMON
WHEN YOU’RE PLANNING CONTENT, START BY
ASKING: WHAT DO THESE PEOPLE CARE ABOUT?
58 @ESKIMON
WHAT
OTHER
PEOPLE
WANT
SUCCESS
WHAT
THE
BRAND
WANTS
59 @ESKIMON
YOU CAN ALSO USE LISTENING TO IDENTIFY THE
PLATFORMS THAT MATTER TO YOUR AUDIENCE
60 @ESKIMON
THE IMPORTANCE OF A
BALANCED CHANNEL DIET
#5
61 @ESKIMON
EVERY DAY, NEW PLATFORMS AND FORMATS
ADD NEW OPTIONS TO THE SOCIAL MEDIA MIX
62 @ESKIMON
BUT DO THESE NEW OPTIONS ACTUALLY
HELP YOU TO ACHIEVE ANYTHING DIFFERENT?
63 @ESKIMON
DO NEW OPTIONS
ENABLE YOU TO
DELIVER NEW KINDS
OF AUDIENCE VALUE?
DO NEW OPTIONS
ENABLE YOU TO REACH
PEOPLE IN VALUABLE
NEW SETTINGS?
DO NEW OPTIONS
ENABLE YOU TO TELL
YOUR BRAND STORIES
IN NEW WAYS?
CAN YOU REACH
PEOPLE THAT YOU
CAN’T REACH WITH
EXISTING OPTIONS?
DO NEW OPTIONS
HELP YOU TO DELIVER
EXISTING ACTIVITIES
AT LOWER COST?
NEW KINDS
OF VALUE?
NEW
CONTEXTS?
NEW
FORMATS?
NEW
AUDIENCES?
BETTER
EFFICIENCY?
WHAT’S THE DIFFERENCE?
64 @ESKIMON
BEWARE OF DILUTING YOUR RESOURCES: FOCUS
ON THOSE CHANNELS THAT WORK THE HARDEST
65 @ESKIMON
!
66 @ESKIMON
RELYING ENTIRELY ON PAID DISTRIBUTION IS
RARELY THE BEST LONG-TERM STRATEGY
67 @ESKIMON
COLLABORATIVE CONTENT
FEATURES OR DISTRIBUTION
THAT ARE NOT DEPENDENT
ON FINANCIAL EXCHANGE
DISTRIBUTION VIA MEDIA
PLATFORMS OR VEHICLES
THAT ARE TOTALLY WITHIN
THE BRAND’S CONTROL
ORGANIC DISTRIBUTION
VIA PROACTIVE THIRD-PARTY
CONTENT FEATURES OR
SOCIAL WORD-OF-MOUTH
THIRD-PARTY CONTENT
PLACEMENT OR PROMOTION
IN EXCHANGE FOR
FINANCIAL PAYMENT
SHAREDOWNEDEARNEDPAID
BUILD A BALANCED DIGITAL MIX
68 @ESKIMON
EVERYTHING
CAN BE SOCIAL
#6
69 @ESKIMON
TOO MANY BRANDS APPROACH SOCIAL
MEDIA ACTIVITIES AS AN ISOLATED SILO
70 @ESKIMON
BUT IF YOU PLAN CAREFULLY, EVERYTHING YOUR
BRAND DOES CAN INSPIRE SOCIAL SUCCESS
71 @ESKIMON
PRODUCTS
P.O.S. ACTIVITY
CUSTOMER SERVICE
PRICING
PACKAGING
ADVERTISING
72 @ESKIMON
A BRAND WORTH
TALKING ABOUT
73 @ESKIMON
MEASURE WHAT MATTERS
#7
74 @ESKIMON
ENGAGEMENT IDENTIFIES ACTIVITIES THAT ADD
VALUE, BUT IT HAS LITTLE VALUE OF ITS OWN
75 @ESKIMON
~ Seth Godin
The Mona Lisa is massive on social
media. Her picture is everywhere. But she
doesn’t tweet. She’s big on social media
because she’s an icon, but she’s not an
icon because she’s big on social media.
76 @ESKIMON
IS YOUR SOCIAL MEDIA APPROACH OPTIMISED
FOR THE OUTCOMES THAT REALLY MATTER?
77 @ESKIMON
DISTRIBUTION
CONTRIBUTION
78 @ESKIMON
1.	PLAN FOR OUTCOMES, NOT OUTPUTS
2.	BEWARE OF ‘SHINY NEW OBJECTS’
3.	ENSURE ALL ACTIVITIES ADD AUDIENCE VALUE
4.	USE SOCIAL LISTENING TO SHAPE ACTIVITIES
5.	BUILD A BALANCED CHANNEL MIX
6.	GO BEYOND DIGITAL FOR A FULLY SOCIAL BRAND
7.	MEASURE THE THINGS THAT ADD BRAND VALUE
TIPS FOR ENDURING SOCIAL SUCCESS
79 @ESKIMON
DATAREPORTAL.COM
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

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Kepios: Back to The Future – The Essentials of Enduring Social Media Success

  • 1. SIMON KEMP • • HOOTSUITE #FUTUREOFSOCIAL • SINGAPORE • 22 NOVEMBER 2018 WHY GOING BACK TO BASICS IS THE FOUNDATION FOR ENDURING SOCIAL MEDIA SUCCESS BACK TO THE FUTURE
  • 3.
  • 7. 7 NOV 2018 SOURCES: POPULATION: WORLDOMETERS; MOBILE USERS: GSMA INTELLIGENCE; INTERNET USERS: INTERNETWORLDSTATS, ITU, GOVERNMENT AND REGULATORY BODY ANNOUNCEMENTS AND PUBLICATIONS, REPORTS IN REPUTABLE MEDIA, FACEBOOK; SOCIAL MEDIA USERS: COMPANY STATEMENTS AND AUDIENCE REPORTS FROM FACEBOOK, TENCENT, LINE, KAKAO, VKONTAKTE; REPORTS FROM TECHRASA; KEPIOS EXTRAPOLATION AND ANALYSIS THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE DIGITAL AROUND THE WORLD IN NOVEMBER 2018 PENETRATION:PENETRATION:PENETRATION:vs. POPULATION:URBANISATION: ACTIVE SOCIAL MEDIA USERS INTERNET USERS UNIQUE MOBILE USERS TOTAL POPULATION ACTIVE MOBILE SOCIAL USERS 42%44%54%67%55% 3.2003.4054.1765.129 BILLIONBILLIONBILLIONBILLIONBILLION 7.663
  • 8. 8 @ESKIMON • SOURCE: BASED ON DATA IN WE ARE SOCIAL & HOOTSUITE’S “DIGITAL 2018” REPORTS. ‘ADULT’ REFERS TO GLOBAL POPULATION AGED 12+. MORE THAN HALF OF THE WORLD’S ADULT POPULATION ALREADY USES SOCIAL MEDIA
  • 9. 9 NOV 2018 SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF NOVEMBER 2018. *ADVISORY: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA. LINKEDIN FIGURES ARE MONTHLY UNIQUE VISITORS IN OCTOBER 2018, VIA SIMILARWEB. SNAPCHAT FIGURES EXTRAPOLATED FROM DAILY ACTIVE USERS USING HISTORICAL RATIOS. 2,270 1,900 1,500 1,300 1,058 1,000 803 548 500 431 330 326 320 300 300 288 260 250 203 200 FACEBOOK YOUTUBE WHATSAPP FB MESSENGER WEIXIN / WECHAT INSTAGRAM QQ QZONE DOUYIN / TIK TOK SINA WEIBO REDDIT TWITTER LINKEDIN** BAIDU TIEBA* SKYPE* SNAPCHAT** VIBER* PINTEREST LINE TELEGRAM SOCIAL NETWORK MESSENGER / VOIP DATA UPDATED TO: 12 NOVEMBER 2018 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USERS, USER ACCOUNTS, OR UNIQUE VISITORS FOR EACH PLATFORM, IN MILLIONS WORLD’S MOST ACTIVE SOCIAL PLATFORMS
  • 10. 10 @ESKIMON BUT SOCIAL MEDIA USE STILL ISN’T EVENLY DISTRIBUTED AROUND THE WORLD
  • 11. 11 OCEANIA SOUTH-EASTERN ASIA EASTERN ASIA SOUTHERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE WESTERN EUROPE NORTHERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA JAN 2018 SOURCES: POPULATION DATA: UNITED NATIONS; SOCIAL MEDIA USER DATA: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS. NUMBER OF ACTIVE ACCOUNTS ON THE MOST ACTIVE SOCIAL NETWORK IN EACH COUNTRY, COMPARED TO TOTAL POPULATION SOCIAL MEDIA PENETRATION BY REGION 55% 55% 64% 20% 12% 45% 55% 7% 31% 6% 56% 11% 38% 66% 54% 63% 40%59% 70%
  • 12. 12 JAN 2018 SOURCES: POPULATION DATA: UNITED NATIONS; SOCIAL MEDIA USER DATA: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS. 99% 84% 83% 80% 78% 76% 75% 75% 74% 74% 73% 71% 69% 68% 66% 65% 65% 65% 64% 64% 64% 63% 63% 62% 58% 58% 57% 57% 56% 49% 47% 46% 45% 44% 42% 40% 32% 19% 19% 15% 10% U.A.E. SOUTHKOREA SINGAPORE TAIWAN HONGKONG ARGENTINA MALAYSIA SAUDIARABIA NEWZEALAND THAILAND SWEDEN U.S.A. AUSTRALIA CANADA U.K. BELGIUM IRELAND CHINA NETHERLANDS PORTUGAL MEXICO PHILIPPINES TURKEY BRAZIL FRANCE SPAIN ITALY VIETNAM JAPAN INDONESIA RUSSIA GERMANY POLAND MOROCCO WORLDWIDE EGYPT SOUTHAFRICA GHANA INDIA KENYA NIGERIA THE NUMBER OF ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORM IN EACH COUNTRY, COMPARED TO TOTAL POPULATION SOCIAL MEDIA PENETRATION BY COUNTRY
  • 13. 13 @ESKIMON • SOURCE: HOOTSUITE AND WE ARE SOCIAL’S “DIGITAL IN 2018” REPORTS HOWEVER, NEARLY 1 MILLION PEOPLE WILL USE SOCIAL MEDIA FOR THE VERY FIRST TIME TODAY
  • 14. 14 OCT 2018 SOURCES: WE ARE SOCIAL & HOOTSUITE’S “2018 Q4 GLOBAL DIGITAL STATSHOT” REPORT (OCT 2018); KEPIOS’S “DIGITAL IN ASIA-PACIFIC IN 2017” REPORT (SEP 2017). THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018 ACTIVE SOCIAL MEDIA USERS INTERNET USERS UNIQUE MOBILE USERS TOTAL POPULATION ACTIVE MOBILE SOCIAL USERS +361 MILLION+320 MILLION+284 MILLION+36 MILLION+86 MILLION +13%+10%+7%+1%+1.1%
  • 15. 15 OCT 2018 SOURCES: WE ARE SOCIAL & HOOTSUITE’S “2018 Q4 GLOBAL DIGITAL STATSHOT” REPORT (OCT 2018); KEPIOS’S “DIGITAL IN ASIA-PACIFIC IN 2017” REPORT (SEP 2017). THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS ANNUAL DIGITAL GROWTH SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018SEP 2017 – OCT 2018 ACTIVE SOCIAL MEDIA USERS INTERNET USERS UNIQUE MOBILE USERS TOTAL POPULATION ACTIVE MOBILE SOCIAL USERS +361 MILLION+320 MILLION+284 MILLION+36 MILLION+86 MILLION +13%+10%+7%+1%+1.1%
  • 16. 16 @ESKIMON DEVELOPING NATIONS ARE GROWING FASTEST, WITH COUNTRIES IN APAC LEADING THE WAY
  • 17. 17 JAN 2018 SOURCES: FACEBOOK, TENCENT, LINE, KAKAOTALK, VKONTAKTE, TECHRASA, KEPIOS ANALYSIS. RANKING OF THE GREATEST YEAR-ON-YEAR CHANGES IN NATIONAL SOCIAL MEDIA AUDIENCES, BY NEW USERS AND BY PERCENTAGE FASTEST-GROWING SOCIAL MEDIA AUDIENCES 01 CHINA  +84,630,000 +10% 02 INDIA +59,000,000 +31% 03 INDONESIA +24,000,000 +23% 04 IRAN  +23,000,000 +135% 05 UNITED STATES  +16,000,000 +7% 06 VIETNAM +9,000,000 +20% 07 RUSSIA +8,826,800 +15% 08 BRAZIL +8,000,000 +7% 09 JAPAN +7,000,000 +11% 10 MEXICO +7,000,000 +9% 01 KIRIBATI +191% +21,000 02 TAJIKISTAN +172% +196,000 03 IRAN +135% +23,000,000 04 KYRGYZSTAN +117% +700,000 05 KAZAKHSTAN +87% +2,700,000 06 UZBEKISTAN +69% +530,000 07 VANUATU +57% +25,000 08 COMOROS +57% +47,000 09 SOLOMON ISLANDS +53% +26,000 10 CAMBODIA +43% +2,100,000 # HIGHEST GROWTH (%) LARGEST RELATIVE GROWTH IN SOCIAL MEDIA USERS vs. 2017 ▲% ▲ USERS# ▲%▲ USERSHIGHEST GROWTH (#) LARGEST ABSOLUTE GROWTH IN SOCIAL MEDIA USERS vs. 2017
  • 18. 18 @ESKIMON BUT IN ORDER TO SERVE THESE ‘NEXT BILLION’ USERS, SOCIAL PLATFORMS NEED TO EVOLVE
  • 19. 19 OCEANIA SOUTH-EASTERN ASIA EASTERN ASIA SOUTHERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE WESTERN EUROPE NORTHERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA JAN 2018 SOURCES: BASED ON DATA FROM THE UNESCO INSTITUTE FOR STATISTICS (2015 LITERACY DATA), INDEXMUNDI (ACCESSED JAN 2018); PEW RESEARCH CENTRE (ACCESSED JAN 2018); PHRASEBASE (ACCESSED JAN 2018); ETHNOLOGUE (ACCESSED JAN 2018) PERCENTAGE OF EACH REGION’S POPULATION AGED 15 AND ABOVE WHO CAN READ AND WRITE, SPLIT BY GENDER LITERACY RATES BY REGION AND GENDER FEMALE POPULATION MALE POPULATION 92 96 98 78 100 94 94 71 82 62 80 100 9999 99 94 8794 99 91 92 95 61 100 85 92 59 62 44 65 100 9899 99 94 8691 99
  • 20. 20 @ESKIMON THE NEEDS OF THESE NEW USERS WILL PLAY A KEY ROLE IN DEFINING THE FUTURE OF SOCIAL
  • 21. 21 @ESKIMON ADVERTISING FORMATS THAT MAKE IT EASIER FOR BRANDS TO CONNECT WITH DIVERSE GLOBAL AUDIENCES MORE INTUITIVE EXPERIENCE FLOWS THAT ENABLE USERS TO NAVIGATE FROM WITHIN IMAGE & VIDEO CONTENT A MOVE TO FORMATS THAT WORK ACROSS CULTURES, LANGUAGES, LEVELS OF LITERACY, AND CONTEXTS USER EXPERIENCES THAT CATER TO DIFFERENT LANGUAGES, LEVELS OF LITERACY, AND DEVICES ADVERTISINGLINKINGCONTENTINTERFACES SERVING THE NEEDS OF DIVERSE USERS
  • 22. 22 @ESKIMON BUT WHAT DOES ALL OF THIS HAVE TO DO WITH YOU AND AUDIENCES IN DEVELOPED NATIONS?
  • 24. 24 @ESKIMON ECONOMIES OF SCALE MEAN PLATFORMS WILL LIKELY IMPLEMENT THESE CHANGES GLOBALLY
  • 25. 25 @ESKIMON THAT MEANS WE MUST ADAPT OUR APPROACH FOR NEW PLATFORMS AND ENVIRONMENTS
  • 26. 26 @ESKIMON BUT SOCIAL MEDIA MARKETERS HAVE SOME MORE IMMEDIATE CHALLENGES TO ADDRESS
  • 27. 27 @ESKIMON • SOURCE: LOCOWISE AVERAGE ORGANIC REACH ON FACEBOOK IS DOWN BY 24% SINCE JANUARY 2018
  • 28. 28 OCT 2018 SOURCE: LOCOWISE, OCT 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q3 2018. NOTES: “REACH” REFERS TO UNIQUE USERS WHO HAD A PIECE OF CONTENT ENTER THEIR SCREEN. POST REACH METRICS CALCULATED USING “PAGE LIKES” ARE BASED ON THE TOTAL NUMBER OF PAGE LIKES AT THE TIME EACH INDIVIDUAL POST WAS PUBLISHED. Q-O-Q (QUARTER-ON-QUARTER) CHANGES ARE VERSUS Q2 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE. AVERAGE MONTHLY GROWTH IN PAGE LIKES (‘FANS’), AVERAGE REACH OF PAGE POSTS, AND THE CONTRIBUTION OF PAID MEDIA AVERAGE FACEBOOK PAGE POST REACH Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE: AVERAGE PAID REACH vs. TOTAL REACH PERCENTAGE OF PAGES USING PAID MEDIA AVERAGE ORGANIC REACH vs. PAGE LIKES AVERAGE POST REACH vs. PAGE LIKES AVERAGE MONTHLY CHANGE IN PAGE LIKES -4% (-110 BPS)+4% (+90 BPS)-5% (-40 BPS)-1% (-10 BPS)-13% (-2 BPS) 26.2%25.1%6.1%8.0%+0.13%
  • 29. 29 @ESKIMON • SOURCE: LOCOWISE AVERAGE FACEBOOK ENGAGEMENT IS ALSO DOWN BY 9% SINCE THE START OF THE YEAR
  • 30. 30 OCT 2018 SOURCE: LOCOWISE, OCT 2018. DATA REPRESENTS AVERAGE FIGURES FOR Q3 2018. NOTES: “ENGAGEMENT” REFERS TO CLICKS, LIKES, SHARES, AND COMMENTS ON CONTENT. FIGURES REPRESENT AVERAGES ACROSS A WIDE RANGE OF DIFFERENT PAGE TYPES AND SIZES FROM ALL OVER THE WORLD. Q-O-Q (QUARTER-ON-QUARTER) CHANGES ARE VERSUS Q2 2018. Q-O-Q PERCENTAGE FIGURES REFLECT RELATIVE CHANGE; ‘BPS’ (BASIS POINTS) FIGURES REFLECT ABSOLUTE CHANGE. THE NUMBER OF PEOPLE WHO ENGAGE WITH A FACEBOOK PAGE’S POSTS vs. PAGE REACH AVERAGE FACEBOOK ENGAGEMENT RATES Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE:Q-O-Q CHANGE: AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE POSTS (ALL TYPES) -8% (-18 BPS)-4% (-15 BPS)-3% (-13 BPS)-3% (-18 BPS)-2% (-8 BPS) 2.03%3.21%4.68%5.83%3.83%
  • 31. 31 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF FACEBOOK INSIGHTS DATA, NOVEMBER 2018 THE TYPICAL FACEBOOK USER CLICKS ON 20% FEWER ADS THAN THEY DID BACK IN JANUARY
  • 32. 32 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF FACEBOOK INSIGHTS DATA, NOVEMBER 2018 …AND FACEBOOK USERS IN ASIA CLICK ON 25% FEWER ADS vs. THE TYPICAL GLOBAL USER
  • 33. 33 @ESKIMON EVOLVING SOCIAL MEDIA BEHAVIOURS WILL ALSO BRING NEW KINDS OF CHALLENGE
  • 34. 34 @ESKIMON THE MOVE FROM NEWSFEEDS TO STORIES WILL MAKE ORGANIC REACH MORE DIFFICULT
  • 35. 35 @ESKIMON THE ONGOING MEDIA FOCUS ON PRIVACY ALSO MAKES GREATER REGULATION MORE LIKELY
  • 36. 36 OCT 2018 SOURCE: STATISTA GLOBAL CONSUMER SURVEY 2018. *NOTE: FIGURE FOR ‘WORLDWIDE’ REPRESENTS AN AVERAGE OF FEATURED COUNTRIES THAT HAS BEEN WEIGHTED BY INTERNET PENETRATION IN EACH INDIVIDUAL COUNTRY. PERCENTAGE OF INTERNET USERS WHO BELIEVE THAT THEIR DATA IS BEING MISUSED ON THE INTERNET (SURVEY BASED) DATA PRIVACY CONCERNS BY COUNTRY 63% 59% 55% 55% 54% 54% 49% 48% 48% 44% 43% 42% 40% 40% 40% 40% 39% 39% 38% 38% 37% 37% 37% 36% 36% 36% 34% 29% 29% SPAIN MEXICO COLOMBIA BRAZIL TURKEY ARGENTINA INDONESIA SOUTHKOREA FINLAND ITALY RUSSIA WORLDWIDE U.S.A. GERMANY FRANCE SOUTHAFRICA CHINA AUSTRIA INDIA JAPAN MOROCCO SWEDEN CANADA U.K. SWITZERLAND POLAND AUSTRALIA NETHERLANDS NIGERIA
  • 37. 37 @ESKIMON AND LASTLY, ADVERTISING IN MESSENGERS MAY START A NEW WAVE OF ‘PLATFORM MIGRATION’
  • 38. 38 @ESKIMON HOWEVER, NEW FORMATS AND PLATFORMS WILL BRING EXCITING NEW OPPORTUNITIES
  • 39. 39 @ESKIMON SO, HOW CAN YOU FUTURE-PROOF YOUR STRATEGY AND START PREPARING FOR SUCCESS?
  • 42. 42 @ESKIMON BUILD YOUR SOCIAL MEDIA STRATEGY AND APPROACH AROUND OUTCOMES, NOT OUTPUTS
  • 43. 43 @ESKIMON HOW WILL YOU KNOW WHEN YOU’VE ACHIEVED YOUR DESIRED OUTCOME? WHEN YOU ACHIEVE YOUR GOAL, WHAT HAPPENS NEXT? WHAT IS THE OUTCOME YOU’RE HOPING TO ACHIEVE? WHAT ROLE WILL SOCIAL MEDIA PLAY IN HELPING TO CREATE THIS VALUE? & WHAT DOES SUCCESS LOOK LIKE? WHY ARE YOU DOING THIS? START WITH THE END IN MIND
  • 44. 44 @ESKIMON PLAN MEASUREMENT FROM THE BEGINNING; DON’T LET YOUR KPIS BE AN AFTERTHOUGHT
  • 45. 45 @ESKIMON DON’T GET DISTRACTED #2
  • 46. 46 @ESKIMON BEWARE OF SHINY NEW OBJECTS – WILL THEY REALLY HELP YOU TO DELIVER BETTER ROI?
  • 47. 47 @ESKIMON FEWER, BIGGER, BETTER: FOCUS ON THE THINGS THAT WILL DELIVER THE GREATEST VALUE (ROI)
  • 49. 49 @ESKIMON ~ Plato Wise people speak when they have something to say; fools speak when they have to say something. the content calendar trap
  • 50. 50 @ESKIMON FILLING A CALENDAR FULFILLING A PURPOSE vs
  • 51. 51 @ESKIMON PARTICIPATIVE ACTIVITIES THAT ACTIVELY INVOLVE PEOPLE IN CREATING SHARED VALUE RESOURCES THAT HELP PEOPLE ACQUIRE NEW SKILLS OR ENHANCE THEIR CAPABILITIES CONTENT THAT HELPS PEOPLE TO BELIEVE IN THEMSELVES AND TO TRY NEW THINGS EXPERIENCES THAT CAPTURE ATTENTION AND ENGAGE PEOPLE’S EMOTIONS FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT MATTER TO THEM ACTIVATIONEDUCATIONINSPIRATIONENTERTAINMENTINFORMATION USING CONTENT TO ADD AUDIENCE VALUE
  • 52. 52 @ESKIMON HOW CAN YOU USE EACH SOCIAL MEDIA POST TO MAKE YOUR AUDIENCE’S LIVES BETTER?
  • 54. 54 @ESKIMON THE BEST WAY TO IDENTIFY HOW TO ADD VALUE TO YOUR AUDIENCE IS TO LISTEN TO THEM
  • 55. 55 @ESKIMON SOCIAL LISTENING DOESN’T GET THE ATTENTION IT USED TO, BUT IT’S JUST AS VALUABLE AS EVER
  • 56. 56 @ESKIMON STARBUCKS LEARNS FROM ITS AUDIENCE
  • 57. 57 @ESKIMON WHEN YOU’RE PLANNING CONTENT, START BY ASKING: WHAT DO THESE PEOPLE CARE ABOUT?
  • 59. 59 @ESKIMON YOU CAN ALSO USE LISTENING TO IDENTIFY THE PLATFORMS THAT MATTER TO YOUR AUDIENCE
  • 60. 60 @ESKIMON THE IMPORTANCE OF A BALANCED CHANNEL DIET #5
  • 61. 61 @ESKIMON EVERY DAY, NEW PLATFORMS AND FORMATS ADD NEW OPTIONS TO THE SOCIAL MEDIA MIX
  • 62. 62 @ESKIMON BUT DO THESE NEW OPTIONS ACTUALLY HELP YOU TO ACHIEVE ANYTHING DIFFERENT?
  • 63. 63 @ESKIMON DO NEW OPTIONS ENABLE YOU TO DELIVER NEW KINDS OF AUDIENCE VALUE? DO NEW OPTIONS ENABLE YOU TO REACH PEOPLE IN VALUABLE NEW SETTINGS? DO NEW OPTIONS ENABLE YOU TO TELL YOUR BRAND STORIES IN NEW WAYS? CAN YOU REACH PEOPLE THAT YOU CAN’T REACH WITH EXISTING OPTIONS? DO NEW OPTIONS HELP YOU TO DELIVER EXISTING ACTIVITIES AT LOWER COST? NEW KINDS OF VALUE? NEW CONTEXTS? NEW FORMATS? NEW AUDIENCES? BETTER EFFICIENCY? WHAT’S THE DIFFERENCE?
  • 64. 64 @ESKIMON BEWARE OF DILUTING YOUR RESOURCES: FOCUS ON THOSE CHANNELS THAT WORK THE HARDEST
  • 66. 66 @ESKIMON RELYING ENTIRELY ON PAID DISTRIBUTION IS RARELY THE BEST LONG-TERM STRATEGY
  • 67. 67 @ESKIMON COLLABORATIVE CONTENT FEATURES OR DISTRIBUTION THAT ARE NOT DEPENDENT ON FINANCIAL EXCHANGE DISTRIBUTION VIA MEDIA PLATFORMS OR VEHICLES THAT ARE TOTALLY WITHIN THE BRAND’S CONTROL ORGANIC DISTRIBUTION VIA PROACTIVE THIRD-PARTY CONTENT FEATURES OR SOCIAL WORD-OF-MOUTH THIRD-PARTY CONTENT PLACEMENT OR PROMOTION IN EXCHANGE FOR FINANCIAL PAYMENT SHAREDOWNEDEARNEDPAID BUILD A BALANCED DIGITAL MIX
  • 69. 69 @ESKIMON TOO MANY BRANDS APPROACH SOCIAL MEDIA ACTIVITIES AS AN ISOLATED SILO
  • 70. 70 @ESKIMON BUT IF YOU PLAN CAREFULLY, EVERYTHING YOUR BRAND DOES CAN INSPIRE SOCIAL SUCCESS
  • 71. 71 @ESKIMON PRODUCTS P.O.S. ACTIVITY CUSTOMER SERVICE PRICING PACKAGING ADVERTISING
  • 72. 72 @ESKIMON A BRAND WORTH TALKING ABOUT
  • 74. 74 @ESKIMON ENGAGEMENT IDENTIFIES ACTIVITIES THAT ADD VALUE, BUT IT HAS LITTLE VALUE OF ITS OWN
  • 75. 75 @ESKIMON ~ Seth Godin The Mona Lisa is massive on social media. Her picture is everywhere. But she doesn’t tweet. She’s big on social media because she’s an icon, but she’s not an icon because she’s big on social media.
  • 76. 76 @ESKIMON IS YOUR SOCIAL MEDIA APPROACH OPTIMISED FOR THE OUTCOMES THAT REALLY MATTER?
  • 78. 78 @ESKIMON 1. PLAN FOR OUTCOMES, NOT OUTPUTS 2. BEWARE OF ‘SHINY NEW OBJECTS’ 3. ENSURE ALL ACTIVITIES ADD AUDIENCE VALUE 4. USE SOCIAL LISTENING TO SHAPE ACTIVITIES 5. BUILD A BALANCED CHANNEL MIX 6. GO BEYOND DIGITAL FOR A FULLY SOCIAL BRAND 7. MEASURE THE THINGS THAT ADD BRAND VALUE TIPS FOR ENDURING SOCIAL SUCCESS