This document provides a summary of key trends and events in social media from 2012 to 2013. It identifies four major trends that emerged during this period: constrained media due to limitations of platforms, transience of content, simplification of user experiences, and need for responsiveness. The document then reviews many notable events that occurred on platforms like Facebook, Twitter, YouTube, and more over each month in 2012-2013 to illustrate examples of these trends in action and how social media evolved during that time period.

1. CLICK TO UPDATE 2013
#SMWCLICKTOUPDATE

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A FEW QUICK NOTES…
BEFORE WE BEGIN
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No Q&A – just stop us during the
presentation, or come and have a
chat afterwards.
UPDATE

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A FEW QUICK NOTES…
BEFORE WE BEGIN
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thishe.re/
clicktoupdate

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IF YOU CAN’T GET YOUR HEAD AROUND THE .RE
OR…
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thishere.co.uk/
clicktoupdate

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THIS HERE
Jemima Garthwaite | @_jemima
WHO ARE WE?
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Tom Szekeres | @tomszekeres
JEMIMA| TOM
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6. WHAT IS THIS ALL ABOUT THEN?
thishe.re | @thishere XX
BRANDS PEOPLE
THIS TALK

7. thishe.re | @thishere
WHAT YOU CAN EXPECT
BEFORE WE BEGIN
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Oc
Facebook
Graph
Search
#LFW
Facebook News
Feed Algorithm
New
News
Feed
Nv De Ja Fe Ap Ju Jy Au
Sept
2013
Desktop
Social
Media
Usage
Peaks
Vine comes to
Android,
Hashtags to
Facebook
Yahoo!
buys
Tumblr
Stephen
Wolfram
releases
Facebook
Analysis
#RoyalBaby
Instagra
m breaks
on
Twitter

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WHY ARE WE DOING THIS?
BUT FIRST…
8

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CHANGE HAPPENS

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KEEPING UP IS A FULL TIME JOB
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FIVE TRENDS OF THE PAST YEAR

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CON
STR
AINE
D
ME
DIA

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THINKING INSIDE THE BOX
CONSTRAINED MEDIA
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140
Characters
1:1
Ratio
Six
Seconds
Zero
Edits
150
Friends

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TRANSIENCE

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TRANSIENCE

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(Almost) none will be in
existence the next day.
THE MISSION IMPOSSIBLE OF SHARING
SNAPCHAT
17
More than 350 million photos a
day are shared on Snapchat

19. thishe.re | @thishere
(Almost) none will be in
existence the next day.
THE MISSION IMPOSSIBLE OF SHARING
SNAPCHAT
17
More than 350 million photos a
day are shared on Snapchat

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NTADATIOGMEFREN

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DEFRAGMENTATION

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GOOGLE GOT ITS ACT TOGETHER
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WHO CARES IF YOU’VE GOT SEPARATE ACCOUNTS?
BRANDS DOING IT WRONG
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DOES YOUR SUB-BRAND REALLY DESERVE ITS OWN PROFILE?
(SUB-)BRANDS DOING IT WRONG
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SPEAK WITH A SINGLE VOICE (IN EACH LANGUAGE, NOT EACH COUNTRY)
DOING IT RIGHT
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BATCH.
PROCESSIN
G.
IS.
OUT.

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BATCH.
PROCESSIN
G.
IS.
OUT.
REAL-TIME
MARKETING
IS IN.

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WARNING
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THE NEXT CASE STUDY IS MUCH-CITED, AND
LEAD TO A SHED-LOAD OF MEDIOCRE COPYCATS.
BEWARE OF THE HYPE.

29. 6:30 p.m.

30. 8:38 p.m.

31. 8:48 p.m.

32. thishe.re | @thishere
NOT SO GREAT…
MEDIOCRE NEWS-JACKING
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WE CERTAINLY DIDN’T FORGET…
RTM GONE WTF
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34. thishe.re | @thishere
WE’RE JUST AS SURPRISED AS YOU
NOKIA NAILED IT
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NOKIA VS. OREO
• RETWEETS x3
• FAVOURITES x2

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AGAIN
THE FOUR TRENDS
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1. Constrained Media
2. Transience
3. Simplification
4. Responsive

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WHAT YOU MAY HAVE MISSED IN 2012/13
PREVIOUSLY ON SOCIAL MEDIA…
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2012/13
THE LAST YEAR IN SOCIAL
34
Oc
Facebook
Graph
Search
#LFW
Facebook News
Feed Algorithm
New
News
Feed
Nv De Ja Fe Ap Ju Jy Au
Sept
2013
Desktop
Social
Media
Usage
Peaks
Vine comes to
Android,
Hashtags to
Facebook
Yahoo!
buys
Tumblr
Stephen
Wolfram
releases
Facebook
Analysis
#RoyalBaby
Instagra
m breaks
on
Twitter

38. Nv De Ja Fe Ap Ju Jy Au SeOcOctober
2012

39. Nv De Ja Fe Ap Ju Jy Au SeOcOctober
2012
“According to the private company, it sold 5.2 billion cans worldwide
last year, a 13% increase over the year prior. In the U.S., sales
jumped 17%, while markets as varied as South Africa, Japan, Saudi
Arabia, France and Germany also saw double-digit sales gains.”

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FACEBOOK AND TWITTER START FALLING OUT…
THE NETWORKS STOPS PLAYING NICE
Nv De Ja Fe Ap Ju Jy Au SeOc Nov
2012

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WITH MOBILE PLATFORMS INCREASINGLY TAKING THE PLACE OF PCS
DESKTOP SOCIAL USAGE PEAKED
Nv De Ja Fe Ap Ju Jy Au SeOc Dec
2012

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AND FINALLY MAKES VIDEO WORK ON MOBILE
TWITTER LAUNCHES VINE
Nv De Ja Fe Ap Ju Jy Au SeOc Jan
2013

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AND FINALLY MAKES VIDEO WORK ON MOBILE
TWITTER LAUNCHES VINE
Nv De Ja Fe Ap Ju Jy Au SeOc Jan
2013
Six
Seconds
Zero
Edits

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AND BECOMES THE THIRD BIGGEST SEARCH ENGINE
FACEBOOK LAUNCHES GRAPH SEARCH
Nv De Ja Fe Ap Ju Jy Au SeOc Feb
2013

45. Nv De Ja Fe Ap Ju Jy AuFeb
2013

46. Nv De Ja Fe Ap Ju Jy AuFeb
2013

47. Nv De Ja Fe Ap Ju Jy AuFeb
2013

48. Nv De Ja Fe Ap Ju Jy AuFeb
2013

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A “PERSONALISED NEWSPAPER”
FACEBOOK ANNOUNCES NEW NEWS FEED
Nv De Ja Fe Ap Ju Jy Au SeOc March
2013

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GOOGLE MAKE FURTHER CHANGES TO GROW ‘SUBSCRIPTION’ BEHAVIOUR
YOUTUBE CHANNELS, MORE LIKE TV CHANNELS
Nv De Ja Fe Ap Ju Jy Au SeOc March
2013
May
2013
July
2013

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GOOGLE MAKE FURTHER CHANGES TO GROW ‘SUBSCRIPTION’ BEHAVIOUR
YOUTUBE CHANNELS, MORE LIKE TV CHANNELS
Nv De Ja Fe Ap Ju Jy Au SeOc March
2013
May
2013
July
2013

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CONTENT CONGRUOUS TO A CHANNEL, RATHER THAN ADS OVER A VIDEO
AND SO, YOUTUBE ‘ADVERTISING’ ADVANCES
Nv De Ja Fe Ap Ju Jy Au SeOc Sept
2013

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FOR A COOL $1,100,000,000
YAHOO BOUGHT TUMBLR
Nv De Ja Fe Ap Ju Jy Au SeOc May
2013

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CEMENTING THEIR DOMINANCE ON SOCIAL MEDIA
#HASHTAGS COME TO FACEBOOK
Nv De Ja Fe Ap Ju Jy Au SeOc June
2013

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A WATERSHED MOMENT FOR TWITTER IN THE UK, BUT SO MANY BAD ADS
#ROYALBIRTH - 25.3K TWEETS PER MINUTE
Nv De Ja Fe Ap Ju Jy Au SeOc
July
2013

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A WATERSHED MOMENT FOR TWITTER IN THE UK, BUT SO MANY BAD ADS
#ROYALBIRTH - 25.3K TWEETS PER MINUTE
Nv De Ja Fe Ap Ju Jy Au SeOc
July
2013

59. thishe.re | @thishere
YOU MAY NOT HAVE NOTICED, BUT NEWS FEED IS A BIT LESS SPAMMY
FACEBOOK CHANGED ITS ALGORITHM
Nv De Ja Fe Ap Ju Jy Au SeOc
August
2013

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APPLE FALLS BACK IN LOVE WITH TWITTER, ADDS FLICKR AND VIMEO
IOS 7
Ja Fe Ap Ju Jy Au SeSept
2013
+

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POST-PC
THE BIGGEST CHANGE OF ALL
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picture of mobile

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POST-PC
THE BIGGEST CHANGE OF ALL
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picture of mobile

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POST-PC
THE BIGGEST CHANGE OF ALL
59
picture of mobile

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POST-PC
THE BIGGEST CHANGE OF ALL
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picture of mobile

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LOVELY
Any questions?
answers@thishe.re
@thishere
thishere.co.uk/clicktoupdate
…or find us at the bar.
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