The document discusses social media trends from 2015 to 2017. It defines social media and discusses major platforms like Twitter, Facebook, and LinkedIn. It also covers trends in 2015 like storytelling, crowdfunding content, and the rise of podcasts. Key predictions for 2016 include video becoming a major advertising platform, the importance of Facebook marketing, and increased user privacy concerns. Emerging trends for 2016 mentioned are messaging apps, Snapchat, and the need for marketers to focus on mobile strategies. The document concludes by discussing on-demand content services and the need for real-time social media engagement.

1. Social Media Trends
HEATH SHULTS BPAA TECHNOLOGY | JUNE 2016
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2. Agenda
Defining Social Media
2015 Past View
2016 Overview
2017 Predicated Trends
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3. What is Social Media?
Social Media is the future of communication, a countless array of internet based tools and
platforms that increase and enhance the sharing of information. This new form of media makes
the transfer of text, photos, audio, video, and information in general increasingly fluid among
internet users. Social Media has relevance not only for regular internet users, but business as
well.
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4. Where is Social Media?
Platforms like twitter, Facebook, and Linkedin have created online communities where people can share as much
or as little personal information as they desire with other members. The result is an enormous amount of
information that can be easily shared, searched, promoted, disputed, and created.
Social Bookmarking tools and news sites such as Digg, Delicious, reddit, and countless others make finding
specific information, images, or websites increasingly simple by assigning or “tagging” individual sites with
searchable key words.
Applications that have developed within and around these platforms, websites, and tools are endless in number
and functionality, but all make online sharing and searching easier in some fashion, regardless of their niche. As
nearly every type of business has an association in the non-digital world, so too does the internet offer an endless
number of niche social communities where members can gather around a common topic. Topics both general and
specific now have living homes on the internet; anything from colon and digestive health to security and
compliance can and do have active social media communities.
The key question now being addressed by an ever growing number of social media “experts” is how to best utilize
the unlimited amount of information available from social media sites for business advertising, social good, and
who knows what else. One thing is for certain; personal data from social media usage will continue to be tracked
and logged for the benefit of any business willing to pay for it, and any company that doesn’t invest in social
media now will be playing catch-up in the near future.
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5. Categories of marketing technology
• Marketing Experiences — more specialized technologies that directly
affect prospects and customers across their lifecycle, such as advertising,
email, social media, SEO, content marketing, A/B testing, marketing apps
— the “front-office” of modern marketing.
• Marketing Operations — the tools and data for managing the “back-
office” of marketing, such as analytics and agile marketing management.
• Marketing Middleware such as tag management, cloud connectors, user
management, and API services.
• Marketing Backbone Platforms such as CRM, marketing automation,
content management, and e-commerce engines. [These are quite
different in their application, so need to be reviewed separately].
• Infrastructure services such as databases, big data management, cloud
computing, and software development tools.
• Internet services such as Facebook, Google, and Twitter that underlie
today’s marketing environment. [How you integrate with these key
platforms]
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6. Social Media Trends
WHAT TO WATCH OUT FOR IN 2016 & 2017
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7. Mobility Trends
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8. A Short Review of Last Year 2015
The Attention web
(death to) Clickbait
Storytelling
Crowdfunding Content
The rebirth of podcasting
Video
Measurement/ROI
Mobile
B2B
Design
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10. Social Media Trends 2016
Video will become the native advertising platform of choice.
◦ Social marketers embrace video
◦ 2016 is the year of live video
Facebook:
◦ Many marketers are unsure about their Facebook traffic
◦ Marketers will increase their Facebook marketing in 2016
◦ Facebook is still the most important social platform
◦ Facebook will Dominate However Their Audience Will be Older
Exposure is the top benefit of social media for business
User privacy concerns will hit an all-time high
Word-of-mouth gains traction
Real Real-Time Engagement
Marketing automation gets social
Mobile messaging apps will become an increasingly popular space for customer
interaction.
Pay to play is here to stay
Snapchat is rapidly rising
Business gets personal
eCommerce becomes surprisingly viable
Mobile First Will Become the Norm
There Will be a Focus Shift in SEO to Social Media
Data-Driven Decisions
Digital Marketing Efforts will Increase on Newer Social Media Sites
New Options for Publishing Content Online Will Open up Thanks to Instant Articles
User Expectations for Content Quality Will Soar
Oculus Rift will Change The Way That Marketers Design the Customer Experience
◦ Virtual reality will continue to be a buzz-worthy platform, but don't expect it to have a
great ROI.
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11. What’s Happening Now in 2016
Professional Services are finally waking up
◦ Legal, insurance, account, real estate &
middle office.
◦ Business processes are being disrupted.
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12. Facebook
Facebook is constantly evolving and
expanding. Now reaching over 1.65 billion
monthly active users per month, 1.5 billion of
them via mobile device, the equivalent of
more than 20,000 users is active on Facebook
every second.
Facebook is, by far, the biggest social network
operating today, and a valuable website for
marketers, whether they're promoting a
product or service or conducting market
research.
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13. VISUAL MARKETING
Drive Interest and Clicks With Simple Imagery
Sustain Viewer Interest With a Variety of
Visuals
Spark Engagement With Fan Photos
Create Relevancy With Trends, Events, and
Holidays
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14. Mobile First Will Become the Norm
This forecast shows the number of smartphone users in
the U.S. from 2010 to 2018. For 2016, the number of
smartphone users in the United States is estimated to
reach 198.5 million. Source
More mobile users than ever, are using their devices to:
◦ Browse Social Media
◦ Access News and Entertainment
◦ Research Products and Make Purchases
◦ Use Navigational Apps
◦ Communicate with Others
◦ View Visual Content Including Videos
◦ Post Comments and Reviews
This will only increase in 2016, making it a near
impossibility for marketing strategists to avoid focusing on
mobile next year, especially touchscreen.
◦ http://impress1.com/feel/infographic/entry/mobile-
marketing-infographic
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15. What’s Happening Now in 2016
Messaging Apps (at the core of social, is
messaging)
◦ 3 billion users & counting
◦ Some of the messaging services:
◦ What’s App
◦ FB Messenger
◦ WeChat (large in Asian Pacific regions)
◦ Viber (large in Middle East & Europe)
◦ Line
◦ Kik
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16. Mobile? What does this mean for
Marketers?
Mobile devices—especially smartphones,
tablets and smartwatches—should be a big
part of your focus.
This is crucial if you’re targeting millennials, of
which 87% admitted to never being without
their smartphone.
More importantly, 14% wouldn’t do business
with a company that doesn’t have a mobile
site or app.
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17. Mobile
Lower income and smartphone-dependent
users rely especially heavily on their
smartphones for job and employment
resources
Nearly one-in-three smartphone owners
frequently use their phone for navigation or
turn-by-turn driving directions; one-in-ten
use it frequently for public transit information
Younger adults use their smartphones to
access a wide range of services and content
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18. SNAPCHAT
Snapchat is a mobile photo/video app that
allows user to share “snaps” for up to 10 seconds
before it get deleted forever.
“Stories” was introduced in Fall 2013 & consists
of a series of Snaps. These stories can be viewed
for up to 24 hours.
Discover was launched in late 2015 and feature
brands like ESPN, Buzzfeed, CNN, Vox and more
to feature news stories relevant to their fields.
Live allows you to follow along with major event
by locations or bid price.
Geofilter: Whether it's for a house party or
wedding, a coffee shop or campus-wide event,
Geofilters make it easy for Snapchatters who are
there to send your message to friends.
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19. Snapchat & Advertising
How brands have been purchasing
Three product sectors—activewear, CPGs and
consumer electronics—have accounted for 57
percent of all ads L2 observed on Snapchat Discover, its
channel for publishers, from Jan. 15 through Feb. 15.
More specifically, the leading brands in each vertical
owned the majority—57 percent—of the
advertisements L2 saw in Discover.
Here's how they break down sector by sector:
◦ Nike (20 percent) led activewear.
◦ Little Debbie (7 percent) was tops among CPGs.
◦ GE Appliances (14 percent) was No. 1 among consumer
electronics.
◦ Pepsico (7 percent) stood out in front among beverages.
◦ TRESemme (9 percent) was beauty's frontrunner.
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20. Snapchat & businesses
How SnapChat Converts to Sales:
◦ relationship building
◦ behind the scenes
◦ live events
◦ limited time offers
Fun Fact: Cosmo gets 3M viewers a day via
Snapchat
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21. Instagram (Facebook) vs. Snapchat (the
one that got away)
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22. Mobile, more than just chatting going
on…
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23. What’s Happening
Now in 2016
On demand/subscription services
◦ Content consumption is not going away, it is evolving.
◦ Podcasting continue to grows
◦ Streaming Music
◦ iTunes
◦ Pandora
◦ Spotify
◦ Google Play
◦ Amazon
◦ 8Track
◦ Last.FM
◦ Streaming video on-demand (SVOD) subscriptions
◦ Hulu
◦ Roku
◦ Amazon TV
◦ Apple TV
◦ Sling TV
◦ Chromecast (Google/Alphabet)
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$-
$2
$4
$6
$8
$10
$12
$14
2014 2015E 2016E 2017E 2018E 2019E
Billions
Year
Streaming Video Subscription Revenue (US)

24. Real Real-Time Engagement
Social media thrives on real-time engagement,
but each year the window for response becomes
smaller and smaller.
According to Search Engine Watch, 70% of
Twitter users expect a response from brands
they reach out to, and 53% want a response in
less than an hour.
That number jumps to 72% when they’re issuing
a complaint.
In 2014, consumers complained about
brands 879 million times on social media.
What’s worse is that in 2015, brands still weren’t
responding as 7 in 8 messages to them went
unanswered within 72 hours.
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25. Social Commerce
The more engaged your customers are, the
better your sales. Over the last couple of
years, we’ve seen social media play a crucial
role in this area.
In fact, in 2014, total US sales that could be
tracked to social media reached $3.3 billion.
More recently, research found social
influences more shoppers’ buying
decisions than retail websites.
Compelling stats like the one above has led to
the creation of more commerce-focused
features for marketers and advertisers.
For example, in 2015:
◦ Facebook introduced 360 Ads for immersive
experiences.
◦ YouTube added 360 Ads for more impactful
visuals.
◦ Instagram rolled out its action-oriented ad
format.
◦ Pinterest announced the limited rollout of its
Buyable Pins.
◦ Twitter continued testing its Buy button.
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26. Live Streaming Video
Social media allows for communication between brands and customers,
but live stream goes a step further, revealing a much more authentic
side of your business. It’s unedited, unfiltered and shows that you’re
not just reading off of a cue card.
People spend 3x longer watching video which is Live compared to
video which is no longer Live
Periscope:
◦ Owned by Twitter
◦ Available on iOS and Android
◦ 2 million daily active users
◦ 40 years worth of live video is watched daily
◦ Available in 25 languages
Facebook Live:
◦ Owned by Facebook
◦ Available on iOS and Android
◦ The number of videos posted per person increased by users increased by
75% in 2015
◦ Video posts have 135% greater organic reach than photo posts
◦ Facebook generates 8 billion video views on average per day
Meerkat:
◦ Available on iOS and Android
◦ 2 million registered users
◦ More than 100,000 videos streamed
◦ Available in one language
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27. The Internet of Things & Wearables
Connecting Everything
Connected Home:
◦ The Rise of AI (Artificial Intelligence):
◦ Death of Siri
◦ Google Assistant & Amazon’s Alexa battle to take over your
living room
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Wearable Technology:
◦ AR (Augmented Reality)
◦ VR (Virtual Reality)
◦ Fashion
◦ Health
◦ Enterprise

28. What’s Happening Now in 2016
Just in time learning:
◦ Microlearning
◦ MOOCs
◦ Lynda.com (LinkedIn)
◦ Mozilla OpenBadges
◦ Coursera
◦ Udacity
◦ AppAcademy
◦ edX
◦ Make School
◦ General Assembly
◦ Accreditation
◦ Future earnings tuition
◦ Knowledge-of-demand
◦ Axonify
◦ OpenTable
◦ SkillShare
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29. What’s Happening Now in 2016
Ad Blocking
◦ 45MM average monthly active users in the US
(Q2 2015)
Tracking & Privacy
◦ $28.1B ad revenue blocked (Technology Review)
◦ Google bends to European pressure on right to
be forgotten rule http://on.wsj.com/1KeKTx6 via
@WSJ
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30. What’s Happening Now in 2016
Photo sharing:
◦ Storytelling at it’s finest
◦ Flickr
◦ Canva
◦ Instagram
◦ SnapChat
◦ FB Messenger/FB Status
◦ Google Photos
◦ Post-literate society
◦ 360 Degree Video
◦ Ties into geolocation and service layers
◦ “A fuller storytelling experience” – Facebook
◦ Virtual Reality
◦ It’s coming, but is still years away from being anything but
niche. Niche community means niche design, diversity is an
imperative if mass adoption is sought
◦ Google Goggles (Virtual Reality)
◦ Google Field Trip (Augmented Reality)
◦ Virtual Reality & Simulation
◦ Gaming
◦ Content Creator
◦ Military
◦ Architecture
◦ Emergency Response
PSA: Virtual Reality ≠ Augmented Reality
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31. 2017 Digital
Marketing Trends
1. Brands Will Shift Focus Towards
Messaging Apps (Goolge’s Allo &
Duo) | Automation & ChatBots
2. Live Video: Facebook Live Goes
Mainstream; Periscope &
SnapChat lead the way
3. Instagram Will Never Be the
Same; Instagram Ads Catch Up to
Facebook and Twitter
4. Increasing Pressure on Social
Marketers to Prove ROI
5. Niche Marketing
6. VR/AR – Daydream (Google) &
Smasung
7. The Rise of Artificial Intelligence
& virtual assistants.
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Image from Nic Newman of The Reuters Institute

32. 2017 Big Trend: Artificial Intelligence
Google Home and Assistant will kick Amazon and Apple
to the curb.
◦ Death of Siri (#ByeFelicia)
◦ Amazon Echo & Alexa will struggle
◦ Say hello to Google Home – already will be integrated with
Nest and other products. Synced with phone & google
accounts.
WHAT COMPANY DO YOU TRUST MOST TO ALWAYS BE
LISTENING INSIDE YOUR HOME?
◦ MICROSOFT
◦ APPLE
◦ SAMSUNG
◦ SONOS
◦ GOOGLE
◦ AMAZON
◦ NOBODY
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