Social trends, why they are important and why they are not
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As marketing people, there are two things we cannot help doing: making up new-fangled words (e.g. gamification) and following the latest trends. We’ve always loved new shiny things and while trends are important, as social marketers, it’s important to remember that there are some fundamentals we need to get right. In this presentation, Joe highlights some interesting trends in the digital and social space, what they mean for businesses today and how they can be actioned tomorrow. But more importantly why marketers need to be careful in following every trend and forgetting the basics…. How to stay interesting to your audience.
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Social trends, why they are important and why they are not
- 1. @brandjoe
- 4. Goodbye
- 11. Product Development GH Marketing
- 12. Algorithms Growth Hacking Real time Mobile Google+ Visual Video Adoption Look alike LA ello
- 13. Trends = Opportunities Look alike Take your email database push it into Facebook's customs audiences, think about targeting the audiences with different messages Google+ Ensure your keywords are not only implemented on site, but throughout your social channels. Get a G+ page! Realtime Build a real-time program into your social activity. Hunt down newsworthy content and connect it to your business Algorithms Allocate budget to paid media on social, unfortunately it’s becoming more and more important LA
- 14. Trends = Opportunities Growth Hacking Build the network economy into your campaigns Video Get creative! Tools like goanimate.com & videoscribe.co can help Mobile Social Ensure you are delivering joined up experiences across your devices, if your content is not mobile ready, it should be! Visual Create more bite-size visual content – Great tool called canva.com
- 15. What has not changed?
- 17. Share Rank
- 18. Emotion Pays
- 19. The dramatic arc Climax The climax is the turning point, which changes the protagonist’s fate
- 20. The Relevant & Unexpected Relevant and unexpected Irrelevant and unexpected Irrelevant and expected Relevant and expected Irrelevant Relevant Expected Unexpected
- 21. Thank you
Editor's Notes
- When social first started out It was very culturally focused on the people, which is not wrong but I believe we are slowly getting from likes and RT to more hardnosed metrics as we’ve moved on how it’s really effecting the business in all aspects. Not that I managed to get to social media week, I think I’ve been too busy doing rather than listening to how others have been doing, but I did manage to read about it and one thing that did come out of it was that SMW was less about aspects such as the croydon riots and how people came together or even how the ALS ice-buket challenge bought the world together, it it was also very business orientated. I do understand the need for the business side of Social as we all should here, but I really do enjoy the sociology and psychology aspects of social media and how we can use those to improve our social media acitvity
- OK first up G+ …. How many of you still have reservations about G+ Who has a G+ account Who uses it it regularly Google Plus Page How many are seeing success in G+? For me G+ is important if for nothing else at the moment but SEO, and also has some great tools including hangouts but also is slowly upping it’s game with an ad platform
- Interest over time Diaspora distributed social network - raised a record $200,000 via Kickstarter
- The visual web 50% of your brain is involved in visual processing 70% of all your sensory receptors are in your eyes Researchers found that colour visuals increase the willingness to read by 80%
- Responsive Tablet Mobile Gartner 2013 Tablets will outsell PCs and Laptops combined Worldwide Device Shipments by Segment (Thousands of Units) B2B content preferences survey June 2014 Only 21% of people never view B2B content on a tablet device Only 3% of people never view B2B content on a mobile device
- http://www.marketingmagazine.co.uk/article/1228513/micro-video-brands-tackle-2014s-hottest-medium 66% of global internate traffic project to reach 79% by 2018 Average internet user watches 206 a month Videos in instagram produce 2X the engagment than photos 40 million vine users - 5 tweets per second contact a vine link
- Ada Lovelace, was an English mathematician and writer chiefly known for her work on Charles Babbage's early mechanical general-purpose computer, the Analytical Engine. Her notes on the engine include what is recognised as the first algorithm intended to be carried out by a machine. Because of this, she is often described as the world's first computer programmer. 1800s Twitter may well be introducing a new algorithm a Facebook like feed surfacing what it deems more relevant content soon
- A lookalike audience is an algorithmically-assembled group of social network members who resemble, in some way, another group of members
- Mixture of the product managers and comms marketer – born from the technology start-ups when budget is tight but targets are high It’s about creative marketing, data and testing + development and automation Dropbox, give you free space when a friend signs up for the service 100k registered users to 4M registered users in just 15 months Hotmail added a tiny link at the bottom of their email with a message about a free email client – and they tested it Build the network economy into your campaigns - Using the social graph (APIs to connect socially) – Facebook and LinkedIn Connect etc. etc. Create experiences that users want to share and talk about Build free tools
- In 20,000 years of evolution our DNA is nearly the same Unconscious thought that still govern our behaviour So trends are nothing but opportunities, to be better creatively we need to understand our audiences and talk to people 85% people share because its an issue or because they care about (the biggest reason to share according to a study in by the NY Times: Psychology of sharing) We must build stories they care about
- In 20,000 years of evolution our DNA is nearly the same Unconscious thought that still govern our behaviour So trends are nothing but opportunities, to be better creatively we need to understand our audiences and talk to people 85% people share because its an issue or because they care about (the biggest reason to share according to a study in by the NY Times: Psychology of sharing) We must build stories they care about
- Happiness makes us want to share Psychoanalyst Donald Winnicott discovered that our first emotional action in life is to respond to our mother’s smile with a smile of our own. Obviously, joy and happiness are hard-wired into all of us. http://thenextweb.com/socialmedia/2014/03/15/emotion-marketing-brains-decide-whats-shareable-trust/
- There are vendors who can predict the share rate of video content based on emotional responses Base this on sector emotional norms Pepsi - test drive prank 3 - dancing pony
- According to psychologists Christopher Chabris and Daniel Simons (authors of The Invisible Gorilla), stories are persuasive and more trustworthy than statistics because individual examples lodge in our minds, but statistics and averages do not. Our ancestors lacked access to huge data sets and experimental methods. By necessity, we learned from specific examples, not by compiling data from many people across a wide range of situations. The summary of the research on storytelling points to two big conclusions: Stories work because our brains are primed to heed their advice. Stories are persuasive because they are able to slip in under our radar and “transport” us to the tale being told. We personify abstract shapes, we seek ourselves in objects around us, we make ourselves the main character of every story we hear. Stories help us to change behaviours Stories have to have a particular structure 150 years ago a German theorist called Gustavo Freytag called this the Dramatic arc
- The unexpected is delivered by great storytelling using emotional triggers It gets your attention …. But that alone is not enough … it must have relevance Relevant and expected – another webcast telling me how fast Irrelevant and expected – more product messaging Irrelevant and unexpected - Relevant and unexpected – I don’t get woken up in the morning
- http://www.forbes.com/sites/jaysondemers/2014/07/23/the-top-7-social-media-marketing-trends-dominating-2014/ http://www.inc.com/jayson-demers/5-social-media-trends-buzzing-in-2014.html http://www.socialmediaexaminer.com/social-media-trends/