The State of Social Marketing 2016: B2C Industry Edition
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We analyzed 350,000 social media posts from leading B2C brands in 10 industries across 5 key social channels to nail down exactly what makes the best B2C brands thrive on social media. The findings show how industry- disruptive brands find audiences on saturated social networks, and how innovative social strategies keep long-established brands on top. We also compare the impact of different B2C industries on social media, including detailed industry breakdowns with best practices and recommendations. In this presentation, you'll learn: - Which B2C industries get the greatest impact from social media marketing; - How disruptive brands build loyal audiences on saturated social networks; - The most effective strategies for social in each industry.
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The State of Social Marketing 2016: B2C Industry Edition
- 1. TrackMaven B2C Content Marketing in 2016
- 2. TrackMaven Kara Burney Director of Content @wkndatburneys TrackMaven Competitive Intelligence Platform for Digital Marketers @TrackMaven #TrackMavenLive TrackMaven @TrackMaven
- 3. TrackMaven TrackMaven Backed by the world’s biggest venture fund:
- 4. TrackMaven Why Are We Here? Understand the current state of B2C marketing Learn which industries drive the greatest ROI from social media Know which channels present the greatest opportunity for B2C marketers Learn from the best: which B2C brands are killing it?
- 5. TrackMaven Content distribution is exploding… The overwhelming majority of B2C marketers turn to social media channels to create & distribute content
- 6. TrackMaven Content distribution is exploding… The overwhelming majority of B2C marketers turn to social media channels to create & distribute content
- 7. TrackMaven Content distribution is exploding… The overwhelming majority of B2C marketers turn to social media channels to create & distribute content
- 8. TrackMaven …but doing it well is both a priority and a challenge. Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the marketer or what size the company
- 9. TrackMaven …but doing it well is both a priority and a challenge. Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the marketer or what size the company
- 10. TrackMaven …but doing it well is both a priority and a challenge. Creating more engaging content has consistently been the #1 priority for B2C marketers, no matter how effective the marketer or what size the company
- 15. TrackMaven By Our Own Admission… Only 38% of B2C marketers rate their content marketing execution as effective or very effective.
- 16. TrackMaven So what can we do? What are the trends… On Each Social Network? Let’s take a look! In Each Industry?
- 17. • 213 leading brands • 10 industries • 5 key social channels • 350,000 pieces of content
- 18. TrackMaven Which industries get the most engagement on social? Analysis based on social media accounts from 213 B2C brands across Facebook, Twitter, Instagram, Pinterest, and LinkedIn: from January 2015-October 2015.
- 19. TrackMaven Apparel, Insurance, and Entertainment brands are in the Social Media Sweet Spot Substantial Follower Growth + Audience Engagement = Impactful Content
- 20. TrackMaven Industry Breakout: Entertainment • Bright, eye-catching imagery • Asking questions • Evoking nostalgia • Direct offers
- 21. TrackMaven Industry Breakout: Apparel • Incredibly creative use of their product • Simple messaging
- 22. TrackMaven Industry Breakout: Insurance • Customized graphics • Most successful posts were built around commemorating a day or event • Not heavily product-focused
- 23. TrackMaven Hospitality brands are adept at growing their audiences. Despite middle-of-the-pack engagement, Hospitality brands see highest audience growth among B2C industries (+53.34%!)
- 24. TrackMaven Uber • Multi-dimensional strategy, with very channel appropriate content being deployed • Friendly, funny, approachable, helpful • Consistent use of Instagram-specific hashtag
- 25. TrackMaven AirBnB • Launched a massive campaign around kindness created, called #ManKind, which is both socially relevant and an important part of hospitality • #TreehouseTuesday regularly demonstrates their variety and uniqueness
- 26. TrackMaven When it comes to social engagement, Automakers rule the road. Automakers = Most Engaged Brand Audiences (5.62 Engagement Ratio)
- 27. TrackMaven Industry Breakout: Automakers • Sharp imagery • Powerful, simple messages • Nostalgic
- 28. TrackMaven Food & Beverage audiences are shrinking… Only B2C industry with negative follower growth (-0.06%)
- 30. TrackMaven How Do B2C Industries Stack Up By Audience Size?
- 31. TrackMaven Facebook = Follower Feeding Ground B2C brands have the largest median audience sizes on Facebook, esp. Restaurant brands (2.8 Million Page Likes).
- 33. TrackMaven Apparel Brands = Social Media Behemoths On IG, TW, and Pinterest, Apparel brands have largest audiences (952K, 545K, and 18K) + 3rd largest Facebook audience (2.3 million Fans)
- 34. TrackMaven Apparel & Automakers Brands Cultivate Channel Variety Facebook dominates total B2C audiences overall, but these brands have a healthy channel mix.
- 35. TrackMaven Industry Breakout: Apparel • #OptOutside = incredible use of pairing social media with a product or company position or change
- 36. TrackMaven Consumer Products brands connect on LinkedIn. 748K = median LinkedIn audience, 5X that of brands in all other B2C industries.
- 37. TrackMaven Industry Breakout: Consumer Products • 1.9 million LinkedIn followers • Straightforward, channel- appropriate content that supports both company mission and commitment to social responsibility
- 38. TrackMaven Where Do B2C Industries See Engagement?
- 39. TrackMaven Despite myriad Fans, Facebook flounders Facebook audiences engage minimally. Consumer Products brands do Facebook best (2.1 engagement ratio)
- 40. TrackMaven B2C brands fail to engage on Twitter Restaurant brands perform best, but still barely 1 interaction per post per 1,000 followers on average.
- 42. TrackMaven Instagram = B2C Engagement Winner With the exception of the Consumer Products and Telco & Cable industries, B2C brands see the highest engagement ratios on Instagram
- 43. TrackMaven Insurance on IG • Playful, mascot-oriented Instagram presence • Employment-branded IG profile and hashtags (#GEICOcareers) highlights company culture, honors individual employees
- 44. TrackMaven Telco & Cable and Consumer Products Brands Soar on Pinterest Believe it or not, these two industries are Pin-ing their way to greater brand engagement.
- 45. TrackMaven L’Oreal Paris • Bright, eye-catching, aspirational • Product-specific curations • “How-to” content • Features influencers and brand ambassadors
- 46. TrackMaven Verizon & AT&T • Blend of product & lifestyle content • Content targeting Pinterest’s audience demographics
- 47. TrackMaven Takeaways for B2C Marketers: Beware of vanity metrics. Learn from brand leaders making big bets on “non- traditional” channels. Build a distinctive brand presence on each network. Keep your finger on the social media pulse in your industry.
- 49. TrackMaven Monitor share of engagement and content performance relative to competition over time. Analyze results using dashboards, reports, and alerts to understand what is taking off and what is failing before it’s too late to fix. USE CASEUSE CASE Benchmark Content Performance
- 50. TrackMaven Find what content topics drive marketing performance for you and your competitors. Use data-driven insights to uncover the ideal channels, posting schedules, and target audiences for your content. USE CASE Identify Engaging Topics & Tactics
- 51. TrackMaven 1 5.71 0 1 2 3 4 5 6 7 Benchmark Average TrackMaven Customers Digital Content Engagement Ratio comparison, normalized Content published by TrackMaven customers experiences 5.7x engagement compared to our brand benchmark. How Does This Help Our Customers?
- 52. TrackMaven Like What You See? We’d like to show you TrackMaven with your own data. Custom Demo! Where Do We Go From Here? Visit trackmaven.com/b2c