Connected Consumer: Adapting Social Content for Mobile, Shannon Paul, Social Fresh Conference 2015.
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Connected Consumer: Adapting Social Content for Mobile, Shannon Paul, Social Fresh Conference 2015.
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Connected Consumer: Adapting Social Content for Mobile, Shannon Paul, Social Fresh Conference 2015.
- 1. 1 Fifth Third Bank | All Rights Reserved MOBILE + SOCIAL Adapting social media strategy for connected consumers Shannon Paul, Social Media @ Fifth Third Bank Member FDIC
- 2. 2 Fifth Third Bank | All Rights Reserved Social @ Fifth Third Three years old Three internal team members Leo Burnett Chicago and Spark SMG provide creative and digital media support Member FDIC
- 3. 3 Fifth Third Bank | All Rights Reserved Social @ Fifth Third Member FDIC
- 4. 4 Fifth Third Bank | All Rights Reserved Social @ Fifth Third Not thinking BANK Thinking BANK! Member FDIC
- 5. 5 Fifth Third Bank | All Rights Reserved Q: What is the Greatest Social Media Love Story in 2015? Member FDIC
- 6. 6 Fifth Third Bank | All Rights Reserved A: Mobile + Video Member FDIC
- 7. 7 Fifth Third Bank | All Rights Reserved Social + Mobile: What’s New for 2015 4 billion video views per day on Facebook 75% viewed on a mobile device On Twitter, 90% of direct upload videos are viewed on a mobile device Snapchat also reached 4 billlion views per day in April 2015 Sources: Simply Measured, Research Now Member FDIC
- 8. 8 Fifth Third Bank | All Rights Reserved Social + Mobile: Focus on Video in 2015 Facebook algorithm prioritized video to comprise 30% of the News Feed beginning in 2015 Source: SocialBakers Member FDIC
- 9. 9 Fifth Third Bank | All Rights Reserved Streaming Video + Mobile Periscope reported reaching 10 million accounts in August, and the equivalent of an average of 40 years of video viewed every day Member FDIC
- 10. 10 Fifth Third Bank | All Rights Reserved Case Study: #howifight 53.com/howifight Member FDIC
- 11. 11 Fifth Third Bank | All Rights Reserved Case Study: #howifight Member FDIC
- 12. 12 Fifth Third Bank | All Rights Reserved Case Study: #howifight Thumb-stopping content created by influencers — Reach their social networks — Reach target audiences through paid media + whitelisting influencer Twitter @handles Engagement rate: 31.4% Cost-per-view: $0.02 Member FDIC
- 13. 13 Fifth Third Bank | All Rights Reserved Platform Considerations Silent Autoplay — Facebook, Twitter and Instagram all use silent autoplay. Sound is played upon clicking “For brands, during our autoplay tests we saw a 7x increase in completions of Promoted Videos” as well as a 14% lift in recall – Twitter Member FDIC
- 14. 14 Fifth Third Bank | All Rights Reserved Video Duration Facebook: maximum 45 minutes Twitter: 30 seconds for unverified accounts; verified accounts are limited to 10 minutes Snapchat: 10 seconds Vine: 6 seconds Instagram: 15 seconds (organic); 30 seconds (paid) Member FDIC
- 15. 15 Fifth Third Bank | All Rights Reserved Vertical –vs- Horizontal Could ergonomics be driving trend toward vertical video? — Mobile users hold phones vertically 94% of the time — Vertical video ads have up to 9x more completed views than horizontal video ads Source: John Steinberg Member FDIC
- 16. 16 Fifth Third Bank | All Rights Reserved Implications, Thought-Starters Create fewer, thumb-stopping posts “More posts” is no longer better Influencer programs and other partnerships can be a great way to reach target audiences and create emotional connections There is no longer a single set of social video analytics Member FDIC
- 17. 17 Fifth Third Bank | All Rights Reserved THANK YOU! Member FDIC
Editor's Notes
- Facebook timeline image was generated from Facebook’s official brand resources page. Hi res Android image provided as stock photography by Leo Burnett. Talking Points – in Q1 2015, Facebook began averaging 4 billion video views per day – 75% of which happen on mobile devices
- Facebook timeline image was generated from Facebook’s official brand resources page. Hi res Android image provided as stock photography by Leo Burnett. Talking Points – in Q1 2015, Facebook began averaging 4 billion video views per day – 75% of which happen on mobile devices
- SU2C campaign is a great example of how we stay relevant with the 85% while targeting the 15% through social and other digital marketing channels.
- Play celebrity influencer video via theAudience.
- In addition – whitelisted image Tweets from celebs featuring stills from the video are pacing at 5%. Static posts on Twitter typically get between 0.87% - 1% engagement rate. All of this is at a very efficient cost.
- Consider captioning – the “silent movie” effect helps to entice video views. Facebook has a captioning tool that can be used during direct upload.
- Horizontal view is still dominant, but newer platforms like Snapchat, Periscope and Meerkat operate by default in vertical view. Video played on these horizontally appears out of place, smaller or askew. Jon Steinberg Medium article with vertical stats: https://medium.com/@jonsteinberg/vertical-video-86a68c45ac06 “In fact, nearly 8 years after the introduction of the iPhone, whose vertical height has gone from 4.5 inches in the first release to 6.22 inches in the 6-Plus, it’s surprising how little vertical video has been created. (5.44 inch height on the regular iPhone 6). Most users have been stuck turning their phones sideways or watching video the size of two postage stamps floating in the middle of the screen.”
- More is less – this has not always been the case in social – it used to be that brands were expected to post all the time – at least once per day on every profile. Thumb-stopping content is necessary, but leveraging targeting and insights and be willing to distribute through paid media. Gone are the days when we can upload once (YouTube) and publish several links throughout the social ecosystem. Now we must grapple with different sets of analytics and metrics definitions when we do direct upload to multiple sites.