Future Social: 10 Key Trends in Social Media

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FUTURE SOCIAL
HOW SOCIAL
MEDIA MARKETING
SIMON KEMP • WE ARE SOCIAL • CONNECT VIA HOOTSUITE •...

SIMON KEMP
@eskimon

FUTURE TENS(E)
1. DOMINANCE OF MESSENGERS
2. EVOLUTION OF COMMUNICATION
3. INTEGRATED PLATFOR...

CONTEXT

BIT.LY/DSM2016DIBIT.LY/DSMAP16

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE M...

SEP
2016
• Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16
MOST ACTI...

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE ...

BUT SO WHAT?

#1THE DOMINANCE
OF MESSENGERS

TODAY, MORE MESSAGES ARE SENT VIA
MESSENGER APPS THAN ARE SENT VIA EMAIL
• Source: Juniper R...

MESSENGERS WILL OVERTAKE
SOCIAL NETWORKS TO
BECOME THE WORLD’S MOST
ACTIVE SOCIAL PLATFORMS
...

MOBILE MESSENGERS CHANGE SOCIAL’S RULES
NO WAY FOR BRANDS TO
TRACK OR JOIN PEOPLE’S
SOCIAL D...

WE CANNOT RELY ON A ‘BOOSTED CONTENT’
APPROACH IN MESSENGER PLATFORMS (YET)

INTERRUPTION
WON’T WORK

SO HOW DO WE
IMPROVE ROI?

OUR TASK IS TO INSPIRE CONVERSATIONS,
NOT JUST TO PRODUCE & DELIVER CONTENT

PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

#2THE EVOLUTION OF
COMMUNICATION

PEOPLE CONSTANTLY FIND NEW WAYS
TO USE MESSENGERS TO COMMUNICATE

EVERY DAY, WE SEND BILLIONS OF EMOJI
THROUGH EVERY KIND OF DIGITAL CHANNEL
• Source: based o...

THE MOST POPULAR EMOJI ON TWITTER
1,367,280,000
611,992,000
610,507,000
532,887,000
394,590,...

WHY?

OUR BRAINS PROCESS EMOJI LIKE REAL FACES
EMOJI REAL FACES
• Source: research by Tokyo Denki ...

EMPATHY

FOR SIMILAR REASONS, ‘STICKERS’ PLAYED A
BIG PART IN LINE’S STRONG IPO VALUATION

MEANWHILE, MANY WECHAT USERS HAVE
SWAPPED TEXT MESSAGES FOR AUDIO CHAT

THIS RAPID EVOLUTION OF AUDIENCE
BEHAVIOUR IS LEAVING BRANDS BEHIND

SO HOW DO WE
IMPROVE ROI?

MOTIVATIONS
MECHANICS
NOT

HARNESS NEW BEHAVIOURS TO BUILD DEEPER
EMPATHY, INSTEAD OF FOCUSING ON REACH

#3INTEGRATED
PLATFORMS

DEVELOPERS HAVE ALREADY BUILT 11,000+
CHAT BOTS FOR FACEBOOK MESSENGER

AND WECHAT IS NOW SO INTEGRATED, IT’S
ALMOST THE ENTIRE INTERNET IN ONE APP

SOME THINGS USERS CAN DO WITHIN THE WECHAT APP
SEND MONEY
TO FRIENDS
ORDER
A TAXI
PAY FOR
PU...

SIRI WILL SOON BE AN ‘APP PLATFORM’ TOO,
OFFERING NEW MESSAGING OPPORTUNITIES

SO HOW DO WE
IMPROVE ROI?

MOVE FROM ADVERTISING TO UTILITY; LOOK
FOR NEW WAYS TO ADD AUDIENCE VALUE

#4THE EVOLUTION
OF SOCIAL VIDEO

VIDEO IS THE HOTTEST TOPIC IN SOCIAL
CONTENT TODAY (NO SURPRISES THERE)

BUT SOCIAL VIDEO IS EVOLVING QUICKLY
THE ABILITY FOR ANYONE
TO BRING THEIR NETWORKS
AND AUDI...

BUT MARKETERS ARE GETTING CONFUSED;
WE ARE NOT IN THE MOVIE BUSINESS

OUTCOMES
OUTPUTS
VS

SO HOW DO WE
IMPROVE ROI?

VIDEOS MUST ADD TANGIBLE BRAND VALUE,
NOT JUST RANDOMLY ENTERTAIN PEOPLE

HOW CAN YOU USE VIDEO TO INFLUENCE
PEOPLE’S ATTITUDES AND BEHAVIOUR?

#5CONTENT
vs SOCIAL

OUR OBSESSION WITH CONTENT HAS COME
AT THE EXPENSE OF SOCIAL INTERACTION

WE PLAN AROUND CONTENT CALENDARS,
INSTEAD OF DESIRED SOCIAL OUTCOMES

BUT THIS IS BACK-TO-FRONT; BRAND
CONTENT IS ONLY EVER A MEANS TO AN END

THE REAL OPPORTUNITY FOR BRANDS IN
SOCIAL IS TO ACTIVELY ENGAGE WITH PEOPLE

CONVERSATION
CONTENT
VS

RELATIONSHIPS
REACH
VS

LET’S USE SOCIAL FOR ITS UNIQUE POWER:
ONE-TO-ONE INTERACTIONS AT SCALE

SO HOW DO WE
IMPROVE ROI?

STOP ADVERTISING AT PEOPLE, AND
START INTERACTING WITH PEOPLE

#6RE-THINKING
THE ROLE OF PAID

WHEN FEEDS ARE SO CLUTTERED, IT SEEMS
BRANDS’ ONLY OPTION IS TO BUY REACH

HOWEVER, THIS CONSTANT NEED TO OUT-
SHOUT EVERYBODY ELSE IS UNSUSTAINABLE

PROMOTING WEAK CONTENT WASTES YOUR
MONEY, AND ALSO ANNOYS YOUR AUDIENCE

…AND MEDIA INFLATION MEANS BRANDS ARE
PAYING MORE TO DELIVER THIS IRRITATION

MOREOVER, WILL MORE REACH ON EVERY
POST HELP ADDRESS YOUR BRAND’S ISSUES?

Using reach to measure your
marketing success is like counting
the number of bank accounts y...

SO HOW DO WE
IMPROVE ROI?

USE PAID MEDIA MORE SELECTIVELY TO
ADDRESS SPECIFIC BRAND CHALLENGES

SOME STRATEGIC USES OF PAID SOCIAL
ENSURING THAT AS MANY
PEOPLE AS POSSIBLE SEE
CONTENT WHEN...

MEASURE SUCCESS IN TERMS OF ACTIONS,
ATTITUDES AND EMOTIONS – NOT EYEBALLS

#7AMPLIFYING THE
VOICES OF OTHERS

SOCIAL SUCCESS ISN’T DETERMINED SOLELY
BY WHAT YOU SAY ABOUT YOUR BRAND

OTHER PEOPLE CAN OFTEN TELL YOUR STORY
IN MORE COMPELLING & PERSUASIVE WAYS

CRUCIAL DISTINCTIONS
PEOPLE WITH VERY HIGH
REACH, BUT LITTLE DIRECT
RELEVANCE TO YOUR
BRAND ...

INFLUENCERS ARE OFTEN BETTER AT
ENGAGING AUDIENCES ON YOUR BEHALF

RESEARCH FROM TWITTER SHOWS WE EVEN
TRUST INFLUENCERS AS MUCH AS FRIENDS

PASSIONATE BRAND ADVOCATES CAN TELL
POWERFUL AND PERSUASIVE STORIES, TOO

THEIR CREDIBILITY IS BUILT ON AUTHENTICITY;
YOUR ROLE IS TO AMPLIFY THEIR STORIES

SO HOW DO WE
IMPROVE ROI?

ACTIVELY PARTNER WITH INFLUENCERS AND
ADVOCATES TO ACHIEVE SHARED OBJECTIVES

#8PROFESSIONAL
SOCIAL NETWORKING

PROFESSIONAL NETWORKING IS ONE OF THE
FASTEST AREAS OF GROWTH AT THE MOMENT

FACEBOOK AT WORK AND SLACK ARE
CHANGING THE WAY TEAMS COMMUNICATE

THERE’S A GOOD REASON WHY MICROSOFT
PAID MORE THAN $26 BILLION FOR LINKEDIN

SOME PROFESSIONAL NETWORKING OPPORTUNITIES
IDENTIFYING AND
CONNECTING WITH
POTENTIAL CANDIDA...

IMPROVING AND AMPLIFYING THE SOCIAL
PROFILE OF SENIOR EXECUTIVES IS CRITICAL

EMPLOYEE ADVOCACY IS ALSO A HUGE
OPPORTUNITY FOR ALL KINDS OF BRANDS

SO HOW DO WE
IMPROVE ROI?

INVEST IN PROFESSIONAL SOCIAL AS A
SOURCE OF SIGNIFICANT POTENTIAL VALUE

#9SOCIAL
COMMERCE

‘BUY BUTTONS’ ARE BECOMING MORE
COMMON ACROSS SOCIAL PLATFORMS

THESE ‘DIRECT CONVERSION’ TOOLS OFFER
HUGE POTENTIAL FOR MANY BRANDS

HOWEVER, BRANDS MUST APPROACH THEM
CAREFULLY TO AVOID IRRITATING PEOPLE

SOCIAL COMMERCE IS ABOUT BUILDING
DISTINCT SOCIAL VALUE INTO THE EXCHANGE

IT’S CRITICAL TO BUILD SOCIAL CUSTOMER
SERVICE INTO SOCIAL COMMERCE PLANS TOO

SO HOW DO WE
IMPROVE ROI?

IDENTIFY HOW YOU CAN BUILD A TRULY SOCIAL
BUSINESS, RATHER THAN JUST ADDING BUTTONS

#10MORE MEANINGFUL
MEASUREMENT OF ROI

TRUE ENGAGEMENT CANNOT BE MEASURED
IN TERMS OF REACH, LIKES, VIEWS, CLICKS…

WE NEED MORE MEANINGFUL METRICS
FOR MEASURING SOCIAL’S CONTRIBUTION

HOW?

CHANGING
MEASUREMENT
MEASURING
CHANGE
BY

WHAT AUDIENCES
CURRENTLY THINK,
FEEL, AND DO
WHAT WE’D LIKE
AUDIENCES TO THINK,
FEEL, AND D...

BUT HOW MUCH DOES SOCIAL CONTRIBUTE
TO THE CHANGE IN ATTITUDES & BEHAVIOUR?

THE BRAND HEALTH SCORES AND
PURCHASE VALUE OF THOSE
WHO HAVE EXPERIENCED THE
BRAND’S SOCIAL...

THE DIFFERENCE BETWEEN THE TWO SCORES
IDENTIFIES SOCIAL’S SPECIFIC CONTRIBUTION

OVER TIME, THIS APPROACH CAN IDENTIFY
THE ROI OF ALL YOUR MARKETING ACTIVITIES

SO HOW DO WE
IMPROVE ROI?

USE THESE INSIGHTS TO IDENTIFY HOW TO
OPTIMISE YOUR MOST VALUABLE CHANGES

MEASURE WHAT
COUNTS, NOT
JUST WHAT YOU
CAN COUNT.

FUTURE TENS(E)
1. DOMINANCE OF MESSENGERS
2. EVOLUTION OF COMMUNICATION
3. INTEGRATED PLATF...

WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
SIMON.KEMP@WEARESOCIAL.COM
+65 914...

Future Social: 10 Key Trends in Social Media

We Are Social Singapore

Future Social: 10 Key Trends in Social Media