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The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
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FUTURE SOCIAL HOW SOCIAL MEDIA MARKETING SIMON KEMP • WE ARE SOCIAL • CONNECT VIA HOOTSUITE • 7 SEPTEMBER 2016 10 TRENDS SHAPING THE EVOLUTION OF SOCIAL MEDIA MARKETING we are social
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FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS
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ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS GLOBAL DIGITAL STATSHOT BILLION BILLION BILLION BILLION BILLION THE NUMBER OF PEOPLE USING DIGITAL, SOCIAL & MOBILE MEDIA AROUND THE WORLD 3.630 2.4382.671 4.7797.448 SEP 2016 URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33% • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 +14% +27%+21% +28%*+1% *SOURCE DATA CORRECTION YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH
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SEP 2016 • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 MOST ACTIVE SOCIAL PLATFORMS LATEST REPORTED MONTHLY ACTIVE USER FIGURES FOR THE WORLD’S MOST POPULAR SOCIAL PLATFORMS, IN MILLIONS SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 1,712 1,000 1,000 899 806 652 555 500 313 300 300 FACEBOOK WHATSAPP FB MESSENGER QQ WECHAT QZONE TUMBLR INSTAGRAM TWITTER SKYPE BAIDU TIEBA
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ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS FIGURE REPRESENTS THE TOTAL NUMBER OF MOBILE SUBSCRIPTIONS, NOT UNIQUE MOBILE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS BILLION BILLION BILLION BILLION BILLION 1.825 1.3581.428 3.8604.116 SEP 2016 URBANISATION: 47% PENETRATION: 44% PENETRATION: 35% vs POPULATION: 94%* PENETRATION: 33% APAC DIGITAL STATSHOT • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 THE LATEST SNAPSHOT OF REGIONAL DIGITAL, SOCIAL & MOBILE USE *
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TODAY, MORE MESSAGES ARE SENT VIA MESSENGER APPS THAN ARE SENT VIA EMAIL • Source: Juniper Research
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MESSENGERS WILL OVERTAKE SOCIAL NETWORKS TO BECOME THE WORLD’S MOST ACTIVE SOCIAL PLATFORMS WITHIN THE NEXT 18 MONTHS.
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MOBILE MESSENGERS CHANGE SOCIAL’S RULES NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S SOCIAL DISCUSSIONS LIMITED OPPORTUNITIES FOR BRANDS TO PAY TO ‘INSERT’ THEMSELVES PRIVATE CONVERSATIONS HARDER TO ADVERTISE LIKES AND FOLLOWERS MATTER MUCH LESS THAN ORGANIC WORD-OF-MOUTH NEW METRICS OF SUCCESS
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EVERY DAY, WE SEND BILLIONS OF EMOJI THROUGH EVERY KIND OF DIGITAL CHANNEL • Source: based on data from eMarketer
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THE MOST POPULAR EMOJI ON TWITTER 1,367,280,000 611,992,000 610,507,000 532,887,000 394,590,000 393,467,000 392,502,000 316,742,000 314,433,000 296,824,000 • Source: emojitracker.com, correct as at August 2016
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OUR BRAINS PROCESS EMOJI LIKE REAL FACES EMOJI REAL FACES • Source: research by Tokyo Denki University, as cited by Andrea Ayres RIGHT FUSIFORM GYRUS RIGHT INFERIOR FRONTAL GYRUS RIGHT MIDDLE / INFERIOR TEMPORAL GYRUS
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SOME THINGS USERS CAN DO WITHIN THE WECHAT APP SEND MONEY TO FRIENDS ORDER A TAXI PAY FOR PURCHASES RENEW THEIR PASSPORT BOOK MEDICAL APPOINTMENTS ORDER FOOD DELIVERY READ WEB ARTICLES & NEWS DONATE TO CHARITY PAY MUNICIPAL CHARGES & FINES PLAY GAMES
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BUT SOCIAL VIDEO IS EVOLVING QUICKLY THE ABILITY FOR ANYONE TO BRING THEIR NETWORKS AND AUDIENCES INTO THEIR LIVE, HERE-AND-NOW WORLD INTERACTIVE VIDEO CONTENT THAT PUTS THE AUDIENCE IN GREATER CONTROL OF THE ACTION VIDEO LIVE- STREAMING 360° VIDEO SOON, WE’LL BE ABLE TO DELIVER IMMERSIVE SOCIAL EXPERIENCES THAT CREATE NEXT-LEVEL ENGAGEMENT VIRTUAL REALITY
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Using reach to measure your marketing success is like counting the number of bank accounts you open as a measure of your wealth.
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SOME STRATEGIC USES OF PAID SOCIAL ENSURING THAT AS MANY PEOPLE AS POSSIBLE SEE CONTENT WHEN IT’S AT ITS MOST RELEVANT AMPLIFYING CONTENT THAT HAS ALREADY PROVEN ITS ABILITY TO DELIVER MEANINGFUL BRAND RESULTS REAL-TIME ACTIVITIES EXTENDING SUCCESS WHEN YOU ABSOLUTELY NEED TO GET THE MESSAGE TO THE AUDIENCE, REGARDLESS OF ITS ABILITY TO ENGAGE CRITICAL MESSAGING
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CRUCIAL DISTINCTIONS PEOPLE WITH VERY HIGH REACH, BUT LITTLE DIRECT RELEVANCE TO YOUR BRAND OR CATEGORY PEOPLE WITH A STRONG AND WIDESPREAD INFLUENCE ON OPINIONS OR CHOICES IN YOUR BRAND’S CATEGORY CELEBRITIES OPINION LEADERS PEOPLE WHO FREQUENTLY SHARE THEIR PASSION FOR YOUR BRAND WITH OTHERS IN YOUR AUDIENCE ADVOCATES
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SOME PROFESSIONAL NETWORKING OPPORTUNITIES IDENTIFYING AND CONNECTING WITH POTENTIAL CANDIDATES AND / OR EMPLOYERS BUILDING A MORE CONNECTED CULTURE BETWEEN TEAMS AND ACROSS GEOGRAPHIES RECRUITMENT & JOB HUNTING ENTERPRISE NETWORKING IDENTIFYING AND ENGAGING POTENTIAL PARTNERS AND / OR NEW B2B CUSTOMERS EXTERNAL COLLABORATION RAISING THE PROFILE OF KEY TEAM MEMBERS, AND ENGAGING JOURNALISTS AND THE BROADER MEDIA AMPLIFYING INFLUENCE
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WHAT AUDIENCES CURRENTLY THINK, FEEL, AND DO WHAT WE’D LIKE AUDIENCES TO THINK, FEEL, AND DO ACTUAL DESIRED THE ROLE OF MARKETING COMMUNICATIONS
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THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE NOT EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES SOCIALLY ENGAGED NOT SOCIALLY ENGAGED USE SIMPLE ‘CONTROL GROUPS’ VS
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FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS
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WE ARE SOCIAL SIMON KEMP, ASIA MANAGING PARTNER @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 HTTP://WEARESOCIAL.COM