Social Media in 2014....

SOCIAL MEDIA SERIES: !SOCIAL MEDIA 2014JACINTA CROAGH

ABOUT MENO NODDING OFF…

- marketer, social media strategist!- blogger, content developer!- 18 year advertising agency, media, consulting

background

TODAY..WHAT WE’LL COVER

• the latest stats on social media, 2014!!

• trends: user behaviour, mobile, apps, growth platforms!!

• case studies: business!!

• case studies: individuals

THE CONVERSATION PRISMVERSION #1 - 2009

An impressive visual study of how we use online networks. !!How they converge…

THE CONVERSATION PRISMVERSION #4 - 2013

… and how this changes over time.!

SOCIAL MEDIA 2014THE LATEST TRENDS & STATS….

!THE SOCIAL MEDIA EFFECT…

LATEST STATS

LATEST STATS!THE SOCIAL MEDIA EFFECT…

20142008

LATEST STATS!SOCIAL MEDIA’S AFFECT ON US…

LATEST STATS

THE YEAR THAT WAS…

!!!!!2013

Google+: takes #2 spot for most active users

Original Harlem Shake went viral: 1.7 new videos uploaded to YouTube (http://youtu.be/384IUU43bfQ)

The new Pope Francis becomes the most talked about person on FB

Psy Gangnam Style: the most viewed video in 2013 (1.2b views) (http://www.youtube.com/watch?v=9bZkp7q19f0&feature=kp)

Nielsen reveals YouTube reaches more 18-34 y/o’s than any US cable network

72% of all online adults globally using social media

Instagram launches 15sec videos. That day, Vine sharing dropped 40%

Snapchat users share 350m photos a day

Twitter launches Vine: 6 sec video loop (https://vine.co/feed)

THE SOCIALMEDIA EFFECT…

THE SOCIAL 2013

Syrian govt start using Instagram to combat bad press re chemical weapons usage

What does the Fox Say? Highest new trending video by Sept: 350m views!http://www.youtube.com/watch?v=jofNR_WkoCE

Mylie Cyrus: #twerking at the VMA’s 306,000 Tweets/minute

Mobile makes up more than 25% of YouTube’s global watch time

LinkedIn 38% of unique visitors came from mobile

Twitter floated on the NYSE

‘Selfie’ Oxford Dictionary word of the year. Frequency of use increased 17,000% in 2013

Snapchat founder turned down offers of $3b and $4b from FB & Google respectively

Beyoncé: music industry 1st: launches new album via Instagram & iTunes with no prior marketing

MEDIA EFFECT…

LATEST STATS!THE SOCIAL MEDIA EFFECT…

USER BEHAVIOURTHE LATEST & GREATEST….

USER BEHAVIOURIT’S A MOBILE WORLD…..

MOBILENOMICS:!http://www.socialnomics.net/2013/03/25/mobilenomics-

video/

Source: briansolis.com

USER BEHAVIOURIT’S A MOBILE WORLD…..

USER BEHAVIOUR

The average age for the first mobile phone is now 13 !_____________!

!44% of mobile

users sleep with the phone next to

them: FOMO

Australian smartphone users outstrip the US &

UK per capita: 72% of all mobile users, behind only China

& Sth Korea

Over 60% of Aussie smartphone users are

online daily: this is double the rate from

Australians aged 16-24 spend a total of 29 days a year on

their smartphone

At the end of 2013, there were more

smartphones than people on the planet

Australian tablet ownership will

equal smartphones by

2017: market penetration in Oz

is 3rd highest globally

IT’S A MOBILE WORLD…..

USER BEHAVIOURMOBILE DATA: AUSTRALIA - Google Research, 2013

• Smartphones are an indispensable part of our daily lives!• 71% mobile phone market penetration!• we spend more time on mobile than we do on newspaper &

magazines combined!• The Effect? The constantly connected consumer is key for B2B

and B2C marketing in Australia

• 80% of smartphone users are doing something else whilst on their smartphone - like watching TV!

• mobile search, app, social networking & video usage are prolific!• The Effect? Integrated cross-media marketing is crucial

USER BEHAVIOUR

MOBILE DATA: AUSTRALIA - Google Research, 2013

• Geo-location marketing is critical: 86% of users look for local info & businesses: 88% take action if they found what they’re looking for!

• The Effect? Clickable phone numbers on mobile search results is mandatory. Leveraging location-based services likewise.

• 94% of smartphone users have researched a product or service on their device!

• 28% of smartphone users have made a purchase on their phone!• The Effect? The multiple paths to purchase reiterated the need

for cross-channel marketing strategy including a mobile/responsive design site

USER BEHAVIOUR

MOBILE DATA: AUSTRALIA - Google Research, 2013

• Smartphones help advertisers connect with consumers: mobile ads are noticed by 87% of users!

• 63% of consumers have done a smartphone web search after seeing an offline ad!

• The Effect? Mobile ads drive greater consumer engagement

And Yet….!• only 25% of brands have a mobile strategy!• only 27% of businesses have a mobile site!• 39% of marketers have no strategy for mobile email

Source: google.com/

• $7.3b revenue in 2011; estimated $36.7b by 2015 !• the average smartphone user spends 2 hours a day on apps

(more than double the time spent 2 years ago)!• productivity is low: 43% of app time is gaming

APPS!THE GLOBAL APP MARKET IS BOOMING….

Source: onbile.com/

• the more we use Apps, the less Google knows about our online behaviour…!

• around 90% of all downloads are free!• 93% willing to pay for games; 76% willing to pay for news

Source: onbile.com/

Most popular app categories….

Source: xcubelabs.com

Games Weather Social Maps Music News Banking

64% 60% 56% 51% 44% 39% 32%

Source: mobilestatistics.com

!Total Apps Available

Source: mobilestatistics.com

!Total App Downloads

LATEST & GREATEST!GROWTH PLATFORMS

Pinterest is a pinboard-style photo & video sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies.!!Pinners browse other Pinboards for images, "re-pin" images to their own pinboards, or "like" photos.

- 11.7m users globally!- 800k Australians!- 87% female!- the fastest growing content sharing

platform on the web!- 12m unique visitors/month!- Pins with price$ have 36% more

‘likes’ than those without!- 4x the revenue of Twitter!- 27% more revenue than FB!- hit 10m unique monthly visitors in

the US faster than any other site in history!

- 83% of luxury brands are present

1 in 5 women are on Pinterest

1 in 4 consumers spend less time on other social media sites, in favour of Pinterest

59% of all Pinterest users have clicked through to make a purchase

Nearly 50% of female Pinners have made a purchase based on recommendations - that’s 1/3 of female users on FB

37% of males users have purchased something they’ve seen on Pinterest

Pinterest users spend around $80 on purchases referred from the site - twice that of FB spenders

Hiring:!- Taco Bell: totally nailed their

Pinterest hiring strategy!- meet the recruiting team!- fun, ‘day-in-the-life’ videos!- boards that highlight

company culture!- very cool….

LATEST & GREATEST!HOW’S IT BEING USED?

Hiring:!- GE Careers!- tells a story about the

organisation !- diverse programs and

projects that make up the company !

- very compelling content

LATEST & GREATEST!HOW’S IT BEING USED?- The New Traditionalists (luxury home furnishings in New York)!- TOTALLY COOL!!- a single job campaign: so easy to set up, cheap, easy to share/seed!- http://www.pinterest.com/thenewtrad/help-wanted/

Snapchat is an increasingly popular mobile app - heavily amongst millennials - that lets users send photos and videos (sometimes for sexting) that disappear after seconds.!!It has proven its potential to stoke a brand’s ‘super-fan’ culture.

- 350million photos uploaded every day!

- heavily skewed to the 13-25 y/o’s with a dominant female user-base!

- no confirmed/exact user count -yet still, FB and Google have both tried to acquire it!

- ad-free…for now

- personal delivery of content - video, photo, message!

- scheduled to deliver at a specific time - so great for promotions, discounts & competitions!

- once viewed, it’s deleted within a matter of seconds (or options for 24 hour repeat viewing)!

- gamification: eg scavenger hunt!- insider company knowledge!- events showcase!- recruitment drives

- NY frozen yoghurt chain!- asked fans to snap themselves at one of their locations!- in return they’d receive a snap with a New Year’s promo coupon: for 15%, 50% or 100% off!

- Taco Bell!- early adopter (April 2013)!- used SC to announce the Beefy

Crunch Burrito was coming back!- using the ‘story feature’: where you

can add a snap to a feed for 24 hours!

- Karmaloop!- multi-platform web retailer!- snaps exclusive deals!- behind the scenes, new products,

office antics, ‘a few selfies too’!- great visuals

- Rebecca Minkoff!- NY fashion brand!- pre-release looks at new product

lines!- special perks for consumers who

can’t attend fashion shows!- believe consumers have a ‘voice in

our brand…. their inclusion in our brand will grow’

LATEST & GREATEST

Google+ is a social network, communication and engagement platform owned by Google. It provides a social layer to Google’s many other platforms such as Gmail, Google Drive, Google Docs, Google Blogs, and many others. Providing ‘social authorship’, Google+ associates web content directly with it’s owner/author.

LATEST & GREATESTMONTHLY VISITS: USER AGE PROFILE

Millennials Gen X Baby BoomGen Z

29% 28% 23% 19%

- 540m monthly ‘users’!- 300m ‘in-stream’ users - those

who’re more deeply involved & participatory!

- 1.5b photos uploaded every week!- 20m monthly mobile users!- 100m users in China!- Angry Birds has over 6m

followers

LATEST & GREATESTHOW’S IT USED??

- +1 is an increasingly important ranking for SEO!

- Google uses +1’s to assess the popularity of your business & brand & uses this as a ranking mechanism!

- ‘Circles’ are formed by users, based on common interests, business relationships, knowledge!

- Circles are great for highly targeted messaging & content sharing!

- Events: easy to set-up, share, promote!- Insights: stats show what’s working!- Places: enhanced visibility search!- Business Pages: enhanced

discoverability with Google

LATEST & GREATESTHOW’S IT USED??

- Hangouts: video-chat meet-ups - from private sessions to live feeds, for CEO’s, managers, educators, politicians!

- Communities: instantly created discussion forums. Act as a FB wall does, holding conversations where a brand & their audience, can engage. The key is to keep them targeted with relevant content - keeps up the in-post interaction!

- Offers: a daily-deal platform, similar to Groupon. Gives businesses an opportunity to offer point-of-purchase discounts, added value, local purchaser incentives

LATEST & GREATEST

CASE !STUDIES & EXAMPLES!GOOD, BAD, REALLY BAD, TERRIBLE….

CASE STUDIES

Melbourne Strip Club:Thought they’d be engaging & ask users to guess which stripper they thought this baby shot belonged to…..!!Not realising the time stamp was on the pic….!!And revealed 14 year old strippers in their employ…!!

!GOOD, BAD, REALLY BAD, TERRIBLE….

CASE STUDIES

Home Depot, US:Racism is never tolerated in social media. Difficult to tell if this Tweet was racist or simply stupid…!!The Twittersphere was up in arms over it.!!Corporate delete of the Tweet. 2 day long apology. Social media agency sacked.!!

CASE STUDIESHMV, UK:British music retailer lost control of their social media team when rogue members live Tweeted mass sackings…!!The debacle embarrassed the struggling company, & the tweets were eventually deleted, but not before HMV’s marketing director was revealed to have asked ‘How do I shut down Twitter?’!!

CASE STUDIES!GOOD, BAD, REALLY BAD, TERRIBLE….

JPMorgan: #AskJPMA classic case of bad timing…!!Hosting a Twitter Q&A (or ‘Tweetup’), it hoped to engage its follower base.!!They were completely unaware of their reputation post GFC, and the passion of the web. Respected journalists joined in on the 6 hour rampage.!!

JPMorgan: #AskJPMAfter receiving challenging, sometime aggressive questions, they acceded defeat. Graciously. It was a good quasi-recovery.!!

#RECOVERY

EPICURIOUS:Again, really bad timing…!!Post the Boston bombings, they thought promoting brand recipes on Twitter would be cool… !!‘Whole-grain cranberry scones!’!!

IAC Media ExecutiveProbably the worst Tweet yet…!!The most senior PR executive for IAC who owns media websites including about.com, collegehumor.com, ask.com,!dictionary.com, okcupid.com, urbanspoon.com, tinder.com, vimeo.com, thedailybeast.com !!She was on an 11 hour flight to Sth Africa as the storm erupted. On a flight without WIFI.

The hashtag, #hasJustinelandedyet went nuts….!!Meme’s were created within hours….!!

Plus a clever marketing opportunity….

The hashtag, #hasJustinelandedyet went nuts….!!

Social media rapid response at its best: the 2013 Superbowl plunged into darkness for 30 minutes. Oreo were first off the mark with a clever Tweet that was true to brand - simple, clever, memorable, sharable.!!Designed, captioned, approved in minutes.!!

#EPICWIN

Launching the low-cost airline in Australia, AirAsia used FB as the competition channel for followers to win a 3 night trip to KL with a plane full of FB friends.!!Results:!- doubled the number of daily flights

from Sydney!- generated PR coverage >$1.6m!- grew FB follower based by 30%!- reached over 2.2m people on FB!!

#EPICWIN

AirAsia “Friendsy"

• low market penetration!• began campaign outside social !• car affects professional life:

professional identity affects car choice!

• used LinkedIn company page!• generated feedback from followers!• target: a modest 500

recommendations!• received 2,700!• content formed in-platform ads!• huge extension of media investment!

#EPICWIN

Volkswagon India

• largest shipping container company in the world!

• B2B customer acquisition!• simple publishing strategy: great

content, not salesy, staff heavily supportive (25k staff)!

• leveraged their organic community: they got the message out more often to more people!

• diversity of content: visual, time-lapse video, text!

• ‘we don’t spam our networks with content’!

• call-centre improved efficiency!

#EPICWIN

Mearsk Shipping Line

• food investigators found that over 1/3 of their burgers contained horse meat!

• burgers were pulled from sale!• the social media team weren’t

informed!• OMG!

#EPICFAIL

• Walmart doesn’t get Facebook!• “What the f**k was Facebook

thinking” it wrote on it’s FB wall!• the question only lasted 5 minutes!• still….it got 30 MILLION likes!• only then was it taken down…!

#EPICFAIL

Walmart

CASE STUDIES: creative social resumes

!GrinterSpencer.com• held 8 Melbourne based Creative

Directors to ‘ransom’ by acquiring their personalised URL’s!

• balaclava clad in all meetings!• ‘meet with us or the site gets it’!• https://www.youtube.com/watch?

v=Jp-jpMGMvn4

CASE STUDIES: creative social resumes• she wanted a job at Pinterest!• CV pinned to pinboard in creative, clever execution!• she ended up landing a job with Pintics: a Pinterst analytics platform

http://www.pinterest.com/JeanneHwang/jeanne-for-pinterest/

THE EPIC FAIL CV•having written & rewritten job applications Vanessa was a little over the whole process!

•she went over & over her CV for typo’s!

•she prepared her cover letter!•but when she sent it, insteadof sending her CV, she sent a photo of Nicholas Cage….

THE GAMING CV

•CV puts you in a Mario-style game!• jumps & swims through a colourful history of his work experience & skills!

• the ‘gamer’ is Player 1: by scrolling or hitting the arrow key, your character - which resembles the Leonardi - literally races through various sections of skills, interests, job timeline & published work

THE FAKE AMAZON PAGE

•one of the best online resumes ever!

•wanted to travel to land a new job - so made his CV available globally, via Amazon!

•suggests you ‘add the applicant to your shopping cart’!

• ‘Only one left in stock, order soon!’!•http://www.phildub.com/#

THE LESSONS FROM…

!!!!!2013

TAKE-OUTS!THE SOCIAL MEDIA EFFECT…

!multi-

channel strategy is crucial for success!

!CONTENT is everything!

!If yours is boring…forget it!

… the power !of visual & video!

content continues !to rise…!

Jacinta Croagh!Croagh Ink!m: +61 404 203 250!e: jacinta@croaghie.com!l: au.linkedin.com/in/jacintacroagh/!t: https://twitter.com/Croaghie!

THANK YOU.

Social Media in 2014....

nysesnapchat

music industry

2013snapchat

chemical weapons

fboriginal

fbpsy gangnam

global app

online adults

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