Wearesocial2016090710socialtrendsv01 160907022936

#HootConnect • @eskimon • 1&

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

wearesocial


SIMON KEMP@eskimon

http://www.linkedin.com/in/eskimon


http://wearesocial.com


FUTURE TENS(E)1. DOMINANCE OF MESSENGERS

2. EVOLUTION OF COMMUNICATION3. INTEGRATED PLATFORMS

4. EVOLUTION OF SOCIAL VIDEO5. CONTENT vs. SOCIAL

6. RE-THINKING THE ROLE OF PAID7. AMPLIFYING THE VOICES OF OTHERS

8. PROFESSIONAL SOCIAL NETWORKING9. SOCIAL COMMERCE

10. MORE MEANINGFUL METRICS


CONTEXT


BIT.LY/DSM2016DIBIT.LY/DSMAP16

http://bit.ly/DSMAP16

http://bit.ly/DSM2016DI


ACTIVE INTERNET USERS

TOTALPOPULATION

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

SEP2016

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


SEP2016


MOST ACTIVE SOCIAL PLATFORMSLATEST 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


ACTIVE INTERNET USERS

TOTALPOPULATION

ACTIVE SOCIAL MEDIA USERS

MOBILESUBSCRIPTIONS

ACTIVE MOBILE SOCIAL USERS

FIGURE REPRESENTS THE TOTALNUMBER OF MOBILE SUBSCRIPTIONS,

NOT UNIQUE MOBILE USERS

FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE

SOCIAL PLATFORM IN EACHCOUNTRY, NOT UNIQUE USERS

FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE

SOCIAL PLATFORM IN EACHCOUNTRY, NOT UNIQUE USERS

FIGURE REPRESENTS TOTAL GLOBALPOPULATION, INCLUDING CHILDREN

FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS

BILLION BILLION BILLION BILLION BILLION1.825 1.3581.428 3.8604.116

SEP2016

URBANISATION: 47% PENETRATION: 44% PENETRATION: 35% vs POPULATION: 94%* PENETRATION: 33%

APAC DIGITAL STATSHOT


THE LATEST SNAPSHOT OF REGIONAL DIGITAL, SOCIAL & MOBILE USE

*


BUT SO WHAT?


#1THE DOMINANCEOF MESSENGERS


TODAY, MORE MESSAGES ARE SENT VIA MESSENGER APPS THAN ARE SENT VIA EMAIL

• Source: Juniper Research


MESSENGERS WILL OVERTAKE SOCIAL NETWORKS TO

BECOME THE WORLD’S MOST ACTIVE SOCIAL PLATFORMS

WITHIN THE NEXT 18 MONTHS.


MOBILE MESSENGERS CHANGE SOCIAL’S RULES

NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S

SOCIAL DISCUSSIONS

LIMITED OPPORTUNITIESFOR BRANDS TO PAY TO ‘INSERT’ THEMSELVES

PRIVATECONVERSATIONS

HARDER TOADVERTISE

LIKES AND FOLLOWERS MATTER MUCH LESS THAN

ORGANIC WORD-OF-MOUTH

NEW METRICSOF SUCCESS


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


INTERRUPTIONWON’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 WAYSTO USE MESSENGERS TO COMMUNICATE


EVERY DAY, WE SEND BILLIONS OF EMOJI THROUGH EVERY KIND OF DIGITAL CHANNEL

• Source: based on data from eMarketer


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


WHY?


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


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




MOTIVATIONS

MECHANICSNOT


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


#3INTEGRATEDPLATFORMS


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

ORDERA TAXI

PAY FOR PURCHASES

RENEW THEIR PASSPORT

BOOK MEDICAL APPOINTMENTS

ORDER FOODDELIVERY

READ WEBARTICLES & NEWS

DONATE TOCHARITY

PAY MUNICIPALCHARGES & FINES

PLAYGAMES


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




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 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

VIRTUALREALITY


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


OUTCOMES

OUTPUTSVS




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

CONTENTVS


RELATIONSHIPS

REACHVS


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




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 EVERYPOST HELP ADDRESS YOUR BRAND’S ISSUES?


Using reach to measure your marketing success is like counting the number of bank accounts you open as a measure of your wealth.




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 IT’S AT

ITS MOST RELEVANT

AMPLIFYING CONTENT THAT HAS ALREADY PROVEN

ITS ABILITY TO DELIVER MEANINGFUL BRAND RESULTS

REAL-TIMEACTIVITIES

EXTENDINGSUCCESS

WHEN YOU ABSOLUTELY NEED TO GET THE MESSAGE TO THE AUDIENCE, REGARDLESS OF

ITS ABILITY TO ENGAGE

CRITICALMESSAGING


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 OR CATEGORY

PEOPLE WITH A STRONG AND WIDESPREAD INFLUENCE ON OPINIONS OR CHOICES IN YOUR BRAND’S CATEGORY

CELEBRITIES OPINION LEADERSPEOPLE WHO FREQUENTLY SHARE THEIR PASSION FOR YOUR BRAND WITH OTHERS

IN YOUR AUDIENCE

ADVOCATES


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




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 CANDIDATES AND / OR EMPLOYERS

BUILDING A MORE CONNECTED CULTURE BETWEEN TEAMS AND

ACROSS GEOGRAPHIES

RECRUITMENT& JOB HUNTING

ENTERPRISENETWORKING

IDENTIFYING AND ENGAGING POTENTIAL

PARTNERS AND / OR NEW B2B CUSTOMERS

EXTERNALCOLLABORATION

RAISING THE PROFILE OF KEY TEAM MEMBERS, AND ENGAGING JOURNALISTS AND THE BROADER MEDIA

AMPLIFYINGINFLUENCE


IMPROVING AND AMPLIFYING THE SOCIAL PROFILE OF SENIOR EXECUTIVES IS CRITICAL


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




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




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

MEASURINGCHANGE

BY


WHAT AUDIENCES CURRENTLY THINK,

FEEL, AND DO

WHAT WE’D LIKE AUDIENCES TO THINK,

FEEL, AND DO

ACTUAL DESIRED

THE ROLE OF MARKETING COMMUNICATIONS


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 ACTIVITIES

THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO

HAVE NOT EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES

SOCIALLYENGAGED

NOT SOCIALLYENGAGED

USE SIMPLE ‘CONTROL GROUPS’

VS


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


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




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 COMMUNICATION3. INTEGRATED PLATFORMS

4. EVOLUTION OF SOCIAL VIDEO5. CONTENT vs. SOCIAL

6. RE-THINKING THE ROLE OF PAID7. AMPLIFYING THE VOICES OF OTHERS

8. PROFESSIONAL SOCIAL NETWORKING9. SOCIAL COMMERCE

10. MORE MEANINGFUL METRICS


WE ARE SOCIAL

SIMON KEMP, ASIA MANAGING PARTNER

@ESKIMON

[email protected]

+65 9146 5356

HTTP://WEARESOCIAL.COM


http://www.linkedin.com/in/eskimon

http://twitter.com/eskimon

mailto:[email protected]?subject=Future%20Social


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