SOCIAL MEDIA ESSENTIALS: TRENDS AND PLATFORM HIGHLIGHTS Hannah Kang Senior Account Supervisor @LiloHK hannah.kang@edelman.com Jordan Curtis Account Executive @Jordanpumpsiron jordan.curtis@edelman.com
ESSENTIALS FOR 2015 MOBILE FIRST PAY TO PLAY MANY LIGHTWEIGHT INTERACTIONS OVER TIME BRANDPLAY PLATFORM HIGHLIGHTS 2
MOBILE FIRST! 3
MOBILE FIRST! 80 % 75 % 1.85hrs accessing mobile of online adults own a smartphone internet via their phones Average time spent on mobile devices a day 4
MOBILE: FACEBOOK VIDEOS VIDEOS 65% Facebook video views on mobile devices 3 billion video views per day Last 12 months, video posts increased by 75% globally and 94% in the U.S. More than 50% of U.S. users who visit daily watch at least one video More videos = More Impressions = More Engagement/Growth 5
SOCIAL SHARING MOBILE IN THE MIDDLE Mobile technology and behavior is at the center of the current digital ecosystem, including web, social and search activities Social Networks Websites SEARCH ENGINES Paid Media 6
PAY TO PLAY 7
FACEBOOK: ORGANIC SOCIAL OVERVIEW No Free Lunch Jan 2015: New newsfeed algorithm 1.6 out of 20 posts The average organic reach for brand pages with 100K fans is less than 8% Falling Formats Photo posts are the poorest performing format for organic reach. Top Performing Posts Native video: 8.71% Text-only: 5.77% Link posts: 5.29%
TWITTER: ORGANIC SOCIAL OVERVIEW Inconsistent Reach Organic reach for brand tweets is below 10%. Chronological order Google Partnership Relevant Search Queries Key search terms Emerging Formats While some basic cards have become widely used, many formats remain nascent and underperforming.
WHY PAID Boost Top- Performing Posts Target to reach broader sets of fans and friends of fans with a focus on target geos Expand the Community More Fans & Followers = more organic and boosted reach Lookalike targeting: newsletter sign-ups, site visits Content Amplification Facebook Ads Promoted Tweets INTEREST GEOGRAPHY ACTIVITY
FACEBOOK CONTENT STRATEGY How to get more life out of your content Publisher/news content Trending topics and real-time news Native video uploads Non-promotional content 11
FACEBOOK: CINEMAGRAPHS Half-Videos 12
FACEBOOK: CINEMAGRAPHS 13
MANY LIGHTWEIGHT INTERACTIONS OVER TIME 14
YOU HAVE 50 CHANCES TO MAKE AN IMPRESSION You don t have to try to win the game in one swing Total Content Per Channel Attention Rate Consumption Per Person CAPTURE INTEREST 500 posts per year 1,500 tweets per year 10% 3% 50 posts per person 50 tweets per person DEEPEN ENGAGEMENT 15
DON T PROPOSE ON THE FIRST DATE WAIT FOR YOUR 51 ST DATE 16
AS ENGAGEMENT INCREASES, REVENUE LIFTS Size of Group Depth of Emotional Engagement ADVOCACY AWARENESS MASS MEDIA ENGAGEMENT SOCIAL MEDIA CONSIDERATION SEO, CRM, WOM PURCHASE 17
BRANDPLAY 18
BRANDPLAY Letting your personality shine through @TacoBell Why is it that fire sauce isn t made with any real fire? Seems like false advertising. @OldSpice @OldSpice Is your deodorant made with really old spices? @TacoBell @TacoBell Depends. Do you consider volcanos, tanks and freedom to be spices? 19
BRANDPLAY Letting your personality shine through Ever bring your own Oreo cookies to the movie theatre? #slicksnacker @Oreo NOT COOL, COOKIE. RT @AMCTheatres 20
NOT JUST FOR CONSUMER BRANDS B2B ecards Valentine embedded in code 21
PLATFORM HIGHLIGHTS 22
SNAPCHAT DISCOVER NOT JUST REAL-TIME CONTENT Curated Content Madonna launches music video Original Web Series: Literally Can t Even Live sports broadcasting: NCAA Final Four 3 million Discover views per day 23
MICROSERIES: GAP 12-part series of 15-second videos Weekly installments Spring clothing line 24
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