Social Media Trends

RACHEL A. ADLER, BUSINESS DEVELOPMENT MANAGER FOR NATIONAL MARKETING | JUNE 2016

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Agenda Defining Social Media

2015 Past View

2016 Overview

2017 Predicated Trends

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What is Social Media? Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information. This new form of media makes the transfer of text, photos, audio, video, and information in general increasingly fluid among internet users. Social Media has relevance not only for regular internet users, but business as well.

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Where is Social Media? Platforms like twitter, Facebook, and Linkedin have created online communities where people can share as much or as little personal information as they desire with other members. The result is an enormous amount of information that can be easily shared, searched, promoted, disputed, and created.

Social Bookmarking tools and news sites such as Digg, Delicious, reddit, and countless others make finding specific information, images, or websites increasingly simple by assigning or “tagging” individual sites with searchable key words.

Applications that have developed within and around these platforms, websites, and tools are endless in number and functionality, but all make online sharing and searching easier in some fashion, regardless of their niche. As nearly every type of business has an association in the non-digital world, so too does the internet offer an endless number of niche social communities where members can gather around a common topic. Topics both general and specific now have living homes on the internet; anything from colon and digestive health to security and compliance can and do have active social media communities.

The key question now being addressed by an ever growing number of social media “experts” is how to best utilize the unlimited amount of information available from social media sites for business advertising, social good, and who knows what else. One thing is for certain; personal data from social media usage will continue to be tracked and logged for the benefit of any business willing to pay for it, and any company that doesn’t invest in social media now will be playing catch-up in the near future.

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Categories of marketing technology• Marketing Experiences — more specialized technologies that

directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, marketing apps — the “front-office” of modern marketing.

• Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.

• Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.

• Marketing Backbone Platforms such as CRM, marketing automation, content management, and e-commerce engines. [These are quite different in their application, so need to be reviewed separately].

• Infrastructure services such as databases, big data management, cloud computing, and software development tools.

• Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment. [How you integrate with these key platforms]

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Social Media Trends

WHAT TO WATCH OUT FOR IN 2016 & 2017

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Mobility Trends

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A Short Review of Last Year 2015

The Attention web (death to) Clickbait Storytelling Crowdfunding Content The rebirth of podcasting

Video Measurement/ROI Mobile B2B Design

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Social Media Trends 2016 Video will become the native advertising platform of choice.

◦ Social marketers embrace video◦ 2016 is the year of live video

Facebook:◦ Many marketers are unsure about their Facebook

traffic◦ Marketers will increase their Facebook marketing in

2016◦ Facebook is still the most important social platform ◦ Facebook will Dominate However Their Audience Will

be Older Exposure is the top benefit of social media for business User privacy concerns will hit an all-time high Word-of-mouth gains traction Real Real-Time Engagement Marketing automation gets social Mobile messaging apps will become an increasingly popular space for customer interaction.

Pay to play is here to stay Snapchat is rapidly rising Business gets personal eCommerce becomes surprisingly viable Mobile First Will Become the Norm There Will be a Focus Shift in SEO to Social Media Data-Driven Decisions Digital Marketing Efforts will Increase on Newer Social Media Sites

New Options for Publishing Content Online Will Open up Thanks to Instant Articles

User Expectations for Content Quality Will Soar Oculus Rift will Change The Way That Marketers Design the Customer Experience

◦ Virtual reality will continue to be a buzz-worthy platform, but don't expect it to have a great ROI.

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What’s Happening Now in 2016 Professional Services are finally waking up

◦ Legal, insurance, account, real estate & middle office.

◦ Business processes are being disrupted.

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Facebook Facebook is constantly evolving and expanding. Now reaching over 1.65 billion monthly active users per month, 1.5 billion of them via mobile device, the equivalent of more than 20,000 users is active on Facebook every second.

Facebook is, by far, the biggest social network operating today, and a valuable website for marketers, whether they're promoting a product or service or conducting market research.

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VISUAL MARKETING Drive Interest and Clicks With Simple Imagery

Sustain Viewer Interest With a Variety of Visuals

Spark Engagement With Fan Photos

Create Relevancy With Trends, Events, and Holidays

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Mobile First Will Become the Norm

This forecast shows the number of smartphone users in the U.S. from 2010 to 2018. For 2016, the number of smartphone users in the United States is estimated to reach 198.5 million. Source

More mobile users than ever, are using their devices to:◦ Browse Social Media◦ Access News and Entertainment◦ Research Products and Make Purchases◦ Use Navigational Apps◦ Communicate with Others◦ View Visual Content Including Videos◦ Post Comments and Reviews

This will only increase in 2016, making it a near impossibility for marketing strategists to avoid focusing on mobile next year, especially touchscreen.

◦ http://impress1.com/feel/infographic/entry/mobile-marketing-infographic

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What’s Happening Now in 2016 Messaging Apps (at the core of social, is messaging)

◦ 3 billion users & counting◦ Some of the messaging services:

◦ What’s App◦ FB Messenger ◦ WeChat (large in Asian Pacific regions) ◦ Viber (large in Middle East & Europe)◦ Line◦ Kik

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Mobile? What does this mean for Marketers?

Mobile devices—especially smartphones, tablets and smartwatches—should be a big part of your focus.

This is crucial if you’re targeting millennials, of which 87% admittedt o never being without their smartphone.

More importantly, 14% wouldn’t do business with a company that doesn’t have a mobile site or app.

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Mobile Lower income and smartphone-dependent users rely especially heavily on their smartphones for job and employment resources

Nearly one-in-three smartphone owners frequently use their phone for navigation or turn-by-turn driving directions; one-in-ten use it frequently for public transit information

Younger adults use their smartphones to access a wide range of services and content

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SNAPCHAT Snapchat is a mobile photo/video app that allows user to share “snaps” for up to 10 seconds before it get deleted forever.

“Stories” was introduced in Fall 2013 & consists of a series of Snaps. These stores can be viewed for up to 24 hours.

Discover was launched in late 2015 and feature brands like ESPN, Buzzfeed, CNN, Vox and more to feature news stories relevant to their fields.

Live allows you to follow along with major event by locations or bid price.

Geofilter: Whether it's for a house party or wedding, a coffee shop or campus-wide event, Geofilters make it easy for Snapchatters who are there to send your message to friends.

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Snapchat & Advertising How brands have been purchasingThree product sectors—activewear, CPGs and consumer electronics—have accounted for 57 percent of all ads L2 observed on Snapchat Discover, its channel for publishers, from Jan. 15 through Feb. 15.

More specifically, the leading brands in each vertical owned the majority—57 percent—of the advertisements L2 saw in Discover.

Here's how they break down sector by sector:◦ Nike (20 percent) led activewear.◦ Little Debbie (7 percent) was tops among CPGs.◦ GE Appliances (14 percent) was No. 1 among consumer

electronics.◦ Pepsico (7 percent) stood out in front among beverages.◦ TRESemme (9 percent) was beauty's frontrunner.

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Snapchat & businesses How SnapChat Converts to Sales:

◦ relationship building ◦ behind the scenes◦ live events◦ limited time offers

Fun Fact: Cosmo gets 3MM viewers a day via Snapchat

Instagram (Facebook) vs. Snapchat (the one that got away)

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Mobile, more than just chatting going on…

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What’s Happening Now in 2016 On demand/subscription services

◦ Content consumption is not going away, it is evolving. ◦ Podcasting continue to grows◦ Streaming Music

◦ iTunes◦ Pandora◦ Spotify◦ Google Play ◦ Amazon ◦ 8Track◦ Last.FM

◦ Streaming video on-demand (SVOD) subscriptions◦ Hulu◦ Roku◦ Amazon TV◦ Apple TV ◦ Sling TV ◦ Chromecast (Google/Alphabet)

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2014 2015E 2016E 2017E 2018E 2019E $-

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Streaming Video Subscription Revenue (US)

Real Real-Time Engagement Social media thrives on real-time engagement, but each year the window for response becomes smaller and smaller.

According to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour.

That number jumps to 72% when they’re issuing a complaint.

In 2014, consumers complained about brands 879 million times on social media.

What’s worse is that in 2015, brands still weren’t responding as 7 in 8 messages to them went unanswered within 72 hours.

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Social Commerce The more engaged your customers are, the better your sales. Over the last couple of years, we’ve seen social media play a crucial role in this area.

In fact, in 2014, total US sales that could be tracked to social media reached $3.3 billion. More recently, research found social influences more shoppers’ buying decisions than retail websites.

Compelling stats like the one above has led to the creation of more commerce-focused features for marketers and advertisers.

For example, in 2015:◦ Facebook introduced 360 Ads for immersive

experiences.◦ YouTube added 360 Ads for more impactful

visuals.◦ Instagram rolled out its action-oriented ad

format.◦ Pinterest announced the limited rollout of its

Buyable Pins.◦ Twitter continued testing its Buy button.

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Live Streaming Video Social media allows for communication

between brands and customers, but live stream goes a step further, revealing a much more authentic side of your business. It’s unedited, unfiltered and shows that you’re not just reading off of a cue card.

People spend 3x longer watching video which is Live compared to video which is no longer Live

Periscope:◦ Owned by Twitter◦ Available on iOS and Android◦ 2 million daily active users◦ 40 years worth of live video is watched daily◦ Available in 25 languages

Facebook Live:◦ Owned by Facebook◦ Available on iOS and Android◦ The number of videos posted per person increased by users increased by

75% in 2015◦ Video posts have 135% greater organic reach than photo posts◦ Facebook generates 8 billion video views on average per day

Meerkat:◦ Available on iOS and Android◦ 2 million registered users◦ More than 100,000 videos streamed◦ Available in one language

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The Internet of Things & Wearables

Connecting Everything

Connected Home:◦ The Rise of AI (Artificial Intelligence):

◦ Death of Siri◦ Google Assistant & Amazon’s Alexa battle to take over your

living room

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Wearable Technology:◦ AR (Augmented Reality)◦ VR (Virtual Reality)◦ Fashion◦ Health◦ Enterprise

What’s Happening Now in 2016 Just in time learning:

◦ Microlearning◦ MOOCs

◦ Lynda.com (LinkedIn)◦ Mozilla OpenBadges◦ Coursera◦ Udacity◦ AppAcademy◦ edX◦ Make School◦ General Assembly

◦ Accreditation◦ Future earnings tuition

◦ Knowledge-of-demand◦ Axonify◦ OpenTable◦ SkillShare

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What’s Happening Now in 2016 Ad Blocking

◦ 45MM average monthly active users in the US (Q2 2015)

Tracking & Privacy◦ $28.1B ad revenue blocked (Technology Review)◦ Google bends to European pressure on right to

be forgotten rule http://on.wsj.com/1KeKTx6 via @WSJ

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What’s Happening Now in 2016 Photo sharing:

◦ Storytelling at it’s finest◦ Flickr◦ Canva◦ Instagram◦ SnapChat◦ FB Messenger/FB Status◦ Google Photos

◦ Post-literate society◦ 360 Degree Video

◦ Ties into geolocation and service layers◦ “A fuller storytelling experience” – Facebook

◦ Virtual Reality◦ It’s coming, but is still years away from being anything but

niche. Niche community means niche design, diversity is an imperative if mass adoption is sought◦ Google Goggles (Virtual Reality) ◦ Google Field Trip (Augmented Reality)

◦ Virtual Reality & Simulation◦ Gaming◦ Content Creator◦ Military ◦ Architecture◦ Emergency Response

PSA: Virtual Reality ≠ Augmented Reality

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2017 Digital Marketing Trends1. Brands Will Shift Focus Towards

Messaging Apps (Goolge’s Allo & Duo) | Automation & ChatBots

2. Live Video: Facebook Live Goes Mainstream; Periscope & SnapChat lead the way

3. Instagram Will Never Be the Same; Instagram Ads Catch Up to Facebook and Twitter

4. Increasing Pressure on Social Marketers to Prove ROI

5. Niche Marketing

6. VR/AR – Daydream (Google) & Smasung

7. The Rise of Artificial Intelligence & virtual assistants.

@FairfaxEDA #FCEDA Image from Nic Newman of The Reuters Institute

2017 Big Trend: Artificial Intelligence

Google Home and Assistant will kick Amazon and Apple to the curb.

◦ Death of Siri (#ByeFelicia)◦ Amazon Echo & Alexa will struggle◦ Say hello to Google Home – already will be

integrated with Nest and other products. Synced with phone & google accounts.

WHAT COMPANY DO YOU TRUST MOST TO ALWAYS BE LISTENING INSIDE YOUR HOME?

◦ MICROSOFT◦ APPLE◦ SAMSUNG◦ SONOS◦ GOOGLE◦ AMAZON◦ NOBODY

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