Welcome!

Top 6 Social Media Marketing Trends in 2016

& How They Impact Your Business

with Karen Kefauver

Resources After the Talk

• Karen’s Facebook Business page: www.facebook.com/karen.kefauver.business

• Karen@karenkefauver.com / 831-588-3232

• Introduct

• 4:15-4:30 Questions and Answers, Evaluations

� A word about my background... �

Karen Kefauver �•Social Media Consultant �• Sports/Travel Writer�

•www.karenkefauver.com�

What I do:

Social Media Coaching

• One-on-One

• Group Training

Speaking

• Keynotes, Panels

Teaching

• Social Media Class Series

Agenda

• Social Media Overview

• 6 Social Media Trends for 2016

• Questions & Answers

Social Media Overview

• Tumblr, Vine and Instagram have the youngest audiences, with 37-41% of their respective active users coming from the 16-24 group. (Also use Facebook and Snapchat).

• Facebook and LinkedIn have the oldest audiences.

• Pinterest and Instagram are the only networks where women form a larger share of the audience than men.

• Facebook is the most popular social networking app globally, with 45% of online adults using it.

• YouTube is (very) close behind on 43% and draws even with Facebook among 16-24s.

Why bother?

• Include photos in almost every Facebook post!

• Twitter is a link economy - nearly all Tweets have links!

• CROP Pictures!

• Shoot Videos 1-2 minutes

Benefits

• Increased Brand Recognition: Accessible for new customers, more familiar for existing customers.

• Brands become more humanized, leads to higher conversion rates: people like doing business with other people; not with companies.

• Increased inbound traffic: Every social media profile you add is another path leading back to your site

• Improved Search Engine Optimization (SEO) - Using social media presence as a significant factor

6 Trends for 2016

1. Social $ Spend

2. Social Ecommerce

3. Business Gets Personal

4. Video Marketing

5. Mobile Marketing

6. Customer Service

Trend 1: Social Spend

• Networks are torpedoing organic reach, PAY TO PLAY!

• $23.68 billion worldwide social media ad spending in 2015

• More platforms are blending ads seamlessly (sponsored posts)

• BOTTOM LINE: Major platforms have been sinking a lot of research and revenue into their advertising platforms, developing sophisticated new strategies

Trend 1: Social Spend

• Create a social media budget

• Determine which platforms your customers use

• Know your demographics (for targeting ads)

• Stay up to date on advertising options

• Track your results

• BONUS: NEW! Audience Optimization for Posts in General Settings and click the Edit link.

What it Means for YOU

Trend 2: Ecommerce

• Social media already has enormous impact on purchasing

• US lags way behind China and Korea

• “Buy buttons” will be appearing on Facebook, Twitter, Pinterest, Instagram, YouTube, and Google

• Facebook Messenger App to introduce ads

• BOTTOM LINE: Marketers like you have another channel to sell your goods and services and it’s growing.

Trend 2: Ecommerce

Trend 2: Ecommerce

Trend 2: Ecommerce

• Check your competitors - where are they selling on social?

• Browsers are turning into buyers — without ever leaving the app they’re in so make sure your platforms are ready

• Your social media strategy will include: tracking progress, creating reports, revising your plan, and communicating updates to team members

What it Means for YOU

Trend 3: Business Gets Personal

• Less division between personal and business pages

• The Big Reveal to beat the competition

• Employers asking employees for social advocacy

• BOTTOM LINE: Personal and business often spill over into one another, and make for important connections.

Facebook Personal

Facebook Business

Trend 3: Business Gets Personal

• Lift the Veil of Secrecy!

• Photos: of where you live, local events, groups you support, office parties

• Videos: Employee spotlight, customer spotlight

• Office pets, special days

What it Means for YOU

Trend 4: Mobile Marketing

• Think Mobile - Always!

• The mobile shift is one of the most significant marketing trends of the last century, and one which every brand has to factor in when considering their social media marketing plan.

• Mobile usage has overtaken desktop usage, with a study by comScore showing that American users now spend the majority of their time consuming digital media within mobile apps.

• Bottom Line: Your website must be optimized for mobile and your advertising campaigns should include mobile strategy

Karen’s Mobile Phone Site

• Designed by Eric Bloom of Mobile MarCom

Trend 4: Mobile Marketing

• CONTENT IS KING! And your content needs to be customized for mobile.

• Create a compelling header image and bio.

• Use shareable content, like images and videos.

• Download all social apps and check your pages!

What it Means for YOU

Trend 5: Video Marketing

• Live Streaming Video is the next big thing in social media marketing. Apps like Periscope and Meerkat emerged in 2015 and allow you to broadcast a live stream of video.

• Periscope: Owned by Twitter, Available on iOS and Android, 2 million daily active users, available in 25 languages

• Meerkat, Available on iOS and Android, 2 million registered users, 1 language

• Facebook Livestream

Trend 5: Video Marketing

Videos average 62% more engagement than photos!

Video shares increased 43% at the start of this year!

Trend 5: Video Marketing

• Explore types of video: how-to, star employees, CEO, customers, etc.

• Install and experiment with Facebook Livestreaming app

What it Means for YOU

Trend 6: Customer Service

• 74% of consumers rely on social media to inform their purchasing decisions.

• 90% of consumers trust peer recommendations, while only 33% trust ads.

• Bottom Line: With that much value placed on the opinion of another individual, it’s in your best interest to have influencers and tastemakers in your corner.

Trend 6: Customer Service

Trend 6: Customer Service

• Track with social listening tools and automation tools

• Faster Response Time One of the key strategies marketers need to implement in 2016 is faster response times. Social media is moving fast, and if your business has a presence on any of the platforms then you’re expected to keep up.

What it Means for YOU

Social Media Promo

• Website

• Mobile Website

• Newsletter (monthly, quarterly)

• Blog (daily, weekly)

• Email marketing

• Facebook, Twitter, LinkedIn, Google Plus, Pinterest and You Tube

• Traditional Media - Newspaper, Radio, TV

6 Trends for 2016

1. Social $ Spend

2. Social Ecommerce

3. Business Gets Personal

4. Video Marketing

5. Mobile Marketing

6. Customer Service

Now What?1. Develop a social media strategy

2. What networks do you need?

3. What’s the best content? best practices? when to post? ads?

4. GET HELP!

Contact Me!

Email me or call to set up your FREE 20-min. phone consult!

karen@karenkefauver.com / 831-588-3232