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DIGITAL Media StrategIES

SPRING 2017 | Chris Snider | @chrissnider

GET TO KNOW SOME social networks

Facebook• Launched in 2004

• 1.86 billion monthly active users as of Dec. 31, 2016

• 1.74 billion mobile monthly active users

• 1.23 billion daily active users (85.2% outside U.S. and Canada)

• 1.15 billion mobile daily active users

• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.

Twitter• Launched in March 2006

• 319 million monthly active users as of Dec. 31, 2016

• 82% of active users are on mobile

• 79% of accounts outside the U.S.

• Popular among under-50, college-educated people.

• What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.

LinkedIn• World’s largest professional network with more than

467 million members in 200 countries

• 133 million users in the U.S.

• Two new members per second

• Students and recent grads are fastest growing demo (with 40 million now)

• What’s unique: Real identity. Your work history and education history tie you to others.

Instagram• Launched Oct. 6, 2010

• Visual social network (photos and videos)

• 600 million monthly active users as of Dec. 2016

• 150 million daily users of Instagram Stories

• What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.

Pinterest• Launched in March 2010

• 150 million monthly active users as of Oct. 2016

• Audience is mostly female, but seeing growth among men.

• What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.

STATS ON TOP 5Stats are for

U.S.

STATS ON TOP 5

Snapchat• Launched in Sept. 2011

• More than 150 million daily active users

• Projections show 217 million daily users by end of 2017

• 10 billion video views per day

• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.

• 70 percent of college students report posting once/day

• CEO said in 2013 that 70% of users were women

• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.

http://mashable.com/2014/08/08/study-snapchat-college/

Tumblr• Launched Feb. 2007

• Easily share photos, text, quotes, links, music, videos.

• Yahoo bought for $1 billion in June 2013

• 312.1 million blogs with 138.8 billion posts (August 2016)

• 460 million visitors per month

• “A place for artists, advocates and kids.” - Wash Post March 2015

• What’s unique: Credited with being the source of more Buzzfeed (aka viral) content than any other site.

YouTube• Video sharing network - launched Feb 2005

• More than 1 billion users

• Hundreds of millions of hours watched daily

• Half of views are on mobile

• Reaches more U.S. adults 18-34 than any cable network

• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.

A little more demographic info…

DEMOGRAPHIC INFO

DEMOGRAPHIC INFO

My survey of Drake first-years, Aug. 2016

• What do you consider to be the most important social networks for college students in 2017?

social media trends• Live video … Facebook, Periscope, Instagram

• Video in general (Twitter, Facebook)

• Ephemeral (disappearing) content

• Private content (Confide, Cyber Dust)

• Messaging apps (FB Messenger, LINE, WhatsApp, Snapchat)

social media trends

• Video chat apps (Houseparty, Fam, Messenger)

• Work networks (Facebook Workplace, Slack, Yammer, Wrike)

• Wearables / Apple Watch

• One to few publishing (podcasting, email newsletters)

What other trends are you seeing?

What’s working on social media in 2017

Social media tips:

Use AN image • Adding photos to your Tweets increases

click-through rates 108%

BETTER YET, USE A VIDEO• Facebook and Snapchat each serve up 10

billion+ video views per day.

• Twitter says video views grew by 220X from the end of 2014 to the end of 2015.

• 4 times as many consumers would rather watch a video about a product than read about it.

• 1 in 4 consumers actually lose interest in a company if it doesn’t have video.

Drake SJMC FB by post type

BETTER YET, LIVE VIDEO

Live video is now available on Facebook, Instagram, Periscope/Twitter, YouTube

Don’t be too promotional

Don’t TRY TO TRICK PEOPLE

CREATE GREAT content• There’s no shortage of content on social media.

It’s the great content that will stand out.

• Spend more time creating fewer, better posts.

TELL US WHAT MAKES YOU UNIQUE

TELL US WHAT MAKES YOU UNIQUE

GIVE MORE THAN YOU TAKE

SHOW REAL PEOPLE

BE USEFUL

Stop talking about yourself• Share other people’s content more than you share your

own.

• Follow the 80/20 rule. Four posts about others to one post about yourself.

GIVE CONTEXT, not JUST CONTENT

CREATE CONTENT OTHERS WILL WANT TO SHARE

What is something you shared recently?

WHY DID YOU SHARE?

Why WE share• Entertainment: To bring valuable and entertaining content to others.

• Define ourselves: To give people a better sense of who we are and what we care about.

• Build relationships: Keeps us connected to people they might not otherwise stay in touch with.

• Self-fulfillment: Allows us to feel more involved in the world.

• Support a cause: Supports causes or issues we care about.

• BOTTOM LINE: The likelihood of your content being shared has more to do with your readers’ relationship to others than to you.

Source: NY Times Consumer Insight Group

KNOW YOUR ANALYTICS

Pay for more reach

STOP OBSESSING OVER YOUR NUMBER OF FOLLOWERS.

START ENGAGING THE ONES YOU HAVE.

QUESTIONS?

Follow Chris: @chrissnider | chrissniderdesign.com