Social Strategy: #GettingItRight

Niketa Patel, Director of Content@Niketa, @RebelMouse

State of Social Media

• Social media has greatly evolved over the last few years. Users have become much more sophisticated.

• It’s one thing to the first in terms of breaking news, but it’s everything to be right!

• Instagram launches video – 15 sec clips with 13 filters. Stats = 16b photos, 1b likes daily, 130m users

• Hashtags arrive on Facebook. Hashtags truly are the global currency of social media now.

• Yumblr was born recently! Yahoo recently acquired Tumblr for $1.1b

• Vine says it has 13m users & just released an Android app.

• Facebook has a billion+ users, 1 million advertisers world wide now even though teens are getting bored of it.

Global Social Amplification Continues

Newsrooms Should Evolve Too!

• Modern newsrooms should be social at their core

• No need for one lone social media editor anymore

• Each newsroom should have a social media team

• Social team should be focused on social reporting, news gathering, training which should all centralized

• Connect social, video and mobile teams

Social Consumption Driven By Mobile

• Photos – Instagram, Snapchat

• Video – Vine, Tout, SocialCam

• Sound – Soundcloud, MySpace?

• Data – Yelp, Waze, Apps

Curation Is The New Form of Publishing

Global Social Sentiment

• In the UK, US, Russia, the Czech Republic & Spain, about half of all adults now use Facebook & similar websites.

• Social networking sites are also popular in lower-income nations, where, once people have access to the internet, they tend to use it for social networking.

Source: Pew Research Center, Dec. 2012

Expressing Views on Social

Huge Appetite for Info, Tools, Crowdfunding

Social Growth + Disruptive Patterns

• We’ve had smartphones & tablets for a while.

• Scanables: QR Codes – Hit or miss in US but big in Asia, 3D Printing/Tech

• Wearables: Google Glass, Smart Watches

• Drivables: Google Drive, means to transportation - Uber

• Flyables: Drones

• Robots are cool once again too!

Terminology sourced from Mary Meeker’s 2013 Internet Trends

Global Outlook for Social Media

• Pinterest has 4377% growth rate in the US alone, the highest in the world.

• Sweden is the most connected country in the world.

• There are 40 million blogs in Russia

• Brazil has the 3rd highest number of Google+ users in the world

• By 2015, India will be Facebook’s largest market

• Japan is the only country where Twitter is more popular than Facebook

• International social networks like Orkut, Weibo, Qzone are burgeoning in Asia and Europe

Source: International Guide to Social Media 2012 data, Convonix, Internet Marketing Firm: http://bit.ly/THhkIb

Mobile Takes Flight

• China recently surpassed USA for mobile usage

• Weibo, Tencet WeChat surging in China

• India’s internet usage is driven by mobile, 700m users & 200k new users daily

Source: International Guide to Social Media 2012 data, Convonix, Internet Marketing Firm:

http://bit.ly/THhkIb

International Guide to Social Media

Wearable Tech Trends Emerging

• Google Glass: Social and news apps already in the market for Twitter, CNN, NYT & Tumblr

• iWatch, Pebble, Bracelets

Budding Prospects for Social Monetization

• Promoted Tweets & Trends

• Promoted Posts

• Sponsored Stories

• Native Advertising/Sponsored Content

“Social ad spending is predicted to reach $11 billion by 2017”Source: Advisors at BIA/Kelsey http://bit.ly/16QDgoG

Sponsored Content Finally Catches On

• Has a bad reputation, has been around for a while but is making a comeback

• Users are far more likely to pay attention to native advertising, as opposed to a banner ad

• Goes beyond SEO to let Brands have a voice and become a publisher themselves

• Washington Post just launched ‘Sponsored Views’

• NYT considering sponsored stories, already does this on mobile

“You are more likely to summit Mount Everest than click a banner ad.”Source: Solve Media

In-stream Ads for Sponsored Posts

BuzzFeed + Volkswagen

Sponsored Content Gone Bad?

The Atlantic

• Post was from

Church of

Scientology

• Comments were used &

went awry quickly

• Then the comments

were post-moderated!

Sponsored Tweets

Good example: Samsung

Odd example: AP

Vine vs. Instagram Video

Smart move from Vine: Search for #InstagramVideo & let the games begin!

Introducing RebelAds

• USA Networks Social Hub

• Real time social & mobile ad units

• Can be edited on the fly

• Sponsored by Samsung

Assignment!

• Form a small group, introduce yourselves & discuss problems, q’s

• Brainstorm a fun or viral way to tell a story or create a sponsored ad campaign

• Craft a GIF, Vine, promoted tweet, etc

• Share with everyone!

Social Strategy: #gettingitright

Deck on Slideshare: http://slidesha.re/19mHC8n

Niketa Patel, Director of Content@Niketa, @RebelMouse