part 2 | content & conversation wassup som - n… · google’s“micro-moments” mobile has...

PART 2 | CONTENT & CONVERSATION

1. Video Killed The Image Star

Not all content is created equal 1. Video Killed The Image Star

Recent research suggests that

the best way to improve

organic reach on Facebook is

by sharing videos.

It is however recommended to

post using a variety of formats

including links, photos, videos,

and other content to optimize

engagement.

Not all content is created equal

Recent research suggests that

the best way to improve

organic reach on Facebook is

by sharing videos.

It is however recommended to

post using a variety of formats

including links, photos, videos,

and other content to optimize

engagement.


Round #1: Facebook vs. YouTube

Facebook is taking on Google to become the go-to platform for video consumption and video marketing.

And although YouTube’s position for now remains solid, it has reasons to be concerned.


Round #1: Facebook vs. YouTube




views engagement

Facebook 20,9M 208K likes

YouTube 3,5M 30K likes

Round #1: Facebook vs. YouTube 1. Video Killed The Image Star



Round #1: Facebook vs. YouTube 1. Video Killed The Image Star



Large reach

Discover via organic search

Large reach

Optimized for video consumption on the go

Higher viewer engagement

Better ad targeting options

Round #2: Twitter vs. YouTube 1. Video Killed The Image Star

The same trend is hitting Twitter –that launched native video in January 2015- at a smaller scale. Recent

data shows that brands will soon be sharing more native video on Twitter than YouTube content.

Making it mobile

Mobile video consumption has

jumped 100 percent year-over-

year between the Q1 2014 and

the first quarter of this year, and

are up more than 360 percent

year-over-year since 2013.


Millennials are 2X more

likely to be focused while

watching video on mobile

than while viewing it on TV.

To them, mobile isn't the

second or third screen. It's

the first.

- Google

“

Vertical video?

On desktop horizontal video is

the norm. On mobile however, it

makes far more sense to shoot

and watch video vertically.


Snapchat’s100 million users

generate

2 billionvertical video views per day

vertical sponsored video’s on

Snapchathave 9 times the

engagement

vertical uploads on

YouTubeincreased by

50% in 2015

Whenever you’re concen-

trating on one object, verti-

cal works better. If you’re

trying to shoot a conversa-

tion vertically, you’re was-

ting the space at the top.

- Barton F. Graf 9000

“

ertical

ideoiews

Vertical video?

On desktop horizontal video is

the norm. On mobile however, it

makes far more sense to shoot

and watch video vertically.


Whenever you’re concen-

trating on one object, verti-

cal works better. If you’re

trying to shoot a conversa-

tion vertically, you’re was-

ting the space at the top.

- Barton F. Graf 9000

“

Vertical video?

At the 2015 Cannes festival,

Facebook showed a prototype

of a new advertising format

built for optimal vertical

viewing experience.


We’re going live!

At SXSW in March 2015, the

Meerkat mobile live streaming

app was a breakout success.

A couple of weeks later, Twitter

released its competitor

Periscope as a way to further

tie in on realtime content

consumption.


We’re going live!

Periscope is clearly winning

the battle.

There are however still other

players active in the live video

broadcasting market, like

Ustream and Google

Hangouts.


Periscope users watch the

equivalent of 40 years'

worth of video every day.

We’re going live! 1. Video Killed The Image Star

For marketers, Periscope can be

useful whenever quality or

retaining the footage are of no

concern.

Especially brands that already

have a large follower-base on

Twitter can benefit from

experimenting with the service.

Possible use cases include live

streaming of events, product

launches, Q&A’s, how to’s, …

Thank GIF

In May, Facebook finally joined

other social networks like

Twitter, Tumblr and Google+ in

supporting animated GIF files.

Previously, Facebook leaned

heavily on video that autoplays

silently in the News Feed as an

alternative, but GIFs are a more

casual and lightweight

content item.


2. Living In The Micro-Moment

Google’s “Micro-Moments”

Mobile has forever changed

the way we live, and it’s

forever changed what we

expect of brands.

It’s fractured the consumer

journey into hundreds of

real-time, intent-driven

micro-moments.

Each one is a critical

opportunity for brands to

shape our decisions and

preferences.

- Google


“

Google’s “Micro-Moments” 2. Living In The Micro-Moment

Facebook’s “Moments That Matter”

People have always had these

moments in their lives. But

marketers never had the

opportunity to take part—

until mobile. Mobile has given

us the opportunity to

capitalize on these very

important, highly personal

and uniquely relevant

moments. It has never been

easier to find the right people

or the right moments.

- Facebook IQ


“

BE PERSONAL BE PRECISE BE PERSISTENT

3. A Message ToYou

Dark Social: From social media to private messaging

The term ‘Dark Social’ refers to

social sharing that is impossible

to track, or is “dark.”

Dark social is sharing that takes

place over email, SMS, or instant

message. Because visitors are

being forwarded the exact URL

for the page they are visiting,

these shares appear to be the

same as direct traffic.

3. A Message To You

Dark Social Facebook All other Social

70%Europe

Dark Social: From social media to private messaging

GenYers are looking for more

private ways to communicate

with their friends, which has led

to the fast rise of secret social

media.

Messaging apps are driving a

digital evolution that’s creating

new ways for brands to reach

people on mobile. Less

awkward, ineffective mobile

banners and display ads, more

genuine interaction with an

audience.

3. A Message To You

smartphone users

age 18-29

100%weekly chat usage

smartphone users

age 30-49


smartphone users

age 50+


The players 3. A Message To You

WhatsApp Messenger Snapchat

Owner: Facebook

Launched: 2009

MAU: 900M

Messages/day: 30B

Global rank in app

usage:

#2

Owner: Facebook

Launched: 2011

MAU: 600M

Global rank in app

usage:

#3

Owner: Snapchat

Launched: 2011

MAU: 100M

Story views/day: 2B

…

Use Case: Campaigns

For the ‘Zwarte Cross’ event in

The Netherlands, Chocomel

launched a campaign on

WhatsApp containing different

challenges.

Besides tickets, participants

made a chance of winning a

unique camping spot at the

event.

3. A Message To You

Use case: Market research

WeAsk.nl is a new tool to do market research via WhatsApp. All chats are personal so that participants

cannot be influenced by eachother.

3. A Message To You

Use Case: Bite-size expertise

Mobile-foodcoach.com is a

personal foodcoach via

WhatsApp.

3. A Message To You

App what you eatLog everything you eat for 2 days.

This will be analysed by your

personal foodcoach.

Advice & coachingYour foodcoach presents you with 1

challenge every week and answers

all of your questions.

Understanding is motivationGet background info on your diet,

your body and your health.

Use Case: Bite-size expertise

Wehkamp tested a free

personal styling services via

WhatsApp.

3. A Message To You

Door het inzetten van

WhatsApp heb je direct

contact met de klant en

kunnen we hen helpen bij

het maken van de juiste

keuze binnen de breedte

van het fashionassortiment.

- P. Landewe, Wehkamp

“

Use Case: Text-to-Shop

In 2015, Nordstrom launched

‘NEXT’, a personnal shopping

assistant via chat.

In May 2015, it extended upon

this service by launching the

‘TextStyle’ service, offering

direct buying via chat.

3. A Message To You

Use Case: Text-to-Shop

Magic is a texting service that

lets you text for anything you

want (and they do mean

anything) as long as it’s legal,

and it will magically come to

you.

In its first 48 hours, Magic

already received over 17,000

text messages.

3. A Message To You

Use Case: One-to-one customer service

According to a study conducted

by HeyWire Business, up to

three-quarters of consumers

prefer texting with a customer

support representative to

current methods of communi-

cation, including email, phone

or social media interactions.

3. A Message To You

Use Case: Push messaging

Push messages on a true

personal channel are tricky

business.

As a channel for (opt-inned)

notifications however, it can

prove to be of great value.

3. A Message To You

Messenger-As-A-Platform 3. A Message To You

Facebook, which owns

WhatsApp, will turn Messenger

into a “platform”. That means

others will be able to develop

software and content for it

(games; hotel bookings; tickets

of all sorts).

With this, Facebook is following

WeChat, the leading messaging

service in China, and

KakaoTalk, (South Korea).

But it is also moving into

territory occupied by Apple

and Google.

Now you see me, now you don’t

Snapchat started as a pure

ephemeral messaging app.

In 2013, it launched ‘stories’

which combined selected snaps

into a story that was visible for

24 hours.

In January 2015, the popular

platform introduced ‘Discover’:

small TV-channels from selected

partners.

3. A Message To You

72% of Snapchatters use

Facebook Messenger

Now you see me, now you don’t 3. A Message To You

Snapchat’s ad options are

closely integrated into the

platform’s content:

Sponsored geofilters: location-

specific filters that can be

added to photos or videos.

Sponsored lenses: brand-

owned face-detection

animations


In 2014, the WWF took advan-

tage of the fleeting nature of

Snapchat to illustrate just how

quickly it takes for an

endangered species to be

wiped off this planet.

3. A Message To You


Bicky Burger launched BickyTV

to target Millennials.

3. A Message To You


Luxury British fashion house

Burberry showcased their

spring/summer 2016 collection

on Snapchat.

3. A Message To You

Snapchattersover 25 years old 55%

4. Do You Speak Emoji?

The psychology of emoji

Scientists have discovered that

when we look at a smiley face

online, the same parts of the

brain are activated as when we

look at a real human face. Our

mood changes, and we might

even alter our facial

expressions to match the

emotion of the emoticon.

Both emoticons and emojis are

recognized and processed by

the brain as nonverbal

information, which mean we

read them as emotional

communication, not words.


7%

38%55%

verbal

vocal

non-verbal

How Belgians use emoji 4. Do You Speak Emoji?

Smartphone owners who use emoji Younger generations use emoji more intense

72%84% source: Research on 7400 Belgium consumers, August 2015, GfK Belgium

Brands & emoji: Coca Cola #ShareaCoke

Twitter has been creating

custom emojis (also called

hashflags) to promote big

events and support advertising

partners.

For Coca Cola, it created an

emoji of two bottles clinking,

that was shown every time a

user included the #ShareaCoke

hashtag in a tweet.

With this, Coke tried to set a

record for the world’s largest

cheers on Twitter.


Brands & emoji: General Electric #EmojiScience

Snapchat users who message

"GeneralElectric" their favorite

emoji can get a live science

experiment video that related

to their emoji. Send GE the

rocket emoji, and you could get

back a 15-second video of a

vinegar rocket exploding, as

demonstrated by a GE scientist

or celebrity guest.

If you're not on Snapchat, you

can also get experiment

tutorials on the emoji science

site


Brands & emoji: Domino’s Pizza

Followers of Domino’s Pizza on

Twitter who set up accounts

including their Twitter handle,

location and payment details –

as well as their favorite order –

can simply tweet the pizza

emoji to Domino’s and receive

their order conformation and

delivery soon after.


Brands & emoji: WWF #endangeredemoji

Every time somebody uses an

emoji of an endangered

species, he or she donates to

the WWF.


Branded emoji keyboards

Official emoji can only be

added by the Unicode

Consortium.

Brands can however create

emoji keyboards for people to

download, that allow users to

add emoji as images to

messages.


Emoji monitoring

For marketers, this new

language provides a wealth of

information. By studying what

emojis people are using, brands

can find out how a campaign is

performing, feedback about a

product, or sentiment about

customer service.

Furthermore, Facebook and

Twitter are testing a new like

button that uses emoji to

express emotions other than a

‘like’.


5. TL;DL

Too Long; Didn’t Listen

Tweetable take-aways 5. TL;DL

Organic reach is dead, but slightly less dead when you use

video. #organic2paid #LUONWassUp

Note to self: check our YouTube channel and repurpose

good vids for social and mobile. #LUONWassUp

The key micro-moments to claim: I-want-to-know, I-want-to-

go, I-want-to-do, I-want-to-buy #LUONWassUp

Messaging apps are jumping over social media in terms of

monthly active users. #LUONWassUp

Emoji offer a more emotional, shorter and fun way of direct

communication. Also for brands. #LUONWassUp

SEE YOU AFTER THE BREAK

part 2 | content & conversation wassup som - n… · google’s“micro-moments” mobile has...

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