social media in 2017
TRANSCRIPT
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Social media in 2017
Anja Tønning, Campfire & Co. camp-fire.dk
December 15th, 2016
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Anja Tønning, Campfire & Co.
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GRAPHIC DESIGN VISUAL IDENTITY
WEB DIGITAL
SOCIAL MEDIA STRATEGY
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Oh no - social media is comming. Informative or invasive?
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Whataboutery What about our children? And our work life balance? And Facebook owning the whole world?
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Well yes, Facebook is owning both your data and your behaviour, and yes they are selling it to advertisers - so you get a lot of ads. More relevant ads.
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Our children are safe. They just need guidance and adults who understands and helps them.
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The Work-life balance is about to change…
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But no stressUsing social media is just supporting the way we are as a species; social and communicating animals. That’s why they’re so popular.
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In fact social media can make companies more humanIt forces companies not only to be there - but be present - for the stakeholders, clients, employees and so on.
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The social media landscape right now Warning: Statistics overload
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Source: Social media for corporate communications, 2015
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13
We spend more time on the internet each day
2h 18 min. 2014
2h 25 min. 2015
DANES DAILY USE ONLINE IN AVERAGE
Audience: 15-17 year
Source: TNS Gallup for DR Medieforskning 2015
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14
Source: TNS Gallup Index Danmark
Daily use of the internet - devices
PC
Tablet
Mobile
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15
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Social network sites worldwide as of September 2016, ranked by number of active users (in millions)
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16
Kilde: DR Medieforskning: Medieudviklingen 2015Source: TNS Gallup Social Media Life
Daily use of SoMe platforms in Denmark
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94%of companies use social media for corporate communications. (500 companies in the UK and USA)
Source: Social media for corporate communications, 2015
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Social media platform usage in B2B companies
18
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6 social media platforms that are kind of a big deal. 1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube
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1. Facebook
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1.712.000.000active users on Facebook
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
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700 millionpeople access Facebook by mobile every day.
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How many of you are using Facebook?
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News feed
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Private profile
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Company profile
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Content
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Content is king
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Conversation is queen
Source: Social media for corporate communications, 2015
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= The content must be relevant to the users
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Facebook focus on content being relevant for you
31
Meaning: • You see less meaningless updates on Facebook
• Content is more focused (and narrow)
• Companies have to pay to get their content to the right people
• Budgets need to change from print to digital.
• Some businesses need to consider whether to use Facebook at all.
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Ads
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Also Facebook is a source for news today
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News
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Kilde: http://www.altinget.dk/kultur/artikel/ny-debat-facebooks-rolle-i-dansk-mediebillede-godt-eller-skidt
48%of young people (20 - 35) in Denmark prefer to use Facebook as a source to news and background stuff.
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Which media do you prefer for news and background stories? (DK)
36
Source: TNS Gallup Social Media Life 2015
12+ years 20-35 years
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To sum up• Facebook knows a lot about the users and their behaviour
• Companies can advertise more exact
• You will see ads relevant to you
• Young people use Facebook mostly for news and as an address book
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2. Instagram
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Instagram has
500 million
active users
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How many of you are on Instagram?
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News feed
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Private profile Company profile
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Content on Instagram
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Pretty pictures
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Behind the scenes
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Specific interests
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Fun
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Children and selfies
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Ads
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Hashtags
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#To.sum.up• Use Instagram if you have something visual to show.
• Private, work-related, or related to your interests.
• Use hashtags if you want more followers/likes or if you want to discover topics.
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3. Linkedin
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106 millionactive users
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
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93%of all companies are actively maintaining a Linkedin account used for corporate purposes.
Source: Social media for corporate communications, 2015
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How many of you are on Linkedin?
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News feed
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Private profile
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Business Page
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Content
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Linkedin is good for
• Research
• Business
• Groups
• Employee advocacy
• Jobsearch
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Linkedin is the biggest social referrer to corporate websites.
And this slide is boring.
Source: Social media for corporate communications, 2015
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Employee advocacy
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Employee advocacy meansthat the management and employees tell good stories about their work through their own social media profiles.
It’s not a new thing.
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PR is everybody’s job - the president of General Mills, in 1940
Source: http://www.altimetergroup.com/pdf/reports/Social-Media-Employee-Advocacy-Altimeter.pdf
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Now it’s on social media
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is posting text, photos or video on social media about their employer
50%
Kilde: https://postbeyond.com/statistics-for-employee-advocacy/
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On which platforms are you posting content about your employer?
Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185
86%
52%
43%
34%
28%
26%
23%
16%
4%
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Source: http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/
68% of consumers trust a technical employee at a company
trusts “a person like myself”63%distrusts companies, governments or both80%
It’s all about trust
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"Building trust requires high levels of engagement from multiple stakeholders. For most institutions, starting those conversations requires more than a viral video or shareable GIF. It requires a thoughtful, informed point of view on important industry issues and customer concerns, and a strategy for using that intellectual property to power conversations among multiple stakeholders.”
- Edelmann Trust Barometer 2015
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Top-down: It starts with management
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Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 for companies with > 250 employees
Why do you share information about your employer on social media?
Employee Benefit
Average
29%
Rewarded or recognized for
sharing
19%
To be seen as a leader among my
peers
To enhance my career and influence social
networks
24%
I want my friends to understand
me better
42%
Brand Benefit
Average
30%
Defend my company during a crisis
19%
Help a customer
29%
Help recruit new employees
42%
Shared Benefit
Average
48%
To better connect with colleagues at work
57%
41% 46%
I believe in our products and want to share my experience
I believe in my employer’s mission and want to promote
what they do
30%
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To sum up• Use Linkedin as a cv to connect with clients, coworkers or
other stakeholders
• Use it to post personal content about your job and employer
• Connect with people, and follow groups and pages with your professional interests
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4. Twitter
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How many of you are on Twitter?
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News feed
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tweets are sent every day.50 million
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In Denmark it’s not very big - around 70.000 active users. Mostly for PR-purposes or people in the SoMe-business.
http://www.slideshare.net/DanmarksStatistik/overskriftdk-om-danskernes-brug-hashtags
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Twitter is used for
• Dialogue not monologue
• Networking
• PR
• As a traffic-driver
• To reach influencers
• To achieve a first-mover position
• To listen on certain professional topics via hashtags
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5. Snapchat
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2 out of 3 teenagers are using
Snapchat on a daily basis (DK)
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How many of you are on Snapchat?
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Snapchat is a network where you send photos, video or chat with your friends.
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“When I post on Snapchat, I post strange faces or pictures right up your nose. On Facebook or Instagram, I am
thinking a lot about what to write. There can be no typos and the
commas has to be spot on” Kristoffer 17 years old
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"I have many friends on Facebook, but my true friends are on Snapchat."
Hassan 15 år
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85
Snapchat Messenger WhatsApp Skype
Chat / or chat-like platforms are very popular
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To gain control
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To sum up• You should understand Snapchat if you have children
• Try using it, and make them show you how they’re using it
• It’s fun!
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6. YouTube
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How many of you are watching Youtube?
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hours of video are viewed on YouTube every month.6 billion
Source: Social media for corporate communications, 2015
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This is content marketing6 billion hours of video are viewed on YouTube every month.
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of senior executives would rather watch video than read text
59%
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Video is the new black on all the platforms!
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1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube
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Questions?
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Anja Tønning: https://dk.linkedin.com/in/anjatoenning Campfire & Co. camp-fire.dk