vision 2016 - drew benvie battenhall talk #visionbristol
TRANSCRIPT
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Trends for 20165 waves of innovation in social media
Drew Benvie, Battenhall
@drewb
@battenhall @drewb @battenhall @drewb
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@drewb @battenhall
INTRODUCTIONS
Origins of social media for business communications
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@drewb @battenhall
ABOUT BATTENHALL
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@drewb @battenhall
SOCIAL MEDIA LANDSCAPE TODAY
Battenhall.net/monthly - May 2016
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POWER SHIFTS IN SOCIAL
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THE LOST AUDIENCE
• WhatsApp and FB Messenger are top dogs
• Messaging apps account for 30% of web usage
• Snapchat accounts for 75% of UK messaging data
• 10 billion Snapchats are viewed every day
• More WhatsApps are sent than SMS + Tweets
• WhatsApp is 3x larger than Twitter or Instagram
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@drewb @battenhall
WHY DON’T PEOPLE REPLY TO MY TWEETS?
…or see my posts on Facebook?
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5 trends for the year ahead
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1. Vlogging
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The new influencers
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Working with the influencers • To begin with, focus on what you can and
should be saying on social media as a guide
• Consider the role of social media influencers in audience & stakeholder engagement
• Three tiers of influencer – look for agents when working with the top tier. Stay AUTHENTIC
• Maintain good relations with influencers in your space in order to protect your reputation
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Example: English Heritage
Reddit April 2016
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English Heritage x Minecraft
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2. Generation K • The screenagers: YouTube,
Snapchat, Facebook and Instagram are the key social networks for under-24s.
• Snapchat has become THE news channel for teens, who still use Facebook but not in the same way – it has become a messaging system.
• Campaigns must be visual and short to engage this market.
• Be faithful to your brand, don’t patronise.
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@drewb @battenhall
Snapchat has the 18-29 community as its biggest market. @domw: “It is the most used app in every classroom I have been in.” Along with Twitter and Instagram, it is one of the most prominent news channels for teens. How to get involved:
• Target Snapchat Discover media • Work with the influencers • Build compelling audience engagement
The Snapchatters
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The Snapchatters
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Youth social and future trends “teen social media use dictates future trends across all demographics”
Piper Jaffray, state of the internet 2014
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3. Badvertising • Social ads are cheaper than ever.
• Buying your way into a new audience on social media is causing brand damage and a new kind of headache
• In the new social world, ads are evolving faster than brands can evolve. Know your demographic
• Work with community managers to deliver content that is tailored to that audience
• Don’t take short cuts and reuse creative from an offline campaign
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4. Antisocial • WhatsApp and WeChat are bigger than
Twitter, Instagram and LinkedIn
• WeChat’s dominance in China over Sina Weibo
• More pics & video is sent over SnapChat daily than Facebook, Instagram and Flickr put together
• Firechat is a top 10 messaging app in The Phillipines, Mexico, Norway, Australia and more
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No automation, no shortcuts, but with quality content, the audience engagement is high as are click through levels. • Invest in a phone and data plan (Android is best)!• Cross-promote on other channels to build your audience!• Use http://web.whatsapp.com!• Ask for feedback and change up the content!• Don’t build bots!
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Privacy is a big driver in messaging app uptake This same trend is cannibalising social media use Firechat is a top 10 messaging app for this reason
Firechat
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New in April 2016, launched by former Twitter product boss, it’s like Twitter / forums without the trolls. Anyone can watch, only invited people can contribute.
Talkshow
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Engage organically
Buy your way in Harness influencers
How to get your audience
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5. The social CEO (and all of us)
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Twitter and the FTSE 100
We started tracking the FTSE 100 in April 2013
3 3 years of data and our third annual report – battenhall.net/ftse100
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Getting fit for the year ahead What you will need:
1. More kit: smartphones, data plans and editing
2. More time than you think: time set out daily to create content
3. Bespoke measurement dashboards
4. Innovate 1:9:90
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Innovating with 1:9:90 • Spend 90% of your time in social media on
your ‘big bets’ ie internal social networks, Facebook and Twitter
• Spend 9% of your time on innovations
• 1% of time should focus on ‘moon shots’ – the work that pushes boundaries and turns heads
• The impact of Generation K: the Screenagers
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Thank you
@battenhall @drewb @battenhall @drewb