Social Media Trends Summer 2014

Social Media World Tour

http://i.imgur.com/cg489.jpg

Facebook & Snapchat Daniel Ord Rasmussen

@danielord

I’m Daniel.I’m an analyst at Seismonaut in Aarhus.

We work with digital and social media, social business and digital tourism.

We’ve done projects with public and private sector companies since 2007.

Today I’d like to talk about a few trends in the European market -that might also be relevant around the world.

Those trends are changes to Facebook reach and the rise of closed social media.

Where did my reach go?!

It’s mostly Facebook

http://fc07.deviantart.net/fs7/i/2005/261/0/c/Marvin_the_robot_by_LimeLover.jpg

Don’t panic...

Facebook has a problem: There is a finite amount of space in the News

Feed for both organic content and paid content.

Something has to go.But what?

Facebook is for people - not businesses. So businesses are the ones to feel the burn.

Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html

0

7,5

15

22,5

30

August 2013 March 2014

8,33

5,62

11,3

25,2

Fan penetration CTR%

Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html

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From an index to a magazine?

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Changes to reach + magazine trend = ?

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As a business on Facebook (and on social media), you need to be aware of this!

It might mean:

• Fewer but better updates• More focussed content• Changes to budgets• Should we really be on Facebook anymore?

http://palloc.com/ios-7-wallpaper-widescreen.html

What should you do right now?

• Make peace with the fact that reach has changed

• Make a decision about your budget• Consider using Facebook differently -

have you heard of Dark Posts? It’s split testing for Facebook-updates.

The most important thing is still great content!

“Nine out of ten Egyptians and Tunisians responded to a poll that they used Facebook to organize protests and spread awareness.”

http://en.wikipedia.org/wiki/Arab_Spring#Social_media_and_the_Arab_Spring

Arab Spring

But let’s be honest -not all the content is great.

http://youtu.be/J---aiyznGQ

Closed Social Media

Is it secret? Is it safe?

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You’ve probably heard that “secret social” is all the rage at the moment

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What?A secret or closed social platform is:

• Not public• Often between small groups of people• Often used for small, sporadic content

Examples are Snapchat, Whatsapp, Telegram, Kik, Tango, Line...

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Why?

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.flickr.com/photos/darwinbell/521865587

1. I don’t want the web remembering everything

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.flickr.com/photos/vatne/264871828

2. I don’t want to talk to everyone at once

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.flickr.com/photos/61929486@N06/5635487399

3. I don’t want to pay for text messages

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4. I don’t want the NSA listening in

https://www.flickr.com/photos/nolifebeforecoffee/124659356/

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Why?Probably one of three reasons:

1.I don’t want the web to remember everything2.I don’t want to talk to everyone at once3.I don’t want to pay for text messages4.I don’t want the NSA to listen in

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Let’s look at Snapchat

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Før timen Første pause Frokostpause

A young platform - for now

This slide is based on an ask-around by Lasse From of DR and #140Tegn

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What is Snapchat?• Send pictures (snaps) with writing and

drawings to friends.• Once the message has been seen, it deletes

- forever.• Also has “Stories” - public messages that

last for 24 hours• Currently mostly 13 - 25 y.o.’s

Source: http://www.socialmediaexaminer.com/snapchat-for-business/

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What about business?• Direct channel to users - feels like a personal

message• Good for teasers• A very engaged audience - high opening rate

(more on that in a bit)• Casual messages seem to work best - rough

graphics are better

Source: http://www.socialmediaexaminer.com/snapchat-for-business/

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PlayStationDK

Source: Lasse From, #140Tegn, Facebook Group Snapchat ERFA

• Opening rate: 90 %• Completion rate: 92 %

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Are any Danish companies on yet?• northside_dk• tv2zulu• spotfestival• playstationdk• drmamaradio• drp3radio• dr-ultra• pepsimaxdanmark• skagensmuseum• spejderdk (Det Danske Spejderkorps)• unisportlife ...

Source: Lasse From, #140Tegn, Facebook Group Snapchat ERFA

Case: P3Host of morning show snaps his day.

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Key Points from DR P3• Access to a platform where young people are - traditionally an

unloyal and fleeting group• High opening rate - very important• Timing: FB & Twitter peak in the evening - Snapchat peaks at

different times during the day, school hours and after school.

Age + timing + opening rate

Currently about 2500 “friends”

Source: Interview with Lasse From, DR and #140Tegn

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Snapchat Challenges• Time if using one-to-one messages• Lack of business features• Lack of statistics• Flaky app, slightly unsure future

http://palloc.com/ios-7-wallpaper-widescreen.html

“It's not how many followers you have, it's how many care. It's not width, it's depth. It's not how many impressions you get, it's how much attention you get.”

- Vaynerchuck

Source: https://www.linkedin.com/today/post/article/20131211160622-13333827-gary-vaynerchuck-snapchat-is-the-most-valuable-marketing-tool-right-now

Image: https://www.flickr.com/photos/blucier/5548813448

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Thanks!Questions? Let’s talk!

daniel@seismonaut.comTwitter: @danielord

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