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INTRO TO SOCIAL MEDIAFALL 2017 | Chris Snider | @chrissnider
GET TO KNOW SOME social networks
Social media overall• 2.8 billion active social media users worldwide
• 37% global penetration
• +22% increase over last year
• 56% of U.S. online adults use more than one social network
• 93% of Twitter users also use Facebook – as do 95% of Instagram users and 92% of Pinterest users
Source: Social Media Today
Facebook• Launched in 2004
• 2.01 billion monthly active users as of July 2017
• 1.32 billion daily active users (85.8% outside U.S. and Canada)
• Valued at $490 billion
• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
Twitter• Launched in March 2006
• 328 million monthly active users as of June 30, 2017 (unchanged from previous quarter)
• Estimated 157 million daily active users.
• Valued at $12 billion
• What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
Twitter’s focus for 2017• Make Twitter safer
• Invest in “core use case” and new product areas like live streaming video
• Simplify and differentiate its revenue products
• Make progress toward profitability
LinkedIn• World’s largest professional network with more than
500 million members in 200 countries
• 133 million users in the U.S.
• Two new members per second
• Students and recent grads are fastest growing demo (with 40 million now)
• What’s unique: Real identity. Your work history and education history tie you to others.
Instagram• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 700 million monthly active users as of April 2017
• 250 million daily users of Instagram Stories
• Predominantly female and under 90% under age 35
• What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.
Pinterest• Launched in March 2010
• 150 million monthly active users as of Oct. 2016
• Audience is mostly female, but seeing growth among men.
• Audience evenly distributed from ages 18 to 64
• What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
STATS ON TOP 5Stats are for
U.S.
STATS ON TOP 5
Snapchat• Launched in Sept. 2011
• 173 million daily active users (July 2017) - 161 at IPO
• Projections at IPO showed 217 million daily users by end of 2017
• Valued at $18 billion
• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.
• CEO said in 2013 that 70% of users were women
• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
YouTube• Video sharing network - launched Feb 2005
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more U.S. adults 18-34 than any cable network
• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
• What do you consider to be the most important social networks for college students in 2017?
DEMOGRAPHIC INFO
My survey of Drake first-years, Sept. 2017
social media trends• Live video … Facebook, Periscope, Instagram
• Video in general (Twitter, Facebook)
• Ephemeral “stories”
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger, LINE, WhatsApp, Snapchat)
social media trends
• Video chat apps (Houseparty, Fam, Messenger)
• Work networks (Facebook Workplace, Slack, Yammer, Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)
What other trends are you seeing?
How to succeed in social media in 2017
Social media tips:
Use AN image • Humans are
incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%. - brainrules.net
BETTER YET, USE A VIDEO• Facebook exec said in 2016 the network will be
entirely video within five years.
• Twitter says video views grew by 220X from the end of 2014 to the end of 2015.
• 4 times as many consumers would rather watch a video about a product than read about it.
• 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
Put text on that video• 85% of Facebook videos are watched without sound.
Drake SJMC FB by post type
BETTER YET, LIVE VIDEO
Live video is now available on Facebook, Instagram, Periscope/Twitter, YouTube
THINK BEFORE YOU POST
Don’t be too promotional
GIVE MORE THAN YOU TAKE
Don’t TRY TO TRICK PEOPLE
CREATE GREAT content• There’s no shortage of content on social media.
It’s the great content that will stand out.
• Spend more time creating fewer, better posts.
TELL US WHAT MAKES YOU UNIQUEGive us a peek behind the curtain.
What is something that makes
YOUR COMPANY unique?
Information spreads through stories:
TAG People and brands
SHOW REAL PEOPLE
BE USEFUL
Stop talking about yourself
• Share other people’s content more than you share your own.
• Follow the 80/20 rule. Four posts about others to one post about yourself.
GIVE CONTEXT, not JUST CONTENT
Assume they’re not going to click on the link.
CREATE CONTENT OTHERS WILL WANT TO SHARE
What is something you shared recently?
WHY DID YOU SHARE?
Why WE share• Entertainment: To bring valuable and entertaining content to others.
• Define ourselves: To give people a better sense of who we are and what we care about.
• Build relationships: Keeps us connected to people they might not otherwise stay in touch with.
• Self-fulfillment: Allows us to feel more involved in the world.
• Support a cause: Supports causes or issues we care about.
• BOTTOM LINE: The likelihood of your content being shared has more to do with your readers’ relationship to others than to you.
Source: NY Times Consumer Insight Group
KNOW YOUR ANALYTICS
Followers don’t matter. Influence matters.
STOP OBSESSING OVER YOUR NUMBER OF FOLLOWERS.
START ENGAGING THE ONES YOU HAVE.
In groups, look at a group members company on Facebook
• Are they consistently using images?
• Are they consistently using videos?
• Are they using live videos?
• Are they too promotional?
• Do they tell us what makes them unique?
• Do they show real people?
• Are they relying on us to click the link?
• Is content sharable?
Keep learning…
• Social Media Examiner - socialmediaexaminer.com
• Buffer blog - blog.bufferapp.com
• Facebook blog - insights.fb.com/blog/
• Hootsuite blog - blog.hootsuite.com
