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THE FUTUREOF
SOCIAL MEDIA
Meet:
Beau
A blatant attempt at using a small and cuddly to pander to the audience?
The most concrete example I have of how rapidly habits are changing.
Bingo. There it is.
Raising a baby is hard.
SPOILER ALERT:
They can be so sweet.
Actual things I searched for in Beau’s first few months
How do you get babies to sleep?
Actual things I searched for in Beau’s first few months
Swaddling Best Practices
Actual things I searched for in Beau’s first few months
When does a baby get teeth?
Actual things I searched for in Beau’s first few months
Best toys for babies
“Alexa, re-order diapers”
On a walk.
Over dinner.
In the moment.
Through mobile, and social, & voice.
ANSWERS EVERYWHERE
NotOnlyHere:
Social Media isn’t only where we share. Now Social Media is where we discover, create and find answers
HOW DID WE GET HERE?
A BRIEF HISTORY OF
CONTENT DISCOVERY
When the Internet First Launched
“
Content had a front door. That front door was the directory.
As search engines gained adoption,they opened up new doorways.
SEO
ORGANIC SEARCH
56%of leads from campaigns>1 month ago
70%of Our Traffic Comes From Old Content
Keywordsand
Inbound Links
A lot has changed in the world of search
Back then, mobile didn’t even factor into website design.
Today, mobile Internet usage exceeds desktopInternet use
Back then, website security was mainly a concern for major corporations and governments.
Back then, waiting for websites to load was the norm.
Today, a slow site leads to a decreased search rank, lower traffic, and fewer conversions.
Back then, doorways still had to be walked through
Today’sanswersdon’tevenrequireaclick.
SECURITY
MOBILE
PERFORMANCE
STRUCTURED RESULTS
Beginning today,we’re looking atentirely new playbooks for content discovery.
THE NEXT GENERATIONOF
SOCIAL MEDIA
Here's a fascinating little tidbit that changes everything...
60% of time spent online is now spent on mobile.
86% of time spent on mobileis spent in apps.
(Really, in just five apps.)
wentfrom2.8billionto7billionmonthlyviews ofitscontent
75%ofthoseviewshappenOff Buzzfeed.com
• 23percent:Directtothe siteorapps• 14percent: YouTubeviews• 2percent: Googlesearchtothe site• 6percent: Facebooktraffictothesite• 27percent:Facebooknativevideo• 4percent:ImagesonFacebook• 21percent:Snapchat contentviews• 3percent:Otherdistributedplatforms
Buzzfeed AwarenessDetailedView:
The Feed Is Winning1
App content is bypassing search all together.
EngagementHasNeverBeenMoreImportant
Social Is The Destination2
3.5 billion searches a day
1.5 billion searches a day and gaining
This is an announcement that sits at the very top of a featurethat sits at the very top of Facebook. It follows a year ofintense, smart, and creative experimentation in this area. Thisisn’t a lark. If you’ve been paying attention, you’ve beennoticing more and more public content/search/trendfeatures popping up all over Facebook this year.”
- Blake Ross, Cofounder of Mozilla
Judge a company’s priorities by its pixels. “
One other big little thing about social as a channel
for content discovery.
Instagram andSnapchat operateascontentdestinations.
What’s really changing here, then, is not the length of the tweet. It’s where that link at the bottom takes you when you click on it—or, rather, where it doesn’t take you.
Will Oremus, senior technology editor at Slate
“
3
Video Is Social
8 Billion Daily Video Views
10 Billion Daily Video Views
On Facebook, people spend 3xlonger watching video which is Live
compared to video which is no longer Live.
Live Video Gets 10X More Comments Than Recorded Videos
A year or two from now, Facebook will be mostly video
- Ted Zagat, Facebook
“
Messaging Fuels Social Growth 4
60 BillionNumber of messages that run through messenger and whatsapp every day.
Powered by humans (and robots)
Messagingisreplacingemailfortransactions.
No one wants to install a new app for every business you interact with.
“
Mark Zuckerberg
THE FEED IS WINNING
SOCIAL IS THE DESTINATION
VIDEO IS SOCIAL
MESSAGING FUELS SOCIAL GROWTH
THE FUTUREOF
YOUR SOCIALSTRATEGY
The future is already here. It just isn’t evenly distributed yet.
“
William Gibson
Social Media Data has never been more important, or harder to get.
Report on on-site plus Offsite metrics to get a total picture of your audience
Build your social media strategy around Video and messaging to drive
engagement in the next phase of social.
THANK YOU!
