LUON WassUp recap - mar 2014 - 3. the social landscape

WASSUP RECAP SESSION

DINSDAG 25 MAART

THE SOCIAL

LANDSCAPE

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

1. Previously…

Empires expand & collide 1. Previously…

The social, mobile and search

worlds are colliding.

At the same time, all actors are

trying to grow their markets.











Instagram

Google Authority

Open Graph for Mobile

Google Glass

Vine

Graph Search

hashtags

Foursquare

Mobile SEO

Google Now

Next up: Social 1. Previously…





2. Social By The Numbers

The story of Social Media in 2013 2. Social By The Numbers

click next for video

Social Media in Belgium 2. Social By The Numbers

5.400.000 accounts

51% of belgians

33% -25 years

45% 25-45 years +1,15 BILLION USERS

751 MILLION MOBILE USERS

23% CHECKS +5 TIMES/DAY

250 BILLION PHOTOS/DAY


1.963.609 accounts

24.372 companies

+39% growth

+238 MILLION USERS

+3 MILLION COMPANY PAGES

27% ACCESS THROUGH MOBILE

1.5 MILLION GROUPS


Average Belgian Pinterest User

84

8

18

44

# Pins

# Boards

# Followers

# Follows

16,3%

6% 13% 3,6% 5,4%

16,2%

0,8%

1,2% 2,1%

1%

0,3%

34,1%

no

t a

ssig

ned

+70 MILLION USERS

69% FEMALE

57% FOOD-RELATED

80% OF PINS ARE REPINS


1.963.609 accounts

24.372 companies

+39% growth

?

+500 million accounts

+288 million monthly active

55-64y fastest growing

60% from mobile

400 mill. tweets/day

40% YoY growth


1.963.609 accounts

24.372 companies

+39% growth

?

1,39 billion accounts

+318 million active users

20 mill. monthly mobile

28% 15-34 year olds


1.963.609 accounts

24.372 companies

+39% growth

?

150 million monthly active

55 million photos/day

1,2 bill. likes/day

+60% outside U.S.

3. The Future of “The Social Network”

The fall of an empire?

3. The Future of « The Social Network »

“ Facebook is the cigarette of

2013, the "bad habit" many

are trying to kick.

- Mashable



“ What we’re seeing is a

fundamental shift in the

perception of what

Facebook means to society.

It has become institutiona-

lized. It’s become the town

square of the world. But

that’s not where the kids

hang out.

- Chrys Bader

Facebook is aiming to be ‘the best

personalized newspaper’. Teenagers

are not its core target group.

Teens see each other

every day. Facebook

becomes more

valuable as

people get

older.

Teens see Facebook

as a place to manage

connections

What teenager wants to hang

out in the same place as their

parents?

Everything they post could jeopardize

their future.

Facebook may cause drama for some teens whose

‘friends’ may not be as civil as adults



“ Facebook will undergo a

rapid decline in the coming

years, losing 80% of its

peak user base between

2015 and 2017

- Princeton University



“ In keeping with the scienti-

fic principle "correlation

equals causation," our

research unequivocally

demonstrated that Princeton

may be in danger of

disappearing entirely.

- Facebook

The fall of an empire? 3. The Future of « The Social Network »

“ Our projections show that by the year 2060

there will be no air left.

- Facebook


It’s all about diversity.

Users are transitioning from

commitment to just one

platform to a diet of many

different kinds of social media.


“ Facebook is a full-fledged

social network and identity

provider. The threat isn’t

Snapchat or Tumblr

destroying Facebook the

way Facebook destroyed

Myspace, it’s them stealing

monetizable time away.

62% 61% 59%

42%

PIN IT TWEET FACEBOOK LIKE GOOGLE+

Social commerce

button integration

Towards single-focus apps

With the ever growing

importance of mobile, people

are beginning to use specific

apps for specific purposes

rather than one giant social

network for everything.



According to Facebook, the

acquisition of WhatsApp

« accelerates Facebook’s ability

to bring connectivity and utility

to the world ».



According to Facebook, the

acquisition of WhatsApp

« accelerates Facebook’s ability

to bring connectivity and utility

to the world ».



Snapchat is the epitome of all

hot trends coming together:

free, mobile and open, private

and visual.

It’s one of very few (succesful)

social apps that isn’t reliant on

Facebook in any way.



Snapchat is the epitome of all

hot trends coming together:

free, mobile and open, private

and visual.

It’s one of very few (succesful)

social apps that isn’t reliant on

Facebook in any way.


The one problem to solve

RSS, e-mail, social, big data …

they are all streams of

information.

The key is in making them

digestible.


RE

AD

RA

TE

S

HIGH ENGAGEMENT

58.64% 59.88%

MEDIUM ENGAGEMENT

10.55% 9.81%

LOW ENGAGEMENT

2.19% 0.42%





information.


digestible.


Story Bumping

Not only the most recent posts are

taken into account, but the most recent

posts for a specific user. Even if they

were posted some time ago.

Last Actor

The last 50 pages or friends a user

interacted with get more visibility in

the news feed




information.


digestible.



4. Pics or It Didn’t Happen

The Retina era

4. Pics or It Didn’t Happen

high-resolution screens on

laptops and tablets

large images as a popular

web design trend

polluted social feeds

need for higher

quality images to

catch audience’s

attention

+

+

=

Twitter cards… 4. Pics or It Didn’t Happen

Twitter App Card Platforms like Twitter are also

converting to a more visually-

oriënted web to grab people’s

attention.

“ Twitter Cards will be the

vehicle with which Twitter

thinks about commerce in

the future.

- Dick Costolo, Twitter

Twitter cards… 4. Pics or It Didn’t Happen

Twitter Product Card Platforms like Twitter are also

converting to a more visually-

oriënted web to grab people’s

attention.

“ Twitter Cards will be the

vehicle with which Twitter

thinks about commerce in

the future.

- Dick Costolo, Twitter

… versus Pinterest Rich Pins 4. Pics or It Didn’t Happen

Pinterest Product Pins On the other hand, visual social

media are adding more data to

provide more context.


Pinterest Article Pins On the other hand, visual social




Pinterest Place Pins On the other hand, visual social



5. Hello, (micro-)Video

From micro-messages to micro-videos 5. Hello, (micro-)Video

Opel: product demo Vine is a Twitter-owned mobile

app that lets you record up to 6

second videos.

“ The key will be to create

engaging, fun or viral

videos without just creating

an advert for your company.

So subtle brand or product

placement within a short

and snappy video is how I

see businesses can benefit

best from this new Twitter

channel offering.

From micro-messages to micro-videos 5. Hello, (micro-)Video

Lowes: lifehacks Vine is a Twitter-owned mobile


second videos.










channel offering.


Doritos: contest

From micro-messages to micro-videos

Vine is a Twitter-owned mobile


second videos.










channel offering.


American Apparel: FAIL

From micro-messages to micro-videos

Vine is a Twitter-owned mobile


second videos.










channel offering.

Instagram joins the arena

On June 20 2013, Instagram announced its own Vine competitor. Instagram videos can however be 15

seconds long (as long as a television commercial slot) and can have filters.

Since August, Instagram also allows for pre-recorded videos to be uploaded.


Instagram joins the arena

On June 20 2013, Instagram announced its own Vine competitor. Instagram videos can however be 15

seconds long (as long as a television commercial slot) and can have filters.

Since August, Instagram also allows for pre-recorded videos to be uploaded.


Instagram joins the arena 5. Hello, (micro-)Video

2014 or the year of video?

With (again) mobile as a driver,

video is becoming an

indispensable part of the

marketing toolbox.

Starting on Facebook, video

advertising will be on the rise

in 2014.

2. Social Is Evolving

6. Pay-To-Play Social

Facebook



information.


digestible.


Story Bumping

Not only the most recent posts are

taken into account, but the most recent

posts for a specific user. Even if they

were posted some time ago.

Last Actor

The last 50 pages or friends a user

interacted with get more visibility in

the news feed

Facebook | bye-bye organic reach

Facebook now claims the main

reason to acquire fans isn't to

build a free distribution

channel; it's to make future

Facebook ads work better.


People are connecting to more Pages and

individuals every day. And each day, more

brands and organizations are posting on

Facebook. As a result,we expect organic

distribution of an individual Page’s posts

to gradually decline over time.

[…] to maximize delivery of your message in

News Feed, your brand should consider

using paid distribution.

Facebook | bye-bye organic reach

Facebook now claims the main






Facebook | the tools 6. Pay-To-Play Social

Simplified ad manager Facebook now claims the main






Unpublished posts (aka ‘dark posts’) Facebook now claims the main






Custom audiences: remarketing Facebook now claims the main






Adios, sponsored stories Facebook now claims the main





Facebook | just a spoonful of sugar…

In August, Facebook updated

the promotion guidelines for

Pages to allow promotions on

the timeline.


DO

Collect entries by having users

• post on the Page

• comment/like a post

• message the Page

DON’T

• “share on your Timeline to enter” • “share on your friend's Timeline to

get additional entries” • tag yourself in a photo to win

Easy to set up, low cost solution

Timeline is also

accessible via

mobile.

Doesn’t look

professional

No data capturing. Only

useful for creating awareness.

Even if the goal is to simply collect

likes, no ‘like-gate’ is possible.

Not so easy to bring focus to your promotion after initial

posting.

The strongest tool to create awareness –

sharing onto a timeline- cannot be used.


Using an ‘Unpublished Page

Post’ and the Facebook Power

Editor, it is possible to add CTA

buttons to link posts.



When a Page tags a separate

brand or celebrity Page in a

post, that content may surface

for followers of both Pages.


Post-IPO Twitter

On November 7 2013, Twitter

was introduced to the New York

Stock Exchange.

Like Facebook before, this will

put a lot of pressure on

generating revenu.


Tailored audiences


First results of Instagram ads

reveal:

- Average brand recall up 3x

- Brand message awareness up

10%

Instagram’s first steps

You too, Pinterest?

Ben Silbermann, CEO of

Pinterest, promises that

promoted pins will be “tasteful,

transparent, relevant and

improved based upon users

feedback”.


What we get in RETURN

Accompanying a paid media

offering, social platforms are

giving brands more tools to

measure results and take a first

step towards social ROI.


Facebook offline conversions

7. Key Take-Aways

Key Take-Aways 7. Key Take-Aways

Social Media today is all

about diversity.

Users are transitioning from

commitment to just one

platform to a diet of many

different kinds of social

media.

1

Strong images enriched

with meta data have become

a must for marketers.

Moreover, (micro-)video is

starting to earn its place in

the marketers toolbox.

2

The days that social media

were free are now officially

over.

On the other hand, brands

are offered more tools to take

control and take a first step

towards social ROI.

3

14 Questions for 2014 LUON WassUp Recap 2014

THE SEARCH LANDSCAPE THE MOBILE LANDSCAPE THE SOCIAL LANDSCAPE

How does my brand perform on

mobile and tablets? Are we prepared

for the multitude of screens?

Can our brand benefit from flat

design or cards to optimize for mo-

bile? How is our content structured?

How can we benefit from the

companion web and iBeacons?

Which Wearables & Internet-of-

Things initiatives are being launched

in my industry? How could we profit?

Which data could connected devices

deliver to my brand's marketing?

How does my brand handle images?

Are they engaging? Can we make

more out of them by adding data?

What small stories do we have that

could be turned into micro-videos?

Which tactics can we use to maximize

our organic reach on Facebook?

CTA buttons, page mentioning, ...?

What is our pay-to-play strategy for

social? What type of posts will we

promote?

How can we make our marketing

smarter with the new insights gained

from social media platforms?

1

2

3

4

Is my website optimized for the new

Google way-of-working? What are

the topics we want to claim?

How will we in the future collect

keyword insights?

Do we offer our site visitors the

option to +1 our content on Google+?

What can Facebook Graph search

learn us about our audience?

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WASSUP RECAP SESSION

DINSDAG 25 MAART

THE END

GEERT DE LAET

TECHNOLOGY EVANGELIST

LUON

Geert De Laet

Technology evangelist

[email protected]

Twitter: @geertdelaet

Marketing

LUON WassUp recap - mar 2014 - 3. the social landscape