13 social media & Content Marketing Trends That Will Dominate 2015

13Social Media & Content
Marketing Trends that
Will Dominate 2015
Brian A. Cliette
Digital Media Strategist
Content Marketer
www.briancliette.com

Brian A. Cliette
@briancliette
Digital Marketing Strategist
www.superlinkjuice.com

The Digital Marketing Landscape
Evolving at a rapid rate

The Digital Marketing Landscape
Importance of having properly structured
Digital Media Strategy is becoming more and
more obvious

Scattered Audience is a Challenge
With ever more scattered audiences and
fragmented social platforms, brands face a
bucketful of challenges.

Keeping Up-date With Latest Trends
To thrive in this highly competitive
environment, digital marketers need to
constantly be on their toes and stay up-to-
date with the latest trends.

The State of Digital Marketing in 2015
Social Media content is
considered the best way
to encourage interaction
with consumers
Almost 3 Billion people
or 40% of the Worlds
Population are using the
Internet
40%
Search is the 2nd
largest online
marketing channel,
Behind Direct
iPads have the highest
add to cart rates among
devices , boasting
almost 9%

Social Media activity
has overtaken PORN
as the number one
online activity
Behind China and India
94%
81%
81% of Facebook
users reside
outside the US
2014
1 out of 6 couples
who married last
year met on a
social media site

Organic Facebook
Post Reach as little
as 3% of fans
Facebook grows and
shrinks at opposite ends of
the demographic spectrum
Pinterest & Instagram are
rolling out Paid Advertising
Retargeted customers are 3x
likely to Click an Ad, than
people who haven't interacted
with your business
Privacy concerns and
Personalization are the
Major Drivers behind
Mobile
Platforms/Networks

So What Exactly is Social Media
The utilization of social media technologies ,
channels, and software to create,
communicate, deliver and exchange
offerings that have value for an
organizations stakeholders
Dr. Tracy Tuten

So What Exactly is Social Media
Social Community Social Publishing
Social Commerce Social Entertainment

Social Community

Social Publishing
Blogs
Media Sites
• Blogger
• Technorati
• YouTube
• Scribd
• Smugmug
• Slideshare

Social Commerce
• Facebook
• Livingsocial
• Groupon
• tripadvisor

Social Entertainment
• Zynga
• SecondLife
• Come2play
• uGame

So What Exactly is Content Marketing
Content marketing is a strategic marketing
approach focused on creating and
distributing valuable, relevant, and
consistent content to attract and retain a
clearly-defined audience — and, ultimately,
to drive profitable customer action.
Joe Pulizzi
Founder, Content Marketing Institute and Author,
Epic Content Marketing.

So What Exactly is Content Marketing
Blogs
Case Studies
How-to articles
White Papers
Application notes
Webinars
Info Graphics
Photos
Product V
Content marketing takes on many forms
Written Visual

Content Marketing vs.
Social Media Marketing
Although there is plenty of overlap between
content marketing and social media
marketing, they are actually two distinct
entities, with different focal points, goals,
and processes
Toby Murdock
contentmarketinginstitute.com

In social media marketing, the focus of the
marketing activity is located within the
chosen social networks. Social media
campaigns are operated inside of Facebook,
Twitter, Google+, etc. The content produced
is placed inside of these networks according
to their rules.

In contrast, the center of gravity for content
marketing is a brand website — whether it be a
branded URL like Mariott.com or a microsite for a
brand’s specific product, like
http://travel-brilliantly.marriott.com/ or
https://marriott-gopro.com/en
Social networks are vital to the success of content
marketing efforts, but here, Facebook, Twitter,
and Google+ are used primarily as a distributor of
links back to the content on the brand’s website
— not as containers of the content itself.

In social media marketing, content is built to fit
the context of the chosen social platform: short
messages in the 140 characters range for
Twitter; contests, quizzes, and games for
Facebook, etc. Here, brands model their
behavior after that of the individuals using the
social networks.
On the other hand, in content marketing, the
context of websites permits much longer forms
of content. Brands can publish blog posts,
videos, infographics, and eBooks, just to name a
few formats. Here, brands model their
behavior after that of media publishers.

Content marketing’s website-based center of
gravity enables it to focus more on demand
generation. As quality content brings
prospects to a brand’s site, brands can
develop a relationship with the prospects
and nurture them towards a lead conversion
or purchase.

Market like the year you are in
Gary Vaynerchuk
CEO and Co-Founder of Vayner Media

So What’s New in 2015
1. S-Commerce
2. Customer Engagement
3. Social Video
4. SEO
5. Social Search Signals 2.0
6. Social Advertising
7. Ad Retargeting
8. Native Ads
9. Mobile Platforms & Networks
10. Anonymity & Private Messaging
11. Personalization
12. Wearable Technology
13. Data and Measurement

S - Commerce
Social Commerce is the Evolution
and maturation of Social Media
meets shopping
Heidi Cohen

S - Commerce
Global Ecommerce Sales
1.2 Trillion+
Social Commerce Sales
forecasted to be 5%
Of all online Retail Revenue in
2015

S - Commerce
Allowing users to purchase on
networking sites is a no-brainer,
considering for example Twitter’s
liability to their shareholders and the
massive growth of social media and
ecommerce.

S - Commerce
Twitter Product Cards and innovative
campaigns on Pinterest

S - Commerce
According to MediaBistro " 50% of
social media driven purchasing
happens within one week of sharing ,
tweeting ,liking ,or favoring the
product"

S - Commerce
According to Filemobile " 48% of
consumers think that posts created by
others in their networks are a great way to
discover new products ,brands, trends or
retailers “
"43% of consumers are more likely to buy a
new product when learning about social
media" Nielsen

S - Commerce
According to Shopify.com " 60% of
social traffic to retail sites originates
from Facebook “
"85% of all orders from social media
come via Facebook" MediaBistro

S - Commerce
Social Media and Mobile have made it
vastly easier for competitors to reach
larger swaths of consumers on an
individual level

Customer Engagement
Hence, as competition gets tough, the
ability to engender brand loyalty and
keep loyal customers may by the #1
challenge of 2015

Customer Engagement
Reward for More than Purchases,
Identify your Evangelist , Stand for
Something

Behind every tweet, share and
purchase, there is a person. Care
more about the person and less
about the share
Shafqat Islam
CEO and Co-Founder at Newscred

Social Video
Video will Continue to Dominate the
online Landscape
According to Single Grain “ Video is
shared 1200% more times than links and
text combined”

Social Video
• #2 Search Engine in The world
• Over 6 Billion Hours of Video are
watched each month
• 100 Hours are uploaded every
Minute
• 500 Years of YouTube videos are
watched everyday on Facebook

Social Video
• Micro Video
• Instagram Hyper lapses 15x FB
engagement
• Vine Video 8,333 shared per Minute,
Upload 12 million Vines to Twitter
• Branded accounts on 4% of Top 100

Social Video
• 80% of Online Video Content is User
Generated
• 25% of Search Results in Google for
the world’s Top 20 brands are links to
user generated content – Social Times
• On YouTube, UGC fan videos get 10x
views than Brand Owned Content

SEO in 2015
SEO is still Relevant but
just Different

SEO in 2015
SEO will continue to be an
important part of the
marketing mix

SEO in 2015
SEO and Social Media marketing now
go hand in hand better, more
frequent content will attract links,
shares and other brand-building
signals that will boost rankings

SEO in 2015
Whether you love or hate social
media sites like Facebook and Twitter,
you have no choice but to use them.
Social sites, especially Google Plus,
impact your search engine rankings.

SEO in 2015
• Google is now measuring websites
by bounce rate, click through rate,
time on page and most
importantly Scroll rate
• Local in Nature & Query Based vs.
Keyword Driven

SEO in 2015
Heading towards voice activation

Google is the new Corporate
homepage
Jeremiah Owyang
Founder of Crowd Companies

Social Search Signals 2.0
With the rise of social sites like twitter
and Face book, both Google and Bing
have started to take into account social
signals to determine a websites ranking.
These items are of growing importance

• How many Tweets and retweets a URL
has.
• The authority of the person tweeting
the URL.
• The number of Facebook shares and
likes a URL has.
• How many +1s a URL has.

Retweets, Google+ and Facebook
likes/shares make a difference for low-
competition keywords ..even pages with
duplicate content

Tweets from power users may influence
short-term rankings for certain keywords

Social Advertising
Paid ads will become unavoidable
“By 2015 Internet Advertising will make
up nearly 25% of the entire Ad Market”
Postcron

Social Advertising
According to Socialbakers Marketers
advertise on
92%
35%
24%
23%

Social Advertising
• EdgeRank Vs. Organic 3%
• Remember Facebook Has Shareholders
• So does Twitter

Social Advertising
• Pinterest & Instagram are rolling out
Paid Advertising
• This will be the trend as more
Platforms are moving towards IPOs'
and or Acquisition of smaller networks

Ad Retargeting
Pixeling people and retargeting pixels is
the future

Ad Retargeting
• Ad Retargeting will continue to grow
in effectiveness
• Pixel retargeting is the future and
people will be paying more for "pixel
space" than CPC and old metrics.

Ad Retargeting
According to Invesp.com “current stats
indicate that 3 out of 4 consumers now
notice retargeted Ads. Needless to say,
businesses are quickly revising their
opinion of Ad retargeting, with one in five
marketers now having a dedicated budget
for retargeting

Retargeted Ads Affect Purchase
Decisions
8.65%
7.37%
46.15%
37.82%
User reminded to
revisit retailer’s
website
User responded to
special offers in
the Ads
User ignored the
Ad
User put off by
the Ad

Banners have 99 problems and a
Click isn't one
Scott Sorokin
Chief Strategy Officer at Razorfish

Native Ads
Native Ads will become the Standard for
Contextual Advertising
Native Ads = Advertorials

Native Ads
Advertisements will become less blatant
as marketers begin to favor ads integrated
with content

Native Ads
Buzzfeed, The New York times and Forbes

Mobile Platforms and Networks
• Mobile and Social Go Hand in Hand
• 21 Billion SMS are sent daily
• According to Business Insiders “ 60% of
Social time is spent on Mobile”
• Facebook owned 21.7% of worldwide
mobile ad Revenue in 2014

• Interacting Directly with Potential
Consumers
• Leveraging Video
• Engaging Users with Specialized Content
• Selling Directly
• Respond to Customer Queries (Jelly x
Travelocity)

Platforms to watch

Anonymity & Private Messaging
Overwhelmingly “Social Internet” Breaking back
a certain respect for privacy and intimate
interactions

Anonymity & Private Messaging
The FB demo ages 18-24 are leaving for
more personalized and private Mobile
Platforms

New marketing tools are opening up
a wealth of possibilities to reach
consumers. Better understanding
their needs and motivations will help
you provide a personalized,
comprehensive experience
NewsCred.com

Personalization
The future of Marketing is Personalization

Personalization
• Mobile Apps & New Technology
• Geopegging
• Global Personalization Services -
Starwood
• Mobile Check-in

Personalization
Mobile will Bridge the gap between
Online & Offline marketing

What does marketing look like when
the Internet surrounds us like the air
that we breathe? Fascinating to
think about
Mark Schaefer
Executive Director of Schaefer Marketing Solutions

Wearable Technology
Perhaps it will become a new content
channel? Or perhaps it will be able to
sense your chemical reactions to certain
content messages? Who knows.

As a team, we talk everyday about
what’s working and what’s not, and
we measure like crazy
Dustee Jenkins Target

Data and Measurement
The marketing tools of the (near) future
will be highly personalized, letting you
know which members of your audience
are the most valuable.

Data and Measurement
It’s essential to have a solid measurement
framework in place so that you can try
new ideas and find out if your content is
working

Takeaways
• You Need a Digital Strategy and Plan
• Invest in Search Engine Optimization
• Leverage the Power of Blogging
• Analytics and Measure are a MUST!!
• Whether you love or hate social media
sites like Facebook and Twitter, you
have no choice but to use them. Social
sites, especially Google Plus, impact
your search engine rankings

Takeaways
• Pixeling people and retargeting pixels
is the future
• Marketing will Continue to Focus on
Personalization
• Heartbeat Social Content is no longer
enough
• Social media marketers who might
have avoided social advertising in 2014
will be forced to embrace it in 2015

Content Builds Relationships.
Relationships are built on Trust. Trust
drives revenue
Andrew Davis
Author of Brandscaping

Sources
http://www.quicksprout.com/2014/01/31/how-social-signals-impact-search-engine-rankings/
http://blog.newscred.com/article/how-content-marketing-is-reviving-agency-seo-efforts-revenues/
http://www.invesp.com/blog/ad-retargeting-2/
http://info.newscred.com/rs/newscred/images/NewsCred-5_Laws_of_Content_Marketing.pdf
http://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/
http://hospitality.cvent.com/
http://blog.newscred.com/article/how-big-brands-are-using-snapchat-other-messaging-apps-to-
engage-their-audiences/
http://Digitalsherpa.com
http://blog.newscred.com/article/how-to-audit-your-content-marketing-to-prove-roi/
http://www.emarsys.com/en/resources/blog/the-7-social-media-trends-dominating-2015/
http://discuss.tractionbook.com/
http://www.slideshare.net/emarsysglobal/social-media-trends-2015-draft-18-2

Sources
http://blog.newscred.com/article/what-works-best-for-digital-marketing-in-2015-infographic
http://blog.newscred.com/article/where-will-social-media-users-go-in-2016-infographic
http://semrush.com/blog/publications/social-signals-seo-results-five-case-studies/
http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
http://marketeer.kapost.com/2015-content-marketing-predictions/#ixzz3SQ4bnypJ
http://venturebeat.com
Techcruch.com
Socialbakers.com
Emarketers.com
Mediabistro
Shopify
Postcron.com
http://www.slideshare.net/activedemand/top-10-online-marketing-trends-for-2015
http://www.slideshare.net/DaveChaffey/digital-marketing-trends-2015-42206999

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