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Social Media Trends 2014
First - 2013
Social Media usage has surged

University of Massachusetts Dartmouth Center for Marketing Research

@cedricspeak
@cedricspeak
@cedricspeak
THE STATE OF SOCIAL MEDIA TODAY

60%

52%

52%

believe that roles &
responsibilities around
social are well defined

believe top execs are
informed, engaged &
aligned with social strategy

believe the social strategy
includes a roadmap for the
next 1+ years

48%

65%

34%

67%
@cedricspeak

believe they have a
long term vision for
how social media will
improve customer
relationships

believe that risk
management is understood
by the business

believe that there are clear
metrics linking social activities
with business outcomes

of companies surveyed were active
in social with no real link to
business goals.
Updates to Platforms
•

The past year has been filled with
updates and new changes to some of
the most used social media platforms.

•

Facebook made extensive changes to
their analytics, advertising and newsfeed
algorithm… and to their privacy settings

•

While Instagram introduced the ability to
upload videos to give Vine a run for their
money.

•

Many of the changes we’ve seen this
year will go on to shape the way
campaigns and content are made in
social well into 2014

@cedricspeak
2014
Greater Social
Platform Diversity

The Rise of Microvideos

Increased Use of
Image-Based
Content

Paid Social Media
goes mainstream

Social ROI

Rise of mobile

Omni-Channel
Marketing

@cedricspeak
Greater Social Platform Diversity
What has happened?
 New social platforms have emerged in 2013 that have made for surprising

marketing efforts
 Existing popular networks have also made significant updates that have

huge potential
 Global brands are starting to experiment with new platforms and ad

formats other than Facebook to increase their digital footprint

@cedricspeak
Smaller platforms becoming mainstream

@cedricspeak
Even B2B marketers are diversifying

@cedricspeak
Why is it important?


They provide marketers with
new content creation options
that can be used to further
engage and build audiences



It builds brand equity by
making it easier for consumer
to see and interact with the
brand



Makes a brand stand out from
clutter

@cedricspeak
@cedricspeak
The Rise of Micro-Videos
@cedricspeak
How did it happen?


Twitter started the wave when they launch Vine, but Instagram’s
update to support videos sealed the deal for micro-videos



The short clips are easily digestible for the short attention spans of
customers these days and has become quick, easy and very simple
to create and share

@cedricspeak
Micro-videostars are the new influencers


Early adopters of Vine and Instagram
videos have become stars in their own
niche, becoming a new breed of
influencers who are truly creative, not
just popular



Brands who have seized the
opportunities have also started including
these platforms in their marketing efforts



Brands will have to really understand
their customers and collaborate with
artists and not just within their own
companies for content

@cedricspeak
What are brands doing on Vine?

SEPHORA: https://vine.co/v/bY2nHIBJbWT

@cedricspeak https://vine.co/v/huFAvU5zLUK
FCUK:

PUMA: https://vine.co/v/bltq3WEpjlT

SAMSUNG MOBILE: https://vine.co/v/hB05eTwLhUB
What are brands doing on Instagram?

KATE SPADE: http://instagram.com/p/ayieibgeAs/#

CHARITY:WATER: http://instagram.com/p/aye_2mGhNa/
@cedricspeak

LULULEMON: http://instagram.com/p/er9sQXSm-4/

GAP: http://instagram.com/p/ayuEy-j9uL/#
Image-Based Content Will Rule
New use of images on social platforms

 Instagram rolled out its first ever

ad on it’s platform to its US users
@cedricspeak

 Twitter introduces image and

video previews in streams
Twitter now looks like this
 Tweets used to be line after line

of texts
 Users will now see images

directly in their stream
 In a sea of text, an attractive

image is going to make your
brand stand out more than the
others
 Promoted Tweets that come

with photos also get an added
boost with this new update

@cedricspeak
What does this mean to the marketer?
 Creating good image content is now becoming more important than

ever with platforms other than Facebook adding new opportunities for
marketers
 But users now have the advantage of providing feedback to the

platforms on the content that they are seeing from brands
 Good image content can make the difference between a user hiding

your post and blocking your content from their stream, or Like-ing and
following you

@cedricspeak
Snapchat marketing will gain popularity
 Snapchat is the hot mobile app that sends out messages (text, photo or

short video), called “snaps”.
 These snaps auto-destruct after a short moment of time, between 1 to

10 seconds depending on how the snap was set up.
 The fact that snaps are deleted from the server answers a lot of privacy

concerns that have plagued other platforms

@cedricspeak
ASOS sent followers surprise discounts

@cedricspeak
16Handles also sent instant discounts

@cedricspeak
Increased Importance of Social ROI
Why should you monitor social ROI?
 Marketers will increasingly need

to know what metrics to measure
in order to close the gap
between social efforts and actual
revenue
 Social media serves three key

marketing objectives and these
are why investment in social
media will become a necessity
for all businesses in 2014

@cedricspeak
Where social stands in the sales funnel

•

Social media sparks conversations with potential customers much earlier
than traditional media

@cedricspeak

Netbase, Social Savvy e-Book, 2013
Business Outcome
Increase sales and
develop a youthful
positioning

Social Media Outcome
Clarks as a trendy
brand with traffic to
website and increase
footfall to stores
@cedricspeak
Content Strategy
Content Strategy involved
trendy images showing a
youthful and trendy side to
Clarks. The tactical activity
involves driving store
footfalls

What was Measured
Followers, Direct sales
from tactical activities on
social media, Engagement
and participation rates,
Brand health metrics,
Customer service cost
savings
@cedricspeak
Business Outcome
Increase sales &
drive market-share
for Travellershield
during critical preSummer period

Social Media Outcome
Increase online sales,
customer service and
decrease cost of
marketing
@cedricspeak
Content Strategy
The social media effort is
clearly aimed at increasing
online sales through direct
customer value. Social is
also a key driver of cost
savings – (Marketing,
customer savings,
Recruitment)

What was Measured
Direct sales from social
media tactical activities,
savings in marketing and
customer service costs,
website traffic increase

@cedricspeak
Paid Social Goes Mainstream
Paid Media now accounts for
over 16% of all online spends.
Not limited to social
campaigns

@cedricspeak
Here’s the first ad on Instagram

@cedricspeak
This ad proved more cost
effective than other forms
of media in terms of
response and reach

@cedricspeak
Rise of Mobile
@cedricspeak
@cedricspeak
Use of Omni-Channel Marketing
What is this omni-channel marketing?

@cedricspeak
What powered this shift?
•

@cedricspeak

The lines between offline and online shopping experiences have been
blurring
What powered this shift?

•

@cedricspeak

Roughly 3 in 4 consumers
research online after seeing an
offline ad
What does this mean for marketers?

•

Marketers need to diversify their
approach to awareness with the
use of new and multiple platforms

•

Another reason to step away from
FB solely and branch out to new
platforms

@cedricspeak
Summary
•Social Media becomes mainstream
•Newer platforms to be taken note of
•Integrate from the Start – Not an add on
•Measure, Measure, Measure – Analytics as a practice

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Social Media Trends 2014: Rise of Micro-Videos, Image Content and Omni-Channel Marketing

  • 3. Social Media usage has surged University of Massachusetts Dartmouth Center for Marketing Research @cedricspeak
  • 6. THE STATE OF SOCIAL MEDIA TODAY 60% 52% 52% believe that roles & responsibilities around social are well defined believe top execs are informed, engaged & aligned with social strategy believe the social strategy includes a roadmap for the next 1+ years 48% 65% 34% 67% @cedricspeak believe they have a long term vision for how social media will improve customer relationships believe that risk management is understood by the business believe that there are clear metrics linking social activities with business outcomes of companies surveyed were active in social with no real link to business goals.
  • 7. Updates to Platforms • The past year has been filled with updates and new changes to some of the most used social media platforms. • Facebook made extensive changes to their analytics, advertising and newsfeed algorithm… and to their privacy settings • While Instagram introduced the ability to upload videos to give Vine a run for their money. • Many of the changes we’ve seen this year will go on to shape the way campaigns and content are made in social well into 2014 @cedricspeak
  • 9. Greater Social Platform Diversity The Rise of Microvideos Increased Use of Image-Based Content Paid Social Media goes mainstream Social ROI Rise of mobile Omni-Channel Marketing @cedricspeak
  • 11. What has happened?  New social platforms have emerged in 2013 that have made for surprising marketing efforts  Existing popular networks have also made significant updates that have huge potential  Global brands are starting to experiment with new platforms and ad formats other than Facebook to increase their digital footprint @cedricspeak
  • 12. Smaller platforms becoming mainstream @cedricspeak
  • 13. Even B2B marketers are diversifying @cedricspeak
  • 14. Why is it important?  They provide marketers with new content creation options that can be used to further engage and build audiences  It builds brand equity by making it easier for consumer to see and interact with the brand  Makes a brand stand out from clutter @cedricspeak
  • 16. The Rise of Micro-Videos
  • 18. How did it happen?  Twitter started the wave when they launch Vine, but Instagram’s update to support videos sealed the deal for micro-videos  The short clips are easily digestible for the short attention spans of customers these days and has become quick, easy and very simple to create and share @cedricspeak
  • 19. Micro-videostars are the new influencers  Early adopters of Vine and Instagram videos have become stars in their own niche, becoming a new breed of influencers who are truly creative, not just popular  Brands who have seized the opportunities have also started including these platforms in their marketing efforts  Brands will have to really understand their customers and collaborate with artists and not just within their own companies for content @cedricspeak
  • 20. What are brands doing on Vine? SEPHORA: https://vine.co/v/bY2nHIBJbWT @cedricspeak https://vine.co/v/huFAvU5zLUK FCUK: PUMA: https://vine.co/v/bltq3WEpjlT SAMSUNG MOBILE: https://vine.co/v/hB05eTwLhUB
  • 21. What are brands doing on Instagram? KATE SPADE: http://instagram.com/p/ayieibgeAs/# CHARITY:WATER: http://instagram.com/p/aye_2mGhNa/ @cedricspeak LULULEMON: http://instagram.com/p/er9sQXSm-4/ GAP: http://instagram.com/p/ayuEy-j9uL/#
  • 23. New use of images on social platforms  Instagram rolled out its first ever ad on it’s platform to its US users @cedricspeak  Twitter introduces image and video previews in streams
  • 24. Twitter now looks like this  Tweets used to be line after line of texts  Users will now see images directly in their stream  In a sea of text, an attractive image is going to make your brand stand out more than the others  Promoted Tweets that come with photos also get an added boost with this new update @cedricspeak
  • 25. What does this mean to the marketer?  Creating good image content is now becoming more important than ever with platforms other than Facebook adding new opportunities for marketers  But users now have the advantage of providing feedback to the platforms on the content that they are seeing from brands  Good image content can make the difference between a user hiding your post and blocking your content from their stream, or Like-ing and following you @cedricspeak
  • 26. Snapchat marketing will gain popularity  Snapchat is the hot mobile app that sends out messages (text, photo or short video), called “snaps”.  These snaps auto-destruct after a short moment of time, between 1 to 10 seconds depending on how the snap was set up.  The fact that snaps are deleted from the server answers a lot of privacy concerns that have plagued other platforms @cedricspeak
  • 27. ASOS sent followers surprise discounts @cedricspeak
  • 28. 16Handles also sent instant discounts @cedricspeak
  • 30. Why should you monitor social ROI?  Marketers will increasingly need to know what metrics to measure in order to close the gap between social efforts and actual revenue  Social media serves three key marketing objectives and these are why investment in social media will become a necessity for all businesses in 2014 @cedricspeak
  • 31. Where social stands in the sales funnel • Social media sparks conversations with potential customers much earlier than traditional media @cedricspeak Netbase, Social Savvy e-Book, 2013
  • 32. Business Outcome Increase sales and develop a youthful positioning Social Media Outcome Clarks as a trendy brand with traffic to website and increase footfall to stores @cedricspeak
  • 33. Content Strategy Content Strategy involved trendy images showing a youthful and trendy side to Clarks. The tactical activity involves driving store footfalls What was Measured Followers, Direct sales from tactical activities on social media, Engagement and participation rates, Brand health metrics, Customer service cost savings @cedricspeak
  • 34. Business Outcome Increase sales & drive market-share for Travellershield during critical preSummer period Social Media Outcome Increase online sales, customer service and decrease cost of marketing @cedricspeak
  • 35. Content Strategy The social media effort is clearly aimed at increasing online sales through direct customer value. Social is also a key driver of cost savings – (Marketing, customer savings, Recruitment) What was Measured Direct sales from social media tactical activities, savings in marketing and customer service costs, website traffic increase @cedricspeak
  • 36. Paid Social Goes Mainstream
  • 37. Paid Media now accounts for over 16% of all online spends. Not limited to social campaigns @cedricspeak
  • 38. Here’s the first ad on Instagram @cedricspeak
  • 39. This ad proved more cost effective than other forms of media in terms of response and reach @cedricspeak
  • 43. Use of Omni-Channel Marketing
  • 44. What is this omni-channel marketing? @cedricspeak
  • 45. What powered this shift? • @cedricspeak The lines between offline and online shopping experiences have been blurring
  • 46. What powered this shift? • @cedricspeak Roughly 3 in 4 consumers research online after seeing an offline ad
  • 47. What does this mean for marketers? • Marketers need to diversify their approach to awareness with the use of new and multiple platforms • Another reason to step away from FB solely and branch out to new platforms @cedricspeak
  • 48. Summary •Social Media becomes mainstream •Newer platforms to be taken note of •Integrate from the Start – Not an add on •Measure, Measure, Measure – Analytics as a practice