Social media trends for 2014. Focus on closed / secret social network such as Snapchat. Also changes to the Facebook sortering structure, changes to Facebook reach.
2. I’m Daniel.
I’m an analyst at
Seismonaut in Aarhus.
We work with digital and
social media, social
business and digital
tourism.
We’ve done projects with
public and private
sector companies since
2007.
Today I’d like to talk
about a few trends in
the European market -
that might also be
relevant around the
world.
Those trends are
changes to Facebook
reach and the rise of
closed social media.
3. Where did my
reach go?!
It’s mostly Facebook
http://fc07.deviantart.net/fs7/i/2005/261/0/c/Marvin_the_robot_by_LimeLover.jpg
Don’t panic...
4. Facebook has a problem:
There is a finite amount of space in the News
Feed for both organic content and paid
content.
6. Facebook is for people - not businesses.
So businesses are the ones to feel the burn.
7. Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html
0
7,5
15
22,5
30
August 2013 March 2014
8,33
5,62
11,3
25,2
Fan penetration CTR
%
8. Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html
13. http://palloc.com/ios-7-wallpaper-widescreen.html
As a business on Facebook (and on social
media), you need to be aware of this!
It might mean:
• Fewer but better updates
• More focussed content
• Changes to budgets
• Should we really be on Facebook anymore?
14. http://palloc.com/ios-7-wallpaper-widescreen.html
What should you do right now?
• Make peace with the fact that reach has
changed
• Make a decision about your budget
• Consider using Facebook differently -
have you heard of Dark Posts? It’s split
testing for Facebook-updates.
16. “Nine out of ten Egyptians and Tunisians responded to a poll that
they used Facebook to organize protests and spread awareness.”
http://en.wikipedia.org/wiki/Arab_Spring#Social_media_and_the_Arab_Spring
Arab Spring
17. But let’s be honest -
not all the content is great.
32. http://palloc.com/ios-7-wallpaper-widescreen.html
What is Snapchat?
• Send pictures (snaps) with writing and
drawings to friends.
• Once the message has been seen, it deletes
- forever.
• Also has “Stories” - public messages that
last for 24 hours
• Currently mostly 13 - 25 y.o.’s
Source: http://www.socialmediaexaminer.com/snapchat-for-business/
33. http://palloc.com/ios-7-wallpaper-widescreen.html
What about business?
• Direct channel to users - feels like a personal
message
• Good for teasers
• A very engaged audience - high opening rate
(more on that in a bit)
• Casual messages seem to work best - rough
graphics are better
Source: http://www.socialmediaexaminer.com/snapchat-for-business/
37. http://palloc.com/ios-7-wallpaper-widescreen.html
Key Points from DR P3
• Access to a platform where young people are - traditionally an
unloyal and fleeting group
• High opening rate - very important
• Timing: FB & Twitter peak in the evening - Snapchat peaks at
different times during the day, school hours and after school.
Age + timing + opening rate
Currently about 2500 “friends”
Source: Interview with Lasse From, DR and #140Tegn
39. http://palloc.com/ios-7-wallpaper-widescreen.html
“It's not how many followers you have, it's
how many care. It's not width, it's depth.
It's not how many impressions you get, it's
how much attention you get.”
- Vaynerchuck
Source: https://www.linkedin.com/today/post/article/20131211160622-13333827-gary-vaynerchuck-snapchat-is-the-most-valuable-marketing-tool-right-now
Image: https://www.flickr.com/photos/blucier/5548813448