The State of Social 2017
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Join panelists from National Geographic, Shell, and more to discuss current and future social trends and how to use social to drive business opportunities.
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The State of Social 2017
- 1. Copyright © ClickZ 2017 March 23rd 2017 The State of Social in 2017 In association with Andrew Warren-Payne ClickZ Mia Vallo National Geographic Matt Owen Shell Jenifer Kern Tracx Robyn Showers Tracx
- 2. 2017 State of Social #SocialMix | State of Social
- 3. There are a lot of people on social media. 2.79 billion active social media users 74% of the world’s internet users +21% growth since last year Worldwide as of Jan 2017, We Are Social
- 4. And they have a lot to say. #SocialMix | State of Social IN A SOCIAL MEDIA MINUTE… • 1,300 blog posts • 56,000 Instagram posts • 360,000 tweets • 1.7 million Facebook posts • 2 million YouTube video views
- 5. But they’re not all talking on every platform. Source: Pew One Site Two Sites Three Sites Four Sites Five Sites % OF INTERNET USERS WHO USE THE FOLLOWING NUMBER OF SOCIAL NETWORKING SITES 28% 24% 16% 8% 4% Many people are only active on one or two networks.
- 6. Besides Facebook, social media usage is scattered and diverse. Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook % of Twitter users who… -- 65% 48% 54% 93% % of Instagram users who… 49% -- 54% 48% 95% % of Pinterest users who… 38% 57% -- 41% 92% % of LinkedIn users who… 45% 53% 43% -- 89% #SocialMix | State of Social
- 7. The Great Divide #SocialMix | The Great Divide
- 8. There’s a mismatch between companies and consumers. Social Media Network % Companies Using Network 1 Facebook 96% 2 Twitter 71% 3 YouTube 61% 4 LinkedIn 60% 5 Instagram 55% 6 Google + 47% 7 Pinterest 34% 8 Reddit 17% 9 Tumblr 14% 10 Flickr 12% Sources: Clutch, WeAreSocial Where Companies Are
- 9. There’s a mismatch between companies and consumers. Social Media Network % Companies Using Network 1 Facebook 96% 2 Twitter 71% 3 YouTube 61% 4 LinkedIn 60% 5 Instagram 55% 6 Google + 47% 7 Pinterest 34% 8 Reddit 7% 9 Tumblr 14% 10 Flickr 12% Sources: Clutch, WeAreSocial Where Companies Are Social Media Network Avg. Unique Monthly Users 1 Facebook 1.87 billion 2 YouTube 1 billion 3 Instagram 600 million 4 Tumblr 550 million 5 Twitter 317 million 6 Sina Weibo 297 million 7 Pinterest 150 million 8 LinkedIn 106 million 9 VKontakte 90 million 10 Reddit 85 million Where Consumers Are
- 10. Social Network Snapshots #SocialMix | Social Network Snapshots
- 11. 11 Demographics & behaviorial tendencies are different on the different networks And they’re not only talking on Twitter… 6x more women use it over men, impacts purchase decisions 2x more males than females for gaming, news, forums More popular with highly educated population Largest percent of high-income users Reaches more 18-39 year olds than US cable with 1 Billion+ users globally Still the biggest social network with 1.7 Billion users Most used social network by teens.
- 12. Facebook • Most popular social network by a landslide • Leans slightly more female • Best place to reach Gen X & older millennials • Highest engagement Top Challenge: Volume of Data #SocialMix | Social Network Snapshots
- 13. YouTube • Second most-popular network • Better than TV • Male-friendly • Great for how-to content • Search + social Top Challenge: Video Production #SocialMix | Social Network Snapshots
- 14. Snapchat • 2.5 billion snaps created per day • 161 million daily active users • Users 25+ open Snapchat 12x per day and spent 20 minutes/day in app • 7/10 Snapchatters are millennials • 70% are female • 30% teens say it’s most important social network Top Challenge: Lack of public data #SocialMix | Social Network Snapshots
- 15. Instagram • Fastest-growing social network • Master of mobile • Female friendly • Millennials & teens • Uptick in rural users • Brand-friendly Top Challenge: Influencer Marketing #SocialMix | Social Network Snapshots
- 16. Twitter • Easy to monitor • Social media power users • Media & celeb favorite • Male-dominated • Low engagement • Fake accounts Top Challenge: Brand over-reliance #SocialMix | Social Network Snapshots
- 17. Pinterest • Girl power • Fashion, food, and inspiration • Ecommerce-friendly • Half-life of a pin: 151,200 minutes • Search alternative • Untapped content discovery tool Top Challenge: Identifying trends #SocialMix | Social Network Snapshots
- 18. LinkedIn • More popular than Twitter • Well-educated & high-income • Males more active than females • Less likely to use other social networks • B2B favorite Top Challenge: Utilizing groups and influencers #SocialMix | Social Network Snapshots
- 19. Reddit • Young & male • Quick & knowledgeable feedback • Quirky, niche audiences • Market research • Wild West of social media – sales, beware! Top Challenge: Pinpointing relevant conversations #SocialMix | Social Network Snapshots
- 20. We’ve created the most powerful social and analytics engine in the marketplace. Publish Paid Social | Predictive Scheduling Multi-Channel Posting Approval Workflows Content Calendar & Library Engage Influencer Management Inline Engagement Social Streams | Direct Messaging Assignment Queues Analyze Owned, Earned & Paid Metrics Competitive Benchmarking Content Performance Multi-lingual Sentiment Geospatial Insights Listen Deep Data Collection Full Conversation Threads Logo & Image Listening Campaign Tracking Unlimited Queries
- 21. See more with Tracx. Get a customized social benchmark report today: • Share of Voice • Audience Demographics & Network Breakdown • Engagement, Reach & Interactions • Influencer Impact Score • Conversation Drivers • GeoHeat Map • Image Analytics Tweet at @Tracx: #ShowMeTheData Get the report! http://at.tracx.com/social-benchmark
- 23. Expert Interview Mia Vallo VP, Digital Analytics and Optimization National Geographic
- 33. Copyright © ClickZ 2017 Q&A Mia Vallo National Geographic Matt Owen Shell Jenifer Kern Tracx Robyn Showers Tracx
- 34. Copyright © ClickZ 2017 Get Your Social Benchmark Report! http://at.tracx.com/social-benchmark Thanks for attending the webinar!
- 35. Copyright © ClickZ 2017
Hinweis der Redaktion
- In the US alone, 599 million active social media users, including our president. That’s a 17% bump from January 2016. And they have a lot to say:
- Facebook has highest reciprocity – upwards of 90% of people on other networks are also on Facebook Beyond Facebook the obvious social media giant, it’s very difficult to predict which other 1-2 sites your audience is engaging with (and it varies by industry, gender, location, etc.) Unpredictable, specific to different audiences
- Sina Weibo – Chinese microblogging website. Vkontakte – Russian social media site, and largest European social networking service
- Sina Weibo – Chinese microblogging website. Vkontakte – Russian social media site, and largest European social networking service
- Alt: Social Snapshots Pull in graphic from pitch deck as overview slide, intro to tribes
- Let’s take a step back and look at the market. We’re L&A heavy platform – we’ll show you that. But we also allow you to engage, find new opps, identify influencer, geo-tag, etc. Facebook still largest and most popular social network (all ages/genders) – 80% of internet users (1.6 Billion) Women post slightly more than men 75% of users access the site daily (largest engagement network) Instagram most-used social network among teens; skew significantly female 90% of Instagram users are under 35 – the SM network for targeting millennials …. 500 Million Users (59% use it every day) – 32% of all Internet users 32% of teens say it’s their most important network, vs. 14% FB Pinterest has tremendous reach among women 31% of all internet users; 33% of female internet pop is active on Pin vs. 8% of men LinkedIn largest percentage of highly educated and high-income users; slightly higher male population 29% of all Internet users; more males are active than females Twitter – 24% of internet users (lowest of all major networks) – Pew Research 22% women vs. 15% of men active on Twitter Low engagement network: Only 7% of Americans actually USE twitter, user population is 17 million people 49% of Twitter users follow brands or companies; compared to just 16% of social network users overall; 53% of twitter users never post any updates (they are only watching, reading, scrolling and clicking – but not engaging, talking, and pushing out content) - Convince & Convert; Jay Baer -- http://www.convinceandconvert.com/social-media-strategy/7-surprising-statistics-about-twitter-in-america/ YouTube – more favored by men, ages 18-39; 1 Billion users Globally Reddit – males, gaming, forums, news, media… 6 million monthly US users for news, gaming, media – 2x more male users vs. female in USA >> https://www.statista.com/statistics/517155/reddit-user-distribution-usa-gende (86% of americans are currently internet users) – Pew Research – April 2106
- Most popular social network by a lot 8 in 10 online Americans use Facebook 5 new profiles created every second 83% online women on FB vs. 75% men Gen X & older millennials: Gen X use social media more heavily than millennials (6 hours 58 minutes per week vs. 6 hours 19 minutes). Gen X also most influential generation by spending power – highest median social income. Overlooked by marketers as a bridge generation between Boomers and millennials. Most common age demographic is 25-34 at 29.7% of all users Highest Engagement: 75% of users access the site daily Average FB visit is 20 minutes Most popular 1.87 billion unique monthly users (79% of all online adults) Gender: More likely to be female (83% online women on FB vs. 75% online men) Age: Millennials (18-34) and Gen X (35-49) (29.7% FB is millennials, but Gen X spends more time on social -- almost 7 hours per week!) Engagement: 75% of users access the site daily for an average of 20 minutes per visit
- NOTE: In YouTube or Instagram rankings of channels by number of subscribers, corporate brands barely appear. Only three have cracked the YouTube Top 500. Instead you’ll find entertainers you’ve never heard of, appearing as if from nowhere. (HBR) Better than TV YouTube reaches more 18-34 and 18-49 y.o.s than any cable network in the U.S. Male vs. Female 55% users male 45% users female Source: comScore Challenges also include: Separating real comments from troll comments, monitoring both video and text based content Better than TV 1 billion unique monthly users Gender: more likely to be male (breaks down to 55% male, 45% female) Age: YouTube reaches more 18-34 and 18-49 year olds than any cable network in the U.S. Engagement: roughly 2 million video views per minute
- Who’s using it well? Universities Fashion Brands, Victoria’s Secret…. Scavenger hunt campaigns for free items.
- Fastest-Growing: IG grew 15.1% in 2016, compared to just 3.1% growth for the social network sector as a whole. Over the next four years, IG will add 26.9 million users, almost double the incremental users expected for Twitter. (Source: https://www.emarketer.com/Article/Instagram-Continues-Double-Digit-Growth/1013612#sthash.HoVPve7P.dpuf) Mobile “Instagram and its parent company, Facebook, know that mobile has changed the way people—especially millennials and Gen X-ers—communicate, share and get information.” (eMarketer) Millennials 90% of IG users are under 35 32.7% of teens say it’s their most important network, second only to Snapchat (only 14% say FB) 2016, 48.2 million millennial IG users in the US By 2019, 2/3 of all millennial smartphone users will use IG Rural 31% of adults living in rural areas on Instagram, up from just 18% the year before Brand-Friendly 53% of IG users follow brands. Of all the major networks tracked in our chart, Instagrammers are also the most likely to view social networks as a place to research brands and products. Income 26 percent of adult Internet users who make less than $30,000 per year use Instagram, along with 27 percent of those who bring in $30,000 to $49,999 30 percent of those who earn between $50,000 and $74,999 26 percent of those who make over $75,000 per year. Fastest-growing, most mobile 600 million unique monthly users Gender: more likely to be female (38% all online women vs. 26% all online men Age: 90% of Instagram users are under 35 Engagement: 53% of Instagram users follow brands. Brands experience higher engagement per post than on any other social network!
- Fake accounts = 50 million bot accounts! Twitter Firehose easily available. Most companies base their trend analyses heavily on Twitter Power users: People who use Twitter more likely to use other networks You’re not reaching a lot of Twitter-only users Male-dominated Twitter used to be more gender neutral, but has shifted in recent years Currently 22% of men use Twitter vs. only 15% of women. Low Engagement Users only spend an average of 2.7 minute on Twitter’s mobile app per day (compare to 30 minutes on FB’s mobile app and 7 minutes on Instagram’s) – source: https://www.fool.com/investing/general/2016/04/13/can-twitter-solve-its-engagement-problem.aspx 53% of twitter users never post any updates (they are only watching, reading, scrolling and clicking – but not engaging, talking, and pushing out content) -- source: http://www.convinceandconvert.com/social-media-strategy/7-surprising-statistics-about-twitter-in-america/ Most overused by brands 317 million unique monthly users Gender: Leans male 22% of men use Twitter vs. only 15% of women Age: Mostly 18-29 year-olds Engagement: Low engagement network Users only spend an average of 2.7 minute on Twitter’s mobile app per day (compare to 30 minutes on FB’s mobile app and 7 minutes on Instagram’s) 53% of twitter users never post any updates (they are only watching, reading, scrolling and clicking – but not engaging, talking, and pushing out content)
- Girl Power 45% of all online women on Pinterest vs. 17% of men Ecommerce People referred by Pinterest 10% more likely to make a purchase on ecommerce than users of other networks (Shopify: https://www.shopify.ca/infographics/pinterest) Evergreen, search alternative Half life of a pin longer than a tweet or post Urban Decay built a social campaign on Pinterest where users could submit their best recreations of makeup styles that they’ve seen at their favorite music festivals. Throughout the campaign, Urban Decay gave away free festival tickets to Pinterest users that created the best boards featuring festival looks. Best network for ecommerce and evergreen content 150 million unique monthly users Gender: Female, by a lot (45% of online women vs. 17% men) Age: Fairly evenly distributed amongst 18-64 year olds (36% of 18-29, 34% of 30-49, 28% of 50-64) Engagement: People referred by Pinterest 10% more likely to make a purchase on ecommerce than users of other networks Longevity -- half-life of a pin is 151,200 minutes (vs. 24 minutes for a tweet or 90 minutes for a Facebook post)
- More popular than twitter among us adults Professional and B2B 106 million unique monthly users Gender: Slightly male (31% all online men vs. 27% women) Income: 45% of people making $75K/year or more use LinkedIn vs. only 21% of $30K/year of less LinkedIn users are typically slightly less likely to use other social networks
- http://www.socialmediatoday.com/marketing/reddit-sleeping-dragon-social 85 million unique monthly users Gender: Male -- 67% of Reddit users are male vs. 33% female Age: 64% of Reddit users are under age 30. Only 1% are over age 65. Be warned -- Reddit is not the place to be salesy. Redditors will attack. Instead, try AMAs and helpful content to connect with a niche audience.
- Talking Notes: Full service Social media engagement suite All our data travels with you throughout the platform Analyze owned, earned, and paid in one place
- Are you listening to your audience where they’re living? They’re not all in one place With Tracx… We help you listen to the broadest number of social networks and hone in on where your audience is talking about you. Combine 32 with first iteration of 32 Third slide – fear Fourth slide – benchmark report, we’d love to show you what we’re talking about