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21/11/2016 ERIN BURY

HIGHER EDUCATION SUMMIT

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SOME SKILLS WE BRING TO THE TABLE

ABOUT US

¬ 3 3 3 A D E L A I D E S T . W E S T

88 Creative is a Toronto-based creative communications

agency specializing in digital marketing, public relations,

and design. We work across categories and disciplines to

bring clients tangible results, both online and off. Plus, we

partner with best-in-class agencies and vendors to deliver

on projects beyond our in-house capabilities. At our core,

we’re results-driven marketers who know your marketing

should be authentic, measurable, and based in tangible

insights. Nice to meet you.

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8 K E Y D I G I T A L T R E N D S I N 2 0 1 6 : W H A T ’ S C H A N G E D I N T H E L A S T Y E A R ?

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T R E N D # 1T H E R I S E O FT H E B O T S Bots will change the way

consumers interact with companies. Do they

mark the end of apps?

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A BRIEF HISTORY OF BOTS - WHAT IS A BOT? Bots simulate conversation and are powered by artificial intelligence to simulate conversation. They often live inside messaging apps, and can be used to replace the tasks you would normally do on your own, like booking a dinner reservation.

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WHY NOW?

• App stores have reached maturation - a quarter of all apps are abandoned after first use & it’s no longer a “get rich quick” opportunity for developers

• Bot stores are emerging - started with Telegram, now Kik and Facebook are embracing bots

• Frictionless experience compared to apps (Kik example) - sometimes called “invisible apps”

• Companies like Slack, Skype, and Facebook have integrated bots into their software (Slackbot)

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HOW BOTS COULD CHANGE SOCIAL MEDIA & MARKETING

1. Customer service - automated help and replies - Barclays Bank)

2. Content - chat bots can send relevant content - CNN

3. Shopping and ecommerce - Taco Bell and McDonald’s

4. Offers and promotions - Sephora, Domino’s Pizza Emojis,

5. Sharing social content - Kik’s bot store has bots that include the ability to send someone a Vine video

6. Smart assistants - Facebook M

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“ P A R T O F T H E A P P E A L O F B O T S I S T H A T T H E Y S I M P L Y A U T O M A T E T H I N G S T H A T C O M P A N I E S

A R E C U R R E N T L Y P A Y I N G H U M A N S T O D O . ”- R E / C O D E

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THE RISKS - BOTS GONE ROGUE

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“ O N E O F M I C R O S O F T ’ S B O T S , T A Y , D E S I G N E D T O I M P E R S O N A T E A M I L L E N N I A L , S T A R T E D

P A R R O T I N G R A C I S T L A N G U A G E I T H A D L E A R N E D F R O M U S E R S O N T W I T T E R . “ T A Y ” H A D T O B E

S E N T T O H E R D I G I T A L R O O M . ”- T H E E C O N O M I S T

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THE BOTTOM LINE ON BOTS

Many predict that just like you had a phone number for your business in the 1980s; a website in the 1990s; and an app in the 2000s; you will need a bot for your business in the next 5-10 years.

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T R E N D # 2V I R T U A L R E A L I T Y I S T A K I N G O V E R

Is this the year that VR finally becomes

mainstream?

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THE TOPLINE STATS

• Sixty-sixty percent of consumers said they were interested in virtual shopping (Walker Sands’ Reinventing Retail report)

• 500 million VR headsets could be sold by 2025, according to Piper Jaffray

• Goldman Sachs says that in 10 years, the VR market is predicted to generate $110 billion USD, compared to the TV industry’s estimated $99 billion USD.

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THE BOTTOM LINE

VR is hitting the mainstream because devices like the Samsung Gear VR, HTC Vive, Google Cardboard, and the upcoming Oculus Rift are making VR accessible to the average consumer.

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HOW VR CAN EXTEND BEYOND GAMING

1. Travel - Destination British Columbia used it to showcase local destinations and visitors increased 5%

2. Shopping - IKEA used VR to help people plan kitchen renovations

3. Entertainment - virtual reality preview of this year’s Puppy Bowl

4. Hospitality and theme parks - Marriott added VR headsets to rooms, Six Flags using VR in Man of Steel Superman ride

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INTEGRATION INTO SOCIAL NETWORKS

Facebook has set up a VR team to integrate Oculus’s technology into Facebook’s platform. Users have consumers 1 million+ hours of VR video using the Samsung Gear VR.

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“ S H A R E U N B O U N D E D S P A C E S A N D E X P E R I E N C E S W I T H T H E P E O P L E I N Y O U R

L I F E . I M A G I N E S H A R I N G N O T J U S T M O M E N T S W I T H Y O U R F R I E N D S O N L I N E , B U T E N T I R E

E X P E R I E N C E S A N D A D V E N T U R E S . ”- M A R K Z U C K E R B E R G

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T R E N D # 3T H E I N T E R N E TO F T H I N G S Connecting your

connected devices, and the rise of the Connected Home.

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The Internet of Things refers to physical objects embedded with electronics, software, sensors, and connectivity that enables these objects to collect and exchange data. Multiple devices speaking to each other to make your life easier.

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WHAT’S THE OPPORTUNITY?

By 2018 the number of connected devices will surpass the number of mobile phones: 8 billion mobile phones and 9 billion IoT devices. (Ericsson)

Image Source: ComputerWeekly.com

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IoT APPLICATIONS INCLUDE

• Connected cars - BMW Connected (real-time traffic conditions, calendar, messages)

• Smart home devices - Amazon Alexa, Google Home, Nest, smart baby monitors

• Consumer electronics - Apple TV

• Wearables - Apple Watch, Fitbit

• Smart experiences - Disney World MagicBand

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THE OPPORTUNITY FOR BUSINESSES

• Use IFTTT (If This Then That) to automate and connect marketing platforms

• Marketing opportunities: Indy 500 app uses IoT to let viewers tap into data

• Putting data to work: using the data you’re already producing to improve the customer experience

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T R E N D # 4T H E S O C I A LM E D I A P O W E R B A L A N C E I S S H I F T I N G

Demographic trends are changing where

consumers spend their time, and where advertisers

spend their money.

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Generation Z: Digital natives who have grown up with technology. Gen Z are loosely defined as those born after 1995 and who are now 18 and under. It’s a big group: two billion worldwide, and one-quarter of the North American population.

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SNAPCHAT TAKES OVER FOR YOUNGER AUDIENCES

• Snapchat has 10 billion daily video views - two billion more than Facebook

• It still trails Facebook and Instagram in terms of usage by millennials

• Brands who have advertised on Snapchat include MTV, McDonald’s, and KFC

• Publishers like BuzzFeed, Cosmopolitan, and People are leveraging Snapchat’s Discover feature

• This year’s Snapchat advertisers include Gatorade (Super Bowl) and Taco Bell (Cinco de Mayo - 224 million views)

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TWITTER’S TROUBLES

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T R E N D # 5F A C E B O O K B E C O M E S A V I D E O P O W E R P L A Y E R

Facebook video is heating up, Facebook Live is

gaining popularity, and video ads are driving sales.

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WHY VIDEO?

• SEO value – Google prioritizes video in search results

• Video is the perfect platform to tell your company’s or product’s story

• Keeps your customer engaged longer, up to 88% more time on site

• 70% of marketing professionals report that video converts better than any other medium*

• If included in email, click through rates increase up to 300% and open rates by 19%

• By 2017, online video will make up nearly 70% of consumer internet traffic (Cisco)

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VIDEO TRENDS IN 2016

Facebook Live video

• Last year was all about Periscope - now Facebook Live is emerging as the leading live video tool

• Facebook launched Live for all users in April 2016 - according to Tubular, 3 million Facebook Live videos have been streamed on the platform in the last 90 days

• Can you guess the most-watched Facebook Live video ever?

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VIDEO TRENDS IN 2016

Facebook becomes a video power player

• Thanks to its powerful network and auto-play videos, Facebook has become #5 on comScore’s list of top video sites (YouTube is #1)

• Facebook users increased the number of videos posted per person by 75% globally in 2015

• Facebook generates 8 billion video views on average per day - there were over 16.6 million videos uploaded directly to Facebook in April 2016, generating over 225 billion views for around 3.3M different creators

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VIDEO TRENDS IN 2016

Video ads are taking over

• In the first quarter of 2016, almost 60% of all ad impressions on Instagram came from video ads

• Millennials are 112% more likely to share online video ads compared to other age groups (Unruly)

• Cinemagraphs ads are increasingly a popular - they get 3 times the engagement of a still photo

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141 million views in the first 5 days

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T R E N D # 6M O B I L E A N DS O C I A LP A Y M E N T S

Apple Pay and a question mark around

social commerce.

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SOCIAL COMMERCE TRENDS

• Twitter added a “Buy Now” button for big retailers like Best Buy, and marketplaces like Shopify...and then reportedly disbanded their Buy Now team in May 2016

• Forrester reports that Buy Now buttons on Instagram and Pinterest haven’t proved valuable for brands yet

• Retailers are experimenting with new ways to buy (bots, purchase with an emoji)

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MOBILE PAYMENTS TRENDS

• Apple Pay - two million transactions and six countries

• WWDC rumours: Apple Pay is expanding to Facebook Messenger and online purchases

• Apps like Starbucks making mobile payments more commonplace

Mobile payments still haven’t hit the mainstream, despite lots of hype

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T R E N D # 7O N - D E M A N DA N D I N S T A N T E V E R Y T H I N G

The “Uber-fication” of everything means we want

things on-demand, and right now.

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AN OVERVIEW OF THE ON-DEMAND ECONOMY

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1) SAME-DAY DELIVERY:

• Amazon introduced one-hour delivery in December 2014 - Amazon Prime Air is next (drones!)

• Google Express - same-day delivery from retailers like Whole Foods and Walgreens

• Walmart testing delivery with Uber and Lyft

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2) ON-DEMAND APPS:

• Order anything with the tap of an app – a car with Uber, meals with Plated, lunch with UberEats 3)

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3) THE “GIG” ECONOMY:

• Outsourcing chores

• Washio (laundry), Shyp (mailing packages), Handy (cleaning/handywork)

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THE CHALLENGES OF THE SHARING ECONOMY

1. Regulatory - Uber

2. Business model questions - HomeJoy, Helpling

3. Employees vs. contractors

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W H A T O N - D E M A N D O P P O R T U N I T I E S C A N Y O U A D D T O Y O U R B U S I N E S S ?

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T R E N D # 8N A T I V E A D V E R T I S I N G A N D T H E R I S E O F S P O N S O R E D C O N T E N T

Line between editorial and sponsored content

is blurring

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Native advertising: online advertising that matches the form and function of the platform on which it appears.

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NATIVE ADVERTISING TRENDS

Evolution of the Advertorial

• The line between ads and content are blurred

• Delivered in video & traditional editorial

• FTC holding publishers responsible for misleading ads

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OPPORTUNITIES FOR COMPANIES

1. Amplifying branded content: use platforms like StackAdapt to get more exposure for owned content

2. Diverting display ad budget: according to StackAdapt, native ads get 85-93% more click-throughs than banner ads

3. Capitalizing on third-party audiences and legitimacy

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Y O U R D I G I T A L T O O L K I T

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Analytics & Measurement

• Google Analytics: Analytics Ninja, to set up and optimize your Analytics

• Sysomos – Tap into 5 Billion conversations to understand what people are saying about your industry, your competitors and your industry

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Analytics & Measurement

• Geckoboard – consolidates all your important key metrics in one dashboard for easy tracking (used by the BBC and Nike)

• Facebook Insights, Twitter Analytics – free tools that give you insight on your business

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Customer engagement & feedback

• Allows you to create customer communities and tap into them for feedback

• Customers include Banana Republic, Chico’s, Allure Magazine, and Bon Ton

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Marketing automation/personalization

• HubSpot is a great starter platform for automation – Marketo and Eloqua are more advanced, and for email Mailchimp is the most widely-used

• Use tools like Hootsuite (used by 744 of the Fortune 1,000 companies) or Buffer to automate social content

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Influencer programs/brand ambassador management

• Find key influencers in your industy, get them to create content

• Run campaigns via these platforms – they handle all outreach & payment

• Use tools like Liketoknow.it (owned by RewardStyle to monetize your own content

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Content marketing & video

• Curata and Pressly help you source, curate, and post content online

• Vidyard helps you understand how people interact with your videos to increase sales

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DIGITAL TOOLS TO TEST IN YOUR ORGANIZATION

Social ads/retargeting

• Google Remarketing

• Retargeting Campaigns: Magnetic, AdRoll, Chango, and Retargeter

• Gallop Labs – data-driven Facebook mobile ad platform

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Q & A

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SOURCES FOR STATISTICS USED IN PRESENTATION:

ExpandedRamblings.com

LinkedIn press page

Instagram press page

Globalmediainsight.com

Facebook newsroom

Twitter press page & about page

Snapchat Ads page

AdWeek

Writtent.com

Hubspot blog

Business2Community.com

Smartinsights.com

SEMrush.com

Forbes.com content marketing statistics article

Socialmediatoday.com

Socialnomics.net

Statista.com

SproutSocial.com

Socialmediaexplorer.com

Brandwatch.com

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T H A N K Y O U !