Edelman Digital 2013 Social Media Trends
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10 SOCIAL MEDIA ESSENTIALS FOR 2013 Monte Lutz EVP, Social Strategy and Programming @montelutz
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More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning. In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story. There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
Transcript of Edelman Digital 2013 Social Media Trends
10 SOCIAL MEDIA ESSENTIALS
FOR 2013Monte LutzEVP, Social Strategy and Programming@montelutz
ESSENTIALS FOR 2013
10VISUAL STORYTELLING COMES INTO FOCUS
AMPLIFYINGSOURCED CONTENT
CONVERGEDMEDIA
CREATIVE NEWSROOM
THE SEARCH GAME JUST CHANGED – AGAIN
1 2 3 4 5MANY LIGHTWEIGHT INTERACTIONS OVER TIME
SOCIALEVENTSDRIVEEXCITEMENT
MOBILE FIRST!
ONE-TO-ONE SOCIAL ENGAGEMENT
BRANDPLAY6 7 8 92
MOBILE FIRST!1 3
MOBILE FIRST!
All new Facebook features designed for mobile first.
of smartphone users access social media on their mobile device.
61% Instagram buy wasbillion dollar investmentin its rapidly-growing mobile base.
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2012 2013 20140
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
US social network users (8.2% growth)US YouTube Monthly Visitors (15.1% growth)US Facebook Users (7.6% growth)US smartphone users (36.2% growth)US mobile social users (42.8% growth)US Console Gamers (19.7% growth)US Twitter Users (24.5% growth)
SOCIAL ON MOBILE LEADS GROWTHSocial
Networks
Smartphones
MobileSocial
ConsoleGamers*
YouTube
Mobile use of social media is surging, combined with smartphone adoption.
The number of people accessing social channels via mobile increased by 43%.
Source: eMarketer: US Online Gaming Forecast June 2012
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MOBILE IN THE MIDDLEMobile technology and behavior is at the center of the current digital ecosystem, including web, social and search activities
Social Networks
Websites
Paid Media
SOCI
AL S
HARI
NG
SEARCH ENGINES
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APP-BASED MARKETINGTell stories through apps that embody a brand’s character
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OPTIMIZE CONTENT ACROSS CHANNELS90% of people use multiple screens sequentially
43 MINUTES
17 MINUTES
43 MINUTES
39 MINUTES
Source: Google
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SMARTPHONES KICKSTART ACTIVITIES65% 63% 65% 47% 59% 66%
60% 58% 61% 45% 56% 58%
56%
48%
4% 5% 4% 3% 3% 8% 8%
Source: Google
SEARCH BROWSE SHOPONLINE
PLAN ATRIP
MANAGEFINANCES
SOCIAL NETWORK
WATCH VIDEO
Start on Smartphon
e
Continue
on PC
Continue
on tablet9
CONVERGED MEDIA2 10
50 years ago, David Ogilvy asked:
“Are your ads looking more like magazine spreads yet?”
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The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad.
Richard Edelman, President & CEO 12
CONVERGED MEDIAThe convergence of paid, owned and earned media provides the opportunity to achieve earned media at scale.
PAID MEDIATraditional Ads
OWNED MEDIACorporate Content
EARNED MEDIAOrganic
CONVERGEDMEDIA
SponsoredCustomer
Branded content that is shared
PromotedBrand
Content
Visual Reference: Altimeter Group
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CONVERGENCE AD MODELConvergence ad model recognizes that the content is the ad.
SPONSORED
FRIENDSMARKETPLACE
46x higherCTR for sponsored page post in news feed vs. ads in the right rail
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RelevantVisual
TailoredActionable
CONVERGED CONTENT STRATEGY
Promoted PostPromoted TweetFeatured Video
CREATE COMPELLING CONTENT
PROMOTE HIGH-PERFORMING CONTENT
EngagementSentiment
OWNED EARNED PAID15
MEASURE PERFORMANCE
CREATE AND CURATE CONTENTENGAGE COMMUNITY
DEVELOP MEDIA STRATEGYAMPLIFY AND EXTEND CONVERSATIONS
SOCIAL MONITORINGINSIGHTS AND ANALYSISTRACK TOWARDSBRAND KPIS
MAXIMIZE CONTENT EXPOSURE IN REAL TIME
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REAL TIMECONCEPT ANDCREATE VISUALSCOPYWRITING
AMPLIFY IT
Has the content hit an engagement threshold?
Is the sentiment positive?
Is the content aligned to our Social
goals
What is our
budget?
Who will we target?
For how long?
Yes
NoDON’T PROMOTE
Identify high-performing content, boost with paid media
Details
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AMPLIFYING SOURCED CONTENT3 18
AMPLIFYING SOURCED CONTENTSource content from fans, blogs and creative channels
Fans and enthusiasts who love the brand are sharing amazing photos and stories about the brand every day.
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AMPLIFYING SOURCED CONTENTEstablishing a process for curation and amplification
LISTENHP finds post about #makeitmatter on Apt Astorian Tumblr using social media monitoring tools.
CREATE/PUBLISHHP runs #makeitmatter program on social channels.
CURATEHP posts the piece to its Facebook page using social media publication tools.
PROMOTEPromote the Facebook post as Promoted Post or Sponsored Story using social advertising suite. Can target to right rail, newsfeed or mobile.
TARGET Add Apt Astorian to Contact List in influencer management tools and tag them as an advocate. Compare against other data sources to de-duplicate.
MEASURETrack conversion value from paid vs. earned vs. owned.
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VISUAL STORYTELLING COMES INTO FOCUS4 21
21
VISUAL STORYTELLING COMES INTO FOCUS
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
300 million photos uploaded to
Facebook EACH day
Visual sites surging in traffic and attention
+UNIQUE MONTHLY VISITORS OVER THE YEAR
Tumblr
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1
higher engagement on visual content on Facebook
5x
VISUAL STORYTELLING COMES INTO FOCUS
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Source: Ooyala Global Video Index Report, Q2 2012
VISUAL STORYTELLING EVOLVING TO MOBILE VIDEOMobile share of online video time watched
Smart Phone
MONTHLY 2012
Tablet
Combined5.0%
3.8%
2.5%
1.3%
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VINE SPURS SOCIAL VIDEO EXPERIMENTS
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5CREATIVE NEWSROOM
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MORE CONTENT THAN EVER IN SOCIALEvery minute, there are:
1.7 MILLIONFACEBOOK POSTS
275KTWEETS
2.8 MILLIONYOUTUBE VIEWS
200KFACEBOOK PICTURES
2.1 MILLIONGOOGLE SEARCHES
200 MILLIONEMAILS5.6 MILLION
TEXTS
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PEOPLEHAVE TO FIND WAYS TO FILTER
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PEOPLE FILTER BASED ON TIMEContent decay happens fast. If people don’t see it in the first three hours, they’ll never see it
90%of Facebook engagement in first 3 hours of post
92%retweets within the first hour
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AND VISUAL CONTENTPictures are easier to identify and digest in the newsfeed.
FACEBOOK IS FILTERING TOO
MYTH: 100% organic reach
FEBRUARY 2012: Facebook announces average of 16% reach for brand content
SEPTEMBER 2012: Facebook reduces reach to 8% average
100%
16%
8%
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A NEW APPROACH DESIGNED TO OFFER REAL TIME, BREAKTHROUGH CONTENT
REAL TIME
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33
SO YOU CAN TRANSFORM FROM THIS…
VW is excited to celebrate the final journey of the Shuttle Endeavour. What an adventure it has been.
…TO THIS
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35
1 2 3CREATIVE NEWSROOM IN ACTION
Newsroom teams spot the trend
Community Managers develop real-time creative
Shuttle Endeavour trends nationally
36
TAILORED TO BRAND & AUDIENCE
Microsoft Clippie: Classic Microsoft,
Techie Humor
Adobe Lightroom Photo Album:Stunning Pictures
The newsroom posts generated 400-600% more
engagement
37
AN OFFERING UNLIKE ANY OTHER
3 steps to get you up and running effectively
Multi Discipline teams with diverse
backgrounds to serve your brand
Proprietary mix of resources to mine pop culture, consumer and
community insights
PROCESSPEOPLE TOOLS
THE MODELS
TRENDSPOTTER CAMPAIGN DAILY DESK
Different models available depending on the needs of a brand
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39
THE BLACKOUT BOWLCreative Newsroom’s shining moment
When the Superdome went dark, social media teams scrambled to make light of the situation.
MANY LIGHTWEIGHT INTERACTIONSOVER TIME6 40
YOU HAVE 50 CHANCES TO MAKE AN IMPRESSIONYou don’t have to try to win the game in one swing
50 tweetsper person
500 postsper year
50 postsper person
1,500 tweetsper year
10%
3%
DEEPEN ENGAGEMENT
CAPTURE INTEREST
Total ContentPer Channel
ConsumptionPer Person
AttentionRate
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
DON’T PROPOSE ON THE FIRST DATE
WAIT FOR YOUR 51ST DATE
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ADVOCACY
Depth of Emotional
Engagement
AS ENGAGEMENT INCREASES, REVENUE LIFTS
Size of Group
AWARENESSMASS MEDIA
ENGAGEMENTSOCIAL MEDIA
CONSIDERATIONSEO, CRM, WOM PURCHASE
43
7SOCIAL EVENTSDRIVE EXCITEMENT
44
EPIC EVENTS DRIVE BREAKTHROUGH ATTENTIONEpic events transcend space, time and media. The combination of breaking news, exclusive access and competition was a winning formula for excitement, attention and conversation.
45
46
EXTEND EPIC CONVERSATIONS THROUGH TIMELY ENGAGEMENT
When a dad launched his son’s Skylander’s Tree Rex figure into space, @RedBullStratos congratulated Tree Rex on Twitter, creating an additional spike in conversation online.
46
GIVE LIVE TV A SOCIAL LIFE
For the launch of Call of Duty: Black Ops II, Activision partnered
with Spike TV for a live midnight show,
featuring tweets, photos and
stories from fans around the world.
47
SYNC SOCIAL EVENTS IRLSyncing social and IRL events more closelyAxe Music has used social broadcasts of music events to attract and excite fans.
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8ONE-TO-ONESOCIAL ENGAGEMENT
49
People are PEOPLE, not just an email address or a phone number
ONE-TO-ONE SOCIAL ENGAGEMENT
50
AUDIENCE STANDARDS: BUILD A PROFILE
PSYCHOGRAPHIC DATA
DEMOGRAPHIC DATA
$
51
52
INTEREST GEOGRAPHY ACTIVITY
ONE-TO-ONE SOCIAL ENGAGEMENTSegment based on interests and engagement
THE SEARCH GAMEHAS CHANGEDAGAIN9 53
Google’s Penguin release means quality content is the paramount route for SEO and discoverability
THE RISE OF REAL CONTENT
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Bing Social SearchEVOLUTION OF SOCIAL CONTEXT
55
SOCIAL MEDIA
SOCIAL FOR
SEARCH
CLICKTHROUGH CLICKTHROUGH
FORENSIC TRACKING & MEASUREMENT
INTERSECTION OF SEARCH & SOCIAL
Social to drive initial scale,
engagement, sharing and
recommendation
Robust and rich content strategy to drive search
Content for search to support social
Engagement & sharing drives
search
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DEVELOP A SPECTRUM OF CONTENT
Content optimized for enthusiastsand search
Visual content drives scale and WOM through network at 2x rate of non-visual
General content calendar basedon tone of voice
Periodic fan acquisition at scale
General imagery and product info
Video content e.g. product demos primed to feed search
Shortform content calendar
for social‘Social poster’
contentLongform content
SOCI
AL ‘Spike’ campaign content
Video contentVisual content
SEARCH
57
10BRANDPLAY
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@TacoBell Why is it that “fire” sauce isn’t made with any real fire? Seems like false advertising.
@OldSpice Is your deodorant made with really old spices?
@TacoBell Depends. Do you consider volcanos, tanks and freedom to be spices?
Letting your personality shine throughBRANDPLAY
@OldSpice @TacoBell
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Letting your personality shine through
Ever bring your own Oreo cookies to the movie theatre? #slicksnacker
NOT COOL, COOKIE. RT
BRANDPLAY
@Oreo @AMCTheatres
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NOT JUST FOR CONSUMER BRANDS
Valentine embedded in codeB2B eCards
Copyright ©2012 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
