luon wassup recap march 2013 - 2. the social landscape
TRANSCRIPT
1
2 2
1. The Rise of Visual Social Media
3
The limit of length = 0
1. The Rise of Visual Social Media
As content length is decreasing, a picture turns out to be worth a thousand words
4
A world of images
1. The Rise of Visual Social Media
(Sources: Harvard Business School, 2012; ROI Research, 2012)
70% of all Facebook activities revolves around photos
44% of fans are more likely to engage with brands if
they post pictures than any other media
of all of all photos taken by humankind were taken
in the past 12 months. 10%
5
Instagram tops Twitter engagement
1. The Rise of Visual Social Media
(Source: Comscore, 2012)
Last August, Instagram users on average spent
257 minutes via mobile,
which is 1½ times more than
an average user on Twitter.
6
Extending reach: Instagram launches web profiles
November 5, 2012
Being all-mobile up till now, Instagram now launched ‘profile pages for the web’ for all its users.
7
From Pinterest to purchase
1. The Rise of Visual Social Media
More than 1 in 5 Pinterest users has pinned an item that they later purchased (Source: Emily Carr University & Vision Critical, 2012)
8
From Pinterest to purchase
1. The Rise of Visual Social Media
69% of Pinterest users have found an item they’ve purchased or wanted to purchase as compared to only 40% of Facebook users. (source: BizRate Insights, 2012)
9
Pinterest adds website verification
October 25, 2012
Pinterest verification makes it easier for brands to highlight their website on their profile. At this moment, only major top-level domains are supported (.com, .biz, .info).
10
… and business pages
November 14, 2012
Pinterest business accounts give access to a number of widgets to integrate into your website. Go to http://business.pinterest.com/ to upgrade your account.
11
What’s your image strategy?
1. The Rise of Visual Social Media
With the explosive growth and importance of visual information, brands need to think about their image strategy
How can images increase engagement among my existing audience? Think large, high-quality images, infographs, user generated content, …
“
How can I convert that engagement into sharing? Think social sharing buttons, feeding images to Instagram, Pinterest, adding Pinterest/Instragram tabs to Facebook Pages, …
“
12
Example: Dunkin’ Donuts Instagram contest
October 2012
Dunkin’ Donuts ran an activation campaign encouraging users to decorate the cup with a costume and share a picture on Instagram using the hashtag #DresseDD to win a gift card
13
Example: Peugeot Jigsaw puzzle on Pinterest
April 2012
Peugeot Panama created a clever Pinterest campaign asking for users to find the missing jigsaw images on the Peugeot website and pin them to Pinterest.
14 14
2. Facebook after the IPO
15
Facebook by the numbers
2. Facebook after the IPO
1.01 billion monthly users (26% )
604 million mobile users (61% )
584 million daily users (28% )
$21,25 per share (44% )
(sources: Facebook press release, September 2012 / Facebook advertising, November 2012 / B.V.L.G.)
4.8 million users who live in BE (11% )
44% of belgian population
1 million mobile users
50%
50%
16
Remember Facebook EdgeRank?
2. Facebook after the IPO
Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news feeds based upon user affinity, post type and time decay.
Content posted on a Facebook brand page
16% of fans. on average reaches only “
17
Remember Facebook EdgeRank?
2. Facebook after the IPO
Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news feeds based upon user affinity, post type and time decay.
18
Facebook updates EdgeRank
September 20,2012
‘organic reach’ The number of unique people, both fans and non-fans, that saw the post on your page or in their news feed or ticker.
On Sept. 20, Facebook did a major upgrade to EdgeRank resulting in a drastic decrease in organic and viral reach.
Shares, comments and likes will become even more important, and in that order!
“
19
Facebook updates EdgeRank
September 20,2012
20
When Facebook becomes paid media: promoted posts
May 30, 2012
Facebook page owners can now buy additional reach using ‘promoted posts’. Facebook is rumored to aim at a 80/20 ratio for organic vs promoted content in users’ news feeds.
Promoted posts are shown in the user’s news feed, marked as ‘sponsored’
Any post that is less than three days old can be promoted
Only Pages with over 400 likes can use promoted posts
21
Hushing the masses: Facebook Pages feed & notifications?
November 2, 2012
Facebook recently started testing some features to enable users to still get all Page updates, despite the recent EdgeRank changes.
22
Managing your Page: administrator roles
May 31, 2012
Facebook now allows for different administrator roles, giving granular access depending on the permissions needed.
23
Managing your Page: mobile app
May 16, 2012
With the Facebook Pages iOS app, page administrators can manage their page from their iPhone or iPad.
24
Managing your Page: scheduling posts
May 31, 2012
Previously, 3rd party tools like Hootsuite were needed to schedule posts. Now this can be done from within the Facebook interface. (source: Buddy Media, 2012)
25
Managing your Page: audience targeting
July 24, 2012
Although a lot of post targeting options were added, it still remains impossible to create own fan segments like the Google+ circles.
26
Better ad targeting through Custom Audiences
October 3, 2012
Custom Audiences are only accessible via the free Facebook Power Editor tool.
27
Facebook Offers
September 20, 2012
According to Facebook, among the 100 most popular offers, 75% of the claims came not from the people who had been initially targeted, but from someone they shared it with.
click next for video
28
Facebook launches Global Pages
October 17, 2012
The new Global Pages will allow brands to setup localised versions of their cover photos, profile photos, apps, milestones, 'about' info, and newsfeed stories.
One global brand identity
One URL
Global insights
29
Facebook takes on Pinterest with Collections
October 8, 2012
Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect items and put them into a wishlist.
30
Facebook takes on Pinterest with Collections
October 8, 2012
Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect items and put them into a wishlist.
31 31
3. Twitter
32
Twitter by the numbers
3. Twitter
517 million accounts (July 2012)
750 tweets per second
73,3% of Twitter users is aged 15-25
81% has less than 50 followers
(sources: Semiocast, 2012; Beevolve, 2012; BVLG 2012)
170.000+ belgian accounts
33
Expanded Tweets: Twitter beyond 140 characters
June 13, 2012
Expanded tweets get increased visibility in Twitter streams. Go to https://dev.twitter.com/docs/cards for full implementation documentation
34
Interactive images: even more beyond 140 characters
November 7, 2012
Twitter added the ability to include interactive images –powered by ThingLink- in tweets making every picture a potential platform on its own.
35
Twitter updates profile pages...
September 18, 2012
With the new profile pages, Twitter keeps putting more emphasis on pictures. Twitter guidelines: https://business.twitter.com/pdfs/ProfilePage_onesheet.pdf
36
… and publishes ‘white pages’
October 9, 2012
The Twitter directory is not intended for users. It’s for Google. After ending its real-time search agreement with Google, Twitter had to look for other ways to get indexed.
37
Get a live Twitter stream on your website
September 5, 2012
Now any website can embed a fully functional Twitter timeline.
38
Not in Belgium (yet?)
3. Twitter
Belgium currently has no access to promoted tweets, including interest targeting, geo-targeting and surveys.
39 39
4. Google+
40
Google+ by the numbers
4. Google+
400 million Google+ users
100 million monthly active users
between 46.243 and 363.567 belgians on Google+
EU ranking based upon number of user profiles
(sources: Google, 2012; GlobalWebIndex, 2012; FindPeople onPlus; PlusDemographics; Circlecount, 2012)
41
Link your website with Google+
June 12, 2012
When you link your website to your Google+ page, your recent posts can appear next to the Google search results when people search for your brand.
42
Vanity URLs for the lucky
August 23, 2012
Custom URLs are currently only available to selected (well-known) brands and individuals. A global roll-out is promised, but no exact date is specified yet.
Custom URLs are free for now, but we may start charging a fee for them. However, we will tell you before we start charging and give you the choice to stop participating first. - Google Policies & Principles page
“
43
Google+ goes pro
August 29, 2012
Google launched a number of features for Google Apps business users that allow them to better work together via Google+ features.
44
New mobile iOS & Android app brings support for Pages
October 10, 2012
Up until now, brand managers had to use the web or mobile browser version to manage all of their pages. As from now, they can use a native mobile iOS or Android app.
45
How Google+ could beat Facebook
4. Google+
Google is the only company in the world that has both a very popular mobile OS and a popular-enough social network.
46 46
5. LinkedIn
47
LinkedIn by the numbers
5. LinkedIn
187 million members in 200 countries
110 million unique visitors per month
2 million Company Pages
46% of internet users are familiar
(sources: LinkedIn, 2012; Insites Consulting, 2012; BVLG, 2012)
1.306.053 profiles for Belgium (32% )
2.065 groups referring to BE (19% )
1.048 jobs in Belgium (67% )
48
LinkedIn redesigns Company Pages
September 6, 2012
The new page is dominated by a single image, much like Facebook’s timeline cover image. And Twitter’s. And Google+’s. And Instagram’s.
Banner images
49
LinkedIn redesigns Company Pages
September 6, 2012
Banner images
Products, places, careers and more
All of the information you have previously listed on your page are now far more visible, with sidebar links to your products and services, career information and more
50
LinkedIn redesigns Company Pages
September 6, 2012
Banner images
News feed
Besides of increased brand visibility, LinkedIn updated the news feed to show updates based on how likely they are to be relevant to each user.
Products, places, careers and more
51
LinkedIn redesigns Company Pages
September 6, 2012
Banner images
With targeted updates, page managers can engage on a more personal level with followers. In addition, useful post metrics are available about 24 hours after posting.
News feed
Products, places, careers and more
Targeted updates
click next for video
52 52
6. Guess Who’s Back?
53
The new MySpace
September 1, 2012
The new MySpace will be about ‘empowering people to express themselves however they want” and will launch alongside the ‘classic’ MySpace. Go to https://new.myspace.com/
54 54
7. When Brand Meets Consumer
55
…
…
…
56
…
…
…
57
…
…
…
58
50%of social
network users follow at least 1
brand online
On average, people follow 8-12 brands in a passive way
On average, people follow 3-6 brands in an active way
59
…
62%62% of social networkers expects brands to offer product information
60
…
…
…
61
62 62
8. Key Take-Aways
63
Key Take-Aways
8. Key Take-Aways
Visual information is flourishing. We need to ask ourselves what are image strategy is going to be.
1 After the IPO, Facebook has shifted into gear to monetize its platform. This doesn’t however necessarily make it easier for marketers.
2 Facebook, Twitter, Google+ and LinkedIn have all extended their offerings for brands. Meanwhile, research shows that consumers do want to connect with brands on social media.
3
64 64
Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
Twitter: @geertdelaet
http://www.luon.com