part 2 | content & conversation wassup som - n… · google’s“micro-moments” mobile has...
TRANSCRIPT
PART 2 | CONTENT & CONVERSATION
1. Video Killed The Image Star
Not all content is created equal 1. Video Killed The Image Star
Recent research suggests that
the best way to improve
organic reach on Facebook is
by sharing videos.
It is however recommended to
post using a variety of formats
including links, photos, videos,
and other content to optimize
engagement.
Not all content is created equal
Recent research suggests that
the best way to improve
organic reach on Facebook is
by sharing videos.
It is however recommended to
post using a variety of formats
including links, photos, videos,
and other content to optimize
engagement.
1. Video Killed The Image Star
Not all content is created equal
Recent research suggests that
the best way to improve
organic reach on Facebook is
by sharing videos.
It is however recommended to
post using a variety of formats
including links, photos, videos,
and other content to optimize
engagement.
1. Video Killed The Image Star
Round #1: Facebook vs. YouTube
Facebook is taking on Google to become the go-to platform for video consumption and video marketing.
And although YouTube’s position for now remains solid, it has reasons to be concerned.
1. Video Killed The Image Star
Round #1: Facebook vs. YouTube
Facebook is taking on Google to become the go-to platform for video consumption and video marketing.
And although YouTube’s position for now remains solid, it has reasons to be concerned.
1. Video Killed The Image Star
views engagement
Facebook 20,9M 208K likes
YouTube 3,5M 30K likes
Round #1: Facebook vs. YouTube 1. Video Killed The Image Star
Facebook is taking on Google to become the go-to platform for video consumption and video marketing.
And although YouTube’s position for now remains solid, it has reasons to be concerned.
Round #1: Facebook vs. YouTube 1. Video Killed The Image Star
Facebook is taking on Google to become the go-to platform for video consumption and video marketing.
And although YouTube’s position for now remains solid, it has reasons to be concerned.
Large reach
Discover via organic search
Large reach
Optimized for video consumption on the go
Higher viewer engagement
Better ad targeting options
Round #2: Twitter vs. YouTube 1. Video Killed The Image Star
The same trend is hitting Twitter –that launched native video in January 2015- at a smaller scale. Recent
data shows that brands will soon be sharing more native video on Twitter than YouTube content.
Making it mobile
Mobile video consumption has
jumped 100 percent year-over-
year between the Q1 2014 and
the first quarter of this year, and
are up more than 360 percent
year-over-year since 2013.
1. Video Killed The Image Star
Millennials are 2X more
likely to be focused while
watching video on mobile
than while viewing it on TV.
To them, mobile isn't the
second or third screen. It's
the first.
“
Making it mobile
Mobile video consumption has
jumped 100 percent year-over-
year between the Q1 2014 and
the first quarter of this year, and
are up more than 360 percent
year-over-year since 2013.
1. Video Killed The Image Star
Millennials are 2X more
likely to be focused while
watching video on mobile
than while viewing it on TV.
To them, mobile isn't the
second or third screen. It's
the first.
“
Vertical video?
On desktop horizontal video is
the norm. On mobile however, it
makes far more sense to shoot
and watch video vertically.
1. Video Killed The Image Star
Snapchat’s100 million users
generate
2 billionvertical video views per day
vertical sponsored video’s on
Snapchathave 9 times the
engagement
vertical uploads on
YouTubeincreased by
50% in 2015
Whenever you’re concen-
trating on one object, verti-
cal works better. If you’re
trying to shoot a conversa-
tion vertically, you’re was-
ting the space at the top.
- Barton F. Graf 9000
“
ertical
ideoiews
Vertical video?
On desktop horizontal video is
the norm. On mobile however, it
makes far more sense to shoot
and watch video vertically.
1. Video Killed The Image Star
Whenever you’re concen-
trating on one object, verti-
cal works better. If you’re
trying to shoot a conversa-
tion vertically, you’re was-
ting the space at the top.
- Barton F. Graf 9000
“
Vertical video?
At the 2015 Cannes festival,
Facebook showed a prototype
of a new advertising format
built for optimal vertical
viewing experience.
1. Video Killed The Image Star
We’re going live!
At SXSW in March 2015, the
Meerkat mobile live streaming
app was a breakout success.
A couple of weeks later, Twitter
released its competitor
Periscope as a way to further
tie in on realtime content
consumption.
1. Video Killed The Image Star
We’re going live!
Periscope is clearly winning
the battle.
There are however still other
players active in the live video
broadcasting market, like
Ustream and Google
Hangouts.
1. Video Killed The Image Star
Periscope users watch the
equivalent of 40 years'
worth of video every day.
We’re going live! 1. Video Killed The Image Star
For marketers, Periscope can be
useful whenever quality or
retaining the footage are of no
concern.
Especially brands that already
have a large follower-base on
Twitter can benefit from
experimenting with the service.
Possible use cases include live
streaming of events, product
launches, Q&A’s, how to’s, …
Thank GIF
In May, Facebook finally joined
other social networks like
Twitter, Tumblr and Google+ in
supporting animated GIF files.
Previously, Facebook leaned
heavily on video that autoplays
silently in the News Feed as an
alternative, but GIFs are a more
casual and lightweight
content item.
1. Video Killed The Image Star
Thank GIF
In May, Facebook finally joined
other social networks like
Twitter, Tumblr and Google+ in
supporting animated GIF files.
Previously, Facebook leaned
heavily on video that autoplays
silently in the News Feed as an
alternative, but GIFs are a more
casual and lightweight
content item.
1. Video Killed The Image Star
Thank GIF
In May, Facebook finally joined
other social networks like
Twitter, Tumblr and Google+ in
supporting animated GIF files.
Previously, Facebook leaned
heavily on video that autoplays
silently in the News Feed as an
alternative, but GIFs are a more
casual and lightweight
content item.
1. Video Killed The Image Star
Thank GIF
In May, Facebook finally joined
other social networks like
Twitter, Tumblr and Google+ in
supporting animated GIF files.
Previously, Facebook leaned
heavily on video that autoplays
silently in the News Feed as an
alternative, but GIFs are a more
casual and lightweight
content item.
1. Video Killed The Image Star
2. Living In The Micro-Moment
Google’s “Micro-Moments”
Mobile has forever changed
the way we live, and it’s
forever changed what we
expect of brands.
It’s fractured the consumer
journey into hundreds of
real-time, intent-driven
micro-moments.
Each one is a critical
opportunity for brands to
shape our decisions and
preferences.
2. Living In The Micro-Moment
“
Google’s “Micro-Moments”
Mobile has forever changed
the way we live, and it’s
forever changed what we
expect of brands.
It’s fractured the consumer
journey into hundreds of
real-time, intent-driven
micro-moments.
Each one is a critical
opportunity for brands to
shape our decisions and
preferences.
2. Living In The Micro-Moment
“
Google’s “Micro-Moments” 2. Living In The Micro-Moment
Google’s “Micro-Moments” 2. Living In The Micro-Moment
Facebook’s “Moments That Matter”
People have always had these
moments in their lives. But
marketers never had the
opportunity to take part—
until mobile. Mobile has given
us the opportunity to
capitalize on these very
important, highly personal
and uniquely relevant
moments. It has never been
easier to find the right people
or the right moments.
- Facebook IQ
2. Living In The Micro-Moment
“
BE PERSONAL BE PRECISE BE PERSISTENT
3. A Message ToYou
Dark Social: From social media to private messaging
The term ‘Dark Social’ refers to
social sharing that is impossible
to track, or is “dark.”
Dark social is sharing that takes
place over email, SMS, or instant
message. Because visitors are
being forwarded the exact URL
for the page they are visiting,
these shares appear to be the
same as direct traffic.
3. A Message To You
Dark Social Facebook All other Social
70%Europe
Dark Social: From social media to private messaging
GenYers are looking for more
private ways to communicate
with their friends, which has led
to the fast rise of secret social
media.
Messaging apps are driving a
digital evolution that’s creating
new ways for brands to reach
people on mobile. Less
awkward, ineffective mobile
banners and display ads, more
genuine interaction with an
audience.
3. A Message To You
smartphone users
age 18-29
100%weekly chat usage
smartphone users
age 30-49
98%weekly chat usage
smartphone users
age 50+
92%weekly chat usage
The players 3. A Message To You
WhatsApp Messenger Snapchat
Owner: Facebook
Launched: 2009
MAU: 900M
Messages/day: 30B
Global rank in app
usage:
#2
Owner: Facebook
Launched: 2011
MAU: 600M
Global rank in app
usage:
#3
Owner: Snapchat
Launched: 2011
MAU: 100M
Story views/day: 2B
…
Use Case: Campaigns
For the ‘Zwarte Cross’ event in
The Netherlands, Chocomel
launched a campaign on
WhatsApp containing different
challenges.
Besides tickets, participants
made a chance of winning a
unique camping spot at the
event.
3. A Message To You
Use case: Market research
WeAsk.nl is a new tool to do market research via WhatsApp. All chats are personal so that participants
cannot be influenced by eachother.
3. A Message To You
Use Case: Bite-size expertise
Mobile-foodcoach.com is a
personal foodcoach via
WhatsApp.
3. A Message To You
App what you eatLog everything you eat for 2 days.
This will be analysed by your
personal foodcoach.
Advice & coachingYour foodcoach presents you with 1
challenge every week and answers
all of your questions.
Understanding is motivationGet background info on your diet,
your body and your health.
Use Case: Bite-size expertise
Wehkamp tested a free
personal styling services via
WhatsApp.
3. A Message To You
Door het inzetten van
WhatsApp heb je direct
contact met de klant en
kunnen we hen helpen bij
het maken van de juiste
keuze binnen de breedte
van het fashionassortiment.
- P. Landewe, Wehkamp
“
Use Case: Text-to-Shop
In 2015, Nordstrom launched
‘NEXT’, a personnal shopping
assistant via chat.
In May 2015, it extended upon
this service by launching the
‘TextStyle’ service, offering
direct buying via chat.
3. A Message To You
Use Case: Text-to-Shop
Magic is a texting service that
lets you text for anything you
want (and they do mean
anything) as long as it’s legal,
and it will magically come to
you.
In its first 48 hours, Magic
already received over 17,000
text messages.
3. A Message To You
Use Case: One-to-one customer service
According to a study conducted
by HeyWire Business, up to
three-quarters of consumers
prefer texting with a customer
support representative to
current methods of communi-
cation, including email, phone
or social media interactions.
3. A Message To You
Use Case: Push messaging
Push messages on a true
personal channel are tricky
business.
As a channel for (opt-inned)
notifications however, it can
prove to be of great value.
3. A Message To You
Use Case: Push messaging
Push messages on a true
personal channel are tricky
business.
As a channel for (opt-inned)
notifications however, it can
prove to be of great value.
3. A Message To You
Messenger-As-A-Platform 3. A Message To You
Facebook, which owns
WhatsApp, will turn Messenger
into a “platform”. That means
others will be able to develop
software and content for it
(games; hotel bookings; tickets
of all sorts).
With this, Facebook is following
WeChat, the leading messaging
service in China, and
KakaoTalk, (South Korea).
But it is also moving into
territory occupied by Apple
and Google.
Messenger-As-A-Platform 3. A Message To You
Facebook, which owns
WhatsApp, will turn Messenger
into a “platform”. That means
others will be able to develop
software and content for it
(games; hotel bookings; tickets
of all sorts).
With this, Facebook is following
WeChat, the leading messaging
service in China, and
KakaoTalk, (South Korea).
But it is also moving into
territory occupied by Apple
and Google.
Now you see me, now you don’t
Snapchat started as a pure
ephemeral messaging app.
In 2013, it launched ‘stories’
which combined selected snaps
into a story that was visible for
24 hours.
In January 2015, the popular
platform introduced ‘Discover’:
small TV-channels from selected
partners.
3. A Message To You
72% of Snapchatters use
Facebook Messenger
Now you see me, now you don’t 3. A Message To You
Snapchat’s ad options are
closely integrated into the
platform’s content:
Sponsored geofilters: location-
specific filters that can be
added to photos or videos.
Sponsored lenses: brand-
owned face-detection
animations
Now you see me, now you don’t
In 2014, the WWF took advan-
tage of the fleeting nature of
Snapchat to illustrate just how
quickly it takes for an
endangered species to be
wiped off this planet.
3. A Message To You
Now you see me, now you don’t
Bicky Burger launched BickyTV
to target Millennials.
3. A Message To You
Now you see me, now you don’t
Luxury British fashion house
Burberry showcased their
spring/summer 2016 collection
on Snapchat.
3. A Message To You
Snapchattersover 25 years old 55%
4. Do You Speak Emoji?
The psychology of emoji
Scientists have discovered that
when we look at a smiley face
online, the same parts of the
brain are activated as when we
look at a real human face. Our
mood changes, and we might
even alter our facial
expressions to match the
emotion of the emoticon.
Both emoticons and emojis are
recognized and processed by
the brain as nonverbal
information, which mean we
read them as emotional
communication, not words.
4. Do You Speak Emoji?
7%
38%55%
verbal
vocal
non-verbal
How Belgians use emoji 4. Do You Speak Emoji?
Smartphone owners who use emoji Younger generations use emoji more intense
72%84% source: Research on 7400 Belgium consumers, August 2015, GfK Belgium
Brands & emoji: Coca Cola #ShareaCoke
Twitter has been creating
custom emojis (also called
hashflags) to promote big
events and support advertising
partners.
For Coca Cola, it created an
emoji of two bottles clinking,
that was shown every time a
user included the #ShareaCoke
hashtag in a tweet.
With this, Coke tried to set a
record for the world’s largest
cheers on Twitter.
4. Do You Speak Emoji?
Brands & emoji: General Electric #EmojiScience
Snapchat users who message
"GeneralElectric" their favorite
emoji can get a live science
experiment video that related
to their emoji. Send GE the
rocket emoji, and you could get
back a 15-second video of a
vinegar rocket exploding, as
demonstrated by a GE scientist
or celebrity guest.
If you're not on Snapchat, you
can also get experiment
tutorials on the emoji science
site
4. Do You Speak Emoji?
Brands & emoji: Domino’s Pizza
Followers of Domino’s Pizza on
Twitter who set up accounts
including their Twitter handle,
location and payment details –
as well as their favorite order –
can simply tweet the pizza
emoji to Domino’s and receive
their order conformation and
delivery soon after.
4. Do You Speak Emoji?
Brands & emoji: WWF #endangeredemoji
Every time somebody uses an
emoji of an endangered
species, he or she donates to
the WWF.
4. Do You Speak Emoji?
Branded emoji keyboards
Official emoji can only be
added by the Unicode
Consortium.
Brands can however create
emoji keyboards for people to
download, that allow users to
add emoji as images to
messages.
4. Do You Speak Emoji?
Emoji monitoring
For marketers, this new
language provides a wealth of
information. By studying what
emojis people are using, brands
can find out how a campaign is
performing, feedback about a
product, or sentiment about
customer service.
Furthermore, Facebook and
Twitter are testing a new like
button that uses emoji to
express emotions other than a
‘like’.
4. Do You Speak Emoji?
5. TL;DL
Too Long; Didn’t Listen
Tweetable take-aways 5. TL;DL
Organic reach is dead, but slightly less dead when you use
video. #organic2paid #LUONWassUp
Note to self: check our YouTube channel and repurpose
good vids for social and mobile. #LUONWassUp
The key micro-moments to claim: I-want-to-know, I-want-to-
go, I-want-to-do, I-want-to-buy #LUONWassUp
Messaging apps are jumping over social media in terms of
monthly active users. #LUONWassUp
Emoji offer a more emotional, shorter and fun way of direct
communication. Also for brands. #LUONWassUp
SEE YOU AFTER THE BREAK