social media marketing trends 2017 by socialbakers

SOCIAL MEDIA TRENDS 2017WITH CASE STUDIES FROM TOP BRANDS

1) SOCIAL MEDIA ADSPEND IS ON THE

RISE

TIMES ARE CHANGING AND SO ARE THE JOB POSTINGS

+45% INCREASEIN AVAILABLE POSITIONS!

78 000SOCIAL MEDIA JOBS IN 2016

54 000SOCIAL MEDIA JOBS IN 2015

Source: eMarketer

STATE OF THE MARKET

THE MARKETING BUDGET

Social Budget is on the rise1/3 of digital budget is on social

Marketing11% of total company revenue

Digital30% of total marketing budget

Social11% of marketing budget

Source: eMarketer

STATE OF THE MARKET

SOCIAL IS BIG ADVERTISING CHANNEL - TODAY

Source: eMarketer

No longer something that only teenagers do on their mobile phones

It’s already impacting your businesses today

Global Ad spend on social

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2013 2014 2015 2016 2017

$US

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ions

2) SOCIAL VIDEO ADOPTION AND TRENDS

• Facebook CEO Mark Zuckerberg: "I see video as a mega trend, same order as mobile”(Facebook Q4 2016 earnings call)

• Further diversification of Facebook Native video

• Facebook Live

• 360 Videos

• VR

• Video strategy should be a key part of social content strategy for brands in 2017

Sample: TOP 400 Largest FB Pages Time range: January 2014 – January 2017

ADOPTION OF FACEBOOK NATIVE VIDEO REACHING ITS PEAK FOR MEDIA & BRANDS IN 2017

0.00%

10.00%

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60.00%

70.00%

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90.00%

100.00%

Adoption of Native Video(% of Pages posting Native videos)

Brands Media

• This is a huge missed opportunity for brands

especially in the beauty segment where

Facebook Live format can be used to deliver

educational & practical content to brand’s

community in form of tutorials and live Q&As

• For example this live video from Avon Brazil

featuring several beauty bloggers discussing

Avon BB Cream received 1.4 million views

and 11,452 Interactions

Sample: TOP 500 Largest FB Pages Time range: January 2016 – February 2017

HOWEVER ADOPTION OF FB LIVE VIDEO BY BRANDS IS STILL RELATIVELY LOW

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60.00%

70.00%

Adoption of FB Live Video(% of Pages posting FB Live videos)

Celebrities Brands Media

• Louis Vuitton leveraged FB Live

to stream Spring-Summer 2017

Fashion Show in Paris

• The video received 2 million

views and 54,381 Interactions

FB LIVE VIDEO CAN BE A GREAT TOOL FOR COVERING EVENTS…

Click on the image to play the video

…OR SERVING AS A PLATFORM FOR ESTABLISHING A DIALOGUE WITH YOUR CUSTOMERS• Mercedes-Benz India was the 2rd most engaging Facebook Page in automotive industry worldwide in

2016 with over 10 million Interactions• The brand successfully leveraged engagement of MD & CEO of Mercedes-Benz India Mr. Roland Folger

in content strategy by not only including him in some of the photos but also letting customers ask him any questions about the brand within “Mercedes Benz Dialogues” initiative and via FB Live video format

3) BRANDS NEED TO LEARN TO BE LIKE

MEDIA HOUSES

Amount of Interactions on Facebook by Category – 2013 vs. 2016

MEDIA PUBLICATIONS ARE WINNING THE CONTENT GAME OVER BRANDS.

Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans

MEDIA

BRANDS

ENTERTAINMENT

SPORT

SOCIETY

PLACE

COMMUNITY

CELEBRITIES

15%

16%

11%

7%

5%

1%

24%

21%

38%

11%

6%

6%

4%

1%

17%

17%

2013 2016

Media increased their share of interactions by 23% since 2013, whereas brands experienced a 5% decrease in their share of interactions.

In the past three years, they’ve significantly increased their share of interactions.

AND REACH…

Time Range: September 2014 - September 2016Sample: 5,828 brand and 391 media Facebook Pages

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MEDIA

Sep 2014 Sep 2016

BRANDS

Organic Reach Evolution

EVEN THOUGH THEY SPEND A LOT LESS ON SOCIAL MEDIA

Time Range: September 2014 - September 2016Sample: 5,828 brand and 391 media Facebook Pages

0%

20%

40%

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100%

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Sep 2014 Sep 2016 Sep 2014 Sep 2016

VIRAL/SHARED PAID ORGANIC

Brands Impressions Distribution Media Impressions Distribution

BECAUSE BRANDS ARE CREATING AND PROMOTING THE WRONG TYPE OF CONTENT. Only 15% of promoted posts are top quality content

Sample: Research done based on 320 000 posts by 5 000 of the largest company pages on Facebook

44%

D Worse than 50% of Page’s posts

25%

C Better than 50% of Page’s posts

16%

B Better than 75% of Page’s posts

13%

A Better than 90% of Page’s posts

2%

A+Better than any other of Page’s posts

POOR QUALITY AVERAGE QUALITY TOP QUALITY TOP QUALITYAVERAGE QUALITY

THERE IS A PRICE ATTACHED TO THE QUALITY OF CONTENT

Sample: 26,865 Promoted Posts posted by Brand pages, Time range: 01 Jan 2015 – 31 Dec 2016

Median CPC vs. Post Reach Engagement Rate*

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$0.10

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$0.40

$0.50

0-1% 1-2% 2-3% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10%

*Amount of people who engaged with the post from the amount of people who saw the post

As more people engage with your content, the cheaper it becomes to boost it

CPC is 14x higher with 1% engaged users than with 5 - 6% engaged users.

INVESTING IN QUALITY CONTENT RESULTS IN

Source: Socialbakers analysis of 400 000 Facebook posts by brand Pages in September and December 2016

Note: Bad content is defined as the bottom 50% of a Page’s content by engagement metrics and compared against the top 10% of the Page’s content4x less negative feedback

7x more viral

attracts 2.3x more interactions with the same reach

nearly 20% lower impression cost (CPM)

50% lower click cost (CPC)

COMPANIES LAUNCHING MEDIA HOUSE INITIATIVES

• Mondelez • Launched “Fearless Media Monetization Model”, announced partnership with BuzzFeed

• Marriott Hotels• Launched global content studio, claiming “We are a media company now” ( David Beebe, VP of Global Creative)

• PepsiCo• Launched internal content studio “Creators League” with the objective of turning marketing into a profit center

• Lush Cosmetics• Launched their own TV channel; “Yes, we sell products, but we can be a reliable source of news, too” (Jack

Constantine, Chief Digital Officer)

• L’Oreal• Launched ”Content Factory” with the purpose of creating original content for company’s 35 brands

4) WORKING WITH INFLUENCERS &LEVERAGING USER GENERATED

CONTENT

A study published in eMarketer showed that nearly 85% of

"marketing and communications professional worldwide expected

to launch at least one campaign involving an influencer in the next

12 months." The most popular influencer tactics included content

promotion, product launches, and content creation.

84% OF MARKETERS UTILIZE INFLUENCER MARKETING CAMPAIGN TACTICS

WORKING WITH INFLUENCERS

• Anastasia Beverly Hills – the most engaging beauty brand on Instagram worldwide in 2016 with 325,379,039 Interactions (89,316 Interactions per Post on average) with strategy based mainly on content from influencers

WORKING WITH INFLUENCERS

• How to find influencers?

• Use social listening to monitor keywords in topics that are relevant for your brand

• Track users’ activity for each topic

• Identify the most active and most engaging content creators within each topic

• Use social analytics to evaluate relevance of pre-selected influencers

• Do they have an engaged community?

• Are they consistent with their posting strategy?

• Deep dive into influencer’s content analysis:

• What is their style of communication?

• Can your brand be integrated there in an authentic way?

WORKING WITH MICRO-INFLUENCERS

• Adidas redefining influencer marketing with Tango Squads - exclusive urban football groups with direct access to some of the hottest football events and latest gear

• Platforms: direct messengers (Facebook Messenger, WhatsApp and Line)

“You’re giving up a little bit of autonomy and the keys to your brand, but the experiences we have had over the past couple of months are positive and we are using those Tango Squads as a first line of communication and updates with them prior than anyone who is following on Facebook or Twitter.”

Florian Alt, senior director of global brand communications, Adidas

• Marketing with User-Generated Content leverages consumer’s need for social proof.

• People look to advice from others to avoid mistakes and make the right choices.

• Top of the funnel is where uncertainty is highest – and people are most likely to listen to consumer generated media.

• Social proof is more effective when the target perceives similarity to themselves.

WHY USER GENERATED CONTENT WORKS ACCORDING TO SCIENCE?

LEVERAGING USER GENERATED CONTENT

• CYBEX crowdsources content from community on Instagram to drive Engagement • More than 10x increase in Interactions per 1k Followers since the beginning of 2016


• Tips from CYBEX on UGC strategy

• Try not only to repost content from a user, but create a small personal story around the image

• 2 key factors of ensuring UGC quality:

• Correct positioning of the brand through original content

• Personal communication

• Be human, be personable, be nice – it pays off!

• If you want to massively increase awareness you need A-level influencers, if you’re looking

for ways to upgrade your content you should take a closer look at your community


• Examples of NYX Professional Makeup CZ&SK successfully leveraging user generated content on Instagram

Top 3 Posts in terms of Interactions in the last 90 days by NYX Professional Makeup CZ&SK on Instagram

• GoPro’s content on social media is extremely authentic, and inspires others to record their own journeys. GoPro has a consistent posting strategy, with an average of nearly 25 posts per week on Facebook. A whopping 62% of their content consists of videos, while links make up less than 4%. Since they frequently post user- generated content, they are able to increase the frequency of their publishing and save resources.

• They understand that their audience values receiving content that shows the different types of experiences that anyone can capture, rather than purely demonstrating how to use the product.

• Download our full case study on how GoPro leverages user-generated content here.

GOPRO CASE STUDY

5) INCREASED INVOLVEMENT OF BRANDS

IN SOCIAL ACTIVISM & POLITICS

INCREASED INVOLVEMENT OF BRANDS IN SOCIAL ACTIVISM & POLITICS

• Starbucks CEO Howard Schultz vowed to hire 10,000 refugees worldwide in response to US President

Trump's travel ban in January 2017 with the brand supporting this message via social channels


• Multiple Super Bowl commercials in 2017 were directly connected with the current political climate

in the US with Airbnb and Google celebrating multiculturalism and Budweiser deciding to tell the

story of a German immigrant who co-founded Anheuser-Busch

Click on each image to play the video


• L’Oreal Paris USA #WorthSaying Twitter campaign during Golden Globes 2016


• #WorthSaying campaign was more engaging than L’Oreal product-oriented Twitter campaign during Golden Globes 2015

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Golden Globes 2015 Golden Globes 2016

Total Interactions, L'Oreal USA Twitter

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Golden Globes 2015 Golden Globes 2016

Sum of Mentions, L’Oreal USA Twitter

+702% +521%


Click on the image to play the video

Pepsi had to pull controversial ad starring Kendall Jenner within 48 hours after its release due to strong social media backlash

9 / 2 0 / 2 0 1 6

FOR QUESTIONS, PLEASE CONTACT…

J ERALDI NE PHNEAHREGIONAL ACCOUNT MANAGER JAPAC

[email protected]

linkedin.com/in/jeraldinephneah

social media marketing trends 2017 by socialbakers

Data & Analytics