we are econsultancy · • the webinar will start at 2pm bst. • questions will be answered at the...
TRANSCRIPT
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We are Econsultancy
• The webinar will start at 2pm BST.
• Questions will be answered at the end. We will
follow up after with any that are unresolved.
• This webinar will also be recorded so you can
watch it later.
• Anything else we can help with? Just email
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Social Media Update 2018
September 2018
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Seán Donnelly
Senior Research Analyst
@seanog1982
Michelle Goodall
Online PR & Social Media Consultanct
@greenwellys
https://www.linkedin.com/in/michellegoodall
4https://econsultancy.com/reports/social-media-strategy-best-practice-guide/https://econsultancy.com/reports/social-media-platforms-overview/https://econsultancy.com/reports/paid-social-media-advertising/
5https://econsultancy.com/social-media/https://econsultancy.com/internet-statistics-database/
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Reflecting on the role of Social Media
1. Insight tool
2. Community engagement
3. Marketing communications
4. Customer service
5. Brand transparency
Mechanics
Strategic Planning
Authorship / Communications
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User numbers
Monthly active Twitter users
336m
44% of marketers plan to
increase their twitter usage
over the next year
Monthly active Pinterest users
250m
600 mill ion visual searches
each month
Daily Instagram users
500m
80% of signups are outside
the US
Monthly active Facebook users
2.19bn
1.44bn daily active users
Daily active Snapchat users
191m
Average revenue per user
increased 34% year-on-
year
Sources:
https://econsultancy.com/reports/internet-statistics-compendium
https://www.bloomberg.com/news/articles/2018-05-25/pinterest-2017-sales-
are-said-to-rise-58-percent-to-473-million
10Source: https://newsroom.fb.com/news/2018/08/manage-your-time//
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1. New Tools to Manage Time
on Facebook and Instagram
o Facebook are launching a tool that tells you
how much time you spend on the social media platform.
• It will show a tally of how much time you spend on the Facebook app on your phone
over the last seven days and your overall average time spent per day.
• What this means for marketers:
Marketers will need to think of creative
ways to grab user attention and cut
through the social feed (e.g. native video
ads).
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2. Facebook tackles fake news and makes
advertising more transparent o Facebook is trying to tackle fake news
and political misinformation, post
Cambridge Analytica, with new controls
for advertisers and publishers on its
platform.
o Advertisers will have to go through an
authentication process and publicise
their affiliations (e.g. political) upfront.
o Page Info and Ads Tab
What this means for marketers: Publishers will need to prepare for a more
transparent environment on the platform, with user expectations changing due to
these new features.
Competitor analysis just got easier.https://newsroom.fb.com/news/2018/08/shining-a-brighter-light-on-facebook-pages/
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• Facebook Watch
expanding beyond US
• Facebook Watch News
• BBC launching a Facebook
Watch news show
• Ad Breaks (Pre-roll / Mid-
roll / Images below video)
• 70%+ mill-roll ads are
viewed to completion
3. Facebook Watch
https://www.bbc.co.uk/news/technology-45333962
https://variety.com/2018/digital/news/bbc-news-cut-through-the-noise-facebook-watch-1202937159/
https://www.facebook.com/watch
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4. Mobile first video ads
• Turn still images into video ads
• Mobile first creative = higher brand lift and message
association
• Video Creation Kit
• Video Cropping Tool
• Animate Options
https://www.facebook.com/business/news/making-it-easier-to-build-mobile-first-video-ads
https://www.facebook.com/business/news/4-ways-to-turn-still-image-ads-into-video-ads?ref=fbb_blog_mobile_first_video
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5. Shoppable Instagram
• Ability to tag products
• Shopping in Stories
• Shopping in Explore Tab
https://www.marketingweek.com/2018/03/20/instagram-launches-shoppable-posts-looks-play-bigger-role-ecommerce/https://econsultancy.com/how-fashion-beauty-brands-can-stand-out-on-instagram/
• What this means for marketers:
• Omnichannel integration
• Analytics
• Improves product / brand discovery
• Traffic referral
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6. If social natives are deleting their accounts, what does this mean
for marketers?
• 58% 18 – 24 year olds seeking
relief from social media
• 34% have deleted an account
entirely
• 72% are too distracted by
social media
https://econsultancy.com/social-natives-deleting-accounts-what-does-this-mean-for-marketers/
• What this means for marketers:
• Acknowledge
• Align (values)
• Activate
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What this means for marketers
• 76% of individuals trust content shared by "average" people more than by brands.
• Nearly 100% of consumers trust recommendations from others
• 7* higher engagement than brand generated contenthttps://econsultancy.com/blog/70225-why-the-love-island-missguided-partnership-was-a-multichannel-triumph/
7. Social Shopping
• Love Island & Missguided
Partnership
• Style section showcased
Missguided
• 2 million downloads / 10
million votes
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20 September 2018https://econsultancy.com/blog/68814-how-utilities-brands-use-social-media-for-reputation-management
• Proactive approach to user generated
content
• Trust signals on marketing collateral (social
media, brochures, SERP)
• Real-time feedback and improvement
loops
• Can UGC be used as marketing collateral?
8. Cultivating user generated content
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20 September 2018https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/
• 92% consumers trust organic user
generated content (Nielsen Consumer Trust
Index)
• Caveat venditor: UGC Trust > Marketing
collateral
• Broadcast happy stories / reviews (social,
email)
• Reduced CPC
• Voice of the customer – capture useful
insights
8. Cultivating user generated content (continued)
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9. Social media authenticity
• Fans can spot fakery
• Social media is organic, not
promotional
https://econsultancy.com/matching-social-team-content-how-to-forge-authentic-connection-social-media/https://econsultancy.com/influencers-face-crisis-of-confidence-in-light-of-cma-investigation/https://www.youtube.com/watch?v=S1XM4INk8l8
What this means for marketers:
• Exercise caution
• Be genuine – exercise caution about being led by the events
calendar
• Avoid one size fits all.
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On the subject of authenticity
• Fans can spot fakery
• Social media is organic, not
promotional
https://www.marketingweek.com/2018/09/12/consumers-split-over-impact-of-nikes-colin-kaepernick-campaign/
What this means for marketers:
• Exercise caution
• Be genuine – exercise caution about being led by the events
calendar
• Avoid one size fits all.
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10. Social media authenticity (Influencer marketing)
• Influencer fatigue?
• Influencer authenticity?
• Social media is organic, not
promotional
https://econsultancy.com/influencers-face-crisis-of-confidence-in-light-of-cma-investigation/
What this means for marketers:
• Align influencer with brand values
• Be transparent
• Consider the role of micro influencers
• Examine who else the influencer is working with
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Seán Donnelly
Senior Research Analyst
@seanog1982
Michelle Goodall
Online PR & Social Media Consultanct
@greenwellys
https://www.linkedin.com/in/michellegoodall
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Continuing Professional Development (CPD)
20 September 201824
Your attendance at this course equates to 7 hours of CPD which can be used within your formal CPD record.
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