Social Media Update September 2018

Transcription

1 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 1

2 Social Media Update 2018 September

3 Michelle Goodall Online PR & Social Media Seán Donnelly Senior Research 3

4

5 5

6 6

7 7

8 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 8

9 User numbers 336m Monthly active Twitter users 250m Monthly active Pinterest users 191m Daily active Snapchat users 44% of marketers plan to increase their twitter usage over the next year 600 million visual searches each month Average revenue per user increased 34% year-onyear 500m Daily Instagram users 2.19bn Monthly active Facebook users 80% of signups are outside the US 1.44bn daily active users Sources: 9

10 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). Source: 10

11 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. 11

12 3. Facebook Watch Facebook Watch expanding beyond US Facebook Watch News BBC launching a Facebook Watch news show Ad Breaks (Pre-roll / Midroll / Images below video) 70%+ mill-roll ads are viewed to completion

13 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

14 5. Shoppable Instagram Ability to tag products Shopping in Stories Shopping in Explore Tab What this means for marketers: Omnichannel integration Analytics Improves product / brand discovery Traffic referral

15 6. If social natives are deleting their accounts, what does this mean for marketers? 58% year olds seeking relief from social media 34% have deleted an account entirely 72% are too distracted by social media What this means for marketers: Acknowledge Align (values) Activate 15

16 7. Social Shopping Love Island & Missguided Partnership Style section showcased Missguided 2 million downloads / 10 million votes 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 content 16

17 8. Cultivating user generated content 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? 20 September

18 8. Cultivating user generated content (continued) 92% consumers trust organic user generated content (Nielsen Consumer Trust Index) Caveat venditor: UGC Trust > Marketing collateral Broadcast happy stories / reviews (social, ) Reduced CPC Voice of the customer capture useful insights 20 September

19 9. Social media authenticity Fans can spot fakery Social media is organic, not promotional What this means for marketers: Exercise caution Be genuine exercise caution about being led by the events calendar Avoid one size fits all

20 On the subject of authenticity Fans can spot fakery Social media is organic, not promotional What this means for marketers: Exercise caution Be genuine exercise caution about being led by the events calendar Avoid one size fits all. 20

21 10. Social media authenticity (Influencer marketing) Influencer fatigue? Influencer authenticity? Social media is organic, not promotional 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 21

22 Michelle Goodall Online PR & Social Media Seán Donnelly Senior Research 22

23 Thank you GET IN TOUCH Seán Donnelly Senior Analyst E: 23

24 Continuing Professional Development (CPD) Your attendance at this course equates to 7 hours of CPD which can be used within your formal CPD record. Continue your learning Further resources will be available for you to download, we will be in touch shortly with details along with a feedback survey. Explore our other courses Bring training in-house Transform your organisation Subscribe to Econsultancy If you have any questions contact us: training@econsultancy.com Phone: +44 (0) September