emarketer webinar: eight trends to watch for social marketing 2015
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© 2014 eMarketer Inc.
Made possible by
Eight Trends to Watch for Social
Marketing 2015
Debra Aho Williamson
Principal Analyst
October 23, 2014
© 2014 eMarketer Inc.
Agenda
Overview: Social marketing usage and spending
Eight Trends to Watch
Key Takeaways
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© 2014 eMarketer Inc.
Social Marketing
Usage and Spending
© 2014 eMarketer Inc.
Social media marketing is nearly ubiquitous
89% of US
marketers
will use
social media
marketing
next year
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© 2014 eMarketer Inc.
Spending on social is rising, particularly for paid
advertising
“Across the board, I think we’re looking to increase
spending for social. I think there was this
mantra that Facebook is free, but the
model has changed.”
—Josh Martin, director of digital and social media, Arby’s Restaurant Group
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Marketers are
allocating
close to 10%
of budgets to
social media
9.4%Percentage of current marketing
budget allocated to social media
13.2%Percentage of marketing budget
expected to be allocated to social
media in the next 12 months
Source: Duke University Fuqua School of Business, July-August 2014
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© 2014 eMarketer Inc.
But there is still unease over the path to success
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It doesn’t help that social media keeps changing
Is it an ad
network?
A video
distribution
platform?
An
ecommerce
engine?
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© 2014 eMarketer Inc.
eMarketer’s viewpoint:
Marketers must be as
sophisticated at
integrating social media
into their marketing
plans …
… as consumers are at
incorporating social
media into their
everyday lives.
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© 2014 eMarketer Inc.
Trend No. 1
Social Ad Spending Will Increase,
But Doubts Will Remain
© 2014 eMarketer Inc.
US ad spending on social networks is exceeding
previous eMarketer forecasts
$8.76
$6.92
$7.30
$5.82
2015
2014
Dec-13 forecast (billions) Sep-14 forecast (billions)
Source: eMarketer, 2013/2014
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© 2014 eMarketer Inc.
In the US,
Facebook’s
share of
digital ad
spending is
outpacing
adults’ time
spent
on the social
platform
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© 2014 eMarketer Inc.
Action steps: paid social advertising
Get serious about targeting: “We’re able to be extremely specific
with social media targeting. We no longer need to waste money hoping
that our messaging finds its way to the right people.”
—Kellee Montgomery, Ford Motor Co.
It’s not a mass medium: “I think marketers hold just as much, if not
more, culpability because they’re using these platforms with a mass
marketing mentality rather than trying to figure out how to target
effectively.” —Scott Monty, SHIFT Communications
Sync up content and media planning: “If brands are separately
planning their media spends and their content strategies, then they may
be disappointed at the results.” —Matt Wurst, 360i
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© 2014 eMarketer Inc.
Trend No. 2
Organizations Will Move
Social out of the Silo
© 2014 eMarketer Inc.
Integration is
important to a
majority of
businesses
(but it’s also
challenging)
69%Percentage of marketers who agree
that integrating social with broader
marketing is a priority
17.5%Percentage of marketers who
“completely agree” they have done so
Source: Forbes and Wipro, Aug. 2014; Forrester Consulting and Spredfast, July 2014
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Action steps: structuring for social
Streamline communications: “You should have that client
quarterback in the huddle, that brand manager telling his internal team
and agencies which routes they need to run. In the past there has been
either an absence of or too many people calling plays.” —Matt Wurst, 360i
Empower product teams: “Our marketing division reorganized and
put more social media responsibility into the product groups. It makes
complete sense, because they're the closest to the demographics for
those products.” —Scott DeYager, Toyota
Give social leaders budget authority: “The budgets in most
organizations still sit with brand marketing teams. The [social] centers of
excellence often … are hamstrung because they don't have budget
authority.” —Marshall Manson, Social@Ogilvy
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© 2014 eMarketer Inc.
Trend No. 3
When It Comes to Content,
Less Is More
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The pace of growth in marketing content on
Facebook is slowing
+146%
+31%
Source: Socialbakers, 2014
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Except for Instagram, interaction rates for brand
posts on the leading social sites are minuscule
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Social is a
primary
channel to
distribute
content, but
not the only
one marketers
use
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© 2014 eMarketer Inc.
Action steps: content
Segment and target: “We made our strategy more data-driven. We
want to understand our audiences. Who are they? What captures their
attention? And then we tailor our content to their needs.”
—Laura Powers, Cisco Systems
Invest in social listening: “We developed an internal-listening
team. We can look at discussion trends and conversations over time, in
real time, that we can then align future content with.”
—Scott DeYager, Toyota
Act normal: “It’s [about] making sure we’re present in a natural and
native way that feels very endemic to the platform. Like how normal
people would actually be on the platform.” —Sydney Lestrud, GE
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Trend No. 4
The Key to ROI Will Come
from Within
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If it feels like
we’ve been
talking about
social return
on investment
for years,
you’re right
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© 2014 eMarketer Inc.
There’s good
news and bad
news when it
comes to
measurement
80%Percentage of marketers who
measure the success of their social
content
50%Percentage who measure social ROI
(up only 10 points since 2012)
Source: Association of National Advertisers, June 2014; Useful Social Media, July 2014
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Nearly 40% of
marketers
worldwide
consider their
social media
measurement
capability
“poor”
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© 2014 eMarketer Inc.
Action steps: measurement
Raise the sophistication level: “Analytics tools are useful for
optimizing campaigns, but that’s a long way from demonstrating business
value. We have to be more sophisticated in the way we understand our
clients’ business objectives, apply them to the social space and develop
metrics.” —Marshall Manson, Social@Ogilvy
Value earned impressions: “The media-mix measurement companies
have not advanced nearly enough in incorporating earned media into their
models. If you don't value earned impressions, it’s going to incentivize an
overweighting in paid media.” —Bryan Wiener, 360i
Get input from multiple stakeholders: “It requires a lot of
collaboration to determine what certain behaviors and activities are worth.
We're finally starting to see attribution models mature.” —Joe McCaffrey, Huge
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© 2014 eMarketer Inc.
Trend No. 5
Mobile-First Won’t Be Enough;
Start Thinking Mobile-Only
© 2014 eMarketer Inc.
Social activity
is already
heavily
weighted
toward mobile
71%Percentage of US social networking
activity taking place on a mobile
device
29%Percentage taking place on a
desktop or laptop
Source: comScore Media Metrix, June 2014
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Eight in 10
social
network users
will use a
mobile phone
to access
social
networks this
year
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© 2014 eMarketer Inc.
of Facebook’s
worldwide monthly
active users are
already mobile-only
30%
Source: Facebook, July 2014
Key fact
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© 2014 eMarketer Inc.
Action steps: mobile
The mobile experience comes first: “Some companies are
sending content out that does not resize well on mobile. They have to
think of those users on mobile as a whole different beast.” —Jan Rezab,
Socialbakers
It’s easier to grow content designed for mobile than shrink
content designed for a computer: “Marketers should be doing
mobile-only or mobile-first. And if you do mobile-first, it’s so much easier
to scale up than it is to scale down.” —Anne-Marie Kline, DigitasLBi
Capture users in the first sentence: “If we have a huge chunk of
text in a Facebook post, it’s not going to show up that way in mobile. We
always try to have the first sentence be a capture point where people
can learn more.” —Kellee Montgomery, Ford
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© 2014 eMarketer Inc.
Trend No. 6
Marketers Will Embrace Video in Social
Media, But Obstacles Will Remain
© 2014 eMarketer Inc.
Facebook is challenging YouTube as a
destination for viewing and uploading
Facebook delivers over 1 billion video views worldwide per
day, over 65% on mobile (Facebook, Sep 2014)
It is wooing producers to upload directly to Facebook rather
than link to YouTube
It had more US desktop video views in Aug. 2014 than
YouTube: 12.3 billion vs. 11.3 billion (comScore, Oct 2014)
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© 2014 eMarketer Inc.
It’s not
just about
Facebook:
Teen
consumers
are
gravitating
toward Vine
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© 2014 eMarketer Inc.
Social video
effectiveness
has a long
way to grow,
however
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© 2014 eMarketer Inc.
Action steps: video
Think unique: “The mistake brands often make—and we made two or
three years ago—was just taking a broadcast commercial and slapping it
in social. Now we’re looking at shorter content. It seems like the shorter
the video, the better it performs.” —Josh Martin, Arby’s
Professional is good; authentic is better: Social users “want a
different type of content. It can’t be overly produced. It does need to be
professional, but for social, authenticity is key.”
—Laura Powers, Cisco
Find partners: “Brands are … not going to be able to reach their
goals by just producing video in-house. They’re going to have to develop
relationships with creative influencers who already have large
established audiences.” —Scott DeYager, Toyota
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© 2014 eMarketer Inc.
Trend No. 7
Real-Time Marketing
Will Be Redefined
© 2014 eMarketer Inc.
Instead of
real-time,
focus on
“right-time”:
Personalization
can make
right-time feel
real-time
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© 2014 eMarketer Inc.
Marketers are
already
regularly
collecting
social data to
inform
marketing
programs
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© 2014 eMarketer Inc.
Action steps: real-time marketing
Right-time can feel real-time: “That thing could have happened
three months ago, but when you received it, it was the perfect thing for
you to get at that time.” —Anne-Marie Kline, DigitasLBi
Measure success by what you do after your real-time
response: It “isn’t what the brand does initially, but how it responds
and reacts. That points to the larger strategic value of real-time: being a
dynamic brand operating in an always-on mode.” —Chris Bowler, Razorfish
Look beyond the mainstream: “We like to tap into moments that
are less mainstream but more aligned with our marketing objectives.
Moments like Inventors’ Day or Gravity Day give us a brand [image]
that’s all about invention and innovation and science.”
—Sydney Lestrud, GE
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© 2014 eMarketer Inc.
Trend No. 8
Planning for Facebook-First Won’t
Always Be the Right Strategy
© 2014 eMarketer Inc.
The youth
audience is
spread among
multiple
social
properties
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© 2014 eMarketer Inc.
Marketer usage of Pinterest and Instagram is
approaching the 50% mark
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© 2014 eMarketer Inc.
Action steps: going beyond Facebook-first
Customize for the platform: “We’ve seen huge organic reach with
Vine because that content is specifically created for Vine. It’s not just
repurposed from Twitter, or we didn’t just take a TV commercial and
shove it into 6 seconds.” —Kellee Montgomery, Ford
Be someone who gets invited: Some social properties “are not
public places. We’re going to have to think about how we can earn the
right to be invited into a more private conversation with consumers.”
—Marshall Manson, Social@Ogilvy
Expect Facebook to learn from its competition: “The new
Facebook usually is Facebook, because they continue to buy these new
technologies. It's interesting to watch how they're going to integrate them
into the existing platform.” —Scott DeYager, Toyota
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Key takeaways, part 1
1. Social ad spending will increase, but marketers that do not embrace
the targeting capabilities will be disappointed with the results.
2. Social media will become more integrated into marketing,
rather than being siloed in its own group.
3. When it comes to content, brands will take a “less is more”
approach. At the same time, social media will be just one of many
content distribution vehicles.
4. The key to ROI will come from within. Marketers will get more
serious about using internal metrics to measure social media success, rather
than external ones.
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Key takeaways, part 2
5. Thinking mobile-first won’t be enough; marketers should be prepared
for the mobile-only social media user.
6. Marketers will embrace social video, but will struggle with developing
cost-effective content that stands out in the cluttered feed.
7. Real-time marketing will be redefined; it’s less about being ready
with a rapid response and more about delivering a message at the right time.
8. Facebook-first won’t always be the right strategy, as smaller,
more private communities gain traction.
Twitter – #eMwebinar
© 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL
Manage workflows, scale social, and ensure oversight
1
Engage users one-to-one and respond in real-time
4 Collect and analyze listening, engagement, and attribution data
5 Integrate insights across channels to improve marketing
6
Listen to conversations across the social web
2 Publish content to targeted audiences
3
Adobe SocialTurn social data into social success
© 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL
Adobe is driving the evolution of social data
DATA COLLECTION DATA INTEGRATION DATA AUTOMATION
The ability to capture and act on social platform and
listening data to improve social engagement
The ability to integrate social platform and listening data with marketing and conversion KPIs to
improve social impact on business results
The ability to automatically apply social data across all marketing systems to
optimize content relevancy, audience targeting, and conversion
© 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL
ADOBE ANALYTICS
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
ADOBE SOCIAL
ADOBE MEDIA OPTIMIZER
Adobe Marketing
Cloud
ADOBE CAMPAIGN
© 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL
F
@SFGiants
© 2014 Adobe Systems Incorporated. All Rights Reserved. ADOBE SOCIAL
Adobe SocialTurn social data into social success
@AdobeSocial
adobe.com
© 2014 eMarketer Inc.
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Debra Aho Williamson
Eight Trends to Watch for
Social Marketing 2015
Social Marketing Update: Eight Trends to Help Prepare
for 2015
2014 Programmatic Advertising Forecast: Digital Display
Spending Broadening Beyond Open Exchanges
US Time Spent With Media: eMarketer’s Updated Estimates
for 2014
Worldwide Social Network Ad Spending: Midyear 2014
Complete Forecast
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