social media in 2017

Social media in 2017

Anja Tønning, Campfire & Co. camp-fire.dk

December 15th, 2016

Anja Tønning, Campfire & Co.

GRAPHIC DESIGN VISUAL IDENTITY

WEB DIGITAL

SOCIAL MEDIA STRATEGY

Oh no - social media is comming. Informative or invasive?

Whataboutery What about our children? And our work life balance? And Facebook owning the whole world?

Well yes, Facebook is owning both your data and your behaviour, and yes they are selling it to advertisers - so you get a lot of ads. More relevant ads.

Our children are safe. They just need guidance and adults who understands and helps them.

The Work-life balance is about to change…

But no stressUsing social media is just supporting the way we are as a species; social and communicating animals. That’s why they’re so popular.

In fact social media can make companies more humanIt forces companies not only to be there - but be present - for the stakeholders, clients, employees and so on.

The social media landscape right now Warning: Statistics overload

Source: Social media for corporate communications, 2015

13

We spend more time on the internet each day

2h 18 min. 2014

2h 25 min. 2015

DANES DAILY USE ONLINE IN AVERAGE

Audience: 15-17 year

Source: TNS Gallup for DR Medieforskning 2015

14

Source: TNS Gallup Index Danmark

Daily use of the internet - devices

PC

Tablet

Mobile

15

Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

Social network sites worldwide as of September 2016, ranked by number of active users (in millions)

16

Kilde: DR Medieforskning: Medieudviklingen 2015Source: TNS Gallup Social Media Life

Daily use of SoMe platforms in Denmark

94%of companies use social media for corporate communications. (500 companies in the UK and USA)

Source: Social media for corporate communications, 2015

Social media platform usage in B2B companies

18

6 social media platforms that are kind of a big deal. 1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube

1. Facebook

1.712.000.000active users on Facebook

Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

700 millionpeople access Facebook by mobile every day.

How many of you are using Facebook?

News feed

Private profile

Company profile

Content

Content is king

Conversation is queen

Source: Social media for corporate communications, 2015

= The content must be relevant to the users

Facebook focus on content being relevant for you

31

Meaning: • You see less meaningless updates on Facebook

• Content is more focused (and narrow)

• Companies have to pay to get their content to the right people

• Budgets need to change from print to digital.

• Some businesses need to consider whether to use Facebook at all.

Ads

Also Facebook is a source for news today

News

Kilde: http://www.altinget.dk/kultur/artikel/ny-debat-facebooks-rolle-i-dansk-mediebillede-godt-eller-skidt

48%of young people (20 - 35) in Denmark prefer to use Facebook as a source to news and background stuff.

Which media do you prefer for news and background stories? (DK)

36

Source: TNS Gallup Social Media Life 2015

12+ years 20-35 years

To sum up• Facebook knows a lot about the users and their behaviour

• Companies can advertise more exact

• You will see ads relevant to you

• Young people use Facebook mostly for news and as an address book

2. Instagram

Instagram has

500 million

active users

How many of you are on Instagram?

News feed

Private profile Company profile

Content on Instagram

Pretty pictures

Behind the scenes

Specific interests

Fun

Children and selfies

Ads

Hashtags

#To.sum.up• Use Instagram if you have something visual to show.

• Private, work-related, or related to your interests.

• Use hashtags if you want more followers/likes or if you want to discover topics.

3. Linkedin

106 millionactive users

Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

93%of all companies are actively maintaining a Linkedin account used for corporate purposes.

Source: Social media for corporate communications, 2015

How many of you are on Linkedin?

News feed

Private profile

Business Page

Content

Linkedin is good for

• Research

• Business

• Groups

• Employee advocacy

• Jobsearch

Linkedin is the biggest social referrer to corporate websites.

And this slide is boring.

Source: Social media for corporate communications, 2015

Employee advocacy

Employee advocacy meansthat the management and employees tell good stories about their work through their own social media profiles.

It’s not a new thing.

PR is everybody’s job - the president of General Mills, in 1940

Source: http://www.altimetergroup.com/pdf/reports/Social-Media-Employee-Advocacy-Altimeter.pdf

Now it’s on social media

is posting text, photos or video on social media about their employer

50%

Kilde: https://postbeyond.com/statistics-for-employee-advocacy/

On which platforms are you posting content about your employer?

Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185

86%

52%

43%

34%

28%

26%

23%

16%

4%

Source: http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/

68% of consumers trust a technical employee at a company

trusts “a person like myself”63%distrusts companies, governments or both80%

It’s all about trust

"Building trust requires high levels of engagement from multiple stakeholders. For most institutions, starting those conversations requires more than a viral video or shareable GIF. It requires a thoughtful, informed point of view on important industry issues and customer concerns, and a strategy for using that intellectual property to power conversations among multiple stakeholders.”

- Edelmann Trust Barometer 2015

Top-down: It starts with management

Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 for companies with > 250 employees

Why do you share information about your employer on social media?

Employee Benefit

Average

29%

Rewarded or recognized for

sharing

19%

To be seen as a leader among my

peers

To enhance my career and influence social

networks

24%

I want my friends to understand

me better

42%

Brand Benefit

Average

30%

Defend my company during a crisis

19%

Help a customer

29%

Help recruit new employees

42%

Shared Benefit

Average

48%

To better connect with colleagues at work

57%

41% 46%

I believe in our products and want to share my experience

I believe in my employer’s mission and want to promote

what they do

30%

To sum up• Use Linkedin as a cv to connect with clients, coworkers or

other stakeholders

• Use it to post personal content about your job and employer

• Connect with people, and follow groups and pages with your professional interests

4. Twitter

How many of you are on Twitter?

News feed

tweets are sent every day.50 million

In Denmark it’s not very big - around 70.000 active users. Mostly for PR-purposes or people in the SoMe-business.

http://www.slideshare.net/DanmarksStatistik/overskriftdk-om-danskernes-brug-hashtags

Twitter is used for

• Dialogue not monologue

• Networking

• PR

• As a traffic-driver

• To reach influencers

• To achieve a first-mover position

• To listen on certain professional topics via hashtags

5. Snapchat

2 out of 3 teenagers are using

Snapchat on a daily basis (DK)

How many of you are on Snapchat?

Snapchat is a network where you send photos, video or chat with your friends.

83

“When I post on Snapchat, I post strange faces or pictures right up your nose. On Facebook or Instagram, I am

thinking a lot about what to write. There can be no typos and the

commas has to be spot on” Kristoffer 17 years old

84

"I have many friends on Facebook, but my true friends are on Snapchat."

Hassan 15 år

85

Snapchat Messenger WhatsApp Skype

Chat / or chat-like platforms are very popular

To gain control

To sum up• You should understand Snapchat if you have children

• Try using it, and make them show you how they’re using it

• It’s fun!

6. YouTube

How many of you are watching Youtube?

hours of video are viewed on YouTube every month.6 billion

Source: Social media for corporate communications, 2015

This is content marketing6 billion hours of video are viewed on YouTube every month.

of senior executives would rather watch video than read text

59%

Video is the new black on all the platforms!

1. Facebook 2. Instagram 3. Linkedin 4. Twitter 5. Snapchat 6. YouTube

Questions?

Anja Tønning: https://dk.linkedin.com/in/anjatoenning Campfire & Co. camp-fire.dk