social media in 2017
TRANSCRIPT
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