social media is evolving: are you?

SOCIAL MEDIA IS EVOLVING: ARE YOU?American Marketing Association, Madison Chapter

#AMAMadison

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Sarah Best@[email protected]

SARAH BEST STRATEGY

• Social Media Strategy• Social Media

Advertising• Marketing Consulting• Content Strategy for

Websites

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FIVE TRENDS, FIVE CASE STUDIES

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TREND ONE: VIRTUAL REALITY DEVICES, DRONES, 360 VIDEO

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OculusRift(Facebook)

DJIPhantom3

Virtual Reality and Drone Devices

GoogleCardboard

GearVR(Facebook)+SamsungS7Edge

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360 Video Available on Facebook and YouTube

https://www.facebook.com/MarsCuriosity/

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“Blame the tech cycle. We’re at a weird moment in the industry: The best new stuff is not all that cool,

and the coolest stuff isn’t quite ready.”

Not quite ready for prime time

http://www.nytimes.com/2016/01/07/technology/on-display-at-ces-tech-ideas-in-their-awkward-adolescence.html

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NintendoVirtualBoy(1995)

They’re new, but will they stick?

http://www.pcmag.com/article2/0,2817,2457637,00.asp

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This trend crops up every few years …

WHAT YOU NEED TO KNOW

• There is PR value in being the first

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• Otherwise wait it out until adoption is more widespread

• In the meantime, explore technologies, such as Google and GoPro’s JUMP project for Google Cardboard

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GoPro Odyssey and JUMP Camera Rigs

https://www.google.com/get/cardboard/jump/

TREND TWO: PERSON TO PERSON CHAT

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Person to Person Chat Apps

SnapchatPeach Messenger

WeChat(China) Whatsapp Slack

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Peach (2016)

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"A tenth of the messages that arrive through social channels—Twitter, Instagram, and WeChat among

them—now come through Facebook.” - Dan Moriarty, Director, Digital Strategy, Hyatt

Currently being tested by major brands

http://www.wired.com/2016/01/why-facebook-messenger-for-businesses-is-about-to-kill-it/

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Developers are betting on chat bots

“It’s no longer a question of if bots are

coming, but how.”

https://medium.com/@tedlivingston/the-future-of-chat-isn-t-ai-b07f65bc252


• Person to person chat is the future of customer service

• Perfect for small companies working with a limited customer base

• If you’re marketing to millions, it’s tricky• However, if you’re running an airline, hotel,

major retailer, where reputation management is critical, you have to staff up and handle it

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• Person to person chat is popular internationally

• Trend is potentially a Twitter killer

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TREND THREE: ANONYMOUS APPS

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Anonymous Apps

Yik Yak

AfterSchool

Yik Yak

Whisper

Jodel (Germany)

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Anonymous App Controversies and Crime

The app has been used to issue threats of mass violence on more than a dozen college campuses ...

Racist, homophobic and misogynist “yaks” have generated controversy at Clemson, Emory, Colgate

and the University of Texas.

http://www.nytimes.com/interactive/2016/02/04/us/07app-listy.html


• Not a great place for your brands to hang out

• Popular with Generation Z (born after 1996)

• They are still connecting with their friends, brands, and celebrities on more “mainstream” networks

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Teens still connecting with friends elsewhere

Hugh, a 16-year-old Sydney student, seems like an archetypal Ello user: creative and tech-savvy. “My friends aren’t active on Ello, although it really isn’t

the point.”

http://www.theguardian.com/media/2016/jan/16/ello-is-anybody-there-alternative-social-networks-abound-for-the-peachy-keen

TREND FOUR: (LIVE) VIDEO IS KING

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Livestreaming Apps

Periscope Snapchat

Instagram Huzza

Facebook

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PBS Facebook Live Video of NASA Livestream

https://www.facebook.com/pbs/

SNAPCHAT: VANITY FAIR PARTY AT OSCARS

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“Snapchat users view, in aggregate, more than 7 billion videos through the

ephemeral photo and video sharing app per day.”

http://fortune.com/2016/01/12/snapchat-facebook-video-views/


• 15 seconds is the new 2 minutes• The best strategy is a cross-platform

strategy: publish across YouTube, Facebook, Instagram, Snapchat

• Live video is good for breaking news, cultural moments, behind-the-scenes footage, special guests, talking in a very personal way with fans

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TREND FIVE: LONG FORM IS BACK

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Long Form Content Distribution Networks

Medium

LinkedInPulse

FacebookInstantArticles

Longform

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“Articles that appear within platforms, such as Discover on Snapchat or Instant Articles on

Facebook, are largely, though not totally, immune from blockers.”

http://www.cjr.org/analysis/facebook_and_media.php


• Ad blocker usage is on the rise. It’s available on Apple computers for the very first time with the iOS9 update.

• Harder to block ads within apps like Facebook

• Increased reliance on native advertising and platforms like Facebook for content distribution

• Let go of websites as the location where impressions need to happen

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IF WHAT’S NEW IS NOT READY, WHAT WORKS?

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THE SIZE OF SOCIAL MEDIA NETWORKS

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100

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230

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400

1000

1590

0 200 400 600 800 1000 1200 1400 1600 1800

PERISCOPE

LINKEDIN

PINTEREST

SNAPCHAT

VINE

REDDIT

TWITTER

INSTAGRAM

YOUTUBE

FACEBOOK

MonthlyActiveUsers(Millions)


Sources:FacebookPressRoom,YouTubeStatisticsPage,InstagramPressPage,TwitterAboutPage,RedditAboutPage,thesocialmediahat.com/active-users,BusinessInsider,VentureBeat,Re/Code

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Facebook Products

Messenger

WhatsappInstagram

Occulus Rift

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Organic post reach is 2-10% without ad spend

http://www.adweek.com/socialtimes/locowise-march-2015/619104

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On Facebook Advertising

“Kill organic.” – Marc Lapides, VP of Marketing and Development, Adler Planetarium

Source:MacArthurFoundationSocialMediaWeekPanel,Chicago,Nov18,2015

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Case Study: UIC School of Theatre and Music

AViewfromtheBridge @uictheatremusic

UIC SCHOOL OF THEATRE & MUSIC

• I started working with client in July 2015• High quality arts education with state

tuition• Goals were to:– Raise awareness about the school’s theater

and music productions in Chicago– Drive enrollment by Midwestern high school

students

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The school saw a 32% increase in fans after we starting boosted posts

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1167% increase in audience reach—to qualified leads YOY, with $100 / month ad spend

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Case Study: Client A

“RaffleTickets,”©2003AlysonHurt,usedunderaCreativeCommonsAttribution-ShareAlike license.

FACEBOOK FOR DIRECT SALES

• Client A produces an annual event, with ticket prices ranging from $100-200

• With a $150 Facebook ad spend, we sold $20,000 in tickets in 3 days

• Sales were tied to Facebook ads by Eventbrite campaign link

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• Facebook can be used to drive sales• Organic traffic is very low on Facebook,

but even modest ad spends can be effective

• Offers many targeting options, including mailing list targeting

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TWITTER IS STILL THE BEST PLATFORM FOR LIVE, LISTENING & INFLUENCERS

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Case Study: Institute of Food Technologists (IFT) @IFT

USING TWITTER FOR REAL TIME LISTENING

• 23,000 attendees at Institute of Food Technologists’ annual meeting, July 11-14

• Goals were to use social media to:– Build social media audiences– Create buzz during the meeting– Highlight featured events– Provide excellent experience for members

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USING TWITTER FOR REAL TIME LISTENING

• We monitored and responded to 4200 tweets created using #IFT15 and #IFT2015 hashtags

• That’s an average of 105 messages per hour, per 10 hour day.

• 10 million (largely organic) impressions• 700 new fans on both FB & Twitter

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ANSWER QUESTIONS, RESOLVE ISSUES QUICKLY

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Case Study: Clergy for a New Drug Policy @ClergyNDP

CLERGY FOR A NEW DRUG POLICY

• People of faith mobilized to end the War on Drugs

• Gained 2500 Facebook fans in 1 year with $20/month Facebook ad spend

• Posts seen 100k times per month• Twitter influencers extend reach

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USING TWITTER TO REACH INFLUENCERS

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• Twitter is still a good platform for generating organic reach

• That may be changing• Twitter is best platform for real time

including events• Influential followers matter more than

quantity of followers

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USE INSTAGRAM TO DEVELOP BRAND AWARENESS

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THE SIZE OF SOCIAL MEDIA NETWORKS

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10

100

100

200

200

230

320

400

1000

1590

0 200 400 600 800 1000 1200 1400 1600 1800

PERISCOPE

LINKEDIN

PINTEREST

SNAPCHAT

VINE

REDDIT

TWITTER

INSTAGRAM

YOUTUBE

FACEBOOK



Sources:FacebookPressRoom,YouTubeStatisticsPage,InstagramPressPage,TwitterAboutPage,RedditAboutPage,thesocialmediahat.com/active-users,BusinessInsider,VentureBeat,Re/Code

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Case Study: The Neo-Futurists @neofuturists

BEFORE: SHOWING WHAT’S HAPPENING

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https://www.instagram.com/theneofuturists/

AFTER: TELLING BRANDED STORIES

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CleverVideos ClearPointofFocus

Photos fromArchive

FocusonEnsemble

Approachable

THE NEO-FUTURISTS

• Instagram following doubled in two months following workshop

• Content can be cross-posted to Facebook and Twitter

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WHAT DO YOU NEED TO KNOW?

• Not set up to drive conversions through organic posts

• Easy to advertise across Facebook and Instagram at the same time

• Great platform for developing brand awareness and creating lift in ad recall

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THANK YOU. QUESTIONS?

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THANK YOU

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SARAH BEST@[email protected]

www.sarahbeststrategy.com