social media trends report 2015

SOCIAL MEDIA

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2014

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SOCIAL MEDIA PLATFORM OVERVIEW

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3, 800, 000

7, 200, 000

6 ,600, 000

11, 800, 000

1, 100, 000

840, 000

4, 900, 000

2, 700, 000

4, 700, 000

5, 500, 000

9, 600, 000

680, 000

930, 000

6, 500, 000

2014 2013

• Facebook remains to be the largest social media

platform in South Africa.

• Mxit has moved down two spots from the 2nd to the

4th largest platform.

PLATFORM OVERVIEW

-24%

+53%

+40%

+23%

+65%

+20%

-10%

World Wide Worx Report 2015

PLATFORM OVERVIEW

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FACEBOOK TWITTER INSTAGRAM YOUTUBE

ACTIVE USERS • 11.8 Million • 6.6 Million • 1.1 Million • 7.2 Million

USER PROFILE • 50% Male • 50% Female • 13 – 17: 880K • 18 – 25: 4,2 Mil • 26 – 35: 3,6 Mil • 36 – 45: 1,2 Mil • 46 – 65+: 1,6 Mil • 8.8 Million access

from mobiles.

• 56% Male • 44% Female • 16 – 24 Years: 29% • 25 – 34 Years: 32% • 34 – 44 Years: 19% • 46% Employed full time, 18%

Self employed & 11% are students

• 68% interested in music with

travel, film, science, technology, food, restaurants and gadgets also making up more than 60%

• Avg. age between 20 & 30 years old

• Social individuals that

aspire to lead affluent lifestyles

• 57% Male • 43% Female • 15 – 24: 43% • 25 – 34: 28% • 35 – 44: 18%


PLATFORM OVERVIEW

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LINKEDIN VINE SLIDESHARE VIMEO

ACTIVE USERS • 3.8 Million • 13 Million Globally • N/A • 4 Million site visits per day with only 0.8% being from South Africa

USER PROFILE • Mainly between 24 & 34 Years old

• Middle management

positions held by most users

• More than 183, 000 are entrepreneurs

• Predominantly a teenage user base with a 639% growth in teenagers in 2013

• Users access the social media platform via smartphone or android phone

• Generally used by teachers, students and researchers

• Across all industries with a skew towards Finance, Marketing and Science

• N/A


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SOCIAL MEDIA PLATFORM UPDATES

TWITTER: 4 BIG CHANGES

1.Instant Timeline: It will give new users an easy way to follow the accounts most relevant to them and start

seeing messages right away, rather than facing a silent wall.

2.Popular Messages: With Twitter there has always been the risk that you won’t see a message you might

enjoy just because you weren't watching at just the right moment. Now, Twitter will do some curating to

catch you up on what you missed, not unlike how Facebook manages your News Feed with the posts it

thinks you'd most enjoy. Twitter will serve these popular messages on your timeline when you log on.

3.Video: Twitter has its Vine app for users to film six-second clips. However, Twitter is building video

capabilities right into its main app for people to tweet footage.

4.Celebrity: 200 million fans go to Twitter to see a star's profile but they don't actually stick around. Twitter is

tweaking celebrity pages and will start pointing these visitors to other high-profile accounts in an attempt to

get the fly-by users to stick around and maybe even sign up.

PLATFORM UPDATES

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INSTAGRAM: VIDEOS ARE LIVE FOR ADVERTISERS

• Instagram has been unusually hands-on with brands in regards to its static image ads, which

launched last year. And the same is true with video.

• The platform has deals to show 15-second autoplay spots from Disney, Activision, Lancome,

Banana Republic and CW.

• Disney is promoting its film, Big Hero 6, with a video showing animated characters posing as

if they were taking selfies.

• The company reviews all clips to ensure that they contain mostly fresh content, fit the vibe of

the platform and are not simply repurposed TV/Web commercials.

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PLATFORM UPDATES

www.adweek.com

PINTEREST: PITCHES ANALYTICS

•Pinterest has unveiled a stats dashboard designed to help brands understand what kind of

consumer reach and interactions they're achieving on the social-pinning platform.

•The free tools can show such players how many impressions, clicks, repins (equivalent to a

retweet or share in Twitter and Facebook terms) and likes they're compiling. Offered in 31

languages, the dashboard allows them to view how paid pins perform versus organic ones. In

addition, it can be employed to learn if Pinterest's Pin It button is effective on a company's own

website.

•Explore new metrics about the people who engage with your business and what else they’re

into and see your audience’s most common interests and what other businesses they follow,

then tailor what Pins you add based on that.

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PLATFORM UPDATES

www.adweek.com

FACEBOOK: VIDEOS GAIN TRACTION

•Budweiser, McDonald's and even Beyoncé are now posting videos directly to the social network and not

just sharing YouTube links.

•In short, YouTube clips, no longer dominate on Facebook's feed, which is siphoning some traffic from

Google's popular video site.

•Now, when a marketer posts content to Facebook, it has the option to use the homegrown video function

which automatically plays and appears most naturally in the News Feed.

•The autoplay feature allows you to increase engagement and exposure with millennials in an undisruptive

way, as your content is integrated into consumers' News Feeds naturally.

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PLATFORM UPDATES

www.adweek.com

FACEBOOK: VIDEOS GAIN TRACTION

•Social media tracker Socialbakers offered some evidence of the shift:

o In January, McDonald's posted 27 videos to Facebook, 18 of which were YouTube links and the rest

native Facebook videos.

o In September, it posted 32 videos, of which 19 were Facebook videos.

o In May, Budweiser posted about 60 YouTube videos to Facebook, of which fewer than 10 videos

used Facebook's functionality; in September, those numbers flipped.

•Posting directly to Facebook also increases engagement.

o KLM Royal Dutch Airlines got the message. Its latest video was posted to YouTube and Facebook

separately like many brands are now doing. Fans engaged with KLM's latest YouTube video

300,000 times, with likes and shares, but they engaged 350,000 times on Facebook, even though it

received fewer views.

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PLATFORM UPDATES

www.adweek.com

SNAPCHAT: ADS ARE INTRODUCED

•Snapchat said ads will show up in the "recent updates" feed that show users a list of the latest messages.

•The ads will show up as Snapchat messages and be available for users to open for 24 hours, like other

messages.

•Brands like Taco Bell, McDonald’s, Audi, MTV and plenty of others already use the app to message fans.

•The company said the ads would be “fun and informative, the way ads used to be, before they got creepy

and targeted.”

•Targeting will be a challenge for Snapchat as it collects less data on users than say a Facebook, Twitter

and most other social media platforms.

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PLATFORM UPDATES

www.adweek.com

SOCIAL MEDIA

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TRENDS 2014

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SOCIAL MEDIA SOCIAL COMMERCE

• Buying via social media sites instead of more traditional eCommerce stores

• In 2010 Mark Zuckerberg said, “If I had to guess, social commerce is next to blow up.”

• About 81% of consumers receive advice from friends and family relating to a product purchase through

a social networking site. And the majority, about 74% of consumers rely on social networks to guide their

purchases.

• Data reveals that social commerce sales are expected to bring in $30 billion each year by 2015, with

half of web sales to occur through social media.

• This is due to multiple factors, including consumers spending more time on social networks, brands

targeting consumers in the news feed (as opposed to fan pages) and advances in technology, such as

mobile geo-location shopping apps and enterprise marketing tools.

• According to the data, Facebook drives 26% of referral traffic to business websites.

• 20% of shoppers already prefer buying products through a brand's Facebook page compared to its

website.

SOCIAL COMMERCE

hellocomputer www.mashable.com

• The following startups are just the tip of the iceberg. As e-commerce becomes increasingly social, we

will see dramatic changes in the way we think about our online shopping.

• Social commerce is all about inspiration and product discovery. Sites like Pinterest, Wanelo, OpenSky,

and others are more like digital catalogues or virtual malls where shoppers can browse and connect

with people interested in the same products and brands. But entrepreneurs and retailers are anxious to

transform that interest into sales.

SOCIAL COMMERCE


Hey Pinterest, This Fancy Startup Actually Lets Us Buy

Stuff

•A familiar-looking site called Fancy has beaten Pinterest

to the punch, by monetizing its user-curated collection of

images.

•Fancy, which lets users organize images from around the

web into "lists”, is now conducting transactions directly on

its site.

•Previously, users could click on a link listed with an item to

buy it on a third-party site. Now they can shop directly on

Fancy and the site will take a cut of every purchase.

•Fancy provides an example of one way Pinterest could

eventually monetize its site.

SOCIAL COMMERCE


Extole: Extole leverages the power of

advocates at multiple touch points to enhance

social commerce.

• How it Works: The company is a consumer-to-

consumer marketing platform that taps into the

power of customer advocates to foster trusted

word-of-mouth stories about a brand.

• Advocates are targeted at key touch points such

as Facebook fan pages, confirmation pages,

account pages and dedicated emails. Then, the

advocates are invited to participate in a branded

experience and are rewarded for social sharing.

That, in turn, drives awareness and sales.

SOCIAL COMMERCE


Chirpify: Taps into Twitter to stream social commerce without devices or cards.

• How it Works: Chirpify takes e-commerce directly to the Twitter stream by turning tweets into

transactions.

• Chirpify enables consumers and businesses to buy, sell and donate on Twitter. For brands the

process is simple. First, create and tweet your offer with a product image. Second, shoppers reply

with the word 'buy.' Third, once the customer registers with Chirpify, the transaction is automatically

processed and the order is fulfilled. Customers can connect their PayPal account so the money is

automatically deducted as they shop.

SOCIAL COMMERCE


Twitter’s ‘BUY’ button

• Twitter introduced the buy button in September to a small percentage of U.S. users and are slowing

rolling the feature out to the rest of the platform’s users.

• Some tweets from the test partners feature a “Buy” button which allows users to buy directly from the

tweet.

• Users get access to offers and merchandise that they can’t get anywhere else and can act on them

right in the Twitter app. Sellers will gain a new way to turn the direct relationship they build with their

followers into sales.

• After tapping the “Buy” button, you will get additional product details and be prompted to enter your

shipping and payment information. Once that’s entered and confirmed, your order information is sent

to the merchant for delivery.

SOCIAL COMMERCE


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SOCIAL MEDIA MOBILE PAYMENTS

Twitter introduces mobile peer to peer payments

• Twitter may be much smaller than Facebook, but its ability to innovate in payments is allowing it to

outgun its much larger competitor, at least for the time being.

• Twitter now allows users in France to tweet payments to others in their social network, irrespective of

their bank and without having to enter the beneficiary's bank details.

• Such payment capabilities could prove to be particularly good for consumers without bank accounts and

for wiring money overseas.

MOBILE PAYMENTS

hellocomputer http://www.inc.com/jeremy-quittner/twitter-launches-pay-by-tweet-service.html

• With the arrival of Apple Pay and Facebook reportedly mulling peer-to-peer payments, the established

system of exchanging currency for goods and services is experiencing disruption.

• In addition to apps and other payment methods, different forms of currency, like bitcoin are being tested.

• By taking a closer look at these trends in the context of the millennial mind-set, JWT offers some insight

to how Millennials are moving away from traditional payment methods and provide suggestions for

brands that want to stay ahead of the curve or begin acting as intermediaries between consumers and

their money.

MOBILE PAYMENTS

hellocomputer JWT GLOBAL | http://www.adweek.com/news/advertising-branding

Insights from the JWT study

1)Brands must prepare for a cash-limited future.

2) Companies need to cater to millennial desires for expediency and ease of use.

3) It’s important to compel consumers to opt in.

4) Personalized marketing channels can increase communication with customers in a meaningful

way.

5) Security and privacy protection are essential considerations.

6) Bartering can reinforce the value of a product as currency.

7) Social currencies such as offering free products or services in exchange for social shares can

drive engagement and It's important for brands to embrace alternative currencies.

MOBILE PAYMENTS

hellocomputer JWT GLOBAL | http://www.adweek.com/news/advertising-branding

Standard Bank brings you Snapscan in South Africa

• The system has been in operation since June 2013. Snapscan allows consumers to pay for their

purchases with their smartphones through a combination of a QR code and a PIN.

• To pay with the app, users have to download it from the relevant app store for their device, register for

an account, and link their Visa or MasterCard credit card.

• Unlike conventional credit card point-of-sale machines, Standard Bank said SnapScan lets both

informal and formal businesses register for its services.

• Informal businesses can withdraw their earnings by requesting a voucher that can be redeemed at any

Spar outlet or Standard Bank ATM. No Standard Bank account is needed to do so, Standard Bank said.

• According to Standard Bank, about 10,000 merchants across South Africa currently support SnapScan,

including Motherland in Johannesburg and The House of Machines in Cape Town.

MOBILE PAYMENTS

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FNB’s E-Wallet

•Send Money to anyone with a valid South African Cellphone number.

Any Cellphone model can be used to Send Money or to receive money.

•Get cash at FNB ATMs nationwide.

•Buy prepaid airtime, data and electricity, make payments, purchase

and get cash at selected retailers.

•Make or receive payments into an eWallet using GeoPayments.

GeoPayments is a location-based payment service that allows you to

Pay Someone who is less than 500 metres from you without having to

enter their details into your mobile device. Both the Sender and

Recipient have to register for the service i.e. download the FNB

Banking App.

MOBILE PAYMENTS

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ABSA Payment Pebble

•Introducing the Payment Pebble, an easy new way to make and receive card payments; enabling small,

medium and large business owners the ability to accept MasterCard and Visa debit or credit card payments

through a smartphone or tablet – anytime, anywhere.

•The Payment Pebble is a compact, mobile device that simply plugs into the audio jack of your compatible

smartphone or tablet and once set up, allows you to immediately start transacting.

•On the side of the road, at a market, or even in your customer’s home – the Payment Pebble gives the

convenience of accepting card payments in real-time, giving you the business owner, total mobility.

MOBILE PAYMENTS

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Snapchat lets you transfer money to friends with Snapcash.

• Snapchat launched mobile payments with service Square called

Snapcash, which lets you transfer money between accounts.

• For now, Snapcash is available to Snapchat users in the United

States who have a debit card and are 18 or older.

• When a Snapchat user signs up for Snapcash, he is also creating a

Square account. Users must add a debit account, which is stored by

Square.

• After that a user can swipe into a chat, type a dollar sign and amount

and hit the green button.

MOBILE PAYMENTS

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Facebook Messenger mobile payments

•Facebook’s expansion continues as the company

looks set to introduce a mobile payments system on

its messenger app.

•Screenshots taken by iOS developer Andrew Aude

reveal how Facebook users can add a credit or

debit card to their account and send money via

messages. Transfers appear as though they need

to be verified by a pin.

MOBILE PAYMENTS

hellocomputer www.independent.co.uk

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SOCIAL MEDIA SOLOMO ADVERTISING

What is SoLoMo advertising?

• SoLoMo, a portmanteau for Social-Local-Mobile, which represents the convergence in social, local, and

mobile media, especially in the context of smartphones, tablets, or other mobile computing devices.

• To a marketer, SoLoMo is a complete paradigm shift. Instead of pushing messages to a user, whether

they be via a TV commercial, radio, or online ad, the message is pulled as a result of the users location

and activity on social networks.

SoLoMo ADVERTISING

hellocomputer http://www.zideate.com/definition/737/solomo

• 34% of mobile internet users go online mostly using their phones, and not using some other device

such as a desktop or laptop computer.

• Total time spend on mobile devices (other than phone calls) has increased from 24 minutes to more than

2 hours in three years.

• MOBILE SOCIAL: in 2012, Facebook accounted for just 5.4% of the global advertising market. In 2013

that share increased to 17.5% and in 2014 to 21.7%.

• MOBILE LOCAL: As the number of visitors to sites via mobile devices continues to grow, local search

plays an even more significant role.

• Consumer’s number one activity on mobile devices is SEARCH. Nearly 86 million people now seek local

business information on their mobile phones in the U.S. alone.

SoLoMo ADVERTISING

hellocomputer eMarketer March 2014 Mobile Trends

• Small, local businesses have found the value of using social media to reach out to their local market.

• With geo-fencing and niche targeting capabilities, mobile and social provide accurate, affordable

inventory.

• Geo-fencing is a system that allows advertisers to pick highly specific points of longitude and latitude to

put a “fence” around, and target.

• Real time insight across hundred of millions of smartphone and tablet devices lets us anticipate and

influence audience behavior.

• The precision that geo-fencing gives advertisers is extremely useful for local and social search.

• A local business can target areas of community congregation such as sporting events, conventions,

malls, concert halls and parking lots.

SoLoMo ADVERTISING


LocalResponse: Responsemines consumers' intent-based social broadcasting (such as check-ins)

and in response provides real-time offers on mobile devices.

• The platform embodies social, local, and mobile. Social by checking-in and broadcasting one’s location,

local by helping a national brand marketer reach someone on a local level, and mobile by converting

people on their mobile device.

• What makes LocalResponse unique is their declarative data set. Targeting data, such as, behavioral,

demographic or contextual is usually approximated. LocalResponse's platform is able to identify where

someone is, when they are there, and what they are saying about it.

• Marketers act on the consumer's real-time intent by converting people with exclusive offers or coupons

via mobile at point-of-sale. Here's a diagram that outlines this process.

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SoLoMo ADVERTISING

www.mashable.com

Whole Foods

• Whole Foods needed a local, mobile solution to increase awareness and drive visitors to store grand

openings.

• Working with mobile ad publishers, they created rich media ads targeted at a 5 mile proximity to new

stores.

• Users had the option to “click to call” or to find driving direction in their native map application.

• THE RESULTS:

1.2 million customers reached

6,840 customers engaged with the ad unit

1,845 customers called or looked for directions

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SoLoMo ADVERTISING

www.mashable.com

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SOCIAL MEDIA OTHER TRENDS

• Minkoff partnered with eBay to create these smart dressing rooms that allow shoppers to

intelligently serve themselves, while her brand gathers data to better serve them.

• The smart dressing rooms combine Kinect sensors that record the customers’ motions with

adjustable lighting, touch screens, and a sophisticated tracking system that identifies the

customer, remembers what they try on, and what they eventually end up purchasing and

leaving on the fitting room floor.

• With the touch screens, shoppers can also check the store’s inventory for different sizes and

colors.

• Upon entering the store, the very first thing a customer encounters is a wall-length touch

screen which offers free drinks. Guests have the opportunity to order a gratis water, tea,

coffee, or espresso. They’re asked for a phone number where they will receive a text as

soon as their drink is ready.

SMART RETAIL


• For the time being there is the big three; Whisper, Secret and Yik Yak, however, Facebook recently

introduced “Rooms”, another anonymous social app.

• Where the algorithms of Whisper and YikYak focus mainly on proximity, popularity, and the content of

your own posts to determine what you’ll read in your feed, Secret’s bread and butter is your very own

contacts list.

• The “Rooms” app, from Facebook Creative Labs, also embraces anonymity, allowing users to sign in

with "whatever name makes you feel most comfortable and proud.”

• These apps are still trying to find their place in the social media sphere and face many challenges, but it

is definitely a trend that will keep evolving.

ANONYMITY


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SOCIAL MEDIA RECAP

• Facebook, YouTube and Twitter are the three largest social media platforms in South Africa with

Instagram experiencing the most growth.

• Social media platforms continue to develop order to keep up with the market. Timelines will change,

video capabilities will improve, ads will be introduced and analytics will be improved.

• Its not only about using social media to spread awareness but also about enabling purchases to be

made directly on social media sites.

• We are moving towards a cashless future with mobile payments.

• SoLoMo will continue to be explored by marketers in order to further engage and target consumers at

exactly the right time at exactly the right place with exactly the right message.

• Retail will continue to adapt to the ever changing social and digital landscape with new and innovative

features to keep customers coming back to the stores.

• Anonymous apps will eventually find their place in the social media sphere.

RECAP

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TRENDS REPORTS WHAT’S NEXT…

CONSUMER TRENDS

We will take a look at some of the trends driving consumers specifically

relating to the consumers our clients target.

WHAT’S NEXT | MARCH 2015

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social media trends report 2015

Social Media