HOW TO BE SOCIAL IN 2015 CULT LDN X THE DRUM

CONTENTS

SOCIAL COMMERCE

SECOND SCREEN

THE SOCIAL WALLET

LOOKING FORWARD

- XXX - XXX - XXX

S-COMMERCE

- XXX - XXX - XXX

FACEBOOK BUY BUTTON

FACEBOOK BUY BUTTON

THE PRODUCT

- Facebook has announced a Buy button to help businesses drive sales through consumers’ News Feeds

and on brand Facebook Pages

- With this feature, consumers on desktop or mobile can click the 'buy' call-to-action button on adverts

and Page posts to purchase a product directly from a business, without leaving Facebook

- All a consumer needs to do is enter payment details once, enabling them to use this for transactions

again and again, this type of password-less authentication will drive forward mobile transactions

- Following six months testing across the US, Facebook is due to roll this button out across the platform

for brands to take advantage of

January 2015 prediction

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SHOP PAGES

- Building on the beta testing of Facebook’s Buy Button, the platform has now integrated a buy functionality into

brand pages - allowing brands to enjoy fully shoppable destinations

- Already, brands are starting to opt for these social commerce pages in lieu of a traditional brand page

WHAT’S NEXT?

Department store style social:

- Facebook is set to lead the way in social commerce by offering the full customer journey in one place

Brands engaging with users through messenger:

- Facebook Messenger will become a leading platform to brands’ customer service strategies

- 700 million downloads of the messenger app to date (Tech Crunch, July 2015)

FACEBOOK BUY BUTTONWhere we are now

FACEBOOK BUY BUTTON

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TWITTER BUY NOW

TWITTER BUY NOW

THE PRODUCT

- Twitter is to roll out it’s Buy Now button in 2015, a feature that allows users to make

purchases directly on Twitter.com and through its mobile app, completing

transactions “in just a few taps”

- Brands will gain a new way to turn the relationship they have with their Twitter

followers into sales

- Twitter Buy Now will allow brands the opportunity to target sales to key

demographics whilst achieving easy, measurable ROI via Twitter’s analytics

January 2015 Prediction

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WHAT’S NEXT?

Buy Now as second nature, at a cost - With commerce tools likely to saturate the platform, Twitter runs the risk of investing in brands over consumers

Impulsive vs. cautious shoppers - Buy Now offers brands the opportunity to tap into the immediate and the emotional, whereas Collections seeks

to offer an experience - brands will need to strategically use the different products to gain a benefit - #MadPotion utilised its 661 million impressions to present Buy Now to customers when it mattered most

TWITTER BUY NOWWhere we are now

TWITTER BUY NOW

TWITTER COMMERCE IN GROWTH

- Before Buy Now has even seen full 360 launch, the platform is already looking to release additional commerce products

- Products such as collections now give Buy Now new life, suggesting a shift in the purpose of Buy Now

- Twitter’s pace of bringing products to market makes it the most “nimble” social media platform

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TAKE-AWAYS

Keeping consumers in one place is now the holy grail of social commerce and Facebook will lead the way

Brands must consider the distinction between Buy Now and Collections, and consider which tool is best suited to them

SECOND SCREEN

A SECOND SCREEN ON TWTTER

SNAPCASH10 second money

SECOND SCREEN ON SOCIALJanuary 2015 prediction

TWITTER AMPLIFY

- Twitter has partnered with more than a dozen new broadcasters and publications to launch Twitter

Amplify, giving brands the opportunity to publish real-time, in-tweet video clips. Twitter is currently

offering in-tweet videos for ‘Rapid Replays’ creating huge potential both for sports fans and

broadcasters looking to engage with their followers:

- State Farm partnered with the NBA to bring fans replays from live games. The entire campaign was built

around “the assist,” something that ties basketball and insurance together - a topic relevant to the

target audience

- Heineken amplified content around the 2013 U.S. Open generating over 12 million impressions and

200,000 engagements across 124 tweetsIn 2015 Twitter is looking to expand beyond sports to a more diverse selection of partners, including

BBC, FOX, Fuse, Conde Nast, New York Magazine and The Weather Channel

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OUR NEW FIRST SCREEN

- Social platforms streaming real-time video are now neck-and-neck with traditional mediums - Traditional TV viewing among 18-24-year-olds in Q1 2015 was down by more than 17% year-over-year (Neilson, 2015)

- Events such as the Valentino show which was seen first on Snapchat and the Wimbledon attack on Periscope highlight the threat social plays to the role of ‘first screen’

WHAT’S NEXT?

The first screen you didn’t turn on - Content creators’ ability to push live content to their users as well as pull them through social alerts will make the second screen the first

touch point for those looking to consumer real time video content

More personal than TV - The interactive possibilities of live streaming on social offer consumers a deeper and more personal relationship with content creators - it will

increasingly takeover from TV due to its interactive and immediate nature - 62% of 13-24 year olds said digital content makes them “feel good” about themselves vs. 40% for TV (Variety, 2015)

Ease of access is key - Seamless use will be key to any successful live video platform, reinforcing the role of Periscope as the market leader

SNAPCASH10 second money

SECOND SCREEN ON SOCIALWhere we are now

SECOND SCREEN ON SOCIAL

Video is no longer a one-way conversation

Social will take over from TV as the home of real time video content

Seamless consumption will be key to success

TAKE-AWAYS

THE SOCIAL WALLET

SNAPCASHJanuary 2015 prediction

DEVELOPMENT: SNAPCHAT ‘SNAPCASH’

- Set for release in 2015, Snapcash is a partnership between popular peer-to-peer social network

Snapchat and digital business tool Square

- At present the utility of transferring money on Snapchat is limited to peer-to-peer exchange

- Snapcash represents a further shift towards social media platforms making it easier to transfer money in-app

SNAPCASH BY SNAPCHAT

WAITING FOR LAUNCH

- Since announcing Snapcash late 2014, there has been little, if any, real movement on the product - Now moving into Q3 it is surprising to have seen such little development

WHAT’S NEXT?

A platform un-plagued by nostalgia - Snapchat moves fast and constantly improves the user experience - Snapcash will only launch a peer-to-peer social wallet function once it has established a greater branded

presence on the platform

SNAPCASH BY SNAPCHAT

SNAPCASHWhere we are now

Establishing a social wallet before partnering with brands is difficult for consumers to support

Improving user experience will be at the forefront of Snapchat’s strategy

TAKE-AWAYS

LOOKING FORWARD

LOOKING FORWARD

PINTEREST ENTERS THE SOCIAL COMMERCE SCENE

INSTAGRAM ADS AND THE EFFECT THEY HAVE ON INTEGRITY

TWITTER COLLECTIONS

FACEBOOK LIVE