iris Q1 Recap: Key Social Media Trends & Updates

download iris Q1 Recap: Key Social Media Trends & Updates

of 37

  • date post

    09-May-2015
  • Category

    Marketing

  • view

    684
  • download

    3

Embed Size (px)

description

Key News & Trends That Shaped Q1 in Social: -Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel -Newsjacking is Mainstream -Storytelling Unfolds Across Platforms: paper, Tumblr Grows Up, & More -Paid Social: New Opportunities for Making Stories Visible to the Right People -Where have all the Teens gone? -The Anti-Social Backlash? -Plus-ing Up: Why Google+ is Next

Transcript of iris Q1 Recap: Key Social Media Trends & Updates

  • 1.1 1 Condential 2014 Condential 2014 Q1 recap whats new in social?

2. 2 2 Condential 2014 contents Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel Newsjacking is Mainstream Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More Paid Social: New Opportunities for Making Stories Visible to the Right People Where have all the Teens gone? The Anti-Social Backlash? Plus-ing Up: Why Google+ is Next 3. 3 3 Condential 2014 Rethinking Facebook 4. 4 4 Condential 2014 contents Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel Newsjacking is Mainstream Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More Paid Social: New Opportunities for Making Stories Visible to the Right People Where have all the Teens gone? The Anti-Social Backlash? Plus-ing Up: Why Google+ is Next 5. 5 5 Condential 2014 As the amount of content in the newsfeed grows faster than people can consume, the Newsfeed Algorithm has had to evolve to show only the best, most relevant items: Story Bumping & Last Actor: Ensures you see only new stories Weights last 50 people or brands a user interacts Publisher Content Elevation Algorithm gave more weight to publisher content. http://on.fb.me/1qVkZAz In q4, the Newsfeed algorithm became ruthless on brands 6. 6 6 Condential 2014 Those changes resulted in reach dropping to ~2-3% of fan bases without media.The implication: Facebook is no longer a place for organically reaching communities. Facebook is now a mass media channel. Resulting in The death of organic reach http://adage.com/article/digital/facebook-admits-organic-reach-brand-posts-dipping/245530/ 7. 7 7 Condential 2014 Platform value lies in its reach, but fans provide social context Ads with Social Context work harder for your money.Implication: Your ads should be served with social context; if not, youre not maximizing what the platform offers.Action Items: FB now allows you to see if ads are served with Social Context. Adjust media plans to cover fan growth in addition to engagement/awareness.Facebook; 1Nielsen; 2DataLogix Social Context is the notion a user is more likely to try it/click it/buy it if they see friends have. Ads with Social Context are more effective: 50% Higher Ad Recall1 35% Lift in Sales2 8. 8 8 Condential 2014 New ad formats make the most of social context FB Posts and Ads are now optimized to drive offsite conversion. Getting the most out of Facebook requires using the right format for each objective. Action Items: Review your content and objectives. Posts driving awareness (no links) should leverage Page Posts/Ads. Posts driving off- newsfeed (have links in them) should be using the Page Link Posts/Ads format.NEW: - 2.2x higher ROI - Whole Post is Clickable 9. 9 9 Condential 2014 contents Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel Newsjacking is Mainstream Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More Paid Social: New Opportunities for Making Stories Visible to the Right People Where have all the Teens gone? The Anti-Social Backlash? Plus-ing Up: Why Google+ is Next 10. 10 10 Condential 2014 Newsjacking is now mainstream Ever since Oreos Dunk in the Dark post during the 2013 Super Bowl, Urgent Genius has become an expectation of brands. 11. 11 11 Condential 2014 Consumers are paying attention, so use it It's now as common to rate brands real time efforts as it is to rate the TV spots or the red carpet dresses during major events.Action Items: Address community management plans for your brand to ensure your brand is creating budget to support this function 12. 12 12 Condential 2014 contents Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel Newsjacking is Mainstream Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More Paid Social: New Opportunities for Making Stories Visible to the Right People Where have all the Teens gone? The Anti-Social Backlash? Plus-ing Up: Why Google+ is Next 13. 13 13 Condential 2014 Facebook launches paper Paper is a more visual way to experience your newsfeed, along with curated editorial content based on your interests, with a bigger emphasis on stories and images.Implications:There are currently no opportunities within Paper for brands, but future native advertising within interest verticals seems a potential place for Facebook to monetize the product. Ability for users o receive all notications within paper means some users will be out of targeting reach. Paper has transformed how I use Facebook and I have no intention of opening the original iPhone app again. Nick Summer,TheNextWeb http://bit.ly/1tiAX9Z http://vimeo.com/85421325 14. 14 14 Condential 2014 Facebook AppPaper Nav. GUI/button-driven navigation Gesture-driven navigation, including tilting to see expanded photos, twisting to zoom in and tapping to drill further Discovery Content is discovered by navigating directly to a page, or 2nd-hand from newsfeed Content is now surfaced by interest category Content News content from publishers performs best and is what consumers want to see, based on metrics, but is often less frequent when mixed in with status updates and ads in most users newsfeeds Newsfeed becomes a reimagined news experience, with your newsfeed as just one section of many sections of publisher content, creating an experience with more of what users want to see. Ads Reached consumers in-newsfeed in a variety of formats No current options. How is paper different from the Facebook app? 15. 15 15 Condential 2014 Tumblr is the fastest growing social platform in terms of revenue per visit, 2nd only to Facebook and gainingTUMBLR SO hot right now http://socialfresh.com/wp-content/uploads/2014/03/Tumblr_infographic.jpg 16. 16 16 Condential 2014 tumblr = powerful visual storytelling Tumblr is a key platform for content discovery, especially among teens with users averaging 14 min. per visit. Some top brands leveraging the freedom to explore all content format, including GIFs, are Target, GE, LOreal Paris, Disney and Lowes. Implication: People being exposed to quality brand content through a friends shares or reblogs is an incredibly powerful metric- especially for millennials. Action Items: If your brand is targeting millennials, absolutely consider a Tumblr strategy.70% Lift in Brand Favorability 50% Researched Brand After % of Consumers Who Saw Sponsored Posts 10K Average Sponsored Post Reblogs (higher than FB or Twitter) http://lowesfixinsix.tumblr.com/ http://targetstyle.tumblr.com/ 17. 17 17 Condential 2014 Twitter gets visual: the redesign Twitter rolled out an updated profile design that has a greater focus on photos and content cards.The most engaging content will appear larger, tweets can be pinned to the top of the feed, Tweets can also now show up to 4 in-line photos. http://bit.ly/1tiD3GZ Action Items: Review profiles and ensure they are using the most up to date specs and leveraging new features. Always pair tweets with solid visual content to make the most of it! SPECS: Profile Image: 400x400 Header: 1500x500 18. 18 18 Condential 2014 Other ways to storytell? Instagram released storytelling for brands with examples of how the best on the platform bring their stories to life. Custom Timelines are a new way to curate stories on Twitter, like Carson Dailys use of one to accompany The Voice: https://twitter.com/CarsonDaly/ timelines/400108543488974849 Action Items: Consider how to augment events with new live storytelling formats. http://instagram-business.tumblr.com/post/76235731349/tools-and-tips-to-help-marketers-inspire-and 19. 19 19 Condential 2014 contents Rethinking Facebook: New Tweaks for Making the Most of a new Mass Media Channel Newsjacking is Mainstream Storytelling Unfolds Across Platforms: paper,Tumblr Grows Up,& More Paid Social: New Opportunities for Making Stories Visible to the Right People Where have all the Teens gone? The Anti-Social Backlash? Plus-ing Up: Why Google+ is Next 20. 20 20 Condential 2014 Video Ads = another new storytelling format Facebook rolled out video ads that auto-play in the Newsfeed, offering a more emotional connection for advertisers to leverage. Action Items: Review objectives and discuss if Facebook video ads are a fit. If so, dont just use a TV spot the first few seconds must be rich and engaging, with thumb- stopping powerMarketers will be able to use this new format to tell their stories to a large number of people on Facebook in a short amount of timewith high quality sight, sound and motion. Facebook http://newsroom.fb.com/news/2013/12/testing-a-new-way-to-watch-promoted-videos-in-news-feed/ 21. 21 21 Condential 2014 New targeting helps new stories reach the right people. Custom Audiences can now be made from not only email lists, but from users activities on brand websites or apps, using Facebook's retargeting pixel. Facebook also now has 58 types of custom gender pronouns to choose from on the platform, tapping into new niche audiences.Implications: Brands can now reach audiences segmented by where they are on the purchase journey, allowing each campaign to be that much more effective against the target. eCommerce brands can target a specic campaign like those that shopped but didnt purchaseor brands with a specic LGBT audience can now reach these people with specic, targeted campaigns.Action Items: Place Facebooks retargeting pixel on you brand sites and properties. Do you have an LGBT audience segment? Then, discuss these options with media teams. Do you have a CRM databases? These may contain social IDs that can be targeted against..https://www.facebook.com/business/ news/custom-audiences 22. 22 22 Condential 2014 Right-hand ads get updated Facebook announced an update to RHS ads (known to have low CTRs and really just serve the purpose of lowering a media plans eCPM) as m