Social Media Trends to Put Into Practice in 2017 WEBINAR BEGINS AT 11AM PT / 2PM ET
Webinar Moderator
Cameron Uganec Senior Director, Growth Marketing & Education, Hootsuite
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Today’s Agenda 1. The landscape in 2016 2. Trends Hootsuite sees for 2017 3. Audience Q&A
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Today’s Speakers
Erin Jacobson
Cameron Uganec
Vice President, Digital, Western Canada Edelman
Senior Director, Growth Marketing & Education, Hootsuite
@AirynJ
@CameronU
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Edelman Speaker
Erin Jacobson Vice President, Digital, Western Canada Edelman
@AirynJ Join the conversation using #HootEssentials
The Landscape in 2016 The following paved the way for our 2017 trends:
Social is the new front door.
Video dominates on social.
Work is now social.
Social Trends for 2017
Social catches up with search for discovery.
Social commerce shows new promise.
Dark social rising.
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Video ignites social advertising.
Organizations turn to connected workforces.
Where Social Networks Are Headed
Moments in time. Customer experience and service.
Driving conversions. Social marketing.
Brand awareness. Community building. Discovery.
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Content distribution. Audience engagement.
Content platform. Social selling and peer-to-peer influence.
We’re facing 3 key challenges in 2017.
1.
Organic reach will continue to decline for brands.
2.
Pay-to-play will increase as brands use social advertising to combat a decline in organic reach.
3.
With increased investment in social, marketers need to shift away from vanity metrics such as ‘likes’ and ‘comments.’
The Influence of Peer-Driven Media 2 of the top 3 most-used sources of news and information are peer-influenced media Based on the general population, 28-country global total
71
Search
General Population
69
TV 67
Social Newspapers
45
Magazines
32
Blogs
28
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Every Voice Matters for Earning Trust Every Voice Matters
General Population
Percent who trust information created by each author on social networking sites, content sharing sites, and online-only information sources, 2015 vs. 2016.
2015
2016
78 67 61
65
62 55
53
49
46
46
44
39
My friends and family
An academic expert
Companies that I use
Employees of a company
A company CEO
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40
42 34
A journalist
A well-known online personality
37
Elected officials
30
32
Celebrities
26
31
Companies I don’t use*
Hootsuite Speaker
Cameron Uganec Senior Director, Growth Marketing & Education, Hootsuite
@CameronU Join the conversation using #HootEssentials
Social catches up to search for discovery.
Trend #1:
Social usage isn’t slowing. It’s accelerating, especially as a discovery and research tool to find and buy from brands.
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Global Adoption Grows Each Year
98%
●
98% of online consumers (age 16 to 64) globally say they have visited or used a social network within the last month.
●
Digital consumers have an average of almost 8 accounts. This number has more than doubled since 2012.
●
Facebook remains the top service globally for membership (84%) but YouTube maintains a lead for visitors/users (87%).
Of digital consumers are using social networks.
Source: GlobalWebIndex Join the conversation using #HootEssentials
We’re seeing the decline of traditional websites.
●
Vox is now publishing directly to social networks and apps.
●
BuzzFeed has a team figuring out what BuzzFeed might look like without a website at the middle.
●
Vice distributes video straight to YouTube, has a channel in Snapchat’s app, along with CNN, Comedy Central, ESPN, Cosmo, and the Daily Mail.
●
Facebook Marketplace, Instagram’s Tap button (used by Warby Parker to sell directly from social)—all skipping search and websites.
Social Challenges Search for Discovery % of internet users who use social networks to research products
Source: GlobalWebIndex
40%
30%
20%
10%
Q2
Q3
Q4
2015
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Q2
Q2 2016
Q3
1 in 4 People Use Mobile Apps for Product Research with the Highest Growth in APAC Online Research via Mobile Apps % who use mobile apps for online product research 30% 25% 20% 15% 10% 5%
23
26
Global
Male
19 Female
28
28
21
13
8
29
12
16-24
25-34
35-44
45-54
55-64
Asia Pacific
Europe
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19
27
Latin Middle East America + Africa
13 North America
How to Get Started With Social Discovery The basics
Advanced tips
Know your audience—Older buyers tend to use search engines to research products; millennials will use social, skipping search. Make sure your strategy matches the buyer you’re trying to reach.
Distribute straight to social—Explore Medium, Facebook Instant Articles, weekly Facebook Live chats, Instagram AMAs, and Twitter Chats as tactics to create and publish content straight to social.
Focus on credibility—Consumers are researching products on social channels. Make sure you have third party content (such as customer stories, video reviews of products by influencers) showing up in social searches.
Rethink your metrics—Page views and web traffic are the default metrics of success. But as more and more brands publish straight to social, you’ll need to rethink what metrics to track in order to motivate your team.
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Social commerce shows new promise.
Trend #2:
Social commerce has been hyped before. But recent developments offer new ways to drive revenue from social.
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106%
Growth in social commerce.
YoY
42%
YoY growth in users who have made a purchase from WeChat. Source: KPCB’s Mary Meeker Internet Trends 2016
Of North American marketers list social commerce as a key strategic priority. Source: Altimeter’s 2016 Social Business Report
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Of European marketers list social commerce as a key strategic priority. Source: Altimeter’s 2016 Social Business Report.
New Tactics to Try
“Pinterest is a discovery platform in the same category as Google. For brands, it’s about repurposing content from their site and publishing their entire product catalogue as you might a sitemap for Google to aid discovery.” Michael Yamartino, Head of Commerce at Pinterest as quoted in Altimeter’s 2016 Social Business Report
How to Get Started The basics
Advanced tips
Experiment—Social commerce has a lot of opportunity but isn’t right for every brand. Experiment and test with a product launch or special promotion.
Pick a challenge. Solve it together—Social commerce sits between ecommerce and social teams. Pick a common goal (such as ‘drive larger order size’) and run a pilot program together. Compare results of pilot versus siloed approaches to ecommerce.
Persuade with video—Video can help to showcase products in more detail. Alleviate any buyer concerns, educate them about features, and persuade prospects with specifics, facts, and customer testimonials.
Make buying fun—North American and European consumers aren’t as comfortable with social commerce. Use novelty to your advantage with flash sales, fun product combinations, and rewards for buying directly from social.
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How Hootsuite Can Help Manage WeChat with Hootsuite Schedule messages, monitor conversations, and respond to your WeChat followers right from Hootsuite. Note: you’ll need a Hootsuite Enterprise account for this app.
ow.ly/te0W306QsnL
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Dark social rising.
Trend #3:
Dark social is challenging traditional ways of measuring social ROI. But there are ways to combat it.
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82% of content shared on mobile is done through dark social. Source: RadiumOne / based on aggregate actions taken from 940 million unique users
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92%
Of millennials will only share information on Snapchat with close friends. Source: Total Youth Mobile Report.
Growth of dark social.
84%
Of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via dark social channels such as email and instant messaging. Source: RadiumOne.
70%
Of all global sharing estimated to be dark social. Source: RadiumOne.
How Brands Are Solving Dark Social
Adidas explores micro communities on WhatsApp.
Time Inc. finds a simple way to track social email shares.
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Burger King embraces dark social activity.
How to Track Dark Social The basics Tag social traffic—Use UTM codes and standardize these across your teams. Unite social data—Integrate social activity with other systems of record such as Salesforce and Marketo. Work with SEO teams to understand attribution paths. Stay simple—“Copy Link to Clipboard” on your website mitigates loss to dark social channels. Track with UTM with the parameter “social email.”
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Advanced tips Study customers—Run an experiment to see how dark social impacts sharing. Study how customers are using it. For example, create a micro-community for brand advocates. Embrace the dark side—Explore dark social-only distribution such as early access to content via WeChat or Snapchat. Or launch a special sale that people only hear about via dark social, helping you track the impact. Personas—Build personas more likely to be impacted by dark social. Example: CMOs are more likely to receive your industry report via a private email share from one of their employees.
Solutions to Help Measure end-to-end social ROI Hootsuite and LiftMetrix have teamed up, helping you measure organic and paid social ROI. ow.ly/P6Qq306Qstq Track leads from social Hootsuite’s Marketo integration helps you connect social activity to revenue. ow.ly/Z9ll306QsbW Join the conversation using #HootEssentials
Video ignites social advertising.
Trend #4:
Last year, social video stole the show. In 2017, social video advertising will be a key strategic focus.
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65% of marketers prioritize social video platforms such as Facebook, Snapchat, and Twitter over traditional web video (Vevo, YouTube). Source: “The Future of Digital Video,� Advertiser Perceptions on behalf of Trusted Media Brands, Inc.
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Marketers focus on social video ads.
70%
Of marketers plan to use social video advertising in the next 12 months.
65%
Of marketers will focus on Facebook video advertising in 2017 followed by YouTube at 39%, Instagram at 21.7%.
Source: Animoto
Source: Animoto
41%
Of marketers say that optimizing paid social ads is a key priority for them. Source: Altimeter
Live Video Ads 89% of marketers are considering using live-stream video advertising in the next year. Source: “The Future of Digital Video,� Trusted Media Brands, Inc.
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Twitter’s Conversational Ads
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Instagram Expands Video Options
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How to Get Started The basics Short and visual—Keep it short (under 30 seconds) and remember audiences will likely watch with their audio turned off. Focus on simple messages that can be understood without audio. Doesn’t need to be an expensive video to work. Get inspired—MailChimp, Dunkin Donuts, and Staples are really good at catchy social videos with little or no audio.
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Advanced tips Test short clips—Producing a lot of short clips helps you quickly test what works and see why different creative product results. This can influence future video creative and give you ideas for bigger budget videos.
Focus on customer stories—Go beyond brand awareness and help prospects evaluate your product. Example: Artifact Uprising showcases how customers use their photobooks to share memories.
Solutions to Help in 2017 Manage paid and organic from one place Manage, measure, and improve your campaigns. Hootsuite integrates with AdEspresso, Kenshoo, Adaptly, and more. ow.ly/8d7v306QsIu
Social ads toolkit Download our social ads toolkit created in partnership with AdEspresso. Includes 137 Instagram ad examples. ow.ly/dB7j306Qs6P
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Organizations turn to connected workforces.
Trend #5:
Social began as a department-specific strategy. But leaders are expanding social to tap into the power of connected workforces.
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3 Workplace Trends Are Converging
Employee Advocacy Tapping into peer influence and fueling content distribution one-to-one at scale.
Social selling
Training at scale
Amplifying what sales people already do offline in social, helping them uncover opportunities like never before.
Building a baseline of digital skills in large organizations, avoiding mistakes, ensuring brand consistency.
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These Trends Reflect the Changing Customer Journey
21%
67%
90%
72.6 %
Of consumers report “liking” employee posts—far higher than the average brand post or social ad.
Of consumers we surveyed trust recommendations from families and friends.
Of brands surveyed by Altimeter have plans to pursue employee advocacy strategies in 2017.
Of salespeople who incorporated social media into their process outperformed their colleagues.
Source: Altimeter “Social Media Employee Advocacy 2016”
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Solutions to Help Hootsuite Amplify Boost your brand’s organic reach and unite thousands of employees on social. ow.ly/N24j306Qsmc Hootsuite Academy Level up your digital skills with training and social media certifications. ow.ly/ldtg306Qs96 Join the conversation using #HootEssentials
Questions?
Erin Jacobson
Cameron Uganec
Vice President, Digital, Western Canada Edelman
Senior Director, Growth Marketing & Education, Hootsuite
@AirynJ
@CameronU
Join the conversation using #HootEssentials
Solutions to Help in 2017 Hootsuite’s WeChat Integration ow.ly/te0W306QsnL
Hootsuite Amplify ow.ly/N24j306Qsmc
Hootsuite Academy ow.ly/ldtg306Qs96
Hootsuite’s Social Ads ow.ly/8d7v306QsIu
The Social Ads Toolkit ow.ly/dB7j306Qs6P
Hootsuite’s Marketo Integration ow.ly/Z9ll306QsbW
Hootsuite’s LiftMetrix Integration ow.ly/P6Qq306Qstq
Thank You! North America: @HootBusiness Asia Pacific: @HootsuiteAPAC United Kingdom: @Hootsuite_UK
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