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September 2013 Group of Chinstrap penguins (Pygoscelis Antarctica) congregated on an iceberg, South Orkney Islands.

Contents •


Channels and Statistics

Current Trends

Who’s using Social Media – Demographics and personas

Social Media in the news

Best Practice Case Studies

Monitoring and Measuring the Impact of Social Media

Resources and References

Introduction Today, consumers are constantly communicating, sharing and moving throughout online social channels. As I’m sure you are aware, the power of social media to connect with audiences is enormous and brands can effectively take advantage of this. The landscape of social media is continuously changing and developing, with new social platforms emerging, as well as established platforms adding new features to their networks. While this provides exciting and new opportunities for brands, the volatility and pace of change within this environment also means that there are no real set rules for brands to utilise social media. Examples of best practices today may not be as relevant or effective tomorrow. That being said, this little book provides a recent, up-to-date overview of social media, its stats, users, trends, news and best practices, that I hope may be relevant to some of you in the near future.

Channels and statistics (2012/13)

Summary •

Established, Emerging and Relaunched social channels.

Facebook is still the leading channel, having reached 1 billion active monthly users this year.

Twitter is fastest growing social media channel.

Google+ is now 2nd most popular social media channel, with over 350 million active users.

What social channels are out there?

The big ones Social media sites monthly active users % of total global Internet users

(as of 2013)

50 40 30 20

10 0 Facebook





Facebook reached 1 billion active monthly users in Q2 2013, a 21% increase over the past year

Google+ active users up 33% from 269 million users at the end of June 2012

Twitter is the fastest growing of these social media sites

fast stats by channel Facebook - Facebook monthly active users grew to 1.15 billion in Q2 of 2013 - Users share 2.5 billion pieces of content a day - 70% of B2C companies have acquired a customer through Facebook - 98 of the top 100 brands are on Facebook Twitter - Over 200 million monthly active users - Users send 400 million tweets a day - Fastest growing social media site - 69% of online B2C marketers use Twitter, compared to 80% for B2B - 97 of the top 100 brands are on Twitter Google+ - Over 350 million active users - Second largest social media network - 74 of the top 100 brands are on Google+ - 68 of the top 100 brands are on Google+ YouTube - YouTube is the number 2 search engine on the Internet - 500 years of YouTube videos are watched on Facebook every day - 700 YouTube video links are shared on Twitter every minute - Zappos reported that YouTube drove 250,000 visits to its website in 2012

fast stats by channel Pinterest: - Over 25 million users - 70% of brand engagement is generated by users, not brands - Top brands in the fashion/retail space average 46 repins on every pin (brands establishing an engaged following) - Pinterest’s share of referrals is highest in home and furnishings, 60% of all social traffic Instagram: - 130 million monthly active users - 40 million photos/videos shared daily - 8,500 likes per second - 26 of the top 100 brands have more than 10,000 followers Snapchat: - More than 5 million daily active users - More than 200 million daily messages are being sent

Tumblr: - 102 million Tumblr blogs - 44.6 billion Tumblr posts to date - In March 2013 Tumblr had 6.6 billion pageviews - 45% of users are under 35

Facebook fast stats •

23% of users check Facebook 5 or more times a day (Huffington)

Monthly active users hit 1.15 billion in Q2 2013.

751 million mobile users every month

98 of the top 100 brands are on Facebook

Facebook in the UK •

48% male users vs. 52% female

Largest age group is 25-34 followed by 18-24.

Amazon UK is the number one brand page, with Skittles at number two

33 million Facebook accounts for the UK, up 3 million from last year

Gatwick airport is the most ‘Checked In’ place and Rihanna is the most liked celebrity.

Social Media statistics taken from the Huffington Post, from the webpage

twitter fast stats

288 million monthly active users

44% growth from June 2012 to March 2013

400 million tweets a day

Fastest growing demographic is 55 to 64 year olds

97 of the top 100 brands are on Twitter

Nando’s is the most followed brand in the UK

Google+ fast stats •

625,000 people are joining Google+ every day, but many experts say people are ignoring it (Huffington) •

Google themselves admit that of the 500 million+ accounts – only 135 million are actively posting on Google+.

New and Emerging Social Channels

In summary Vine – The 6 second video app launched at the start of this year

Path – The facebook that restricts users to 150 friends.

pheed – The social network that encourages users to create, share and inspire.

mixbit – The new app launched by the co-founders of YouTube.

40 million registered users •

Twitter owned video sharing app, launched 24th January 2013.

Users create 6 second video and share. Can also be shared through Twitter and Facebook.

Brand use e.g. Natwest (with M&C Saatchi) responded to customers using Vine. It created a series of ready-toroll Vine video posts with answers to a list of frequently asked questions. They also made a number of fun videos, e.g. a series with ideas on how to make uni life easier.

ebay are another good example of a company effectively using Vine.

Other brands using Vine include GAP, Urban Outfitters, Dove, ASOS, Rolling Stone, McDonalds.

Also good example of how social platforms are now being merged and integrated to provide more extensive social connections.

Reached 10,000,000 users in April 2013.

Launched by Dave Morin, a former employee of Apple and Facebook, in 2010.

Has undergone a significant relaunch

Restricts users to 150 family and friends. Users can upload photos, tag other users and locations.

Claims to be the “network you’ll use to speak to the people you actually like.”

Praised for its “beautiful” user interface.

PHEED • • •

• • •

The app has “a few million users” (O.D.Kobo, Co-Founder).

Launched on October 2012. A free social platform that enables users to create, inspire and share content (texts, photos, videos, audio tracks, voice-notes and live broadcasts). Has a monetisation feature, users may choose to place a monthly subscription cost on their channel or a pay-perview option. Users select their own pricing and can earn directly. Users have ownership of the content uploaded. Started as a web app but now restricts new user signups to its mobile app. The social app has attracted many creative individuals who have opted to monetise their content. Furthermore, it has attracted a number of celebrities, as well as brands including MTV, E! and NASA. Hugely popular amongst younger generation, around 84% of its users are between 15-24.

“the next social craze” (Mashable)


Created by the co-founders of YouTube and launched 8 August 2013.

The free app and website allows users to record, edit and publish videos from your mobile device. It also allows users to use each other’s content and remix videos.

Videos can last up to an hour, differentiating itself from apps such as Snapchat and Vine, which include quick videos.

Available on iOS, with Android due out by the end of September.

Current Trends

In summary •

Mobile usage is driving growth for both established social platforms and emerging platforms.

Facebook Fatigue myth revealed

The re-emergence of Google +

Can Tumblr be used for marketing?

mobile •

Mobile usage is a key driver of growth for Facebook, Twitter, Google+, Pinterest and LinkedIn.

However, it has also been a key influence in the growing popularity of new social apps, such as Snapchat and Vine.

For the first time in January 2013, over half of all internet-using consumers accessed the internet from a smartphone. (Mintel)

Facebook mobile monthly users hit 819 million as of June 2013 (51% increase over the same time last year).

60% of Twitter’s 200 million active users log in via a mobile device at least once a month.

Watching videos on Facebook has recently seen an increase of 47% on both PC and mobile and 93% on tablets. (Q1 2013 vs. Q2 2012)

Facebook fatigue •

In recent months there has been growing concern from investors that the younger demographic is losing interest in Facebook.

Facebook usage in the UK has dropped 9% over the past year. (YouGov, 2013)

Potential reasons: • The rapid shift away from desktop computers to mobile devices is providing a trend of flicking between several specialised apps, rather than using a single site for a range of functions. This has led to high competition from new and emerging social platforms such as Snapchat and Vine. •

Furthermore, increasing popularity of already established sites Twitter and Google+.

The arrival of older users/relatives of younger generations on Facebook is also suggested to be a key reason for the younger generation losing interest in the platform.

The amount of time users are spending online is continuously increasing and Facebook lacks content in comparison to sites such as Twitter, Google+ and Tumblr.

Facebook’s recent push to increase revenue through advertising has caused some users to argue it is more cluttered and less attractive.

However, Facebook reports that monthly active users grew to 1.15 billion in Q2 of 2013.

Google + •

• •

• •

Launched in the summer of 2011. Tens of millions of people signed up for an account, however within months the new social site was being criticised for not being social enough. However, as of May 2013, Google+ has 359 million active users, up 33% from 269 million users at the end of June 2012. One of the reasons for its success is Google’s effort to build a connecting layer across all of its services, such as search, YouTube and maps. It involves communities and hangouts – a group video service. Google+ seems to be a place to meet new people who share a common interest (whereas Facebook is used to connect with friends). Topshop is a good example of a brand effectively using Google+, specifically its ‘Hangout’ feature during London Fashion Week. Ahead of its unique show at London’s Tate Modern, Topshop produced a trailer, behind-the-scenes videos, Hangouts between fashion bloggers, Topshop fans and celebrities. The show was then streamed live on its website, Google+ and Twitter, blogs, news websites, as well as on a giant screen in the window of Topshop’s Oxford Street Store.

Tumblr •

A blog publishing platform.

Popular amongst teens. A survey identified it to be more popular amongst 13-25’s than Facebook.

Coca-Cola is one of the brands that excels on Tumblr. Its blog is called “Where happiness lives online”. It posts both branded and non-branded content.

Sprite was recorded to achieve the greatest exposure on Tumblr in July. This was largely due to a single post that received the majority of its 85,000 reblogs. The post was an animated GIF of a game of spin the bottle.

MTV was runner up with 62,421 reblogs and 790.014 notes on posts during July.

Despite this, brands still do not have a strong presence on Tumblr, with only 31 of the top 100 brands using the social media platform (compared to 98 on Facebook).

Whose using social media? Demographics and personas‌


Age of social media users is increasing

AIMIA identifies 6 typical social media personas

Age of users

77% of Facebook users are aged 18-44

60% of Twitter users are aged 25-54

42% of Pinterest users are aged 25-34

79% of LinkedIn users are over the age of 35

Trends in Age of users

Key points: • Twitter saw almost an 80% increase in users aged 55-64 • Facebook saw a 46% increase in users aged 45-54 • Pinterest also saw a huge increase in users aged between 45-54 of just under 80% • Decrease in users aged 16-24 on Pinterest (GlobalWebIndex, 2013)

Characteristics of social media users •

Over half of consumers would stop using social networks if they started charging money.

Facebook users are proportionally the least likely to share content they find interesting online. Twitter and Google+ are better suited for brands looking to spread campaigns/messages.

Women are more likely to ‘like’ Facebook pages than men.

Women are 5 times as likely as men to use Pinterest

Users aged 16-24 are the most likely to be receptive to brand presences on their social networks.

Users are spending more time on social media sites, which has led to a clear push from sites such as Facebook and Twitter to improve the quality of the content they provide.

AIMIA identified that consumers typically fall into 6 segments of behaviour of social media. These social media personas are based on ‘participation’.

Members who rarely log on.

Share and communicate within their small network of close friends and family. (Usually active on one network)

Typically passive users of a single social network.

Most common persona. Active on multiple networks, follow brands, share news, communicate with friends.

Click here for more demographic information on each of the personas

Members of several social networks, but post infrequently.

Most active users of social media. Use networks as means of self-expression, share and engage in creative ways.

Social Media in the News

In summary •

Facebook introduces hashtag

The return of Bebo

MySpace’s relaunch in trouble over cyberbullying

Facebook introduces # •

In an attempt to make content more accessible and easy to find for users, Facebook have introduced the hashtag on its network.

It has the same uses as on Twitter.

You can follow the hashtag to take you to further news and discover who’s talking about it.

However, unlike Twitter, Facebook topics are limited by privacy settings. Users will only be able to see public posts made visible to them by friends.

bebo •

Having sold it for $850 million, Michael Birch, the founder of Bebo, has bought back the social network for $1 million.

Birch immediately shut down the site and plans to relaunch it.

In 2008, Bebo had 40 million users and saw over 1 billion page views a week. More recently, before it was shut down, the website had around 3 million monthly users and around 100,000 hits a day.

Birch and his company plan to have the new Bebo up within the next six months.

With the apparent decline in active younger users on Facebook, the new Bebo has potential to gain a large teen following upon its return.

Birch explains his plan in a quirky video uploaded to Bebo’s landing page and YouTube. He plans to “wipe the slate clean” and create something new. It will be treated like a startup.

My space •

MySpace was once a leader in social media and online music streaming. It was based on building online communities for artists and evolved into an online hub for musicians and fans.

Bought by Rupert Murdoch in 2005 for $580 million.

It was then sold in 2011 as it couldn’t keep up with competition as social sites such as Facebook and Twitter swooped in, as well as music streaming sites like Spotify overtook it in the eyes of online music fans.

In January 2013 MySpace relaunched its brand, which included a $20 million ad and PR campaign.

It has also launched its first mobile app on iOS.

Also users can login through Facebook and Twitter.

Trying to find its niche, Myspace has positioned itself as a platform for musicians and artists to display their work. It offers a ‘MyRadio’ free music streaming service and 53 million tracks.

Ask fm •

Social networking site where anonymous users can ask eachother users questions.

Founded in Latvia, June 2010.

Over 70 million users worlwide.

Has been the subject of several media articles regarding cyberbullying that has been linked to suicides, most recently Hannah Smith, a 14-year old girl from Leicestershire, who committed suicide on 6 August 2013.

Page views have declined by around 40% in the last month and advertisers such as Vodafone and Laura Ashley have pulled out.

Best Practice Case Studies

Nike #makeitcount •

The campaign featured 11 athletes from around the world who made personal pledges for 2012. It then encouraged everyone else to join in on Twitter, by announcing their own goals. • Also featured a YouTube video, film director Casey Neistat and editor Max Joseph were tasked with creating a commercial for the Nike FuelBand. • However, they took the money they received from Nike and used it to set off on a journey around the world, an action that they viewed as making it count. It took 10 days to use up Nike’s money, they had traveled 34,000 miles, 16 cities in 13 countries. Results: • The video received over 9.5 million views on YouTube. • More than 16,000 tweets associated with the word Nike and the word Olympic, compared to 9,295 for Adidas. Nike gained 166,718 new facebook fans, whereas Adidas gained just 80,761. • While Adidas were the official sponsor of the London 2012 Olympics, Nike’s #MakeItCount campaign produced a more influential social reach than Adidas’ sponsorship.

In a nutshell: 11 athletes made personal pledges for 2012 and encouraged fans to take to Twitter to announce their own. YouTube video also illustrated how to Make It Count.

News-hacking/relevant to cultural events

P&g ‘thank you, mom’

Launched 17th April 2012 to celebrate 100 days until the London 2012 Olympics.

The campaign kicked off on P&G’s digital and social platforms.

It featured several heart-warming online ads, which then inspired viewers to engage with the ‘Mum Thanker’ on Facebook where they can create their own personalised message (video, image or text).

Also included an app that guided users through the process of the thanking mums on Facebook.

The amount of relevant and engaging content was a key factor of P&G’s winning category throughout 2012.

‘Best Job’ and ‘Raising an Olympian’ are responsible for 23.5 million online views.

In a nutshell: Encouraged fans to take to social media to thank their Mums. Tied in nicely with the ‘Best Job’ and ‘Raising an Olympian’ adverts, based around the Olympics.

Emotional/inspiring user generated stories


Arguably one of the most effective impromptu social media posts to date. During the Super Bowl XLVII (2013), there was a blackout that lasted for 34 minutes. The Oreo social media team saw this as an opportunity and quickly tweeted: “Power Out? No problem”, with an image of an Oreo biscuit and a message. “You can still dunk in the dark.”

The post received nearly 15,000 retweets and more than 20,000 Facebook likes.

Arguably as effective, if not more, than a Super Bowl TV ad that costs millions.

In a nutshell: In response to the blackout at the Superbowl, Oreo tweeted the ‘You can still dunk in the dark’ image above.

Quick response/fun/relevant

SEPHORA Facebook: 3.5 million fans Twitter: 522,000 followers Pinterest: 30,000 followers 15 Days of Beauty Thrills sweepstakes: Sephora offered its social media customers “thrills” created by the brands it offers. These included a Fiat, furnished with a Gucci interior. Also offered daily “mini-thrills”, small gifts included with an online purchase. Results: Grew fan base by 6 times the usual growth rate, lift in sales, increase in traffic to website.

In a nutshell: Also offer Fan Fridays on Facebook, a weekly special or giveaway. Not typically that promotional, “it’s more about cool offers, new things going on and first looks.” Sephora uses social media as a forum for discussions, to discover products, inspiration and beauty tips. It is also a customer service channel and a platform to share what’s going on at the company.

Sephora’s social media strategy has effectively included ‘15 Days of Beauty Thrills’, offering customers the chance to win gifts (‘thrills’). Also introduced ‘Fan Fridays’, a weekly giveaway.



Instagram based campaign, each week Ford announced a new hashtag associated with one of the Fiesta’s high-tech features, such as #entry, #music, #hidden. Users could then submit photos, tagged with #Fiestagram and that week’s hashtag.

Ford gave weekly prizes and the final prize was a Ford Fiesta.

More than 16,000 photos were submitted.

In a nutshell: Instagram based campaign that encourages fans to submit photos relevant to a particular theme and the #Fiestagram. The best photos were used in real-life galleries and digital billboards.



The campaign will feature a digital hub on Tumblr that includes blogs, images and an online film asking people to post their own images online with the hashtag #mininotnormal.

Specific to the UK, includes seven large digital screens on London’s Cromwell Road that will display a personalised message to Mini drivers as they pass. This will be done by using spotters, identifying characteristics of the drivers, such as gender, the model and colour of the vehicle. “Social media is full of amazing Mini creations; we’re simply surfacing them to show how MINI owners feel about their cars. It’s less of an ad campaign and more of a ‘thank you’ to all the creative people who love Mini”. (Direct Marketing Manager at Mini, 2013)

In a nutshell: Global brand campaign, which will feature images of Mini-inspired creations by fans posted on social media.



In the build up to her album release Talk That Talk, Rihanna was on tour and therefore could not do the usual promotions such as talk shows.

In a nutshell: Universal took to social media to promote Rihanna’s upcoming album. The Facebook app revealed content to users in stages, rewarding fans for engaging. Results: • More than 928,000 “stories” generated by Fans • 118,000 tweets a day during the launch month • 420 million total Facebook wall impressions

Rewarding/relevant to cultural events


Since the early days of MSN messenger, MySpace and Bebo, ‘FML’ has been a wellknow expression of self-pity (F*ck my life).

Jell-O has attempted to redefine the acronym as part of a mission to “fun things up”. FML no longer stands as a negative form of selfexpression, but “fun my life”.

Jell-O has been monitoring the #FML and rewarding some people with fee Jell-O.

In a nutshell: Jell-O set out to redefine the #FML hashtag from its original meaning to becoming ‘Fun’ My Life’ in a mission to fun things up – the influx of #FML tweets will reflect its success.

Creative/relevant to culture


Online video featuring a forensic sketch artist who is asked to draw a series of women based on descriptions provided by both the individuals themselves and someone who had just met them.

The video was created to prove that women are more beautiful than they think.

In a nutshell: Dove’s ambition to change perception of beauty in a campaign to prove that women are their own worst critic – the ad is part of a touching campaign redefining the meaning of real beauty. “You are more beautiful than you think”.

The video has received more than 54 million views and the most-watched online video ad ever. Video available here;



The advert sparked over 500 complaints and numerous negative comments to their social media profiles. This led Unilver to donate £18,000 to the RSPCA.

However, ASA gave Marmite the all clear, suggesting that most viewers would recognise it as a spoof.

In a nutshell: Marmite have mimicked RSPCA adverts a little bit in their discovery of neglect, in this case of Marmite jars in people’s homes. The ad however has sparked more controversy than customer engagement, with the ad receiving 250 complaints in the first 24 hrs of airing .

The #MarmiteNeglect hashtag encourages people to send in a picture of Marmite without a lid on it, or pushed to the back of a cupboard.

Controversial/Media attention/User-engaging


In a nutshell: The #OldSpice hashtag started trending worldwide after they recalled Isaiah Mustafa to record 183 short comic videos about Old Spice that could be used as real time responses to viewers’ comments on Twitter. Popular tweeples were responded to and this hit viral popularity which saw a total of 11 million views on YouTube.

Bringing old campaign to social media


Coco-Cola replaced its usual branding with a number of the world’s most popular name, each carrying the hashtag #shareacoke.

There are also bottles encouraging friends to share a coke with “Friends” and “Family”.

Alongside this campaign, Coca-Cola encouraged consumers to share photos with their personalised bottles on social media platforms.

In a nutshell:

Coca-Cola brought personalisation to their products. This campaign also effectively inspired user-generated content.

DUREX- SOS CONDOMS In a nutshell: *A Hashtag that backfired!!*

Ironically, Durex isn’t playing it safe in its online strategy.

It launched a campaign called “SOS Condoms”. Couples who do not plan ahead could be helped by downloading an iPhone app that allows them to order condoms and request an “emergency delivery”.

Do drive this campaign on social media, Durex asked Facebook fans to vote on the city they would like the emergency service to be available. Pranksters dominated this campaign and took the chance to vote Batman, a city in Turkey that is conservative and predominantly Muslim.

To prove that not all trends can work well, a good example came with Durex. Durex asked its Facebook fans to visit a microsite and vote on where they would next like emergency services available. Sure enough a remote location was voted on and Durex had to pull the campaign

Monitoring and Measuring Impact of Social Media

ALTIMETER have identified six ways that companies/agencies can measure revenue impact of social media

Tools for measuring impact

Resources and References

Further reading Our top websites for keeping up-to-date on Social Media • Mashable: • Social Media Today: • Guardian, Social Media: • Social Bakers Blog: • Social Media Examiner:

REFERENCES Channels & Statistics: • Social media stats: • Facebook stats: • Twitter stats: • Google+ stats: • Pinterest stats: New & Emerging Social Channels: • Natwest on Vine: • Vine marketing examples:

REFERENCES Current Trends: • Age of users: • Facebook Fatigue: • Mobile statistics: • Tumblr survey: • wide/1009884 Demographics & Personas: • Characteristics of social media users: • Social media personas: • Social Brands 100: Social Media News: • Facebook Hashtag: • Bebo bought back: • MySpace relaunch: • • Social Network report:

REFERENCES Social Media News: • Facebook Hashtag: • Bebo bought back: • • Social Network report:

REFERENCES Best Practice: • Nike, Make It Count: • P&G, Thank You Mom: • Oreo Superbowl Tweet: • Sephora, Social Media: • Ford #Fiestagram: • Mini, Not Normal: • Rihanna, UNLOCKED: • Jell-O, Fun My Life: • Dove, Real Beauty: • Marmite Neglect: • Old Spice, video replies: • Durex, SOS Condom:

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