Social trends 2017 webinar

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

@CameronU Join the conversation using #HootEssentials

Today’s Agenda 1. The landscape in 2016 2. Trends Hootsuite sees for 2017 3. Audience Q&A

Join the conversation using #HootEssentials

Today’s Speakers

Erin Jacobson

Cameron Uganec

Vice President, Digital, Western Canada Edelman

Senior Director, Growth Marketing & Education, Hootsuite

@AirynJ

@CameronU

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

Social commerce shows new promise.

Trend #2:

Social commerce has been hyped before.

But recent developments offer new ways to drive revenue from social.

Join the conversation using #HootEssentials

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

35% Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

Dark social rising.

Trend #3:

Dark social is challenging traditional ways of measuring social ROI. But there are ways to combat it.

Join the conversation using #HootEssentials

82% of content shared on mobile is done through dark social.

Source: RadiumOne / based on aggregate actions taken from 940 million unique users

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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.”

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

Twitter’s Conversational Ads

Join the conversation using #HootEssentials

Instagram Expands Video Options

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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.

Join the conversation using #HootEssentials

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”

Join the conversation using #HootEssentials

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

Join the conversation using #HootEssentials