EXAM

social media engagement Daniel Grabow Jensen - 279403 - 279403@via.dk

Social media engagement measures such as public shares, likes, comments reposts and buyings for an online business. Engagement has historically been a common metric for evaluating social media performance but doesn't necessarily translate to sales.

Social media engagement

Measuring public shares, likes, and comments, buyings.

measuring

practice

targeting

7,6 billion people on the planet.

Over 60 billion messages send daily on Messenger & Whatsapp 2,7 billion people uses SoMe platforms on a basis

Generation Z and above are primary users of SoMe platforms.

expected to increase to 3,2 billion by 2021.

95 million pictures/videos posted on Instagram daily

55 - 64 engage more with brands compared to 28 and younger.

2018 as crisis year of trust on social media

(1): (2): (3): (4):

https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ https://www.kristeligt-dagblad.dk/liv-sjael/syv-generationer-og-deres-kendetraek https://www.brandwatch.com/blog/amazing-social-media-statistics-and-facts/ https://issuu.com/yolofreelance/docs/socialmediatrends2019-report-en

5 Social media trends in 2019 15 x

70%

Growing faster than feed sharing

In China are buying from SoMe platforms

64% Implemented Instagram stories

Rebuilding trust

74% Watched video and bought

Storyfying social

Closing the ads gap

Cracking the commercde code

Messaging eats the world

78%

46%

Has invested in social ads.

Has implemented messaging apps

60%

Top messaging apps has more than 5 billion users.

Does not troust SoMe networks

71%

1/4

Facebook page use paid media

High quality journalism

(1): https://hootsuite.com/resources/social-media-trends-report-2019

The change of Facebook Facebook: Used to be a platform where companies engaged with the consumers. Now it is the preffered platform to look up for news.

43%

21%

12%

8%

6%

5%

5%

2%

1%

(1): https://www.forbes.com/sites/nicolemartin1/2018/11/30/how-s cial-mediahas-changed-how-we-consume-news/#1a0ec38b3c3c

Companies with high social media engagement

3.4 million Instagram followers. (around 9000 likes per. post and 700 comments).

Stories divided ʻBack in stockʼ, ʻtutorialsʼ, ʻnew inʼ, ʻstudentsʼ, ʻ#babesʼ, ʻlove islandʼ etc.

Swimwear line for the reality programme ʻLove Islandʼ - Sales inceased with 40%. Product placement in the programme.

(1): https://econsultancy.com/30-brands-with-excellent-social-media-strategies/

Celebrity with high social media engagement Kim Kardashian West 137 million Instagram followers. (Millions of likes and 20 thousand + comments on nearly each post.

Nude scandal - Genious marketing strategy. Increased SoMe engagement on platforms immediatly - launched her new snapchat account - caused a lot of attention and viewers.

Often very nude in terms of campaigns for her own company KKW Beauty.

(1): https://econsultancy.com/30-brands-with-excellent-social-media-strategies/

Company with low social media engagement Weekday 412 thousand followers on Instagram (3000 - 7000 likes on each post and maximum 50 comments per post).

Very raw, authentic and trendy brand.

Higher social media engagement, when the campaign is reliable, relateable and authentic.

Influencer marketing - The reason for lack of trust?

Celebrities More reliable Paid partnership / collaboration

Ambassadorships Microinfluencers

KPIĘźs - Performance, audience, impressions, likes and comments

(1): https://www.forbes.com/sites/forbestechcouncil/2019/04/03/five-influencer-marketing-trends-for-2019/#545c33c012a1

I would recommend

News criterias - how to use?

Actuality

Essentiality

Identification

Sensation

Conflict

The 3 AĘźs

Attention

Ask

and you shall receive

Audit

Storytelling

Authentic

Human

Relateable

ItĘźs a dialogue, not a monologue.