Evolution of Social Media Marketing - Tom Edwards

// evolution of social media marketing

// tom edwardssvp strategy & innovation, digital

// why is social media importantSocial is global with 25% of population using social media!Over half the US Population utilizes social media for over 90 minutes daily!Prevelance in mobile means “anytime” connections with consumers!Messaging is in-feed, highly visual, and allows for “two way dialog”, providing a unique palette in digital media!Proven to deliver gains in unaided awareness, purchase intent, and sales lift

*Sources: eMarketer (Multiple Reports)

// social media timeline19

Blogging Begins

Google Search Launch

Friends Reunited

Friendster Launch

// social media platform timeline

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Youku Launch

// linkedin

linkedin launched in 2003, now one of the highest valued social stocks

313 million users 200 countries

62% outside of the USrecent emphasis on content

39 million college students !!

// myspace

myspace launched in 2003 & relaunched in 2013

36 million usersgaining traction with 18-29 set

music, editorial & curated contentlight, contextual ad experience

// youku

youku launched in 2003 by 2010 it became the #1 video site in China

500 million usersdaily video views over 400 million

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

MySpace Passes Friendster

Youku Launch

facebook launched in 2004 on college campuses

*Sources: facebook partner marketing team

#1 mobile audience & time spent 1.28 billion users (182 mamu in US)

users check fb 14x a day88% in-stream engagement

70% mobile !!

// facebook

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Qzone Launch

Youku Launch

// youtubebiggest online video destination in the world

1 b active monthly users (130 m in US)#2 search engine

100 hours of video uploaded every min 40% mobile

*Sources: google partner marketing team

youtube launched in 2005

tencent launched qzone in 2005 and still leads today

// qzone829 million active users

521 million MAU via mobilecreators of wechat

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Qzone Launch

Youku Launch

VKontakte Launch

// twitterreal-time conversation

271 m active monthly users (50 m in US)Average users has 208 followers

500 m tweets per day75% mobile

*Sources: twitter partner marketing team

twitter launched in 2006 with a 140 character limit and hashtags

vkontakte is the largest social networking service in Europe

239 million users8th most popular global social network

vk = fb, spotify & youtube in onetrends younger vs. facebook

key difference is discussion boards vs. fb !!

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Facebook opens platform for devs

Tumblr LaunchQzone Launch

Youku Launch

// tumblr

open web + community = animated gifs

150 million users globally42% 18-34

ideal for organic content distributionextends the shelf-life of content

combines open web + community !!

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Facebook passes MySpace

Tumblr LaunchQzone Launch

Youku Launch

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Twitter redefines news coverage

Tumblr Launch Sina Weibo LaunchQzone Launch

Youku Launch

// sina weibo

2009 also saw the launch of sina weibo

500 million users69 million daily users70% of traffic mobile

44% of users buy relevant products via adshybrid of Twitter & Facebook

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Google Launches Buzz

Instagram Launches

Youku Launch

// instagramkey engagement platform

200 m active monthly users (62 m in US)83% of posts include a #20 billion photos shared

100% mobile !!

instagram is currently the king of engagement

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Instagram Launches

Pinterest Launch

Snapchat Launch

Google+ LaunchTumblr Launch Sina Weibo LaunchQzone Launch

WeChat LaunchYouku Launch

// google+fuel for the google ecosystem

300m monthly active users3% of global social shares

40% mobile !!*Sources: google+ partner marketing team

google+ is key to go beyond the stream

// pinterest

discovery platform that drives referrals

70 million active users80% female

80% of pins are repinsreferrals are 10% more likely to convert

// snapchat

ephemral messaging platform

100 million active users400 million snaps a day

avg. user visits app 14x a day55% north america

// wechat

wechat messaging platform

600 million users180 million users outside of China

integrates with QQ5th most used smartphone app ww

primed for global adoption

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Instagram Launches Facebook buys Instagram

Facebook reaches 1 billion users

Pinterest Launch

Snapchat Launch

Google+ Launch

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Sina Weibo LaunchQzone Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

// vinesharing & creating

271 m active monthly users (55 m in US)12 million vines uploaded to twitter daily

1 billion vine loop views per day95% mobile

*Sources: twitter partner marketing team

the 6 second loop is now a social staple

// social media platform timeline19

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Facebook buys Oculus

Ello Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

// ello

trendy new ad-free platform claiming to be the anti-facebook platform is getting 45k requests per hour

// social media trend timeline19

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

in 2005 social was confined to the desktop & not as accessible

// pre-smart phone

// social media trend timeline

by 2007 viral videos were the rage and the iPhone is introduced

// charlie still biting

// twitter breaks news

january 2009 was a milestone event for Twitter

// old spice gets real

by 2010 brands began focusing on digitally centric content

// rebecca black = 70m views

2011 began a shift in celebrity driven by influencers

// psy = 2 billion views

2012 virality is global & memes rule

// mobile everywhere

by 2013 mobile is ubiquitous

access + human behavior = #selfies

// #selfie

2014 is less tom cruise more nerdfighter with john & hank green???

// entertainment shift

altruism + social = movement

// ALS ice bucket challenge

// social marketing evolution19

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

branded communities social channels content

Pinterest Launch

Snapchat Launch

Google+ Launch

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

branded communities

Pinterest Launch

Snapchat Launch

Google+ Launch

// branded communities2005-2008 saw heavy investments in branded communities

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

branded communities social channels

Pinterest Launch

Snapchat Launch

Google+ Launch

// social channels2007 kicked off the shift to consumer social channels for brands

// fans

// social channels2009 saw the introduction of the Like button

// likes

// social channels2009-2012 was all about apps

// destination

// channels to content2013 shifted to visual storytelling

// timeline

// reach through engagement

// social media timelinevirality threshold

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

// reach & frequency

// social media timelineseismic shift away from social engagement

// contentthumbstopping content is now the standard

// atomized content

// contentcontent campaigns created for the sole purpose of digital sharing

// digitally centric content

// contentconsumers can carry the brand

// user generated

// contentmax factor x leverages sina weibo

// user generated

// contentbranded content + ugc = context & personal relevance

// ugc + branded content

// contentinfluencer + user generated = creating a movement

// advocacy

// contentuser generated content can drive transaction

// advocacy + commerce

// contentemployees are a powerful asset in the new world of social

// employee advocacy

// contentwechat influencers + content = aspiration drives action

// influencer

// contentorganic trends + relevant brand persona = #realtimeFTW

// real time marketing

// contenttumblr engagement = donations globally

// altruistic + global

// contentheineken unveiled a free global discovery tool

// location + social = global

// contentadidas leverages global instagram content to create custom products

// personalization + product

// contentoreo leverages wechat content to create personalized emojis

// personalization + physical

// contentoreo + emoji + wechat = results

// oreo + wechat

// contentcontent focused on universal human truths resonate around the world

// content that resonates globally

// contentcontent designed for publisher networks

// native content

// contentsometimes its about using existing assets in a new way

// platform innovation

// sharabilityemotional

socialfunctional

// contentwhy is content shared?

Blogging Begins

Friends Reunited

Friendster Launch

MySpace Launch

Linkedin Launch

Facebook Launch

Flickr Launch

YouTube Launch

Twitter Launch

Tumblr Launch

Yahoo buys Tumblr

Vine Launch

Buzzfeed Launch

Facebook turns 10

Ello Launch

Qzone LaunchSina Weibo Launch

Pinterest Launch

Snapchat Launch

Google+ Launch

// future of social marketingevery 48 hours more data is created than beginning of time to 2003

// cutting through

// future of social marketingconsumers control connections & create pockets of topical influence

// topical relevance

// #databaseofyouit’s about content, channels & data

// consumer in the center

// 2020 consumerresonance is still tied to universal human truths

// near future?

// role of contentrelevant storytelling will still have a role

// storytelling

// discovery vs retrievalour behavior tied to search is shifting

// visual search

// integrated mobilitythe swiss army knife of digital

// mobile as a mindset

// converged mediathe line between traditional & social has blurred

// seamless integration

// physical = digitalphysical and digital are converging

// immersive

// everywhere commerceseamless approach to the customer experience across channels

// not constrained by location

// future of social marketingcrm is a part of the puzzle but not the solution

// mapping big data

// future of social marketingit’s more about CMR than CRM

// customer managed relationships

// affinity data___________ graphs

// signals

// connected lifeconnected + data = predictive

// connected = predictive

// personalization 2.0adding context to personal data

// consumer in the center

// valuealigning where the consumer is in their journey vs. push is the key

// creating value

// thank youquestions? e-mail me - tedwards@blackfin360.com!follow me on twitter @blackfin360

Evolution of Social Media Marketing - Tom Edwards

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