LUON WassUp Recap March 2013 - 2. the social landscape

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1. The Rise of Visual Social Media

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1. The Rise of Visual Social Media

As content length is decreasing, a picture turns out to be worth a thousand words

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A world of images

1. The Rise of Visual Social Media

(Sources: Harvard Business School, 2012; ROI Research, 2012)

70% of all Facebook activities revolves around photos

44% of fans are more likely to engage with brands if

they post pictures than any other media

of all of all photos taken by humankind were taken

in the past 12 months. 10%

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Instagram tops Twitter engagement

1. The Rise of Visual Social Media

(Source: Comscore, 2012)

Last August, Instagram users on average spent

257 minutes via mobile,

which is 1½ times more than

an average user on Twitter.

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Extending reach: Instagram launches web profiles

November 5, 2012

Being all-mobile up till now, Instagram now launched ‘profile pages for the web’ for all its users.

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From Pinterest to purchase

1. The Rise of Visual Social Media

More than 1 in 5 Pinterest users has pinned an item that they later purchased (Source: Emily Carr University & Vision Critical, 2012)

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From Pinterest to purchase

1. The Rise of Visual Social Media

69% of Pinterest users have found an item they’ve purchased or wanted to purchase as compared to only 40% of Facebook users. (source: BizRate Insights, 2012)

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Pinterest adds website verification

October 25, 2012

Pinterest verification makes it easier for brands to highlight their website on their profile. At this moment, only major top-level domains are supported (.com, .biz, .info).

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… and business pages

November 14, 2012

Pinterest business accounts give access to a number of widgets to integrate into your website. Go to http://business.pinterest.com/ to upgrade your account.

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What’s your image strategy?

1. The Rise of Visual Social Media

With the explosive growth and importance of visual information, brands need to think about their image strategy

How can images increase engagement among my existing audience? Think large, high-quality images, infographs, user generated content, …

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How can I convert that engagement into sharing? Think social sharing buttons, feeding images to Instagram, Pinterest, adding Pinterest/Instragram tabs to Facebook Pages, …

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Example: Dunkin’ Donuts Instagram contest

October 2012

Dunkin’ Donuts ran an activation campaign encouraging users to decorate the cup with a costume and share a picture on Instagram using the hashtag #DresseDD to win a gift card

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Example: Peugeot Jigsaw puzzle on Pinterest

April 2012

Peugeot Panama created a clever Pinterest campaign asking for users to find the missing jigsaw images on the Peugeot website and pin them to Pinterest.

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2. Facebook after the IPO

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Facebook by the numbers

2. Facebook after the IPO

1.01 billion monthly users (26% )

604 million mobile users (61% )

584 million daily users (28% )

$21,25 per share (44% )

(sources: Facebook press release, September 2012 / Facebook advertising, November 2012 / B.V.L.G.)

4.8 million users who live in BE (11% )

44% of belgian population

1 million mobile users

50%

50%

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Remember Facebook EdgeRank?

2. Facebook after the IPO

Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news feeds based upon user affinity, post type and time decay.

Content posted on a Facebook brand page

16% of fans. on average reaches only “

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Remember Facebook EdgeRank?

2. Facebook after the IPO

Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news feeds based upon user affinity, post type and time decay.

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Facebook updates EdgeRank

September 20,2012

‘organic reach’ The number of unique people, both fans and non-fans, that saw the post on your page or in their news feed or ticker.

On Sept. 20, Facebook did a major upgrade to EdgeRank resulting in a drastic decrease in organic and viral reach.

Shares, comments and likes will become even more important, and in that order!

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Facebook updates EdgeRank

September 20,2012

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When Facebook becomes paid media: promoted posts

May 30, 2012

Facebook page owners can now buy additional reach using ‘promoted posts’. Facebook is rumored to aim at a 80/20 ratio for organic vs promoted content in users’ news feeds.

Promoted posts are shown in the user’s news feed, marked as ‘sponsored’

Any post that is less than three days old can be promoted

Only Pages with over 400 likes can use promoted posts

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Hushing the masses: Facebook Pages feed & notifications?

November 2, 2012

Facebook recently started testing some features to enable users to still get all Page updates, despite the recent EdgeRank changes.

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Managing your Page: administrator roles

May 31, 2012

Facebook now allows for different administrator roles, giving granular access depending on the permissions needed.

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Managing your Page: mobile app

May 16, 2012

With the Facebook Pages iOS app, page administrators can manage their page from their iPhone or iPad.

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Managing your Page: scheduling posts

May 31, 2012

Previously, 3rd party tools like Hootsuite were needed to schedule posts. Now this can be done from within the Facebook interface. (source: Buddy Media, 2012)

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Managing your Page: audience targeting

July 24, 2012

Although a lot of post targeting options were added, it still remains impossible to create own fan segments like the Google+ circles.

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Better ad targeting through Custom Audiences

October 3, 2012

Custom Audiences are only accessible via the free Facebook Power Editor tool.

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Facebook Offers

September 20, 2012

According to Facebook, among the 100 most popular offers, 75% of the claims came not from the people who had been initially targeted, but from someone they shared it with.

click next for video

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Facebook launches Global Pages

October 17, 2012

The new Global Pages will allow brands to setup localised versions of their cover photos, profile photos, apps, milestones, 'about' info, and newsfeed stories.

One global brand identity

One URL

Global insights

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Facebook takes on Pinterest with Collections

October 8, 2012

Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect items and put them into a wishlist.

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Facebook takes on Pinterest with Collections

October 8, 2012

Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect items and put them into a wishlist.

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3. Twitter

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Twitter by the numbers

3. Twitter

517 million accounts (July 2012)

750 tweets per second

73,3% of Twitter users is aged 15-25

81% has less than 50 followers

(sources: Semiocast, 2012; Beevolve, 2012; BVLG 2012)

170.000+ belgian accounts

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Expanded Tweets: Twitter beyond 140 characters

June 13, 2012

Expanded tweets get increased visibility in Twitter streams. Go to https://dev.twitter.com/docs/cards for full implementation documentation

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Interactive images: even more beyond 140 characters

November 7, 2012

Twitter added the ability to include interactive images –powered by ThingLink- in tweets making every picture a potential platform on its own.

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Twitter updates profile pages...

September 18, 2012

With the new profile pages, Twitter keeps putting more emphasis on pictures. Twitter guidelines: https://business.twitter.com/pdfs/ProfilePage_onesheet.pdf

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… and publishes ‘white pages’

October 9, 2012

The Twitter directory is not intended for users. It’s for Google. After ending its real-time search agreement with Google, Twitter had to look for other ways to get indexed.

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Get a live Twitter stream on your website

September 5, 2012

Now any website can embed a fully functional Twitter timeline.

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Not in Belgium (yet?)

3. Twitter

Belgium currently has no access to promoted tweets, including interest targeting, geo-targeting and surveys.

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4. Google+

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Google+ by the numbers

4. Google+

400 million Google+ users

100 million monthly active users

between 46.243 and 363.567 belgians on Google+

EU ranking based upon number of user profiles

(sources: Google, 2012; GlobalWebIndex, 2012; FindPeople onPlus; PlusDemographics; Circlecount, 2012)

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Link your website with Google+

June 12, 2012

When you link your website to your Google+ page, your recent posts can appear next to the Google search results when people search for your brand.

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Vanity URLs for the lucky

August 23, 2012

Custom URLs are currently only available to selected (well-known) brands and individuals. A global roll-out is promised, but no exact date is specified yet.

Custom URLs are free for now, but we may start charging a fee for them. However, we will tell you before we start charging and give you the choice to stop participating first. - Google Policies & Principles page

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Google+ goes pro

August 29, 2012

Google launched a number of features for Google Apps business users that allow them to better work together via Google+ features.

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New mobile iOS & Android app brings support for Pages

October 10, 2012

Up until now, brand managers had to use the web or mobile browser version to manage all of their pages. As from now, they can use a native mobile iOS or Android app.

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How Google+ could beat Facebook

4. Google+

Google is the only company in the world that has both a very popular mobile OS and a popular-enough social network.

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5. LinkedIn

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LinkedIn by the numbers

5. LinkedIn

187 million members in 200 countries

110 million unique visitors per month

2 million Company Pages

46% of internet users are familiar

(sources: LinkedIn, 2012; Insites Consulting, 2012; BVLG, 2012)

1.306.053 profiles for Belgium (32% )

2.065 groups referring to BE (19% )

1.048 jobs in Belgium (67% )

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LinkedIn redesigns Company Pages

September 6, 2012

The new page is dominated by a single image, much like Facebook’s timeline cover image. And Twitter’s. And Google+’s. And Instagram’s.

Banner images

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LinkedIn redesigns Company Pages

September 6, 2012

Banner images

Products, places, careers and more

All of the information you have previously listed on your page are now far more visible, with sidebar links to your products and services, career information and more

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LinkedIn redesigns Company Pages

September 6, 2012

Banner images

News feed

Besides of increased brand visibility, LinkedIn updated the news feed to show updates based on how likely they are to be relevant to each user.

Products, places, careers and more

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LinkedIn redesigns Company Pages

September 6, 2012

Banner images

With targeted updates, page managers can engage on a more personal level with followers. In addition, useful post metrics are available about 24 hours after posting.

News feed

Products, places, careers and more

Targeted updates

click next for video

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6. Guess Who’s Back?

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The new MySpace

September 1, 2012

The new MySpace will be about ‘empowering people to express themselves however they want” and will launch alongside the ‘classic’ MySpace. Go to https://new.myspace.com/

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7. When Brand Meets Consumer

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50%of social

network users follow at least 1

brand online

On average, people follow 8-12 brands in a passive way

On average, people follow 3-6 brands in an active way

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62%62% of social networkers expects brands to offer product information

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8. Key Take-Aways

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Key Take-Aways

8. Key Take-Aways

Visual information is flourishing. We need to ask ourselves what are image strategy is going to be.

1 After the IPO, Facebook has shifted into gear to monetize its platform. This doesn’t however necessarily make it easier for marketers.

2 Facebook, Twitter, Google+ and LinkedIn have all extended their offerings for brands. Meanwhile, research shows that consumers do want to connect with brands on social media.

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Thank you for listening.

Now let’s talk.

Geert De Laet

Technology evangelist

gdelaet@luon.com

Twitter: @geertdelaet

http://www.luon.com