Social media 2015 Social media trends and how to make the most of them

Drew Benvie, Battenhall

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INTRODUCTIONS

Origins of social media for communications

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MEDIA LANDSCAPE TODAY

Source: Google / Ipsos Mori

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MEDIA LANDSCAPE TODAY

Source: Battenhall, October 2014

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MEDIA LANDSCAPE TODAY

Source: Ofcom, Aug 2014

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THE IMPACT ON UK PLC

What next for social media?

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TWITTER AND THE FTSE100

We started tracking the FTSE 100 in April 2013

18 months of data and our second annual report – battenhall.net/ftse100

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Overview of the FTSE 100 performance on Twitter

10%!

37%!37%!

10%!6%!

Awful!Verified!Average at best!Poor!Rubbish!

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KEY TRENDS •  Companies have improved their use of Twitter for corporate

communications, customer service, consumer activation and recruitment across the board

•  More verified Twitter accounts, higher following, and fewer inactive and unclaimed brands

•  However, 63% of companies are between awful and average

•  Top performers: Burberry, Coca Cola, ITV, Marks & Spencer and Sainsbury’s

•  Worst performers: GlencoreXstrata, Prudential, BHP Billiton and CRH

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TOP PERFORMERS

0!

1000000!

2000000!

3000000!

4000000!

Burberry! Coca Cola HBC!

ITV! M&S! Sainsbury's! Shell! Easyjet! Tesco! Rolls Royce! Next!

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SOCIAL MEDIA INFLUENCERS •  The role of social media in consumer

engagement

•  Influencers are those with as large and influential audience as the media or as you and your brand

•  The role of the brand in building reputations through influencer engagement

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THE NEW INFLUENCERS

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POWER SHIFTS IN SOCIAL

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GROWTH STORY OF THE DECADE

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MEDIA AND WORLD AFFAIRS

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INTERNET OF THINGS

What can we do about these trends?

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LIVE SOCIAL MEDIA INSIGHTS

!

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ANALYTICS AND SOCIAL MEDIA DATA

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EXPERIMENT WITH MESSAGING

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NEW TOOLS FOR NEW JOBS

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PREPARING FOR FUTURE SOCIAL •  Set aside 20% of time and resources

•  News feeds such as PSFK and Nieman Lab

•  Experiment in tools and software

•  Constant social audit: ASAP model

•  The impact of Generation Z: the Screenagers

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GENERATION Z: SCREENAGERS “teen social media use dictates future trends across all demographics”

Piper Jaffray, April 2014

Thank you

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