Trends for 20165 waves of innovation in social media

Drew Benvie, Battenhall

@drewb

@battenhall @drewb @battenhall @drewb

@drewb @battenhall

INTRODUCTIONS

Origins of social media for business communications

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ABOUT BATTENHALL

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SOCIAL MEDIA LANDSCAPE TODAY

Battenhall.net/monthly - May 2016

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POWER SHIFTS IN SOCIAL

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THE LOST AUDIENCE

•  WhatsApp and FB Messenger are top dogs

•  Messaging apps account for 30% of web usage

•  Snapchat accounts for 75% of UK messaging data

•  10 billion Snapchats are viewed every day

•  More WhatsApps are sent than SMS + Tweets

•  WhatsApp is 3x larger than Twitter or Instagram

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WHY DON’T PEOPLE REPLY TO MY TWEETS?

…or see my posts on Facebook?

5 trends for the year ahead

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1. Vlogging

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The new influencers

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Working with the influencers •  To begin with, focus on what you can and

should be saying on social media as a guide

•  Consider the role of social media influencers in audience & stakeholder engagement

•  Three tiers of influencer – look for agents when working with the top tier. Stay AUTHENTIC

•  Maintain good relations with influencers in your space in order to protect your reputation

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Example: English Heritage

Reddit April 2016

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English Heritage x Minecraft

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2. Generation K •  The screenagers: YouTube,

Snapchat, Facebook and Instagram are the key social networks for under-24s.

•  Snapchat has become THE news channel for teens, who still use Facebook but not in the same way – it has become a messaging system.

•  Campaigns must be visual and short to engage this market.

•  Be faithful to your brand, don’t patronise.

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Snapchat has the 18-29 community as its biggest market. @domw: “It is the most used app in every classroom I have been in.” Along with Twitter and Instagram, it is one of the most prominent news channels for teens. How to get involved:

•  Target Snapchat Discover media •  Work with the influencers •  Build compelling audience engagement

The Snapchatters

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The Snapchatters

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Youth social and future trends “teen social media use dictates future trends across all demographics”

Piper Jaffray, state of the internet 2014

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3. Badvertising •  Social ads are cheaper than ever.

•  Buying your way into a new audience on social media is causing brand damage and a new kind of headache

•  In the new social world, ads are evolving faster than brands can evolve. Know your demographic

•  Work with community managers to deliver content that is tailored to that audience

•  Don’t take short cuts and reuse creative from an offline campaign

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4. Antisocial •  WhatsApp and WeChat are bigger than

Twitter, Instagram and LinkedIn

•  WeChat’s dominance in China over Sina Weibo

•  More pics & video is sent over SnapChat daily than Facebook, Instagram and Flickr put together

•  Firechat is a top 10 messaging app in The Phillipines, Mexico, Norway, Australia and more

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No automation, no shortcuts, but with quality content, the audience engagement is high as are click through levels. •  Invest in a phone and data plan (Android is best)!•  Cross-promote on other channels to build your audience!•  Use http://web.whatsapp.com!•  Ask for feedback and change up the content!•  Don’t build bots!

WhatsApp

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Privacy is a big driver in messaging app uptake This same trend is cannibalising social media use Firechat is a top 10 messaging app for this reason

Firechat

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New in April 2016, launched by former Twitter product boss, it’s like Twitter / forums without the trolls. Anyone can watch, only invited people can contribute.

Talkshow

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Engage organically

Buy your way in Harness influencers

How to get your audience

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5. The social CEO (and all of us)

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Twitter and the FTSE 100

We started tracking the FTSE 100 in April 2013

3 3 years of data and our third annual report – battenhall.net/ftse100

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Getting fit for the year ahead What you will need:

1.  More kit: smartphones, data plans and editing

2.  More time than you think: time set out daily to create content

3.  Bespoke measurement dashboards

4.  Innovate 1:9:90

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Innovating with 1:9:90 •  Spend 90% of your time in social media on

your ‘big bets’ ie internal social networks, Facebook and Twitter

•  Spend 9% of your time on innovations

•  1% of time should focus on ‘moon shots’ – the work that pushes boundaries and turns heads

•  The impact of Generation K: the Screenagers

Thank you

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