The Next Big Things in social media for 2015

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  • THE NEXT BIG THINGS - 2015

  • Just as the fashion houses showcase their wares for the anticipated season, we too look forward to the coming year with predictions on what will be hot in 2015

    In fact its not rocket science, social has fast overtaken traditional media in reach, opportunity, creativity and spend. Consumers know this too, with 76% using social

    for their holiday gift shopping over the past few weeks alone (Crowdtap, 2014)

    Here we look at the five key trends in social for brands to look to in 2015

  • S-COMMERCE social-led sales to consumers

  • SOCIAL COMMERCE SALES ARE EXPECTED TO BRING IN $30 BILLION [IN] 2015, WITH HALF OF ALL WEB SALES TO OCCUR

    THROUGH SOCIAL MEDIA.- Mashable, 2014

  • INSIGHTS 74% of consumers rely on social networks to guide purchase decisions, with 55% sharing their purchases across social - social commerce will streamline this

    behaviour Social commerce will envelop the shoppers experience; bringing brand inspiration and product discovery to target consumers whilst providing brands with

    valuable data 2015 will see social media as a leading sales channel and brands need to stay in front of their consumers, engaging on their level

    STREAMLINED CONTENTInsights

    INSIGHTSsocial commerce

    BRAND LEARNINGS With more time-pressed consumers going online via mobile devices, brands have increased opportunity to market to users and create a shortened sales cycle -

    think one tap purchase and impulse shopping Brands need to develop streamlined processes, with an easy purchase path that allow consumers to stay on one site or channel With rapid platform developments in social commerce, brands need to use analytics to discover where their target demographic lies and use this an opportunity

    to sell in a bespoke way to the consumer

  • DEVELOPMENT: FACEBOOK BUY BUTTON Facebook has announced a Buy button to help businesses drive sales through consumers News

    Feeds and on brand Facebook Pages

    With this feature, consumers on desktop or mobile can click the 'buy' call-to-action button on adverts and Page posts to purchase a product directly from a business, without leaving Facebook

    All a consumer needs to is enter payment details once, enabling them to use this for transactions again and again, this type of password-less authentication will drive forward mobile transactions

    Following six months testing across the US, Facebook is due to roll this button our across the platform for brands to take advantage of

    STREAMLINED CONTENTInsights

    INSIGHTSsocial commerce

    BRAND LEARNINGS Optimise branded content for purchase - to date there has been a focus on the retail site UX which

    needs to translate to social channels to ensure seamless purchase

    The Buy button will facilitate the ability for customers to purchase an item the moment they see it within the social network, improving conversions rapidly

  • DEVELOPMENT: TWITTER BUY NOW BUTTON Twitter is to roll out its Buy Now button in 2015, a feature that allows users to make purchases

    directly on Twitter.com and through its mobile app, completing transactions in just a few taps

    Brands will gain a new way to turn the relationship they have with their Twitter followers into sales Twitter Buy Now will allow brands the opportunity to target sales to key demographics whilst

    achieving easy, measurable ROI via Twitters analytics

    STREAMLINED CONTENTInsights

    INSIGHTSsocial commerce

    BRAND CASE STUDY: BURBERRY Burberry has always led the way in live-streaming shows, with customers ordering garments straight

    from the catwalk

    To coincide with the Prosum SS15 show at LFW, Burberry trialled the Buy Now button This allowed customers in the US to instantly buy a selection of the nail colours worn by the models

    directly from a Tweet

  • WHATS NEXT ?

    ROI from social media? We will have a precise measure in 2015 as s-commerce becomes a normalised purchasing process

    The continued rise in mobile usage offers the opportunity to capitalise on a more streamlined content to purchase journey for consumers

    Online channels will support innovation in the sector, providing an exciting platform to not only sell to consumers, but to enhance the overall

    customer experience

  • THE AGE OF ACCESSIBLE DATA knowing more than ever before about consumers

  • WE TALK A LOT ABOUT BIG DATA, BUT WHAT THIS IS, IS BIG INSIGHTS WITH REAL

    CONSUMER BENEFIT- Keith Weed, Unilevers chief marketing and communications officer

  • THE TWEET SHOPDaisy Marc JacobsINSIGHTS accessible data

    INSIGHTS 36% of global consumers are willing to share their data with retailers double the number since 2013, with 52% of consumers believing they will be more

    satisfied if brands use this personal data to show them relevant advertising (Marketing Magazine, 2014) Openness with personal data will grow throughout 2015, granting more opportunities for brands to engage with and understand their customers better This gives brands the opportunity to tailor services and products to individual customers enhancing brand loyalty As valuable data sources grow, brands need to turn this into into actionable insights for the business overall

    BRAND LEARNINGS With improved analytics brands can discover their target demographics before starting a paid campaign, meaning enhanced ROI Re-targeting of that data, cross-platform will ensure maximum site traffic and increased conversion rates from potential consumers The increase of information on individual consumers will allow customised online experiences, such as sites based on consumers previous orders or

    personalised e-mails specific to customers interests

  • BRAND CASE STUDY: UNILVER With over 11 billion annual searches for hair Unilever partnered with Google to use data to predict a trend before it actually happens Working with influential bloggers they created a YouTube channel All Things Hair to answer these predictions The channel became the number 1 haircare channel with over 17 million views The discussions feature on the channel, allows Unilever to constantly gather data from existing and potential consumers, informing future product development

    BRAND LEARNING As platform analytics advance utilise real-time data and customer feedback for true insights and targeting Use results for business development, receiving demand for product, even prior to launch

    THE TWEET SHOPDaisy Marc Jacobs

    CASE STUDY accessible data

  • BRAND CASE STUDY: KATE SPADE Kate Spade transformed the hauling surrounding the construction site of a new store into an interactive shopping experience Passers-by were invited to take a personality questionnaire and receive a personal style statement to be shared via email and social media Based on the customers answers, they would also be shown a personalised selection of products that could be tapped to purchase with free next-day delivery

    BRAND LEARNING Enhancing the consumer experience with lasting value for the brand can include data collection and sales Innovation in the retail space links the online and offline shopping experience Tracking consumer interactions provides valuable insights into shoppers preferences - even before a product has launched

    THE TWEET SHOPDaisy Marc Jacobs

    CASE STUDY accessible data

  • WHATS NEXT ?

    With increasingly advanced analytics and targeting brands can now offer a far more personalised message to consumers, enhancing brand loyalty

    Understanding more about consumers preferences informs future business insights and product development

    Data can be used creatively to showcase bespoke product options to consumers and encouraging purchase

  • THE SOCIAL WALLET frictionless transactions peer to peer

  • THERE ARE CURRENTLY 79 MILLION MASTERCARD HOLDERS IN THE U.S AND NEARLY 200 MILLION MONTHLY ACTIVE FACEBOOK

    USERS IN THE COUNTRY

    FACEBOOK HAS THE POTENTIAL TO CREATE A PAYMENT NETWORK THAT RIVALS THE MAJOR CREDIT CARDS, VIRTUALLY

    OVERNIGHT- Statista, 2014

  • INSIGHTS 45% of Millennials in the US and UK would like to use their mobiles to split bills with friends (JWT, October 2014) 18-36 years olds engage in social media daily spending an average of 3.8 hours a day on different networks (Crowdtap, 2014) 15.1M consumers use social media channels before making purchases where 71% are more likely to make a purchase based on social media referrals

    (Entrepreneur, 2014) 2015 will see social networks enter the race of mobile payment systems; products, sales and money-transfers are all just one click-away on the network they're

    already talking to peers on - making the perfect seamless experience

    STREAMLINED CONTENTInsights

    INSIGHTSsocial wallet

    BRAND LEARNINGS Payment features on social networks will provide brands with rich data on key consumers buying habits collected from these transactions Social networks will become a familiar place for consumer transactions with their payment details stored - brands need to act on this behaviour to drive sales

    through social commerce

  • DEVELOPMENT: SNAPCHAT SNAPCASH Set for release in 2015, Snapcash is a partnership between popular peer-to-peer social network

    Snapchat and digital business tool Square

    At present the utility of transferring money on Snapchat is limited to peer-to-peer exchange Snapcash represents a further shift towards social media platforms making it easier to transfer

    money in-app

    STREAMLINED CONTENTInsights

    INSIGHTS

    BRAND LEARNINGS Snapcash further demonstrates a move toward measured ROI for a brand The launch of Snapcash will be of interest to brands looking to sell to younger demographic using

    image-led content to lead FMCG sales

    social wallet

  • DEVELOPMENT: WECHAT SOCIAL WALLET China-based brands recognise the value of user-generated content and are embracing social

    influence on their e-commerce platforms

    Mobile app Weixin (WeChat) is a messaging platform, mobile e-commerce site, mobile wallet and geo-location sensitive marketing platform

    In early February 2014 during Chinese New Year celebrations, 5 million people opened a bank account on Weixin and exchanged $45 million

    With approximately 396 million active users per month, WeChat is seen as a gateway to interacting with Chinese consumers on mobile

    STREAMLINED CONTENTInsights

    INSIGHTS

    BRAND CASE STUDY: YOOX US luxury and sport brands Yoox joined with WeChat to enhance consumers shopping experience Additional to social commerce, consumers can chat in real time with customer care or get style

    advice from a Yoox representative

    Yoox provides exclusive styles available only on WeChat for an element of exclusivity on the platform

    social wallet

  • WHATS NEXT ?

    There is a global battle for for users amongst instant messaging apps including; Facebook, WhatsApp, iMessage, WeChat, Line, Snapchat, Kik

    and many more

    Once Facebook Messenger payments rolls out, this may win the race and see a rise in consumer Facebook activity for 2015

    There is future scope to open up these payment service to merchants, allowing them to accept debit card payments from customers via

    Messenger. This would have some huge advantages cutting all charge interchange fees and gaining valuable data on consumer purchasing

    trends

  • THE ENGAGEMENT PLATFORM Instagram leads the way for consumer interaction

  • SOCIAL MEDIA USERS ARE 58 TIMES MORE LIKELY TO INTERACT WITH BRANDS ON INSTAGRAM THAN THEY DO ON FACEBOOK, AND 120 TIMES MORE THAN ON TWITTER

    - Forbes, December 2014

  • INSIGHTS With 70% of Instagrams audiences under the age of 35 this is a key platform for brands targeting Millennials Fashion brand Topshop has an audience of over 3.5m compared to the most prestigious global fashion publication British Vogue with only 537K+ followers With Instagram receiving a 4.2% engagement rates compared to Twitter and Facebook that don't even hit a full percentage point (Forrester, Dec 2014) brands

    are using this opportunity to sell to a highly active demographic

    STREAMLINED CONTENTInsights

    INSIGHTSthe engagement platform

    BRAND LEARNINGS Brands have a huge opportunity to excel and talk directly to their target audience with compelling content, focussed on storytelling The numbers dont lie, although Instagram may not be the largest social network, its engagement levels blow the competition our of the water, so work with this

    to develop strong, branded content that ties in to your overall marketing strategies UGC is still king of the content, so ensure you are rewarding your consumers for sharing their positive experiences with you on Instagram

  • CASE STUDY

    BRAND CASE STUDY: MARC JACOBS BEAUTY Marc Jacobs Beauty was the first brand or retailer to develop its own in-house application for Instagram purchases Users sign up with their email address and Instagram handle using an online form Every week, they will receive an email with purchase details for any @marcbeauty Instagram images they liked that had the hashtag #shopmjb with direct links to purchase

    BRAND LEARNING A full-brand experience that is customised and seamless, for an easy, accessible path to purchase Learn from your consumers and fans - here MJ not only has a powerful sales tool, but also a powerful data capture platform to learn about its customers

    the engagement platform

  • CASE STUDY

    BRAND CASE STUDY: SAKS & ASOS User-generated content is 20 per cent more influential than any other type of media when it comes to purchasing, and 50 % more trusted (Ipsos, 2014) Retail and fashion brands are using social channels and their engaged online communities to reap the rewards of UGC as a conversion tool ASOS has made their user-generated social content shoppable; linking customers own content with their e-commerce to drive sales with #ASEENONME The #SaksStyle hub creates a 360 experience that turns Saks fans style images into shoppable content online via saks.com

    BRAND LEARNING Big data means that retail is now everywhere, instant and increasingly personal Brands must respond to customers wanting to move freely between social platforms and media devices for a seamless shopping experience

    the engagement platform

  • INSTAGRAM ADS Earlier this year Instagram announced ads and have now launched their 15

    second video advertising

    Michael Kors was the first luxury brand to test Instagrams ad platform and gained nearly 34,000 new followers in the 18 hours following with 370% more

    engagements

    BRAND LEARNING UGC takes the lead - it is key brands keep storytelling, not selling in sponsored

    content Brands that are able to maintain continuity across organic and sponsored

    content will be the most successful

  • CASE STUDY

    CASE STUDY: MERCEDES BENZ Mercedes took to Instagram with the aim of reaching Millennials with their luxury cars The company recruited Instagram influencers and loaned each of them a GLA for a cross-country excursion, inviting them to document their travels on Instagram These images were used as Instagram ads targeting both men and women of the target younger demographic

    BRAND LEARNING Take the Wheel achieved its goal of reaching...