2015 Top 6 Social Media Marketing Trends [High Quality Version]
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Please note that this presentation is a HIGH QUALITY PDF. SlideShare player might show slides in a sloppy format. Please DOWNLOAD the deck (or watch it in full-screen mode) to get the best experience. External links are included in several slides too. ------ 2015 top 6 social media marketing trends: 1- DEMONSTRATING THE VALUE OF SOCIAL PROGRAMS IS THE NUMBER ONE CHALLENGE 2- SOCIAL MEDIA IS LARGELY NOT YET INTEGRATED INTO THE OVERALL BUSINESS 3- COMPANIES DON’T HAVE THE RIGHT SET OF TOOLS TO MANAGE AND MEASURE SOCIAL MEDIA ACTIVITIES 4- 2D VIDEO, STEP ASIDE! 3D IS ON THE WAY 5- SOCIAL LISTENING IS MORPHING INTO VISUAL LISTENING 6- THE SOCIAL MEDIA – CONTENT MARKETER HYBRID
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2015 Top 6 Social Media Marketing Trends [High Quality Version]
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- Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics” such as likes and followers and difficult-to-measure objectives such as brand awareness.
- Social media goals are not wholly aligned with overall business goals. Furthermore, while marketers largely feel they effectively leverage social media data and analytics to optimize their marketing strategies, they don’t feel social media data impacts their company’s overall business strategy.
- The focus of social media efforts is overwhelmingly on top-of-the-funnel activities. Overall,brand awareness is by far the most common goal; 71% of respondents identified it as one of the top three goals of their social programs. It’s followed by driving website traffic and audience reach / share of voice – also top-of-the-funnel measures.
- Marketers do generally feel they effectively use social media data to inform their social media marketing strategy and to optimize their social campaigns. However, agreement declines significantly when we asked whether social media data and analytics impact the company’soverall business strategy. Marketers feel they are able to effectively leverage social data within their campaigns, but businesses aren’t leveraging this data beyond the silo of social media marketing. While broad potential uses of social data have been much discussed in the industry (informing product development decisions, discovering new customer markets, testing messaging strategies, surfacing issues such as outages or product failures, etc.), these approaches are still not widespread.
- Marketers are using multiple sources of data and multiple technology products to manage and measure social media activities. Though they largely trust the data they get, they still aren’t able to interpret the data to show value, and many aren’t satisfied with their set of tools.
- Respondents largely trust the data they get from these multiple sources of analytics. The vast majority of respondents feel they understand their social media audience. Additionally, 26% agree and an additional 49% somewhat agree that “I trust the accuracy of my company’s social media data and reporting.” However, agreement declines when respondents were asked about their ability to optimize social media content and their level of satisfaction with the tools used for social analytics. Potentially, marketers trust the accuracy of the data, but feel analytics tools could do a better job of helping them interpret the data and use it to optimize their campaigns and strategies.
- Often times, during events and conferences you’ll be listening to the same old themes: “Be engaging!” “Pay attention to your audience!” “What’s going on with the millennials!?”. However, for 2015, let’s put much bigger emphasis on, “What’s next?”.
- A couple months ago, Jameson made headlines by going beyond the traditional confines of normal Facebook and Instagram ad spots.
- Ditto is a tool that can scan images for brands’ logos. For example, if I were to Tweet “I LOVE ICE CREAM” and include a photo of my favorite kind of Ben and Jerry’s Ice Cream (Phish Food – duh), but not tag or mention Ben and Jerry’s, Ditto could still find the image if the logo was present. Ben and Jerry’s has 237,000 followers, and 123,725 people sharing B&J’s in photos, but only 26,625 mention “Ben” or “Jerry” in their text. That is a huge disparity and this type of visual analysis will become infinitely useful to marketers over the coming years.
- For social media marketers like myself, this can be quite a scary concept. Our role is changing, but that couldn’t be more exciting, IMO. Doug Busk, the Global Director of Digital Communications and Social Media for the Coca-Cola Company, said it best, “Social networks are amplification networks. Amplification networks for the content we’re creating.” However, this “content” that no one can seem to say enough about is never one-size-fits-all. Each piece of content should be pivoted to be mindful of each channel’s strengths. Twitter is a news source, Facebook is a storytelling venue, LinkedIn is professional, Instagram is for high-quality visuals, etc… Making sure your content fits into each of those networks is of the utmost importance for a social media marketer. This emphasis is creating a niche for a new breed of role, a social-content hybrid marketer.