So what’s it take to do smart social? These days everyone’s a publisher creating daily random acts of content. The rate of change in the social media world hasn’t slowed at all. The bigger social gets, the bigger the conversations become, and the more there is to consider for all involved. Some of the big social media conversations in 2017 centred around trust, health, political influence, privacy, regulation, and advertising. It was a tough year for marketers to know where they stood in relation to the big platforms, what approach was best, what were the ‘right’ results, and what was required to grow their brands’ social presence

1. Social Media 2018
Zeina Khodr
Colloquial Australia/J.Walter Thompson “Those who tell the stories rule the world”.
- Hopi American Indian proverb

2. WHAT
WE’LL
COVER
S OCI AL / DI G I TAL LAN DS CAP E
W HAT T O E XP E CT I N 2 0 1 8
KE Y P LAT F OR MS
T R E N DS
M E G AT R E N DS
HOW T O S UCCE E D
01
02
03
04
05
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3. DO WHAT YOU CAN’T
https://www.youtube.com/watch?v=jG7dSXcfVqE

4. THE SPEED OF TODAY…
Time it took to reach 50 million users:
Radio
Television
Internet
Facebook
Instagram
Pokemon GO
Mary Meeker report 2018
Telephone 75 YEARS
38 YEARS
13 YEARS
4 YEARS
3.5 YEARS
6 MONTHS
30 HOURS
31.5 DAYS #MindBlown

5. Mary Meeker internet trends report summary
COMING
Released 30 May 2018

6. INTERNET TRENDS REPORT HIGHLIGHTS
Mobile usage
Internet user growth is slowing adults are
spending more time online thanks to mobile,
with 5.9 hours of mobile usage per day in
2017 versus 5.6 the previous year
Education
Employees seek retraining and education
from YouTube and online courses to keep
up with new job requirements – rise in Pro-
Sumer content (utility and edutainmemt)
Freelancing
Freelance work grew 23% in
2017 driven by Uber, Airbnb,
Etsy, Upwork, and Doordash.
Subscription services
Netflix is up 25%, The New York Times up
43%, and Spotify up 48%—A free tier
accelerates conversion rates.
Ecommerce
13% of retail is purchased online, meaning big
opportunities for new shopping apps
Daily usage
Revenue gains for services like Facebook are tightly
coupled with daily user growth, showing how
profitable it is to become a regular habit
China
China has a big opportunity as
users there are much more willing
to trade their personal data for
product benefits than U.S. users,
and China is claiming more spots
on the top 20 internet company list
while making big investments in AI
Voice Search
By 2020, voice- and image-based searches are
going to make up at least 50 percent of all
searches. Amazon echo has hit 30mill units
sold & voice is now at 98% accuracy

7. 27,000,000 pieces of content
shared daily

8. The Marketer’s Dilemma
THE AUDIENCE EXPERIENCE

9. CULTURE REDEFINED

10. SOCIAL/DIGITAL LANDSCAPE

11. ALERTS. NOTIFICATIONS.
MESSAGES.
WE LIVE IN AN AGE OF
DIGITAL DISTRACTION.
It’s shocking to consider that we
use a minimum of four internet-connected devices.
On those four devices, we receive, on average,
150 App notifications and 120 emails per day and
engage in 200 mobile interactions per day.

12. WRAP YOUR BRAIN AROUND THESE STATS:
People spend an
average of
on social media daily
of video is uploaded
to YouTube every
minute
Facebook
comments, photos
and statuses
photos uploaded to
Instagram
2 HOURS
15 MINUTES
300 HOURS 939,000
EVERY MINUTE
47,000
EVERY MINUTE
And, 71% OF CONSUMERS who have had a good social media
experience with a brand are LIKELY TO RECOMMEND it to others

13. DIGITAL LANDSCAPE: GLOBAL
4.021 Billion
53% penetration*
3.196 Billion
42% penetration*
2.958 Billion
39% penetration*
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE USERS
HIGHLIGHTS
• Global social usage increased 13% over past 12 months.
• 93% of social media users access from a mobile.
*Of world population.

14. DIGITAL LANDSCAPE: AUSTRALIA
21.47 Million
88% penetration*
17 Million
69% penetration*
19.16 Million
78% penetration*
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE USERS
HIGHLIGHTS
• Aussies spend 80% more time on the internet than watching TV.
• 2/3 Aussies use social media each month and spend over 100 minutes on social platforms daily
*Of total Australian population.

15. SOCIAL PLATFORMS: AUSTRALIA
OTHER STATS
• 60% of Australians are active social media users and 50% log in daily.
• Facebook now has 2.01 billion monthly active users, growing by 500 million in the last two years.
• Millennials account for 7/10 Snapchat users.
17M 15M 9M 5M 4.2M 4M 3.8M 3M 290K
Australian Monthly Active Users by Social Platform (January 2018)

16. GLOBAL PLATFORMS TO WATCH: ASIA
INSIGHTS
• WeChat, YouKu and Weibo are on the rise in Australia (~3.5 million monthly active users)
Massive opportunity for Australian Marketers to tap into Wechat
• Over one million Australian residents identify as being Chinese, and an estimated 185,000 students currently
studying at Australian universities are Chinese.
• Approximately 1.2 million Chinese tourists visit Australia every year
WEIBO WECHAT YOUKU LINE
• 411 Million monthly active
users, globally
• Approx. 30,000 monthly active
users, Australia-wide
• 1 Billion monthly active users,
globally
• Approx. 2.75 Million monthly
active users, Australia-wide
• 4.2 Million monthly active
users, globally
• Approx. 600,000 monthly
active users, Australia-wide
• 203 Million monthly active
users, globally
• Approx. 650,000 users in 2016,
Australia-wide

17. SOCIAL IN 2018: WHAT TO EXPECT02

18. 2017 INTO 2018

19. SOCIAL MEDIA & BIG BRANDS:
IN, OUT & NEVER IN DOUBT
IN
Ephemeral content
E-commerce integration
Channel consolidation
Personality in
content/tone/social interactions
Deeper influencer marketing
AI / AR / VR
Live video
Messaging
Experiential
Voice
OUT
‘Maintenance’ social approach
Quantity over quality content
Once size fits all
Random acts of content
Only posting organic content
Measuring success based on
social metrics alone
Being on every channel
NEVER IN DOUBT
Consideration before execution
Defining social’s role in marketing
mix
Invest in quality
Data to deliver and inform
Holistic measurement
Meaningful storytelling

20. 2018 CHALLENGES FOR SOCIAL MARKETERS

21. 2018 CHALLENGES FOR SOCIAL MARKETERS
MARKETERS SHOULD
• Consider current state of play and evaluate approach with agency partners
• Consider budgets, outsource or automate
• Invest in data and reporting, join the dots
• Know what you need to measure and then craft your content strategy
• Plan for live video, pick the right moments, invest in quality execution
• Combine PR, brand and agency teams to plan for activations ahead of time
• Challenge what you CAN’T DO

22. CONTENT APPROACHES
Marketers should:
• Ensure it’s 100% effective for their brand / campaign to be on social
• Be focused in all social media activity
• Review social / content approach in-line with platform changes and
available resource / budgets
• Be constantly willing to experiment and to do something out of the ordinary
Key considerations will be:
• Required investment for content and media
• Human vs automation vs outsourcing - implications on resource
• The changing platforms and options / placements for each,
focusing on the 20% of activity that will deliver 80% of the results
• The data sources that are available
• More meaningful storytelling leading to action
• Content that can created in triplicate (text, audio, video) and atomise for the right channels

23. 3. Key Platforms

24. Our aim is a consistant JWT brand across every presentation
We ask you to embrace the principal of less is more – by using
this simple template and expressing your ideas clearly and to
the point.
it’s a pay to play social
world
IT’S A PAY TO PLAY WORLD

25. FACEBOOK
In 2018, Facebook will:
• Prioritise the user and get better at connecting friends and family than
delivering mass news
• Go local - small business tools, community news, marketplace
• Ramp up ad prices
• Introduce new ad solutions and advanced e-commerce integration (11
objectives, 13 placements + multiple content formats eg slideshows,
single video, carousel, single images, polls)
• Keep growing as a mass media channel and one-stop-shop
(diversification)
• Launch Spaces, connect friends in VR
MARKETERS SHOULD
• Review their Facebook approach in-line with platform changes and available
resource / budgets
• Crack Messenger / WhatsApp, Facebook Live and Facebook Groups
• Invest more in content; higher quality, designed with audience in-mind to drive
peer-to-peer interaction
• Explore influencer marketing on Facebook
• Increase media budgets to compete

26. Facebook Groups For Brands - HBO
HBO created a Facebook Group attached to its Facebook
Page for superfans of Big Little Lies so they could talk
about and collectively obsess over the show. Engagement
within such groups is attributed to the brand Page.
Facebook Messenger - Aperol
Aperol created a Messenger bot that delivers product
inspiration, recipes, competitions and local specials
throughout Summer. Their Facebook advertising strategy
is designed to drive Messenger engagement.
FACEBOOK EXAMPLES

27. INSTAGRAM
In 2018, Instagram will:
• Build out Stories, offering new creative and media
opportunities for brands
• Continue to develop Live video
• Launch shoppable Instagram locally
• Continue to be the platform-of-choice for influencer
marketing
• Keep growing in scale solidifying itself as a mass media
channel
• Second most popular channel for teens (72%)
Marketers should:
• Review their Instagram approach in-line with platform
changes and available resource / budgets
• Explore influencer marketing with the aim of building
long-lasting relationships with brand ambassadors
• Increase media budgets to compete
• Aim to be the first to make use of new features

28. INSTAGRAM EXAMPLES
The 5TH
A company born on Instagram, The 5TH knows how to market
on the platform. Building anticipation around new product
launches is a particular strength, with stunning design work,
mood boards, visual inspiration and storytelling all driving
excitement and sales.
Instagram Stories - Bacardi USA
Bacardi created an interactive DJ simulator that
leveraged the click points within Stories to let users
create their own sets. The idea stemmed for Nielsen
data that showed Instagrammers spend 30% more time
listening to music weekly.

29. YOUTUBE
In 2018, Youtube will become:
• Become an even bigger influencer platform with stars more
sought-after and localised than before
• Will keep growing as a dominant search engine
• Be mobile, more so than ever before (accounts for 60% of
views already)
• Grow paid subscriptions and YouTube series via Red
• Number one channel for teens (85%
Marketers should:
• Build content that users are searching for on
YouTube – assists with SEO
• Optimise content specifically for YouTube
• Consider influencer marketing opportunities on the
platform
• Invest more in video and media to support it
Immense Scale
1.3 billion people use YouTube globally, 15 million in Australia
300 hours of video is uploaded to YouTube every minute
5 billion videos are watch everyday

30. Snap
Marketers to continue evaluating opportunities. Advertising is
becoming more affordable. Brilliant creative / interactive opportunities
available. Brands to lean on personalities / ambassadors for ‘natural’
content. Third most popular with teens (69%)
Twitter
Carefully consider application but phase out for most brands; too
often used as a reactive customer service channel with no strategy,
resource-heavy. Still a powerful professional networking tool though.
Pinterest
Still a very small local audience, use selectively. Really effective traffic
driver. Great product discovery tool particularly around key seasonal
occasions and important life events.
Owned Channels / Audiences (websites, apps, email)
Invest in owned channels, don’t solely rely on social platforms.
Connect the dots; build user journeys into the strategy, link social and
owned.
OVERVIEW OF THE OTHERS

31. 4. Trends For 2018

32. INVOLVEMENT IS THE NEW ENGAGEMENT
In 2018, influencers will:
• Form closer, stronger relationships with brands
• Be increasingly referred to by consumers as a trusted
source of information
• Work with brands to better measure success
• Continue to be cost-effective sources of content
• Get involved in affiliate influencer revenue models
Casey Neistat and Samsung
Long term, equity building relationship
forged between both parties. Casey
reportedly has Samsung’s CEO on the
proverbial speed-dial.
Adidas Tango Squad
Adidas used Facebook Messenger to
create an opt-in community of
influencers delivering exclusive,
premium content to the audience.

33. SHOPPABLE SOCIAL & ECOMMERCE
Snap Store
Ok, it’s only Snapchat merch but it’s
an example of shoppable social
nonetheless. The store is found in the
Discover tab and indicates the
platform’s intent on keeping up with
Facebook.
Shoppable Instagram
Various brands tested Instagram’s
shopping beta last year which
expanded the consideration
experience and presented product
info and price in-app.
In 2018, shoppable social will:
• Continue to develop and roll out globally
• Offer brands more opportunities to deliver ‘consideration’ and
‘purchase’ content
• Facilitate the full path to purchase without leaving the app
• Continue to be pioneered by the likes of WeChat
• Be strengthened as retailers link up social / digital experiences
with that of their physical retail spaces
• Be shaken up by Amazon as they build out Spark and offer new
advertising solutions

34. SOCIAL MEDIA PAYMENTS
WECHAT PAY
HIGHLIGHTS
• XXX
SNAP CASH TWITTER PAY WHAT’S APP FB MESSENGER
Set to launch
in Australia this year
Australian launch not yet
announced
Already launched in
Australia
Australian launch not yet
announced
Australia launch TBC

35. AUGMENTED REALITY
In 2018, brands will:
• Continue to trial how to activate their brands in this
space, moving towards branded content and utility
and away from more gimmicky activations
• Have access to the technology through Facebook /
Apple ARKit and potentially Google, and consumer
understanding will continue to grow
• Look to platforms such as Shazam and Snapchat for
campaign-based AR activations
Ikea Place App
• Ikea Place, allows customers to
place digital versions of Ikea
furniture in their homes to
understand how it fits.
TWE - Living Wine Labels
Treasury Wines launched a portfolio App
of AR experiences based on different
wine brands.

36. INVOLVEMENT IS THE NEW ENGAGEMENT
• In 2018, brands will:
• Diversify their video content strategy
• Fully embrace mobile content
• Need to create content in a greater range of formats
• Have to have cost-effective and agile content creation
processes in place
• Continue to build for the platform, but with increased
consideration of the delivery and consumption behaviour
• Bring personalities / influencers to the fore when creating
mobile, ephemeral content
Who’s Killing It?
• Publishers and entertainment companies. They’re creating
many types of video content in various formats for numerous
platforms. Mashable, for example, publishes content on
different topics tailored to each platform; from a face-to-
camera IG Story shot on mobile through to a clean,
documentary-style YouTube video.
Mashable Instagram Story Mashable Instagram Video Mashable YouTube Video

37. Social Mediascape
Shoppable Instagram
Various brands tested Instagram’s
shopping beta last year which
expanded the consideration
experience and presented product
info and price in-app.

38. In 2018:
• The topic of ‘trust’ will be huge
• Users will be better educated about privacy and will
take greater control of it
• However, technology will continue to evolve much
quicker than the user’s understanding of privacy
implications
• Brands and digital platforms will provide users with
better security and privacy solutions and build greater
trust with consumers as a result
• Advertisers will demand greater transparency for
delivery and measurement
• Industry groups and other 3rd parties will help regulate
the big players and bring uniformity to digital
Facebook’s Measurement Partners
Facebook now works with several 3rd party
measurement partners offering rich data, independent
verification, viewability metrics and more.
Privacy & Transparency

39. MEGATREND – INTERNET BEYOND THE
SCREEN

40. VOICE
101
Image:FriezeArtFair2016,AlicjaKwadeHypothethischesGebilde
• 2 billion android phones
• 375 million Apple Phones
• 30 million Amazon Echo

41. 47%
J O I N T H E
C O N V E R S A T I O N
SONAR/Kantar
of global smartphone users
use voice technology
at least once a month.

42. V O I C E
F U T U R E T R E N D S
1. Easing the Cognitive Load
2. Digital Butler
3. Craving Intimacy

43. 1 . E A S I N G T H E
C O G N I T I V E L O A D
humans have
transmitted knowledge
cultural evolution,
For most of our
and ideas from one
generation to another
through oral
- the voice.tradition
Nick Ryan, composer, sound designer,
artist and audio specialist

44. T O P 3 D R I V E R S F O R
R E G U L A R V O I C E T E C H
U S E R S
‘ I t ’ s c o n v e n i e n t ” 5 2 %
“ I d o n ’ t h a v e t i m e t o t y p e ” 4 8 %
‘ I t ’ s s i m p l e t o u s e ” 4 6 %

45. V O I C E &
T H E H U M A N
B R A I N
Alexa Text
Correct Answer
Response
High Mental
Activity
Low Mental
Activity

46. V O I C E &
T H E H U M A N
B R A I N
Alexa Text
Correct Answer
Response
High Mental
Activity
Low Mental
Activity

47. https://www.youtube.com/watch?v=JvbHu_bVa_g
H E L P I N G T O G E T T H I N G S
D O N E

48. SUCEEDING IN SOCIAL

49. Build / refresh social and content approach
Give social a defined role in customer journey
Invest in the right technology and resources
Explore, innovate and test
Capture and integrate data
Understand the trends and apply what’s relevant for your business
Be brave, stand for something and stand out – do what you can’t
01
HOW TO SUCCEED
02
03
04
05
06
07

50. Zeina Khodr
0414 375 371
zeina.khodr@gmail.com
Storytelling has gotten a
lot more fun!