We Are Social Singapore

#HootConnect • @eskimon • 1&
FUTURE SOCIAL
HOW SOCIAL
MEDIA MARKETING
SIMON KEMP • WE ARE SOCIAL • CONNECT VIA HOOTSUITE • 7 SEPTEMBER 2016
10 TRENDS SHAPING THE EVOLUTION OF SOCIAL MEDIA MARKETING
we
are
social

SIMON KEMP
@eskimon

FUTURE TENS(E)
1. DOMINANCE OF MESSENGERS
2. EVOLUTION OF COMMUNICATION
3. INTEGRATED PLATFORMS
4. EVOLUTION OF SOCIAL VIDEO
5. CONTENT vs. SOCIAL
6. RE-THINKING THE ROLE OF PAID
7. AMPLIFYING THE VOICES OF OTHERS
8. PROFESSIONAL SOCIAL NETWORKING
9. SOCIAL COMMERCE
10. MORE MEANINGFUL METRICS

CONTEXT

BIT.LY/DSM2016DIBIT.LY/DSMAP16

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
GLOBAL DIGITAL STATSHOT
BILLION BILLION BILLION BILLION BILLION
THE NUMBER OF PEOPLE USING DIGITAL, SOCIAL & MOBILE MEDIA AROUND THE WORLD
3.630 2.4382.671 4.7797.448
SEP
2016
URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33%
• Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16
+14% +27%+21% +28%*+1%
*SOURCE DATA CORRECTION
YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH

SEP
2016
MOST ACTIVE SOCIAL PLATFORMS
LATEST REPORTED MONTHLY ACTIVE USER FIGURES FOR THE WORLD’S MOST POPULAR SOCIAL PLATFORMS, IN MILLIONS
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
1,712
1,000
1,000
899
806
652
555
500
313
300
300
FACEBOOK
WHATSAPP
FB MESSENGER
QQ
WECHAT
QZONE
TUMBLR
INSTAGRAM
TWITTER
SKYPE
BAIDU TIEBA

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSCRIPTIONS
ACTIVE MOBILE
SOCIAL USERS
FIGURE REPRESENTS THE TOTAL
NUMBER OF MOBILE SUBSCRIPTIONS,
NOT UNIQUE MOBILE USERS
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS TOTAL GLOBAL
POPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS
BILLION BILLION BILLION BILLION BILLION
1.825 1.3581.428 3.8604.116
SEP
2016
URBANISATION: 47% PENETRATION: 44% PENETRATION: 35% vs POPULATION: 94%* PENETRATION: 33%
APAC DIGITAL STATSHOT
THE LATEST SNAPSHOT OF REGIONAL DIGITAL, SOCIAL & MOBILE USE
*

BUT SO WHAT?

#1THE DOMINANCE
OF MESSENGERS

TODAY, MORE MESSAGES ARE SENT VIA
MESSENGER APPS THAN ARE SENT VIA EMAIL
• Source: Juniper Research

MESSENGERS WILL OVERTAKE
SOCIAL NETWORKS TO
BECOME THE WORLD’S MOST
ACTIVE SOCIAL PLATFORMS
WITHIN THE NEXT 18 MONTHS.

MOBILE MESSENGERS CHANGE SOCIAL’S RULES
NO WAY FOR BRANDS TO
TRACK OR JOIN PEOPLE’S
SOCIAL DISCUSSIONS
LIMITED OPPORTUNITIES
FOR BRANDS TO PAY TO
‘INSERT’ THEMSELVES
PRIVATE
CONVERSATIONS
HARDER TO
ADVERTISE
LIKES AND FOLLOWERS
MATTER MUCH LESS THAN
ORGANIC WORD-OF-MOUTH
NEW METRICS
OF SUCCESS

WE CANNOT RELY ON A ‘BOOSTED CONTENT’
APPROACH IN MESSENGER PLATFORMS (YET)

INTERRUPTION
WON’T WORK

SO HOW DO WE
IMPROVE ROI?

OUR TASK IS TO INSPIRE CONVERSATIONS,
NOT JUST TO PRODUCE & DELIVER CONTENT

PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

#2THE EVOLUTION OF
COMMUNICATION

PEOPLE CONSTANTLY FIND NEW WAYS
TO USE MESSENGERS TO COMMUNICATE

EVERY DAY, WE SEND BILLIONS OF EMOJI
THROUGH EVERY KIND OF DIGITAL CHANNEL
• Source: based on data from eMarketer

THE MOST POPULAR EMOJI ON TWITTER
1,367,280,000
611,992,000
610,507,000
532,887,000
394,590,000
393,467,000
392,502,000
316,742,000
314,433,000
296,824,000
• Source: emojitracker.com, correct as at August 2016

WHY?

OUR BRAINS PROCESS EMOJI LIKE REAL FACES
EMOJI REAL FACES
• Source: research by Tokyo Denki University, as cited by Andrea Ayres
RIGHT FUSIFORM GYRUS RIGHT INFERIOR FRONTAL GYRUS RIGHT MIDDLE / INFERIOR TEMPORAL GYRUS

EMPATHY

FOR SIMILAR REASONS, ‘STICKERS’ PLAYED A
BIG PART IN LINE’S STRONG IPO VALUATION

MEANWHILE, MANY WECHAT USERS HAVE
SWAPPED TEXT MESSAGES FOR AUDIO CHAT

THIS RAPID EVOLUTION OF AUDIENCE
BEHAVIOUR IS LEAVING BRANDS BEHIND

SO HOW DO WE
IMPROVE ROI?

MOTIVATIONS
MECHANICS
NOT

HARNESS NEW BEHAVIOURS TO BUILD DEEPER
EMPATHY, INSTEAD OF FOCUSING ON REACH

#3INTEGRATED
PLATFORMS

DEVELOPERS HAVE ALREADY BUILT 11,000+
CHAT BOTS FOR FACEBOOK MESSENGER

AND WECHAT IS NOW SO INTEGRATED, IT’S
ALMOST THE ENTIRE INTERNET IN ONE APP

SOME THINGS USERS CAN DO WITHIN THE WECHAT APP
SEND MONEY
TO FRIENDS
ORDER
A TAXI
PAY FOR
PURCHASES
RENEW THEIR
PASSPORT
BOOK MEDICAL
APPOINTMENTS
ORDER FOOD
DELIVERY
READ WEB
ARTICLES & NEWS
DONATE TO
CHARITY
PAY MUNICIPAL
CHARGES & FINES
PLAY
GAMES

SIRI WILL SOON BE AN ‘APP PLATFORM’ TOO,
OFFERING NEW MESSAGING OPPORTUNITIES

SO HOW DO WE
IMPROVE ROI?

MOVE FROM ADVERTISING TO UTILITY; LOOK
FOR NEW WAYS TO ADD AUDIENCE VALUE

#4THE EVOLUTION
OF SOCIAL VIDEO

VIDEO IS THE HOTTEST TOPIC IN SOCIAL
CONTENT TODAY (NO SURPRISES THERE)

BUT SOCIAL VIDEO IS EVOLVING QUICKLY
THE ABILITY FOR ANYONE
TO BRING THEIR NETWORKS
AND AUDIENCES INTO THEIR
LIVE, HERE-AND-NOW WORLD
INTERACTIVE VIDEO
CONTENT THAT PUTS THE
AUDIENCE IN GREATER
CONTROL OF THE ACTION
VIDEO LIVE-
STREAMING
360°
VIDEO
SOON, WE’LL BE ABLE TO
DELIVER IMMERSIVE SOCIAL
EXPERIENCES THAT CREATE
NEXT-LEVEL ENGAGEMENT
VIRTUAL
REALITY

BUT MARKETERS ARE GETTING CONFUSED;
WE ARE NOT IN THE MOVIE BUSINESS

OUTCOMES
OUTPUTS
VS

SO HOW DO WE
IMPROVE ROI?

VIDEOS MUST ADD TANGIBLE BRAND VALUE,
NOT JUST RANDOMLY ENTERTAIN PEOPLE

HOW CAN YOU USE VIDEO TO INFLUENCE
PEOPLE’S ATTITUDES AND BEHAVIOUR?

#5CONTENT
vs SOCIAL

OUR OBSESSION WITH CONTENT HAS COME
AT THE EXPENSE OF SOCIAL INTERACTION

WE PLAN AROUND CONTENT CALENDARS,
INSTEAD OF DESIRED SOCIAL OUTCOMES

BUT THIS IS BACK-TO-FRONT; BRAND
CONTENT IS ONLY EVER A MEANS TO AN END

THE REAL OPPORTUNITY FOR BRANDS IN
SOCIAL IS TO ACTIVELY ENGAGE WITH PEOPLE

CONVERSATION
CONTENT
VS

RELATIONSHIPS
REACH
VS

LET’S USE SOCIAL FOR ITS UNIQUE POWER:
ONE-TO-ONE INTERACTIONS AT SCALE

SO HOW DO WE
IMPROVE ROI?

STOP ADVERTISING AT PEOPLE, AND
START INTERACTING WITH PEOPLE

#6RE-THINKING
THE ROLE OF PAID

WHEN FEEDS ARE SO CLUTTERED, IT SEEMS
BRANDS’ ONLY OPTION IS TO BUY REACH

HOWEVER, THIS CONSTANT NEED TO OUT-
SHOUT EVERYBODY ELSE IS UNSUSTAINABLE

PROMOTING WEAK CONTENT WASTES YOUR
MONEY, AND ALSO ANNOYS YOUR AUDIENCE

…AND MEDIA INFLATION MEANS BRANDS ARE
PAYING MORE TO DELIVER THIS IRRITATION

MOREOVER, WILL MORE REACH ON EVERY
POST HELP ADDRESS YOUR BRAND’S ISSUES?

Using reach to measure your
marketing success is like counting
the number of bank accounts you
open as a measure of your wealth.

SO HOW DO WE
IMPROVE ROI?

USE PAID MEDIA MORE SELECTIVELY TO
ADDRESS SPECIFIC BRAND CHALLENGES

SOME STRATEGIC USES OF PAID SOCIAL
ENSURING THAT AS MANY
PEOPLE AS POSSIBLE SEE
CONTENT WHEN IT’S AT
ITS MOST RELEVANT
AMPLIFYING CONTENT
THAT HAS ALREADY PROVEN
ITS ABILITY TO DELIVER
MEANINGFUL BRAND RESULTS
REAL-TIME
ACTIVITIES
EXTENDING
SUCCESS
WHEN YOU ABSOLUTELY NEED
TO GET THE MESSAGE TO THE
AUDIENCE, REGARDLESS OF
ITS ABILITY TO ENGAGE
CRITICAL
MESSAGING

MEASURE SUCCESS IN TERMS OF ACTIONS,
ATTITUDES AND EMOTIONS – NOT EYEBALLS

#7AMPLIFYING THE
VOICES OF OTHERS

SOCIAL SUCCESS ISN’T DETERMINED SOLELY
BY WHAT YOU SAY ABOUT YOUR BRAND

OTHER PEOPLE CAN OFTEN TELL YOUR STORY
IN MORE COMPELLING & PERSUASIVE WAYS

CRUCIAL DISTINCTIONS
PEOPLE WITH VERY HIGH
REACH, BUT LITTLE DIRECT
RELEVANCE TO YOUR
BRAND OR CATEGORY
PEOPLE WITH A STRONG AND
WIDESPREAD INFLUENCE ON
OPINIONS OR CHOICES IN
YOUR BRAND’S CATEGORY
CELEBRITIES OPINION LEADERS
PEOPLE WHO FREQUENTLY
SHARE THEIR PASSION FOR
YOUR BRAND WITH OTHERS
IN YOUR AUDIENCE
ADVOCATES

INFLUENCERS ARE OFTEN BETTER AT
ENGAGING AUDIENCES ON YOUR BEHALF

RESEARCH FROM TWITTER SHOWS WE EVEN
TRUST INFLUENCERS AS MUCH AS FRIENDS

PASSIONATE BRAND ADVOCATES CAN TELL
POWERFUL AND PERSUASIVE STORIES, TOO

THEIR CREDIBILITY IS BUILT ON AUTHENTICITY;
YOUR ROLE IS TO AMPLIFY THEIR STORIES

SO HOW DO WE
IMPROVE ROI?

ACTIVELY PARTNER WITH INFLUENCERS AND
ADVOCATES TO ACHIEVE SHARED OBJECTIVES

#8PROFESSIONAL
SOCIAL NETWORKING

PROFESSIONAL NETWORKING IS ONE OF THE
FASTEST AREAS OF GROWTH AT THE MOMENT

FACEBOOK AT WORK AND SLACK ARE
CHANGING THE WAY TEAMS COMMUNICATE

THERE’S A GOOD REASON WHY MICROSOFT
PAID MORE THAN $26 BILLION FOR LINKEDIN

SOME PROFESSIONAL NETWORKING OPPORTUNITIES
IDENTIFYING AND
CONNECTING WITH
POTENTIAL CANDIDATES
AND / OR EMPLOYERS
BUILDING A MORE
CONNECTED CULTURE
BETWEEN TEAMS AND
ACROSS GEOGRAPHIES
RECRUITMENT
& JOB HUNTING
ENTERPRISE
NETWORKING
IDENTIFYING AND
ENGAGING POTENTIAL
PARTNERS AND / OR
NEW B2B CUSTOMERS
EXTERNAL
COLLABORATION
RAISING THE PROFILE OF
KEY TEAM MEMBERS, AND
ENGAGING JOURNALISTS
AND THE BROADER MEDIA
AMPLIFYING
INFLUENCE

IMPROVING AND AMPLIFYING THE SOCIAL
PROFILE OF SENIOR EXECUTIVES IS CRITICAL

EMPLOYEE ADVOCACY IS ALSO A HUGE
OPPORTUNITY FOR ALL KINDS OF BRANDS

SO HOW DO WE
IMPROVE ROI?

INVEST IN PROFESSIONAL SOCIAL AS A
SOURCE OF SIGNIFICANT POTENTIAL VALUE

#9SOCIAL
COMMERCE

‘BUY BUTTONS’ ARE BECOMING MORE
COMMON ACROSS SOCIAL PLATFORMS

THESE ‘DIRECT CONVERSION’ TOOLS OFFER
HUGE POTENTIAL FOR MANY BRANDS

HOWEVER, BRANDS MUST APPROACH THEM
CAREFULLY TO AVOID IRRITATING PEOPLE

SOCIAL COMMERCE IS ABOUT BUILDING
DISTINCT SOCIAL VALUE INTO THE EXCHANGE

IT’S CRITICAL TO BUILD SOCIAL CUSTOMER
SERVICE INTO SOCIAL COMMERCE PLANS TOO

SO HOW DO WE
IMPROVE ROI?

IDENTIFY HOW YOU CAN BUILD A TRULY SOCIAL
BUSINESS, RATHER THAN JUST ADDING BUTTONS

#10MORE MEANINGFUL
MEASUREMENT OF ROI

TRUE ENGAGEMENT CANNOT BE MEASURED
IN TERMS OF REACH, LIKES, VIEWS, CLICKS…

WE NEED MORE MEANINGFUL METRICS
FOR MEASURING SOCIAL’S CONTRIBUTION

HOW?

CHANGING
MEASUREMENT
MEASURING
CHANGE
BY

WHAT AUDIENCES
CURRENTLY THINK,
FEEL, AND DO
WHAT WE’D LIKE
AUDIENCES TO THINK,
FEEL, AND DO
ACTUAL DESIRED
THE ROLE OF MARKETING COMMUNICATIONS

BUT HOW MUCH DOES SOCIAL CONTRIBUTE
TO THE CHANGE IN ATTITUDES & BEHAVIOUR?

THE BRAND HEALTH SCORES AND
PURCHASE VALUE OF THOSE
WHO HAVE EXPERIENCED THE
BRAND’S SOCIAL ACTIVITIES
THE BRAND HEALTH SCORES AND
PURCHASE VALUE OF THOSE WHO
HAVE NOT EXPERIENCED THE
BRAND’S SOCIAL ACTIVITIES
SOCIALLY
ENGAGED
NOT SOCIALLY
ENGAGED
USE SIMPLE ‘CONTROL GROUPS’
VS

THE DIFFERENCE BETWEEN THE TWO SCORES
IDENTIFIES SOCIAL’S SPECIFIC CONTRIBUTION

OVER TIME, THIS APPROACH CAN IDENTIFY
THE ROI OF ALL YOUR MARKETING ACTIVITIES

SO HOW DO WE
IMPROVE ROI?

USE THESE INSIGHTS TO IDENTIFY HOW TO
OPTIMISE YOUR MOST VALUABLE CHANGES

MEASURE WHAT
COUNTS, NOT
JUST WHAT YOU
CAN COUNT.

FUTURE TENS(E)
1. DOMINANCE OF MESSENGERS
2. EVOLUTION OF COMMUNICATION
3. INTEGRATED PLATFORMS
4. EVOLUTION OF SOCIAL VIDEO
5. CONTENT vs. SOCIAL
6. RE-THINKING THE ROLE OF PAID
7. AMPLIFYING THE VOICES OF OTHERS
8. PROFESSIONAL SOCIAL NETWORKING
9. SOCIAL COMMERCE
10. MORE MEANINGFUL METRICS

WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
SIMON.KEMP@WEARESOCIAL.COM
+65 9146 5356
HTTP://WEARESOCIAL.COM

We Are Social Singapore

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