Social Media Trends Summer 2014

Social Media
World Tour
http://i.imgur.com/cg489.jpg
Facebook & Snapchat
Daniel Ord Rasmussen
@danielord

I’m Daniel.
I’m an analyst at
Seismonaut in Aarhus.
We work with digital and
social media, social
business and digital
tourism.
We’ve done projects with
public and private
sector companies since
2007.
Today I’d like to talk
about a few trends in
the European market -
that might also be
relevant around the
world.
Those trends are
changes to Facebook
reach and the rise of
closed social media.

Where did my
reach go?!
It’s mostly Facebook
http://fc07.deviantart.net/fs7/i/2005/261/0/c/Marvin_the_robot_by_LimeLover.jpg
Don’t panic...

Facebook has a problem:
There is a ﬁnite amount of space in the News
Feed for both organic content and paid
content.

Something has to go.
But what?

Facebook is for people - not businesses.
So businesses are the ones to feel the burn.

Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html
0
7,5
15
22,5
30
August 2013 March 2014
8,33
5,62
11,3
25,2
Fan penetration CTR
%

Kilde: Komfo via Hans Tosti http://www.hanstosti.dk/faa-din-facebook-mojo-tilbage.html

http://palloc.com/ios-7-wallpaper-widescreen.html
From an index
to a magazine?

Changes to reach + magazine trend = ?

As a business on Facebook (and on social
media), you need to be aware of this!
It might mean:
• Fewer but better updates
• More focussed content
• Changes to budgets
• Should we really be on Facebook anymore?

What should you do right now?
• Make peace with the fact that reach has
changed
• Make a decision about your budget
• Consider using Facebook diﬀerently -
have you heard of Dark Posts? It’s split
testing for Facebook-updates.

The most important thing is still
great content!

“Nine out of ten Egyptians and Tunisians responded to a poll that
they used Facebook to organize protests and spread awareness.”
http://en.wikipedia.org/wiki/Arab_Spring#Social_media_and_the_Arab_Spring
Arab Spring

But let’s be honest -
not all the content is great.

Closed
Social Media
Is it secret? Is it safe?

You’ve probably heard that
“secret social” is all the
rage at the moment

What?
A secret or closed social platform is:
• Not public
• Often between small groups of people
• Often used for small, sporadic content
Examples are Snapchat, Whatsapp,
Telegram, Kik, Tango, Line...

Why?

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.ﬂickr.com/photos/darwinbell/521865587
1. I don’t want the web
remembering everything

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.ﬂickr.com/photos/vatne/264871828
2. I don’t want to talk to
everyone at once

http://palloc.com/ios-7-wallpaper-widescreen.htmlhttps://www.ﬂickr.com/photos/61929486@N06/5635487399
3. I don’t want to pay for
text messages

4. I don’t want the
NSA listening in
https://www.ﬂickr.com/photos/nolifebeforecoffee/124659356/

Why?
Probably one of three reasons:
1.I don’t want the web to remember everything
2.I don’t want to talk to everyone at once
3.I don’t want to pay for text messages
4.I don’t want the NSA to listen in

Let’s look at Snapchat

Før timen Første pause Frokostpause
A young platform - for now
This slide is based on an ask-
around by Lasse From of DR and
#140Tegn

What is Snapchat?
• Send pictures (snaps) with writing and
drawings to friends.
• Once the message has been seen, it deletes
- forever.
• Also has “Stories” - public messages that
last for 24 hours
• Currently mostly 13 - 25 y.o.’s
Source: http://www.socialmediaexaminer.com/snapchat-for-business/

What about business?
• Direct channel to users - feels like a personal
message
• Good for teasers
• A very engaged audience - high opening rate
(more on that in a bit)
• Casual messages seem to work best - rough
graphics are better
Source: http://www.socialmediaexaminer.com/snapchat-for-business/

PlayStationDK
Source: Lasse From, #140Tegn, Facebook Group Snapchat ERFA
• Opening rate: 90 %
• Completion rate: 92 %

Are any Danish
companies on yet?
• northside_dk
• tv2zulu
• spotfestival
• playstationdk
• drmamaradio
• drp3radio
• dr-ultra
• pepsimaxdanmark
• skagensmuseum
• spejderdk (Det Danske Spejderkorps)
• unisportlife ...
Source: Lasse From, #140Tegn, Facebook Group Snapchat ERFA

Case: P3
Host of morning show snaps his day.

Key Points from DR P3
• Access to a platform where young people are - traditionally an
unloyal and ﬂeeting group
• High opening rate - very important
• Timing: FB & Twitter peak in the evening - Snapchat peaks at
different times during the day, school hours and after school.
Age + timing + opening rate
Currently about 2500 “friends”
Source: Interview with Lasse From, DR and #140Tegn

Snapchat Challenges
• Time if using one-to-one messages
• Lack of business features
• Lack of statistics
• Flaky app, slightly unsure future

“It's not how many followers you have, it's
how many care. It's not width, it's depth.
It's not how many impressions you get, it's
how much attention you get.”
- Vaynerchuck
Source: https://www.linkedin.com/today/post/article/20131211160622-13333827-gary-vaynerchuck-snapchat-is-the-most-valuable-marketing-tool-right-now
Image: https://www.ﬂickr.com/photos/blucier/5548813448

Thanks!
Questions? Let’s talk!
daniel@seismonaut.com
Twitter: @danielord
http://www.ﬂickr.com/photos/stuckincustoms/2380543038/

Social Media Trends Summer 2014

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