1.
2014 Webinar Series
Top 8 Trends in Social Media for 2015

2.
What We Hope You Learn Today!
The Top 8 Trends in Social Media Opportunities for 2015
During the webinar, you’ll hear from Mike Corak and Benjamin “Benjie” Pressman
about how to tie social media across your earned, paid and owned digital media
efforts to accelerate your impact and deliver results. Both speakers will tradeoff
sharing their top social media marketing trends for 2015, so that you can hit the
New Year running.
Key takeaways:
1. The most important platforms for brands to be active upon.
2. How to ensure your company is set up to do social effectively.
3. Ways to amplify social beyond organic engagement.
@mikecorak #SocialTrends2015 @bpressman
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3.
Today’s Speakers
@mikecorak #SocialTrends2015 @bpressman
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Mike Corak – EVP, Strategy | ethology
•Leads the strategic planning and agency services teams at ethology,
recently named Inc. 500’s #75 fastest growing companies
•Has developed and implemented winning digital and integrated strategies
for hundreds of companies over his 17-year career, including Coca-Cola,
ConAgra Foods, Farmers Insurance, FedEx, Nike, Office Depot, and Walt
Disney
•Frequent speaker, blogger, and thought leader on content marketing and
integrated marketing
•Secretary and Treasurer of SEMPO
Benjamin Pressman – Director of Social Media | ethology
•Director of Social Media
•10+ years of marketing experience in CRM and Social Media.
•Experienced in all aspects of social marketing including content creation,
content distribution, direct channel management, crisis management, paid
media and influencer marketing.
•Helped grow and define social marketing efforts at Initiative working on
clients such as Kia Motors America and the Art Institutes.
•CRM and direct marketing experience with AT&T, US Cellular and Nike.

4.
And if you didn’t hear…
@mikecorak #SocialTrends2015 @bpressman
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5.
Top 8 Trends
If you ask my friend Gavin, he’ll tell you there’s
only one-channel social trend that matters…
1. Snapchat
2. Snapchat
3. Snapchat
4. Snapchat
5. Snapchat
6. Snapchat
7. Snapchat
8. Snapchat
@mikecorak #SocialTrends2015 @bpressman
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6.
Top 8 Trends
…and then he’ll send you pictures like this from
the grocery store… #meatmarket
@mikecorak #SocialTrends2015 @bpressman
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7.
“The Real” Top 8 Social Trends for 2015
1. The Big 4
2. The Next Tier
3. Content Strategy +
Social Media
4. Tactical Integration
5. Organizational
Structure
6. Media Support
7. Influencers
8. Analytics/Measureme
nt
@mikecorak #SocialTrends2015 @bpressman
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8.
Trend #1: The Big 4
@mikecorak #SocialTrends2015 @bpressman
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9.
Trend #1: The Big 4
@mikecorak #SocialTrends2015 @bpressman
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• Growing video
• #1 referral traffic
• #1 social logins
• #1 shopping influence
• #1 for B2B
• 64% of social visits to
corporate sites
• 1/3 professionals
have a profile
• Growth slowing
• Executive turmoil
• Unclear product
direction
• #2 referral traffic
• Unique audience
• Drive the most
revenue

10.
Trend #2: Second Tier
@mikecorak #SocialTrends2015 @bpressman
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11.
Trend #2: Second Tier
@mikecorak #SocialTrends2015 @bpressman
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• Unclear importance for
Google
• Unclear SEO benefits
• Amazing
engagement
• Emerging ads
• No linking
• High engagement
• Unclear ad plan
• TBD if brands are
welcome
• Growing
• Integration with Twitter
• Brand friendly

12.
Social Media is the #1 Content Channel
@mikecorak #SocialTrends2015 @bpressman

13.
No One Seems to Know if it’s Really
Working
@mikecorak #SocialTrends2015 @bpressman

14.
…While Strategy is Lacking.
@mikecorak #SocialTrends2015 @bpressman

15.
Trend #3: Content Strategy & Social
Thank You Anna Hrach!
@mikecorak #SocialTrends2015 @bpressman
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@annabananahrach
Content Strategy Manager,
ethology
“Stop focusing on the output.”
Start with strategy.
Focus on the process.
Break the silos.
http://www.slideshare.net/ethology/how-to-integrate-content-strategy-and-social-media

16.
Trend #3: Content Strategy & Social
Content
Strategy
@mikecorak #SocialTrends2015 @bpressman
Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
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123 Social
Strategy
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
The “Where”
• Where did
we
succeed?
• Where did
efforts fall
short?
• Where can
opportunities
be found?
Editorial
Execution
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?
Execution
Reporting

17.
Trend #4: Organizational Structure
@mikecorak #SocialTrends2015 @bpressman
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#AheadOfItsTime
@BrianSolis
http://www.altimetergroup.com/category/reports/
Effective

18.
Trend #4: Organizational Structure
Key Social Media Roles/Skills
- Community Manager
- Social Strategist/Analyst
- Content Strategist
- Copywriter
- Visual Producer
- Developer
- Analytics
Common Hubs & Spokes
- Customer Service
- Marketing/Advertising
- PR
- Sales
- Divisions/Departments
- Locations
- Research/R&D
- Social Media
- Executive
@mikecorak #SocialTrends2015 @bpressman
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http://www.altimetergroup.com/category/reports/
For How Long?

19.
Trend #5: Tactical Integration
@mikecorak #SocialTrends2015 @bpressman
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And It’s All Mobile!

20.
Trend #5: Local Integration
@mikecorak #SocialTrends2015 @bpressman
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http://localvox.com/blog/social-media-marketing-grows-local-businesses/

21.
Trend #6: Media Support
@mikecorak #SocialTrends2015 @bpressman
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Is Organic Social Reach Dead?

22.
Trend #6: Media Support
@mikecorak #SocialTrends2015 @bpressman
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23.
Trend #6: Media Support
@mikecorak #SocialTrends2015 @bpressman
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24.
Trend #7: Influencers
@mikecorak #SocialTrends2015 @bpressman
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Rising Power Increasingly Mainstream
MTV launches YouTube
channel
Brands pulling YouTubers,
Viners into TV ads
Talent discovery center
“YouTube Millionaires”
Big entertainment companies
acquiring MCN
YouTube outrates every TV
network

25.
Trend #8: Measurement Sophistication
@mikecorak #SocialTrends2015 @bpressman
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Attribution modeling
Multiple objectives to
measure
•Conversions
•“Call center metrics”
•On platform engagement
LTV not single sale Value of preventing
negative PR

26.
@mikecorak #SocialTrends2015 @bpressman

27.
About Econsultancy & ethology
@mikecorak #SocialTrends2015 @bpressman
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Econsultancy is a global independent community-based publisher,
focused on best practice digital marketing and ecommerce. Our hub
has 180,000+ subscribers worldwide from clients, agencies and
suppliers alike. We help our subscribers build their internal
capabilities via a combination of research reports and how-to guides,
training and development, face-to-face conferences, forums and
professional networking. Since 1999 our resources have helped
subscribers learn, make better decisions, build business cases, find
the best suppliers, accelerate their careers and lead the way in best
practices and innovation.
www.econsultancy.com
ethology is an integrated full-service digital marketing agency for
evolving consumer brands. The agency offers consumer research,
strategy, planning, search, display and social media, email, content
and web development, creative and analytic services.
www.ethology.com