Sarah Best, Principal of Sarah Best Strategy, leads a discussion on social media and how the landscape is evolving. Snapchat... Periscope... Instragram... How do these new tools fit into your equation? Is it time to start looking at them as an addition to your social media strategy in 2016? Listen while we will pull back the curtain on some of the hottest new social media platforms--how they work, and how marketers are using them--while also reinforcing the principles of a successful social media strategy. More at: http://www.sarahbeststrategy.com

1. SOCIAL MEDIA IS EVOLVING: ARE YOU?
American Marketing Association, Madison Chapter
#AMAMadison
2
Sarah Best
@ARunningList
sarah@sarahbeststrategy.com
www.sarahbeststrategy.com

2. SARAH BEST STRATEGY
• Social Media Strategy
• Social Media
Advertising
• Marketing Consulting
• Content Strategy for
Websites
3

3. FIVE TRENDS, FIVE CASE STUDIES
4

4. TREND ONE: VIRTUAL REALITY DEVICES,
DRONES, 360 VIDEO
5

5. 6
Oculus Rift (Facebook)
DJI Phantom 3
Virtual Reality and Drone Devices
Google Cardboard
Gear VR (Facebook)
+ Samsung S7 Edge

6. 7
360 Video Available on Facebook and YouTube
https://www.facebook.com/MarsCuriosity/

7. 8
“Blame the tech cycle. We’re at a weird moment in
the industry: The best new stuff is not all that cool,
and the coolest stuff isn’t quite ready.”
Not quite ready for prime time
http://www.nytimes.com/2016/01/07/technology/on-display-at-ces-tech-ideas-in-their-awkward-adolescence.html

8. 9
Nintendo
Virtual Boy
(1995)
They’re new, but will they stick?
http://www.pcmag.com/article2/0,2817,2457637,00.asp

9. 10
This trend crops up every few years …

10. WHAT YOU NEED TO KNOW
• There is PR value in being the first
11

11. WHAT YOU NEED TO KNOW
• Otherwise wait it out until adoption is
more widespread
• In the meantime, explore technologies,
such as Google and GoPro’s JUMP
project for Google Cardboard
12

12. 13
GoPro Odyssey and JUMP Camera Rigs
https://www.google.com/get/cardboard/jump/

13. TREND TWO: PERSON TO PERSON CHAT
14

14. 15
Person to Person Chat Apps
SnapchatPeach Messenger
WeChat (China) Whatsapp Slack

15. 16
Peach (2016)

16. 17
"A tenth of the messages that arrive through social
channels—Twitter, Instagram, and WeChat among
them—now come through Facebook.” - Dan
Moriarty, Director, Digital Strategy, Hyatt
Currently being tested by major brands
http://www.wired.com/2016/01/why-facebook-messenger-for-businesses-is-about-to-kill-it/

17. 18
Developers are betting on chat bots
“It’s no longer a
question of if bots are
coming, but how.”
https://medium.com/@tedlivingston/the-future-of-chat-isn-t-ai-b07f65bc252

18. WHAT YOU NEED TO KNOW
• Person to person chat is the future of
customer service
• Perfect for small companies working with
a limited customer base
• If you’re marketing to millions, it’s tricky
• However, if you’re running an airline, hotel,
major retailer, where reputation
management is critical, you have to staff
up and handle it
19

19. WHAT YOU NEED TO KNOW
• Person to person chat is popular
internationally
• Trend is potentially a Twitter killer
20

20. TREND THREE: ANONYMOUS APPS
21

21. 22
Anonymous Apps
Yik Yak
After School
Yik Yak
Whisper
Jodel (Germany)

22. 23
Anonymous App Controversies and Crime
The app has been used to issue threats of mass
violence on more than a dozen college campuses ...
Racist, homophobic and misogynist “yaks” have
generated controversy at Clemson, Emory, Colgate
and the University of Texas.
http://www.nytimes.com/interactive/2016/02/04/us/07app-listy.html

23. WHAT YOU NEED TO KNOW
• Not a great place for your brands to hang
out
• Popular with Generation Z (born after
1996)
• They are still connecting with their friends,
brands, and celebrities on more
“mainstream” networks
24

24. 25
Teens still connecting with friends elsewhere
Hugh, a 16-year-old Sydney student, seems like an
archetypal Ello user: creative and tech-savvy. “My
friends aren’t active on Ello, although it really isn’t
the point.”
http://www.theguardian.com/media/2016/jan/16/ello-is-anybody-there-alternative-social-networks-abound-for-the-peachy-keen

25. TREND FOUR: (LIVE) VIDEO IS KING
26

26. 27
Livestreaming Apps
Periscope Snapchat
Instagram Huzza
Facebook

27. 28
PBS Facebook Live Video of NASA Livestream
https://www.facebook.com/pbs/

28. SNAPCHAT: VANITY FAIR PARTY AT OSCARS
29

29. 30
“Snapchat users view, in aggregate, more
than 7 billion videos through the
ephemeral photo and video sharing app
per day.”
http://fortune.com/2016/01/12/snapchat-facebook-video-views/

30. WHAT YOU NEED TO KNOW
• 15 seconds is the new 2 minutes
• The best strategy is a cross-platform
strategy: publish across YouTube,
Facebook, Instagram, Snapchat
• Live video is good for breaking news,
cultural moments, behind-the-scenes
footage, special guests, talking in a very
personal way with fans
31

31. TREND FIVE: LONG FORM IS BACK
32

32. 33
Long Form Content Distribution Networks
Medium
LinkedIn
Pulse
Facebook Instant Articles
Longform

33. 34
“Articles that appear within platforms, such as
Discover on Snapchat or Instant Articles on
Facebook, are largely, though not totally, immune
from blockers.”
http://www.cjr.org/analysis/facebook_and_media.php

34. WHAT YOU NEED TO KNOW
• Ad blocker usage is on the rise. It’s available
on Apple computers for the very first time
with the iOS9 update.
• Harder to block ads within apps like
Facebook
• Increased reliance on native advertising and
platforms like Facebook for content
distribution
• Let go of websites as the location where
impressions need to happen
35

35. IF WHAT’S NEW IS NOT READY, WHAT
WORKS?
36

36. 37

37. THE SIZE OF SOCIAL MEDIA NETWORKS
38
10
100
100
200
200
230
320
400
1000
1590
0 200 400 600 800 1000 1200 1400 1600 1800
PERISCOPE
LINKEDIN
PINTEREST
SNAPCHAT
VINE
REDDIT
TWITTER
INSTAGRAM
YOUTUBE
FACEBOOK
Monthly Active Users (Millions)
Monthly Active Users (Millions)
Sources: Facebook Press Room, YouTube Statistics Page, Instagram Press Page, Twitter About Page, Reddit About Page,
thesocialmediahat.com/active-users, Business Insider, Venture Beat, Re/Code

38. 39
Facebook Products
Messenger
WhatsappInstagram
Occulus Rift

39. 40
Organic post reach is 2-10% without ad spend
http://www.adweek.com/socialtimes/locowise-march-2015/619104

40. 41
On Facebook Advertising
“Kill organic.” – Marc Lapides, VP of Marketing
and Development, Adler Planetarium
Source: MacArthur Foundation Social Media Week Panel, Chicago, Nov 18, 2015

41. 42
Case Study: UIC School of Theatre and Music
A View from the Bridge
@uictheatremusic

42. UIC SCHOOL OF THEATRE & MUSIC
• I started working with client in July 2015
• High quality arts education with state
tuition
• Goals were to:
– Raise awareness about the school’s theater
and music productions in Chicago
– Drive enrollment by Midwestern high school
students
43

43. 44
Case Study: UIC School of Theatre and Music
The school saw a 32% increase in fans after
we starting boosted posts

44. 45
Case Study: UIC School of Theatre and Music
1167% increase
in audience
reach—to
qualified leads
YOY, with $100 /
month ad spend

45. 46
Case Study: Client A
“Raffle Tickets,” © 2003 Alyson Hurt, used under a Creative Commons Attribution-ShareAlike license.

46. FACEBOOK FOR DIRECT SALES
• Client A produces an annual event, with
ticket prices ranging from $100-200
• With a $150 Facebook ad spend, we sold
$20,000 in tickets in 3 days
• Sales were tied to Facebook ads by
Eventbrite campaign link
47

47. WHAT YOU NEED TO KNOW
• Facebook can be used to drive sales
• Organic traffic is very low on Facebook,
but even modest ad spends can be
effective
• Offers many targeting options, including
mailing list targeting
48

48. TWITTER IS STILL THE BEST PLATFORM
FOR LIVE, LISTENING & INFLUENCERS
49

49. 50
Case Study: Institute of Food Technologists (IFT) @IFT

50. USING TWITTER FOR REAL TIME LISTENING
• 23,000 attendees at Institute of Food
Technologists’ annual meeting, July 11-14
• Goals were to use social media to:
– Build social media audiences
– Create buzz during the meeting
– Highlight featured events
– Provide excellent experience for members
51

51. USING TWITTER FOR REAL TIME LISTENING
• We monitored and responded to 4200
tweets created using #IFT15 and
#IFT2015 hashtags
• That’s an average of 105 messages per
hour, per 10 hour day.
• 10 million (largely organic) impressions
• 700 new fans on both FB & Twitter
52

52. ANSWER QUESTIONS, RESOLVE ISSUES QUICKLY
53

53. 54
Case Study: Clergy for a New Drug Policy @ClergyNDP

54. CLERGY FOR A NEW DRUG POLICY
• People of faith mobilized to end
the War on Drugs
• Gained 2500 Facebook fans in 1 year with
$20/month Facebook ad spend
• Posts seen 100k times per month
• Twitter influencers extend reach
55

55. USING TWITTER TO REACH INFLUENCERS
56

56. WHAT YOU NEED TO KNOW
• Twitter is still a good platform for
generating organic reach
• That may be changing
• Twitter is best platform for real time
including events
• Influential followers matter more than
quantity of followers
57

57. USE INSTAGRAM TO DEVELOP BRAND
AWARENESS
58

58. THE SIZE OF SOCIAL MEDIA NETWORKS
59
10
100
100
200
200
230
320
400
1000
1590
0 200 400 600 800 1000 1200 1400 1600 1800
PERISCOPE
LINKEDIN
PINTEREST
SNAPCHAT
VINE
REDDIT
TWITTER
INSTAGRAM
YOUTUBE
FACEBOOK
Monthly Active Users (Millions)
Monthly Active Users (Millions)
Sources: Facebook Press Room, YouTube Statistics Page, Instagram Press Page, Twitter About Page, Reddit About Page,
thesocialmediahat.com/active-users, Business Insider, Venture Beat, Re/Code

59. 60
Case Study: The Neo-Futurists @neofuturists

60. BEFORE: SHOWING WHAT’S HAPPENING
61
https://www.instagram.com/theneofuturists/

61. AFTER: TELLING BRANDED STORIES
62
Clever Videos Clear Point of Focus
Photos from Archive
Focus on Ensemble
Approachable

62. THE NEO-FUTURISTS
• Instagram following doubled in two
months following workshop
• Content can be cross-posted to
Facebook and Twitter
63

63. WHAT DO YOU NEED TO KNOW?
• Not set up to drive conversions through
organic posts
• Easy to advertise across Facebook and
Instagram at the same time
• Great platform for developing brand
awareness and creating lift in ad recall
64

64. THANK YOU. QUESTIONS?
65

65. THANK YOU
66
SARAH BEST
@ARunningList
sarah@sarahbeststrategy.com
www.sarahbeststrategy.com