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Key Trends in Social Media for 2015
by Marshall Manson & James Whatley
@marshallmanson @whatleydude
marshall.manson@ogilvy...
At the close of 2013, Marshall Manson,
managing director of Social@Ogilvy
EMEA, and James Whatley, social media
director o...
2014: Trend Review
Disposable Content
Last year, inline with millennial interest in keeping as much control
over their ano...
2014: Trend Review
Brand Banter
The kids are cool, didn’t you hear? And like dads dancing at a disco,
many brands tried to...
2014: Trend Review
Sub-dividing Communities
When Marshall came up with this bad boy towards the end of last
year, we all t...
2014: Trend Review
Facebook as a paid media channel
Nailed it.
2015 Trends
Let’s get to the good stuff…
Trend 1:
Twitter Zero
9
Background: 2014 gave us Facebook Zero
10
Background: 2015 will bring us more
And now Twitter have stated very publicly that they will indeed,
eventually, head d...
Defining ‘Twitter Zero’
12
• Twitter’s user numbers have hit a plateau, yet the volume
of content published to Twitter continues to accelerate.
• ...
13
•In 2015, like Facebook before it, Twitter is sure to embrace
algorithmic content serving, and move away from its
tradi...
How do you
prepare for this?
15
Preparing for Twitter Zero: Focus on Performance
Build Communities
of Fans
Organic Reach Fuels
WOM / Earned
Old New
Tes...
16
v
There is a WEALTH of targeting
options across the major platforms
rooted in audience’s social
behaviours.
Delivering ...
17
Embrace Twitter Cards
Twitter Cards not only a provide way to stand out in the feed
but also pave the way for a more co...
18
Embrace Twitter Cards
As you read this, Integrated e-Commerce is being beta tested in
the US. If you sell direct to you...
19
Don’t forget Facebook: you can do a little with a lot
A lot of SMEs we speak to are concerned that they’re going to be
...
20
When we say Editorial we mean:
Timely and relevant
1.It’s good to have marketing that doesn’t look like
marketing
2.Fac...
21
And remember!
Social is more than Facebook & Twitter, it shouldn’t matter what
channel you use, the important thing is ...
Trend 2:
The Battle Royale for Video Dominance
Facebook vs. YouTube vs. Twitter
23
May 2014: Facebook tweaked its
algorithm to significantly increase the
volume of video appearing in users’
newsfeeds.
T...
24
…then stole its girlfriend.
25
This metric is crazy: in 2014 Facebook video matched YouTube for
views (again, we’d say that Ice Bucket Challenge helpe...
26
Facebook: Better Within Facebook
•Data from ad parlor showed that Facebook native delivered:
• 2.5x higher CTR
• 10% lo...
27
Facebook: stronger for engagement & sharing
Even comparing native performance in Facebook to
native performance in YouT...
28
Bifurcating and Trifurcating
• Facebook’s user share for video is
increasing.
• Other platforms working to follow.
• An...
29
The Problem of Autoplay
Source: Comscore
• Facebook’s decision to autoplay videos on desktop and mobile without sound a...
Defining ‘The Video Royale’
31
• It is a fact that Facebook has disrupted YouTube’s position as the
default choice for publishing and distributing vid...
32
•Facebook recently ended its partnership with Bing and, in doing so, has
intimated that it might be, finally, taking se...
How do you
prepare for this?
34
• If you haven’t already, get used to
publishing your videos across
Facebook and YouTube.
• We’ve said it before and we...
35
As more brands publish native Facebook video, the data will teach us
more about user preferences and behaviour.
User be...
Trend 3:
Youth in the Digital Age
37
We know this isn’t a trend.
But seriously, kids are using the Internet and the behaviours
demonstrated by the different...
38
One thing we will say however…
2015 will see continual growth in young people using
anonymity-friendly platforms.
Havin...
39
- James Whatley, March 2014
“
”
We've been talking about Tumblr usage being high amongst teens due to struggling with /...
Random stuff we
haven’t figured out yet…
41
Digital is an Extension of Identity?
“WE ARE WHAT WE SHARE”
42
Trend Churn?
“WE SHARE WHAT WE THINK
OTHERS WILL BE SHARING”
43
Luxury Brand Identification as an extension of their storytelling?
“WE SHARE WHAT WE WANNA BE”
Thank you
Marshall Manson
marshall.manson@ogilvy.com
mobile +44 7879 890 000
@marshallmanson
James Whatley
james.whatley@o...
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Trend 2: The Battle Royale 2015 Trends

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Trend 2:
The Battle Royale for Video Dominance
Facebook vs. YouTube vs. Twitter

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