edelman2013socialmediaessentials 130220115614-phpapp02

10 SOCIAL MEDIA ESSENTIALS

FOR 2013Monte LutzEVP, Social Strategy and Programming@montelutz

ESSENTIALS FOR 2013

10

VISUAL STORYTELLING COMES INTO FOCUS

AMPLIFYINGSOURCED CONTENT

CONVERGEDMEDIA

CREATIVE NEWSROOM

THE SEARCH GAME JUST CHANGED – AGAIN

1 2 3 4 5MANY LIGHTWEIGHT INTERACTIONS OVER TIME

SOCIALEVENTSDRIVEEXCITEMENT

MOBILE FIRST!

ONE-TO-ONE SOCIAL ENGAGEMENT

BRANDPLAY6 7 8 92

MOBILE FIRST!1 3

MOBILE FIRST!

All new Facebook features designed for mobile first.

of smartphone users access social media on their mobile device.

61%

Instagram buy wasbillion dollar investmentin its rapidly-growing mobile base.

4

2012 2013 20140

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

US social network users (8.2% growth)

US YouTube Monthly Visitors (15.1% growth)

US Facebook Users (7.6% growth)

US smartphone users (36.2% growth)

US mobile social users (42.8% growth)

US Console Gamers (19.7% growth)

US Twitter Users (24.5% growth)

SOCIAL ON MOBILE LEADS GROWTH

Social Networks

Facebook

Smartphones

MobileSocial

ConsoleGamers*

Twitter

YouTube

Mobile use of social media is surging, combined with smartphone adoption.

The number of people accessing social channels via mobile increased by 43%.

Source: eMarketer: US Online Gaming Forecast June 2012

5

MOBILE IN THE MIDDLEMobile technology and behavior is at the center of the current digital ecosystem, including web, social and search activities

Social Networks

Websites

Paid Media

SO

CIA

L SH

AR

ING

SEA

RC

H E

NG

INES

6

APP-BASED MARKETINGTell stories through apps that embody a brand’s character

7

OPTIMIZE CONTENT ACROSS CHANNELS90% of people use multiple screens sequentially

43 MINUTES

17 MINUTES

43 MINUTES

39 MINUTES

Source: Google

8

SMARTPHONES KICKSTART ACTIVITIES

65% 63% 65% 47% 59% 66%

60% 58% 61% 45% 56% 58%

56%

48%

4% 5% 4% 3% 3% 8% 8%

Source: Google

SEARCH BROWSESHOP

ONLINEPLAN A

TRIPMANAGE

FINANCESSOCIAL

NETWORKWATCH VIDEO

Start on Smartphon

e

Continue

on PC

Continue

on tablet9

CONVERGED MEDIA2 10

50 years ago, David Ogilvy asked:

“Are your ads looking more like magazine spreads yet?”

11

The convergence of paid, owned and earned media has blurred the distinction between each.

You don’t need to design ads that look like editorial content. Great content is your ad.

Richard Edelman, President & CEO 12

CONVERGED MEDIA

The convergence of paid, owned and earned media provides the opportunity to achieve earned media at scale.

PAID MEDIATraditional Ads

OWNED MEDIACorporate Content

EARNED MEDIAOrganic

CONVERGEDMEDIA

SponsoredCustomer

Branded content that is shared

PromotedBrand

Content

Visual Reference: Altimeter Group

13

CONVERGENCE AD MODELConvergence ad model recognizes that the content is the ad.

SPONSORED

FRIENDSMARKETPLACE

46x higherCTR for sponsored page post in news feed vs. ads in the right rail

14

Relevant

Visual

Tailored

Actionable

CONVERGED CONTENT STRATEGY

Promoted Post

Promoted Tweet

Featured Video

CREATE COMPELLING CONTENT

PROMOTE HIGH-PERFORMING CONTENT

Engagement

Sentiment

OWNED EARNED PAID

15

MEASURE PERFORMANCE

CREATE AND CURATE CONTENT

ENGAGE COMMUNITY

DEVELOP MEDIA STRATEGY

AMPLIFY AND EXTEND CONVERSATIONS

SOCIAL MONITORING

INSIGHTS AND ANALYSIS

TRACK TOWARDSBRAND KPIS

MAXIMIZE CONTENT EXPOSURE IN REAL TIME

16

REAL TIMECONCEPT ANDCREATE VISUALS

COPYWRITING

AMPLIFY IT

Has the content hit an engagement threshold?

Is the sentiment positive?

Is the content aligned to our Social

goals

What is our

budget?

Who will we target?

For how long?

Yes

No

DON’T PROMOTE

Identify high-performing content, boost with paid media

Details

17

AMPLIFYING SOURCED CONTENT3 18

AMPLIFYING SOURCED CONTENTSource content from fans, blogs and creative channels

Fans and enthusiasts who love the brand are sharing amazing photos and stories about the brand every day.

19

AMPLIFYING SOURCED CONTENTEstablishing a process for curation and amplification

LISTENHP finds post about #makeitmatter on Apt Astorian Tumblr using social media monitoring tools.

CREATE/PUBLISHHP runs #makeitmatter program on social channels.

CURATEHP posts the piece to its Facebook page using social media publication tools.

PROMOTEPromote the Facebook post as Promoted Post or Sponsored Story using social advertising suite. Can target to right rail, newsfeed or mobile.

TARGET Add Apt Astorian to Contact List in influencer management tools and tag them as an advocate. Compare against other data sources to de-duplicate.

MEASURETrack conversion value from paid vs. earned vs. owned.

20

VISUAL STORYTELLING COMES INTO FOCUS4 21

21

VISUAL STORYTELLING COMES INTO FOCUS

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

300 million photos uploaded to

Facebook EACH day

Visual sites surging in traffic and attention

+

UNIQUE MONTHLY VISITORS OVER THE YEAR

Pinterest

Tumblr

Instagram

22

1

higher engagement on visual content on Facebook

5x

VISUAL STORYTELLING COMES INTO FOCUS

23

Source: Ooyala Global Video Index Report, Q2 2012

VISUAL STORYTELLING EVOLVING TO MOBILE VIDEO

Mobile share of online video time watched

Smart Phone

MONTHLY 2012

Tablet

Combined5.0%

3.8%

2.5%

1.3%

24

VINE SPURS SOCIAL VIDEO EXPERIMENTS

25

5CREATIVE NEWSROOM

26

MORE CONTENT THAN EVER IN SOCIALEvery minute, there are:

1.7 MILLIONFACEBOOK POSTS

275KTWEETS

2.8 MILLIONYOUTUBE VIEWS

200KFACEBOOK PICTURES

2.1 MILLIONGOOGLE SEARCHES

200 MILLIONEMAILS5.6 MILLION

TEXTS

27

PEOPLEHAVE TO FIND WAYS TO FILTER

28

PEOPLE FILTER BASED ON TIMEContent decay happens fast. If people don’t see it in the first three hours, they’ll never see it

90%of Facebook engagement in first 3 hours of post

92%retweets within the first hour

29

30

AND VISUAL CONTENT

Pictures are easier to identify and digest in the newsfeed.

FACEBOOK IS FILTERING TOO

MYTH: 100% organic reach

FEBRUARY 2012: Facebook announces average of 16% reach for brand content

SEPTEMBER 2012: Facebook reduces reach to 8% average

100%

16%

8%

31

A NEW APPROACH DESIGNED TO OFFER REAL TIME, BREAKTHROUGH CONTENT

REAL TIME

32

33

SO YOU CAN TRANSFORM FROM THIS…

VW is excited to celebrate the final journey of the Shuttle Endeavour. What an adventure it has been.

…TO THIS

34

35

1 2 3CREATIVE NEWSROOM IN ACTION

Newsroom teams spot the trend

Community Managers develop real-time creative

Shuttle Endeavour trends nationally

36

TAILORED TO BRAND & AUDIENCE

Microsoft Clippie: Classic Microsoft,

Techie Humor

Adobe Lightroom Photo Album:Stunning Pictures

The newsroom posts generated 400-600% more

engagement

37

AN OFFERING UNLIKE ANY OTHER

3 steps to get you up and running effectively

Multi Discipline teams with diverse

backgrounds to serve your brand

Proprietary mix of resources to mine pop culture, consumer and

community insights

PROCESSPEOPLE TOOLS

THE MODELS

TRENDSPOTTER CAMPAIGN DAILY DESK

Different models available depending on the needs of a brand

38

39

THE BLACKOUT BOWLCreative Newsroom’s shining moment

When the Superdome went dark, social media teams scrambled to make light of the situation.

MANY LIGHTWEIGHT INTERACTIONSOVER TIME6 40

YOU HAVE 50 CHANCES TO MAKE AN IMPRESSIONYou don’t have to try to win the game in one swing

50 tweetsper person

500 postsper year

50 postsper person

1,500 tweetsper year

10%

3%

DEEPEN ENGAGEMENT

CAPTURE INTEREST

Total ContentPer Channel

ConsumptionPer Person

AttentionRate

41

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

DON’T PROPOSE ON THE FIRST DATE

WAIT FOR YOUR 51ST DATE

42

AD

VO

CA

CY

Depth of Emotional

Engagement

AS ENGAGEMENT INCREASES, REVENUE LIFTS

Size of Group

AWARENESSMASS MEDIA

ENGAGEMENTSOCIAL MEDIA

CONSIDERATIONSEO, CRM, WOM PURCHASE

43

7SOCIAL EVENTSDRIVE EXCITEMENT

44

EPIC EVENTS DRIVE BREAKTHROUGH ATTENTIONEpic events transcend space, time and media. The combination of breaking news, exclusive access and competition was a winning formula for excitement, attention and conversation.

45

46

EXTEND EPIC CONVERSATIONS THROUGH TIMELY ENGAGEMENT

When a dad launched his son’s Skylander’s Tree Rex figure into space, @RedBullStratos congratulated Tree Rex on Twitter, creating an additional spike in conversation online.

46

GIVE LIVE TV A SOCIAL

LIFE

For the launch of Call of Duty: Black Ops II, Activision partnered

with Spike TV for a live midnight show,

featuring tweets, photos and

stories from fans around the world.

47

SYNC SOCIAL EVENTS IRLSyncing social and IRL events more closely

Axe Music has used social broadcasts of music events to attract and excite fans.

48

8ONE-TO-ONESOCIAL ENGAGEMENT

49

People are PEOPLE, not just an email address or a phone number

ONE-TO-ONE SOCIAL ENGAGEMENT

50

AUDIENCE STANDARDS: BUILD A PROFILE

PSYCHOGRAPHIC DATA

DEMOGRAPHIC DATA

$

51

52

INTEREST GEOGRAPHY ACTIVITY

ONE-TO-ONE SOCIAL ENGAGEMENTSegment based on interests and engagement

THE SEARCH GAMEHAS CHANGEDAGAIN9 53

Google’s Penguin release means quality content is the paramount route for SEO and discoverability

THE RISE OF REAL CONTENT

54

Bing Social SearchEVOLUTION OF SOCIAL CONTEXT

55

SOCIAL MEDIA

SOCIAL FOR

SEARCH

CLICKTHROUGH CLICKTHROUGH

FORENSIC TRACKING & MEASUREMENT

INTERSECTION OF SEARCH & SOCIAL

Social to drive initial scale,

engagement, sharing and

recommendation

Robust and rich content strategy to drive search

Content for search to support social

Engagement & sharing drives

search

56

DEVELOP A SPECTRUM OF CONTENT

Content optimized for enthusiastsand search

Visual content drives scale and WOM through network at 2x rate of non-visual

General content calendar basedon tone of voice

Periodic fan acquisition at scale

General imagery and product info

Video content e.g. product demos primed to feed search

Shortform content calendar

for social

‘Social poster’ content

Longform content

SO

CIA

L

‘Spike’ campaign content

Video contentVisual content

SEA

RC

H

57

10BRANDPLAY

58

59

@TacoBell Why is it that “fire” sauce isn’t made with any real fire? Seems like false advertising.

@OldSpice Is your deodorant made with really old spices?

@TacoBell Depends. Do you consider volcanos, tanks and freedom to be spices?

Letting your personality shine through

BRANDPLAY

@OldSpice @TacoBell

60

Letting your personality shine through

Ever bring your own Oreo cookies to the movie theatre? #slicksnacker

NOT COOL, COOKIE. RT

BRANDPLAY

@Oreo @AMCTheatres

61

NOT JUST FOR CONSUMER BRANDS

Valentine embedded in codeB2B eCards

Copyright ©2012 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).