matt knell
DESCRIPTION
TRANSCRIPT
![Page 1: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/1.jpg)
Matthew KnellAOL Social Media DirectorFebruary 7, 2012for SocialFresh East
Fragmentation: The Future of Social Media Platforms
#socialfresh
![Page 2: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/2.jpg)
@matthewknell#socialfresh
Hi! My name is Matthew Knell!
Social Media Director at AOL
Pace University Tech Mentor in Residence (http://csis.pace.edu)
Adjunct Instructor at NYU’s School of Continuing and Professional Studies
Obnoxiously huge Muppets fan
SocialFresh rookie
@[email protected]://about.me/matthewknell
#socialfreshFollow along at http://bit.ly/sofreshfrag
![Page 3: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/3.jpg)
@matthewknell#socialfresh
HOW MANY OF YOU THINK FACEBOOK HAS REACHED ITS PEAK? WHY OR WHY NOT?
![Page 4: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/4.jpg)
@matthewknell#socialfresh
- Facebook in their S-1 filing
“TO THE EXTENT OUR ACTIVE USER GROWTH RATE SLOWS, OUR BUSINESS PERFORMANCE WILL BECOME INCREASINGLY DEPENDENT ON OUR ABILITY TO INCREASE LEVELS OF USER ENGAGEMENT IN CURRENT AND NEW MARKETS. IF PEOPLE DO NOT PERCEIVE OUR PRODUCTS TO BE USEFUL, RELIABLE, AND TRUSTWORTHY, WE MAY NOT BE ABLE TO ATTRACT OR RETAIN USERS OR OTHERWISE MAINTAIN OR INCREASE THE FREQUENCY AND DURATION OF THEIR ENGAGEMENT. “
![Page 5: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/5.jpg)
@matthewknell#socialfresh
Interest based networks are booming• Tumblr jumped 130% in unique visitors from Nov 2010 to Nov
2011• Pinterest jumped 1125% in UVs from May 2011 to Nov 2011• Foursquare’s user base grew more than 1000% from August
2009 to July 2009 and 1000% again from August 2010 to July 2011
• Instagram took only 9 months to reach 150 million photos, and just one year to reach 10 million members
• Facebook grew only 9% from Nov 2010 to Nov 2011
Page 5
Sources: Comscore via eMarketer (US Unique Visitors to Select Social Networks, Nov 2010-Nov 2011), Search Engine Watch (Foursquare Hits 10 Million Users, Yeah, That’s 1000% Annual Growth), Instagram Blog (The Instagram Community – Ten Million and Counting)
![Page 6: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/6.jpg)
@matthewknell#socialfresh
Real-time Poll• How many of you like every single thing your friends like?• Are you willing to trade your personal relationships to get to
content that you want?
Page 6
![Page 7: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/7.jpg)
@matthewknell#socialfresh
The interest graph movement• The “shopping mall” is slowly being replaced by the “boutique”
store.• The next wave of social media sites facilitate content creation
and curation content based on interests.• Users, not people are the vehicle; content is the engine.
Page 7
![Page 8: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/8.jpg)
@matthewknell#socialfresh
All encourage collections of related sets of things
Page 8
![Page 9: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/9.jpg)
@matthewknell#socialfresh
All facilitate serendipitous discovery
Page 9
![Page 10: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/10.jpg)
@matthewknell#socialfresh
Easy to create, curate and consume targeted content
Page 10
![Page 11: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/11.jpg)
@matthewknell#socialfresh
SO WHAT DOES THIS MEAN FOR YOU AS A MARKETER?
![Page 12: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/12.jpg)
@matthewknell#socialfreshPage 12
![Page 13: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/13.jpg)
@matthewknell#socialfresh
A “problem” – Facebook marketing is “easy” • Facebook Pages• Facebook Places• Applications• Facebook Sponsored Stories• Engagement Ads• Premium Ads• Social plugins (like button, share button, recommendations)• Open Graph 2.0 (new style actions, frictionless sharing)• Facebook Insights
Page 13
![Page 14: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/14.jpg)
@matthewknell#socialfresh
Interest based networks have limited paid marketing options
• Foursquare – Badges ($20k-$30k per month)• Tumblr – “highlighted posts”• Instagram, Pinterest - ???
Page 14
![Page 15: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/15.jpg)
@matthewknell#socialfresh
You need to be interesting… more so• On these platforms, content strategy and brand affinity matters
more than ever • Even if users care about your brand, it is difficult to keep re-
engaging with them.• Assumptions on your user base based on your Twitter and
Facebook demos can be risky.
Page 15
![Page 16: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/16.jpg)
@matthewknell#socialfresh
HOW CAN YOU BE INTERESTING?
![Page 17: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/17.jpg)
@matthewknell#socialfresh
Do a content auditConsider:• Is there a logical business need for using this platform?• Your brand and where it fits in the world• Types of content you have to share • Curation and copyright concerns• How do you want to tell your story? • What you’re already doing on other social platforms?• What device do you want your users to find you on? • Who on your team will manage these accounts?• How can this fit within your existing content calendar?
Page 17
![Page 18: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/18.jpg)
@matthewknell#socialfresh
Test and target• These platforms depersonalize human personas• Instead of focusing on user demographics, focus on content
personals• Your testing groups should be organized by affinities
• People who like behind the scenes pictures
• People who like celebrity photos
• People who like pictures of cats
• People who think this is the best SocialFresh preso of the conference.
Page 18
![Page 19: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/19.jpg)
@matthewknell#socialfresh
Go fishing• “Build a content museum” – curate or create one thing at time • Use each channel of content to meet a slightly different user
interest.• Use “snackable” assets strong enough to stand on their own
that are closely aligned with the theme.• Drive your content towards a business goal when possible (a
page view, a purchase, a signup, a visitor to your store)• Use success to refine your content personas.
Page 19
![Page 20: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/20.jpg)
@matthewknell#socialfresh
Pinterest and Tumblr are ideal for curation
Page 20
![Page 21: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/21.jpg)
@matthewknell#socialfresh
But both work well for original content
Page 21
![Page 22: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/22.jpg)
@matthewknell#socialfresh
Tumblr is great for sharing your archives
Page 22
• 30% of marketers are planning to increase usage of Tumblr in 2012
Source: eMarketer (Plans to Increase Usage of Other Social Media Marketing Platforms* in 2012 According to US Marketers (% of respondents)
![Page 23: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/23.jpg)
@matthewknell#socialfresh
Instagram as a branded movie reel
Page 23
• 14.5% of users spent more time on Instagram in 2011
Source: eMarketer (Social Media Sites that US Social Media Users Spent More Time on in 2011 (% of respondents))
![Page 24: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/24.jpg)
@matthewknell#socialfresh
Use Foursquare branded pages with tips and lists
Page 24
• 68% of Inc 500 had “success” with Foursquare in 2011
Source: eMarketer (Social Media Tools with Which Inc. 500 Companies Have Had Success, 2009-2011 (% of respondents)
![Page 25: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/25.jpg)
@matthewknell#socialfresh
What to use when?• Tumblr – tell stories in simple posts with an emphasis on
content but want to take advantage of the built in community• Foursquare – when you are a business / brand trying to
translate offline actions in to online actions• Instagram – when you want to capture moments in time in
photographs• Pinterest – when you want to claim your share of the interest
graph and you have a creative / fashionable audience
Page 25
![Page 26: Matt Knell](https://reader033.vdocuments.mx/reader033/viewer/2022061222/54c154804a7959e3328b4598/html5/thumbnails/26.jpg)
@matthewknell#socialfresh
Questions?Lots of social type links – http://about.me/matthewknellFollow me on Twitter - @matthewknellRead my ramblings – http://www.tagsmith.org
Page 26