What might the future of social media look like?

WHAT MIGHT THE FUTURE
OF SOCIAL MEDIA LOOK LIKE?
12/09/2019

A QUICK INTRODUCTION…
WHAT MIGHT THE FUTURE OF SOCIAL MEDIA LOOK LIKE?
TONY WRIGHT
STRATEGY PARTNER
- EIGHT&FOUR
MARIE FAULKNER
SENIOR SOCIAL MEDIA MANAGER
- MARIE CURIE

TODAY’S SESSION
A QUICK WALK
THROUGH
SOCIAL
MEDIA’S
HISTORY
SOCIAL MEDIA
BEHAVIOUR
THE LATEST
PLATFORM BY
PLATFORM
NEWS
THE TRUE
ROLE OF
SOCIAL MEDIA
OUR CALL
TO ARMS
WHERE WE’VE BEEN AND
WHERE WE ARE
WHERE WE’RE HEADING (OR
SHOULD BE…)

A QUICK WALK THROUGH
SOCIAL MEDIA’S HISTORY

MAJOR EVENTS
A QUICK WALK THROUGH SOCIAL MEDIA’S HISTORY
1999 2003 2004 2005 2006 2007 2011 20132010 2015 20182016 2017

USAGE BY PLATFORM
SOCIAL MEDIA BEHAVIOUR
• 88% OF 25-34 YEAR OLDS ARE ON SOCIAL MEDIA
• BUT IT’S AN ESSENTIAL TOOL FOR GEN Z WHO
HAVE GROWN UP WITH DIGITAL (98.7%)
• FACEBOOK REMAINS STRONG AMONGST OLDER
GENERATIONS AND IS PREDICTED TO REMAIN A
CORE SOCIAL CHANNEL UNTIL 2023
• INSTAGRAM WILL CONTINUE TO GROW STRONGLY,
BUT WE NEED TO UNDERSTAND THE PURPOSE OF
THE FEED VS. STORIES

USAGE BY PLATFORM
• THE AVERAGE PERSON HAS 7.1 SOCIAL MEDIA
ACCOUNTS AND THEY’RE ACTIVE ON SOCIAL
WITHIN THE FIRST 60 SECONDS OF THEIR DAY
• FACEBOOK ANNOUNCED IT WOULD SHIFT ITS
FOCUS FROM PUBLIC TO PRIVATE SHARING
• INSTAGRAM HAS INTRODUCED IN-APP
ECOMMERCE
• THE EMERGENCE OF TIKTOK HAS SEEN OVER 1
BILLION DOWNLOADS GLOBALLY

PEOPLE ARE CONSTANTLY CONNECTED
When they wake
up
During
the day
In the
evenings
At night, before
they sleep

PEOPLE WANT TO SHARE AT ANY TIME
nomophobia ˌnō-mə-ˈfō-bē-ə:
Fear of being without a mobile
device, or cellular or WiFi service

MARIE CURIE - SOCIAL MEDIA WORKSHOPS
I want variety, instant accessibility,
and increasingly… everything
brought to me.
I am in control

12
Consumers are looking to feel
connected with insightful and
newsworthy content
What’s Happening…

CONSUMERS HAVE A CLEAR PURPOSE FOR EACH PLATFORM
PRE
HYPER TARGETED INSPIRE & DESIRE REAL TIME
CONVERSATION
BRAND INSIGHT &
PERSONALITY
PERSONAL FOCUS STORYTELLING LIFESTYLE
PLANNER
THOUGHT
LEADERSHIP &
INSIGHT
Connecting with
content that
aligns with their
digital activities.
A creative look
into the brands
world that excites
audiences
Provide real time
reactive moments
and personal
engagement
In the moment
content that helps
create memorable
moments
One on one brand
consumer
connections
A hub for brands
to share support,
service and
inspiration
through stunning
video
experiences.
A brand mood
board, that put a
brand products
into their plans.
B2B ways to drive
brand credibility
and leads through
insightful content
CONNECTION INSPIRE NEWS EXPERIENCE ACCESS ENTERTAINMENT
& SUPPORT
DESIRE INSIGHT

CORE CONSIDERATIONS AROUND AUDIENCE BEHAVIOUR
ATTENTION
ECONOMY
SPEED OF
THE FEED
VIDEO
ESSENTIALS

CORE CONSIDERATIONS AROUND AUDIENCE BEHAVIOUR
LOOK AT ME
SOCIAL CHANNELS
LOOK AT THAT
SOCIAL CHANNELS

WE ARE BATTLING FOR ATTENTION IN A MOBILE FIRST WORLD
WE NEED TO MAKE CONTENT THAT PEOPLE CARE ABOUT ON SOCIAL
IF WE’RE GOING TO EXPECT PEOPLE TO ENGAGE WITH IT

2,617times a day the average person
click, tap, or swipe their phone
times a day Americans
collectively check their
smartphones
8Billion
SOURCE: Microsoft Published Research 2013 / Google Insights / Dscout Research June 2016
2000
2013
GenZ
12.0seconds
12.0
8.0seconds
8.0
2.8seconds
A goldfish is 9
seconds
THE SHRINKING ATTENTION SPAN OF CONSUMERS

WE CONSUME CONTENT FASTER AND MORE FREQUENTLY THAN EVER
1.7X
faster
Recallin
1/4sec

Source:Facebook internal data.
P e o p l e t h u m b t h r o u g h
9 0 + m e t e r s o f c o n t e n t
e v e r y d a y o n f e e d

WHAT GRABS A USER’S ATTENTION MOST?
CONSUMERS ARE
DRAWN TO VISUAL
CONTENT

THE ETERNITY OF 1 SECOND
process a thought from an image (2014)
0.00 0.25 0.50 0.75 1.00 sec
0.013
M.I.T. 2014 “In the Blink of an Eye” Study
process a thought (2014)
0.03
0.00 0.25 0.50 0.75 1.00 sec
0.30
process a thought (2001)
0.00 0.25 0.50 0.75 1.00 sec
0.00 0.25 0.50 0.75 1.00 sec
St Andrew’s & Parma universities study

THE FIRST TWO SECONDS MATTER MOST
60% OF AD
AWARENESS
LIFT IS
ACHIEVED
NEED TO
CONSIDER A
VIEWABLE
VIEW
SPEED THAT
WE PROCESS
SOCIAL
CONTENT

ORGANIC REACH CONTINUES TO DECLINE
Content
Time
Content
created
Ability to
consume
content
• THE AVERAGE ORGANIC REACH OF FACEBOOK
PAGES IS LESS THAN 2%
• WITH AN INCREASING AMOUNT OF CONTENT
BEING CREATED, THE COMPETITION TO
APPEAR ON FEEDS IS GROWING
• NON-FOR-PROFIT PAGES OFTEN ENJOY
HIGHER LEVELS OF ORGANIC REACH
• PAID CAMPAIGNS ARE NEEDED TO BE ABLE TO
REACH A SIGNIFICANT NUMBER OF USERS
AND MAKE AN IMPACT, BEYOND JUST
CAMPAIGN PERIODS

PAID MEDIA IS ESSENTIAL TO ACHIEVE CUT-THROUGH
• OWNED:
CUSTOMERS, FANS, BLOGS – BRAND EXPERIENCE
• EARNED:
FRIENDS ENGAGEMENT SEEN BY WIDER AUDIENCE.
PR, BLOGS ETC
• PAID:
TARGET AUDIENCE WITH NO PREVIOUS CONNECTION
DISCOVERY & INTENT
OWNED
EARNED
PAID

UNDERSTANDING BEHAVIOUR TO MAXIMISE REACH
WHAT MIGHT THE FUTURE OF SOCIAL MEDIA LOOK LIKE?MARIE CURIE - SOCIAL MEDIA WORKSHOPS
First 48 hours
48 hours +
2.
Influential audience
pick up the story
3.
Surge
Flows to the masses
Routed Explosivelaunch
1.
Spark
88% of stories peak
within 48 hours of
their spark
on Twitter
4.
Maintain flow
**Frequency of 6+ is most effective at driving brand awareness and recall
***-15% in brand consideration per week if you don’t stay top of mind
FOCUS ON CAPTURING THE ATTENTION
48 hours+
CONSISTENTLY ENGAGE WITH CORE AUDIENCES

THINK
MOBILE
FIRST
CREATE FOR
NEW
BEHAVIOURS
TEST,
ITERATE AND
MEASURE
EVERYTHING

THE LATEST PLATFORM
BY PLATFORM NEWS

FACEBOOK
PLATFORM BY PLATFORM NEWS
FROM
SHARING
TO CARING
Data breaches and The Great
Hack has put privacy on the map.
KEEP ON TOP OF GDPR
DON’T OVER-PERSONALISE
EXPLORE CREATIVE IDEAS
ROOTED IN THIS CONTEXT
FROM POSTS
TO PRIVACY
Users are deserting their feeds
for one-to-one and group chat.
PRIORITISE REACH OVER
ENGAGEMENT
PROVIDE SOCIAL CURRENCY
BUILD TRACKABLE CTAS INTO
COMMS
(VISITS/SIGN-UPS)
FROM THE
FEED
TO GROUPS
Facebook’s investing in improving
& publicising Groups.
DEFINE A ROLE OR ROLES
FOR FACEBOOK GROUPS
CONNECT WITH AND/OR
ASSIGN GROUP LEADERS
FACILITATE AND SUPPORT,
BUT DON’T DICTATE
FROM POKES
TO PENNIES
Facebook’s working on
introducing a digital currency.
EXPLORE NEWSWORTHY PR-
ABLE ACTIVITIES
APPROACH WITH CAUTION

INSTAGRAM
FAREWELL
LIKES?
The platform’s exploring
removing ‘like’s altogether.
REVIEW MEASUREMENT AND
KPI FRAMEWORKS
ENSURE YOU’RE TRACKING
METRICS THAT MATTER
GIVE USERS SOMETHING
WORTH COMMENTING ON
BRING ON THE
PURGE
Huge numbers of fake users and
accounts are being deleted.
EDUCATE YOUR
ORGANISATIONS
ANTICIPATE SOME LEVEL OF
AUDIENCE DROP-OFF
APPROACH FAR-REACHING
INFLUENCERS WITH CAUTION
BE AWARE OF FINSTERS –
WHERE USERS HAVE
MULTIPLE POSTS
FAKE NEWS!
Efforts are being made to fact
check and moderate content.
IDENTIFY AND TRACK
MISINFORMATION IN YOUR
AREAS OF INTEREST
PRODUCE FACTUAL, MYTH-
BUSTING CONTENT
EXPLORE CREATIVE IDEAS
ROOTED IN THIS CONTEXT
INTRODUCING
THREADS
Instagram is developing a new
standalone messaging app.
BE AN EARLY ADOPTER,
GENERATING EARNED REACH
AMONGST YOUNG
AUDIENCES SET UP GROUPS
WITHIN THE APP FOR
SPECIFIC SUPPORTER
GROUPS

INSTAGRAM
KEY STATISTICS
• 500M ACTIVE DAILY USERS (JAN 2019)
• 68% OF UK MILLENNIALS HAVE VIEWED STORIES (2018)
• 70% OF INSTAGRAM USERS WATCH STORIES DAILY
• 15-25% OF VIEWERS SWIPE UP AND FOLLOW LINKS
• AVERAGE LENGTH OF TOP BRAND STORIES IS 7.6 FRAMES
HOW SHOULD ORGANISATIONS USE IG STORIES?
• CONSIDER IT AS ALMOST A STANDALONE CHANNEL
• ENSURE YOU’RE CAPTURING CONTENT THAT WORKS WELL
WITHIN THE VERTICAL FORMAT
• COVER YOUR ORGANISATION’S EVENTS AND ACTIVITIES
• UTILISE STICKERS, POLLS AND SWIPE-UP LINKS
• MAKE SURE YOU TELL A STORY

TWITTER
ABUSIVE
CONTENT
The platforms trying but
struggling to clean things up.
DEVELOP/PUBLICISE
CHANNEL ‘HOUSE RULES’
KEEP ON TOP OF COMMUNITY
MANAGEMENT
ESTABLISH SCENARIO
PLANNING AND STOCK
RESPONSES
PEOPLE TO
TOPICS
New functionality focuses on
following trends, not just people.
REVISIT YOUR CONTENT
STRATEGY AND PILLARS
REVISIT YOUR APPROACH TO
HASHTAGS
TAP INTO RELEVANT,
NEWSWORTHY TOPICS
DON’T GET LOST IN
INCREDIBLY NOISY TOPICS
EXPLORE ‘TV TARGETING’
CONTENT
SEEDING
Brands are successfully creating
word-of-mouth ahead of
launches.
SEED CAMPAIGN CONTENT
ON TWITTER AHEAD OF ITS
BROADER LAUNCH
HAVE STAFF, AMBASSADORS
AND INFLUENCERS SPREAD
THE WORD EARLY ON
BE AWARE OF USERS’
INCREASINGLY PASSIVE,
OBSERVATIONAL BEHAVIOUR
PAID
INTERACTIVE
VIDEO
Brands are enjoying success with
paid for video polls.
SEED CAMPAIGN CONTENT
ON TWITTER AHEAD OF ITS
BROADER LAUNCH
HAVE STAFF, AMBASSADORS
AND INFLUENCERS SPREAD
THE WORD EARLY ON
GENERATE WORD-OF-MOUTH
BEFORE BROADER CAMPAIGN
ACTIVITY

YOUTUBE
LIVE
INFLUENCER
HANGOUTS
The platforms trying but
struggling to clean things up.
EVOLVE HOW YOU’RE USING
INFLUENCERS ON THE
PLATFORM
SET-UP LIVE STREAMS
AROUND CAMPAIGN
LAUNCHES
INVITE INFLUENCERS TO BIG
CAMPAIGN EVENTS
INFLUENCER
AUTHENTICITY
The recent Vidcon conference
saw Youtube’s glossy vlogger
content falling out of favour.
ENSUREYOUR CONTENT IS
AUTHENTIC AND NATURAL
AVOID CLICHÉ CLIP
APPROACHES EG. ‘HEY
GUUUYS!!!’
BE CAREFUL IN YOUR
SELECTION OF INFLUENCERS

INFLUENCERS
INFLUENCER
FEES
The bigger the influencer, the
more likely they’ll want paying,
which charities don’t do.
INVEST TIME IN YOUR
INFLUENCER SELECTION,
IDENTIFYING INDIVIDUALS
THAT HAVE A CONNECTION
AND RELEVANT EXPERIENCE
TO YOUR ORGANISATION AND
ITS CAUSES.
PUBLIC
SCRUTINY
Fyre Festival and 101 other
influencer marketing disasters has
built a narrative of scepticism.
DEVELOP AN INFLUENCER
STRATEGY, DEFINING HOW
YOU’LL SELECT, MANAGE AND
USE INFLUENCERS.
AN INFLUENCER SCORING
MATRIX CAN HELP TO ENSURE
YOU IDENTIFY AND WORK WITH
THE MOST RELEVANT,
AUTHENTIC AND RISK-FREE
CO-CREATION
As influencer marketing fatigue
kicks in, collaborative activities
are proving more successful.
DON’T SIMPLY GIVE
INFLUENCERS CONTENT AND
MESSAGES TO PUSH OUT.
BRING INFLUENCERS INTO
THE CREATIVE
DEVELOPMENT STAGE OF
ACTIVITIES.

TIKTAK
YOUNG
AUDIENCES
The platform attracts the
youngest users of all major
social platforms, Inc. Snapchat
CONSIDER THE PLATFORM
FOR ONE-OFF CAMPAIGNS
SPECIFICALLY FOCUSED ON
RECRUITING NEW, YOUNGER
AUDIENCES TO YOUR
ORGANISATION
DON’T OVER-INVEST
RESOURCE IN AN ‘ALWAYS
ON’ PRESENCE FOR NOW
CULTURAL
RELEVANCE
Content and individuals on the
platform are taking over culture,
in particular Lil Nas X.
REGULARLY REVIEW THE
MOST POPULAR INDIVIDUALS
IN YOUR MARKETS AND
AREAS OF INTEREST
KEEP AN EYE ON TOP
TRENDING CONTENT AND
POST TRENDS TO TAP INTO
AROUND CAMPAIGN PERIODS
NEW
ADVERTISING
OPTIONS
The platform is beginning to
monetise, working with select
agencies on new ad products.
KEEP UP-TO-DATE WITH
ONGOING DEVELOPMENTS
TO BE AN EARLY ADOPTER
AND BEAT THE COMPETITION
TAKE A TEST AND LEARN
APPROACH, REVIEWIN
ONGOING ROI BEFORE
INVESTING HEAVILY

THE TITLE AND ROLE IT DESERVES
SOCIAL MEDIA BRAND BUILDING
SOCIAL IS STILL, TOO OFTEN
SILOED AND AN AFTER-THOUGHT

THE TITLE AND ROLE IT DESERVES
SOCIAL MEDIA BRAND BUILDING
WHEN IN REALITY, IT’S A BRAND OR
ORGANISATION’S SHOP WINDOW…

SOCIAL TEAMS ATTRACT, RETAIN AND
STEWARD AN ORGANISATION’S BIGGEST
LOYALISTS AND ADVOCATES, DAILY

SOCIAL TEAMS UPHOLD AND EXPRESS
BRAND POSITIONINGS, PERSONALITIES
AND TONES OF VOICE EVERY DAY

SOCIAL TEAMS UPHOLD AND EXPRESS
BRAND POSITIONINGS, PERSONALITIES
AND TONES OF VOICE EVERY DAY
SOCIAL TEAMS ARE ON THE FRONT LINE,
DEVELOPING AND PUBLISHING
ORGANISATIONS’ POINTS OF VIEW AND
RESPONSES TO CRITICISM AND CRISIS

IT’S TIME TO DROP ‘SOCIAL MEDIA
MANAGER’ AND ‘SOCIAL DEPARTMENT’
LET’S START CALLING IT
WHAT IT IS AND DOES…

BRAND STRATEGY AND
DEVELOPMENT IN ITS
PUREST FORM

A RALLYING CRY
OUR CALL TO ARMS
BRAND
LEAD SOCIAL SPECIALISTS TO
INPUT ON ORGANISATION
STRATEGY AND ACT AS
BRAND OWNERS / GUARDIANS
MARKETING
SOCIAL SPECIALISTS TO BE AT
THE HEART OF CAMPAIGN
PLANNING, NOT JUST THE
POINT OF EXECUTION
INVESTMENT
SOCIAL MEDIA TO BE GIVEN
THE ADEQUATE LEVEL OF
RESOURCE AND PAID SUPPORT
TO ACHIEVE ITS GOALS
REPORTING
SOCIAL MEDIA PRESENCE AND
EFFORTS TO BE PART OF
ORGANISATION WIDE
PERFORMANCE TRACKING

THANK YOU
MARIE.FAULKNER@MARIECURIE.ORG.UK
TONY@EIGHTANDFOUR.COM

What can I find
out about
brands?

Users now have a
better
understanding &
control over their
feed.

The evolution of social media –
what does the future hold?
12 September 2019
Social Media Network
London
#CCsocialmedia
WiFi:

Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

What might the future of social media look like?

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What might the future of social media look like?