Social at its highest potential: Digital Minimalism and beyond
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Social at its highest potential
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Social at its highest potential: Digital Minimalism and beyond
- 1. Social at its highest potential A L E X A N D R A C A C I U R , P U B L I C I S R O M A N I A
- 2. Călin, 3 ani
- 3. Past. Present. What’s next?
- 4. Past: PC first world
- 5. Present: mobile first world.
- 6. What’s next? VR/ AR first world. 67.3% of RO online users said they didn’t use VR in RO in the past 6 months.
- 7. Digital Minimalism is a philosophy that helps you question what digital communication tools (and behaviors surrounding these tools) add the most value to your life. It is motivated by the belief that intentionally and aggressively clearing away low-value digital noise, and optimizing your use of the tools that really matter, can significantly improve your life.” The social media honeymoon is over. As people question their screen addiction, the impacts are felt in all walks of life, from dinners where guests demand the phones be put away to changing trends in the beauty industry. “In 2019, people are looking to scale back, simplify their routine and their look,”. “Social media has played such a big part in pressuring us to show up in a certain way. People are looking to reconnect with who they are, go back to the basics.” *Source: Dan Silvestre, Medium.com, Digital Minimalism: How to Simplify Your Online Life *Source: Melissa Butler, founder and CEO of the Lip Bar ,50 Big Ideas for 2019: What to watch in the year aheadby LinkedIn WE WILL STOP LIVING AN INSTA LIFEDIGITAL MINIMALISM
- 8. Let’s deliver the correct proposition for social media, having in mind that in the future users will tend shut down the digital noise, to reconnect with themselves and go back to basics. “ Let’s meet in the middle ”
- 9. Good news: There is a choice for any sort of brief Bad news: Communicators have to do all the planning (hard) work in order to make the users’ experience verrrrry simple and intuitive.
- 10. User small input, big brand output.“ The principle to follow ”
- 11. Summary.
- 12. STEPS PILLAR 1: SET KPIS PILLAR 2: KNOW YOUR TARGETS KEEP UP TO DATE WITH THE SOCIAL MEDIA CHANGES PILLAR 3: USE THE RIGHT CHANNELS AND FORMATS To d a y ’s e x e r c i s e i n t r o ( t h e h a r d w o r k ) TRACK EVERY LITTLE ASSET & DEMONSTRATE THE ROI
- 13. Keep up to date.
- 14. 2018 constantly kept professionals on their toes due to multiple changes. 2019 is as eventful as 2018 for those who work in social media. There were two essential areas for change: timeline algorythm and video features on FB and Insta. “ Changes in 2019 ”
- 15. ✦ 2018 2018 continued the decline of organic reach. It started from quite a while, but the algorythm was redesigned to prioritise the content from friends and family, so that now it’s even harder for brands to be seen. ✦ 2019 Day to day branded content should mostly count on paid promo for content. Don’t target ads for engagement, just for reach. Interactions are limited to watching a video and pressing the like button. Great quality content is still shared, but it still needs budgets to make the seeding. On timeline algorythm *Source: 2019 Social Media Predictions by Meltwater.
- 16. on timeline algorythm ✦ 2018 Just like its parent company, Instagram has tweaked its timeline to provide a better experience for users, oriented more towards personal experience rather than on brands. This meant walking away from 2016 chronological order and a harder mission for brands to be seen. ✦ 2019 Even if 2019 will not completely restore the chronological timeline, now it will be a lot closer to the version which users loved, since recency is again a key factor. *Source: 2019 Social Media Predictions by Meltwater.
- 17. ✦ 2018 Most of social media channels make a play in online video, with a focus in live streaming, which is still a large untapped opportunity. Pre-recorded videos can be streamed as live. ✦ 2019 Facebook ais in the process of adding some new interactivity features both on live videos + on demand videos, enabling brands to run different types of polls and quizzes for viewers. On video features *Source: 2019 Social Media Predictions by Meltwater.
- 18. on video features* ✦ 2018 Instagram has received updates to its video capabilities with IGTV which enabled the host of long-form videos. ✦ 2019 This put Instagram in direct competition with YouTube for delivering video content and has the potential to completely tranform how this service is used for brands and consumers. Instagram started to push IGTV previews in the feed.** Interactive stories do not work on Facebook, they appear like photos. *Source: 2019 Social Media Predictions by Meltwater. **Source: Instagram official account
- 19. Stories deployed from IG to FB. Soon: stories in FB groups.
- 20. Landscape.
- 21. 10,000,000 8,410,000 4,000,000 2,500,000 1,000,000 700,000 450,000 380,000 Facebook YouTube Instagram LinkedIn Tumblr Snapchat Spotify Twitter SM landscape by number of users. *Sources: Facebrands.ro, YouTube Reach Planner, Facebook Business Ads, Tumblr regional team, Snapchat regional team, HTTPool, ZeList Monitor. Should we all be here? Some rising stars
- 24. Methodology.
- 25. How to make your (right) choices?“ ”
- 26. 1. Set clear KPIs STEP 1 – SET OBJECTIVE What is your objective? STEP 3 - ENGAGEMENT What type of engagement? How many will you engage? STEP 2 – AWARENESS Estimate your universe STEP 4 - CONVERSION What type of conversion? How many will you convert? STEP 5- ROI Which is the return brought to the brand/ product? ESTABLISH AN EMOTIONAL CONNECTION REACH THE ENTIRE UNIVERSE 3 MIL PEOPLE 15% INTERACTIONS WATCH 75% OF YOUR VIDEO AND PRESS THE SHARE BUTTON TOM WHEN THEY MAKE THE NEXT PURCHASE Pretty common WOW Add qualitative metrics Brand Lift Conversion Lift
- 27. 2. Where is your target? 50% 60% 70% 40% 30% 20% 15% 20% 10% 15% 15% 20% Co-op with the research/ media department 10,000,000 8,410,000 4,000,000 2,500,000 1,000,000 700,000 450,000 380,000 Facebook YouTube Instagram LinkedIn Tumblr Snapchat Spotify Twitter 5% 7% 7% 5%
- 28. 10,000,000 8,410,000 3,300,000 2,500,000 1,000,000 700,000 450,000 380,000 Facebook YouTube Instagram LinkedIn Tumblr Snapchat Spotify Twitter 4. Channels, weights & formats selection Video & Messenger Video Stories Filters Playlists SNA Focus/ GWI data + media agency input
- 29. 3. Targets’ behavior file DEFINITION 1.8 mil people from total 3 mil, aged between 16- 20 y.o., big cities, MHE & MHI, heavy category users LIFESTYLE & ATTITUDES Love having people around, go with friends to the mall, like to collect accesories. They are content creators or content readers 80% make their research for buying online 70% are social media addicted 90% use internet on their smartphones 70% use messenger daily Interests: shopping, art, music, going out. The younger they are, the faster they scroll. They watch videos every day. They read a lot of reviews before taking a decision ONLINE TIME ONLINE CONTENT ONLINE INTERESTS OUTCOME: channels choice OUTCOME: type of content OUTCOME: contextualization OUTCOMES: Scale & characteristics SNA Focus/ GWI data
- 30. There have been lots of discussions about the video in feed & ephemeral content done in stories. Whatever the side you pick, video is here to stay. “ ” Reality
- 31. 52% of video sales lift is driven from video impressions that are less than 2 sec. FB content rules can by applied in any short form video, in any network. “ ” Fact on Facebook
- 32. Role: helps building incremental reach (light TV users) Role: helps building incremental reach, can generate engagement in communities • Devices: 73% mobile • Attention: high • Content watch: LONG FORM <30 sec SOUND ON • Target’s Expectations: they are in a relaxed mode and want to be entertained • Devices: 92% mobile • Attention: low (<2 sec visual trigger) • Content watch: SHORT FORM 6-8 sec SOUND OFF • Target’s Expectations: in a lot of digital noise, the engagement is watching a video or hitting a like, they don’t show emotion as they used to Role: helps building incremental reach, can generate engagement *Sources: Human Graph Experience by Starcom and testing several video campaigns across all channels SM channels • Devices: 100% mobile • Attention: medium • Content watch: MEDIUM FORM 6-8 sec, max 15 sec LONG FORM FOR IGTV SOUND OFF • Target’s Expectations: they appreciate the evel of intimacy, they engage a lot more (stickers, stories, even posts)
- 33. SM mix best practice for video content promotion YOUTUBE long form until you reach the entire universe FACEBOOK short form for ad recall + prompt sharing INSTAGRAM short form same as FB + engagement An outcomes driven connections system that fuses social media knowlege, target knowledge, media knowledge to give a social media advantage. IG TV for a smaller universe
- 34. Week 1 YouTube IGTV Week 2 Week 4 Week 5 Week 6 Week 7 Week 8 YouTube IGTV YouTube/ IGTV optimized FB Instagram Video display Week 3 FB Instagram Video display FB Instagram Video display optimized FB Instagram Video display optimized FB Instagram Video display optimized Example of a 8 weeks video campaign
- 35. Conclusions.
- 36. Don’t “get married” to a social network. Propose to your consumer and follow him in his journey. “ ” Takeout no. 1
- 37. Try DCO. Dynamic content optimization on social. “ ”
- 39. Test, test, test. Every little decision matters if compounded. Easy to do, easy not to do. 10 minutes per day = 50 minutes per week = over 200 minutes per month. “ ” Takeout no. 2
- 40. Nimic nu e mai rewarding decat sa fii “omul cu cifrele” sau “omul cu insight-ul”. “ ” The End
Notas do Editor
- Ce ma recomanda sa fiu aici? Am pornit de la zero un social media hub regional, in care toata comunicarea se baza doar pe Facebook si Instagram. Am fost prezenta in faza de planning, am facut concepte de social media, am filmat direct pentru social, am track-uit fiecare ad si apoi am facut deployment si in alte tari si asa mai departe. Proiectul a avut succesul dorit, insa nu am venit cu un case study care sa arate ce am facut grozav, ci imi propun sa punctez lucruri din procesul de lucru care sa va ajute si pe voi. Daca va ajuta sa va imbunatatiti procesul cu 10%, eu sunt multumita
- „Happy pill”. Va suna cunoscuta sintagma? Iei o aspirina, nu te mai doare capul. Dar daca... de azi, aspirina te vindeca de o durere de stomac si paracetamolul nu mai are efect? Cam asta e ce se intampla pe social de cativa ani. Nu mai exista nimic gen „happy pill” care sa vindece pe termen lung. Hai sa vedem!
- Am plecat de la PC First world
- Am vorbit ani la rand despre Mobile First world suntem inca in process de adoptie.
- Ce urmeaza? VR first world? Mark Zuckerberg, CEO of Facebook, a spus la World Mobile Congress in Barcelona ca in 5 -10 years AR va fi acolo unde este VR-ul astazi. Democratizarea tehnologiei poate fi coplesitoare pentru multi dintre noi si dureaza destul de mult sa fie asimilata de toata lumea.
- Ce mai urmeaza in acelasi timp? In timp ce tehnologia se dezvolta si noi incercam sa tinem pasul cu ea, se contureaza, deocamdata la o scala mica, un trend minimalist, care are si o extensie in digital. Se vorbeste despre reducerea “zgomotului digital”, a aglomeratiei de informatii pe care le vedem in fiecare zi, a presiunii puse de social media, pentru a te reconecta cu sinele. Exista ghiduri care te invata cum sa faci curat in laptop, cum sa iti organizezi mail-ul, cum sa iti dezinstalezi aplicatii de pe telefon si sa iti scoti notificari. Despre intentionalitate vs reactivitate.
- Inapoi cu picioarele pe pamant la noi in tara, mai dureaza pana sa asimilam la nivel de masa atat tehnologia, cat si trendurile minimaliste, asa ca hai sa vedem ce ar insemna sa faci o propunere corecta.
- Vestea buna – exista o solutie pentru orice tip de brief, fie ca vorbim despre un obiectiv de brand, de produs, fie ca ne dorim sa mai jucam cartea reach-ului organic. Ce s-a schimbat insa fata de acum cativa ani: munca de planning este mai mare pentru ca experienta userilor sa fie cat mai simpla.
- De fiecare data cand am aplicat acest principiu a functionat. De fiecare data cand am complicat lucrurile, rezultatele in zona de engagement si de earned media au scazut.
- In ultimul an m-am abonat la toate rapoartele de social posibile. Am lucrat aproape de plannerii de media. Am avut call-uri cu echipa Facebook. Am testat si am raportat ce functioneaza si ce nu si am optimizat la maxim bugetele. Iata un exercitiu din care o sa intelegeti si voi ce a inseamnat optimizarea.
- 2019 va fi un an la fel de plin ca 2018 din punct de vedere al schimbarilor. Haideti mai intai sa vedem cum se modifica algoritmul de servire a content-ului si zona de video.
- In 2018 algoritmul de afisare a continutului a fost optimizat pentru a vedea mai intai update-urile prietenilor cu care interactionezi. Ceea ce inseamna ca brandurile au o misiune si mai grea pentru a fi vazute. Nu mai are sens sa produceti continut daca nu il promovati, iar organic reach-ul cu tot cu promovare scade pe zi ce trece. Engagement-ul nu mai e ce a fost, userii urmaresc un video si dau un like, destul de greu mai trec si la alt tip de interactiune.
- Instagramul a facut o schimbare in 2016 – de la afisarea cronologica la un algoritm similar cu al FB-ului. Se va intoarce la ordinea cronologica pentru ca userii prefera asta.
- Ref la video – pe FB cea mai mare oportunitate si putin folosita e live streaming-ul, care trimite notificari la inceput si care obtine un reach organic ceva mai bun decat video-urie obisnuite. De ceva vreme se poate face streaming si cu video preinregistrat. In 2019 vor aparea noi feature-uri de interactiune, cum ar fi poll-uri si quizz-uri.
- Instagram a lansat IGTV, care acopera cumva un gol pe care il avea pe vizualizarea video-urilor mai lungi ceea ce il plaseaza in directa competitie cu YouTube-ul. Se zvoneste ca in curand Instagram-ul va plasa acest tip de video in feed.
- In ianuarie 2018 Mark himself a spus ca se asteapta ca story-urile sa depaseasca postarile din feed ca forma de expresie. Facebook-ul a inceput sa faca rollout si pentru IG stories. De asemenea, se zvoneste ca story-urile vor fi implementate in FB Groups.
- Exista rapoarte lunare legate de landscape-ul din RO pe care le primim cu totii. Insa eu nu am vazut inca o alaturare intre toate retelele care sunt raportate la noi. Se vad clar niste giganti, se vad insa si niste rising stars. Intrebarea este – daca vezi aceasta poza, te mai duci catre primele 3, oricare ti-ar fi obiectivul?
- Cum spuneam, in ultimul an am testat tot felul de lucruri, au functionat sau nu.
- Pare gratuit, insa definirea outcome-ului pe fiecare pas e extrem de importanta. NU uitati sa definiti si sa track-uiti comunicarea atat dpdv cantitativ, cat si calitativ – ex. puteti seta sa construiti o relatie emotionala si track-ui cu Brand Lift Studies (10k EUR/ sapt/ ad)
- Pentru alegerea retetelor sociale potrivite fiecarui brief, nu uitati sa intersectati dpdv cantitativ fiecare tip de target cu fiecare retea. Puteti face asta cu ajutorul departamentelor de research/ media.
- Iata cum ar putea arata rezultatul - afli canalele reprezentative, weight-urile, tipurile de ad-uri.
- Pe baza de SNA Focus data se pot scoate si rezultate calitative (Ex. atitidini) pe fiecare tip de target vs retea sociala. Eu am alcatuit o fisa cu lucrurile care nu trebuie sa lipseasca din strategie, inainte de a lua o decizie pe ce canale sa alegem, ce continut sa alegem, cum sa contextualizam continutul.
- Video-ul va domina comunicarea in social si in 2019, nu e un trend care va trece foarte usor.
- Din tot ce am testat pana acum, principiile date de Facebook pentru crearea continutului (visual triggers, mobile first creativity, single minded messages, highlight what matters, etc) se pot aplica cu success pentru orice short form video pentru orice retea – fie ca e vorba de un YT preroll, fie de un Insta story.
- Ce am invatat din campaniile care au rulat pe toate cele 3 canale simultan.
- integrare
- Si integrarea pe un timeline – 2 saptamani iti faci reach-ul, apoi faci recall cu FB.
- Follow his journey
- Aceasta carte iti poate schimba viata, atat la nivel personal, cat si la nivel de obiective. Daca stai zi de zi 10 minute si faci research si arunci un ochi pe rezultatele campaniilor, vei avea 50 de minute pe saptamana, 200 de minute pe luna.