Ever wonder how changing guidelines and trends will effect your Social Media marketing success in 2016? In this presentation, the first of our Ever Wonder Series, Archer Social Marketing Director Justin Silva will discuss some of the newest ways brands are using Social Media to connect with their audiences, and why Social Media will continue to be as critical as ever to building brands online (and off). The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.

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10 SOCIAL MEDIA MARKETING TRENDS
TO WATCH FOR IN 2016

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Follow a goals, objectives, strategies, and tactics
based approach
KEYS TO SOCIAL MEDIA MARKETING SUCCESS

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Act like a fan, not a corporation
KEYS TO SOCIAL MEDIA MARKETING SUCCESS

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Encourage everyone to think like a content marketer
KEYS TO SOCIAL MEDIA MARKETING SUCCESS

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Be passionate, stay current
KEYS TO SOCIAL MEDIA MARKETING SUCCESS

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10 SOCIAL MEDIA MARKETING TRENDS
TO WATCH FOR IN 2016

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MOBILE AND SOCIAL BECOME SYNONYMOUS

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MORE USERS MOBILE-ONLY THAN DESKTOP-ONLY

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MOBILE DOMINATES SOCIAL NETWORK USAGE
Sources: Facebook, Twitter, Pinterest, comScore

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MOBILE IS CHANGING THE WAY WE COMMUNICATE

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SOCIAL NETWORKS WILL FIGHT
FOR NATIVE VIDEOS

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MINUTES PER DAY WITH DIGITAL VIDEO BY ADULTS (US)
Source: eMarketer

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HEAVYWEIGHT FIGHT OVER VIDEO

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HOW TOP 20,000 PAGES POST VIDEO TO FACEBOOK
Source: Socialbakers

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TIME SPENT ON SCREENS BY ORIENTATION (HOURS/DAY USA)
Source: Kleiner Perkins Caufield & Byers, eMarketer

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PAID SOCIAL MEDIA IS NO LONGER OPTIONAL

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SOCIAL NETWORK AD SPENDING ON THE RISE

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NEW MOBILE AD UNITS FULFILL VARIOUS OBJECTIVES

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TARGETING CAPABILITIES CONTINUE TO IMPROVE

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“BUY” BUTTONS POP UP EVERYWHERE

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SHARE OF E-COMMERCE TRAFFIC BY REFERRAL CHANNEL
(US; Desktop + Mobile) Source: MarketLive, BI Intelligence

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SOCIAL NETWORKS PARTNER WITH E-COMMERCE
VENDORS

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BRANDS EXPERIMENT WITH DIRECT SALES METHODS

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THE YEAR OF THE INFLUENCER

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THE POWER OF INFLUENCER MARKETING
3% OF USERS
GENERATE
90% ONLINE
IMPACT
Source: Traackr

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CELEBRITIES LESS INFLUENTIAL THAN YOUTUBE STARS
MAINSTREAM STARYOUTUBE STAR
MOST INFLUENTIAL LESS INFLUENTIAL
Source: Variety, Jeetendr Sehdev

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SEARCHES FOR “INFLUENCER MARKETING” INCREASE
2005 2007 2009 2011 2013 2015

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Influencers Help Amplify Reach and Engagement
Source: RhythmOne

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AUTHENTICITY AND FREEDOM KEY TO DRIVING RESULTS

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DON’T DISRUPT CONVERSATIONS, JOIN THEM

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USER-GENERATED CONTENT TAKES OVER
ONLINE & OFFLINE MARKETING

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UGC IS MORE INFLUENTIAL & TRUSTED THAN OTHER MEDIA

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UGC IS MORE INFLUENTIAL & TRUSTED THAN OTHER MEDIA
Source: Ipsos

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IMPLICIT PERMISSION

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EXPLICIT PERMISSION

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PHOTO/VIDEO CONTEST TO KICKSTART A UGC LIBRARY

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WEAVING UGC INTO THE ONLINE SHOPPING EXPERIENCE

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MAKING OFFLINE ADVERTISING STAND OUT WITH UGC

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SOCIAL MEASUREMENT GROWS UP

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≠

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MRC SOCIAL MEDIA MEASUREMENT GUIDELINES
• Engagement: a spectrum of consumer advertising activities and
experiences - cognitive, emotional and physical. Engagement
assumes active participation, but may also describe a cognitive or
emotional connection, in addition to a physical action
• Potential Reach vs. Estimated Actual Reach

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POLITICS OVERWHELM USERS’ FEEDS

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ELECTION GENERATING BILLIONS OF INTERACTIONS

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TOTAL DIGITAL POLITICAL AD SPENDING, IN MILLIONS
Source: Borrell 2015

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GOOD REAL-TIME MARKETING EXAMPLES

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QUESTIONABLE REAL-TIME MARKETING EXAMPLES

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SOCIAL CUSTOMER SERVICE IS EASIER THAN
EVER; BRANDS FINALLY TREAT IT THAT WAY

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SOCIAL MEDIA CUSTOMER SERVICE NOT BEING
UTILIZED UNIVERSALLY
Source: Spout Social

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NEW PRIVATE MESSAGING FEATURES KEY FOR BRANDS

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REPLYING TO EVERY SINGLE USER COMMENT

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LEVERAGING MESSAGING & REPLYING BEYOND
CUSTOMER SERVICE

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SOCIAL NETWORKS OUTSIDE OF FACEBOOK,
TWITTER & LINKEDIN FIND THEIR WAY INTO
EVERY SOCIAL STRATEGY

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KNOW YOUR AUDIENCE & GOALS BEFORE JOINING
A NEW NETWORK

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MAP STRATEGIES TO GOALS & OBJECTIVES
BE AUTHENTIC
CREATE QUALITY CONTENT
CONTINUALLY TEST & LEARN

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MAP STRATEGIES TO GOALS & OBJECTIVES
BE AUTHENTIC
CREATE QUALITY CONTENT
CONTINUALLY TEST & LEARN

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MAP STRATEGIES TO GOALS & OBJECTIVES
BE AUTHENTIC
CREATE QUALITY CONTENT
CONTINUALLY TEST & LEARN

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MAP STRATEGIES TO GOALS & OBJECTIVES
BE AUTHENTIC
CREATE QUALITY CONTENT
CONTINUALLY TEST & LEARN

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THANK YOU!

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QUESTIONS?