1.
Social media
in 2017
Anja Tønning,
Campfire & Co.
camp-fire.dk
December 15th, 2016

2.
Anja Tønning, Campfire & Co.

3.
GRAPHIC
DESIGN
VISUAL
IDENTITY
WEB
DIGITAL
SOCIAL
MEDIA STRATEGY

4.
Oh no - social media
is comming.
Informative or invasive?

5.
Whataboutery
What about our children?
And our work life balance?
And Facebook owning the whole world?

6.
Well yes,
Facebook is owning both your data and
your behaviour, and yes they are selling it
to advertisers
- so you get a lot of ads.
More relevant ads.

7.
Our children are safe. They
just need guidance and
adults who understands
and helps them.

8.
The Work-life balance is about to
change…

9.
But no stress
Using social media is just supporting the way we are as
a species; social and communicating animals.
That’s why they’re so popular.

10.
In fact social media can make
companies more human
It forces companies not only to be there
- but be present - for the stakeholders,
clients, employees and so on.

11.
The social media
landscape right now
Warning: Statistics overload

12.
Source: Social media for corporate communications, 2015

13.
13
We spend more time on the internet each day
2h 18 min.
2014
2h 25 min.
2015
DANES DAILY USE ONLINE IN AVERAGE
Audience: 15-17 year
Source: TNS Gallup for DR Medieforskning 2015

14.
14
Source: TNS Gallup Index Danmark
Daily use of the internet - devices
PC
Tablet
Mobile

15.
15
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Social network sites
worldwide as of
September 2016, ranked
by number of active users
(in millions)

16.
16
Kilde: DR Medieforskning: Medieudviklingen 2015Source: TNS Gallup Social Media Life
Daily use of SoMe platforms in Denmark

17.
94%of companies use social media for
corporate communications.
(500 companies in the UK and USA)
Source: Social media for corporate communications, 2015

18.
Social media platform usage in B2B
companies
18

19.
6 social media
platforms that are
kind of a big deal.
1. Facebook
2. Instagram
3. Linkedin
4. Twitter
5. Snapchat
6. YouTube

20.
1. Facebook

21.
1.712.000.000active users on Facebook
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

22.
700 millionpeople access Facebook by
mobile every day.

23.
How many of you
are using Facebook?

24.
News feed

25.
Private profile

26.
Company profile

27.
Content

28.
Content is king

29.
Conversation is queen
Source: Social media for corporate communications, 2015

30.
= The content must be relevant to the users

31.
Facebook focus on content being
relevant for you
31
Meaning:
• You see less meaningless updates on Facebook
• Content is more focused (and narrow)
• Companies have to pay to get their content to the
right people
• Budgets need to change from print to digital.
• Some businesses need to consider whether to
use Facebook at all.

32.
Ads

33.
Also Facebook is a
source for news
today

34.
News

35.
Kilde: http://www.altinget.dk/kultur/artikel/ny-debat-facebooks-rolle-i-dansk-mediebillede-godt-eller-skidt
48%of young people (20 - 35) in Denmark
prefer to use Facebook as a source to
news and background stuff.

36.
Which media do you prefer for news and
background stories? (DK)
36
Source: TNS Gallup Social Media Life 2015
12+ years 20-35 years

37.
To sum up
• Facebook knows a lot about the users and their behaviour
• Companies can advertise more exact
• You will see ads relevant to you
• Young people use Facebook mostly for news and as an
address book

38.
2. Instagram

39.
Instagram has
500
million
active users

40.
How many of you
are on Instagram?

41.
News feed

42.
Private profile Company profile

43.
Content on
Instagram

44.
Pretty pictures

45.
Behind the scenes

46.
Specific interests

47.
Fun

48.
Children and selfies

49.
Ads

50.
Hashtags

51.
#To.sum.up
• Use Instagram if you have something visual to show.
• Private, work-related, or related to your interests.
• Use hashtags if you want more followers/likes or if you
want to discover topics.

52.
3. Linkedin

53.
106 millionactive users
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

54.
93%of all companies are actively maintaining a
Linkedin account used for corporate
purposes.
Source: Social media for corporate communications, 2015

55.
How many of you
are on Linkedin?

56.
News feed

57.
Private profile

58.
Business Page

59.
Content

60.
Linkedin is good for
• Research
• Business
• Groups
• Employee advocacy
• Jobsearch

61.
Linkedin is the biggest social
referrer to corporate websites.
And this slide is boring.
Source: Social media for corporate communications, 2015

62.
Employee
advocacy

63.
Employee advocacy means
that the management and employees tell good
stories about their work through their own social
media profiles.
It’s not a new thing.

64.
PR is everybody’s job
- the president of General Mills, in 1940
Source: http://www.altimetergroup.com/pdf/reports/Social-Media-Employee-Advocacy-Altimeter.pdf

65.
Now it’s on
social media

66.
is posting text, photos or video on social
media about their employer
50%
Kilde: https://postbeyond.com/statistics-for-employee-advocacy/

67.
On which platforms are you posting content
about your employer?
Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185
86%
52%
43%
34%
28%
26%
23%
16%
4%

68.
Source: http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/
68% of consumers trust a technical employee
at a company
trusts “a person like myself”63%
distrusts companies,
governments or both80%
It’s all about trust

69.
"Building trust requires high levels of engagement from multiple
stakeholders. For most institutions, starting those conversations requires
more than a viral video or shareable GIF.
It requires a thoughtful, informed point of view on important industry
issues and customer concerns, and a strategy for using that intellectual
property to power conversations among multiple stakeholders.”
- Edelmann Trust Barometer 2015

70.
Top-down: It starts with management

71.
Source: Altimeter, Employee Survey, Global Average, Q1 2016, n=185 for companies with > 250 employees
Why do you share
information about your
employer on social
media?
Employee
Benefit
Average
29%
Rewarded or
recognized for
sharing
19%
To be seen as a
leader among my
peers
To enhance my career
and influence social
networks
24%
I want my friends
to understand
me better
42%
Brand
Benefit
Average
30%
Defend my company
during a crisis
19%
Help a customer
29%
Help recruit new
employees
42%
Shared
Benefit
Average
48%
To better connect with
colleagues at work
57%
41% 46%
I believe in our products and
want to share my experience
I believe in my employer’s
mission and want to promote
what they do
30%

72.
To sum up
• Use Linkedin as a cv to connect with clients, coworkers or
other stakeholders
• Use it to post personal content about your job and
employer
• Connect with people, and follow groups and pages with
your professional interests

73.
4. Twitter

74.
How many of you
are on Twitter?

75.
News feed

76.
tweets are sent every day.
50 million

77.
In Denmark it’s not very big
- around 70.000 active users.
Mostly for PR-purposes or people in the SoMe-business.
http://www.slideshare.net/DanmarksStatistik/overskriftdk-om-danskernes-brug-hashtags

78.
Twitter is used for
• Dialogue not monologue
• Networking
• PR
• As a traffic-driver
• To reach influencers
• To achieve a first-mover position
• To listen on certain professional
topics via hashtags

79.
5. Snapchat

80.
2 out of 3
teenagers are using
Snapchat on a daily basis (DK)

81.
How many of you
are on Snapchat?

82.
Snapchat is a network where you send photos,
video or chat with your friends.

83.
83
“When I post on Snapchat, I post
strange faces or pictures right up your
nose. On Facebook or Instagram, I am
thinking a lot about what to write.
There can be no typos and the
commas has to be spot on”
Kristoffer 17 years old

84.
84
"I have many friends on Facebook,
but my true friends are on Snapchat."
Hassan 15 år

85.
85
Snapchat
Messenger
WhatsApp
Skype
Chat / or chat-like platforms are very popular

86.
To gain control

87.
To sum up
• You should understand Snapchat if you have children
• Try using it, and make them show you how they’re using it
• It’s fun!

88.
6. YouTube

89.
How many of you
are watching Youtube?

90.
hours of video are viewed on
YouTube every month.6 billion
Source: Social media for corporate communications, 2015

91.
This is content marketing
6 billion hours of video are viewed on YouTube every month.

92.
of senior executives would rather
watch video than read text
59%

93.
Video is the new black
on all the platforms!

94.
1. Facebook
2. Instagram
3. Linkedin
4. Twitter
5. Snapchat
6. YouTube

95.
Questions?

96.
Anja Tønning: https://dk.linkedin.com/in/anjatoenning
Campfire & Co.
camp-fire.dk