Future Social: 10 Key Trends in Social Media

#HootConnect • @eskimon • 1& FUTURE SOCIAL HOW SOCIAL MEDIA MARKETING SIMON KEMP • WE ARE SOCIAL • CONNECT VIA HOOTSUITE • 7 SEPTEMBER 2016 10 TRENDS SHAPING THE EVOLUTION OF SOCIAL MEDIA MARKETING we are social

#HootConnect • @eskimon • 2& SIMON KEMP @eskimon

#HootConnect • @eskimon • 3&

#HootConnect • @eskimon • 4& FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS

#HootConnect • @eskimon • 5& CONTEXT

#HootConnect • @eskimon • 6& BIT.LY/DSM2016DIBIT.LY/DSMAP16

#HootConnect • @eskimon • 7& ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS GLOBAL DIGITAL STATSHOT BILLION BILLION BILLION BILLION BILLION THE NUMBER OF PEOPLE USING DIGITAL, SOCIAL & MOBILE MEDIA AROUND THE WORLD 3.630 2.4382.671 4.7797.448 SEP 2016 URBANISATION: 54% PENETRATION: 49% PENETRATION: 36% PENETRATION: 64% PENETRATION: 33% • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 +14% +27%+21% +28%*+1% *SOURCE DATA CORRECTION YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH YEAR-ON-YEAR GROWTH

#HootConnect • @eskimon • 8& SEP 2016 • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 MOST ACTIVE SOCIAL PLATFORMS LATEST REPORTED MONTHLY ACTIVE USER FIGURES FOR THE WORLD’S MOST POPULAR SOCIAL PLATFORMS, IN MILLIONS SOCIAL NETWORK MESSENGER / CHAT APP / VOIP 1,712 1,000 1,000 899 806 652 555 500 313 300 300 FACEBOOK WHATSAPP FB MESSENGER QQ WECHAT QZONE TUMBLR INSTAGRAM TWITTER SKYPE BAIDU TIEBA

#HootConnect • @eskimon • 9& ACTIVE INTERNET USERS TOTAL POPULATION ACTIVE SOCIAL MEDIA USERS MOBILE SUBSCRIPTIONS ACTIVE MOBILE SOCIAL USERS FIGURE REPRESENTS THE TOTAL NUMBER OF MOBILE SUBSCRIPTIONS, NOT UNIQUE MOBILE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS BILLION BILLION BILLION BILLION BILLION 1.825 1.3581.428 3.8604.116 SEP 2016 URBANISATION: 47% PENETRATION: 44% PENETRATION: 35% vs POPULATION: 94%* PENETRATION: 33% APAC DIGITAL STATSHOT • Sources: see We Are Social’s Digital in APAC 2016 report: bit.ly/DSMAP16 THE LATEST SNAPSHOT OF REGIONAL DIGITAL, SOCIAL & MOBILE USE *

#HootConnect • @eskimon • 10& BUT SO WHAT?

#HootConnect • @eskimon • 11& #1THE DOMINANCE OF MESSENGERS

#HootConnect • @eskimon • 12& TODAY, MORE MESSAGES ARE SENT VIA MESSENGER APPS THAN ARE SENT VIA EMAIL • Source: Juniper Research

#HootConnect • @eskimon • 13& MESSENGERS WILL OVERTAKE SOCIAL NETWORKS TO BECOME THE WORLD’S MOST ACTIVE SOCIAL PLATFORMS WITHIN THE NEXT 18 MONTHS.

#HootConnect • @eskimon • 14& MOBILE MESSENGERS CHANGE SOCIAL’S RULES NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S SOCIAL DISCUSSIONS LIMITED OPPORTUNITIES FOR BRANDS TO PAY TO ‘INSERT’ THEMSELVES PRIVATE CONVERSATIONS HARDER TO ADVERTISE LIKES AND FOLLOWERS MATTER MUCH LESS THAN ORGANIC WORD-OF-MOUTH NEW METRICS OF SUCCESS

#HootConnect • @eskimon • 15& WE CANNOT RELY ON A ‘BOOSTED CONTENT’ APPROACH IN MESSENGER PLATFORMS (YET)

#HootConnect • @eskimon • 16& INTERRUPTION WON’T WORK

#HootConnect • @eskimon • 17& SO HOW DO WE IMPROVE ROI?

#HootConnect • @eskimon • 18& OUR TASK IS TO INSPIRE CONVERSATIONS, NOT JUST TO PRODUCE & DELIVER CONTENT

#HootConnect • @eskimon • 19& PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT

#HootConnect • @eskimon • 20& #2THE EVOLUTION OF COMMUNICATION

#HootConnect • @eskimon • 21& PEOPLE CONSTANTLY FIND NEW WAYS TO USE MESSENGERS TO COMMUNICATE

#HootConnect • @eskimon • 22& EVERY DAY, WE SEND BILLIONS OF EMOJI THROUGH EVERY KIND OF DIGITAL CHANNEL • Source: based on data from eMarketer

#HootConnect • @eskimon • 23& THE MOST POPULAR EMOJI ON TWITTER 1,367,280,000 611,992,000 610,507,000 532,887,000 394,590,000 393,467,000 392,502,000 316,742,000 314,433,000 296,824,000 • Source: emojitracker.com, correct as at August 2016

#HootConnect • @eskimon • 24& WHY?

#HootConnect • @eskimon • 25& OUR BRAINS PROCESS EMOJI LIKE REAL FACES EMOJI REAL FACES • Source: research by Tokyo Denki University, as cited by Andrea Ayres RIGHT FUSIFORM GYRUS RIGHT INFERIOR FRONTAL GYRUS RIGHT MIDDLE / INFERIOR TEMPORAL GYRUS

#HootConnect • @eskimon • 26& EMPATHY

#HootConnect • @eskimon • 27& FOR SIMILAR REASONS, ‘STICKERS’ PLAYED A BIG PART IN LINE’S STRONG IPO VALUATION

#HootConnect • @eskimon • 28& MEANWHILE, MANY WECHAT USERS HAVE SWAPPED TEXT MESSAGES FOR AUDIO CHAT

#HootConnect • @eskimon • 29& THIS RAPID EVOLUTION OF AUDIENCE BEHAVIOUR IS LEAVING BRANDS BEHIND

#HootConnect • @eskimon • 31& MOTIVATIONS MECHANICS NOT

#HootConnect • @eskimon • 32& HARNESS NEW BEHAVIOURS TO BUILD DEEPER EMPATHY, INSTEAD OF FOCUSING ON REACH

#HootConnect • @eskimon • 33& #3INTEGRATED PLATFORMS

#HootConnect • @eskimon • 34& DEVELOPERS HAVE ALREADY BUILT 11,000+ CHAT BOTS FOR FACEBOOK MESSENGER

#HootConnect • @eskimon • 35& AND WECHAT IS NOW SO INTEGRATED, IT’S ALMOST THE ENTIRE INTERNET IN ONE APP

#HootConnect • @eskimon • 36& SOME THINGS USERS CAN DO WITHIN THE WECHAT APP SEND MONEY TO FRIENDS ORDER A TAXI PAY FOR PURCHASES RENEW THEIR PASSPORT BOOK MEDICAL APPOINTMENTS ORDER FOOD DELIVERY READ WEB ARTICLES & NEWS DONATE TO CHARITY PAY MUNICIPAL CHARGES & FINES PLAY GAMES

#HootConnect • @eskimon • 37& SIRI WILL SOON BE AN ‘APP PLATFORM’ TOO, OFFERING NEW MESSAGING OPPORTUNITIES

#HootConnect • @eskimon • 39& MOVE FROM ADVERTISING TO UTILITY; LOOK FOR NEW WAYS TO ADD AUDIENCE VALUE

#HootConnect • @eskimon • 40& #4THE EVOLUTION OF SOCIAL VIDEO

#HootConnect • @eskimon • 41& VIDEO IS THE HOTTEST TOPIC IN SOCIAL CONTENT TODAY (NO SURPRISES THERE)

#HootConnect • @eskimon • 42& BUT SOCIAL VIDEO IS EVOLVING QUICKLY THE ABILITY FOR ANYONE TO BRING THEIR NETWORKS AND AUDIENCES INTO THEIR LIVE, HERE-AND-NOW WORLD INTERACTIVE VIDEO CONTENT THAT PUTS THE AUDIENCE IN GREATER CONTROL OF THE ACTION VIDEO LIVE- STREAMING 360° VIDEO SOON, WE’LL BE ABLE TO DELIVER IMMERSIVE SOCIAL EXPERIENCES THAT CREATE NEXT-LEVEL ENGAGEMENT VIRTUAL REALITY

#HootConnect • @eskimon • 43& BUT MARKETERS ARE GETTING CONFUSED; WE ARE NOT IN THE MOVIE BUSINESS

#HootConnect • @eskimon • 44& OUTCOMES OUTPUTS VS

#HootConnect • @eskimon • 46& VIDEOS MUST ADD TANGIBLE BRAND VALUE, NOT JUST RANDOMLY ENTERTAIN PEOPLE

#HootConnect • @eskimon • 47& HOW CAN YOU USE VIDEO TO INFLUENCE PEOPLE’S ATTITUDES AND BEHAVIOUR?

#HootConnect • @eskimon • 48& #5CONTENT vs SOCIAL

#HootConnect • @eskimon • 49& OUR OBSESSION WITH CONTENT HAS COME AT THE EXPENSE OF SOCIAL INTERACTION

#HootConnect • @eskimon • 50& WE PLAN AROUND CONTENT CALENDARS, INSTEAD OF DESIRED SOCIAL OUTCOMES

#HootConnect • @eskimon • 51& BUT THIS IS BACK-TO-FRONT; BRAND CONTENT IS ONLY EVER A MEANS TO AN END

#HootConnect • @eskimon • 52& THE REAL OPPORTUNITY FOR BRANDS IN SOCIAL IS TO ACTIVELY ENGAGE WITH PEOPLE

#HootConnect • @eskimon • 53& CONVERSATION CONTENT VS

#HootConnect • @eskimon • 54& RELATIONSHIPS REACH VS

#HootConnect • @eskimon • 55& LET’S USE SOCIAL FOR ITS UNIQUE POWER: ONE-TO-ONE INTERACTIONS AT SCALE

#HootConnect • @eskimon • 57& STOP ADVERTISING AT PEOPLE, AND START INTERACTING WITH PEOPLE

#HootConnect • @eskimon • 58& #6RE-THINKING THE ROLE OF PAID

#HootConnect • @eskimon • 59& WHEN FEEDS ARE SO CLUTTERED, IT SEEMS BRANDS’ ONLY OPTION IS TO BUY REACH

#HootConnect • @eskimon • 60& HOWEVER, THIS CONSTANT NEED TO OUT- SHOUT EVERYBODY ELSE IS UNSUSTAINABLE

#HootConnect • @eskimon • 61& PROMOTING WEAK CONTENT WASTES YOUR MONEY, AND ALSO ANNOYS YOUR AUDIENCE

#HootConnect • @eskimon • 62& …AND MEDIA INFLATION MEANS BRANDS ARE PAYING MORE TO DELIVER THIS IRRITATION

#HootConnect • @eskimon • 63& MOREOVER, WILL MORE REACH ON EVERY POST HELP ADDRESS YOUR BRAND’S ISSUES?

#HootConnect • @eskimon • 64& Using reach to measure your marketing success is like counting the number of bank accounts you open as a measure of your wealth.

#HootConnect • @eskimon • 66& USE PAID MEDIA MORE SELECTIVELY TO ADDRESS SPECIFIC BRAND CHALLENGES

#HootConnect • @eskimon • 67& SOME STRATEGIC USES OF PAID SOCIAL ENSURING THAT AS MANY PEOPLE AS POSSIBLE SEE CONTENT WHEN IT’S AT ITS MOST RELEVANT AMPLIFYING CONTENT THAT HAS ALREADY PROVEN ITS ABILITY TO DELIVER MEANINGFUL BRAND RESULTS REAL-TIME ACTIVITIES EXTENDING SUCCESS WHEN YOU ABSOLUTELY NEED TO GET THE MESSAGE TO THE AUDIENCE, REGARDLESS OF ITS ABILITY TO ENGAGE CRITICAL MESSAGING

#HootConnect • @eskimon • 68& MEASURE SUCCESS IN TERMS OF ACTIONS, ATTITUDES AND EMOTIONS – NOT EYEBALLS

#HootConnect • @eskimon • 69& #7AMPLIFYING THE VOICES OF OTHERS

#HootConnect • @eskimon • 70& SOCIAL SUCCESS ISN’T DETERMINED SOLELY BY WHAT YOU SAY ABOUT YOUR BRAND

#HootConnect • @eskimon • 71& OTHER PEOPLE CAN OFTEN TELL YOUR STORY IN MORE COMPELLING & PERSUASIVE WAYS

#HootConnect • @eskimon • 72& CRUCIAL DISTINCTIONS PEOPLE WITH VERY HIGH REACH, BUT LITTLE DIRECT RELEVANCE TO YOUR BRAND OR CATEGORY PEOPLE WITH A STRONG AND WIDESPREAD INFLUENCE ON OPINIONS OR CHOICES IN YOUR BRAND’S CATEGORY CELEBRITIES OPINION LEADERS PEOPLE WHO FREQUENTLY SHARE THEIR PASSION FOR YOUR BRAND WITH OTHERS IN YOUR AUDIENCE ADVOCATES

#HootConnect • @eskimon • 73& INFLUENCERS ARE OFTEN BETTER AT ENGAGING AUDIENCES ON YOUR BEHALF

#HootConnect • @eskimon • 74& RESEARCH FROM TWITTER SHOWS WE EVEN TRUST INFLUENCERS AS MUCH AS FRIENDS

#HootConnect • @eskimon • 75& PASSIONATE BRAND ADVOCATES CAN TELL POWERFUL AND PERSUASIVE STORIES, TOO

#HootConnect • @eskimon • 76& THEIR CREDIBILITY IS BUILT ON AUTHENTICITY; YOUR ROLE IS TO AMPLIFY THEIR STORIES

#HootConnect • @eskimon • 78& ACTIVELY PARTNER WITH INFLUENCERS AND ADVOCATES TO ACHIEVE SHARED OBJECTIVES

#HootConnect • @eskimon • 79& #8PROFESSIONAL SOCIAL NETWORKING

#HootConnect • @eskimon • 80& PROFESSIONAL NETWORKING IS ONE OF THE FASTEST AREAS OF GROWTH AT THE MOMENT

#HootConnect • @eskimon • 81& FACEBOOK AT WORK AND SLACK ARE CHANGING THE WAY TEAMS COMMUNICATE

#HootConnect • @eskimon • 82& THERE’S A GOOD REASON WHY MICROSOFT PAID MORE THAN $26 BILLION FOR LINKEDIN

#HootConnect • @eskimon • 83& SOME PROFESSIONAL NETWORKING OPPORTUNITIES IDENTIFYING AND CONNECTING WITH POTENTIAL CANDIDATES AND / OR EMPLOYERS BUILDING A MORE CONNECTED CULTURE BETWEEN TEAMS AND ACROSS GEOGRAPHIES RECRUITMENT & JOB HUNTING ENTERPRISE NETWORKING IDENTIFYING AND ENGAGING POTENTIAL PARTNERS AND / OR NEW B2B CUSTOMERS EXTERNAL COLLABORATION RAISING THE PROFILE OF KEY TEAM MEMBERS, AND ENGAGING JOURNALISTS AND THE BROADER MEDIA AMPLIFYING INFLUENCE

#HootConnect • @eskimon • 84& IMPROVING AND AMPLIFYING THE SOCIAL PROFILE OF SENIOR EXECUTIVES IS CRITICAL

#HootConnect • @eskimon • 85& EMPLOYEE ADVOCACY IS ALSO A HUGE OPPORTUNITY FOR ALL KINDS OF BRANDS

#HootConnect • @eskimon • 87& INVEST IN PROFESSIONAL SOCIAL AS A SOURCE OF SIGNIFICANT POTENTIAL VALUE

#HootConnect • @eskimon • 88& #9SOCIAL COMMERCE

#HootConnect • @eskimon • 89& ‘BUY BUTTONS’ ARE BECOMING MORE COMMON ACROSS SOCIAL PLATFORMS

#HootConnect • @eskimon • 90& THESE ‘DIRECT CONVERSION’ TOOLS OFFER HUGE POTENTIAL FOR MANY BRANDS

#HootConnect • @eskimon • 91& HOWEVER, BRANDS MUST APPROACH THEM CAREFULLY TO AVOID IRRITATING PEOPLE

#HootConnect • @eskimon • 92& SOCIAL COMMERCE IS ABOUT BUILDING DISTINCT SOCIAL VALUE INTO THE EXCHANGE

#HootConnect • @eskimon • 93& IT’S CRITICAL TO BUILD SOCIAL CUSTOMER SERVICE INTO SOCIAL COMMERCE PLANS TOO

#HootConnect • @eskimon • 95& IDENTIFY HOW YOU CAN BUILD A TRULY SOCIAL BUSINESS, RATHER THAN JUST ADDING BUTTONS

#HootConnect • @eskimon • 96& #10MORE MEANINGFUL MEASUREMENT OF ROI

#HootConnect • @eskimon • 97& TRUE ENGAGEMENT CANNOT BE MEASURED IN TERMS OF REACH, LIKES, VIEWS, CLICKS…

#HootConnect • @eskimon • 98& WE NEED MORE MEANINGFUL METRICS FOR MEASURING SOCIAL’S CONTRIBUTION

#HootConnect • @eskimon • 99& HOW?

#HootConnect • @eskimon • 100& CHANGING MEASUREMENT MEASURING CHANGE BY

#HootConnect • @eskimon • 101& WHAT AUDIENCES CURRENTLY THINK, FEEL, AND DO WHAT WE’D LIKE AUDIENCES TO THINK, FEEL, AND DO ACTUAL DESIRED THE ROLE OF MARKETING COMMUNICATIONS

#HootConnect • @eskimon • 102& BUT HOW MUCH DOES SOCIAL CONTRIBUTE TO THE CHANGE IN ATTITUDES & BEHAVIOUR?

#HootConnect • @eskimon • 103& THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES THE BRAND HEALTH SCORES AND PURCHASE VALUE OF THOSE WHO HAVE NOT EXPERIENCED THE BRAND’S SOCIAL ACTIVITIES SOCIALLY ENGAGED NOT SOCIALLY ENGAGED USE SIMPLE ‘CONTROL GROUPS’ VS

#HootConnect • @eskimon • 104& THE DIFFERENCE BETWEEN THE TWO SCORES IDENTIFIES SOCIAL’S SPECIFIC CONTRIBUTION

#HootConnect • @eskimon • 105& OVER TIME, THIS APPROACH CAN IDENTIFY THE ROI OF ALL YOUR MARKETING ACTIVITIES

#HootConnect • @eskimon • 107& USE THESE INSIGHTS TO IDENTIFY HOW TO OPTIMISE YOUR MOST VALUABLE CHANGES

#HootConnect • @eskimon • 108& MEASURE WHAT COUNTS, NOT JUST WHAT YOU CAN COUNT.

#HootConnect • @eskimon • 109& FUTURE TENS(E) 1. DOMINANCE OF MESSENGERS 2. EVOLUTION OF COMMUNICATION 3. INTEGRATED PLATFORMS 4. EVOLUTION OF SOCIAL VIDEO 5. CONTENT vs. SOCIAL 6. RE-THINKING THE ROLE OF PAID 7. AMPLIFYING THE VOICES OF OTHERS 8. PROFESSIONAL SOCIAL NETWORKING 9. SOCIAL COMMERCE 10. MORE MEANINGFUL METRICS

#HootConnect • @eskimon • 110& WE ARE SOCIAL SIMON KEMP, ASIA MANAGING PARTNER @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 HTTP://WEARESOCIAL.COM

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