Social Media Trends You Need to Know for 2016 - Michelle Kostya Global Director, Enterprise Training and Strategy - MEV ...
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Social Media Trends You Need to Know for 2016 Michelle Kostya Global Director, Enterprise Training and Strategy
Speaker
Michelle Kostya
Director, Enterprise Training & Strategy
@ Hootsuite
Today’s Agenda 1. The landscape in 2015 2. Trends Hootsuite sees for 2016 3. Audience Q&A
The Landscape in 2015 The following paved the way for our 2016 trends: Consumerization Fragmentation Mobile First
2015 Landscape, demographics
Active Users of the Top Social Platforms and Messaging Tools, by Age
16-24 25-34 35-44 45-54 55-64
Tumblr Instagram YouTube Pinterest Google+ Twitter Facebook LinkedIn
Snapchat Kik Wechat Line Facebook Viber Whatsapp Skype Kakao
Messenger
Source: Global Web Index Q4 2014
Hootsuite Trends for 2016
1. Social is the 2. Channel 3. #socialbusiness 4. Video is king 5. Spend on
new front door feature sets are FINALLY happens Influence
converging
Social is the new front door.
Trend 1: Brands are investing in reaching customers where they are – social and mobile - and how they want to be engaged.
Percentage of marketers growing their
70% social media advertising budgets in 2015
Reaching
Consumers $24 The amount marketers will spend by the end
of 2015 to reach customers on social media
on Social
billion
+ 33% Growth in social media
advertising budgets in 2015
YoY
Data source:
emarketer, marketingland, recode
Social - Beyond Marketing
PR
Marketing Sales
Customer
Service Research
HR
Social Internal
Communication
MediaCustomer Service Gets Social
According to J.D. Power, 67% of consumers have used a company’s social
media channel for customer service.
Less than 6% of unhappy customers get in touch via email or support hotline
now. In fact, 30% of people prefer to contact brands using social media rather
than the telephone.
More than half of social 42% of consumers
media users under the complaining in social media
age of 45 engage in social expect a 60 minute response
care. time.Sales Gets Social
75% 45% 84%
more opportunities
of prospects now use Social selling leaders create of new opportunities
social media to be more 45% more opportunities per are started from a
informed quarter than Social Selling warm introduction
laggards.HR Gets Social
● Recruiting: 92% of companies
use social to hire and 3 / 4 hiring
managers check social profiles.
● Brand: 47% of Millennials say a
prospective employer’s online
reputation matters
● Retention: Empowering
employees and encouraging a
positive sharing company cultureThe convergence of feature sets.
Trend 2: While channels are increasingly fragmented, the feature sets offered by each are actually converging.
Top Apps
Usage (Time)
Rank 1 2 3 4 5 6 7 8 9 10
App
Facebook WhatsApp Messenger Instagram Line Viber Kakao Clash Of Clans WeChat Twitter
Talk
Source: Mary Meeker Report 2015In-Demand Features
Fastest Growing Apps
Direct
Messaging
Content Discovery
Photo, Video,
Animation
Data source: StatistaMessaging Investments & Innovation
Niche over Mass
Work is now social.
Trend 3: The long-awaited transformation of workplace communication promised by social media is here.
Social’s Taken Over the Office Data source: IDC
Employee Advocates Take Over Social
XVideo dominates on social.
Trend 4: Video continues to grow its share of our attention on social media, even as it fragments across multiple channels.
The Internet is Video
80% +50% YoY 5 million 6 billion
Percentage of global Hours of video watched Years it would take to Daily video views on
Internet traffic that will by YouTube users every watch all the video that Snapchat (3X growth from
be attributed to video month will be shared every May to November 2015)
by 2019 month in 2019Facebook vs. YouTube 8 billion videos are viewed on Facebook daily YouTube Facebook views are aided significantly by autoplay Facebook
The Future of Livestreaming
2016 will be the make-or-break year for mobile livestreaming, as Meerkat and Periscope seek
mainstream consumer use cases
● 10 million users ● 2 million users
● 40 years/21 million minutes of
video watched every day ● Unknown number of video views
● Owned by Twitter
● Access to Facebook GraphTrend 5: Both brands and consumers are shifting spend toward influence.
The influence of
people we trust seals
the deal.The Pyramid of Journalists
& Celebrities
Influence Paid Professional
Influencers
Power Middle
Influencers
Super Fans
Earned/Owned
Fans &
FollowersWhat Do You Do With Them?
What Can They Do For You?
Generate Reach a Ignite
Awareness new audience action
Amplify your messages Crowdsource Drive entries, downloads, clicks,
or program intelligence traffic, shares and purchases
Build affinity Grow consideration Change
for your brand for your products opinionsWhere’s It All Going? ● Blurring the lines between traditional ● Influencers are becoming more diverse and and digital PR are either “non-niche” or VERY niche ● Influencers are becoming increasingly ● Influencers will need to provide more data expensive to partner with ● Oversaturation = inauthenticity ● Exclusivity drives cost and complicates ● Marketers need to figure out relationships the true value of an impression
Questions?
Resources
Resource Library
hootsuite.com/resources
Hootsuite Blog
Blog.hootsuite.comThank You Michelle Kostya Global Director, Enterprise Training & Strategy LinkedIn.com/in/michellekostya
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