The Rise of Visual Social Media and Micro-Videos

WASSUP RECAP SESSION
DINSDAG 25 MAART
THE SOCIAL
LANDSCAPE
GEERT DE LAET
TECHNOLOGY EVANGELIST
LUON

Empires expand & collide 1. Previously…
The social, mobile and search
worlds are colliding.
At the same time, all actors are
trying to grow their markets.

Empires expand & collide 1. Previously…
Instagram
Google Authority
Open Graph for Mobile
Google Glass
Vine
Graph Search
hashtags
Foursquare
Mobile SEO
Google Now

Next up: Social 1. Previously…

The story of Social Media in 2013 2. Social By The Numbers
click next for video

Social Media in Belgium 2. Social By The Numbers
5.400.000 accounts
51% of belgians
33% -25 years
45% 25-45 years
+1,15 BILLION USERS
751 MILLION MOBILE USERS
23% CHECKS +5 TIMES/DAY
250 BILLION PHOTOS/DAY

1.963.609 accounts
24.372 companies
+39% growth
+238 MILLION USERS
+3 MILLION COMPANY PAGES
27% ACCESS THROUGH MOBILE
1.5 MILLION GROUPS

Average Belgian Pinterest User
84
8
18
44
# Pins
# Boards
# Followers
# Follows
16,3%
6% 13% 3,6%
5,4%
16,2%
0,8%
1,2% 2,1%
1%
0,3%
34,1%
notassigned
+70 MILLION USERS
69% FEMALE
57% FOOD-RELATED
80% OF PINS ARE REPINS

1.963.609 accounts
24.372 companies
+39% growth
?
+500 million accounts
+288 million monthly active
55-64y fastest growing
60% from mobile
400 mill. tweets/day
40% YoY growth

1.963.609 accounts
24.372 companies
+39% growth
?
1,39 billion accounts
+318 million active users
20 mill. monthly mobile
28% 15-34 year olds

1.963.609 accounts
24.372 companies
+39% growth
?
150 million monthly active
55 million photos/day
1,2 bill. likes/day
+60% outside U.S.

3.The Future of “The Social Network”

The fall of an empire? 3. The Future of « The Social Network »
“Facebook is the cigarette of
2013,the "bad habit" many
are trying to kick.
- Mashable

“What we’re seeing is a
fundamental shift in the
perception of what
Facebook means to society.
It has become institutiona-
lized.It’s become the town
square of the world.But
that’s not where the kids
hang out.
- Chrys Bader
Facebook is aiming to be ‘the best
personalized newspaper’.Teenagers
are not its core target group.
Teens see each other
every day. Facebook
becomes more
valuable as
people get
older.
Teens see Facebook
as a place to manage
connections
What teenager wants to hang
out in the same place as their
parents?
Everything they post could jeopardize
their future.
Facebook may cause drama for some teens whose
‘friends’ may not be as civil as adults

“Facebook will undergo a
rapid decline in the coming
years,losing 80% of its
peak user base between
2015 and 2017
- Princeton University

“In keeping with the scienti-
fic principle "correlation
equals causation," our
research unequivocally
demonstrated that Princeton
may be in danger of
disappearing entirely.
- Facebook

“Our projections show that by the year 2060
there will be no air left.
- Facebook

The fall of an empire?
It’s all about diversity.
Users are transitioning from
commitment to just one
platform to a diet of many
different kinds of social media.
3. The Future of « The Social Network »
“Facebook is a full-fledged
social network and identity
provider.The threat isn’t
Snapchat or Tumblr
destroying Facebook the
way Facebook destroyed
Myspace,it’s them stealing
monetizable time away.
62% 61% 59%
42%
PIN IT TWEET FACEBOOK LIKE GOOGLE+
Social commerce
button integration

Towards single-focus apps
With the ever growing
importance of mobile, people
are beginning to use specific
apps for specific purposes
rather than one giant social
network for everything.

According to Facebook, the
acquisition of WhatsApp
« accelerates Facebook’s ability
to bring connectivity and utility
to the world ».

Snapchat is the epitome of all
hot trends coming together:
free, mobile and open, private
and visual.
It’s one of very few (succesful)
social apps that isn’t reliant on
Facebook in any way.

The one problem to solve
RSS, e-mail, social, big data …
they are all streams of
information.
The key is in making them
digestible.
READRATES
HIGH ENGAGEMENT
58.64% 59.88%
MEDIUM ENGAGEMENT
10.55% 9.81%
LOW ENGAGEMENT
2.19% 0.42%

information.
digestible.
Story Bumping
Not only the most recent posts are
taken into account, but the most recent
posts for a specific user. Even if they
were posted some time ago.
Last Actor
The last 50 pages or friends a user
interacted with get more visibility in
the news feed

information.
digestible.

The Retina era 4. Pics or It Didn’t Happen
high-resolution screens on
laptops and tablets
large images as a popular
web design trend
polluted social feeds
need for higher
quality images to
catch audience’s
attention
+
+
=

Twitter cards… 4. Pics or It Didn’t Happen
Twitter App CardPlatforms like Twitter are also
converting to a more visually-
oriënted web to grab people’s
attention.
“Twitter Cards will be the
vehicle with which Twitter
thinks about commerce in
the future.
- Dick Costolo,Twitter

Twitter cards… 4. Pics or It Didn’t Happen
Twitter Product CardPlatforms like Twitter are also
converting to a more visually-
oriënted web to grab people’s
attention.
“Twitter Cards will be the
vehicle with which Twitter
thinks about commerce in
the future.
- Dick Costolo,Twitter

… versus Pinterest Rich Pins 4. Pics or It Didn’t Happen
Pinterest Product PinsOn the other hand, visual social
media are adding more data to
provide more context.

Pinterest Article PinsOn the other hand, visual social

Pinterest Place PinsOn the other hand, visual social

From micro-messages to micro-videos 5. Hello, (micro-)Video
Opel: product demoVine is a Twitter-owned mobile
app that lets you record up to 6
second videos.
“The key will be to create
engaging,fun or viral
videos without just creating
an advert for your company.
So subtle brand or product
placement within a short
and snappy video is how I
see businesses can benefit
best from this new Twitter
channel offering.

From micro-messages to micro-videos 5. Hello, (micro-)Video
Lowes: lifehacksVine is a Twitter-owned mobile
second videos.
channel offering.

5. Hello, (micro-)Video
Doritos: contest
From micro-messages to micro-videos
Vine is a Twitter-owned mobile
second videos.
channel offering.

American Apparel: FAIL
From micro-messages to micro-videos
Vine is a Twitter-owned mobile
second videos.
channel offering.

Instagram joins the arena
On June 20 2013, Instagram announced its own Vine competitor. Instagram videos can however be 15
seconds long (as long as a television commercial slot) and can have filters.
Since August, Instagram also allows for pre-recorded videos to be uploaded.

Instagram joins the arena 5. Hello, (micro-)Video

2014 or the year of video?
With (again) mobile as a driver,
video is becoming an
indispensable part of the
marketing toolbox.
Starting on Facebook,video
advertising will be on the rise
in 2014.
2. Social Is Evolving

Facebook
information.
digestible.
6. Pay-To-Play Social
Story Bumping
Not only the most recent posts are
taken into account, but the most recent
posts for a specific user. Even if they
were posted some time ago.
Last Actor
The last 50 pages or friends a user
interacted with get more visibility in
the news feed

Facebook | bye-bye organic reach
Facebook now claims the main
reason to acquire fans isn't to
build a free distribution
channel; it's to make future
Facebook ads work better.
People are connecting to more Pages and
individuals every day.And each day,more
brands and organizations are posting on
Facebook.As a result,we expect organic
distribution of an individual Page’s posts
to gradually decline over time.
[…] to maximize delivery of your message in
News Feed,your brand should consider
using paid distribution.

Facebook | bye-bye organic reach
Facebook now claims the main

Facebook | the tools 6. Pay-To-Play Social
Simplified ad managerFacebook now claims the main

Unpublished posts (aka ‘dark posts’)Facebook now claims the main

Custom audiences: remarketingFacebook now claims the main

Adios, sponsored storiesFacebook now claims the main

Facebook | just a spoonful of sugar…
In August,Facebook updated
the promotion guidelines for
Pages to allow promotions on
the timeline.
DO
Collect entries by having users
• post on the Page
• comment/like a post
• message the Page
DON’T
• “share on your Timeline to enter”
• “share on your friend's Timeline to
get additional entries”
• tag yourself in a photo to win
Easy to set up, low cost solution
Timeline is also
accessible via
mobile.
Doesn’t look
professional
No data capturing. Only
useful for creating awareness.
Even if the goal is to simply collect
likes, no ‘like-gate’ is possible.
Not so easy to bring focus to your promotion after initial
posting.
The strongest tool to create awareness –
sharing onto a timeline- cannot be used.

Using an ‘Unpublished Page
Post’ and the Facebook Power
Editor, it is possible to add CTA
buttons to link posts.

When a Page tags a separate
brand or celebrity Page in a
post, that content may surface
for followers of both Pages.

Post-IPO Twitter
On November 7 2013, Twitter
was introduced to the NewYork
Stock Exchange.
Like Facebook before, this will
put a lot of pressure on
generating revenu.
Tailored audiences

First results of Instagram ads
reveal:
- Average brand recall up 3x
- Brand message awareness up
10%
Instagram’s first steps

You too, Pinterest?
Ben Silbermann, CEO of
Pinterest, promises that
promoted pins will be “tasteful,
transparent,relevant and
improved based upon users
feedback”.

What we get in RETURN
Accompanying a paid media
offering, social platforms are
giving brands more tools to
measure results and take a first
step towards social ROI.
Facebook offline conversions

Key Take-Aways 7. Key Take-Aways
Social Media today is all
about diversity.
Users are transitioning from
commitment to just one
platform to a diet of many
different kinds of social
media.
1
Strong images enriched
with meta data have become
a must for marketers.
Moreover, (micro-)video is
starting to earn its place in
the marketers toolbox.
2
The days that social media
were free are now officially
over.
On the other hand, brands
are offered more tools to take
control and take a first step
towards social ROI.
3

14 Questions for 2014 LUON WassUp Recap 2014
THE SEARCH LANDSCAPE THE MOBILE LANDSCAPE THE SOCIAL LANDSCAPE
How does my brand perform on
mobile and tablets? Are we prepared
for the multitude of screens?
Can our brand benefit from flat
design or cards to optimize for mo-
bile? How is our content structured?
How can we benefit from the
companion web and iBeacons?
Which Wearables & Internet-of-
Things initiatives are being launched
in my industry? How could we profit?
Which data could connected devices
deliver to my brand's marketing?
How does my brand handle images?
Are they engaging? Can we make
more out of them by adding data?
What small stories do we have that
could be turned into micro-videos?
Which tactics can we use to maximize
our organic reach on Facebook?
CTA buttons, page mentioning, ...?
What is our pay-to-play strategy for
social? What type of posts will we
promote?
How can we make our marketing
smarter with the new insights gained
from social media platforms?
1
2
3
4
Is my website optimized for the new
Google way-of-working? What are
the topics we want to claim?
How will we in the future collect
keyword insights?
Do we offer our site visitors the
option to +1 our content on Google+?
What can Facebook Graph search
learn us about our audience?
5
6
7
8
9
10
11
12
13
14

WASSUP RECAP SESSION
DINSDAG 25 MAART
THE END
GEERT DE LAET
TECHNOLOGY EVANGELIST
LUON
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet

The Rise of Visual Social Media and Micro-Videos

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