Social media usage surged in 2013. Key trends for 2014 include greater diversity in social media platform usage, the rise of micro-videos on platforms like Vine and Instagram, an increased focus on image-based content, the mainstream adoption of paid social media advertising, greater emphasis on measuring social media return on investment, the continued rise of mobile usage, and an omnichannel approach to marketing that blurs online and offline experiences.

1. Social Media Trends 2014

2. First - 2013

3. Social Media usage has surged
University of Massachusetts Dartmouth Center for Marketing Research
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5. @cedricspeak

6. THE STATE OF SOCIAL MEDIA TODAY
60%
52%
52%
believe that roles &
responsibilities around
social are well defined
believe top execs are
informed, engaged &
aligned with social strategy
believe the social strategy
includes a roadmap for the
next 1+ years
48%
65%
34%
67%
@cedricspeak
believe they have a
long term vision for
how social media will
improve customer
relationships
believe that risk
management is understood
by the business
believe that there are clear
metrics linking social activities
with business outcomes
of companies surveyed were active
in social with no real link to
business goals.

7. Updates to Platforms
•
The past year has been filled with
updates and new changes to some of
the most used social media platforms.
•
Facebook made extensive changes to
their analytics, advertising and newsfeed
algorithm… and to their privacy settings
•
While Instagram introduced the ability to
upload videos to give Vine a run for their
money.
•
Many of the changes we’ve seen this
year will go on to shape the way
campaigns and content are made in
social well into 2014
@cedricspeak

8. 2014

9. Greater Social
Platform Diversity
The Rise of Microvideos
Increased Use of
Image-Based
Content
Paid Social Media
goes mainstream
Social ROI
Rise of mobile
Omni-Channel
Marketing
@cedricspeak

10. Greater Social Platform Diversity

11. What has happened?
 New social platforms have emerged in 2013 that have made for surprising
marketing efforts
 Existing popular networks have also made significant updates that have
huge potential
 Global brands are starting to experiment with new platforms and ad
formats other than Facebook to increase their digital footprint
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12. Smaller platforms becoming mainstream
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13. Even B2B marketers are diversifying
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14. Why is it important?

They provide marketers with
new content creation options
that can be used to further
engage and build audiences

It builds brand equity by
making it easier for consumer
to see and interact with the
brand

Makes a brand stand out from
clutter
@cedricspeak

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16. The Rise of Micro-Videos

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18. How did it happen?

Twitter started the wave when they launch Vine, but Instagram’s
update to support videos sealed the deal for micro-videos

The short clips are easily digestible for the short attention spans of
customers these days and has become quick, easy and very simple
to create and share
@cedricspeak

19. Micro-videostars are the new influencers

Early adopters of Vine and Instagram
videos have become stars in their own
niche, becoming a new breed of
influencers who are truly creative, not
just popular

Brands who have seized the
opportunities have also started including
these platforms in their marketing efforts

Brands will have to really understand
their customers and collaborate with
artists and not just within their own
companies for content
@cedricspeak

20. What are brands doing on Vine?
SEPHORA: https://vine.co/v/bY2nHIBJbWT
@cedricspeak https://vine.co/v/huFAvU5zLUK
FCUK:
PUMA: https://vine.co/v/bltq3WEpjlT
SAMSUNG MOBILE: https://vine.co/v/hB05eTwLhUB

21. What are brands doing on Instagram?
KATE SPADE: http://instagram.com/p/ayieibgeAs/#
CHARITY:WATER: http://instagram.com/p/aye_2mGhNa/
@cedricspeak
LULULEMON: http://instagram.com/p/er9sQXSm-4/
GAP: http://instagram.com/p/ayuEy-j9uL/#

22. Image-Based Content Will Rule

23. New use of images on social platforms
 Instagram rolled out its first ever
ad on it’s platform to its US users
@cedricspeak
 Twitter introduces image and
video previews in streams

24. Twitter now looks like this
 Tweets used to be line after line
of texts
 Users will now see images
directly in their stream
 In a sea of text, an attractive
image is going to make your
brand stand out more than the
others
 Promoted Tweets that come
with photos also get an added
boost with this new update
@cedricspeak

25. What does this mean to the marketer?
 Creating good image content is now becoming more important than
ever with platforms other than Facebook adding new opportunities for
marketers
 But users now have the advantage of providing feedback to the
platforms on the content that they are seeing from brands
 Good image content can make the difference between a user hiding
your post and blocking your content from their stream, or Like-ing and
following you
@cedricspeak

26. Snapchat marketing will gain popularity
 Snapchat is the hot mobile app that sends out messages (text, photo or
short video), called “snaps”.
 These snaps auto-destruct after a short moment of time, between 1 to
10 seconds depending on how the snap was set up.
 The fact that snaps are deleted from the server answers a lot of privacy
concerns that have plagued other platforms
@cedricspeak

27. ASOS sent followers surprise discounts
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28. 16Handles also sent instant discounts
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29. Increased Importance of Social ROI

30. Why should you monitor social ROI?
 Marketers will increasingly need
to know what metrics to measure
in order to close the gap
between social efforts and actual
revenue
 Social media serves three key
marketing objectives and these
are why investment in social
media will become a necessity
for all businesses in 2014
@cedricspeak

31. Where social stands in the sales funnel
•
Social media sparks conversations with potential customers much earlier
than traditional media
@cedricspeak
Netbase, Social Savvy e-Book, 2013

32. Business Outcome
Increase sales and
develop a youthful
positioning
Social Media Outcome
Clarks as a trendy
brand with traffic to
website and increase
footfall to stores
@cedricspeak

33. Content Strategy
Content Strategy involved
trendy images showing a
youthful and trendy side to
Clarks. The tactical activity
involves driving store
footfalls
What was Measured
Followers, Direct sales
from tactical activities on
social media, Engagement
and participation rates,
Brand health metrics,
Customer service cost
savings
@cedricspeak

34. Business Outcome
Increase sales &
drive market-share
for Travellershield
during critical preSummer period
Social Media Outcome
Increase online sales,
customer service and
decrease cost of
marketing
@cedricspeak

35. Content Strategy
The social media effort is
clearly aimed at increasing
online sales through direct
customer value. Social is
also a key driver of cost
savings – (Marketing,
customer savings,
Recruitment)
What was Measured
Direct sales from social
media tactical activities,
savings in marketing and
customer service costs,
website traffic increase
@cedricspeak

36. Paid Social Goes Mainstream

37. Paid Media now accounts for
over 16% of all online spends.
Not limited to social
campaigns
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38. Here’s the first ad on Instagram
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39. This ad proved more cost
effective than other forms
of media in terms of
response and reach
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40. Rise of Mobile

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42. @cedricspeak

43. Use of Omni-Channel Marketing

44. What is this omni-channel marketing?
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45. What powered this shift?
•
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The lines between offline and online shopping experiences have been
blurring

46. What powered this shift?
•
@cedricspeak
Roughly 3 in 4 consumers
research online after seeing an
offline ad

47. What does this mean for marketers?
•
Marketers need to diversify their
approach to awareness with the
use of new and multiple platforms
•
Another reason to step away from
FB solely and branch out to new
platforms
@cedricspeak

48. Summary
•Social Media becomes mainstream
•Newer platforms to be taken note of
•Integrate from the Start – Not an add on
•Measure, Measure, Measure – Analytics as a practice