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The digital landscape has been dispersing rapidly over the last 12-24 months and with ever more scattered audiences and fragmented social platforms, brands face a bucketful of challenges. To thrive in this highly competitive environment, digital marketers need to constantly be on their toes and stay up-to-date with the latest trends. In this deck we share 130 stats around the 7 social media trends that we see dominating 2015. To read the full blog and to understand the full scope of these developments visit http://www.emarsys.com/en/resources/blog/the-7-social-media-trends-dominating-2015/
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sCommerce
StartupsFM
Social commerce
is the evolution and maturation of
social media meets shopping
Heidi Cohen
sCommerce
StartupsFM
Global ecommerce sales top $1.2 trillion
Social commerce sales are forecasted to represent
5% of all online retail revenue in 2015
MediaBistro
$15
billion
sCommerce
Conversion rate of social referrers
Statista
sCommerce
MediaBistro
Average order value by social referrer
sCommerce
Half of social media driven purchasing happens
within one week of sharing, tweeting, liking or
favouriting the product
MediaBistro
sCommerce
Postcron
of marketers have successfully gained
new customers via social networks70%
sCommerce
StartupsFM
74% of consumers rely on social networks
to guide purchase decisions
55% of consumers share purchases
on social networks
sCommerce
of consumers are more likely to buy a new product
when learning about it on social media43%
Nielsenfilemobile
48% of consumers think that posts created by others
in their networks are a great way to discover new
products, brands, trends or retailers
48%
sCommerce
MediaBistroShopify
60%of social traffic to retail sites originates from
85% of all orders from social media come via
Social Advertising
Internet advertising will make up nearly
25% of the entire ad market
By
2015
Postcron
Social Advertising
Mobile ad spending will rise to $95 billion
by
2018
eMarketer
Social Advertising
Marketers advertise on…
Socialbakers
92% 35% 24% 23%
Social Advertising
VentureBeat
Providing networks with massive advertising revenuesin Q2/2014
AdAgeDailyDot
TechCrunch
$2.9b $1.1b(for the whole of 2014)
$106m $312m
Social Advertising
But the true giant remains Google with an ARPU
6x higher than Facebook’s
KPCB
$45 $7.24 $3.55
Social Advertising
500,000 Facebook pages
use promoted posts to boost
their social successAccumulating
2.5 millionpromoted posts on Facebook
Jeff Bullas
Facebook remains marketers’ favourite platform
Social Advertising
But Twitter’s popularity increases
Mashable
44%
63%
59%
of advertisers have increased Twitter spending over
the last six months
said they plan to do so over the next year
said they expected to spend more on Facebook
Social Advertising
Jeff Bullas
45% of ads in the 2013 Super
Bowl included Twitter hashtags
A 24 hour Promoted Trend
on Twitter costs $200,000
Social Advertising
Pinterest: a MUST for ecommerce businesses
Mashable
42% of the IR500 top 50 have
adopted rich pins
Top brands in fashion & retail see high
engagement rates, with an average of 46 repins 46
Social Advertising
62% of Facebook’s profit
comes from mobile ads
TechCrunchTechCrunch
81% of Twitter’s ad revenue
comes from mobile
And let’s not forget about mobile…
The Revolution of Mobile
Worldwide mobile penetration
amounts to
93%
We Are Social
The Revolution of Mobile
We Are Social
The Revolution of Mobile
Digital Marketing Magazine
Mobile data traffic increased by
since 2013
+81%
And will grow
10xby 2019
Ericson
The Revolution of Mobile
Digital Marketing Magazine
With users spending
Per day on mobile devices
2h
42m
The Revolution of Mobile
And 86% of that time being spent on apps
TechCrunch
The Revolution of Mobile
21 billion SMSs are sent daily
Informa
Leading to an SMS
revenue growth of
127
billion
The Revolution of Mobile
98% of all SMS messages are opened
75% of people would like to have offers
sent to them via SMS
Digital Marketing Magazine
The Revolution of Mobile
57% of consumers would be happy to
sign up to an SMS loyalty programme
Digital Marketing Magazine
The Revolution of Mobile
Digital Marketing Magazine
90% of consumers signed up to such schemes
feel they have gained value from them
The Revolution of Mobile
Mobile advertising grows with global mobile use…
KPCB
The Revolution of Mobile
… and so does mobile app and advertising revenue
KPCB
The Revolution of Mobile
Mobile and social media go hand in hand
60%of social media time is
spent on mobile
Business Insider
The Revolution of Mobile
The Drum
Facebook’s audience is growing via mobile
and tablets, but holding steady or declining
via PCs and laptops
More people are using mobile to share a link
to an article, comment on posts, watch video
clips or message friends
The Revolution of Mobile
Jeff Bullas
Facebook owned
21.7%of worldwide mobile internet
ad revenue in 2014
The Revolution of Mobile
Gaming: 32% of time spent on mobile
TechCrunch
Facebook: 17% of time spent on mobile
Facebook is the second most popular app category
The Revolution of Mobile
22% of video consumption happens on mobile
… and will increase to >50% by 2019
Mobile video consumption is increasing
Mobile makes up 40% of Youtube’s global watch time
KPCBEricson
Social Video
Brainshark
74% of all internet traffic will be video by 2017
Video will continue to dominate the digital landscape
Social Video
Single Grain
Video is shared
1200% more times
than links and text combined
Social Video
Mobile & tablet shoppers are 300% more likely
to view a video than laptop/desktop users
Single Grain
92% of mobile video viewers share video
Social Video
But many brands ignore the potential…
Single Grain
9,100 tweets are sent every second
But only 700 tweets a minute include YouTube videos
And only 120 tweets a minute include Vines
Social Video
YouTube is the
#2search engine in the world
DigitalSherpa
Social Video
More than 1 billion users visit YouTube each month
Over 6 billion hours of video are watched each month
100 hours of video are uploaded every minute
YouTubeRelevancy Group
500 years of YouTube videos are watched on Facebook every day
Social Video
Many miss out on potential
co-operations with the stars of YouTube
KPCB
Social Video
Micro-videos are equally important for a successful
marketing strategy
DigitalSherpa
45% of viewers will stop watching a
video after 1 minute
60% will have stopped watching a
video by 2 minutes
Social Video
More than 40 million users total
MediaBistroDMR
create over 1 billion Vine loops daily
Social Video
Every minute Vine users share 8,333 videos
DMR
And upload 12 million Vines to Twitter
Social Video
Branded content accounts for 4% of the top 100 Vines
receiving 400% more shares than branded videos
Mashable
Social Video
Hyperlapse received 30.000 mentions within the
first two days of its launch
and a social media reach of 60 million
Brand24
Social Video
48%
Brand24
of Hyperlapses were user-generated
With user-generated content dominating the discussion
Social Video
57% of Instagram users access the site every day
35% of users access the site multiple times a day
57%
35%
Pew Research
Social Video
L2
The average user spends
257 minutes a month on the site 257
Instagram engagement is 15x higherthan Facebook engagement
Social Video
Instagram videos are creating
double the engagement
of Instagram photos
Inside Facebook
88% of brands on Instagram have
shared at least one video
Totems
Social Video
Still don’t believe in the power of social video and
user-generated content?
Social Video
80% of all online content is user-generated
The biggest drivers are consumers:
25 - 45 year olds contribute 70% of all UGC
SparkReel
Social Video
Social Times
25% of search results for the world’s top 20 brands
are links to user-generated content
Social Video
User-generated content
increases brand sales effectiveness by nearly
20%
SparkReel
Social Video
Brand engagement rises by 28% when consumers are
exposed to both professional content and user-
generated product video
On Youtube, UGC fan videos get 10x more views than
brand-owned content
filemobile
Social Video
Statista
97% of beauty related video content
on Youtube is generated by vloggers
In 2013, YouTube beauty vloggers had generated an average of
255 videos per channel, more than double the amount of
official brand channels
Social Video
8-10% of consumers are influencers that typically generate
3x more word-of-mouth messages
and each message has 4x more impact than
the average word-of-mouth message
filemobile
Agile Marketing
Incite
One of the most disruptive trends in the industry
Agile marketing
Customer experienceSeamless collaboration
Multichannel
Content creation
Agile Marketing
16,000 retweets
7,000 favourites
29,000 retweets
14,000 favourites
Agile Marketing
CMG Partners
63% of CMOs
say agility is a
high priority
Yet only 40%
call themselves agile
Agile Marketing
Econsultancy
Automated
marketing
Agile marketing
Planned
marketing
Find the right balance in your marketing strategy
Agile Marketing
My Customer
And win agile marketing in 2015
• Define your strategic framework
• Create an agile team with the right resources
• Plan real-time marketing activities
• Understand social data
• Take risks and be bold
• Measure your outcomes
Anonymity
Users are concerned about online anonymity & privacy
54%
86%
of internet users have taken steps
online to remove or mask their
digital footprints
of mobile app users have decided
not to install a mobile app when
they realized how much personal
information they would need to
share in order to use it
PEWPEW
Anonymity
60%Pragmatists
30%Fundamentalists
10%Unconcerned
Ipsos MORIStatslife
Pragmatists’ concerns are based on situational
circumstances, but are moderated by trust – which
is dependent on previous brand experiences
Anonymity
Yet many users don’t bother reading T&Cs
Ipsos MORI
Anonymity
Signing anything without second thoughts:
88% of people signed Gamestation’s clause
that gave the computer game retailer the
‘non-transferable option to claim now and
forever more your immortal soul”
StatsLife
Anonymity
Is ‘smart disclosure’ the solution to privacy concerns?
Ipsos MORI
71% would like to have access to the data that companies hold
about them, which could help them to make better decisions
– e.g. about how they spend their money
Anonymity
So users started flocking to anonymous social media
Anonymity
Usage numbers started to explode
Whisper is nearing 3 billion page views a month
with 45% of users actively creating content
CNNAllthingsdigital
50,000 users create accounts, send out invites
and receive invitations to join EllohourForbes
Anonymity
Anonymous networks get crucial financial support
Whisper received funding of 57m
and is valued at 200m
TechCrunchAllthingsdigital
19m for Secret
Mashable
10m for Yik YakTechCrunch
2m for ConfideTechCrunchMarketwired
Anonymity
But people are open to change – if brands treat them
the right way
52% of consumers are willing to share
personal information to receive relevant
communications from brands
Emarsys
Anonymity
55% of consumers appreciate that
brands track their website behaviour to
learn more about their audience
Emarsys
Anonymity
51% of millennials and
40% of people 35+
would share information with
companies as long as they
get something in return
USC Annenberg
Anonymity
USC Annenberg
56% of millennials and
42% of people 35+
would share their location with
companies in order to receive coupons
or deals for nearby businesses
Private Messaging
Private messaging got big over the last few years
Private Messaging
and was the biggest boom in 2014
Increase in user base
The Drum
Snapchat
Kik
Line
Private Messaging
In February 2014
Facebook acquired WhatsApp for
19 billion
Stratablue
= WhatsApp’s revenue for the first half of 2014
16 million
DMR
Private Messaging
600 million monthly active users
1 million new registrations per day
70% of users are active every day
Private Messaging
64 billion messages sent per day
700 million photos shared per day
100 million video messages sent per day
DMR1000 heads
Private Messaging
monthly active users
snaps a day
Snapchat stories viewed per day
DMRKPCB
Private Messaging
DMR
58%
of college
studentsare likely to purchase a product from a
brand that sent them a Snapchat coupon
Yet only 1% of marketers
use Snapchat
Private Messaging
monthly active users438 million
from outside China100 million
DMR
Private Messaging
WeChat Moment’s share of
DMR
67k apps are connected to WeChat
Before a business can advertise
it needs 100,000 followers
total Chinese social sharing: 23.4%
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