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Trends in Online Social Behavior: Walk out ready to Ship Your Pants!

Social Media Strategies Summit | September 2014

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Grab your customers attention - make them laugh, cry, scare them!

http://www.youtube.com/watch?v=I03UmJbK0lA

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agenda

• WTH | who the heck am i • #Trends

– Real-Time Marketing – Social Customer Service – Moms, Grandmas & Grandmaster Flash

• #NetworkDuJour – Hottest New Networks – Networks To Watch

• #EyeOnSocial • Visual Social Media

• Q & A

CONFIDENTIAL – do not reproduce without written permission

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#WTH Adriana Llames Kogelis

•Division Vice President, Social Media & Online Customer Experience, Sears Holdings •2x Small Business Owner, Digital Media & Personal Branding Business

•Published Author, Career Sudoku: 9 Ways to Win the Job Search Game • Contributing Author, Social@Scale

•Featured Expert on ABC News, WGN News, CNNMoney.com, CBS News.com, Fox Business.com, Yahoo!, HuffingtonPost, Forbes.com

• Bachelor’s Degree in Business Management, Continuing Ed @ HBS • Mom, Henry Winston

CONFIDENTIAL – do not reproduce without written permission

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TREND: Real time marketing is like big data, multifaceted and tricky to define

500 words on this new Real Time

marketing thing by midday.

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3 Ways to Win at Real-Time Marketing

Oreo’s Dark Dunk during Super Bowl XLVII Retweeted 15K times

CONFIDENTIAL – do not reproduce without written permission

• Engage social listening: To inform

marketing decisions

• Use analytics to quickly meet customer needs: H&R Block analyzes how

customers talk and builds content in real-time

• Mix it up: At 2013 Int’l CES, Sprint used pre-

planned content and created on-the-fly content as the event was happening

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TREND: 67% of Customers Use Social for Service

3 Ways to Win with Social Service

CONFIDENTIAL – do not reproduce without written permission

1. Create Separate Service Profiles

2. Clearly sign-on and off @AskAmex

3. Be Human @Zappos_Service

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Trend: Embrace mobile to reach moms and Facebook to reach 55+

• 55+ grew 80.4% in the past 3 yrs. on Facebook : just ask Hip-Hop

artist Grandmaster Flash

• 79% of moms use their smartphone for social media: Twitter & FB app download heaven

• Leverage targeted FB ads: – Custom Audiences

– FBX

– Newsfeed ads (mobile)

– Video

– Website custom audiences

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Snap Coupons to College Students & Send Vine Videos on Weekends

• Snapchat: 77% of college students

use it daily; 58% are likely to buy from a brand that sends them a coupon – 60MM+ total users; 30MM active mo. Users

– 400MM Snaps per day

– Ideal for fashion, food, travel, sports

• Vine: How to stand out from a text-

filled Twitter feed in 6-seconds – 40+ MM total users

– 5 vines are tweets/second

– Weekends are most popular

– Brands can be fun, engaging and creative

https://vine.co/v/hxiOv2nHXjp

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Engage Women on Pinterest & Teens on Instagram

• Pinterest: Share compelling content

& post consistently; authentic images – 70MM total users; 40MM mo. active users

– 80% users are female

– 70% of engagement is by users v. brands

– Ideal for travel, fashion, health, lifestyle

• Instagram: Share compelling content

& post consistently; authentic images – 200MM monthly active users

– 50MM new users in the past 6 mos.

– 20B photos shared

– 23% teens call this their favorite network

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2015: Social Networks to Watch

Medium

Chirp

Thumb.it

Pheed

Digital thought blog developed by Evan Williams, co-creator of Twitter

Mobile:Mobile messages/chirps – good for location-based marketing

Crowdsourcing for opinions on anything from outfits to marketing ideas

Content monetization network w/5MM users; acquired by Mobli for $20MM

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#EyeOnSocial: Engaging Visually

1. Inspiration w/out being pushy

2. 67% of customers consider images carry more weight than ratings or product info

3. 60% customers more likely to click on images

4. Posts w/visuals receive 94% more page visits & engagement

5. 90% of info transmitted to brain is visual

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2 Ways to Generate Visual Content

Brand designed & shared Brand & User Generated and Shared (Chute)

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Q & A

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