Social Media Landscape

2016

Social media - definition

Social media are a set of online services to

publish and share content, to exchange

messages of any type, to host conversations, to

collaborate and allow individuals and groups

to gather for personal or professional purposes.

Frédéric Cavazza

Social media - landscape

Social media - Publishing

Publishing with:

- blog platforms ex. WordPress, Blogger, TypePad, Medium, PostHaven, Live Journal,

Svbtle, Over-Blog, SquareSpace etc.

- wikis ex. Wikipedia, Wikia etc.

- Hybrid publishing / sharing services ex. Tumblr

Social media - Sharing

Sharing through:

- video platforms ex. Youtube, Vevo, Vimeo, Vine, Dailymotion, Twitch, Facebook Mentions, Periscope etc.

- document platforms ex. SlideShare, Scribd etc.

- photo platforms ex. Instagram, Flickr, Imgur etc.

- picture platforms ex. Pinterest, Ello, Fancy etc.

- music platforms ex. Spotify, Deezer, SoundCloud etc.

- links platforms ex. Delicious, Scoop.it etc.

- places platforms ex. Foursquare, Swarm etc.

Social media - Messaging

Messaging platforms:

WhatsApp, Facebook Messenger,

iMessage, Hangouts, Telegram, Skype,

SnapChat, Kik, Viber, Signal, WeChat, Line,

Nimbuzz etc.

Social media - Discussing

Conversation platforms:

Github, Quora, Reddit, 4chan, Disqus, Muut,

Sina Weibo, Tieba Baidu etc.

Social media - Collaborating

Proffessional communication platforms:

Slack, HipChat, Chime, TalkSpirit, Caliber,

Yammer, Chatter etc.

Social media - Networking

Professional / Subject speciffic social

networks:

LinkedIn, Viadeo, Xing, Plaxo, Tagged,

StudiVZ, Vkontakte, Facenama, Qzone,

RenRen, Badoo, Tinder etc.

Social media

are playing a major

role in our daily lives

Facebook users are connected more

than 30 minutes per day on average

EvolutionOriginally, social media were designedfor conversation and sharing purpose.

They evolved into mainstream information / communication /

engagement channels.

Facebook and Twitter became21’s century dominant media.

Facebook – the leader?No media in the history of humanity ever managed to

reach 1 billion viewers, not even CNN or MTV.

Today, Facebook already has nearly 1.6 billion members,

with more than a billion connecting every day.

The three kings

Facebook managed to build the largest audience, but

size does not always matter. The quality of the audience

and interactions must be taken into account and that is

where Twitter comes in. There are as many brands using

Twitter as Facebook, even though the audience is smaller.

Google on the other hand knows its audience like

nobody else and has it separated between different

paltforms (YouTube, Blogger, Communities, Collections

etc.) and services (search, Android, Chrome etc.)

Platforms are at the top of the food chain

Facebook and Google managed to build true conglomerates

providing everything users need: content for information and

entertainment, services to communicate and share

The big picture – SM market

Three dominant players

And multiple services orbiting around them appealing to:

- a particular audience (ex: Snapchat for teens), or

- a particular service (ex: Twitch for live gaming).

What does that meanfor advertisers?

From first exposure to in-store

tracking, Facebook and Google

can provide brands and distributors

with end-to-end advertising and

relational solutions

People use socialnetworks

SOCIAL MEDIA USE, ACTIVE ACCOUNTS ON THE TOP SOCIAL

NETWORK IN EACH COUNTRY COMPARED TO POPULATION

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People use all socialnetworks

THE MOST LIKELY TO USE ALL OF THE SOCIAL MEDIA PLATFORMS

AREUSERS WHICH USE THE LATEST SOCIAL MEDIA PLATFORMS

(SNAPCHAT OR PERISCOPE)

Source: IRCenter.com, Jan 2016

YouTube Facebook Twitter Instagram Snapchat Periscope Blog's

YouTube - 91% 98% 97% 96% 88% 95%

Facebook 92% - 97% 99% 100% 95% 96%

Twitter 15% 14% - 43% 39% 73% 24%

Instagram 15% 15% 45% - 71% 80% 29%

Snapchat 8% 9% 23% 39% - 65% 18%

Periscope 4% 4% 22% 23% 34% - 11%

Blog's 32% 32% 54% 62% 70% 78% -

Time spent on social mediaAVERAGE NUMBER OF HOURS THAT SOCIAL MEDIA USERS SPEND USING

SOCIAL MEDIA EACH DAY

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Social media via mobileACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK IN EACH COUNTRY

ACCESSING VIA MOBILE, COMPARED TO POPULATION

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The future?Top 4 trends in social media:

- Live video – thanks to large players, like Facebook, entering the live video market, at this point everyone can stream live video. It is a fast, honnest and up-

to-date way of consuming content.

- Virtual / augmented reality – regular video is not enough. Users want to feel likethey are a part of the content and thanks to hardware like Google Cardboard

and other cheap VR googles, everyone can experiance virtual reality. Augmented reality is also very popular thanks to apps like Snapchat and

MSQRD.

- Bots – this will be the next big thing. Your enquires will be answered by intelligentbots instead of customer service employees. You will order a pizza by texting a

Domino’s bot. All from the comfort of your messaging app.

- Social at work – using SM at work is becomming more and more popular, big companies meet through Google Hangouts, projects are coordinated through

apps like Trello, and Slack helps co-workers share information.