Social media marketing trends in 2017 backed with data and case studies: 1. Social media adspend on the rise 2. The growth and adoption of Social Video 3. Brands adopting media house approach to content 4. Working with influencers & leveraging user generated content 5. Increased involvement of brands in social activism & politics

1. SOCIAL MEDIA
TRENDS 2017
WITH CASE STUDIES FROM TOP BRANDS

2. 1) SOCIAL MEDIA
ADSPEND IS ON THE
RISE

3. TIMES ARE
CHANGING AND
SO ARE THE JOB
POSTINGS
+45% INCREASE
IN AVAILABLE POSITIONS!
78 000SOCIAL MEDIA JOBS IN 2016
54 000
SOCIAL MEDIA JOBS IN 2015
Source: eMarketer
STATE OF THE MARKET

4. THE MARKETING
BUDGET
Social Budget is on the rise
1/3 of digital budget is on
social
Marketing
11% of total company revenue
Digital
30% of total marketing budget
Social
11% of marketing budget
Source: eMarketer
STATE OF THE MARKET

5. SOCIAL IS BIG ADVERTISING
CHANNEL - TODAY
Source: eMarketer
No longer something that only
teenagers do on their mobile
phones
It’s already impacting your
businesses today
Global Ad spend on social
0
5
10
15
20
25
30
35
40
2013 2014 2015 2016 2017
$USBillions

6. 2) SOCIAL VIDEO
ADOPTION AND TRENDS

7. • Facebook CEO Mark Zuckerberg: "I see video
as a mega trend, same order as mobile”
(Facebook Q4 2016 earnings call)
• Further diversification of Facebook Native video
• Facebook Live
• 360 Videos
• VR
• Video strategy should be a key part of social
content strategy for brands in 2017
Sample: TOP 400 Largest FB Pages
Time range: January 2014 – January 2017
ADOPTION OF FACEBOOK NATIVE VIDEO REACHING ITS
PEAK FOR MEDIA & BRANDS IN 2017
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Adoption of Native Video
(% of Pages posting Native videos)
Brands Media

8. • This is a huge missed opportunity for brands
especially in the beauty segment where
Facebook Live format can be used to deliver
educational & practical content to brand’s
community in form of tutorials and live Q&As
• For example this live video from Avon Brazil
featuring several beauty bloggers discussing
Avon BB Cream received 1.4 million views
and 11,452 Interactions
Sample: TOP 500 Largest FB Pages
Time range: January 2016 – February 2017
HOWEVER ADOPTION OF FB LIVE VIDEO BY BRANDS IS
STILL RELATIVELY LOW
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Adoption of FB Live Video
(% of Pages posting FB Live videos)
Celebrities Brands Media

9. • Louis Vuitton leveraged FB Live
to stream Spring-Summer 2017
Fashion Show in Paris
• The video received 2 million
views and 54,381 Interactions
FB LIVE VIDEO CAN BE A GREAT TOOL FOR COVERING
EVENTS…
Click on the image to play the video

10. …OR SERVING AS A PLATFORM FOR ESTABLISHING A
DIALOGUE WITH YOUR CUSTOMERS
• Mercedes-Benz India was the 2rd most engaging Facebook Page in automotive industry worldwide in
2016 with over 10 million Interactions
• The brand successfully leveraged engagement of MD & CEO of Mercedes-Benz India Mr. Roland Folger
in content strategy by not only including him in some of the photos but also letting customers ask him
any questions about the brand within “Mercedes Benz Dialogues” initiative and via FB Live video format

11. 3) BRANDS NEED TO
LEARN TO BE LIKE
MEDIA HOUSES

12. Amount of Interactions on Facebook by Category – 2013 vs. 2016
MEDIA PUBLICATIONS ARE WINNING THE CONTENT
GAME OVER BRANDS.
Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans
MEDIA
BRANDS
ENTERTAINMENT
SPORT
SOCIETY
PLACE
COMMUNITY
CELEBRITIES
15%
16%
11%
7%
5%
1%
24%
21%
38%
11%
6%
6%
4%
1%
17%
17%
2013 2016
Media increased their share of interactionsby 23% since 2013, whereasbrandsexperienceda 5% decrease in their share of interactions.
In the past three years, they’ve significantly increased their share of interactions.

13. AND REACH…
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
0
0.2
0.4
0.6
0.8
1
1.2
1.4
MEDIA
Sep 2014 Sep 2016
BRANDS
Organic Reach Evolution

14. EVEN THOUGH THEY SPEND A LOT LESS ON
SOCIAL MEDIA
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Sep 2014 Sep 2016 Sep 2014 Sep 2016
VIRAL/SHARED PAID ORGANIC
Brands Impressions Distribution Media Impressions Distribution

15. BECAUSE BRANDS ARE CREATING AND PROMOTING THE
WRONG TYPE OF CONTENT.
Only 15% of promoted posts are top quality content
Sample: Research done based on 320 000 posts by 5 000 of the largest company pages on Facebook
44%
D
Worse than 50%
of Page’s posts
25%
C
Better than 50%
of Page’s posts
16%
B
Better than 75%
of Page’s posts
13%
A
Better than 90%
of Page’s posts
2%
A+
Better than any
other of Page’s
posts
POOR QUALITY AVERAGE QUALITY TOP QUALITY TOP QUALITYAVERAGE QUALITY

16. THERE IS A PRICE ATTACHED
TO THE QUALITY OF CONTENT
Sample: 26,865 Promoted Posts posted by Brand pages, Time range: 01 Jan 2015 – 31 Dec 2016
Median CPC vs. Post Reach Engagement Rate*
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
0-1% 1-2% 2-3% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10%
*Amount of people who engaged with the postfrom the amount of people who saw the post
As more people engage
with your content, the
cheaper
it becomes to boost it
CPC is 14x higher with
1% engaged users than
with 5 - 6% engaged users.

17. INVESTING IN QUALITY CONTENT RESULTS IN
Source: Socialbakers analysis of 400 000 Facebook posts by brand Pages in September and December 2016
Note: Bad contentis defined as thebottom 50% of a Page’s content by
engagement metrics and comparedagainst the top10% of thePage’s content
4x less negative feedback
7x more viral
attracts 2.3x more interactions with the same reach
nearly 20% lower impression cost (CPM)
50% lower click cost (CPC)

18. COMPANIES LAUNCHING MEDIA HOUSE INITIATIVES
• Mondelez
• Launched “Fearless Media Monetization Model”, announced partnership with BuzzFeed
• Marriott Hotels
• Launched global content studio, claiming “We are a media company now” ( David Beebe, VP of Global Creative)
• PepsiCo
• Launched internal content studio “Creators League” with the objective of turning marketing into a profit center
• Lush Cosmetics
• Launched their own TV channel; “Yes, we sell products, but we can be a reliable source of news, too” (Jack
Constantine, Chief Digital Officer)
• L’Oreal
• Launched ”Content Factory” with the purpose of creating original content for company’s 35 brands

19. 4) WORKING WITH INFLUENCERS &
LEVERAGING USER GENERATED
CONTENT

20. A study published in eMarketer showed that nearly 85% of
"marketing and communications professional worldwide expected
to launch at least one campaign involving an influencer in the next
12 months." The most popular influencer tactics included content
promotion, product launches, and content creation.
84% OF MARKETERS UTILIZE INFLUENCER
MARKETING CAMPAIGN TACTICS

21. WORKING WITH INFLUENCERS
• Anastasia Beverly Hills – the most engaging beauty brand on Instagram
worldwide in 2016 with 325,379,039 Interactions (89,316 Interactions per
Post on average) with strategy based mainly on content from influencers

22. WORKING WITH INFLUENCERS
• How to find influencers?
• Use social listening to monitor keywords in topics that are relevant for your brand
• Track users’ activity for each topic
• Identify the most active and most engaging content creators within each topic
• Use social analytics to evaluate relevance of pre-selected influencers
• Do they have an engaged community?
• Are they consistent with their posting strategy?
• Deep dive into influencer’s content analysis:
• What is their style of communication?
• Can your brand be integrated there in an authentic way?

23. WORKING WITH MICRO-INFLUENCERS
• Adidas redefining influencer marketing with Tango Squads - exclusive urban football
groups with direct access to some of the hottest football events and latest gear
• Platforms: direct messengers (Facebook Messenger, WhatsApp and Line)
“You’re giving up a little bit of autonomy and the keys to your
brand, but the experiences we have had over the past couple
of months are positive and we are using those Tango Squads
as a first line of communication and updates with them prior
than anyone who is following on Facebook or Twitter.”
Florian Alt, senior director of global brand communications, Adidas

24. • Marketing with User-Generated Content leverages consumer’s need
for social proof.
• People look to advice from others to avoid mistakes and make the
right choices.
• Top of the funnel is where uncertainty is highest – and people are
most likely to listen to consumer generated media.
• Social proof is more effective when the target perceives similarity
to themselves.
WHY USER GENERATED CONTENT WORKS ACCORDING
TO SCIENCE?

25. LEVERAGING USER GENERATED CONTENT
• CYBEX crowdsources content from community on Instagram to drive Engagement
• More than 10x increase in Interactions per 1k Followers since the beginning of 2016

27. LEVERAGING USER GENERATED CONTENT
• Tips from CYBEX on UGC strategy
• Try not only to repost content from a user, but create a small personal story around the image
• 2 key factors of ensuring UGC quality:
• Correct positioning of the brand through original content
• Personal communication
• Be human, be personable, be nice – it pays off!
• If you want to massively increase awareness you need A-level influencers, if you’re looking
for ways to upgrade your content you should take a closer look at your community

28. LEVERAGING USER GENERATED CONTENT
• Examples of NYX Professional Makeup CZ&SK successfully leveraging user generated content on Instagram
Top 3 Posts in terms of Interactions in the last 90 days by NYX Professional Makeup CZ&SK on Instagram

29. • GoPro’s content on social media is extremely authentic, and inspires others to record their own journeys. GoPro has a
consistent posting strategy, with an average of nearly 25 posts per week on Facebook. A whopping 62% of their content consists of
videos, while links make up less than 4%. Since they frequently post user- generated content, they are able to increase the frequency of
their publishing and save resources.
• They understand that their audience values receiving content that shows the different types of experiences that anyone can capture,
rather than purely demonstrating how to use the product.
• Download our full case study on how GoPro leverages user-generated content here.
GOPRO CASE STUDY

30. 5) INCREASED
INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS

31. INCREASED INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS
• Starbucks CEO Howard Schultz vowed to hire 10,000 refugees worldwide in response to US President
Trump's travel ban in January 2017 with the brand supporting this message via social channels

32. INCREASED INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS
• Multiple Super Bowl commercials in 2017 were directly connected with the current political climate
in the US with Airbnb and Google celebrating multiculturalism and Budweiser deciding to tell the
story of a German immigrant who co-founded Anheuser-Busch
Click on each image to play the video

33. INCREASED INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS
• L’Oreal Paris USA #WorthSaying Twitter campaign during Golden Globes 2016

34. INCREASED INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS
• #WorthSaying campaign was more engaging than L’Oreal product-oriented Twitter campaign during Golden Globes 2015
1941
15575
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Golden Globes 2015 Golden Globes 2016
Total Interactions, L'Oreal USA Twitter
770
4781
0
1000
2000
3000
4000
5000
6000
Golden Globes 2015 Golden Globes 2016
Sum of Mentions, L’Oreal USA Twitter
+702% +521%

35. INCREASED INVOLVEMENT OF BRANDS
IN SOCIAL ACTIVISM & POLITICS
Click on the image to play the video
Pepsi had to pull controversial ad starring Kendall Jenner within 48 hours after its release due to strong social media backlash

36. 9 / 2 0 / 2 0 1 6
FOR QUESTIONS, PLEASE CONTACT…
JERALDI NE PHNEAH
REGIONAL ACCOUNTMANAGER JAPAC
Jeraldine.phneah@socialbakers.com
linkedin.com/in/jeraldinephneah