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2016

SOCIAL MEDIA SURVIVAL GUIDE

YOUR WHAT, WHY & HOW TO SUCCEED THIS YEAR


Our prediction that social media will become more and more critical

in 2016 shouldn’t come as a big surprise. Our company is called

Socialtyze, so…obviously.

But marketing is changing faster than Taylor Swift changed her outfits

between songs on the #1989WorldTour.

New technology is popping up around every corner.

New platforms are exploding. Audiences are becoming more and

more fragmented, and their attention spans are simultaneously

becoming shorter and more demanding.

People are accessing media on multiple devices. They’re choosing

with their wallets and their hearts. Data is more robust than ever, but

it’s all for naught if you can’t find the insightful needle in the haystack

that moves… the other, more important needle that your boss always

talks about.

So many things. So many questions. Here is our what, why and how

for 2016. You’re welcome. Call us, maybe.

INTRO


Data is the underpinning of virtually everything we do as social

marketers. From audience insights to content optimization to

understanding the competitive landscape to targeting and retargeting

the right people at the right time…data is everything.

DATA, DATA,

& MORE DATA


BIG DATA VS

SMALL DATA

While the big data potential

on social is limitless, brands

are becoming more and more

frustrated with the mountains

of meaningless spreadsheets

being thrust upon them.

Business decisions don’t make

themselves, and marketers need

to extract very specific nuggets

of data insights that shed light

on cause and effect, and more

importantly, recommended

action(s).

Congratulations, 400,000

people are talking about you.

Did you know 15% mention your

drive thru?

Or that 48% love hockey?

Or that 28% love R Rated

Comedies?

BIG data is only as useful as

the numerical learnings it can

provide.

Make this the year you look for

“AHA” moments in your data.


E-Mail

Fans

Registered

Customers

Credit Card

Data

How are you using your first party data? Your e-mail lists, fans/

followers and website visitors are a goldmine and consistently

outperform all other targeting groups. For example, we have found:

• First party data to be 31% more effective than all other targeting

groups in building awareness.

• Fan lookalikes are 28% more effective.

• Fans convert 3.5x better than interest targeting for direct response

campaigns.

Website

Visitors

Followers

POWER OF 1 st

PARTY DATA

FIRST PARTY DATA + THIRD PARTY DATA

= PSYCHOGRAPHIC, DEMOGRAPHIC,

BEHAVIORAL INSIGHTS

(In other words...lightning in a bottle)

Source: Socialtyze and Agora Social


Your voice in social begins and

ends with your archetypes.

Access to first party data and

social listening now make it

possible to truly get inside a

person’s psyche and the various

“headsets” they experience

along the customer journey.

Understanding who your

customers are allows you to set

a very specific tone and content

strategy that will truly resonate.

day, do they benefit from being

your customer. For example, say

you sell arthritis medication. You

don’t tell your story by saying

“it will make your pain go away.”

WHY do they want their pain to

go away? So they can pick up

their grandbaby and play in the

snow. Why does someone want

to save money? Why do they

want to eat better? Why do they

want to wear certain clothing?

The most important thing to ask

is always WHY, at the end of the

Make a list of all the reasons and

then tell those stories.

ARCHETYPES 2.0


The creative side of what we do is arguably the most fun (at least that’s

what our creative team says). But it’s also meaningless without a datadriven

strategy, supported by white glove community management

and amplification (that’s also data-driven). By now, you’re probably

starting to sense a theme here…

CREATIVE +

STRATEGY


LOOK, MOM!

SHINY NEW

THINGS

The average person sees a

staggering number of brand

posts per scroll in their newsfeed.

2016 will be the year you need

to come to the party with some

thumbstopping tricks.

Pretty photos are great (and

super important), but this year,

you will be competing with

the likes of Facebook 360, an

immersive virtual reality video

experience that will take your

lunch money at recess if you

don’t come with your game face

on. Facebook 360 racks up a

ton of views because Facebook

prioritizes it in the newsfeed

(because Facebook does what it

wants, basically). It also requires

repeat viewings so that fans can

catch all of the hidden Easter

eggs in the video.

Also watch for more (and better):

• Live Streaming (Facebook

Live, Periscope, Meerkat)

• Video

• Cinemagraphs

• GIFs

Use social listening to determine

what your audience cares and

talks about. And, please, for the

love of Amy Schumer and all that

is holy, optimize your content for

the platform on which it will live.

And be seen. By all. Forever. For

a crash course you can view our

social media-sizing guide.


COMMUNITY

MANAGEMENT

IS KING

While we will continue to see

all kinds of hot new content,

Community Management is,

and always will be, the most

important thing you do as a

social media marketer.

We did a little experiment

recently asking 10 different

brands very simple product

related questions and we waited

to see which got back to us…and

how quickly.

• Brand 1: 15 minutes

• Brands 2 and 3: Two hours

• The Rest: On vacation in Hawaii

(still)

According to a survey by The

Social Habit, 32% of respondents

who have ever attempted to

contact a brand through social

media for customer support

expect a response within 30

minutes. And 42% expect a

response within 60 minutes.

Bottom line is you have to be

more of a person and friend –

tone and voice are critical but

that also means being reliable,

genuine and relatable, especially

when someone needs you most.

You can do all the fancy sh!t you

want when it comes to content,

but if you’re not a friend to your

fans, you’re missing the point

completely.


KEEP ON

SNAPPIN’ ON

Believe it or not, the end of

Charlize Theron and Sean Penn’s

relationship wasn’t the most

prominent ghosting of 2015.

Snapchat ghosts, or “Snapcodes,”

have begun permeating every

corner of the internet and the

real world, as more brands,

publishers and celebrities flock to

the platform in hopes of reaching

its more than 100 million active

users, who are racking up more

than 6 billion video views per day.

History tells us that brands who

are early adapters to emerging

platforms end up head and

shoulders above latecomers

who sit a little too long on the

sidelines. As Snapchat becomes

more brand friendly and its most

influential users make it even

more mainstream, 2016 will be

the year that brands looking to

reach a 13-24 year old audience

will flock to it.

The best uses for Snapchat

for brands are product

announcements, contests, behind

the scenes access and special

offers, to name a few, though

tracking and measurement

are still a major challenge for

marketers. Snapchat still has a

ways to go for advertisers, but

as inventory grows, the platform

will become more sophisticated,

and you will want to be sitting at

that table.

Source: Wall Street Journal


GATHER

‘ROUND FOR

STORY TIME

We fell in # with the concept

of Story Starting this year. You

always hear people talk about

storytelling. But let’s face it, on

social, no one likes to be talked

at.

The genius behind story starting

is that rather than shouting one

way messages to people who

are probably more interested

in watching videos of all the

people who almost died riding

their Hoverboards at Christmas,

you focus on starting a story

and let your people do the rest.

It’s no secret that people love

to talk about and take photos

of themselves. According to

data from Samsung, selfies

make up almost one-third of

all photos taken by people

aged 18-24. Give people an

incentive to become brand

advocates and you can increase

your reach exponentially – in

fact, an average of 1,000 more

impressions per UGC social

post.

Amplify your message even

further by seeding Influencer

Generated Content.

Source: Samsung, Crimson Hexagon. Socialtyze Analytics & J. Walter Thompson


A recent survey from Aflac found

that two-thirds of millennial

respondents are likely to invest

in a company well known for its

corporate social responsibility

program, compared with less

than half of adults over 34. And

according to a study by Horizon

Media’s Finger on the Pulse, 81%

of millennials expect companies

to make a public commitment to

corporate citizenship.

What do you, as a brand, care

about? What do your fans care

about? Figure that out and

then weave that into your story,

consistently and authentically.

Are you about people

development? Sustainability?

Education? 2016 is the year

we go beyond just “targeting

millennials.” Tell a story beyond

your product or service. Make me

care, make me believe, and then I

will be your friend forever.

FIND YOUR

ETHOS


So now you’ve got all this amazing, data-driven content. Now

what? Now…people need to see it. Doing media the right way on

social may seem like a daunting task, no matter how big or small

your budget is. There are so many platforms, so many calls to

action and so many, ahem, ways to use data, you don’t even know

where to start.

MEDIA +

AMPLIFICATION

NOT TO WORRY. TURN THE PAGE


Not all platforms are created equal. Choose the ones that align with

your brand and the specific goal(s) of your campaign.

The first, most important step is to zero in on one specific goal,

whether it’s engagement, views, email sign-ups, app downloads,

trackable sales, or whatever else. Then you back into your campaign

strategy from there.

FACEBOOK

≠TWITTER

≠INSTAGRAM

≠SNAPCHAT

≠PINTEREST

Select the social networks to run on for good reason and build creative

that is customized for the context of each platform. If budgets are

limited, stick with one or two networks. Spreading limited dollars

across several platforms may feel like you’re casting a wider net, but

it is sure to produce lackluster results.

CONTINUE TO SEE OUR BREAKDOWN


FACEBOOK:

TWITTER:

INSTAGRAM:

PINTEREST:

VINE:

SNAPCHAT:

With 73% of the U.S. on

Twitter, on the other hand, has

We are currently having a love

Pinterest is 84% Women and

Vine is perfect for the teen and

Like Vine, Snapchat is ideal for

Facebook, it’s clearly the

NOT proven itself as a great

affair with Instagram for many

is one of the best spots on the

twenty something audience

a younger audience with 71% of

juggernaut and makes sense

direct response vehicle but

reasons. As the younger sibling

web to find people who are in

with a short attention span

the users under the age of 34.

for all non-teen brands. It’s

it is excellent at generating

to Facebook, it will inherit

the decision making process

and a love for humor and/or

In addition, it’s ideal to reach

excellent for longer-term

buzz and keeping your brand

many of the ad tools that have

of the customer journey.

creatively crafted videos.

college students. Seventy

storytelling, direct marketing

relevant and top of mind

been vetted and perfected

Seventy percent of Pinterest

seven percent of all female

and awareness building.

during real-time events.

over the past seven years.

users are on the platform to

college students and 50% of

We are particularly excited

get inspiration on what to

all male college students share

about Instagram as a direct

buy, make or do. Brands that

selfies on Snapchat.

response vehicle and have

perform the best here are ones

already seen great success

that can sell their products in

with its Reach & Frequency

an aspirational and visual way,

offering. It’s also ideal for the

such as fashion, home goods

under 35 crowd, which makes

and publishers.

up 90% of its audience.

Source: DMR, Statistica and Pew | 2015


PAID VS.

ORGANIC

REACH ON

FACEBOOK

If a company posts on Facebook

without paid media, does anyone

ever see it?

Good question, we’re so glad you

asked.

While brands need to buy media

to be relevant on Facebook,

we seem to have discovered a

silver lining. With paid media,

Facebook will amplify both

your “sponsored” and organic

reach, making your posts even

more valuable and allowing your

message to be more visible –

between 57% and 710% more to

be exact.

In order to draw definitive

conclusions, more analysis needs

to be done, but the trending

correlation is pretty clear and the

benefits are tough to ignore.

Brands that are relying solely on

organic reach for their posts are

becoming less and less relevant

as the Facebook algorithm

favors paid customers. While this

is tough news for some, we see

an upside. The pairing of organic

and paid allows media buyers and

community managers to work

together to maximize results.


THE AD

(STUMBLING)

BLOCK

Digital advertising has gone a bit

bananas. Ads are everywhere. They

jack up load times. They make you

want to throw your phone across

the room. Intrusive, one-way

advertising has little value to 99.9%

of the people who see them.

According to a recent report by

PageFair, there are now 198 million

global active users of ad blocking

software, up 41 percent from

12 months ago. The report also

estimates that ad blocking will cost

publishers $22 billion in revenue

this year.

Like any market, when demand for

digital advertising remains constant

but a product’s availability dwindles,

there becomes a business need for

alternatives. Native advertising has

stepped nicely into that space. 2015

saw a 55% increase in budget over

2013 according to an ANA study

among marketing executives.

This year, focus more on developing

meaningful content placed in

context. Sponsorships, Social and

Influencer Marketing will be the

biggest winners from the shift away

from traditional digital display.


THE RISE OF

SPONSORED

SOCIAL

CONTENT

With ad blocking eating away

at digital display ads, publishers

and media companies will

be aggressively seeking new

revenue opportunities to replace

lost ad inventory in 2016.

Consider that MTV and Nat Geo

have 48 MM and 38 MM fans on

Facebook, respectively, but make

little to no ad revenue from this

or any other social platform.

The announcement of Facebook’s

Instant Articles has begun

to change this dichotomy by

creating a new social digital

publishing model that allows

content producers to publish

on Facebook with rich instantly

loading articles that can also

carry advertising. We predict that

other social platforms will follow

suit to allow their newsfeeds to

become more interesting and

sticky - and of course, keep

anyone from leaving. Ever.

We also see brands partnering

with publishers to create more

integrated content marketing

programs in the form of socially

enabled microsites and apps.

In 2016, look to partner with

relevant media companies on

social to leverage their talent,

marketing genius and vast reach.

And then hang on for the ride.


Rumors of the death of e-mail have

been greatly exaggerated. As brands

continue to localize, segment and

otherwise make email marketing

personal again, this channel is your

long lost friend when it comes to

connecting with customers.

This year, think less about demanding

immediate conversion with your ads

(after all, nobody proposes after the

first date) and more about committing

to a longer term, more effective

approach that allows customers to

get to know you via email and ad

retargeting campaigns.

Another more powerful method is

focused on Giving to Get.

Build engaging social experiences

efficiently via microsites and use

Facebook Authentication or email

submission forms as a requirement to

participate. Users can enjoy a branded

experience, become eligible to win

something and join your email list.

And, through email capture and

retargeting, you will develop an

ongoing connection that nurtures

loyalty.

“How do I collect more emails?” (You

ask such great questions.)

EMAIL IS

YOUR FRIEND

Run paid media acquisition

campaigns in social and measure

success by comparing your new lists

vs. your existing list based on cost

per acquisition, engagement, sales or

other KPIs.


Case Study:

Warner Bros. partnered with a sponsor to create a Halloween

Quiz called “Trick or Trivia,” which collected 44,000 new

e-mails. After 4 e-mail drops, the new list performed as

follows:

• 35% open rate (nearly 2x their average)

• Converted 1,000 new e-commerce customers

• Unsubscribe rate well below 1%


Allow influencers to become your creative directors

Image by Julie Lee for Veggie Grill

INFLUENCERS

ARE YOUR

BEST-ER

FRIENDS

#SQUADGOALS

Influencer marketing is word of

mouth at scale, and is poised for

fantastic (continued) growth in

2016 A few reasons why:

• In the first half of 2015,

marketers have achieved

$9.60 in Earned Media Value

for every $1 spent

• 81% of Marketers said their

influencer marketing efforts

have been effective

• 84% of brands expect to

launch at least one campaign

in the next 12 months

The single most important tip

we can offer in 2016 is Choose.

Influencers. Wisely.

Make sure you use social

listening technology to query

the fan base of your influencers

before selecting them. You may

be surprised at what you find.

One influencer that we queried

for a health and fitness brand

seemed like a perfect match,

but the data showed that her

followers were largely 13-24 year

old male gamers. Probably not

the best audience for a fruit and

nut bar.

For more insight, see our 6Ws of

Influencer Marketing – the Why,

Who, Where, When, What &

Want.

Source: eMarketer and Schlesinger Associates


BUYING PAID

MEDIA? DO IT

WISELY.

So you fought alllll year to get a

media budget. And you got one

(high fives all around)! If you want

to continue with said budget – or

even get an increase down the

road – do yourself a favor and

make sure you’re doing media

the right way. Following is just a

taste of all the things you’ll want

to check off your list.

PLAN YOUR LANDSCAPE

EVENTS

Build a calendar of events that

you know will cater directly to

your demo such as movies, TV

shows, concerts, sports and/or

other pop culture events. This

will help you to stay relevant and

connect with your audience in

areas that they care about.

KNOW WHAT’S BEING TALKED

ABOUT BEFORE YOU GET TO

THE PARTY

Use Social Listening tools like

Crimson Hexagon to see what

your target demo is talking about

and what other affinities define

them. Recently, we launched

a horror movie and saw that

American Horror Story was their

favorite show. We built an entire

strategy and devoted a significant

portion of our budget around the

show’s airing and its finale. Those

tweets were our top performer,

producing a 24% CTR, which

was 300% the entertainment

standard at the time.


TRACK AND ANALYZE YOUR

PHOTOS TO KNOW WHAT

WORKS BEST

Create a list of guidelines for the

best performing photos based

on a variety of characteristics.

For example, we’ve found close

up shots of groups perform

at half the CTR of couples

and singles; and solid dark

backgrounds represent a 12% lift

in effectiveness on Facebook,

because those ads pop against

the lighter environment. The

exact opposite is true for Twitter,

which has a darker design.

PERFECT PRACTICE MAKES

PERFECT

A/B testing across images and

video is critical before a big

spend. Results can improve by

up to 100%.

DON’T PULL IN TWO

DIRECTIONS - FOCUS ON ONE

KPI

Both Twitter and Facebook are

built around KPI-based bidding,

so if you have multiple goals

for a campaign (e.g. sales

vs. awareness) you’re setting

yourself up to fail.

STAY FRESH

Allocate the right funding for

images and copy to optimize

your creative and keep it fresh.

THE FIRST 3 SECONDS ARE KEY

For videos, make sure your first

3 seconds are thumbstopping.

For example, we edit out all green

screens and credits for movie

studios we work with. Also, be

sure to play your video on mute

when testing because that is how

your customers will see it unless

they click for sound.

CONTINUE


SOCIAL ROI

Only 27% of marketing executives

claim that they can prove clear ROI

for their social media efforts. OUCH!

We can do better. We have to.

Here are 5 ways to measure social ROI

beyond engagement.

• If you have a sizable media

budget ($250K range), work with

Facebook and Datalogix to run

ads across exposed and controlled

groups with similar profiles. The

beauty of Facebook and Instagram

is that they are tracking walking,

talking people and not cookies.

Wait…did someone say cookies?

(Sorry, we looooove cookies.)

• Datalogix can measure sales lift

via credit card transactions. If you

don’t have a big budget but do have

a loyalty app, you can do the same

with a savvy data partner. Measure

sales lift from the people that saw

the ads vs. those that did not.

• If you have neither a large budget

nor a loyalty app, don’t panic, just

measure success through social

coupons or any type of in-store

tracking device.

We did a relatively small budget, special

offer campaign with Waze and sent nearly

10,000 people to the parking lots of our

client’s retail locations.

• Don’t like special offers? Then

zero in on one particular item and

measure the sales lift.

• Don’t like any of the above? Maybe

you need some more cookies in

your life.

The above simply scratches the

surface of social ROI. There is a lot

more that we can do today to measure

sales return, and there’s no doubt we’ll

learn more in 2016.

Just remember: you miss 100% of the

shots you don’t take.

Source: eMarketer


Like bell bottom jeans or your cousin Bob at last

year’s Thanksgiving dinner, fragmented social marketing

is OUT. What’s required in this current digital landscape

is a 360-degree, holistic approach.

Social media is a complex creature. As such, you must

work with subject matter experts in each of the core

tenants of Data, Creative and Amplification. Having

a team oversee each of these disciplines under one roof

is ideal because their agility is positively unmatched.

And, they can leverage data in near real time to ensure

your brand is maximizing its ROI.

P.S. By “they” we mean “we.” So again, call us maybe?

JOHN BOHAN

CEO & Founder

john.bohan@socialtyze.com

310.773.0942

2150 Park Place Suite 100

El Segundo, CA 90245

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