CMO的社交媒体指南（英文版）.pdf

The CMOs Guide to Social Media What business leaders need to know about social media in 201803 0407 09 12 15 Introduction Which Platforms Matter? Facebook and Instagram Twitter Snapchat YouTube Pinterest Reddit What Are the Benefits? Powerful Word of Mouth Efficient Customer Service Laser Focused Ad Targeting Gain Deep Customer Insight Current Trends Earned, Owned and Paid Social Media Visual is Getting Bigger and Smarter Live Streaming Video AI on the Horizon A Strategic Approach to Social Listening Historical Research Visual Analytics Publishing Content Engagement Paid Social Analytics ConclusionIts hard to believe that Twitter and Facebook have been with us for more than a decade and, yet, its also difficult to fathom just how much change those, and other social channels, have wrought on the business world in that time. In 2007 social media was in its infancy and businesses were still wary of investing in this nascent channel that was at the same time booming in popularity but deeply confusing to many people. In 2018 almost everybody gets it. Its hard to imagine any consumer brand or public-facing organization not using social media these days. Even in B2B markets, social is widely used, defying initial assertions that it was only useful for reaching consumers. But unlike, for example, the invention of radio which, once invented, offered virtually unchanged functionality, social media has constantly evolved. Not only have we had to overcome an initial seismic shift in the way we work, weve also faced almost yearly aftershocks that just keep adding to the complexity of social. So consider this report as a 2018 State of the Social Nation an update on what social media means for businesses today, and what you need to be paying attention to if you want to stay ahead of the curve. Introduction The CMOs Guide to Social Media | 3Facebook & Instagram Despite many predictions of its demise over the years, Facebook is still here and bigger than ever. Quite simply, its the 800lb gorilla of social networks. Along with Google, Facebook is one of two digital properties that completely dominate the online advertising industry iand, combined with continued user growth and booming profits ii , means that the company has become all but unstoppable. The astonishing success of Facebook has been compounded by its 2012 acquisition of the enormously popular image sharing platform, Instagram, which it still operates as a separate (and highly successful) social network rather than absorbing it into the main Facebook product. Simply put, its inconceivable that any consumer facing organization would not include Facebook in its marketing communications strategy. Twitter Twitters path has not been as smooth as Facebooks, its user growth has not been strong and despite improving revenues it has still not managed to become profitable iii . But theres no denying Twitters importance as a communications channel. The presidency of Donald Trump has cemented Twitters position in the spotlight thanks to his heavy use of the platform to communicate with the public and, even though the business case is still to be proven, its clear that the channel isnt going anywhere soon. Alongside Facebook, Twitter is one of the two social media channels that are absolutely essential for all organizations to pay attention to, even if only in a listening capacity. Snapchat The platform for sharing ephemeral content enjoys cult status, especially with younger users, but many businesses are struggling to see the value in Snapchat. If youre not familiar with Snapchat, its an app that lets users share video or images that are automatically deleted forever after a short time. This was originally intended to appeal to privacy-conscious users, but the app has achieved wider success amongst millennials simply by being fun to use and consistently adding innovative features. While some brands have found innovate ways to use the channel to connect with a younger audience, its fair to say that many are still unsure of how they can use it. Launched in 2011, Snapchat is a relative newcomer to the social playing field compared to the better established channels but, equally, its been around long enough to prove its a serious contender. Which Platforms Matter? The CMOs Guide to Social Media | 4YouTube While its still a hugely important destination for video content YouTube faces growing competition as all of the other majored social media channels add increasingly sophisticated video capability to their own platforms. Nevertheless, YouTube remains the platform of choice of a new generation of video-focused online influencers (colloquially, YouTubers), and is also used by broadcast media brands to distribute their own content. It was recently announced that the ratings company, Nielsen, will include YouTube views in its viewing figures iv . If video plays a large part in your content strategy, or youre looking to work with influencers, YouTube is important, and its also a key channel for advertising. Pinterest Often overlooked in social media discussions, Pinterest has quietly become an image sharing powerhouse. The site grew especially popular amongst women, who used it to curate image collections on topics such as fashion, crafts, home decor, and wedding planning. Because of this, Pinterest has proven fertile ground for retail brands in those kinds of markets, and the site has introduced innovative features to help businesses generate sales. Reddit On the surface Reddit might look like nothing more than an old-school discussion forum, but this vast online community, which describes itself as the Front Page of the Internet, has become one of the webs most important sites. Reddit is where youll find all of the most popular content being shared online, along with a buzzing discussion amongst users. If theres something going viral on Twitter or Facebook today, chances are it surfaced on Reddit last week. Unlike the other social channels weve covered in this report, Reddit isnt really a space where its advisable for brands to build a presence (the community doesnt welcome intrusive marketing) but it is a goldmine of consumer insight. The CMOs Guide to Social Media | 5Instagram Brand Potential: Owned brand account for sharing images Use image analytics to identify your brand in UGC Native advertising - ads in user feeds look like organic content Pay to boost your brands organic content reach Monthly Users Founded in 700 Million 2010 Facebook Brand Potential: Owned brand pages for publishing content Engage with consumers Mine insight from billions of consumer conversations and behaviors Boost organic reach with paid content promotion and highly targeted display advertising Monthly Users Founded in 2 Billion 2004 Twitter Brand Potential: Owned brand account for publishing content Listen for brand mentions and respond where appropriate Mine billions of tweets for insights Monthly Users Founded in 328 Million 2006 Snapchat Brand Potential: Brand account to share ephemeral video clips and images in real time Stories are collections of clips and images that last longer than 24 hours Work with influencers who already have a large following Monthly Users Founded in 255 Million 2011 YouTube Brand Potential: Brand account for sharing video content Engage with consumers through video comments Numerous options for advertising on popular content Pay to boost the visibility of your own content on the platform Use social listening to identify UGC featuring your brand Monthly Users Founded in 1.5 Billion 2005 Pinterest Brand Potential: Brand account for sharing image based content Pay to boost the visibility of your own content Rich Pins provide brands with tools to help drive commerce and engagement through the platform Monthly Users Founded in 175 Million 2010 Reddit Brand Potential: Little opportunity for direct brand engagement on Reddit Consider it as a data source - use listening tools to understand conversations around your brand Engage directly with caution - the community does not welcome overt marketing Use the platforms native advertising tool to target display ads at groups of users Monthly Users Founded in 234 Million 2005 The CMOs Guide to Social Media | 6Powerful Word of Mouth If a consumer loves your brand enough to follow it in a social media channel, theres a strong chance that person will be an advocate for you. Your brand pages on platforms like Facebook, Twitter and Instagram are a direct line to the hearts and minds of your super-fans keep them engaged with news and content, and theyll help spread your message to their own networks, both online and offline. Efficient Customer Support Increasingly consumers turn to social media as their first port of call when they want to talk to a business, whether they are looking for more information or, especially, when they have a complaint. By plugging Facebook and Twitter into your existing customer support processes you can address these enquiries before they are escalated, and this increases customer satisfaction because they got the help they needed easily and quickly. It also reduces support costs by deflecting enquiries away from more time-consuming channels like phone and email. Another benefit is that most of the interactions on Facebook and Twitter are publically visible, and that means your excellent customer service is on show for the world to see. The CMOs Guide to Social Media | 7 What Are the Benefits? Laser Focused Ad Targeting Because people share so much about themselves on social media, the platforms are able to build up incredibly detailed pictures of who their users are. This in turn means they are able to provide advertisers with the ability to target audiences at a very granular level, not just using demographic data, but also based on the interests and behaviors they have expressed. Facebook is particularly strong in this area. What this means for brands is that they are able to stretch their advertising budgets further by ensuring that every cent they spend is used to reach an audience that is much more likely to be interested in the message. In addition to this, social platforms and tools like Sysomos are giving businesses far greater transparency over their advertising spend, making it easier to optimize campaigns in real-time instead of having to wait for weekly reports. Gain Deep Customer Insight Social media can be thought of as the worlds most powerful focus group. Hundreds of millions of people go online every day and share their opinions on any number of different topics, including what they think about your brand and products. All businesses want to understand their customers (and their competitors customers) better, and social media data provides the best way of doing that. Data from Twitter, blogs and discussion forums has been available to businesses for a long time, but the newest development in this space is Facebook data. Through Sysomos, businesses are able to access the vast well of insight offered by Facebook data, without ever compromising the privacy of its users, because the data is all aggregated and anonymised. This relatively new development is already providing businesses with a level of understanding about their customers attitudes and behaviours that was previously unimaginable. The CMOs Guide to Social Media | 8Earned, Owned and Paid Social Media Much like conventional media, social media has developed into three main threads which each have to be managed differently. Earned This is where your brand is discussed in social channels by independent third parties without any material incentives (financial payments or otherwise), either consumers or influencers (i.e journalists, bloggers, YouTube stars, etc). To identify earned social media, youll need a listening tool that can monitor social channels for mentions of your brand and (if the volumes are high) help you to analyze what is being said. Owned This refers to your brands own social media profiles, Facebook Pages, Twitter Profiles, YouTube Channels, etc. These profiles are populated with content that your brand creates and need to be pro-actively managed. Fresh content needs to be regularly posted, comments from fans need to be moderated and responded to, and this activity (often referred to as “community management”) can become a complex and time consuming task in organizations that have a large number of social channels and a high number of fans. Its common for organizations to use a social media management tool to simplify this process. Paid Its harder than ever before to get your content noticed in social media. As the channels seek ways to monetize their platforms, they have tweaked the algorithms which govern what users see in their timelines v . To cut a long story short, if you want your brand to make an impact on social, youre going to have to spend money on promoting your content were living in a pay-to-play world now. The CMOs Guide to Social Media | 9 Current TrendsThere is a large overlap between Owned and Paid social media, since quite often theyre exactly the same content and the brand has simply paid to promote content that has been posted on its social profile. This is still a rapidly evolving space as channels like Facebook, Snapchat and Instagram are developing increasingly innovative ad formats and new ways for brands to reach consumers through their platforms. As brands spend more money than ever before on paid social media, they are demanding a higher level of transparency for that budget. The platforms are responding by providing improved metrics and brands are increasingly turning to third-party paid social analytics tools (such as Sysomos Analyze) which help them to understand and optimize their spend. Visual is Getting Bigger and Smarter Its hardly news that social media is heavily used for sharing images, Deloitte estimates that over 3.5 million photos are shared online every minute of every day vi . But whats changing is the way we can analyze and understand all of those photos. Most of those shared images are not tagged and have no descriptive text associated with them, so its almost impossible to know whether your brand features in them. With improvements in AI technology, thats all changing. Its now much easier for us to automatically identify images which feature logos and trademarks, and so much more. We can understand what other objects are in those photos, what kind of environments theyre taken in, and much more. This means that now we can extract the same kinds of insights from images as we can from text. In fact, because of the sheer volume of information an image can convey, visual analytics can provide far richer insights than text a