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The Drum Network Webinar: How To Be Social In 2015

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Cult LDN
Cult LDN

This Cult LDN presentation accompanied a webinar we led for the Drum which took place on Wednesday 12th August. We looked back at the predictions for social media in 2015 which we made in January. Cult LDN is an award-winning digital communications agency. We create brave and strategic campaigns for our clients which deliver measurable results. We specialise in; strategy & execution, online talent management, online advertising and trend reporting & training. www.cultldn.com

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The Drum Network Webinar: How To Be Social In 2015
The Drum Network Webinar: How To Be Social In 2015
The Drum Network Webinar: How To Be Social In 2015
HOW TO BE SOCIAL IN 2015 CULT LDN X THE DRUM
CONTENTS SOCIAL COMMERCE SECOND SCREEN THE SOCIAL WALLET LOOKING FORWARD
- XXX - XXX - XXX 
 
 S-COMMERCE
- XXX - XXX - XXX 
 
 FACEBOOK BUY BUTTON FACEBOOK BUY BUTTON THE PRODUCT - Facebook has announced a Buy button to help businesses drive sales through consumers’ News Feeds and on brand Facebook Pages - With this feature, consumers on desktop or mobile can click the 'buy' call-to-action button on adverts and Page posts to purchase a product directly from a business, without leaving Facebook - All a consumer needs to do is enter payment details once, enabling them to use this for transactions again and again, this type of password-less authentication will drive forward mobile transactions - Following six months testing across the US, Facebook is due to roll this button out across the platform for brands to take advantage of 
 January 2015 prediction
- XXX - XXX - XXX 
 
 SHOP PAGES - Building on the beta testing of Facebook’s Buy Button, the platform has now integrated a buy functionality into brand pages - allowing brands to enjoy fully shoppable destinations - Already, brands are starting to opt for these social commerce pages in lieu of a traditional brand page 
 WHAT’S NEXT? Department store style social: - Facebook is set to lead the way in social commerce by offering the full customer journey in one place Brands engaging with users through messenger: - Facebook Messenger will become a leading platform to brands’ customer service strategies - 700 million downloads of the messenger app to date (Tech Crunch, July 2015) 
 FACEBOOK BUY BUTTON Where we are now FACEBOOK BUY BUTTON
- XXX - XXX - XXX 
 
 TWITTER BUY NOW TWITTER BUY NOW THE PRODUCT - Twitter is to roll out it’s Buy Now button in 2015, a feature that allows users to make purchases directly on Twitter.com and through its mobile app, completing transactions “in just a few taps” - Brands will gain a new way to turn the relationship they have with their Twitter followers into sales - Twitter Buy Now will allow brands the opportunity to target sales to key demographics whilst 
 achieving easy, measurable ROI via Twitter’s analytics 
 
 January 2015 Prediction
- XXX - XXX - XXX 
 
 WHAT’S NEXT? Buy Now as second nature, at a cost - With commerce tools likely to saturate the platform, Twitter runs the risk of investing in brands over consumers 
 Impulsive vs. cautious shoppers - Buy Now offers brands the opportunity to tap into the immediate and the emotional, whereas Collections seeks to offer an experience - brands will need to strategically use the different products to gain a benefit - #MadPotion utilised its 661 million impressions to present Buy Now to customers when it mattered most TWITTER BUY NOW Where we are now TWITTER BUY NOW TWITTER COMMERCE IN GROWTH - Before Buy Now has even seen full 360 launch, the platform is already looking to release additional commerce products - Products such as collections now give Buy Now new life, suggesting a shift in the purpose of Buy Now - Twitter’s pace of bringing products to market makes it the most “nimble” social media platform
- XXX - XXX - XXX 
 
 TAKE-AWAYS Keeping consumers in one place is now the holy grail of social commerce and Facebook will lead the way Brands must consider the distinction between Buy Now and Collections, and consider which tool is best suited to them
SECOND SCREEN
A SECOND SCREEN ON TWTTER SNAPCASH 10 second money SECOND SCREEN ON SOCIAL January 2015 prediction TWITTER AMPLIFY - Twitter has partnered with more than a dozen new broadcasters and publications to launch Twitter Amplify, giving brands the opportunity to publish real-time, in-tweet video clips. Twitter is currently offering in-tweet videos for ‘Rapid Replays’ creating huge potential both for sports fans and broadcasters looking to engage with their followers: - State Farm partnered with the NBA to bring fans replays from live games. The entire campaign was built around “the assist,” something that ties basketball and insurance together - a topic relevant to the target audience - Heineken amplified content around the 2013 U.S. Open generating over 12 million impressions and 200,000 engagements across 124 tweets
 In 2015 Twitter is looking to expand beyond sports to a more diverse selection of partners, including BBC, FOX, Fuse, Conde Nast, New York Magazine and The Weather Channel
- XXX - XXX - XXX 
 
 OUR NEW FIRST SCREEN - Social platforms streaming real-time video are now neck-and-neck with traditional mediums - Traditional TV viewing among 18-24-year-olds in Q1 2015 was down by more than 17% year-over-year (Neilson, 2015) - Events such as the Valentino show which was seen first on Snapchat and the Wimbledon attack on Periscope highlight the threat social plays to the role of ‘first screen’ WHAT’S NEXT? The first screen you didn’t turn on - Content creators’ ability to push live content to their users as well as pull them through social alerts will make the second screen the first touch point for those looking to consumer real time video content More personal than TV - The interactive possibilities of live streaming on social offer consumers a deeper and more personal relationship with content creators - it will increasingly takeover from TV due to its interactive and immediate nature - 62% of 13-24 year olds said digital content makes them “feel good” about themselves vs. 40% for TV (Variety, 2015) Ease of access is key - Seamless use will be key to any successful live video platform, reinforcing the role of Periscope as the market leader SNAPCASH 10 second money SECOND SCREEN ON SOCIAL Where we are now SECOND SCREEN ON SOCIAL
Video is no longer a one-way conversation Social will take over from TV as the home of real time video content Seamless consumption will be key to success TAKE-AWAYS
THE SOCIAL WALLET
SNAPCASH January 2015 prediction DEVELOPMENT: SNAPCHAT ‘SNAPCASH’ - Set for release in 2015, Snapcash is a partnership between popular peer-to-peer social network Snapchat and digital business tool Square - At present the utility of transferring money on Snapchat is limited to peer-to-peer exchange - Snapcash represents a further shift towards social media platforms making it easier to transfer 
 money in-app 
 SNAPCASH BY SNAPCHAT
WAITING FOR LAUNCH - Since announcing Snapcash late 2014, there has been little, if any, real movement on the product - Now moving into Q3 it is surprising to have seen such little development WHAT’S NEXT? A platform un-plagued by nostalgia - Snapchat moves fast and constantly improves the user experience - Snapcash will only launch a peer-to-peer social wallet function once it has established a greater branded presence on the platform SNAPCASH BY SNAPCHAT SNAPCASH Where we are now
Establishing a social wallet before partnering with brands is difficult for consumers to support Improving user experience will be at the forefront of Snapchat’s strategy TAKE-AWAYS
LOOKING FORWARD
LOOKING FORWARD PINTEREST ENTERS THE SOCIAL COMMERCE SCENE INSTAGRAM ADS AND THE EFFECT THEY HAVE ON INTEGRITY TWITTER COLLECTIONS FACEBOOK LIVE
The Drum Network Webinar: How To Be Social In 2015

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The Drum Network Webinar: How To Be Social In 2015

  • 4. HOW TO BE SOCIAL IN 2015 CULT LDN X THE DRUM
  • 5. CONTENTS SOCIAL COMMERCE SECOND SCREEN THE SOCIAL WALLET LOOKING FORWARD
  • 6. - XXX - XXX - XXX 
 
 S-COMMERCE
  • 7. - XXX - XXX - XXX 
 
 FACEBOOK BUY BUTTON FACEBOOK BUY BUTTON THE PRODUCT - Facebook has announced a Buy button to help businesses drive sales through consumers’ News Feeds and on brand Facebook Pages - With this feature, consumers on desktop or mobile can click the 'buy' call-to-action button on adverts and Page posts to purchase a product directly from a business, without leaving Facebook - All a consumer needs to do is enter payment details once, enabling them to use this for transactions again and again, this type of password-less authentication will drive forward mobile transactions - Following six months testing across the US, Facebook is due to roll this button out across the platform for brands to take advantage of 
 January 2015 prediction
  • 8. - XXX - XXX - XXX 
 
 SHOP PAGES - Building on the beta testing of Facebook’s Buy Button, the platform has now integrated a buy functionality into brand pages - allowing brands to enjoy fully shoppable destinations - Already, brands are starting to opt for these social commerce pages in lieu of a traditional brand page 
 WHAT’S NEXT? Department store style social: - Facebook is set to lead the way in social commerce by offering the full customer journey in one place Brands engaging with users through messenger: - Facebook Messenger will become a leading platform to brands’ customer service strategies - 700 million downloads of the messenger app to date (Tech Crunch, July 2015) 
 FACEBOOK BUY BUTTON Where we are now FACEBOOK BUY BUTTON
  • 9. - XXX - XXX - XXX 
 
 TWITTER BUY NOW TWITTER BUY NOW THE PRODUCT - Twitter is to roll out it’s Buy Now button in 2015, a feature that allows users to make purchases directly on Twitter.com and through its mobile app, completing transactions “in just a few taps” - Brands will gain a new way to turn the relationship they have with their Twitter followers into sales - Twitter Buy Now will allow brands the opportunity to target sales to key demographics whilst 
 achieving easy, measurable ROI via Twitter’s analytics 
 
 January 2015 Prediction
  • 10. - XXX - XXX - XXX 
 
 WHAT’S NEXT? Buy Now as second nature, at a cost - With commerce tools likely to saturate the platform, Twitter runs the risk of investing in brands over consumers 
 Impulsive vs. cautious shoppers - Buy Now offers brands the opportunity to tap into the immediate and the emotional, whereas Collections seeks to offer an experience - brands will need to strategically use the different products to gain a benefit - #MadPotion utilised its 661 million impressions to present Buy Now to customers when it mattered most TWITTER BUY NOW Where we are now TWITTER BUY NOW TWITTER COMMERCE IN GROWTH - Before Buy Now has even seen full 360 launch, the platform is already looking to release additional commerce products - Products such as collections now give Buy Now new life, suggesting a shift in the purpose of Buy Now - Twitter’s pace of bringing products to market makes it the most “nimble” social media platform
  • 11. - XXX - XXX - XXX 
 
 TAKE-AWAYS Keeping consumers in one place is now the holy grail of social commerce and Facebook will lead the way Brands must consider the distinction between Buy Now and Collections, and consider which tool is best suited to them
  • 13. A SECOND SCREEN ON TWTTER SNAPCASH 10 second money SECOND SCREEN ON SOCIAL January 2015 prediction TWITTER AMPLIFY - Twitter has partnered with more than a dozen new broadcasters and publications to launch Twitter Amplify, giving brands the opportunity to publish real-time, in-tweet video clips. Twitter is currently offering in-tweet videos for ‘Rapid Replays’ creating huge potential both for sports fans and broadcasters looking to engage with their followers: - State Farm partnered with the NBA to bring fans replays from live games. The entire campaign was built around “the assist,” something that ties basketball and insurance together - a topic relevant to the target audience - Heineken amplified content around the 2013 U.S. Open generating over 12 million impressions and 200,000 engagements across 124 tweets
 In 2015 Twitter is looking to expand beyond sports to a more diverse selection of partners, including BBC, FOX, Fuse, Conde Nast, New York Magazine and The Weather Channel
  • 14. - XXX - XXX - XXX 
 
 OUR NEW FIRST SCREEN - Social platforms streaming real-time video are now neck-and-neck with traditional mediums - Traditional TV viewing among 18-24-year-olds in Q1 2015 was down by more than 17% year-over-year (Neilson, 2015) - Events such as the Valentino show which was seen first on Snapchat and the Wimbledon attack on Periscope highlight the threat social plays to the role of ‘first screen’ WHAT’S NEXT? The first screen you didn’t turn on - Content creators’ ability to push live content to their users as well as pull them through social alerts will make the second screen the first touch point for those looking to consumer real time video content More personal than TV - The interactive possibilities of live streaming on social offer consumers a deeper and more personal relationship with content creators - it will increasingly takeover from TV due to its interactive and immediate nature - 62% of 13-24 year olds said digital content makes them “feel good” about themselves vs. 40% for TV (Variety, 2015) Ease of access is key - Seamless use will be key to any successful live video platform, reinforcing the role of Periscope as the market leader SNAPCASH 10 second money SECOND SCREEN ON SOCIAL Where we are now SECOND SCREEN ON SOCIAL
  • 15. Video is no longer a one-way conversation Social will take over from TV as the home of real time video content Seamless consumption will be key to success TAKE-AWAYS
  • 17. SNAPCASH January 2015 prediction DEVELOPMENT: SNAPCHAT ‘SNAPCASH’ - Set for release in 2015, Snapcash is a partnership between popular peer-to-peer social network Snapchat and digital business tool Square - At present the utility of transferring money on Snapchat is limited to peer-to-peer exchange - Snapcash represents a further shift towards social media platforms making it easier to transfer 
 money in-app 
 SNAPCASH BY SNAPCHAT
  • 18. WAITING FOR LAUNCH - Since announcing Snapcash late 2014, there has been little, if any, real movement on the product - Now moving into Q3 it is surprising to have seen such little development WHAT’S NEXT? A platform un-plagued by nostalgia - Snapchat moves fast and constantly improves the user experience - Snapcash will only launch a peer-to-peer social wallet function once it has established a greater branded presence on the platform SNAPCASH BY SNAPCHAT SNAPCASH Where we are now
  • 19. Establishing a social wallet before partnering with brands is difficult for consumers to support Improving user experience will be at the forefront of Snapchat’s strategy TAKE-AWAYS
  • 21. LOOKING FORWARD PINTEREST ENTERS THE SOCIAL COMMERCE SCENE INSTAGRAM ADS AND THE EFFECT THEY HAVE ON INTEGRITY TWITTER COLLECTIONS FACEBOOK LIVE