Decks and videos from the SocialBakers conference. Some lovely nuggets of insight and thinking.
Full decks at: Socialbakers, Socialbakers | SlideShare.
If you prefer video you can find them all below.
Not sure I agree with all the points here (surely, Facebook should be further across, LinkedIn have invested lots in content recently etc) - but I love a good diagram, especially one that sparks thought. The purpose of a channel should always fit with how the consumer is using that channel for maximum effect – this is just one dimension of the networks attributes that should be considered.
There may be countless platforms out there, but there are really only two types of social networks: Content networks and connection networks. This may seem like an arbitrary division, but it is fundamental to understanding the present and future state of social media.
On one side of the matrix are content networks like YouTube and Tumblr. Content networks are (or were) basically broadcast mediums – built on an input-output architecture. Users created things, uploaded them, and hoped for an audience. Now, these platforms are evolving into things that resemble clubs or membership organizations.
On the other side of the matrix are connection networks like Twitter, Google+, and LinkedIn – which is sort of the ultimate connection network. These platforms rest on users’ collective ability to entice and interact with more users. The methods of interaction are a cocktail of normal conversation, photos, and anything else one can link to. Separate networks can overlap at the margins – and when networks collide things go viral. It’s akin to watching a frog leap from lily pad to lily pad in a pond.
Of course, there is a middle ground here. Facebook relies on user networks to push outside content to Facebook timelines. Look no further than Facebook’s purchase of Instagram or the Paper app for evidence of the convergence of content and connection.
Twitter, a connection network, has steadily moved towards being a content network. Now, the artists, journalists, and enthusiasts who have been connected there are able to edit and post visual content in increasingly creative ways, get the latest breaking news from on the ground as it happens, and generally tell a more complete social story.
Brands are becoming increasingly aware of this. More companies than ever before are using Twitter to respond to customer questions, demands, and comments – and how this is being driven from the ground up. Unsatisfied customers are increasingly turning to Twitter to make public their latest complaints, and brands are just now starting to get up to speed.
This is the power of the connection network. One tweet from one person is as if by chance noticed by someone with millions of followers, some public stature, or both, and boom. The network trains its gaze. The only thing brands can do is respond thoughtfully and transparently – that’s the game.
Twitter got its ad business off the ground by selling marketers on the premise that its service complements TV, and now it appears that Tumblr is treading a similar path.
The Yahoo-owned blogging platform has commissioned a study by a U.K.-based social-data-intelligence company called Pulsar that says the volume of social-TV activity on Tumblr is actually much greater than on Twitter. That is, when looking at it through an 11-day window that spans from five days before the show airs to five days after.
Pulsar’s study pulled Twitter and Tumblr data via Datasift and researched activity around four episodes of shows that ran in the fall and winter of 2013: “Sherlock,” “Supernatural,” “Pretty Little Liars” and “Sleepy Hollow.” It also tracked mentions of “Malcolm in the Middle” over an 11-day period in December.
In aggregate, Pulsar found that 70% of social mentions of those shows happened on Tumblr over an 11-day period, with the balance happening on Twitter. While the Twitter mentions (including retweets) spiked when the four live shows actually aired, they tapered off quickly and had dwindled to 3% of the peak on-air level 12 hours later. For Tumblr, Pulsar detected a far more gradual decline of mentions (including re-blogs) with sustained momentum for days. Chatter levels held at 43% of what they had been during the broadcast 12 hours after the fact.
Twitter still eclipsed Tumblr in terms of unique authors — 1.5 million compared to 1.4 million — but not by much.
The dynamics of a platform like Tumblr, overrun with visual memes and animated GIFs, help account for why so much content creation happens after a show has aired.
“[People aren't] coming just to check in,” said Lee Brown, Tumblr’s global head of brand partnerships. “They’re coming to dive deeper into the characters, create their own storylines, put text over static images — to create content with a much longer shelf life.”
The conversation around TV is larger and lasts longer on Tumblr than Twitter.
70% of TV-related mentions pertaining to shows in study occured on Tumblr
Tumblr buzz rises in anticipation toward a show’s airtime and continues to increase in the hours and days thereafter.
Like Twitter, TV-related conversations are happening on Tumblr in real-time, but engagement on Tumblr peaks (31% increase) one hour after a show has aired. In contrast, Twitter exhibits a peak at airtime and declines immediately in the 1-2 hours after.
Engagement on Tumblr sustains at an increased level for days after the show has aired.
Advertising window is longer on Tumblr (i.e. Nielsen Live+3 Ratings)
On Tumblr, fans immerse themselves in their show’s universe, create their own narratives, and advocate for the show.
71% of Tumblr TV interactions are driven by behaviors related to storytelling, creativity and community.
Tumblr not about checkins, but expanding a 30-60 minute episode into a week-long conversation.
For all shows, the majority of posts are reblogs, driving huge distribution across the network.
Fab infographic from Jeremy Waite for Adobe Social depicting the most popular social networks over the last 12 years. See more information and insight from this research over on the Adobe Social blog.
While adventuring online I stumbled across this article about a chap who, on overhearing a guy bragging about cheating on his girlfriend on the train, took a picture of him an uploaded it to twitter. The post has already amassed over 5,800 retweets and 1,298 favourites since it’s publication yesterday, as well as the attention of Noel Clarke. As of yet, it doesn’t appear that the girlfriend in question has noticed, but it does raise a some concerns.
It seems that nobody is safe any more. We knew this was starting to happen from the unexpected Internet stars such ‘World’s Worst Parallel Parking‘ or this poor chap who had the misfortune to be filmed as he struggles to put a flip-flop on whilst rather worse for wear at Coachella Festival. These two are rather innocuous but there are cases where these unlikely celebrities fare far worse, like poor Star Wars Kid who was subjected to cyberbullying as a result.
More and more we’re seeing ordinary people come to the fore, exposed to the entire world, and not necessarily with their knowledge. I may not agree with ‘Racist Woman on Bus‘ or ‘Cat Bin Lady‘, but is it fair that these people are subjected to public humiliation and shaming on top of their legal punishment? Mary Bale, a.k.a Cat Bin Lady was charged £250 and given a criminal record, but was also subjected to death threats and national hatred with groups such as Death to Mary Bale being set up on Facebook. There are far worse people out there, who have done terrible things to cats and they don’t have to suffer this.
And that brings me full circle to ‘Train Cheat Man’ (I’m coining that bad boy early). I don’t agree with his morals, but it’s becoming a scary world where two people can’t have a chat on a train without it being documented, posted online and publicly slated. I wonder if he even knows he’s been posted to twitter and is the subject of conversation for over five and half thousand people, as well as actor and director Noel Clarke?
— David Ribi (@DavidRibiMusic) November 1, 2013
Wow – sounds unbelievable, but I actually think it tallies up.
A new study into Britains online habits has found that consumers now average 43 hours a month online, equivalent to one in every 12 waking minutes of their lives – fuelling a record six months spend of £3.04bn by advertisers.The Internet Advertising Bureau’s Digital Adspend report drilled down into this data to show that 22 per cent of this time is spent on entertainment whilst social networks and blogging take up 12 per cent of the total.Mobiles voracious growth showed no sign of abating either as its share of total ad spend doubled over the year, growing 127 per cent like-for-like to £429.2m in the first half of 2013.Tim Elkington, director of research & strategy at the Internet Advertising Bureau, said: “Nothing illustrates the internet as an entertainment platform better than the fact that over one in five minutes online is accounted for by entertainment, and that advertisers spent almost 1,300 per cent more on mobile video than a year ago. With smartphone penetration crossing the two-thirds landmark and the successful roll out of 4G, 2013 could be the year when advertising spend on mobile crosses the £1bn threshold.”
Loving Burberry at the minute and not just their to-die-for S/S 2014 nail varnish collection. It’s unsurprising to see Mr Styles topping the buzz charts or Sienna, as she was sat next to him! Model of the moment, Cara Delevigne shows that she’s all over Twitter – as well as everywhere else. And as for the Mulberry miniature Wedgewood teacups – well they got a shoutout from me too, who doesn’t want one?!
Burberry was the biggest brand for London Fashion Week mentions on social media, a stat which might come as a shock to no-one, garnering over 300,000 mentions. In total, Twitter recorded 180,000 tweets mentioning #LFW, with over 10,000 of these mentioning Burberry. Burberry built on this buzz by teaming with Apple to use the iPhone 5S to photograph, video and share content building up to, during and after the Monday catwalk show.
I was recently asked to speak on the topic of my eConsultancy Digital Marketing Comms Msc dissertation at the Digerati day organised by the lovely Marie Page and Vivien Underwood to help those about to undertake their dissertation.
It’s obviously the short hand version, and you don’t have the advantage of me explaining the slides, so if you want to chat about any of it, just give me a shout :)