The state (and stats) of Social : Sensis Report 2017


Social Media Stats

It’s that time of year when digital geeks and Social Media addicts like us get their fix of the stats, graphs & shiny percentage growths from their ‘enabler’, the Sensis Social Media Report.

What we most love about this trusty research, apart from its concise nature and easy-to-eat graphics, is that it reports specifically (and thoroughly) on the state of social media in Australia.  As with many pursuits, we do things differently in this wide land. It’s great to have fresh insights into the usage, adoption and other trends across the social platforms by our own audiences and brands.

Gathering information from 800 consumers and 1100 Australian Businesses, the report delivers some interesting figures on the growth of Social Media in Australia and on how people are using it.  Most tellingly, 8 in 10 Australians are on social, a climb of 10 points since 2016.  Also worth noting are the times of day when people here are using social media. We froth on intel like this… it guides us in the scheduling and posting of content for our brands, allowing us to gain maximum reach at the best times.

 

 

Australian Social Media Usage

Source: Sensis Social Media Report 2017

 

When it comes to brands and big businesses, it’s reported that Aussie users show “increased levels of trust for brands that interact with customers in a positive way on social media (up from 52% to 64%) and businesses with engaging and relevant content (up from 52% to 63%).”

There are growing indicators that people are more likely to check out a brand’s social media vibe before making a purchase, too. When people were asked what was most likely to deter them from following a brand, ‘irrelevant content’, ‘too many ads’ and ‘excessive content’ were the reasons given.

 

As to why people are following, conversing and engaging with brands on social, well the reasons differ:

Reasons for following brands on Social Media

Source: Sensis Social Media Report 2017

For brands, the objectives are somewhat clearer: “The leading reason why businesses use social media is to assist the marketing and sales function. Providing a line of contact is also a relatively influential factor. ”  For our beloved brands, it’s a similar story: having platforms where that 2-way communication can exist, as well as getting authentic & entertaining content out to targeted audiences is invaluable.

An interesting stat that we found validates our efforts (Yay us!!) is that 100% of Large Businesses who outsource their social strategies are trusting them to a Digital, Web or Internet Agency (such as New Beach Media ), over PR agencies or Specialist Social Media agencies.

Makes sense, really.

To produce the kind of content that gets the right reactions, having a full service agency with a nimble team is desirable. With the ability to shoot, create, post, boost & report, we really are the ‘one-stop shop’ that bigger brands are seeking.

 

Large Businesses Outsource Social Media

Social Media Budget Allocation

Source: Sensis Social Media Report 2017

 

Platforms

 

The full 2017 Sensis Social Media Report is a worthy read, even if your eyes normally glaze over at stats. It serves as an insightful guide of how we ride this behemoth wave that is Social Media in Australia.

You won’t believe what Facebook is doing to clickbait

See what we did there?

If you’re like us and are tired of seeing misleading and sensational headlines such as “Two strangers were asked to pose in a photograph together. You won’t believe what happened next”, then you’ll welcome Facebook’s latest announcement.

Once again, Facebook are cracking down heavily on clickbait articles and your news feed is about to be given a well-deserved reality check.

In a bid to reduce exaggerated stories and fake news, the following 3 updates have been introduced:

  • Clickbait will now be taken into account at the individual post level in addition to the domain and page level.
  • Examine two separate signals — Whether a headline withholds information or if it exaggerates information separately.
  • Anti-Clickbait filters will be tested in additional languages.

In essence, Facebook are more determined than ever to push clickbait posts lower in the News Feed to create space for authentic communication.

Facebook says its new effort is an improved one because it looks at clickbait-detecting signals on individual posts rather than determining if a post or page is guilty of a number of joint factors. This is monitored in a way similar to email spam filters. According to the engineering team at Facebook, a team reviewed thousands of headlines to identify large sets of clickbait headlines. From there, they identified what phrases are commonly used in clickbait headlines that are not used in other headlines.

What does this means for brands? Publishers that depend on reeling users in with clickbait headlines and false link articles should expect their reach to take a dramatic hit. To avoid an impact from these changes, pages should refrain from posting headlines that withhold information required to understand the content of the article and headlines that exaggerate the article to create misleading expectations.

It is recommended that brands are aware of Facebook’s publishing best practices when posting for optimum results.

The Splendour in the Grass 2017 line-up has just dropped!

You like our handy work?? Yep we produced this super slick video in association with Splendour in the Grass 2017 & Secret Sounds to drop this year’s epic line-up! We’re so stoked for headliners The XX, Queens Of The Stone Age, LCD Soundsystem, Royal Blood, Haim and Sigur Rós to take over the North Byron Parklands this July.

It was rad working with artist Lee McConnell to create this masterpiece. The stop motion clip was filmed in one night and then painted straight over at 4am in the morning – that’s a helluva lot of coffee!!! Does this officially make us crew? Let’s just say we’ll be waiting patiently for our VIP tickets…

See you there legends yewww!

 

Behind the scenes with New Beach Media’s Dave “Gravy” Keam and master of the paintbrush Lee McConnell

Behind the scenes with New Beach Media’s Dave “Gravy” Keam and master of the paintbrush Lee McConnell

 

Where the magic happened

Where the magic happened

The full line-up

The full line-up

Instagram Stories | A Feature To Rival Snapchat

Instagram has boldly taken a leaf out of Snapchat’s book by launching a new Stories feature which allows users to upload photo/video content with a 24-hour lifespan.

Dubbed as “Snapchat for adults“, Instagramers can now share multiple moments in the form of a personalised story. Instagram has always prided itself on being a highly-curated platform dominated by design-led, stylised imagery. With this new feature, users can now continue to update their followers in a more reactive way without the worry of producing perfectly filtered content that has a shelf life.

At the top of your news feed, you should now be able to see featured stories from the people you follow. A colourful ring appears around a user’s profile photo when they’ve posted a story. Simply, tap to view. You can replay these 10-second stories as many times as you like within the 24-hour window and can react to the content via direct message. Stories can be shared privately with a friend or publicly to your followers.

It all sounds very familiar doesn’t it? When confronted about the feature being a blatant rip-off of Snapchat Stories, Instagram CEO Kevin Systrom responded to Techcrunch “They deserve all the credit,” but insisted “This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it.”

Facebook acquired Instagram back in 2012 for $1 billion, and attempted to buy Snapchat for $3 billion in 2013; an offer which was rejected by Snapchat CEO Evan Spiegel. It appears they’ve found a way around this bump in the road with Instagram Stories; combining two app features into one! Instagram has great appeal for marketers as it boasts a much broader reach than Snapchat with 300 million daily users and access to all demographics. The app has also been developed into a brand-friendly interface with the recent rollout of business profiles and the introduction of sponsored ad campaigns and analytics. Brands can now continue to nurture the mature audience that they’ve grown on the platform and engage with them in a more visually candid and memorable way.

It will be interesting to see how this new format plays out and how brands will integrate ephemeral marketing into their social media strategy. Digital storytelling continues to evolve and there has been an evident shift in the demand for real-time content consumption and behind-the-scenes snapshots. Today’s audiences identify most with authentic brand communication and relatable, user-generated content. Instagram Stories now provides a golden opportunity for brands to leverage digital influencers to create a more personal and trustworthy feel to their content.

Pet influencers create pawsitive engagement for brands

Influential Online Pets

A new breed of social influencers has been born! Our furry friends are quickly rising to fame on social media and are now being scouted to feature in major brand’s advertising campaigns.

Leading Australian influencer connections agency The Remarkables Group have just launched Remarkable Pets, the first talent agency of its kind dedicated to influential online pets. The company have already gained Petbarn as a client who recognise that adorable visual content related to pets creates a feel-good factor for their audience.

According to Lorraine Murphy, Founder and Chief Furry Officer of The Remarkables “The rise of pet influencers is a marked global trend and we could see how large and engaged their audiences are. It became clear to us that this new breed of social influencers needs a business dedicated to helping them with their channels”.

Pet-lovers regularly search for hashtags such as #dogsofinstagram which has over 240 million hits worldwide while #dogsofaustralia and #catsofaustralia have been searched more than 150,000 times in Australia.

While this may seem far-fetched at first, there are heaps of reasons to embrace this new trend. A lot of brands are beginning to reach out to pets as influencers because dogs and cats inspire a warm, fuzzy feeling and brands want their ads to make people happy too. Pet-related content accumulates high reach and engagement along with overwhelmingly positive sentiment which makes for a winning recipe for brands to affiliate themselves with.

Remarkable Pets are now representing the following popular animal influencers who are the purrfect antidote on a ruff day; Annie Paddington (@AnniePaddington), Lulu and Finn (@LuluandFinn), Frost Official (@frostofficial), Mr Biscuit the Pug (@mrbiscuitthepug), Nigella the Pug (@nigellathepug), Life of Jinkee (@lifeofjinkee), Albus Greybeard (@albusgreybeard) and Bacon Cup @baconcup.

Why not paws for a minute and watch this video to find out more.

Source – Mumbrella

The future of social video | Infographic

There’s no doubt about it, video is dominating social platforms like never before.  As production becomes cheaper, faster and shorter, increased numbers of marketers and SMB owners are telling their story through compelling video content.

Animoto have released findings from a report surveying 1,000 professional marketers and 1,000 SMB owners. It was discovered that:

  • 5% of professional marketers and SMB owners that have used video marketing said it had a direct impact on their business.
  • More than 60% of pro marketers and SMB owners say they plan to increase investment in video next year.

Facebook is believed to be the most impactful channel to host video content with 8.4x higher engagement than any other platform. 44% of SMB owners and marketers plan to spend money to promote video content on Facebook in the next 12 months.

YouTube remains strong and is currently the second most popular video distributor with 4% of pro marketers and 18.5% of SMB owners planning to invest in paid advertising on the channel within the next year.

Mobile has also skyrocketed with Instagram ranking as the top choice for video sharing. More marketers view Instagram videos as important, and are 1.5x more likely to spend money on Instagram videos than SMB owners. Brands and publishers are constantly experimenting with new video platforms and are seeking that competitive edge when using video as a promotional tool.

The following infographic illustrates the findings from the report and visually maps out where social video will lead marketers next!

 

Social Video Infographic

Social Video Infographic

 

Source – Animoto

Pokémon GO craze lands in Australia

The launch of the widely anticipated Pokémon GO app has taken Australia by storm. Aussie gamers are obsessing over the new AR (Augmented Reality) experience which opens up a universe of Pokémon to find, catch, trade, and battle on your mobile device. Pokémon GO tracks your GPS information to allow players to challenge Pokémon in real-life locations such as your own neighbourhood. The characters are animated right into your surroundings using your phone’s camera bringing this immersive gaming experience to the next level.

Pokéfans are now taking to the streets all over the country in an attempt to capture these virtual monsters and compete with other users in genuine scenarios. The highly addictive game has been downloaded over 100,000 times by Australians since its release.

 

Pokémania outside the Sydney Opera House  Photo: Peter Rae

Pokémania outside the Sydney Opera House
Photo: Peter Rae

What makes this gaming phenomenon stand-out is the fact that it promotes real-world discovery and interaction with a community outside of the house.

Yesterday, over 1,000 budding Pokémon trainers gathered for a #pokéGOwalk event at Sydney Opera House in an epic bid to ‘Catch Em’ All’. Content Manager of Oz-Comic Con and one of the organisers of the Pokémon Go Walk, Guy ‘Yug’ Blomberg commented that “Although players had their heads down in their smartphones, it was still something of a social experience. Wherever rare Pokémon appeared, people would call out and crowds would gather. The abundance of lures, which attract the creatures, meant there were plenty to choose from.”

To complement the mobile app, Nintendo are launching a wrist-worn wearable called Pokémon GO Plus. This device will assist to preventing users from wandering into traffic when hunting a nearby Charizard.

It’s safe to say, the use of our smartphone’s location services are becoming more and more sophisticated in terms of gathering information and creating personalised user experiences. It looks like there are interesting times ahead in the tech world and we’re fascinated to see where these innovations lead to next. We will be watching this space to identify future opportunities for brands to integrate these technologies with how they target and communicate with their audience.

Sources – Mashable, Sydney Morning Herald

 

 

FACEBOOK NEWS FEED TO FAVOUR FRIENDS OVER BRANDS

Facebook have announced the latest shake-up with its news feed algorithm. The social media giant will now give priority to posts from friends and family over news articles from publishers in order to create a more personalised user experience.

According to Adam Mosseri, Product Manager of Facebook’s News Feed team, the latest tweak followed the discovery that users felt posts from friends were being “drowned out” by publishers. Facebook has become a digital newspaper for many users, who spend an average of 50 minutes a day on the social network. As a result, publishers often post hundreds of items a day flooding the news feed. Friends, by contrast, post just a few times a week, Mr. Mosseri said.

How will this change affect brands? Facebook expects the update to result in a decline in reach and referral traffic for some publishers. However, the company noted that if most of a page’s traffic is driven by users sharing the page’s content, they will experience less of a traffic dip than those whose views come directly from page posts. Thankfully, sponsored posts are treated separately and this change won’t influence how often advertisements are seen by the target audience.

As an agency, we will be keeping a close eye on how this restructure impacts our brand’s relevancy scores. At this time,  New Beach Media are still seeing strong levels of engagement for our clients as we focus on delivering compelling content which is highly shareable. Perhaps, we can use this change to our advantage by continuing to share inspirational, informative and entertaining stories with our fans and in turn, drowning out the disingenuous clickbait so often posted by publishers. Moving forward, the key to maintaining high levels of reach and engagement is through authentic, meaningful communication which resonates with the audience.

Source – Adage, Facebook Newsroom

Ever had a tingle go viral?

Well, we just did.   In a good way.

As part of our regular community conversation with followers and fans of our client Original Source‘s Facebook Page, our turbo-powered Social Media Ninja, Rhys Morrow reacted with his trademark speed and on-brand wit when he saw this comment from a fan with a burning issue:

Dear original source australia after buying a bottle of your mint and tea tree body wash. I began to wash my private parts, i started to notice a sudden light tingling on my ballsack witch withing 30 second had truned it to a light burning as i started to wash the body wash off it had occurred to me that the burning feeling had spread to my other private parts including my asshole and foreskin. Alltho now my balls smell like a peppermint slice it was not worth trying to wash my balls off in the sink with cold water for 5 minutes … Just a head up for further conplants yours truly Hugh Glashoff

[Hugh’s typo’s, not ours ]


Facebook Post Burning Balls

 

Never one to miss a beat  (in this case, literally), Rhys responded to Hugh’s tender plight in the friendly, authentic and fun-loving voice that he’s perfected over the two years we’ve been speaking on behalf of OS on their social platforms. He nailed it:

“Cheers for the in-depth message Hugh. Our Mint & Tea Tree definitely has some TINGLE to it. We’re sorry to hear about your nether regions. We do recommend not to leave on your privates for too long. How can we make it up to you. Maybe a different flavour?”

Original Source Mint Response

 

Well, it went nuts.

At time of publishing this post, it’s had over 26,000 likes
Over 12,000 comments
and over 3,000 shares
Rhysy’s response has had over 15,000 likes in itself
(and OS has had over 1,400 page likes from it so far)

 

It’s also been picked up by the Daily Telegraph, news.com.au (home pages of both), smartcompany.com.au and as we type, on The LAD Bible.

original-source-facebook-post-tingle-mint-ballsViral Post Burning Balls

 

Now Original Source are well aware that their very popular and rather tingling Mint & Tea Tree shower gel is somewhat, ahem, disruptive. It’s a common topic of discussion on their social platforms and in posts such as this.  It certainly gets the fans creatively describing their shower experiences and inquisitive purchasers eager to see what the fuss is about.

What we love about Original Source is that, as a fun, straight-talking, loud & proud brand, they are willing to adopt new methods of reaching out to their core consumers. In having real-time, authentic conversations with the likes of Hugh and his tingly bits, we’re giving people a chuckle, a story to tell and above all, making the product memorable.

 

“It’s the latest example of the way businesses big and small are increasingly using humour to respond to customer complaints on social media.
… In this case, he made a complaint but he did it in a joking way. So it’s appropriate in that case to follow the tone set by the consumer. But they did do the right thing in that they dealt with it seriously as well by saying how can we make it up to you. Had they not done that, then that would have been a fail.”
-smartcompany.com.au

 

Twitter Video is Coming to You.

You may have heard a while back that Twitter is will accept clips up to 30 seconds long. The wait is over.

The function of Twitter video is not that unlike Instagram so we will all have no trouble using this one.

Twitter says –

“Tweets have been more than 140 characters for some time. The Twitter you experience today is rich and immersive, full of images, gifs, Vines, audio files and videos from some of the world’s most recognizable figures and brands. And starting today, everyone will soon be able to seamlessly capture, edit and share videos right from the Twitter app, too.”

“We designed our camera to be simple to use so you can capture and share life’s most interesting moments as they happen. In just a few taps you can add a video to unfolding conversations, share your perspective of a live event, and show your everyday moments instantly, without ever having to leave the app. Viewing and playing videos is just as simple: videos are previewed with a thumbnail and you can play them with just one tap.”

 

video_blog_image

 

“Our unique mobile video camera and inline editing experience lets you capture and share videos up to 30 seconds in an instant. Twitter for iPhone users will be able to upload videos from the camera roll as well (a feature that will be available on our Android app soon). Here’s more information on the new mobile video camera.”

For more info head on over to the Twitter Blog

Source – Twitter Blog

 

Rhys Morrow

Digital Media Guy

Facebook Organic Reach – A Marketers Survival Kit

Get A Handle On The Facebook Reach Decline

There’s plenty of uproar mixed with a little fear about the decline of Facebook Organic Reach. Don’t join the hysteria. All it takes is a little change in your strategy and in depth use of your Facebook Analytics.

Here’s a great Infographic from the people at Offerpop with their Marketers Survival Kit For The Facebook Reach Decline. Hope it gives you a bit of insight on how to maximise your organic reach before you start paying for it.

facebook-reach-survive-decline

Rhys Morrow

Social Ninja

Vote on What Twitter Word Should be Added to the Dictionary

Twitter

 

 

Yep that’s right. You, yes you can vote on what Twitter word is to be added to the Dictionary. The genius men and women at Collins Dictionary are calling for your help to decide on a new word to be added to the next issue.

You can vote on words (that are apparently used regularly) like “gaybourhood” (gay-friendly neighbourhood, eg Castro in San Francisco). “Vaguebooking” (posting deliberately vague status updates on social media to prompt a response). Or my favourite which I do every morning “duckface” (the traditional ‘pouting’ facial expression in selfies). Honestly if the last one becomes a word in the Collins Dictionary, I may have to give up on humanity altogether.

So get voting on the Twictionary ASAP if you want to have your say.

Please don’t vote for “duckface.”

 

 

Source: Twictionary

Rhys Morrow

Digital Marketing Strategist

When to Tumble, Tweet, Post and Pin

We love a good infographic, and this is no exception. Here’s a great guide on when to post on most forms of social media. This is not a fool proof guide for all brands though. Remember to check your analytics and do a bit of research yourself to fine tune your posting times. Infographic from SurePayroll.com

 

 

Courtesy of: SurePayroll
Rhys Morrow
Digital Media Strategist

 

TAG – YOU’RE IT

Tag lets you selectively share your location with your friends

Tag - You're It IOS App

 

The new IOS app “TAG” is connecting you with your friends without telling the whole world about it. TAG enables you to share your location with select friends while being able to attach a photo, message or video of you or your location. It seems like the new fun way to tell mates where you are (and eliminating possible stalkers). The app is quite easy to use with its simplistic design. Just open it up and choose you location and add a photo or video and even a message. Then all you have to do is choose who to send it too ( providing you have friends using the app of course).

Tag You're It

 

The question we have is this. Other than to your suggested friends, where does you photo/video go? Who else has access to your information? Can they track where you are at all times? I know it all sounds a little bit like conspiracy theory but it does get you thinking.

Co-founder Aneel Ranadive says that this app could also be beneficial to brands as well. “We think [Tag] is an amazing platform for anyone with a fan base to send content privately just to their fans and let fans reply back just to the person they’re following,” Ranadive said. So this could be another platform to connect to your followers or for you to personally contact friends with your where a bouts.

We think this could end up being a great addition to our ever growing app folders on our phones. All we have to do now is get some friends.

Rhys Morrow

Social Media Strategist

Is Twitter Saying Goodbye to Hashtags and Replies?

Goodbye to Hashtags and @Replies

Twitter

Word on the street from Twitter this week is that hashtags and @replies are on they way out. Being described as “arcane” by the sites head of news partnerships, Vivian Schiller.  It has been suggested that they are “working on moving the scaffolding of Twitter into the background.”

To us it seems that Twitter is wanting to do a change to make it more interesting to new users. When asked to clarify what Vivian Schiller had to say, Twitter representatives had this to say:

“By bringing the content of Twitter forward and pushing the scaffolding of the language of Twitter to the background, we can increase high-quality interactions and make it more likely that new or casual users will find this service as indispensable as our existing core users do. And we took initial steps in that direction with the introduction of media forward timelines and in-line social actions in October, and we’re already starting to see early signs that those initiatives are working well.”

Though when asked directly whether hashtags and @replies will be removed the reply was that they weren’t removing them at all. But we are told to “watch this space”.

In the case of the Android Twitter app. Buzzfeed seems to have gotten their hands on some screenshots that suggests that @replies have been phased out. Who knows what Twitter is up to exactly. I guess we will just have to wait and see. Though if the evidence from screen shots from over the last month are anything to go by, we may be seeing Twitter looking much like Facebook

 

Social Kit – A New Photoshop Plugin

Social-Kit Photoshop Plugin

 

Are you starting out in Social Media and are constantly looking for that damn piece of paper where wrote down how big a Facebook profile image should be? Well the folks from Social Kit have made sizing your images a lot easier across four major social media platforms. With templates for Google +, Facebook, Twitter, Youtube and even a selection of Social Buttons. It’s now a lot easier to get those images looking right (with a little Photoshop know how).

 

 

Photoshop

 

Each template in Social Kit is fully sliced and customisable, not to mention that the plugin automatically updates when there is any change to the Social Kits sites designs. You can also become a co-creator of the plugin with Social Kit and share your ideas on how to improve or what to add.

With what seems to be endless lists of Photoshop Plugins available. Most of which are outdated or not compatible with CS6. Social Kits could may well be that plugin that makes your social media experience a little bit faster and enjoyable.

 

Cheers

Rhys Morrow

Digital PR/Social Media Strategist

 

 

 

It’s All About Productivity

Want to get more out of your work day? This is something we are forever striving for at New Beach Media and we definitely have a few key practices we like to use each day.

Here’s just a couple of practices we like to stick to each day.

  • Not looking at our emails till midday is one of them (easier said than done).
  • Taking time out from your computer is a must as well (we like to get a quick surf in if possible).
  • Placing your mobile phone face down so you can’t see the screen.

Here’s a great infographic from Funders and Founders to help you out with your day. While there are a few ideas that may be questionable, there are definitely a few worth adding to your daily routine.

Productivity Infographic

 

 

Rhys Morrow

Social Media & Digital PR Dude

One Stop Shop - Media Agency: Byron Bay & Fitzroy

Give us a shout, or swing by, the coffee's on us!