《GWI：2023年企業社交媒體營銷指南（英文版）（27頁）.pdf》由會員分享，可在線閱讀，更多相關《GWI：2023年企業社交媒體營銷指南（英文版）（27頁）.pdf（27頁珍藏版）》請在三個皮匠報告上搜索。

1、socialEvery agencys guide to 02A(very brief)introContentsShort on time?Well keep this brief.As well as bringing you up to speed on the latest shifts in the social scene,this guide will explain:How and where to reach your audienceWhat social content your audience wants to seeHow to get more ROI from

2、social,even on a budgetNuff said.Lets jump right into it.03 Challenges in the new social scene09 Insight-led channel planning 16 Insight-led content strategy22 Agency success story:YW Istanbul24 Key takeawaysEvery agencys guide to social#mood 03Challenges in the new social scene(And how to turn them

3、 into opportunities)Every agencys guide to socialLets be real,the state of play has changedWeve entered a dizzying new era of marketing where things are shift-ing so rapidly,its near impossible to know whats next.New AI is shaking up the creative world at large.And on social media,tired consumers fe

4、el increasingly disconnected from brands.Who can they trust in a world of fake news and misinformation?AI has huge benefits for agencies,but with spammy content on the rise,its getting harder to cut through the noise.Authenticity and person-alization matter more than ever in reaching and engaging yo

5、ur social audience,so put that all-important“human”element at the heart of everything you do.DARON SHARPS,Pinterest,Global thought leadership research leadAI is transformative,but human-centered principles and priorities must come first.Time and budgets are tightCompetition is fierceRetaining talent

6、 is trickierSpeed of change is exponentialROI is a promise you have to keep 04Every agencys guide to socialTurning challenges into opportunitiesGen Z spend the most time on social media daily,averaging 2 hrs 51 mins globally but theyre the only generation whose use has declinedChallenge:The attentio

7、n economySluggish growth suggests time online has plateaued,with time on social declining in 36/48 global markets(since Q1 2022).Meanwhile,youre up against thousands of brands(and bots)fighting for peoples attention.Opportunity:Do more,with lessYou only need to know two things to win and keep consum

8、ers attention where and how theyre spending their time on social.Focus your marketing efforts on what they want,and youll cut through the noise in half the time.05Every agencys guide to socialMATT OAKLEY,Global head of data and analytics,Hotwire GlobalWere leaning on AI and big data to help us under

9、stand social media chatter,how audiences perceive a particular brand,or what theyre saying about a client were working for or their competitors.Challenge:The rise of AIGenerative AI like ChatGPT is useful for marketers,but consumer opin-ions are mixed.68%of ChatGPT us-ers would use it over a search

10、engine for queries,while 43%dont think its a reliable tool they can use consistently.Opportunity:Speed up ideationAI is changing the world as we know it,so get on board or get left behind.From pitch prep to strategic con-tent planning,use AI-powered tools to gather data and get the creative juices f

11、lowing in half the time.06Every agencys guide to socialBaby boomers have huge spending capacity,yet less than 1 in 10 feel represented in the advertising they seeWant insights in a flash?Try instant chartsPowered by OpenAI,our new instant charts tool generates rich,reliable consumer data on any sear

12、ch query in seconds.Try it nowChallenge:Inclusive marketingDiversity,equity,and inclusion(DE&I)is a growing social issue,with ques-tions raised around representation in ads.Pay attention:audiences are unlikely to engage with or trust brands who they dont feel represent them.Opportunity:Build trust w

13、ith engaging contentMany brands with Gen Z tunnel vision are letting other valuable audiences slip through the net.Be open-minded and validate your target audience.Wouldnt it be nice to uncover mar-ket opportunities you didnt expect?07Every agencys guide to socialAll thats very well and good.But how

14、 can you ace your clients social media strategy and connect with consumers in an authentic way?Spoiler:It all starts with knowing your audience.Book a demoHANNAH RICHARDSON,Group manager in ad research and insights,Snap Inc.You want people to engage with your ads,rather than feel like they cant esca

15、pe them.Challenge:The cookieless futureRelying heavily on social platform data to target users,track trends,and cus-tomize client strategies?Time to rethink.Alongside cookie withdrawal,growing online privacy concerns mean more brands are being boxed out.Opportunity:Get answers first-handWithout trac

16、king tools,how do you know what consumers want?Just ask.With a window into their minds,first-party audience research gives you an edge over competitors and the tools to lead the conversation on social.08Every agencys guide to socialInsight-led channel planning 09Every agencys guide to socialPlan lik

17、e you mean itWe all know this before deciding where to invest in social media,you need to know who your clients target audience is,which channels they use,and why.And you need solid data to prove it.Follow these easy steps to uncover all the answers you need.Step 1:Ditch your assumptionsForget every

18、thing you think you know about consumers.Without fresh in-sights into audience attitudes and behavior on social media,theres no point in advertising there.Step 2:Compare and contrastUse first-party consumer data to map out your clients ideal target au-dience.The more insights you piece together,the

19、better you understand where people spend their time,their unique characteristics,and what they want from you as a brand.By identifying key points of differen-tiation between audiences as well as what they care about,youll spot op-portunities to create more tailored posts and connect on a deeper lev-

20、el.Back up your research with social platform data for a best-of-both view of your clients target market.Heres an example.Both audiences are prime targets for social commerce,but how you might reach them is different.Gen Z are likely to stumble across your brand on social media,while youll probably

21、catch millennials with a well-placed Google ad,or SEO-friendly blog content.Millennials86%more likely than Gen Z to say Facebook is their favorite platform16%more likely than Gen Z to follow contacts relevant to their work12%more likely than Gen Z to have used a Buy Now Pay Later service last weekGe

22、n Z43%more likely than millennials to say Instagram is their favorite platform34%more likely than millennials to follow gaming experts or studios13%more likely than millennials to use social media to find contentSource:GWI Core Q1 2023 Base:53,133 Gen Z aged 16-26 and 72,071 millennials aged 27-40 o

23、utside of China 10Every agencys guide to socialStep 3:Choose the right channelsBuild a social media presence on the channels your clients target audience actually uses as many as you can reasonably manage to maximize visibility and reach.But be realistic.One standout post on a single platform is bet

24、ter than ten sloppy ones across the board,so factor in time,budget,and resource before you commit.Each audience is unique,and our generational analysis shows why its worth digging deeper.Step 4:Deliver the content your audience expects to seeAuthenticity is key,so consider how your clients brand val

25、ues,tone of voice,and messaging fits each chan-nel,and the content your clients tar-get audience expects in their feed.Dont be afraid to test and learn.Fuel your strategy with consum-er insights to craft relevant content that taps into their interests,tells a compelling story,and drives action.Sourc

26、e:GWI Core Q1 2023 and GWI Kids Q1 2023Base:216,646 internet users aged 16-64 outside of China and 19,025 kids aged 13-15 in 17 marketsWhats each generations favorite social platform?Gen Alpha:23%TikTok 18%Instagram Gen Z:29%Instagram 19%WhatsApp Millennials:21%WhatsApp 21%Facebook Gen X:24%WhatsApp

27、 22%Facebook Baby boomers:26%WhatsApp 23%Facebook 11Every agencys guide to socialWhy do consumers use social media?Across the board,staying in touch with friends and family is the top reason for using social which is proof that despite the snowstorm of marketing content flooding our feeds,so-cial me

28、dias original purpose hasnt been lost.People still crave human connection with oth-ers,especially loved ones.Older groups also tend to follow news stories on social channels,with younger groups more interested in busting boredom.Gen Z stand out for using social media to find fresh content,while Gen

29、Alpha are here for a laugh.#FOMO is real,so send your best memes their way.Top reasons for using social media%of social media users in each generation who say they mainly use social media for the following reasonsSource:GWI Core Q1 2023 and GWI Kids Q1 2023 Base:225,744 social media users aged 16-64

30、 and 10,577 social media users aged 12-15Gen Alpha55%Talking to family and friends51%Finding funny posts51%Seeing what my friends are doingGen Z46%Keeping in touch with friends and family42%Filling spare time34%Finding contentMillennials49%Keeping in touch with friends and family38%Filling spare tim

31、e36%Reading news storiesGen X55%Keeping in touch with friends and family39%Reading news stories36%Filling spare timeBaby boomers60%Keeping in touch with friends and family41%Reading news stories34%Filling spare time 12Every agencys guide to socialTraditional marketing is still an integral piece of t

32、he puzzle.For in-stance,TV advertising strikes a chord with most audiences today.Older generations are likely to discov-er new products and brands through search engines and word-of-mouth recommendations from those they trust,while targeted social ads are landing with younger groups.Digging deeper i

33、nto the“most dis-tinctive”methods of brand dis-covery,Gen Z are 30%more likely than the average consumer to find brands through vlogs.And despite the de-influencing trend,millen-nials are 9%more likely than the average consumer to find brands through celebrity endorsements.Top ways to discover new b

34、rands/products%of consumers in each generation who typically find out about new brands and products via the followingSource:GWI Core Q1 2023 Base:241,138 internet users aged 16-64Gen Z29%Social media ads28%Search engines26%TV adsMillennials31%Search engines30%TV ads29%Social media adsGen X35%TV ads3

35、5%Search engines32%Recommendations from friends/familyBaby boomers39%TV ads36%Recommendations from friends/family36%Search engines 13Every agencys guide to socialAmazingly,Gen Z stand out for be-ing the only audience to use social networks as a go-to search tool over traditional search engines.Its a

36、lso clear reviews are persuasive,so find ways to amplify brand trust.You could share videos,run compe-titions in exchange for user-generat-ed content,or simply follow up with shoppers to request product reviews.Generational segments arent the only way to slice and dice your cli-ents audience.You cou

37、ld segment by region,interests,social media activity,or even the brands theyve bought from in the last 6 months.Its up to you.The lesson here?Focus on audience preferences when de-ciding how to target them,and dont be afraid to think outside the box.How does each generation research brands?%of consu

38、mers in each generation who mainly use the following when looking for more information about brands,products,or servicesSource:GWI Core Q1 2023 Base:241,138 internet users aged 16-6450%45%33%50%48%36%55%39%38%60%42%39%Gen ZMillennialsGen XBaby boomersSocial networksSearch enginesConsumer reviewsProd

39、uct/brand sites 14Every agencys guide to socialOlder audiences arent worth targetingBaby boomers are actually spend-ing more time on their smartphones and social media than ever before especially TikTok.Could they be the next generation of influencers?Possibly.And their huge spending capacity means

40、youd be mad to ig-nore them.Text-based platforms are dying outDont rule traditional platforms out.Overall,Facebook is still the most widely used social app,ranking in consumers top three across gen-erations.You might assume new platforms help you reach rare au-diences,but its just not true(e.g.8 in

41、10 BeReal users say they have a Facebook account).Offline advertising wont workYou might think print ads are point-less for strategy,and we get why.But with 25%of baby boomers/Gen X finding new brands through in-store product displays or promotions,its actually worth considering if you want to reach

42、 older groups.Could a retail activation work for your client?#bustedSocial myths,15Every agencys guide to socialInsight-led content strategy(For max ROI,obvs)16Every agencys guide to socialKeep crowd-pleasing content on tapSo youve uncovered your clients ideal target audience,now its time to connect

43、 with them in an authen-tic,memorable way.Forget one-off likes.Heres how to create quality content that wins hearts,builds trust,and opens a tab with your audience on social media.What content works best on social?%of social media users on these platforms who want to see the following types of conte

44、nt on the serviceSource:GWI Zeitgeist April 2023 Base:13,467 social media users in 11 countries aged 16-64FacebookInstagramTikTokTwitterDiscordLinkedInRedditSnapchatYouTubeFunny Informative Creative Relevant Relaxing Engaging Inspirational Exciting PersonableHelpfulTrendy Community-driven Heartwarmi

45、ng Inclusive 444235333331292827272322221850414633373636342728351823216032452737333034252732162123335331362530272622242923172033343131263621282725194118241260264014293418253616291224385436392637252625402534202441243724303122312618301721195154463641383738254427172420 17Every agencys guide to social6 w

46、ays to ace your strategy(without upping spend)Inspire an“OMG me!”momentWeve all sent a meme or video to a friend with a one word mes-sage:“me”.Personalize content and make it relatable for maxi-mum shareability.1 Tap into the creator economyConsumers are willing to pay for content they value.Establi

47、shed creators with engaged follow-ers can help diversify revenue streams via:Offering subscriptions Posting sponsored content Enabling fans to send virtual tips to their fave creators3 Go viralIs your goal driving brand aware-ness and engagement?Break the rules.Create targeted ads that spark debate,

48、but keep it light to avoid backlash.2#omgmeEvery agencys guide to social 18 Watch and learnShort-form video makes it easy for audiences to digest informa-tion crucial in todays attention economy.Be playful and experi-ment with it.4 Give audio your attentionThe formats gaining mega traction with Gen

49、Z right now.Customers could use it to ask questions or share feedback for a personalized experience.5 Keep it real with paid partnershipsOver half of consumers think celebs should only endorse prod-ucts relevant to their lifestyle,so consider working with the“influ-encer next door”instead.656%of Gen

50、 Z/millennials say they follow influencers who have the same beliefs or values as them 19Every agencys guide to socialROB GAIGE,Director of global insights at RedditOn Reddit,our 100,000+communities are deep and passionate,and theyre excited when brands love what they love as much as they do.Lessons

51、 from the prosWhat better way to build trust and engage audiences authentically than talking about the things they love?Here are three examples of brands who understood the brief.USA Today:Adding value beyond attention-grabbing Editorial franchises Humankind and Problem Solved pump out social media

52、marketing that hits the spot.Using vertical video con-tent,these brands decided to ditch news coverage for feel-good mes-sages and life hacks.Skims:Encouraging user-generated contentAmerican shapewear brand Skims posts videos of real people show-casing their products on their TikTok channel,showing

53、their clothes on real bodies and building trust among customers.Bravo.Duolingo:Using humor to maximize shareabilityThe popular language apps TikTok strategy aims to tickle your funny bone.Thinking outside the box,but still centered around their familiar owl mascot,they create super relatable content

54、 thats also bang on brand.Every agencys guide to social 20Trend in actionThe minimalist hashtag#QuietLuxury has scored over 100M TikTok views.Despite rising modesty among consumers,theyre still turning to social media for product research and inspo.Influencing is low-key these days.Want more juicy i

55、nsights like this straight to your inbox?Its all in our weekly newsletter,On the dot.Subscribe nowVideos have to be shortReel talk:Short-form video is popu-lar,but you dont have to use it for everything.Outside of China,62%of BeReal users also use YouTube.As long as youre creating quality video cont

56、ent,people will watch it-even if its longer.People dont care about influencers anymoreWith people more wary of being sold to,were seeing a shift away from glam celebrity endorsements to real people sharing honest reviews and inspirational content.Trusted voic-es can be a powerful source of ROI for b

57、rands,so use them to speak up.#bustedSocial myths,21Every agencys guide to socialAgency success storyIncreasing monthly post interactions by 7.6K%with audience segmentationyearspeopleawards75840+The challenge Following drops in new followers and audience interactions on Instagram and Facebook,creati

58、ve digital agen-cy YW Istanbul needed to find a way to connect its client Bizim Mutfak with its target audience.Developing a media plan to help them create an online community was key,but with paper surveys more common,the Turkey-based food brand was struggling to gather intel about their online con

59、sumers.The action Building an audience in GWI,the agency generated insights on brand advocacy,purchase journey,and online discovery channels to identify Bizim Mutfaks potential customers under 5 main persona groups.They recruited an expert chef to make tra-ditional recipes with Bizim Mutfak products

60、,then rolled out a media plan tailored to each persona group,publishing posts matching their in-terests on specific days at times with the highest interaction potential.No strangers to using data to drive suc-cess,the team saw an immediate surge in followers and engagement.22Every agencys guide to s

61、ocialincrease in post interactionspage interactionspost interactionsusers reached(up from 152K)Instagram views(up from 955)new followers7.6K%2.5M 2.5M1M19K1.5KThe resultDefining our audiences,determining the content types that users consume on Instagram via GWI,and observing the changes in the numbe

62、r of followers and interactions day by day using our social media tracking tool were the most fundamental elements of this campaigns success.SELIN ERGIN ACAR,Digital media manager at YW Istanbul 23Every agencys guide to socialKey takeawaysConsumers crave trust in a tech-driven world and so should yo

63、u.Weaving reliable social and sur-vey data together helps you make smarter decisions,as these golden insights tell you exactly what your clients target audience wants,and how to serve it up with sprinkles on their favorite social platforms.If you remember nothing else from this guide,remember the 4

64、Ps of successful social media strategy:Profile the right audiences Plan with the right insights Post on the right channels Prove the ROIThats how you stay ahead of emerg-ing trends and create winning cam-paigns with a“wow”factor.And if anything changes overnight?Youll be the first to know.Go get em,

65、tiger.24Every agencys guide to socialWant fresh audience insights on tap?See what GWI can do for you.Book a free demo 25Every agencys guide to socialNotes on methodologyAll figures in this report are drawn from GWIs online research among internet users aged 16-64.Our fig-ures are representative of t

66、he on-line populations of each market,not its total population.Note that in many markets in Latin America,the Middle East and Africa,and the Asia-Pacific region,low internet penetration rates can mean that online populations are more young,urban,affluent,and educated than the total population.Each y

67、ear,GWI interviews over 950,000 internet users aged 16-64 in 52 countries via an online ques-tionnaire for our Core data set.A proportion of respondents com-plete a shorter version of this survey via mobile;hence the sample sizes presented in the charts may differ as some will include all respond-en

68、ts,and others will include only respondents who completed GWIs Core survey via PC/laptop/tablet.When reading this report,please note that we use a mixture of data from our ongoing global quarterly research,GWI Zeitgeist,and GWI Kids.GWI Zeitgeist is a monthly re-contact study of Core that we car-ry out in 12 markets.And GWI Kids represents 8-15 year-old internet us-ers in 18 markets.26Every agencys guide to social GWI 2023