Warc, global marketing intelligence service, rilascia i risultati di una analisi dei più efficaci usi dei social media nel marketing con l’obiettivo di individuare i migliori trend globali e le best practice 2016.
The ‘Seriously Social 2016’ riporta le analisi di Peter Field, independent marketing consultant. Field ha esaminato i dati dei lavori iscritti al Warc Prize for Social Strategy 2016.
92 i lavori iscritti provenienti da 20 differenti mercati del mondo. Lo studio ha anche preso in considerazione features del 2014 e 2015, per individuare i key drivers dell’efficacia social di quest’anno.
Questi i principali punti emersi (in lingua originale del comunicato stampa)
Social evolves as a broadcast platform: There is a marked increase in the use of content in social campaigns with video dominating. 79% of entrants used content in their social strategy in 2016 compared with 41% in 2015 and just 22% in 2014. Increasingly, social is used as a broadcast channel with 73% of entrants using video as part of their social strategy. An increase of organic social media is being driven by video-led powerful and emotive social ideas.
A shift to ‘Top Down’ Social Strategy: A dramatic shift towards ‘top-down’ (brand-generated content) and away from ‘bottom-up’ (consumer-generated content). Top-down now accounted for 93% of winning cases in this year’s Prize. Brands are now investing in producing shareable content which is easier to deliver and to link to commercial outcomes.
Short-term tactics dominate social: Social campaigns constrained to work over short timescales (i.e. less than six months in duration) are unable to deliver the same benefits as long-term ones. The pursuit of short-term sales activation in many social strategies deliver poorer long-term performance ultimately undermining long-term effectiveness such as market share movements or new customer acquisition.
Big data is more prevalent in social strategy: There is a growing maturity in how agencies are combining data with social strategy. Big data was a key theme, with 83% of entrants making use of it. Many winning papers demonstrated sophistication in how data is used to inform insights and improve targeting in social strategies. However, there is still a lack of robust data in evaluating the effectiveness of social campaigns.
