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Earlier this month, more than 35,000 oncologists, communications pros, journalists and others arrived at McCormick Place in Chicago for one of the buzziest medical conferences in existence: The American Society of Clinical Oncology Annual Meeting.

The meeting is considered one of the most important events for those working in the oncology space. It brings together the brightest minds in cancer to highlight key presentations and groundbreaking data that can lead to saving lives.

The oncology community is very active in terms of commitment to breakthrough science *and* social media. In this case, Twitter has overwhelmingly been the breakout social media platform in medicine. Over the course of the ASCO media cycle, which starts on May 18, when abstracts are released online, and ends when the conference concludes, the #ASCO16 hashtag was used m 88,590 times. While some conferences have been more stringent in terms of photography, video and social media use, ASCO has been one of the most forward-thinking medical meeting organizers when it comes to social media.

Last year the grand experiment was Periscope. But the hype around Periscope, and even its spiritual sibling, Facebook Now, had largely faded.

Instead, social media attention this year was focused on the breakout media-sharing app, Snapchat. The mobile app lets you send quickly disappearing messages, photos, and videos, either directly to friends or to everyone who follows your account. If you haven’t heard of it, check with your children, anyone under the age of 30, or First Lady Michelle Obama. Person-to-person content disappears after a few seconds and posts to a user’s public “Story” disappear after 24 hours.

Snapchat attracted a few high-profiles users at ASCO. Don Dizon, M.D., a Massachusetts General oncologist and early Twitter adopter, waded into Snapchat, but no one at the meeting invested more than Emil Lou, M.D., Ph.D., from the University of Minnesota, who goes by “cancerassassin1” on Snapchat and Twitter. Lou shared a number of snaps at ASCO16, and told me that he was able to add thoughts and a “more personal touch” following sessions he attended.

“I had a lot of fun using Snapchat at ASCO. It’s interesting that the scientific and medical community are ahead in so many ways, but behind in others, like social media,” Lou told me during a phone call.

According to reports, Snapchat is estimated to have 85.5 million users in the US by 2020, and per Dr. Lou, maybe Snapchat might make its way into the ASCO app at #ASCO20.

The idea of using Snapchat had some institutional support, too. We used custom Snapchat geofilters at our annual “Unofficial” tweetup to help people customize dress up their snaps from the event, but the bigger news was ASCO’s embrace of the technology: they had their own geofilters, available to anyone at within McCormick place.

According to an ASCO spokeswoman, the filters were used about 520 times and viewed more than 15,700 times. At least one of those users was Business Insider’s Lydia Ramsey…and this PR chick:

ASCO_Christiana

While Snapchat numbers pale in comparison to those on Twitter, with time, Snapchat could be the next big social platform at medical meetings. And as Dr. Lou pointed out to me, the next generations of medical researchers/oncologists will likely live to see a cure for cancer, and just maybe Snap their way there…

Social Scoop Option 1And just like that summer is coming to an end, but one thing we know for sure, is social media never stops. Most of the top dogs had something to say in August, particularly Facebook and Twitter rolling out many new features in beta-test that we should see available to all users later in the year. Here’s what happened in August.

 

Facebook: Auto-Play Ads Expand Beyond the News Feed

What It Is

Facebook’s video ads will now start appearing beyond the News Feed. In April last year, Facebook launched Audience Network, an ad platform to rival Google’s AdMob and Twitter’s MoPub. It has evolved since then to include auto-play video ads, which has now been made available to 3rd party publishers that plug into its mobile ad network.

What It Means For Brands

With this opportunity, brands will be able to have lucrative ads that are available to their users across different channels (at a price). In addition, they won’t have to worry about users feeling overwhelmed by noise because it reduces the need for multiple types of ads on the platform itself.

Facebook: “Donate Now” Button Available to Nonprofits

What It Is

Facebook added a “Donate Now” Button to their call-to-action options for nonprofits to include on their company Facebook Pages and link ads.

How It Works

All nonprofits have the opportunity to select the “Donate Now” option on their Facebook call-to-action list, making it easier for donators and supports to give back directly from Facebook. When users click on the button, a disclosure note will appear that confirms that this donation is not endorsed by or affiliated with Facebook. Should the user choose to continue, they will be directed to a donation page from the 3rd party site.

What It Means For Brands

This is wonderful opportunity for nonprofits who are active on Facebook to further engage with supporters. The new call-to-action button also gives donors direct access to a donation page, which is a step forward for nonprofits to gain more charitable contributions.

Facebook: GIFs Are Coming to Ads and Page Posts (Maybe)

What It Is

Facebook started supporting GIF media in user posts back in May, but has recently starting rolling out GIF ads to brands/businesses.

How It Works

GIFs are being tested for posts and boosted posts for a small percentage of Facebook Pages. They will not be supported as Facebook ads in the sidebar, but only as part of a brand’s News Feed post. Facebook is evaluating the user experience with GIFs before rolling it out to all Pages – which it may decide to pull them altogether and not move forward with this new roll out.

What It Means For Brands

Any new capability to advertise, is a new opportunity for brands. GIFs are very loud and in your face, so you have to be careful about the message you’re sharing so that it’s not too “annoying” to users. If Facebook receives negative feedback about GIFs in News Feeds (hindering the user experience), they will be removed. But they are exciting and open a new door to creative adverting, something that all brands should be interested in exploring.

Facebook: ‘LIVE’ is a Step Up in Influencer Activation 

What is It

Facebook recently revealed ‘Live’ for Facebook Mentions, a new way for verified public figures to share live video with their fans directly from their smart phone. With this new feature, public figures can take their fans/the Facebook audience behind the scenes, host live video chats, share announcements, and then some.

How It Works

It’s fairly simple to start a live broadcast from Facebook Mentions

  • Click on the Post and then select the ‘Live’ video button.
  • Add a description to your broadcast (this is very important so that fans understand what you’re sharing), then select ‘Go Live.’
  • Once the broadcast is up, you will be able to see how many viewers are tuning in and you can comment directly on the stream to questions as they surface. Should you want to hide the comments, you can do so.
  • To end your broadcast, select the ‘Stop’ button
  • Once your video has ended, it is automatically saved to your Facebook Page for fans to view later. If you choose to remove the ‘Live’ video content, that is an option as well.

What It Means For Brands

While brands themselves are not public figures, it’s a great opportunity for those that you endorse and partner with to optimize on ‘behind the scenes’ moments at your branded event, visits to the office, photo shoots, during campaign awareness initiatives, etc. Brands should keep ‘Live’ in the back of their social strategies when partnering with public figures to help encourage engagement and promote every branded opportunity. Note – this feature is only available to verified public figures.

Facebook: “M” Will Be Your New BFF

What It Is

Facebook introduced “M” to select users in San Francisco, a virtual assistant that will roll out as a feature within the Messenger app. “M” can make you a dinner reservation, purchase a gift for your best friend, and book your last minute weekend getaways. In addition to using artificial intelligence, “M” is backed by actual people, dubbed “M” Trainers.

How It Works

Facebook users can tap the small button at the bottom of the Messenger app to send a message to “M.” The software will decode the message and ask follow-up questions to the user in the message thread, and send updates to the user as the task is completed. Users will not know if a human or software has helped them. “M” has no gender. Right now “M” doesn’t pull in social data from Facebook to help complete the tasks, but Facebook reps say this could change.

What it Means For Brands

It’s no surprise that Facebook plans to capitalize on this one day soon, but how can it help businesses? If Facebook sees that one business/brand is getting a bunch of inbound requests, it can partner with the business to provide a more direct service over the Messenger app. Businesses could have a presence inside the app directly, boosting the transparency in customer service with consumers. Might not be a bad idea to start thinking about revamping your customer service strategy on social media…

Instagram: Ads API Has Been Activated

What It Is

Instagram officially switch on its advertising API and now it’s ready for business. In most recent times, brands were required to contact an Instagram marketing sales representative directly in order to advertise on Instagram – which was also very rare to get approved and only those willing to spend an arm & a leg were investing.

How It Works

Starting soon, (all) marketers will be able to build Instagram ads and promote their posts on the platform. Instagram campaigns will launch alongside other digital ads and brands will be able to cross-promote, plan and monitor their Instagram activity (including photos that aren’t promoted through paid) using third-party platforms.

What it Means For Brands

Brands can now use the same advanced campaign tools that they are using to monitor engagement on Facebook, which is a huge move in the right direction for Instagram. Brands will be able to deliver relevance-driven ad campaigns that increase ROI by reaching/targeting the right audiences.

Instagram: Thinking Outside the Square

What It Is

Instagram announced that in addition to square posts, users can also share photos and videos in portrait and landscape orientations. Square format has always made it a bit tricky for users to confine their photo into the strict space orientation, prying users to download other apps that “insta-size” photos and videos, to then upload to Instagram. They’ve now moved away from this, because while square made them a bit of who they are, they know that the visual story and freedom to express creativity should come first.

How It Works

When selecting a photo or video, users can tap the format icon to adjust the orientation of the frame to portrait or landscape. Once the photo is live, the full sized version of the image will appear in the feed as planned.

What it Means For Brands

With this new visual freedom, all users (brands included) can pay less attention to the size and cropping of their images, and focus more on the actual story that is to be told through imagery. With video too being more widescreen for viewers, this opens up a new door to cinematography on the platform. Additionally, brands will have more freedom with the orientation of their Instagram ads, which will enable them to capture more of the overall message they aim to convey.

Instagram: What’s This Partnership With Hootsuite?

What It Is

Instagram is quite against letting users schedule posts ahead of time, but Hootsuite rolled out a feature that almost lets users schedule content to be posted to the social platform.

How It Works

Instagram doesn’t allow for uploading via an API, which is why it’s very challenging for users to schedule content. What Hootsuite has done is allow users to schedule content for Instagram, however it is not published from Hootsuite – it is essentially a reminder to post content at a set time and Hootsuite will send a push notification to the user at the time they have set to schedule the content and they will be directed to he Instagram app (the image carries over too) to publish the post manually.

What it Means For Brands

The feature is great for brands because it allows marketing teams to effectively share the same Instagram account (with multiple team members running the channel), as well as managing Instagram campaigns in a more organized manner within a scheduling tool. With everything under one dashboard, you can better schedule, view and engage on social media.

Snapchat: Data-Saving Mode For Those on a Budget + Placeable Emoji!

What It Is

Snapchat’s newest feature allows users to save on data usage by turning on a “Travel Mode” setting. When enabled, all Snapchats, Stories and Discoveries will only be available if users tap them, rather than automatically loading them when users open the app. This is just another way for the platform to connect and appeal to their younger audience who may be on data plans. Additionally, Snapchat also introduced placeable emoji, making it easier to users to add emoji to their snap stories

How It Works

  • Travel Mode
  • Users can go to their ‘Settings’ tab and select ‘Manage’
  • Under ‘Travel Mode’, users can choose to turn on/off the feature to allow Snaps to automatically load
  • Placeable Emoji
  • Users can tap the post-it note button towards the top right of the snap screen, which will bring up all of the available emoji to be placed directly onto the snap. Emoji can be resized and dragged to all directions of the screen and there is no limit to the number of emoji that you use.

What it Means For Brands

The happier people are with Snapchat, the more time they will spend on the platform and the more interested they will be in the content that is being shared. If your brand has a Snapchat or plans to add a Snapchat account to your social strategy in the near future, consider this as another opportunity to engage with fans who are using the platform. Keeping users happy will entice them to spend more time exploring Stories and hopefully following brands on the platform, which is good for you. Additionally, with the new emoji, brands can be more conversational and creative with content sharing on the platform.

Twitter: Keeping Users Engaged With Web Notifications For DM

What It Is

Twitter introduced a web notification feature, alerting users via a pop up window in the upper right hand corner of the desktop screen, that they’ve received a Direct Message (DM) on Twitter.

How It Works

Upon clicking on the pop-up notification, the DM will open and let users read and reply directly, even when they’re in a different screen on their web browser. The company also noted that they’re making a change to their mobile app for Android, making it easier to DM people.

What it Means For Brands

This update is Twitter’s attempt at keeping users engaged on Twitter. Brands will benefit from this notification window because it is a way of staying on top of DM messages from followers, so as not to miss a private message when community managers are not directly monitoring Twitter at that time.

Twitter: Platform Offers Promoted Tweets, Videos & More, Beyond Twitter

What It Is

Twitter is offering marketers the opportunity to advertise their promoted tweets and videos with ads that appear in other apps. This update comes in conjunction with Twitter’s purchase of MoPub last year, which allowed marketers to buy mobile app-install and app-engagement ads on Twitter.

How It Works

Twitter marketers can use MoPub’s network of thousands of apps to extend their promoted tweets and videos beyond Twitter during campaigns, using new ad formats as well which include video, native ads and banners. Marketers can participate in real-time bidding to buy promoted tweet and video ad inventory through MoPub. This new landscape allows for marketers to reach their audience outside of Twitter, but directs them back to their stream for additional messaging, content, and amplification.

What It Means For Users

When a marketer promotes a tweet or video on an app in MoPub’s network, the user will be able to see the promoted tweet and video and then can retweet that promoted tweet by clicking on the tweet within the app, which takes the user back to Twitter to actually share the update from their account.

What it Means For Brands

Currently, when marketers run an ad on Twitter, they reach an audience of 300 million monthly active users – with the new offering, they can potentially reach over 700 million users by running the ad through the Audience Platform. Twitter has made this process very easy for marketers – all a brand needs to do is provide one image or video and then Twitter will handle the placement of the ads on the back-end. While this is just a beta-test right now, the ability to reach users outside of Twitter allows brands to market more strategically and reach their audience in many more avenues. This will also force brands to prioritize a strong mobile approach to paid advertising to reap these benefits. As the testing continues, additional apps will join and open up the market visibility to reach the right users in corresponding apps.

Twitter: Testing, Testing…Funky New Photo & Video Editing Tools

What It Is

Twitter is testing funky new photo and video editing tools in an effort to give users more creativity with their media sharing. A few celebrities (who were present at MTV’s VMA Awards) appear to have access to the unreleased editing feature from Twitter.

How It Works

Photo editing is limited to filters and cropping (for all users) right now, but it looks like stickers, doodles, text and more could be coming soon. It isn’t clear if this new Twitter update will be a standalone app or something that users will see rolling out to their Twitter accounts.

What it Means For Brands

We already know that photo and video updates are rolling out left and right, and we also know that people love filters and stickers. This move from Twitter is a great way to keep people engaged on the platform, instead of opening their photo sharing apps for this type of content sharing. This would be a solid opportunity for brands to engage with their audiences in more unique ways via multimedia sharing, especially customized content for different (targeted) audiences during campaigns or events. More to come on this!

YouTube: Google Wants More Control Over Ads

What It Is

Google wants more control over how marketers buy ads on YouTube, revealing in early August that they will remove ad buying through DoubleClick Ad Exchange (or AdX) before the end of the year.

How It Works

Advertisers, who previously purchased YouTube ads through the software’s programmatic network, will now need to go through Google’s AdWords or DoubleClick Bid Manager. DoubleClick AD exchange goes through Google’s third-party ad tech firms, and Google decided they want more control over how advertisers buy YouTube ads.

What it Means For Brands

Google’s intention of gaining a tighter grip on how marketers advertise on YouTube will allow the social mogul to invest more in creating the most effective advertising and buying experiences possible. The problem here for marketers is that ad-tech vendors depend on YouTube’s technology to power ad campaigns for brands and agencies and in return of this, brands get better metric data on how well their ads are performing on Google. Now the third-party tech vendors will have to look elsewhere to find video inventory.

For more information, please view a detailed #Social Scoop here.

 

Lifecycle of a Technological Revolution_today

With the revolution of media and technology disrupting the marketing industry, and business models altogether, marketers are trying to navigate through the storm. On the communications side, TV dollars are shifting to digital. But, digital ads aren’t nearly as effective nor transparent as we want them to be. The traditionally distinct and siloed roles of marketing communications (once upon at time, just known as ‘advertising’) and PR are converging.

Because of the advent of social media, and the frustration with traditional and digital advertising, marcomm is moving into earned media with influencer marketing, native advertising and more responsive campaigns and editorial content teams. Because of the rise of the new influencer – everyday people and celebrities using blogs, YouTube, Twitter, Vine, Instagram, SnapChat, Periscope and other platforms to create personal media companies – PR is expanding beyond traditional media relations and ‘the pitch’, and into influencer marketing, sponsored content and responsive editorial content teams as well. It’s a race to the middle where the lines are blurred. That’s why agencies and publishers are partnering to create wholly new content companies that service brands.

If we take a step back from the race, though, things haven’t changed much since 2009. The big three: Facebook, YouTube and Twitter had launched and matured as three distinct and valuable social communications platforms for users. Since then, other social platforms have launched – Foursquare (and Swarm), Instagram, Pinterest, Vine, SnapChat, Meerkat and Periscope being the most touted. But, each of these just feels like an iterative evolution of the discontinuous leaps that Facebook, Twitter and YouTube made. Platforms, and the content they enable, shifted to become more visual, shorter and ephemeral. When Meerkat and Periscope launched, didn’t it feel like they already existed? And, the fundamental rules for how to engage audiences on those platforms is the same; we must adhere to the Reciprocity Theory.

So, I actually take a contrarian point of view: innovation has slowed in media technology. We’re at the tail end of our current technological revolution’s lifecycle, moving past the discontinuous revolution and into the iterative evolution. While folks in the industry are making claims that: “Advertising is dead.” Or that, “Data will tell us what content to make, so we don’t need creatives anymore.” I’m claiming that we need creative more than ever. The discipline just needs to evolve too. As the roles of advertising and PR converge, storytelling becomes an even more critical discipline for marketing.

Just pushing the message through TV and radio and print and display ads is lazy creative and lazy advertising. Great creative has always been about great storytelling. Now we just tell that story across new media platforms/channels in partnership with the new social influencers and in partnership with our customers. Sometimes those influencers and customers are the same. Great creative (‘the story’) is the glue that holds the story together, wherever we’re telling it. It’s what inspires people to participate.

In the late 2000s in the entertainment industry, we began exploring transmedia storytelling. This is where we would develop a core story – characters and the world in which they lived. And, then we’d plan out those stories across media (books, graphic novels, movies, TV, web series). It was a shift away from the linear model of: writer publishes book –> studio buys book and makes movie –> network turns movie into TV series. Instead, we developed it all at the same time. They lived together as extensions, or chapters, of the same story instead of separately as different and distinct adaptations of the story. This style of storytelling became particularly popular in the fantasy/gaming/comics genres, as we could delve deep into the story of a world we were creating.

Now, in marketing, we have the opportunity to take the same approach. How do we create a core story – the story of our brand, which reflects the story of our customers and employees – and tell that story through new (and traditional) media platforms and people? Like a vision, the story we tell requires an intuitive leap of faith. It must inspire. It must create new possibilities. Is that so different from great advertising fifty years ago? Maybe. Maybe not. But, in an increasingly ephemeral world, wouldn’t it be nice to have some moments that impact and last?

—–

This post originally appeared on The ReciprocityTheory blog.

When we look at millennial habits, social networks have become a remarkably important part the Millennials’ digital life.

We all know “The Facebook” first started as a community platform for college students. Today, the social network has over one billion registered users that connect and share information on a global scale.

Similarly, Twitter began as a source of ‘microblogging’, in which users could send out 140-character blurbs on anything they wanted. It has now transformed into one of the fastest and most viral opportunities to communicate breaking news and information.

A new source of information

Social media is becoming more than just a place for people to connect. It’s a reason for discovery, it’s a way to absorb knowledge, it’s shareable.

A survey conducted by the American Press Institute measured the use of several social networks as pathways to news-like information. Interestingly, they found that each social network is now considered a news platforms my proper definition.

Eighty-eight percent of Millennials surveyed stated that they occasionally got their news from Facebook, while Pinterest (36 percent) and Twitter (33 percent) were close to follow.

More often than not, Millennials engage more actively with news that’s already on social networks than developing their own social content. They tend to click on regularly read news that has been shared or viewed by people they know, which is ironic, since the original purpose of social media is to provide users the opportunity to connect with people to see what they’re talking about or interested in.

The fact that more Millennials are looking to social networks as a trusted source of information makes social media an extremely powerful tool.

More Millennials are getting their news

Social media is a powerhouse

In addition to being a resource for news and information, social media has also exposed Millennials to different opinions and views. This generation is constantly looking to social media for insights into purchasing decisions, political views, and social views.

Goldman Sachs Data Story on Millennials found that 34 percent of people aged 18-35 turn to their online networks when making purchasing decisions. Unsurprisingly, this generation tends to do more online shopping than in the store, and brands that have little-to-no social presence are often overlooked when making purchasing decisions. If they aren’t being talked about online or among their social network, people will move on to brands that have a presence.

In recent years, political candidates have seen the impact social media has on Millennials’ lives and they have started to use that in their favor. President Barack Obama is one of the first presidents to have an active social media presence, in which he uses Twitter to inform and connect with his supporters.

Snapchat is a social platform that has seen a fast growth among the younger audiences, 71 percent of its core user base being between 18-24. Democratic presidential candidate, Hillary Clinton, recently joined the social messaging app in a move to reach this audience, those who will potentially be voting for the first time in the 2016 elections.

Most recently, we have seen social media set the stage for social activism. Many Millennials are now looking at social networks as a way to raise awareness of philanthropic efforts and initiatives, because they can reach a larger audience, at a faster rate.

In 2014, NBC correspondent Ayman Mohyeldin was taken out of Gaza for reporting the killing of four Palestinian boys by the Israeli Defense Force. The lack of media reporting on these issues in Gaza was quickly noticed, and the hashtag #LetAymanReport was developed to alert the world of the situation. Within 24-hours, Mohyeldin was back in Gaza and continued reporting on the whole story.

Similarly, events such as the death of Michael Brown and Eric Garner have sparked movements like “Black Lives Matter” and “I Can’t Breathe” to shed light on issues of racism and police brutality in our country. Millennials have the ability to voice their concerns and opinions like no generation has before them and social networks give them the power to do so.

Also notable is the ALS Ice Bucket Challenge, which took to social media to raise awareness around amyotrophic lateral sclerosis, a progressive disease marked by degeneration of the nerve cells that control voluntary movement. The social campaign, which encouraged people to dump a bucket of ice water on themselves, raised $115 million last year. It was so successful that the ALS Association has partnered with major organizations, like Major League Baseball, to implement the challenge every August until a cure is found.

Millennials have the power to inspire, facilitate change, and illicit choices.

Millennials are a force to be reckoned with and they don’t plan on slowing down. Social networks give them a platform to connect, learn, share, and educate. Their affinity for technology and their passion to have a voice has reshaped the way they view and use social media. In a time where you can Tweet, share a status update, Instagram, Vine, or Snap thousands of people at any moment, the Millennial voice is more important and impactful than ever.

And just like that, the social updates you knew from June are tweaked, more defined and bound to change again before next month. It’s a beautiful world of social that we live in, but you’ve got to keep up with the trends. Facebook, Twitter, Snapchat and YouTube have made some big changes to their platforms in July and we’re sharing the Social Scoop here!

Facebook: ‘See first’ -Good for Users, Bad for Marketers?

What It Is

Last month, Facebook announced it was launching a new feature called ‘See First’ in which users can select who/what they want to see at the top of their News Feed. The concern for brands, is will your Page be on users’ ‘See First’ list

How It Works

  • ‘See First’ allows users to prioritize up to 30 Pages, friends, and/or groups they want to see first in their News Feed
  • Everything is set up through the user’s News Feed preferences, where they can:
    • ‘prioritize who to see first’
    • ‘unfollow people to hide their posts‘
    • ‘reconnect with people you unfollowed’
    • ‘discover new pages’

What It Means For Brands

While this new feature is great news for consumers, it’s not so great for brands. Quality of content is always key, but brands will have to revisit their social strategies and step up their game in order to avoid falling by the wayside. Getting content in front of your followers will be the challenge, but once your brand has made it into your followers ‘See First’ list, you’ll know that your content is impacting the right people. While brands cannot tell their followers to list their Pages as ‘See First,’ there is a twist here. This new update brings changes to Facebook’s algorithm, in which Facebook’s “Discover New Pages” will choose similar pages as suggestions for users based on the Pages they have liked. Brand recommendations are based on user experience now, so targeting the “Discover New Pages” section should be part of your strategy.

Facebook: The Floating Video Has Arrived

What It Is

Video, on video, on video. Facebook understands the power of the video and they’re letting everyone know. This month Facebook is testing out a new feature that allows users to detach a video from their News Feed and move it to a different location within the browser to view while scrolling through other content or to save for later. This is only available on desktop as the feature rolls out to some users.

How It Works

  • The option will be built into the video player so that when users click the icon, the video will detach from it’s original source, and allow users to drag the video to a different/preferred section of the website browser
    • Users select the small box, within the larger box on the video screen in the lower right corner to detach the video and enable it’s relocation

What It Means For Brands

Users can watch more videos at one time, as they can continue to scroll through their News Feed, and pull out the videos they want to reserve for later viewing. This feature encourages users to view longer and remain on Facebook “video” for all of their video viewing needs, so the more video content you produce and share on Facebook, the great chance you have that consumers are watching all of your content.

Facebook: Taking Another Step Forward In E-Commerce

What It Is

Facebook is building shops within Facebook Pages that allow brands to showcase their products directly on their Page. This is another part of Facebook’s push into e-commerce, which also includes money transferring through Facebook Messenger and the buy-button, introduced earlier this year to increase the online experience, from discovery to purchasing on one platform.

How It Works

Within the “Shop” section of the Facebook Pages, businesses now have the opportunity to showcase their products directly on the Page. Users can make their purchases without leaving the site.

What It Means For Brands

This new feature gives brands a secondary platform to connect with its primary audience. Users spend roughly 80% of their time on mobile apps, smartphones, tablets, or computers and Facebook has created a way for brands to utilize this by putting buying options on the Pages platforms.

Snapchat: Talk About Updates!

What It Is

Snapchat is making a LOT of moves (at once)! The days of ‘hold-to-view’ is a thing of the past, users can now “Add Nearby” friends (in bulk) to their snap contacts when in close proximity of others, and a new two-factor security authentication feature makes it harder to hack another user’s account.

How It Works

  • Viewing: Users can simply tap on a snap they want to view without holding down on the picture for the entire viewing time. Users can also tap through snaps or swipe down to close the story.
  • “Add Nearby:” Under ‘Add Friends’ there is now a tab called ‘Add Nearby,’ which allows users to add contacts (either one at a time or in bulk) who are in close proximity to that user.
  • Security: The newest security feature can be enabled from the ‘Login Verification’ menu in the app’s main settings.

What It Means For Brands

This new update makes it easier for users to view content on Snapchat. Again, content is key – advertisers don’t want to worry about their ads being skipped over because users can tap through or swipe down to exit their content without actually viewing it. The ‘Add Nearby’ is a nice opportunity for brands that are using Snapchat to connect with users who are in close proximity to their businesses, and in return, users can discover brands that are on the platform that they may not have realized have a Snapchat presence. Additionally, the new security authentication should be built into a brands social strategy and required for all community managers and admins to keep accounts safe and hack-free.

Snapchat: ‘Stories’ Has A New Look

What It Is

Snapchat has redesigned their Stories section, prioritizing content from media partners over pictures from a friends.

How It Works

  • When users open Snapchat, the updated Stories ‘tab’ features (in this order) personal stories, ‘Discover,” ‘Live,’ recent updates and all stories
  • Users will still see friend content, but they will have to scroll down to find it
  • “Discover’ content still exists on its own tab

What It Means For Brands

Now media content very hard to ignore. Snapchat is continuing to find ways to monetize its app and this is their way of boosting engagement without disrupting the activity from it’s core user base. Surfacing content in more areas of the app will help with ad revenue (more viewing opportunity) as well as boost user interest in branded content.

Twitter: Are Your Tweets Being Indexed On Google?

What It Is

In May, Google and Twitter announced their partnership, enabling tweets to show up in Google search results on mobile devices. Since then:

  • Stone Temple conducted a study that looked at several factors which may be influential in Google’s tweet selection
  • The data showed that tweets from profiles with higher follower counts were appearing more often in Google search results
  • Tweets with higher social authority based on Followerwonk’s metrics for social authority also showed up more often

What It Means For Brands

Of course it wasn’t going to be as simple as just tweeting and having your content show up on the top of Google search results! Google has made it clear that a brand’s Twitter presence and authority will provide major value to SEO. It also means that handles with a lower following and less authority may still be missing out on having their tweets indexed.

Twitter: Say Hello to Auto-Expanded Link Previews

What It Is

Twitter continues to strive for visual excellence, rolling out auto-expanded link previews (to a small amount of users) that will show content previews automatically for links provided in tweets.

How It Works

  • Expanded previews are a new Twitter card opportunity that the platform has rolled out to advertisers (Summary card with a large image)
  • Advertisers must enable the card in order for users to see the auto-expanded links

What It Means For Brands

Brands have a higher chance of engagement when posts include a large image. Tweets with auto-extended links will allow brands to tweet out richer content that’s more visually appealing to followers, but keep in mind, it’s going to cost you!

Twitter: What’s With All the White Space?

What It Is

Twitter has removed wallpapers from users’ home and notification timelines – everything is white. Users can only see background images while logged-in and on public pages (i.e., Tweet pages, list pages, and collection pages).

What It Means For Brands

By removing the ability to have user’s change their background, Twitter has taken away the uniqueness of each user. They have essentially unbranded everyone – so once again, your content is key. There is nothing else that drives people to your Twitter Page at this point, other then your content and brand interest.

YouTube: Mobile Videos Are Lookin’ Good

What It Is

YouTube is focused on ‘mobile, mobile, mobile’ and their latest update reflects just that. They have redesigned their mobile app to optimize a vertical video mode to display better content. In addition, they have streamlined their app to include tabs that focus on a user’s homepage, videos users subscribe to, and account pages.

What It Means For Brands

More than half of YouTube’s views come from mobile devices. With this new update, brands have the opportunity to engage more users with mobile friendly versions of their videos, keeping users on their channels longer from their mobile phones, and giving them the freedom to continue to explore brand channels directly from their mobile device. YouTube (and the rest of the video sharing world) has discovered that vertical videos better fit the aspect ratio of smartphones and now brands have the ability to utilize this to optimize video viewing. But just keep in mind – you’ll have to size your videos to ensure they match the new mobile sharing specs.

Special contributions to Chantelle Patel, W2O Shared Media Intern

 

 

We were wondering what the entertainment habits are for millennials vs. boomers, so we did our latest survey on this topic.  Here is what we discovered:

 Millennials really do like to exercise – One might think Millennials only relax via texting, social media, or playing video games if we play to stereotype, but Brittany has always vouched that they are not as reclined as we think. More than half of the Millennials we surveyed said they would rather spend time outside or exercising in order to relax.  The rest of Millennials, of course, were split up between going on social media, watching a movie, playing video games or doing something else that didn’t involve breaking a sweat.

The new play station is the phone – millennials used to have to wait to get home to play a game via their play station or Xbox or computer.  What an enormous drag on their time.  Now, games can be played anytime, anywhere on your phone.  It’s clear that millennials, who have grown up with phones and know all of the tricks of how a phone can really work (unlike the boomers) prefer to play mobile games.  Brittany will often play 2048 on her iPhone when waiting in line at the Smoothie Bar, for example.  Bob just gets a smoothie and is thrilled he did this vs getting a milk shake, which is what he really wants.

“Game churning” is the new normal – It’s quite difficult to ask any millennial what their favorite game is, and that is because of the variety of games/apps available today. They tire of games quicker than in the past, since you can play more frequently.  There appears to be a fatigue factor with any game that is simply reached quicker when you play today due to this frequency.  Millennials don’t think twice about deleting the app or throwing out the game and picking up another one to play.  Game churn is real.  Popular games for Millennials, at least who we heard from, include Heads up, Candy Crush, FIFA, Madden, Call of Duty, 2048, Bubble Shooter, and Tinder (if you consider that a game).

Big screens still win – 63% of Millennials surveyed said that their favorite place to watch a movie is on their TV at home and 25% would rather visit a movie theatre. Back when the Boomers were growing up, that was the consensus as well…yet there wasn’t an option to show a movie on one’s iPhone, tablet, iPad, computer, etc. It is looking like big screens will continue to win when it comes to entertainment.  Gaming on a phone, sure.  Sitting down to watch a movie for 90 minutes?  The couch and a big screen will always be more fun.

Laughing is important…for every generation – When quickly asked, “What is your favorite genre of movies?” a typical reply is “Comedy, why?  Simple. No matter who you are, everyone always wants a good laugh! Millennials are all about the humor and positivity that comedic movies give off…and that’s no different than a Boomer’s opinion.

Four habits fill up our free time – If you give a Millennial 25 free minutes, they’re probably all going to be doing the same exact three or four things: sleeping, watching Netflix, checking up on social media, or working out. When we have an extra 25 minutes, we tend to either distract ourselves, do minor tasks, or sleep…which shows Boomer Bob what he has always been saying may be true. If you are distracted constantly via text, email, or other interruptions…we don’t bounce back well and we will do things of lesser importance.  He wonders if these 25 free minutes are really us dealing with the interferences of life or are we truly finding time to replenish our soul, so to speak.

Ubiquity of content leads to binge watching of TV Series – if you can watch your favorite content on any device anywhere you are, your habits change.  For Millennials, 85% prefer to watch episodes from a TV Show Series, rather than a single movie. The ability to watch anywhere, anytime plus Netflix and Amazon’s services leads to binge watching and binge watching favors television series.

Are you really paying attention? – It is becoming more prevalent for us to watch TV or a movie, while we are checking a second screen.  We asked Millennials what exactly they are doing on their second devices while simultaneously watching the TV. Most are on Instagram or Twitter, checking up on latest posts. The rest are split between Snapchat, texting, and even shopping online. Basically, no matter what is on the big screen, something is competing against it for our attention on the small screen.  Even Bob does it now and then.

Thanks for following our series.  Our next blog will be an interview with one of the world’s top experts in understanding children and entertainment, Ms. Nancy Zweirs.

 

Best, Brittany & Bob Pearson

 

Social media changes came in left and right in June and the top dogs are making big moves! Facebook once again has updated their algorithm, ‘Lightning’ is Twitter’s latest project and Snapchat geofilters are now worth a price. Here’s what you missed in June:

Facebook: “See First” Could Change the Way People See Content

What It Is

Facebook announced a change to their algorithm (which is currently being tested) that will allow users to select people/Pages that interest them to show up at the top of the News Feed.

How It Works

  • Users can turn on the feature from a friend’s profile or a Page
  • It allows users to filter the News Feed
  • When a user selects ‘Following’, it will prompt them with ‘Unfollow’ or ‘See First’
  • Until now, users have only been able to Friend/Follow and unfollow other users/brands entirely
  • Once ‘See First’ is selected, everything the person/Page posts will show up at the top of the user’s News Feed so they don’t miss a thing

What It Means For Brands

This feature could be a huge asset for brands that have a following on Facebook. Currently, brands are in a constant battle to have their content viewed (over competitors) by users on most social media platforms. “See First” would provide the opportunity for brands to highlight their content to ensure user feeds aren’t filtering out their content and in return, it’s a great way for users to hone in on content that is important to them. This update highlights the significance of paid media advertising, because to avoid filtration of content, paid media will provide brands with that extra reach push.

Facebook: Algorithm Changes Factor Video Engagement

What It Is

Facebook made another change to their algorithm, factoring in actions taken on videos.

How It Works

  • Users can enjoy video without engaging with it, so now, Facebook is rewarding Pages that post videos in which users turn the volume up on the video or expand the video to watch in full screen and enabling high definition
  • Should a user partake in the above interactions with a video, Facebook has updated the News Feed to infer that the user liked the video and will show users similar videos to that, to push out content that the user is interested in viewing and engaging

What It Means For Brands

This change is set to happen shortly, but Facebook does not anticipate that Pages will see changes in distribution. While that is a strong factor, it is still just as significant as ever to produce content that is engaging and immediately captivating so that viewers will want to “interact” with your Page video. Also keep in mind that the content you are sharing is most similar to your competitors, so this would be a good time to see what they’re doing, and do it better!

Google: “Buy” Button is Coming to Search

What It Is

Google will soon feature a “buy” button along side their paid search ads. Their goal is to provide more than just a link to users, but a direct buying option, giving users the opportunity to take direct action from their google search ads. The “buy” button is about improving conversations on mobile, to help advertisers earn more across mobile devices with the on-the-go buying experience.

What It Means For Brands

The “buy” button will only be available on mobile searches for now and will appear alongside the paid search ads, but not organic search results. While this new feature may not be applicable to all brands, consumer and retail brands will benefit from this opportunity, driving people to their site straight from their Google search. Of course the catch is that brands will need to put paid dollars in to advertising with Google, but Google has said they have no intention to be a retailer, so consumers will still be pushed directly to your website.

Instagram: The Next Move in Ads

What It Is

Instagram announced they will be making sponsored advertising available to all business, regardless of their size. In addition, ads will feature a call to action similar to Twitter’s functionality with Twitter Cards, driving users straight to source.

How It Works

  • Each sponsored post will have a call to action button attached to it
  • It will be located on the same line as the “like” and “comment” button
  • User capabilities will include “shop now,” “install now” “sign up,” and “learn more” all directly from the post, really revamping the user experience on Instagram

What It Means For Brands

This development completely changes the way brands can target their content on Instagram. People want to see ads that mean something to them and in return, advertisers want to get their content in front of the correct audience to effectively deliver their message. These new features will allow brands to create an actionable post, converting more followers into more buyers. The platform will be working closely with Facebook in the next year to enable advertisers to reach people on Instagram based on select targeting options.

Instagram: An All New Way to Search & Explore

What It Is

Instagram has enhanced their Explore page to include trending tags (hashtags) and places, making search easier and more powerful for users.

How It Works

  • The Explore page surfaces trends as they happen in real-time by allowing users to view trending hashtags and places. There is also a curated collection of content that will be regularly updated.
  • Search now spans discovery to people, places, and tags at one time. Users will be able to search any topic and see Top and Most Recent Posts that have been updated, down to the second.

What It Means For Brands

People now have an easier way to find and see everything that’s being posted around trending topics. This is especially interesting news to brands, particularly surrounding campaigns or branded hashtags, to ensure that your content is populating among trending conversation. Additionally, if your brand does not currently have a customized hashtag, you can explore the conversation and develop a post to become a part of that topic. The same goes for places – if your company has an office for example in Los Angeles and there is a big event going on in that area, be sure to take advantage of posting an image from that location (with a trending hashtag!) to participate in real-time discussion. Instagram also mentioned that there will not be ads alongside images in the trending feeds and sponsored ads are not available for trends.

LinkedIn Elevate: A New Way for Employees to Share Content

What It Is

LinkedIn introduced LinkedIn Elevate to brands. This new feature helps companies encourage their employees to be brand advocates by giving them the tools they need to create and share content. It has three basic functionalities: content curation, easy social sharing, and measuring impact. This feature is only available to select companies at this time.

How It Works

  • Content Curation: The app recommends stories from Pulse and Newsle based on an algorithm designed to show employees relevant stories that reflect their presence on LinkedIn
  • Easy Social Sharing: Makes it easier to share on LinkedIn and Twitter
  • Measure Impact: Allows the employee and companies to review statistical information about their content sharing, so that employees can see the impact they’re social sharing is having on the overall engagement of the Company Page

What It Means For Brands

According to LinkedIn, when any employee shares content on LinkedIn, the company they work for receives six job views, three Company Page views, and one Company Page follower. Employees drive tremendous value to a Company Page and are responsible for about 20% of the overall engagement. LinkedIn Elevate gives employees the knowledge to be thought leaders and share information about what they do and who they work for, which in return, helps companies better hire, marketing and sell.

Twitter: Video Autoplay Has Landed

What It Is

Twitter is making some big changes, including the elimination of click to play! Native videos, GIFs and Vines are now playing  automatically on Twitter as users scroll through their timelines.

How It Works

  • Native videos, GIFs, and Vines uploaded and Tweeted will play automatically when scrolling through timelines
  • When the video is clicked on, it will resize to a larger view and continue playing with sound from where it left off
  • This feature is currently available on web and iOS, with Android following

What It Means For Brands

Brands will now be able to capture the attention of current and new followers with powerful and engaging videos. Twitter has acknowledge that Promoted Videos would continue to deliver high impact, engagement and meaningful views for partners (no worries – your dollars won’t go to waste), so paid advertising is still as important as ever when developing social strategies. Additionally, since videos are playing on a repeated, automatic notion, brands will want to ensure that video content is unique and compelling so that users remain captivated and don’t continue to scroll through, with the first few seconds being super engaging and eye catching.

Twitter: “Project Lightning” is Going to Change the Way We Look at Tweets

What It Is

“Project Lightning” is a major new feature that will bring event-based curated content to the platform so that users can follow live events in one spot. Rather then getting lost in the Twitter timeline, the content will be handpicked high interest tweets that will live on its own tab.

How It Works

  • Users will be able to select the tab that will direct them to a live events screen (current events, breaking news, cultural events and experiences)
  • When a user opens an event, they are taken to a selection of tweets that have been hand selected by Twitter editors
  • Twitter will have guidelines for what constitutes “Project Lightning” material and will aim to feature only 7-10 top events a day
  • Users will also be able to follow an event directly, which will curate tweets in their timeline

The Best Part!

Users can access ‘Lightning’ events on and off Twitter. Tweets will be viewable on Twitter.com, on the mobile web, in the Twitter app, and as embeds on other webpages.

What It Means For Brands

It is crucial that brands share strong, unique content to drive engagement, which means the need for rich, creative images and videos is important in every tweet. With this new update, brands will also want to revisit their current social strategies, as the urgency for agile and timely approvals on content will be imperative to real time event progression. In addition, paid media will largely contribute to content exposure in real time. Promoted Tweets give your brand exposure and magnify your content reach, which with Project Lightning, will translate into users both on and off of Twitter.

Twitter: Ads Targeted at What Apps You Download

What It Is

Twitter shared a new tool, only available to advertisers, called “installed app category targeting,” which allows advertisers to target their ads to users who have installed similar apps.

How It Works

  • Twitter has added a “search or browse for installed app categories” section for targeting on the back-end. Marketers can go in and manually search apps or pick from a list of App Store or Google Play categories.
  • Twitter provides an analytics dashboard that gives insights into how users are responding to those ads

What It Means For Brands

Brands will now have a new way to target potential users similar to “who to follow” suggestions. This tool allows marketers who are interested in driving installs of their app to target users that are using apps similar to theirs in order to reach the maximum potential demographic. Knowing exactly who your audience is becomes a huge advantage to app makers. Additionally, Twitter is providing an accompanying metrics dashboard that provides insight into how users are responding to the ads.

SnapChat: Could Geofilters Be a New Source of Revenue?

What It Is

Snapchat’s geofilters are fun, colorful ways for users to let people know where they are, and now Snapchat is hoping to turn these location-centric digital stickers into revenue. Businesses can make their own geofilters – for a price, of course

How It Works

  • Half of Snapchat’s several thousand geofilters are user generated, but the social platform is now prompting brands to partake in ‘paid-for’ stickers that are distinguished with a small ‘sponsored’ imprint
  • Brands and Snapchat will collaborate on the design
  • Geofilters can be applied to an image or video when the user has turned on their location services

What It Means For Brands

This move to use geofilters is a clever way to disguise advertising as a fun and whimsical add-on for users. It opens a huge door for brands to get their fans to show support without making them feel like they are promoting something. Right now, Snapchat charges $20 per 1,000 views of a video ads –  but have yet to reveal the cost and duration of a sponsored geofilter. This is a great opportunity for brand exposure, especially for those that target teens and millennials, who’s audiences then save their Snapchat images to their camera roll and share across multiple social channels for their followers to see.

A special thanks to summer intern, Chantelle Patel, for her contribution this month!

For more: The Social Scoop – June 2015

 

 

 

Snapchat has increasingly become a topic of discussion among brands in terms of driving business value and ROI. It has evolved since our initial evaluation of it in 2014, citing it’s lack of data tracking and its ephemeral nature, but it still has some gaps to fill. Our team has some strategic ideas around optimizing the platform currently and some that could hopefully come to life in the near future. You can view the complete list of insights here and below:

 

#1 If Snapchat can provide full transparency on users of their service, advertising can be done in an appropriate and highly focused manner. The data can be anonymized to respect privacy, while still achieving targeting goals. This data must be accessible to the brands advertising. It cannot be held only by Snapchat, since it is critical for planning.

  • IDEA — Open up a limited API, ala Facebook’s 30 days of data – brands must be able to access anonymized data to plan. Facebook has shown the way on how to do this and still preserve the integrity of the data.

#2 – Work with brands to develop relationships with Snapchat Stars – we all know the power of influencers. The stories feature of Snapchat is where influencers are emerging that have major impact for a brand. These stars are similar to what is occurring on YouTube, Vine, Instagram and other channels. For example, if BRAND X focused on beauty brands and emerging influencers for make-up tips, how- to’s for skin care and other related topics, this increases authenticity, supports the drivers of Snapchat traffic and helps your brand understand who has influence in Snapchat vs. other channels.

  • IDEA– Enable a brand to work directly with influencers in a category – this leads to more targeted earned and paid media; it helps the influencers gain additional influence; and it adds much needed authenticity for any advertiser. It is widely believed that advertising alone will not be accepted by the Snapchat audience, so new models of partnership are key to success.

#3 – Create a “Snap to Buy” feature – we need ROI. If Snapchat creates a “snap to buy” feature where users can purchase products or download important buying information for later use, we can better track funnel activity. This can work for a brand by partnering with emerging stars, “map” them discussing a topic, provide the option to buy direct (within the chat), and deliver directly or to a local outlet. For consumables, this scenario could generate simple couponing or co-marking opportunities.

#4 – Develop new content partnerships between talent, media networks and brands – a traditional ad won’t work in Snapchat. However, new models can open up opportunities. In other words, brands will sponsor other brands. Snapchat’s new media service called Discover, which will host branded propertieis for Yahoo, People, Cosmopolitan, the Food Network, Daily Mail, Vice, CNN and others.

  • IDEA – an example can be given for a TV show and a BRAND X brand. BRAND X works with the talent on a TV show. The talent on this show then Snapchats on a key topic that also includes the BRAND X brand. This would be a powerful way to integrate great content, keep the topic aligned with Snapchat user’s interests and work in a brand appropriately.

#5 – Innovate in geo-location – Snapchat is already innovating with picture filters automatically uploaded from your location.  Since interaction with geo-location based content is already accepted by Snapchat users, we think of new ways to build value.

  • IDEA 1– this is purely a matter of creativity.  We could create a contest based on geo-location use of certain backgrounds.  Once a certain level of use is reached, prizes are made available.  New filters that are highly topical could be provided by BRAND X brands, e.g. Olympics and any sports-related shots for certain sports, however the backgrounds feature the local athletes for that user to make it more personal. Or BRAND X sponsors Movember with idea that men are all shaving in the near future.  And on and on.
  • IDEA 2 – align Snapchat content from brands down to the store level.  If the retail networks of a country are aligned to geo-location, BRAND X can offer unique content and coupons/offers at the zip code level and you can snap to buy and it goes right to your closest store.

#6—Improve how “Stories” is handled within Snapchat – the “Stories” experience does not appear integrated with how users typically use the app, which is to interact with friends.

    • Stories are essentially paid content from brands in the Snapchat app
    • Most of the time, people use Snapchat to interact with friends
    • Stories do not appear “inline” when you interact with friends, but rather only if you go to Explore —> Discover in the app, which is a couple clicks off the beaten path
    • This is like moving paid content on cnn.com off the front page and into a section called “Paid Content”
    • If brands are having success, that’s what matters — but it’s an odd way to integrate paid

#7 – Partner with users to create a “brand studio” – populate the studio within Snapchat with brand content (images, video, quotes and other content) that can be used by anyone.  And encourage users to add their own ideas, make requests and participate in making each brand studio as cool as it can be.

  • IDEA – co-create content with communities directly.

Innovative ways brands are using Snapchat:

I look forward to hearing your thoughts.

All the best,

Bob Pearson

Facebook is like family to today’s millennials.  It is relevant in our lives, it’s sometimes annoying, it doesn’t always do what we want, but we know it will be with us for the long haul and we want it to be there.  For those of us who are parents, it sure sounds like us.

Millennials will always try what is new/hot and they know that Facebook will still be there at the end of the day ready to be of help.  Here is what our latest Millennial discussions led us to realize.

#1 – We shape our behaviors in middle school and high school – the majority of millennials make the choice to get on Facebook in middle school or high school.  When we think about it, we make a lot of choices that stick with us forever at this point in time.  Our favorite music, the languages we speak, our set of friends, how we consume content, what we eat and much more.  Social channels are part of this mix.  In this case, Facebook is “who we are”.  It’s grown up with us, so even if we criticize it now and then (like our parents), it’s going to be hard to let go of it.

#2 – We use Facebook to track friends, families and groups – millennials use the channel to track what their important groups are doing.  This means that Facebook is more a place to see a group notification or check out your family members who are not on SnapChat or to see if anything is interesting in your friend group (personal news feed).  This only takes 1-3 hours a day tops, so usage is less.  What’s important is that it is the only place where all of our people are available to track.

#3 – Millennials text or Snapchat more than FB Messenger – it’s more difficult to use Messenger since you need to go all the way onto an app, rather than just use your phone…and then you have to go all the way to Messenger, rather than just text…..and then you can’t turn off the read receipts on Messenger.  That’s the equivalent of boomers having to get into the family station wagon and drive to their friend’s house to see if they are home, rather than just using the phone to call them.  It may not seem like a burden to boomers to use Messenger vs. text or Snapchat, but to millennials, this is an unnecessary mountain to climb.  So they don’t.

#4 – Facebook is less relevant in the “now”, more relevant as “historian” – let’s say you go to a concert tonight.  A boomer will share a photo and a post.  A millennial will share updates from Snapchat during the concert and later in the evening after the show is over, they’ll place a collection of photos on Facebook.  Boomers see Facebook as relevant now.  Millennials see Facebook as their historian.

#5 – Controlled and/or private networks are the trend – you can control who gets your texts.  You have significant control on who receives your Snapchats.  On Facebook, the trend appears to be moving towards more privacy their as well.  The millennial perspective appears to be “if my other channels are essentially private or focused on who I know, why can’t Facebook be the same”?  So a major shift is occurring towards private and controlled networks.  Habits formed in new channels shape our overall habits.  Overall, this is good to prevent “creepin”, but bad for advertisers who prefer data being more public.

#6 – Friends define who friends are more than the individual – back in the “old days”, boomers had this antiquated idea that they would be friends with people they really knew, but not much more than that.  In today’s Facebook world, many millennials have between 500-2000 friends.  This happens because “who you are friends with” becomes the open door to becoming a friend.  This reliance on “mutual friends” as a qualifier is leading to much larger friend groups.  Mutual friends can be classmates, teams, companies and other groups.  The good news, from the boomer’s perspective, is that millennials do seem to want to know their friends…..they don’t just let anyone in and they rarely meet someone for the first time via Facebook.

#7 – Decorum sets in after high school – yes, Facebook trash talking occurs in middle school and then starts slowing down in high school.  That makes sense.

#8 – Millennials want Facebook to succeed – Millennials want Facebook to enable products to be bought directly similar to Amazon.com; they want to live stream movies from their account like Netflix; they want to “do it all” in one place, e.g. Snapchat, videos, messaging and more; they want to find a job within Facebook ala LinkedIn; and they want to be able to create media to tell their own story from within Facebook, like we can via PC software.  Basically, the message to Facebook is “bring it on”.

All the best, Brittany Pearson (millennial) and Bob Pearson (boomer)