CONNECTIONS October 2016 issue 17 The Presidency
CONNECTIONS Issue # 17 4 social media trends you need to know going into 2016 Hey everyone – Molly here to talk about social media marketing trends you should know when planning your upcoming strategies. First – Social media searches are becoming more powerful. Pinterest announced a visual search feature, where users can actually click within an image to open a new search. For example, if you’re looking at a picture of a living room and want to see more lamps like the one featured in the picture, you can click the lamp, and you’ll be directed to search results for products like that one. The next big trend: Live social broadcasts are a thing – and it’s not just for the Red Bulls and Coca Colas of the world. People know the difference between ‘reality TV’ and ‘reality’ and they’re more likely to trust a brand that can showexactly what’s happening as it’s happening. With programs like Periscope and Facebook’s new Facebook Live Broadcasts, this is a strategy to explore for 2016. Even if you’re not ready to explore live broadcasts, videos are still critical to your 11 social strategy. We’ve said this hundreds of times – but it’s worth repeating that video isn’t a can’t miss-trend for social marketing. Consider that: Videos average 62% more engagement than photos Video shares increased 43% at the start of this year Facebook just announced it sees an average of eight billion views a day from 500 million people. If you’re not producing short, compelling videos for social, what are you waiting for? Finally – Inbound messages for social customer service are going up. Sprout Social reports that across industries, brands have received 32% more inbound messages this year than last. The problem is that brands still haven’t figured out a game plan for answering – as 82% of messages that brands receive go without response. Have room and resource for some 1:1 engagement in your social plan to stay ahead. Remember: Keep social, social. People want to see, watch and hear from real life people. And that’s the whole point of social media to begin with, isn’t it? Check back every Monday for your weekly Content and Coffee – and don’t forget to sign up for our newsletter below, to get the latest from Brafton in your inbox. Molly Buccini is Brafton's community manager. She joined the team with a background in digital
CONNECTIONS Issue # 17 journalism and social media. She's a theatre nerd, pop culture junkie and lover of summertime. Best of Baja California Max Kim-Bee From the resort-filled playground of Los Cabos to the vast, deserted East Cape, Mexico's Baja California is a study in contrasts—which is part of the allure of this sundrenched peninsula. Here, an essential guide to the region. In 1940, John Steinbeck ventured on a marine collecting expedition to Baja California, a peninsula off Mexico's west coast; he found more signs of life in the tidal pools than on land. His Log from the Sea of Cortez speaks of an ocean's edge inhabited by crabs, prickly urchins, and white periwinkles. Borrowing a fisherman's term, Steinbeck called this patch of the Pacific "tuna water—life water." He wasn't kidding. A congress of gulls and dolphins—and men—negotiate over schools of tuna. The first time I watched the ocean turn a deep purple off the Gorda Banks, I was hooked too. These days, locals still refer to Baja as La Frontera, the frontier, because it still remains largely undeveloped, except for the desert peninsula's tip, where Los Cabos (the Capes) is booming. New hotels and restaurants are crowding the shoreline, nonstop flights were recently inaugurated from the East Coast, and half of Hollywood is sneaking down here on breaks. But for me, Los Cabos is about homegrown banda (Latin polka) concerts, impromptu horse races, or kicking back with a chilly Pacifico beer and a succulent shrimp taco. And there's always a fish nibbling at the end of your trolling jig. That's tuna water for you. LAY OF THE LAND Baja California is bordered by the Pacific and the Sea of Cortés, which was praisedby Jacques Cousteau for its coral reef. It's divided into two states, Baja Sur and Baja Norte, and traversed by the Transpeninsular Highway (High-way 1), which winds a thousand miles south from Tijuana. The road rumbles with tractor trailers and battered pickups; at night, unlit stretches can turn hazardous when free-ranging longhorns snooze on the asphalt. Baja Sur The arid home to Los Cabos balances cattle ranching with tourism on a coastline dotted with deserted beaches and sheltered bays. Inland, the 12
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<strong>CONNECTIONS</strong> Issue # <strong>17</strong><br />
4 social<br />
media<br />
trends you<br />
need to<br />
know going<br />
into <strong>2016</strong><br />
Hey everyone – Molly here to talk about<br />
social media marketing trends you should<br />
know when planning your upcoming<br />
strategies.<br />
First – Social media searches are becoming<br />
more powerful. Pinterest announced a<br />
visual search feature, where users can<br />
actually click within an image to open a new<br />
search. For example, if you’re looking at a<br />
picture of a living room and want to see<br />
more lamps like the one featured in the<br />
picture, you can click the lamp, and you’ll<br />
be directed to search results for products<br />
like that one.<br />
<strong>The</strong> next big trend: Live social broadcasts<br />
are a thing – and it’s not just for the Red<br />
Bulls and Coca Colas of the world. People<br />
know the difference between ‘reality TV’<br />
and ‘reality’ and they’re more likely to trust<br />
a brand that can showexactly what’s<br />
happening as it’s happening. With<br />
programs like Periscope and Facebook’s<br />
new Facebook Live Broadcasts, this is a<br />
strategy to explore for <strong>2016</strong>.<br />
Even if you’re not ready to explore live<br />
broadcasts, videos are still critical to your<br />
<br />
<br />
<br />
11<br />
social strategy. We’ve said this hundreds of<br />
times – but it’s worth repeating that video<br />
isn’t a can’t miss-trend for social marketing.<br />
Consider that:<br />
Videos average 62% more engagement than<br />
photos<br />
Video shares increased 43% at the start of this<br />
year<br />
Facebook just announced it sees an average of<br />
eight billion views a day from 500 million<br />
people.<br />
If you’re not producing short,<br />
compelling videos for social, what are<br />
you waiting for?<br />
Finally – Inbound messages for social<br />
customer service are going up. Sprout<br />
Social reports that across industries, brands<br />
have received 32% more inbound<br />
messages this year than last. <strong>The</strong> problem<br />
is that brands still haven’t figured out a<br />
game plan for answering – as 82% of<br />
messages that brands receive go without<br />
response. Have room and resource for<br />
some 1:1 engagement in your social plan to<br />
stay ahead.<br />
Remember: Keep social, social. People<br />
want to see, watch and hear from real life<br />
people. And that’s the whole point of social<br />
media to begin with, isn’t it?<br />
Check back every Monday for your<br />
weekly Content and Coffee – and don’t<br />
forget to sign up for our newsletter below, to<br />
get the latest from Brafton in your inbox.<br />
Molly Buccini is Brafton's community manager. She<br />
joined the team with a background in digital
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