9 social media predictions for 2017

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We’re only 10 days into the New Year and already we’re seeing the launch of virtual reality shoes at CES and rumours of a Tweet edit button coming to Twitter. With new trends, filters and apps launching daily, Jacqueline Buckland, social media account director at Eulogy, looks into the year ahead and makes nine predictions for the biggest social trends of 2017. 

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Jacqueline Buckland

The rise of Centennials

Centennials, also nicknamed ‘Generation Z’, are people born after the year 2000, fluent in emoji, very visually led and are the first generation to grow up with the internet and social media in their daily lives.

As they begin to celebrate their 17th birthdays, get weekend jobs and driving lessons, they become incredibly appealing to brands and advertisers.

To capitalise on this, 2017 will see a rise in fashion, make-up and gaming brands on platforms such as Snapchat to capture their attention and lure in a new customer wave.

Pay up or shut up

With social algorithms changing more and more (especially on Facebook), branded content and even that of friends and family is being seen less and less.

Facebook will become a paid only channel for brands in the coming years and other platforms will begin to follow suit. 2017 will see a drop in organic reach for Instagram and more so on Twitter as we move further away from chronological order.

Virtual reality / augmented reality

Snapchat Lenses have revolutionised the world. With their simplified augmented reality (AR) experience in the form of filters, masks and stickers, they are becoming a daily love for many.

2017 will see much more of this and across more and more social channels. Virtual reality (VR) will majorly take off too, especially with the launch of Playstation VR headsets and a number of games to play on them set for release this year.

Mobile only content

We know that mobile first should be at the top of every brand’s agenda and that approximately 90% of social content is viewed on a smartphone or tablet. But, this year we’ll see a rise in mobile only and dark content.

Facebook Canvas is a great example of this – lots of information and visual assets all housed in one interactive place. It’s likely we’ll see a steep rise in handset targeting and ’24 hour’ disappearing content too.

Big take off of live video

Even in its infancy, live video is becoming huge, especially in the gaming world. With three of the biggest social platforms currently offering live video functionality (Facebook, Instagram and Snapchat), we’re going to see an even bigger uplift in people using it.

This will be from a personal point-of-view following the huge saga of ‘Chewbacca Mom’ and also from a brand perspective as more polished streaming options become available.

Chatbots

With many households welcoming Alexa over Christmas, it appears chatbots are going to be big business. Checking the weather, turning the lights off, playing your favourite album are all easy speech requests in the home and replying to text messages and setting an alarm are easy to do on your phone.

This year, there will be an amalgamation of the two. You’ll be able to dictate your Facebook status and select the most recent photo in your camera roll and upload to Instagram with chosen hash tags verbally.

WhatsApp friend ads

SMS, iMessage, Messenger, WhatsApp – we love to text! With brands heavily speaking to customers on social channels, TV, radio etc, it’s only a matter of time before they up their game on text. Although many brands already send out text messages to customers, it will be WhatsApp next with the introduction of ‘brand friend’ contacts to update you on new product lines, sales and offers.

Social sales v e-commerce

Instagram launched in-app shopping, Twitter has a ‘buy button’, Facebook has shop functionality and we spend a lot of our days on social platforms. It’s only a matter of time before websites and social networks merge and this year will see a lot of it. Why make people come out of the platform they choose to browse in and go to a website when they can pay right where they are?

Camera and phone camera merge/ add on

Phone cameras are seeing incredible advances, especially Apple’s depth of field option on the iPhone 7+ but, there are still many functions that it cannot compete with compared to a digital camera.

We will see the introduction of more phone accessories to enhance camera capability. Olloclip is probably leading this at the moment with wide-angle and fish eye lens options but, Nikon or Canon is bound to introduce something that blows us out of the water.

  • Jacqueline Buckland is social media account director at Eulogy.

Markettiers Manchester hires new general manager

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Broadcast consultancy Markettiers has appointed Josh Wheeler as general manager of its Manchester division.

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Josh Wheeler

Wheeler, who has been with Markettiers for three years, will take the lead on day-to-day client activity and team development, as well as the growth of the division.

Howard Kosky, CEO of the markettiers4dc group, said: “After a successful first five years in Manchester, we are delighted Josh shares the same ambitions for the future which will see our Manchester office thrive. Josh’s appointment reaffirms our commitment to Manchester for the long term and its key role within the Group.”

Wheeler added: “I am delighted to be taking on such an exciting role in Manchester as we continue to grow the business here. Our development over the year will bolster a strong and talented team to continue offering clients stellar campaigns through traditional broadcast media as well as digital services, including live streaming to mobile.

Markettiers, which also has offices in London and Dubai, will continue to grow the headcount of its Manchester base in the coming months, taking new office space in the city centre.

Markettiers Manchester has worked with clients such as Co-op Bank and Refuge, in a campaign which highlighted the issue of financial abuse within relationships.

 

Independent investment consultant Redington appoints MRM

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Independent investment consultant Redington has appointed financial services PR consultancy MRM to support its growth plans.

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Dave McGovern

MRM will work closely with head of marketing, Dave McGovern, and Redington’s senior management and marketing team to support its plans through a media campaign. Members of MRM’s social and digital and public affairs teams will also provide tactical input and guidance.

Andrew Appleyard, director and co-founder at MRM, said: “Redington is a hugely dynamic and exciting business at the vanguard of innovation within the UK pensions space.

“We are looking forward to working closely with Mitesh and the team to devise and implement an integrated communications programme that will help the company achieve its objectives and continue to evolve and adapt to meet clients’ long-term needs.”

McGovern added: “We have set ourselves a hugely ambitious target of making 100m people financially secure. Throughout the selection process MRM showed us they really bought into our vision, showing clear passion and determination to help us engage with a much wider audience.

“They also demonstrated how their integrated approach can add value beyond a traditional outsourced press office, making them the perfect partner for us. We are excited to work with the team and wider business as we continue to grow our presence in the UK and internationally.”

Yellow Jersey PR appoints account director

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Corporate and financial consultancy Yellow Jersey PR has hired Georgina Whittle as an account director in its corporate team.

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Georgina Whittle

Whittle who will report to head of corporate Adam Wurf, joins from MHP, part of Engine Group. She has previously worked for The Daily Telegraph, RMG & Co and Giorgio Armani.

Wurf said: “We are delighted to welcome Georgina to the team at a time when we have carved out three distinct disciplines of financial, corporate and branding – we know she will bring a level head to the table as the agency wins larger remits with blue chip organisations.”

Yellow Jersey PR recently moved its London office to a new location on the Southbank.

KPMG hires Paul Middleton as corporate comms senior manager

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Professional services firm KPMG has appointed Ketchum’s Paul Middleton as corporate communications senior manager, with special responsibility for the firm’s Brexit comms.

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Paul Middleton

The newly-created post forms part of the firm’s wider Brexit team, offering guidance to clients and staff. Middleton takes over from Margot Cowhig, who moves to KPMG’s public affairs department, and Richard Warwick, who returns to corporate internal communications.

Middleton will report to Sorelle Cooper, UK head of communications at KPMG, and will work with Karen Briggs, head of Brexit, as part of the firm’s executive committee leadership team. Middleton will help KPMG to deliver its Brexit response, and will be based in Canary Wharf.

Prior to joining KPMG, Middleton held a media relations strategy and issues management role at global PR agency, Ketchum. He has worked in PR for more than 15 years, leading communications initiatives for both private and public sector organisations. Before Ketchum, Paul worked at Westminster City Council under Alex Aiken, who is now the executive director for government communication.

Sorrelle Cooper, UK head of communications at KPMG, said: “Brexit is a major issue for KPMG and its clients. Some 20% of our staff are international workers and our ability to offer them the chance to move around Europe with their work is one of our greatest strengths.

“In addition, our clients across every sector – from retail, to automotive, to banking and finance – are seeking to understand their likely exposure and how to optimise their response. Paul joins our team via an external recruitment process where we met candidates from a variety of different backgrounds. He was selected because of his track-record of creative campaigns with proven results.”

Paul Middleton, corporate communications senior manager (Brexit) at KPMG, added: “The UK’s withdrawal from the European Union presents both substantial risks and extraordinary business opportunities. 2017 will be a defining year for Brexit so I’m delighted to be joining the advisory firm with the largest and most well established network of experts specialising in this area. I’m looking forward to helping KPMG and its clients make the most of the changes ahead.”

At the same time, Mark Walters, former director of comms for the global chairman of KPMG, is leaving the firm as he accepts a global comms role at Dentons.

Brian Bannister, head of global communications, said: “In the four years he has been with KPMG – initially based in Hong Kong and for the past two years in New York – Mark has made an enormous contribution to building a market leading profile for our global chairman. He has also played a leading role in the wider global communications team, leading a number of international projects.

“We’re sorry to lose Mark as a colleague, but wish him every success in the next stage of his career.”

Hume Brophy hires Metro Bank PR director to lead corporate affairs team

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Hume Brophy has appointed former director of communications at Metro Bank Pete Murray to lead on corporate affairs.

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Pete Murray

Murray supported Metro Bank during its £400m capital raise, and successful listing on the London Stock Exchange last year (2016).

Prior to joining Metro Bank in 2015, Murray worked for global design consultancy Ove Arup, where he spent nine years working in the UK and East Asia as head of government affairs.

Robert Condon, MD of public and corporate affairs at Hume Brophy UK, said: “For ten years, Pete worked around the world protecting corporate reputations, before returning to build one of Britain’s best brands.

“Together with Chris Martin, our director of public affairs, and our senior advisor Esther McVey, Pete is another heavy-weight appointment, and strengthens our ability to offer clients seamless corporate and public affairs support.”

Murray said: “After the excitement of taking a start-up through an IPO, I wanted to work for another fast-growing, challenger brand. That’s why I’m delighted to join Hume Brophy. I’ve been recommending them for years as “the best agency you’ve probably never heard of” – more dynamic and more creative than the old, established players – and a lot more willing to pull out all the stops to deliver for their clients.”

Remarkable hires north region director

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Communications and public affairs consultancy Remarkable Group has hired Kevin Whitmore as north region director. He will oversee the group’s work across the north of England and sits on the operational board of directors.

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Kevin Whitmore

Whitmore joins Remarkable from Lexington Communications, where he was a director. He brings nearly a decade of public affairs experience to the role, and has advised clients across the housebuilding, retail, commercial property and energy sectors.

Whitmore said: “I’m delighted to be joining the UK’s largest public consultation and stakeholder communications agency. 2017 will be an exciting year for Remarkable Group following the agreement to acquire HardHat and the expansion of our Northern team.

“Remarkable Group’s fresh approach to public affairs and ability to use new technologies to unlock local support for our clients, enables us to de-risk the planning process and add real value to development projects large and small.”

Remarkable’s northern team services a range of clients across the north west, north east and Yorkshire, including Aldi, McCarthy & Stone, Transport for the North and Peel Group.

Blacks Solicitors hires Brass

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Blacks Solicitors LLP has chosen Headingley-based marketing agency Brass to manage its PR in 2017.

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Left to right: Chris Allen, Lucy Baird, Beverley Reinemann and Asad Ali

Brass will help to differentiate Blacks Solicitors in a crowded market by positioning it as the best law firm in Yorkshire.

According to Brass, the Leeds-based law firm was impressed with the team’s creativity, passion, and pro-active approach, as well as its focus on delivering measurable results.

Chris Allen, managing partner at Blacks, said: “It’s great to have Brass on board. We were impressed with their innovative and forward-thinking ideas. Their support will be instrumental in increasing our brand profile.”

Lucy Baird, PR account director at Brass, added: “It’s been a fantastic year for the Brass PR team and we’re delighted to be working with a law firm who isn’t scared of trying new things.

“We’re lucky to have a really talented and driven team who are full of great ideas, and we’re really looking forward to implementing some of these for Blacks in the coming months.”

Blacks Solicitors is a 19 partner firm which specialises in corporate, commercial, sport, property and private client matters.

Pesto Restaurants hires Rule 5

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Rule 5 has been appointed by independent Italian restaurant group Pesto Restaurants to handle its PR and marketing comms strategy.

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Pesto Restaurants



The retained brief, which includes social media, CRM, events and comms activity, will see Rule 5 provide support for all eight restaurants, located in the North West and Midlands.

It will also be responsible for the marketing of all future developments, including Pesto at Davenport Arms, the business’ latest £600,000 development due to launch in Marton, East Cheshire, next month.

Work is already underway with the agency working with the team to raise the profile of Pesto Restaurants, developing group and regional specific programmes.

Sara Edwards, co-owner of Pesto Restaurants, said: “This is the first time we have looked to employ an agency and it was important for us to find a partner that fully understood our business as well as the sector.

“Rule 5 has a very good reputation in the industry. Its professionalism and knowledge of the sector was evident from the off and we’re confident they will contribute significantly to the future success of Pesto Restaurants. We are excited to start the new year with a new opening and a new partnership.”

Rule 5’s founding director Julie Wilson added: “Pesto Restaurants is an incredibly interesting business. The scope of work and openness of the founders to explore new strategic approaches as they look to the next phase of expansion makes this a particularly exciting brief; it’s great to be on board.”

Refresh PR launches Skinny Lager

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SkinnyBrands has appointed Refresh PR and social media agency Shoot the Moon to launch its new range of low calorie alcohol drinks, including Skinny Lager.

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Skinny Lager

Skinny Lager, which is SkinnyBrands’ first product,  is a “full strength” lager that contains 89 calories per 330ml and it launches into Morrisons this month.

SkinnyBrands will continue to create a portfolio of lower calorie alternative products throughout the rest of the year, including ready-to-drink cocktails, Skinny Wines – including Sauvignon, Merlot and Frizzante – as well as ciders, speciality beers and spirits.

Refresh PR has initially been briefed to launch the new Skinny Lager brand to consumers through targeted media relations throughout the key January period, with further creative campaigns to support its growing portfolio following in 2017.

Shoot the Moon will be responsible for creating a social media strategy that will align with how SkinnyBrands’ consumers behave and the spaces they congregate online.

To initially launch Skinny Lager it will build online brand presence, develop a brand voice on Twitter, Facebook and Instagram.

Both agencies won the brief following a three-way pitch.

Tom Bell, SkinnyBrands’ creator and co-founder, said: “More people than ever are choosing to adopt a healthy lifestyle, from exercising to watching what they eat, but before SkinnyBrands there wasn’t a full-strength alcohol that fitted into this way of life, making our offer really compelling.

“During the pitch process, we were impressed by Refresh PR and Shoot the Moon’s combination of individual expertise and a joined-up approach to marketing.”