Post on 15-Apr-2017
Looking Into Social Media’s Crystal Ball
#CrystalBallWebinar @tracx
Sep 27 2016
Where We’re Headed & How To Prepare
Agenda
Social's Frenetic Pace Live Survey Top 5 Trends What's Next? Q&A
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Meet Our Presenters
Eric Berkowitz, SVP of Services @TracxServices
Reinhardt Schuhmann,Product Manager @TheRealReinhart
Jenifer Kern,CMO
@Jenifer_Kern
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Social’s Frenetic Pace#CrystalBallWebinar
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2015 Twitter Moments; Periscope FB Memories 360 video ads on FB & YouTube
February 2016 Facebook Reactions
April 2016 Facebook Live
May 2016 Twitter eliminates character limit
June 2016 Buyable Pins on Pinterest
August 2016 Instagram stories launch; post zooming
Fall 2016 Snapchat will be releasing their “Spectacles”
Live Survey
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1. Responding In A Timely Manner 2. Analyzing And Drawing Insights From Social Data 3. Adapting To New & Changing Platforms 4. Finding The Right Resources / Team 5. All Of The Above
What Aspect Of Social Is Most Challenging For Your Organization?
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Survey Results
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The Top 5 Crystal Ball Trends 5
CRYSTALBALL TRENDS
TOP
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1. Real-Time To Live
2. Visual Intelligence
3. User Generated Content
4. Hyper-Local Data
5. Millennials Wreak Havoc
5CRYSTAL
BALL TRENDS
TOP
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• Live technologies will become mainstream source for news and communications
• Less time to plan, craft messages —more nimble brands win
• SMM platforms will need to reduce latencies
#1 Live Overtakes Real-Time
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Action Item: How to Prepare for Live
Update business models to react faster, minimize risk, capitalize on opportunities
Create guidelines for engaging with “live posts” based on brand ethos
Consider social intelligence solutions: auto alerts on posts and live content
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•Proud: Chewbacca video on FB Live had 100 million views in one day & sold out online
•Sorry: Amtrak responding 7 months After Woman Tweets Stuck in Elevator
Prouds & Sorrys
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• Consumers have spoken: non-textual media rules (expression via imagery, video, emojis)
• 85% of images posted don’t reference brand
• Only 2% of social media posters follow brands they reference
• Visual intelligence and analytics imperative “in the wild”
#2 More Visuals, Please!
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Use visual analytics to capture the full conversation around your brand
Engage consumers with easily sharable imagery / video
Consider use cases across marketing, sales, customer support, PR, research, product
Action Item: How to Prepare for Visual Revolution
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The Image Revolution
• Every day 1.8B images are shared on social
• Studies show that the human brain retains only 20% of text, but 80% of visuals
• A Twitter study found images in posts results in 35% increase in retweets
• Brands, marketers and community managers need a way to target, analyze, and act upon these images
The Image Revolution
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Image Analytics
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• Leverages a proprietary photo search engine built by MIT-trained vision scientists
• Scours public platforms to process millions of photos daily plus OnDemand API for other data sets
• Finds tiny, obscured and upside-down logos in cluttered environments
Ditto Labs Partnership
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Proud & Sorry — Opportunities Await
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PR Use Cases
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• Selling is out, loving products is in
• Friends & trusted influencers key for product marketing
• Advocates & Adversaries abound!
#3 UGC - Authenticity is King
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Develop relationships with users promoting your product
Repurpose UGC to reach broader audiences
Focus on expanding authentic voice
Consider tools to help with influencer identification and engagement
Mine UGC for content marketing/sales ideas, product innovation, PR
Action Item: Build Your Brand Around UGC
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UGC for Product Innovation & Sales
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Prouds
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• Clif Bar • Patagonia
• Most social platforms enable geo-tagging & check-ins
• Brands that take advantage of location-based technologies by “listening” will prosper
• Convergence of social and physical environments leads to better customer support and targeting
#4 Social Goes Hyper-Local
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Brands can capitalize on geo-tagging to improve customer experience
Marketers shift toward location based offers, promos via events & retail
Geo Heatmap technology to street level and individual person
Top Five Trends Action Item: How to Prepare for Hyper-Local
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• Super Bowl In Times Square
• Marriott Use Case
Prouds
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• Millennials entering workforce at increasing rate (50% in 3 years)
• Personal/professional lines will blur due to social influx
• Companies will embrace social for employee retention & advocacy
#5 Millennial Madness
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Continue to integrate social into corporate culture
Design governance policies for consistency and brand integrity
Governance/workflows
Action Item: How to Prepare for Millennial Influx
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What’s Next?#CrystalBallWebinar
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Q&A#CrystalBallWebinar
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Curious About Tracx Social Media Software?
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