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I grew up in the age of broadcast media
Professionals with degrees Space limitations Editors
Publishing process Time constraints and deadlines Demographic targeting
The characteristics of broadcast media
Professionals with degrees Time and space constraints Editors
Complicated publica9on process Deadlines Demographic targe9ng
keep
convert
“Flip The Funnel: Reten9on is the New Acquisi9on” -‐-‐ Joe Jaffe (@jaffejuice)
Photoshopped advertising
Interruption Marketing
Advertising turns up the volume and shoves crafted messages at us
Marketers are always pitching their
products and services
I had to unlearn what I’d been taught in business school!
To practice social media,
Because Social Media is about conversations.
• Amateurs with time!
• No space limitations!
• Self-editing!
• No Deadlines!
• Sharing and participating!
keep
convert
find
convert
“Flip The Funnel: Reten9on is the New Acquisi9on” -‐-‐ Joe Jaffe (@jaffejuice)
Social Media changed my career
What’s next? But lately I’ve been wondering …
“The future is already
here – it's just not
evenly distributed.”
~William Gibson
M.O.V.I.E. My acronym for what’s next
in social media
M.O.V.I.E. M is for Mobile
The Future of Social Media
"Mobile to overtake fixed Internet access by 2014” ~Mary Meeker, 2008
Mary Meeker was right!
4 out of 5 people access social media on their mobile phones!
1.23 billion monthly active users 945 million monthly active mobile users
757 million daily active users 556 million daily active mobile users
77% of total monthly users and 73% of daily users access from mobile devices
More than half of its advertising revenue comes from mobile (53%)
Facebook is a mobile company
60 percent of all searches came from a mobile device.
In response to this Google is changing its search algorithm to reward sites that are mobile op9mised.
Mobilegeddon!
So … Make sure your website is responsive and mobile-friendly!
(because your visitors are on their mobile devices)
100 million active users
70% are women
30% of users are over 25 years old
1% of businesses use Snapchat
300 million active users monthly
75 million active users daily
50x more engagement than on Twitter
40 million users
12 million videos added a day
25% of teens use Vine
Top Viners have a lot of influence
It’s time to start learning about mobile-only social media services
Flash sales
Scavenger hunts
Snapchat stories
Secret items
Coupons
Contest
Fill in the blank
Community building
Showcasing your products/services
Behind the scenes look
Resharing people sharing your products
Coupons
Giveaways
Video customer service Product placement Stop motion videos Revining people talking about your product Showcasing your best fans Coupons If this gets X revines, then....
Be creative on these services
Source: h3ps://www.convertwithcontent.com/instagram-‐snapchat-‐vine-‐included-‐social-‐media-‐markeAng-‐strategy/
M.O.V.I.E. O Is for Obsolescence
The Future of Social Media
Social Media experts, gurus, and ninjas? Obsolete!
Obsolescence: the state of
being which occurs when an
object, service, or practice is
no longer wanted even though
it may still be in good working
order.
• Social Media is too new and too large a field to be an expert
• Each social platform, service, and app is continuously being updated with new features – especially Facebook
• Social media requires a wide range of expertise, including community engagement, project management, data analysis, public speaking, event management, writing, photo, video, and graphic skills, SEO, online advertising, business acumen, technical skills, and more
• New social platforms and services are being launched every week
• Social media is just one (important) part of a larger marketing and customer service program
Social media practitioners must continually learn new skills … or they risk obsolescence.
M.O.V.I.E. V is for Video
The Future of Social Media
Facebook Video is Now Bigger Than YouTube for Brands
Facebook videos receive more than 80% of all video interactions
Social Video
Video storytelling is emotionally compelling
Tell your story and display your products with beautiful or humorous messages
Video influencers can really amplify your message
Regular users create a lot of content – enlist them as part of your strategy through contests or samples
Social video wars!
1. There will be many more social video services
2. You cannot use both Periscope and Snapchat at the same 9me
3. Periscope is synchronous, Snapchat is asynchronous
4. Snapchat is beRer for storytelling, Periscope is meant for livestreaming
M.O.V.I.E. I is for Integrated
The Future of Social Media
Social media is
increasingly becoming
integrated into our lives,
through …
Wearables and connected cars and homes …
Augmented Reality
The Sharing Economy
M.O.V.I.E. E is for Entertainment
The Future of Social Media
Perfect for short attention spans
People love positive content & affirmations
Satire also works well
There’s a fascination with selfies
Narcissism is self-entertainment
Personal Branding is also a type of self-entertainment
People increasingly use social media to entertain others and themselves
Virtual reality is a lot about entertainment
One more thing about social media …
Dark Social
The Future of Social Media
Dark Social refers to the untraceable sharing activities that take place mainly on messaging apps, email, and Twitter clients
The red rows are dark social
Facebook owns Whatsapp & Messenger
Dark social also includes email
The more things change ….
… the more they stay the same
What doesn’t change
• Storytelling
• Titles and headlines
• Pay to play
• Engagement & Word of Mouth
• Analytics & ROI
Storytelling & Compelling Content
• Find your core and connect through your passions
• Open the side door: “The Making Of” & “B-Roll”
• It’s about your customers, not you: provide support
• Use outside voices: videos and interviews
• Ask big questions, challenge people to think big
• Be real and be yourself: share your own challenges and opportunities
• People love a good story
Sources & Credits • Thank you to Mo9vate Design for inspiring the theme for this presenta9on:
hRp://www.slideshare.net/Mo9vate_Design/the-‐what-‐if-‐method-‐presented-‐by-‐mo9vate-‐design
• Slides 5 & 15: hRp://www.amazon.com/Flip-‐Funnel-‐Exis9ng-‐Customers-‐Gain/dp/0470487852
• Slide 11: hRp://gapingvoid.com/2006/05/09/if-‐you-‐talked-‐to-‐people/
• Slide 13: hRp://www.cluetrain.com/book/markets.html
• Slide 14: hRp://www.amazon.com/Freedom-‐Is-‐Blogging-‐Your-‐Underwear/dp/B00B9ZHINM
• Slide 21: hRp://www.smar9nsights.com/mobile-‐marke9ng/mobile-‐marke9ng-‐analy9cs/mobile-‐marke9ng-‐sta9s9cs/
• Slide 22 & 51: hRp://wearesocial.net/blog/2015/01/digital-‐social-‐mobile-‐worldwide-‐2015/
• Slide 23: hRp://thenextweb.com/facebook/2014/02/14/half-‐facebooks-‐referral-‐traffic-‐now-‐comes-‐mobile/
• Slide 24: hRp://thenextweb.com/google/2015/04/22/are-‐you-‐ready-‐for-‐googles-‐mobile-‐algorithm-‐change/ and hRp://www.cnbc.com/id/102669423
• Slides 26 & 27: hRps://www.convertwithcontent.com/instagram-‐snapchat-‐vine-‐included-‐social-‐media-‐marke9ng-‐strategy/
• Slide 29: hRp://gapingvoid.com/2008/11/24/youre-‐a-‐social-‐media-‐specialist/
• Slide 33 & 34: hRp://www.socialbakers.com/blog/2335-‐facebook-‐video-‐is-‐now-‐bigger-‐than-‐youtube-‐for-‐brands
• Slide 34: hRp://www.crowdynews.com/live-‐streaming-‐with-‐periscope-‐or-‐meerkat-‐ignore-‐or-‐jump-‐on-‐it/
• Slide 41: hRp://www.forbes.com/sites/deniselyohn/2015/03/04/what-‐you-‐can-‐learn-‐about-‐customer-‐experience-‐from-‐sharing-‐economy-‐companies/
• Slide 43: hRp://www.hollywoodreporter.com/gallery/facebook-‐twiRer-‐social-‐media-‐study-‐302273/1-‐social-‐media-‐as-‐entertainment
• Slide 45: hRps://www.youtube.com/watch?v=P50fvL_EWYY
• Slide 46: hRp://dealbook.ny9mes.com/2014/10/21/google-‐invests-‐in-‐magic-‐leap-‐an-‐augmented-‐reality-‐firm/
• Slide 47: hRp://www.forbes.com/sites/briansolomon/2014/03/25/facebook-‐buys-‐oculus-‐virtual-‐reality-‐gaming-‐startup-‐for-‐2-‐billion/
• Slide 48: hRp://techcrunch.com/2015/04/06/augmented-‐and-‐virtual-‐reality-‐to-‐hit-‐150-‐billion-‐by-‐2020
• Slide 50: hRp://www.sta9sta.com/chart/3019/percentage-‐of-‐shares-‐by-‐sharing-‐channel/
• Slide 53: hRp://headrush.typepad.com/crea9ng_passionate_users/2005/01/be_brave.html
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