"The Future of Social: Paid Content, Video, 1:1 Messaging" – Hearsay Summit
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Transcript of "The Future of Social: Paid Content, Video, 1:1 Messaging" – Hearsay Summit
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Future of Social: Paid Content, Video, 1:1 Messaging
Sarah Pedersen, Director of Customer Success
Jenny Wiens, Senior Customer Success Executive
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“Businesses today are under attack, but it’s not by their competitors. They are under attack from their customers. Three years ago, Forrester identified a major shift in the market, ushering in the age of the customer. Power has shifted away from companies and towards digitally savvy, technology-empowered customers who now decide winners and losers.”
– Michael Barnes, VP and research director, Forrester (Jan 2017)
THE RISE OF THE EMPOWERED CONSUMER
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CAN YOU CREATE A CULTURE OF CHANGE / ADAPTABILITY?
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• Authentic content (a.k.a live video) • The fight against fake news • Social messaging • Augmented reality • Chatbots (i.e. automation)
FORBES 2017 SOCIAL TRENDS
Source: h*ps://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-‐social-‐media-‐trends-‐that-‐will-‐dominate-‐2017/#76f3b4ab6ffe
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• Authentic content (a.k.a live video) • The fight against fake news • Social messaging • Augmented reality • Chatbots (i.e. automation)
FORBES 2017 SOCIAL TRENDS
Source: h*ps://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-‐social-‐media-‐trends-‐that-‐will-‐dominate-‐2017/#76f3b4ab6ffe
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personal touch
transparency
collaboration
authenticity
shared experiences
efficiency
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VIDEO IS KING
Source: KPCB Internet Trends 2016
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Likes
Comments
Shares
Metrics then
Meetings
Sales
ROI
Metrics now
THE NEW ERA OF SOCIAL
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Social Commerce Revenues Worldwide Billions
2011 2012 2013 2014 2015 Feb 2012
Sep 2013
Nov 2013
Dec 2013
Mar 2014
Mar 2015
Organic Reach Per Fan on Facebook Company Page
Percent
$5b $9b
$14b
$20b
$30b 16%
12.6%
10.1%
7.8% 6.5% 2.2%
ORGANIC REACH IS (ALMOST) GONE
Sources: eMarketer & WebStores Ltd
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TO WIN, YOU MUST PERSONALIZE AT THE 1:1 LEVEL
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APPENDIX
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80% 1 Advisors for whom
social is critical
10
ADVISORS AREN’T DIGITAL MARKETERS
Day per week Minutes
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Awareness
Acquisition
Activation
AWARENESS
ACQUISITION
ACTIVATION
BUT THEY HAVE TO CONSTANTLY GENERATE AWARENESS
CROSS-SELL, UP-SELL, & RETENTION DEPEND ON IT — NOT JUST ACQUISITION
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TO GROW THE BUSINESS, WE NEED TO MAKE THIS EASIER
AWARENESS
SELLING
Marketers
Advisors
1:Many communications
1:1 communications
Com
pliance
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Source: h*p://www.adweek.com/digital/joshua-‐march-‐conversocial-‐guest-‐post-‐2017-‐is-‐the-‐year-‐social-‐care-‐skepScism-‐will-‐start-‐cosSng-‐you/