The world of social media is constantly changing. Every year brings new trends, ideas and tools. In most cases, the changes are gradual and somewhat predictable; were you really surprised to see GooglePlus bite the dust? In this seminar, we will review the expected social media trends for 2019, what they mean to you and how to most leverage them most effectively. Some of them have already begun, and are growing steadily. Others are booming, and expected to get even bigger in 2019.

1. Chris Burdge ! chris@bwest.ca ! www.bwest.ca

2. Your mileage may vary depending on…
– Size of business
– Industry
– Sales process
– Resources
A Few Caveats

3. 1. What happened in 2018
2. Rebuilding Trust
3. Micro Influencers
4. Facebook Groups
5. Storification
6. #WhatMessGram
chris@bwest.ca www.bwest.ca

4. What Happened in 2018

5. 1. Consumers lost confidence in Facebook
2. Twitter cracked down on automation &
fake accounts
3. Facebook reduced the reach of all content
4. Instagram launched IGTV
5. YouTube rolled out Stories
6. Facebook overhauled groups
What Happened in 2018

7. 1. Consumers lost confidence in Facebook. Cambridge
Analytica, combined with non-stop negative press, has
prompted many people to find new places to hang out online.
2. Twitter cracked down on automation. If this has been part
of your plan, that strategy is no longer working as Twitter
cleaned up its user experience.
3. Facebook reduced the reach of all content. In an effort to
refocus users on “meaningful conversations”, FB essentially
halted most organic reach. Goodbye traffic.
chris@bwest.ca www.bwest.ca

8. 4. Instagram launched IGTV. In an attempt to create an
alternative to YouTube, they created a new long-form
vertical video platform.
5. YouTube rolled out Stories. Not wanting to be left behind,
YouTube decided to become "Instagram-like.”
6. Facebook overhauled groups. Adding Watch Parties,
analytics, and badges for active users, FB went all-in on
Groups.
chris@bwest.ca www.bwest.ca

9. Twitter Activated Vending Machine

10. Facial Recognition Vending Machine

11. Rebuilding

12. – Has your trust in social media changed in the
last 12 months?
– Users have grown distrustful of many media and
celebrity influencers (followers are often bought or
fake)
– Trust has reverted back to friends, family, and
acquaintances on social media
– Users are returning to traditional and trusted
journalism outlets and local news sources
Rebuilding Trust

15. – Focus less on maximizing reach and more
on generating transparent, quality
engagement
– Replace one-size-fits-all approach with
context and audience-specific
messaging
– Develop intimate, meaningful dialogue with
smaller, more valuable audience groups
Rebuilding Trust

20. – Create communities and share insightful
content
– Leverage internal experts and employee
advocates
– Use hashtags that align users around a
value or purpose, rather than a product
#breakingpoint
– Get out of the way and let users talk to
one another
chris@bwest.ca www.bwest.ca

22. Facebook Live featuring subject matter experts to
educate audience and build trust.

24. chris@bwest.ca www.bwest.ca

25. chris@bwest.ca www.bwest.ca

26. chris@bwest.ca www.bwest.ca

27. Why Micro-Influencers
" High in Volume. More
available than mega
influencers & able to create
content at scale.
" Will Advocate. Will
recommend & support brand
& products.
" Have Influence. Able to
motivate followers to take
action.
" Trusted. Opinions evoke
high degree of credibility &
confidence.
" Brand Relevant. Higher
connection with brand &
product relevant topics.
" Are Loyal. Have existing
brand relationship based on
affinity.

28. Micro-influencers…
– have smaller, highly engaged social media
audiences
– are more affordable
– are viewed as more trustworthy by consumers
– often drive better results
– The bigger the influencer the lower the
engagement
chris@bwest.ca www.bwest.ca

30. Finding Micro-influencers
– Find micro-influencers among your fans
– Research hashtags to find influential users
(they’re looking for you too)
– Google search local bloggers
– Use third-party tools to find people in your niche
(BuzzSumo)
chris@bwest.ca www.bwest.ca

31. Finding Micro-Influencers

32. Finding Micro-Influencers

35. Facebook Groups

36. – Build around a core audience interest
– Complement your FB Page
– Page offers general information to your fans
– Group can address niche interests
– Create a space where customers can talk to
one another
chris@bwest.ca www.bwest.ca

37. – Facilitate engagement & get out of the way
– Avoid pitches or product plugs
– Clearly identify the purpose of the group so
people know why it exists
– Monthly Facebook Live Q&A sessions
around commonly asked questions
– Activate employee advocates & experts
Best Practices

39. Bring passionate customers
together and facilitate dialogue

40. Storification

41. Which Do You Use Most Often

42. Which Do You Use Most Often

43. – According to Facebook’s CPO, Stories are
will surpass feeds as the primary way
people share content
– One billion users across WhatsApp,
Instagram, Facebook & Snapchat use
Stories to share
– Stories work best when they integrate video,
storytelling, text and more
chris@bwest.ca www.bwest.ca

45. – Find creative ways to incorporate Story
content from your users, customers, and
communities
– Shoot your videos vertically. That’s how
people watch them.
– Less polished, more realistic Stories
perform better than heavily edited takes
filled with calls to action
Getting Started

47. – Behind-the- scenes Stories content helps
bridge the experiences of members across
the globe
– Stories feel raw and real because they
feature the actual experiences of members
using their work spaces
– Allows members to host Story takeovers to
show a day in the life at their offices
WeWork

50. – No click thru - unless you’re a verified
influencer
– Can’t use scheduling tools
– They disappear after 24 hours. Unless you
use the Highlight feature.
– Add location, stickers or poll
Instagram Stories

51. – Best camera to use is in your pocket
– iPhone 10: 1080p HD at 60fps w/camera
stabilization
– Rev for captioning - $1 / minute
• Captioning increases engagement
• Can use YouTube but make sure you review
and edit as not 100% accurate
– Promo.com create & edit professional
videos
Tools

53. #WhatMessGram

54. Thank You!
Chris Burdge
bWEST Interactive
250.508.7761
chris@bwest.ca
Social Media Camp discount code
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