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Komfo webinar - The future of social

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The future is not what it used to be: social media is reshaping marketing, brands, and the world. Here all the digital trends you need to know to level up your performance in 2018.

Be ready for 2018 and get up to speed on the latest in SoMe formats, voice search, influencer marketing, and convergence practices with London-based social media strategist Callum McCahon from Born Social and Lisbeth Chawes, Komfo.

This presentation deck was use in a Komfo webinar to:
- uncover the latest social media trends that you can immediately start implementing
- get actionable tactics into how to use the newest SoMe content formats to your advantage
- discover the new metrics for social media success

Published in: Social Media

Komfo webinar - The future of social

  1. 1. The Future of Social Media @callummccahon @bebornsocial
  2. 2. Five Shifts What? Why? How?
  3. 3. Stories
  4. 4. What’s Happening?
  5. 5. Stories are the new news feed.
  6. 6. October 2015
  7. 7. August 2016
  8. 8. March 2017
  9. 9. Instagram had a big problem.
  10. 10. For the Beautiful
  11. 11. For the Beautiful For the Everyday
  12. 12. Stories A new lease of life for Instagram
  13. 13. Instagram won back the everyday moments.
  14. 14. Why?
  15. 15. The news feed is dying.
  16. 16. Stories are made for the devices we use.
  17. 17. Front and Centre
  18. 18. Stories are the new news feed.
  19. 19. How do we adapt?
  20. 20. We need to get a grip on Stories. Quickly.
  21. 21. Embrace Ugly Social Loosen your grip on aesthetic.
  22. 22. The Skill of Short-Form Attention spans are shortening.
  23. 23. New Metrics of Success Passive vs Active Engagement.
  24. 24. Stories are the new news feed 1. Embrace ugly social. 2. The skill of short-form. 3. New metrics of success.
  25. 25. Stories Influencers
  26. 26. What’s Happening?
  27. 27. Influencer marketing is growing up.
  28. 28. There was one big problem…
  29. 29. …it was a little bit shit. There was one big problem…
  30. 30. In some cases, it was deceptive.
  31. 31. The informality couldn’t go on.
  32. 32. Why?
  33. 33. Every brand wanted a piece of the action.
  34. 34. Every brand wanted a piece of the action. • Lack of universally accepted regulations • Lack of native platform features • Lack of solid measurement tools But…
  35. 35. We hit breaking point.
  36. 36. The ASA got involved
  37. 37. More importantly, so did Instagram.
  38. 38. Influencer marketing is now built in.
  39. 39. The rise of the marketplaces.
  40. 40. Ad Spend with Humans Unique Collaborations One to OneMarketplaces
  41. 41. Scale Authenticity One to OneMarketplaces
  42. 42. Influencer marketing is (finally) growing up.
  43. 43. How do we adapt?
  44. 44. Familiarise yourself with the regulations.
  45. 45. Prepare to boost.
  46. 46. Decide between scale and authenticity.
  47. 47. Influencer marketing is growing up. 1. Familiarise yourself with regulations. 2. Prepare to boost. 3. Decide between scale and authenticity.
  48. 48. Stories Influencers From Social to Media
  49. 49. What’s Happening?
  50. 50. We’re forgetting the social in social media.
  51. 51. Our approach to social media has completely changed.
  52. 52. We chase reach over engagement.
  53. 53. Eyes over action.
  54. 54. Why?
  55. 55. We’ve acclimatised to a world without organic reach.
  56. 56. But it’s not just the platform changes.
  57. 57. Public engagement is getting tougher than ever…
  58. 58. …so we’re starting to chase reach.
  59. 59. We’re drifting towards traditional media buying.
  60. 60. How do we adapt?
  61. 61. An organic mindset in a paid landscape.
  62. 62. Paid reach doesn’t make up for shit content.
  63. 63. Integrate your paid and organic strategies.
  64. 64. From social to media 1. The organic mindset 2. Great content still matters 3. Integrate your paid and organic strategies
  65. 65. Stories Influencers From Social to Media ROI
  66. 66. What’s Happening?
  67. 67. We’re getting high on ROI.
  68. 68. Paid media has become infinitely more powerful.
  69. 69. Why?
  70. 70. We’re slipping into a short term mindset…
  71. 71. …at the peril of long-term brand building. We’re slipping into a short term mindset…
  72. 72. You are what you measure.
  73. 73. …so that’s where we focus our resource. We can measure short term ROI really, really well…
  74. 74. “Long-term results cannot be achieved by piling short-term results on short-term results.” Peter Drucker
  75. 75. How do we adapt?
  76. 76. Solve the business problem.
  77. 77. SET SOCIAL OBJECTIVE IDENTIFY BUSINESS PROBLEM MEASUREMENT DEFINE THE ACTIONS GENERATE INSIGHTS DEFINE THE AUDIENCE START
  78. 78. It’s about balance. Long-term + Short-term metrics of success.
  79. 79. Harness the organic mindset.
  80. 80. We’re getting high on ROI 1. Solve the business problem 2. Balance long term and short term objectives 3. Harness the organic mindset
  81. 81. Stories Influencers From Social to Media ROI Convergence
  82. 82. What’s Happening?
  83. 83. Social media has converged.
  84. 84. Stories… everywhere. Dowitcher Designs
  85. 85. Visual example Visual example Visual example Live video… everywhere.
  86. 86. Messaging… everywhere.
  87. 87. Why?
  88. 88. We’re beyond the USP era.
  89. 89. Beyond the USP ● Snapchat: Ephemeral Stories ● Instagram: Beautiful filters. ● Twitter: Breaking news, quick.
  90. 90. …Facebook are the winners. In the era of convergence…
  91. 91. Gearóid O'Rourke
  92. 92. eMarketer
  93. 93. eMarketer
  94. 94. How do we adapt?
  95. 95. Don’t pick your platform based on features. Pick it for audience.
  96. 96. Be conscious of the digital duopoly.
  97. 97. Look to third-party measurement tools.
  98. 98. Social media has converged 1. Don’t pick platforms for features 2. Be conscious of the digital duopoly 3. Utilise third party measurement tools
  99. 99. Stories Influencers From Social to Media ROI Convergence
  100. 100. @callummccahon @bebornsocial thanks
  101. 101. Thanks

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