Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.

1. SOCIAL MEDIA FUTURES.
A LOOK INTO HOW DIGITAL + SOCIAL ENVIRONMENTS ARE CHANGING.

2. THE RISE OF
GEN Z
MOBILE FIRST
MOBLE ONLY
THE SHARING
ECONOMY
MUTUAL SHARING
CO-SHARING
CO-EXISTING
GROWTH OF
VIDEO SHARING
BIGGER + BETTER.
INSTANT-TIME
FROM REAL-TIME TO
INSTANT-TIME.
SOCIAL CONTENT
EVOLUTION
BRANDS MUST HUMANISE.
PRODUCT MUST REMAIN
IMPORTANT, BUT NO LONGER
FRONT + CENTRE.
BIRTH OF SOCIAL
STORY TELLING
AN EXTENSION + NEW LIFE
FOR THE CORE BRAND
MESSAGE, DEVELOPED FOR
THE SOCIAL ENVIRONMENT.
WHAT’S HAPPENING IN
SOCIAL MEDIA IN 2015

3. WHAT’S HAPPENING IN
SOCIAL MEDIA IN 2016
INSIGHTS DRIVEN
CONTENT
Consumers at the heart
of content
SOCIAL CARE
Increase in community
management where
customer service
demand via social grows
CO-CREATED CONTENT
Content will begin to be
co-created with Fans and
influencers – further
bringing people into
brand stories
INCREASE IN LIVE
STREAMING
Live streaming will
become a bigger focus
with the launch of live
streaming on Facebook
SOCIAL / STORY SELLING
Platforms further
develop to push sales –
reduction in website
traffic, but further
techniques to sell from
the platforms
MORE VIDEO,
MORE FORMATS
Brands will begin to test
out 360 video, as well as
begin to do more low-fi,
audience focused video
content
3

4. BUT…
THE FUTURE HAS
CHANGED ALREADY
FOR 2016
SOCIAL IS MOVING
FASTER THAN IT EVER
HAS BEFORE

5. I SPEND MOST DAYS
WISHING I WAS
PSYCHIC.

6. From bites, to fabric.

7. SOCIAL,
IS THERE MORE TO IT?

8. ARE WE DOING SHORT,
QUICK WINS AND
FORGETTING LONG-
TERM BRAND BUILDING?

9. BITE-SIZE IS DYING,
AND IT’S NOW ABOUT A
FABRIC… A TAPESTRY
OF IDEAS.

10. Are you being a storyteller?

11. STORYTELLING IS OLD
AS MAN’S ABILITY TO
SPEAK

12. #1
Content made for SOCIAL.
Images, videos, copy – must be
tailored to the platform.
WHY?
Copy-pasting content from one
channel to another just says ‘spam’
to our audience.
Lifestyle, lifestyle, lifestyle.
People first, product secondary.
WHY?
Showing our audience that we get
them – what they love, what they
hate, what they’re talking about –
makes our content more
shareable, engaging and human.
#2
#3
Make it relevant.
Ask yourself, would you care?
WHY?
Sometimes we have to talk about
things that we know don’t naturally
resonate with our audience. This is
where using trending content formats
and copy styles can work for us.
#4
Tell a story.
Storytelling isn’t just for
campaigns. We can use our content
pillars to tell our story over an
extended period of time.
WHY?
Storytelling is as old as man’s
ability to speak.
#5
Be inspired by our audience.
Listen to what they want, then give
it to them.
WHY?
Why do people love your brand,
and how can we make them love
you more? Reposting content, then
creating content inspired by Fans is
one of the simplest and most
rewarding ways to make content
people will love.
#6
Be BOLD.
Challenge the norm. Try new
things. Don’t take ourselves too
seriously.
WHY?
Social is constantly evolving, and
sometimes taking a leap of faith
can really pay off.
LOVE-ABLE
GUIDELINES

14. Are you making people or product
the core of your story?

15. "Doritos figured out early
on that the smart way to
advertise is not to have
your product be the hero,
but to have your
consumer be the star,
people share content that
features people like
them…”

19. HOW ARE WE DOING THIS?

20. Are you on the right platforms?

24. Trend: Communication via photos
Step aside emojis, we realised that GEN Z
use photos to communicate

27. DJ Khaled could be ‘King of Snapchat’
@DJKhaled305

28. SNAPS DISAPPEAR IN 10
SECONDS, SO WHO CARES?
- EVERY SNAPCHAT USER

29. REDUCING THE COGNITIVE
LOAD OF WORRYING WHAT
OTHERS MAY THINK OF THE
PHOTOS.
- SOME PSYCHOLOGIST SOMEWHERE.

31. Example from Taco Bell
To celebrate Cinco De Mayo, Taco
Bell allowed people to put a giant
taco selfie lens over their faces.
To date, it has been one of the most
snapped lenses – and had strong
PR exposure, as well as 224 million
shares / snaps.

32. Trend: Twitter Erosion + Birth of the Chat Bots
We want to be wrong on this.

34. FACEBOOK IS ATTACKING
ITS CUSTOMER
SERVICE VALUE
• Additionally, Facebook is aggressively pushing its
Messenger platform as an effective forum for 1-2-1
customer service interactions.
• AND, messenger is widely used and loved by
Aussies, along with WhatsApp.
• We have also started to see the rise in community
management chat bots… is this the future?

35. Trend: Influencer as Media Outlet
Person or platform?

36. Eight of the top 10 slots in Variety’s
#Famechangers survey are now
commanded by YouTube creators
92% of consumers turn to people they know
for referrals above any other source*
Word of mouth generates 2 times the sales
of paid advertising**
Customers acquired through word-of-mouth
have a 37% higher retention rate***
THEPOWEROF
THE INFLUENCER
*Tapfluence and Influitive **McKinsey ***Deloitte

37. THEINFLUENCER
LANDSCAPE
CELEBRITIES ADVOCATES
$$$ $
BLOGGERS MEDIA

39. Trend: The Video R Evolution
‘Video is going to be massive this year’
–
everybody, ever.

40. BACKGROUND: WE
WATCH MORE VIDEO
THAN ANY OTHER
CONTENT.
• APPROX. 5 million Australians watch a video
on Facebook every day
• Globally, there are 3 billion videos viewed
every day on Facebook and 65% are viewed
on a mobile screen
• In just one year, the number of video posts
per person on Facebook increased by 52%
in Australia
• Parents watch more video than any other
demographic

41. I SEE ALL 360 OF…
EVERYTHING…

42. HAVE YOU BEEN
LIVE?

43. …AND THEN THERE’S
THE RISE OF
VERTICAL VIDEO

45. Trend: Time to be a content publisher… but
what about the humble website?
‘Your content, it’s everywhere…’

46. WE CAN LEARN A LOT
FROM BUZZFEED…
• Marketers are obsessed with content but oddly
only measure effectiveness by website statistics.
• Yet when it comes to arguably one the world’s
best content marketers, Buzzfeed, of the 18.5b
impressions it receives every month only 2% of
those are on its website.
• The content publishers of this world are no
longer focusing on publishing links back to their
homepages.

47. IS FACEBOOK TRYING
TO KILL THE WEBSITE?

48. The Social Media team and department…
will disappear

49. HARRY CRANE WAS THE HEAD OF THE
TELEVISION CREATIVE DEPARTMENT IN
MAD MEN.
DO TELEVISION CREATIVE DEPARTMENTS
STILL EXIST IN TODAY’S ADVERTISING
AGENCIES?

50. BIRTH OF CONTENT
DEPARTMENTS.
SOCIAL, IS JUST
ANOTHER CHANNEL.

51. ‘… we are entering a new era of branded
content: one in which there is no such thing as
branded content, at least to consumers. It's an
era of storytelling… where there is only good,
and not good.’
Greg Haddon, ECD
Motive Made Studios

52. HOW DO WE MOVE
PAST A BUZZ WORD
TO WHAT THIS
REALLY MEANS?

53. CONTENT MARKETING
IS ABOUT PRODUCT
CREATING STORY.

54. More than any kind of storytelling, content
marketing gives powerful reasons to believe and
to belong. The more you can blur the line
between where your story begins and your
product ends, the closer you come to the Zen of
content (not just content marketing).
Greg Haddon, ECD
Motive Made Studios

55. I WISH I WAS
PSYCHIC…

56. THANK YOU.
Brie Stewart
Head of Social, Ogilvy Australia
0410 335 855
brie.stewart@ogilvy.com.au
@BrieParker