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

2. The Future of Social
Media
@callummccahon @bebornsocial

3. Five Shifts
What? Why? How?

4. Stories

5. What’s Happening?

6. Stories are the new
news feed.

8. October 2015

9. August 2016

10. March 2017

11. Instagram had a big
problem.

13. For the Beautiful

14. For the Beautiful For the Everyday

15. Stories
A new lease of life for
Instagram

17. Instagram won back the
everyday moments.

20. Why?

21. The news feed is dying.

22. Stories are made for
the devices we use.

25. Front and Centre

26. Stories are the new
news feed.

27. How do we adapt?

28. We need to get a grip on Stories.
Quickly.

29. Embrace Ugly Social
Loosen your grip on aesthetic.

30. The Skill of Short-Form
Attention spans are shortening.

31. New Metrics of Success
Passive vs Active Engagement.

32. Stories are the
new news feed
1. Embrace ugly social.
2. The skill of short-form.
3. New metrics of
success.

33. Stories
Influencers

34. What’s Happening?

35. Influencer marketing is
growing up.

37. There was one
big problem…

38. …it was a little
bit shit.
There was one
big problem…

41. In some cases, it was
deceptive.

44. The informality couldn’t
go on.

45. Why?

46. Every brand
wanted a piece
of the action.

47. Every brand
wanted a piece
of the action.
• Lack of universally
accepted regulations
• Lack of native platform
features
• Lack of solid
measurement tools
But…

48. We hit breaking point.

49. The ASA got involved

50. More importantly, so did Instagram.

51. Influencer marketing is now built in.

52. The rise of the
marketplaces.

53. Ad Spend with
Humans
Unique
Collaborations
One to OneMarketplaces

54. Scale Authenticity
One to OneMarketplaces

55. Influencer marketing is
(finally) growing up.

56. How do we adapt?

57. Familiarise yourself with
the regulations.

58. Prepare to boost.

59. Decide between scale
and authenticity.

60. Influencer
marketing is
growing up.
1. Familiarise yourself
with regulations.
2. Prepare to boost.
3. Decide between
scale and
authenticity.

61. Stories
Influencers
From Social to Media

62. What’s Happening?

63. We’re forgetting the
social in social media.

64. Our approach to social
media has completely
changed.

65. We chase reach over
engagement.

66. Eyes over action.

67. Why?

68. We’ve acclimatised to
a world without
organic reach.

71. But it’s not just the
platform changes.

74. Public engagement is
getting tougher than
ever…

75. …so we’re starting to
chase reach.

77. We’re drifting towards
traditional media
buying.

78. How do we adapt?

79. An organic mindset in
a paid landscape.

80. Paid reach doesn’t
make up for shit
content.

81. Integrate your paid
and organic strategies.

82. From social to
media
1. The organic mindset
2. Great content still
matters
3. Integrate your paid
and organic strategies

83. Stories
Influencers
From Social to Media
ROI

84. What’s Happening?

85. We’re getting high on
ROI.

86. Paid media has
become infinitely more
powerful.

92. Why?

93. We’re slipping
into a short
term mindset…

94. …at the peril of
long-term
brand building.
We’re slipping
into a short
term mindset…

95. You are what you
measure.

96. …so that’s
where we focus
our resource.
We can
measure short
term ROI really,
really well…

98. “Long-term results cannot be
achieved by piling short-term
results on short-term results.”
Peter Drucker

99. How do we adapt?

100. Solve the business
problem.

101. SET
SOCIAL
OBJECTIVE
IDENTIFY
BUSINESS
PROBLEM
MEASUREMENT
DEFINE THE
ACTIONS
GENERATE
INSIGHTS
DEFINE THE
AUDIENCE
START

102. It’s about balance.
Long-term + Short-term
metrics of success.

103. Harness the organic
mindset.

104. We’re getting
high on ROI
1. Solve the business
problem
2. Balance long term
and short term
objectives
3. Harness the organic
mindset

105. Stories
Influencers
From Social to Media
ROI
Convergence

106. What’s Happening?

107. Social media has
converged.

108. Stories… everywhere.
Dowitcher Designs

109. Visual example Visual example
Visual example
Live video…
everywhere.

110. Messaging…
everywhere.

111. Why?

112. We’re beyond the USP
era.

113. Beyond the USP
● Snapchat: Ephemeral
Stories
● Instagram: Beautiful
filters.
● Twitter: Breaking
news, quick.

114. …Facebook are the
winners.
In the era of
convergence…

115. Gearóid O'Rourke

118. eMarketer

119. eMarketer

120. How do we adapt?

121. Don’t pick your
platform based on
features.
Pick it for audience.

122. Be conscious of the
digital duopoly.

123. Look to third-party
measurement tools.

124. Social media
has converged
1. Don’t pick platforms
for features
2. Be conscious of the
digital duopoly
3. Utilise third party
measurement tools

125. Stories
Influencers
From Social to Media
ROI
Convergence

126. @callummccahon @bebornsocial
thanks

127. Thanks