Mic’d up and ready to be heard. Starved of social interaction, live audio quickly became an avenue for consumers to be entertained and informed, and for marketers to connect with those consumers in 2021. It all started with the social audio app Clubhouse, which immediately led to several clones cropping up as new apps or additional features in existing social networks. In this session, we'll discuss why audio needs to be part of the marketer playbook. Watch on-demand: https://www.falcon.io/cmp/2022-digital-trends-resources/

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5. Welcome to Social Audio
•Content evolution from reading a block of text and watching a GIF
to hearing someone say something or tell a story.
•It is a different experience.
•Audio platforms are rethinking what it means to be social
online.
•Welcome to Social Audio.

6. Intro to Social Audio
• Increases personalization, consumer convenience, and customer loyalty.
• Improves the credibility of your brand with a personalized experience.
• Represents the opportunity for social connection and empathy without
the downsides of video.
• Provides a frictionless UX that allows interaction with others.
• Takes all the great aspects of consuming audio content and enables you
to use audio technology to do more than just listen.
• Uses conversational marketing in a key role: building relationships.

7. Intro to Social Audio
2020-2021: Starved of social interaction, live
audio quickly became an avenue for consumers
to be entertained and informed, and for brands to
connect.
#StatThat:
• 43% listen daily, with 48% listening an average
of two hours a day.
• Consumers are spending 30% more time
listening to spoken word audio, including
podcasts and news.
2022: Audio in general will surely be a part of the
marketer playbook.

8. How We Got Here
The number of people tuning in to podcasts is only
increasing, showing that the audio market is here to stay.
Social audio is the future of social media.
• Networks make it even easier for anyone to broadcast
their conversations to the wider world.
• Allows a brand to build more empathy.
• Takes the concept of a podcast to the next level->Listening
to a podcast about something that really interests you and
wishing you could chime in and share your thoughts on
that topic in a live session.
• We can’t keep up. Another social audio app is underway
as we speak.

9. Twitter Spaces
• Accounts with 600 or more followers to host
Spaces
• Designed to let groups of people talk among
themselves as others listen in.
• Good for interviews or panel discussions
• Audio quality on Spaces is better than
Clubhouse
• Audiences can react during Spaces with emojis
• Anyone with the Twitter app can listen, you do
not need an invite to join

10. Spotify Greenroom
• Allows artists and other creators to connect with
fans, followers, and friends in live audio rooms.
• Creator can request an audio file which they
can then turn into a podcast episode.
• Any user to host or participate in live rooms.
• Complement on-demand content with live
conversations using the recording capability
• Chat controls in play; Sessions are recorded.

11. LinkedIn Audio Event
• LinkedIn wants to redefine professionalism; it’s not
the apps or incentives behind the company – it is
all about our intensions as social media
users/speakers.
• As of January 2022, there is a beta group with
about 200 members testing out the new LinkedIn
Audio Event Feature.
• The roll out will then continue to LinkedIn members
with Creator Mode turned on.
#StatThat: Approx. 1.5 million creators are already
using LinkedIn's live video streaming feature.

12. LinkedIn Audio Event
Use Cases:
• Host your own events
• Listen / speak in audio events
• Interview guests or experts in your field
• Educational / informational sessions
• Discuss a recent post or article on LinkedIn
• Breaking news and industry updates
• Post-event recaps and networking If I had audio, what would I say?

13. LinkedIn Audio Event
• All rooms are public and created from a personal profile to host virtual
round tables, fireside chats and other kinds of discussions
• Prelive holding room for the event attendees; Prelive room for speakers
to talk before the event goes Public.
• Order of the speakers on stage varies; 17 speakers on stage at one time
• 3-hour event time limit for audio rooms; no recording
• Raise your hand to get invited onto the stage
• Emoji reactions are available for everyone to see

14. Clubhouse
• Built and branded as a “human platform”.
• Allows a brand to build empathy with voice.
• Helped bring people together who otherwise would not
have met.
• Hear human behavior at its finest, the platform allows
you to listen to the good, the bad, and the ugly.
• Platform is never private.
• Seeing a decline in downloads; facing competition from
clone apps and Twitter’s Spaces.

15. Early Mover
NFL partnered with Twitter.
• Created exclusive audio content on Twitter Spaces
• NFL Hosted 20 Spaces for the 2021 NFL Season
---BE WHERE THE CONVERSATION IS TODAY---
If I had audio, what would I say?

16. Early Mover
WWE partnered with Spotify Greenroom.
• WWE and Spotify’s The Ringer formed a
partnership in August 2021
• Create original content, including post-match
conversations on Greenroom for the
SummerSlam and a podcast.
---KEEP THE CONVERSATION GOING--

17. Early Mover
NARS Cosmetics partnered with Clubhouse.
• Used Clubhouse to partner with industry
influencers.
• Hosted a conversation on a topic relevant to
your brand, industry, or niche.
---PARTNER WITH INFLUENCERS---