"The Future of Social: Paid Content, Video, 1:1 Messaging" – Hearsay Summit

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This document discusses future trends in social media, including the rise of paid and authentic content like live video, the growth of social messaging and augmented reality, and the importance of personalization through 1:1 messaging. It notes that businesses are now under attack from empowered, technology-savvy customers rather than just competitors. Organic reach on Facebook for company pages has declined significantly, demonstrating the need for new approaches on social media.

Technology

Future of Social: Paid Content,
Video, 1:1 Messaging
Sarah Pedersen, Director of Customer Success
Jenny Wiens, Senior Customer Success Executive

“Businesses today are under attack, but it’s not by their
competitors. They are under attack from their customers.
Three years ago, Forrester identified a major shift in the
market, ushering in the age of the customer. Power has shifted
away from companies and towards digitally savvy, technology-
empowered customers who now decide winners and losers.”
– Michael Barnes, VP and research director, Forrester (Jan 2017)
THE RISE OF THE EMPOWERED CONSUMER

CAN YOU CREATE A CULTURE OF CHANGE / ADAPTABILITY?

•  Authentic content (a.k.a live video)
•  The fight against fake news
•  Social messaging
•  Augmented reality
•  Chatbots (i.e. automation)
FORBES 2017 SOCIAL TRENDS
Source:
h*ps://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-‐social-‐media-‐trends-‐that-‐will-‐dominate-‐2017/#76f3b4ab6ﬀe

personal touch
transparency
collaboration
authenticity
shared experiences
efﬁciency

VIDEO IS KING
Source:
KPCB
Internet
Trends
2016

Likes
Comments
Shares
Metrics then
Meetings
Sales
ROI
Metrics now
THE NEW ERA OF SOCIAL

Social Commerce Revenues
Worldwide
Billions
2011 2012 2013 2014 2015 Feb
2012
Sep
2013
Nov
2013
Dec
2013
Mar
2014
Mar
2015
Organic Reach Per Fan on Facebook
Company Page
Percent
$5b
$9b
$14b
$20b
$30b 16%
12.6%
10.1%
7.8%
6.5%
2.2%
ORGANIC REACH IS (ALMOST) GONE
Sources:
eMarketer
&
WebStores
Ltd

TO WIN, YOU MUST PERSONALIZE AT THE 1:1 LEVEL

80% 1
Advisors for whom
social is critical
10
ADVISORS AREN’T DIGITAL MARKETERS
Day per week Minutes

Awareness
Acquisition
Activation
AWARENESS
ACQUISITION
ACTIVATION
BUT THEY HAVE TO CONSTANTLY GENERATE AWARENESS
CROSS-SELL, UP-SELL, & RETENTION DEPEND ON IT — NOT JUST ACQUISITION

TO GROW THE BUSINESS, WE NEED TO MAKE THIS EASIER
AWARENESS
SELLING
Marketers
Advisors
1:Many communications
1:1 communications
Compliance

Source:
h*p://www.adweek.com/digital/joshua-‐march-‐conversocial-‐guest-‐post-‐2017-‐is-‐the-‐year-‐social-‐care-‐skepScism-‐will-‐start-‐cosSng-‐you/

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