Here are some notes I took.
According to Hootsuite, here are three key challenges that organizations face in 2018:
- Finding sustainable solutions for declining organic reach (more networks want you to pay to get more eyeballs on your stuff).
- Keeping pace with algorithmic shifts and social network innovation.
- Proving the ROI (return on investment) of existing strategies.
Key consumer behaviors on social to watch:
- Social dominates time spent on mobile.
- Passive social behavior continues to climb.
- Consumers integrate social deeper into their purchase journeys.
Here are the five key trends Hootsuite sees in 2018:
Trend #1: The evolution of social ROI.
- Key shifts in ROI measurement include: measuring beyond content performance metrics, connect ‘activity’ metrics with customer journey stages, CMO helps identify top business objectives for social.
- Social is becoming a driver of customer insight.
- More organizations are using the customer journey to guide measurement.
Trend #2: Mobile fuels the growth of social TV.
- Networks are shifting toward more broadcast style types of metrics.
- Social viewing is on the rise. (Example: Facebook Live)
- Internet advertising spending outpaces TV.
- Social video is a great way to increase organic reach.
- Instagram live video has good engagement.
- LinkedIn rolled out their own version which is good for B2B.
- Combine SEO strategy with Facebook Live.
Trend #3: Trust declines, while peer influence rises.
- Trust in different institutions was at an all-time low in 2017.
- Because of this people are turning to each other.
- Peers are now as credible as experts.
- Marketers fatique from inflated influencer promises.
- 2018 will reward businesses that put their people – employees, advocates, customer communities, and influencers – at the center of their marketing strategy.
- Build advocate communities using Facebook groups.
- Go unscripted on Facebook live.
Trend #4: Humans, meet AI
- Computers are adapting to people, rather than people adapting to computers.
- Messaging Apps are becoming more personalized content channels.
Trend #5: The promise (and reality) of social data.
- Social data can help marketing gain new influence and recognition in the enterprise. But to recognize its promise, there is still work ahead.
- Marketers underestimate the time and resources needed for social data projects.
- Social data is difficult to integrate with other tools and is often opaque.
- Data can be political.
- Use true customer intelligence to gain new influence with executives.
- Demostrate strategic value of social channels – not just tactical brand awareness or customer service value.
- Go from reactive listening to uncovering new sources of business and brand growth.
- 96 percent of online conversations are unbranded.
- Get comfortable making assumptions with data you have.
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