I had the privilege of attending the Social Media Day San Diego 2016 conference a couple of weeks ago and learned a lot about social media and what’s in store for marketers in the upcoming year. After ten and a half hours at the Marriott in Downtown San Diego (which is absolutely beautiful inside), I learned 3 key points: prepare yourself for live video because it isn’t going anywhere, Snapchat will soon be widely used by companies, and it’s time to create value-centered relationships with your consumers!
Key Point #1: You Need to Stop Being Afraid of Using Live Video
I’ll admit it, live video terrifies me. We’re constantly being told to present the best possible version of ourselves on social media, but how are we supposed to do that in real-time?! Believe it or not you can still be yourself (in an appropriate way) while immediately filming your antics. In case you didn’t already know, millennials and other consumer groups like the idea of transparent and authentic brands. By using live video to communicate to your fans and brand ambassadors, you come off as human instead of being a cold robot.
At the conference, social media experts Joel Comm (@joelcomm), Rick Mulready (@rickmulready), Mari Smith (@MariSmith), Sunny Lenarduzzi (@SunnyLenarduzzi), Tyler Anderson (@tylerjanderson) and Michael Stelzner (@Mike_Stelzner) stressed that live video isn’t just another social trend. Facebook Live and Periscope are already making huge waves in live video and are continuing to adapt to a “live” world. Apart from transparency and authenticity, people like immediacy and living in the now. Just look at the success of Pokemon Go! As a business, you can film people using your product, brief tutorials, “meet the staff”/behind the scenes sneak peaks, and many other engaging topics! This brings me to our second key point…
Key Point #2: Snapchat is Forever, Even Though Your Snaps Aren’t
Yes, snapchat is here to stay and no, it’s not just used for sending nude pictures to each other anymore. For the longest time, I honestly didn’t understand the appeal of Snapchat. It wasn’t until I finally upgraded my phone and had access to the plethora of augmented reality filters (better known as lenses), that I knew Snapchat was special. I have been pretty slow on the Snapchat learning curve, but I’m starting to catch up. Next week’s blog post will actually be about my personal struggles learning the non-intuitive platform, so stay tuned for that one!
Snapchat is an untapped platform for most brands. Some brands such as Grub Hub and Taco Bell are pros at creating innovative snaps, but many of us have no clue where to begin. Social media pro Carlos Gil (@CarlosGil83) explained that brands should view Snapchat as a necessity, not an accessory, to their marketing strategies. With 200 million users and 10 billion daily video views, Snapchat is where the millennials reside. Why should you care about millennials? Not only do they have disposable income, but they are also the future mainstream consumer. If you use one of their favorite platforms to get your message across in an innovative way, you will see an amazing outcome in the long run.
Instagram is still incredibly popular and reaches a slightly older crowd in addition to millennials. I personally love the positive community sharing that happens on Instagram. It’s nice to have a break from the overly political news feed I see on Facebook to look at cute animals and hilarious memes on this platform. According to Jenn Herman (@jenns_trends), Instagram has 500 million monthly active users and 300 million daily active users. What does this mean for advertisers? Well let’s just put it this way: 97% of Instagram ad campaigns see great results. It’s all about the visuals people!
Key Point #3: Create Value-Based Relationships with Your Consumers
If your company’s marketing team still believes they can shout out a message without first building a relationship with consumers, you’re doomed in the Relationship Era. ROI (return on investment) is always important to consider, but you need to start focusing on ROR (return on relationship). This is basically the marketer’s way of saying quality over quantity. In the short-term taking this path will be more difficult, but in the long-term you will be more successful than your old-school competitors.
Brian Fanzo asked the audience to think of the people that influenced them. Shockingly many modern-day influencers are people like me and you instead of celebrities. People trust other people, so use this to your advantage when trying to communicate your message!
Pat Flynn (who was hilarious) talked about turning your casual audience into raving fans. In order to do this, Flynn says that you need to build meaningful experiences and moments with members of your audience over a long period of time.
Last but not least, Jay Baer talked about “hugging” your haters. Many companies ignore their critics, which can be a HUGE mistake. With sites like Yelp, 80% of Americans trust online reviews as much as personal recommendations. Address the complaints of your haters and try to change their experience through great customer service.
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What do you think will be a trend in social media next year? Comment below!