"the future of social: paid content, video, 1:1 messaging" – hearsay summit

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

APPENDIX

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

Com

pliance

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

"the future of social: paid content, video, 1:1 messaging" – hearsay summit

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