SOCIAL MEDIA TRENDS 2018 One of the trends we highlighted for 2017 was how big social media networks IN were trying to transform their image, amid some bad publicity. Examples at that time included Snapchat’s rebranding at the end of 2016, Pinterest’s new positioning as a ‘catalogue of ideas’, expanding beyond the realm of a social network and even Twitter switching its designation from a ‘Social Network’ to a ‘News’ app in the App Store. Behind this shift in strategy lies a desire for networks to evolve and become an ever-growing part of our lives.

Social networks have advanced so much since their early beginnings that it TR is now difficult to confine them to being described by words like ‘social’ or ‘media’. Digital is also a reductive definition when pure players redouble in ingenuity to anchor themselves in both physical and digital environments; ‘phygital’ might, therefore, be a better descriptor.

What’s also interesting is how the landscape is currently evolving. In the past, we had seen newcomers trying to compete with established ‘social networks’. Now the competition comes from many other players. Amazon’s launch of OD Spark, a social network for its shoppers or its powerful advertising platform, which directly competes with players like Facebook, is an example of this. FAMGA (Facebook, Apple, Microsoft, Google, Amazon) as they are now referred to are becoming so ubiquitous in the digital world that you would have to be living under a rock to avoid them. The rise of home assistant devices like Amazon Echo, Google Home or the coming Facebook Aloha are yet another example that proves these giant’s goal to become seamlessly UC integrated into daily life. In China, even shopping has become a social experience. The Chinese consumer’s specific path to purchase offers lessons for retailers in the West. Social media giant Facebook would have a hard time having a better business model than WeChat’s!

So whats in for 2018? Probably the year of some kind of maturity and TI consolidation of the tech-digital landscape. On that thought – ladies and gents kindly take your seats as we present … Our top 10 digital predictions for 2018.

ON 3 new technologies offer plenty of opportunities for brands

But brands need to think 1Content Strategy first

We are entering a huge tech revolution, can, for example, develop menu but what brands tend to forget is that recommendations based on the tech revolution is intrinsically linked available foods. For AR, VR or mixed to that of content. Augmented Reality technologies, the emphasis will be (AR), Virtual Reality (VR) and The on experience rather than how the Internet of Things (IoT) is nothing more technology can be applied to its than a bridge offered by technology products. An automobile brand will between the real and the virtual. In thus have every interest to capitalise other words, content will necessarily be on the return of a race rich in emotions the link between objects, people and rather than a 360° view of the interior technology – when it will not merge of the car. simply with the (virtual) experience itself. The growth of intelligent voice However, the content will have to assistants (Amazon Echo, Google meet new challenges depending Home, etc.) is another major challenge on the channels. IoT will need to be for content marketing. And bear in translated into tangible benefits for mind that there are plenty of new consumers. A connected refrigerator competitors to emerge yet. Facebook

4 | 7 is reportedly working on a voice speaker and a video chat device with a laptop-sized screen, as well as a voice search assistant for its app. ‘If a brand does not show up on voice platforms, then it will literally be silent when a consumer wants to engage with it,’ says Bret Kinsella, founder and editor of the VoiceBot voice technologies. Again, brands will have to develop customised the growth of content strategies by using the skills ecosystem of these assistants. And some early adopters have already intelligent voice taken the plunge. Johnnie Walker has already harnessed Media brands like CNN, the the opportunity by launching a New York Times and Buzzfeed function on Alexa in the United are already offering ‘flash info’ States for whiskey lovers and novices assistants (amazon vocals. So it will be interesting to who want to learn more about their see how brands can leverage this favourite bottles. This is a virtual, technology. guided tasting. You will naturally have to buy or have a bottle at hand. echo, google home, Another interesting example is how Hellmann's, the food brand, suggests recipe ideas via Alexa according facebook aloha...) to the ingredients in the user’s larder. The connection between end consumers and brand is also amplified here as a request via Alexa is a major challenge triggers an email with a link to the recipe of their choice. A particularly interesting approach at a time when brands seek to create bridges between different platforms.

6 7 the rising tide of artificial intelligence

Whose vision will shape our future – Zuckerberg or Musk?

Not that long ago, we only example: recognising faces and dreamt of machines with human emotions, expressing oneself, 2intelligence. and understanding the context of a situation. Early efforts to Now, reality is rapidly catching up ‘program’ understanding of to fantasy, and this has fuelled a these abstract concepts failed, major battle in the tech industry largely because we didn’t know over Artificial Intelligence. ourselves how to identify the rules that governed those actions. So Computers can already calculate programmers did what they had much faster than humans, and to do…they went maternal on the without error. Plus, computer problem! They gave computers memory is highly reliable and some examples to work with, potentially unlimited. And to top and let them figure stuff out on it all, computers can instantly their own – good old-fashioned create that perfect playlist for your trial and error. It’s exactly how next barbecue. Take THAT, human children master many vital skills, brain! including communication. A funny thing happened as a result of this But until recently, computers failed approach…the computers learned. at certain tasks that humans have mastered with ease. For

8 | 117 In fact, those trial and error Meanwhile, ‘Reinforcement As futuristic as artificial intelligence our interactions. This assistant will algorithms are fuelling the current Learning’ is expanding machine sounds, it’s being filtered right now manage all of our life logistics and AI revolution. For example, ‘Deep intelligence in a different direction, everywhere, on all social platforms, lend its expertise to everything Learning’ enables artificial neural namely teaching machines to and by every business that wishes from law and business, to finance networks to recognise recurrent perform tasks. First, the machine is to stay competitive. and medicine. Just don’t expect high-level concepts in data by given a goal within an environment But the big takeaway is that if you this advance anytime soon – 2018 is stacking the concepts of lower and with constraints. The task is aren’t an influential tech giant like likely out of the question. levels. To recognise a face, the grouped by iterations until the Amazon, Facebook, Google, Apple, machine will first correlate pixels machine develops an optimal Microsoft, or IBM, you are already You’re probably getting a sense for on a photo, then group them and algorithm to losing the the importance of this struggle and conceptualise their features (eyes, carry out the battle for the huge influence that the winners nose, mouth). Finally, it groups all task. It’s the ai is set to become will have on our future. Already two of these concepts to recognise the same principle AI talent. If titans have turned evangelists and unique collection of features as a used in self- the little guys seized the stage in 2017. single face. driving cars a commodity that is want access to and employed AI technology, On one side, we have Elon Musk It’s thanks to Deep Learning that by Google to ever more present they’re forced who considers AI an existential Facebook can recognise you in your defeat the to throw threat to humanity and calls photos. And that’s not the only top-ranked themselves for greater regulation. While on use that tech giants have for ‘deep Go player in in our lives as the at the mercy the other side, Mark Zuckerberg neural networks’ (the foundation the world. of the tech believes AI will save lives, help bring stones of deep learning). Facebook Google simply behemoths. people closer, and generally make also uses them to decide which bolstered technology pushes the world a better place. adverts to show to which users their artificial So what are and to extract meaning from the intelligence forward the tech giants Whose vision is more accurate? Bets words that we post by learning with the planning for are open. But one thing is certain, to analyse them contextually. qualities of the best players in the all this AI technology? For now, AI is set to become a commodity Facebook’s DeepText tool makes world and then trained the artificial intelligent assistants. And if all goes that is ever more present in our lives this possible. Also, its video chat intelligence against itself to become according to plan (no machine as the technology pushes forward. device Aloha (‘Hello’ in Hawaiian) unbeatable. Sounds simple enough, uprisings), even regular people like In the meantime, don’t watch “The – to be officially unveiled in May right? Well here’s your chance… us will be able to afford a digital Terminator” or “The Matrix” movies. 2018 – explores interactions between ‘Open AI’ offers a platform called butler. In fact, we’ll each have a language processing, speech and ‘Universe’ which enables anyone to copy of ourselves in the digital world face recognition. train their own artificial intelligence, that will replace our smartphone regardless of sector. and serve as an intermediary in

10 11 betting big on altered reality

But will 2018 be the tipping point to mass reach?

Augmented reality (AR), Virtual baking it directly into the iPhone Reality (VR) or even mixed reality and iOS. Google and Samsung are 3(MR) are definitely a hot topic but also expected to release advanced still niche and in need of a more smartphones later this year mature image. Mass adoption optimised for AR with Qualcomm's requires a tipping point that hasn’t powerful Snapdragon processor been reached even though the and depth-sensing camera. The Pokémon Success in 2016 surely social giants are also in the game. gave a taste of it to the mass. Facebook already offers its own But things are moving in the platform, AR Studio, for developers right direction through different wanting to create augmented initiatives. reality experiences for the social network. Augmented Reality first: Mira Prism is making a wireless Recently, Snap Inc. has hired augmented-reality headset various AR/VR experts to work on powered by the iPhone that will undisclosed projects and has also sell for $99 and therefore make the filed patents for advanced image headset affordable to all. Another recognition ADS. There are also example would include Apple with a lot of features being released its ARKit, their big bet on bringing around AM. For example, the AR to mainstream consumers by customisable Bitmojis of

12 themselves that Snapchat users can place onto the real world. Pinterest, in a smaller move, released their innovative new Lens tool, a program which verges on the edge of augmented reality. According to Bloomberg, the global market for AR products will rise to $165 billion by 2024. ar, vr or Virtual Reality now: Well, Facebook also has big plans for VR. Mark Zuckerberg’s brand has always been pretty chatty about its efforts to even mr are connect the world and is planning to build a ‘teleporter’ using Oculus Rift by 2025. Facebook recently definitely a hot established a VR team and is also working closely with Samsung around mobile VR technology. Facebook Spaces is one example – topic but still it’s a new VR app where you hang out with friends in a fun, interactive virtual environment as if you were niche and in in the same room. Google itself is expanding its mobile VR efforts with the Daydream platform. Anyhow, keep your eyes open need of a more and do expect immersive social experiences. Now there is still a lot to accomplish before we get to a functioning social VR. It means mature image more than placing avatars in the same virtual space and technically there is still some progress to get there, but we may well have reached the tipping point in 2018 and can expect to see it unfold in years ahead.

14 15 social networks are fine tuning their tv programming schedule

But they still need to establish a ‘watch habit’ among users.

We mentioned the importance The big picture is that players like of the video format and the Facebook, Twitter and Snapchat 4reason why it’s big – it creates are adapting to this new reality interaction, and interaction drives and want to design a new TV engagement. model somewhere between the traditional TV model, streaming And if a lot of discussions have media and video-on-demand been around live video, bear in services like Netflix. There is also mind that as important as it is, live a lot of social chatter around video isn’t the end goal. creating a model a bit like the Danmaku ‘machine gun’ sites like As social media expert Andrew Acfun and Bilibili which are very Hutchinson points out in a post on popular in China and that feature socialmediatoday ‘The television, real-time user commentary as a device, is still dominant, scrolling across the screen. but the content we view on the TV is different – modern viewers But the interesting part here is that are no longer beholden to rigid the landscape is segmented rather programming schedules, networks than fragmented, and as we said dictating what they watch and in our introduction, the landscape when. (…) the shift is coming, and is gaining in maturity which brings the social networks know it’. some kind of consolidation.

16 | 11 Twitter, for instance, is mostly middle productions, cheaper also train users ‘to establish a Watch and partner with social networks betting on live streaming sports, big competing with the type of content habit.’ for original content. Brands have events and news coverage taking you can find on high-quality already become editors by creating existing productions and paying YouTube channels. Back in June Indeed, although the importance of branded content. Tomorrow they for the rights to stream to its 328 2017, Facebook launched Watch, to social media may be growing, linear could become content brands and million monthly users. Twitter COO help users discover videos outside TV remains at the heart of digital produce TV shows, entertainment Anthony Noto wants live video their news feed more easily with consumers’ entertainment habits. series or movies with a subtler streaming on the website 24/7, and the idea to have fans commenting Also, addressable TV is gathering approach to product placement. In the company recently partnered and interacting with the videos. As pace, which lets TV advertisers China, advertisers offer consumers with 16 sports, entertainment and Daniel Danker, target viewers a new way to absorb content and media companies to do just that. a product watching product placement. An example? ‘Our goal is to be a dependable director for the landscape linear The TV series “Ode to Joy” features place so that when you want to video at television, characters close to the brands that see what’s happening, you think of Facebook based on surround them. Andy, the hero, uses going to Twitter’, Noto said in an recently said: geographic, the products Evian and Porsche, interview. ‘the most is segmented demographic while another less fortunate successful and protagonist wears clothes Tadashi Snapchat, on the other hand, wants shows will be behavioural Shoji and buys on the site Vip.com. to become a youth-focused digital the ones that rather than data. As good Strategies that aim to increase the video network. They are making get people ‘content exposure of brands, and to allow the bet on reality TV and other interacting with makers’ Internet users to better understand nonfiction short video series and are each other’. and good their positioning through these rather focused on developing pre- fragmented ‘advertising contents. Smart. recorded TV-like shows. Amazon sellers’, Prime Video, traditional Facebook, on the other hand, has the e-retailer's subscription media broadcasters can also be good bigger ambitions and just wants it service, is yet another model partners. Next year social media all (as usual…). It’s investing into because it's tied to the Prime retail platforms should increasingly sports rights (Major League Soccer service. partner with them, essentially to & the MLB) and therefore in direct go beyond their core audiences to competition with Twitter but also So basically, they are all betting younger audiences. massively investing on premium on a TV model, but as Forrester on-demand content with some Research analyst Jim Nail So what’s in it for brands? New very high-quality productions that commented, Facebook’s big advertising slots and formats that’s are said to be on the level of an challenge (which in fact is a for sure but also the possibility to HBO or Netflix series but also other challenge for all players) will be to become themselves video producers

18 19 social media advertising is inspiring new ad experiences

And they’re custom made, just for you!

Digital advertising (especially from friends over other sources. So social) took a beating in the if someone has liked your brand’s 5headlines this year. The main page, your posts won’t get as points of contention: brand safety, many organic views unless the lack of standards in campaign user chooses to see your posts first visibility and lack of transparency in their news feed. Consequently, in the verification of performance businesses will have no option but measures by third parties. It’s an to run ads. ugly picture. But even if these storm clouds And to top it off, the digital ad are backed by lightning and duopoly formed by Google and thunder, they should not obscure Facebook is making brands and the richness and uniqueness of agencies even more uneasy. the social model. There is no question; it has legitimate creative In particular, Facebook’s mobile assets to seduce and inspire other advertising has a bright future advertising models. – especially now that organic social traffic has become harder Social networks, especially to acquire. Increasingly, the Facebook, were among the first to purpose of Facebook’s news feeds democratise ‘native’ advertising. algorithm is to prioritise the posts This is a model where

20 | 11 ads fit perfectly into the context and videos, coexist with more Snapchat has developed (and In a nutshell, social ads are of reading in order to preserve the original formats. Carousel ads are made available on its platform) becoming more personal, more user experience. Native advertising a perfect example. They allow a tailor-made models to engage interactive, and more valued by the is often paired with ‘targeted’ single advertisement to feature with young people. Evan Spiegel’s consumer. These are all vital points advertising where individualised several different photographs that brand goes even a step further by in an era where ad blockers are and personalised ads are generated tell a story in a creative space. In proposing the advertising-style gaining popularity and consumers automatically for each consumer. a ‘collection’ opt-in. It’s so are fed-up with ads ruining their For example, demographic you can create playful that experiences. targeting can be combined with a media-rich you just can’t numerous other targeting modes, storytelling social resist engaging. Former advertising executive, including interest targeting, experience That’s right, an Andrew Essex, bases his book on the behavioural targeting, connection specifically advertisement assertion that life is better without targeting (depending on the link for mobile. It marketing is no you PLAY bad ads. And that while the old to your Facebook pages), and begins on the with! How? model was General Electric Theatre, re-targeting. It’s also worth noting consumer’s By detonating and the new model is ‘The LEGO how Facebook is introducing more Facebook advertising Movie’, they’re basically the same ways to help marketers re-engage News Feed longer about formats such thing. They make things people offline audiences. This closes ‘the with videos or as ‘lenses’ or want to see, and that adds value 360° loop’ and opens a wide range images and ‘filters’ that to their lives. It’s a simple concept of possibilities for phishing the then features narratives; convey the – you can’t sell if people don’t want consumer. multiple brand elements to see your pitch. products in a ‘fun’ and We can attribute this movement to peruse. contextualised In the end, social marketing is no to ‘social’ advertising. The Canvas is also it’s about way. There are longer about narratives; it’s about campaigns are much more dedicated other platform- experiences. About bringing value contextual than ever with added to media- specific back to brands and consumers. intelligence, precision, and far more rich brand practices And that’s a concept that social personalisation. storytelling on experiences not directly networks understand and that Facebook. It monetised by should be developed and infused Beyond the increased possibilities allows brands to mix videos, images, Evan Spiegel’s brand. For instance, into other sectors like TV, cinema, of targeting, there are also the new text and a call-to-action all within a a ‘Social Takeover’ where a celebrity OOH and DOOH. interactive formats proposed by the single format. or influencer takes the reins of a big social players. On Facebook, social account to infuse some fresh ‘classic’ formats, such as photos blood.

22 23 supercharge your brand with influencer marketing

Why it’s no longer just an option.

China was an early mover in the Also, the rise of ad-blocking area, with the boom in Chinese software has forced many key opinion leaders (or KOLs) marketers to re-think their 6who can be immensely powerful. advertising efforts. Just realise: Brands still use them to draw on more than 20% of the connected their massive online popularity to adults surveyed for Kantar Media’s create more awareness and bring Dimension study in 5 countries in sales. Today, social media stars (Brasil, China, France, Great even develop their own fashion Britain and the United States) brands. Their fans can purchase claim to always use an ad blocker! the products directly online while In China, only 18% said that they chatting with the social media always use ad blocking software, personality. but no fewer than 46% claim that they ‘sometimes’ make use of the But now in China and in western technology. markets content creation is no More and more brands are longer led by mainstream media finding meaningful results with or KOLs alone, with a significant influence marketing as an effective volume of original content created alternative, and for good reason – either by netizens or themselves. they work. As a result, ‘micro-influencers’ have taken over social media But before you take the plunge, marketing. you need to know which influencer approaches are available. Or your plunge may be a cold shock to the system!

24 The PR Approach ‘un-scripted’ feel creates an air of Discount codes are another powerful Urban Decay provided a powerful When influencer marketing started authenticity and excitement which linked opportunity and a clever way demonstration of events in action. They to gain momentum, bloggers and audiences love. For example, luxury to incentivise both the influencer and gathered influencers from across the YouTubers were often treated like brand Gucci, enjoyed huge success the consumer. And best of all, it’s easy globe for the launch of their new lipstick journalists. Brands sent them press turning the reins over to movie star to assess the effectiveness of such collection in New York City. The web releases, gifts and samples to win their Jared Leto. campaigns by using analytics. was soon awash with hip and trendy support. images and videos from the event, and Sponsored Content Product testing & Reviewing rave reviews for the new products. While this general approach can Paying an influencer to mention a Just like Affiliate Programs, product produce results, it may lack the brand in a social media post is called testing is getting a fresh paint job for A slightly different version of an event personal touch that resonates with ‘sponsored content’. It’s a common a new era. Bold players like Influenster has influencers come to a physical influencers (they just want to be loved). practice, but be mindful of certain and Trnd offer integrated platforms store location or a unique destination So, if you decide to go the PR route, be guidelines. where brands and influencers can of some importance to the brand. sure that your brand cultures align, and connect. The influencer then delivers For instance, Chanel invited select that your product fits with the interests First, you must maintain transparency an honest review of the brand’s influencers to Grasse to experience of the influencer. And if you really want with a disclosure that identifies the product (generally for free). Brands the roses used to create their latest to catch their eye, maybe send hand- content as ‘paid-for’ advertising. get unbiased feedback and Influencers perfume – L’eau N° 5. written notes to infuse some emotion It protects the integrity of both the get to try cool new stuff and grow their Keep in mind that events are all about and personalisation into your pitch. influencer and the brand, and the online presence. the experience and the ‘WOW factor’. audience respects the honesty. When Influencers will capture whatever tone Guest-blogging & Social Takeovers crafting your sponsored content, Contests and Giveaways the brand sets at the event (good or Guest-blogging and social takeovers consider providing a brief that features Contests and giveaways never go out bad), and amplify it using posts, videos, are creative methods of promotion clear guidelines but allows freedom for of style. Modern influencers love them and stories to their audiences. So, big with drastically different levels of the influencer to relax and improvise. because they’re a great way to get smiles everybody, and make sure your success. After all, the influencer knows best communities to react and engage, event sizzles! what resonates with their community. specifically when they’re paired with a Guest-blogging aims to drive website creative concept (an escape game for Co-creation traffic by engaging (requesting/ instance). To participate in the contest/ Co-creation is a booming influencer paying) an influencer to promote Affiliate Programs & Discount codes giveaway, target members are usually program that builds trust and content directly on the brand’s ‘owned 'Performance-based marketing' is a asked to follow the brand AND the authenticity for brands in addition media’ channels. But guest-blogging is potent mix of affiliate marketing and influencer. As a result, influencers can to boosting their sales. It effectively often perceived as less authentic, and influencer punch. Most influencers grow their audiences and track every transforms the influencer’s role from not all audiences will follow outside the have some type of ongoing affiliate participant’s action down to the click. that of a talking head to a full-blown established ‘intimate circles’. programs, specifically in sectors like collaborator. The technique gained beauty and fashion represented by Events popularity as passive influencer Meanwhile, social takeovers give brands such as Sephora, Zara, or Asos. Events are popular for brands because participation lost its punch and failed influencers control of a brand’s social they create buzz, influencers love the to resonate with audiences. In response, account to infuse some energy and star treatment, and the only limit is brands gave the influencers more fun into their content. The engaging, your creativity. This is big-league fun! freedom to participate in the strategy and content creation, and audiences

26 27 have responded. With Co-creation’s on your objectives, you can choose growing popularity, expect it to expand an integrated IRM solution like Traackr into community co-creation in coming that bets on long-term strategies years. enabling brands to manage influencers in the same way these brands manage Ambassadorship customers. But other options can also Like many of the approaches on our be assessed: influencer marketplaces list, ambassadorship programs signify like Tribe or BrandSnob that offer paid- a shift in recent strategy. As detailed for options for brands looking to work more and more in the Tracckr / Altimeter report on with influencers or other freemium Influence Marketing, one-off marketing tools like FollowerWonk or Buzzsumo to splashes are giving way to ‘always on’ help you search for influencers. programs. It’s an evolution that opens brands are finding the door for long-term relationships For the best results, be sure to infuse between influencers, brands, and your marketing with creativity and audiences. integrate your chosen method into meaningful results an overall cross-media campaign. As with any long-term arrangement, Once you find a formula that works, be sure to vet your candidates consider amplifying its success beyond carefully. Ambassadors become the a specific channel. For example: If your with influence face of your brand and the heart and Instagram sponsored post generates soul of your identity, so be careful of a flood of comments…promote it controversy unless that’s part of your on Twitter to extend its reach. Also, marketing and for desired image. For example, if you sell consider showcasing select comments Rum and your rock star ambassador from that post on your website or OOH gets drunk and destroys a hotel ads or in print advertising. You may room, that’s great press! If your brand need to experiment a bit before all the good reason – they supports funding for school music flavors mesh, but once they do, your programs, not so much. brand is in for a marketing feast!

Leveraging the Power of Influence work Marketing There’s a number of ways to integrate Influencer Marketing into your brand promotion strategy. But make sure you use the right technology as there are different types of solutions! Depending

28 29 video format is hype

But other interactive formats could share the spotlight in 2018

Let’s start this trend by mentioning Also, what about video in China? how popular the video format (and The Chinese mobile live streaming its variations like Live 360 video) is. market, in particular, is huge 7At this point, this is something that – backed by increasing mobile has been said so many times that penetration. The rapid growth it’s like kicking down an open door. of live streaming in China has But the interesting question is why attracted a rush of investment, it’s so popular and what’s behind led by China’s tech giants such that, in other words, the broader as Tencent, Alibaba and Baidu. view. The main objective is to use live streaming to boost existing The revenue model for many social services in e-commerce, social networks is ads. And in order to networking and gaming. sell ads, you need to have people on the platform and get them However, Facebook says it will to stay on the platform as long be 'all video' in 5 years as people as possible. And to get them to abandon text…does that mean stay on the platform, they need that brands should go all video? to be entertained and engaged. Probably not. At least not in 2018. It’s as simple as that. So now, If brands need to get familiar with social networks are developing the video format, the truth is there algorithms that favour content are still interactive formats out that engages, and it is noted that there that drive engagement, so videos, especially live videos bring brands should think about having a lot of engagement. the right mix.

30 Home digital assistants like Amazon Or, even if it’s on mobile, it’s still not Echo and Google Home, along in you — you’re holding something in with other IoT offerings like smart your hand and watching it. With audio, cars, are opening up new audio especially with a podcast as opposed possibilities for brands. These audio to other forms of audio, you’re talking formats allow advertisers to reach personally to someone, you’re putting audiences where connectivity is an earbuds in your ears’. issue. That’s probably the reason why Facebook launched Facebook Live Besides video and audio format, Audio (similar to the current version of early adopters are also testing with Facebook Live, but without the video all kind of interactive content. Gifs, component). It can also explain the those animated images that can be massive success of walkie-talkie app easily shared and embedded are very Zello, a communications app that popular with brands even launching allows users to speak one on one with their own branded gifs. But what’s friends (or larger groups) taking turns brilliant about them is the diversity to speak and listen and which got six of the Gif formats and the creativity it’s not all just million new users in one week (During they allow. ‘Morphing Gifs’ are a Hurricane Irma) and shot to the top of category which features a smooth the Apple store. transition between images. ‘Looping gifs’ are so popular that they even about video But other uses are being made on have a community on reddit: /r/ vocal beyond ‘crisis situations’. Brands perfectloops! Split Depth GIFs are and media are launching more and also amazing because they add 3D more podcasts as a way to bring a effects. They use a simple technique new level of intimacy. Media Frontline adding white columns to an existing announced that it was launching clip to create the illusion of the subject its first-ever podcast, The Frontline leaping out of your screen right at Dispatch, in order to take the leap into you. Cinemagraphs also called ‘living authentic audio storytelling. Raney photographs’ are yet another example. Aronson-Rath, Frontline’s executive And the list could go on and on. produce explains it this way: ‘When So what’s the lesson here? It’s not you’re making a big documentary film, all just about video. Diversify your it’s really a presentation. You are sitting formats, test and learn and go for and watching something across the interactive elements that can infuse room from you. some life into your storytelling.

32 33 gen z takes a stand for privacy

And puts an end to the Wild West era of social media

If you thought social media According to Dutch researcher would be the end of private life, Tijman Shep, such acute fear of consider this: of all generations, social “exposure” may lead to 8Gen Z’ers express the strongest the next crippling disease of the desire to protect their personal century. So called, ‘Social Cooling’ data profiles. Many use aliases is a condition characterized by to avoid detection from online an overwhelming concern with searches, and they even establish what you publish or ‘like’ on social ‘rinsta’ (real accounts) AND networks. It is theorized that in ‘finsta’ (‘fake’ or ‘friendly-only’) a world where algorithms track Instagram profiles. Furthermore, everything we do, and scoring these secretive teens, use apps becomes permanent record, we like Vaulty, which allow users to may become mired in excessive hide photos and videos. Also at self-censorship, conformity, risk their disposal, “Incognito” social aversion, and social rigidity. Are we networks like Sarahah, Anonyfish, so close to Black Mirror? and Minds.com, which allow users to express themselves Perhaps that explains why our anonymously. If there remains any increasingly connected population doubt of Gen Z’s influence and is also growing increasingly desire for privacy, consider this: suspicious. According to Kantar the Sarahah app reached #1 in the TNS’s latest “Connected Life” Apple App Store in 30 countries, research, people recognize the just two months after its release! price they must pay in personal data to maintain a connected lifestyle.

34 | 11 However, more and more platforms government plans to launch its Social are now available as a Tor Onion Credit System in 2020 to measure Service – Facebook is a prime the ‘trustworthiness’ of its 1.3 billion example. More recently, the New York residents. In fact, just a few years Times began allowing their users to ago, the very word ‘Privacy’ carried a access the site without fear of being negative connotation in China … Even monitored. They simply use a “.onion” so, there are changes in the works domain name which you can access for China. They recently introduced only through the Tor browser instead of cyber-security legislation banning the using a more common domain such as collection and sale of users’ personal of all generations, .com. information. Firms within the country will have to store user data on servers In short, 2018 will be a landmark year inside China, and people will be given gen z’ers express for advances in social data privacy. the right to have their information In May, the European Union’s General deleted. Data Protection Regulation (GDPR) goes into effect. And the fines for What are the consequences for the strongest noncompliance are severe – up to brands? First, they should be careful 4% of annual revenue! The GDPR about how they use social data and legislation, among others, specifically whether they store them in a CRM desire to protect protects user-generated data such as or elsewhere. Secondly, they should social media posts. find alternate methods to engage the youngest social media users: for According to Kantar TNS’s latest example, using messenger apps where their personal data “Connected Life” research, concerns the interactions are more private and are much lower in other markets personal (one-to-one). such as China and the UAE. In these markets, consumers have more profiles transactional expectations from brands (for example, rewards in exchange for data). Chinese authorities even collect ‘voice pattern’ samples of individuals to establish a national voice biometric database! Furthermore, the Chinese

36 37 fake news – the web’s dark side is under attack!

But Is YOUR Brand Safe?

Fake news is still a hot topic, and of Facebook’s ad system. Mark social media has been hit hard by Zuckerberg also announced this corrosive trend. Kantar’s ‘Trust that Facebook would hire 3,000 9in News’ survey revealed that content moderators to help weed Social media is the least trusted of out violent live video content. all news sources, garnering just a 33% approval rating. Givn that bots and AI are common As a result, improving the news sources of fake news, it would feeds’ algorithmic ability to seem wise to invest in more combat fake news has become sophisticated machine learning a top priority for social giants in technology. There is a risk, 2018. Facebook is using machine however. The AI-driven creation learning to detect purchases by of ‘counterfeit reality’, or fake spam accounts , thus making it content, may outpace AI’s ability very difficult for those posting false to detect it, thus fomenting a new news to purchase ads. In 2018, level of digital distrust. Facebook plans to double the branch of its workforce dedicated There is also the issue of “non- to moderating posts. brand safe” content, such as illegal, adult, provocative, This includes hiring 1,000 new discriminatory, and/or violent reviewers to monitor ad content content. In 2017, for instance, in light of Russia’s manipulation Havas Group UK felt compelled

38 to pause all YouTube display ad charged with grossly overselling spending. Havas Group Chief its influence with millennials. They executive and country manager promised advertisers access to Paul Frampton announced that 66.3 million users in the 20-39 age YouTube has a “duty of care” to bracket. clients to ensure brand safety. improving the news Why? Household names were When in reality … only 47 inadvertently funding extremism million such users actually by featuring ads next to content existed. In response to their little from terrorists and neo-Nazi miscalculation, Facebook’s chief feeds’ algorithmic groups. operating officer, Sheryl Sandberg, took the stage at the Dmexco In short, ‘future-proofing’ your Conference in Cologne with ability to combat brand will become impossible. initiatives to, “provide more clarity To provide a measure of support, and control for advertisers.” She social platforms will engage went on to say, “Putting out better companies to control ‘media tools and measurement is going fake news has quality’. For instance, YouTube to be a big part of that going and Snapchat have both chosen forward.” to collaborate with Integral Ad become a top Science (IAS), which offers DSP integration. The purpose is to reduce, if not eliminate, the distribution of advertising content priority for social paired with inappropriate context.

Social media giants will also have to be accountable for the lack of giants in 2018 transparency in how they share data with advertisers and for ‘marking their own homework’ when reporting campaign results. In the United States, Facebook was

40 41 a social media convergence unites china into an empire

Will integration grab a foothold in the West too?

The convergence of social media all together. Several retailers, such and user experience has truly as Gap, Estée Lauder, and Coach, reached its golden age. According have tied their loyalty building 10to Kantar Media’s “Chinese programmes into the WeChat Social Media Landscape” report app, and now run engagement , a number of Chinese platforms and customer relationship like Weibo, WeChat, and QQ are management (CRM) through the perfecting the union of social platform itself. It’s a growing trend commerce, mobile commerce, and that is affecting the entire social “pan-entertainment”. For instance, media landscape. Weibo and video websites are now more integrated with e-commerce Chinese social platforms are platforms, while gaming platforms also using cross-platform traffic are integrating with video websites conversion to generate more sales. and BBS forums. For instance, some retailers employ a strategy called, ‘see now, buy With over 800-million active now,’ where livestreaming is at the monthly users, WeChat is one core of the ecommerce experience. of many brilliant examples of Mogujie.com is the perfect mobile internet penetration in example of this approach. They China. That’s why many brands are a Pinterest-like e-commerce and retailers are connecting with platform focused on female- consumers directly within social fashion consumers. They enable app environments, and skipping their customers to purchase direct-to-consumer mobile apps products directly from within a

42 livestream environment that is rich social media prospecting, and with digital media stars who answer retargeting ad platforms. This questions and provide fashion opens the door for ‘hypertargeted’ recommendations. personal messaging.

In short, the experience of Despite these innovations, weibo, wechat, consuming content is becoming just Western social platforms still as important as the content itself. To favour a “distributed” approach – stay relevant, brands must combine Facebook, Messenger, WhatsApp, and qq are stand-out content with dynamic Instagram are all independent distribution strategies across all apps. Meanwhile, Chinese social stages of their customers’ lifecycle. media employs an “integrated” model. Why? … Chinese consumers perfecting the The future of social is all about UX, prefer a more holistic approach and Western social media is no where everything happens inside exception. Tinder and Instagram a centralized app (Wechat, QQ, union of social allow visitors to log in via Facebook Weibo, etc …) With such power, the and offer cross-platform sharing. app then serves as an integral part Facebook added a new customer of their daily lives. chat plugin which will enable users commerce, mobile to initiate a Facebook Messenger In fact, China’s premier social apps thread with a business on that have evolved into extraordinary brand’s website. Microsoft too got social and marketing success stories in the game by using LinkedIn data – light years ahead of Facebook. commerce, and to help you get a better job. And Instagram posts can now be shared That’s why, although this integrated to WhatsApp in just one click. Also, architecture may not seem a good pan-entertainment we are seeing more use of services fit for Western habits, brands around and APIs to integrate social media the world need to sit-up and take with CRM, marketing automation, note!

44 45 We measure social conversations & media coverage in

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