The Currency of Social Media: Attention

Dotcommers called it “eyeballs.” Advertisers measure it by “impressions” and social marketers by “reach.” It’s the precious metal that marketers mine, and the fight for it is brutal.

I am talking about Attention.

The attention YOU give to the content you view, read, hear, touch, experience, talk about.

Your attention is money to advertisers and marketers. Your attention is the product that social networks sell to advertisers to make money.

There is a problem though. Share of Attention is a finite resource. On average we spend 3-5 hours every day looking at screens, including PC, mobile, tablet, and TV.

Content publishers must fight each other for a slice of that precious, precious time.

We already live in a world where it is impossible to consume all the content you want to see, because there is so much of it.

As gatekeepers and curators of what you see, social networks grab more of your Attention by constantly introducing new formats to deliver content: short videos, 360 videos, VR, live-streams, cinemagraphs, animated GIFs, games, quizzes, personality tests…the list keeps growing.

I may work in social media, but I try not be enslaved by it. Using dedicated software, I check the performance metrics of the countless Facebook, Instagram and Twitter accounts that we manage, but when it comes to my own social media presence I wouldn’t call myself an addict. At most I spend 10 minutes total per day checking my newsfeed. If I’m putting together personal content to post, that number may go up to 30 minutes, that’s it.

On my daily drive into work I listen to audiobooks, podcasts, radio stations. Some days I drive in silence because that’s my thinking time.

Attention works for *me* too, it’s a resource that if used wisely, makes me a better manager and leader.

When we pay attention to the right things, in the right amounts, we reap the benefits. Don’t let social media take that away from you.

Facebook’s Balancing Act

There’s so much fear-mongering over Facebook’s recent tinkering with their newsfeed algorithm, dramatically reducing organic reach to the point where publishers are now told to expect zero organic reach eventually, meaning they will need to pay up if they want anyone to see their content in future.

Facebook is caught in a catch 22. They made a decision to monetise the service by offering ads (because revenues), so a few years back they artificially decreased organic reach to drive brands to advertise. As brand pages started to advertise, and sponsored posts started appearing in news feeds, users have become alienated: they visit less, they post less original content, they share less. To keep attracting those eyeballs, Facebook’s algorithm only shows you what you like to see, by carefully measuring a ton of factors such as how much time you spend reading a post, your engagement actions, your scrolling patterns and so on.

But users don’t like sponsored posts (i.e. ads) with content they don’t like, so Facebook’s algorithm must now decrease your cluttered newsfeed even further, and organic reach is the easy way to reduce that clutter. Conveniently, this means brand page owners and advertisers now cannot expect their 2-4% organic reach to stay available indefinitely. As content explodes on Facebook and users seek cleaner newsfeeds, newsfeed content share by brand pages is just going to dwindle even further.

What are publishers and advertisers to do? Not much, apart from continuing to create content that drives engagement (but avoiding clickbait articles, the cheap and easy way to cheat you way to engagement). The trick is to think long-term, invest in a strategy that connects your brand to genuinely useful, engaging content, and never waver from that despite temptation. For publishers, the way forward is subscriptions, witness the success of publishers like New York Times and The Economist. For advertisers it’s a thornier problem, because of the inherent tension between creating content that people want to consume, and using that content to achieve commercial goals.  As a content marketing agency, we walk the fine line of this tension daily.

Are you looking for advice on how to balance between maximising reach, and building your brand? Drop us a note at ask@rfi.asia and let’s have a chat.

Creativity + Data = Ruder Finn Beacon

While Creativity is still king, the ability to assimilate real-time data from multiple sources, and convert them to valuable insights that lead to action, is a critical success factor for CEOs and CMOs today. Clients have been telling us that while the advertising side of the house has been comfortable with data for decades, comms and social teams have been struggling to wring meaningful intelligence from the copious amounts of data they collect.

That’s why we created Ruder Finn Beacon, our proprietary Insights & Analytics suite that helps clients derive practical intelligence from big data directly applicable to business goals.

We’re not just talking about marketing-related data such as social listening, influencer maps, consumer journeys, web analytics and media coverage, but any kind of data. If it has a time-stamp and can be plotted on a scale, Beacon can analyse it.

Beacon already includes:

  • Intelligent Listening with Augmentations
  • Influencer Mapping
  • Social Visualisation

With more to come as we refine the I&A suite continuously.

Intelligent Listening

Beacon Intelligent Listening (BIL) is the social listening that we are familiar with, with a few key differentiators. First, Beacon can support and integrate multiple social listening services, for example letting regional teams aggregate social listening across markets. If the client does not currently use a social listening service, we offer Crimson Hexagon as an option.

Beacon monitors online and social media globally including news sites, Facebook, Twitter and Instagram.

We’ve also seamlessly integrated Google Cloud Artificial Intelligence (AI) to analyse sentiment and translate posts on the fly, making crisis monitoring and predictive analytics even more responsive and accurate. At launch we already support automatic translation of over 100 languages, enabling us to cover practically the entire world. It doesn’t matter if you’re tracking Malay, Thai, Korean, Chinese or Tagalog…the posts are there in the Beacon dashboard, translated automatically, analysed in real-time.

Beacon also introduces the concept of Augmentations, which lets us layer any kind of data over listening data, and find correlations. With Augmentations, we can import data of any kind, and analyse that alongside standard marketing data such as web traffic, advertising spend data, e-commerce sales, and so on. Augmentation data sets can range from retail foot traffic to weather patterns.

Influencer Mapping

We’ve partnered with celebrity KOLs and large-scale influencers for many years, but now there’s a way to find micro-KOLs too.

Beacon Influencer Mapping (BIM) discovers and scores social media influencers to help brands quickly design outreach campaigns and build communities. We evaluate and score influencers by Reach, Resonance, Relevance, and Receptivity, creating a map of potential influence.

Micro-influencer mapping is a particularly powerful application of Influencer Mapping, allowing brands to discover influencers with followers numbering only in the thousands or tens of thousands, yet that are passionate and influential around a niche topic. For example, Beacon was successfully used by a major pharmaceutical company to map and rank the most passionate online influencers surrounding a specific disease, leading to more targeted engagement.

Social Visualisation

Many client brands manage multiple social media accounts, each with unique audiences that overlap and cross-influence. Ironically, Facebook’s Insights tool contains a large amount of user data that can overwhelm marketers and make deriving insights a challenge. BEACON’s Social Visualisation dashboard collects a large amount of this performance data, then presents them in easy-to-understand insight charts that make interpretation straightforward. Supplemented by expert recommendations from Ruder Finn’s social media experts, BEACON Social Visualisation delivers actionable insights that allow brands to outperform their peers across a multitude of KPIs, from engagement to conversion.

Beacon is already serving multinational brands across Asia today.  For a demo or pricing information, please drop us a note at Beacon@RFI.Asia.

 

Targeting 101 (or, calling them Millennials is so 2014)

Labels are just labels. People are messy and contradictory.

Our need for patterns helps us make sense of the world, it’s how our brains are wired, but it doesn’t always make it easy to predict behavior. In fact, seeing patterns and labelling a group as a stereotype can be counterproductive these days.

We were tasked by a client to “target millennials” for a campaign, so we conducted research and created a series of personas of this group, including “affluent millennials”, “lifestyle millennials” and so on, within a certain geography. Labelling a specific age segment with an aspect of their generation’s consumption habits can be risky, but it was useful for the campaign because we were mapping specific product attributes to specific behavior. What we couldn’t get the client to understand though, was that they could target product attributes to behavior while ignoring common demographics like age, income and gender.  For example, there are people in their 20s who will pay over a hundred dollars for a nice cab sav, in the same way that there are forty-year-olds who skydive on vacation. You may call them the long tail, but bucking trends is the trend these days.

So what is the new approach to targeting?

Target by behavior, not gender or age. Microtargeting on social platforms makes it relatively straightforward to deliver content to targeted audiences, but many marketers make the mistake of targeting by broad stroke demographics, not behavior. Not all Justin Bieber fans are aged between 14-25; many scuba divers are above 55. Age is no longer a reliable predictor of behavior. Targeting affluent travelers? Aim your social content at people who have traveled overseas at least once the past month, and who have liked the brand pages of relevant airlines and high-end hotel groups.

Mine data to spot non-obvious patterns that predict future behavior. For example, Target, a large American department store, identified 25 products that women expecting commonly purchased together, and sent coupons to them. In the process, they inadvertently outed one girl’s hidden pregnancy to her dad. Here’s what happened:

[A] man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry, according to an employee who participated in the conversation.

“My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”

The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again.

On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.”

You can read the original New York Times story here.

In a nutshell, as marketers we should start with behavior, instead of making assumptions based on demographics. Straightforward and obvious, right?

 

Reading Trump supporters’ tweets (it’s not what you think)

Social media puts us in echo chambers where our own extreme views become normalized.

Social media allowed fake news to proliferate, putting populists (and some demagogues) in power.

Social media has made it easier for populists and their supporters to sway public opinion.

Social media makes it easy for us to publicly hate and despise those that disagree with our views.

But demonizing “the other side” is the opposite of what we should do. I was inspired by this recent article in the Washington Post about Hugo Chavez’s rise to power, and how it should not be allowed to repeat. One passage stood out for me:

The recipe for populism is universal. Find a wound common to many, find someone to blame for it, and make up a good story to tell. Mix it all together. Tell the wounded you know how they feel. That you found the bad guys. Label them: the minorities, the politicians, the businessmen. Caricature them. As vermin, evil masterminds, haters and losers, you name it. Then paint yourself as the savior. Capture the people’s imagination. Forget about policies and plans, just enrapture them with a tale. One that starts with anger and ends in vengeance. A vengeance they can participate in.

That’s how it becomes a movement. There’s something soothing in all that anger. Populism is built on the irresistible allure of simplicity. The narcotic of the simple answer to an intractable question. The problem is now made simple.

To fight the rise of populist demagogues, we must reach across the aisle, the income gap, digital divide, what have you, and understand the other person’s point of view. Read their tweets, find out what drives them, and we will soon realize that at the end of the day, we all want the same things: Love, comfort, security, a future for our children, the freedom to enjoy what we earned. Understand what makes a suburban mother of two vote for a misogynist, sexist demagogue. She didn’t do it to spite liberals, she’s fearful because she sees the loss of jobs around her, and growing income inequality. She wants her children to have a future, so she’s doing what she believes will bring about change.

From the same article (emphasis mine):

You can be different. Recognize that you’re the enemy Trump requires. Show concern, not contempt, for the wounds of those who brought him to power. By all means, be patient with democracy and struggle relentlessly to free yourself from the shackles of the caricature the populists have drawn of you.

It’s a tall order. But the alternative is worse. Trust me.

7 Digital Marketing Trends to watch in 2017 and beyond

I’m fresh back from vacation, so it’s time to roll up those sleeves and dive deep into 2017, which will be an exciting year especially now that we’re part of the awesome Ruder Finn family. (In case you haven’t seen the news yet.)

Here’s a look at my predictions for what will matter most to digital marketers in 2017 and beyond.
Dark Social
First coined by Alexis Madrigal of The Atlantic, Dark Social refers to social sharing not on semi-public platforms such as Facebook and Instagram, but messaging platforms such as WhatsApp and WeChat, and of course Facebook Messenger.

This shift to person-to-person and closed group sharing is a massive trend, with some estimates claiming over 60% of people share exclusively in Dark Social. Anecdotally we’ve all seen it happen: I now share much more with friends and family on WhatsApp than Facebook. It’s more intimate, you’re not bombarded by sponsored messages, and there’s no danger that your personal conversations are stored and analyzed on a server somewhere.

End-to-end encryption will be the norm, ensuring that private conversations stay that way. Content marketing will rely less on social platforms and more on private sharing, using tracking codes similar to UTM to track every piece of content as it is passed around, whether it’s a blog post, whitepaper, magazine article, or online video.

Immersive Storytelling
It seemed every year was going to be the year VR took off, but in 2016 we might have finally seen critical mass, with the launch of Oculus Rift and the Samsung Gear VR.

Sino Group, a Daylight client, became the first property developer in Hong Kong to create a VR mini-movie, VR@SaiKung, and Digital Domain, another Daylight client began sending out tens of thousands of Google Cardboard VR viewers to fans. You may know Digital Domain as the Hollywood special effects house responsible for the CG effects in blockbusters like Transformers, Avengers, Fast & Furious, and many more.

As VR becomes more mature and accepted, we will see it move in exciting new directions such as short-form dramas.
In 2017 we expect to see Augmented Reality (AR), or Mixed Reality (MR), come to the fore with Microsoft Hololens coming out of development, and while the jury is still out on Magic Leap, it is indisputably one of the most well-funded stealth startups at US$4.5 billion and counting.

Brands will continue to dabble in holograms for campaigns, following the VR model, beginning with OOH activations, gradually moving to individual headsets as they become more popular.

Chatbots
In the same way that robots have taken over much of manual labour, software is gradually taking over white collar fields as well, including digital marketing.

Chatbots, first made popular by Facebook’s launch of their chat API in April 2016, will increase in prominence in 2017 and beyond. Customer service, e-commerce – even Facebook fan engagement – will be more than adequately served by chatbots.

This month, Daylight helped Pacific Place, one of Hong Kong’s most premium retail malls, create their Christmas Chatbot on Facebook Messenger, answering fan enquiries about their Christmas campaign as well as playing simple games.

I’d hate to add another buzzword by calling it Conversational Marketing, but this is a trend we cannot afford to ignore.

Social VR
VR as a way to share unique, real-time experiences with tens of thousands of individuals will start to take off, aided by native support for VR viewing in platforms such as YouTube and Youku.

Digital Domain broadcast the world’s first real-time VR concert on 30 December, featuring Chinese pop superstar Faye Wong. Other events will surely follow, including sports.

With data rates at 100 megabits per second for mobile users, 5G, expected to start rolling out in 2020, will accelerate Social VR even further. We will soon see social chatrooms and completely virtual events where each spectator may be hundreds of kilometres apart, yet share in an experience as if they are in the same room.

Micro KOLs
Influencer marketing has risen in importance and become a key part of any social strategy, but engagement rates are steadily falling. Many Instagrammers and YouTubers have been accused of being shills for hire, eroding their influence and fan enthusiasm.

In 2017 we will see the appearance of Influencer Mapping tools adept at discovering Micro KOLs, who are influencers within niche areas with followers in the hundreds or thousands, instead of hundreds of thousands or millions.

Replacing the brute force approach of paying huge dollars for celebrity KOLs, marketers will migrate to Micro KOLs with a passionate and loyal following within a specific niche.

Predictive Analytics
Analytical tools will emerge that finally achieve the Holy Grail of predicting a shift in consumer sentiment as soon as they happen, giving brands a head start in managing events with a significant impact on their reputation.

While sentiment analysis is nothing new, Asia, with its multitude of languages and geographies, has made it challenging to develop sentiment detection with acceptable accuracy.

With the maturation of Natural Language Processing (NLP) technology combining AI and linguistics, aided by large corporations like Google making their NLP tools available to developers everywhere, we expect to see predictive analytics become an essential part of every marketer’s toolbox this year.

Emotional Conversion
We constantly talk about the necessity for brands to have an authentic voice, but in this post-truth era of media, is that enough?
The story of the year in marketing, of course, was the rise of fake news and how it can lead to individuals making decisions and forming opinions that defy logic and reason.

Emotional conversion is a form of halo effect that leads to perceptions of an individual or brand not correlated with reality. Marketers have pursued emotional conversion since the dawn of marketing; you might even say it’s the essence of advertising.
What’s different today is how social media has polarized opinions via its echo chamber effect. In 2017 we will see a backlash against fake news and its effects. Online tools will emerge that enable consumers to verify the authenticity of any content, on the fly.

5 ways to liberate yourself from smart device slavery

We are all slaves. On average we spend 3-5 hours every day looking at screens, including PC, mobile, tablet, and TV. If your work involves sitting at a desk your number is likely to be much higher.

As gatekeepers and curators of what you see, social networks do everything they can to capture your attention, by constantly introducing new formats, or seeking new screens to deliver that content. The result is a generation of smart device slaves. Sadly, I’m one of them. How do you know you’re a slave?

Addiction. We devote more and more of our available attention to consuming content, to the detriment of valuable, personal connections. Witness the archetypical Dai Tau Zuk (低頭族) out on the town, sitting silently in a restaurant, their faces lit by the faint blue glow of their phones.

Mindless multitasking. We spread our attention thinner and thinner, leading to mindless reading and viewing. Ever read something online distractedly, then suddenly realize you cannot recall a single fact?

Sleep disruption. Research has shown that prolonged phone use, especially before bed, disrupts your Circadian Rhythm and leads to poor quality sleep.

What can we do? I’m not the best at uncoupling from social, but I have smart friends that have come up with some creative ways:

Do the PhoneStack. I’ve started to do this with friends, or even colleagues when we dine out. The game goes like this: everybody stacks their phone in the middle of the table for the duration of the meal, and whomever caves and touches their phone first, has to buy the entire meal for everyone. Try it, it works like magic, and you won’t believe how easily normal conversation returns.

Limit your device time. My friends Allen and Jacco have a rule in their house: phones only in the living room before bed. No bringing phones to bed. You can set your own house rules, such as: no devices at the dinner table; no devices in the car, and so on.

Declare a “FayKay”. Announce on your social network that you are taking a break. Deactivate your account for three months, so that friends must actually call or write you to get your attention.

Declare your limited availability. Many people like me have multiple social networks, messaging and email accounts. I try to limit my use to only a few (Facebook, SnapChat, Whatsapp, Gmail), and on the platforms that I don’t check frequently, I declare in my status message my preferred networks.

We are only slaves if we allow ourselves to be. What has been most liberating, and revealing, has been the realization that all you have to do is declare your boundaries. Don’t use Facebook? Declare it and don’t apologize! Only prefer Whatsapp and don’t want to be reached on WeChat? Declare it.

Together we can embark on a mission to free ourselves and live life in the moment.

What is Authenticity in a world ruled by social networks?

A fellow marketer recently advised the CEO of a mid-sized company on dealing with a social media crisis. Essentially the CEO had been personally attacked by the host of an online forum, for reasons that are not important but not unsubstantiated either. Regrettably, the CEO insisted on personally responding to the anonymous critics on their page, in defiance of her marketing team’s advice, believing that authenticity and transparency is the best policy. Needless to say, she was massacred and in the end had to halt responding as wave after wave of new accusations surfaced with her every post, laced with profanity and dripping with outrage.

I’ve dealt with my fair share of online crises and firestorms on behalf of clients, so this got me thinking, what went wrong? (Apart from her not listening to her team in the first place, of course.)

The CEO took anonymous criticism personally. Faceless keyboard warriors love to push buttons to get a reaction, so the more personal and profane their comment, the better. They are called trolls for a reason. Hidden behind the anonymity of a username, they attacked the CEO’s morals, ethics, and worth as a human being. When attacked this way, the reaction of any normal person is not just psychological, it’s physical: racing heartbeat, shallow breaths, clenched fists, and anger, so much anger. Acting on that emotional poison, was her first misstep.

The CEO underestimated her critics. She attempted to explain and clarify, stating her version of the story. Problem was, she wasn’t telling the whole truth. 95% true, but still not the whole truth. The 5% was confidential internal information she omitted, but she underestimated her critics, who were able to gather evidence from other sources, and call her a liar. She thought she was being authentic, but she really wasn’t. She was being 95% authentic, which doesn’t work. 95% truthful is the same as 100% untruthful.

What have we learned?

Social Media requires a thick skin. If you operate a public-facing business nowadays, social media is likely a part of your marketing toolbox.  Yet we often forget that social media is fundamentally personal, so where that crosses with business interests can often create conflict. The most effective attacks are personal attacks, because any Internet user knows how easy it is for a faceless corporation to ignore you. Learning how not to react emotionally is very important. When I worked in the restaurant business many years ago, we taught frontline staff to deal with belligerent customers by imagining they are attacking their uniform, not them. We taught them to visualize the customer scolding an empty uniform on a hanger, looking ridiculous. This hits home the point that they are not being personally attacked; they are being attacked for their job. This helps them compartmentalize, and not react emotionally. Likewise, when attacked personally online, we must respond on behalf of the brand, not ourselves.

Authenticity requires absolute honesty. If you cannot share part of the facts, you need to be proactively upfront about which part you cannot share, and why. Transparency means transparency, not translucency. The Internet will always find a way to uncover evasion and lies by omission. By being not completely honest, you are already not authentic. Likewise, if you cannot feel the feelings you think you ought to feel, don’t fake it.

Authenticity is binary, either you are, or you are not. You can’t fake it.

 

P.S. Some details above were modified to protect the innocent.

Have you painted on Facebook’s Canvas yet?

Facebook is never one to slack when it comes to launching new ad formats that meet specific objectives, such as lead generation, video views, and even event registrations. Now there’s a new format called Canvas that you may want to look into if you want to tell a story, or have a product narrative that is too constricted by the standard ad formats.

Canvas is a new mobile ad format that creates interactive, multimedia ads that are delivered via Facebook post or page ads. Once the user the clicks on the ad, they can see the Canvas ads, and interact with them. Canvas ads are multimedia experiences that ONLY run on mobile, and can contain any mix of video, pictures, text, delivered in a carousel format both horizontally and vertically.  For wide or panoramic pictures Canvas also supports horizontal scrolling by tilting the phone left and right. The entire experience allows embedding CTA buttons pointing to multiple destinations, typically web pages for e-shopping or offer claims. 

It is important to see Canvas as a multimedia experience and not a single ad, as the production of a Canvas experience involves a ton of design work, and in some cases videos need to be natively produced as well to make the whole experience very integrated.  The best way to think of it is a storytelling experience. Daylight believes the Canvas experience is a perfect way to explain brand stories cohesively, while keeping engagement high.  For example of a typical Canvas experience, here’s one from L’Occitane.

What Facebook’s view of their future means for you (Hint: More time spent on it)

Facebook just concluded F8, their annual technology conference where they announce new products, technology roadmap, and vision for the future.

Here is our interpretation of what some of the announcements means for you:

Facebook is evolving from a social network to a content network. You first joined Facebook because you wanted to stay connected with friends, families and acquaintances, to share moments. Social sharing was the original motivation for billions like you to join Facebook, but motivations change over time, impacted by changing user habits, competing services such as Messaging, and competing networks such as Snapchat and Vine. Social sharing, especially among longtime users, is decreasing, while third-party published content is rapidly rising. Sponsored content (aka advertising) is relentlessly rising, which means a need for non-advertising content to balance, or users will bolt.

What does Facebook’s revenue rely on? Your continued engagement within their platform, so they must find new ways of keeping you there. That means offering more content you want to read/watch/hear. Enter the Content Network.

New products such as Live video, VR/AR, and Instant Articles, are all designed to keep you inside Facebook. With Facebook Live, you can now broadcast a live video stream from your mobile, with viewers commenting in real-time. Facebook is also opening up its API to third-party developers, creating a funnel that links you back to, what else, Facebook. VR/AR (Virtual Reality/Augmented Reality) are emerging technologies that Facebook believes will radically transform the way you experience their network in the future. (At Daylight we agree, which is why we created our Immersive Storytelling team.) Widespread prevalence of VR still requires a year or two due to hardware limitations (clunky headsets and motion sickness after prolonged use, for example) but these will be solved, there is no question. Once the technology matures, we believe Facebook will be one of the largest platforms for virtual shared experiences, from large arenas such as concerts and conferences to intimate one-on-one interactions. To make it easier for content creators, Facebook has also unveiled an open source 360 VR camera.

Messaging is the Next Big Thing.  Mark Zuckerberg, smart cookie that he is, saw the writing on the wall, and invested massively in Messaging (WhatsApp and Facebook Messenger), seeing it as an emerging connected ecosystem that could complement and perhaps supplant Facebook one day. Don’t see this potential? Just look at what WeChat has built, and could potentially be capable of. On WeChat you can already shop, get customer service, consume brand content, and yes, communicate with contacts, among many other things.

The introduction of Bot Engine for Facebook Messaging is an attempt to take messaging to another level, to enhance your experience using such ecosystems. Developers can now create bots that let you interact conversationally with companies, to shop (“Show me the latest tote bag from Coach”), get customer service (“I ordered a tote bag last week but I haven’t received it”), and look up information (“Where is the nearest Coach store?”)  No doubt more uses will emerge over the coming months.

Pseudo-AI assistants such as Siri, Cortana and Alexa have proven chat AI technology is rapidly maturing. Facebook wants you to get used to interacting with companies by talking to Facebook Messenger. People will type less, and talk to their devices more.

What of the Facebook future, and how can marketers take advantage of it?

  • Re-engineer marketing campaigns and customer service for chat messaging. Start planning IT infrastructure changes that allow systems to hook up to chat software and hardware. Design campaigns that feature a chatbot in innovative ways.
  • Missed the YouTube boat as a KOL? Now’s your chance. Brand ambassadors and KOLs must understand live video inside and out and explore the possibilities. Livestreaming events and moments is just the beginning. How about a live reality show for 15 minutes every day? Innovation and Creativity is key.
  • Learn to tell stories in VR, understand the radical changes in planning shoots, from script-writing to storyboarding to post-production, and hone your craft. The technology is still maturing, so you’re right at the start of the curve.