Socialbakers CEO: “Audiences Are Frustrated With Bland, Inauthentic Social Media Ads”
B&T’s been lucky to jag a spot at this week’s Engage Bali (by Socialbakers) Social Media Summit. Prior to the social media love-fest, we put the big questions to none other than the company’s CEO, Yuval Ben-Itzhak (main photo), where he talks social media, its future and what brands need to know now…
You’re speaking at the Social Media Summit, what can the audience expect?
In my presentation, I will be sharing some of the global trends we are seeing on social media as we head into 2018. At Socialbakers we are in a unique position to comment on industry trends on social because of the amount of content and insight we gather on a daily basis. I am excited to share these insights with our customers in Bali this week.
What’s been the most exciting thing to happen in social media over the past 12 months?
For me, it’s really been the impact AI has had on marketing technologies. I am a techie, so seeing how AI, predictive analytics and ML technologies are having such a huge impact on simplifying the lives of marketers is really exciting for me and for our customers.
In the next year, we should see automation take over other integral parts of social media, especially in the area of audience segmentation and building of accurate audience personas for brands. AI will take the small repeated tasks, the marketers are doing every day, and operate them at scale while giving back the marketer 30 per cent of their time to focus on the more creative and complex challenges they have.
What works and what doesn’t?
Personalisation works. No brand ever speaks to one audience. Marketers have been aware of this for decades. The law applies to social as well. Platforms offer marketers countless ways to target, retarget, segment and analyze their audiences in any way imaginable. It allows marketers to think beyond the obvious segmentation by demographics and step into targeting based on interests and behaviours to deliver more personalised messages.
The inverse is true. A lack of personalisation, brands producing a blanket, un-targeted content does not work. It’s a lack of authenticity and relevance alienates and annoys the audience.
There’s a HUGE issue around trust in all forms of media at the moment. What’s your view on that in relation to social media?
I would say we are certainly seeing a need for greater authenticity on social media. Audiences are becoming increasingly frustrated with bland, inauthentic social media ads. As a result, we see brands shifting more towards using social to engage in dialogue with their audience rather than on pushing content at them. By openly discussing topics relevant to your customers, you become more valuable to them as a company.
This growing need for authenticity is also fuelling the demand for influencers and micro-influencers. People are looking more and more to individuals their trust for advice and information and less and less to brands. We can see how this growing demand for more authenticity and trust has impacted the platforms as we have recently seen both Facebook and Snapchat shift their algorithms to prioritise content from friends and family.
How are brands still getting their social media wrong?
The first thing brands need to be clear on is what they want to achieve with social media. I would recommend and brand to start by comparing themselves to the rest of the industry to get a clear overview of their performance, the budget their competitors are putting behind their ads and the value they’re generating with their investments. Once a brand understands how they are performing against their competition it will be much easier for them to work out where they want to be and how to get there.
Where should social media fit in a brand’s overall media/marketing mix?
With over a third of the world’s population on-board, social media is mass media marketing that brands simply can’t do without. It is a great tool for generating leads, as it gives marketers the ability to have a more targeted approach, but it is also a tool for customer services, HR and corporate communications. There is no one-size-fits-all approach to where brands can and should be using social media, but brand who are not using social media is more than likely leaving their audience unattended and leaving cash on the table.
What’s your advice to CMOs confused about investing in their social media strategy?
CMOs need to know that a successful social media strategy is one that reaches the right people at the right time with the right content to inspire conversations and encourage interactions. Being relevant and effective is the name of the game in Social and there a several components CMOs need to address:
- WHO – it is key for marketers to understand their audience, what personas are there, what are their interests, what are they talking about and who are they engage with. They shouldn’t guess the answers and try to create blanket content that suits everyone. Instead, they need to target and personalize per each persona.
- WHAT – it is very important for marketers to understand what engages their audience, what is trending and what their competitors are doing.
- WHEN – Timing is key. Marketers need to learn at what time of day their audience is engaging with content as this is the best time to post. It is also useful to learn about their calendar (holidays, events, important days) as it will drive content opportunities what will engage them.
- WHERE – There are so many networks, so it’s important to learn where on social the marketer’s audience engages with their content. The answer may be Facebook, it may be LinkedIn, but answering this question is key to helping marketers to achieve their goals.
- HOW – Last but certainly not least is measurement. Marketers need to measure how their content performs. Benchmarking results against competitors, industry, region to learn where they stand provides insight on how to improve their performance.
From what we are seeing today, CMO’s have understood the need for social media and the impact it can have on their business, so they want to make sure they are getting the best return on their investment. This evolution has meant that a social media strategy today needs to be one that covers each part of the business from corporate communication to customer service, from executive communications to sales
Who’s a brand (not yours) that you think is nailing its social media and why?
Lego. Aside from being a super cool brand, they are also leading the way in creating authentic, on-brand social content that engages their audience. Lego has taken a customer-centric approach to their social media. They not only put their communities first by creating authentic digital experiences and sharing exclusive content, they also encourage their audiences to contribute new ideas for their products.
Facebook, Instagram, Snapchat, etc – what’s your platform of choice?
All of the above, plus LinkedIn and YouTube! Each platform has its unique value.
Looking deep into your crystal ball, what’s the next BIG thing coming for brands in the social media space?
We don’t need to look too far into the future to see that social media optimisation is really the big thing brands need to be focusing on moving forward.
There was a time when marketers focused all efforts on getting their websites listed in search results and cutting through to the first page until they realized they have to pay to play. Today, the fast transition from organic to paid social has driven the interest in SMO, and now the trend is reaching its peak. Now instead of paying to compete to be at the top of search result, we contest for the audience’s views on the News Feed.
SMO mirrors SEO. Both are a multistep process and both leverage machine learning to ensure marketers achieve more with the same budget. The SMO process starts by gaining audience insights across social channels to create content that resonates with users. It requires AI recommendations to eliminate guesswork when publishing content and promoting it. It is only valuable as long as the results are benchmarked in a competitive context, both by verticals and regions, as the true proof of success on social. Marketers who stay behind the trend in 2018 and stick to traditional, manual social media marketing methods, will see returns diminish and their competitive advantage fade.
The uptrend isn’t all that surprising. The demand for the audience’s attention is greater than it ever was driving up the ad costs and only the top performers are given space on the News Feed. There is little room for errors left, and for those marketers who are under pressure to succeed and show their contribution to the business, SMO is the cure to their stress. Moving to 2018, it is inevitable that SMO will be the key investment for brands worldwide.
Tune in to my presentation on Friday morning to learn more about what trends we are seeing for brands looking to get the most out of social in 2018… 🙂
Latest News
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.