What's next for Social Media? Reflections from #SMMW23
AI created image by the author

What's next for Social Media? Reflections from #SMMW23



Quick summary

Top 20 takeaways

Final thoughts

Resources


These are reflections from Social Media Marketing World in San Diego #SMMW23 (my 10th time attending). Please add your thoughts below in the comments and tag yourself instead of just liking this. Go ahead.


Top 20 Takeaways from SMMW23


1.????You will learn more by doing and failing fast, so you pick yourself up and try it again. Whether it is making 400 videos for practice (Mr. Beast did) or not backing up your files (we all have), you can always learn a lesson now that can help you in the future.

2.????Constant change is expected, so don’t stay on one platform because it could go away.

3.????If you are looking at measurement (and you should), get into Google Analytics 4 (GA4) now. The sooner you make the change, you will have historical data to analyze. Hint: the default setting on saving your data is 2 months, so you can change that yourself to 14 months.

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Source: Chris Dayley on A/B split testing your mobile traffic

4.????67% of your US audience is on mobile. It will continue to dominate. I co-author an e-textbook on Mobile Marketing Essentials (Stukent, 10th ed).

5.????Social media content with links is not getting views like it used to. Unconnected is getting more visibility. Think about “unconnected distribution.” Your Facebook friends don’t matter as much as the content you create which AI likes. Try a text based post. You can switch on Professional Mode for extra reach, and you can switch back if you don’t see the benefits. You don’t have to sacrifice friends and family, so click that button before you post when you want to connect with them only.

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Mary Beth McCabe, Mike Stelzner, Josh Scott, Christina Meeker with volunteers the day before SMMW23


6.????Power is shifting away from platforms to creators, through decentralized Web3. That is why so many of the SMMW23 presentations emphasize the community aspects of social. Sell a ticket to exclusive access to your content.

7.????World's fastest new tech so far: ChatGPT. 100 Million users in 60 days.

8.????Photoshop did not kill photography. It opened up new doors and so will AI.

9.????Signals: Google and YouTube are different. YouTube uses watch time, session watch time. AKA, Feedback loops. Google uses keywords.

10.?What’s working for LinkedIn? Bell, #yourname @yourcompany or @name. You can also star a DM you like now (new feature). Remove “I” and use “you.”

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Are you hitting your business goals?


11.?Count the clicks to your registration completion. Simplify it if possible.

12.?What action verbs work on social? find, click, download, apply, start, contact, book, schedule, get

13.?Content: Can you describe the value you provide? Ask someone else to tell you what they see.

14.?Why YouTube? YouTube paid creators $50B last year. No one else paid even $1B. (Derral Eves, 2023) They pay out a percentage of ad spend, depending on several factors.

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For those working in social media, the underside of Lisa Rothstein's shoe


15.?Some are double dipping by putting content on YouTube that engages and then sell those products on Amazon. Can you do that? Yes. Industry examples: Real estate related products, office furniture, auto aftermarket products, etc.

16.?Four Block Video Framework: Hook, Intro, Core Content, CTA/Next Logical question (NLQ). (Diana Gladney, 2023)

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Source: Diana Gladney on setting up time blocks for content ideation


17.?AI for marketers: Turn your digital framework to an AI engine: Sticky headline author, irresistible email subject lines, magic title formulas, breakthrough bullet writer, power paragraphs, and use a prompt engineer (i.e., marketer) for optimizing AI tools like Chat GPT-4 and other large language models.

18.?Think of the person on the device searching for answers. Don’t think of your product when it comes to keywords.

19.?Know your metrics. FB video view is 3 seconds. FB Reels play is 1 millisecond, copied from TikTok. (Mari Smith, 2023)

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Source: Mari Smith, 2023


20.?Ask yourself: It is data driven, repetitive, predictive, generative? If so, probably it’s a YES for using AI (Paul Roetzer, 2023)

Final thoughts

I wrote SMMW summaries for LinkedIn in 2018 and 2019. Are they still relevant?

Marketer’s next fresh new job title: "Prompt Engineer"

Optimize for people, not robots. Right content, right person, and right time with AI, formerly labeled Big Data.

80% of what marketers do every day will be intelligently automated to some degree in the next 2-3 years. (Paul Roetzer, 2023)

People will subscribe for what’s next, not past content. (Pat Flynn, 2023)

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You meet the nicest people at SMMW.


Resources:

Adam Mosseri Ted Talk: Power is Shifting. @mosseri

www.business.instagram.com

https://kajabi.com/aicreatorhub

[email protected]

www.marketingaibook.com

https://research.runwayml.com/gen1

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Two time SMMW volunteer, Jacoby Koser, graduating in May 2023 from PLNU in Marketing
Mary Beth McCabe

Mobile Marketing Author | Travel Guide Author | Lifelong Learning Advocate

1 年

Want a new and updated 2024 report?

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Denny McCorkle

?? Teaching Personal Branding & "Level Up Your LinkedIn" for Career Professionals ?? Digital & Social Media Marketing Professor ?? AI Prompt Collector ?? ?????? #RockNRollYourCareer ?? on TikTok ??

1 年

Nice summary, Mary Beth McCabe! I couldn’t make it this year but have already registered for next year.

回复
Kathleen Glass

Helping Launch Innovative Products and Services in AgTech, GovTech, IoT, AI, Privacy and CyberSecurity

1 年

Great summary! Things are changing fast in social media right now! This one is so key applies no matter where you think that search is taking place (what engine, AI, etc.): Think of the person on the device searching for answers. Don’t think of your product when it comes to keywords.

回复
Kendra Losee, MBA

Fractional CMO | Confidence Coach & Marketing Strategist | Camera Confidence for Business Owners | Author | Podcast Host

1 年

Fantastic summary of highlights and insights, thank you Mary Beth McCabe!

回复
Daniel Kading ??

Follow me if you enjoy laughing out loud ?? Content Partner for Solopreneurs who are ready to grow on social media | Copywriter | AI-Generalist | Brand-Builder | Hype-Master

1 年

Thanks for adding me to the resources page on this article? It’s an article right?

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