《Sprinklr：2024年社交媒體營銷現狀報告-社交媒體營銷的新篇章（英文版）（23頁）.pdf》由會員分享，可在線閱讀，更多相關《Sprinklr：2024年社交媒體營銷現狀報告-社交媒體營銷的新篇章（英文版）（23頁）.pdf（23頁珍藏版）》請在三個皮匠報告上搜索。

1、UnboxingInsights for 2024Social Media Marketings Next ChapterForewordIntroductionMethodologyGlobal InsightsRegional InsightsU.S.AGermanyFranceU.K.03050709About Sprinklr&Kantar2218a.c.b.d.TableContentsofWWW.SPRINKLR.COM|03SOCIAL MEDIA MARKETINGS NEXT CHAPTERForewordThe message is very simple.Most com

2、panies have a social media team sitting in a corner still doing their own thing.I would submit to you,because of these three major disruptions channel proliferation/abundance of data,creators and generative AI the times now to mainstream social media and move it from that corner into the center of e

3、verything that you do across your customer-facing teams.Ragy Thomas,CEO and Founder,SprinklrWatch Ragy weigh in on the ever-evolving social media space.I N S I G H TSI N S I G H TSIntroductionWWW.SPRINKLR.COM|05SOCIAL MEDIA MARKETINGS NEXT CHAPTERIntroductionThe rise of social media as a customer en

4、gagement channel has been steady since the pandemic.Its arguably the most lucrative marketing channel around in terms of potential returns.Not just the monetary gains but also the social capital it helps brands build by means of two-way interaction with consumers.“What we are finding with the evolut

5、ion of social media as a whole is that we are going back to the roots of communication.And the root of communication is sitting around a fire pit in the evening and just having a conversation,deeply focused on each other and being social,”says Ragy Thomas,CEO and founder,Sprinklr.However,this evolut

6、ion is posing considerable challenges to brands looking to establish a genuine connection with their audiences.The proliferation of social channels,abundance of unstructured data and frequent algorithm updates have made understanding customer needs difcult and engagement inefective.“One of the bigge

7、st disruptions in the social verse is social saturation we have over 10 major social media platforms that businesses and brands of all sizes need to be active on.So,it can be very challenging to get your message across with so much competition,so much content,”adds Mari Smith,social media evangelist

8、 and expert.At first,brands dealt with this channel proliferation by relying on point solutions,which only added to their woes.Then GenAI popped into the scene,and marketers didnt hesitate to jump on the bandwagon.“Whats really happened over the last nine months or so is a rapid awareness and adopti

9、on of generative AI technology.everyone all of a sudden seemed to be aware of AI and able to experiment with it,”says Paul Roetzer,founder and CEO,Marketing AI Institute.But the marketers haste in adopting the technology,which is still in its nascent stages,further complicated things.Nonetheless,AI

10、has emerged as a focal point as brands start to pivot from using social media solely to increase brand awareness toward knowing their customers better and enhancing engagement.To fully gauge the impact of AI on the future of social media marketing,we surveyed 500 respondents from 12 countries across

11、 9 business verticals and uncovered four insights that youll need to consider as you work toward your social media marketing goals for 2024.Now,lets take a closer look at each one of them.I N S I G H TSMethodologyWWW.SPRINKLR.COM|07SOCIAL MEDIA MARKETINGS NEXT CHAPTERMethodologyRES EA R C H O B J E

12、C T I V ES U RV E Y D E M OGR AP H I CSRES EA R C H OV E RV I E WTo understand the current state of social media marketing around the world and anticipate marketers plans for 2024.500 social media marketers across B2B,B2C,B2B2C organizationsWith annual revenue of$700 million and above;24%of responde

13、nts were from companies with$1 billion or more in annual revenueAcross geographical locations of:U.S.,U.K.and Ireland,Germany,France,Netherlands,UAE,Saudi Arabia,Qatar,Singapore,Australia and New ZealandWith job titles:C-suite,senior leadership,senior managers and mid-level employees 63%of responden

14、ts were directors and aboveFrom business verticals:Technology,BFSI,travel and hospitality,entertainment,retail,CPG,automobile,education and e-commerceSprinklr partnered with Kantar Profiles,a data and evidence-based agency,to conduct a quantitative survey to gather insights around the goals and chal

15、lenges of social media marketers.We inquired about their future areas of investment,focus and primary objectives moving forward.I N S I G H TSGlobalInsightsI N S I G H T 01AI will redefine the customer journeyWWW.SPRINKLR.COM|09SOCIAL MEDIA MARKETINGS NEXT CHAPTERAWARENESSDIGITAL TOUCHPOINTSPRRadio/

16、TV/Print/OutdoorStoreCall CentreCall Centre IVRPromotion onInvoiceDirect MailWord of MouthOnline AdsViral EmailDigital Billboard3rd Party SitesBlogIM/ChatMobileWebsiteLanding PageBlogEmailNewsletterSearchPURCHASESERVICELOYALTYCONSIDERATIONPHYSICALTOUCHPOINTSI N S I G H TSWWW.SPRINKLR.COM|10SOCIAL ME

17、DIA MARKETINGS NEXT CHAPTER“One of the things that brands need to get right to sell on social is to remember that the roots of social media are around being social,”says Ann Handley,chief content officer,MarketingProfs.With social commerce fast replacing e-commerce as the preferred way to shop onlin

18、e,marketers need to prioritize engagement and innovation to reduce friction across touchpoints and make customer journeys smoother.In fact,our survey revealed that 3 in 4 marketers globally plan to implement AI to offer better customer experiences on social media.As your brand competes with other br

19、ands for customer mindshare on social media,creating quality content will be key to standing out from the competition.“In social commerce,youre literally competing in the stream against everything.Youre competing against my friends,my mom,cat videos and the Kardashians,”says Jay Baer,Founder,Convinc

20、e&Convert.“If youre trying to sell me a sweater,the first two seconds of whatever video youre going to show me about that sweater better be massively compelling to stop the scroll and get me interested.”75%of social marketersplan to implement generative AI tools to ofer better customer experiences o

21、n social media.I N S I G H TSWWW.SPRINKLR.COM|11SOCIAL MEDIA MARKETINGS NEXT CHAPTERInspiration and ideas:generates ideas or content prompts to spark creativity for content creatorsEfcient production:expedites content creation by generating diverse content formats quicklyVariety and options:provides

22、 a wide range of content options from text to visuals and even multimedia,along with translation capabilitiesConsistency:ensures a consistent tone,style and quality across created contentHeres how AI can help you up your content and customer engagement game:Quick tips to enhance your customer journe

23、y:Prioritize authentic communication over quick customer responses Take stock of all the touchpoints a customer usually traverses to assess how you can integrate AI seamlessly into those touchpoints Ensure the AI model powering your solution is built on robust foundationsAudience insights:analyzes u

24、ser data to create personalized content catering to individual preferencesTailored messaging:customizes content according to demographics,behaviors and past interactionsDynamic adaptation:Allows for real-time adjustments based on user engagement and feedbackScalable personalization:enables personali

25、zed content at scale,even for large audience segmentsReal-time engagement:provides tools to respond swiftly to trends or user interactionsAdaptive brand voice:adapts the brands voice and messaging to align with current discussions or sentimentsCrisis management:assists in handling crises by ofering

26、rapid response strategies and communicationMonitoring and analytics:ofers insights and analytics tools to gauge the impact of responses and brand interactionsI N S I G H TSCONTENT CREATIONCONTENTPERSONALIZATIONBRANDRESPONSIVENESSWWW.SPRINKLR.COM|12SOCIAL MEDIA MARKETINGS NEXT CHAPTERWith 1 in 2 mark

27、eters planning to invest in social listening tools in the next 6 months,their main use cases will be:Improve product/services(39%)Identify customer pain points,feedback and preferences to refine existing products or develop new ones that better meet consumer needsLead generation(34%)Understand consu

28、mer behavior and intent,facilitating more targeted and efective lead generation strategiesReal-time sentiment analysis(34%)Gauge audience sentiment toward your brand or specific topics,providing insights into how the audience perceives and reacts to your campaigns or productsInfluencer marketing(32%

29、)Collaborate with the right influencers to tap into specific audience segments,harnessing their reach and credibility to drive engagement and conversionsI N S I G H T 0 2Social listenings horizon will expand beyond social marketingThe ritual of businesses monitoring and analyzing online conversation

30、s and discussions surrounding their brand is as old as social media itself.Now,with AI tools,this practice has gained prominence.“When you start listening,not just to conversations about you,but about what matters to you,it changes the game,”says Ragy Thomas.In our survey,38%of respondents said they

31、ll prioritize monitoring online conversations to address negative sentiment swiftly,while 35%mentioned the gathering of valuable audience data for content creation and campaign strategies will take precedence.According to Mari Smith,“Brands would do well to appoint a CLO,a chief listening ofcer.That

32、s a term thats been around for a decade or more.And so there are some amazing tools out there that brands and businesses of all sizes can utilize to deeply understand what audience members are saying.”Get a social listening solutionthat can unify customer datafrom diferent sources andeliminate data

33、silosQuick tips to enhance your customer journey:Leverage listening to trackinfluencers or thought leaders inyour industry to identify potentialpartnerships or collaborations Use geolocation features withinyour listening tool to analyzeregion-specific trends and tailoryour strategies accordinglyI N

34、S I G H TSWWW.SPRINKLR.COM|13SOCIAL MEDIA MARKETINGS NEXT CHAPTER1 in 3 social marketers highlighted AI literacy as a key challenge for AI adoption in their organization.But the general consensus is that AI-powered automation can result in operational efciencies and tremendous cost savings for busin

35、esses.However,it also raises questions about the future of human roles in social media marketing.“Now were entering into this AI era where maybe you dont even need as many skills on your team in terms of being able to actually craft and create content in whatever format it might be,”says Jay Baer be

36、fore adding,“But now you have to have somebody whos great at commanding the forces of AI.You need an AI prompt engineer to be able to figure out how to get the most out of the AI tools.”While AI tools can assist with certain tasks,authenticity(that customers crave and appreciate)and our inborn intui

37、tion will remain key to designing efective campaigns as before.Why?Because a nuanced understanding of the target audience is essential for crafting compelling content,building trust and loyalty and driving strategic decision-making.“I think its very natural for people,whether youre an artist,a write

38、r,a marketer,a designer,a video production person to have these fears about AI doing these jobs.And I think what we need to do is really accept that AI is here.We cant stop it from coming and assisting us in these things.”Paul RoetzerI N S I G H T 0 3AI will allow the workforce to be more humanI N S

39、 I G H TSWWW.SPRINKLR.COM|14SOCIAL MEDIA MARKETINGS NEXT CHAPTERIt is important to view AI as a tool that can enhance human capabilities rather than replace them.Jay notes,“Heres where I think the diferentiator lies.brands that are using AI to create actual content in the social verse,I think are do

40、ing it incorrectly.To me,the better role for AI is as your brainstorming partner that is using AI to accelerate,enhance and optimize the creativity and strategic thinking of your team.”Here are our recommendations to improve AI-human collaboration:Set clear objectives and devise a plan to achieve th

41、em with AI Ensure the AI model or tool you intend to leverage is trained on data relevant to your usecases and industry Opt for a unified solution as relying on disparate AI tools for distinct use cases such aslistening,engagement,social care,etc.,could mar customer experiencesIf done right,the syne

42、rgy between AI and humans can augment the following attributes that are intrinsically human.Judgment:by processing vast amounts of data and highlighting patterns or trends that might be overlookedProductivity:by streamlining workflows and processes,thereby optimizing resource allocation and time man

43、agementEmpathy:by leveraging customer information to deliver customized recommendations or solutionsI N S I G H TSWWW.SPRINKLR.COM|15SOCIAL MEDIA MARKETINGS NEXT CHAPTERThe use of AI raises questions about data privacy,security and consent as well.With more than half of our survey respondents planni

44、ng to invest in AI tools in the coming months,companies must handle user data responsibly and transparently.Having clear-cut data security and privacy policies in place to protect user information will become indispensable soon.Marketers understand the gravity of the situation as close to 40%of resp

45、ondents stated security concerns as one of their top challenges in AI adoption.Here are a few ways you can ensure the privacy and security of your customer data:I N S I G H T 0 4Data security and AI bias emerge as immediate prioritiesMake sure user data shared with your generative AI vendor isnt use

46、d to train their own modelsInvest in employee training programs to cultivate a culture of data security awareness and responsibility within the organizationEmploy data masking or other such anonymization methods to protect user identities while still leveraging valuable data insightsDevelop and regu

47、larly update data retention policies,outlining the duration for which user data is stored and the methods for secure disposal when no longer neededI N S I G H TSWWW.SPRINKLR.COM|16SOCIAL MEDIA MARKETINGS NEXT CHAPTER56%of marketers are planning to invest in AI tools in the coming months.At the same

48、time,39%of them have security concerns which they state as one of their challenges in AI adoption.Things to address when implementing AI into your workflow:What kind of data is being shared with AI vendors?Is sensitive data like account numbers,personal identifiers,email addresses being masked befor

49、e sharing with the AI vendor?How does the AI vendor use your data?Does the vendor use it to train its AI model?What are the guardrails in place to prevent or mitigate the possibility of AI hallucinations?I N S I G H TSThats not all.The integration of AI in marketing campaigns comes with its own set

50、of challenges and considerations.Another concern is algorithmic bias.AI systems learn from existing data,which can sometimes contain biases and prejudices.These biases can result in discriminatory outcomes,such as excluding certain demographics or perpetuating stereotypes.To tackle algorithmic bias,

51、you should:Ensure clarity and precision in your prompts to generate more targeted and accurate responses,reducing the potential for biasIncorporate diverse datasets and involve a wide range of perspectives to train AI algorithms to deliver more unbiased and equitable resultsRegular audits and evalua

52、tions of AI systems can also help identify and rectify any biases that may emerge over timeRegionalInsightsWWW.SPRINKLR.COM|18SOCIAL MEDIA MARKETINGS NEXT CHAPTERThe United StatesIn 2023,B2B marketing in the US saw a large shift toward revenue generation.Traditionally focused on awareness,only 25%of

53、 social media marketers targeted revenue generation.This is rapidly changing with the integration of AI.Its redefining the role of social media,moving beyond mere awareness to actively enhance customer engagement and drive revenue generation.The investment trend echoes this transition.While 38%inves

54、ted in AI tools in 2023,52%plan to increase their investment in 2024.This upward tick in AI adoption isnt solely about awareness,its primarily aimed at fostering engagement and boosting sales.A substantial 79%of marketers seek to improve engagement through AI,with 63%targeting revenue growth and lea

55、d generation.This signals a paradigm shift toward AI-driven strategies for achieving tangible business outcomes.When discussing concerns related to adopting AI for social media marketing,survey respondents unanimously highlighted ethical concerns(56%)and worries about data security(52%).These concer

56、ns have surpassed apprehensions about potential job loss,previously a primary concern in AI discussions,which now stands at(36%).In such a scenario,it becomes vital for brands to team up with technology partners that have an unwavering focus on security and governance.Make tech consolidation your to

57、p priorityMarketers need to prioritize consolidating tech tools for streamlined operations and cohesive strategies,aiming for more unified and efcient workflows.Nearly 20%of marketing budgets are spent on tools and platforms but 1 in 3 marketers struggle to manage the plethora of tools.Almost 50%of

58、marketers have recognized this challenge and plan to invest in tech consolidation in the next six months.Tap into real-time listening to ofer diferentiating experiencesHarnessing real-time listening capabilities revolutionizes business strategies,empowering swift and adaptive decision-making based o

59、n immediate insights.61%of marketers say they will invest in analyzing real-time data via social listening in the coming six months to improve brand reputation,manage crisis better and innovate on products and services.AI is changing how B2B marketers use social mediaOTH ER I N S I GH TS:I N S I G H

60、T 0 1I N S I G HT 0 2Ethical and security concerns more pressing than job loss due to AII N S I G H TSWWW.SPRINKLR.COM|19SOCIAL MEDIA MARKETINGS NEXT CHAPTERFranceSocial marketers in the region are charting a unique course in social media strategy,with a strong focus on transforming social platforms

61、 into key revenue-generating channels.In 2023,their main activities included influencer collaborations(68%),advertising(60%),social commerce(52%)and customer support(60%).Distinctively,64%of social marketers measure social media success by conversion rates,a metric not prioritized to this extent in

62、other surveyed countries.In 2024,72%will invest in AI technologies,with their secondary objective being to boost lead generation and drive revenue growth(60%).This revenue-centric approach sets marketers from France apart from their global counterparts,who prioritize customer engagement.Martech stac

63、k simplification is on the cardsThe countrys social media marketers demonstrate a keen interest in streamlining their marketing stack.Despite employing a unified approach with 68%managing social media marketing eforts centrally across various geographies and product/service handles they encounter a

64、significant challenge:managing a multitude of tools and platforms,as cited by 56%of them.Acknowledging this concern,the third primary objective for 2024,as cited by 56%of marketers,involves investing in the consolidation of their marketing tools.This emphasis on streamlining processes and systems mi

65、rrors a strategic shift toward more efcient and integrated marketing operations.Emphasis on revenue reshapes socialmedia marketingI N S I G H TSI N S I G H T 0 1I N S I GH T 0 2WWW.SPRINKLR.COM|20SOCIAL MEDIA MARKETINGS NEXT CHAPTERGermanyIn 2024,B2B marketers in Germany are set to revolutionize inf

66、luencer marketing by integrating social listening tools into their strategies.52%plan to invest in these technologies,not just for enhanced social marketing but to pioneer a new use case:identifying influencers who align perfectly with their business needs.This strategic shift sees 60%maintaining th

67、eir investment in listening tools,with 50%utilizing them for influencer discovery.These tools also continue to aid in competitor analysis(44%)and in refining content and campaigns(44%),marking a significant evolution in how B2B marketers leverage technology for more targeted and impactful marketing

68、eforts.In 2023,social marketers homed in on growing brand awareness(76%),building trust and transparency(68%)and gathering real-time feedback(60%).Already,40%of them have integrated AI into their social media marketing,showing a proactive approach to leveraging technology.A significant shift seems t

69、o be underway in 2024.1 in 3 social marketers in Germany plan to invest in AI and GenAI tools to enhance their social media marketing eforts.The primary focus of this investment?To excel in generating leads and driving revenue from social media,with a staggering 86%targeting this goal.Additionally,7

70、9%aim to boost customer engagement on social media,indicating a strategic pivot from awareness to active engagement.Social listening paves way for influencer discoveryAI transforms marketing focus to revenueI N S I G H TSI N S I G HT 0 1I N S I GH T 0 2WWW.SPRINKLR.COM|21SOCIAL MEDIA MARKETINGS NEXT

71、 CHAPTERIn 2023,the heartbeat of social media marketing in the region was content creation,with 20%of marketing budget dedicated to this endeavor.Social marketers faced a daunting challenge:keeping up with the ever-changing,fast-paced trends on social platforms.But theres a game-changer on the horiz

72、on for 2024.A whopping 63%of marketers are set to invest in AI and GenAI tools.Whats driving this shift?A desire to not just keep up but to excel.With AI,75%aim to enhance engagement,66%strive to boost lead generation and revenue and 40%seek to improve content generation.This surge in AI utilization

73、 hints at a future where AI touches every facet of social media marketing.Particularly intriguing is the burgeoning use of AI to amplify leads and revenue a novel application with potential to reshape the marketing landscape.Watching how AI evolves in this role promises to be a compelling chapter in

74、 the story of social media marketing.In 2024,half of the social marketers surveyed are gearing up to invest in social listening,signaling a shift in its application beyond traditional social media strategy enhancement.Its not just about monitoring brand reputation,which 45%are focused on,but theres

75、a deeper,more collaborative angle emerging.Notably,37%are using social listening to refine their products and services.This marks a crucial alignment between marketing and product teams,bridging gaps and fostering synergy.Also,34%are leveraging it for lead generation and another 34%for crisis manage

76、ment,expanding the role of social listening as a multifaceted tool in the marketing arsenal.Marketers plan to use AI to transform social marketingSocial listening will go beyond socialThe United KingdomI N S I G H TSI N S I G HT 0 1I N S I GH T 0 2A B O U T S P R I N K L RABOU T KAN TARKantars Profi

77、les division is home to the worlds largest audience network.With access to 170m+people in over 100 global markets,it ofers unrivalled global reach with local relevancy.Validated by industry leading anti-fraud technology,Kantars Profiles Audience Network delivers the most meaningful data with consist

78、ency,accuracy,and accountability all at speed and scale.Sprinklr is a leading enterprise software company for all customer-facing functions.With advanced AI,Sprinklrs unified customer experience management(Unified-CXM)platform helps companies deliver human experiences to every customer,every time,ac

79、ross any modern channel.Headquartered in New York City with employees around the world,Sprinklr works with more than 1,400 valuable enterprises global brands like Microsoft,P&G,Samsung and more than 50%of the Fortune 100.Sprinklrs value to the enterprise is simple:We un-silo teams to make customers happier.WWW.SPRINKLR.COM|22SOCIAL MEDIA MARKETINGS NEXT CHAPTERWWW.SPRINKLR.COM