每个机构的社会指南（英）

socialEvery agency’s guide to 02A (very brief) introContentsShort on time? We’ll keep this brief. As well as bringing you up to speed on the latest shifts in the social scene, this guide will explain:How and where to reach your audienceWhat social content your audience wants to seeHow to get more ROI from social, even on a budget‘Nuff said. Let’s jump right into it.03 Challenges in the new social scene09 Insight-led channel planning 16 Insight-led content strategy22 Agency success story: YW Istanbul24 Key takeawaysEvery agency’s guide to social#mood 03Challenges in the new social scene(And how to turn them into opportunities)Every agency’s guide to socialLet’s be real, the state of play has changedWe’ve entered a dizzying new era of marketing where things are shift-ing so rapidly, it’s near impossible to know what’s next. New AI is shaking up the creative world at large. And on social media, tired consumers feel increasingly disconnected from brands. Who can they trust in a world of fake news and misinformation?AI has huge benefits for agencies, but with spammy content on the rise, it’s getting harder to cut through the noise. Authenticity and person-alization matter more than ever in reaching and engaging your social audience, so put that all-important “human” element at the heart of everything you do.DARON SHARPS, Pinterest, Global thought leadership research leadAI is transformative, but human-centered principles and priorities must come first.Time and budgets are tightCompetition is fierceRetaining talent is trickierSpeed of change is exponentialROI is a promise you have to keep 04Every agency’s guide to socialTurning challenges into opportunitiesGen Z spend the most time on social media daily, averaging 2 hrs 51 mins globally – but they’re the only generation whose use has declinedChallenge:The attention economySluggish growth suggests time online has plateaued, with time on social declining in 36/48 global markets (since Q1 2022). Meanwhile, you’re up against thousands of brands (and bots) fighting for people’s attention.Opportunity: Do more, with lessYou only need to know two things to win and keep consumers’ attention – where and how they’re spending their time on social. Focus your marketing efforts on what they want, and you’ll cut through the noise in half the time. 05Every agency’s guide to socialMATT OAKLEY, Global head of data and analytics, Hotwire GlobalWe’re leaning on AI and big data to help us understand social media chatter, how audiences perceive a particular brand, or what they’re saying about a client we’re working for – or their competitors.Challenge:The rise of AIGenerative AI like ChatGPT is useful for marketers, but consumer opin-ions are mixed. 68% of ChatGPT us-ers would use it over a search engine for queries, while 43% don’t think it’s a reliable tool they can use consistently.Opportunity: Speed up ideationAI is changing the world as we know it, so get on board or get left behind. From pitch prep to strategic