The Future of Social Media Marketing with Joe Martin @joeDmarti #vcbuzz

Social media is evolving amazingly fast. Today we have much smarter machine-learning-driven social media algorithms, and social media users are much more demanding and harder to surprise.

With the fast-evolving #AL and #AR technology as well as with the rise of mobile usage and on-the-go (impulse) shopping behaviors, what’s the future of social media marketing? Let’s discuss!

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About @joeDmarti

Joe Martin @joeDmarti is VP of Marketing at @CloudApp

Joe Martin @joeDmarti has over 13 years experience providing strategic direction and management expertise through research, media buying, content creation, and brand strategy.

Connect to Joe on Linkedin

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

Have always been a data guy. Started in finance, but always liked the creativity of marketing. Went from working in commercial real state valuations to get an MBA @UBusiness to focus on marketing.

I connect the psychology of the human mind with behavioral data to come up with a story and hypothesis. The creativity of the campaign to entice and connect with people having that knowledge #VCBuzz

— Joe Martin (@joeDmarti) May 7, 2019

Had offers out of grad school from Amazon and others, but went with a startup that was evenutally acquired by WeWork to learn lots of marketing rather than being a specialist. Then went to Adobe for 7 years where I led research, content, and analytics teams.

I’m with you there. I do like to look at the but at times, I need that data scientist to help out #vcbuzz

— Bernie Fussenegger #Digital360Chat (@B2the7) May 7, 2019

Then to @CloudApp where I saw some raw potential with an awesome product in the exploding video space. Just now building my marketing team there.

Me too, I learned to love stats they speak and tell a story and as you said. Data combined with human behavior and appealing to primal behavior you can achieve almost anything. #VCBuzz

— Janette Speyer (@JanetteSpeyer) May 7, 2019

I agree, was great to get that big enterprise structure as well. I learned so much at Adobe that enables me to have success with this new startup in @cloudapp #VCBuzz

— Joe Martin (@joeDmarti) May 7, 2019

Q2 What are the biggest social media marketing trends?

Number one for me would be video growth. I led brand social at Adobe for a little while and it was crazy to see the amount of response we could get from video led campaigns.

A2b: I see this with @CloudApp users as well, video being used to close customer support tickets quicker by @Gainsight. Produce more sales pipeline like @G2CrowdReviews has done. https://t.co/tRVrftJdzj

— Joe Martin (@joeDmarti) May 7, 2019

Also, more 1:1 connections happening maybe due to social fatigue with so many networks.

Need for internal influencers to be the face of a brand. When I ran a paid campaign announcing some Adobe news it got 10x the engagement of our brand channel.

Q3 What should businesses be doing to adopt those social media marketing trends?

Have a strategy in place for day to day needs, but also leave space to be nimble and adapt to new trends.

Build up your community voice with user generated content and internal brand content.

User generated content is great. I find it extremely difficult to humanize a brand that is a thing. I surrendered and went with old school useful branding info. Make the brand something necessary to a user. #VCBuzz

— Janette Speyer (@JanetteSpeyer) May 7, 2019

Create a culture of evaluation where everyone is anxiously engaged in testing and improving each process

Q4 What is the future? What will social media marketing look like in 5 or ten years?

Maybe an unpopular opinion, but without any changes I think social will be close to status quo. A solid channel for brand and individual connections, but still second fiddle to search/PR/events/demand gen for marketing purposes.

I actually agree with you. There may be more bells and whistles but in the end it's the brand that has to do the soul searching and find a way to connect with consumers. #VCBuzz https://t.co/XBfArjfzS8

— Janette Speyer (@JanetteSpeyer) May 7, 2019

I mean we have a large sample of social at this point, it is what it is without any big changes. Which is fine I think.

Yes, indeed. Bots, AR, VR, Data…. etc. We, the marketers have to make it work and it's more in the vision than in the science and technology. #VCBuzz

— Janette Speyer (@JanetteSpeyer) May 7, 2019

I still think we are aways from #AR and #VR being mainstream. It will take a cultural shift or programmatic shift similar to what mobile did.

Brands still have aways to go with data attribution, end to end experience, mobile, etc… hard to pull focus from those areas for shiny new tech . #VCBuzz

— Joe Martin (@joeDmarti) May 7, 2019

@joeDmarti What are the best social media strategies for local? Any tips? #vcbuzz

— 24 Hour Translation (@24hrtranslation) May 7, 2019

Get your local user base to provide you with content, guest posts, video, etc.. base campaigns around that. “This is Sally from (your area) she loves X company because …)

Q5 What are some digital marketing tools that are already allowing businesses to prepare for social media marketing changes and trends?

I love research tools like Sysomos or posting tools like HootSute. Both great ways to gather data and understanding to improve campaigns.

Our previous social media marketing chats:

• How to Optimize for Voice Search with @PurnaVirji of @Microsoft #vcbuzz
• Social Media Trends Twitter Chat with @maddiegrant #VCBuzz
• Creative Video Marketing Ideas w/ Ksenia Shneyveys of @Wave_Video and @Animatron #VCBuzz
• How to Make the Most Facebook Insights w/ @TerezaLitsa #VCBuzz