TREND 1 - Brands strike a balance between public and private engagement
WHAT YOU SHOULD DO IN 2022
Create a seamless journey between public and private instead of treating public and private as two disparate channels, create a cohesive social strategy by using public feeds to guide customers to your private channels. For example, you can now create Facebook or Instagram ads that send users directly into a private conversation with your business on Messenger or WhatsApp using the Click-to-Messenger feature.
By setting up a predetermined message to begin the conversation, you can seamlessly move customers from the public feed to a private conversation that drives a specific outcome for your business. Automate the easy stuff people and businesses now exchange over 20 billion messages each month on Facebook Messenger—ten times more than they did in 2016—and responding to these individual messages at scale is a challenge for businesses of every size.
Messaging bots can help reduce the workload, but too much automation can have negative consequences. In a survey conducted by Invoca and Harris Poll, 52% of consumers say they get frustrated when brands don’t offer any human interaction. According to GlobalWebIndex’s Consumer Trends report, consumers in the top income bracket are nearly twice as likely to prefer human interaction for customer service.Use a blend of automation and human connection to build deep relationships on private channels. Bots are best for addressing the most common customer queries, the ones that come up time and time again, but real people still need to be available to handle the more nuanced customer inquiries. Respect the function and nuances of private channels people have gravitated toward private channels to escape noisy and impersonal social networks—so don’t chase them with the same strategies that drove them there in the first place. “It’s one thing to flip through a brand post on an Instagram feed, but it feels much different if it slides into your personal, private conversations,” explains John Stauffer, managing director of strategic planning and channel strategy at DEG, a full-service digital agency. “The utility of your content becomes paramount on private channels. If you’re engaging somebody one-to-one you have to be clear about the value you’re providing, whether that’s helping them find content, choose the best product, or resolve an issue.”
TREND 2 -Brands earn employee trust and advocacy by taking a stand on social
PESSIMISM AMONG CONSUMERS IS GROWING with the rise of populism, divisive politics, and global mistrust of traditional institutions. Only one in five people believe economic and social systems are working for them, and the majority of the mass population does not believe they will be better off in five years.Millennials are feeling particularly bleak about the state of the world, with fewer than a quarter expecting an improvement in their country in the next year. In this divided world, trust has found itself at work.
According to the 2019 Edelman Trust Barometer, 75% of people say they trust their employers to do what is right—more than government, media, or business in general.
This trust is conditional on making things better, not just making better things—and it’s especially important for younger generations in the workforce. There is a strong correlation between millennials who plan to stay in their current jobs and those who say their companies deliver best on community impact, talent development, and diversity and inclusion.We’re seeing businesses shift priorities in response to these increasing expectations from both employees and customers. A group of nearly 200 top CEOs announced a shared commitment to not just shareholders but also customers, employees, the communities they operate in, and society as a whole.
73% of executives say their organisations have changed or developed products or services in the past year to generate positive societal impact.Brands that earn employee trust through a genuine commitment to purpose will gain a significant competitive advantage. Along with higher workforce and customer satisfaction, purpose-driven companies witness higher market share gains and grow three times faster on average than their competitors, according to Deloitte. In 2020, we’ll see employee advocates become beacons of trust for consumers as they use social media to amplify bold sentiments and goodwill from their organisations.75% of people look to their employer as the most trusted institution.