To my Canadian subscribers, I hope you enjoyed a fantastic May Two-Four (albeit on May Two-Two). It’s been a busy time for me with a fun mix of corporate digital literacy training and strategic consulting assignments. I’ve also spent time tweaking the Kickframe Toolbox if you’re looking to add a few new strategic planning templates to your own personal toolbox.
Social Next?
What’s next for social media platforms? It’s a topic that’s coming up frequently in my training sessions. I thought this was a clever way to visualize how established social platforms have become more about media and less about community.
This ‘vacated space’ theoretically provides an opening for competitors to offer new solutions. BeReal was one, but it is floundering. I suspect the eventual shift will be towards more exclusive, smaller spaces / channels – like group chat on steroids. Reddit is moving more in this direction by introducing chat rooms. Meta is also launching a Twitter competitor that apparently has a more “chat-based feed”. Bluesky is still in an invite-only beta, but for all of the high-minded talk of about the advantages of federated social media - people are still using it to post pictures of their asses. Maybe we get the social platforms we deserve.
Social & Health
The U.S. Surgeon General released a report highlighting the “profound” risk that social media presents to youth. The findings illustrate that while social media can help in some areas, like connecting with others, there are serious downsides for mental health. An example of this pro vs. con is social media location sharing – which makes teens feel both included and excluded. He offers 8 general tips for parents of teens.
It does seem like we’re at a tipping point where conversations around social media and phone use are being framed in more objective health terms, which I consider a real positive (especially as a parent of a 14 and 2 X 12 year olds.) This is an issue for parents too, as apparently Boomers are less willing to take a break from their phones than Gen Z. From a marketing perspective, it’s interesting to see L.L. Bean going “off the grid” for May – stopping all organic social media posting in support of Mental Health Awareness Month. Which I naturally learned about from an organic social post.
AI & Integrations
One of the challenges with ChatGPT and other AI tools (like this list of 100) is that they are essentially individual products. It can be tricky to take the output of one tool and integrate it with another tool you are using in your workflow. One of the ways that this is being addressed is by the dominant platforms integrating tools contextually into software / products. For example, Google is connecting AI tools like Bard to its other products (e.g., your output from Bard as input to Google Sheets). Adobe is introducing Generative Fill into Photoshop (very cool demo).
Another way lack of integration is being addressed is through plugins that enable services like ChatGPT to be applied to a businesses’ own data. Checkout this example from Expedia that enables a ChatGPT plugin to use its own data to provide travel planning assistance to customers.
AI & Marketing
Speaking of integrations, new generative AI tools are coming to advertising platforms. While we have been using models to optimize campaigns for years, Google is apparently launching text-to-image tools to help advertisers create ads directly in their ad platform. Meta has also introduced an ‘AI Sandbox’ with allows marketers to test generative AI tools to create ads (e.g., adjust text, backgrounds, and images). Generative AI is covered in this smart chart from Scott Brinker that explores the second order effects from incorporating AI into marketing. He also just released his annual Martech Landscape Supergraphic which now visualizes (gulp) over 11k solutions.
Fresh Research & Reports
PC & Console Gaming Report 2023 (NewZoo): New data on the huge (and not well understood by marketers) gaming market. Female gamers now apparently account for 40% of the total PC and console player base.
2023 Annual Marketing Report (Nielsen): A recent survey of sentiment from global marketing professionals. Only 54% of marketers are confident in ROI measurement across digital channels – eek!
The Global Sports Media Landscape (YouGov): Super-interesting research on how sports media changing. Great data on how different age groups consume sports content across many different media / channels.
The Age of Re-Enchantment (Wunderman Thompson): Part manifesto / part trend deck, with some interesting data and examples calling for brands to deliver more transcendent content and experiences.
Decoding Community (Zoe Scaman): Speaking of transcendent experiences – this deck / presentation qualifies. Zoe Scaman generously shares her research and thinking on the future of community, along with implications and opportunities for businesses / brands.
Cool Beans
2023 Uber Lost & Found Index: Ever wonder what people leave behind in Ubers? Try a Danny Devito Christmas ornament and 16oz of fake blood! Not in the same Uber.
User Inyerface (Verhaert): An intentionally terrible website experience that hilariously highlights the worst of modern web design. Browse this site, then go give your UX team a hug / raise.
Snoop Dogg on AI Risk: I’ll give the last word to legendary rapper and 2023 Milken Institute Global Conference Guest Snoop Dogg on the state of AI today.
CDAP Program
Thanks to those who reached out about the Canadian Digital Adoption Program (CDAP). It’s a great opportunity for small and medium sized businesses to get a $15,000 grant for digital strategy consulting, plus access to a $100k interest free loan and $7k wage subsidy. It’s a no-brainer for businesses making $500k+ per year to gain funding for digital marketing and technology improvements. Reach out if you’re interested in learning more :-)