GWI：2023年企业社交媒体营销指南（英文版）（27页）.pdf

1、socialEvery agencys guide to 02A(very brief)introContentsShort on time?Well 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

2、social,even on a budgetNuff said.Lets 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 agencys guide to social#mood 03Challenges in the new social scene(And how to turn them

3、 into opportunities)Every agencys guide to socialLets be real,the state of play has changedWeve entered a dizzying new era of marketing where things are shift-ing so rapidly,its near impossible to know whats next.New AI is shaking up the creative world at large.And on social media,tired consumers fe

4、el 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,its getting harder to cut through the noise.Authenticity and person-alization matter more than ever in reaching and engaging yo

5、ur 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

6、 is trickierSpeed of change is exponentialROI is a promise you have to keep 04Every agencys guide to socialTurning challenges into opportunitiesGen Z spend the most time on social media daily,averaging 2 hrs 51 mins globally but theyre the only generation whose use has declinedChallenge:The attentio