Four key trends shaping the future of social

Leading thinkers in marketing, social, digital, and future business gathered with over 500 industry peers at Social Commerce Summit Europe. Together with leaders from the world’s top brands, they shared ideas and trends that will shape the future of social as customer-centricity drives the next wave of organizational change. According to the thought leaders, the four trends below represent the themes driving social today.

Social is a paradigm shift. We’ve moved from channeled experiences and brand-controlled messages to empowered consumers in a channel-agnostic marketplace. Companies should recognise and accept the enormity of this change.

Social data reveals the why behind the buy. Customer conversations create an insight-rich gold mine for businesses. The awesome power of conversation will be felt in the insights gained and the actions inspired.

Becoming customer-centric demands organisational transformation. Capturing the full value of social data takes place across the entire organisation, often requiring cultural changes. Social data can drive change beyond marketing, impacting sales, customer service, and product development.

Context is king in social data. To be successful, internal and external social efforts must be designed and evaluated in relation to the larger context of business goals and historical shifts.

You can read a review of the conclusions here.

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