Artificial Intelligence And Social Media. How AI Can Improve Your Job Not Steal It.

Artificial intelligence (AI) is a buzz word that can be confusing and even scary. Some predict AI robots will replace humans, but in this article I will focus on what AI exists now and how it is helping or could be helping your social media strategy. AI empowered social media can assist in many areas such as content generation and optimization, 24/7 engagement, automated bidding and placement of social ads, enhanced audience targeting, automated analytics, personalization, and social listening.

AI and Big Data

Artificial intelligence is simply computer systems performing tasks that normally require human intelligence. In the world of big data AI comes in handy. Big data is the massive amounts of data so large and complex it can’t be processed with traditional data applications. This consists of structured data organized in databases and spreadsheets and unstructured data in free-form text, images and video in documents, articles and social media. IBM reports 2.5 quintillion bytes of data are created per day and over 80% is unstructured with much of that from social media.

Algorithms

An algorithm is a series of steps performed by a set of rules to perform a function. We’re most familiar with algorithms as the rules that decide what appears in social media feeds. We try to determine social network algorithm signals to increase our organic reach. Alternatives include paying for social ad placement or influencer marketing. AI can improve social ad campaigns and improve influencer marketing. AI in influencer marketing can aid in finding and vetting ideal micro-influencers for brands.

Automation

Automation is software that does things without human intervention. Examples include Amazon tracking shopping history to suggest similar items to automate cross selling. Automated testing pulls data to generate scheduled reports. Automated reminders help employees and customers through alerts and notifications. Drip marketing automates sending a series of communications on a schedule or by consumer trigger actions. Drip marketing has used email for years but also now uses chatbots in Facebook messenger.

Machine Learning

Machine Learning is when computers learn from experience by modifying processes from new input. Machine learning can use algorithms to try random variables learning which work best to achieve a goal such as lowest cost per impression or acquisition. Programmatic advertising uses machine learning and automated bidding and placement for media buying. Deep Learning goes further with data processing on a neural network for faster more complex learning. Pattern recognition is a form of machine learning where a computer can be trained to detect patterns in text or visual data.

Natural Language Processing And Generation

Natural language processing (NLP) finds linguistic patterns to analyze and synthesize speech. This is how Hootsuite Insights determines sentiment of brand social media conversations. It can also help with crisis management. Dataminr uses NLP to monitor real time social conversations for crisis communication and real time marketing. Natural language generation (NLG) takes non-language inputs and generates spoken language. Phrasee uses NLG for AI-powered copywriting creating data-driven, human-sounding brand copy for Facebook and Instagram.

Image Recognition

Image recognition or computer vision is software that can recognize people, animals and other objects. Brandwatch has an image detection and analysis tool that finds images containing a brand to report how, when, and where consumers are seeing it. CrowdRiff uses image recognition to discover user generated images (UGC). They combine this with brand owned images and performance data for content optimization. Pinterest has AI powered visual search called Pinterest Lens. Marketers can purchase search ads to appear in that search and use Shop the Look pins.

Predictive and Prescriptive Analytics

Predictive Analytics helps understand future performance based on current and historical data. Prescriptive analytics helps determine the best solution among various choices. Salesforce’s Einstein uses AI for customer and lead predictions and recommendations. Einstein analyzes sentiment and intent to route social conversations to the right person streamlining workflow. IBM’s Watson uses AI for campaign automation and marketing personalization. Virtual Assistants add human interface to software. Watson Assistant replaces tedious queries and spreadsheets with simple questions such as, “How did social media perform this month?”

Chatbots

Chatbots use AI to simulate human conversation through voice commands or text chats. Chatbots can be used for drip marketing automation, lead nurturing, onboarding, renewals, confirmations, and engagement. AI-empowered chatbots can also help lead customers through the sales funnel (AIDA). For awareness bots can initiate conversation at scale communicating one-to-one with 5 or 500 people. At the interest stage bots provide 24/7 engagement at the moment of interest. In the decision stage bots supply information, answer questions and send content. For the action stage smaller purchases can be completed by the bot or hand off more complex ones to a human.

Social Care

AI-powered support can improve customer service via social media. ManyChat’s Facebook Messenger chatbots give customers convenience and speed. Simple chatbots spot keywords and respond with predetermined answers. AI-powered chatbots use NLP to create conversations like human agents. When problems get too complex chatbots can recognize this and hand off the conversation to a real agent. Some report chatbots could save businesses $11 billion in support costs by 2025.

Social Ad Optimization

Pattern89 uses AI to analyze billions of data points daily to discover what social ad dimensions drive customer behavior. Their AI analyzes every combination of placement, device, interests, age ranges, behaviors, demographics for custom optimization insights. Clinch provides personalized programmatic social media content across the customer journey. AI enables them to generate unlimited personalized ad versions with real-time optimization for text, image and video. Motiva AI works with Oracle’s Elogua marketing platform to scan campaigns and make performance recommendations, optimize time and frequency suggestions, run auto multivariate messaging experiments, and automatically discover new audience segments.

Privacy And Ethics

With the General Data Privacy Regulations (GDPR) in Europe and new U.S. regulations like the California Consumer Privacy Act (CCPA) marketers are concerned about compliance. Charles Taylor argues that AI could help with consumer privacy protection. For example, Anyclip AI identifies video events and actions for contextualized social media ad placement. Using this AI could allow custom targeted messages without accessing third party consumer data. AI could also improve targeting to insure ads don’t appear with objectionable content. AI can also help with issues like cyberbullying. Instagram is using AI to identify negative comments before they’re published asking users, “Are you sure you want to post this?”

For the social media professional AI can help improve your job.

Gartner describes AI as a way to automate manual time-consuming processes to free up time, so marketers can be more strategic and creative. Pattern89 sums up the advantages of AI saying “AI algorithms work quickly and thoroughly, and they understand more data than a human can analyze within a single lifetime.” According to Adobe, the top marketing uses of AI include analysis of data, personalization, optimization and testing, image recognition, automated campaigns, content creation, programmatic advertising, digital asset management, video recognition, creative work, and automated offers. How are you using AI to improve your social media performance?

How To Integrate Messaging Apps Into Your Social Media Strategy.

Social messaging is instant messaging or chat applications created around social networks for communication on mobile phones with less limits and more features than traditional texting. They use the app’s interface and the internet to send messages rather than SMS service. Messaging apps are popular and have grown to over 5 billion monthly active users worldwide. Top apps pull in over one billion each such as WeChat (1.2 billion) and Facebook Messenger (1.2 billion), Kik (300 million), Viber (236 million), and Line (217 million).

A Nielson Messenger survey found various generations are using messaging from Millennials (65%) and Gen Xers (65%) to Boomers (63%) and say that messaging improves their lives and their relationships by making communication simpler (69%), more ongoing (65%), easier for groups (65%), and more frequent (63%). People are using messaging to stay up to date with friends and family (59%) and to extend their networks (54%). Over the next two years they expect to use messaging apps more for communicating one-to-one (50%), with groups (60%), and, the most increase, with businesses (67%). In fact, 53% said they would be more likely to shop with a business they could message directly.

People like social messaging for features such as text chats, group chats and notifications, but also social features like status updates, media sharing and stickers. With advanced features they can chat with friends, obtain customer service, make calls, play games, access content, and buy products. Messaging apps also let businesses use chatbots to for customer service, sending content to users, selling products and services and purchase advertising.

The most popular messaging apps vary by region. According to SimilarWeb, WhatsApp is the dominate messaging app across most of the world. Facebook Messenger has supplanted it as number one in countries like the US, Canada, Australia and select Western European countries. WeChat is dominant in China and smaller messaging apps are most popular in other regions like Line in Asian Pacific countries and Viber in Eastern European countries. The messaging app Kik is unique in that it is most popular among a demographic – younger users age 13 to 23. Another messaging app consideration for B2B is Slack, which is a main internal communications tool for many companies.

As with other social media platforms business and organizations should consider adding messenger apps to their marketing, advertising and public relations strategies because their customers are increasingly using them and are beginning to expect brands to be there as well. Messaging apps can provide access to direct sales, customer service and to extend the reach of brand content distribution in an area known as dark social, the —84 percent of online sharing through private channels without a referral source. Thus, it isn’t tracked as social shares or referral traffic.

Broadly there are three ways brands can interact with consumers via messaging apps. Content marketing in messaging apps can do more than share with engaging ways to tell stories, demonstrate products, create engaging quizzes, trivia and games. Special offers, sales, promotions and even direct sales can occur in messaging apps unlike social networks. Also, the real-time nature and privacy of conversations makes messaging an ideal environment deliver customer service.

Much of these attractive features are enabled by chatbots. Chatbots are computer programs that simulate human conversation for customer service or information acquisition and distribution. Chatbots can be used for customer service, but can also be used to make brand content fun and engaging. One of the best ways to fully understand the possibilities of using messaging apps for social strategy is to see what brands have done on various messaging platforms.

The NBA increased basketball fan engagement during the NBA Finals and the NBA Draft. NBA’s bot on Facebook Messenger provided fans with instant access to highlights resulting in over 350k interactions. Teen celebrity magazine J-14 used two bots to deliver content and customized quizzes on the messaging app Kik to build up a young consumer subscriber list of 500,000. Miller Lite created a football game day collection of branded digital stickers used in Kik and Viber. The campaign led to over 600,000 downloads and millions of sends.

The British fashion brand Burberry took a different approach reaching consumers in China with a culturally relevant campaign via WeChat. During the Chinese New Year Burberry sent users an image of a letter with a pink bow and told them to “Shake” to open the gift and send a personalized Burberry greeting to a friend and celebrate Lunar New Year. Users could shop their New Year collection within Burberry’s WeChat store and sign up to win limited edition Lunar New Year envelopes to be picked up in-store.

Two food brands have created messaging strategies to help consumers make meals built around their brand’s as ingredients. Hellman’s mayonnaise created the “whatscook” WhatsApp campaign in South America where by entering numbers on the website chefs would contact consumers in WhatsApp offering live cooking advice. Based on a picture of ingredients chefs provided recipes teaching users to cook with pictures and even videos. Average interactions were an amazing 65 minutes and the effort reach 5.5 million people. Knorr foods created a chatbot, Auntie, to answer the question “What’s for dinner?” for moms in Thailand using Line. Auntie provided personalized recipes for great family meals which were viewed over 1.6 million times resulting in an increase in Knorr stock cube consumption by 50%.

Macy’s has partnered with Viber to offer in-chat shopping where users can search and share Macy’s products in the messenger app. While purchases happen via a link, the messaging platform is working on full in-app ecommerce features for the future. Adidas has used WhatsApp to build hyper local brand communities in cities across the world. The brand has found messaging to be a great tool for fan engagement offering members first notice of news releases, invites to events and access to Adidas’ ambassadors. Finally, cosmetics brand Sephora has found a way to simplify their scheduling process in Facebook Messenger. Their reservation assistant makes it easy for users to book makeovers and that has helped increase in-store sales.

Like many other social platforms, social messaging apps have also moved to paid social with native advertising options. Facebook Messenger offers sponsored messages, Kik offers promoted chats and Viber offers sponsored content. Line sells in app ads and WeChat offers Moment ads. WhatsApp is still holding out and has not offered native advertising options for businesses and organizations.

Has your brand considered using social messaging apps? In what ways could your target consumers benefit from increased engagement in these platforms?