“
“Before on Facebook it was about getting people to ‘Like’ the brand,” he says. “Now, it’s about getting people to take social actions enabled by that brand.” For example, if a consumer posts an update about a run they just took, that’s a prime opportunity for Nike. “If your run is powered by Nike, you might still wear Adidas,” says Berkowitz, “but Adidas will have to find something else that’s social about its brand to become part of your story.”
“consumers will be creating a “digital autobiography” in which brands will have to integrate themselves. “First Facebook became the digital ID of everyone, and now it will try to gather our whole life story,”
“Apps with utility that allow you to consume more or participate more will be more important,”
“Like” is “a little less relevant now,” and that marketers will have to work harder to earn their place in news feeds. “Your content is going to need to be absolutely amazing,”
“You actually have to deliver something of value to a customer rather than just being a person spamming.”
”