Presentation to AMA Iowa Experience Event Feb. 22, 2019.

1. Digital skills to
master to get a job
in 2019 and beyond
Chris Snider • Drake University • @chrissnider
AMA Iowa 2019 Experience Event

2. HELLo. I’m Chris snider.
• Associate professor in Drake University’s School
of Journalism and Mass Communication
• Teach classes on multimedia, social media, digital media,
visual communication, storytelling and web design
• Also teach a variety of classes on those topics in our new
Online Master of Arts in Communication program
• I’m passionate about how businesses can use social
media and new technology to achieve their goals

3. In 2005, I bet big on social media.
And it paid off.

4. 15 years later, I’m looking
for the next wave to ride.
8 skills to master in 2019…

5. Artificial intelligence
• AI is a branch of computer science in which computers are
programmed to do things that normally require human
intelligence.
• This includes learning, reasoning, problem-solving,
understanding language and perceiving a situation or
environment.

6. What do these three
people have in common?

7. None of them actually exist.
They were created using artificial intelligence.

8. In an age of AI, we must scrutinize what we see.
https://youtu.be/AmUC4m6w1wo

9. How AI is being used
• Netflix analyzes billions of records to suggest films that you
might like based on your previous reactions and choices of
films. This tech is getting smarter and smarter by the year as
the dataset grows.
• Amazon plans to ship products to us before we even know
we need them. It has gotten acutely smart at predicting what
we're interested in purchasing based on our online behavior.

13. Messenger bots

14. Messenger bots
• Services such as Manychat and Chatfuel simplify the process
of creating Messenger bots (even offering free options)
• Why use a chat bot: available 24/7, can handle thousands
of customers at once, saves money, automates repetitive work
• Once people subscribe, you can broadcast messages to
them via Messenger
• You get their full name, profile photo, time zone and gender
from Facebook

16. Spotify’s bot helps you create playlists with friends and find music.

19. Stories
On December 28,
Instagram
“accidentally”
launched a
horizontal swipe
update.

21. Stories
• 500 million people view Instagram Stories every day
• Snapchat, Facebook and Messenger use stories
• LinkedIn is experimenting with stories
• Twitter is testing a stories feature

22. Facebook’s Mark Zuckerberg
says stories will overtake
News Feed on all apps

23. Unfold and Mojo
Use templates to tell stories.
Tools for creating Stories

24. Adobe Spark Post
Add animated effects
to your photos
Hype Type
Add text overlays to your
photos and videos
InShot
Convert horizontal videos
to vertical videos.
Tools for creating Stories

26. Direct messaging

27. Direct messaging
• Facebook Messenger has 1.3 billion monthly users
• Customers prefer this to phone calls and text messaging
• Live chat has the highest satisfaction level of all customer
service channels
• More people use messaging apps than social networks

28. Facebook messenger
Facebook IQ conducted a study on the use of mobile messaging with 12,500
people across the world and found several promising trends among the people
surveyed:
• Sixty-three percent said that their messaging with businesses has increased
over the past two years
• Fifty-six percent would rather message than call a business for customer
service
• Sixty-one percent likes personalized messages from businesses
• More than 50 percent are more likely to shop with a business they can
message

29. How to use Messenger
• Deliver content: Hubspot got a 242
percent higher open rate and a 619
percent higher click rate in Messenger
than email
• Engage participants during events
• Let customers pull content by putting
in keywords and getting options or
information
• Provide speedy customer service

31. Digital Advertising
• Social Media is no longer free. You must master Facebook
advertising to get the full benefit of the social network
• Social media ads need to be visual, relevant, create value and
have a clear call to action

32. Facebook Audience Insights

34. Influencer marketing
• We live in a world where one post by Rihana or Kylie Jenner can send
Snapchat stock tumbling
• Instagram influencer marketing is a $1 billion business
• “The best (value), beside Facebook ads, in the world are influencers on
Instagram.” - Gary Vaynerchuk
• Influencers are people first and content marketers second. This means the
algorithm doesn’t hurt them.

35. Influencer marketing
• Pay them money to be on your account
• Pay them money to borrow their reach and post on their own
accounts
• Better yet, build sincere personal relationships with influencers
and share useful, unique, exclusive or early information

36. Gary Vaynerchuk on how to use Instagram influencers
https://www.youtube.com/watch?v=peC9z0tTRkM - April 2017

37. Influencer marketing
• Send them your product or offer them free opportunities
• Have them post sponsored posts
• Pay them (in money or products) for product reviews
• Send them products for a giveaway
• Create affiliate marketing programs

39. Voice search
• 1 in 6 Americans own a smart speaker.
• There are skills to check your bank
balance, ask about wine pairings, get
drink recipes, guide you through a
workout, play Jeopardy and more.
• If you haven’t yet asked yourself, “What
is your company’s Alexa skill going to
be?” now is the time.

40. According to Google, one in five queries made by
search are through voice
Before AR and VR and AI, audio is going to be the
next major platform shift for consumer attention.

41. Skills Blueprint lets you create skills for your personal account

42. Storyline lets you build skills without any coding

44. Podcasting
• 44% of the U.S. population has listened to a podcast
• 80% of listeners listen to all or most of each podcast episode
• Three ways to approach podcasting…
• Create a podcast
• Be a guest on a podcast
• Advertise on a podcast

45. SXSW 2018 blog post by Mark Schaefer…

46. Anchor makes it easy to get started podcasting

48. Video
• Viewers retain 95 percent of information when they
watch it in a video - compared to 10 percent when
reading it in text.
• Social videos generate 1200% more shares than text
and images combined.
• Mark Zuckerberg has said that Facebook will be mostly
video by 2021.

49. A BETTER VIDEO APP: FILMICPRO
• About $10 - iOS and Android
• Professional video tools such as smooth zooming,
lock focus, lock exposure, sound monitoring.

50. Creative videos: Quik
• Free for both Android and iOS
• Quickly make videos, add text and music

51. SIMPLE IPHONE EDITING: SPLICE
• Quickly turn multiple clips into one movie

53. QUESTIONS?
Follow Chris:
@chrissnider
chrissniderdesign.com