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Smart
social
frameworkby
Introduction
The Smart Services we offer at Good Rebels
push us, and our clients, to explore new ways of
working digitally using social tools and
methodologies. We aim to drive behaviour
change at every stage of the customer journey.
Our strategy is data-driven, fluid and
customer-centric.
The key to an effective social strategy is
working smarter, not harder. Low value social
(such as repetitive content, lacklustre creative,
content that misunderstands its audience etc.) is
only contributing to information overload and
acting as a roadblock to relevance. Social may be
out of style but we know that at its core, social
is about human connection; providing the
human centred organisation with the means to
connect and engage with their audiences. Rather
than abandon social completely, brands need to
focus their energy on developing a Smart
Social strategy.
At Good Rebels, we’re proud to be social. Social
and digital technologies are helping us to build a
world ‘powered by people’, forcing businesses
to reconsider traditional strategies and
processes in favour of a ‘people first’ corporate
culture. We’re on a mission to help those
organisations that are still stuck in the early
2010s to solve problems at the intersection of
people, brands and technology, and to improve
their social strategy. The human-centred
organisation believes in individuals first,
organisations second, and what platform could
be considered more ‘people first’ than social
media?
BUSINESS
IM
PACT
CUSTOM
ER
LIFE
CYCLE
DIM
ENSIONS
Methodology
Our smart social framework allows us to use social to make connections
between people, brands and technology in the online space. There are
three main concepts that inform our strategy:
Dimensions: these are areas in which partners and brands should work
together in order to achieve social excellence, satisfy the needs of their
audience, and meet personal business goals.
Customer life cycle: identifying each stage of the customer journey, and
how the consumer’s relationship with the brand is being impacted, helps
to ensure a meaningful relationship between the two within the social
environment. As a human-centred organisation, people should be at the
centre of our social strategy.
Business impact: measuring social contribution for the company through
specific KPIs to ensure cost efficiency, satisfaction and consumer loyalty.
Dimensions
Innovation: more opportunities to innovate and develop existing services come
from keeping up to date with new trends and social environments, as well as
changes to existing platforms and digital regulation. Succeeding at social isn’t just
about being smart, it’s about being first.
Technology: by taking advantage of new technologies and social tools, we are
able to develop an in-depth omnichannel social strategy, improve our
understanding of our audiences, and anticipate online crises. Emerging
technologies such as Artificial Intelligence (AI) and Augmented Reality (AR) help
us to increase the value of these social campaigns through personalisation and
interactive experiences.
Intelligence: we rely on big data, analytics and Machine Learning (ML) to
enhance our understanding of our audiences, their needs, wants and expectations.
We can create individualised services based on consumer behaviour. The power of
social data is that it can be used together with other data sources in order to
provide us with a more detailed analysis of our audiences.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCEBUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
Dimensions
Creativity: we rely on creativity and the creative spirit of our online audiences to
increase brand affinity and encourage increased engagement online, through
storytelling and inclusive online experiences. We believe in open innovation,
involving our audience in the brainstorming process.
Digital strategy: the number of followers you have means nothing if the audience
you’ve built is disengaged and indifferent to your brand. Rather than forcing our
audience to adopt a platform they’ve expressed no interest in, or spread ourselves
thin by signing up to too many platforms at once, we employ a strategic approach
to decide the platforms upon which to build our community. Our approach to
social strategy is tactical, we’ve identified where our audiences hang out, when
they most need us, and what level of paid media works best to attract their
attention.
Business vision: by focusing on the business objectives and goals of our clients,
we can help them to develop a social strategy which aligns with their company
values and plans for the future.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCEBUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
Customer life cycle
The customer life cycle has evolved. It’s still a
somewhat circular process, but now customers can
arrive at different stages at the same time. The tactics
we employ are specific to each stage of the cycle - this
allows us to personalise our approach. We are data-
driven; our social strategy is based on consumer
behaviours and analysis of past interactions.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCEBUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
AWARENESS
This is the point at which the customer first becomes aware of your
brand and so it’s important to make a good impression. You need to
reassure potential customers that you understand and care about
their needs.
A strong macro-content strategy can help you to engage with your
customers at a deeper level. Consistent and relevant storytelling is
the key to a well-constructed awareness campaign. Users have to
want to actively participate in the storyline, and share it with their
peers. Impressions and reach are valuable KPIs at this stage, but
these should drive interaction and this interactivity should carry
through to the next stage of the customer life cycle.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCE
BUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
WORKING AREAS
BUSINESS IMPACT
Branded content - Social reputation
Employer branding - Branding campaigns
Brand & media value - Brand health & reputation
Impact and reach - Community - Share of voice
ENGAGEMENT
Information overload threatens to overwhelm the people we’re
trying to reach and make them unreceptive to new brands and
services. Brands should be providing customers with an outlet for
two-way conversation. In order to survive on social, brands must
be empathetic, willing to listen and engage with their audience.
New technologies make it possible for brands to interact with their
customers through live video-streaming, polls, facial recognition
filters, AI, AR and more.
The motivation behind interacting with your brand may change
over time, your audience may feel the need to establish a
community of like-minded individuals, or perhaps they just need a
solution to a very specific problem. Either way, understanding your
audience is the key to developing a successful, online customer
experience strategy.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCE
BUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
WORKING AREAS
BUSINESS IMPACT
Community relation - Smart content & experiences
Interactive initiatives - Entertainment & dynamics
Engagement rate - Social interactions -
Content consumption -User involvement - Traffic
CONVERSION
Social conversion has always been a topic of debate. Is it possible to
achieve direct conversion through social? Well, you could just as
well argue that it’s not possible to achieve direct conversion
through traditional channels like television or print news either.
Digital tools and technologies provide us with deeper insights into
audience activity. All six work dimensions previously discussed help
shape the customer journey, they help strengthen our relationship
with the consumer. We have to remember that conversion is about
more than just the purchasing decision.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCE
BUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
WORKING AREAS
BUSINESS IMPACT
Customer acquisition - Performance tactics
Lead generation - Social shopping
CPC (by objective) - Conversion rates
Costs of acquisition - ARPU of social buyers
LOYALTY
Social is one of the most powerful tools at a brand’s disposal; with
social, brands can create their own space, one which empowers
customers with the ability to interact with brands on a personal
level, and connect with other members of the community.
Brands can build connections with people through social care
strategies, co-creation initiatives and social CRM. If you want to
encourage advocacy and transition your audience from one life
cycle stage to another, it’s important to implement these kinds of
services. One to one communication helps to establish a
relationship with the consumer outside of the point of sale.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCE
BUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
WORKING AREAS
BUSINESS IMPACT
Social customer care - Co-creation initiatives
Social CRM - Rewards & social loyalty programs
CLTV - Customer satisfaction
Loyalty generation - Cases attended & time response
ADVOCACY
Word of mouth continues to be one of the most effective ways of
marketing products and services. At the fifth stage of the customer
life cycle, brands are challenged with converting loyal customers
into brand ambassadors.
Rewards programmes, member get member initiatives, employee
advocacy and influencer marketing are all services effective at
humanising brands, and increasing brand advocacy.
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCE
BUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
WORKING AREAS
BUSINESS IMPACT
Member get member - User generated content
Employee advocacy - Influencer marketing
Recommendations - Brand prescription
Reviews - UGC posts
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCEBUSINESS
VISION
DIGITAL
STRATEGY
CREATIVITY
ADVOCACY
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
Branded content
Social reputation
Employer branding
Branding campaigns
Brand & media value
Brand health & reputation
Impact and reach
Community
Share of voice
Community relationship
Smart content &
experiences
Interactive initiatives
Entertainment & dynamics
Engagement rate
Social interactions
Content consumption
User involvement
Traffic
Social customer care
Co-creation initiatives
Social CRM
Rewards & social
loyalty programs
Customer satisfaction
Loyalty generation
Cases attended
Applause rate
Customer acquisition
Performance tactics
Lead generation
Social shopping
CPC (by objective)
Conversion rates
Costs of acquisition
ARPU of social buyers
Member get member
User generated content
Employee advocacy
Influencer marketing
Recommendations
Brand prescription
Reviews
UGC content
Smart
social
framework
by
= Working areas
= Business Impact
In conclusion
An effective smart social strategy, which anticipates and
responds to the needs of your audience, drives social
excellence and consumer satisfaction. Once we’ve developed
our understanding of the customer life cycle, we can
formulate strategies for each stage based on a combination of
the six work dimensions (innovation, creativity, intelligence,
business focus, technology and social strategy).
This framework has helped our clients to meet their business
goals and, at the same time, put people at the centre of their
marketing strategy, helping them to become more agile,
human-centred and successful on social.
We are Good Rebels.
We create experiences at the intersection of people, brands and technology. We use intelligence and
imagination to challenge our clients to become people-first, rebellious and more successful. We are
powered by 130 Rebels working from 6 offices in the UK, Europe and Latin America. Our work currently
spans over 30 clients, across 9 countries and in 15 languages.
Our mission is to improve the relationships brands have with their clients, their employees and society
as a whole.
#REBELTHINKING
At Good Rebels we love to challenge ourselves to come up with fresh ideas. This is why we produce Rebel
Thinking, a carefully considered selection of articles, think pieces and insights reports that identify and
explain trends in business, marketing, innovation and technology.
rebelthinking@goodrebels.com
goodrebels.com • @GoodRebels
Madrid • Barcelona • Bogotá • Brighton • Ciudad de México
A world powered by people

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Smart social framework by Good Rebels

  • 2. Introduction The Smart Services we offer at Good Rebels push us, and our clients, to explore new ways of working digitally using social tools and methodologies. We aim to drive behaviour change at every stage of the customer journey. Our strategy is data-driven, fluid and customer-centric. The key to an effective social strategy is working smarter, not harder. Low value social (such as repetitive content, lacklustre creative, content that misunderstands its audience etc.) is only contributing to information overload and acting as a roadblock to relevance. Social may be out of style but we know that at its core, social is about human connection; providing the human centred organisation with the means to connect and engage with their audiences. Rather than abandon social completely, brands need to focus their energy on developing a Smart Social strategy. At Good Rebels, we’re proud to be social. Social and digital technologies are helping us to build a world ‘powered by people’, forcing businesses to reconsider traditional strategies and processes in favour of a ‘people first’ corporate culture. We’re on a mission to help those organisations that are still stuck in the early 2010s to solve problems at the intersection of people, brands and technology, and to improve their social strategy. The human-centred organisation believes in individuals first, organisations second, and what platform could be considered more ‘people first’ than social media?
  • 3. BUSINESS IM PACT CUSTOM ER LIFE CYCLE DIM ENSIONS Methodology Our smart social framework allows us to use social to make connections between people, brands and technology in the online space. There are three main concepts that inform our strategy: Dimensions: these are areas in which partners and brands should work together in order to achieve social excellence, satisfy the needs of their audience, and meet personal business goals. Customer life cycle: identifying each stage of the customer journey, and how the consumer’s relationship with the brand is being impacted, helps to ensure a meaningful relationship between the two within the social environment. As a human-centred organisation, people should be at the centre of our social strategy. Business impact: measuring social contribution for the company through specific KPIs to ensure cost efficiency, satisfaction and consumer loyalty.
  • 4. Dimensions Innovation: more opportunities to innovate and develop existing services come from keeping up to date with new trends and social environments, as well as changes to existing platforms and digital regulation. Succeeding at social isn’t just about being smart, it’s about being first. Technology: by taking advantage of new technologies and social tools, we are able to develop an in-depth omnichannel social strategy, improve our understanding of our audiences, and anticipate online crises. Emerging technologies such as Artificial Intelligence (AI) and Augmented Reality (AR) help us to increase the value of these social campaigns through personalisation and interactive experiences. Intelligence: we rely on big data, analytics and Machine Learning (ML) to enhance our understanding of our audiences, their needs, wants and expectations. We can create individualised services based on consumer behaviour. The power of social data is that it can be used together with other data sources in order to provide us with a more detailed analysis of our audiences. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCEBUSINESS VISION DIGITAL STRATEGY CREATIVITY
  • 5. Dimensions Creativity: we rely on creativity and the creative spirit of our online audiences to increase brand affinity and encourage increased engagement online, through storytelling and inclusive online experiences. We believe in open innovation, involving our audience in the brainstorming process. Digital strategy: the number of followers you have means nothing if the audience you’ve built is disengaged and indifferent to your brand. Rather than forcing our audience to adopt a platform they’ve expressed no interest in, or spread ourselves thin by signing up to too many platforms at once, we employ a strategic approach to decide the platforms upon which to build our community. Our approach to social strategy is tactical, we’ve identified where our audiences hang out, when they most need us, and what level of paid media works best to attract their attention. Business vision: by focusing on the business objectives and goals of our clients, we can help them to develop a social strategy which aligns with their company values and plans for the future. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCEBUSINESS VISION DIGITAL STRATEGY CREATIVITY
  • 6. Customer life cycle The customer life cycle has evolved. It’s still a somewhat circular process, but now customers can arrive at different stages at the same time. The tactics we employ are specific to each stage of the cycle - this allows us to personalise our approach. We are data- driven; our social strategy is based on consumer behaviours and analysis of past interactions. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCEBUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY
  • 7. AWARENESS This is the point at which the customer first becomes aware of your brand and so it’s important to make a good impression. You need to reassure potential customers that you understand and care about their needs. A strong macro-content strategy can help you to engage with your customers at a deeper level. Consistent and relevant storytelling is the key to a well-constructed awareness campaign. Users have to want to actively participate in the storyline, and share it with their peers. Impressions and reach are valuable KPIs at this stage, but these should drive interaction and this interactivity should carry through to the next stage of the customer life cycle. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCE BUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY WORKING AREAS BUSINESS IMPACT Branded content - Social reputation Employer branding - Branding campaigns Brand & media value - Brand health & reputation Impact and reach - Community - Share of voice
  • 8. ENGAGEMENT Information overload threatens to overwhelm the people we’re trying to reach and make them unreceptive to new brands and services. Brands should be providing customers with an outlet for two-way conversation. In order to survive on social, brands must be empathetic, willing to listen and engage with their audience. New technologies make it possible for brands to interact with their customers through live video-streaming, polls, facial recognition filters, AI, AR and more. The motivation behind interacting with your brand may change over time, your audience may feel the need to establish a community of like-minded individuals, or perhaps they just need a solution to a very specific problem. Either way, understanding your audience is the key to developing a successful, online customer experience strategy. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCE BUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY WORKING AREAS BUSINESS IMPACT Community relation - Smart content & experiences Interactive initiatives - Entertainment & dynamics Engagement rate - Social interactions - Content consumption -User involvement - Traffic
  • 9. CONVERSION Social conversion has always been a topic of debate. Is it possible to achieve direct conversion through social? Well, you could just as well argue that it’s not possible to achieve direct conversion through traditional channels like television or print news either. Digital tools and technologies provide us with deeper insights into audience activity. All six work dimensions previously discussed help shape the customer journey, they help strengthen our relationship with the consumer. We have to remember that conversion is about more than just the purchasing decision. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCE BUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY WORKING AREAS BUSINESS IMPACT Customer acquisition - Performance tactics Lead generation - Social shopping CPC (by objective) - Conversion rates Costs of acquisition - ARPU of social buyers
  • 10. LOYALTY Social is one of the most powerful tools at a brand’s disposal; with social, brands can create their own space, one which empowers customers with the ability to interact with brands on a personal level, and connect with other members of the community. Brands can build connections with people through social care strategies, co-creation initiatives and social CRM. If you want to encourage advocacy and transition your audience from one life cycle stage to another, it’s important to implement these kinds of services. One to one communication helps to establish a relationship with the consumer outside of the point of sale. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCE BUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY WORKING AREAS BUSINESS IMPACT Social customer care - Co-creation initiatives Social CRM - Rewards & social loyalty programs CLTV - Customer satisfaction Loyalty generation - Cases attended & time response
  • 11. ADVOCACY Word of mouth continues to be one of the most effective ways of marketing products and services. At the fifth stage of the customer life cycle, brands are challenged with converting loyal customers into brand ambassadors. Rewards programmes, member get member initiatives, employee advocacy and influencer marketing are all services effective at humanising brands, and increasing brand advocacy. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCE BUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY WORKING AREAS BUSINESS IMPACT Member get member - User generated content Employee advocacy - Influencer marketing Recommendations - Brand prescription Reviews - UGC posts
  • 12. PEOPLE INNOVATION TECHNOLOGY INTELLIGENCEBUSINESS VISION DIGITAL STRATEGY CREATIVITY ADVOCACY AWARENESS ENGAGEMENT CONVERSION LOYALTY Branded content Social reputation Employer branding Branding campaigns Brand & media value Brand health & reputation Impact and reach Community Share of voice Community relationship Smart content & experiences Interactive initiatives Entertainment & dynamics Engagement rate Social interactions Content consumption User involvement Traffic Social customer care Co-creation initiatives Social CRM Rewards & social loyalty programs Customer satisfaction Loyalty generation Cases attended Applause rate Customer acquisition Performance tactics Lead generation Social shopping CPC (by objective) Conversion rates Costs of acquisition ARPU of social buyers Member get member User generated content Employee advocacy Influencer marketing Recommendations Brand prescription Reviews UGC content Smart social framework by = Working areas = Business Impact
  • 13. In conclusion An effective smart social strategy, which anticipates and responds to the needs of your audience, drives social excellence and consumer satisfaction. Once we’ve developed our understanding of the customer life cycle, we can formulate strategies for each stage based on a combination of the six work dimensions (innovation, creativity, intelligence, business focus, technology and social strategy). This framework has helped our clients to meet their business goals and, at the same time, put people at the centre of their marketing strategy, helping them to become more agile, human-centred and successful on social.
  • 14. We are Good Rebels. We create experiences at the intersection of people, brands and technology. We use intelligence and imagination to challenge our clients to become people-first, rebellious and more successful. We are powered by 130 Rebels working from 6 offices in the UK, Europe and Latin America. Our work currently spans over 30 clients, across 9 countries and in 15 languages. Our mission is to improve the relationships brands have with their clients, their employees and society as a whole. #REBELTHINKING At Good Rebels we love to challenge ourselves to come up with fresh ideas. This is why we produce Rebel Thinking, a carefully considered selection of articles, think pieces and insights reports that identify and explain trends in business, marketing, innovation and technology. rebelthinking@goodrebels.com
  • 15. goodrebels.com • @GoodRebels Madrid • Barcelona • Bogotá • Brighton • Ciudad de México A world powered by people