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Webinar: Futuro of Social Media by Fernando Polo


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Future of Social, webinar by Good Rebels.

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Webinar: Futuro of Social Media by Fernando Polo

  1. 1. Future of Social Fernando Polo @abladias
  2. 2. • • twitter @abladias • • Social worker:
  3. 3. Text Mining - DiceLaRed 3 State of the Art (2003)
  4. 4. BUY BOOK
  5. 5. PROJECT NAME It hadn’t happened yet: 5 • The rise of social ads (and the decrease of organic reach) • The rise of influencer marketing • Visual content • AI and bots • Fake News • Digital Detox • Privacy Paradox (w/ Cambridge Analytica) • Human content moderation From a marketing perspective:From a social perspective:
  8. 8. 98% GlobalWebIndex 2018 of online adults have an account 
 on at least one social platform
  9. 9. 2/3 McKinsey 2009 of the touchpoints that influence consumers during evaluation are not brand owned
  12. 12. SOURCE: GOOD REBELS (LINK) A world powered by People 14 2020: The age of the Citizen the age of
 Production the age of the 
 Consumer the age of the Informed Consumer the age of the Citizen 1960 2000 2015
  13. 13. Human-centred Organisations 15SOURCE: GOOD REBELS (LINK) The Consumer Journey Discover Buy Love Delivering seamless and delightful digital consumer experiences. C C The Co-Worker Journey Developing digitally-enabled and empowered employees. WWish Engage Belong W Digital business strategies that respond to society to generate value and transcendence. The Citizen Journey ZValue Connect Share Z
  14. 14. Download 16
  15. 15. Social media & you 1 Messenger Apps 2 Artificial Intelligence 3 Influence 4 Customer Care 5 Intelligence and Co-creation
  16. 16. Messenger Apps (and Dark Social)
  17. 17. ‘Dark’ social refers to sharing that can’t be accurately tracked by web analytics programmes.
  18. 18. 84% RadiumOne 2016 of global sharing is happening outside of measurable social networks
  19. 19. 90% eMarketer 2017 of social media budget is dedicated to measurable social networks
  20. 20. 89% GlobalWebIndex 2017 of digital consumers are using messenger apps
  21. 21. GlobalWebIndex 2017
  23. 23. WATCH VIDEO
  25. 25. Artificial Intelligence 
 & Social Media
  26. 26. 29SOURCE: ZDNET (LINK)
  27. 27. SOURCE: CBC (LINK)
  28. 28. SOURCE: CBC (LINK)
  29. 29. 32SOURCE: UPWORK (LINK)
  30. 30. Influence
  31. 31. Brands using the influence of an individual to increase awareness and ultimately sales of their products or services.
  32. 32. Brand Owned Earned HIGH CREDIBILITY HIGH CONTROL Paid
  33. 33. Online influence Network analysis analysis
  34. 34.
  35. 35. The state of influencer marketing, Relatable 2019
  36. 36. Co-Workers and customers 40 Your best brand ambassadors People with great experience and commitment with the brand can help deliver powerful messages and achieve strategic goals: 1. Brand - Awareness and engagement towards a real community 2. Company - Employee engagement and Best Place to Work proof 3. Business - Real experiences around the product and its benefits High credibility Balance High impact Low impact Low credibility Other acquired sources Employees Customers Opinion leaders or experts Regular influencers
  37. 37. IKEA ambassadors 41 • Built specifically for Ambassadors. • They get individual attention, special content, fun facts, invitations to events, products, meetings with experts and personalised webinars. • In return, we expect them to talk more and better about IKEA, only if they feel like it.
  38. 38. IKEA ambassadors 42 Discovering the roots of IKEA Explaining its history and values in a way no other brand website, or social media channel can elaborate enough for all the true IKEA lovers. Interviewing co-workers for the fans Which the Ambassadors can decide and vote to get to know through monthly webinars or specific interviews. Co-worker visibility and empowerment at its core. Including co-workers in the Ambassador team By letting them be one more fan, eager to learn and discuss with the rest of the IKEA Ambassadors and joining all the conversation as experts, participants or just curious minds.
  39. 39. Working with Influencers 43 1. Find the right fit 2. Engagement matters 3. Understand what your brand can offer 4.Collaboration is key 5. Focus on the influencer’s experience 6.Integrate with your ecosystem 7. Cultivate long-term relationships
  40. 40. Social Customer Care
  41. 41. FRAMEWORK
  42. 42. APPROACH ASK THE RIGHT QUESTIONS AND YOU’LL BUILD THE RIGHT STRATEGY CULTURE How important is social customer care excellence to the business? What level of investment is dedicated to social customer care? Is it a strategic priority? Do any social customer care metrics form business KPIs? COORDINATION Is there a robust governance infrastructure in place for managing processes and collaboration, supported by best- in-class tools and technology? CHANNELS Can customers resolve issues in- channel across core and ‘new’ channels (e.g. Facebook Messenger, WhatsApp) in a seamless manner? CONTENT Are queries resolved using relevant, engaging, up to date content that is proactively created based on changing customer needs? COST EFFICIENCY Are social customer care metrics being used to measure impact on traditional customer service workload (call center, help desks) and response times? How much time and money is being saved? What is the ROI of a more positive Brand Advocacy Score? 1 2 3 4 5 Social Customer Service
  43. 43. Customer Intelligence 
 & Co-Creation
  44. 44. Co-creation WATCH VIDEO
  45. 45. Data Driven Social Media
  46. 46. ...Leer más: Big Data: la brecha digital ampliada
  47. 47. SOURCE: GOOD REBELS (LINK) Data Lakes for Marketing 53 Proven Advanced Big Data Architecture Social Listening Digital Assets Campaigns Social Networks CRM Data Ingestion ETL Process Data Quality Metadata Data Governance Security Data Lake Storage Statistical Analysis Visualization & Reporting Data Discovery Data SourcesDataLake Business Intelligenc e
  48. 48. SOURCE: GOOD REBELS (LINK) Building a Data Driven organisation 54 The cultural journey
  49. 49. PROJECT NAME Download
  50. 50. Making it happen
  51. 51. 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 Time response 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 posts Smart social framework by = Working areas = Business impact SOURCE: GOOD REBELS, LINK
  52. 52. Analysis Strategic plan Platform activation / 
 optimisation Content strategy and management Organisation and processes (tools and resources) Reporting SOCIAL STRATEGY
  53. 53. Understand context, needs, current processes and technology. Platform audit. Consumer insights. Strategy: defining new strategy and integrated propositions. Creative and content planning. Optimisation of current platforms and activation of new platforms. Define editorial plan and procedures (paid media, crisis management, campaigns). Social media guidelines and training. International coordination. Management processes and tools. Customer service. Measurement and reporting framework. Fiscal KPIs. Short and long term action plans based on results. Analysis Strategic plan Platform activation / optimisation Content strategy and management Organisation and processes (tools and resources) Reporting
  54. 54. The future of Social? 60 1. Social Media investment is growing and will keep on the rise. 2. Digital is more social than ever. 3. Social is more channel and less community. 4.Social is not just marketing. It’s a tool and methodology for engagement of all kind of stakeholders. Think customer, co-workers and citizens. 5. Artificial Intelligence can help us be more human. 6.Get it right it with messenger apps, and you’ll win in the short run. 7. Be more human-centric, and you’ll win in the long run.
  55. 55. • • twitter @abladias • • Social worker:
  56. 56. Barcelona • Brighton • Ciudad de México • Madrid • @GoodRebels Data. Creativity. Tech.