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Smart social
21 JUNE 2018
Using social media strategically for business impact
People
TechnologyBrands
Good Rebels
󰀁2SMART SOCIAL WEBINAR
󰀁3SMART SOCIAL WEBINAR
MediaSocial
Today we will cover
1 The business value of social media
2 Messenger apps and their impact on dark social
3 Social data: power and responsibility
4 Social influence’s rise and rise
5 Social customer service: the first stop for complaints
6 Crowdsourcing: unleash your audience
7 Making it happen: practical advice
8 Measurement: what matters not what flatters
9 Investment: a long-term perspective
The business value
of social media
󰀁7SMART SOCIAL WEBINAR
TRIGGER
󰀁8SMART SOCIAL WEBINAR
TV
Outdoor
Digital display
Paid search
Paid social
Programmatic
Experiential
Paid influencers
PR
Customer reviews
Advocacy and
social sharing
Earned influence
Website
Blog
Social platforms
Branded community
Branded content
Data
󰀁9SMART SOCIAL WEBINAR
TV
Outdoor
Digital display
Paid search
Paid social
Programmatic
Experiential
Paid influencers
PR
Customer reviews
Advocacy and
social sharing
Earned influence
Website
Blog
Social platforms
Branded community
Branded content
Data
2/3
McKinsey 2009
of the touchpoints that influence consumers
during evaluation are not brand owned
PROJECT NAME 󰀁11
Good Rebels 2012
Our head of social
media is the customer.
McDonald’s
94%
GlobalWebIndex 2017
of online adults have an account on at least one social platform
GlobalWebIndex 2017
GlobalWebIndex 2017
mobile
mobile
mobile
GlobalWebIndex 2017
multi-platform
GlobalWebIndex 2017
video
GlobalWebIndex 2017
By 2019, 82% of internet traffic will be video. But
rather than churn out yet more content for
people to passively consume, some brands are
using video to connect audiences and create
more memorable, communal experiences.
Cisco 2017
Forbes 2017
Over 200 million users (aged 13 to 21) since 2014
commerce
GlobalWebIndex 2017
https://www.youtube.com/watch?v=XqlRyuD47KY
Everlane and Sweet on Snapchat
Messenger apps
and their impact on dark social
Good Rebels 2017
89%
GlobalWebIndex 2017
of digital consumers are using messenger apps
Gen Z’s choice
GlobalWebIndex 2017
https://vimeo.com/201024821
‘Dark’ social refers to sharing that
can’t be accurately tracked by web
analytics programmes.
󰀁30SMART SOCIAL WEBINAR
84%
RadiumOne 2016
of global sharing is happening outside of measurable social networks
90%
eMarketer 2017
of social media budget is dedicated to measurable social networks
https://giphy.com/dominosukroi
Social data
Power and responsibility
󰀁35SMART SOCIAL WEBINAR
User
generated
BehaviourialProfile
󰀁36SMART SOCIAL WEBINAR
󰀁37SMART SOCIAL WEBINAR
https://www.youtube.com/watch?v=GFVcR760kY8
Social influence’s
rise and rise
Brands using the influence of an
individual to increase awareness and
ultimately sales of their products or
services.
󰀁42SMART SOCIAL WEBINAR
Brand
Owned
Earned
HIGH CREDIBILITY
HIGH CONTROL
Paid
󰀁43SMART SOCIAL WEBINAR
The state of influencer marketing, CrowdTap 2015
Why influencers work with you
󰀁45SMART SOCIAL WEBINAR
Working with influencers
1. Find the right fit
2. Impact matters
3. Understand shared value
4. Cultivate and collaborate long-term
5. Integrate with your ecosystem
Amazon Appstore Lexus
IKEA L’Oréal
Social customer service
The first stop for complaints
“The dissatisfaction stemming from
failure to respond via social channels
can lead to up to a 15% increase in
churn rate for existing customers”
Gartner
culture
capability
co-ordination
channels
content
󰀁49SMART SOCIAL WEBINAR
Crowdsourcing
Unleash your audience
󰀁51SMART SOCIAL WEBINAR
Crowdsourcing is
• Outsourcing projects to the public
• Tapping into the knowledge/creative knowhow of a brand’s wider
community
• Including consumers in the creation process - contributes to
competitive edge and increases brand affinity
• Organisations either set a specific challenge, or ask for opinions,
insight or suggestions
• Includes Crowd labour and Co-creation
https://vimeo.com/232322465
Making it happen
Practical advice
Consumers don’t
have a constant
desire to interact
with our brands.
What the
audience
values
What you want
to achieve
Relevance
󰀁57SMART SOCIAL WEBINAR
Smart social dimensions
These are the areas in which partners and brands should work
together to achieve social excellence, overdeliver against
consumer expectations, and achieve business goals.
For more, please download our Smart Social whitepaper from
goodrebels.com/rebelthinking
PEOPLE
INNOVATION
TECHNOLOGY
INTELLIGENCEVISION
STRATEGY
CREATIVITY
ADVOCACY AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY
󰀁58
70 / 20 / 10
Tried and tested Market proven Innovative
󰀁59SMART SOCIAL WEBINAR
David Armano 2009
Measurement
What matters not what flatters
“The impact of social media remains difficult to
prove. 43.3% of those questioned [388 US senior
marketing executives] said they “haven’t been
able to show impact yet”. 38.2% claim to have a
“good qualitative sense of the impact, but not a
quantitative impact” while 18.4% have proved the
impact quantitatively.”
The CMO Survey 2017
1. Increase revenue
2. Improve customer satisfaction
3. Reduce operational costs
Increase revenue measure Sales and CPA
Improve customer satisfaction measure Net promotor score
Reduce operational costs measure Efficiency savings
󰀁65SMART SOCIAL WEBINAR
Investment
A long-term perspective
󰀁67SMART SOCIAL WEBINAR
󰀁68SMART SOCIAL WEBINAR
In summary
Takeaways
󰀁70SMART SOCIAL WEBINAR
Takeaways
• Social media is much more than just a media channel
• Technology drives social media behaviour; brands have to be forward
thinking and nimble to stay in touch
• The world keeps turning: social video, ’dark social’ and social commerce are
current and future trends
• The value of social media is greater than branded community or targeted paid
media. Social can deliver value at every stage of the consumer journey and is
the glue that can hold together integrated brand propositions and campaigns
• Brands have to work harder to measure real business impact of social media
and invest over the long-term
• It is more important to be best than first
Join the Rebellion!
Rebel Thinking: goodrebels.com/rebelthinking
goodrebels.com

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