SlideShare a Scribd company logo
Future of Social
Fernando Polo @abladias
• fernando@goodrebels.com
• twitter @abladias
• goodrebels.com
• fernandopolo.com
Social worker:
Text Mining - DiceLaRed
3
State of the Art (2003)
BUY BOOK
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:
SOURCE: CMO SURVEY 2018 LINK
SOURCE: CMO SURVEY 2018 LINK
98%
GlobalWebIndex 2018
of online adults have an account 

on at least one social platform
2/3
McKinsey 2009
of the touchpoints that influence consumers
during evaluation are not brand owned
SOURCE: GLOBAL WEB INDEX 2018
SOURCE: GLOBAL WEB INDEX 2018
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
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
Download
16
bit.ly/Human-Centred-Orgs
Social media & you
1 Messenger Apps
2 Artificial Intelligence
3 Influence
4 Customer Care
5 Intelligence and Co-creation
Messenger Apps (and Dark Social)
‘Dark’ social refers to sharing
that can’t be accurately tracked
by web analytics programmes.
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
89%
GlobalWebIndex 2017
of digital consumers are using messenger apps
GlobalWebIndex 2017
GOOD REBELS, WATCH VIDEO
WATCH VIDEO
DOWNLOAD REPORT, LINK
Artificial Intelligence 

& Social Media
29SOURCE: ZDNET (LINK)
SOURCE: CBC (LINK)
SOURCE: CBC (LINK)
32SOURCE: UPWORK (LINK)
Influence
Brands using the influence of an
individual to increase awareness
and ultimately sales of their
products or services.
Brand
Owned
Earned
HIGH CREDIBILITY
HIGH CONTROL
Paid
Online influence
Network analysis analysis
bit.ly/eSports-GoodRebels
The state of influencer marketing, Relatable 2019
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
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.
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.
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
Social Customer Care
FRAMEWORK

SOCIAL
CUSTOMER

CARE
COORDINATION
CONTENT
COST EFFICIENCY
CHANNELS
1
2
3
4
5
CULTURE
LINK
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
Customer Intelligence 

& Co-Creation
Co-creation WATCH VIDEO
Data Driven Social Media
...Leer más: Big Data: la brecha digital ampliada
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
SOURCE: GOOD REBELS (LINK)
Building a Data Driven organisation
54
The cultural journey
PROJECT NAME
Download
bit.ly/GRDataDriven
Making it happen
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
Analysis
Strategic plan
Platform activation / 

optimisation
Content strategy and
management
Organisation and processes (tools
and resources)
Reporting
SOCIAL STRATEGY
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
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.
• fernando@goodrebels.com
• twitter @abladias
• goodrebels.com
• fernandopolo.com
Social worker:
Barcelona • Brighton • Ciudad de México • Madrid
goodrebels.com • @GoodRebels
Data. Creativity. Tech.

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Webinar: Futuro of Social Media by Fernando Polo

  • 1. Future of Social Fernando Polo @abladias
  • 2. • fernando@goodrebels.com • twitter @abladias • goodrebels.com • fernandopolo.com Social worker:
  • 3. Text Mining - DiceLaRed 3 State of the Art (2003)
  • 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:
  • 6.
  • 7. SOURCE: CMO SURVEY 2018 LINK
  • 8. SOURCE: CMO SURVEY 2018 LINK
  • 9. 98% GlobalWebIndex 2018 of online adults have an account 
 on at least one social platform
  • 10. 2/3 McKinsey 2009 of the touchpoints that influence consumers during evaluation are not brand owned
  • 11. SOURCE: GLOBAL WEB INDEX 2018
  • 12. SOURCE: GLOBAL WEB INDEX 2018
  • 13.
  • 14. 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
  • 15. 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
  • 17. Social media & you 1 Messenger Apps 2 Artificial Intelligence 3 Influence 4 Customer Care 5 Intelligence and Co-creation
  • 18. Messenger Apps (and Dark Social)
  • 19. ‘Dark’ social refers to sharing that can’t be accurately tracked by web analytics programmes.
  • 20. 84% RadiumOne 2016 of global sharing is happening outside of measurable social networks
  • 21. 90% eMarketer 2017 of social media budget is dedicated to measurable social networks
  • 22. 89% GlobalWebIndex 2017 of digital consumers are using messenger apps
  • 24.
  • 33.
  • 35. Brands using the influence of an individual to increase awareness and ultimately sales of their products or services.
  • 39. The state of influencer marketing, Relatable 2019
  • 40. 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
  • 41. 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.
  • 42. 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.
  • 43. 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
  • 46. 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
  • 48.
  • 51. ...Leer más: Big Data: la brecha digital ampliada
  • 52.
  • 53. 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
  • 54. SOURCE: GOOD REBELS (LINK) Building a Data Driven organisation 54 The cultural journey
  • 57. 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
  • 58. Analysis Strategic plan Platform activation / 
 optimisation Content strategy and management Organisation and processes (tools and resources) Reporting SOCIAL STRATEGY
  • 59. 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
  • 60. 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.
  • 61. • fernando@goodrebels.com • twitter @abladias • goodrebels.com • fernandopolo.com Social worker:
  • 62. Barcelona • Brighton • Ciudad de México • Madrid goodrebels.com • @GoodRebels Data. Creativity. Tech.