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Why social media
ELEAZAR SANTOS - @ELEAZARSANTOS

AUGUST 29, 2018
is still the heart of digital marketing
Propuesta de servicios profesionales de social
media marketing
Hi, I’m Eleazar!
Digital marketing and communication professional, with more than 18
years of professional experiences. I’m a Business Director in the digital
strategy and creative company Good Rebels.
Industry experiences: Travel, retail, fast-moving consumer goods, pharma
& healthcare, IT & consulting services, banking & financial services,
electronics, education & international cooperation, infrastructure,
publishing, and professional services.
More info:
• www.linkedin.com/in/eleazarsantos
• www.twitter.com/eleazarsantos
• www.goodrebels.com
Our agenda
The quest for data. Given the
Cambridge Analytica scandal, the
implementation of the new General
Data Protection Regulation (GDPR) and
awareness on privacy concerns,
marketers may face obstacles in their
digital strategies to reach consumers.
The challenge
Are we tired of social media or have we
just changed our preferences? A
snapshot of the current social media
landscape and what’s the media
consumption behavior (in terms of
information, entertainment, product
research and shopping).
Social media is the heart of our
marketing strategies, if we rely on
smart social. We have to be relevant to
our audiences, to connect on their
preferred means and to make data
(structured and unstructured ones)
available to the whole organization.
Where are they? Getting close & personal
The quest for data
WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS 󰀁9
The GDPR aftermath
Changes in media consumption
󰀁14WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS
Baby boomers Gen X Millennials Gen Z & teens
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Social Trends Report Q1 2018
Source: Global Web Index, Online TV Audience Report Q1 2018
Keep it social & smart
󰀁32WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS
Public vs. private
90´s 2010 2013 20202016
the age of the web the age of social
the age of “public”mobile
the age of “dark”mobile
People look for content.
Companies needed to show the
way to it.
Search engines golden age.
People receive content from
brands
Companies need to go to to
where people were
Social platforms golden age
People receive content by
brands and friends
Companies need to to go
where & talk about what
people are talking
Real Time marketing
golden age
People receive content by
friends.
People look for places
where brands are not
present: messengers & etc
Companies need 

to become relevant again.
What data can do for us?
Consumer intelligence Business performanceCustomer experience
• Marketing Automation
• Ambassadorship
• Social media & advertising
• Content & Native advertising
• Leads generation & nurturing
• Funnel optimization & journey design
• On & Off line commerce integration
• Customer Journey Mapping
• New channels
• Integrated Customer support
• Omnichannel / 360º / Mobile
• Loyalty programs
• Customer engagement
• Inbound Marketing
• Data gathering 

(offline, digital & social)
• Analytics
• Data governance
• Digital assets audit
• Buyer Persona Design
• Benchmarking
Efficient selling
increasing
performance
Sell more

improving
experience
New selling ways
improving
knowledge
from the funnel to the journey
personalization
more data sources
3 major changes
From funnel to journey
X	Genera(on		
People	&	companies
Millennials		
People	&	companies
Users More	passive,	less	informed Always	on,	mul6channel	and	mul6device
Rela6onship	with	the	company
Touchpoints	

based	on	the	organiza6on
Customer	Journeys	based	on	the	customer	
experience
Decision	moments Prime6me Micro-moments
Complexity Slow	changes Fast	changes
Risks	&	chances
Associated	to	new	markets	

&	targets
Associated	to	knowledge
Challenge Efficiency Growth	Hacking	
Tech
Process	oriented.	To	take	the	
organiza6on	to	the	consumer.
Selling	oriented.	To	gather	data	from	the	
consumer	to	the	organiza6on
Leads + Shop + Customer Support + Promotion
#RebelTalks | Data Driven Marketing | @eleazarsantos
Much less content 

& much more relevant
to avoid penalty by algorithms
On social media
Really Relevant Content
On dark social
Really Relevant Experiences
Qualitative research based
on experiences proposition
Brand seamless
…and promote it all.
Do not disturb mantra:
better feelings
& better results
Personalization
Personalization
Subject
Goal
Audience
Segmentation 

& interests
Format
Awareness Engagement Acquisition Awareness
Subject 1 Subject 2 Subject 3
Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9
Lifestyle BeautyFitnessFashion Luxury Trends Price
Vídeo Image Text Gif
More data sources
Generated
content
BehaviourProfile
Public data & context
STRUCTURED DATA
Discipline: Social CRM,
Custom Audiences…
UNSTRUCTURED DATA
Discipline Social listening
Digital
Media
DIGITAL PUSH
Discipline Advertising
RELATIONAL DATA
Discipline Content
CUSTOMER SUPPORT
Discipline Social Helpdesk
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
= Working areas
= Business impact
Smart
social
framework
by
https://www.goodrebels.com/rebelthinking/smart-social-framework/
goodrebels.com • @GoodRebels
Madrid • Barcelona • Bogotá • Brighton • Ciudad de México
A world powered by people

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Why Social Media is the Heart of Digital Marketing

  • 1. Why social media ELEAZAR SANTOS - @ELEAZARSANTOS
 AUGUST 29, 2018 is still the heart of digital marketing
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Propuesta de servicios profesionales de social media marketing Hi, I’m Eleazar! Digital marketing and communication professional, with more than 18 years of professional experiences. I’m a Business Director in the digital strategy and creative company Good Rebels. Industry experiences: Travel, retail, fast-moving consumer goods, pharma & healthcare, IT & consulting services, banking & financial services, electronics, education & international cooperation, infrastructure, publishing, and professional services. More info: • www.linkedin.com/in/eleazarsantos • www.twitter.com/eleazarsantos • www.goodrebels.com
  • 8. Our agenda The quest for data. Given the Cambridge Analytica scandal, the implementation of the new General Data Protection Regulation (GDPR) and awareness on privacy concerns, marketers may face obstacles in their digital strategies to reach consumers. The challenge Are we tired of social media or have we just changed our preferences? A snapshot of the current social media landscape and what’s the media consumption behavior (in terms of information, entertainment, product research and shopping). Social media is the heart of our marketing strategies, if we rely on smart social. We have to be relevant to our audiences, to connect on their preferred means and to make data (structured and unstructured ones) available to the whole organization. Where are they? Getting close & personal
  • 9. The quest for data WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS 󰀁9
  • 11.
  • 12.
  • 13.
  • 14. Changes in media consumption 󰀁14WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS
  • 15. Baby boomers Gen X Millennials Gen Z & teens
  • 16.
  • 17. Source: Global Web Index, Social Trends Report Q1 2018
  • 18. Source: Global Web Index, Social Trends Report Q1 2018
  • 19. Source: Global Web Index, Social Trends Report Q1 2018
  • 20.
  • 21. Source: Global Web Index, Social Trends Report Q1 2018
  • 22.
  • 23. Source: Global Web Index, Social Trends Report Q1 2018
  • 24. Source: Global Web Index, Social Trends Report Q1 2018
  • 25.
  • 26. Source: Global Web Index, Online TV Audience Report Q1 2018
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. Keep it social & smart 󰀁32WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS
  • 33. Public vs. private 90´s 2010 2013 20202016 the age of the web the age of social the age of “public”mobile the age of “dark”mobile People look for content. Companies needed to show the way to it. Search engines golden age. People receive content from brands Companies need to go to to where people were Social platforms golden age People receive content by brands and friends Companies need to to go where & talk about what people are talking Real Time marketing golden age People receive content by friends. People look for places where brands are not present: messengers & etc Companies need 
 to become relevant again.
  • 34. What data can do for us? Consumer intelligence Business performanceCustomer experience • Marketing Automation • Ambassadorship • Social media & advertising • Content & Native advertising • Leads generation & nurturing • Funnel optimization & journey design • On & Off line commerce integration • Customer Journey Mapping • New channels • Integrated Customer support • Omnichannel / 360º / Mobile • Loyalty programs • Customer engagement • Inbound Marketing • Data gathering 
 (offline, digital & social) • Analytics • Data governance • Digital assets audit • Buyer Persona Design • Benchmarking Efficient selling increasing performance Sell more
 improving experience New selling ways improving knowledge
  • 35. from the funnel to the journey personalization more data sources 3 major changes
  • 36. From funnel to journey X Genera(on People & companies Millennials People & companies Users More passive, less informed Always on, mul6channel and mul6device Rela6onship with the company Touchpoints 
 based on the organiza6on Customer Journeys based on the customer experience Decision moments Prime6me Micro-moments Complexity Slow changes Fast changes Risks & chances Associated to new markets 
 & targets Associated to knowledge Challenge Efficiency Growth Hacking Tech Process oriented. To take the organiza6on to the consumer. Selling oriented. To gather data from the consumer to the organiza6on
  • 37. Leads + Shop + Customer Support + Promotion #RebelTalks | Data Driven Marketing | @eleazarsantos
  • 38. Much less content 
 & much more relevant to avoid penalty by algorithms On social media Really Relevant Content On dark social Really Relevant Experiences Qualitative research based on experiences proposition Brand seamless …and promote it all. Do not disturb mantra: better feelings & better results Personalization
  • 39. Personalization Subject Goal Audience Segmentation 
 & interests Format Awareness Engagement Acquisition Awareness Subject 1 Subject 2 Subject 3 Audience 1 Audience 2 Audience 3 Audience 4 Audience 5 Audience 6 Audience 7 Audience 8 Audience 9 Lifestyle BeautyFitnessFashion Luxury Trends Price Vídeo Image Text Gif
  • 41. STRUCTURED DATA Discipline: Social CRM, Custom Audiences… UNSTRUCTURED DATA Discipline Social listening Digital Media DIGITAL PUSH Discipline Advertising RELATIONAL DATA Discipline Content CUSTOMER SUPPORT Discipline Social Helpdesk
  • 42. 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 = Working areas = Business impact Smart social framework by https://www.goodrebels.com/rebelthinking/smart-social-framework/
  • 43. goodrebels.com • @GoodRebels Madrid • Barcelona • Bogotá • Brighton • Ciudad de México A world powered by people