In this webinar Mark Ralphs will explore the opportunities for social media to make a measurable business difference to your organisation. You will also gain an understanding of the different ways social media can play a tactical role in brand strategy.

1. Smart social
21 JUNE 2018
Using social media strategically for business impact

2. People
TechnologyBrands
Good Rebels
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3. 󰀁3SMART SOCIAL WEBINAR
MediaSocial

5. 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

6. The business value
of social media

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TRIGGER

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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

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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

10. 2/3
McKinsey 2009
of the touchpoints that influence consumers
during evaluation are not brand owned

11. PROJECT NAME 󰀁11
Good Rebels 2012

12. Our head of social
media is the customer.
McDonald’s

13. 94%
GlobalWebIndex 2017
of online adults have an account on at least one social platform

14. GlobalWebIndex 2017

15. GlobalWebIndex 2017

16. mobile
mobile
mobile
GlobalWebIndex 2017

17. multi-platform
GlobalWebIndex 2017

18. video
GlobalWebIndex 2017

19. 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

20. Forbes 2017
Over 200 million users (aged 13 to 21) since 2014

21. commerce
GlobalWebIndex 2017

22. https://www.youtube.com/watch?v=XqlRyuD47KY

23. Everlane and Sweet on Snapchat

24. Messenger apps
and their impact on dark social

25. Good Rebels 2017

26. 89%
GlobalWebIndex 2017
of digital consumers are using messenger apps

28. Gen Z’s choice
GlobalWebIndex 2017

29. https://vimeo.com/201024821

30. ‘Dark’ social refers to sharing that
can’t be accurately tracked by web
analytics programmes.
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31. 84%
RadiumOne 2016
of global sharing is happening outside of measurable social networks

32. 90%
eMarketer 2017
of social media budget is dedicated to measurable social networks

33. https://giphy.com/dominosukroi

34. Social data
Power and responsibility

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36. User
generated
BehaviourialProfile
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39. https://www.youtube.com/watch?v=GFVcR760kY8

40. Social influence’s
rise and rise

41. Brands using the influence of an
individual to increase awareness and
ultimately sales of their products or
services.

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Brand
Owned
Earned
HIGH CREDIBILITY
HIGH CONTROL
Paid

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44. The state of influencer marketing, CrowdTap 2015
Why influencers work with you

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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

46. Amazon Appstore Lexus
IKEA L’Oréal

47. Social customer service
The first stop for complaints

48. “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

49. culture
capability
co-ordination
channels
content
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50. Crowdsourcing
Unleash your audience

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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

54. https://vimeo.com/232322465

55. Making it happen
Practical advice

56. Consumers don’t
have a constant
desire to interact
with our brands.

57. What the
audience
values
What you want
to achieve
Relevance
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58. 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
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59. 70 / 20 / 10
Tried and tested Market proven Innovative
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60. David Armano 2009

61. Measurement
What matters not what flatters

63. “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

64. 1. Increase revenue
2. Improve customer satisfaction
3. Reduce operational costs

65. Increase revenue measure Sales and CPA
Improve customer satisfaction measure Net promotor score
Reduce operational costs measure Efficiency savings
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66. Investment
A long-term perspective

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69. In summary
Takeaways

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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

71. Join the Rebellion!
Rebel Thinking: goodrebels.com/rebelthinking
goodrebels.com