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.