Good rebels smart social webinar - 21 june 2018
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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.
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Good rebels smart social webinar - 21 june 2018
- 1. Smart social 21 JUNE 2018 Using social media strategically for business impact
- 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
- 8. 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
- 9. 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
- 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
- 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
- 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
- 30. ‘Dark’ social refers to sharing that can’t be accurately tracked by web analytics programmes. 30SMART SOCIAL WEBINAR
- 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
- 34. Social data Power and responsibility
- 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.
- 42. 42SMART SOCIAL WEBINAR Brand Owned Earned HIGH CREDIBILITY HIGH CONTROL Paid
- 44. The state of influencer marketing, CrowdTap 2015 Why influencers work with you
- 45. 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
- 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
- 51. 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
- 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 57SMART SOCIAL WEBINAR
- 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 58
- 59. 70 / 20 / 10 Tried and tested Market proven Innovative 59SMART SOCIAL WEBINAR
- 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 65SMART SOCIAL WEBINAR
- 70. 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
- 71. Join the Rebellion! Rebel Thinking: goodrebels.com/rebelthinking goodrebels.com