The current state of the social media management ecosystem - Benchmark by EBG Berlin 2019 - Nexton

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THE CURRENT STATE OF
THE SOCIAL MEDIA
MANAGEMENT
ECOSYSTEM
Cowritten with

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The current state of the Social Media Management
ecosystem
Conference
SORAYA BENALI
Head of Digital
Nexton
AURÉLIE DHOT
Head of International Sales
Nexton
CAROLINE VILLIEN
Sales & Marketing Director
Transdev
ALINE GEFFROY
Global Social Media Director
Saint-Gobain
SANTIAGO GARCIA SOLIMEI
Head of Global Social Media
Melia Hotels
4:30 PM - 5:10 PM

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THE CURRENT STATE OF THE SOCIAL
MEDIA MANAGEMENT ECOSYSTEM
6 Powerful Social Media Tools for your Community That are Guaranteed to Increase Brand Presence
#1 INTRODUCTION
#2 SOCIAL MEDIA STRATEGY
#3 SOCIAL MEDIA ORGANISATION
#4 THE ECOSYSTEM OF SOCIAL MEDIA MANAGEMENT
TOOLS
#5 THE EXPERT'S VIEW: SOCIAL MEDIA TRENDS IN 2019
PLAN

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SPEAKERS
Aurélie DHOT
Head Of International
Sales
NEXTON
Soraya BENALI
Head of Digital
NEXTON

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Aline GEFFROY
Global
Social
Media
Director
SAINT-GOBAIN
Caroline
VILLIEN
Sales &
Marketing
Director
TRANSDEV
Santiago GARCIA
SOLIMEI
Head of Global
Social Media
MELIA HOTELS
INTERNATIONAL
WE COLLABORATE WITH:

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Social Media is becoming increasingly firmly established in everyone's lives.
These platforms influence how we interact, have fun, obtain information, consume, debate, etc., so much so that even the most
serious subjects have entered the arena.
According to a study published by We Are Social and Hootsuite, « we spend an average of 2 hrs 16 mins on social media every
day ». The phenomenon is so pronounced that we now have the terms digital detox !
Brands have fully integrated these new challenges and although just a handful were using them initially, they now know that to form
a connection with their consumers, social media is precisely where they need to be. ”It's no longer about being focused on your
own brand but adopting the conventions of digital.”
#1 INTRODUCTION
Le Slip Français :
Which has based its entire
communication on social media to
reach the 33 million French users.
Welcome to the Jungle :
Which has transformed the communication
style of a platform that brings together
businesses with potential candidates.
Innocent :
Which goes for a humorous
approach with its
captivating phrases.

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v
This Is The era of
Transparency, and Legislation
on The Subject has been
Stepped up. Users are Now
Informed about Every
Partnership with brands, and
Influencers.
#1 INTRODUCTION

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Utilizing Transparency and Ethics.
#2 SOCIAL MEDIA STRATEGY
Creating a Connection With Your
Community by the development of an
influence strategy.
Arousing Emotions by Asserting an Original Identity Through a Brand
Content Strategy and offering creative and diverse formats.

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SO HOW DO YOU STRUCTURE AN
INTERNAL ORGANISATION?
#3 SOCIAL MEDIA
ORGANISATION
Let’s Take a Look at The Five Social Media
Organisational Models.

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SCOPE OF THE STUDY - SERVICES
PROVIDED
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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SCOPE OF THE STUDY – TOOLS SOLUTIONS
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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SCOPE OF THE STUDY -
INTEGRATIONS
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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COMPARISON OF THE TOOLS –
SOCIAL LISTENING
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS
COMPARISON OF THE TOOLS –
COVERAGE OF THE LEADING SOCIAL
CHANNELS

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COMPARISON OF THE TOOLS – COMMUNITY MANAGMENT
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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COMPARISON OF THE TOOLS – SOCIAL ADVERTISING
Social Ad is an Advert Shown on Social Media. The Main Social
Channels Involved in Advertising are:
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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COMPARISON OF THE TOOLS –
SOCIAL CUSTOMER CARE
The tools provide global management of
allocations, an approval workflow, response
templates and statistics on customers.
The most advanced tools also provide back-office
functions: assign conversations according to
workload, implement an approval workflow, a
knowledge base, a known issue management
system, a ticket management system, an
appointment management tool, etc.
#4 THE ECOSYSTEM OF SOCIAL
MEDIA MANAGEMENT TOOLS

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#4 THE ECOSYSTEM OF
SOCIAL MEDIA MANAGEMENT TOOLS
SPECIALISED PLAYERS
Influence Marketing Employee Advocacy User Generated
Content Platform
Customer or
Brand Advocacy
Visual Content Production Gamification
Social Care

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#5 THE EXPERT'S VIEW:
SOCIAL MEDIA TRENDS IN 2019
1 2 3
1.The New Social
Shopping Experience
2.Algorithms Set
To Die Out ?
3.Pursuing Authenticity
to Foster Engagement
Social shopping is a marriage of e-
commerce and social media.
It’s a new customer experience!
The principle is to use images to
pique shoppers' interest and allow
them to buy the items at the click of
a button.
The end of algorithms is nigh!
This highly controversial subject
made it into the public arena in
2018, as this method can sculpt
social media timelines based on
viewing history, which alters our
view of the world.
To combat web user
disengagement, Social Channels
are reinventing themselves and
offering new functions to simplify
their use and encourage users to
discuss with brands.

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PANEL DISCUSSION
Social Media Management
TOPICS DISCUSSIONS
1 TOOLS
2 CONTENT
3 INFLUENCE
WHAT NEXT IN SOCIAL MEDIA

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Thank You !

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Choosing the best social media monitoring solution for
your brand
PASCAL MALOTTI
Business Development & Strategy
Director
Valtech
Conference 5:15 PM - 5:55 PM
BRUCE HOANG
Chief Communication & Data Officer
Orange
LEONARDO
MASTROMAURO
Head of CRM and Digital Marketing
Transdev