Given the Cambridge Analytica scandal, the implementation of the new General Data Protection Regulation (GDPR) and awareness of privacy concerns, marketers may face obstacles in their digital strategies to reach consumers. Are we tired of social media? We are definitely not. A snapshot of the current social media landscape shows we are steady on its use either in terms of information consumption, 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. More on Rebel Thinking: https://www.goodrebels.com/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

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

10. The GDPR aftermath

15. Changes in media consumption
󰀁15WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS

16. Baby boomers Gen X Millennials Gen Z & teens

18. Source: Global Web Index, Social Trends Report Q1 2018

19. Source: Global Web Index, Social Trends Report Q1 2018

20. Source: Global Web Index, Social Trends Report Q1 2018

26. Source: Global Web Index, Social Trends Report Q1 2018

28. Source: Global Web Index, Social Trends Report Q1 2018

29. Source: Global Web Index, Social Trends Report Q1 2018

31. Source: Global Web Index, Online TV Audience Report Q1 2018

32. Source: Global Web Index, Online TV Audience Report Q1 2018

33. Source: Global Web Index, Online TV Audience Report Q1 2018

34. Source: Global Web Index, Online TV Audience Report Q1 2018

40. Keep it social & smart
󰀁40WEBINAR “WHY SOCIAL MEDIA IS STILL THE HEART OF DIGITAL MARKETING” - @ELEAZARSANTOS

41. 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.

42. 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

43. from the funnel to the journey
personalization
more data sources
3 major changes

44. 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

45. Leads + Shop + Customer Support + Promotion
#RebelTalks | Data Driven Marketing | @eleazarsantos

46. 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

47. 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

48. More data sources
Generated
content
BehaviourProfile
Public data & context

49. 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

50. 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/

51. goodrebels.com • @GoodRebels
Madrid • Barcelona • Bogotá • Brighton • Ciudad de México
A world powered by people