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Know Your Audience, Content, and Key Metrics: How to Create a Truly Social Business
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Know Your Audience, Content, and Key Metrics: How to Create a
Truly Social Business @janrezab
Jan Rezab, CEO & Co-founder
Our mission is to help marketers measure & optimize their social media
(and save a ton of their time doing it)
What are the biggest issues social marketing is facing today?
Fans leaving social?
Is it a fierce competition?
Organic reach hitting zero?
Are Social Marketers flying blind?
Fans Fan Growth
Activity of Your Page
Interactions & Reach
Response Rate Response Time
Social is not about 1 metric - it’s about all of them
$ Paid Media
KPIsWhat to Measure Depends on
What You Want to Do
Business Objectives
Travel FMCG E-commerce
Business Objectives
Social Customer
Care
Drive Sales
Travel FMCG E-commerce
Business Objectives
Brand Awareness
Fan Activation
Travel FMCG E-commerce
Business Objectives
Travel FMCG E-commerce
Drive Sales
Social Customer Care
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl. competitive
Integrating into business
All employees involved in social
Measurement set to match business objectives
77 % Companies 10 - 20 % Companies 3 % Companies
Brand Awareness
Reach
Total Interactions
Fan Growth
Facebook Interactions
Brands
Media
Sport
Celebrities and Entertainment
Others0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
Jul 2013 Jul 2014Oct 2013 Jan 2014 Apr 2014
Facebook Interactions Year Comparison
June 2014
7.9 %
14.7 %
2.6 %
31.1 %
43.8 %
Brands
Media
Sport
Celebrities and Entertainment
Others
June 2013
10.3 %
4.7 %
1.3 %
14.1 %
69.6 %
Brands
Media
Sport
Celebrities and Entertainment
Others
Oreo vs. Snickers – Daily Interactions
Oreo Snickers
Jan 01, 2014 Jan 26, 2014 Feb 20, 2014 Mar 17, 2014 Apr 11, 2014 May 06, 2014 May 31, 2014 Jun 25, 2014 Jul 20, 2014 Aug 14, 20140
50,000
100,000
150,000
200,000
250,000
300,000
Oreo vs. Snickers – Average Engagement
Oreo Snickers
Jan 01, 2014 Jan 27, 2014 Feb 22, 2014 Mar 20, 2014 Apr 15, 2014 May 11, 2014Jun 06, 2014 Jul 02, 2014 Jul 28, 2014 Aug 23, 20140
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
ER
in
[%
](3
0 d
ay M
ovi
ng
AV
Gs)
Oreo vs. Snickers
Number of Page Posts
Nu
mb
er
of
Po
sts
Inte
ract
ion
s
0
Smart Storyteller
Interations
Posts
DA
DB
DC
DD
CA
CB
CC
CD
BA
BB
BC
BD
AA
AB
AC
AD
90 – 100
75 – 90
50 – 75
Less 50
Less 50 50 – 75 75 – 90 90 – 100
Interactions
Smart Storytellers PreviewFirst Results
Smart Storyteller Brands
Smart Storyteller Brands
Smart Storytellers US Brands
Number of Page Posts
Nu
mb
er
of
Po
sts
Inte
ract
ion
s
0
Applebee's
Mercedes-Benz USA
Pillsbury
Budweiser
Veuve Clicquot
Alpinestars
Smart Storytellers Microsite
Are You a Top-performing Brand?
Find it Out NOW!socialbakers.com/storytellers
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl. competitive
Integrating into business
All employees involved in social
Measurement set to match business objectives
77 % Companies 10 - 20 % Companies 3 % Companies
Social Customer Care – Key Metrics
Response Rate
Response Time
Answered minus Unanswered Questions
Socially Devoted
Are you Socially Devoted?
Find it out now!sociallydevoted.socialbakers.com
Customer Care Goes Social
10 Million Questionswas posted by fans to brands so far in 2014
Just 5%of global brands are Socially Devoted on Facebook
More than 50%of all social care demand
But these brands receive
Socially Devoted
2.5 Times More Interactionson average globally
Socially Devoted brands receive
Social Customer Care
Response Rate
Response Time
Answered minus Unanswered Questions
Airlines
Telecom
Finance
Response Rate
84%
82%
79%
Industry
Airlines
Telecom
Finance
Response Rate
84%
82%
79%
Industry
Facebook - Responses Matter
Twitter Responses Really Matter
Socially Devoted
Top Social Care Industries
Airlines
Telecom
Finance
84.0 %
81.5 %
79.2 %
Services
Airlines
Finance
63.2 %
58.4 %
56.9 %
Some Brands Get Social Care
More than 200 Employees
10 Languages
1 Hour Response Time, 24/7
“By using Socialbakers, we are able to scale, unify, and dramaticaly improve our social customer care across our 200+ brands.
Global Socially Devoted Q3 Pre-Results
Software
Finance
Beverages
Accommodation
Auto
All Brands
Q2 2014
18%
57%
23%
49%
27%
45%
Q3 2014
18%
53%
21%
45%
25%
39%
Percentage Change
+ 0.05 %
- 7%
- 7%
- 8%
- 9%
- 14%
Industry
US Socially Devoted Q3 Pre-Results
Auto
E-commerce
Retail Food
Sporting Goods
FMCG Food
All Brands
Q2 2014
28.4 %
43.1 %
48.0 %
33.7 %
58.6 %
57.9 %
Q3 2014
32.4 %
48.4 %
52.7 %
36.8 %
63.4 %
59.0 %
Percentage Change
+ 14.0 %
+ 12.3 %
+ 9.8 %
+ 9.4 %
+ 8.2 %
+ 1.9 %
Industry
TOP 3 US Socially Devoted Brands
2 002 1 869 1 503
Sorted by Answered minus Ignored Questions
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl. competitive
Integrated Social Ads
All employees involved in social
Measurement set to match business objectives
77 % Companies 10 - 20 % Companies 3 % Companies
Drive Sales
Clicks
Reach
Total Interactions
Most Digital Ads Will be Social
Social2013 Future
Mobile
Other
Mobile
Other
Facebook Ads Report - Q2 2014First Results
Drive Sales
Clicks
Reach
Total Interactions
Alcohol E-commerce Electronics Fashion
CTR by Industry
0.0%
0.3%
0.6%
0.9%
1.2%
Q3 2013 Q4 2013 Q1 2014 Q2 2014
CTR by Regions
Q3 2013
Q4 2013
Q1 2014
Q2 2014
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
Europe Rest of the WorldJAPAC LATAM North America
Ad Objective Q2 2014
37 %
24 %
15 %
11 %
8 %
5 %
None
Post Engagement
Page Likes
Website Clicks
Website Conversions
Others
Bid Type Q2 2014
60%
32%
6%
2%
Absolute OCPM
CPC
CPA
CPM
All Ads Are Better If They Are Social
Yesterday’s Social Ads Today’s Social Ads
US INSIGHTS
TOP 5 Industries in US
Retail
Retail Food
FMCG Food
Beverages
Fashion
Sum of Fans
182 830 770
176 122 056
137 253 804
99 149 901
93 178 415
Industry
Data is from the total number of Local Fans for the largest 200 local pages by Fan count
Facebook Key Benchmarks
Top 5 Twitter Brands by Interactions
&Facebook and Twitter on Mobile
Mobile Still not Used Often
Facebook – US Share of Mobile
24.9 % User Postswere sent to Facebook from Mobile
8.17 % Admin Posts were sent to Facebook from Mobile
Twitter – US Share of Mobile
61.1 % User Tweetswere sent to Twitter from Mobile
25.7 % Admin Tweetswere sent to Twitter from Mobile
Looking Ahead
All digital ads will become social
Chief Social Officers
Facebook News Feed video
Social media intelligence
Predictions for 2015
Know where you are starting from!
Benchmark your content, care & ads by industry & country
Agree a goal – could you be Socially Native ?
Analyze carefully; be willing and able to shift strategy.
Create actionable insights – what can you do today with the data?
Content, Care & Ads are inter-related : treat them that way
Key Take-Aways
Amy BrixEuropean E-commerce executive, TUI
Rod StrotherDigital and Social Centre of Excellence Director, Lenovo
Jan RezabCEO & Co-founder, Socialbakers
SMW community can use ‘EngageSMW’ to register now for $199
(regular is $399) before September 30th
New York, 10/23
How to Engage with Socialbakers
Turn on Socialbakers Analytics
Get insights instantly!Quick Onboarding: Start in couple
hours!
Engage Socialbakers Professional Services
Depending on Client NeedsWeekly, Monthly, Quarterly reports
Thank you!
Jan Rezab, CEO & Co-founder of
@janrezab
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