Socialbakers

Getting to #1 in Social MediaMeasuring & Managing Engagement in Social Media

Katrina Wong, VP Marketingkatrina@socialbakers.com

@KatchMeSocial #socialbakers

Nov. 14 – 15, 2011Washington DC

London, Prague, San Francisco

250,000 marketers across 60+ countries, every continent

Founded in 2008 as Social Media Agency

Launched Socialbakers platform 2011

Facebook Preferred Developer

About Socialbakers

Used by Leaders

“We are a ‘customer developed’ company,” said Jan Rezab, who is the CEO and co-founder of Socialbakers.  “Our customers kept telling us the metrics they wanted to see.”

October 31, 2011

Basic Measurements

Basic statistics found on Socialbakers.com user homepage

Top Brands on Facebook

At-a-glance statistics by industry trending over time

User Demographics

At-a-glance statistics with demographics

Drill-downs by continents, countries, and cities

# of users, penetration rates

What is Social Media Analytics?

Our View

Personal Rating

Publish ManagementPlatform Metrics

Social Listeninge.g., e.g.,

SOCIAL MEDIA ANALYTICS

e.g.,e.g., Facebook Insights

Key is Viewing Data in Context

Basic Measurements

Get Data

See number of fans, followers and other basic segmentation on user homepage

View inContext

Engagement Analytics

Understand data in context for what is relevant to you, how are you doing relative to others in your industry, for example

Engagement Builder

Build Engagement

Build meaningful social media campaigns that accelerate engagement based on what your analytics are showing

Monitoring in Context

How do I get started?

What should I pay attention to?

Fans: The size, reach, and growth of fans on your page

Engagement: Fans interacting, engaging with your content, sharing, people talking about

Community: Managing community, response rate, key influencers, who your core fans are

Competition: See all of this in context to what others are doing

Create Dashboard

Step 1: Create a dashboard for my company, brand, product, service

Create Dashboard

Step 2: Add others in my industry, competitors or leading brands for context

Create Dashboard

Monitor Engaging Content

Monitor New Content

Build Engaging Apps

More than posting, build engaging content, maximize Facebook marketing applications

1000 Players

50 Publish150 New Players

Build Engaging Apps

More than posting, build engaging content, maximize Facebook marketing applications

1000 Players

400 Publish1200 New

Players

So, what is interesting?

Engagement Rate

Response Rate

Ideally, 100% response rate

GAP

AT&T Response Rate

45 % !

Why is all this important?

“I know I need to do something with social

media. What do I do? How can I measure my ROI?

Where do I start?”

Marketers Need to Make Decisions Based on ROI

Why is all this important?

“Wow, I discovered that if you have landing tabs on your Facebook page, the page grows 44% faster.”

Marketers Need Analytics to Understand how to Make Decisions

Why is all this important?

Marketers Need Analytics to Understand how to Make Decisions

“Wow, the click rate of a Facebook post is 2-3x larger than a tweet.”

Why is all this important?

Marketers Need Analytics to Understand how to Make Decisions

“Wow, the top 50 brands on Twitter are 4-10x

smaller than on Facebook.”

Best Types of Content

By Volume

By Engagement

Top Posts Worldwide

Case Studies

Major Vegas Hotel Case Study

Major Vegas Hotel Case Study

Major Vegas Hotel Case Study

Case Study

APP : “What is your real age?”

Result: 90K Users Virally

ROI: 65 Cars Sold

Case StudyAPP : “May 1st Kisses”

Result: 5 Million Kisses in 5 Days

Result: 275K Users Virally

So, how do we help companies measure social media ROI?

Brands

Monitor in Context

Trends

Trending Down

> 1% Excellent

Why?

BenchmarkingNEW

Monitoring Tabs

Where to Find Us

https://analytics.socialbakers.com

https://www.socialbakers.com

What are some best practices?

Diverse Content

Engaging Content

Call to Action

Simple, Clear Messages

Have a mix of content and include photos, videos along with your status

updates and links

Pay attention to your most engaging content and replicate

Don’t be afraid to ask your fans to like or to take action

Less is more, keep messages simple, concise and clear

What to Do

Too Many Posts

Not Engaging with Fans

Confrontation

Not Following Facebook Rules

Recommend 1 – 2 posts day for brands

Not responding to questions or engaging with your fans comments

May seem obvious but rule of thumb is to not engage

negatively with fans

Facebook has rules on how you run contests, etc. Make sure you

stay within limits!

What to Avoid

Not Using Apps or Tabs

Leveraging apps and tabs to build fun ways for fans to

engage with you

Social CRM

Collection of user data should always be in compliance with Facebook policy and your own data policy

Social Media Campaign Plan

FACEBOOK PAGE & COMMUNITY MANAGEMENT

LONGER TERM APP

CAMPAIGN APP

Sm.APP

Page Strategy

Apps Strategy

Social CRM

Sm.APP

Sm.APP

Sm.APP

Sm.APP

Sm.APP

Sm.APP

Sm.APP

CAMPAIGN APP CAMPAIGN APP

Summary: Keys to Success

Recognize Analytics is

Key to Measuring ROI

Build Super Exciting Pages,

Apps & Incorporate a

Strategy

Understand your Analytics

Before Committing to a

Strategy

View Demo and Sign Up for a

Free Trial Today

It’s Never Been Easier to Market Your Business Socially

www.socialbakers.com

info@socialbakers.com

+420 603 101 475

Questions? Contact Us

@KatchMeSocial

katrina@socialbakers.com

Katrina Wong VP Marketing

Socialbakers, San Francisco