Upload
markethingcz
View
1.122
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Prezentace Lukáše Maixnera - spoluzakladatele Socialbakers.com na semináři pořádaném serverem Markething.cz a FSV UK.
Citation preview
› Lukas Maixner, Co-Founder
› HQ in Czech Republic
› Local reps in United Kingdom, United States, Germany, France, Turkey, United Arab Emirates, Brazil, Mexico
› Team of 160 employees
› 4 years in the market
› SaaS Platform & Professional Services Unit
Used by Leaders
Introduc1on
Introduc1on
20 % clients FORTUNE 500 companies
500 000+ visits monthly
Introduc1on
Introduc1on
Introduc1on
Europas Awards
How to Analyze & Engage in Social Lukas Maixner, Co-Founder (@lukasmaixner)
Social Media has changed
› Dramatic change in the last 3 years in social media
› Social media has emerged as a new marketing channel
› New ways to interact with customers
› Creating social links between brands and customers
Socialbakers has changed
Socialbakers has changed
Socialbakers has changed
Social becomes part of your business
› Social media strategy needs to become part of your overall business model
› It is not only about being present on social platforms, now it is about acting properly and actively
› Important to implement fully into your business processes
Set-‐up
Establishment
Listening
Team
Content
Engagement
Measurement
Truly taking Advantage of social media
Social Media Marke1ng Evolu1on
Phase 1 Phase 2 Phase 3
PlaMorms are changing
Social is changing all the 1me
Users are changing
Brands are changing
Users Are Changing
2007 (50 M users)
¨
Avg age 26
Australia Canada Turkey
UK USA
2008 (100 M users)
Avg age 26
Chile France Turkey
UK USA
2010 (500 M users)
Avg age 23
Brazil India
Indonesia Mexico USA
2012 (1 B users)
Avg age 22
Brazil India
Indonesia Mexico USA
One Billion People on Facebook, newsroom.fb.com
Brands Are Changing
Srpen 2011 Prosinec 2012
PlaMorms Are Changing
Average Reach per page is decreasing
Pages reach only 10 – 20 % of their total audience
90 % Fans never go back to a Page they like
› Social media is hard to implement & measure if you don’t have a concept or the right tools
› It’s not about one metric, it’s about monitoring a complete set of metrics relevant to your particular business
Social becomes part of your business
Metrics to follow
Fans & Fan Growth
Page AcFvity
Engagement
Response
The Social Ba#le for Engagement in the Newsfeed
Average Facebook user in Europe likes: 53 Facebook pages*
* Socialbakers Facebook Panel
Social BaRle in the Newsfeed
Average Number of Brand Pages Posts 36 posts per month vs. 7 posts per month
Social BaRle in the Newsfeed
Will your post make it?
Op1mize for EdgeRank
Edge Affinity x Edge Weight x Time Decay
Good prac1ces for making your Edgerank soar!
Content is the King!
1 -‐ Quality Content
40% 7%
331 clicks
24 clicks
3x CTR difference
5.7x reach difference
1 -‐ Quality Content
1 -‐ Quality Content
The Wall Street Journal
Quality Content = BeRer Engagement
LIKABLE SHARABLE
ENGAGING content has to be:
ACTIONABLE
2 -‐ Follow the Rules
The more people that report your Page, the more Facebook will penalize you. This results in rapid decrease of your future reach.
3 -‐ Post Format
4 -‐ Post Frequency
More than 90% of Fans never visit a brand Facebook Page again. Make sure to stay in touch with your users but don‘t spam their Newsfeed!
5 -‐ Post Timing
Find out when your posts get the most aRen1on
User Ac1vity
Time Decay
An old story is a dead story.
0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69
Likes
Impression
s
Average organic unique impressions
Average Likes
Time in Minutes
6 – Responding Fans
6 – Responding Fans
6 – Responding Fans
KLM: 97 % Response Rate for more than 9,000 ques1ons
I was just wondering if ...
I was just wondering if ...
7 – Keep an Open Head
• Measure • Analyze • Act • Be prepared to change
How to get 1 million fans in 3 weeks?
44
» AVEA`s fanpage had 175k fans before the campaign, not even close to the number of people using their communication services
» AVEA wanted to grow the fanbase and also get to know the fans better, so they could reach out to wider audience and meet their customer`s needs
Situa1on and Objec1ve
45
The Goal
» Boosting the number of fans and getting to know their demographics – those were the basic goals set for the campaign
» The campaign was aimed to making people come to the Facebook page, Like it, use an app designed for the campaign and even provide their phone number
» Motivation? Free minutes!
46
» As the first mobile telecom operator in the world, AVEA connected their Facebook page with real life benefits
» By becoming a fan and using an app, customers could immediately claim their discounts by enterning their phone number
The Campaign
47
» After less then a month Avea reached one million fans. Until now, the number grew to over 1.8 million
» Social media needs more examples of how companies make money in social media, and this is one of them.
Results
How to get 6,000 people to visit your company premises in one day?
49
Objec1ve
» As a part of new packaging campaign, communicated as “Staropramen in the best shape”, the brand decided to host an exclusive music event on the brewery premises
» This event was “invitation only” special thank you to brand’s Facebook fans, no-body else could get in!
» Our task was to promote the event and have users to sign up on guest list
50
» To gain access to the party, users had to be Staropramen fans on Facebook
» Upon entering the app, they received a unique ticket with bar code allowing them and 1 friend to come in
» Users were also able to customize the bottle etiquette with their picture – this visual element together with the free party invitation guaranteed high visibility and viral sharing of our message
Our Solu1on
51
Results
» We proved the Social-Offline concept works by handing out over 4 000 tickets to the brand Facebook fans
» Original goal was 3 000 visitors and the limit had to be increased due to massive demand from fans
» We managed to bring over 6 000 users on that day to Staropramen premises ONLY by promoting the event via social channels
52
Results
» With the party approaching, the number of users obtaining tickets grew to 400 per day
» We managed to start a huge WOM effect: Fans were asking and bidding for barcodes on Staropramen Facebook Page even after all tickets were handed out
» The exclusivity and attractiveness of the event all connected to the brand resulted in big success and very positive reaction of fans
53
The Takeaways
Analyze the your target market
Understand your consumers
Run campaigns and develop great content
Analyze (again!) and learn
54
And...
-‐-‐ Please stay in touch!
facebook.com/Lukas.Maixner
@LukasMaixner
Thank you for your aRen1on.