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“27 countries attending ENGAGE 2012”
SOCIAL EFFECT
“It is great to count fans and listen, but Engagement is far more important! ”
ABOUT US
20 % OfFORTUNE 500 Companies
450 000 visits Per month
1000 customers
MISSION STATEMENT
“We help marketers better understand and optimize social marketing
performance”
Product Philosophy
Socialbakers.com & Socialbakers Analytics
Brands in the world
10
› TRUELIKE
Dashboard
Telco AT&T
Data Range: September 15, 2012 – October 15, 2012
Responded
Not Responded
Socially Devoted Bonprix
Bonprix Socially Devoted case study
Socially Devoted Bonprix
Brands are changing Platforms are changing
Social is changing all the time
1 billion Usersare changing
= increasing “noise”
BRANDS are changing= Increasing volume
Average Number of Brand Pages Posts36 posts per month vs. 7 posts per month
Users are changing
1 billion Usersare changing= increasing “noise”
Oct2009 Apr2009 Oct2010 Apr2010 Oct2011 Apr2011 Oct20120
5
10
15
20
25
30
35
40
4,5
12.4
17.2
26.0
32.1
34.6 36.7
Like
d pa
ges
Average Liked Pages per User
Platforms are changing
Platforms are changing
Industry is changing= Increasing volume
Red Bull Stratos
Kit Kat “Stratos”
ENGAGEMENTACTIVEREACH
“Socialbakers analyzes millions of social marketing profiles”
This year, company posted 5x more than last year
This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans
This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans
32% of Facebook Post Reach is paid for
Return on Engagement
ROE
ROI= Return On Engagement
…SharesPost photos, albums and videos.
…LikesPost a clear call to action, for example:
“ Like this if… “
…CommentsAsk a question in your post
Return on Engagement
HIGHER ENGAGEMENT
HIGHER REACH
HIGHER CLICKRATE, CONVERSION RATE, …
ROE
ROI= Engagement First Strategy
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 67 690
500
1000
1500
2000
2500
0
10
20
30
40
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70
Impr
essi
ons
Like
s
Average organic unique impressions
Average Likes
Time in Minutes
Gaining the Reach andEngagement in Minutes
socialbakers.com/engagement
socialbakers.com/engagement
Top Industries by Engagement Rate
Paid vs. Unpaid
Average Facebook post reach
Data Range: July 1, 2012 – September 30, 2012
Benchmarking is very important!
LOCAL REPORTS
Downloadable document for social engagement
= Print it in your office= Easy framework to follow – 6 slides
MARKET INSIGHTS
ENGAGEMENT
LIKABLE SHARABLE
ENGAGING content has to be:
ACTIONABLE
Engaging vs. Non-engaging
40%
7%
38 176 people saw this post331 clicks
6 274 people saw this post24 clicks
5.7x Reach Difference 3x CTR difference
Engaging posts
Engaging posts
Industry is changing= Increasing volume
Red Bull Stratos
Engaging posts
“Never publish content on Facebook closer than 2 hours from each other”
TIP #1
“The ideal post frequency changes all the time, looking at current stats, the best is 1.5x per day”
TIP #2
Optimal Brand Posting Frequency
Optimal brand posting frequency is 1.5 times a day
“To the point, short content, with a clear call to action – tell them what you want them to
do
Share it / Like it / Ask a question”
TIP #3
“Follow our blog, many impo”
For more tips:
Tools from Socialbakers
+ 34 % Increase
Top METRICS in Social media
Fans and FanGrowth
Total number of Fans and growth.
Activity of Your Page
If your page is regularly and actively posting
Engagement Rate and Reach
The amount of people on average interacting with your content
Response Rate/ Response Time
Response rate and time to your fans’ posts, very critical for reactive engagement
“Socially Devoted”
Socially Devoted – Customer service
How many Questions have been answered?
