We Love Optimizing Social Marketing Performance

Ljiljana PavlovicovaSenior Sales Director CEE & Turkey

How much budget are brands wasting on

social?

25 May 2016

10 billioncontent pieces

in database

9 millionprofiles

monitored

5 millionAPI requests every hour

40 millioncontent pieces

per month

450servers

25 May 2016

44%

SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT

CREATION TIMING PROMOTION RESULTSTRACKING

25 May 2016

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q150

1

2

3

4

5

6

SOCIAL IS A MASSIVE CHANNEL TODAY$U

S B

illio

ns

POST-IPO QUARTERLY REVENUES

25 May 2016Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)

25 May 2016Source: eMarketer

2013 2014 2015 2016 20170

5

10

15

20

25

30

35

40

$US

Bill

ions

SOCIAL IS BIG BUSINESS

GLOBAL AD SPEND ON SOCIAL

25 May 2016Data as of January 2016

316 M

400 M

300 M

50 M

1.5 B 1.0 B

80 M

205 M

500 M

165M

900 M 100 M

60 M

32 M

32 M20 M

Connecting people Video Messenger Other Content

700 M

WHERE ARE YOU PUTTING YOUR CHIPS?

2010 2011 2012 2013 2014 20150

4,000

8,000

12,000

16,000

20,000

BRANDS ARE SPENDING MORE THAN EVER BEFORE TO ADVERTISE ON FACEBOOK

FACEBOOK ADVERTISING REVENUE (BILLIONS $US)

25 May 2016

25 May 2016

Likes

Comments

Shares

Clicks

Visits

Photo Views

Conversations

Messages

Video Views

Deeper Engagement, Surveys, NPS, ...

Facebook Reactions

Predictive Analytics

HOW DO YOU MEASURE SUCCESS?

2000+total social metrics

25 May 2016

FACEBOOKINSIGHTS

350metrics

FACEBOOKORGANIC

150metrics

FACEBOOKADS

830metrics

TWITTERORGANIC

130metrics

TWITTERADS

50metrics

INSTAGRAMORGANIC

80metrics

INSTAGRAMADS

600metrics

25 May 2016

CONTENT is the currency of social media

25 May 2016

BAD CONTENT GOOD CONTENT

25 May 2016

vs

A+

Better than any

other post

GOOD CONTENT BAD CONTENT

Top 10% of posts

A

Top 25%of posts

B

Better than 50% of other posts

C

Worse than 50% of other posts

D

vs

25 May 2016

NOT PROMOTING CONTENT

PROMOTING CONTENT35 % 65 %

SOCIAL ADVERTISINGSTRATEGIES

25 May 2016

75% of the content promoted is GOOD (grades A+, A)

75% of the content promoted is BAD (grade D)

Almost ALL content promoted

PERFORMANCE OF PROMOTED POSTS

LOWERPERFORMANCE39.3% LOWER

PERFORMANCE25.6%

25 May 2016

Bad content is costing brands money

and engagement

25 May 2016

BAD CONTENT GOOD CONTENTvs

CPCCPC

Bad content gets 100% costlier clicks (CPC)

25 May 2016

and nearly 20% higher impression cost (CPM).

vs

CPC

Bad content gets 100% costlier clicks (CPC)

CPMCPMCPC

BAD CONTENT GOOD CONTENT

25 May 2016

Bad content gets 4x MORE negative feedback

vsBAD CONTENT GOOD CONTENT

25 May 2016

vs

Bad content gets 2.3x fewer interactions with the same reach

BAD CONTENT GOOD CONTENT

25 May 2016

vs

... and is 7x less viral.

BAD CONTENT GOOD CONTENT

25 May 2016

SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT

CREATION

inspired by best-performing

content

TIMING

best time to post

PROMOTION

best content to the right audience

RESULTSTRACKING

Evaluate data, iterate, optimize

25 May 2016

AnalyzingContent

DATA-DRIVEN CONTENT

MARKETING

• Real-time decision making

• Recommendations from deep data analysis

• What to say

• When to say it

• What to invest in

• Tracking impact on digital KPIs

INDUSTRY SHIFT FROM PURE ANALYSIS TO ACTIONABLE DATA

AND PREDICTIVE RECOMMENDATIONS

25 May 2016

PROMOTION TRACKINGROICREATION PUBLISHING

DEEP DATA ANALYSIS AND PREDICTIVE TECHNOLOGY TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW

25 May 2016

25 May 2016

• Be selective – in platforms & metrics

• Content is the currency of social

• Don’t invest in BAD (under-performing) CONTENT! huge hidden cost

• Don’t promote content right away – let it “breathe”

• Industry shift from passive analysis/reporting to predictive analytics

KEY TAKEAWAYS

TRUSTED BY 100 FORTUNE 500 CLIENTS (2 500+ OVERALL)

THANK YOU

Ljiljana PavlovicovaSenior Director CEE & Turkey