Social Insights 2014: Paris

Paris27th March 2014

socialinsightssocialbakersFR

#@

Delphine GatignolDirector France, [email protected]

#socialinsights

CMO Keynote: Social Media SecretsNeil MorganCMO, Socialbakers

The Social Media Workflow

1. Analyze! - Core concepts & Demonstration

Luca BeniniVP of Sales EMEA

Insights in Practice – Guest keynote

Julien Jalouzet,Director for Digital Marketing, PSG

AGENDA #socialinsights

2. Engage! - Core concepts & Demonstration

Luca BeniniVP of Sales EMEA

Insights in Practice – Guest keynote

Alice Peuple,Director for International Social Media & Press, Maisons du Monde

3. Promote! - Core concepts & Demonstration

Delphine GatignolHead of France

Moving up the Social Maturity CurveBarbora VotavovaSenior Consultant, Socialbakers PLUS

AGENDA #socialinsights

Our vision is to become worldwide standard for the way, social media marketing is measured and optimized.

Advertisers expected to spend $12 billion on social in 2014

Sources: ZenithOptimedia, eMarketer, February 2014

The Social Marketing Workflow

#socialinsights

Neil MorganCMO, Socialbakers@neil_morgan

#socialinsights

Untold Social Media Secrets

(& How analytics-driven marketers perform better)

Neil Morgan, CMO@neil_morgan

Social is getting cluttered

Pages post more content

posts / month7

2009on average

posts / month40

2013on average

Sources: Socialbakers, data range: 2009 – 2013

Organic Reach is dropping both globally and locally

Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120.28%

0.33%

0.38%

0.43%

0.48%

0.53%

0.58%

Global

France

of consumers say the posts made by companies on social media influence their purchases.78%

Consumers testify the influence of social media

Source: Hubspot, Social Media Referrals Infographic, 2012

During 2013 the average socialAd Spend has increased by

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

+54%

Facebook ads don’t work?

Or is it the marketers that operate them?

Efficiency Gap

Marketers fly blind

Over half of Facebook posts are boosted with default targeting

Marketers know what they should do

90%Ranks Competitive Analysis & Industry Benchmarking as important

Source: Socialbakers Marketing Survey, January 2014, 525 respondents

and what they want to achieve

75% Aims to Increase Brand Awareness


66%


Aims to Drive Sales & Customer Acquisition

Majority sees direct ROI in social

33%

Only 1/3 of marketers Are using tools for deep social performance analytics

Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

Facebook “Pages to Watch“

SOCIAL CUSTOMER CARE

#socialinsights

IAC PR CASE STUDY

IAC PR Blunder

- ask.com, tutor.com, homeadvisor.com, collegehumor.com, dictionary.com

- 1,3B monthly visits- 150 brands & products- 100M mobile apps downloaded

http://ask.com/

http://tutor.com/

http://homeadvisor.com/

http://collegehumor.com/

http://dictionary.com/

#socialinsights

The same logic applies to brands. Your messages and ads will be seen in context of

current events

Wrong ad, wrong time

Some think ignoring crises on social is OK


Top Facebook Industries in Social Customer Care

Sources: Socialbakers, data range: Q4 2013

For the first time in 2 years:

Sources: Socialbakers, data range: Q4

Twitter follower interactions have globally doubled in 2013

Increase of average number of user mentions of brand profiles

Twitter follower interactions have globally doubled in 2013

+118%


KLM

10 Languages

More than 100 Employees 1 Hour Response Time, 24/7

While others know, that handling it right...

KLMAZUL

EmiratesAirAsia

Turkish AirlinesGOL

NasairAir France

Qatar AirwaysSouthwest Airlines

% of Engaged Users % of Engagement

AIRLINES… pays off

Sources: Socialbakers, data range: Q4

So, how do analytics-driven marketers perform better?

#socialinsights

Fans / Fan Growth

Activity of Your Page

Engagement Rate / Reach

Response RateResponse Time

Social is not about one metric, it’s about all of them

$Paid media

Analytics users have up to 2x times better results

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000 AverageInteractions in 2013


They know Teenagers Are Not Leaving Facebook

They Automatically Boost High Performing Content

Invest into successful organic posts at the right time to amplify impressions, reach and engagement.

Post’s Livetime

#socialinsights

Recommendations from social marketers

Automated, ready-made reports

#socialinsights

They practice what they preach

Regional Insights

Kejmy

New York?

The TOP 5 industries take 65% of user likes

Sources: Socialbakers, data range: January 2014

fmcg, 29%

fashion, 15%

ecommerce, 8%beauty, 7%

electronics, 6%

retail, 6%

auto, 4%

telecom, 3%

retail food, 3%

nonprofit, 3%

services, 2%sport, 2%

place, 2%

travel, 2%

alcohol, 2%software, 2%

finance, 1%

jewelry 1% games, 1%health, 1%

Sources: Socialbakers, data range: February 2014

Sources: Socialbakers, data range: February 2014

Summary

#socialinsights

@ neil_morganwww.socialbakers.com

[email protected] you!

59

• Insert Ishe slides here

Q&A

What are the issues?

#socialinsights

Having the right data

Getting through the

clutter CreatingContent

ManagingConversation

What companies need to deal with

...on the TACTICAL level

Crack the ROI quantification

code

Team competencies

& KPIs Goal settings

Reporting results

What companies need to deal with

...on the STRATEGIC level

Social Media Workflow by Socialbakers

#socialinsights

Analyze to understand

#socialinsights

#socialinsights

Gain Valuable Insights & Competitive Intelligence

Monitor performance of any page without Admin rights

Why is analytics important?

Analyze & Optimize Your Performance

Live demonstration: Socialbakers Analytics

“Socialbakers has fundamentally changed the

way that LVMH plans, implements, and optimizes

our social media. Its technology saves us

tremendous amounts of time and resources.”

Thomas Romieu

Group Digital Director at LVMH

Twitter Mentions Correlate with Bitcoin Sales

2-Feb

3-Feb

4-Feb

5-Feb

6-Feb

7-Feb

8-Feb

9-Feb

10-F

eb

11-F

eb

12-F

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1-M

ar

2-M

ar0

20000

40000

60000

80000

100000

120000

140000

0

200

400

600

800

1000

1200

Volume of BTC traded vs. Twitter mentionsVolume (BTC) Daily Mentions (of Bitcoin)

Sources: Socialbakers, BitcoinCharts, 2nd February - 2nd March, 2014

2-Feb

3-Feb

4-Feb

5-Feb

6-Feb

7-Feb

8-Feb

9-Feb

10-F

eb

11-F

eb

12-F

eb

13-F

eb

14-F

eb

15-F

eb

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eb

17-F

eb

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eb

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eb

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eb

22-F

eb

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eb

24-F

eb

25-F

eb

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eb

27-F

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28-F

eb

1-M

ar

2-M

ar0

20000

40000

60000

80000

100000

120000

140000

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

Volume of BTC traded vs. Tweet ERVolume (BTC) Average Tweet Engagement Rate [%]

The more engagement the more BTC is sold

Sources: Socialbakers, BitcoinCharts, 2nd February - 2nd March, 2014

Engage with your community

#socialinsights

Brands Using Publishing Tools Produce 37% More Content.

Source: Socialbakers database

#socialinsights

#socialinsights

Improve Content Performance

Fully Control the Publishing Process

Manage Content Across Multiple Platforms

Why a publishing platform ?

Live Demonstration: Socialbakers Builder

The answers bring more questions

Socially Un-Devoted Socially Devoted0

50

100

150

200

250

300

350

400

Average Number of Questions

Sources: Socialbakers, Q4 2013

Socially Devoted brands receive on

average

more interactions Socially Un-Devoted

Socially Devoted0

20000

40000

60000

80000

100000

56%Sources: Socialbakers, Q4 2013

Alice PeupleDirector for International Social Media & Press, Maisons du Monde

#socialinsights

Promote your best content

#socialinsights

#socialinsights

#socialinsights

Why promote your content ?

Accelerate Performance of Popular Content

Drive Success of All Social Campaigns

Target the Right Audience for Every Campaign

2

Is your Fan also a Fan of your competitor?

StaropramenPilsner Urquell Staropramen Budweiser Budvar

Competitor: Country:Overlap:

RenaultCzech Republic19 %

Competitor: Country:Overlap:

Budweiser Budwar Czech Republic16 %

1 2 Fan OverlapPage Size

1

Automatically Boost Social Advertisements

Invest into successful organic posts at the right time to amplify impressions, reach and engagement.

Post’s Lifetime

Sources: Socialbakers, 1.1.- 31.12. 2013

Live Demonstration: Socialbakers Ad Analytics

“With Ad Analytics, we are able to turn insights into action! We run successful Facebook campaigns while saving costs, driving product and service promotions.”

Wolfgang Strum

Head of Social Media Management, A1 Telecom

Marketers are slowly learning how to target

In 2013, advertisers became more aware that blasting messages across all types of ad placements is not the most effective way of driving campaign success metrics.

January2013

All Facebook

Desktop

Logout

News Feed (Desktop and Mobile)

News Feed (Desktop)

News Feed (Mobile)

Right-hand Column

Typeahead

December2013

81 % 42 %

Sources: Socialbakers, :1.1.13 – 31.12.13

of the posts are being promotedon Facebook.9%

Only


Even though boosting clearly increases the reach!

Not all content types work the same when boosted. Takeaway: Never boost a Status!

Post Types Distribution of Post Types % Increase In Reach By Paid

All Types 19.08 %

Photo 76.29 % 20.57 %

Video 4.85 % 17.78 %

Link 13.18 % 19.69 %

Status 2.23 % 4.97 %

Sources: Socialbakers, Q3 & Q4 2013

Social Media Workflow by Socialbakers

#socialinsights

Barbora VotavovaSenior Consultant, Socialbakers PLUS

#socialinsights

Moving upthe Social Media Maturity Curve

#socialinsights

Source: Altimeter, A State of the Industry Report, October 2013

Social Strategy

Bottom – Up Approach Top-Down Approach

Social-Wise CEO

UNDERSTAND

The Social CrusaderWORKFLOW INTRODUCTION

INTERACT

OPTIMIZE

#socialinsights

UNDERSTAND

Eliminate the “Social Media Silo”

WORKFLOW INTRODUCTION

INTERACT

OPTIMIZE

» Is social part of the overall vision/strategy of the organization?

» Is it used byCEO ?HR ?PR ?....

» Or is it done somewhere in the basement?

Social Media Business Accelerator Internal Areas

BudgetSocial Media Integration

TeamTechnologies

Reporting & KPIsVisions & Plans

External AreasWork-flow

Quality of CommunicationSM Presence & RulesContent Engagement

AudienceCustomer Care

12 Key Areas under study

Social Media Business Accelerator

Social Command Center

Occasional TV!

#socialinsights

Social Media Newsroom

UNDERSTAND


INTERACT

OPTIMIZE

All you ever wanted to know about social media but were afraid to ask... We help you to find answers

Where are we?

Market situation assessment

How are we doing?

Performance analysis

Who are we talking to?

Audience analysis

What should we do and say?

Social behavior recommendations

How do we handle this all?

Complex consulting solutions

UNDERSTAND


INTERACT

How bad can it be?

UNDERSTAND


INTERACT

OPTIMIZE

A)… validate your metrics & KPIs» Define metrics that matters

B)… constantly innovate» Review your Social/Digital Strategy frequently

C)… adapt the org. structure & technology» Update workflow & tools

D)… keep the customer first» Define the right Social Customer Care, manage the Advocates &

Influencers

E)… become the social evangelist» Unlock the power of social in the whole organization

Action steps

Small & TacticalBig & Strategic

• Insert Ishe slides here

Q&A

Summary & Conclusions

What next?


#@

• Unique opportunity to leverage Social Media• Analyze • Engage • Promote

• Advertisers expected to spend $12 billion on social in 2014

• Working with global platforms therefore with potential to reach a global audience

• Now is the time to get socially fit

#socialinsights

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