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THE BEST OF 2014 SOCIAL MEDIA
COUNTRY MANAGER GABRIEL CAMARGO
[email protected] [email protected]
LUANA BAIO ACCOUNT STRATEGIST
PAULO SHINJO TECHNICAL CONSULTANT
- SPEAKERS -
2 500+ Clients, +1000 in 12 months
1M+ Monthly Visitors to Socialbakers.com
350+ Employees & 12
Offices
11 Countries
$20M+ Revenue in 2014, up 100%
World Class Investors
86Bn Social connections monitored daily across 8M social profiles
bit.ly/engagexsp
“FLYING BLIND” - The importance of Big Data on Social Media Strategies.
DESTAQUES INSTAGRAM, YOUTUBE E TWITTER
PANORAMA GLOBAL
DESTAQUES FACEBOOK
DESTAQUES SOCIALLY DEVOTED
1
2
3
4
/ AGENDA /
Source: eMarketer, April 2013 Source: University of Massachuse=s Dartmuth Source: comScore Key Measure, US Desktop, April 2013
BUSINESS ARE GETTING SOCIAL
80% MOBILE TRAFFIC
IS SOCIAL
Source: U.S. comScore, Q4 2013
SOCIAL IS MOBILE
28% USER POSTS TO BRANDS WERE SENT TO FACEBOOK FROM MOBILE
Source: Socialbakers Database
SOCIAL IS MOBILE
0.002
0.003
0.004
0.005
0.006
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
ORGANIC REACH IS DROPPING
Source: Socialbakers, Data Range: 1st January 2013 – 31st December 2013
0.002
0.003
0.004
0.005
0.006
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
ORGANIC REACH IS DROPPING
Source: Socialbakers, Data Range: 1st January 2013 – 31st December 2013
1%
????
PAGE LIKES 2009
Source: Socialbakers Database
PAGE LIKES 2014
Source: Socialbakers Database
40 POSTS / MONTH
7 POSTS / MONTH
2009 2014
Source: Socialbakers Database
+54% During 2013 the average social Ad Spend has increased by
Source: Socialbakers, data range: 1.1.13 – 31.12.13
IMPORTANCE OF $OCIAL MEDIA
2014, 2015, 2016…????
$12 Billion Advertisers were expecting
to spend
Source: ZenithOpLmedia, eMarketer, February 2014
IMPORTANCE OF $OCIAL MEDIA
on Social in 2014
Source: Socialbakers Database
IMPORTANCE OF FACEBOOK
of Marketers are advertising on Facebook
92%
Integrating into business
All employees involved in social
Measurement set to match business goals
3rd SOCIALLY NATIVE
Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence
2nd SOCIALLY DEVOTED 1st EARLY
STAGE
Setting up Listening Basic reports Content Some ads
CORE FUNCTIONAL
CROSS FUNCTIONAL
SOCIAL MEDIA ADOPTION
Integrating into business
All employees involved in social
Measurement set to match business goals
3rd SOCIALLY NATIVE
Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence
2nd SOCIALLY DEVOTED 1st EARLY
STAGE
Setting up Listening Basic reports Content Some ads
77 % Companies
20 % Companies
3 % Companies
CORE FUNCTIONAL
CROSS FUNCTIONAL
SOCIAL MEDIA ADOPTION
Rank Competitive Analysis & Industry Benchmarking as important 90%
THEY KNOW WHAT THEY SHOULD DO
Source: Socialbakers MarkeLng Survey, Jan 2014
Only 1/3 of marketers Are using tools for deep social performance analytics 33%
MARKETERS STILL FLY BLIND
Source: Socialbakers MarkeLng Survey, Jan 2014
PAGES TO “WATCH”
Acquiring Lots of Fans!
WHAT IS THE GOAL OF SOCIAL?
Getting into the News Feed!
GOAL OF ALL MARKETERS
Getting into the News Feed!
GOAL OF ALL MARKETERS
= reaching people at scale!
Getting into the News Feed!
GOAL OF ALL MARKETERS
= reaching people at scale!= reaching people personalized at scale!
ENGAGEMENT RATE 2014
ENGAGEMENT RATE
+ + LIKES COMMENTS SHARES
TOTAL FANS
0.90%
0.37% 0.30%
0.15%
0.76%
0.48%
0.29%
0.15%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%
10-‐9.999 10k -‐ 100k 100k -‐ 1mm +1mm
ER by Page Size
2013 2014
0.28%
0.38% 0.37%
0.20%
0.31%
0.38%
0.23%
0.39%
0.33%
0.66%
0.49%
0.67%
0.56%
0.28%
0.44%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
Airlines Alcohol Auto Electronics Fashion Finance Retail Telecom
ER by Industry
2013 2014
0.75% 0.47% 0.29% 0.15% 0.41%
0.92% 0.34% 0.08% 0.33%
0.35% 1.19% 0.40% 0.27% 0.66%
1.06% 0.56% 0.31% 0.15% 0.48%
0.94% 1.38% 0.17% 0.13% 0.66%
0.53% 0.25% 0.34% 0.14% 0.31%
1.14% 0.40% 0.40% 0.23% 0.55%
0.13% 0.31% 0.24% 0.32% 0.26%
1.78% 0.68% 0.34% 0.13% 0.50%
0.49% 0.27% 0.12% 0.04% 0.28%
1.40% 0.36% 0.05% 0.23% 0.44%
ENGAGEMENT RATE
Total Avg. Post ER [%] 0.75% 0.47% 0.29% 0.15% 0.41%
ENGAGEMENT RATE
1235.54
1536.54
657.02
759.91
504.84
675.11
1233.25
190.61
608.11
949.52
Grand Total 620.41
0,16%
0,12%
0,08%
ENGAGEMENT RATE
ENGAGEMENT
1.
2.
3.
AIRLINES | 1MM +
6,67%
2,23%
0,94%
ENGAGEMENT RATE
ENGAGEMENT
1.
2.
3.
SPORTING GOODS
7,63%
1,68%
1,13%
ENGAGEMENT RATE
ENGAGEMENT
1.
2.
3.
FINANCE -‐ PAYMENT
16,53%
1,57%
1,47%
ENGAGEMENT RATE
ENGAGEMENT
1.
2.
3.
FASHION
PAGE BY SIZE 2014
PAGE BY SIZE GLOBAL
17,718,864 Beverages
17,417,126 Beverages
13,780,904 FMCG Food
13,518,848 Alcohol
12,145,923 Ecommerce
FANS INDUSTRY
Guaraná AntarcLca
Coca-‐Cola
GAROTO
Skol
Hotel Urbano
9,332,580 Ecommerce
8,737,490 Beauty
8,241,692 FMCG Food
7,449,352 Finance
7,420,523 FMCG Food
NAME FANS INDUSTRY
Netshoes
O BoLcário
Lacta Oficial
Itaú
Cacau Show
NAME
PAGE BY INTERACTION 2014
PAGE BY INTERACTION GLOBAL
41,136,955 Alcohol
17,498,840 Ecommerce
15,911,566 Alcohol
14,313,886 SporLng Goods
8,668,902 Beauty
NAME INTERACTIONS INDUSTRY
Brahma Timão
Giuliana Flores
Brahma Vasco
Nike Futebol
Risqué
7,525,698 Alcohol
7,297,269 Alcohol
7,066,212 Alcohol
6,909,734 Alcohol
6,832,358 Ecommerce
NOME INTERACTIONS INDUSTRY
BrahmaFlu
Brahma Cruzeiro
Brahma Santos
BrahmaGalo
Nova Flor
BRAHMA SELEÇÃO JUN~JUL 2014
BRAHMA TIMÃO 2014
FACEBOOK TOP POSTS
Petrobras 433,744 30.87%
NAME INTERACTIONS ER
Knorr 352,082 16.62%
Petrobras 345,186 24.38%
Avon Maquiagem
331,793 8.58%
Banco do Brasil
281,003 16.64%
Hellmann’s Brasil
280,053 8.21%
NAME INTERACTIONS ER
Pantene Brasil
275,918 5.69%
Kibon 274,078 6.56%
Duracell 268,841 48.41%
Sou da Natura
228,293 17.3%
INSTAGRAM PAGE BY SIZE
PAGE BY SIZE
10,93,275 Fashion
654,209 Fashion
496,301 Retail
331,968 Beauty
233,723 Beauty
NAME FANS INDUSTRY
Schutz
Melissa Oficial
Lojas Renner
O BoLcário
Sephora Brasil
205,576 Home & Living
163,982 Beauty
155,118 Beauty
105,774 Beauty
96,146 Fashion
NAME FANS INDUSTRY
Casa Vogue Brasil
Risque Oficial
Maybelline NY Brasil
NeoNutri
Coca-‐Cola Jeans
INSTAGRAM PAGE BY
INTERACTION
PAGE BY INTERACTION GLOBAL
10,578,360 Fashion
7,093,540 Fashion
3,211,237 Home & Living
2,067,401 Retail
1,342,084 Beauty
NAME INTERACTIONS INDUSTRY
Schutz
Melissa Oficial
Casa Vogue Brasil
Lojas Renner
O BoLcário
832,175 Beauty
671,386 Services
616,692 Beauty
596,400 SporLng Goods
521,776 Fashion
NAME INTERACTIONS INDUSTRY
RisqueOficial
WebMotors
NeoNutri
Adidas Brasil
Coca-‐Cola Jeans
INSTAGRAM TOP POSTS
POST LIKES COMMENTS
Encontramos no #Pinterest essa customização de flores na Lra da Patchuli! Ficou lindo
382,962 484
Details on SALE! 134,912 34
Oi, fim de semana! 132,070 103
You only live once 37,354 575
Let's have a good Lme 33,811 2375
YOUTUBE TOP VIDEOS by ER
vivo Metamorfose Ambulante
Engagement Rate 95.54% Views 20,423,873
YOUTUBE TOP 3 & TOP 2 by ER
Engagement Rate 75.71% Views 19,260,182 Joel's Tálqui Show -‐ O Programa do Joel Santana by Head & Shoulders
headshouldersbrasil
YOUTUBE TOP 3 & TOP 2 by ER
bancoitau Itaú -‐ Mostra tua força Brasil (Clipe Oficial)
Engagement Rate 53.56% Views 17,883,683
TWITTER TOP POSTS
Coca-‐Cola Brasil
95,34 0.84%
NAME INTERACTIONS ER
Coca-‐Cola Brasil
7,054 0.59%
Banco do Brasil
4,958 3.12%
Coca-‐Cola Brasil
4,799 0.37%
Coca-‐Cola Brasil
4,556 0.32%
Santander Brasil
4,419 0.86%
NAME INTERACTIONS ER
Coca-‐Cola Brasil
3,997 0.32%
Netshoes 3,849 1.37%
Samsung Brasil
3,354 0.34%
Bradesco 2,638 0.94%
SOCIALLY DEVOTED 2014
Socially Devoted... ... ou socialmente dedicado
Um padrão de qualidade responsável por atestar quais marcas estão trabalhando social costumer care de forma efetiva.
Metodologia Para ser qualificada como uma marca socialmente dedicada é preciso atender aos seguintes critérios:
1
Ter o mural aberto
Criar uma via direta de comunicação com os fãs.
2
Ter no mínimo 50 questões no mural no período de 3 meses.
Existir uma demanda por relacionamento dentro do canal social
3
Responder a no mínimo 65% das questões
Atender satisfatoriamente a demanda existente.
SOCIALLY DEVOTED
SOCIALLY DEVOTED
Q&A
Thanks ;)
