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Getting to #1 in Social MediaMeasuring & Managing Engagement in Social Media
Katrina Wong, VP [email protected]
@KatchMeSocial #socialbakers
Nov. 14 – 15, 2011Washington DC
London, Prague, San Francisco
250,000 marketers across 60+ countries, every continent
Founded in 2008 as Social Media Agency
Launched Socialbakers platform 2011
Facebook Preferred Developer
About Socialbakers
Used by Leaders
“We are a ‘customer developed’ company,” said Jan Rezab, who is the CEO and co-founder of Socialbakers. “Our customers kept telling us the metrics they wanted to see.”
October 31, 2011
Basic Measurements
Basic statistics found on Socialbakers.com user homepage
Top Brands on Facebook
At-a-glance statistics by industry trending over time
User Demographics
At-a-glance statistics with demographics
Drill-downs by continents, countries, and cities
# of users, penetration rates
What is Social Media Analytics?
Our View
Personal Rating
Publish ManagementPlatform Metrics
Social Listeninge.g., e.g.,
SOCIAL MEDIA ANALYTICS
e.g.,e.g., Facebook Insights
Key is Viewing Data in Context
Basic Measurements
Get Data
See number of fans, followers and other basic segmentation on user homepage
View inContext
Engagement Analytics
Understand data in context for what is relevant to you, how are you doing relative to others in your industry, for example
Engagement Builder
Build Engagement
Build meaningful social media campaigns that accelerate engagement based on what your analytics are showing
Monitoring in Context
How do I get started?
What should I pay attention to?
Fans: The size, reach, and growth of fans on your page
Engagement: Fans interacting, engaging with your content, sharing, people talking about
Community: Managing community, response rate, key influencers, who your core fans are
Competition: See all of this in context to what others are doing
Create Dashboard
Step 1: Create a dashboard for my company, brand, product, service
Create Dashboard
Step 2: Add others in my industry, competitors or leading brands for context
Create Dashboard
Monitor Engaging Content
Monitor New Content
Build Engaging Apps
More than posting, build engaging content, maximize Facebook marketing applications
1000 Players
50 Publish150 New Players
Build Engaging Apps
More than posting, build engaging content, maximize Facebook marketing applications
1000 Players
400 Publish1200 New
Players
So, what is interesting?
Engagement Rate
Response Rate
Ideally, 100% response rate
GAP
AT&T Response Rate
45 % !
Why is all this important?
“I know I need to do something with social
media. What do I do? How can I measure my ROI?
Where do I start?”
Marketers Need to Make Decisions Based on ROI
Why is all this important?
“Wow, I discovered that if you have landing tabs on your Facebook page, the page grows 44% faster.”
Marketers Need Analytics to Understand how to Make Decisions
Why is all this important?
Marketers Need Analytics to Understand how to Make Decisions
“Wow, the click rate of a Facebook post is 2-3x larger than a tweet.”
Why is all this important?
Marketers Need Analytics to Understand how to Make Decisions
“Wow, the top 50 brands on Twitter are 4-10x
smaller than on Facebook.”
Best Types of Content
By Volume
By Engagement
Top Posts Worldwide
Case Studies
Major Vegas Hotel Case Study
Major Vegas Hotel Case Study
Major Vegas Hotel Case Study
Case Study
APP : “What is your real age?”
Result: 90K Users Virally
ROI: 65 Cars Sold
Case StudyAPP : “May 1st Kisses”
Result: 5 Million Kisses in 5 Days
Result: 275K Users Virally
So, how do we help companies measure social media ROI?
Brands
Monitor in Context
Trends
Trending Down
> 1% Excellent
Why?
BenchmarkingNEW
Monitoring Tabs
Where to Find Us
https://analytics.socialbakers.com
https://www.socialbakers.com
What are some best practices?
Diverse Content
Engaging Content
Call to Action
Simple, Clear Messages
Have a mix of content and include photos, videos along with your status
updates and links
Pay attention to your most engaging content and replicate
Don’t be afraid to ask your fans to like or to take action
Less is more, keep messages simple, concise and clear
What to Do
Too Many Posts
Not Engaging with Fans
Confrontation
Not Following Facebook Rules
Recommend 1 – 2 posts day for brands
Not responding to questions or engaging with your fans comments
May seem obvious but rule of thumb is to not engage
negatively with fans
Facebook has rules on how you run contests, etc. Make sure you
stay within limits!
What to Avoid
Not Using Apps or Tabs
Leveraging apps and tabs to build fun ways for fans to
engage with you
Social CRM
Collection of user data should always be in compliance with Facebook policy and your own data policy
Social Media Campaign Plan
FACEBOOK PAGE & COMMUNITY MANAGEMENT
LONGER TERM APP
CAMPAIGN APP
Sm.APP
Page Strategy
Apps Strategy
Social CRM
Sm.APP
Sm.APP
Sm.APP
Sm.APP
Sm.APP
Sm.APP
Sm.APP
CAMPAIGN APP CAMPAIGN APP
Summary: Keys to Success
Recognize Analytics is
Key to Measuring ROI
Build Super Exciting Pages,
Apps & Incorporate a
Strategy
Understand your Analytics
Before Committing to a
Strategy
View Demo and Sign Up for a
Free Trial Today
It’s Never Been Easier to Market Your Business Socially
www.socialbakers.com
+420 603 101 475
Questions? Contact Us
@KatchMeSocial
Katrina Wong VP Marketing
Socialbakers, San Francisco
