#EngageBali 2016: Robert Lang, Socialbakers CEO

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

KEYS TO SUCCESS IN A MATURING SOCIAL LANDSCAPE

Rober t LangCEO

@robertslang/in/robertslang

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

MEDIAMEDIASOCIAL

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q160

1

2

3

4

5

6

7

$US

Bill

ions

Post-IPO quarterly revenues

FACEBOOK IS A MASSIVE CHANNEL TODAY

Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004) 8 / 1 0 / 2 0 1 6

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T HSource: Internet Trends 2016 – Mary Meeker

ATTENTION IS BECOMING THE NEW CURRENCY

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Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn0

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10

15

20

25

Hou

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Use

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th,

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latfo

rms

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

RECENT FACEBOOK PLATFORM CHANGES HAVE

ONE GOAL IN COMMON: MAXIMIZE USERS’

TIME SPENT ON FACEBOOK

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

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INSTANT ARTICLES

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

NATIVE VIDEO

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

LIVE VIDEO

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

360°VIDEO

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

NEWS FEED

REVISIONS8 / 1 0 / 2 0 1 6

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

CANVAS ADS – CONTENT, AD, INTERACT & BUY

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

DID YOU INVEST IN SOCIAL MEDIA

IN 2016?

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

WHO WANTS TO INVEST MORE IN 2017?

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

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OUR VISION: TURNING DIGITAL RELATIONSHIPS INTO GROWTH

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

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Insert ImageSTEP 1:DEFINE WHAT TARGETS YOU WANT TO REACH & HOW TO

MEASURE THEM

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

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

CONTENTCREATION

PRIME TIME PUBLISHING

PROMOTION

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TRACKINGROI

BENCHMARKING & UNDERSTANDING

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

CONTENTQUALITY IS MORE IMPORTANT THAN

EVER 8 / 1 0 / 2 0 1 6

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

CONTENT QUALITY IS EVALUATED (=RELEVANCY)

BY TESTINGEACH PIECE YOU POST

OR ADVERTISE

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

RELEVANCELOW $$$$

WHOposted it

WHEN it was posted

INTERACTIONS on the post

TYPE of content

HIGH $ RELEVANCE

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

GET INSPIRED BYTHE VERY BEST

CONTENT

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

SEARCH 10 BILLION PIECES OF CONTENT TO FIND THE DEFINITION OF GREAT

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

TIMING HAS IMPACT ON PERFORMANCE

AND REACH

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

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4.95 Bnmissed

impressions due to timing

8%gap between

actual and potential post visibility

3%average

improvement in visibility

100 minspublished too soon to hit the optimal time

500 Brand Pages 6 months 120k posts& &WHY TIMING IS CRUCIAL

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

TAILORED PUBLISHING TIME RECOMMENDATIONS FOR EACH PAGE

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

PRIME TIME PUBLISHING MAXIMIZES IMPRESSIONS

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

LOOK AT CONTENT PERFORMANCE

BEFORE YOUINVEST

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

LEARN FROM YOUR HISTORICAL CONTENT:GRADE AND PREDICT PERFORMANCE

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

SEE YOUR PREDICTED CONTENT PERFORMANCE SO YOU CAN INVEST WISELY

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

DATA SHOWS US THAT QUALITY CONTENT IS KING

4x less negative feedback

7x more viral

2.3x more interactions with the same reach

20% lower impression cost (CPM)

50% lower click cost (CPC)

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

CLOSE THE LOOP: CONNECT SOCIAL MEDIA TO BUSINESS OBJECTIVES

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

Insert Image

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

TECHNOLOGYPEOPLEEXPERTISE

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

WE HAVE BEEN SUPPORTING OUR CLIENTS ON SOCIAL FOR ALMOST A DECADE

2008 2009 2010 2011 2012 2013 2014 20150

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

2016

ENGAGEMENTRATE

October 2008

SOCIAL HEALTHINDEX

October 2014

INDUSTRY BENCHMARKING

January 2010

SOCIALLY DEVOTED

April 2012

PROMOTED POSTDETECTION

July 2015 PREDICTIVEANALYTICS

April 2016

Mill

ions

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EXCEL PLUG-INJune 2016

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

PRODUCT ROAD MAP

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Q42016

Q12017

Q22017

UNPUBLISHED POSTS

CAMPAIN ANALYSIS

INTEGRATED DATA SILOS

SYNCHRONIZATION OF USERS

APIS FOR BI

PINTERESTINTEGRATION

ECOSYSTEM OF DATA

COLLABORATIVE WORK FLOWS

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

+ One of the biggest Product & Engineering teams on the planet

10 Bcontent pieces

in database

9 Mprofiles

monitored

5 MAPI requests every hour

40 Mcontent pieces

per month

450servers

SIZE DOES MATTER!

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

Social is becoming a media platform

Connect social media with business objectives: define targets and measure them

Content quality is more important than ever

Optimize your timing to maximize reach

Be bold, invest in content you know will perform well

WHAT YOU SHOULD TAKE HOME FROM TODAY’S SESSION

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

WE ARE ONE TEAM - MEET SOME OF US HERE

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CHARLES TIDSWELL VP Asia

MOSES VELASCO VP Product & Chief Evangelist

RAINBOW CHEUNG Strategic Account Manager

KATRINA NISPEROS

Senior Account Manager

MATEJ DAMMER Account Executive

GABRIEL TAY Solutions Consultant

LINH NGUYEN Business Development

SILSANTI LEE Onboarding Manager

ED JOHNSON Director of Education

TIM TSORIEV VP Corporate Communications

CLAIRE WILSON Global PR Director

FILIP GREGOR Consulting Director

MINAL SISODIYA Onboarding Manager

K. LISOGOROVA Account Manager

T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

THANK YOU

QUESTIONS? YES PLEASE!

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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H

Q&A

Robert LangCEO

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@robertslang/in/robertslang