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Social Insights 2014 is an event brought to you by Socialbakers—the global leaders in Social Analytics—designed to help you connect your social marketing to insights in 2014! We all know that data holds the key to unlocking success in social marketing. But what’s the best way to know what it is telling you about your content, interactions and promotion? What story is your data trying to tell? Find out how to turn social data to insight, and insight into outstanding content that promotes your brand on social.
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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
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
66%
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
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
#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
Sources: Socialbakers, data range: 1.4.13 – 1.7.13
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%
Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
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
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
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
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
• 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
eb
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eb
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eb
1-M
ar
2-M
ar0
20000
40000
60000
80000
100000
120000
140000
0
200
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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
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eb
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eb
23-F
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27-F
eb
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
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
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
WORKFLOW INTRODUCTION
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
WORKFLOW INTRODUCTION
INTERACT
How bad can it be?
UNDERSTAND
WORKFLOW INTRODUCTION
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?
socialinsightssocialbakersFR
#@
• 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
Most retweeted
Tweet today
socialinsightssocialbakersFR
#@
Thank you!
socialinsightssocialbakersFR
#@