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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Social Insights: Content, Ads & Community Jan Rezab, CEO
Socialbakers @Janrezab
Smarter social marketing
Ad Goals Ad KPIs The Social Equation for Brand Success + = The
right content to maintain high organic & paid reach The right
ad metrics & tools to drive social ad performance Optimized and
amplified social campaigns! The right social customer &
community care +
The largest players in US social marketing Sources:
Socialbakers, Data Range: April 2014
US industries: retail reigns Sources: Socialbakers, Data Range:
April 2014
Small communities are the most engaged Sources: Socialbakers,
Data Range: April 2014
Telecom prevails in social care Sources: Socialbakers, Data
Range: April 2014
Pages Post More Content Sources: Socialbakers, Data Range: 2009
2013 in 2013 40 Posts / Month in 2009 7 Posts / Month
BUT ONLY 33% Are using Tools for Deep Social Performance
Analytics 90% Ranks Competitive Analysis & Industry
Benchmarking as important Marketers not using enough of advanced
analytics
Facebook post Tweet Other Networks Fans Friends of Fans Custom
Audiences Target Audience Followers Target Audience Their Followers
Target Audience Marketers Arent Using Targeting Options
65% of Ads Are Still Not Using Correct Targeting
Rate Social Customer Care as important 60% Social Care Gap
32%vs Of Brands are responding to Fan Questions on Facebook
Situation of social marketing Social Marketing is only getting
started Brands are still struggling with social customer care Paid
Media is essential People follow more pages, Pages send more
content Ads still not targeted enough
All Ads Are Better If They Are Social Yesterdays Social Ads
Todays Social Ads
Time Range: December 01, 2013 - March 19, 2014 Data: We looked
at more than 300,000 Facebook posts made by 2,715 brands. 1:100
Average ratio of received interactions & Organically reached
audience Engagement directly affects organic and paid reach
Engaging Content Is More Important Than Ever 0 200,000 400,000
600,000 800,000 1,000,000 1,200,000 1,400,000 0-99 100-499 500-999
1,000-4,999 more than 5,000 Organic Reach Paid Reach
Engagement/Interactions Sources: Socialbakers, Data Range: 1.12.
2013 19.3.2014 Reach organic reach paid reach
Organic Reach Engagement Paid Reach + = + All correlate!
Own Metrics + Competitive Set Social Metrics Own Metrics &
Competitive Metrics (Likes, Interactions, Engagement) Customer Care
Platform Metrics Online Metrics Advertising Metrics, Facebook,
Twitter, Google+, etc. Conversion from Social Buzz Monitoring,
Listening
Social KPI Reporting Is Key Local Competitor Local Competitor
Local Competitor
Ad GoalsPost Engagement Page Likes Event Responses Website
Traffic Clicks CTR Reach Engagement Impressions Ad KPIs Conversions
App Installs Actions Measure Ad Campaigns By Objective
There Is A Clear Shift To The Newsfeed Changing attitude
amongst marketers Less mobile spend in Q1 due to increase in post
boosting Mobile increased dominance from Q3 Q4 Sources:
Socialbakers, Data Range: 1.7. 2013 31.3.2014
The North American Landscape Easily the most amount of Ad
accounts But the majority spend very little Avg Spend Per Account
Sources: Socialbakers, Data Range: 1.7. 2013 31.3.2014
U.S. has By Far The Highest Costs of Social Ads Sources:
Socialbakers, Data Range: 1.7. 2013 31.3.2014
Why Low CTRs and High Costs? Click-Through-Rate A mature market
comes at a price Marketers are seeing return on Ad spend Stay ahead
of the competition Sources: Socialbakers, Data Range: 1.7. 2013
31.3.2014
Get more insights on Content & Ads
http://www.socialbakers.com/premium-content
Socially Devoted
Industries That Are Reacting To Demand
USA is still behind on Social Customer Care American brands
still not embracing social as a customer care channel Telcos are
the singular exception Sources: Socialbakers, Data Range: 1/1/2014
03/30/2014
Socially Devoted brands receive on average more interactions 0
20000 40000 60000 80000 100000 Socially Un- Devoted Socially
Devoted 56% More care, more interactions
Get more insights on Socially Devoted
http://www.socially-devoted.com
So How Do You Increase Engagement? Constantly measure content
performance Humanize your brand Get creative Respond to customer
questions
Recommendations and Insights Build a perfect social metrics
framework Make sure ad targeting becomes a science Use reports
constantly its a constantly changing market
US Tech Is Killing It on Twitter! 21% USA Tech Profiles Have on
Average More Followers than Global Benchmark & 59%Better
Question Response Rate
04% More Fans 25% Higher Question Response Rate 19% Faster
Response Time 58% Less Fans 35% Less Posts Varied Results on
Facebook
Recommendations and Insights Build a perfect social metrics
framework Make sure ad targeting becomes a science Use reports
constantly its a constantly changing market
Most Digital Ads Will be Social 2013 Social Other Mobile Future
Other Mobile
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Paris Prague/Pilsen Mnchen Istanbul Dubai Singapore Sydney
Socialbakers is a Social measurement and marketing suite with 300
employees located in 13 offices worldwide
Leading Clients From All Sectors CPG Corporations Fashion Telco
Automobile Electronics FMCG Alcohol Finance Airlines Retail &
eCommerce
Smarter Advertising & Optimization Smarter Publishing &
Community Interactions Smarter Social Listening Smarter Social
Marketing Smarter Social Analytics
Make smarter decisions based on comparative social analysis of
your performance across platforms, geographies, competitors and
industries. Get a clear view, right now Control and automate
publishing content to multiple social communities from a single
dashboard. Smarter publishing. Better engagement.
Focus on promoting the content with the highest potential and
make the best use of your budget. Grow your audience. Increase your
returns Make sure youre talking to the right people at the right
time about the things that really interest them and focus your
resources and budget where it really counts. Smarter social
conversations
Case Studies Nestle Slides: Analytics + Command Center Social
Command Center
Case Studies Nestle Slides: Analytics + Command Center
Case Studies Nestle Slides: Analytics + Command Center
Case Studies Other case study different vertical Looking for it
- Tomas
Our Mission is to Educate Marketers With Insight Driven
Analytics to Make Their Lives Easier, Faster & Smarter
Whats New With Socialbakers? Socialbakers Analytics 2.0:
Smarter Social Measurement
Whats New With Socialbakers? Smarter Social Insight
Social Dashboard Competitive monitoring & Benchmarking
Social Performance Optimization Smarter social marketing