Social metrics: How social marketing measurement impacts business

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Jan Rezeb, CEO, Socialbakers

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Social metrics: How social marketing measurement impacts business

  1. 1. by Social MetricsHow Social Marketing Measurement Impacts Business Jan Rezab, @janrezab
  2. 2. 50 % Of Global FORTUNE 500 800 000 Visits Per month 1 800 Customers
  3. 3. First Generation “The Checkbox Treatment” Social Media Generational Development Next Generation “Social Business”
  4. 4. Example of First Generation Companies  
  5. 5. “Complain-­‐ver/sing”  
  6. 6. Example of Next Generation Companies
  7. 7. KLM The best company on both Facebook and Twitter in customer service. Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200 Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750 Fans: c500k Posts mensuales: c1k Followers: c40k Tweets mensuales: c4k (peak 8k) NPS: 78% Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
  8. 8.   Nestlé Full  brand  transforma/on  
  9. 9. Next Generation Social Marketing Companies 1)  Real-time Reactive Behavior 2)  Customer Centric 3)  From Campaigns to Always-On Content 4)  Metrics Driven
  10. 10. Top Facebook Pages in Asia Page Name Fans Fans in Asia Fans In Asia [%] Tata Docomo 13 492 776 13 327 543 98.78 % Intel 21 975 852 13 023 868 59.26 % Samsung Mobile 24 154 066 12 562 535 52.01 % BlackBerry 29 129 656 10 762 284 36.95 % Nokia India 8 709 266 8 542 371 98.08 % Kit Kat 18 363 513 7 528 717 41.00 % Fastrack 7 690 357 7 503 839 97.57 % Samsung Mobile India 7 463 126 7 322 668 98.12 % Levi's 19 279 777 7 226 913 37.48 % Coca-Cola 72 485 634 6 950 160 9.59 % Source:  Socialbakers,  7th  of  September  2013  
  11. 11. Where the Top Brands’ Fans are from Country Fan Market Share in Brands India 34.80 % Indonesia 12.76 % Philippines 10.28 % Malaysia 6.72 % Pakistan 5.91 % Thailand 5.19 % Taiwan 3.61 % Saudi Arabia 2.37 % Japan 1.99 % Vietnam 1.71 % Jordan 1.51 % South Korea 1.43 % Bangladesh 1.30 % United Arab Emirates 1.23 % Hong Kong 1.06 % Source:  Socialbakers,  7th  of  September  2013  
  12. 12. Dashboard
  13. 13. Three Dramatic Shifts 1)  Focus on Content Marketing 2)  Focus on Advertising 3)  Focus on Social Customer Care
  14. 14. Content Marketing & Evolution of social 2013 on average 50 pages! 2009 on average 5pages! USERS  ARE  FANS  OF  MORE  AND  MORE  PAGES  
  15. 15. Content Marketing & Evolution of social 2013 on average 50 pages! + publish 40 posts / month 2009 on average 5pages! + published 7 posts / month
  16. 16. Social Advertising Newsfeed/Mobile ads are taking over 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 JAN 2012 FEB 2012 JAN 2013 Facebook market ads Newsfeed NEWSFEED  ADS   (incl.  mobile)   MID  2012  
  17. 17. Social Paid Media - Advertising Shift Facebook post Tweet Other Networks Fans Friends of Fans Custom Audiences Target Audience Followers Target Audience Their Followers etc. Target Audience
  18. 18. Big changes coming in structuring Social media teams
  19. 19. How Best Companies Structure Their Teams Social media teams Strategy Posting Agency Content planning Targeting Advertising Analytics & Insights Customer care team Media Content Strategy & Consultants Tools Community management Listening Responding
  20. 20. Customer Service SOCIALLY DEVOTED Being Good in Social Customer Care
  21. 21. Customer Care department PR and Communications Digital Marketing Other 0 100 200 300 400 500 600 700 800 900 AverageNumberofQuestions Cooperate with customer care on social care – it belongs there
  22. 22. 0 100 200 300 400 500 600 700 800 900 1000 External Agency 1-3FT 1-3FT and 1-3PT 1-3FT and 4-10PT 4-10FT Bigger social team Average Number of Questions vs. Team Members FT  =  Full  /me,  PT  =  Part  /me  
  23. 23. Fans and Fan Growth Activity of Your Page Engagement Rate Reach Response Rate Response Time Social is not about one metric, it’s about all of them $ Paid media
  24. 24. Our Research Supports this: No Priority Small Priority Medium Priority Big Briority Fans & Fan growth 2.80 % 12.17 % 40.46 % 46.38 % Engagement 2.62 % 4.75 % 21.60 % 72.01 % Content Shareability 2.83 % 12.48 % 37.94 % 47.25 % Customer Care Metrics 12.29 % 24.75 % 38.38 % 25.42 % Advertising Metrics 13.86 % 25.71 % 38.73 % 22.04 % Website Visits from Social Media 8.13 % 22.55 % 33.50 % 36.98 % Which Metrics Do You Focus on on Social Media?
  25. 25. Key Take-Aways What do next generation companies do
  26. 26. They  put  the  customer  first,   …it  pays  off  
  27. 27. They  are  metrics  driven  
  28. 28. They  find  insights  and  take  them,    keep  finding  out  what  works    (because  that  changes  all  the  /me)  
  29. 29. They innovate, so they don’t fall behind again
  30. 30. Thank you! 30 Jan Rezab CEO of socialbakers On  Twi'er:  @janrezab  
  31. 31. Thank you! Jan Rezab CEO of socialbakers On  Twi'er:  @janrezab   See  you  later  at  drinks!  

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