Social metrics: How social marketing measurement impacts business
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Social metrics: How social marketing measurement impacts business

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Jan Rezeb, CEO, Socialbakers

Jan Rezeb, CEO, Socialbakers

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Social metrics: How social marketing measurement impacts business Social metrics: How social marketing measurement impacts business Presentation Transcript

  • by Social MetricsHow Social Marketing Measurement Impacts Business Jan Rezab, @janrezab
  • 50 % Of Global FORTUNE 500 800 000 Visits Per month 1 800 Customers
  • First Generation “The Checkbox Treatment” Social Media Generational Development Next Generation “Social Business”
  • Example of First Generation Companies  
  • “Complain-­‐ver/sing”  
  • Example of Next Generation Companies
  • 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
  •   Nestlé Full  brand  transforma/on  
  • Next Generation Social Marketing Companies 1)  Real-time Reactive Behavior 2)  Customer Centric 3)  From Campaigns to Always-On Content 4)  Metrics Driven
  • 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  
  • 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  
  • Dashboard
  • Three Dramatic Shifts 1)  Focus on Content Marketing 2)  Focus on Advertising 3)  Focus on Social Customer Care
  • Content Marketing & Evolution of social 2013 on average 50 pages! 2009 on average 5pages! USERS  ARE  FANS  OF  MORE  AND  MORE  PAGES  
  • Content Marketing & Evolution of social 2013 on average 50 pages! + publish 40 posts / month 2009 on average 5pages! + published 7 posts / month
  • 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  
  • 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
  • Big changes coming in structuring Social media teams
  • 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
  • Customer Service SOCIALLY DEVOTED Being Good in Social Customer Care
  • 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
  • 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  
  • 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
  • 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?
  • Key Take-Aways What do next generation companies do
  • They  put  the  customer  first,   …it  pays  off  
  • They  are  metrics  driven  
  • They  find  insights  and  take  them,    keep  finding  out  what  works    (because  that  changes  all  the  /me)  
  • They innovate, so they don’t fall behind again
  • Thank you! 30 Jan Rezab CEO of socialbakers On  Twi'er:  @janrezab  
  • Thank you! Jan Rezab CEO of socialbakers On  Twi'er:  @janrezab   See  you  later  at  drinks!