How to manage and optimize your
Facebook presence
presented by
Luca Benini, VP Sales EMEA
@lucaben1n1
@socialbakers
Socialbakers is the worldwide standard
for the way social media marketing is
measured and optimized.
Socialbakers is a Social measurement and marketing suite with
client bases in more than 100 countries and 11 offices world...
and many others...
Joining a family of brands such as:
We are VC-backed by:
EARLYBIRD
Platforms That We Cover
Some recent (good) News!
Some of our Clients
“Socialbakers has saved us countless hours
creating social media analytics reports for our
clients.”
Lisbeth Ulloa
Busines...
“Socialbakers facilitated our method of overseeing
the execution of our brands’ social media strategies.
With 30+ brands o...
“Socialbakers has fundamentally changed the way
that LVMH plans, implements, and optimizes our
social media. Its technolog...
“Socialbakers has developed an application that
makes it easy to get sophisticated metrics about our
performance on Facebo...
How to manage and optimise your
Facebook presence
This post
Social Media Workflow
by Socialbakers
Analyze performance
to discover insights.
“Make informed decisions based on comparative social analysis of
your performance across platforms, geographies, competito...
Your Pages and Competitors in one Dashboard
1
2
3
1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filt...
Hundreds of Ready-made Benchmarks
1
2
3
3 Benchmark of Choice2 Brand Performance1 Selected Metric
KPI-based Benchmarking made easy
1
2
3
1 Selected Key Performance Indicators
2 Comparision Against Benchmarks and Custom L...
Discover Best Performing Content
1 2
3
1
2
3
4
4
Posted Content
Post Performance
See & Analyze Actual Comments
Use Custom ...
Executive-ready reports in 3 clicks
1
2
3
1 2 3Selected Metric Response Rates and Times Engagement Metrics with Benchmarks
Measure Social Customer Care
1
2
3
1
2
3
Low Volume - High Response Rattes
Medium Volume - Low Response Rates
High Volume ...
Identify the Most Active Fans
1
2
3
1 2 3The Most Active Fans Type of Interaction Details incl. Actual Comments & Posts
With Insights from Analytics,
Take Action in Builder
Analytics-driven content management
“Socialbakers Builder is a team-oriented social publishing platform,
which enables mar...
Align the platform with your company structure
1
2 2
3
3
1 Ad users 2 Ad managed and monitored pages 3 Create teams and de...
Manage all from one dashboard
1 2
1 Monitor your
competitors
2 Search and filter
content
3 Respond to direct
messages
3
4
...
Manage and execute thru a unified Calendar
1 2 3View calendar for particular
pages or groups of pages
Switch between Month...
Real-time Page reports
Most Engaging Posts Content Distribution User Posts Most Engaging Content
Real-time Team reports
Most Engaging Admins Conversation & Reaction
Time
Conversation LengthTotal Conversations
Use the full potential of Facebook advertising
An Insight Driven Platform
“Ad Analytics helps marketers unlock the full potential of Facebook
by analyzing, managing and ...
Optimize Performance By Automatically Boosting Posts
1 2
3
1 2 3Boosting posts Reporting STOP
Instant Insights
1
2
3 4
1 2 3 4Track everything Export Types of Ads How they perform
1 2
Is your Fan also a Fan of your competitor?
StaropramenPilsner Urquell Staropramen Budweiser Budvar
Competitor:
Country...
Manage All Ad Accounts and Campaigns
1
2
3
4
1 2 3 4KPIs New Campaigns Manage Spend Deep Dive
… And this post
Key Take-Aways
- Build your strategy on solid foundations: use Analytics to understand your
audience, your market and your...
THANK YOU!
Luca Benini, VP Sales EMEA
CONTACT ME?
@lucaben1n1
@socialbakers
luca@socialbakers.com
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Socialbakers - DDM Alliance Summit Marketing on Facebook

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How to manage and optimize your Facebook presence

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  • How to manage and optimize your Facebook presence
  • This is our vision, the ultimate goal we want to achieve. Looking at our client’s structure, we are not far away!
  • This slide says it all. We are an international company with offices all around the world, 50% of fortune 500 companies are our clients. All together we serve 2000 different brands and agencies. Our website is visited by 800,000 marketers every month, that come to check the free data that we provide, log into our products, and read our blog!
  • We were recognized as highly potential technology start-up by Index Ventures and Earlbird – two famous venture capital investment firms.
    By joining their portfolios, we became part of a family of brands, such as Facebook and Skype who were VC-backed by them as well.
  • We are covering the world’s largest Social Media platforms and looking at every opportunity to increase our scope even more in the near future.
  • Socialbakers is often quoted by world-famous and most-visited media channels!
  • Sample of our client portfolio.
  • The Social Media Workflow suggested by Socailbakers follows current trends settled by Social Media platforms, and reflects the needs of brands and the behavior of users.

    We recommend to analyze at every stage of the process – first to see what fans like, talk about and react to. Based on those findings, you then must focus on creating and publishing content. After publishing, analyze again how it works and adjust future posts to it. When having open wall (which is recommended as social is about two - way communication) managing all the conversation is essential – the analysis of response rate and response time belongs in this part.
    When the published content scores high for the number of interactions, it is the right time to boost it and advertise that message to reach even more.

    By keeping this process in order, the Social Media performance of any brand will grow!
  • Analytics is the core of our company. We believe that anyonewho is serious about their Social Media efforts needs to analyze performance in order to be able to optimize it. Analysis is crucial, across all stages of the social media workflow.
  • This is what our product is about. We help marketers to make informed decisions based on comparative social analysis of their performance accros platforms, geographies, competitors and industries.

    At this moment, we are able to offer full analytics for the following social media platforms: Facebook, Twitter, YouTube, and VK. Other platforms are on the way.

  • Here is just a snapshot of the basic environment of our tool. The dashboard shows you pages of your choice and their performance on different sets of metrics. Custom labels and filtering allow you to group these pages into different groups.
  • Here is a printscreen of the benchmark of a selected metric (in this case it is Average Post Engagement Rate). It shows how a selected car brand (Aston Martin) performs against Car Brands on the US Market.
  • On this printscreen there is a KPI Check of two airlines against each other, against a benchmark or against a custom created label. You can also use the labels created from pages you are monitoring to create more custom benchmarks, for example a specific sub-segment of an industry or a set group of your competitors.
  • When we are talking about analyzing and optimizing, we are not talking only about the performance but also about successful content.
  • Here is a snapshot of what our Executive Reports look like. You can print out a report and take it to a meeting, send it to your community manager, or to your boss.
  • Here is an example of several selected Airlines and how they are performing, when it comes to response rates and also the volume of customer enquiries and questions they have to deal with.
  • Hre, you can see the names of the people who are a brand‘s most active Fans. You can see how and when they interact with the page, and more importantly, you can browse through their actual posts and comments.
  • Analytics is always at the heart of what we do. However, Socialbakers also offers solutions that cover the full cycle of Social Media workflow for any Brand / Agency that wishes to improve their presence on Social.

    Builder, a vital part of our Socialbakers PRO Suite, gives you the possibility to take the insights from Analytics into action in your day-to-day managmement.

  • Builder is a team-oriented social publishing platform – the main benefits are absolute control and automation of the publishing process across multiple social networks.

    Manage your whole social presence in one tool.
  • With social media becoming an integral part of how companies communicate their brand and serve customers, Builder enables an entire company with multiple teams to collaborate and engage. Assigning team roles and delegating content to different departments is a vital part of this.

  • The Builder Dashboard is fully customizable, so each team member can define how he needs to view the content and social communication. Flexibility is a key principle in Builder design.
  • Plan your content strategy ahead with Builder calendar. Manage your planned content in a comprehensive yet clear calendar view.
  • The reporting is split into two sections - page reporting enables you to report on all levels, going from a high-level overview for all the pages and platforms used, down to the performance of individual pages and pieces of content.
  • The second sections - Team reporting, focuses on the effectiveness of the conversations your social media team is having with your fans and followers.

    Measuring the effectiveness of your published content and team members has never been easier.
  • As Analytics is the core part of the Socialbakers’ business. We have made sure that our newest product to the Socialbakers suite, Ad Analytics, is data-driven to provide our customers the analysis to take action on their social media advertising campaigns.

    We are proud to say that Ad Analytics is the only tool that is primarily focused on social advertising but still provides the functionality to analyze and manage traditional marketplace ads.
  • When developing any new Socialbakers’ solution. Our vision is to incorporate as much data driven insights as possible.

    That is why in Ad Analytics we have incorporated heavy analytics, so marketers can see exactly what is working and what is not working when it comes to their Ad campaigns and even individual ads themselves.


    All of this data driven insight allows marketers to adjust their current and future social advertising strategies to improve performance.

  • This screenshot shows how the Ad Booster functionality looks like. Set the threshold that you want boosts to be automatically boosted at and see the performance in real-time.
  • Quickly see data-driven insights about how your campaigns and advertisements are performing.
  • You can see in the overlapping section, the percentage of Fans that are also Fans of a competitor.

    The size of the bubble also gives a visual representation of the size of the page.
  • Here you can see a quick overview of how the Ad Manager dashboard looks like.
  • The Social Media Workflow suggested by Socailbakers follows current trends settled by Social Media platforms, and reflects the needs of brands and the behavior of users.

    We recommend to analyze at every stage of the process – first to see what fans like, talk about and react to. Based on those findings, you then must focus on creating and publishing content. After publishing, analyze again how it works and adjust future posts to it. When having open wall (which is recommended as social is about two - way communication) managing all the conversation is essential – the analysis of response rate and response time belongs in this part.
    When the published content scores high for the number of interactions, it is the right time to boost it and advertise that message to reach even more.

    By keeping this process in order, the Social Media performance of any brand will grow!
  • Socialbakers - DDM Alliance Summit Marketing on Facebook

    1. 1. How to manage and optimize your Facebook presence presented by Luca Benini, VP Sales EMEA @lucaben1n1 @socialbakers
    2. 2. Socialbakers is the worldwide standard for the way social media marketing is measured and optimized.
    3. 3. Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 11 offices worldwide. New York San Francisco Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore 50% Of Global FORTUNE 500 2,700 customers 800,000 visits per month
    4. 4. and many others... Joining a family of brands such as: We are VC-backed by: EARLYBIRD
    5. 5. Platforms That We Cover
    6. 6. Some recent (good) News!
    7. 7. Some of our Clients
    8. 8. “Socialbakers has saved us countless hours creating social media analytics reports for our clients.” Lisbeth Ulloa Business Intelligence Director, Wunderman Clients Agencies
    9. 9. “Socialbakers facilitated our method of overseeing the execution of our brands’ social media strategies. With 30+ brands operating in different markets throughout Europe and Asia, setting goals and determing effective tactics is challenging. Analytics PRO provides critical analysis of our brands’ social media performance and the capability to compare our performance to ourselves and our competitors.” Lars Wallmark Head of Community Communication at TeliaSonera Clients Telco
    10. 10. “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 Clients Fashion Retail
    11. 11. “Socialbakers has developed an application that makes it easy to get sophisticated metrics about our performance on Facebook. I think any company with social media initiative needs to look at Socialbakers if they have not already.“ Felix Schmidt Global Digital Marketing Manager for Henkel Clients FMCG Corporations
    12. 12. How to manage and optimise your Facebook presence
    13. 13. This post
    14. 14. Social Media Workflow by Socialbakers
    15. 15. Analyze performance to discover insights.
    16. 16. “Make informed decisions based on comparative social analysis of your performance across platforms, geographies, competitors and industries.”
    17. 17. Your Pages and Competitors in one Dashboard 1 2 3 1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filtering
    18. 18. Hundreds of Ready-made Benchmarks 1 2 3 3 Benchmark of Choice2 Brand Performance1 Selected Metric
    19. 19. KPI-based Benchmarking made easy 1 2 3 1 Selected Key Performance Indicators 2 Comparision Against Benchmarks and Custom Labels 3 Displaying multivariate data on Spider chart
    20. 20. Discover Best Performing Content 1 2 3 1 2 3 4 4 Posted Content Post Performance See & Analyze Actual Comments Use Custom Labels and Filtering
    21. 21. Executive-ready reports in 3 clicks 1 2 3 1 2 3Selected Metric Response Rates and Times Engagement Metrics with Benchmarks
    22. 22. Measure Social Customer Care 1 2 3 1 2 3 Low Volume - High Response Rattes Medium Volume - Low Response Rates High Volume - High Response Rates
    23. 23. Identify the Most Active Fans 1 2 3 1 2 3The Most Active Fans Type of Interaction Details incl. Actual Comments & Posts
    24. 24. With Insights from Analytics, Take Action in Builder
    25. 25. Analytics-driven content management “Socialbakers Builder is a team-oriented social publishing platform, which enables marketers to control and automate publishing of content to all of their social communities from one simple to use dashboard.”
    26. 26. Align the platform with your company structure 1 2 2 3 3 1 Ad users 2 Ad managed and monitored pages 3 Create teams and define user rights
    27. 27. Manage all from one dashboard 1 2 1 Monitor your competitors 2 Search and filter content 3 Respond to direct messages 3 4 5 4 Plan your future posting 5 Manage your unpublished posts
    28. 28. Manage and execute thru a unified Calendar 1 2 3View calendar for particular pages or groups of pages Switch between Monthly, Weekly and Daily calendar view Schedule posts from the calendar view 3 1 2 3
    29. 29. Real-time Page reports Most Engaging Posts Content Distribution User Posts Most Engaging Content
    30. 30. Real-time Team reports Most Engaging Admins Conversation & Reaction Time Conversation LengthTotal Conversations
    31. 31. Use the full potential of Facebook advertising
    32. 32. An Insight Driven Platform “Ad Analytics helps marketers unlock the full potential of Facebook by analyzing, managing and optimizing Facebook ads.”
    33. 33. Optimize Performance By Automatically Boosting Posts 1 2 3 1 2 3Boosting posts Reporting STOP
    34. 34. Instant Insights 1 2 3 4 1 2 3 4Track everything Export Types of Ads How they perform
    35. 35. 1 2 Is your Fan also a Fan of your competitor? StaropramenPilsner Urquell Staropramen Budweiser Budvar Competitor: Country: Overlap: Pilsner Urquell Czech Republic 19 % Competitor: Country: Overlap: Budweiser Budwar Czech Republic 16 % 1 2 Page SizeFan Overlap
    36. 36. Manage All Ad Accounts and Campaigns 1 2 3 4 1 2 3 4KPIs New Campaigns Manage Spend Deep Dive
    37. 37. … And this post
    38. 38. Key Take-Aways - Build your strategy on solid foundations: use Analytics to understand your audience, your market and your competition - Keep iterating: use real-time data & unified dashboard, team collaboration and real-time competition benchmarking to optimize your content, your conversations and your social customer care - Achieve scale with your (best) posts: leverage the unprecedented power of Facebook Ads to target, optimize and scale your best stories - Know your success: measure (and celebrate!) your success in the context of your market, industry and competing arena by consistently benchmarking your performance & KPIs
    39. 39. THANK YOU! Luca Benini, VP Sales EMEA CONTACT ME? @lucaben1n1 @socialbakers luca@socialbakers.com
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