The Science of Instagram Analytics - Evan James, Social Bakers
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The Science of Instagram Analytics - Evan James, Social Bakers
- 1. The Science of Instagram Analytics @evanjames11 Evan James Head of North America
- 2. Stages of Social Maturity Socially Native Early Stage Leading brands on social today
- 3. Social Network Divisions Delivery NetworksDiscovery Networks
- 4. The network is in a “development” stage Content strategy should focus on interactions Don’t measure in isolation Turn insight into action Key Traits of Instagram
- 5. The Instagram Landscape in 2015 DevelopingKey focus now
- 6. Photo & Video Filter Engagement Average Interactions Fan Growth & Distribution Total Interactions Brand Perception Total Shares Post Type Effectiveness Custom Reporting & Dashboards
- 7. Media are some of the smartest social marketers 0 100 200 300 400 500 600 700 Brands Media Average Number of New Posts in 2014 0 50 100 150 200 250 300 350 Brands Media Celebrities Millions AVG Profile Interactions on TOP 10 Most Engaging Profiles
- 8. Photo or Video? 95% 89% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Brands Media Post Type Distribution image video 0.000% 0.500% 1.000% 1.500% 2.000% 2.500% 3.000% 3.500% image video Brands - Average of Post ER 0.000% 0.500% 1.000% 1.500% 2.000% 2.500% 3.000% image video Media - Average of Post ER
- 9. Normal Filters Dominate 0% 1% 1% 2% 2% 3% 3% 4% Brands - Image Filter Usage 81% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% image video Brands - Filter Usage Normal Others 0% 1% 1% 2% 2% 3% Brands - Video Filter Usage
- 10. Filter Usage Is Highly Dependent On Industry 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% Services Alcohol Auto Retail Beauty Beverages All Brands Fashion Electronics Ecommerce Sporting Goods Share of Normal Filter
- 11. Performance on Instagram 0% 5% 10% 15% 20% 25% 30% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >20 Global Brands - Hashtag Distribution
- 12. Hashtags: Also Depends On Your Industry 0% 10% 20% 30% 40% 50% 60% Fashion Beauty Ecommerce Retail Auto Alcohol Sporting Goods Electronics Beverages Services 0# 1# 2# 3# >4#
- 13. 90% of Posts < 300 Characters 0% 2% 4% 6% 8% 10% 12% 14% 16% Brands - Number of Post Characters
- 14. But Is Instagram A Place For Only Short – Form Text Only? 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% AVG Post ER - Number of Characters
- 15. Anyone can shoot & publish, but brands need high-quality photos & videos
- 16. Real Time Mapping…Like Know Other Social Network
- 17. @socialbakers at Socialbakers AnalyticsCore Analytics Advanced Reporting Premium Analytics Promoted Post Detection Social Health Index Inspiration Pack Data Exports Executive Dashboard Command Center Social Media Dashboard Over 100 Social KPIs Industry Benchmarks Competitor Comparison Custom Labels and Filters Integrated Facebook Insights
- 18. @socialbakers at A bit about Socialbakers Defining how social is measured 8,000,000+ Social Profiles $34M+ in funding 2,700+ global clients ½ of Global Fortune 500 500k site visitors/month
- 20. Don’t blindly publish Interactions are king Measure in context Be flexible Takeaways
- 21. 0 500 1000 1500 2000 2500 0 50 100 150 200 250 300 My Typical Ending Slide For A Larger Social Network Total Interactions (Thousands) Total Visits (Millions) 0 30000 60000 90000 120000 150000 Interactions Correlate with Conversions Increased Facebook Average Quarterly Interactions Socially Devoted Non-Socially Devoted Q1 2014 Q2 2014 Q3 2014 Q4 2014 Sep 2014 Oct 2014 Nov 2014
- 22. But With Instagram Social Marketing Is For The Taking
- 23. Thank You! @evanjames11 Evan James Head of North American Marketing
Editor's Notes
- There’s no doubt Social Media is evolving, and fast From the initial stages – where social was a side-project in Marketing, with one page on Facebook and a Twitter handle to today, where the leading brands are rolling social media out across their customer care teams and beyond and using social media as a central pillar of their outbound comms. But we see if changing further still. In our view, Social Media has changed the customer conversation, for ever. Our view is that the smartest organisations will be the first to become ‘socially native’ Social Media will be an integral, and integrated part of all that they do – all internal and external communications will have a social element – across teams, with partners, customers, suppliers and the wider ecosystem New platforms will evolve and brands will need to figure out where these fit – how they can be used to develop their customer relationships Every department that touches the customer will be ‘social’ – they will know the rules, know the best ways of working – it will become like email is today, second nature, the way things get done.
- And as we look at organisations maturing to this ‘socially native’ state, we’re also seeing the measurement of social media change Where in the beginning, measurement was focused on so-called ‘vanity’ metrics – fan and follower counts – which, while pleasing, and not necessarily bad, gave no real insight into how well this increasingly important comms channel was performing. We’re now seeing that the smarter brands, those heading towards socially native, are focusing on social media analytics that link directly to business goals..
- Reach: The more people can see your content, the more people can interact with your content. That means site visits. Clicks: CTR is one of the best indicators of campaign performance. These leads can be very strong, especially if you are effectively targeting your content. Total Interactions: The more interactions a post gets, the more interesting the audience finds it. Conversion Rate: Go one step further and measure the conversion rates from social traffic with the use of Google Analytics or other 3rd party tools
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Most exciting things we have worked on this year Content analysis Instagram analysis Real-time data (Josef stuff, Josef to backfill) - just proof points of innovation
- Now let’s have a look at the broader Analytics solution from Socialbakers. We’ve just seen in the demo the dahsboards, benchmarks, competitor comparison etc that you see on the bottom of the slide but we also have a series of additional capabilities. Probably the most exciting of these to most of clients is Promoted Post Detection. Quite simple, this unlocks one of the most important areas of competitor comparison – the paid vs organic strategy of your competitors at a post and page level. More detail on next slide but essentially this means that you can better plan your own spend strategy – are you focused on the right subjects, are you spending enough in the right areas (brands, pages, countries), is your relative performance a ‘true’ comparison or is it skewed by disproportionate spending by you or your competitors? Notes – talk briefly about each of the areas – add the specific slides which follow if you think it may be relevant to the prospect Important – unless specifically asked, in the first meeting it makes no sense to discuss how these add on services are delivered. Focus on the VALUE of each capability – see below for quick summary.. If the prospect buys into the value, the delivery method will be a detail (to some extent!) PPD – better paid strategy – know where to invest, which subjects to focus upon, which content to promote and which to leave organic Social Health Index – raise profile of social reporting to the C-level with a single metric combining all that matters and with built-in competitor comparison. Enables exec team to make the right investment decisions on social media Inspiration pack – improve your content (and therefore your engagement and conversions) by learning from the best Data exports – integrate social media data into your BI systems – efficient and automated cross-functional reporting leads to better decision-making Exec Dashboard – a single view of your digital world with Social Media at the center – faster and better-informed decisions about content, investment areas and content execution Command Center – as with Exec Dashboard – but in a nice big command center environment!
- (Script to be added 5th Feb)
- And two areas in particular are hot at the moment. How is my marketing spend on social performing as a driver of awareness and, depending on my business conversions And secondly, how am I performing on social in customer care Our data repeatedly shows that on the first point social media is unrivalled when it comes to measuring outbound activity and the impact on the audience. The data on the left shows this in clear terms – if you focus your measurement on interactions (and of course your strategy on increasing interactions) you will see a direct correlation between that and conversion goals. In this case we correlated interactions with website visits and the implication is clear – more interactions, more visits. Similarly, on the customer care side, we introduce the concept of ‘Socially Devoted’ a couple of years ago as a way for the industry to benchmark great customer on social media. Our methodology classifies as Socially Devoted brands that are performing at a certain level in terms of % of queries responded to and average time to respond and again, as the chart on the right shows, the implication is clear – brands that take customer care on social seriously, see significantly higher engagement (as measured through interactions – 2.5x on average) and the gap is growing.
- And two areas in particular are hot at the moment. How is my marketing spend on social performing as a driver of awareness and, depending on my business conversions And secondly, how am I performing on social in customer care Our data repeatedly shows that on the first point social media is unrivalled when it comes to measuring outbound activity and the impact on the audience. The data on the left shows this in clear terms – if you focus your measurement on interactions (and of course your strategy on increasing interactions) you will see a direct correlation between that and conversion goals. In this case we correlated interactions with website visits and the implication is clear – more interactions, more visits. Similarly, on the customer care side, we introduce the concept of ‘Socially Devoted’ a couple of years ago as a way for the industry to benchmark great customer on social media. Our methodology classifies as Socially Devoted brands that are performing at a certain level in terms of % of queries responded to and average time to respond and again, as the chart on the right shows, the implication is clear – brands that take customer care on social seriously, see significantly higher engagement (as measured through interactions – 2.5x on average) and the gap is growing.