The new era of socialmedia measurement &marketing
About SocialbakersSocial media analytics companyWith mission to help clients scale social media• 1700 clients, top brands ...
My PresentationSocial is fast Metrics and measurementBrazil New social metrics
Social media is a fast moving space12 months
….
People Follow More Content even on FacebookNOWon average50+pages!BEFOREon average20pages!
“Customers developed faster than brandsin social media”
Customers have higher expectationsReply NOW!
Social Customer ServiceHow many questions have been answered on Facebook?
H&M Case Study
Samsung Canada“I was just wondering if I could get a free Galaxy S3”
Samsung Canada“Unfortunatelly if we have freeSIII to everyone, we’d be outbefore they went on sale”
Samsung Canada
“ To respond, and respond toquickly is critical. ”
Social Media Customer Engagement Center
Case NestléBest screen from video or picturesCase Study: Nestlé
“ Metrics for a morecomparable business.”
Fans Activity Engagement ResponsesSocial is now about 1 metric, its about all of them
Its not just likes!HIGHER LIKES = ENGAGEMENTHIGHER REACHHIGHER CLICKRATE, CONVERSION RATE, … = ROIROEROI= Return on Engage...
Measurement FrameworkROI Social listeningBuzz dataMake a Measurement FrameworkROE
Measurement Framework
Executive reports
It’s a Must HaveSET-UP PAGES
It’s a Must HaveSET-UP PAGESPOSTING
It’s a Must HaveSET-UP PAGESPOSTINGMEASUREMENT
Social media & Brazil
Average user is a fan of 21 pages
“Facebook users in Brazilare fans of 21 pages.”
Brazil21U.S.A.70
Average Brazilian user is a fan of 21 pages
Top Brands on Facebook
Top Brands on Twitter
Encourage!
Create Impact!
Going beyond “traditional”social media metrics
Research done the old way… But customers areincreasingly social
Social powered mobile research
Results from Brand loveAverage Customersatisfaction answers15Average Customersatisfaction answers50
Creating Future Metrics
New Brand Metrics
ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIA
ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIA
2 ways we help companies:1)SoftwareAnalyticsExecutive ReportsMeasurement framework2)Custom SolutionsBrand LoveSocial Resea...
ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIASo...
Thank youJan Rezab, CEO of@janrezab
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Socialbakers Proxxima Jan Rezab in Sao Paulo

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Social media measurement and measurement framework

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  • MOST IMPORTANTLY – Customers have developed in an amazing wayEmbraced new technologiesSome brands are winning in social media
  • MOST IMPORTANTLY – Customers have developed in an amazing wayEmbraced new technologiesSome brands are winning in social media
  • Social is getting bigger. Obvious trends people talk about in social media:
  • What it means is It means adapting to your competitors actions - responding to them.SOON could be 200.
  • Social is getting bigger. Obvious trends people talk about in social media:
  • Companies has trouble adopting social media.We are company as you are with same issues. We do marketing, social, we are running business as you do. So we understand how complex this is.
  • Social Customer Service More important than ever.This has not always been the caste look at the progressionThis means: You have to be the first company to do this
  • There was this situation on the H&M pageA managed crisis looks like thisA non-managed crisis looks like thisWhat they managed to do was interesting to say at least: They decided to DELETE all the concerning wall posts.This means: You always have to be ready, in alert mode
  • “To respondquicklyiscritical.”The faster you respond, the more questions you get.
  • We believe companies will get to the point where they post relevant engaging content , in right time, with right resources, optimized cost. And high ROI.Not just a new tool or extension of marketing and advertising. But what about social media playing an important role in product development, market research.Imagine social media becoming part of your innovation process by allowing your customers to be part of product design through their tips, wishes.Constantly up to dateMonitoring everythingResourcesCustom solution
  • How do I dealwiththis?How do I addressthis shift?
  • How are we going to tell our clients they are doing better than their competitors? We needed metrics
  • Picture of some guy
  • Social is getting bigger. Obvious trends people talk about in social media:
  • Social is getting bigger. Obvious trends people talk about in social media:
  • Only brandsCelebritiesEntretainment+Tv show= EntretainmentMediaBand+Musician= Music
  • Separate slide
  • Separate slide
  • Inapril: :http://www.youtube.com/watch?v=Il0nz0LHbcMLast year: http://www.youtube.com/watch?v=Z9K1Pz7cI5cDove Real Beauty Sketches is a short film produced in 2013 as part of the Dove Campaign for Real Beauty marketing campaign. The aim of the film is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers.produced by the Ogilvy & Matherrelease in April 14, 2013More than 15 million people downloaded the video within a week of its releaseBy April 18, the 3-minute version had been downloaded 7.5 million times, while the 6-minute version had been viewed more than 900,000 times.By April 21, the videos had more than 15 million views between them.On Mashable, an article about the campaign was shared more than 500,000 times in 24 hours.The video was among Buzzfeed's top 10 items on April 18.According to AdAge, the campaign generated just under 30 million views and 660,000 Facebook shares during its first ten days.Those numbers allowed the video to more than double up on its nearest competition in the publication's week survey of viral video advertisement interest. As of April 27, the 3-minute video had been viewed 30.6 million times; user feedback on YouTube was 97.6% positive (98,000 likes and 2,200 dislikes).
  • General: https://www.facebook.com/146659712053598/posts/463744117011821Brand: www.facebook.com/132584057957/posts/10151000326237958
  • Old Collection, on the street, people don’t want this.
  • “ Our mission is to help companies naturally incorporate social, meet the high expectations from consumers and make the social networks work better for people.”, meet the high expectations from consumers and make the social networkswork better for people----- Meeting Notes (21.04.13 17:55) -----Originally, we caught up and tried to understand Facebook. We tried everything. Games, apps, mobile, … We growed with Facebook. We grow with our consumers
  • Socialbakers Proxxima Jan Rezab in Sao Paulo

    1. 1. The new era of socialmedia measurement &marketing
    2. 2. About SocialbakersSocial media analytics companyWith mission to help clients scale social media• 1700 clients, top brands in the world use us• Providing software on measuring social mediaUsed by Leaders
    3. 3. My PresentationSocial is fast Metrics and measurementBrazil New social metrics
    4. 4. Social media is a fast moving space12 months
    5. 5. ….
    6. 6. People Follow More Content even on FacebookNOWon average50+pages!BEFOREon average20pages!
    7. 7. “Customers developed faster than brandsin social media”
    8. 8. Customers have higher expectationsReply NOW!
    9. 9. Social Customer ServiceHow many questions have been answered on Facebook?
    10. 10. H&M Case Study
    11. 11. Samsung Canada“I was just wondering if I could get a free Galaxy S3”
    12. 12. Samsung Canada“Unfortunatelly if we have freeSIII to everyone, we’d be outbefore they went on sale”
    13. 13. Samsung Canada
    14. 14. “ To respond, and respond toquickly is critical. ”
    15. 15. Social Media Customer Engagement Center
    16. 16. Case NestléBest screen from video or picturesCase Study: Nestlé
    17. 17. “ Metrics for a morecomparable business.”
    18. 18. Fans Activity Engagement ResponsesSocial is now about 1 metric, its about all of them
    19. 19. Its not just likes!HIGHER LIKES = ENGAGEMENTHIGHER REACHHIGHER CLICKRATE, CONVERSION RATE, … = ROIROEROI= Return on Engagement
    20. 20. Measurement FrameworkROI Social listeningBuzz dataMake a Measurement FrameworkROE
    21. 21. Measurement Framework
    22. 22. Executive reports
    23. 23. It’s a Must HaveSET-UP PAGES
    24. 24. It’s a Must HaveSET-UP PAGESPOSTING
    25. 25. It’s a Must HaveSET-UP PAGESPOSTINGMEASUREMENT
    26. 26. Social media & Brazil
    27. 27. Average user is a fan of 21 pages
    28. 28. “Facebook users in Brazilare fans of 21 pages.”
    29. 29. Brazil21U.S.A.70
    30. 30. Average Brazilian user is a fan of 21 pages
    31. 31. Top Brands on Facebook
    32. 32. Top Brands on Twitter
    33. 33. Encourage!
    34. 34. Create Impact!
    35. 35. Going beyond “traditional”social media metrics
    36. 36. Research done the old way… But customers areincreasingly social
    37. 37. Social powered mobile research
    38. 38. Results from Brand loveAverage Customersatisfaction answers15Average Customersatisfaction answers50
    39. 39. Creating Future Metrics
    40. 40. New Brand Metrics
    41. 41. ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIA
    42. 42. ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIA
    43. 43. 2 ways we help companies:1)SoftwareAnalyticsExecutive ReportsMeasurement framework2)Custom SolutionsBrand LoveSocial Research
    44. 44. ContestsFansEngagementSocial Media Marketing / Measurement EvolutionPhase 1 Phase 2 Phase 3 Phase 4FULLYADOPTSOCIALMEDIASocial is fast Metrics and measurementframeworkBrazilian social marketstill freshNew social metrics1. 2.4.3.
    45. 45. Thank youJan Rezab, CEO of@janrezab

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