Using Data to Dispel 3 Social Media Myths

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Presented to the Association of National Advertisers Marketing Masters Event. M Booth Comminucations hosted the event in New York City on September 6th.

Presented to the Association of National Advertisers Marketing Masters Event. M Booth Comminucations hosted the event in New York City on September 6th.

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  • 1. Social Media Analytics, from Data to Deliverables Association of Nation Advertisers: Measuring Social Media Success September 6th, 2013 Hosted by M Booth
  • 2. © 2013 Simply Measured, Inc Measure all your social media channels in one place Analyze the performance of your social profiles with our suite of out-of-the-box reports, built by our team of industry-acclaimed social media analysts. 2 Facebook Twitter Instagram Google Analytics Vine Google Plus YouTube Klout Monitored Keywords Tumblr Linkedin Pinterest (Beta)
  • 3. © 2013 Simply Measured, Inc Reporting Made Easy Save time with Presentation-ready Reports • Anyone on your team can quickly generate beautiful reports with a single click. • Schedule reports to be sent to your manager or team on regular intervals 3 Take Your Analysis Beyond the Excel CSV Export Simply Measured offers the flexibility to access report data and edit individual reports with fully functional charts, graphs, and data tabs.
  • 4. © 2013 Simply Measured, Inc Our customers are Fortune 500 brands, top digital agencies, and forward thinking SMBs. Ask around and you’ll find a lot of happy customers out there... 4 Customers include: Certified Partners: You might have seen us here: Twitter Certified Product Facebook Preferred Marketing Developer Tumblr A-List Partner Trusted by more than 60,000 users worldwide
  • 5. Using Data to Dispel 3 Social Media Myths Presenter: Jeff Gibb - Account Executive at Simply Measured - Background in Marketing and making sense of large data - Below average ping pong player
  • 6. © 2013 Simply Measured, Inc Before We Begin • The following examples use data collected by Simply Measured • All data shown is publically available information • Brands used in this presentation are examples from the Interbrand 100, which ranks top brands based on factors that include financials, brand strength and role of brand 6
  • 7. © 2013 Simply Measured, Inc Myth #1 7 Forget the recommendations, whitepaper s and quotes about the science of timing social media posts. There is no optimal time to post on social media. Every industry and brand will have their own “best time.”
  • 8. © 2013 Simply Measured, Inc Top Time/Day for Engagement Testing is the key to timing! Post consistently for several weeks, then analyze the results. Change a variable and test again. Rinse & repeat. 8
  • 9. © 2013 Simply Measured, Inc Myth #2 9 Automotive brands are driving impressive engagement levels, not by having larger audiences than other brands, but by posting more of the content that their fans love to engage with.
  • 10. © 2013 Simply Measured, Inc The Automotive Industry 10 Top Auto Brands on Facebook • Of the Interbrand 100, five of the top ten most engaging brands are from the automotive industry . • Engagement Rates for automotive brands are 2x the average in the Interbrand 100.
  • 11. © 2013 Simply Measured, Inc Competitive Landscape – Auto Industry 11
  • 12. © 2013 Simply Measured, Inc Auto Industry vs. Interbrand 100 12
  • 13. © 2013 Simply Measured, Inc Visual Content = 94% of Brand Posts 13 Significantly higher than the 80% average of the Interbrand 100
  • 14. © 2013 Simply Measured, Inc Myth #3 14 Instagram is the first platform where brands* have seen video consistently gain more engagement on videos than photos *This is not a trend across all brands, but we’ll look at a few doing it right
  • 15. © 2013 Simply Measured, Inc Instagram: What you need to know 15 • 67% of the Interbrand 100 are active • As of May ‘13, the collective audience of the 76 brands on Pinterest was under 500,000, while Instagram’s 67 companies weighed in with over 7 million followers.
  • 16. © 2013 Simply Measured, Inc Instagram Adoption 16
  • 17. © 2013 Simply Measured, Inc Lululemon Crushes Instagram Video 17 Lululemon’s videos bring in 2x the engagement of photos
  • 18. © 2013 Simply Measured, Inc General Electric Succeeds Across Platforms 18 General Electric’s Instagram videos bring in 5x the engagement of Instagram photos on Facebook
  • 19. © 2013 Simply Measured, Inc Less Engaging Videos 19 American Eagle’s Instagram videos were much less engaging. Pro Tip: Be thoughtful about your video posts. If it’s not great, don’t post.
  • 20. © 2013 Simply Measured, Inc There you are! 20
  • 21. Questions about anything? - Data shown today - Simply Measured - Social Analytics (trends or tools)
  • 22. Connect @simplymeasured @jeffgibb