Presentation on Social Media Analytics for Social Media Marketing World 2014 in San Diego, CA.
With the massive amount of social data available, how can brands and agencies use insights to their advantage? Detail Social Analytics can uncover trends and best practices across major Social Networks like:
- Facebook
- Twitter
- Instagram
- Tumblr
- Vine
50. Instagram Boasts Highest Engagement Rate
Mercedes-Benz has over 400% Engagement as a % of Audience
Brands are Lucky to Grab 15-20% on Facebook or Twitter
51. Instagram Emerges as the Fastest Growing Audience
Instagram Consistently has the Highest Growth Rate
for Top Brands
52. Top Performing Post – Mercedes-Benz
83% of Instagram Posts by Top 100 Brands includes at least 1 hashtag
65. Have a Question About Anything?
Let us know!
- Ask now
- Come see us at the Simply Measured booth
Our team will follow up
We will do our best to get you an answer about a brand, an industry or a trend you’ve
noticed.
The team will do some research and follow up with you (and likely write a blog post
about it).
66. Let’s Stay In Touch
@jeffgibb
@simplymeasured
simplymeasured.com/blog
Editor's Notes
1. Financial Performance
2. Influence on Customer Choice
3. Strength against competition
As of Q4
94% are active. Few stranglers in Financial Services or other regulated industries.
FB, Twitter, YT, Linked – very high
IG, G+, Pin, Tumblr – Next wave. Already have strong adoption and growing fast
Still relatively early days of this stuff.
Forrester says there’s about 3B on social spend in 2013, growing to 5B in 2016. Along with mobile, the fastest growing category of digital marketing.
Breadth of data coverage
As there are more channels…. More ways to use those channels … and becoming more important.
2 years ago nobody asked about your Pinterest strategy and Snapchat definitely didn’t exist.
As there are more channels…. More ways to use those channels … and becoming more important.
So as a marketer… this is getting tougher to navigate.
I want to surface a few trends across these networks that we’ve found in the data.
No surprise… becoming media companies.
Well documented that visual content rules in social media…
A lot of this is because it’s what consumers are doing and seeing… so as a brand you “Fit in” better… like at a cocktail party want to be dressed to fit in and speaking the right language.
PEW;
Growing very fast the % of internet users who post photos and videos.
15.5% growth.
So not surprisingly we’ve found it performs way better.
It doesn’t me thou shall ONLY post photos, but it sure does mean that the best brands have a visual component to their content and often it’s the centerpiece.
Video 25% more engagement per post than Status
Photos almost 5x better performing
You can measure this stuff for your brand or category…. Might be some differences….
On Tumblr it’s just all photos….
This gets down to a later point as well about knowing the network, but it’s just another data point… in a network that supports all kinds of content creation, Photos just dominate.
Each network has it’s own dynamics. Twitter isn’t quite as much this way.
So you have brands building programs to address this. With dedicated CS handles. 2/3 of those are sending 10+ tweets daily.
Dedicating resources and really committing.
Source: Simply Measured
One of our studies is on customer service on Twitter…
30% of those brands have a dedicated program.
How much “demand” is there… people tweeting questions and problems directly at the brand. Doesn’t include the general conversation.
3x more during daylight, but still large volume.
Any golfers? Ben Hogan! Very consistent golf swing. Much
Bleak time of year for golf in the northwest.
Not about have some 1x year campaign and then disappearing…
Steady content strategy, engagement.
With all these networks it’s obviously easiest to post the same content across all channels.
Re-use assets – FOR SURE!
But repacking the way content is shared. Timing, etc.
SBUX. Has this morning post last week about Pike Roast. Beautiful photo with the market in the background.
Twitter – shorter. Punchy. Hashtags.
Facebook – More elebaorate, different tone. No hashtags.
As it gets more complex, this gets harder and arguably more important
9 months ago, Facebook released Hashtags – Brands jumped on board
Lululemon … Instagram video…
Same story… we saw leaders flock to IG Video and Vine. Now of course measuring this over-time is key to see if it drives results, but that’s the point of experimental… being nimble each to jump on the trends and then decide how to bring into that consistency.
There are a lot of different things you can test even if not new.
We found some correlation between brands who enable use wall posts and engagement levels.
NEW Starbucks program….. Tweet a Coffee.
Can buy your friend a cup of coffee via Twitter once you register.
Deeply integrating social media with their business. Making it easier to buy their product via social.
Same story.
As an Amex cardholder you get benefits from engaging in Social. Redeem offers via Tweeting hashtags.
Drivers more usage of the card and ideally more people wanting to be Amex members.