Social Insights 2014: Hong Kong

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Social Insights 2014 is an event brought to you by Socialbakers—the global leaders in Social Analytics—designed to help you connect your social marketing to insights in 2014!

We all know that data holds the key to unlocking success in social marketing. But what’s the best way to know what it is telling you about your content, interactions and promotion? What story is your data trying to tell?

Find out how to turn social data to insight, and insight into outstanding content that promotes your brand on social.

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Social Insights 2014: Hong Kong

  1. 1. Hong Kong th 4 March 2014 # socialinsights @ socialbakersAP
  2. 2. Simon Trilsbach VP Asia Pacific simon@socialbakers.com @si_socialbakers #socialinsights
  3. 3. AGENDA CEO Keynote: Social Media Secrets Jan Rezab founder & CEO, Socialbakers The Social Media Workflow Analyze! Core concepts & Demonstration - Socialbakers Ralph Szeto Managing Partner, CMRS Digital Solutions Engage! Core concepts & Demonstration - Socialbakers Scott McBride Head of Digital, Ogilvy & Mather Group Promote! Core concepts & Demonstration - Socialbakers Kenneth Kwok Managing Director, Beehive Strategy Limited #socialinsights
  4. 4. Our vision is to become worldwide standard for the way, social media marketing is measured and optimized
  5. 5. Our Clients
  6. 6. Asia-Pacific will have the largest social network population worldwide through 2017
  7. 7. Socialbakers Worldview
  8. 8. @Tomas: Place onto branded slide Social Insights #socialinsights
  9. 9. Jan Rezab CEO of Socialbakers @janrezab #socialinsights
  10. 10. Untold Social Media Secrets (& How analytics-driven marketers perform better) #socialinsights
  11. 11. Social is getting cluttered
  12. 12. Pages post more content 2009 on average 2013 on average 7 40 posts / month posts / month Sources: Socialbakers, data range: 2009 – 2013
  13. 13. Users follow more and more
  14. 14. Organic Reach is dropping both globally and locally Average Post Engagement Rate 0.006 0.0055 0.005 0.0045 0.004 0.0035 0.003 0.0025 Hong Kong Global 0.002 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013
  15. 15. During 2013 the average social Ad Spend has increased by +54% Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  16. 16. Efficiency Gap
  17. 17. Facebook ads don’t work? Or is it the marketers that operate them?
  18. 18. Over half of Facebook posts are boosted with default targeting
  19. 19. Marketers know what they should do 90% Ranks Competitive Analysis & Industry Benchmarking as important Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  20. 20. Only 1/3 of marketers Are using tools for deep social performance analytics 33% Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
  21. 21. Even the big brands face the same issues Even big companies only use native platform tools. Even some big companies do not have dedicated budget for social media advertising, or a team inside to manage it Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  22. 22. Marketers fly blind
  23. 23. SOCIAL CUSTOMER CARE
  24. 24. Top Industries in Social Customer Care Sources: Socialbakers, data range: Q4
  25. 25. For the first time in 2 years: Sources: Socialbakers, data range: Q4
  26. 26. Twitter follower interactions have doubled in 2013 Twitter follower interactions have globallyglobally doubled in 2013 +118% Increase of average number of user mentions of brand profiles Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
  27. 27. Some think ignoring crises on social is OK Sources: Socialbakers, data range: 1.4.13 – 1.7.13
  28. 28. And some still can’t get it right.
  29. 29. While others know, that handling it right... KLM More than 100 Employees 1 Hour Response Time, 24/7 10 Languages
  30. 30. AIRLINES … pays off % of Engaged Users KLM AZUL Emirates AirAsia Turkish Airlines GOL Nasair Air France Qatar Airways Southwest Airlines Sources: Socialbakers, data range: Q4 % of Engagement
  31. 31. So, how do analytics-driven marketers perform better? #socialinsights
  32. 32. They know Teenagers Are Not Leaving Facebook
  33. 33. Social is not about one metric, it’s about all of them Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time #socialinsights $ Paid media
  34. 34. Analytic tools give the users competitive advantage
  35. 35. Analytics users have up to 2x times better results Average Interactions in 2013 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  36. 36. … and better Engagement 0.0018 Average Post Engagement Rate 0.0016 0.0014 0.0012 0.001 0.0008 0.0006 0.0004 0.0002 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  37. 37. 10 out of the Top 50 global Facebook pages use Socialbakers Analytics
  38. 38. Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL Deep platform insights YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Social customer care metrics Multi-platform look Real-time analytics
  39. 39. Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL Deep platform insights YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Social customer care metrics Multi-platform look Real-time analytics
  40. 40. Regional Insights
  41. 41. Sources: Socialbakers, data range: January 2014
  42. 42. The TOP 5 industries take 60% of user likes others 16% ecommerce 17% finance 2% retail food 3% fashion 13% place 3% services 4% travel 5% beauty 13% fmcg 7% electronics 8% Sources: Socialbakers, data range: January 2014 retail 9%
  43. 43. Sources: Socialbakers, data range: January 2014
  44. 44. Sources: Socialbakers, data range: January 2014
  45. 45. SMRT Case Study #socialinsights
  46. 46. Fake FB page more than 2x bigger than the official - FAKE Confused customers post queries on a wrong FB page and Twitter handle of consumers say the posts made by companies on social media influence their purchases. - OFFICIAL - OFFICIAL
  47. 47. Hijacking identity & Damaging brand image
  48. 48. Takeaways • Hygiene - Set up your analytics & KPIs • Insights - Only real time data distribution is insightful • Innovate! - The only constant is change! #socialinsights
  49. 49. The Social Marketing Workflow #socialinsights
  50. 50. What are the issues? #socialinsights
  51. 51. Team competencies & KPIs What companies need to deal with Goal settings Crack the ROI quantification code ...on the STRATEGIC level Reporting results
  52. 52. Getting through the clutter What companies need to deal with Creating Content Having the right data ...on the TACTICAL level Managing Conversation
  53. 53. Social Media Workflow by Socialbakers #socialinsights
  54. 54. Analyze to understand #socialinsights
  55. 55. Why is analytics important? Monitor performance of any page without Admin rights Gain Valuable Insights & Competitive Intelligence Analyze & Optimize Your Performance #socialinsights
  56. 56. Live demonstration: Socialbakers Analytics
  57. 57. Thomas Romieu Group Digital Director at LVMH “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.”
  58. 58. Twitter Mentions Correlate with Bitcoin Sales Volume of BTC traded vs. Twitter mentions Volume (BTC) Daily Mentions (of Bitcoin) 140000 1200 120000 1000 100000 800 80000 600 60000 400 40000 200 20000 2-Mar 1-Mar 28-Feb 27-Feb 26-Feb 25-Feb 24-Feb 23-Feb 22-Feb 21-Feb 20-Feb 19-Feb 18-Feb 17-Feb 16-Feb 15-Feb 14-Feb 13-Feb 12-Feb 11-Feb 10-Feb 9-Feb 8-Feb 7-Feb 6-Feb 5-Feb 4-Feb 3-Feb 0 2-Feb 0
  59. 59. The more engagement the more BTC is sold Volume of BTC traded vs. Tweet ER Volume (BTC) Average Tweet Engagement Rate [%] 140000 10% 9% 120000 8% 100000 7% 6% 80000 5% 60000 4% 3% 40000 2% 20000 1% 2-Mar 1-Mar 28-Feb 27-Feb 26-Feb 25-Feb 24-Feb 23-Feb 22-Feb 21-Feb 20-Feb 19-Feb 18-Feb 17-Feb 16-Feb 15-Feb 14-Feb 13-Feb 12-Feb 11-Feb 10-Feb 9-Feb 8-Feb 7-Feb 6-Feb 5-Feb 4-Feb 3-Feb 0% 2-Feb 0
  60. 60. ANALYZE TO UNDERSTAND the future movements of the market #socialinsights
  61. 61. Engage with your community #socialinsights
  62. 62. #socialinsights Brands Using Publishing Tools Produce 37% More Content. Source: Socialbakers database
  63. 63. Why a publishing platform ? Manage Content Across Multiple Platforms Fully Control the Publishing Process Improve Content Performance #socialinsights
  64. 64. Live Demonstration: Socialbakers Builder
  65. 65. The answers bring more questions Average Number of Questions 400 350 300 250 200 150 100 50 0 Socially Un-Devoted Socially Devoted
  66. 66. More answers mean more interactions Average Number of Interactions 120000 100000 80000 60000 40000 20000 0 Socially Un-Devoted Socially Devoted
  67. 67. ENGAGE WITH YOUR COMMUNITY to reach & engage more #socialinsights
  68. 68. Promote your best content #socialinsights
  69. 69. #socialinsights
  70. 70. Why promote your content ? Accelerate Performance of Popular Content Drive Success of All Social Campaigns Target the Right Audience for Every Campaign #socialinsights
  71. 71. Is your Fan also a Fan of your competitor? 1 2 Pilsner Urquell Staropramen Staropramen Competitor: Pilsner Urquell Country: Czech Republic Overlap: 19 % Budweiser Budvar Competitor: Budweiser Budwar Czech Country: Republic Overlap: 16 % 1 Page Size 2 Fan Overlap
  72. 72. Automatically Boost Social Advertisements Post’s Livetime Invest into successful organic posts at the right time to amplify impressions, reach and engagement.
  73. 73. Live Demonstration: Socialbakers Ad Analytics
  74. 74. “With Ad Analytics, we are able to turn insights into action! We run successful Facebook campaigns while saving costs, driving product and service promotions.” Wolfgang Strum Head of Social Media Management, A1 Telecom
  75. 75. Marketers are slowly learning how to target 81 % All Facebook 42 % Desktop Logout January News Feed (Desktop and Mobile) December News Feed (Desktop) News Feed (Mobile) Right-hand Column Typeahead In 2013, advertisers became more aware that blasting messages across all types of ad placements is not the most effective way of driving campaign success metrics.
  76. 76. Only 9% of Posts Are Boosted! Even though it clearly increases the reach! Post Types Distribution of Post Types All Types % Increase In Reach By Paid 19.08 % Photo 76.29 % 20.57 % Video 4.85 % 17.78 % Link 13.18 % 19.69 % Status 2.23 % 4.97 % Not all content types work the same when boosted. Takeaway: Never boost a Status!
  77. 77. PROMOTE YOUR BEST CONTENT Don’t waste resources on statuses! #socialinsights
  78. 78. Social Media Workflow by Socialbakers #socialinsights
  79. 79. Jana Zizkova VP of Professional Services jana@socialbakers.com #socialinsights
  80. 80. Moving up the Social Media Maturity Curve #socialinsights
  81. 81. Tailor made social solutions
  82. 82. Source: Altimeter, A State of the Industry Report, October 2013
  83. 83. Social Strategy Bottom – Up Approach Top-Down Approach
  84. 84. Social-Wise CEO
  85. 85. WORKFLOW INTRODUCTION The Social Crusader UNDERSTAND INTERACT OPTIMIZE #socialinsights
  86. 86. Eliminate the “Social Media Silo” » Does your CEO and management use (support/understand) the social? WORKFLOW INTRODUCTION » Do you have a positioning of social media in the UNDERSTAND context of PR and communication? INTERACT » Is Social part of the HR policy? OPTIMIZE » Is social part of the overall vision/strategy of the organization?
  87. 87. Social Media Business Accelerator … provides know how on how deeply your Social Strategy is connected with your overall (marketing and sales) business goals …..analyzes the structure and the process of your social media team Analysis of 12 key areas in social media via business
  88. 88. Stage 4 reached 68%
  89. 89. Social Command Center
  90. 90. Occasional TV!
  91. 91. TO DO list: A)… validate your metrics & KPIs » Define metrics that matters B)… constantly innovate WORKFLOW INTRODUCTION » Review your Social/Digital Strategy frequently UNDERSTAND C)… adapt the org. structure & technology » Update workflow & tools INTERACT D)… keep the customer first OPTIMIZE » Define the right Social Customer Care, manage the Advocates & Influencers E)… become the social evangelist » Unlock the power of social in the whole organization
  92. 92. Small & Tactical Big & Strategic
  93. 93. Summary & Conclusions What next? #socialinsights @socialbakersAP
  94. 94. • Unique opportunity to leverage Social Media • • • Analyze Engage Promote • APAC will have the largest Social Community by 2017 • Working with global platforms therefore the potential to reach a global audience • The time is now to get Socially fit #socialinsights
  95. 95. Socialbakers Worldview
  96. 96. Thank you! #socialinsights @socialbakersAP

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