Social Insights: Content, Ads &
Community
Jan Rezab, CEO Socialbakers
@Janrezab
Smarter social marketing
Ad Goals
Ad KPIs
The Social Equation for Brand Success
+
=
The right content to
maintain high organic
& paid reach
The rig...
The largest players in US social marketing
Sources: Socialbakers, Data Range: April 2014
US industries: retail reigns
Sources: Socialbakers, Data Range: April 2014
Small communities are the most engaged
Sources: Socialbakers, Data Range: April 2014
Telecom prevails in social care
Sources: Socialbakers, Data Range: April 2014
Organic Reach Is Dropping Globally
Sources: Socialbakers, Data Range: 1.1. 2013 – 31.12.2013
2013-01 2013-02 2013-03 2013-...
Pages Post More Content
Sources: Socialbakers, Data Range: 2009 – 2013
in 2013
40 Posts / Month
in 2009
7 Posts / Month
BUT ONLY
33% Are using Tools for Deep
Social Performance Analytics
90%
Ranks Competitive Analysis
& Industry Benchmarking ...
Facebook post Tweet Other Networks
Fans
Friends of Fans
Custom Audiences
Target Audience
Followers
Target Audience
Their F...
65% of Ads Are Still Not Using Correct Targeting
Rate Social
Customer Care
as important
60%
Social Care Gap
32%vs
Of Brands are
responding to
Fan Questions
on Facebook
Situation of social marketing
Social Marketing is only getting started
Brands are still struggling with social
customer ca...
All Ads Are Better If They Are Social
Yesterday’s Social Ads Today’s Social Ads
Time Range: December 01, 2013 - March 19, 2014
Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
1...
Engaging Content Is More Important Than Ever
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000
0-99
100-499
...
Organic Reach
Engagement
Paid Reach
+
=
+
All correlate!
Own Metrics + Competitive Set
Social Metrics
Own Metrics &
Competitive Metrics
(Likes, Interactions, Engagement)
Customer
...
Social KPI Reporting Is Key
Local Competitor
Local Competitor Local Competitor
Ad GoalsPost
Engagement
Page
Likes
Event
Responses
Website
Traffic
Clicks
CTR
Reach
Engagement
Impressions
Ad KPIs
Convers...
There Is A Clear Shift To The Newsfeed
Changing attitude amongst
marketers
Less mobile spend in Q1 due to
increase in post...
The North American Landscape
Easily the most amount
of Ad accounts
But the majority spend
very little
Avg Spend Per Accoun...
U.S. has By Far The Highest Costs of Social Ads
Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
Why Low CTRs and High Costs?
Click-Through-Rate A mature market comes
at a price
Marketers are seeing
return on Ad spend
S...
Get more insights on Content & Ads
http://www.socialbakers.com/premium-content
Socially Devoted
Industries That Are
Reacting To Demand
USA is still behind on Social Customer Care
American brands still not embracing
social as a customer care channel
Telcos a...
USA Q2 Results Preview by Response Rate
USA
Q1 Question
Response Rate
Q2 Question
Response Rate
Change to
last Q
Average
R...
Socially Devoted
brands receive on
average
more interactions
0
20000
40000
60000
80000
100000
Socially Un-
Devoted
Sociall...
Get more insights on Socially Devoted
http://www.socially-devoted.com
So How Do You Increase Engagement?
Constantly measure
content performance
Humanize your brand
Get creative
Respond to cust...
Recommendations and Insights
Build a perfect social metrics framework
Make sure ad targeting becomes a science
Use reports...
US Tech Is Killing It on Twitter!
21%
USA Tech Profiles Have on Average
More Followers than
Global Benchmark
& 59%Better Q...
04% More
Fans
25% Higher Question
Response Rate
19% Faster Response
Time
58% Less
Fans
35% Less
Posts
Varied Results on Fa...
Recommendations and Insights
Build a perfect social metrics framework
Make sure ad targeting becomes a science
Use reports...
Most Digital Ads Will be Social
2013
Social
Other
Mobile Future
Other
Mobile
New York
San Francisco
Atlanta
Mexico City
São Paulo
London
Paris
Prague/Pilsen
München
Istanbul
Dubai
Singapore
Sydney
So...
Leading Clients From All Sectors
CPG Corporations Fashion Telco
Automobile Electronics FMCG Alcohol
Finance Airlines Retai...
Smarter Advertising &
Optimization
Smarter Publishing &
Community Interactions
Smarter Social Listening
Smarter Social Mar...
Make smarter decisions based on comparative social
analysis of your performance across platforms,
geographies, competitors...
Focus on promoting the content with the highest potential
and make the best use of your budget.
Grow your audience. Increa...
Case Studies
Nestle Slides:
Analytics +
Command
Center
Social Command Center
Case Studies
Nestle Slides:
Analytics +
Command
Center
Case Studies
Nestle Slides:
Analytics +
Command
Center
Case Studies
Other case study different
vertical
Looking for it - Tomas
Our Mission is to Educate Marketers
With Insight Driven Analytics to Make
Their Lives Easier, Faster &
Smarter
What’s New With Socialbakers?
Socialbakers Analytics 2.0: Smarter Social Measurement
What’s New With Socialbakers?
Smarter Social Insight
Social Dashboard
Competitive monitoring & Benchmarking
Social Performance Optimization
Smarter social marketing
Thank You!
Follow
@janrezab @socialbakersUS
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
Social Insights 2014: San Francisco
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Social Insights 2014: San Francisco

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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.

Published in: Social Media, Business, Technology
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  • Now, lets take a look at the top 2013 trends and predictions.

    The Facebook Engagement is steadily decreasing. So does reach. This is a natural process, since there are increasingly more fans, and more of those are liking more pages. So their attention gets divided and they engage less.

    If we saw people liking only 5 pages on average in 2009, now the number increased to 50 and more. Also brands are posting more often, from once a week to once or twice a day.
    It become much harder to reach the fans as result of it. Taking in consideration that 90% of people never go back in to the page they liked, only way how they see that page is through the posts. The posts can reach organically only about 15% of the fan base. And now even this number seems to be decreasing. So, it is effectively necessary to think about boosting the content by investing some of your advertising budget.
  • As mentioned before, Social media, its users as well as brands are constantly changing
    If we saw people liking only 5 pages on average in 2009, now the number increased to 50 and more. Also brands are posting more often, from once a week to once or twice a day.
    It become much harder to reach the fans as result of it. Taking in consideration that 90% of people never go back in to the page they liked, only way how they see that page is through the posts. The posts can reach organically only about 15% of the fan base. So it is necessary to think about boosting them by investing advertising budget behind.
  • But hardly all are really doing it!
  • Untargeted ads have lower CTR’s and are not customized messaging

    Get to the “Social Context” phase

    Measure your paid activities with the right KPIs for your goals
    Create segmentation models – Target to multiple audiences
    Empower Yourself With a tool




    In a recent Socialbakers study we found out that 65% of ads do not use interest targeting. That means that the content of these posts are going out to a wide range of individuals even if they fall outside of the Target Audience. This is something that is detrimental to your general social advertising strategy because:

    You are wasting money on an audience that is not interested in your content or your products
    Interest targeted Ads prove to have a higher Average CTR
    You are harming the future organic reach of your pages because you are attracting Fans that are never going to interact with your content. Therefore, engagement will drop and this will culminate in lower future organic reach
    In the long term, you are lowering the percentage of your ads that will appear in social context.
  • But hardly all are really doing it!
  • Phase I
    Acquire fans to benefit from social context

    Phase II
    If most of your ads are showing social context, decrease investment in fan acquisition

    Phase III
    When all of your ads are showing social context, do not spend to acquire fans
  • 1% interact
    10% consume
    50% Take action
  • Time Range: December 01, 2013 - March 19, 2014 Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
  • North America is Facebook’s most mature market in terms of advertising and is seeing increased competition and higher spend levels.

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • North America is Facebook’s most mature market in terms of advertising and is seeing increased competition and higher spend levels.

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • North America is Facebook’s most mature market in terms of advertising and is seeing increased competition and higher spend levels.

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • North America is Facebook’s most mature market in terms of advertising and is seeing increased competition and higher spend levels.

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • The Telco are the leading players on the global level now

    Whe is interesting in Q1 is the rise of Asian companies into the top 10, there are 3 Telecom companies from Bangladesh making it into TOP 10 this quarter.
  • Socially Devoted data,
    Time range Q4 2014
  • North America is Facebook’s most mature market in terms of advertising and is seeing increased competition and higher spend levels.

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • As per LEGO

    Stories like this - http://www.dailymail.co.uk/news/article-2241454/Now-thats-customer-service-Lego-tracks-rare-train-set-Aspergers-boy-11-saved-years-discover-longer-made.html
    Or the freaking Lego Movie are pretty much self explanatory in terms of humanizing the brand - https://www.youtube.com/watch?v=fZ_JOBCLF-I

    As for Best Buy, I put them down only because they are recognizable brand in US and are Analytics customer; if you can think of any better example of our customer who uses insights from Analytics and is recognized in US, feel free to let me know
  • Visualize this
  • Visualize this
  • .

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • .

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • .

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • .

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • .

    Stay ahead of the competition – Run multi/variant AB testing. Targeting, optimization

  • Come by the demo stand for a free Competitive report
  • Social Insights 2014: San Francisco

    1. 1. Social Insights: Content, Ads & Community Jan Rezab, CEO Socialbakers @Janrezab
    2. 2. Smarter social marketing
    3. 3. Ad Goals Ad KPIs The Social Equation for Brand Success + = The right content to maintain high organic & paid reach The right ad metrics & tools to drive social ad performance Optimized and amplified social campaigns! The right social customer & community care +
    4. 4. The largest players in US social marketing Sources: Socialbakers, Data Range: April 2014
    5. 5. US industries: retail reigns Sources: Socialbakers, Data Range: April 2014
    6. 6. Small communities are the most engaged Sources: Socialbakers, Data Range: April 2014
    7. 7. Telecom prevails in social care Sources: Socialbakers, Data Range: April 2014
    8. 8. Organic Reach Is Dropping Globally Sources: Socialbakers, Data Range: 1.1. 2013 – 31.12.2013 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
    9. 9. Pages Post More Content Sources: Socialbakers, Data Range: 2009 – 2013 in 2013 40 Posts / Month in 2009 7 Posts / Month
    10. 10. BUT ONLY 33% Are using Tools for Deep Social Performance Analytics 90% Ranks Competitive Analysis & Industry Benchmarking as important Marketers not using enough of advanced analytics
    11. 11. Facebook post Tweet Other Networks Fans Friends of Fans Custom Audiences Target Audience Followers Target Audience Their Followers Target Audience Marketers Aren’t Using Targeting Options
    12. 12. 65% of Ads Are Still Not Using Correct Targeting
    13. 13. Rate Social Customer Care as important 60% Social Care Gap 32%vs Of Brands are responding to Fan Questions on Facebook
    14. 14. Situation of social marketing Social Marketing is only getting started Brands are still struggling with social customer care Paid Media is essential People follow more pages, Pages send more content Ads still not targeted enough
    15. 15. All Ads Are Better If They Are Social Yesterday’s Social Ads Today’s Social Ads
    16. 16. Time Range: December 01, 2013 - March 19, 2014 Data: We looked at more than 300,000 Facebook posts made by 2,715 brands. 1:100 Average ratio of received interactions & Organically reached audience Engagement directly affects organic and paid reach
    17. 17. Engaging Content Is More Important Than Ever 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 0-99 100-499 500-999 1,000-4,999 more than 5,000 Organic Reach Paid Reach Engagement/Interactions Sources: Socialbakers, Data Range: 1.12. 2013 – 19.3.2014 Reach organic reach paid reach
    18. 18. Organic Reach Engagement Paid Reach + = + All correlate!
    19. 19. Own Metrics + Competitive Set Social Metrics Own Metrics & Competitive Metrics (Likes, Interactions, Engagement) Customer Care Platform Metrics Online Metrics Advertising Metrics, Facebook, Twitter, Google+, etc. Conversion from Social Buzz Monitoring, Listening
    20. 20. Social KPI Reporting Is Key Local Competitor Local Competitor Local Competitor
    21. 21. Ad GoalsPost Engagement Page Likes Event Responses Website Traffic Clicks CTR Reach Engagement Impressions Ad KPIs Conversions App Installs Actions Measure Ad Campaigns By Objective
    22. 22. There Is A Clear Shift To The Newsfeed Changing attitude amongst marketers Less mobile spend in Q1 due to increase in post boosting Mobile increased dominance from Q3 – Q4 Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
    23. 23. The North American Landscape Easily the most amount of Ad accounts But the majority spend very little Avg Spend Per Account Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
    24. 24. U.S. has By Far The Highest Costs of Social Ads Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
    25. 25. Why Low CTRs and High Costs? Click-Through-Rate A mature market comes at a price Marketers are seeing return on Ad spend Stay ahead of the competition Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
    26. 26. Get more insights on Content & Ads http://www.socialbakers.com/premium-content
    27. 27. Socially Devoted
    28. 28. Industries That Are Reacting To Demand
    29. 29. USA is still behind on Social Customer Care American brands still not embracing social as a customer care channel Telcos are the singular exception Sources: Socialbakers, Data Range: 1/1/2014 – 03/30/2014
    30. 30. USA Q2 Results Preview by Response Rate USA Q1 Question Response Rate Q2 Question Response Rate Change to last Q Average Response Time [mins] Answered minus Ignored Questions Telecom 76.66% 75.71 % - 1 % 0 690 13929 Airlines 64.91% 70.84 % - 9 % 0 813 1 919 Retail 66.50% 67.59 % - 2 % 1 024 7 590 Finance 54.74% 67.21 % 23 % 0 736 2 228 Electronics 63.88% 62.02 % - 3 % 1 316 2 768 FMCG Food 56.37% 57.72 % - 2 % 1 538 1 457 Services 50.99% 56.20 % 10 % 1 029 1 254 Ecommerce 34.14% 43.70 % 28 % 1 107 -2 880 Alcohol 38.17% 37.62 % - 1 % 1 710 - 571 Software 38:11% 36.28 % - 5 % 1 136 - 1 059 Brands 55.56% 58.12 % - 5 % 1 305 27 002
    31. 31. Socially Devoted brands receive on average more interactions 0 20000 40000 60000 80000 100000 Socially Un- Devoted Socially Devoted 56% More care, more interactions
    32. 32. Get more insights on Socially Devoted http://www.socially-devoted.com
    33. 33. So How Do You Increase Engagement? Constantly measure content performance Humanize your brand Get creative Respond to customer questions
    34. 34. Recommendations and Insights Build a perfect social metrics framework Make sure ad targeting becomes a science Use reports constantly – its a constantly changing market
    35. 35. US Tech Is Killing It on Twitter! 21% USA Tech Profiles Have on Average More Followers than Global Benchmark & 59%Better Question Response Rate
    36. 36. 04% More Fans 25% Higher Question Response Rate 19% Faster Response Time 58% Less Fans 35% Less Posts Varied Results on Facebook
    37. 37. Recommendations and Insights Build a perfect social metrics framework Make sure ad targeting becomes a science Use reports constantly – its a constantly changing market
    38. 38. Most Digital Ads Will be Social 2013 Social Other Mobile Future Other Mobile
    39. 39. New York San Francisco Atlanta Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore Sydney Socialbakers is a Social measurement and marketing suite with 300 employees located in 13 offices worldwide
    40. 40. Leading Clients From All Sectors CPG Corporations Fashion Telco Automobile Electronics FMCG Alcohol Finance Airlines Retail & eCommerce
    41. 41. Smarter Advertising & Optimization Smarter Publishing & Community Interactions Smarter Social Listening Smarter Social Marketing Smarter Social Analytics
    42. 42. Make smarter decisions based on comparative social analysis of your performance across platforms, geographies, competitors and industries. Get a clear view, right now Control and automate publishing content to multiple social communities from a single dashboard. Smarter publishing. Better engagement.
    43. 43. Focus on promoting the content with the highest potential and make the best use of your budget. Grow your audience. Increase your returns Make sure you’re talking to the right people at the right time about the things that really interest them and focus your resources and budget where it really counts. Smarter social conversations
    44. 44. Case Studies Nestle Slides: Analytics + Command Center Social Command Center
    45. 45. Case Studies Nestle Slides: Analytics + Command Center
    46. 46. Case Studies Nestle Slides: Analytics + Command Center
    47. 47. Case Studies Other case study different vertical Looking for it - Tomas
    48. 48. Our Mission is to Educate Marketers With Insight Driven Analytics to Make Their Lives Easier, Faster & Smarter
    49. 49. What’s New With Socialbakers? Socialbakers Analytics 2.0: Smarter Social Measurement
    50. 50. What’s New With Socialbakers? Smarter Social Insight
    51. 51. Social Dashboard Competitive monitoring & Benchmarking Social Performance Optimization Smarter social marketing
    52. 52. Thank You! Follow @janrezab @socialbakersUS
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