Singapore
27-02-14

#socialinsights
@socialbakersAP
Simon Trilsbach
VP Asia Pacific
simon@socialbakers.com
#socialinsights

AGENDA

CEO Keynote: Social Media Secrets
Case Study: Rini Haerinnisya - Danone
Social Workflow Showcase
...
Our Clients
Asia-Pacific will have the largest social
network population worldwide through 2017
@Tomas: Place onto
branded slide

Social Insights
Jan Rezab
CEO of Socialbakers
@janrezab
Untold Social Media Secrets
(& How analytics-driven marketers perform better)
Social is getting cluttered
Pages post more content

2009
on average

2013
on average

7

40

posts / month

posts / month

Sources: Socialbakers, dat...
Users follow more and more
Organic Reach is dropping
both globally and locally
Average Post Engagement Rate
0.006

0.0055
0.005
0.0045

0.004
0.0035
...
During 2013 the average social
Ad Spend has increased by

+54%
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
Efficiency Gap
Facebook ads don’t work ?

Or is it the marketers that operate them?
Over half of Facebook posts are
boosted with default targeting
Marketers know what they should do

90%
Ranks Competitive Analysis & Industry Benchmarking as important

Source: Socialbak...
Only 1/3 of marketers
Are using tools
for deep social performance analytics

33%
Sources: Socialbakers Marketing Survey, J...
Even the big brands face the same issues

Even big companies only use native platform tools.
Even some big companies do no...
Marketers
fly blind
SOCIAL CUSTOMER CARE
Top Industries in Social Customer Care

Sources: Socialbakers, data range: Q4
For the first time in 2 years:

Sources: Socialbakers, data range: Q4
Twitter follower interactions globally doubled in 2013
Twitter follower interactions have have globally doubled in 2013

+...
Some think ignoring crises on social is OK

Sources: Socialbakers, data range: 1.4.13 – 1.7.13
And some still can’t get it right.
While others know, that handling it right...

KLM
More than 100 Employees

1 Hour Response Time, 24/7

10 Languages
… pays off

AIRLINES
% of Engaged Users
KLM
AZUL
Emirates
AirAsia
Turkish Airlines
GOL
Nasair
Air France
Qatar Airways
Sou...
So, how do analytics-driven
marketers perform better?
They know Teenagers Are Not Leaving Facebook
Social is not about one metric, it’s about all of them

Fans / Fan
Growth

Activity of
Your Page

Engagement
Rate / Reach
...
Analytic tools give the users
competitive advantage
Analytics users have up to 2x times better results

Average
Interactions in 2013

20000
18000
16000
14000
12000
10000
8000...
… 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

2...
10 out of the Top 50 global
Facebook pages use
Socialbakers Analytics
Listening

Management

Native tools

Socialbakers

Competitive intel.

NO

NO

NO

YES

All metrics
possible are
available...
Listening

Management

Native tools

Socialbakers

Competitive intel.

NO

NO

NO

YES

All metrics
possible are
available...
Regional Insights
Local Insights

Sources: Socialbakers, data range: January 2014
The TOP 5 industries take 50% of user likes.
Most liked Industries by an AVG user
Others
11%

fashion
13%

telecom
3%
fina...
Sources: Socialbakers, data range: January 2014
Sources: Socialbakers, data range: January 2014
SMRT Case Study
Fake FB page more than 2x bigger than the official

- FAKE

Confused customers post
queries on a wrong FB
page and Twitter...
Hijacking identity & Damaging brand image
Takeaways
• Hygiene - Set up your analytics & KPIs

• Insights - Only real time data distribution is insightful
• Innovate...
Our vision is to become
worldwide standard for the way,
social media marketing is measured and optimized
THANK YOU!
Singapore
27-02-14

#socialinsights
@socialbakersAP
Vincent Camara
vincent@socialbakers.com

Socialbakers Workflow
What are the issues?
Team
competencies
& KPIs

What companies
need to deal with

Goal
settings

Crack the ROI
quantification
code

...on the ST...
Getting
through the
clutter

What companies
need to deal with

Creating
Content

Having the
right data

...on the TACTICAL...
The Path to a Solution
Social Media Workflow
by Socialbakers

#socialinsights
Analyze to understand

#socialinsights
#socialinsights

Why is analytics important ?
Monitor performance of any page without Admin rights
Gain Valuable Insights ...
Your Pages and Competitors in one Dashboard

1
2

3

1 Set of Different Metrics

2 Pages of Your Choice

3 Custom Labels &...
Hundreds of Ready-made Benchmarks

1

2

3

1

Selected Metric

2

Brand Performance

3

Benchmark of Choice
Compare Yourself with Others

2

1
3

1

Selected Key Performance Indicators

2

Comparision Against Benchmarks and Custom...
Discover Best Performing Content

1
2

4

Post Performance
See & Analyze Actual Comments

4

3

2
3

1

Posted Content

Us...
Executive Reporting

1

3

2

1

Selected Metric

2

Response Rates and Times

3

Engagement Metrics with Benchmarks
“Socialbakers has fundamentally changed the
way that LVMH plans, implements, and
optimizes our social media. Its technolog...
With Insights from Analytics,
Take Action in Builder

#socialinsights
#socialinsights

Why a publishing platform ?

Manage Content Across Multiple Platforms

Fully Control the Publishing Proce...
#socialinsights

Brands Using Publishing Tools Produce
37% More Content.

Source: Socialbakers database
Use the full potential of Facebook advertising

#socialinsights
#socialinsights
#socialinsights

Why promoting your content ?
Accelerate Performance of Popular Content
Drive Success of All Social Campai...
“With Ad Analytics, we are able to turn insights into action!
We run successful Facebook campaigns while saving
costs, dri...
Social Media Workflow
by Socialbakers

#socialinsights
Moving Up
the Social Media Maturity Curve
by

Jana Zizkova
Source: Altimeter, A State of the Industry Report, October 2013
Social Strategy
Social-Wise CEO
#socialinsights

WORKFLOW INTRODUCTION

The Social Crusader
UNDERSTAND

INTERACT

OPTIMIZE
#socialinsights

Eliminate the “Social Media Silo”

» Does your CEO and management use (support/understand) the
social?
WO...
Social Media Business Accelerator

… provides know how on how deeply your Social Strategy
is connected with your overall (...
Stage 4 reached

68%
#socialinsights

TO DO list:
… become the social evangelist
» Unlock the power of social in the whole organization

… cons...
Socialbakers@Socialbakers
Neil Morgan, CMO
@neil_morgan
CMO introduction
•
•
•
•
•

Positioning
Brand
Awareness
Demand
Team
Meet the team
60 Days highlights
The Socialbakers Social Workflow
Process

Analyze

Engage

Promote

Content

Care

Ads

Social
Performance

Socially
Devot...
Campaign Hierarchy
Insight Driven Social Marketing

Corporate
Campaign

Solution
Campaigns

Do you know your best
content?...
Socialbakers.com
Socialbakers.com by the numbers
Focus on Competitors
Focus on content performance and optimization
Finding the best performing stories is easy
As well as diving into the details
The whole Socialbakers social presence is channelled through our social
command centre powered by Socialbakers Builder.
Allowing us to monitor media and our competitors’ communication in real time
We can track the results of the content we publish and measure the
performance own social team at the same time.
And that we have room for improvement
Socialbakers Ad Analytics drives the performance of boosted content
Tracking our ad performance
Reporting on campaigns

3
Boosting our content
And most of all, it is fun!
• Unique opportunity to leverage Social Media
•
•
•

Analyze
Engage
Promote

• APAC will have the largest Social Community...
Thank you!

#socialinsights
@socialbakersAP
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
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Social Insights 2014: Singapore

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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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  • Sample of our client portfolio.
  • As mentioned before, Social media, its users as well as brands are constantly changingIf 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.
  • 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.
  • Ad investments are growing
  • Even the few that boost posts, are doing it wrong!
  • But hardly all are really doing it!
  • 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.
  • AVG Number of User Replies99.31%AVG Number of User Mentions118.12%
  • Q4 data
  • Q4 data
  • But we are not thinking only globally. We know that understanding of the specificities of local markets is the key to the success for our clients, so we carter to the needs of both local and global businesses.Today we are going to share our social insights into the performance of social media in Australia.
  • Even the few that boost posts, are doing it wrong!
  • Social Media are highly developing and constantly changing so as users and companies.If we saw (and still can see) companies just being on social, (because everybody is), in the second stage they are using listening tools, are focused on fan growth and might be using some basic ads.While so called “Next generation” of social-matured brands are very well aware of ROI of social (or at least testing in) and keeping Social media in the center of their focus. They are running perfect social customer care having dedicated teams and using advanced technologies to be able to respond more promptly. Creating engaging content is the way how to keep the messages reaching high interactions and therefore being seen by more people. Advanced advertising formats like “Custom audiences, or Log – out experience” are common part of their daily lives.
  • Social Media are highly developing and constantly changing so as users and companies.If we saw (and still can see) companies just being on social, (because everybody is), in the second stage they are using listening tools, are focused on fan growth and might be using some basic ads.While so called “Next generation” of social-matured brands are very well aware of ROI of social (or at least testing in) and keeping Social media in the center of their focus. They are running perfect social customer care having dedicated teams and using advanced technologies to be able to respond more promptly. Creating engaging content is the way how to keep the messages reaching high interactions and therefore being seen by more people. Advanced advertising formats like “Custom audiences, or Log – out experience” are common part of their daily lives.
  • AVG Number of User Replies99.31%AVG Number of User Mentions118.12%
  • Regaining reputation on social isn‘t easy
  • This is our vision, the ultimate goal we want to achieve. Looking at our clients structure, we are not far a way!
  • Please insert your contact info! Make it easy for your prospects to get in touch with you!
  • And there is more that Social media manager has to deal with.What content works, what people are talking about - he (or she) needs right data to make right decisions – about own performance as well as of competitors. Creating engaging content to get through the clutter is the key as well as managing conversation. That is a lot.
  • And there is more that Social media manager has to deal with.What content works, what people are talking about - he (or she) needs right data to make right decisions – about own performance as well as of competitors. Creating engaging content to get through the clutter is the key as well as managing conversation. That is a lot.
  • The Social Media Workflow suggested by Socialbakers follows current trends settled by Social Media platforms, reflect needs of brands and behavior of users.Analyze – See what your fans like, what they talk about and what they react to. Engage - Based on those findings, engage with your community. Answering their questions and managing the conversation is essential – analyzing of response rate and response time belongs at this part.Promote - When the published content scores high in number of interactions organically it is right time to boost it and advertise that message to reach even bigger audiences. By keeping this process in order, the Social Media performance of any brand will grow!
  • These are threefundamentalthingsthatAnalyticscanhelpyouwith.Itenablesyou to monitor the performance ofanypagewithouthavingadminrigtsforit.Itcangiveyoupricelessinsights and business intelligence. And of course, it is great tool to measure your performance and optimize it.
  • Hereis just a snapshotofthe basic environmentofourtool. Thedashboardshowsyoupagesofyourchoice and their performance on differentsetsofmetrics. Customlabels and filteringallowyou to group these pagesintodifferentgroups.
  • Hereis a printscreenofthebenchmarkof a selectedmetric (in this case itisAverage Post EngagementRate). Itshowshow a selected car brand (Aston Martin) performsagainst Car Brands on the US Market.
  • On thisprintscreenthereis a KPI Checkoftwoairlinesagainsteachother, against a benchmarkoragainst a customcreated label. Youcanalso use thelabelscreatedfrompagesyou are monitoring to create more custombenchmarks, forexample a specific sub-segment ofanindustryor a set groupofyourcompetitors.
  • Whenwe are talkingaboutanalyzing and optimizing,we are not talkingonlyaboutthe performance but alsoaboutsuccessfulcontent.
  • Hereis a snapshotofwhatourExecutiveReportslooklike. Youcanprintout a report and takeit to a meeting, sendit to yourcommunitymanager, or to your boss.
  • Analyticsisalwaysattheheartofwhatwe do. However, Socialbakers alsoofferssolutionsthatcoverthefull cycleofSocial Media workflowforany Brand / Agencythatwishes to improvetheir presence on Social. Builder, avital part ofour Socialbakers PRO Suite, givesyouthepossibility to taketheinsightsfromAnalyticsintoaction in yourday-to-daymanagmement.
  • Builder is a team-oriented social publishing platform – the main benefits are absolute control and automation of the publishing process across multiple social networks. Manage your whole social presence in one tool. Here are just some key things Builder allows you to do. Overall, themain benefit indeedisincreasingyoursocial media performance, sinceyourcontentworkflow and customerretention and support canonlyimprove.
  • And doyouknowwhy? Becausetheysimplyhavetime to do so. Becauseusingpublishingtoolssavesyoutime, whichyoucan, in turn, investinto more worthwileactivities, such as focusing on creating more new, engagingcontent.
  • As Analytics is the core part of the Socialbakers’ business. We have made sure that our newest product to the Socialbakers suite, Ad Analytics, is data-driven to provide our customers the analysis to take action on their social media advertising campaigns.We are proud to say that Ad Analytics is the only tool that is primarily focused on social advertising but still provides the functionality to analyze and manage traditional marketplace ads.
  • Ad Analytics is broken into 3 sections. Ad Booster, Ad Analytics and Ad Manager.The Ad Booster section is dedicated fully to the promotion of newsfeed advertisements. With Ad booster you will be able to accelerate the performance of your most popular content by automatically boosting posts that have high organic reach.Ad Analytics allows marketers to see quick insight into all of the campaigns that are being run on an account. This allows you to see exactly what is working and what is not working in your campaigns. You will know when, where and what ads are effective so that you can drive the performance of all social campaigns.Ad Manager section is dedicated to the management of all campaigns and the creation of individual advertisements. With Ad Manager you will be able to target the exact audience you want to reach for every campaign by using our easy-to-use custom audience and targeting features.
  • Ad Analytics is broken into 3 sections. Ad Booster, Ad Analytics and Ad Manager.The Ad Booster section is dedicated fully to the promotion of newsfeed advertisements. With Ad booster you will be able to accelerate the performance of your most popular content by automatically boosting posts that have high organic reach.Ad Analytics allows marketers to see quick insight into all of the campaigns that are being run on an account. This allows you to see exactly what is working and what is not working in your campaigns. You will know when, where and what ads are effective so that you can drive the performance of all social campaigns.Ad Manager section is dedicated to the management of all campaigns and the creation of individual advertisements. With Ad Manager you will be able to target the exact audience you want to reach for every campaign by using our easy-to-use custom audience and targeting features.
  • The Social Media Workflow suggested by Socialbakers follows current trends settled by Social Media platforms, reflect needs of brands and behavior of users.Analyze – See what your fans like, what they talk about and what they react to. Engage - Based on those findings, engage with your community. Answering their questions and managing the conversation is essential – analyzing of response rate and response time belongs at this part.Promote - When the published content scores high in number of interactions organically it is right time to boost it and advertise that message to reach even bigger audiences. By keeping this process in order, the Social Media performance of any brand will grow!
  • Altimeter, A State of the Industry ReportOct 2013
  • The Social Media Workflow suggested by Socialbakers follows current trends settled by Social Media platforms, reflect needs of brands and behavior of users.Analyze – See what your fans like, what they talk about and what they react to. Engage - Based on those findings, engage with your community. Answering their questions and managing the conversation is essential – analyzing of response rate and response time belongs at this part.Promote - When the published content scores high in number of interactions organically it is right time to boost it and advertise that message to reach even bigger audiences. By keeping this process in order, the Social Media performance of any brand will grow!
  • The Social Media Workflow suggested by Socialbakers follows current trends settled by Social Media platforms, reflect needs of brands and behavior of users.Analyze – See what your fans like, what they talk about and what they react to. Engage - Based on those findings, engage with your community. Answering their questions and managing the conversation is essential – analyzing of response rate and response time belongs at this part.Promote - When the published content scores high in number of interactions organically it is right time to boost it and advertise that message to reach even bigger audiences. By keeping this process in order, the Social Media performance of any brand will grow!
  • Discussion with CEO of small financial institution – he was enemy of social platforms – how could he ask for social strategy as a part of overall strategy??O2 – social customer care – most sofisticatedSB – there were issues with the overall strategy and communication…
  • Discussion with CEO of small financial institution – he was enemy of social platforms – how could he ask for social strategy as a part of overall strategy??O2 – social customer care – most sofisticatedSB – there were issues with the overall strategy and communication…
  • ChecklistMeasure how far along the company is
  • ChecklistMeasure how far along the company is
  • O2 – social customer care – is on the career ladder !
  • As I said, this is not something we created top down theoretically but bottom up so based on the experience we have working with our clientsI always like to say that the type of services we do can be both S&T an B&S, So we can serve the company that needs some immediate help with pain killersBut we also do more complex projects implementing social
  • VK LaunchEngageSales EnablementProduct annctsMomentum annctsPitch DeckLI & InstagramPress coverage
  • We eat our own dog food as Jan says
  • We care a lot!
  • Managing our social presence within one interface is clearly vital to our social communications. Only this way we can manage to do this much with such a small team. Socialbakers Builder is the backbone of Socialbakers’ social communication.
  • Also, thanks to Builder, we can monitor media output and the communication of our competitors in real time, so we know what the market is talking about. We know how our competitors position themselves, what tone of voice they are using and how well is their content performing. We can therefore position ourselves better in contrast or in emulation of the best practices.
  • Tracking our own team is also important. We want to know how we are doing, so we can improve.
  • Or that we have to try a little harder on Response rates
  • We use the full potential of native adsBy using Ad Analytics within out command center, our content team has access to quick insights into campaign and content performance.
  • Quickly see data-driven insights about how your campaigns and advertisements are performing.
  • Reporting on campaign results over time, low points, high points.
  • Boosting content is made really easier by Ad Analytics. And we do not really have to use the native interface to find individual posts to do that.
  • We eat our own dog food as Jan says
  • Social Insights 2014: Singapore

    1. 1. Singapore 27-02-14 #socialinsights @socialbakersAP
    2. 2. Simon Trilsbach VP Asia Pacific simon@socialbakers.com
    3. 3. #socialinsights AGENDA CEO Keynote: Social Media Secrets Case Study: Rini Haerinnisya - Danone Social Workflow Showcase CMO Keynote: @Socialbakers Case Study: Ryan Lim; Blugrapes
    4. 4. Our Clients
    5. 5. Asia-Pacific will have the largest social network population worldwide through 2017
    6. 6. @Tomas: Place onto branded slide Social Insights
    7. 7. Jan Rezab CEO of Socialbakers @janrezab
    8. 8. Untold Social Media Secrets (& How analytics-driven marketers perform better)
    9. 9. Social is getting cluttered
    10. 10. Pages post more content 2009 on average 2013 on average 7 40 posts / month posts / month Sources: Socialbakers, data range: 2009 – 2013
    11. 11. Users follow more and more
    12. 12. 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 0.002 Singapore Global 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
    13. 13. During 2013 the average social Ad Spend has increased by +54% Sources: Socialbakers, data range: 1.1.13 – 31.12.13
    14. 14. Efficiency Gap
    15. 15. Facebook ads don’t work ? Or is it the marketers that operate them?
    16. 16. Over half of Facebook posts are boosted with default targeting
    17. 17. Marketers know what they should do 90% Ranks Competitive Analysis & Industry Benchmarking as important Source: Socialbakers Marketing Survey, January 2014, 525 respondents
    18. 18. Only 1/3 of marketers Are using tools for deep social performance analytics 33% Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
    19. 19. 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
    20. 20. Marketers fly blind
    21. 21. SOCIAL CUSTOMER CARE
    22. 22. Top Industries in Social Customer Care Sources: Socialbakers, data range: Q4
    23. 23. For the first time in 2 years: Sources: Socialbakers, data range: Q4
    24. 24. Twitter follower interactions globally doubled in 2013 Twitter follower interactions have have globally doubled in 2013 +118% Increase of average number of user mentions of brand profiles Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
    25. 25. Some think ignoring crises on social is OK Sources: Socialbakers, data range: 1.4.13 – 1.7.13
    26. 26. And some still can’t get it right.
    27. 27. While others know, that handling it right... KLM More than 100 Employees 1 Hour Response Time, 24/7 10 Languages
    28. 28. … pays off AIRLINES % of Engaged Users KLM AZUL Emirates AirAsia Turkish Airlines GOL Nasair Air France Qatar Airways Southwest Airlines Sources: Socialbakers, data range: Q4 % of Engagement
    29. 29. So, how do analytics-driven marketers perform better?
    30. 30. They know Teenagers Are Not Leaving Facebook
    31. 31. 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 $ Paid media
    32. 32. Analytic tools give the users competitive advantage
    33. 33. 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
    34. 34. … 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
    35. 35. 10 out of the Top 50 global Facebook pages use Socialbakers Analytics
    36. 36. 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 YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics
    37. 37. 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 YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics
    38. 38. Regional Insights
    39. 39. Local Insights Sources: Socialbakers, data range: January 2014
    40. 40. The TOP 5 industries take 50% of user likes. Most liked Industries by an AVG user Others 11% fashion 13% telecom 3% finance 3% travel 3% fmcg 12% place 3% services 3% alcohol 3% retail food 9% software 4% airlines 4% ecommerce 8% retail 6% beauty 7% Sources: Socialbakers, data range: January 2014 electronics 8%
    41. 41. Sources: Socialbakers, data range: January 2014
    42. 42. Sources: Socialbakers, data range: January 2014
    43. 43. SMRT Case Study
    44. 44. 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
    45. 45. Hijacking identity & Damaging brand image
    46. 46. Takeaways • Hygiene - Set up your analytics & KPIs • Insights - Only real time data distribution is insightful • Innovate! - The only constant is change!
    47. 47. Our vision is to become worldwide standard for the way, social media marketing is measured and optimized
    48. 48. THANK YOU!
    49. 49. Singapore 27-02-14 #socialinsights @socialbakersAP
    50. 50. Vincent Camara vincent@socialbakers.com Socialbakers Workflow
    51. 51. What are the issues?
    52. 52. Team competencies & KPIs What companies need to deal with Goal settings Crack the ROI quantification code ...on the STRATEGIC level Reporting results
    53. 53. Getting through the clutter What companies need to deal with Creating Content Having the right data ...on the TACTICAL level Managing Conversation
    54. 54. The Path to a Solution
    55. 55. Social Media Workflow by Socialbakers #socialinsights
    56. 56. Analyze to understand #socialinsights
    57. 57. #socialinsights Why is analytics important ? Monitor performance of any page without Admin rights Gain Valuable Insights & Competitive Intelligence Analyze & Optimize Your Performance
    58. 58. Your Pages and Competitors in one Dashboard 1 2 3 1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filtering
    59. 59. Hundreds of Ready-made Benchmarks 1 2 3 1 Selected Metric 2 Brand Performance 3 Benchmark of Choice
    60. 60. Compare Yourself with Others 2 1 3 1 Selected Key Performance Indicators 2 Comparision Against Benchmarks and Custom Labels 3 Displaying multivariate data on Spider chart
    61. 61. Discover Best Performing Content 1 2 4 Post Performance See & Analyze Actual Comments 4 3 2 3 1 Posted Content Use Custom Labels and Filtering
    62. 62. Executive Reporting 1 3 2 1 Selected Metric 2 Response Rates and Times 3 Engagement Metrics with Benchmarks
    63. 63. “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.” Thomas Romieu Group Digital Director at LVMH
    64. 64. With Insights from Analytics, Take Action in Builder #socialinsights
    65. 65. #socialinsights Why a publishing platform ? Manage Content Across Multiple Platforms Fully Control the Publishing Process Improve Content Performance
    66. 66. #socialinsights Brands Using Publishing Tools Produce 37% More Content. Source: Socialbakers database
    67. 67. Use the full potential of Facebook advertising #socialinsights
    68. 68. #socialinsights
    69. 69. #socialinsights Why promoting your content ? Accelerate Performance of Popular Content Drive Success of All Social Campaigns Target the Right Audience for Every Campaign
    70. 70. “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
    71. 71. Social Media Workflow by Socialbakers #socialinsights
    72. 72. Moving Up the Social Media Maturity Curve by Jana Zizkova
    73. 73. Source: Altimeter, A State of the Industry Report, October 2013
    74. 74. Social Strategy
    75. 75. Social-Wise CEO
    76. 76. #socialinsights WORKFLOW INTRODUCTION The Social Crusader UNDERSTAND INTERACT OPTIMIZE
    77. 77. #socialinsights 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 context of PR and UNDERSTAND communication? INTERACT » Is Social part of the HR policy? OPTIMIZE » Is social part of the overall vision/strategy of the organization?
    78. 78. 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
    79. 79. Stage 4 reached 68%
    80. 80. #socialinsights TO DO list: … become the social evangelist » Unlock the power of social in the whole organization … constantlyWORKFLOW INTRODUCTION innovate » Review your Social/Digital Strategy frequently UNDERSTAND … keep the customer first » Define the right Social Customer Care, manage the Advocates INTERACT … validate your metrics & KPIs » Define metrics that matters OPTIMIZE … adapt the org. structure & technology » Update workflow & tools
    81. 81. Socialbakers@Socialbakers Neil Morgan, CMO @neil_morgan
    82. 82. CMO introduction • • • • • Positioning Brand Awareness Demand Team
    83. 83. Meet the team
    84. 84. 60 Days highlights
    85. 85. The Socialbakers Social Workflow Process Analyze Engage Promote Content Care Ads Social Performance Socially Devoted Ads Benchmark Do you know your best content? Are you socially devoted? Content is the new Advertising Themes Programs Campaign (Examples)
    86. 86. Campaign Hierarchy Insight Driven Social Marketing Corporate Campaign Solution Campaigns Do you know your best content? Creative goes here Are you socially devoted? Content is the new Advertising Creative goes here Creative goes here
    87. 87. Socialbakers.com
    88. 88. Socialbakers.com by the numbers
    89. 89. Focus on Competitors
    90. 90. Focus on content performance and optimization
    91. 91. Finding the best performing stories is easy
    92. 92. As well as diving into the details
    93. 93. The whole Socialbakers social presence is channelled through our social command centre powered by Socialbakers Builder.
    94. 94. Allowing us to monitor media and our competitors’ communication in real time
    95. 95. We can track the results of the content we publish and measure the performance own social team at the same time.
    96. 96. And that we have room for improvement
    97. 97. Socialbakers Ad Analytics drives the performance of boosted content
    98. 98. Tracking our ad performance
    99. 99. Reporting on campaigns 3
    100. 100. Boosting our content
    101. 101. And most of all, it is fun!
    102. 102. • 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
    103. 103. Thank you! #socialinsights @socialbakersAP
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