Smarter Social Marketing
Neil Morgan, CMO
@neil_morgan
neil@socialbakers.com
Our vision is that brands will connect
with their consumers in the most social
way possible…
.
Our Mission is to become
the global standard
for the way social media
is measured & optimized
We already do it for 2700+ Clients Globally
We put social media
performance into context
We enable control
of content publishing
We optimise content
driven advertising
Social Insights
Content, Ads & Community
Jan Rezab
CEO Socialbakers
@Janrezab
Smarter
social marketing
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
Situation of social marketing
Brands are still struggling with social customer care
People follow more pages, Pages send m...
The problems
in social marketing
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...
Social Media Insights
All Ads Are Better If They Are Social
Yesterday’s Social Ads Today’s Social Ads
Engaging Content Is More Important Than EverEngagement/Interactions
Sources: Socialbakers, Data Range: 1.12. 2013 – 19.3.2...
The Social Equation for Brand Success
=
The right
content to
maintain high
organic & paid
reach
+
The right
social
custome...
Time Range: December 01, 2013 - March 19, 2014
Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
1...
Ad GoalsPost
Engagement
Page
Likes
Event
Responses
Website
Traffic
Clicks
CTR
Reach
Engagement
Impressions
Ad KPIs
Convers...
Social KPI Reporting Is Key
Local Competitor
Local Competitor Local Competitor
Socially Devoted brands
receive on average
more interactions 0
20000
40000
60000
80000
100000
Socially Un-Devoted Socially...
Own Metrics + Competitive Set
Social Metrics
Own Metrics &
Competitive Metrics
(Likes, Interactions, Engagement)
Customer
...
So How Do You Increase Engagement?
Constantly measure conte
performance
Humanize your
brand
Get creative
Respond to custom...
Social Advertising Insights
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...
Socially Devoted
Socially Devoted
Which industries are facing the highest demand?
Top industries by total
Number of Questions
Industries That Are Reacting To Demand
USA is behind on Facebook Customer Care
American brands still not embracing social
as a customer care channel
Telcos are t...
USA Q2 Results Preview
USA
Q1 Question
Response Rate
Q2 Question
Response Rate
Change to
last Q
Average Response
Time [min...
Telcos Are Leading
the Pack
Top 10
Socialy Devoted
Brands
Twitter is now faster than ever
Twitter is now responding on average 5
hours Faster than before
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
Thank You!
Follow @janrezab @socialbakersUS
Social Insights 2014: New York
Social Insights 2014: New York
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Social Insights 2014: New York

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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!
  • 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
  • Time Range: December 01, 2013 - March 19, 2014 Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
  • 1% interact
    10% consume
    50% Take action
  • Socially Devoted data,
    Time range Q4 2014
  • 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
  • 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.
  • Social Insights 2014: New York

    1. 1. Smarter Social Marketing Neil Morgan, CMO @neil_morgan neil@socialbakers.com
    2. 2. Our vision is that brands will connect with their consumers in the most social way possible… .
    3. 3. Our Mission is to become the global standard for the way social media is measured & optimized
    4. 4. We already do it for 2700+ Clients Globally
    5. 5. We put social media performance into context We enable control of content publishing We optimise content driven advertising
    6. 6. Social Insights Content, Ads & Community Jan Rezab CEO Socialbakers @Janrezab
    7. 7. Smarter social marketing
    8. 8. The largest players in US social marketing Sources: Socialbakers, Data Range: April 2014
    9. 9. US industries: retail reigns Sources: Socialbakers, Data Range: April 2014
    10. 10. Small communities are the most engaged Sources: Socialbakers, Data Range: April 2014
    11. 11. Telecom prevails in social care Sources: Socialbakers, Data Range: April 2014
    12. 12. Situation of social marketing Brands are still struggling with social customer care People follow more pages, Pages send more content Ads still not targeted enough Paid Media is essential Social Marketing is only getting started
    13. 13. The problems in social marketing
    14. 14. 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
    15. 15. Pages Post More Content Sources: Socialbakers, Data Range: 2009 – 2013 in 2013 40 Posts / Month in 2009 7 Posts / Month
    16. 16. 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
    17. 17. 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
    18. 18. Social Media Insights
    19. 19. All Ads Are Better If They Are Social Yesterday’s Social Ads Today’s Social Ads
    20. 20. Engaging Content Is More Important Than EverEngagement/Interactions Sources: Socialbakers, Data Range: 1.12. 2013 – 19.3.2014 Reach organic reach paid reach 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
    21. 21. The Social Equation for Brand Success = The right content to maintain high organic & paid reach + The right social customer & community care The right ad metrics & tools to drive social ad performance Optimized and amplified social campaigns! +
    22. 22. 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 The Right Content For Driving Engagement
    23. 23. 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
    24. 24. Social KPI Reporting Is Key Local Competitor Local Competitor Local Competitor
    25. 25. Socially Devoted brands receive on average more interactions 0 20000 40000 60000 80000 100000 Socially Un-Devoted Socially Devoted 56% More care, more interactions
    26. 26. 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
    27. 27. So How Do You Increase Engagement? Constantly measure conte performance Humanize your brand Get creative Respond to customer questions
    28. 28. Social Advertising Insights
    29. 29. 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
    30. 30. 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
    31. 31. U.S. has By Far The Highest Costs of Social Ads Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
    32. 32. 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
    33. 33. Socially Devoted
    34. 34. Socially Devoted
    35. 35. Which industries are facing the highest demand? Top industries by total Number of Questions
    36. 36. Industries That Are Reacting To Demand
    37. 37. USA is behind on Facebook 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
    38. 38. USA Q2 Results Preview 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 QSR 56.37% 57.72 % - 2 % 1 538 1 457
    39. 39. Telcos Are Leading the Pack Top 10 Socialy Devoted Brands
    40. 40. Twitter is now faster than ever Twitter is now responding on average 5 hours Faster than before
    41. 41. Recommendations and Insights Build a perfect social metrics framework Make sure ad targeting becomes a science Use reports constantly – its a constantly changing market
    42. 42. Most Digital Ads Will be Social 2013 Social Other Mobile Future Other Mobile
    43. 43. Thank You! Follow @janrezab @socialbakersUS
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