Social media has evolved significantly since 2004. There are now over 2 billion active social media users engaging across major platforms like Facebook, Twitter, and Instagram. To measure the success of social media marketing, brands commonly use engagement metrics like links, photos, and videos posted as well as user growth and interactions. The document provides tips for brands to leverage different social media channels including adopting new features, adjusting to algorithm changes, and revamping influencer strategies in order to build their brands and engage with customers.

1. Your Brand
Social Media
And

2. Overview
 Evolution of social media.
 Metrics to measure success of social media.
 2016 active social media users .
 Channels and tips for brand usage
-Facebook
- Twitter
- Instagram
 Social Metrics Map

3. Social media marketing has a
100% higher lead-to-close rate
than outbound marketing?
OR
84% of B2B marketers use
social media in some form?
No matter what you sell and who you sell it to,
using social media as a marketing tool can help
you grow your brand and pad your wallet.

4. 0
0.5
1
1.5
2
2.5
2004 2006 2008 2010 2012 2014 2016
Evolution of Social Media
Pinterest and
Instagram Launched
Facebook and Twitter
Ads Launched
Facebook buys
Whatsapp and
Oculous Instagram
launches Discover
feature
Twitter launches algorithmic
timeline
Instagram launches algorithmic
feed
Facebook releases “Reactions”

5. It has also been discovered that
social media is integrating more with
content, email, paid media, and
other marketing channels, and is
poised to become the connective
tissue for the marketing organization
in the nearest future
According to CMOSurvey, Social
media is now an important
marketing channel used to interact
with customers, both new and
returning customers.

6. WHICH METRICS DO YOU USE
MORE OFTEN
TO MEASURE THE
SUCCESS OF SOCIAL MEDIA?

8. 500,000,000
1,000,000,000
1,500,000,000
2016 MONTHLY ACTIVE USERS ON EACH NETWORK
Facebook’s 1.65-billion share of the 2.2 billion global social media users makes it the elephant in the room, and a big
reason why so many companies consider Facebook to be central to their social marketing strategy. For consumption-
based networks like YouTube and Pinterest, the monthly active users total doesn’t include visitors who don’t sign in,
but still consume content.

10. 1.09 MILLION
DAILY ACTIVE
USERS
827 MILLION
DAILY MOBILE
USERS
1.51 BILLION
MONTHLY
MOBILE USERS
Facebook is an extension of brands’ websites, and a core component of their social strategy. Facebook is hub for
discovery, information, and fan interaction.
1.65BILLION
MONTHLY
ACTIVEUSERS

11. FACEBOOK CONTENT BREAKDOWN: MAY, 2016
While video has become a
popular topic in the media,
and Facebook is tallying over 8
billion views, this is still the
least popular content type for
the top 100 brands in the
world.
53
29 15
9
Average Brand
Posts Per Month
Links Posted
Per Month Photos Posted
Per Month
Videos
Posted Per
Month

12. A recent study from Bit.ly found that the best days to post are Thursdays and Fridays, and the best time to post for
click-through is between 10AM - 12PM.
Distribution of Engagement by Day & Time

13. FOR BRANDS

14. • Adopt Facebook Live:
Facebook Live is becoming an engagement hub for
big international brands. If you’re interested in
attracting fans, hatching conversations, and creating
rich-video content, Facebook Live broadcasts should
be added to the content calendar.
This will come in handy when brands wants to:
– Do a Q&A session
– Take people behind-the-scenes
– Give people something to anticipate, whether it’s a
reveal, or an announcement.

15. Facebook will begin showing more relevant content to you based on the time you spend viewing a post.
In order to succeed within Facebook’s new feed, brands need to promote content that holds readers’
attention and will require an increased focus on optimizing tactics, leveraging paid opportunities, and
creating content that users will want to share with friends and family.
•Take Advantage of the Algorithm:
More from Friends
Less from Pages

16. As a brand, you need the clearest and most accurate picture of what’s going
on across your social channels. Reactions give you a unique opportunity to
gauge the way a piece of content resonates with your audience.
This will encourage users to become more comfortable with sharing and
interacting with content that they don’t agree with.
•Facebook Reactions:

18. 310
MILLION
100
MILLION
83% 33 UNIQUE
MONTHLY
VISITS
TO SITES WITH
EMBEDDED TWEETS
 Twitter is a premiere social hub for news, entertainment, and conversation. Twitter is the first place for
many users to turn, often on their mobile devices, for up-to-the-second updates on current events,
sports, and entertainment.
MONTHLY
ACTIVE USERS
DAILY
ACTIVE USERS
ACTIVE
MOBILE USERS
40+
LANGUAGES
SUPPORTED

19. Distribution of Engagement by Day & Time

20. FOR BRANDS

21. • Embrace the new 140-character limit:
Twitter’s new 140-character limit will prove to be a fantastic opportunity and an interesting challenge for
brands.

22. It’s time to sync some more time into your influencer
marketing. Twitter says 47% of people have bought
a product based on a influencer’s recommendation.
• Revamp your Influencer Strategy:
“A Brand is no longer what we tell the customer it is – It is what customers tell each other it is” - Scott Cock
YOUR
BRAND
YOUR
BRAND
=+
SOCIAL INFLUENCERS

24.  Instagram has become the go-to platform for users interested in both sharing visual stories
and consuming them. Instagram has made a point of enabling creativity with pictures and
videos.
80
MILLION
75%
USERS
400
MILLION
40+
BILLION
PHOTOS SHARED
PHOTOS POSTED
PER DAY
OUTSIDE OF
THE U.S.
MONTHLY
ACTIVE USERS
3.5
BILLION
PHOTOS OR VIDEOS
LIKED DAILY
Instagram’s Audience:

25. Distribution of Engagement by Day & Time
The vast majority of engagement on Instagram comes in the form of Likes. Comments make
up only 0.5% of engagement for top brands.

26. for Brands

27. • Adjust to the new Algorithm:
As Instagram switches to an algorithmic feed, to
ensure that their posts are seen, brands need to
turn their focus to creating content that resonates
with your audience.

28. • Experiment with Instagram Advertising:
Instagram’s ad offerings have diversified over the
past year. Now marketers can opt for photo, video
or carousel ads -- all with the option to link a
website to learn more.

29. Social Metrics Map
SOV*: Share of Voice ToMA*: Top Of Mind Awareness

30. Thank
You