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Dmas skbs slides

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Sharing by Rainbow Cheung of Socialbakers on "How to implement and measure content marketing to drive customer loyalty." I thought it was cool. I suppose more questions can be asked, based on what was delivered. I upload here to make it easier to share.

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Dmas skbs slides

  1. 1. Rainbow Cheung Strategic Account APAC LEVERAGING CONTENT MARKETING TO DRIVE LOYALTY
  2. 2. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY ABOUT ME • Works at Socialbakers and in social media industry for over 5 years • Avid social media user, familiar in almost all the popular social media platforms and messaging apps • Focus on strategic social media planning, analytics and measurement • Worked for an service providers and agency
  3. 3. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY 0 1 2 3 4 5 6 7 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 $USBillions Post-IPO quarterly revenues FACEBOOK IS A MASSIVE CHANNEL TODAY Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)
  4. 4. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY NEWS FEED OPTIMIZATION 1.7 Bn PEOPLE ON FACEBOOK 1.7 Bn UNIQUE NEWS FEEDS
  5. 5. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY MEDIAMEDIA SOCIAL
  6. 6. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY IN A CONSTANTLY CONNECTED WORLD WITH ALL INFORMATION JUST A CLICK / SWIPE AWAY, ATTENTION IS BECOMING THE NEW CURRENCY Source: Internet Trends 2016 – Mary Meeker 0 5 10 15 20 25 Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn Hours/Users/Month, VariousPlatforms
  7. 7. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY RECENT FACEBOOK PLATFORM CHANGES HAVE ONE GOAL IN COMMON: MAXIMIZE USERS’ TIME SPENT ON FACEBOOK RECENT FACEBOOK PLATFORM CHANGES HAVE ONE GOAL IN COMMON: MAXIMIZE USERS’ TIME SPENT ON FACEBOOK
  8. 8. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY INSTANT ARTICLES
  9. 9. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY NATIVE VIDEO
  10. 10. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY LIVE VIDEO
  11. 11. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY 360° VIDEO
  12. 12. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY NEWS FEED REVISIONS
  13. 13. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY CANVAS ADS – BUY & INTERACT WITHOUT LEAVING
  14. 14. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY THE IMPORTANCE OF GOOD CONTENT
  15. 15. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY SO WE CONDUCTED A STUDY ON THE ELECTRONICS INDUSTRY
  16. 16. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY Analyzed 15 consumer electronic brands social media activity during CES and MWC and their activities 2 weeks post-event for 4 weeks Beyond audience and community growth, we wanted to understand how loyal fans are. Do fans engage with competing brands? Is there correlations between content type / frequency of postings and loyalty during and after the events? METHODOLOGY OF THE STUDY
  17. 17. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY 9791 5180 26415 307483 14645 51343591 737 177 125096 6427 1473 36.68% 14.23% 0.67% 40.68% 43.89% 28.69% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% 0 50000 100000 150000 200000 250000 300000 350000 Samsung Mobile ASUS HP Lenovo Sony Mobile Sony Retention% UniqueEngagers Electronics Brands Retention After CES Event UE during the CES event UE Retention after CES UE Retention % after CES
  18. 18. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY 766220 52999 34121 426579 21801 10130 60617 29164 15254 174586 8301 1077 7.91% 55.03% 44.71% 40.93% 38.08% 10.63% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 Samsung Mobile LG Mobile ASUS Lenovo Sony Mobile Mi Retention% UniqueEngagers Electronics Brands Retention After MWC Event UE during the MWC event UE Retention after MWC UE Retention % after CES
  19. 19. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY TOP 6 BRANDS WITH THE HIGHEST RETENTION Ranking CES MWC 1 Sony Mobile LG Mobile 2 Lenovo ASUS 3 Samsung Mobile Lenovo 4 Sony Sony Mobile 5 ASUS Mi 6 HP Samsung Mobile
  20. 20. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY Lenovo maintain an engaging strategy. During the two events, they were not posting the most content, although they were above average, but content remains inspiring, relevant and consistent. During and after both events, Lenovo maintain the highest UE (as a % of their audience) post events, treating CES and MWC as engagement boosters opposed to a platform to acquire fans. Lenovo use Socialbakers social & predictive analytics globally for content inspiration & competitive benchmarking. Lenovo also benefit from Social Health Index LENOVO – THE ONGOING ENGAGER
  21. 21. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY ASUS promote strong content during both events. CES UE 30 days after the event was above average, however, the % of repeat users was lower than the average. ASUS exceeded expectations during MWC, content extended beyond cosmetically appealing and was able to engage users and encourage user to return repeatedly 30 days after the event, delivering above average retention for this period. ASUS use Socialbakers analytics globally for competitive benchmarking and reporting dashboards ASUS – GREAT STORY TELLER
  22. 22. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY SO WE DID ANOTHER STUDY ON THE ELECTRONICS INDUSTRY
  23. 23. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY We analysed 3 brands – Lenovo, Acer & ASUS 112 posts, and segmented the content by types, category, paid strategy. We reviewed all public data from 20th August to 9th September for Content Planning/Style Content Effectiveness Engagement Our focus is to look for what’s the best in class practice and how brands can improve and learn from other successful brands METHODOLOGY: CONTENT PERFORMANCE
  24. 24. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY 8 9 26 6 4 21 20 15 3 ACER ASUS L E N O V O Photo Video Link Content Type Published During IFA METHODOLOGY: CONTENT PERFORMANCE
  25. 25. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY Lenovo and Acer focus on their own launches prior to IFA, however the engagement level is more consistent throughout for Lenovo compare to Acer Lenovo tells a better story with its seamless flow from creating excitement of their private launch, to pre, during and post IFA, and follow up with product posts. Similar to Lenovo, Acer also has a clear content structure but a bit short by only focusing on the press event Acer’s content were links to each product launch on the website. While this type of posts are informative, it’s not as engaging as the posts intended for social media to share and correlate to lifestyle related Lenovo also promote the brand on top of the products, to leverage IFA for brand building purposes ← Lenovo product post vs. Acer product post ↓ Lenovo IFA brand building post ↓ CONTENT PLANNING: FOCUS ON PRODUCT LAUNCHES
  26. 26. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY Out of all 24 best performing posts (all paid) across 3 brands, only Acer and Lenovo have posts with over 10 interactions per 1000 fans with Lenovo dominating 83% of all posts There are two types of effective content; photos and links, but photos dominate almost 80% of all effective posts. While IFA is famous for its product launches, 62.5% of all the most engaging posts have nothing to do with product but with the IFA event itself. Top 2 out of 3 best performing posts are both creating excitement of the event/product launches, one by Lenovo the other by Acer The highest interaction count of Lenovo is double that of Acer at 298,088 while Acer top interaction count is at 110,034 4% 42% 17% 37% MOST EFFECTIVE CONTENT CATEGORY Contest Event Launch Product EVENT IS WHAT DROVE ENGAGEMENT
  27. 27. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY UNDERSTAND WHAT GOOD CONTENT IS BY LEARNING FROM THE VERY BEST
  28. 28. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY Lenovo has a drastically different approach to event content compared to Acer and ASUS. This is achieved by having the most well-rounded content strategy with inviting content. While IFA is about new products, none of Lenovo’s posts are solely about product features, these consist of less than half of the overall content.
  29. 29. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY LOOK AT CONTENT PERFORMANCE BEFORE YOU ACTUALLY INVEST YOUR FULL BUDGET
  30. 30. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY One of the key success factors for Lenovo is their focused on boosting the most successful posts. Lenovo has 20/50 posts that have over 12 interactions per 1000 fans, Acer has 4/34 and ASUS has 0. The key reason for this is because 58.8% and 53.5% of posts are links (not the most engaging form of content) from Acer and ASUS respectively.
  31. 31. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY TECHNOLOGY PEOPLE EXPERTISE
  32. 32. T R Y I N G T O U N D E R S T A N D T H E F A C E B O O K N E W S F E E DLEVERAGING CONTENT MARKETING TO DIRVE LOYALTY QUESTIONS? BRING THEM ON! 9 / 1 5 / 2 0 1 6
  33. 33. @rainbowcheung /in/rainbowcheung 24 February 2016 Serving 2 700+ Clients Globally Thank you for your attention!

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