Social Media Trends
How to gain a competitive edge through
social media analytics
@YanRozovsky
The Age of Social Media
Time vs. Spend in TV & Digital
Spend
Digital
Time
vsTelevision
The Gap in Social Marketing
20142004
The Opportunity for
Smarter Social Marketing
Time Spent on Social Media
Budget on Soc...
Social Networks and Active Users (MAU)
Social Networks Division in the World
Content NetworksConnection Networks
Education Vertical and Social Media – Untapped Potential
 The most connected generation/demographic
 Work for engaging b...
Evolution of Social Media Among Brands
3rd Socially
Native
Setting Up
Listening
Basic reports
Content
Some ads
Early Stage...
Three Major Shifts in Social Media Marketing
 Content Marketing
 Social Media Advertising
 Social Customer Care
Content is KING, but engagement is
QUEEN and she rules the house!
Average US Facebook User is a Fan
of 70 Pages
Average Brand Posts 40x /month
Social Media Advertising
Social Media Advertising
The Convergence of Paid, Owned &
Earned Media
Pages post more content
posts / month
7
2009on average
posts / month
40
2013on average
Sources: Socialbakers, data range: ...
Organic Reach is Decreasing
Social Advertising
Newsfeed/Mobile ads are taking over
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 JAN 2012 FEB ...
Social Media Cycle
Discovery
- Know your audience, business objectives
- Know where you audience congregates
(sites, devic...
Social Customer Service
Socially Devoted Metric
The Next Generation of Customer Care is Social
Globally, Brands on Facebook Respond to 65% of Questions
Global Brands Response Rate
Globally Twitter Is Still Lagging Behind in Response Rate
Social Care Requires Commitment & Investment . . .
The best company on both Facebook and
Twitter in customer service.
Alca...
The Cost of Doing Nothing is Significant!
Education Industry is lagging behind in Socially Devoted
Common Mistakes Brands Make Today
 Using Only Basic Reporting
 Posting Through Native Platforms
 Not Looking at Industr...
Fans / Fan
Growth
Activity of
Your Page
Engagement
Rate / Reach
Response Rate
Response Time
Social is not about one metric...
Socialbakers is a Social measurement and marketing suite with
client bases in more than 100 countries and 14 offices world...
Socialbakers Product and Services Suite
Platform Coverage
Complimentary Executive Summary Report for your brand vs
competitor
Yan.Rozovsky@socialbakers.com
@YanRozovsky
Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky
Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky
Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky
Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky
Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky
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Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky

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This presentation talks about how to gain a competitive edge through social media analytics, and how to take advantage of social in education marketing.

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  • We monitor over 11M social pages across all major networks
  • Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky

    1. 1. Social Media Trends How to gain a competitive edge through social media analytics @YanRozovsky
    2. 2. The Age of Social Media
    3. 3. Time vs. Spend in TV & Digital Spend Digital Time vsTelevision
    4. 4. The Gap in Social Marketing 20142004 The Opportunity for Smarter Social Marketing Time Spent on Social Media Budget on Social Media Advertising
    5. 5. Social Networks and Active Users (MAU)
    6. 6. Social Networks Division in the World Content NetworksConnection Networks
    7. 7. Education Vertical and Social Media – Untapped Potential  The most connected generation/demographic  Work for engaging brands  Abundance of content (research, thought leadership, videos, photos, sports, music, etc)  Surrounded by socially savvy resources
    8. 8. Evolution of Social Media Among Brands 3rd Socially Native Setting Up Listening Basic reports Content Some ads Early Stage1st 2nd Socially Devoted Social care Even Better Content Properly engaging with fans Deeper Analytics incl. competitive Integrating into business All employees involved in social Measurement set to match business objectives 80% Companies 10-20% Companies 1% Companies
    9. 9. Three Major Shifts in Social Media Marketing  Content Marketing  Social Media Advertising  Social Customer Care
    10. 10. Content is KING, but engagement is QUEEN and she rules the house!
    11. 11. Average US Facebook User is a Fan of 70 Pages Average Brand Posts 40x /month
    12. 12. Social Media Advertising
    13. 13. Social Media Advertising The Convergence of Paid, Owned & Earned Media
    14. 14. Pages post more content posts / month 7 2009on average posts / month 40 2013on average Sources: Socialbakers, data range: 2009 – 2013 “Average page sends 40 posts / month”
    15. 15. Organic Reach is Decreasing
    16. 16. Social Advertising Newsfeed/Mobile ads are taking over 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 JAN 2012 FEB 2012 JAN 2013 Facebook market ads Newsfeed NEWSFEED ADS (incl. mobile)
    17. 17. Social Media Cycle Discovery - Know your audience, business objectives - Know where you audience congregates (sites, devices, geography) - Start Monitoring (brand, product, competitors, influencers, etc) Listening - Understand your audience - How and where they participate (activity level)? - What other brands do they interact with? - Understand their sentiment about your brand, product/service - Who are the key influencers? Planning & Execution - Identify your social media goals - Plan for the right networks - Budget allocation - Know your value prop/key differentiators - Develop appropriate content - Have the right partner/team in place Measurement & Optimization - Focus on the right metrics - Test, test, test - Accelerate spending where goals are met - Refine
    18. 18. Social Customer Service
    19. 19. Socially Devoted Metric The Next Generation of Customer Care is Social
    20. 20. Globally, Brands on Facebook Respond to 65% of Questions Global Brands Response Rate
    21. 21. Globally Twitter Is Still Lagging Behind in Response Rate
    22. 22. Social Care Requires Commitment & Investment . . . The best company on both Facebook and Twitter in customer service. Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200 Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750 Fans: c500k Posts mensuales: c1k Followers: c40k Tweets mensuales: c4k (peak 8k) NPS: 78% eForum www Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
    23. 23. The Cost of Doing Nothing is Significant!
    24. 24. Education Industry is lagging behind in Socially Devoted
    25. 25. Common Mistakes Brands Make Today  Using Only Basic Reporting  Posting Through Native Platforms  Not Looking at Industry Trends  Ignoring Customers  Ignoring Social Media as Only a Marketing Channel
    26. 26. Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time Social is not about one metric, it’s about all of them $ Paid media
    27. 27. Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide. New York San Francisco Los Angeles Atlanta Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore 50% Of Global FORTUNE 500 3,000+ customers 800,000 visits per month
    28. 28. Socialbakers Product and Services Suite
    29. 29. Platform Coverage
    30. 30. Complimentary Executive Summary Report for your brand vs competitor
    31. 31. Yan.Rozovsky@socialbakers.com @YanRozovsky

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