Socialbakers is a social media management company headquartered in the Czech Republic with over 160 employees and local representatives in several countries. It has been in business for 4 years and offers both a SaaS platform and professional services. 20% of its clients are Fortune 500 companies and it receives over 500,000 monthly visits. The document then provides details on how social media has changed and the importance of having a social media strategy integrated into a company's overall business model. It discusses best practices for social media marketing and analytics.

1. Introduc1on
› Lukas Maixner, Co-Founder Used
by
Leaders
› HQ in Czech Republic
› Local reps in United Kingdom,
United States, Germany, France,
Turkey, United Arab Emirates,
Brazil, Mexico
› Team of 160 employees
› 4 years in the market
› SaaS Platform & Professional
Services Unit

2. Introduc1on
20
%
clients
500
000+
visits
FORTUNE
500
monthly
companies

3. Introduc1on

4. Introduc1on

5. Introduc1on

6. Europas
Awards

7. How to Analyze & Engage in Social
Lukas Maixner, Co-Founder (@lukasmaixner)

8. Social
Media
has
changed
› Dramatic change in the last 3 years in social media
› Social media has emerged as a new marketing channel
› New ways to interact with customers
› Creating social links between brands and customers

9. Socialbakers
has
changed

10. Socialbakers
has
changed

11. Socialbakers
has
changed

12. Social
becomes
part
of
your
business
› Social media strategy needs to become
part of your overall business model
› It is not only about being present on social
platforms, now it is about acting properly
and actively
› Important to implement fully into your
business processes

13. Social
Media
Marke1ng
Evolu1on
Engagement
Measurement
Establishment
Truly
taking
Listening
Advantage
of
Team
social
media
Set-­‐up
Content
Phase
1
Phase
2
Phase
3

14. Social
is
changing
all
the
1me
Users
are
changing
Brands
are
changing
PlaMorms
are
changing

15. Users
Are
Changing
2007 2008 2010 2012
(50 M users) (100 M users) (500 M users) (1 B users)
¨
Avg age 26 Avg age 26 Avg age 23 Avg age 22
Australia Chile Brazil Brazil
Canada France India India
Turkey Turkey Indonesia Indonesia
UK UK Mexico Mexico
USA USA USA USA
One Billion People on Facebook, newsroom.fb.com

16. Brands
Are
Changing
Srpen
2011
Prosinec
2012

17. PlaMorms
Are
Changing
Average
Reach
per
page
is
decreasing
Pages
reach
only
10
–
20
%
of
their
total
audience
90
%
Fans
never
go
back
to
a
Page
they
like

18. Social
becomes
part
of
your
business
› Social media is hard to implement & measure if
you don’t have a concept or the right tools
› It’s not about one metric, it’s about monitoring a
complete set of metrics relevant to your particular
business

19. Metrics
to
follow
Fans
&
Fan
Growth
Page
Response
AcFvity
Engagement

20. The
Social
Ba#le
for
Engagement
in
the
Newsfeed
Average
Facebook
user
in
Europe
likes:
53
Facebook
pages*
*
Socialbakers
Facebook
Panel

21. Social
BaRle
in
the
Newsfeed
Average
Number
of
Brand
Pages
Posts
36
posts
per
month
vs.
7
posts
per
month

22. Social
BaRle
in
the
Newsfeed
Will
your
post
make
it?

23. Op1mize
for
EdgeRank
Edge
Affinity
x
Edge
Weight
x
Time
Decay

24. Good
prac1ces
for
making
your
Edgerank
soar!

25. Content
is
the
King!

26. 1
-­‐
Quality
Content
7%
40%
24
clicks
5.7x
reach
difference
3x
CTR
difference
331
clicks

27. 1
-­‐
Quality
Content

28. 1
-­‐
Quality
Content

29. The
Wall
Street
Journal

30. Quality
Content
=
BeRer
Engagement

31. ENGAGING
content
has
to
be:
LIKABLE
SHARABLE
ACTIONABLE

32. 2
-­‐
Follow
the
Rules
The
more
people
that
report
your
Page,
the
more
Facebook
will
penalize
you.
This
results
in
rapid
decrease
of
your
future
reach.

33. 3
-­‐
Post
Format

34. 4
-­‐
Post
Frequency
More
than
90%
of
Fans
never
visit
a
brand
Facebook
Page
again.
Make
sure
to
stay
in
touch
with
your
users
but
don‘t
spam
their
Newsfeed!

35. 5
-­‐
Post
Timing
User
Ac1vity
Find
out
when
your
posts
get
the
most
aRen1on

36. Time
Decay
2500
70
Average
Likes
Average
organic
unique
60
2000
impressions
50
Impressions
1500
Likes
40
30
1000
20
500
10
0
0
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
53
55
57
59
61
63
65
67
69
Time
in
Minutes
An
old
story
is
a
dead
story.

37. 6
–
Responding
Fans

38. 6
–
Responding
Fans

39. 6
–
Responding
Fans
KLM:
97
%
Response
Rate
for
more
than
9,000
ques1ons

40. I
was
just
wondering
if
...

41. I
was
just
wondering
if
...

42. 7
–
Keep
an
Open
Head
• Measure
• Analyze
• Act
• Be
prepared
to
change

43. How
to
get
1
million
fans
in
3
weeks?

44. Situa1on
and
Objec1ve
» AVEA`s fanpage had 175k
fans before the campaign,
not even close to the
number of people using
their communication
services
» AVEA wanted to grow the
fanbase and also get to
know the fans better, so
they could reach out to
wider audience and meet
their customer`s needs
44

45. The
Goal
» Boosting the number of
fans and getting to know
their demographics –
those were the basic
goals set for the campaign
» The campaign was aimed
to making people come to
the Facebook page, Like
it, use an app designed
for the campaign and
even provide their phone
number
» Motivation? Free minutes!
45

46. The
Campaign
» As the first mobile telecom
operator in the world,
AVEA connected their
Facebook page with real
life benefits
» By becoming a fan and
using an app, customers
could immediately claim
their discounts by
enterning their phone
number
46

47. Results
» After less then a month
Avea reached one million
fans. Until now, the
number grew to over 1.8
million
» Social media needs more
examples of how
companies make money
in social media, and this is
one of them.
47

48. How
to
get
6,000
people
to
visit
your
company
premises
in
one
day?

49. Objec1ve
» As a part of new packaging
campaign, communicated as
“Staropramen in the best
shape”, the brand decided to
host an exclusive music event
on the brewery premises
» This event was “invitation
only” special thank you to
brand’s Facebook fans, no-
body else could get in!
» Our task was to promote the
event and have users to sign
up on guest list
49

50. Our
Solu1on
» To gain access to the party,
users had to be Staropramen
fans on Facebook
» Upon entering the app, they
received a unique ticket with bar
code allowing them and 1 friend
to come in
» Users were also able to
customize the bottle etiquette
with their picture – this visual
element together with the free
party invitation guaranteed high
visibility and viral sharing of our
message
50

51. Results
» We proved the Social-Offline
concept works by handing out
over 4 000 tickets to the
brand Facebook fans
» Original goal was 3 000
visitors and the limit had to be
increased due to massive
demand from fans
» We managed to bring over
6 000 users on that day to
Staropramen premises ONLY
by promoting the event via
social channels
51

52. Results
» With the party approaching,
the number of users obtaining
tickets grew to 400 per day
» We managed to start a huge
WOM effect: Fans were
asking and bidding for
barcodes on Staropramen
Facebook Page even after all
tickets were handed out
» The exclusivity and
attractiveness of the event all
connected to the brand
resulted in big success and
very positive reaction of fans
52

53. The
Takeaways
Analyze
the
your
target
market
Understand
your
consumers
Run
campaigns
and
develop
great
content
Analyze
(again!)
and
learn
53

54. And...
54

55. Thank
you
for
your
aRen1on.
-­‐-­‐
Please
stay
in
touch!
lukas@socialbakers.com
facebook.com/Lukas.Maixner
@LukasMaixner