Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Socialbakers - Improving your Social Strategy in a Competitive Industry
1.
2. Our goal is to become the worldwide standard
for the way social media marketing is
measured and optimized.
3. Businesses are going social
1,7 billion people use
Social Media and this
number will keep
growing
More than 77 percent of Fortune 500
companies keep maintain active
Twitter accounts and 70
percent have a Facebook page
Every day, more time
is spent on Facebook
than anywhere else
online Every day, more time
Source: eMarketer, April 2013 Source: University of Massachusetts Dartmouth Source: comScore Key Measure, US Desktop, April 2013
4. More marketplace intelligence
Marketers claim that using Social Media brings
them the following benefits:
Develop loyal fans
More exposure
Increasing traffic
Source: eMarketer, June 2013
5. The approach of companies has changed from
social presence to social business
First Generation
The Checkbox Treatment
Next Generation
Social Business
Set-up
Listening
Fan Growth
Basic Ads
Predictable ROI
Perfect Social
Customer Care
Engaging Content
Advanced Advertising
6. The ability to reach and engage
with your audience has changed
18. Identify the Most Active Fans
1
2
3
1 2 3The Most Active Fans Type of Interaction Details incl. Actual Comments & Posts
19. With Socialbakers, you can measure and benchmark...
FB Metrics
Engagement Rate
Response Rate
Page Score
Key Influencers
Top Posts
Fans
People Talking about
...and many more
And also:
Twitter, YouTube, VKontakte
...your pages and those of your competitors
OWNED
PAGE 1
OWNED
PAGE 2
OWNED
PAGE 3
COMP
PAGE 1
COMP
PAGE 1
COMP
PAGE 1
20. Key Differences between Analytics PRO
and Facebook Page Insights
Understand the performance of your page compared with competition No ability to compare with
competition
Benchmark Page to the overall industry
Compare all monitored pages directly on the Dashboard
Understand how Socially Devoted the Brand is in social media
General information about Brand‟s audience
Export Data to Excel or text format Only for your Pages
Measure Engagement of different post types (pictures, video, links...) Can‟t measure for competition
or industry‟s best
Identify Page‟s Key Influencers
Monitor and analyze competitor‟s activities
Receive comparative analysis with new Charts section
Features
21. How It Works
Public API Data
Admin„s API Data
Socialbakers
Data Cloud
Free at socialbakers.com
PRO Suite - Analytics
LinkedIn and Instagram
22. With Builder You Can
Manage Content Across Multiple Platforms
Fully Control the Publishing Process
Improve Social Media Performance
24. Manage all from one dashboard
1 2
1 Monitor your
competitors
2 Search and filter
content
3 Respond to direct
messages
3
4
5
4 Plan your
future posting
5 Manage your
unpublished posts
25. Drive the Success of
All Social Campaigns
... by Knowing When, Where
and What Ads are most
effective
Spend your budget
more effectively
26. 1 2
Is your Fan also a Fan of your competitor?
StaropramenPilsner Urquell Staropramen Budweiser Budvar
Competitor:
Country:
Overlap:
Pilsner Urquell
Czech Republic
19 %
Competitor:
Country:
Overlap:
Budweiser Budwar
Czech Republic
16 %
1 2 Page SizeFan Overlap
27. Socialbakers is a Social measurement and marketing suite with
client bases in more than 100 countries and 11 offices worldwide.
New York
San Francisco
Mexico City
São Paulo
London
Paris
Prague/Pilsen
München
Istanbul
Dubai
Singapore
50% Of Global
FORTUNE 500
2,000
customers
800,000
visits per month
This is our vision, the ultimate goal we want to achieve. Looking at our client’s structure, we are not far away!
Outside of Social media experts and Digital marketers, it is always worth mentioningthat Social media has become an important part of the marketing strategy for any organization out there. The number of users is constantly growing. Most large companies are using it and people are spending more and more significant time browsing their news feeds.
A look at the recent research shows the value of Social media for marketers. We can see that, for most of them, it is about having another channel that brings exposure to their brand. Right after this, they claim that bringing higher traffic to their home page is their second biggest goal. An important part of social media marketing, even though it is only in 3rd place in terms of priorities, is marketplace intelligence. By carefully listening to what customers are saying about your brand, you can significantly improve your future decisions.Developing loyal fans can also easily translate into having loyal customers!
The world of social media is developing fast and constantly changing, as are users and companies.If we saw (and still can see) companies just being on social, (because everybody is), in the second stage they are now using listening tools, are more focused on fan growth, and might be using some basic ads.While the so-called “Next generation” of social-matured brands are very well aware of ROI of social and keeping Social media in the center of their focus. They are running perfect social customer car, having dedicated teams, and using advanced technologies to be able to respond more promptly. Creating engaging content is the way to make sure their message creates high interactions and therefore is seen by more people. Advanced advertising formats such as “Custom audiences, or Log – out experience” are a common part of their daily lives.
As mentioned before, Social media, its users, as well as brands, are constantly changingIf we saw people liking only 5 pages on average in 2009, now the number has 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 likethe d, only way they see that page is through posts. Posts can organically reach only about 15% of a fan base. So it is necessary to think about boosting them by investing your advertising budget into them.
And there is more that a Social media manager has to deal with.What content works, what people are talking about––he (or she) needs the right data to make the right decisions – about their own performance as well as their competitors. Creating engaging content to get through the clutter is the key, as well as managing the conversation. That is a lot to do.
For every stage of Social Media workflow we have the right tool to go with.The center of the workflow is analyzing, so it is a center of Socialbakers suite as well. And Analytical features are used in all the others.Builder is a publishing system that gives you numbers on the performance of your and competitors post, and also tracks how your team is doing on posting and managing the conversation. But mainly, it makes collaboration around publishing very easy.Ad Analytics will help to automatically boost your best-performing posts and Listening will find any conversation happening in a number of seconds.
Thisiswhatourproductisabout. Wehelpmarketers to make informeddecisionsbased on comparativesocialanalysisoftheir performance accrosplatforms, geographies, competitors and industries.At this moment, we are able to offer full analyticsforthefollowingsocial media platforms: Facebook, Twitter, YouTube, and VK. Otherplatforms are on theway.
Thisiswhatwe do. Wehelpcompanies make data drivendecisions, by helpingthemwithmeasurement and analysis.
Oneofthekeybenefitsofourtoolslays in competitiveanalysis and business intelligence. By monitoring yourcompetitors and market leaders, youcangaineasilyvaluableinsights on theirstrategy and performance.
Hereis just a snapshotofthe basic environmentofourtool. Thedashboardshowsyoupagesofyourchoice and their performance on differentsetsofmetrics. Customlabels and filteringallowyou to group these pagesintodifferentgroups.
There are hundredsofready-made benchmarksthatweconstantly update. Benchmarkingagainstyourindustry and regionshelpsyouunderstandbetterhowyouoryourcompetitors are performing. Youcanunderstandbetterwhatthe market standards are, whichhelpsyouwhenyou are setting up owngoals.
Hereis a printscreenofthebenchmarkof a selectedmetric (in this case itisAverage Post EngagementRate). Itshowshow a selected car brand (Aston Martin) performsagainst Car Brands on the US Market.
On thisprintscreenthereis a KPI Checkoftwoairlinesagainsteachother, against a benchmarkoragainst a customcreated label. Youcanalso use thelabelscreatedfrompagesyou are monitoring to create more custombenchmarks, forexample a specific sub-segment ofanindustryor a set groupofyourcompetitors.
Hereis a snapshotofwhatourExecutiveReportslooklike. Youcanprintout a report and takeit to a meeting, sendit to yourcommunitymanager, or to your boss.
WebelieveSocialCustomer Care is more and more important,not only just forbrandsfrom Airlines, Telco, Finance or Retail. Webelieve a clientfriendlysocialcustomer care canbetheseriousbackboneofanybrandwishing to becometrulysocial. ThatiswhywefoundedtheSociallyDevotedinitiative to awardcompanieswho are integratingcustomer care in theirsocial media strategy.
Hre, youcanseethenamesofthepeoplewho are a brand‘s most activeFans. Youcanseehow and whentheyinteractwiththepage, and more importantly, youcanbrowsethroughtheiractualposts and comments.
So whatisthedifferencebetweenoursolution and, forexample, nativetools? With Socialbakers Analytics, not onlycanyoumeasureyourownpages on more than 40 differentmetrics, but youcanalsomeasurethepagesofyourcompetitors and market leaders. Thisissomethingnativetoolswon‘tofferyou and more importantly, somethingwebelieve to beanintegral part ofanyseriousmeasurement.
Here you can see the key differences in what Analytics and Facebook Page Insights, respectively, can and can't offer. When talking to clients, especially emphasize the competitive advantages, benchmarking, exports, and reporting.
Nowhereis aslideabouthowour systém works. Wecollect data from public APIs as well as Admin‘s API Data. Westorethe data in a data cloud, wherewethenprocessthem. As a result, thereis a set of basic data publishedfor free on ourwebsite, and much deeper data in our PRO suite.Forbetterunderstandingofthesizeofthe data thatwe monitor, here are somenumbers:Social profiles tracked every day (valid for November 2013)SBKS:- FB = 3.500.000 (pages+places) , 208.000 (apps)- TW = 450.000- YT = 2.500.000G+ = 1.541.287Total = 8.199.287Analytics:- FB = 82.000- TW = 23.500- YT = 9.500- VK = 735- IG = 170LI =~ 100Total = 116.005
Here are just somekeythingsBuilderallowsyou to do. Overall, themain benefit indeedisincreasingyoursocial media performance, sinceyourcontentworkflow and customerretention and support canonlyimprove.
Not being on the top ofthepublishingprocess, canbe a realdisasterforyour Brand / Agencysocialcommunication. Builderenablesyou to haveabsolutecontroloverwhocanperformwhatactions on yourpages, takeadvantageofthat!
The Builder Dashboard is fully customizable, so each team member can define how he needs to view the content and social communication. Flexibility is a key principle in Builder design.
The Ad Analytics section of our platform really lets us show off the power of our insight driven approach to social media optimization.This section of the product is developed so that marketers are able to get a quick high-level overview of how your campaigns are performing. Or you can deep-dive into campaigns or individual advertisements for more detailed analysis.The result: You can take action on the data driven analysis, which highlights the campaigns and ads that are working and those that are not. Leaving you with actionable insight to adjust and optimize current and future social advertising campaigns.
You can see in the overlapping section, the percentage of Fans that are also Fans of a competitor.The size of the bubble also gives a visual representation of the size of the page.
This slide says it all. We are an international company with offices all around the world, 50% of fortune 500 companies are our clients. All together we serve 2000 different brands and agencies. Our website is visited by 800,000 marketers every month, that come to check the free data that we provide, log into our products, and read our blog!
We were recognized as highly potential technology start-up by Index Ventures and Earlbird – two famous venture capital investment firms.By joining their portfolios, we became part of a family of brands, such as Facebook and Skype who were VC-backed by them as well.