Digital Day 2016 - We Love Optimizing Social Marketing Performance - Socialbakers, Ljiljana Pavlovicova
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Social is an important part of any company's digital marketing strategy - and it's only going to grow in importance as platforms continue to evolve and mature. How can marketers make sense of all the platforms and metrics out there? How can they ensure their ads are performing well and generating positive ROI?
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Digital Day 2016 - We Love Optimizing Social Marketing Performance - Socialbakers, Ljiljana Pavlovicova
- 1. We Love Optimizing Social Marketing Performance Ljiljana Pavlovicova Senior Sales Director CEE & Turkey
- 2. How much budget are brands wasting on social? 25 May 2016
- 3. 10 billion content pieces in database 9 million profiles monitored 5 million API requests every hour 40 million content pieces per month 450 servers 25 May 2016
- 4. 44%
- 5. SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT CREATION TIMING PROMOTION RESULTS TRACKING 25 May 2016
- 6. 0 1 2 3 4 5 6 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 SOCIAL IS A MASSIVE CHANNEL TODAY$USBillions POST-IPO QUARTERLY REVENUES 25 May 2016Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)
- 7. 25 May 2016Source: eMarketer 0 5 10 15 20 25 30 35 40 2013 2014 2015 2016 2017 $USBillions SOCIAL IS BIG BUSINESS GLOBAL AD SPEND ON SOCIAL
- 8. 25 May 2016Data as of January 2016 316 M 400 M 300 M 50 M 1.5 B 1.0 B 80 M 205 M 500 M 165M 900 M 100 M 60 M 32 M 32 M20 M Connecting people Video Messenger Other Content 700 M WHERE ARE YOU PUTTING YOUR CHIPS?
- 9. 0 4 8 12 16 20 2010 2011 2012 2013 2014 2015 BRANDS ARE SPENDING MORE THAN EVER BEFORE TO ADVERTISE ON FACEBOOK FACEBOOK ADVERTISING REVENUE (BILLIONS $US) 25 May 2016
- 10. 25 May 2016 Likes Comments Shares Clicks Visits Photo Views Conversations Messages Video Views Deeper Engagement, Surveys, NPS, ... Facebook Reactions Predictive Analytics HOW DO YOU MEASURE SUCCESS?
- 11. 2000+ total social metrics 25 May 2016
- 13. CONTENT is the currency of social media 25 May 2016
- 14. BAD CONTENT GOOD CONTENT 25 May 2016 vs
- 15. A+ Better than any other post GOOD CONTENT BAD CONTENT Top 10% of posts A Top 25% of posts B Better than 50% of other posts C Worse than 50% of other posts D vs 25 May 2016
- 16. NOT PROMOTING CONTENT PROMOTING CONTENT35 % 65 % SOCIAL ADVERTISING STRATEGIES 25 May 2016
- 17. 75% of the content promoted is GOOD (grades A+, A) 75% of the content promoted is BAD (grade D) Almost ALL content promoted PERFORMANCE OF PROMOTED POSTS LOWER PERFORMANCE39.3%LOWER PERFORMANCE25.6% 25 May 2016
- 18. Bad content is costing brands money and engagement 25 May 2016
- 19. BAD CONTENT GOOD CONTENTvs CPCCPC Bad content gets 100% costlier clicks (CPC) 25 May 2016
- 20. and nearly 20% higher impression cost (CPM). vs CPC Bad content gets 100% costlier clicks (CPC) CPMCPMCPC BAD CONTENT GOOD CONTENT 25 May 2016
- 21. Bad content gets 4x MORE negative feedback vs BAD CONTENT GOOD CONTENT 25 May 2016
- 22. vs Bad content gets 2.3x fewer interactions with the same reach BAD CONTENT GOOD CONTENT 25 May 2016
- 23. vs ... and is 7x less viral. BAD CONTENT GOOD CONTENT 25 May 2016
- 24. SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT CREATION inspired by best- performing content TIMING best time to post PROMOTION best content to the right audience RESULTS TRACKING Evaluate data, iterate, optimize 25 May 2016
- 25. Analyzing Content DATA-DRIVEN CONTENT MARKETING • Real-time decision making • Recommendations from deep data analysis • What to say • When to say it • What to invest in • Tracking impact on digital KPIs INDUSTRY SHIFT FROM PURE ANALYSIS TO ACTIONABLE DATA AND PREDICTIVE RECOMMENDATIONS 25 May 2016
- 26. PROMOTION TRACKING ROI CREATION PUBLISHING DEEP DATA ANALYSIS AND PREDICTIVE TECHNOLOGY TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW 25 May 2016
- 27. 25 May 2016 • Be selective – in platforms & metrics • Content is the currency of social • Don’t invest in BAD (under-performing) CONTENT! huge hidden cost • Don’t promote content right away – let it “breathe” • Industry shift from passive analysis/reporting to predictive analytics KEY TAKEAWAYS
- 28. TRUSTED BY 100 FORTUNE 500 CLIENTS (2 500+ OVERALL)
- 29. THANK YOU Ljiljana Pavlovicova Senior Director CEE & Turkey
Editor's Notes
- The standards for measuring social are still evolving There’s no one single social media. Every platform is unique and deliberately don’t want brands to measure them side by side.
- 44%!!!!
- ENGAGEMENT
- Bad content has 100% higher cost per click (CPC).
- … and nearly 20% higher impression cost (CPM).
- It generates 4x more negative feedback - so if you’re promoting it, you are essentially buying more negative feedback for your brand.
- Bad content is inefficient - attracting more than 2x fewer interactions with the same Reach
- … and is 7 times less viral than organically good-performing content. These are the very real costs of the content problem common to everyone on Facebook.