Mensurar, um direito e dever de todos!
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Social Media Week 2014 - Socialbakers Workshop
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Mensurar, um direito e dever de todos!
- 1. MENSURAR DIREITO & DEVER DE TODOS!
- 2. ONBOARDING MANAGER @SOCIALBAKERS BRAZIL @pshinjo /pshinjo /pshinjo www.socialbakers.com
- 4. & ANALYTICS EDGERANK CHECKER “ “ “ “ SOCIAL MEDIA PUBLIC DATA ON STEROIDS FACEBOOK INSIGHTS DATA ON STEROIDS
- 5. COMPETITIVE INTELLIGENCE NEWS FEED + analytics.socialbakers.com edgerankchecker.com
- 7. MINDSET PAIN POINTS TOOLS + + AGENDA
- 12. = + MINDSET
- 13. Source: eMarketer, April 2013 Source: University of Massachuse=s Dartmuth Source: comScore Key Measure, US Desktop, April 2013 BUSINESS ARE GETTING SOCIAL
- 14. 80% MOBILE TRAFFIC IS SOCIAL Source: U.S. comScore, Q4 2013 SOCIAL IS MOBILE
- 15. 28% USER POSTS TO BRANDS WERE SENT TO FACEBOOK FROM MOBILE Source: Socialbakers Database SOCIAL IS MOBILE
- 17. 0.002 0.003 0.004 0.005 0.006 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 ORGANIC REACH IS DROPPING Source: Socialbakers, Data Range: 1st January 2013 – 31st December 2013
- 18. 0.002 0.003 0.004 0.005 0.006 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 ORGANIC REACH IS DROPPING Source: Socialbakers, Data Range: 1st January 2013 – 31st December 2013 1%
- 19. ????
- 20. PAGE LIKES 2009 Source: Socialbakers Database
- 21. PAGE LIKES 2014 Source: Socialbakers Database
- 22. 40 POSTS / MONTH 7 POSTS / MONTH 2009 2014 Source: Socialbakers Database
- 23. +54% During 2013 the average social Ad Spend has increased by Source: Socialbakers, data range: 1.1.13 – 31.12.13 IMPORTANCE OF $OCIAL MEDIA
- 24. $12 Billion Advertisers expect to spend Source: ZenithOpLmedia, eMarketer, February 2014 IMPORTANCE OF $OCIAL MEDIA on Social in 2014
- 25. Source: Socialbakers Database IMPORTANCE OF FACEBOOK of Marketers are advertising on Facebook 92%
- 26. Integrating into business All employees involved in social Measurement set to match business goals 3rd SOCIALLY NATIVE Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence 2nd SOCIALLY DEVOTED 1st EARLY STAGE Setting up Listening Basic reports Content Some ads CORE FUNCTIONAL CROSS FUNCTIONAL SOCIAL MEDIA ADOPTION
- 27. Integrating into business All employees involved in social Measurement set to match business goals 3rd SOCIALLY NATIVE Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence 2nd SOCIALLY DEVOTED 1st EARLY STAGE Setting up Listening Basic reports Content Some ads 77% Companies 20% Companies 3 % Companies CORE FUNCTIONAL CROSS FUNCTIONAL SOCIAL MEDIA ADOPTION
- 28. Acquiring Lots of Fans! WHAT IS THE GOAL OF SOCIAL?
- 29. Getting into the News Feed! GOAL OF ALL MARKETERS
- 30. Getting into the News Feed! GOAL OF ALL MARKETERS = reaching people at scale!
- 31. Getting into the News Feed! GOAL OF ALL MARKETERS = reaching people at scale! = reaching people personalized at scale!
- 32. Acquiring Lots of Fans! WHAT IS THE GOAL OF SOCIAL?
- 33. FANS GIVE YOU SOCIAL CONTEXT
- 34. Yesterday’s Social Ads Today’s Social Ads ADS ARE BETTER IF THEY’RE SOCIAL
- 36. 9+ Million Questions was posted by fans to brands so far in 2014! Just 5 % of global brands are Socially Devoted ! on Facebook! More than 50 % of all social care demand! But these brands receive! SOCIALLY DEVOTED Source: Socialbakers Database
- 37. SOCIALLY DEVOTED 2.5 Times More Interactions on average globally! Socially Devoted brands receive! 3 Times More Interactions LATAM Socially Devoted brands receive! on average! Source: Socialbakers Database
- 39. Rank Competitive Analysis & Industry Benchmarking as important 90% THEY KNOW WHAT THEY SHOULD DO Source: Socialbakers MarkeLng Survey, Jan 2014
- 40. …and what they want to achieve! Majority sees direct ROI in social! Source: Socialbakers MarkeLng Survey, Jan 2014
- 41. Source: The CMO Survey, Aug 2014
- 42. Only 1/3 of marketers Are using tools for deep social performance analytics 33% MARKETERS STILL FLY BLIND Source: Socialbakers MarkeLng Survey, Jan 2014
- 43. PAGES TO “WATCH”
- 44. “ OVER HALF OF FACEBOOK POSTS ARE BOOSTED WITH DEFAULT TARGETING Source: Socialbakers Database
- 45. JUST 9% OF FACEBOOK POSTS ARE BOOSTED Boosted Boosted Boosted Boosted Boosted Source: Socialbakers Database Boosted
- 47. GETTING ACCESS TO DATA IS EASY FINDING INSIGHTS IS HARDER TAKING ACTION ON INSIGHTS IS NEARLY IMPOSSIBLE “
- 48. Source: The CMO Survey, Aug 2014
- 49. PAIN POINTS & CHALLENGES ? ?
- 50. bit.ly/smw-sb
- 52. Source: The CMO Survey, Aug 2014
- 55. PROS FAST MOVING STANDARIZING TOOLS BEST PRACTICES TEACHING SHARED GOALS ALIGNED WITH P&L DECENTRALIZED CENTRALIZED
- 56. CONS INEFFICIENCIES BUREAUCRATIC SLOW MOVING DISCONNECTED DIFFERENT GOALS DECENTRALIZED CENTRALIZED
- 57. “ IF THEY HAVE POWER IN THE COMPANY ANALYTICS WILL BE HAPPY THERE AVINASH KAUSHIK!
- 58. LACK OF INTEGRATION KPIs OBJECTIVES METRICS > >
- 59. LACK OF INTEGRATION KPIs OBJECTIVES METRICS > > BUSINESS MARKETING DIGITAL SOCIAL WHATEVER…
- 60. Source: The CMO Survey, Aug 2014
- 62. OBJECTIVES MUST BE D U M B
- 63. OBJECTIVES MUST BE DUABLE UNDERSTANDABLE BENEFICIAL MANAGEABLE
- 64. OBJECTIVES CAN BE FMCG AIRLINES RETAIL
- 65. OBJECTIVES CAN BE FMCG AIRLINES RETAIL SELL MORE STUFF BRAND RECALL HAPPY CUSTOMERS
- 66. KPIs SHOULD BE FMCG AIRLINES RETAIL CONVERSION AWERENESS LOYALTY
- 67. LIVE DEMO DASH / KPI CHECK
- 68. Fans " Fan Growth Activity of " Your Page Interactions Reach Response Rate Response Time $ Paid Media SOCIAL IS NOT ABOUT 1 METRIC
- 69. TO BE OR NOT TO BE AUDITOR PARTNER OR
- 70. LACK OF CONTEXT & COMPETITORS & MARKET LEADERS INDUSTRY & REGIONAL BENCHMARKS
- 71. CONSISTENCY MANAGEMENT AGGREGATE MULTIPLE SOCIAL PROPERTIES / /
- 74. SE BUSCA POR RESULTADOS DIFERENTES NÃO FAÇA SEMPRE O MESMO ALBERT EINSTEIN! “
- 75. RESULT
- 76. LIVE DEMO >>>
- 78. THANKS ;)