Social metrics: How social marketing measurement impacts business
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The document discusses the evolution of social media marketing from a first generation "checkbox treatment" approach to a next generation "social business" approach. It notes that next generation social marketing companies focus on real-time reactive behavior, being customer centric, moving from campaigns to always-on content, and being metrics driven. The document also examines trends related to content marketing, social advertising, structuring social media teams, and the importance of social customer care. It concludes by emphasizing that next generation companies put customers first, are metrics driven, find insights and act on them continuously, and innovate to avoid falling behind.
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Social metrics: How social marketing measurement impacts business
- 1. by Social MetricsHow Social Marketing Measurement Impacts Business Jan Rezab, @janrezab
- 2. 50 % Of Global FORTUNE 500 800 000 Visits Per month 1 800 Customers
- 3. First Generation “The Checkbox Treatment” Social Media Generational Development Next Generation “Social Business”
- 4. Example of First Generation Companies
- 6. Example of Next Generation Companies
- 7. KLM 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% Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
- 8. Nestlé Full brand transforma/on
- 9. Next Generation Social Marketing Companies 1) Real-time Reactive Behavior 2) Customer Centric 3) From Campaigns to Always-On Content 4) Metrics Driven
- 10. Top Facebook Pages in Asia Page Name Fans Fans in Asia Fans In Asia [%] Tata Docomo 13 492 776 13 327 543 98.78 % Intel 21 975 852 13 023 868 59.26 % Samsung Mobile 24 154 066 12 562 535 52.01 % BlackBerry 29 129 656 10 762 284 36.95 % Nokia India 8 709 266 8 542 371 98.08 % Kit Kat 18 363 513 7 528 717 41.00 % Fastrack 7 690 357 7 503 839 97.57 % Samsung Mobile India 7 463 126 7 322 668 98.12 % Levi's 19 279 777 7 226 913 37.48 % Coca-Cola 72 485 634 6 950 160 9.59 % Source: Socialbakers, 7th of September 2013
- 11. Where the Top Brands’ Fans are from Country Fan Market Share in Brands India 34.80 % Indonesia 12.76 % Philippines 10.28 % Malaysia 6.72 % Pakistan 5.91 % Thailand 5.19 % Taiwan 3.61 % Saudi Arabia 2.37 % Japan 1.99 % Vietnam 1.71 % Jordan 1.51 % South Korea 1.43 % Bangladesh 1.30 % United Arab Emirates 1.23 % Hong Kong 1.06 % Source: Socialbakers, 7th of September 2013
- 12. Dashboard
- 13. Three Dramatic Shifts 1) Focus on Content Marketing 2) Focus on Advertising 3) Focus on Social Customer Care
- 14. Content Marketing & Evolution of social 2013 on average 50 pages! 2009 on average 5pages! USERS ARE FANS OF MORE AND MORE PAGES
- 15. Content Marketing & Evolution of social 2013 on average 50 pages! + publish 40 posts / month 2009 on average 5pages! + published 7 posts / month
- 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) MID 2012
- 17. Social Paid Media - Advertising Shift Facebook post Tweet Other Networks Fans Friends of Fans Custom Audiences Target Audience Followers Target Audience Their Followers etc. Target Audience
- 18. Big changes coming in structuring Social media teams
- 19. How Best Companies Structure Their Teams Social media teams Strategy Posting Agency Content planning Targeting Advertising Analytics & Insights Customer care team Media Content Strategy & Consultants Tools Community management Listening Responding
- 20. Customer Service SOCIALLY DEVOTED Being Good in Social Customer Care
- 21. Customer Care department PR and Communications Digital Marketing Other 0 100 200 300 400 500 600 700 800 900 AverageNumberofQuestions Cooperate with customer care on social care – it belongs there
- 22. 0 100 200 300 400 500 600 700 800 900 1000 External Agency 1-3FT 1-3FT and 1-3PT 1-3FT and 4-10PT 4-10FT Bigger social team Average Number of Questions vs. Team Members FT = Full /me, PT = Part /me
- 23. Fans and 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
- 24. Our Research Supports this: No Priority Small Priority Medium Priority Big Briority Fans & Fan growth 2.80 % 12.17 % 40.46 % 46.38 % Engagement 2.62 % 4.75 % 21.60 % 72.01 % Content Shareability 2.83 % 12.48 % 37.94 % 47.25 % Customer Care Metrics 12.29 % 24.75 % 38.38 % 25.42 % Advertising Metrics 13.86 % 25.71 % 38.73 % 22.04 % Website Visits from Social Media 8.13 % 22.55 % 33.50 % 36.98 % Which Metrics Do You Focus on on Social Media?
- 25. Key Take-Aways What do next generation companies do
- 26. They put the customer first, …it pays off
- 27. They are metrics driven
- 28. They find insights and take them, keep finding out what works (because that changes all the /me)
- 29. They innovate, so they don’t fall behind again
- 30. Thank you! 30 Jan Rezab CEO of socialbakers On Twi'er: @janrezab
- 31. Thank you! Jan Rezab CEO of socialbakers On Twi'er: @janrezab See you later at drinks!