Socialbakers keynote at Social Media Week 14 in London. Performance is relative, so here I make the case for using comparative metrics for 'Smarter' social marketing. I look at three phases of social maturity, suggest the right KPIs for different types of business. I then look at three benchmarks we publish for social content, social care and social ads including the launch of the Smart Storyteller benchmark. Includes a cheeky look at the real story behind the Oreo social brand.

2. Measuring What Matters:
Knowing Your Audience,
Content, and Key Metrics
Neil Morgan, CMO
Luca Benini, VP EMEA

3. This morning’s agenda

4. Our mission is to help marketers
measure & optimize their social media
(and save a ton of their time doing it)

6. Are Social Marketers flying blind?

7. 33%
Only 1/3 of marketers
Are using tools
for deep social performance analytics
Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

8. Analytics users have up to 2x times better results
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000 Average
Interactions in 2013
Sources: Socialbakers, data range: 1.1.13 – 31.12.13

9. Fans
Fan Growth
Activity of
Your Page
Interactions & Reach
Response Rate
Response Time
Social is not about 1 metric - it’s about all of them
$ Paid
Media
Confused about what metric to use?

10. Choosing KPIs
What to Measure Depends on
What You Want to Do

11. Business Objectives
Travel FMCG E-commerce

12. Business Objectives
Social
Customer Care
Drive Sales
Travel FMCG E-commerce

13. Business Objectives
Brand
Awareness
Fan Activation
Travel FMCG E-commerce

14. Business Objectives
Travel FMCG E-commerce
Drive Sales
Social Customer
Care

15. 3rd Socially
Native
Setting Up
Listening
Basic reports
Content Optimisation
Some ads
1st Early Stage 2nd Socially
Devoted
77% Companies 20-30% Companies <10 % Companies
3 Phases of social maturity

16. 3rd Socially
Native
1st Early Stage 2nd Socially
Devoted
77% Companies 20-30% Companies <10 % Companies
3 Phases of social maturity
Fan Growth
Reach
Total Interactions

17. Facebook Interactions
Brands
Media
Sport
Celebrities and
Entertainment
Others
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
Jul 2013 Oct 2013 Jan 2014 Apr 2014 Jul 2014

19. Oreo vs. Snickers – Daily Interactions
Oreo Snickers
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014

20. Oreo vs. Snickers – Average Engagement
Oreo Snickers
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014
ER in [%]
(30 day Moving AVGs)

21. Oreo vs. Snickers
Number of Page Posts
Number of Posts Interactions
0

22. Smart Storyteller
Interations
Posts
DA
DB
DC
DD
CA
CB
CC
CD
BA
BB
BC
BD
AA
AB
AC
AD
90 – 100
75 – 90
50 – 75
Less 50
Less 50 50 – 75 75 – 90 90 – 100
Interactions

24. Smart Storytellers Preview
First Results

25. Smart Storyteller Brands

26. Smart Storyteller Brands

27. Smart Storytellers UK Brands
Number of Page Posts
Number of Posts Interactions
0
Innocent drinks
Wallis
Virgin Holidays Sudocrem
Potters Resort
Suzuki Bikes UK
Asda
Jack Daniel's Tennessee Whiskey
Sony Mobile

28. Smart Storytellers Microsite
Are You a Top-performing Brand?
Find Out
socialbakers.com/storytellers

29. 3rd Socially
Native
1st Early Stage 2nd Socially
Devoted
Social care
Even Better Content
Properly engaging with
fans
Deeper Analytics incl.
competitive
70% Companies 20-30% Companies <10 % Companies
3 Phases of social maturity

30. 3rd Socially
Native
1st Early Stage 2nd Socially
Devoted
70% Companies 20-30% Companies <10 % Companies
Social Customer Care – Key Metrics
Response Rate
Response Time
Answered minus
Unanswered
Questions

31. Socialbakerssets the standard in social care

32. Customer Care Goes Social
10 Million Questions
were posted by fans to brands so far in 2014
Just 5%
of global brands are Socially Devoted
on Facebook (>65% response rate)
More than 50%
of all social care demand
But these brands receive

33. Socially Devoted
2.5 Times More Interactions
on average globally
Socially Devoted brands receive

34. Socially Devoted
Top Social Care Industries
Facebook
Airlines
Telecom
Finance
84.0 %
81.5 %
79.2 %
Twitter
Services
Airlines
Finance
63.2 %
58.4 %
56.9 %

35. Some Brands Get Social Care
More than 200 Employees
10 Languages
1 Hour Response Time, 24/7

36. Facebook - Responses Matter

37. Twitter Responses Really Matter

38. In just 2 quarters TUI increased Question Response
Rate from 57% to 97%!

39. UK Socially Devoted Q3 Pre-Results - FB
Gambling
Retail Food
Accommodation
Retail
Auto
All Brands
Q2 2014
45.0 %
67.8 %
68.4 %
77.6 %
53.6 %
71.9 %
Q3 2014
56.1 %
76.6 %
76.0 %
83.3 %
56.2 %
69.9 %
Percentage Change
+ 25%
+ 13%
+ 11%
+ 7%
+ 5%
- 3%
Industry

40. Top UK Socially Devoted Brands - Facebook
94% 94%
Question Response Rate
90%

41. TOP 3 UK Socially Devoted Brands - TW
5 761 5 809 3 800
Sorted by Answered minus Ignored Questions

42. Socially Devoted
Are you Socially Devoted?
Find it out now!
sociallydevoted.socialbakers.com

43. 3rd Socially
Native
1st Early Stage 2nd Socially
Devoted
Integrated Social Ads
All employees involved in
social
Measurement set to match
business objectives
77% Companies 20-30% Companies <10 % Companies
3 Phases of social maturity

44. 3rd Socially
Native
1st Early Stage 2nd Socially
Devoted
77% Companies 20-30% Companies <10 % Companies
Social Ads – Key Metrics
Clicks
Reach
Total Interactions

45. Most Digital Ads Will be Social
2013 Social Future
Mobile Mobile

46. During 2013 the average social
Ad Spend increased by
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
+54%

47. Facebook Ads Report - Q2 2014
First Results

48. Ad Objective Q2 2014
37 %
24 %
15 %
11 %
8 %
5 %
None
Post Engagement
Page Likes
Website Clicks
Website Conversions
Others

49. CTR by Regions
Q3 2013
Q4 2013
Q1 2014
Q2 2014
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
Europe JAPAC LATAM North America Rest of the World

50. Drive Sales
Alcohol E-commerce Electronics Fashion
CTR by Industry
0.0%
0.3%
0.6%
0.9%
1.2%
Q3 2013 Q4 2013 Q1 2014 Q2 2014

51. All Ads Are Better If They Are Social
Yesterday’s Social Ads Today’s Social Ads

52. Fans
Fan Growth
Activity of
Your Page
Interactions & Reach
Response Rate
Response Time
Social is not about 1 metric - it’s about all of them
$ Paid
Media

53. Know where you are starting from!
Benchmark your content, care & ads by industry & country
Agree a goal – could you be Socially Native ?
Analyze carefully; be willing and able to shift strategy.
Create actionable insights – what can you do today with the data?
Content, Care & Ads are inter-related : treat them that way
Key Take-Aways

54. Panel: How do you know what good’ looks
like in social marketing?
Robin Grant
Founder & Global MD,
WeAreSocial
Dan Bowsher
Strategic Lead for Social Media
Comms, Vodafone
Tina Hobart
Customer & Web Relations Manager,
Whitbread
Luca Benini
VP EMEA, Socialbakers

55. Amy Brix
European E-commerce
executive, TUI
Rod Strother
Digital and Social
Centre of Excellence
Director, Lenovo
Jan Rezab
CEO & Co-founder,
Socialbakers
SMW community can use ‘EngageSMW’ to register now for $199
(regular is $399) before September 30th
New York, 10/23

56. Thank you!
@neil_morgan