This presentation talks about how to gain a competitive edge through social media analytics, and how to take advantage of social in education marketing.

1. Social Media Trends
How to gain a competitive edge through
social media analytics
@YanRozovsky

2. The Age of Social Media

3. Time vs. Spend in TV & Digital
Spend
Digital
Time
vsTelevision

4. The Gap in Social Marketing
20142004
The Opportunity for
Smarter Social Marketing
Time Spent on Social Media
Budget on Social Media Advertising

5. Social Networks and Active Users (MAU)

6. Social Networks Division in the World
Content NetworksConnection Networks

7. Education Vertical and Social Media – Untapped Potential
 The most connected generation/demographic
 Work for engaging brands
 Abundance of content (research, thought
leadership, videos, photos, sports, music, etc)
 Surrounded by socially savvy resources

8. Evolution of Social Media Among Brands
3rd Socially
Native
Setting Up
Listening
Basic reports
Content
Some ads
Early Stage1st
2nd Socially
Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl.
competitive
Integrating into business
All employees involved in social
Measurement set to match
business objectives
80% Companies 10-20% Companies 1% Companies

9. Three Major Shifts in Social Media Marketing
 Content Marketing
 Social Media Advertising
 Social Customer Care

10. Content is KING, but engagement is
QUEEN and she rules the house!

11. Average US Facebook User is a Fan
of 70 Pages
Average Brand Posts 40x /month

13. Social Media Advertising

14. Social Media Advertising
The Convergence of Paid, Owned &
Earned Media

15. Pages post more content
posts / month
7
2009on average
posts / month
40
2013on average
Sources: Socialbakers, data range: 2009 – 2013
“Average page sends 40 posts / month”

16. Organic Reach is Decreasing

17. 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)

18. Social Media Cycle
Discovery
- Know your audience, business objectives
- Know where you audience congregates
(sites, devices, geography)
- Start Monitoring (brand, product,
competitors, influencers, etc)
Listening
- Understand your audience
- How and where they participate (activity
level)?
- What other brands do they interact with?
- Understand their sentiment about your brand,
product/service
- Who are the key influencers?
Planning & Execution
- Identify your social media goals
- Plan for the right networks
- Budget allocation
- Know your value prop/key differentiators
- Develop appropriate content
- Have the right partner/team in place
Measurement &
Optimization
- Focus on the right metrics
- Test, test, test
- Accelerate spending where goals are met
- Refine

19. Social Customer Service

20. Socially Devoted Metric
The Next Generation of Customer Care is Social

21. Globally, Brands on Facebook Respond to 65% of Questions
Global Brands Response Rate

22. Globally Twitter Is Still Lagging Behind in Response Rate

23. Social Care Requires Commitment & Investment . . .
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%
eForum
www
Ingresos de upsells:
$ 1,5M / año
Contact Deflection:
20%
10 Languages
More than 100 Employees 1 Hour Response Time, 24/7

24. The Cost of Doing Nothing is Significant!

25. Education Industry is lagging behind in Socially Devoted

26. Common Mistakes Brands Make Today
 Using Only Basic Reporting
 Posting Through Native Platforms
 Not Looking at Industry Trends
 Ignoring Customers
 Ignoring Social Media as Only a Marketing Channel

27. Fans / 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

28. Socialbakers is a Social measurement and marketing suite with
client bases in more than 100 countries and 14 offices worldwide.
New York
San Francisco
Los Angeles
Atlanta
Mexico City
São Paulo
London
Paris
Prague/Pilsen
München
Istanbul
Dubai
Singapore
50% Of Global
FORTUNE 500
3,000+
customers
800,000
visits per month

29. Socialbakers Product and Services Suite

30. Platform Coverage

35. Complimentary Executive Summary Report for your brand vs
competitor

36. Yan.Rozovsky@socialbakers.com
@YanRozovsky