Engage 2015
Chad Wittman Felipe ServinJan Rezab Ricardo Rivera
Emmanuel
Manzano Cruz
Paola RotzingerSergio Villalobos
Rafael Tamames Jannis
Rudzki-Weise
Eelcoo Roos
Adrian Peregrino Thomas Felpeto Anasofía Sánchez
Juárez
LONDON DUBAI SÃO PAULO NEW YORK
CITYMEXICO
CITY
Jan Rezab
Hello Mexico!
@janrezab
Chairman & Founder of Socialbakers
Socialbakers Update
Market Predictions
$14B
Advertising Market
in Social Media Now
eMarketer 2014 prediction
$100B
Social Ads
Market Future
Future of Entertainment
Everybody Is a Publisher
Engagement Evolution
Likes
Comments
Shares
Clicks
Visits
Photo Views
Conversations
Messages
Video Views
Other Deeper
Engag...
What Does This Mean
for Marketers?
• Get your teams ready
• Embrace this new reality of social media
• Social media is big...
Social Networks Video Messenger
50 M
30 M
0 M
10 M
500 M 300 M
0 M
0 M 5 M
0 M
0 M
0 M 30 M
0 M
10 M
0 M
Other Content
201...
300 M
50 M
1.5 B 1.0 B
80 M
205 M
500 M
165M
800 M 100 M
60 M
32 M
32 M
400 M
316 M 20 M
Social Networks Video Messenger O...
We Run
Science
behind Social
Global
Fortune 500
#DATADRIVEN
Social
Customer
Care Metrics
Monitoring
Metrics on
10M+ pages
...
7 Years of Socialbakers
Founded Socialbakers
Launched Socialbakers.com
Socialbakers Analytics & $2M Series A Funding
Socia...
Returning to the Basics
Timing Is Everything
What Is the Best
Time to Post?
Today Among Other Things,
We Are Announcing
News Feed Pulse
Best Time to Post Based
on Performance
Tuesday
WednesdayYour Brand
8AM 10AM 12PM 2PM 4PM 6PM 8PM
Best Time to Post:
Competition or Benchmark
Tuesday
Wednesday
Tuesday
Wednesday
Tuesday
Wednesday
Your Brand
Competition
I...
Facebook
is now the primary
source of information
in the world
• We built an online panel of 1,000 people
• How does it work?
• What are the post types?
• How many posts are from users ...
News Feed Insights
for News Feed Optimization (NFO)
Compare with SEO
Search Engine Optimization
1
Search
1
“Feed”
News Feed Optimization
1 Billion
People on Facebook
1 Billion
Unique News Feeds
on Facebook
24 – 29%
Page PostsUser Posts News
Feed
71 – 76%
Findings About the News Feed
User & Page Posts
Source: Socialbakers Own u...
Promoted Posts
9 – 10%
Organic Posts Page
Posts
90 – 91%
Findings About the News Feed
Organic & Promoted Page Posts
Source...
2 – 3% of the
Facebook News Feed
Are Promoted Posts
1 11 19 21
60%
45%
30%
15%
0%
PercentageofPagePosts
News Feed Position
Promoted Page Posts
53 7 9 13 15 17 23 25 27 29
800M
600M
400M
200M
0
SumofInteractions
Total Interactions
Jun
2013
Jan
2014
Jul
2014
Feb
2015
Aug
2015
MEDIA
BRANDS
COMMU...
120M
90M
60M
30M
0
SumofInteractions
LATAM: Total Interactions
Jun
2013
Jan
2014
Jul
2014
Feb
2015
Aug
2015
MEDIA
BRANDS
C...
10%5% 15% 20%
1
NumberofPostsSeen
5
10
15
20+
Source: Socialbakers Own user panel, 900 users, Users with 10 – 100 likes
Fa...
New Step Towards Predictive
Social Analytics
Content & Engagement Creation
Engagement Noise Content Created Mean Noise & Echo
NOW- 60 Hrs - 40 Hrs - 20 Hrs
AmountofCon...
Announcing
NEWS FEED PULSE
You Can Try in Excel
Whole Industry
Billions
of Posts
Competitors
90 000
Posts
Your Page
5
Years
x 12
Months
x 30
Posts
1 ...
HUGE 2015 -> Product Focus
Socialbakers Analytics
Instagram in Socialbakers Analytics
Promoted Post Detection
Command Cent...
Socialbakers Analytics
Promoted Post Detection
100%
75%
50%
25%
PaidvsOrganicPostInteractionsRatio
Promoted Post Detection
25% 50% 75% 100%
Paid vs Organic Post Ratio
0%...
100%
75%
50%
25%
PaidvsOrganicPostInteractionsRatio
Mexico: Promoted Post Detection
Paid vs Organic Post Ratio
25% 50% 75%...
Mexico: Socially Devoted on Facebook
Megacable
Movistar
Liverpool
Izzi telecom
Dish
Brand
87.7%
75.1%
96.4%
98.6%
91.3%
Qu...
LATAM: Socially Devoted on Facebook
Claro
Personal
Movistar
Claro
Claro
Brand
99.1%
98.4%
74.9%
87.2%
99.7%
Question
Respo...
Mexico: Socially Devoted on Twitter
Kichink Soporte
Virgin Mobile
Gamers Retail
HSBC
SEAT
Brand
81.6%
77.9%
70.6%
65.2%
72...
LATAM: Socially Devoted on Twitter
Claro
UNE
Personal
Kichink
Claro
Brand
71.4%
74.7%
64.5%
81.6%
74.0%
Question
Response ...
Socialbakers Analytics
Ads & Listening
Executive Dashboard
& Command Center
Socialbakers Builder, Action, Planning
Tool and Customer Care
• Facebook News Feed is 3% promoted,
25% pages
• How will you structure your teams
around this?
Key Takeaways
Jan Rezab
Thank You, Mexico!
@janrezab
Chairman & Founder of Socialbakers
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Engage Mexico City: Jan Rezab, Socialbakers

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  • This is where I begin.
  • Then they updated the prediction to 25B
    They predict 16,29B for FBs revenue, FB already had 7,1B this year and 2 more quarters to go! Mark my words it will exceed that too.
    Next predictions are 33B, going up to 41B
  • Then they updated the prediction to 25B
    They predict 16,29B for FBs revenue, FB already had 7,1B this year and 2 more quarters to go! Mark my words it will exceed that too.
    Next predictions are 33B, going up to 41B
  • Story is great, build up better!
  • Short PEWDIEPIE video -> https://www.youtube.com/watch?v=Jkc0QxQ-3t4 = crowd cheers
    This is the new born celebrity
    https://www.youtube.com/watch?v=U_lPCGrbWMQ
    Most young people thing the se celebs are the real new celebs and they don’t reespect real celebs
    https://www.youtube.com/watch?v=TBuJ0Ltc4MQ
  • Facebook by far most important.
  • Why is this really important? Why are we getting back to this?
  • POINT IS = YOU CANNOT DO THIS IN EXCEL.
  • This is where I begin.
  • Engage Mexico City: Jan Rezab, Socialbakers

    1. 1. Engage 2015
    2. 2. Chad Wittman Felipe ServinJan Rezab Ricardo Rivera Emmanuel Manzano Cruz Paola RotzingerSergio Villalobos
    3. 3. Rafael Tamames Jannis Rudzki-Weise Eelcoo Roos Adrian Peregrino Thomas Felpeto Anasofía Sánchez Juárez
    4. 4. LONDON DUBAI SÃO PAULO NEW YORK CITYMEXICO CITY
    5. 5. Jan Rezab Hello Mexico! @janrezab Chairman & Founder of Socialbakers
    6. 6. Socialbakers Update Market Predictions
    7. 7. $14B Advertising Market in Social Media Now eMarketer 2014 prediction
    8. 8. $100B Social Ads Market Future
    9. 9. Future of Entertainment
    10. 10. Everybody Is a Publisher
    11. 11. Engagement Evolution Likes Comments Shares Clicks Visits Photo Views Conversations Messages Video Views Other Deeper Engagement, Surveys, NPS, ..
    12. 12. What Does This Mean for Marketers? • Get your teams ready • Embrace this new reality of social media • Social media is bigger than ever before
    13. 13. Social Networks Video Messenger 50 M 30 M 0 M 10 M 500 M 300 M 0 M 0 M 5 M 0 M 0 M 0 M 30 M 0 M 10 M 0 M Other Content 2010 Platform Overview
    14. 14. 300 M 50 M 1.5 B 1.0 B 80 M 205 M 500 M 165M 800 M 100 M 60 M 32 M 32 M 400 M 316 M 20 M Social Networks Video Messenger Other Content 2015 Platform Overview
    15. 15. We Run Science behind Social Global Fortune 500 #DATADRIVEN Social Customer Care Metrics Monitoring Metrics on 10M+ pages Understanding News Feed SOCIALBAKERS PILLARS
    16. 16. 7 Years of Socialbakers Founded Socialbakers Launched Socialbakers.com Socialbakers Analytics & $2M Series A Funding Socially Devoted – The Customer Care Standard $6M Series B Funding, 1st Engage Conference $26M Series C Funding Round, 2000 Clients Late 2008 2009 Early 2011 Mid 2012 Late 2012 Early 2014
    17. 17. Returning to the Basics Timing Is Everything What Is the Best Time to Post?
    18. 18. Today Among Other Things, We Are Announcing News Feed Pulse
    19. 19. Best Time to Post Based on Performance Tuesday WednesdayYour Brand 8AM 10AM 12PM 2PM 4PM 6PM 8PM
    20. 20. Best Time to Post: Competition or Benchmark Tuesday Wednesday Tuesday Wednesday Tuesday Wednesday Your Brand Competition Industry 8AM 10AM 12PM 2PM 4PM 6PM 8PM
    21. 21. Facebook is now the primary source of information in the world
    22. 22. • We built an online panel of 1,000 people • How does it work? • What are the post types? • How many posts are from users vs. Pages? • What % is paid vs. organic? We Got Curious How the News Feed Worked
    23. 23. News Feed Insights for News Feed Optimization (NFO)
    24. 24. Compare with SEO Search Engine Optimization 1 Search 1 “Feed”
    25. 25. News Feed Optimization 1 Billion People on Facebook 1 Billion Unique News Feeds on Facebook
    26. 26. 24 – 29% Page PostsUser Posts News Feed 71 – 76% Findings About the News Feed User & Page Posts Source: Socialbakers Own user panel, 900 users, Users with 10 – 100 likes
    27. 27. Promoted Posts 9 – 10% Organic Posts Page Posts 90 – 91% Findings About the News Feed Organic & Promoted Page Posts Source: Socialbakers Own user panel, 900 users, Users with 10 – 100 likes
    28. 28. 2 – 3% of the Facebook News Feed Are Promoted Posts
    29. 29. 1 11 19 21 60% 45% 30% 15% 0% PercentageofPagePosts News Feed Position Promoted Page Posts 53 7 9 13 15 17 23 25 27 29
    30. 30. 800M 600M 400M 200M 0 SumofInteractions Total Interactions Jun 2013 Jan 2014 Jul 2014 Feb 2015 Aug 2015 MEDIA BRANDS COMMUNITY CELEBRITIES ENTERTAINMENT SPORT SOCIETY Source: Socialbakers Data based on 100000 pages
    31. 31. 120M 90M 60M 30M 0 SumofInteractions LATAM: Total Interactions Jun 2013 Jan 2014 Jul 2014 Feb 2015 Aug 2015 MEDIA BRANDS COMMUNITY CELEBRITIES ENTERTAINMENT SPORT SOCIETY Source: Socialbakers Data based on 3600 pages
    32. 32. 10%5% 15% 20% 1 NumberofPostsSeen 5 10 15 20+ Source: Socialbakers Own user panel, 900 users, Users with 10 – 100 likes Facebook Instance Distribution
    33. 33. New Step Towards Predictive Social Analytics
    34. 34. Content & Engagement Creation Engagement Noise Content Created Mean Noise & Echo NOW- 60 Hrs - 40 Hrs - 20 Hrs AmountofContent GAP
    35. 35. Announcing NEWS FEED PULSE
    36. 36. You Can Try in Excel Whole Industry Billions of Posts Competitors 90 000 Posts Your Page 5 Years x 12 Months x 30 Posts 1 800 Posts =
    37. 37. HUGE 2015 -> Product Focus Socialbakers Analytics Instagram in Socialbakers Analytics Promoted Post Detection Command Center & Executive Dashboard Socialbakers Builder Weibo Analytics Ads & Listening in Socialbakers Analytics FEB 2015 APR 2015 MAY 2015 JUN 2015 JUL 2015 OCT 2015 OCT 2015 NEW NEW NEW NEW NEW
    38. 38. Socialbakers Analytics Promoted Post Detection
    39. 39. 100% 75% 50% 25% PaidvsOrganicPostInteractionsRatio Promoted Post Detection 25% 50% 75% 100% Paid vs Organic Post Ratio 0% Extremely Beneficial Paid Posts Global Average Mexico Average
    40. 40. 100% 75% 50% 25% PaidvsOrganicPostInteractionsRatio Mexico: Promoted Post Detection Paid vs Organic Post Ratio 25% 50% 75% 100%0% Extremely Beneficial Paid Posts Mexico Average Global Average
    41. 41. Mexico: Socially Devoted on Facebook Megacable Movistar Liverpool Izzi telecom Dish Brand 87.7% 75.1% 96.4% 98.6% 91.3% Question Response Rate 273 Mins 72 Mins 242 Mins 51 Mins 165 Mins 3 525 3 177 2 695 2 486 1 995 Question Response Time Answered minus Ignored Questions
    42. 42. LATAM: Socially Devoted on Facebook Claro Personal Movistar Claro Claro Brand 99.1% 98.4% 74.9% 87.2% 99.7% Question Response Rate 18 Mins 226 Mins 150 Mins 32 Mins 31 Mins 12 750 12 055 7 814 5 608 5 281 Question Response Time Answered minus Ignored Questions Guatemala Argentina Argentina Argentina El Salvador
    43. 43. Mexico: Socially Devoted on Twitter Kichink Soporte Virgin Mobile Gamers Retail HSBC SEAT Brand 81.6% 77.9% 70.6% 65.2% 72.8% Question Response Rate 277 Mins 243 Mins 187 Mins 73 Mins 194 Mins 2 954 2 102 1 283 749 696 Question Response Time Answered minus Ignored Questions
    44. 44. LATAM: Socially Devoted on Twitter Claro UNE Personal Kichink Claro Brand 71.4% 74.7% 64.5% 81.6% 74.0% Question Response Rate 18 Mins 141 Mins 203 Mins 277 Mins 25 Mins 19 789 15 861 5 755 5 240 5 064 Question Response Time Answered minus Ignored Questions Argentina Colombia Argentina Mexico Guatemala
    45. 45. Socialbakers Analytics Ads & Listening
    46. 46. Executive Dashboard & Command Center
    47. 47. Socialbakers Builder, Action, Planning Tool and Customer Care
    48. 48. • Facebook News Feed is 3% promoted, 25% pages • How will you structure your teams around this? Key Takeaways
    49. 49. Jan Rezab Thank You, Mexico! @janrezab Chairman & Founder of Socialbakers

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