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#EngageBali 2016: Jan Rezab, Founder of Socialbakers

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Inside you will find:
State of social media in 2016.
Data stats on Facebook content published by brands.
Why brands should learn from media.
Why Instagram is better for brands than Facebook.
Why your Facebook videos should always have subtitles.
Brands with top customer care on Facebook, Twitter and Facebook Messenger.
2016 - the year of bots.
App "fatigue" and fight for users attention.

This is a full presentation for #EngageBali social media summit in Indonesia. engagebali.com

Published in: Social Media

#EngageBali 2016: Jan Rezab, Founder of Socialbakers

  1. 1. WELCOME TO Jan Rezab Founder & Chairman @janrezab /in/janrezab
  2. 2. THANK YOU
  3. 3. 8/10/201 FRED
  4. 4. Data: September 2016 1.7 Bn 500 M 313 M 450 M 100 M 1+ Bn 20 M 555 M 100 M 112 M 55 M 1.1 Bn CONNECTING & CONTENT 1B 806 M 218 M 150 M MESSAGING KIK 300 M
  5. 5. POPULARITY OF SOCIAL APPS BY MARKET 1st 2nd 3rd 4th 5th 6th United States Messenger Instagram Snapchat YouTube Facebook WhatsApp Germany WhatsApp YouTube Messenger Instagram Facebook Snapchat UK WhatsApp Messenger YouTube Facebook Snapchat Skype France Snapchat Messenger YouTube WhatsApp Facebook Instagram Spain WhatsApp YouTube Instagram Messenger Facebook Snapchat Italy WhatsApp Messenger Facebook YouTube Instagram Snapchat Russia Periscope WhatsApp VK Viber Instagram YouTube Ukraine BiP Messenger Viber VK YouTube Instagram Skype Poland Messenger Facebook Snapchat WhatsApp Instagram Skype Singapore WhatsApp Messenger Facebook Instagram Wechat Snapchat Indonesia Line WhatsApp Instagram Facebook YouTube Path Japan Line Instagram YouTube Twitter Facebook Messenger South Korea YouTube KakaoTalk Instagram Facebook Messenger - Vietnam Facebook Messenger YouTube Viber Instagram Line India WhatsApp Facebook Messenger YouTube Instagram Skype Brazil WhatsApp Messenger Facebook Snapchat YouTube Instagram Mexico WhatsApp Messenger Facebook YouTube Instagram Snapchat Colombia WhatsApp Messenger YouTube Facebook Instagram Snapchat Turkey WhatsApp Facebook Messenger Instagram YouTube Snapchat Saudi Arabia Snapchat WhatsApp Instagram Line Telegram Twitter United Arab Emirates WhatsApp iMo Facebook Skype Messenger YouTube Pakistan WhatsApp YouTube Facebook Messenger iMo Skype Phillippines Messenger Facebook Instagram YouTube Snapchat Viber Egypt Facebook Messenger WhatsApp YouTube Instagram Line South Africa WhatsApp Facebook Messenger Instagram Snapchat Skype 1st 2nd 3rd 4th 5th 6th United States Messenger Facebook Snapchat Instagram WhatsApp Kik Germany WhatsApp Messenger Facebook Instagram Skype Snapchat UK WhatsApp Messenger Facebook Instagram Snapchat Skype France Messenger Facebook Snapchat WhatsApp Instagram Skype Spain WhatsApp Facebook Messenger Instagram Skype Snapchat Italy WhatsApp Messenger Facebook Instagram Telegram Skype Russia WhatsApp VK LINK Viber OK Skype Ukraine Link Messenger Viber VK Skype OK Facebook Poland Messenger Facebook Snapchat Instagram WhatsApp Skype Singapore WhatsApp Facebook Messenger Wechat Instagram Viber Indonesia Line WhatsApp Messenger Instagram Line Path Japan Kakao Instagram Twitter Facebook Messenger Skype South Korea Facebook Facebook Messenger Instagram - - Vietnam WhatsApp Zaio Messenger Viber Line - India WhatsApp Facebook Messenger Hiku Instagram Skype Brazil WhatsApp Facebook Messenger Instagram Snapchat iMo Mexico WhatsApp Messenger Facebook Instagram YouTube Snapchat Colombia WhatsApp Messenger Facebook Instagram Snapchat - Turkey WhatsApp Facebook Messenger Instagram Snapchat BiP Messenger Saudi Arabia WhatsApp Facebook iMo Messenger Instagram Snapchat United Arab Emirates Facebook WhatsApp iMo Messenger Skype Viber Pakistan WhatsApp Messenger Facebook iMo Instagram Skype Phillippines Facebook Messenger Instagram Viber Skype YouTube Egypt Facebook Messenger WhatsApp Instagram Viber iMo South Africa WhatsApp Messenger Facebook Instagram BiBM iMo iOS Android 4/5 TOP POSITIONS IN TOP 25 COUNTRIES WORLDWIDE ARE OWNED BY FACEBOOK
  6. 6. FACEBOOK INTERACTIONS BY INDUSTRY Sample: large FB pages (500k+ Fans) - 7k+ pages, 4.8+ mil posts COMMUNITY CELEBRITIES BRANDS MEDIA ENTERTAINMENT SPORT SOCIETY PLACE 24% 21% 16% 15% 11% 7% 5% 1% 17% 17% 11% 38% 6% 6% 4% 1% 2013 2016
  7. 7. DIFFERENCE OF MARKET SHARE ON FACEBOOK PAGES Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans Difference in Interaction Distribution (2013 to 2016) COMMUNITY CELEBRITIES BRANDS MEDIA ENTERTAINMENT SPORT SOCIETY PLACE - 7% - 4% - 5% - 5% - 1% - 1% 0% 23%
  8. 8. CONTENT TYPE SPLIT ON FACEBOOK Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16) PHOTO / ALBUM LINK VIDEO STATUS 65% 18% 16% 1% 2016 Post Type Distribution
  9. 9. IMPACT OF INSTANT ARTICLES & NATIVE VIDEOS Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16) Difference in Post Type Distribution (2015 to 2016) PHOTO / ALBUM LINK VIDEO STATUS 7% 5% 0% - 12%
  10. 10. MEDIA KNOW HOW TO CREATE CONTENT BRANDS NEED TO BECOME MORE LIKE MEDIA HOUSES
  11. 11. MEDIA CREATE BETTER CONTENT Time Range: September 2014 - September 2016 Sample: 5,828 brand and 391 media Facebook Pages 0 0.2 0.4 0.6 0.8 1 1.2 1.4 MEDIA Sep 2014 Sep 2016 BRANDS Organic Reach Evolution
  12. 12. 0 2 4 6 8 10 12 FACEBOOK CHANGES NEWS FEED ALGORITHM ALL THE TIME Time Range: September 2014 - September 2016 Sample: 5,828 brand and 391 media Facebook Pages MEDIA BRANDS Organic Impressions / Reach Sep 2014 Sep 2016Feb 2015 Apr 2015 May 2016 Jan 2016
  13. 13. 0 10 20 30 40 50 FACEBOOK CHANGES NEWS FEED ALGORITHM ALL THE TIME Time Range: September 2014 - September 2016 Sample: 5,828 brand and 391 media Facebook Pages Total Impressions / Reach Sep 2014 Sep 2016 MEDIA BRANDS Feb 2015 Apr 2015 May 2016 Jan 2016
  14. 14. IMPRESSIONS DISTRIBUTION Time Range: September 2014 - September 2016 Sample: 5,828 brand and 391 media Facebook Pages 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Sep 2014 Sep 2016 Sep 2014 Sep 2016 VIRAL/SHARED PAID ORGANIC Brands Impressions Distribution Media Impressions Distribution
  15. 15. 0 40 000 000 80 000 000 120 000 000 160 000 000 200 000 000 INSTAGRAM IS A MORE NATURAL PLACE FOR BRANDS AND STORYTELLING THAN FACEBOOK Sample: 500 largest Facebook brand Pages and 500 largest Instagram brand profiles Time range: October 2015 – September 2016 Oct 2015 Sep 2016 Total Interactions
  16. 16. ON INSTAGRAM, MEDIA ARE SMALLER THAN BRANDS Sample: 3 546 brand pages Time Range: June 2015 - October 2016 0 200 000 000 400 000 000 600 000 000 800 000 000 Total Interactions Jun 2015 Sep 2016 Total Posts Jun 2015 Sep 2016 0 40 000 80 000 120 000 160 000 BRANDS MEDIA
  17. 17. INSTAGRAM STILL BIGGER THAN SNAPCHAT 500 M 150 M
  18. 18. INFLUENCERS
  19. 19. VIDEO RETENTION REMAINS THE SAME FOR ORGANIC AND PROMOTED VIDEOS 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% Brands Video Retention by Promotion ORGANIC PROMOTED View Through Rate
  20. 20. 85% OF VIDEOS ARE PLAYED WITHOUT SOUND
  21. 21. 94% OF VIDEOS ARE AUTOPLAYED
  22. 22. VIDEOS PUBLISHED BY MEDIA PAGES HAVE WORSE RETENTION 0% 50% 100% 0% 50% 100% 0% 5% 10% 15% 20% MEDIABRANDS Video Retention Percentage of Sound-On Views MEDIA BRANDS View Through Rate
  23. 23. CUSTOMER CARE ON FACEBOOK Q3 2016 CUSTOMER CARE ON TWITTER Q3 2016 76.7%RESPONSE RATE 1.8MPUBLIC DEMAND 33.8%RESPONSE RATE 8.2MPUBLIC DEMAND
  24. 24. CUSTOMER CARE BY INDUSTRY Industry Questions Respondable Response Rate Telecoms 889 401 90.8% Retail 134 247 74.2% Ecommerce 131 950 59.5% Services 108 350 70.3% Electronics 88 518 59.7% Airlines 72 727 77.1% Finance 69 209 78.6% Retail Food 49 728 61.0% FMCG Food 44 734 58.7% Beauty 42 347 52.5% Industry Questions Respondable Response Rate Telecoms 1 802 545 54.4% Ecommerce 966 801 21.1% Services 953 172 39.8% Electronics 687 758 23.9% Software 511 028 10.1% Finance 540 623 45.2% Retail 533 142 33.6% Airlines 459 677 45.6% Retail Food 375 494 20.0% Fashion 177 192 16.5%
  25. 25. TOP SOCIALLY DEVOTED BRANDS ON FACEBOOK Rank Brand Industry Country Questions Received Response Rate 1 Telkomsel Telecoms Indonesia 346 942 96.2% 2 Robi Axiata Limited Telecoms Bangladesh 198 418 99.9% 3 Grameenphone Telecoms Bangladesh 14 601 99.0% 4 TIM Telecoms Italy 7 539 99.3% 5 KLM Royal Dutch Airlines Airlines Netherlands 7 638 97.7% 6 banglalink mela Telecoms Bangladesh 7 662 88.7% 7 YouSee Telecoms Denmark 5 955 99.5% 8 Orange Telecoms Poland 5 578 98.6% 9 Telkom Care Telecoms Indonesia 5 312 99.9% 10 Deutsche Bahn Services Germany 5 275 98.0%
  26. 26. TOP SOCIALLY DEVOTED BRANDS ON TWITTER Rank Brand Industry Country Questions Received Response Rate 1 Telkomsel Telecoms Indonesia 184 677 95.4% 2 Telkcom Care Telecoms Indonesia 45 101 97.3% 3 Indosat Ooredoo Care Telecoms Indonesia 45 452 86.5% 4 STC Telecoms Saudi Arabia 65 934 73.6% 5 ASOS Here To Help Ecommerce United Kingdom 28 400 83.4% 6 Halo BCA Finance Indonesia 20 000 91.6% 7 EE Telecoms United Kingdom 34 282 72.6% 8 Virgin Media Telecoms United Kingdom 44 187 67.4% 9 NS online Services Netherlands 27 243 72.5% 10 boohoo help team Ecommerce Global 13 769 85.9%
  27. 27. CUSTOMER SERVICE ON FACEBOOK MESSENGER Sample: 171 brand page (Q3 2016) 0% 25% 50% 75% 100% 0 200 400 600 800 84% 16% Questions Response Rate Questions DistributionQuestions Response Time DIRECT MESSAGE QUESTIONS WALL QUESTION
  28. 28. BOTS
  29. 29. 2016 Bot Compatibility 2 – 5 Years from Now Majority of daily mobile tasks is bot-assisted to some extent 2015 Bot Launch Next 18 Months Companies continue to develop bots Users learn to adopt and use bots EVOLUTION OF BOTS MOVING FORWARD
  30. 30. 2016 - THE YEAR OF BOTS MANY MAJOR MESSENGERS LAUNCH BOTS May 2016 SKYPE 600M Users Web bots only March 2016 KIK 200M Users June 2015 TELEGRAM 100M Users April 2016 FACEBOOK MESSENGER 900M Users
  31. 31. THE “APP FATIGUE” DIFFICULT TO GET USER’S ATTENTION. 65% OF USERS DOWNLOAD NO NEW APPS PC SMARTPHONES MESSAGING WEBSITES APPS BOTS
  32. 32. CHALLENGE
  33. 33. CHALLENGEPICK THE RIGHT METRICS DEFINE BUSINESS OBJECTIVES MANAGE COSTS, MEASURE ROI Reach Engagement Actions (clicks etc.) Cost of Production Cost of Advertising Growing Web Traffic Customer Acquisition Customer Retention Brand Awareness
  34. 34. Jan Rezab Founder & Chairman @janrezab /in/janrezab

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