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#EngageBali 2016: Robert Lang, Socialbakers CEO

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What latest Facebook updates tell us? Why quality of your social content is more important than ever? How to produce your very best content?

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

Published in: Social Media

#EngageBali 2016: Robert Lang, Socialbakers CEO

  1. 1. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H KEYS TO SUCCESS IN A MATURING SOCIAL LANDSCAPE Robert Lang CEO @robertslang /in/robertslang 8 / 1 0 / 2 0 1 6 Engage B ali 2016
  2. 2. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H MEDIAMEDIA SOCIAL 8 / 1 0 / 2 0 1 6
  3. 3. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 0 1 2 3 4 5 6 7 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 $USBillions Post-IPO quarterly revenues FACEBOOK IS A MASSIVE CHANNEL TODAY Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004) 8 / 1 0 / 2 0 1 6
  4. 4. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H ATTENTION IS BECOMING THE NEW CURRENCY 8 / 1 0 / 2 0 1 6Source: Internet Trends 2016 – Mary Meeker 0 5 10 15 20 25 Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn Hours/Users/Month, VariousPlatforms
  5. 5. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H RECENT FACEBOOK PLATFORM CHANGES HAVE ONE GOAL IN COMMON: MAXIMIZE USERS’ TIME SPENT ON FACEBOOK 8 / 1 0 / 2 0 1 6
  6. 6. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 8 / 1 0 / 2 0 1 6 INSTANT ARTICLES
  7. 7. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H NATIVE VIDEO 8 / 1 0 / 2 0 1 6
  8. 8. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H LIVE VIDEO 8 / 1 0 / 2 0 1 6
  9. 9. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 360° VIDEO 8 / 1 0 / 2 0 1 6
  10. 10. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H NEWS FEED REVISIONS 8 / 1 0 / 2 0 1 6
  11. 11. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H CANVAS ADS – CONTENT, AD, INTERACT & BUY 8 / 1 0 / 2 0 1 6
  12. 12. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H DID YOU INVEST IN SOCIAL MEDIA IN 2016? 8 / 1 0 / 2 0 1 6
  13. 13. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H WHO WANTS TO INVEST MORE IN 2017? 8 / 1 0 / 2 0 1 6
  14. 14. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 8 / 1 0 / 2 0 1 6 OUR VISION: TURNING DIGITAL RELATIONSHIPS INTO GROWTH
  15. 15. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 8 / 1 0 / 2 0 1 6 Insert Image STEP 1: DEFINE WHAT TARGETS YOU WANT TO REACH & HOW TO MEASURE THEM
  16. 16. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H DEEP DATA ANALYSIS & PREDICTIVE TECHNOLOGY TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW CONTENT CREATION PRIME TIME PUBLISHING PROMOTION 8 / 1 0 / 2 0 1 6 TRACKING ROI BENCHMARKING & UNDERSTANDING
  17. 17. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H QUALITY IS MORE IMPORTANT THAN EVER 8 / 1 0 / 2 0 1 6
  18. 18. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H CONTENT QUALITY IS EVALUATED (=RELEVANCY) BY TESTING EACH PIECE YOU POST OR ADVERTISE 8 / 1 0 / 2 0 1 6
  19. 19. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H RELEVANCELOW $$$$ WHO posted it WHEN it was posted INTERACTIONS on the post TYPE of content HIGH $ RELEVANCE 8 / 1 0 / 2 0 1 6
  20. 20. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H GET INSPIRED BY THE VERY BEST CONTENT 8 / 1 0 / 2 0 1 6
  21. 21. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H SEARCH 10 BILLION PIECES OF CONTENT TO FIND THE DEFINITION OF GREAT 8 / 1 0 / 2 0 1 6
  22. 22. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H TIMING HAS IMPACT ON PERFORMANCE AND REACH 8 / 1 0 / 2 0 1 6
  23. 23. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 8 / 1 0 / 2 0 1 6 4.95 Bn missed impressions due to timing 8% gap between actual and potential post visibility 3% average improvement in visibility 100 mins published too soon to hit the optimal time 500 Brand Pages 6 months 120k posts WHY TIMING IS CRUCIAL
  24. 24. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H TAILORED PUBLISHING TIME RECOMMENDATIONS FOR EACH PAGE 8 / 1 0 / 2 0 1 6
  25. 25. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H PRIME TIME PUBLISHING MAXIMIZES IMPRESSIONS 8 / 1 0 / 2 0 1 6
  26. 26. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H LOOK AT CONTENT PERFORMANCE BEFORE YOU INVEST 8 / 1 0 / 2 0 1 6
  27. 27. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H LEARN FROM YOUR HISTORICAL CONTENT: GRADE AND PREDICT PERFORMANCE 8 / 1 0 / 2 0 1 6
  28. 28. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H SEE YOUR PREDICTED CONTENT PERFORMANCE SO YOU CAN INVEST WISELY 8 / 1 0 / 2 0 1 6
  29. 29. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H DATA SHOWS US THAT QUALITY CONTENT IS KING 4x less negative feedback 7x more viral 2.3x more interactions with the same reach 20% lower impression cost (CPM) 50% lower click cost (CPC) 8 / 1 0 / 2 0 1 6
  30. 30. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H CLOSE THE LOOP: CONNECT SOCIAL MEDIA TO BUSINESS OBJECTIVES 8 / 1 0 / 2 0 1 6
  31. 31. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H 8 / 1 0 / 2 0 1 6
  32. 32. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H TECHNOLOGY PEOPLE EXPERTISE 8 / 1 0 / 2 0 1 6
  33. 33. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H WE HAVE BEEN SUPPORTING OUR CLIENTS ON SOCIAL FOR ALMOST A DECADE 0 2 4 6 8 10 2008 2009 2010 2011 2012 2013 2014 2015 2016 ENGAGEMENT RATE October 2008 SOCIAL HEALTH INDEX October 2014 INDUSTRY BENCHMARKING January 2010 SOCIALLY DEVOTED April 2012 PROMOTED POST DETECTION July 2015 PREDICTIVE ANALYTICS April 2016 Millions 8 / 1 0 / 2 0 1 6 EXCEL PLUG-IN June 2016
  34. 34. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H PRODUCT ROAD MAP 8 / 1 0 / 2 0 1 6 Q4 2016 Q1 2017 Q2 2017 UNPUBLISHED POSTS CAMPAIN ANALYSIS INTEGRATED DATA SILOS SYNCHRONIZATION OF USERS APIS FOR BI PINTEREST INTEGRATION ECOSYSTEM OF DATA COLLABORATIVE WORK FLOWS
  35. 35. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H + One of the biggest Product & Engineering teams on the planet 10 B content pieces in database 9 M profiles monitored 5 M API requests every hour 40 M content pieces per month 450 servers SIZE DOES MATTER! 8 / 1 0 / 2 0 1 6
  36. 36. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H Social is becoming a media platform Connect social media with business objectives: define targets and measure them Content quality is more important than ever Optimize your timing to maximize reach Be bold, invest in content you know will perform well WHAT YOU SHOULD TAKE HOME FROM TODAY’S SESSION 8 / 1 0 / 2 0 1 6
  37. 37. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H WE ARE ONE TEAM - MEET SOME OF US HERE 8 / 1 0 / 2 0 1 6 CHARLES TIDSWELL VP Asia MOSES VELASCO VP Product & Chief Evangelist RAINBOW CHEUNG Strategic Account Manager KATRINA NISPEROS Senior Account Manager MATEJ DAMMER Account Executive GABRIEL TAY Solutions Consultant LINH NGUYEN Business Development SILSANTI LEE Onboarding Manager ED JOHNSON Director of Education TIM TSORIEV VP Corporate Communications CLAIRE WILSON Global PR Director FILIP GREGOR Consulting Director MINAL SISODIYA Onboarding Manager K. LISOGOROVA Account Manager
  38. 38. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H QUESTIONS? YES PLEASE! 8 / 1 0 / 2 0 1 6
  39. 39. T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H Q&A Robert Lang CEO 8 / 1 0 / 2 0 1 6 @robertslang /in/robertslang

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