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Singapore
27-02-14

#socialinsights
@socialbakersAP
Simon Trilsbach
VP Asia Pacific
simon@socialbakers.com
#socialinsights

AGENDA

CEO Keynote: Social Media Secrets
Case Study: Rini Haerinnisya - Danone
Social Workflow Showcase
...
Our Clients
Asia-Pacific will have the largest social
network population worldwide through 2017
@Tomas: Place onto
branded slide

Social Insights
Jan Rezab
CEO of Socialbakers
@janrezab
Untold Social Media Secrets
(& How analytics-driven marketers perform better)
Social is getting cluttered
Pages post more content

2009
on average

2013
on average

7

40

posts / month

posts / month

Sources: Socialbakers, dat...
Users follow more and more
Organic Reach is dropping
both globally and locally
Average Post Engagement Rate
0.006

0.0055
0.005
0.0045

0.004
0.0035
...
During 2013 the average social
Ad Spend has increased by

+54%
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
Efficiency Gap
Facebook ads don’t work ?

Or is it the marketers that operate them?
Over half of Facebook posts are
boosted with default targeting
Marketers know what they should do

90%
Ranks Competitive Analysis & Industry Benchmarking as important

Source: Socialbak...
Only 1/3 of marketers
Are using tools
for deep social performance analytics

33%
Sources: Socialbakers Marketing Survey, J...
Even the big brands face the same issues

Even big companies only use native platform tools.
Even some big companies do no...
Marketers
fly blind
SOCIAL CUSTOMER CARE
Top Industries in Social Customer Care

Sources: Socialbakers, data range: Q4
For the first time in 2 years:

Sources: Socialbakers, data range: Q4
Twitter follower interactions globally doubled in 2013
Twitter follower interactions have have globally doubled in 2013

+...
Some think ignoring crises on social is OK

Sources: Socialbakers, data range: 1.4.13 – 1.7.13
And some still can’t get it right.
While others know, that handling it right...

KLM
More than 100 Employees

1 Hour Response Time, 24/7

10 Languages
… pays off

AIRLINES
% of Engaged Users
KLM
AZUL
Emirates
AirAsia
Turkish Airlines
GOL
Nasair
Air France
Qatar Airways
Sou...
So, how do analytics-driven
marketers perform better?
They know Teenagers Are Not Leaving Facebook
Social is not about one metric, it’s about all of them

Fans / Fan
Growth

Activity of
Your Page

Engagement
Rate / Reach
...
Analytic tools give the users
competitive advantage
Analytics users have up to 2x times better results

Average
Interactions in 2013

20000
18000
16000
14000
12000
10000
8000...
… and better Engagement

0.0018

Average Post
Engagement Rate

0.0016
0.0014
0.0012
0.001
0.0008
0.0006
0.0004
0.0002
0

2...
10 out of the Top 50 global
Facebook pages use
Socialbakers Analytics
Listening

Management

Native tools

Socialbakers

Competitive intel.

NO

NO

NO

YES

All metrics
possible are
available...
Listening

Management

Native tools

Socialbakers

Competitive intel.

NO

NO

NO

YES

All metrics
possible are
available...
Regional Insights
Local Insights

Sources: Socialbakers, data range: January 2014
The TOP 5 industries take 50% of user likes.
Most liked Industries by an AVG user
Others
11%

fashion
13%

telecom
3%
fina...
Sources: Socialbakers, data range: January 2014
Sources: Socialbakers, data range: January 2014
SMRT Case Study
Fake FB page more than 2x bigger than the official

- FAKE

Confused customers post
queries on a wrong FB
page and Twitter...
Hijacking identity & Damaging brand image
Takeaways
• Hygiene - Set up your analytics & KPIs

• Insights - Only real time data distribution is insightful
• Innovate...
Our vision is to become
worldwide standard for the way,
social media marketing is measured and optimized
THANK YOU!
Singapore
27-02-14

#socialinsights
@socialbakersAP
Vincent Camara
vincent@socialbakers.com

Socialbakers Workflow
What are the issues?
Team
competencies
& KPIs

What companies
need to deal with

Goal
settings

Crack the ROI
quantification
code

...on the ST...
Getting
through the
clutter

What companies
need to deal with

Creating
Content

Having the
right data

...on the TACTICAL...
The Path to a Solution
Social Media Workflow
by Socialbakers

#socialinsights
Analyze to understand

#socialinsights
#socialinsights

Why is analytics important ?
Monitor performance of any page without Admin rights
Gain Valuable Insights ...
Your Pages and Competitors in one Dashboard

1
2

3

1 Set of Different Metrics

2 Pages of Your Choice

3 Custom Labels &...
Hundreds of Ready-made Benchmarks

1

2

3

1

Selected Metric

2

Brand Performance

3

Benchmark of Choice
Compare Yourself with Others

2

1
3

1

Selected Key Performance Indicators

2

Comparision Against Benchmarks and Custom...
Discover Best Performing Content

1
2

4

Post Performance
See & Analyze Actual Comments

4

3

2
3

1

Posted Content

Us...
Executive Reporting

1

3

2

1

Selected Metric

2

Response Rates and Times

3

Engagement Metrics with Benchmarks
“Socialbakers has fundamentally changed the
way that LVMH plans, implements, and
optimizes our social media. Its technolog...
With Insights from Analytics,
Take Action in Builder

#socialinsights
#socialinsights

Why a publishing platform ?

Manage Content Across Multiple Platforms

Fully Control the Publishing Proce...
#socialinsights

Brands Using Publishing Tools Produce
37% More Content.

Source: Socialbakers database
Use the full potential of Facebook advertising

#socialinsights
#socialinsights
#socialinsights

Why promoting your content ?
Accelerate Performance of Popular Content
Drive Success of All Social Campai...
“With Ad Analytics, we are able to turn insights into action!
We run successful Facebook campaigns while saving
costs, dri...
Social Media Workflow
by Socialbakers

#socialinsights
Moving Up
the Social Media Maturity Curve
by

Jana Zizkova
Source: Altimeter, A State of the Industry Report, October 2013
Social Strategy
Social-Wise CEO
#socialinsights

WORKFLOW INTRODUCTION

The Social Crusader
UNDERSTAND

INTERACT

OPTIMIZE
#socialinsights

Eliminate the “Social Media Silo”

» Does your CEO and management use (support/understand) the
social?
WO...
Social Media Business Accelerator

… provides know how on how deeply your Social Strategy
is connected with your overall (...
Stage 4 reached

68%
#socialinsights

TO DO list:
… become the social evangelist
» Unlock the power of social in the whole organization

… cons...
Socialbakers@Socialbakers
Neil Morgan, CMO
@neil_morgan
CMO introduction
•
•
•
•
•

Positioning
Brand
Awareness
Demand
Team
Meet the team
60 Days highlights
The Socialbakers Social Workflow
Process

Analyze

Engage

Promote

Content

Care

Ads

Social
Performance

Socially
Devot...
Campaign Hierarchy
Insight Driven Social Marketing

Corporate
Campaign

Solution
Campaigns

Do you know your best
content?...
Socialbakers.com
Socialbakers.com by the numbers
Focus on Competitors
Focus on content performance and optimization
Finding the best performing stories is easy
As well as diving into the details
The whole Socialbakers social presence is channelled through our social
command centre powered by Socialbakers Builder.
Allowing us to monitor media and our competitors’ communication in real time
We can track the results of the content we publish and measure the
performance own social team at the same time.
And that we have room for improvement
Socialbakers Ad Analytics drives the performance of boosted content
Tracking our ad performance
Reporting on campaigns

3
Boosting our content
And most of all, it is fun!
• Unique opportunity to leverage Social Media
•
•
•

Analyze
Engage
Promote

• APAC will have the largest Social Community...
Thank you!

#socialinsights
@socialbakersAP
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
Social Insights 2014: Singapore
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Social Insights 2014: Singapore

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Social Insights 2014 is an event brought to you by Socialbakers—the global leaders in Social Analytics—designed to help you connect your social marketing to insights in 2014!

We all know that data holds the key to unlocking success in social marketing. But what’s the best way to know what it is telling you about your content, interactions and promotion? What story is your data trying to tell?

Find out how to turn social data to insight, and insight into outstanding content that promotes your brand on social.

Published in: Marketing
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Social Insights 2014: Singapore

  1. 1. Singapore 27-02-14 #socialinsights @socialbakersAP
  2. 2. Simon Trilsbach VP Asia Pacific simon@socialbakers.com
  3. 3. #socialinsights AGENDA CEO Keynote: Social Media Secrets Case Study: Rini Haerinnisya - Danone Social Workflow Showcase CMO Keynote: @Socialbakers Case Study: Ryan Lim; Blugrapes
  4. 4. Our Clients
  5. 5. Asia-Pacific will have the largest social network population worldwide through 2017
  6. 6. @Tomas: Place onto branded slide Social Insights
  7. 7. Jan Rezab CEO of Socialbakers @janrezab
  8. 8. Untold Social Media Secrets (& How analytics-driven marketers perform better)
  9. 9. Social is getting cluttered
  10. 10. Pages post more content 2009 on average 2013 on average 7 40 posts / month posts / month Sources: Socialbakers, data range: 2009 – 2013
  11. 11. Users follow more and more
  12. 12. Organic Reach is dropping both globally and locally Average Post Engagement Rate 0.006 0.0055 0.005 0.0045 0.004 0.0035 0.003 0.0025 0.002 Singapore Global 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013
  13. 13. During 2013 the average social Ad Spend has increased by +54% Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  14. 14. Efficiency Gap
  15. 15. Facebook ads don’t work ? Or is it the marketers that operate them?
  16. 16. Over half of Facebook posts are boosted with default targeting
  17. 17. Marketers know what they should do 90% Ranks Competitive Analysis & Industry Benchmarking as important Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  18. 18. Only 1/3 of marketers Are using tools for deep social performance analytics 33% Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
  19. 19. Even the big brands face the same issues Even big companies only use native platform tools. Even some big companies do not have dedicated budget for social media advertising, or a team inside to manage it Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  20. 20. Marketers fly blind
  21. 21. SOCIAL CUSTOMER CARE
  22. 22. Top Industries in Social Customer Care Sources: Socialbakers, data range: Q4
  23. 23. For the first time in 2 years: Sources: Socialbakers, data range: Q4
  24. 24. Twitter follower interactions globally doubled in 2013 Twitter follower interactions have have globally doubled in 2013 +118% Increase of average number of user mentions of brand profiles Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
  25. 25. Some think ignoring crises on social is OK Sources: Socialbakers, data range: 1.4.13 – 1.7.13
  26. 26. And some still can’t get it right.
  27. 27. While others know, that handling it right... KLM More than 100 Employees 1 Hour Response Time, 24/7 10 Languages
  28. 28. … pays off AIRLINES % of Engaged Users KLM AZUL Emirates AirAsia Turkish Airlines GOL Nasair Air France Qatar Airways Southwest Airlines Sources: Socialbakers, data range: Q4 % of Engagement
  29. 29. So, how do analytics-driven marketers perform better?
  30. 30. They know Teenagers Are Not Leaving Facebook
  31. 31. Social is not about one metric, it’s about all of them Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time $ Paid media
  32. 32. Analytic tools give the users competitive advantage
  33. 33. Analytics users have up to 2x times better results Average Interactions in 2013 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  34. 34. … and better Engagement 0.0018 Average Post Engagement Rate 0.0016 0.0014 0.0012 0.001 0.0008 0.0006 0.0004 0.0002 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  35. 35. 10 out of the Top 50 global Facebook pages use Socialbakers Analytics
  36. 36. Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics
  37. 37. Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics
  38. 38. Regional Insights
  39. 39. Local Insights Sources: Socialbakers, data range: January 2014
  40. 40. The TOP 5 industries take 50% of user likes. Most liked Industries by an AVG user Others 11% fashion 13% telecom 3% finance 3% travel 3% fmcg 12% place 3% services 3% alcohol 3% retail food 9% software 4% airlines 4% ecommerce 8% retail 6% beauty 7% Sources: Socialbakers, data range: January 2014 electronics 8%
  41. 41. Sources: Socialbakers, data range: January 2014
  42. 42. Sources: Socialbakers, data range: January 2014
  43. 43. SMRT Case Study
  44. 44. Fake FB page more than 2x bigger than the official - FAKE Confused customers post queries on a wrong FB page and Twitter handle of consumers say the posts made by companies on social media influence their purchases. - OFFICIAL - OFFICIAL
  45. 45. Hijacking identity & Damaging brand image
  46. 46. Takeaways • Hygiene - Set up your analytics & KPIs • Insights - Only real time data distribution is insightful • Innovate! - The only constant is change!
  47. 47. Our vision is to become worldwide standard for the way, social media marketing is measured and optimized
  48. 48. THANK YOU!
  49. 49. Singapore 27-02-14 #socialinsights @socialbakersAP
  50. 50. Vincent Camara vincent@socialbakers.com Socialbakers Workflow
  51. 51. What are the issues?
  52. 52. Team competencies & KPIs What companies need to deal with Goal settings Crack the ROI quantification code ...on the STRATEGIC level Reporting results
  53. 53. Getting through the clutter What companies need to deal with Creating Content Having the right data ...on the TACTICAL level Managing Conversation
  54. 54. The Path to a Solution
  55. 55. Social Media Workflow by Socialbakers #socialinsights
  56. 56. Analyze to understand #socialinsights
  57. 57. #socialinsights Why is analytics important ? Monitor performance of any page without Admin rights Gain Valuable Insights & Competitive Intelligence Analyze & Optimize Your Performance
  58. 58. Your Pages and Competitors in one Dashboard 1 2 3 1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filtering
  59. 59. Hundreds of Ready-made Benchmarks 1 2 3 1 Selected Metric 2 Brand Performance 3 Benchmark of Choice
  60. 60. Compare Yourself with Others 2 1 3 1 Selected Key Performance Indicators 2 Comparision Against Benchmarks and Custom Labels 3 Displaying multivariate data on Spider chart
  61. 61. Discover Best Performing Content 1 2 4 Post Performance See & Analyze Actual Comments 4 3 2 3 1 Posted Content Use Custom Labels and Filtering
  62. 62. Executive Reporting 1 3 2 1 Selected Metric 2 Response Rates and Times 3 Engagement Metrics with Benchmarks
  63. 63. “Socialbakers has fundamentally changed the way that LVMH plans, implements, and optimizes our social media. Its technology saves us tremendous amounts of time and resources.” Thomas Romieu Group Digital Director at LVMH
  64. 64. With Insights from Analytics, Take Action in Builder #socialinsights
  65. 65. #socialinsights Why a publishing platform ? Manage Content Across Multiple Platforms Fully Control the Publishing Process Improve Content Performance
  66. 66. #socialinsights Brands Using Publishing Tools Produce 37% More Content. Source: Socialbakers database
  67. 67. Use the full potential of Facebook advertising #socialinsights
  68. 68. #socialinsights
  69. 69. #socialinsights Why promoting your content ? Accelerate Performance of Popular Content Drive Success of All Social Campaigns Target the Right Audience for Every Campaign
  70. 70. “With Ad Analytics, we are able to turn insights into action! We run successful Facebook campaigns while saving costs, driving product and service promotions.” Wolfgang Strum Head of Social Media Management, A1 Telecom
  71. 71. Social Media Workflow by Socialbakers #socialinsights
  72. 72. Moving Up the Social Media Maturity Curve by Jana Zizkova
  73. 73. Source: Altimeter, A State of the Industry Report, October 2013
  74. 74. Social Strategy
  75. 75. Social-Wise CEO
  76. 76. #socialinsights WORKFLOW INTRODUCTION The Social Crusader UNDERSTAND INTERACT OPTIMIZE
  77. 77. #socialinsights Eliminate the “Social Media Silo” » Does your CEO and management use (support/understand) the social? WORKFLOW INTRODUCTION » Do you have a positioning of social media in the context of PR and UNDERSTAND communication? INTERACT » Is Social part of the HR policy? OPTIMIZE » Is social part of the overall vision/strategy of the organization?
  78. 78. Social Media Business Accelerator … provides know how on how deeply your Social Strategy is connected with your overall (marketing and sales) business goals …..analyzes the structure and the process of your social media team Analysis of 12 key areas in social media via business
  79. 79. Stage 4 reached 68%
  80. 80. #socialinsights TO DO list: … become the social evangelist » Unlock the power of social in the whole organization … constantlyWORKFLOW INTRODUCTION innovate » Review your Social/Digital Strategy frequently UNDERSTAND … keep the customer first » Define the right Social Customer Care, manage the Advocates INTERACT … validate your metrics & KPIs » Define metrics that matters OPTIMIZE … adapt the org. structure & technology » Update workflow & tools
  81. 81. Socialbakers@Socialbakers Neil Morgan, CMO @neil_morgan
  82. 82. CMO introduction • • • • • Positioning Brand Awareness Demand Team
  83. 83. Meet the team
  84. 84. 60 Days highlights
  85. 85. The Socialbakers Social Workflow Process Analyze Engage Promote Content Care Ads Social Performance Socially Devoted Ads Benchmark Do you know your best content? Are you socially devoted? Content is the new Advertising Themes Programs Campaign (Examples)
  86. 86. Campaign Hierarchy Insight Driven Social Marketing Corporate Campaign Solution Campaigns Do you know your best content? Creative goes here Are you socially devoted? Content is the new Advertising Creative goes here Creative goes here
  87. 87. Socialbakers.com
  88. 88. Socialbakers.com by the numbers
  89. 89. Focus on Competitors
  90. 90. Focus on content performance and optimization
  91. 91. Finding the best performing stories is easy
  92. 92. As well as diving into the details
  93. 93. The whole Socialbakers social presence is channelled through our social command centre powered by Socialbakers Builder.
  94. 94. Allowing us to monitor media and our competitors’ communication in real time
  95. 95. We can track the results of the content we publish and measure the performance own social team at the same time.
  96. 96. And that we have room for improvement
  97. 97. Socialbakers Ad Analytics drives the performance of boosted content
  98. 98. Tracking our ad performance
  99. 99. Reporting on campaigns 3
  100. 100. Boosting our content
  101. 101. And most of all, it is fun!
  102. 102. • Unique opportunity to leverage Social Media • • • Analyze Engage Promote • APAC will have the largest Social Community by 2017 • Working with global platforms therefore the potential to reach a global audience • The time is now to get Socially fit
  103. 103. Thank you! #socialinsights @socialbakersAP

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