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Social Insights 2014: Paris

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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, Technology, Business
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Social Insights 2014: Paris

  1. 1. Paris 27th March 2014 socialinsights socialbakersFR # @
  2. 2. Delphine Gatignol Director France, Socialbakers delphine@socialbakers.com #socialinsights
  3. 3. CMO Keynote: Social Media Secrets Neil Morgan CMO, Socialbakers The Social Media Workflow 1. Analyze! - Core concepts & Demonstration Luca Benini VP of Sales EMEA Insights in Practice – Guest keynote Julien Jalouzet, Director for Digital Marketing, PSG AGENDA #socialinsights
  4. 4. 2. Engage! - Core concepts & Demonstration Luca Benini VP of Sales EMEA Insights in Practice – Guest keynote Alice Peuple, Director for International Social Media & Press, Maisons du Monde 3. Promote! - Core concepts & Demonstration Delphine Gatignol Head of France Moving up the Social Maturity Curve Barbora Votavova Senior Consultant, Socialbakers PLUS AGENDA #socialinsights
  5. 5. Our vision is to become worldwide standard for the way, social media marketing is measured and optimized
  6. 6. Advertisers expected to spend $12 billion on social in 2014 Sources: ZenithOptimedia, eMarketer, February 2014
  7. 7. The Social Marketing Workflow #socialinsights
  8. 8. Neil Morgan CMO, Socialbakers @neil_morgan #socialinsights
  9. 9. Untold Social Media Secrets (& How analytics-driven marketers perform better) Neil Morgan, CMO @neil_morgan
  10. 10. Social is getting cluttered
  11. 11. Pages post more content posts / month 7 2009on average posts / month 40 2013on average Sources: Socialbakers, data range: 2009 – 2013
  12. 12. Organic Reach is dropping both globally and locally Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013 0.28% 0.33% 0.38% 0.43% 0.48% 0.53% 0.58% 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Global France
  13. 13. of consumers say the posts made by companies on social media influence their purchases.78% Consumers testify the influence of social media Source: Hubspot, Social Media Referrals Infographic, 2012
  14. 14. During 2013 the average social Ad Spend has increased by Sources: Socialbakers, data range: 1.1.13 – 31.12.13 +54%
  15. 15. Facebook ads don’t work? Or is it the marketers that operate them?
  16. 16. Efficiency Gap
  17. 17. Marketers fly blind
  18. 18. Over half of Facebook posts are boosted with default targeting
  19. 19. Marketers know what they should do 90% Ranks Competitive Analysis & Industry Benchmarking as important Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  20. 20. and what they want to achieve 75% Aims to Increase Brand Awareness Source: Socialbakers Marketing Survey, January 2014, 525 respondents
  21. 21. 66% Source: Socialbakers Marketing Survey, January 2014, 525 respondents Aims to Drive Sales & Customer Acquisition Majority sees direct ROI in social
  22. 22. 33% Only 1/3 of marketers Are using tools for deep social performance analytics Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
  23. 23. Facebook “Pages to Watch“
  24. 24. SOCIAL CUSTOMER CARE
  25. 25. #socialinsights IAC PR CASE STUDY
  26. 26. IAC PR Blunder - ask.com, tutor.com, homeadvisor.com, collegehumor.com, dictionary.com - 1,3B monthly visits - 150 brands & products - 100M mobile apps downloaded
  27. 27. #socialinsights The same logic applies to brands. Your messages and ads will be seen in context of current events
  28. 28. Wrong ad, wrong time
  29. 29. Some think ignoring crises on social is OK Sources: Socialbakers, data range: 1.4.13 – 1.7.13
  30. 30. Top Facebook Industries in Social Customer Care Sources: Socialbakers, data range: Q4 2013
  31. 31. For the first time in 2 years: Sources: Socialbakers, data range: Q4
  32. 32. Twitter follower interactions have globally doubled in 2013 Increase of average number of user mentions of brand profiles Twitter follower interactions have globally doubled in 2013 +118% Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
  33. 33. KLM 10 Languages More than 100 Employees 1 Hour Response Time, 24/7 While others know, that handling it right...
  34. 34. KLM AZUL Emirates AirAsia Turkish Airlines GOL Nasair Air France Qatar Airways SouthwestAirlines % of Engaged Users % of Engagement AIRLINES… pays off Sources: Socialbakers, data range: Q4
  35. 35. So, how do analytics-driven marketers perform better?
  36. 36. #socialinsights 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
  37. 37. Analytics users have up to 2x times better results 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Average Interactions in 2013 Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  38. 38. They know Teenagers Are Not Leaving Facebook
  39. 39. They Automatically Boost High Performing Content Invest into successful organic posts at the right time to amplify impressions, reach and engagement. Post’s Livetime
  40. 40. #socialinsights Recommendations from social marketers
  41. 41. Automated, ready-made reports
  42. 42. #socialinsights They practice what they preach
  43. 43. Regional Insights
  44. 44. The TOP 5 industries take 65% of user likes Sources: Socialbakers, data range: January 2014 [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE], [VAL UE] [CELLRANGE] [VALUE] [CELLRANGE], [VAL UE][CELLRANGE], [VAL UE]
  45. 45. Sources: Socialbakers, data range: February 2014
  46. 46. Sources: Socialbakers, data range: February 2014
  47. 47. Summary #socialinsights
  48. 48. @ neil_morgan www.socialbakers.com info@socialbakers.com Thank you! 59
  49. 49. • Insert Ishe slides here Q&A
  50. 50. What are the issues? #socialinsights
  51. 51. Having the right data Getting through the clutter Creating Content Managing Conversation What companies need to deal with ...on the TACTICAL level
  52. 52. Crack the ROI quantification code Team competencies & KPIs Goal settings Reporting results What companies need to deal with ...on the STRATEGIC level
  53. 53. Social Media Workflow by Socialbakers #socialinsights
  54. 54. Analyze to understand #socialinsights
  55. 55. #socialinsights Gain Valuable Insights & Competitive Intelligence Monitor performance of any page without Admin rights Why is analytics important? Analyze & Optimize Your Performance
  56. 56. Live demonstration: Socialbakers Analytics
  57. 57. “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
  58. 58. Twitter Mentions Correlate with Bitcoin Sales 0 200 400 600 800 1000 1200 0 20000 40000 60000 80000 100000 120000 140000 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb 25-Feb 26-Feb 27-Feb 28-Feb 1-Mar 2-Mar Volume of BTC traded vs. Twitter mentions Volume (BTC) Daily Mentions (of Bitcoin) Sources: Socialbakers, BitcoinCharts, 2nd February - 2nd March, 2014
  59. 59. 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 0 20000 40000 60000 80000 100000 120000 140000 2-Feb 3-Feb 4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb 25-Feb 26-Feb 27-Feb 28-Feb 1-Mar 2-Mar Volume of BTC traded vs. Tweet ER Volume (BTC) Average Tweet Engagement Rate [%] The more engagement the more BTC is sold Sources: Socialbakers, BitcoinCharts, 2nd February - 2nd March, 2014
  60. 60. Engage with your community #socialinsights
  61. 61. Brands Using Publishing Tools Produce 37% More Content. Source: Socialbakers database #socialinsights
  62. 62. #socialinsights Improve Content Performance Fully Control the Publishing Process Manage Content Across Multiple Platforms Why a publishing platform ?
  63. 63. Live Demonstration: Socialbakers Builder
  64. 64. The answers bring more questions 0 50 100 150 200 250 300 350 400 Socially Un-Devoted Socially Devoted Average Number of Questions Sources: Socialbakers, Q4 2013
  65. 65. Socially Devoted brands receive on average more interactions 0 20000 40000 60000 80000 100000 Socially Un-Devoted Socially Devoted 56% Sources: Socialbakers, Q4 2013
  66. 66. Alice Peuple Director for International Social Media & Press, Maisons du Monde #socialinsights
  67. 67. Promote your best content #socialinsights
  68. 68. #socialinsights
  69. 69. #socialinsights Why promote your content ? Accelerate Performance of Popular Content Drive Success of All Social Campaigns Target the Right Audience for Every Campaign
  70. 70. 2 Is your Fan also a Fan of your competitor? StaropramenPilsner Urquell Staropramen Budweiser Budvar Competitor: Country: Overlap: Renault Czech Republic 19 % Competitor: Country: Overlap: Budweiser Budwar Czech Republic 16 % 1 2 Fan OverlapPage Size 1
  71. 71. Automatically Boost Social Advertisements Invest into successful organic posts at the right time to amplify impressions, reach and engagement. Post’s Lifetime Sources: Socialbakers, 1.1.- 31.12. 2013
  72. 72. Live Demonstration: Socialbakers Ad Analytics
  73. 73. “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
  74. 74. Marketers are slowly learning how to target In 2013, advertisers became more aware that blasting messages across all types of ad placements is not the most effective way of driving campaign success metrics. January 2013 All Facebook Desktop Logout News Feed (Desktop and Mobile) News Feed (Desktop) News Feed (Mobile) Right-hand Column Typeahead December 2013 81 % 42 % Sources: Socialbakers, :1.1.13 – 31.12.13
  75. 75. of the posts are being promoted on Facebook.9% Only Sources: Socialbakers, data range: 1.1.13 – 31.12.13
  76. 76. Even though boosting clearly increases the reach! Not all content types work the same when boosted. Takeaway: Never boost a Status! Post Types Distribution of Post Types % Increase In Reach By Paid All Types 19.08 % Photo 76.29 % 20.57 % Video 4.85 % 17.78 % Link 13.18 % 19.69 % Status 2.23 % 4.97 % Sources: Socialbakers, Q3 & Q4 2013
  77. 77. Social Media Workflow by Socialbakers #socialinsights
  78. 78. Barbora Votavova Senior Consultant, Socialbakers PLUS #socialinsights
  79. 79. Moving up the Social Media Maturity Curve #socialinsights
  80. 80. Source: Altimeter, A State of the Industry Report, October 2013
  81. 81. Social Strategy Bottom – Up Approach Top-Down Approach
  82. 82. Social-Wise CEO
  83. 83. UNDERSTAND The Social CrusaderWORKFLOW INTRODUCTION INTERACT OPTIMIZE #socialinsights
  84. 84. UNDERSTAND Eliminate the “Social Media Silo” WORKFLOW INTRODUCTION INTERACT OPTIMIZE » Is social part of the overall vision/strategy of the organization? » Is it used by CEO ? HR ? PR ? .... » Or is it done somewhere in the basement?
  85. 85. Social Media Business Accelerator Internal Areas Budget Social Media Integration Team Technologies Reporting & KPIs Visions & Plans External Areas Work-flow Quality of Communication SM Presence & Rules Content Engagement Audience Customer Care 12 Key Areas under study
  86. 86. Social Media Business Accelerator
  87. 87. Social Command Center
  88. 88. Occasional TV!
  89. 89. #socialinsights Social Media Newsroom
  90. 90. UNDERSTAND WORKFLOW INTRODUCTION INTERACT OPTIMIZE All you ever wanted to know about social media but were afraid to ask... We help you to find answers Where are we? Market situation assessment How are we doing? Performance analysis Who are we talking to? Audience analysis What should we do and say? Social behavior recommendations How do we handle this all? Complex consulting solutions
  91. 91. UNDERSTAND WORKFLOW INTRODUCTION INTERACT How bad can it be?
  92. 92. UNDERSTAND WORKFLOW INTRODUCTION INTERACT OPTIMIZE A)… validate your metrics & KPIs » Define metrics that matters B)… constantly innovate » Review your Social/Digital Strategy frequently C)… adapt the org. structure & technology » Update workflow & tools D)… keep the customer first » Define the right Social Customer Care, manage the Advocates & Influencers E)… become the social evangelist » Unlock the power of social in the whole organization Action steps
  93. 93. Small & Tactical Big & Strategic
  94. 94. • Insert Ishe slides here Q&A
  95. 95. Summary & Conclusions What next? socialinsights socialbakersFR # @
  96. 96. • Unique opportunity to leverage Social Media • Analyze • Engage • Promote • Advertisers expected to spend $12 billion on social in 2014 • Working with global platforms therefore with potential to reach a global audience • Now is the time to get socially fit #socialinsights
  97. 97. Most retweeted Tweet today socialinsights socialbakersFR # @
  98. 98. Thank you! socialinsights socialbakersFR # @

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