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WHAT’S THE DIFFERENCE BETWEEN SOCIAL MARKETING AND SOCIAL PR?

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Second presentation deck from Jan Rezab at Social Media Week NYC 2015.

Published in: Marketing, Social Media
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WHAT’S THE DIFFERENCE BETWEEN SOCIAL MARKETING AND SOCIAL PR?

  1. @socialbakers at #SMWNYC Social Marketing vs. Social PR Jan Rezab @janrezab Socialbakers CEO
  2. @socialbakers at #SMWNYC Which Do You Value More? Brand Affinity Consistent Interactions ROI Mentions Virality Brand Recognition @ # #
  3. @socialbakers at #SMWNYC Brands’ Measurement Preferences on Social Not a PrioritySmall PriorityMedium PriorityBig Priority
  4. @socialbakers at #SMWNYC What Effects Your Strategy? PR FMCG QSR Auto Alcohol Marketing E-commerce Finance PR & Marketing Airlines Media Fashion & Beauty Telco
  5. @socialbakers at #SMWNYC Metrics To Focus On PR Listening Sentiment Mentions Marketing Conversions Fan sentiment CTR PR & Marketing Interactions per 1000 Fans Response Rates Key Influencers Fan growth Share ratio
  6. @socialbakers at #SMWNYC Smart Storyteller Brands
  7. @socialbakers at #SMWNYC Social PR: Oreo Focus on • Highly Shareable Content • Post Engagement • High Volume of Comments Power out? No problem. Oreo Cookie @Oreo
  8. @socialbakers at #SMWNYC Oreo vs Snickers
  9. @socialbakers at #SMWNYC Andrea Galli, Nestlé “ ” It was key for us to have a partner like Socialbakers to help and support us in detecting, analyzing, reporting on the trends and performance of our brand according to our strategy and action plan • 1.2bn products sold daily • 210 Million+ Fans on Facebook • 1,500+ pieces of content published on social media daily
  10. @socialbakers at #SMWNYC Social Marketing: Media Focus on • Engaged Fan Base • Consistent Shareable Content • Conversions Good morning! This little bulldog puppy trying to learn how to howl will melt your cold heart http://bzfd.it/1tVJrBb BuzzFeed October 13, 2014 ·
  11. @socialbakers at #SMWNYC Daniel Robb, TUI “ ” What Socialbakers helps us harness the abilities we already had in every source market, bringing that together and give us one common reporting and delivering platform. That’s just expedited our strategy much quicker than we would have been able to do pre- Socialbakers • 220 brands globally • 55,000 team members • 30 million clients annually
  12. @socialbakers at #SMWNYC Total Interactions Jul 2013 Publishers are the ultimate social marketers Nov 2014Sep 2013 Nov 2013 Jan 2014 Apr 2014 Jun 2014 Aug 2014 Media Brands
  13. @socialbakers at #SMWNYC Facebook Posts per Month Tweets per Month Publishers Brands Brands Publishers Media Brands
  14. @socialbakers at #SMWNYC Media Brands Interactions/1000 Facebook Fans Interactions/1000 Twitter Followers Brands Brands Publishers Publishers
  15. @socialbakers at #SMWNYC Total Visits (Millions) Total Interactions (Thousands) Interactions Correlate with Conversions Sep 2014 Nov 2014 Social Marketing: Measure activity that drives business
  16. @socialbakers at #SMWNYC Q1 2014 Q2 2014 Q3 2014 Q4 2014 Social Marketing: Measure activity that drives business Increased Facebook Average Quarterly Interactions Socially Devoted Non-Socially Devoted
  17. @socialbakers at #SMWNYC Stages of Social – 1st Early Stage Socially Native Early Stage Social Analytics • Setting Up • Listening • Basic Reports • Content • Some Ads • Social Care • Even Better Content • Properly Engaging with Fans • Deeper Analytics including Competitive • Integrating into Business • All Employees Involved in Social • Measurement set to Match Business Objectives • Social media becomes science 1st 2nd 3rd
  18. @socialbakers at #SMWNYC Stages of Social Socially Native Early Stage Social Analytics • Setting Up • Listening • Basic Reports • Content • Some Ads • Social Care • Even Better Content • Properly Engaging with Fans • Deeper Analytics including Competitive • Integrating into Business • All Employees Involved in Social • Measurement set to Match Business Objectives • Social media becomes science 1st 2nd 3rd
  19. @socialbakers at #SMWNYC Understand the tactics you should employ Strategy - Balanced Publish & Optimize Manage & Respond Advertise & Amplify 34 % 32 % 34 % Typical Industries Airlines, E-Commerce Objective Brand Awareness, Advertising, Client Care Most Important KPIs Response Rate, Response Time, Clicks Strategy - Proactive Publish & Optimize Manage & Respond Advertise & Amplify 40 % 20 % 40 % Typical Industries FMCG, Automobile Objective Brand Awareness Most Important KPIs Fan Growth, Reach, Engagement Strategy - Reactive Publish & Optimize Manage & Respond Advertise & Amplify 20 % 40 % 40 % Typical Industries Telco, Finance Objective Client Care, Advertising Most Important KPIs Response Rate, Response Time, Clicks
  20. @socialbakers at #SMWNYC Loyalty Trial Evaluation Awareness Marketing & The Purchasing Lifecycle Customer Care Loyalty Programs Better Customer Service Improving Value Brand Popularity Branding Offline and Online Ads Product Placement Event Sponsorship Demand Generation Marketing Brochures, White Papers, Comparative Charts, Free Coupons, Sales Branding Raise awareness. Demand Generation Get people interested. Social Customer Care Turn your clients into loyal clients Marketing: Align KPIs to Your Brand Goals
  21. @socialbakers at #SMWNYC The Only ONE Publicly Comparable Metric Reach Paid Media Conversions ROI Unique Impressions Interactions Social Interactions Both Social Marketing & PR Should Focus On Interactions
  22. @socialbakers at #SMWNYC Don’t Measure in Isolation Direct Competitors Ecosytem “Newsfeed Competition”
  23. @socialbakers at #SMWNYC Corporate enterprise structures Local Competitor Local Competitor Local Competitor
  24. @socialbakers at #SMWNYC Corporate enterprise structures Local Competitor Local Competitor Local Competitor Weekly score-card Social report Management report
  25. @socialbakers at #SMWNYC
  26. @socialbakers at #SMWNYC
  27. @socialbakers at #SMWNYC Listening vs. Analytics • Listening: Mentions & Sentiment • Publishing • Customer Care • Workflow • Social Apps • Social CRM • Cross Channel Analytics & Reporting • Competitor Analytics • Benchmarking e.g. Brand Owner, Country, • Content Analysis • Influencers • Reporting on owned • Social Channels
  28. @socialbakers at #SMWNYC Recommendation Align your social and digital strategies to digital and create regular reports integrating social data to off-social data
  29. @socialbakers at #SMWNYC Metrics for Demand Generation Reach & Clicks Total Interactions Conversion Rate
  30. @socialbakers at #SMWNYC (by Country, Language, Gender, Age) Fan Growth & Distribution Total Interactions Reach & Impressions Metrics for Brand Awareness
  31. @socialbakers at #SMWNYC (Link Clicks, Photo Views, Video Plays) Page Consumption Total Shares Negative Feedback Metrics for Brand Awareness
  32. @socialbakers at #SMWNYC Response Rate Answered minus Unanswered Questions Response Time Metrics for Customer Care
  33. @socialbakers at #SMWNYC Most brands currently focus too much on social PR The Result Incorrect measurement framework Why is it important to differentiate? SOCIAL Ads Video Sales Customer Care Market Research Mobile Web Analytics CRM
  34. @socialbakers at #SMWNYC Socialbakers Analytics Data ExportCommand Center Analytics Cloud Public API Restricted API Insights Analytics Socialbakers Community Crowdsourcing Executive Dashboard
  35. @socialbakers at #SMWNYC Socialbakers AnalyticsCore Analytics Advanced Reporting Premium Analytics Promoted Post Detection Social Health Index Inspiration Pack Data Exports Executive Dashboard Command Center Social Media Dashboard Over 100 Social KPIs Industry Benchmarks Competitor Comparison Custom Labels and Filters Integrated Facebook Insights
  36. @socialbakers at #SMWNYC A bit about Socialbakers Defining how social is measured • 8 000 000+ Social Profiles • $34M+ in funding • 2 700+ global clients • ½ of Global Fortune 500 • 500k site visitors per month
  37. @socialbakers at #SMWNYC Thank You! Jan Rezab @janrezab Socialbakers CEO

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