analytics: how to employ them to continuous improvement
TRANSCRIPT
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Social Media Trends
How to gain a competitive edge through
social media analytics
@YanRozovsky
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The Age of Social Media
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Time vs. Spend in TV & Digital
Spend
Digital
Time
vsTelevision
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The Gap in Social Marketing
20142004
The Opportunity for Smarter Social Marketing
Time Spent on Social Media
Budget on Social Media Advertising
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Social Networks and Active Users (MAU)
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Social Networks Division in the World
Content NetworksConnection Networks
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Education Vertical and Social Media – Untapped Potential
The most connected generation/demographic
Work for engaging brands
Abundance of content (research, thought leadership, videos, photos, sports, music, etc)
Surrounded by socially savvy resources
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Evolution of Social Media Among Brands
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social careEven Better ContentProperly engaging with fansDeeper Analytics incl. competitive
Integrating into business
All employees involved in social
Measurement set to match business objectives
80 % Companies 10 - 20 % Companies 1 % Companies
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Three Major Shifts in Social Media Marketing
Content Marketing
Social Media Advertising
Social Customer Care
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Content is KING, but engagement is QUEEN and she rules the house!
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Average US Facebook User is a Fan of 70 Pages
Average Brand Posts 40x /month
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Social Media Advertising
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Social Media Advertising
The Convergence of Paid, Owned & Earned Media
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Pages post more content
posts / month7
2009on average
posts / month40
2013on average
Sources: Socialbakers, data range: 2009 – 2013
“Average page sends 40 posts / month”
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Organic Reach is Decreasing
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Social AdvertisingNewsfeed/Mobile ads are taking over
2010 2011 JAN 2012 FEB 2012 JAN 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook market ads Newsfeed
NEWSFEED ADS(incl. mobile)
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Social Media Cycle Discovery
- Know your audience, business objectives- Know where you audience congregates
(sites, devices, geography)- Start Monitoring (brand, product,
competitors, influencers, etc)
Listening
- Understand your audience- How and where they participate (activity
level)?- What other brands do they interact with?- Understand their sentiment about your brand,
product/service- Who are the key influencers?
Planning & Execution
- Identify your social media goals- Plan for the right networks- Budget allocation- Know your value prop/key differentiators- Develop appropriate content- Have the right partner/team in place
Measurement & Optimization
- Focus on the right metrics- Test, test, test- Accelerate spending where goals are met- Refine
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Social Customer Service
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Socially Devoted MetricThe Next Generation of Customer Care is Social
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Globally, Brands on Facebook Respond to 65% of Questions
Global Brands Response Rate
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Globally Twitter Is Still Lagging Behind in Response Rate
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Social Care Requires Commitment & Investment . . .
The best company on both Facebook and Twitter in customer service.
Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200
Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750
Fans: c500k Posts mensuales: c1k
Followers: c40k Tweets mensuales: c4k (peak 8k)
NPS:78%
eForumwww
Ingresos de upsells:$ 1,5M / año
Contact Deflection:
20%10 Languages
More than 100 Employees 1 Hour Response Time, 24/7
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The Cost of Doing Nothing is Significant!
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Education Industry is lagging behind in Socially Devoted
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Common Mistakes Brands Make Today
Using Only Basic Reporting
Posting Through Native Platforms
Not Looking at Industry Trends
Ignoring Customers
Ignoring Social Media as Only a Marketing Channel
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Fans / Fan Growth
Activity of Your Page
Engagement Rate / Reach
Response RateResponse Time
Social is not about one metric, it’s about all of them
$Paid media
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Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide.
New York
San Francisco
Los Angeles
Atlanta
Mexico City
São Paulo
London
Paris
Prague/Pilsen
München
Istanbul
Dubai
Singapore
50% Of Global
FORTUNE 5003,000+customers
800,000visits per month
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Socialbakers Product and Services Suite
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Platform Coverage
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Complimentary Executive Summary Report for your brand vs competitor
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[email protected]@YanRozovsky