increasing customer engagement in social media' Джири Вовез,...
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'Increasing Customer Engagement in Social Media'. Джири Вовез, вице-президент SocialBakers. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"TRANSCRIPT
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Increasing Customer Engagement in Social Media
Co-Founder & Head of Product @jirivoves
Jiri Voves, Socialbakers
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“We are a ‘customer developed’ company,”
said Jan Rezab, who is the CEO and co-
founder of Socialbakers. “Our customers kept
telling us the metrics they wanted to see.”
› Offices in London, Prague,
Munich, San Francisco, Paris
› 400,000 marketers across
75+ countries, every continent
› Launched platform in 2010, currently
110+ employees
› Facebook Preferred Marketing
Developer, one of 7 in the world that
have 3 competence badges
Used by Leaders
October 31, 2011
About Socialbakers
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Visit Socialbakers.com
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Get Data
The #1 go to place
for marketers to find
social statistics.
View in
Context
The #1 platform of
choice by hundreds of
marketers to monitor
and compare their
social media
performance
Build
Engagement
Build meaningful
social media
campaigns that help
drive your social
media success
Socialbakers Platform
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Facebook In Numbers: Steady Growth
Facebook User Growth
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Facebook in numbers: Russia
61 % FB population in 18-34 yrs of age
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Facebook in numbers: Facts
More than 900 million users
90 % of all interactions happen in the Newsfeed
Over half of the users login every day
#1 website worldwide in terms of average
time spent on site
Facebook: Not just clicking, but really making connections between users and brands
“ “
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Latest Trends In Social Media
Analytics Customer Care Content
Most of your fans don’t
come back to your
Page. Most of the
interactions happen in
the Newsfeed
Almost no barrier
between brands and
users. Proper
communication is a
key to success
Monitoring matters.
Only fully informed
brand is able to do
proper marketing
decisions.
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Content is King – Newsfeed Content
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Content is King – Newsfeed Content
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Application Content
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PUMA
400 000 users
3 weeks
Application Content
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Timeline content – „Social by design“
Approx. 90 % of interactions
happen in the Newsfeed
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Microformat Content
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Microformat Content
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Microformat Content – Reaching more fans
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Metrics that matter
Community
Engagement Fans Size, reach, and growth
evolution User interactions and
engagement to content,
People talking about
Community management,
response rate, key
influencers, Core Fans
Competition
Compare all of that with
competitors and know
what’s happening in the
industry
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Why Engagement Matters
An indicator that your message is
resonating with your fans which
leads to higher brand loyalty and
ultimately sales.
The more engaged your fans are the
more they act as ambassadors for
your brand.
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Why Engagement Matters
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Engagement – Cross Platforms
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Analytics – Comparisons
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1. Facebook Page: Your mission control on Facebook
2. No barriers between users and brands
3. Quick and immediate reach
4. Popular in services industry
Customer Care – Power to the User
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Customer Care
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Customer Care - Claro
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Top industries by Response Rate
0
10
20
30
40
50
60
70
Response Rate by Industry
RR [%]
Average 32 %
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Recent Case Study
Jan 2, 2012 Socialbakers publishes Infographic for US Elections
Jan 3, 2012 AdAge reports President Obama’s family picture is
most viral on Facebook
Feb 21, 2012 Washington Post reports President Obama selects
family photo for re-election ad
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Summary
1. Choose the right metrics to monitor = Helps understand success in social media
2. Build great content for your social presence = Helps engaging your fans
3. Make sure you do both proactive and reactive engagement in social media = Helps build community
4. Use the right tools and partners = Helps to do it faster and easier
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M: +420 603 101 475
Friend me:
facebook.com/jirivoves
(meet me first)
Link me:
Jiri Voves
(anytime)
Follow me
@jirivoves
(when you want)