measuring what matters: knowing your audience, content, and key metrics

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Socialbakers keynote at Social Media Week 14 in London. Performance is relative, so here I make the case for using comparative metrics for 'Smarter' social marketing. I look at three phases of social maturity, suggest the right KPIs for different types of business. I then look at three benchmarks we publish for social content, social care and social ads including the launch of the Smart Storyteller benchmark. Includes a cheeky look at the real story behind the Oreo social brand.

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Page 1: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics
Page 2: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Measuring What Matters:

Knowing Your Audience,

Content, and Key Metrics

Neil Morgan, CMO

Luca Benini, VP EMEA

Page 3: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

This morning’s agenda

Page 4: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Our mission is to help marketers

measure & optimize their social media (and save a ton of their time doing it)

Page 5: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics
Page 6: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Are Social Marketers flying blind?

Page 7: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

33%

Only 1/3 of marketers

Are using tools

for deep social performance analytics

Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

Page 8: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Analytics users have up to 2x times better results

02000400060008000

100001200014000160001800020000 Average

Interactions in 2013

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

Page 9: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Fans

Fan GrowthActivity of

Your Page

Interactions & Reach

Response Rate

Response Time

Social is not about 1 metric - it’s about all of them

$ Paid

Media

Confused about what metric to use?

Page 10: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Choosing KPIs

What to Measure Depends on

What You Want to Do

Page 11: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Business Objectives

Travel FMCG E-commerce

Page 12: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Business Objectives

Social

Customer Care

Drive Sales

Travel FMCG E-commerce

Page 13: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Business Objectives

Brand

Awareness

Fan Activation

Travel FMCG E-commerce

Page 14: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Business Objectives

Travel FMCG E-commerce

Drive Sales

Social Customer

Care

Page 15: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

Native

Setting Up

Listening

Basic reports

Content Optimisation

Some ads

Early Stage1st 2nd Socially

Devoted

77 % Companies 20-30 % Companies <10 % Companies

3 Phases of social maturity

Page 16: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

77 % Companies 20-30 % Companies <10 % Companies

3 Phases of social maturity

Fan Growth

Reach

Total Interactions

Page 17: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Facebook Interactions

Brands

Media

Sport

Celebrities and

Entertainment

Others0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Jul 2013 Jul 2014Oct 2013 Jan 2014 Apr 2014

Page 18: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics
Page 19: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Oreo vs. Snickers – Daily Interactions

Oreo Snickers

0

50,000

100,000

150,000

200,000

250,000

300,000

Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014

Page 20: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Oreo vs. Snickers – Average Engagement

Oreo Snickers

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014

ER

in

[%

](3

0 d

ay M

ov

ing

AV

Gs)

Page 21: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Oreo vs. Snickers

Number of Page Posts

Nu

mb

er

of

Po

sts

In

tera

ctio

ns

0

Page 22: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storyteller

Interations

Posts

DA

DB

DC

DD

CA

CB

CC

CD

BA

BB

BC

BD

AA

AB

AC

AD

90 – 100

75 – 90

50 – 75

Less 50

Less 50 50 – 75 75 – 90 90 – 100

Interactions

Page 23: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics
Page 24: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storytellers PreviewFirst Results

Page 25: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storyteller Brands

Page 26: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storyteller Brands

Page 27: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storytellers UK Brands

Number of Page Posts

Nu

mb

er

of

Po

sts

In

tera

ctio

ns

0

Innocent drinks

Wallis

Virgin Holidays SudocremPotters Resort

Suzuki Bikes UK

Asda

Jack Daniel's Tennessee Whiskey

Sony Mobile

Page 28: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Smart Storytellers Microsite

Are You a Top-performing Brand?

Find Out

socialbakers.com/storytellers

Page 29: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

Social care

Even Better Content

Properly engaging with

fans

Deeper Analytics incl.

competitive

70 % Companies 20-30 % Companies <10 % Companies

3 Phases of social maturity

Page 30: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

70 % Companies 20-30 % Companies <10 % Companies

Social Customer Care – Key Metrics

Response Rate

Response Time

Answered minus

Unanswered

Questions

Page 31: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Socialbakers sets the standard in social care

Page 32: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Customer Care Goes Social

10 Million Questionswere posted by fans to brands so far in 2014

Just 5%of global brands are Socially Devoted

on Facebook (>65% response rate)

More than 50%of all social care demand

But these brands receive

Page 33: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Socially Devoted

2.5 Times More Interactionson average globally

Socially Devoted brands receive

Page 34: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Socially Devoted

Top Social Care Industries

Facebook

Airlines

Telecom

Finance

84.0 %

81.5 %

79.2 %

Twitter

Services

Airlines

Finance

63.2 %

58.4 %

56.9 %

Page 35: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Some Brands Get Social Care

More than 200 Employees

10 Languages

1 Hour Response Time, 24/7

Page 36: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Facebook - Responses Matter

Page 37: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Twitter Responses Really Matter

Page 38: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

In just 2 quarters TUI increased Question Response

Rate from 57% to 97%!

Page 39: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

UK Socially Devoted Q3 Pre-Results - FB

Gambling

Retail Food

Accommodation

Retail

Auto

All Brands

Q2 2014

45.0 %

67.8 %

68.4 %

77.6 %

53.6 %

71.9 %

Q3 2014

56.1 %

76.6 %

76.0 %

83.3 %

56.2 %

69.9 %

Percentage Change

+ 25%

+ 13%

+ 11%

+ 7%

+ 5%

- 3%

Industry

Page 40: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Top UK Socially Devoted Brands - Facebook

94% 94%

Question Response Rate

90%

Page 41: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

TOP 3 UK Socially Devoted Brands - TW

5 761 5 809 3 800

Sorted by Answered minus Ignored Questions

Page 42: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Socially Devoted

Are you Socially Devoted?

Find it out now!sociallydevoted.socialbakers.com

Page 43: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

Integrated Social Ads

All employees involved in

social

Measurement set to match

business objectives

77 % Companies 20-30 % Companies <10 % Companies

3 Phases of social maturity

Page 44: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

77 % Companies 20-30 % Companies <10 % Companies

Social Ads – Key Metrics

Clicks

Reach

Total Interactions

Page 45: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Most Digital Ads Will be Social

Social2013 Future

MobileMobile

Page 46: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

During 2013 the average social

Ad Spend increased by

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

+54%

Page 47: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Facebook Ads Report - Q2 2014First Results

Page 48: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Ad Objective Q2 2014

37 %

24 %

15 %

11 %

8 %

5 %

None

Post Engagement

Page Likes

Website Clicks

Website Conversions

Others

Page 49: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

CTR by Regions

Q3 2013

Q4 2013

Q1 2014

Q2 2014

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

Europe Rest of the WorldJAPAC LATAM North America

Page 50: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Drive Sales

Alcohol E-commerce Electronics Fashion

CTR by Industry

0.0%

0.3%

0.6%

0.9%

1.2%

Q3 2013 Q4 2013 Q1 2014 Q2 2014

Page 51: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

All Ads Are Better If They Are Social

Yesterday’s Social Ads Today’s Social Ads

Page 52: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Fans

Fan GrowthActivity of

Your Page

Interactions & Reach

Response Rate

Response Time

Social is not about 1 metric - it’s about all of them

$ Paid

Media

Page 53: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Know where you are starting from!

Benchmark your content, care & ads by industry & country

Agree a goal – could you be Socially Native ?

Analyze carefully; be willing and able to shift strategy.

Create actionable insights – what can you do today with the data?

Content, Care & Ads are inter-related : treat them that way

Key Take-Aways

Page 54: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Panel: How do you know what good’ looks

like in social marketing?

Robin Grant

Founder & Global MD, WeAreSocial

Dan BowsherStrategic Lead for Social Media

Comms, Vodafone Tina HobartCustomer & Web Relations Manager, Whitbread

Luca BeniniVP EMEA, Socialbakers

Page 55: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Amy Brix

European E-commerce

executive, TUI

Rod Strother

Digital and Social

Centre of Excellence

Director, Lenovo

Jan Rezab

CEO & Co-founder,

Socialbakers

SMW community can use ‘EngageSMW’ to register now for $199

(regular is $399) before September 30th

New York, 10/23

Page 56: Measuring What Matters:  Knowing Your Audience,  Content, and Key Metrics

Thank you!

@neil_morgan