social insights 2014: hong kong

Hong Kong4th March 2014

socialinsightssocialbakersAP

#@

Simon Trilsbach VP Asia [email protected]@si_socialbakers

#socialinsights

CEO Keynote: Social Media Secrets

Jan Rezabfounder & CEO, Socialbakers

The Social Media Workflow

Analyze!Core concepts & Demonstration - SocialbakersRalph SzetoManaging Partner, CMRS Digital Solutions

Engage!Core concepts & Demonstration - SocialbakersScott McBrideHead of Digital, Ogilvy & Mather Group

Promote!Core concepts & Demonstration - SocialbakersKenneth KwokManaging Director, Beehive Strategy Limited

AGENDA #socialinsights

Our vision is to become worldwide standard for the way, social media marketing is measured and optimized.

Our Clients

Asia-Pacific will have the largest social network population worldwide through 2017

SocialbakersWorldview

Social Insights

@Tomas: Place onto branded slide

#socialinsights

Jan RezabCEO of Socialbakers@janrezab

#socialinsights

Untold Social Media Secrets(& How analytics-driven marketers perform better)

#socialinsights

Social is getting cluttered

Pages post more content

posts / month7

2009on average

posts / month40

2013on average

Sources: Socialbakers, data range: 2009 – 2013

Users follow more and more

Organic Reach is dropping both globally and locally

Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120.002

0.0025

0.003

0.0035

0.004

0.0045

0.005

0.0055

0.006

Average Post Engagement Rate

Hong Kong Global

During 2013 the average socialAd Spend has increased by

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

+54%

Efficiency Gap

Facebook ads don’t work?

Or is it the marketers that operate them?

Over half of Facebook posts are boosted with default targeting

Marketers know what they should do

90%Ranks Competitive Analysis & Industry Benchmarking as important

Source: Socialbakers Marketing Survey, January 2014, 525 respondents

33%

Only 1/3 of marketers Are using tools for deep social performance analytics

Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

Even big companies only use native platform tools.

Even some big companies do not have dedicated budget for social media advertising, or a team inside to manage it

Even the big brands face the same issues

Source: Socialbakers Marketing Survey, January 2014, 525 respondents

Marketers fly blind

SOCIAL CUSTOMER CARE

Top Industries in Social Customer Care

Sources: Socialbakers, data range: Q4

For the first time in 2 years:


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%


Some think ignoring crises on social is OK


And some still can’t get it right.

KLM

10 Languages

More than 100 Employees 1 Hour Response Time, 24/7

While others know, that handling it right...

KLMAZUL

EmiratesAirAsia

Turkish AirlinesGOL

NasairAir France

Qatar AirwaysSouthwest Airlines

% of Engaged Users % of Engagement

AIRLINES… pays off


#socialinsights

So, how do analytics-driven marketers perform better?

They know Teenagers Are Not Leaving Facebook

#socialinsights

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

Analytic tools give the users competitive advantage

Analytics users have up to 2x times better results

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000 AverageInteractions in 2013


… and better Engagement

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120

0.0002

0.0004

0.0006

0.0008

0.001

0.0012

0.0014

0.0016

0.0018 Average Post Engagement Rate


10 out of the Top 50 global Facebook pages use

Socialbakers Analytics

Kejmy

New York?

Listening Management Native tools Socialbakers

Competitive intel. NO NO NO YES

All metrics possible are available

NO NO NO YES

Benchmarks NO NO NO YES

Publishing SOME YES YES YES

Keyword analysis YES SOME NO YES

Sentiment analysis YES NO NO MANUAL

Deep platform insights YES YES YES YES

Social customer care metrics NO NO NO YES

Multi-platform look YES YES NO YES

Real-time analytics YES NO YES YES

Regional Insights

Kejmy

New York?

Sources: Socialbakers, data range: January 2014

The TOP 5 industries take 60% of user likes


ecommerce17%

fashion13%

beauty13%

retail9%

electronics8%

fmcg7%

travel5%

services4%

place3%

retail food3%

finance3%

others16%

#socialinsights

SMRT Case Study

of consumers say the posts made by companies on social media influence their purchases.

Fake FB page more than 2x bigger than the official

Confused customers post queries on a wrong FB page and Twitter handle

- OFFICIAL

- FAKE

- OFFICIAL

Hijacking identity & Damaging brand image

Takeaways

• Hygiene - Set up your analytics & KPIs

• Insights - Only real time data distribution is insightful

• Innovate! - The only constant is change!

#socialinsights

The Social Marketing Workflow

#socialinsights

What are the issues?

#socialinsights

Crack the ROI quantification

code

Team competencies

& KPIs Goal settings

Reporting results

What companies need to deal with

...on the STRATEGIC level

Having the right data

Getting through the

clutter CreatingContent

ManagingConversation

What companies need to deal with

...on the TACTICAL level

Social Media Workflow by Socialbakers

#socialinsights

Analyze to understand

#socialinsights

#socialinsights

Gain Valuable Insights & Competitive Intelligence

Monitor performance of any page without Admin rights

Why is analytics important?

Analyze & Optimize Your Performance

Live demonstration: Socialbakers Analytics

“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

Twitter Mentions Correlate with Bitcoin Sales

2-Feb

3-Feb

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5-Feb

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Volume of BTC traded vs. Twitter mentionsVolume (BTC) Daily Mentions (of Bitcoin)

2-Feb

3-Feb

4-Feb

5-Feb

6-Feb

7-Feb

8-Feb

9-Feb

10-F

eb

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1%

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Volume of BTC traded vs. Tweet ERVolume (BTC) Average Tweet Engagement Rate [%]

The more engagement the more BTC is sold

ANALYZE TO UNDERSTANDthe future movements of the market

#socialinsights

Engage with your community

#socialinsights

Brands Using Publishing Tools Produce 37% More Content.

Source: Socialbakers database

#socialinsights

#socialinsights

Improve Content Performance

Fully Control the Publishing Process

Manage Content Across Multiple Platforms

Why a publishing platform ?

Live Demonstration: Socialbakers Builder

The answers bring more questions

Socially Un-Devoted Socially Devoted0

50

100

150

200

250

300

350

400

Average Number of Questions

More answers mean more interactions

Socially Un-Devoted Socially Devoted0

20000

40000

60000

80000

100000

120000

Average Number of Interactions

ENGAGE WITH YOUR COMMUNITYto reach & engage more

#socialinsights

Promote your best content

#socialinsights

#socialinsights

#socialinsights

Why promote your content ?

Accelerate Performance of Popular Content

Drive Success of All Social Campaigns

Target the Right Audience for Every Campaign

2

Is your Fan also a Fan of your competitor?

StaropramenPilsner Urquell Staropramen Budweiser Budvar

Competitor: Country:Overlap:

Pilsner UrquellCzech Republic19 %

Competitor: Country:Overlap:

Budweiser Budwar Czech Republic16 %

1 2 Fan OverlapPage Size

1

Automatically Boost Social Advertisements

Invest into successful organic posts at the right time to amplify impressions, reach and engagement.

Post’s Livetime

Live Demonstration: Socialbakers Ad Analytics

“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

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

All Facebook

Desktop

Logout

News Feed (Desktop and Mobile)

News Feed (Desktop)

News Feed (Mobile)

Right-hand Column

Typeahead

December

81 % 42 %

Only 9% of Posts Are Boosted!Even though it 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 %

PROMOTE YOUR BEST CONTENTDon’t waste resources on statuses!

#socialinsights

Social Media Workflow by Socialbakers

#socialinsights

Jana ZizkovaVP of Professional [email protected]

#socialinsights

Moving upthe Social Media Maturity Curve

#socialinsights

Tailor made social solutions

Source: Altimeter, A State of the Industry Report, October 2013

Social Strategy

Bottom – Up Approach Top-Down Approach

Social-Wise CEO

UNDERSTANDThe Social Crusader

WORKFLOW INTRODUCTION

INTERACT

OPTIMIZE

#socialinsights

UNDERSTAND

Eliminate the “Social Media Silo”


INTERACT

OPTIMIZE

» Does your CEO and management use (support/understand) the social?

» Do you have a positioning of social media in the context of PR and communication?

» Is Social part of the HR policy?

» Is social part of the overall vision/strategy of the organization?

… provides know how on how deeply your Social Strategy is connected with your overall (marketing and sales) business goals

…..analyzes the structure and the process of your social media team

Analysis of 12 key areas in social media via business

Social Media Business Accelerator

68%

Stage 4 reached

Social Command Center

Occasional TV!

UNDERSTAND


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

TO DO list:

Small & Tactical

Big & Strategic

Summary & Conclusions

What next?

#socialinsights

@socialbakersAP

• Unique opportunity to leverage Social Media• Analyze • Engage • Promote

• APAC will have the largest Social Community by 2017

• Working with global platforms therefore the potential to reach a global audience

• The time is now to get Socially fit

#socialinsights

SocialbakersWorldview

Thank you!

#socialinsights

@socialbakersAP

social insights 2014: hong kong

Marketing

socialbakers analytics

socialbakers worldview

data range

socialbakers marketing

rezab ceo of socialbakers

social media marketing

social media advertising

social media workflow