socialbakers 2012-10-engage-final
TRANSCRIPT
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“27 countries attending ENGAGE 2012”
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SOCIAL EFFECT
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“It is great to count fans and listen, but Engagement is far more important! ”
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ABOUT US
20 % OfFORTUNE 500 Companies
450 000 visits Per month
1000 customers
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MISSION STATEMENT
“We help marketers better understand and optimize social marketing
performance”
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Product Philosophy
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Socialbakers.com & Socialbakers Analytics
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Brands in the world
10
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› TRUELIKE
Dashboard
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Telco AT&T
Data Range: September 15, 2012 – October 15, 2012
Responded
Not Responded
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Socially Devoted Bonprix
Bonprix Socially Devoted case study
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Socially Devoted Bonprix
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Brands are changing Platforms are changing
Social is changing all the time
1 billion Usersare changing
= increasing “noise”
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BRANDS are changing= Increasing volume
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Average Number of Brand Pages Posts36 posts per month vs. 7 posts per month
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Users are changing
1 billion Usersare changing= increasing “noise”
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Oct2009 Apr2009 Oct2010 Apr2010 Oct2011 Apr2011 Oct20120
5
10
15
20
25
30
35
40
4,5
12.4
17.2
26.0
32.1
34.6 36.7
Like
d pa
ges
Average Liked Pages per User
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Platforms are changing
Platforms are changing
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Industry is changing= Increasing volume
Red Bull Stratos
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Kit Kat “Stratos”
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ENGAGEMENTACTIVEREACH
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“Socialbakers analyzes millions of social marketing profiles”
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This year, company posted 5x more than last year
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This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans
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This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans
32% of Facebook Post Reach is paid for
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Return on Engagement
ROE
ROI= Return On Engagement
…SharesPost photos, albums and videos.
…LikesPost a clear call to action, for example:
“ Like this if… “
…CommentsAsk a question in your post
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Return on Engagement
HIGHER ENGAGEMENT
HIGHER REACH
HIGHER CLICKRATE, CONVERSION RATE, …
ROE
ROI= Engagement First Strategy
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1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 690
500
1000
1500
2000
2500
0
10
20
30
40
50
60
70
Impr
essi
ons
Like
s
Average organic unique impressions
Average Likes
Time in Minutes
Gaining the Reach andEngagement in Minutes
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socialbakers.com/engagement
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socialbakers.com/engagement
Top Industries by Engagement Rate
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Paid vs. Unpaid
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Average Facebook post reach
Data Range: July 1, 2012 – September 30, 2012
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Benchmarking is very important!
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LOCAL REPORTS
Downloadable document for social engagement
= Print it in your office= Easy framework to follow – 6 slides
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MARKET INSIGHTS
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ENGAGEMENT
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LIKABLE SHARABLE
ENGAGING content has to be:
ACTIONABLE
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Engaging vs. Non-engaging
40%
7%
38 176 people saw this post331 clicks
6 274 people saw this post24 clicks
5.7x Reach Difference 3x CTR difference
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Engaging posts
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Engaging posts
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Industry is changing= Increasing volume
Red Bull Stratos
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Engaging posts
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“Never publish content on Facebook closer than 2 hours from each other”
TIP #1
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“The ideal post frequency changes all the time, looking at current stats, the best is 1.5x per day”
TIP #2
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Optimal Brand Posting Frequency
Optimal brand posting frequency is 1.5 times a day
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“To the point, short content, with a clear call to action – tell them what you want them to
do
Share it / Like it / Ask a question”
TIP #3
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“Follow our blog, many impo”
For more tips:
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Tools from Socialbakers
+ 34 % Increase
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Top METRICS in Social media
Fans and FanGrowth
Total number of Fans and growth.
Activity of Your Page
If your page is regularly and actively posting
Engagement Rate and Reach
The amount of people on average interacting with your content
Response Rate/ Response Time
Response rate and time to your fans’ posts, very critical for reactive engagement
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“Socially Devoted”
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Socially Devoted – Customer service
How many Questions have been answered?