5. CPG brands took it to Twitter: BiteBuzz
McDonald's Uruguay
Hola @luis16suarez,
si te quedaste con hambre
vení a darle un mordisco
a una BigMac ;)
Nando's
Hey @luis16suarez,
if you're that hungry, why not
get your teeth stuck into
something really tasty?
Snickers
Hey @luis16suarez. Next
time you're hungry just grab
a Snickers. #worldcup
#luissuarez #EatASNICKERS
9. Share of Number of Video Posts
16 000
14 000
12 000
10 000
8 000
6 000
4 000
2 000
0
Facebook videos are soon
going to be the leading
video platform on
Facebook pages.
Facebook Youtube Other Vimeo Instagram
Jan 2014 Sep 2014
10. $356 Bn
Facebook now makes over $1B per month!
$261 Bn
$39 Bn $32 Bn $24 Bn
$200 Bn
12. My mission for Socialbakers
“
Is to make every social marketers job
easier, better, empowered with the right
insights.
“
13. Corporate enterprise structures
Local Competitor
We help companies set their social
analytics into their big structures
Local Competitor Local Competitor
14. Corporate enterprise structures
Local Competitor
Local Competitor Local Competitor
Weekly score-card
Social report
Management report
And help them set it up in the right
way!
15. We Have Set the Standards in Social
Social customer
care
Content Marketing Ads benchmarking
16. Smart Storytellers Global Brands
SMART STORYTELLERS
Brands with Great
Quality & Quantita Ratio
Jack Daniel’s Tennessee Whiskey
Number of Page Posts
Number of Posts Interactions
0
Coca-Cola
Ford Motor Company
Sony Mobile
Harley-Davidson
Puma Wrangler Heineken
17. Socially Devoted – The standard for customer care
56% 65%
2013 2014
5% 30% 48%
2010 2011 2012
Response rate on Facebook for customer care questions over 5 years
18. Stages of Social – 1st Early Stage
Socially
Native
Early
Stage
Socially
Devoted
1st 2nd 3rd
Setting Up
Listening
Basic Reports
Content
Some Ads
Social Care
Even Better Content
Properly Engaging with Fans
Deeper Analytics including
Competitive
Integrating into Business
All Employees Involved
in Social
Measurement set to Match
Business Objectives
Social media becomes science
20. Best industries only have a 20 – 30% social care adoption
32 %
18 %
10 %
7 % 7 %
2 %
19 %
14 %
11 %
5 %
4 %
3 %
Adoption of social care
on Facebook by industry
Adoption of social care
on Twitter by industry
21. Brands compete with Media, Sports, Entertainment & Friends!
June 2014
7.9 %
14.7 %
2.6 %
31.1 %
43.8 %
June 2013
10.3 %
4.7 %
1.3 %
14.1 %
69.6 %
Brands
Media
Sport
Celebrities &
Entertainment
Others
Brands
Media
Sport
Celebrities &
Entertainment
Others
22. Social Media Marketing Goal: Get into News Feed
Through a Page Organic reach
Through a Post Ads
Through Influencers / Ambassadors
23. Stages of Social – 2nd Socially Devoted
Socially
Native
Early
Stage
Socially
Devoted
1st 2nd 3rd
Setting Up
Listening
Basic Reports
Content
Some Ads
Social Care
Even Better Content
Properly Engaging with Fans
Deeper Analytics including
Competitive
Integrating into Business
All Employees Involved
in Social
Measurement set to Match
Business Objectives
Social media becomes science
24. The Evolution of Measurement
THE ONLY Publicly
Comparable Metric
Reach
Unique impressions
Engagement / Social Interactions
Paid Media
Conversions
ROI
For social, you need to
measure all the metrics
25. Measurement Framework
OWNED
PAID
EARNED
ON SOCIAL vs OFF SOCIAL
Own & Competitive
Social Advertising
Listening & Monitoring
ROI / Conversion
Online Metrics
And understand the way you are doing things today and how you should…
26. Social Marketers Job Changed – Before
CREATE
CONTENT
PUBLISH IT
The job of social marketers has evolved…
27. Social Media Managers have an increasingly hard job
Optimize
the promoting
Promote it
React
Get involved in the discussion
Respond
to user interactions
ANALYZE
Create Content
Optimize it
Publish it
Into a relatively complicated job!
28. Stages of Social – 3rd Socially Native
Socially
Native
Early
Stage
Socially
Devoted
1st 2nd 3rd
Setting Up
Listening
Basic Reports
Content
Some Ads
Social Care
Even Better Content
Properly Engaging with Fans
Deeper Analytics including
Competitive
Integrating into Business
All Employees Involved
in Social
Measurement set to Match
Business Objectives
Social media becomes science
29. Social
Media
Leadership HR Marketing
Sales
& PR
Cust.
Care
Social Media goes beyond Marketing
30. Science of Social – Content analysis
Most exciting things we
have worked on this year
Content analysis – deep
content tagging
Socialbakers has focused in 2014 more and more about the science of social
32. Social Media has Pivoted, so Has the Socialbakers Offering
= Education: ONGOING
Analytics+
Dashboards, Apps etc.
Social Marketing Suite
Social Analytics
Facebook
Analytics
33. 3 Big Annoucements
New Socialbakers Content Detection Social Health Index
35. Content Detection
Improve content strategy to compete more
effectively and take a greater share
of the conversation
36. No Paid Posts
100%
No Interactions
0%
KitKat PL
Mercedes-Benz USA
NBA
Red Bull
Louis Vuitton McDonald’s
More Paid Posts 100%
More Interactions
37. Scenario I – Understand the Market You Live in
Paid vs. Organic Posts by Pages
150
100
50
0
Own Posts Summary
Post
Type
% of Each
Post Type
# of Post
Type
Organic 71 84
Paid 29 34
Posts in Report
Total Posts:
Total Paid:
Competitor Posts Summary
Post
Type
% of Each
Post Type
243
124
# of Post
Type
Organic 26 33
Paid 72 90
Orange Competitor 1 Competitor 2
38. Scenario II – React to Campaigns
Industry
Typical Behavior
Industry
World Cup Period
95 %
of Content Boosted
Paid Organic
39. Social Health Index
THE COMPLETE PICTURE
of your social performance
in one, easy-to-understand rating.
How we got Here
The Evolution of Social
Announcements
The Future for Social
$100 000 000 , 35x increase YoY in donations = Demonstrating the POWER of social media
These 3 slides can be build-up/animated – stats first, then predictions
We are all standing here today because…
This dynamic growth of the industry is why social needs so much assistance And this is what we are here to do!
This can be build-up/animated – first Socially Devoted, then Smart Storytellers
We have done Socially Devoted for years – now we have Smart Storytellers
In 2013, Socially Devoted Brands got 56% of Social Care Demand. Not that is 65%.
Celkovy prubeh SocDev, od 5%
Go to page, copy paste, copy paste, copy paste statistics.
Stay up to speed with trends
Understand everything social networks do
Do all of that in real-time
These 3 slides can be build-up/animated – stats first, then predictions
Most exciting things we have worked on this year
Content analysis
Instagram analysis
Real-time data
(Josef stuff, Josef to backfill) - just proof points of innovation
Most exciting things we have worked on this year
Content analysis
Instagram analysis
Real-time data
(Josef stuff, Josef to backfill) - just proof points of innovation