1 october 2020 | psyma digital touchpoints monitoring
TRANSCRIPT
1 October 2020 | Psyma Digital Touchpoints Monitoring
Optimizing yourSocial MediaStrategy
How to manage & measure success across different social media channels
Independent expertise
User centered approach
Proven concept
2 October 2020 | Psyma Digital Touchpoints Monitoring
Benefit from Psyma‘s expertise
Facebook, Instagram
Youtube, Snapchat, TikTok…..
Channels & content
Permanent communi-
cation
Immediacy
Lots of analytics
Community vs. leads
Audiences & tonality
Your Challenges
Social Media Management & Communication
3 October 2020 | Psyma Digital Touchpoints MonitoringSocial Media Management & Communication
How to generate impact on perception and conversion?
Expectation Interaction Adoption
Fans / FollowersGenerate direct user feedback
via Psyma Social Media
Benchmarking
ReputationRelevance
Relationship
Brand
Brand & Image Community Building Sales & Customer Relationship
More than just generating clicks
4 October 2020 | Psyma Digital Touchpoints Monitoring
Instagram: Mercedes-Benz InternationalBest Automotive Post
May 2020
Facebook: Toyota InternationalBest Automotive Post 2020
3.368.561 interactions
And which media? • Channels• Formats• Content & tonality
With respect to which audience?• Prospects• Existing customers• Enthusiasts
According to which KPI?• Interaction• Brand image• Conversion / sales impact
Social Media Management & Communication
What is a successful post? What does successful mean?
5 October 2020 | Psyma Digital Touchpoints MonitoringPsyma Research Solution: Social Media Benchmarking Automobile
Who uses Facebook / Instagram content i.e. who reads which posts? What is interesting for whom / which user groups? How high is the willingness of users to participate in Facebook / Instagram content?
What content do my fans / followers expect and is the frequency correct? How do these requirements differ from what is expected from other digital channels? How satisfied are my fans / followers in general and with regard to particular content / topics? How can I promote commitment and conversion?
Is the brand well represented? Are the fans / followers being approached as intended? How can the relationship to my fans / followers be strengthened further?
User Profile
Channel Performance & Conversion
Brand Image
Key questions answered
6 October 2020 | Psyma Digital Touchpoints Monitoring
Audience & Sample
Survey Invitation
The Questionnaire
Facebook Instagram
• Fans / followers (> 18 years) of the brand on social media channel• Sample size: n=500-2000 interviews
• Survey duration: approx. 5-6 minutes • Including audience segmentation, expectations & experience
• Any type of post / advertisement• Additional social touchpoints easy to cover
Outcome / Results • Analysis & recommendations for each channel & across channels
Social Media Benchmarking Automobile
Study Design & Methodology
7 October 2020 | Psyma Digital Touchpoints Monitoring
Dialogue orientation
Entertainment value
Information content
Up-to-date content
Imagery / visual presentation
Influence on Overall Satisfaction; in %
27
26
16
16
14
Total (n=2890)
Total (n=2809)
1
2
16
33
18
16
17
Social Media Benchmarking Automobile
Sample Results of 2020 Study in Germany – Drivers of KPIs
Facebook:
Dialogue orientation & entertainment value as main driver of overall satisfaction (1).
Dialogue orientation with the greatest leverage, as most frequently criticized in open-ended questions.
Instagram:
Entertainment value as the sole main driver, rarely criticized in the open-ended questions (2).
8 October 2020 | Psyma Digital Touchpoints Monitoring
Top Scorer
Strong focus on proximity to fans and community building.
• Regular posts of fan contributions under #Advantagethroughfansuser-generated content.
Interaction amongst fans via likes & comments.
Community management:
• Fast, competent and friendly responses to comments.
• Audi publicly thanks users for their content contributions.
• User posts are commented on and users are asked for approval to re-post.
• Interactive stories.
Social Media Benchmarking Automobile
Good Practice Example – Dialogue Orientation
9 October 2020 | Psyma Digital Touchpoints Monitoring
• High quality visualisations, varying in form & content.
• Authentic & emotional messages.
• Focus on fan interaction: fans are addressed directly.
Top Scorer
• Various angles & backgrounds.
• Entertaining and informative (live) videos & interactive stories.
• Posting of fan photos on a regular basis.
Social Media Benchmarking Automobile
Good Practice Example – Entertainment Value
10 October 2020 | Psyma Digital Touchpoints Monitoring
• Entertaining stories & posts on a wide variety of content.
• Frequent contributions from other Mercedes-Benz accounts and external photographers.
• High-quality, dynamic videos & stories that are matching the brand image.
• Followers are actively addressed.
Top Scorer
Social Media Benchmarking Automobile
Good Practice Example – Entertainment Value
11 October 2020 | Psyma Digital Touchpoints Monitoring
Full vehicle range & more model details (e.g. technical data)
Focus on sales / after sales topics
Brand positioning / road map with regards to e-mobility?
Varied & creative images / visualisations
Incorporate new visualisation formats: reels & live videos
Directly ask community for expectations
Visual focus on vehicle details (not just exterior)
Dialogue & Interaction Imagery & Visualisation
Content
Social Media Benchmarking Automobile
Success Factors & Key Insights – Social Media Benchmarking Study, Germany 2020
Strengthen interaction / dialogue orientation
Address users directly (and emotionally) -> funny, current topics
Regularly engage users via questions, appeals etc.
Expand your community management
Emotionally bond via competence, friendliness and speed
12 October 2020 | Psyma Digital Touchpoints MonitoringCoverage of Additional Touchpoints – Business & Career Portals
Maintaining private contacts
Informing about events
Release of new postsCommenting / sharing of posts
Informing about recent news (companies, industries, trends)
Searching for apprenticeship programs / career entries at specific companies
Networking / exchange in a work-related environment
Contacting companies / searching for specific contact persons
Contacting headhunter / recruitment agencies
Informing about general company information
Planned online application
Job search / information on job vacancies
Maintaining business contacts (current & former colleagues)
Find out which audiences use which touchpoints for which purpose!
Different focus / usage situations / audiences?
*Base: n=1000 users of social career networks in Germany from generations Z & Y
*
13 October 2020 | Psyma Digital Touchpoints MonitoringWhy ?
Understanding User FeedbackExperienced experts who understand the truths of behavior and look behind the scenesIndependent Partner
External, neutral perspective allows for impartial, unbiased results
Targeted RecruitmentCareful setup for each social media channel to reach relevant target groups & gain optimum value results
Psyma Benchmarking Unique insights into industry & channels’ gold standards with Psyma’sproven benchmarking
Digital ExpertiseCoverage of any sort of digital touchpoint plus
flexible usage of methodologies lead to clear perception of trends and innovations
1
3
45
2
Benefit from our expertise und our wide range of proven & innovative approaches
14 October 2020 | Psyma Digital Touchpoints Monitoring
You want to learn more or need advice?
Best / good practices for content:
• Usefulness (consideration, purchase preparation)
• Customer centricity (tonality, competence)
• Brand fit (brand values, emotional impact)
Find out what …
• your fans’/users’ profiles look like
• they think about your activities
• they miss / would like to see
• they value / what takes them closer to purchase
Qualitative Feedback & User Data
Market Insights
Psyma Social Media BenchmarkingWhy take part?
• Actionable answers to your current challenges
• How to create relevant messages / content and to increase conversion
• How to manage your social touchpoints & audience
Consulting
Dr. Frank KnappCIO PSYMA GROUP / Managing Director
+49 911 / 99574 [email protected]
Offices in: Barcelona | Beijing | Budapest | Detroit | Madrid | Mexico D.F. | Moscow | Munich | Nuremberg | Philadelphia | Prague | São Paulo | Shanghai
Tel +49 (0)911 [email protected]
You want to learn more or need advice? Please contact us.