how to analyze and engage users

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How to Analyze and Engage Users in Social Media

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Lukas Maixner, GM & Co-Founder, Socialbakers.com; presented How to Analyze and Engage Users in Social Media at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me

TRANSCRIPT

Page 1: How to analyze and engage users

How to Analyze and Engage Usersin Social Media

Page 2: How to analyze and engage users

“We are a ‘customer developed’ company,” said Jan Rezab, who is the CEO and co-founder of Socialbakers. “Our customers kept telling us the metrics they wanted to see.”

› Lukas Maixner, GM Custom Services & Co-Founder of Socialbakers

› Offices in Prague, London, Paris, Munich, San Francisco

› 400,000 marketers across 100+ countries

› Launched platform in 2010, currently 160 employees

Used by Leaders

October 31, 2011

Introduction

2

Page 3: How to analyze and engage users

What Do We Do?

Page 4: How to analyze and engage users

How to add more pages

Page 5: How to analyze and engage users

What Do We Do?

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Multi-channel & Development

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Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Page 8: How to analyze and engage users

Platforms to Focus on

Page 9: How to analyze and engage users

Platforms to Focus on

Page 10: How to analyze and engage users

Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Page 11: How to analyze and engage users

Social Media is Engagement-driven

ROE

ROI

= Return On Engagement

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Page Engagement => Reach

“On average a page reaches 10 – 20% of its fans daily”

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40%7%

331 clicks

24 clicks

14x CTR difference

5.7x reach difference

Return on Engagement

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Return on Investment

ROE

ROI = Return On Investment

HIGHER ENGAGEMENT

HIGHER REACH

HIGHER CLICKRATE, CONVERSION RATE, …

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Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Page 16: How to analyze and engage users

Social Media Is Content-driven

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Social Media Is Photo-driven

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METRICS to Follow

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How to Measure?

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From Analysis and Engagementto User Acquisition and Campaigns

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Avea – Real Rewards

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Avea – Real Rewards

750 000 unique active users

300 000 within the first 4 days

170 000 1 000 000 page Likes in one month

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STP – Best Shape Party

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» We gave away 4 000 tickets

» Drove 6 000 visitors from Facebook to REAL WORLD

» No other medium than Facebook was used

» We drove the WOM effect

» As the party day was coming, we were giving away 400 tickets/day

» Users were trading tickets among each other on the brand page and their personal profiles

STP – Best Shape Party

Page 25: How to analyze and engage users

-- Please stay in touch!

[email protected]

facebook.com/Lukas.Maixner

@LukasMaixner

Thank you for your attention.