social insights 2014: singapore
DESCRIPTION
Social Insights 2014 is an event brought to you by Socialbakers—the global leaders in Social Analytics—designed to help you connect your social marketing to insights in 2014! We all know that data holds the key to unlocking success in social marketing. But what’s the best way to know what it is telling you about your content, interactions and promotion? What story is your data trying to tell? Find out how to turn social data to insight, and insight into outstanding content that promotes your brand on social.TRANSCRIPT
Singapore
27-02-14
#socialinsights
@socialbakersAP
Simon Trilsbach VP Asia Pacific
CEO Keynote: Social Media Secrets
AGENDA
Social Workflow Showcase
Case Study: Ryan Lim; Blugrapes
#socialinsights
Case Study: Rini Haerinnisya - Danone
CMO Keynote: @Socialbakers
Our Clients
Asia-Pacific will have the largest social network population worldwide through 2017
Social Insights
@Tomas: Place onto branded slide
Jan RezabCEO of Socialbakers
@janrezab
Untold Social Media Secrets(& How analytics-driven marketers perform better)
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
0.006Average Post Engagement Rate
Singapore 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:
Sources: Socialbakers, data range: Q4
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%
Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
Some think ignoring crises on social is OK
Sources: Socialbakers, data range: 1.4.13 – 1.7.13
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...
% of Engaged Users % of EngagementAIRLINES
KLMAZUL
EmiratesAirAsia
Turkish AirlinesGOL
NasairAir France
Qatar AirwaysSouthwest Airlines
… pays off
Sources: Socialbakers, data range: Q4
So, how do analytics-driven marketers perform better?
They know Teenagers Are Not Leaving Facebook
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
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
… 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
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
10 out of the Top 50 global Facebook pages use
Socialbakers Analytics
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
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
Local Insights
Sources: Socialbakers, data range: January 2014
The TOP 5 industries take 50% of user likes.
fashion13%
fmcg12%
retail food9%
ecommerce8%
electronics8%
beauty7%
retail6%
airlines4%
software4%
alcohol3%
services3%
place3%
travel3%
finance3%
telecom3%
Others11%
Most liked Industries by an AVG user
Sources: Socialbakers, data range: January 2014
Sources: Socialbakers, data range: January 2014
Sources: Socialbakers, data range: January 2014
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!
Our vision is to become worldwide standard for the way, social media marketing is measured and optimized.
THANK YOU!
Singapore
27-02-14
#socialinsights
@socialbakersAP
Vincent [email protected]
Socialbakers Workflow
What are the issues?
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
The Path to a Solution
Social Media Workflowby Socialbakers
#socialinsights
Analyze to understand
#socialinsights
Gain Valuable Insights & Competitive Intelligence
Monitor performance of any page without Admin rights
Why is analytics important ?
Analyze & Optimize Your Performance
#socialinsights
Your Pages and Competitors in one Dashboard
1
2
3
1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filtering
Hundreds of Ready-made Benchmarks
1
2
3
3 Benchmark of Choice2 Brand Performance1 Selected Metric
Compare Yourself with Others
1
2
3
1 Selected Key Performance Indicators
2 Comparision Against Benchmarks and Custom Labels
3 Displaying multivariate data on Spider chart
Discover Best Performing Content
1 2
3
1
2
3
4
4
Posted Content
Post Performance
See & Analyze Actual Comments
Use Custom Labels and Filtering
Executive Reporting
1
2
3
1 2 3Selected Metric Response Rates and Times Engagement Metrics with Benchmarks
“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
With Insights from Analytics, Take Action in Builder
#socialinsights
Improve Content Performance
Fully Control the Publishing Process
Manage Content Across Multiple Platforms
Why a publishing platform ?
#socialinsights
Brands Using Publishing Tools Produce 37% More Content.
Source: Socialbakers database
#socialinsights
Use the full potential of Facebook advertising
#socialinsights
#socialinsights
Why promoting your content ?
Accelerate Performance of Popular Content
Drive Success of All Social Campaigns
Target the Right Audience for Every Campaign
#socialinsights
“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
Social Media Workflowby Socialbakers
#socialinsights
Jana Zizkova
Moving Upthe Social Media Maturity Curve
by
Source: Altimeter, A State of the Industry Report, October 2013
Social Strategy
Social-Wise CEO
UNDERSTANDThe Social CrusaderWORKFLOW INTRODUCTION
INTERACT
OPTIMIZE
#socialinsights
UNDERSTAND
Eliminate the “Social Media Silo”
WORKFLOW INTRODUCTION
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?
#socialinsights
… 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
UNDERSTAND
WORKFLOW INTRODUCTION
INTERACT
OPTIMIZE
… become the social evangelist» Unlock the power of social in the whole organization
… constantly innovate» Review your Social/Digital Strategy frequently
… keep the customer first» Define the right Social Customer Care, manage the Advocates
… validate your metrics & KPIs» Define metrics that matters
… adapt the org. structure & technology» Update workflow & tools
#socialinsights
TO DO list:
Small & Tactical
Big & Strategic
Socialbakers@Socialbakers
Neil Morgan, CMO@neil_morgan
CMO introduction
• Positioning• Brand• Awareness• Demand• Team
Meet the team
60 Days highlights
The Socialbakers Social Workflow
Analyze Engage PromoteProcess
Content Care AdsThemes
Social Performance
Socially Devoted
Ads Benchmark
Programs
Do you know your best content?
Are you socially
devoted?
Content is the new
Advertising
Campaign(Examples)
Campaign Hierarchy
Do you know your best content?
Content is the new Advertising
Are you socially devoted?
Insight Driven Social Marketing
Creative goes here
Creative goes here
Creative goes here
Corporate Campaign
SolutionCampaigns
Socialbakers.com
Socialbakers.com by the numbers
Focus on Competitors
Focus on content performance and optimization
Finding the best performing stories is easy
As well as diving into the details
The whole Socialbakers social presence is channelled through our social command centre powered by Socialbakers Builder.
Allowing us to monitor media and our competitors’ communication in real time
We can track the results of the content we publish and measure the performance own social team at the same time.
And that we have room for improvement
Socialbakers Ad Analytics drives the performance of boosted content
Tracking our ad performance
Reporting on campaigns
3
Boosting our content
And most of all, it is fun!
• 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
Thank you!
#socialinsights
@socialbakersAP