the data geek's guide to social media marketing (sic 2013)
DESCRIPTION
Presentation from Seattle Interactive Conference 2013, October 2013. The social landscape is getting more diverse with more channels to build your presence, and more brands jumping in the game. For marketers, knowing which networks warrant investment is no small feat. This is data geek's perspective on how leading brands are using social media across 8 major social channels. Using hard data to highlight trends and benchmarks for each social network as well as the commonalities or differences relevant for marketers.TRANSCRIPT
#sicDataGeekA Data Geek's Guide to Marketing on Facebook, Twitter, Instagram, Tumblr, LinkedIn, Google+, YouTube, and Pinterest
Adam SchoenfeldCEO, Simply Measured@schoeny
sic:// 2013
2 © 2013 Simply Measured, Inc
3 © 2013 Simply Measured, Inc
Perk of My Job = Tons of Data
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Studies of The Interbrand 100
slideshare.com/simplymeasured
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We All Know That Social Media is Kind of Big
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Brands Have Clearly Arrived
Face
book
Twitt
er
YouTube
Linke
dIn
Instagra
m
Google+
Pintere
st
Tumblr
0%
20%
40%
60%
80%
100%
120%
98% 98% 99%
87%
71% 73% 74%
31%
94% 94%85%
80%
65%55% 52%
21%
Interbrand 100 Social Media Adoption
Brand Accounts Active Brand Accounts
% o
f Int
erbr
and
100
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But, It’s Still Relatively Early For Marketers
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Increasingly Complicated and Messy
There are at least 8-10 “major” social networks.
New features and advertising products every quarter.
The average big brand has 178 profiles.
What Works For Leading Brands in Social Media?
10 © 2013 Simply Measured, Inc
We’ve Seen Common Threads in The Data…
1. Consistency2. Dedicated / Around the Clock3. Visual 4. Know The Networks5. Integrated6. Experimental7. Data-Driven
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Consistency
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Audi On Instagram9/9
/13
9/10/1
39/1
1/13
9/12/1
39/1
3/13
9/14/1
39/1
5/13
9/16/1
39/1
7/13
9/18/1
39/1
9/13
9/20/1
39/2
1/13
9/22/1
39/2
3/13
9/24/1
39/2
5/13
9/26/1
39/2
7/13
9/28/1
39/2
9/13
9/30/1
310/1
/13
10/2/1
310/3
/13
10/4/1
310/5
/13
10/6/1
310/7
/13
10/8/1
3
0
1
2
3
0
10.0K
20.0K
30.0K
40.0K
50.0K
60.0K
70.0KPhotos Posted Videos Posted Engagement
Post
s
Enga
gem
ent
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Toyota’s Audience Growth9/2
1/13
9/22/1
39/2
3/13
9/24/1
39/2
5/13
9/26/1
39/2
7/13
9/28/1
39/2
9/13
9/30/1
310/1
/13
10/2/1
310/3
/13
10/4/1
310/5
/13
10/6/1
310/7
/13
10/8/1
310/9
/13
10/10/1
310/1
1/13
10/12/1
310/1
3/13
10/14/1
310/1
5/13
10/16/1
310/1
7/13
10/18/1
310/1
9/13
10/20/1
3
500
0
500
1.0K
1.5K
2.0K
2.5K
3.0K
3.5K
4.0K
Audience Growth Over Time
Facebook Twitter Google+ YouTube Instagram
Audi
ence
Gai
ned/
Lost
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Dedicated / Around The Clock
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Consumers Are There Around The Clock
0
2.0K
4.0K
6.0K
8.0K
10.0K
12.0K
14.0K
16.0K
Customer Service Demand By Time of Day
Cust
omer
Ser
vice
Tw
eets
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Leading Brands Build Programs To Respond
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@MicrosoftHelps Around The Clock
0
100
200
300
400
500
600
Twitter Account Activity By Hour
Mentions Your Replies
Men
tions
& R
eplie
s
0200400600800
1.0K1.2K1.4K1.6K
Twitter Account Activity By Day
Mentions Your Replies
Men
tions
& R
eplie
s
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Visual
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Consumers Creating Visual Content
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Visual Content on Facebook
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Visual Content on Tumblr
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Visual Content Taking Over
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They Know The Networks
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Recognizing The Mode of Engagement Varies
Twitter for iPhone
web
Twitter Web Client
Twitter for iPad
Twitter for BlackBerry®
HootSuite
TweetDeck
Tweet Button
Tweetbot for iOS
twitterfeed
RoundTeam
dlvr.it
Mobile Web (M2)
TweetCaster for Android
Tumblr
16.5K
9,975
7,585
1,358
1,123
1,007
847
459
437
406
376
300
294
256
236
Top Twitter Clients
18%
48%
34%
Tweet Distribution by Platform
Web Mobile Other
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Tumblr and Content Lifecycle/Longevity
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Pinterest As a Community
Face
book
Twitt
er
YouTube
Linke
dIn
Instagra
m
Google+
Pintere
st
Tumblr
0%
20%
40%
60%
80%
100%
120%
98% 98% 99%
87%
71% 73% 74%
31%
94% 94%85%
80%
65%55% 52%
21%
Interbrand Social Media Adoption
Brand Accounts Active Brand Accounts
% o
f Int
erbr
and
100
27 © 2013 Simply Measured, Inc
Pinterest For Your Site
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LinkedIn: More Than Just a Job Board
Brands with Company Accounts
Brands that posted a job
Brands that posted an
update
Share 1+ up-date per week
Share 5+ up-dates per week
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
88%
78%
55%
40%
19%
Top Brands LinkedIn Activity
% o
f Int
erbr
and
100
Bran
ds
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Packaging and Timing for The Audience
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Integrated
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Coordinated & Integrated: McDonald’s
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Coordinated & Integrated: Starbucks
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Coordinated & Integrated: Amex
As it gets more complex, this gets harder and arguably more important
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Experimental
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Experimenting with New Features
12-Jun
13-Jun
14-Jun
15-Jun
16-Jun
17-Jun
18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun
24-Jun
25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun
0%
5%
10%
15%
20%
25%
30%
3%
8%
11%
14%
12%
16%
11%13%
26%
20%
23%
18%
14%
19%
15%
26%
16%
19% 19%
Percentage of Brand Posts Containing Hashtags
% o
f Bra
nd P
osts
with
Has
htag
s
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Experimenting with New Content Types
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Experimenting With Community
Average Engagement Average Shares Average Likes Average Comments0%
20%
40%
60%
80%
100%
120%
140%
160%
91%83%
90%
134%
104% 107% 104%
86%
Percentage of Engagement Compared to Brand Average
Brands that don't allow user posts Brands that allow user posts
38 © 2013 Simply Measured, Inc
Data-Driven
• Optimizing Content & Tactics• Measuring Against Competitors and
Industry Leaders• Learning from Results Across Channels• Learning from Results Across Profiles,
Campaigns, Programs
The End
