how to analyze and engage users

How to Analyze and Engage Usersin Social Media

“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

What Do We Do?

How to add more pages

What Do We Do?

Multi-channel & Development

Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Platforms to Focus on

Platforms to Focus on

Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Social Media is Engagement-driven

ROE

ROI

= Return On Engagement

Page Engagement => Reach

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

40%7%

331 clicks

24 clicks

14x CTR difference

5.7x reach difference

Return on Engagement

Return on Investment

ROE

ROI = Return On Investment

HIGHER ENGAGEMENT

HIGHER REACH

HIGHER CLICKRATE, CONVERSION RATE, …

Key Learnings

Great content is critical

Get Great Engagement!

Leads to higher ROI

Focus on right platforms

Social Media Is Content-driven

Social Media Is Photo-driven

METRICS to Follow

How to Measure?

From Analysis and Engagementto User Acquisition and Campaigns

21

Avea – Real Rewards

22

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

23

STP – Best Shape Party

24

» 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

-- Please stay in touch!

lukas@socialbakers.com

facebook.com/Lukas.Maixner

@LukasMaixner

Thank you for your attention.