social insights 2014: singapore

Singapore

27-02-14

#socialinsights

@socialbakersAP

Simon Trilsbach VP Asia Pacific

simon@socialbakers.com

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 Camaravincent@socialbakers.com

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