social insights 2014: new york
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
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Our vision is that brands will connect with their consumers in the most social
way possible…
.
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Our Mission is to become the global standard
for the way social mediais measured & optimized
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We already do it for 2700+ Clients Globally
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We put social mediaperformance into context
We enable controlof content publishing
We optimise contentdriven advertising
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Social InsightsContent, Ads & Community
Jan RezabCEO Socialbakers
@Janrezab
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Smartersocial marketing
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The largest players in US social marketing
Sources: Socialbakers, Data Range: April 2014
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US industries: retail reigns
Sources: Socialbakers, Data Range: April 2014
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Small communities are the most engaged
Sources: Socialbakers, Data Range: April 2014
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Telecom prevails in social care
Sources: Socialbakers, Data Range: April 2014
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Situation of social marketing
Brands are still struggling with social customer care
People follow more pages, Pages send more content
Ads still not targeted enough
Paid Media is essential
Social Marketing is only getting started
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The problemsin social marketing
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Organic Reach Is Dropping Globally
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 2013-12
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Pages Post More Content
Sources: Socialbakers, Data Range: 2009 – 2013
in 201340 Posts / Month
in 20097 Posts / Month
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BUT ONLY
33%Are using Tools for Deep Social Performance Analytics
90%Ranks Competitive Analysis & Industry Benchmarking as important
Marketers not using enough of advanced analytics
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Facebook post Tweet Other Networks
Fans
Friends of Fans
Custom Audiences
Target Audience
Followers
Target Audience
Their Followers
Target Audience
Marketers Aren’t Using Targeting Options
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Social Media Insights
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All Ads Are Better If They Are Social
Yesterday’s Social Ads Today’s Social Ads
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Engaging Content Is More Important Than Ever
En
ga
gem
ent / In
teraction
s
Sources: Socialbakers, Data Range: 1.12. 2013 – 19.3.2014
Reach
organic reach paid reach
0-99
100-499
500-999
1,000-4,999
more than 5,000
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000
Organic Reach
Paid Reach
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The Social Equation for Brand Success
=The right
content to maintain high organic & paid
reach
+The right
social customer & community
care
The right ad metrics &
tools to drive social ad
performance
Optimized and
amplified social
campaigns!
+
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Time Range: December 01, 2013 - March 19, 2014Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
1:100Average ratio of received interactions& Organically reached audience
The Right Content For Driving Engagement
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Ad GoalsPost Engagement
Page Likes
Event Responses
Website Traffic
ClicksCTR
Reach Engagement Impressions
Ad KPIsConversionsApp Installs
Actions
Measure Ad Campaigns By Objective
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Social KPI Reporting Is Key
Local Competitor
Local Competitor Local Competitor
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Socially Devoted brands receive on average
more interactionsSocially Un-Devoted Socially Devoted
0
20000
40000
60000
80000
100000
56%
More care, more interactions
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Own Metrics + Competitive Set
Social Metrics
Own Metrics &Competitive Metrics
(Likes, Interactions, Engagement)
Customer Care
Platform Metrics Online Metrics
Advertising Metrics, Facebook, Twitter, Google+, etc.
Conversion from Social
Buzz Monitoring, Listening
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So How Do You Increase Engagement?
Constantly measure content performance
Humanize your brand
Get creative
Respond to customer questions
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Social Advertising Insights
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There Is A Clear Shift To The Newsfeed
Changing attitude amongst marketers
Less mobile spend in Q1 due to increase in post boosting
Mobile increased dominance from Q3 – Q4
Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
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The North American Landscape
Easily the most amount of Ad accounts
But the majority spend very little
Avg Spend Per Account
Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
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U.S. has By Far The Highest Costs of Social Ads
Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
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Why Low CTRs and High Costs?
Click-Through-Rate
A mature market comes at a price
Marketers are seeing return on Ad spend
Stay ahead of the competition
Sources: Socialbakers, Data Range: 1.7. 2013 – 31.3.2014
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Socially Devoted
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Socially Devoted
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Which industries are facing the highest demand?
Top industries by total Number of Questions
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Industries That Are Reacting To Demand
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USA is behind on Facebook Customer Care
American brands still not embracing social as a customer care channel
Telcos are the singular exception
Sources: Socialbakers, Data Range: 1/1/2014 – 03/30/2014
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USA Q2 Results Preview
USA Q1 Question Response Rate
Q2 Question Response Rate
Change tolast Q
Average Response Time [mins]
Answered minus Ignored Questions
Telecom 76.66% 75.71 % - 1 % 0 690 13929
Airlines 64.91% 70.84 % - 9 % 0 813 1 919
Retail 66.50% 67.59 % - 2 % 1 024 7 590
Finance 54.74% 67.21 % 23 % 0 736 2 228
Electronics 63.88% 62.02 % - 3 % 1 316 2 768
QSR 56.37% 57.72 % - 2 % 1 538 1 457
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Telcos Are Leading the Pack
Top 10Socialy Devoted Brands
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Twitter is now faster than ever
Twitter is now responding on average 5 hours Faster than before
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Recommendations and Insights
Build a perfect social metrics framework
Make sure ad targeting becomes a science
Use reports constantly – its a constantly changing market
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Most Digital Ads Will be Social
2013Social
Other
Mobile Future
Other
Mobile
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Thank You!
Follow@janrezab @socialbakersUS
Thank You!
Follow @janrezab @socialbakersUS