the data-driven approach to social media - mocial conference
DESCRIPTION
Presentation from #icscmocial in Austin, TX. The social landscape is changing every day. For marketers, knowing which networks warrant investment is no small feat. Simply Measured’s Director of Business Development, Jeff Gibb, will take a data driven perspective on how leading brands are using social media across major social channels. Jeff will use hard data to highlight trends and benchmarks for each network as well as the commonalities and differences relevant for marketers. This talk will also go a level deeper and show specific tactics and analytics behind some of the top brands winning with social media. If you love graphs and social media, this session is for you.TRANSCRIPT
PowerPoint Presentation
The Data Driven Approach to Social Media
Leads Business Development @simplymeasured
Below Average Ping-Pong Player
@jeffgibb
The Data Driven Approach to Social Media
Simply Measured At A Glance
Simply Measured At A Glance
Trusted by 800 Customers, including 40 of the Top 100 Global Brands
The Leader in Social Media Analytics
DATA LIES AHEAD
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Todays Primary Data Source
The Intebrand 100
1. Financial Performance
2. Influence on Customer Choice
3. Strength against competition
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Do We Really Need Data In Social?
We All Know Social Media Is Big
Source: Search Engine Journal
http://www.searchenginejournal.com/growth-social-media-2-0-infographic/77055/
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Brands Have Arrived, And Theyre Here To Stay
As of Q4
94% are active. Few stranglers in Financial Services or other regulated industries.
FB, Twitter, YT, Linked very high
IG, G+, Pin, Tumblr Next wave. Already have strong adoption and growing fast
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Interbrand 100 Social Media Adoption
Brand Accounts
FacebookTwitterYouTubeLinkedInInstagramGoogle+PinterestTumblr0.980.980.990.870.710.730.740.31Active Brand Accounts
FacebookTwitterYouTubeLinkedInInstagramGoogle+PinterestTumblr0.940.940.850.80.650.550.520.21
% of Interbrand 100
The Best Is Yet To Come For Social
Still relatively early days of this stuff.
Forrester says theres about 3B on social spend in 2013, growing to 5B in 2016. Along with mobile, the fastest growing category of digital marketing.
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Social Is Becoming Increasingly Complex
2007
2014
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There Are 8-10 Major Social Networks
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Networks Change Every Month
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New Networks Are Constantly Emerging
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Data Overload Creates Opportunity
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The Gap Between Data & Results
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What Works For Leading Brands In Social?
Weve Seen Common Threads In The Data
Visual
Dedicated
Experimental
Consistent
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Visual
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Growth Of The Visual Web
Comscore State of Digital Advertising Q1 2014
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Consumers Are Creating Visual Content
Well documented that visual content rules in social media
A lot of this is because its what consumers are doing and seeing so as a brand you Fit in better like at a cocktail party want to be dressed to fit in and speaking the right language.
PEW;
Growing very fast the % of internet users who post photos and videos.
15.5% growth.
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Visual Content on Facebook
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Visual Content On Tumblr
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Dedicated
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The Leaders Invest In Customer Service
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Activity Of CS Handles Increasing
91% YoY Growth
Source: Simply Measured
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The Best Of Both Worlds
Top CS Brands Respond Quickly and at a High Rate
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Consumers Are There Around The Clock
@AskAmex Aligns with Customer Demand
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Consistency
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Audi On Instagram
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Pepsis Cross Channel Assets
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Experimental
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Testing New Features
Brands Adopt Facebook #hashtags
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Percentage of Brand Posts Containing Hashtags
% of posts with
12-Jun13-Jun14-Jun15-Jun16-Jun17-Jun18-Jun19-Jun20-Jun21-Jun22-Jun23-Jun24-Jun25-Jun26-Jun27-Jun28-Jun29-Jun30-Jun0.03311258278145690.08176100628930820.106250.1379310344827590.1165048543689320.1644736842105260.1111111111111110.125654450261780.2603550295857990.1951219512195120.2307692307692310.1847826086956520.1410256410256410.1854304635761590.1517241379310340.2620689655172410.1644736842105260.1923076923076920.185714285714286all posts12-Jun13-Jun14-Jun15-Jun16-Jun17-Jun18-Jun19-Jun20-Jun21-Jun22-Jun23-Jun24-Jun25-Jun26-Jun27-Jun28-Jun29-Jun30-Jun1511591608710315214419116916478921561511451451527870with hashtag12-Jun13-Jun14-Jun15-Jun16-Jun17-Jun18-Jun19-Jun20-Jun21-Jun22-Jun23-Jun24-Jun25-Jun26-Jun27-Jun28-Jun29-Jun30-Jun5131712122516244432181722282238251513
% of Brand Posts with Hashtags
Experimenting With New Content Types
Lululemon Adopts Instagram Video
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Experimenting With Community
There are a lot of different things you can test even if not new.
We found some correlation between brands who enable use wall posts and engagement levels.
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Percentage of Engagement Compared to Brand Average
Brands that don't allow user posts
Average EngagementAverage SharesAverage LikesAverage Comments0.9052718584361280.8330602691491760.8987457890170781.340565030548685Brands that allow user posts
Average EngagementAverage SharesAverage LikesAverage Comments1.0381740271973811.0672742198951081.0408039357692370.862757375749037
Brands Begin Conversations On Twitter
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Brands Begin Conversations On Twitter
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3 Weeks Later
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Coordinated & Integrated: Starbucks
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From The Fine Folks @Amazon
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#amazoncart Social Commerce
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#amazoncart Volume
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Social Commerce Will Continue To Evolve
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Data Driven Strategy By Network
Data Driven Strategy By Network
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Facebooks User Total Is Staggering
Facebook currently has more users than the entire internet had in 2004.
Internet World Stats
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Facebook Has 3x Penetration Of Online Adults
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
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Facebook - Highest Frequency Of Use
http://www.pewinternet.org/2014/01/08/social-media-update-2013/frequency-of-social-media-site-use/
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Facebook Is Changing
Organic Reach Is Declining For Two Main Reasons:
There is now far more content being made than there is time to absorb it.
Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content thats most relevant to them.
https://www.facebook.com/business/news/Organic-Reach-on-Facebook
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Data Driven Strategy By Network
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Twitter Images Are A Game Changer
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Twitter Images Are A Game Changer
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Twitter Expanded Image Views
Expanded previews have doubled the engagement per Tweet on pic.twitter.com photos for Top 100 Brands
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Twitter The Domination of pic.twitter
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Data Driven Strategy By Network
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Instagram Highest Engagement Rate
Mercedes-Benz Has Over 400% Engagement As A % of Audience
https://app.simplymeasured.com/viewer/398a48wjbjybbwvypn7rkuxh6kwiad/1826739#
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Instagram Emerges As The Fastest Growing Audience
Instagram Consistently Has The Highest Growth Rate For Top Brands
https://app.simplymeasured.com/viewer/mmspgwpcqafqgznd9ecti6uuwgamcx/1826964#
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Top Performing Post Mercedes-Benz
83% of Instagram Posts by Top 100 Brands includes at least 1 hashtag
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Instagram - #mercedesbenz vs. #instacars
https://app.simplymeasured.com/viewer/lkdrjypqmxm37zefcut4r77m7wtqi5/1826916
https://app.simplymeasured.com/viewer/jei93gm2wk9sejnpujvripgjsyvem6/1826945
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Data Driven Strategy By Network
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Tumblr Longest Shelf Life
Close To 30% Of Post Engagement Occurs After 30 Days
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Tumblr MTVs Visual Network
Several Content Types, But All Roads Point To Visual
https://app.simplymeasured.com/viewer/uju8qujdafi7i9i9xqe2nbb94juwfk/1827770
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MTV On Tumblr
2/3 of MTV Tumblr Photos are GIFs
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Data Driven Strategy By Network
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Vine Impact On The Superbowl
There Were A Few Winners On Super Bowl Sunday
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Vine Emerging As A Key Advertising Tool
Arnold & Ian Starred On YouTube, Vine And Network T.V.
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Vine Leveraging Twitter To Distribute
Engagement On Vines Posted On Twitter Tell The Story
Performance Within Vine Is A Secondary Success Metric
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Adidas Invested In Vine Throughout #worldcup
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Vine + Twitter Created A Huge Audience
Close to 80M Potential Impressions on Twitter Alone
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Let The Data Guide You!
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