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Analytics: How to Employ Them to Continuous Improvement
The document discusses social media trends and strategies for gaining a competitive edge through social media analytics, emphasizing the importance of content marketing and customer engagement. It highlights the significant shift towards social media advertising and the need for brands to understand and measure their audience effectively. Key principles for social media success include monitoring, planning, execution, and optimizing performance metrics, with an emphasis on the evolving role of social customer care.
Analytics: How to Employ Them to Continuous Improvement
- 1. Social Media Trends Howto gain a competitive edge through social media analytics @YanRozovsky
- 2. The Age ofSocial Media
- 3. Time vs. Spendin TV & Digital Spend Digital Time vsTelevision
- 4. The Gap inSocial Marketing 20142004 The Opportunity for Smarter Social Marketing Time Spent on Social Media Budget on Social Media Advertising
- 5. Social Networks andActive Users (MAU)
- 6. Social Networks Divisionin the World Content NetworksConnection Networks
- 7. Education Vertical andSocial Media – Untapped Potential The most connected generation/demographic Work for engaging brands Abundance of content (research, thought leadership, videos, photos, sports, music, etc) Surrounded by socially savvy resources
- 8. Evolution of SocialMedia Among Brands 3rd Socially Native Setting Up Listening Basic reports Content Some ads Early Stage1st 2nd Socially Devoted Social care Even Better Content Properly engaging with fans Deeper Analytics incl. competitive Integrating into business All employees involved in social Measurement set to match business objectives 80% Companies 10-20% Companies 1% Companies
- 9. Three Major Shiftsin Social Media Marketing Content Marketing Social Media Advertising Social Customer Care
- 10. Content is KING,but engagement is QUEEN and she rules the house!
- 11. Average US FacebookUser is a Fan of 70 Pages Average Brand Posts 40x /month
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- 14. Social Media Advertising TheConvergence of Paid, Owned & Earned Media
- 15. Pages post morecontent posts / month 7 2009on average posts / month 40 2013on average Sources: Socialbakers, data range: 2009 – 2013 “Average page sends 40 posts / month”
- 16. Organic Reach isDecreasing
- 17. Social Advertising Newsfeed/Mobile adsare taking over 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 JAN 2012 FEB 2012 JAN 2013 Facebook market ads Newsfeed NEWSFEED ADS (incl. mobile)
- 18. Social Media Cycle Discovery -Know your audience, business objectives - Know where you audience congregates (sites, devices, geography) - Start Monitoring (brand, product, competitors, influencers, etc) Listening - Understand your audience - How and where they participate (activity level)? - What other brands do they interact with? - Understand their sentiment about your brand, product/service - Who are the key influencers? Planning & Execution - Identify your social media goals - Plan for the right networks - Budget allocation - Know your value prop/key differentiators - Develop appropriate content - Have the right partner/team in place Measurement & Optimization - Focus on the right metrics - Test, test, test - Accelerate spending where goals are met - Refine
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- 20. Socially Devoted Metric TheNext Generation of Customer Care is Social
- 21. Globally, Brands onFacebook Respond to 65% of Questions Global Brands Response Rate
- 22. Globally Twitter IsStill Lagging Behind in Response Rate
- 23. Social Care RequiresCommitment & Investment . . . The best company on both Facebook and Twitter in customer service. Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200 Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750 Fans: c500k Posts mensuales: c1k Followers: c40k Tweets mensuales: c4k (peak 8k) NPS: 78% eForum www Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
- 24. The Cost ofDoing Nothing is Significant!
- 25. Education Industry islagging behind in Socially Devoted
- 26. Common Mistakes BrandsMake Today Using Only Basic Reporting Posting Through Native Platforms Not Looking at Industry Trends Ignoring Customers Ignoring Social Media as Only a Marketing Channel
- 27. Fans / Fan Growth Activityof Your Page Engagement Rate / Reach Response Rate Response Time Social is not about one metric, it’s about all of them $ Paid media
- 28. Socialbakers is aSocial measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide. New York San Francisco Los Angeles Atlanta Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore 50% Of Global FORTUNE 500 3,000+ customers 800,000 visits per month
- 29. Socialbakers Product andServices Suite
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- 35. Complimentary Executive SummaryReport for your brand vs competitor
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Editor's Notes
- #33 We monitor over 11M social pages across all major networks