Measuring What Matters: Knowing Your Audience, Content, and Key Metrics

transcript

Measuring What Matters:

Knowing Your Audience,

Content, and Key Metrics

Neil Morgan, CMO

Luca Benini, VP EMEA

This morning’s agenda

Our mission is to help marketers

measure & optimize their social media (and save a ton of their time doing it)

Are Social Marketers flying blind?

Only 1/3 of marketers

Are using tools

for deep social performance analytics

Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

Analytics users have up to 2x times better results

02000400060008000

100001200014000160001800020000 Average

Interactions in 2013

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

Fan GrowthActivity of

Your Page

Interactions & Reach

Response Rate

Response Time

Social is not about 1 metric - it’s about all of them

$ Paid

Confused about what metric to use?

Choosing KPIs

What to Measure Depends on

What You Want to Do

Business Objectives

Travel FMCG E-commerce

Business Objectives

Social

Customer Care

Drive Sales

Business Objectives

Awareness

Fan Activation

Business Objectives

Drive Sales

Social Customer

3rd Socially

Native

Setting Up

Listening

Basic reports

Content Optimisation

Some ads

Early Stage1st 2nd Socially

Devoted

77 % Companies 20-30 % Companies <10 % Companies

3 Phases of social maturity

3rd Socially

NativeEarly Stage1st 2nd Socially

Devoted

Fan Growth

Total Interactions

Facebook Interactions

Brands

Celebrities and

Entertainment

Others0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Jul 2013 Jul 2014Oct 2013 Jan 2014 Apr 2014

Oreo vs. Snickers – Daily Interactions

Oreo Snickers

50,000

100,000

150,000

200,000

250,000

300,000

Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014

Oreo vs. Snickers – Average Engagement

Oreo Snickers

Jan 01, 2014 Mar 02, 2014 May 01, 2014 Jun 30, 2014 Aug 29, 2014

Oreo vs. Snickers

Number of Page Posts

Smart Storyteller

Interations

90 – 100

75 – 90

50 – 75

Less 50

Less 50 50 – 75 75 – 90 90 – 100

Interactions

Smart Storytellers PreviewFirst Results

Smart Storyteller Brands

Smart Storytellers UK Brands

Number of Page Posts

Innocent drinks

Wallis

Virgin Holidays SudocremPotters Resort

Suzuki Bikes UK

Jack Daniel's Tennessee Whiskey

Sony Mobile

Smart Storytellers Microsite

Are You a Top-performing Brand?

Find Out

socialbakers.com/storytellers

3rd Socially

Devoted

Social care

Even Better Content

Properly engaging with

Deeper Analytics incl.

competitive

3rd Socially

Devoted

Social Customer Care – Key Metrics

Response Rate

Response Time

Answered minus

Unanswered

Questions

Socialbakers sets the standard in social care

Customer Care Goes Social

10 Million Questionswere posted by fans to brands so far in 2014

Just 5%of global brands are Socially Devoted

on Facebook (>65% response rate)

More than 50%of all social care demand

But these brands receive

Socially Devoted

2.5 Times More Interactionson average globally

Socially Devoted brands receive

Socially Devoted

Top Social Care Industries

Facebook

Airlines

Telecom

Finance

84.0 %

81.5 %

79.2 %

Twitter

Services

Airlines

Finance

63.2 %

58.4 %

56.9 %

Some Brands Get Social Care

More than 200 Employees

10 Languages

1 Hour Response Time, 24/7

Facebook - Responses Matter

Twitter Responses Really Matter

In just 2 quarters TUI increased Question Response

Rate from 57% to 97%!

UK Socially Devoted Q3 Pre-Results - FB

Gambling

Retail Food

Accommodation

Retail

All Brands

Q2 2014

45.0 %

67.8 %

68.4 %

77.6 %

53.6 %

71.9 %

Q3 2014

56.1 %

76.6 %

76.0 %

83.3 %

56.2 %

69.9 %

Percentage Change

Industry

Top UK Socially Devoted Brands - Facebook

94% 94%

Question Response Rate

TOP 3 UK Socially Devoted Brands - TW

5 761 5 809 3 800

Sorted by Answered minus Ignored Questions

Socially Devoted

Are you Socially Devoted?

Find it out now!sociallydevoted.socialbakers.com

3rd Socially

Devoted

Integrated Social Ads

All employees involved in

social

Measurement set to match

business objectives

3rd Socially

Devoted

Social Ads – Key Metrics

Clicks

Total Interactions

Most Digital Ads Will be Social

Social2013 Future

MobileMobile

During 2013 the average social

Ad Spend increased by

Sources: Socialbakers, data range: 1.1.13 – 31.12.13

Facebook Ads Report - Q2 2014First Results

Ad Objective Q2 2014

Post Engagement

Page Likes

Website Clicks

Website Conversions

Others

CTR by Regions

Q3 2013

Q4 2013

Q1 2014

Q2 2014

Europe Rest of the WorldJAPAC LATAM North America

Drive Sales

Alcohol E-commerce Electronics Fashion

CTR by Industry

Q3 2013 Q4 2013 Q1 2014 Q2 2014

All Ads Are Better If They Are Social

Yesterday’s Social Ads Today’s Social Ads

Fan GrowthActivity of

Your Page

Interactions & Reach

Response Rate

Response Time

Social is not about 1 metric - it’s about all of them

$ Paid

Know where you are starting from!

Benchmark your content, care & ads by industry & country

Agree a goal – could you be Socially Native ?

Analyze carefully; be willing and able to shift strategy.

Create actionable insights – what can you do today with the data?

Content, Care & Ads are inter-related : treat them that way

Key Take-Aways

Panel: How do you know what good’ looks

like in social marketing?

Robin Grant

Founder & Global MD, WeAreSocial

Dan BowsherStrategic Lead for Social Media

Comms, Vodafone Tina HobartCustomer & Web Relations Manager, Whitbread

Luca BeniniVP EMEA, Socialbakers

Amy Brix

European E-commerce

executive, TUI

Rod Strother

Digital and Social

Centre of Excellence

Director, Lenovo

Jan Rezab

CEO & Co-founder,

Socialbakers

SMW community can use ‘EngageSMW’ to register now for $199

(regular is $399) before September 30th

New York, 10/23

Thank you!

@neil_morgan