Know Your Audience, Content, and Key Metrics: How to Create a

Truly Social Business @janrezab

Jan Rezab, CEO & Co-founder

Our mission is to help marketers measure & optimize their social media

(and save a ton of their time doing it)

What are the biggest issues social marketing is facing today?

Fans leaving social?

Is it a fierce competition?

Organic reach hitting zero?

Are Social Marketers flying blind?

Fans Fan Growth

Activity of Your Page

Interactions & Reach

Response Rate Response Time

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

$ Paid Media

KPIsWhat to Measure Depends on

What You Want to Do

Business Objectives

Travel FMCG E-commerce

Business Objectives

Social Customer

Care

Drive Sales

Travel FMCG E-commerce

Business Objectives

Brand Awareness

Fan Activation

Travel FMCG E-commerce

Business Objectives

Travel FMCG E-commerce

Drive Sales

Social Customer Care

3rd Socially Native

Setting UpListeningBasic reportsContentSome 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

77 % Companies 10 - 20 % Companies 3 % Companies

Brand Awareness

Reach

Total Interactions

Fan Growth

Facebook Interactions

Brands

Media

Sport

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

Facebook Interactions Year Comparison

June 2014

7.9 %

14.7 %

2.6 %

31.1 %

43.8 %

Brands

Media

Sport

Celebrities and Entertainment

Others

June 2013

10.3 %

4.7 %

1.3 %

14.1 %

69.6 %

Brands

Media

Sport

Celebrities and Entertainment

Others

Oreo vs. Snickers – Daily Interactions

Oreo Snickers

Jan 01, 2014 Jan 26, 2014 Feb 20, 2014 Mar 17, 2014 Apr 11, 2014 May 06, 2014 May 31, 2014 Jun 25, 2014 Jul 20, 2014 Aug 14, 20140

50,000

100,000

150,000

200,000

250,000

300,000

Oreo vs. Snickers – Average Engagement

Oreo Snickers

Jan 01, 2014 Jan 27, 2014 Feb 22, 2014 Mar 20, 2014 Apr 15, 2014 May 11, 2014Jun 06, 2014 Jul 02, 2014 Jul 28, 2014 Aug 23, 20140

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

ER

in

[%

](3

0 d

ay M

ovi

ng

AV

Gs)

Oreo vs. Snickers

Number of Page Posts

Nu

mb

er

of

Po

sts

Inte

ract

ion

s

0

Smart Storyteller

Interations

Posts

DA

DB

DC

DD

CA

CB

CC

CD

BA

BB

BC

BD

AA

AB

AC

AD

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 Storyteller Brands

Smart Storytellers US Brands

Number of Page Posts

Nu

mb

er

of

Po

sts

Inte

ract

ion

s

0

Applebee's

Mercedes-Benz USA

Pillsbury

Budweiser

Veuve Clicquot

Alpinestars

Smart Storytellers Microsite

Are You a Top-performing Brand?

Find it Out NOW!socialbakers.com/storytellers

3rd Socially Native

Setting UpListeningBasic reportsContentSome 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

77 % Companies 10 - 20 % Companies 3 % Companies

Social Customer Care – Key Metrics

Response Rate

Response Time

Answered minus Unanswered Questions

Socially Devoted

Are you Socially Devoted?

Find it out now!sociallydevoted.socialbakers.com

Customer Care Goes Social

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

Just 5%of global brands are Socially Devoted on Facebook

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

Social Customer Care

Response Rate

Response Time

Answered minus Unanswered Questions

Airlines

Telecom

Finance

Response Rate

84%

82%

79%

Industry

Airlines

Telecom

Finance

Response Rate

84%

82%

79%

Industry

Facebook

Twitter

Facebook - Responses Matter

Twitter Responses Really Matter

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

“By using Socialbakers, we are able to scale, unify, and dramaticaly improve our social customer care across our 200+ brands.

Global Socially Devoted Q3 Pre-Results

Software

Finance

Beverages

Accommodation

Auto

All Brands

Q2 2014

18%

57%

23%

49%

27%

45%

Q3 2014

18%

53%

21%

45%

25%

39%

Percentage Change

+ 0.05 %

- 7%

- 7%

- 8%

- 9%

- 14%

Industry

US Socially Devoted Q3 Pre-Results

Auto

E-commerce

Retail Food

Sporting Goods

FMCG Food

All Brands

Q2 2014

28.4 %

43.1 %

48.0 %

33.7 %

58.6 %

57.9 %

Q3 2014

32.4 %

48.4 %

52.7 %

36.8 %

63.4 %

59.0 %

Percentage Change

+ 14.0 %

+ 12.3 %

+ 9.8 %

+ 9.4 %

+ 8.2 %

+ 1.9 %

Industry

TOP 3 US Socially Devoted Brands

2 002 1 869 1 503

Sorted by Answered minus Ignored Questions

3rd Socially Native

Setting UpListeningBasic reportsContentSome ads

Early Stage1st 2nd Socially Devoted

Social care

Even Better Content

Properly engaging with fans

Deeper Analytics incl. competitive

Integrated Social Ads

All employees involved in social

Measurement set to match business objectives

77 % Companies 10 - 20 % Companies 3 % Companies

Drive Sales

Clicks

Reach

Total Interactions

Most Digital Ads Will be Social

Social2013 Future

Mobile

Other

Mobile

Other

Facebook Ads Report - Q2 2014First Results

Drive Sales

Clicks

Reach

Total Interactions

Alcohol E-commerce Electronics Fashion

CTR by Industry

0.0%

0.3%

0.6%

0.9%

1.2%

Q3 2013 Q4 2013 Q1 2014 Q2 2014

CTR by Regions

Q3 2013

Q4 2013

Q1 2014

Q2 2014

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

Europe Rest of the WorldJAPAC LATAM North America

Ad Objective Q2 2014

37 %

24 %

15 %

11 %

8 %

5 %

None

Post Engagement

Page Likes

Website Clicks

Website Conversions

Others

Bid Type Q2 2014

60%

32%

6%

2%

Absolute OCPM

CPC

CPA

CPM

All Ads Are Better If They Are Social

Yesterday’s Social Ads Today’s Social Ads

US INSIGHTS

TOP 5 Industries in US

Retail

Retail Food

FMCG Food

Beverages

Fashion

Sum of Fans

182 830 770

176 122 056

137 253 804

99 149 901

93 178 415

Industry

Data is from the total number of Local Fans for the largest 200 local pages by Fan count

Facebook Key Benchmarks

Top 5 Twitter Brands by Interactions

&Facebook and Twitter on Mobile

Mobile Still not Used Often

Facebook – US Share of Mobile

24.9 % User Postswere sent to Facebook from Mobile

8.17 % Admin Posts were sent to Facebook from Mobile

Twitter – US Share of Mobile

61.1 % User Tweetswere sent to Twitter from Mobile

25.7 % Admin Tweetswere sent to Twitter from Mobile

Looking Ahead

All digital ads will become social

Chief Social Officers

Facebook News Feed video

Social media intelligence

Predictions for 2015

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

Amy BrixEuropean E-commerce executive, TUI

Rod StrotherDigital and Social Centre of Excellence Director, Lenovo

Jan RezabCEO & Co-founder, Socialbakers

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

(regular is $399) before September 30th

New York, 10/23

How to Engage with Socialbakers

Turn on Socialbakers Analytics

Get insights instantly!Quick Onboarding: Start in couple

hours!

Engage Socialbakers Professional Services

Depending on Client NeedsWeekly, Monthly, Quarterly reports

Thank you!

Jan Rezab, CEO & Co-founder of

@janrezab