1 october 2020 | psyma digital touchpoints monitoring

1 October 2020 | Psyma Digital Touchpoints Monitoring

Optimizing yourSocial MediaStrategy

How to manage & measure success across different social media channels

Independent expertise

User centered approach

Proven concept


Benefit from Psyma‘s expertise

Facebook, Instagram

Youtube, Snapchat, TikTok…..

Channels & content

LinkedIn

Permanent communi-

cation

Immediacy

Lots of analytics

Community vs. leads

Audiences & tonality

Your Challenges

Social Media Management & Communication

3 October 2020 | Psyma Digital Touchpoints MonitoringSocial Media Management & Communication

How to generate impact on perception and conversion?

Expectation Interaction Adoption

Fans / FollowersGenerate direct user feedback

via Psyma Social Media

Benchmarking

ReputationRelevance

Relationship

Brand

Brand & Image Community Building Sales & Customer Relationship

More than just generating clicks


Instagram: Mercedes-Benz InternationalBest Automotive Post

May 2020

Facebook: Toyota InternationalBest Automotive Post 2020

3.368.561 interactions

And which media? • Channels• Formats• Content & tonality

With respect to which audience?• Prospects• Existing customers• Enthusiasts

According to which KPI?• Interaction• Brand image• Conversion / sales impact

Social Media Management & Communication

What is a successful post? What does successful mean?

5 October 2020 | Psyma Digital Touchpoints MonitoringPsyma Research Solution: Social Media Benchmarking Automobile

Who uses Facebook / Instagram content i.e. who reads which posts? What is interesting for whom / which user groups? How high is the willingness of users to participate in Facebook / Instagram content?

What content do my fans / followers expect and is the frequency correct? How do these requirements differ from what is expected from other digital channels? How satisfied are my fans / followers in general and with regard to particular content / topics? How can I promote commitment and conversion?

Is the brand well represented? Are the fans / followers being approached as intended? How can the relationship to my fans / followers be strengthened further?

User Profile

Channel Performance & Conversion

Brand Image

Key questions answered


Audience & Sample

Survey Invitation

The Questionnaire

Facebook Instagram

• Fans / followers (> 18 years) of the brand on social media channel• Sample size: n=500-2000 interviews

• Survey duration: approx. 5-6 minutes • Including audience segmentation, expectations & experience

• Any type of post / advertisement• Additional social touchpoints easy to cover

Outcome / Results • Analysis & recommendations for each channel & across channels

Social Media Benchmarking Automobile

Study Design & Methodology


Dialogue orientation

Entertainment value

Information content

Up-to-date content

Imagery / visual presentation

Influence on Overall Satisfaction; in %

27

26

16

16

14

Total (n=2890)

Total (n=2809)

1

2

16

33

18

16

17


Sample Results of 2020 Study in Germany – Drivers of KPIs

Facebook:

Dialogue orientation & entertainment value as main driver of overall satisfaction (1).

Dialogue orientation with the greatest leverage, as most frequently criticized in open-ended questions.

Instagram:

Entertainment value as the sole main driver, rarely criticized in the open-ended questions (2).


Top Scorer

Strong focus on proximity to fans and community building.

• Regular posts of fan contributions under #Advantagethroughfansuser-generated content.

Interaction amongst fans via likes & comments.

Community management:

• Fast, competent and friendly responses to comments.

• Audi publicly thanks users for their content contributions.

• User posts are commented on and users are asked for approval to re-post.

• Interactive stories.


Good Practice Example – Dialogue Orientation


• High quality visualisations, varying in form & content.

• Authentic & emotional messages.

• Focus on fan interaction: fans are addressed directly.

Top Scorer

• Various angles & backgrounds.

• Entertaining and informative (live) videos & interactive stories.

• Posting of fan photos on a regular basis.


Good Practice Example – Entertainment Value


• Entertaining stories & posts on a wide variety of content.

• Frequent contributions from other Mercedes-Benz accounts and external photographers.

• High-quality, dynamic videos & stories that are matching the brand image.

• Followers are actively addressed.

Top Scorer


Good Practice Example – Entertainment Value


Full vehicle range & more model details (e.g. technical data)

Focus on sales / after sales topics

Brand positioning / road map with regards to e-mobility?

Varied & creative images / visualisations

Incorporate new visualisation formats: reels & live videos

Directly ask community for expectations

Visual focus on vehicle details (not just exterior)

Dialogue & Interaction Imagery & Visualisation

Content


Success Factors & Key Insights – Social Media Benchmarking Study, Germany 2020

Strengthen interaction / dialogue orientation

Address users directly (and emotionally) -> funny, current topics

Regularly engage users via questions, appeals etc.

Expand your community management

Emotionally bond via competence, friendliness and speed

12 October 2020 | Psyma Digital Touchpoints MonitoringCoverage of Additional Touchpoints – Business & Career Portals

Facebook

Xing

LinkedIn

Maintaining private contacts

Informing about events

Release of new postsCommenting / sharing of posts

Informing about recent news (companies, industries, trends)

Searching for apprenticeship programs / career entries at specific companies

Networking / exchange in a work-related environment

Contacting companies / searching for specific contact persons

Contacting headhunter / recruitment agencies

Informing about general company information

Planned online application

Job search / information on job vacancies

Maintaining business contacts (current & former colleagues)

Find out which audiences use which touchpoints for which purpose!

Different focus / usage situations / audiences?

*Base: n=1000 users of social career networks in Germany from generations Z & Y

*

13 October 2020 | Psyma Digital Touchpoints MonitoringWhy ?

Understanding User FeedbackExperienced experts who understand the truths of behavior and look behind the scenesIndependent Partner

External, neutral perspective allows for impartial, unbiased results

Targeted RecruitmentCareful setup for each social media channel to reach relevant target groups & gain optimum value results

Psyma Benchmarking Unique insights into industry & channels’ gold standards with Psyma’sproven benchmarking

Digital ExpertiseCoverage of any sort of digital touchpoint plus

flexible usage of methodologies lead to clear perception of trends and innovations

1

3

45

2

Benefit from our expertise und our wide range of proven & innovative approaches


You want to learn more or need advice?

Best / good practices for content:

• Usefulness (consideration, purchase preparation)

• Customer centricity (tonality, competence)

• Brand fit (brand values, emotional impact)

Find out what …

• your fans’/users’ profiles look like

• they think about your activities

• they miss / would like to see

• they value / what takes them closer to purchase

Qualitative Feedback & User Data

Market Insights

Psyma Social Media BenchmarkingWhy take part?

• Actionable answers to your current challenges

• How to create relevant messages / content and to increase conversion

• How to manage your social touchpoints & audience

Consulting

Dr. Frank KnappCIO PSYMA GROUP / Managing Director

+49 911 / 99574 [email protected]

https://www.linkedin.com/in/dieter-gabsteiger-576599133/

1 october 2020 | psyma digital touchpoints monitoring

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