world tour 2013 new york city
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World Tour 2013 #SBworldtour
by
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Agenda, New York City, January 31st
4:30 pm - 5:00 pm Registration 5:00 pm - 5:45 pm Jan Rezab, CEO, Socialbakers 5:45 pm - 6:05 pm Gauthier Gay, Group Marketing Manager,
Nestlé 6:05 pm - 6:25 pm Phyllis Dealy, Partner, Director Account Services
Woods, Witt, Dealy & Sons 6:25 pm - 6:45 pm Panel discussion with Debra Cruz, VP Social Strategy,
MetLife’s; Gauthier Gay and Phyllis Dealy 6:45 pm - 7:00 pm Questions & Answers 7:00 pm - 9:00 pm Dinner buffet
Introduction
Jan Rezab, CEO & Co-Founder @janrezab
#SBworldtour
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World Tour 2013
January 31st New York City
February 18th Hamburg
February 19th Paris
February 20th London
February 22nd Sao Paulo
February 25th Mexico City
March 1st Sydney
March 4th Singapore
March 6th Istanbul
March 7th Dubai
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New York City, 31st January
› What changed in social marketing in 2012 › Exclusive US market analysis › The importance and measurement of social customer service › What is Socialbakers up to to help all of this?
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Overview of 2012
Behavior of people on social platforms has changed We share more content and require locally relevant information
Socialbakers provides tools and metrics to help companies to define the right social strategy
Content shared on social media has increased significantly
Algorithm has changed and filter information
It’s harder for companies to reach and engage their fans
The mobile adoption is growing
Set-‐up
Establishment
Listening
Team
Content
Engagement
Measurement
Truly taking Advantage of social media
Social Media Marke8ng Evolu8on
Phase 1 Phase 2 Phase 3
Phase 1 – Set-‐up
› Set-up of profiles
› First tweets / posts
› Getting to know social media
Phase 2 – Establishment
› Basic hygiene
› Team is hired
› Listening is set-up
Phase 3 – Ramped up social
› Team gets where the advantage of social media us
› Proper social media measurement is set-up
› Regular comparison with competitors and industry
= Only in Phase 3 you will understand the true value of social media
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Top METRICS in Social Media
Being social is not about one metric. It’s about all of them.
Brands are changing PlaCorms are changing
Social is changing all the 8me
1 billion Users are changing
= increasing “noise”
BRANDS are changing = Increasing volume
Average Number of Brand Pages Posts 36 posts per month vs. 7 posts per month
Users are changing
1 billion Users are changing = increasing “noise”
4,5
12.4
17.2
26.0
32.1
34.6 36.7
0
5
10
15
20
25
30
35
40
Oct2009 Apr2009 Oct2010 Apr2010 Oct2011 Apr2011 Oct2012
Liked pa
ges
Average Liked Pages per User
PlaCorms are changing
PlaCorms are changing
What users cope with on Facebook*
1 user likes 4,5 pages Pages post on avg. 5 Lmes
1 user likes 40 pages Pages post on avg. 36 Lmes
23 updates per month
2009 2013
1440 updates per month
*From brands
“It is great to count fans and listen, but Engagement is far more important! ”
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Top METRICS in Social media
= Return On Engagement ROE
ROI
Fans and Fan Growth Total number of Fans and growth.
Activity of Your Page If your page is regularly and actively posting
Engagement Rate and Reach The amount of people on average interacting with your content
Response Rate Response Time Response rate and time to your fans’ posts, very critical for reactive engagement
0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69
Likes
Impression
s
Average organic unique impressions
Average Likes
Time in Minutes
Gaining the Reach and Engagement in Minutes
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Open Graph
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Brand Graph
Open Graph
Brand Graph
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US Brands
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US Media
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US Brand Pages
-‐0.010%
0.010%
0.030%
0.050%
0.070%
0.090%
0.110%
0.130%
0.150%
0.00
0.10
0.20
0.30
0.40
0.50
0.60
Jan1
2
Feb1
2
Mar12
Apr12
May12
Jun1
2
Jul12
Aug12
Sep1
2
Oct12
Nov12
Dec12
Jan1
3
Average po
st ER
Average nu
mbe
r of p
osts per day
Photos -‐ pos8ng vs. ER
Posts
ER
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
Jan1
2
Feb1
2
Mar12
Apr12
May12
Jun1
2
Jul12
Aug12
Sep1
2
Oct12
Nov12
Dec12
Jan1
3
Average po
st ER
Average nu
mbe
r of p
osts per day
Links -‐ pos8ng vs. ER
Posts
ER
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
Jan1
2
Feb1
2
Mar12
Apr12
May12
Jun1
2
Jul12
Aug12
Sep1
2
Oct12
Nov12
Dec12
Jan1
3
Average po
st ER
Average nu
mbe
r of p
osts per
day
Statuses -‐ pos8ng vs. ER
Posts ER
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0
200
400
600
800
1000
Jan1
2
Feb1
2
Mar12
Apr12
May12
Jun1
2
Jul12
Aug12
Sep1
2
Oct12
Nov12
Dec12
Jan1
3
Average po
st ER
Average nu
mbe
r of likes per
post
Photos -‐ pos8ng vs. ER
Likes ER
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US Brand Pages
› On average US brands post photos every second day.
› News Feed of each user started to be overloaded and only photos are gaining high Engagement Rate (ER).
› Links and statuses are losing the attention and have become
marginal.
› Brands are following the behavior and has lowered the number of these post types down to 2 per month.
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What did US users like?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan12 Feb12 Mar12 Apr12 May12 Jun12 Jul12 Aug12 Sep12 Oct12 Nov12 Dec12 Jan13
Share of post types
Status
Photo
Link
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Average US Facebook User is a Fan of 70 Pages
Brands 9.5
* 10 % of Pages are represented in other verticals such as Media, Sports, Fashion, E-commerce, Beauty, Politics
Average US FB user is a Fan of 70 pages Break down by Industries:
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Socially Devoted Q4 Launch
www.socially-devoted.com
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Socially Devoted Q4 Launch
www.socially-devoted.com
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Banking
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Defining SOCIALLY DEVOTED
1. Opening Yourselves
› Making sure your Fan Page has an open wall.
2. Responding to Fan Questions
› Responding to at least 75% of fan questions on your Fan Page.
3. Communicating in a timely fashion
› Responding on time to your fans is crucial.
Being socially devoted is a new form of relations. We hope to open a new discussion about social openness.
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American Banks – Case Study › 18 American Banks monitored during December 2012:
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American Banks – Case Study
1. Making sure your Fan Page has an open wall.
› American Express
› Citibank US
› Capital One
› TH Money Lounge – US
› PNC Bank
› Charter One
› M&T Bank
7 out of 18 American banks have a closed wall!
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Avg. Response Rate 47.78 %
American Banks – Case Study
2. Responding to at least 65% of fan questions on your Fan Page.
› USAA
› Fifth Third Bank
› Charles Schwab
› ING Direct
› Bank of America
› People‘s United Bank
6 out of 18 American banks are responding to less than 75% of questions.
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American Banks – Case Study
3. Responding to your fans on time is crucial.
0%
10%
20%
30%
40%
50%
Under 10 hrs 10 – 20 More than 20 hrs
> 13.7 hours is the average response Lme on Facebook
> 15 hours is the average
response 8me for American banks
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American Banks – Case Study
Are not responded… 72%
of All Questions by Banks are
ignored
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Socially Devoted Q4 2012
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Socially Devoted Q4 2012
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Top Socially Devoted Industries
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Top Socially Devoted Industries
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Top Socially Devoted Brands in the USA
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The Wall Street Journal
» According to Analytics PRO, WSJ decreased Post Frequency from 7 updates to 4
» Results:
» Boosted Interactions by 74%
» Higher Engagement Rate » Increased Reach Be adaptable, adjust your strategy to the current situaLon
and condiLons.
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The Wall Street Journal
»
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Recommendation for 2013
› Monitor and measure your activity
› Be ahead of your competitors and industry
› Be Socially Devoted
› Be loved by your fans
› Be local and relevant
› Be engaging, innovative and visually attractive
› Make sure you are in News Feed
› Timing is the key
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Path of Socialbakers
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Our Products
Platform
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What we do
Data Visualization
Categorization Brand Graph Benchmarks
Thank you
Jan Rezab, CEO of @janrezab
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