Social Media Analytics, from Data to Deliverables

Association of Nation Advertisers: Measuring Social Media SuccessSeptember 6th, 2013Hosted by M Booth

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Using Data to Dispel 3 Social Media Myths

Presenter: Jeff Gibb- Account Executive at Simply Measured- Background in Marketing and making sense of large data- Below average ping pong player

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Before We Begin

• The following examples use data collected by Simply Measured

• All data shown is publically available information

• Brands used in this presentation are examples from the Interbrand 100, which ranks top brands based on factors that include financials, brand strength and role of brand

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Myth #1

Forget the recommendations, whitepapers and quotes about the science of timing social media posts.

There is no optimal time to post on social media. Every industry and brand will have their own “best time.”

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Top Time/Day for Engagement

Testing is the key to timing! Post consistently for several weeks, then analyze the results. Change a variable and test again. Rinse & repeat.

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Myth #2

Automotive brands are driving impressive engagement levels, not by having larger audiences than other brands, but by posting more of the content that their fans love to engage with.

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The Automotive Industry

Top Auto Brands on Facebook

• Of the Interbrand 100, five of the top ten most engaging brands are from the automotive industry .

• Engagement Rates for automotive brands are 2x the average in the Interbrand 100.

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Competitive Landscape – Auto Industry

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Auto Industry vs. Interbrand 100

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Visual Content = 94% of Brand Posts

Significantly higher than the 80% average of the Interbrand 100

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Myth #3

Instagram is the first platform where brands* have seen video consistently gain more engagement on videos than photos

*This is not a trend across all brands, but we’ll look at a few doing it right

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Instagram: What you need to know

• 67% of the Interbrand 100 are active

• As of May ‘13, the collective audience of the 76 brands on Pinterest was under 500,000, while Instagram’s 67 companies weighed in with over 7 million followers.

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Instagram Adoption

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Lululemon Crushes Instagram Video

Lululemon’s videos bring in 2x the engagement of photos

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General Electric Succeeds Across Platforms

General Electric’s Instagram videos bring in 5x the engagement of Instagram photos on Facebook

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Less Engaging Videos

American Eagle’s Instagram videos were much less engaging.

Pro Tip: Be thoughtful about your video posts. If it’s not great, don’t post.

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There you are!

Questions about anything?

- Data shown today- Simply Measured

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