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