Social Insights 2014 Hong Kong: Kenneth Kwok, Beehive Strategy
Social Insights 2014: Hong Kong
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Transcript of Social Insights 2014: Hong Kong
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Hong Kong4th March 2014
socialinsightssocialbakersAP
#@
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CEO Keynote: Social Media Secrets
Jan Rezabfounder & CEO, Socialbakers
The Social Media Workflow
Analyze!Core concepts & Demonstration - SocialbakersRalph SzetoManaging Partner, CMRS Digital Solutions
Engage!Core concepts & Demonstration - SocialbakersScott McBrideHead of Digital, Ogilvy & Mather Group
Promote!Core concepts & Demonstration - SocialbakersKenneth KwokManaging Director, Beehive Strategy Limited
AGENDA #socialinsights
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Our vision is to become worldwide standard for the way, social media marketing is measured and optimized.
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Our Clients
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Asia-Pacific will have the largest social network population worldwide through 2017
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SocialbakersWorldview
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Social Insights
@Tomas: Place onto branded slide
#socialinsights
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Jan RezabCEO of Socialbakers@janrezab
#socialinsights
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Untold Social Media Secrets(& How analytics-driven marketers perform better)
#socialinsights
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Social is getting cluttered
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Pages post more content
posts / month7
2009on average
posts / month40
2013on average
Sources: Socialbakers, data range: 2009 – 2013
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Users follow more and more
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Organic Reach is dropping both globally and locally
Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120.002
0.0025
0.003
0.0035
0.004
0.0045
0.005
0.0055
0.006
Average Post Engagement Rate
Hong Kong Global
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During 2013 the average socialAd Spend has increased by
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
+54%
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Efficiency Gap
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Facebook ads don’t work?
Or is it the marketers that operate them?
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Over half of Facebook posts are boosted with default targeting
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Marketers know what they should do
90%Ranks Competitive Analysis & Industry Benchmarking as important
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
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33%
Only 1/3 of marketers Are using tools for deep social performance analytics
Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents
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Even big companies only use native platform tools.
Even some big companies do not have dedicated budget for social media advertising, or a team inside to manage it
Even the big brands face the same issues
Source: Socialbakers Marketing Survey, January 2014, 525 respondents
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Marketers fly blind
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SOCIAL CUSTOMER CARE
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Top Industries in Social Customer Care
Sources: Socialbakers, data range: Q4
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For the first time in 2 years:
Sources: Socialbakers, data range: Q4
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Twitter follower interactions have globally doubled in 2013
Increase of average number of user mentions of brand profiles
Twitter follower interactions have globally doubled in 2013
+118%
Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013
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Some think ignoring crises on social is OK
Sources: Socialbakers, data range: 1.4.13 – 1.7.13
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And some still can’t get it right.
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KLM
10 Languages
More than 100 Employees 1 Hour Response Time, 24/7
While others know, that handling it right...
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KLMAZUL
EmiratesAirAsia
Turkish AirlinesGOL
NasairAir France
Qatar AirwaysSouthwest Airlines
% of Engaged Users % of Engagement
AIRLINES… pays off
Sources: Socialbakers, data range: Q4
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#socialinsights
So, how do analytics-driven marketers perform better?
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They know Teenagers Are Not Leaving Facebook
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#socialinsights
Fans / Fan Growth
Activity of Your Page
Engagement Rate / Reach
Response RateResponse Time
Social is not about one metric, it’s about all of them
$Paid media
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Analytic tools give the users competitive advantage
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Analytics users have up to 2x times better results
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000 AverageInteractions in 2013
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
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… and better Engagement
2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-120
0.0002
0.0004
0.0006
0.0008
0.001
0.0012
0.0014
0.0016
0.0018 Average Post Engagement Rate
Sources: Socialbakers, data range: 1.1.13 – 31.12.13
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10 out of the Top 50 global Facebook pages use
Socialbakers Analytics
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Listening Management Native tools Socialbakers
Competitive intel. NO NO NO YES
All metrics possible are available
NO NO NO YES
Benchmarks NO NO NO YES
Publishing SOME YES YES YES
Keyword analysis YES SOME NO YES
Sentiment analysis YES NO NO MANUAL
Deep platform insights YES YES YES YES
Social customer care metrics NO NO NO YES
Multi-platform look YES YES NO YES
Real-time analytics YES NO YES YES
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Listening Management Native tools Socialbakers
Competitive intel. NO NO NO YES
All metrics possible are available
NO NO NO YES
Benchmarks NO NO NO YES
Publishing SOME YES YES YES
Keyword analysis YES SOME NO YES
Sentiment analysis YES NO NO MANUAL
Deep platform insights YES YES YES YES
Social customer care metrics NO NO NO YES
Multi-platform look YES YES NO YES
Real-time analytics YES NO YES YES
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Regional Insights
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Sources: Socialbakers, data range: January 2014
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The TOP 5 industries take 60% of user likes
Sources: Socialbakers, data range: January 2014
ecommerce17%
fashion13%
beauty13%
retail9%
electronics8%
fmcg7%
travel5%
services4%
place3%
retail food3%
finance3%
others16%
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Sources: Socialbakers, data range: January 2014
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Sources: Socialbakers, data range: January 2014
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#socialinsights
SMRT Case Study
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of consumers say the posts made by companies on social media influence their purchases.
Fake FB page more than 2x bigger than the official
Confused customers post queries on a wrong FB page and Twitter handle
- OFFICIAL
- FAKE
- OFFICIAL
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Hijacking identity & Damaging brand image
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Takeaways
• Hygiene - Set up your analytics & KPIs
• Insights - Only real time data distribution is insightful
• Innovate! - The only constant is change!
#socialinsights
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The Social Marketing Workflow
#socialinsights
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What are the issues?
#socialinsights
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Crack the ROI quantification
code
Team competencies
& KPIs Goal settings
Reporting results
What companies need to deal with
...on the STRATEGIC level
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Having the right data
Getting through the
clutter CreatingContent
ManagingConversation
What companies need to deal with
...on the TACTICAL level
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Social Media Workflow by Socialbakers
#socialinsights
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Analyze to understand
#socialinsights
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#socialinsights
Gain Valuable Insights & Competitive Intelligence
Monitor performance of any page without Admin rights
Why is analytics important?
Analyze & Optimize Your Performance
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Live demonstration: Socialbakers Analytics
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“Socialbakers has fundamentally changed the
way that LVMH plans, implements, and optimizes
our social media. Its technology saves us
tremendous amounts of time and resources.”
Thomas Romieu
Group Digital Director at LVMH
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Twitter Mentions Correlate with Bitcoin Sales
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-F
eb
11-F
eb
12-F
eb
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eb
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eb
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eb
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eb
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1-M
ar
2-M
ar0
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100000
120000
140000
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1000
1200
Volume of BTC traded vs. Twitter mentionsVolume (BTC) Daily Mentions (of Bitcoin)
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2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-F
eb
11-F
eb
12-F
eb
13-F
eb
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eb
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eb
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eb
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eb
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eb
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eb
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1-M
ar
2-M
ar0
20000
40000
60000
80000
100000
120000
140000
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
Volume of BTC traded vs. Tweet ERVolume (BTC) Average Tweet Engagement Rate [%]
The more engagement the more BTC is sold
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ANALYZE TO UNDERSTANDthe future movements of the market
#socialinsights
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Engage with your community
#socialinsights
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Brands Using Publishing Tools Produce 37% More Content.
Source: Socialbakers database
#socialinsights
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#socialinsights
Improve Content Performance
Fully Control the Publishing Process
Manage Content Across Multiple Platforms
Why a publishing platform ?
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Live Demonstration: Socialbakers Builder
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The answers bring more questions
Socially Un-Devoted Socially Devoted0
50
100
150
200
250
300
350
400
Average Number of Questions
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More answers mean more interactions
Socially Un-Devoted Socially Devoted0
20000
40000
60000
80000
100000
120000
Average Number of Interactions
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ENGAGE WITH YOUR COMMUNITYto reach & engage more
#socialinsights
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Promote your best content
#socialinsights
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#socialinsights
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#socialinsights
Why promote your content ?
Accelerate Performance of Popular Content
Drive Success of All Social Campaigns
Target the Right Audience for Every Campaign
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2
Is your Fan also a Fan of your competitor?
StaropramenPilsner Urquell Staropramen Budweiser Budvar
Competitor: Country:Overlap:
Pilsner UrquellCzech Republic19 %
Competitor: Country:Overlap:
Budweiser Budwar Czech Republic16 %
1 2 Fan OverlapPage Size
1
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Automatically Boost Social Advertisements
Invest into successful organic posts at the right time to amplify impressions, reach and engagement.
Post’s Livetime
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Live Demonstration: Socialbakers Ad Analytics
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“With Ad Analytics, we are able to turn insights into action! We run successful Facebook campaigns while saving costs, driving product and service promotions.”
Wolfgang Strum
Head of Social Media Management, A1 Telecom
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Marketers are slowly learning how to target
In 2013, advertisers became more aware that blasting messages across all types of ad placements is not the most effective way of driving campaign success metrics.
January
All Facebook
Desktop
Logout
News Feed (Desktop and Mobile)
News Feed (Desktop)
News Feed (Mobile)
Right-hand Column
Typeahead
December
81 % 42 %
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Only 9% of Posts Are Boosted!Even though it clearly increases the reach!
Not all content types work the same when boosted. Takeaway: Never boost a Status!
Post Types Distribution of Post Types % Increase In Reach By Paid
All Types 19.08 %
Photo 76.29 % 20.57 %
Video 4.85 % 17.78 %
Link 13.18 % 19.69 %
Status 2.23 % 4.97 %
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PROMOTE YOUR BEST CONTENTDon’t waste resources on statuses!
#socialinsights
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Social Media Workflow by Socialbakers
#socialinsights
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Moving upthe Social Media Maturity Curve
#socialinsights
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Tailor made social solutions
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Source: Altimeter, A State of the Industry Report, October 2013
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Social Strategy
Bottom – Up Approach Top-Down Approach
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Social-Wise CEO
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UNDERSTANDThe Social Crusader
WORKFLOW INTRODUCTION
INTERACT
OPTIMIZE
#socialinsights
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UNDERSTAND
Eliminate the “Social Media Silo”
WORKFLOW INTRODUCTION
INTERACT
OPTIMIZE
» Does your CEO and management use (support/understand) the social?
» Do you have a positioning of social media in the context of PR and communication?
» Is Social part of the HR policy?
» Is social part of the overall vision/strategy of the organization?
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… provides know how on how deeply your Social Strategy is connected with your overall (marketing and sales) business goals
…..analyzes the structure and the process of your social media team
Analysis of 12 key areas in social media via business
Social Media Business Accelerator
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68%
Stage 4 reached
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Social Command Center
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Occasional TV!
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UNDERSTAND
WORKFLOW INTRODUCTION
INTERACT
OPTIMIZE
A)… validate your metrics & KPIs» Define metrics that matters
B)… constantly innovate» Review your Social/Digital Strategy frequently
C)… adapt the org. structure & technology» Update workflow & tools
D)… keep the customer first» Define the right Social Customer Care, manage the Advocates &
Influencers
E)… become the social evangelist» Unlock the power of social in the whole organization
TO DO list:
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Small & Tactical
Big & Strategic
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Summary & Conclusions
What next?
#socialinsights
@socialbakersAP
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• Unique opportunity to leverage Social Media• Analyze • Engage • Promote
• APAC will have the largest Social Community by 2017
• Working with global platforms therefore the potential to reach a global audience
• The time is now to get Socially fit
#socialinsights
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SocialbakersWorldview
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Thank you!
#socialinsights
@socialbakersAP