Social Insights: Content, Ads & Community Jan Rezab, CEO Socialbakers @Janrezab

Smarter social marketing

Ad Goals Ad KPIs The Social Equation for Brand Success + = The right content to maintain high organic & paid reach The right ad metrics & tools to drive social ad performance Optimized and amplified social campaigns! The right social customer & community care +

The largest players in US social marketing Sources: Socialbakers, Data Range: April 2014

US industries: retail reigns Sources: Socialbakers, Data Range: April 2014

Small communities are the most engaged Sources: Socialbakers, Data Range: April 2014

Telecom prevails in social care Sources: Socialbakers, Data Range: April 2014

Organic Reach Is Dropping Globally 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 2013-12

Pages Post More Content Sources: Socialbakers, Data Range: 2009 2013 in 2013 40 Posts / Month in 2009 7 Posts / Month

BUT ONLY 33% Are using Tools for Deep Social Performance Analytics 90% Ranks Competitive Analysis & Industry Benchmarking as important Marketers not using enough of advanced analytics

Facebook post Tweet Other Networks Fans Friends of Fans Custom Audiences Target Audience Followers Target Audience Their Followers Target Audience Marketers Arent Using Targeting Options

65% of Ads Are Still Not Using Correct Targeting

Rate Social Customer Care as important 60% Social Care Gap 32%vs Of Brands are responding to Fan Questions on Facebook

Situation of social marketing Social Marketing is only getting started Brands are still struggling with social customer care Paid Media is essential People follow more pages, Pages send more content Ads still not targeted enough

All Ads Are Better If They Are Social Yesterdays Social Ads Todays Social Ads

Time Range: December 01, 2013 - March 19, 2014 Data: We looked at more than 300,000 Facebook posts made by 2,715 brands. 1:100 Average ratio of received interactions & Organically reached audience Engagement directly affects organic and paid reach

Engaging Content Is More Important Than Ever 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 0-99 100-499 500-999 1,000-4,999 more than 5,000 Organic Reach Paid Reach Engagement/Interactions Sources: Socialbakers, Data Range: 1.12. 2013 19.3.2014 Reach organic reach paid reach

Organic Reach Engagement Paid Reach + = + All correlate!

Own Metrics + Competitive Set Social Metrics Own Metrics & Competitive Metrics (Likes, Interactions, Engagement) Customer Care Platform Metrics Online Metrics Advertising Metrics, Facebook, Twitter, Google+, etc. Conversion from Social Buzz Monitoring, Listening

Social KPI Reporting Is Key Local Competitor Local Competitor Local Competitor

Ad GoalsPost Engagement Page Likes Event Responses Website Traffic Clicks CTR Reach Engagement Impressions Ad KPIs Conversions App Installs Actions Measure Ad Campaigns By Objective

There Is A Clear Shift To The Newsfeed Changing attitude amongst marketers Less mobile spend in Q1 due to increase in post boosting Mobile increased dominance from Q3 Q4 Sources: Socialbakers, Data Range: 1.7. 2013 31.3.2014

The North American Landscape Easily the most amount of Ad accounts But the majority spend very little Avg Spend Per Account Sources: Socialbakers, Data Range: 1.7. 2013 31.3.2014

U.S. has By Far The Highest Costs of Social Ads Sources: Socialbakers, Data Range: 1.7. 2013 31.3.2014

Why Low CTRs and High Costs? Click-Through-Rate A mature market comes at a price Marketers are seeing return on Ad spend Stay ahead of the competition Sources: Socialbakers, Data Range: 1.7. 2013 31.3.2014

Get more insights on Content & Ads http://www.socialbakers.com/premium-content

Socially Devoted

Industries That Are Reacting To Demand

USA is still behind on Social Customer Care American brands still not embracing social as a customer care channel Telcos are the singular exception Sources: Socialbakers, Data Range: 1/1/2014 03/30/2014

USA Q2 Results Preview by Response Rate USA Q1 Question Response Rate Q2 Question Response Rate Change to last Q Average Response Time [mins] Answered minus Ignored Questions Telecom 76.66% 75.71 % - 1 % 0 690 13929 Airlines 64.91% 70.84 % - 9 % 0 813 1 919 Retail 66.50% 67.59 % - 2 % 1 024 7 590 Finance 54.74% 67.21 % 23 % 0 736 2 228 Electronics 63.88% 62.02 % - 3 % 1 316 2 768 FMCG Food 56.37% 57.72 % - 2 % 1 538 1 457 Services 50.99% 56.20 % 10 % 1 029 1 254 Ecommerce 34.14% 43.70 % 28 % 1 107 -2 880 Alcohol 38.17% 37.62 % - 1 % 1 710 - 571 Software 38:11% 36.28 % - 5 % 1 136 - 1 059 Brands 55.56% 58.12 % - 5 % 1 305 27 002

Socially Devoted brands receive on average more interactions 0 20000 40000 60000 80000 100000 Socially Un- Devoted Socially Devoted 56% More care, more interactions

Get more insights on Socially Devoted http://www.socially-devoted.com

So How Do You Increase Engagement? Constantly measure content performance Humanize your brand Get creative Respond to customer questions

Recommendations and Insights Build a perfect social metrics framework Make sure ad targeting becomes a science Use reports constantly its a constantly changing market

US Tech Is Killing It on Twitter! 21% USA Tech Profiles Have on Average More Followers than Global Benchmark & 59%Better Question Response Rate

04% More Fans 25% Higher Question Response Rate 19% Faster Response Time 58% Less Fans 35% Less Posts Varied Results on Facebook

Recommendations and Insights Build a perfect social metrics framework Make sure ad targeting becomes a science Use reports constantly its a constantly changing market

Most Digital Ads Will be Social 2013 Social Other Mobile Future Other Mobile

New York San Francisco Atlanta Mexico City So Paulo London Paris Prague/Pilsen Mnchen Istanbul Dubai Singapore Sydney Socialbakers is a Social measurement and marketing suite with 300 employees located in 13 offices worldwide

Leading Clients From All Sectors CPG Corporations Fashion Telco Automobile Electronics FMCG Alcohol Finance Airlines Retail & eCommerce

Smarter Advertising & Optimization Smarter Publishing & Community Interactions Smarter Social Listening Smarter Social Marketing Smarter Social Analytics

Make smarter decisions based on comparative social analysis of your performance across platforms, geographies, competitors and industries. Get a clear view, right now Control and automate publishing content to multiple social communities from a single dashboard. Smarter publishing. Better engagement.

Focus on promoting the content with the highest potential and make the best use of your budget. Grow your audience. Increase your returns Make sure youre talking to the right people at the right time about the things that really interest them and focus your resources and budget where it really counts. Smarter social conversations

Case Studies Nestle Slides: Analytics + Command Center Social Command Center

Case Studies Nestle Slides: Analytics + Command Center

Case Studies Nestle Slides: Analytics + Command Center

Case Studies Other case study different vertical Looking for it - Tomas

Our Mission is to Educate Marketers With Insight Driven Analytics to Make Their Lives Easier, Faster & Smarter

Whats New With Socialbakers? Socialbakers Analytics 2.0: Smarter Social Measurement

Whats New With Socialbakers? Smarter Social Insight

Social Dashboard Competitive monitoring & Benchmarking Social Performance Optimization Smarter social marketing

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