Построение стратегии в social media на основе аналитики и...
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Building social media strategies on the basis of
analytics and insights
Jiří Voves
About Socialbakers
Monitoring Facebook, Twitter, Linkedin, Google+
Offices in Prague & London & San Francisco
Social media analytics
Measuring Facebook, Twitter, LinkedIn, YouTube, brands, media companies & more! Facebook
marketing agency
Write down to go to:
www.socialbakers.com
About Socialbakers
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SocialbakersTop brands on Facebook Top media on Facebook
Facebook 2010 Yearbook
World „Facebook population“
Now more than 770 million8,2 registrations per second!
Facebook 2010 Yearbook
Age Distribution
Facebook is NOT a teenage medium
Brands on Facebook & Twitter
TOP 50 brands on Twitter are still 4 – 10x smaller than those on Facebook
Brands on Facebook & Twitter
Starbucks - Best practice leader in customer service
Skittles act as a person
#OreoMoment
Coca-Cola does great job interacting with users
„Coca-Cola loves you Brian!“
„I got charged twice today at @Starbucks :-(„
„@carlyhallam We want you to be happy!
Please email [email protected] w/details –
we’ll do what we can to help.“
TOP Countries on Facebook
TOP 6 countries make up 40 % of total Facebook
population
TOP Growing Countries on Facebook in the last
Russia 8th fastest growing country in
October
Facebook in Russia
Facebook in Russia
Age Distribution Male/Female Ratio
Age group 18-44 represents 74 % of Facebook population
in Russia
Social analytics
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Social Media Listening
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Context Monitoring
New metrics
Facebook is NOT about website metrics!New terms and KPIs
InteractionsEngagementWall ActivityResponse Rate
FANS - Size, reach, and growth of the fan page
ENGAGEMENT - User interactions and engagement to content, People who talk about
COMMUNITY - Community management, response rate, key influencers, CORE FANS
COMPETITORS - Compare all of that with competitors
What you should monitor
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Monitor yourselves
Create Your Dashboard!
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Monitor What’s New
New tabs launched!
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Monitor What Works!
Local Works Better
Engage your fans on a local level
Response is VitalProper communication with fans
45 % !
Under 10 mins!
Ash cloud over Europe
UNIQUE USERS – Total unique users
MONTHLY / DAILY ACTIVE – Monthly and daily actives
VIRALITY – How many people are sharing and inviting others
CONVERSIONS - % conversion rate
Metric to follow on Apps
Metrics to follow on Apps
Metrics to follow on Apps
Its not only about social media posting, but also building engaging content, content types, marketing facebook applications
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1000 users
50 to publish
150 new users
Building Engaging Applications
Its not only about social media posting, but also building engaging content, content types, marketing facebook applications
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1000 users
400 to publish
1200 new users
Building Engaging Applications
Interesting data on Facebook
Engagement Rate
GAP
100% response rate
Response Rate
| www.Socialbakers.com
Collection of user data always in compliance with Facebook policy and your own data policy.
Social CRM
FACEBOOK PAGE and COMMUNITY management
LONGER TERM APP
CAMPAIGN APP BIGGER APP
BIGGER APP
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
Smal app
PAGES
APPS
Social CRM
Yearly Plan
SUM UP
Diversity of content
Engaging content
Actually telling people to engage
Simple and clear messages
What Works? Best Practices
Posting too many updates a dayRecommendation: 1 – 2 / day for brands
Not engaging with people in comments
Arguing with fans
Running competition against Facebook rules
Not using apps + tabs
Worst Practices
Connect me:(meet me first)
Link me: (anytime)
Follow me:(when you want)
Thank you!
JIRI VOVES
Email me at: [email protected]: @jirivoves
Candytech.biz | Socialbakers.com