melhores marcas nas mídias sociais 2014

THE BEST OF 2014 SOCIAL MEDIA

COUNTRY MANAGER GABRIEL CAMARGO

gabriel.camargo@socialbakers.com luana.baio@socialbakers.com

LUANA BAIO ACCOUNT STRATEGIST

PAULO SHINJO TECHNICAL CONSULTANT

paulo.shinjo@socialbakers.com

- SPEAKERS -

2 500+ Clients, +1000 in 12 months

1M+ Monthly Visitors to Socialbakers.com

350+ Employees & 12

Offices

11 Countries

$20M+ Revenue in 2014, up 100%

World Class Investors

86Bn Social connections monitored daily across 8M social profiles

bit.ly/engagexsp

“FLYING BLIND” - The importance of Big Data on Social Media Strategies.

DESTAQUES INSTAGRAM, YOUTUBE E TWITTER

PANORAMA GLOBAL

DESTAQUES FACEBOOK

DESTAQUES SOCIALLY DEVOTED

1

2

3

4

/ AGENDA /

Source:  eMarketer,  April  2013   Source:  University  of  Massachuse=s  Dartmuth   Source:  comScore  Key  Measure,  US  Desktop,  April  2013  

BUSINESS ARE GETTING SOCIAL

80% MOBILE TRAFFIC

IS SOCIAL

Source:  U.S.  comScore,  Q4  2013  

SOCIAL IS MOBILE

28% USER POSTS TO BRANDS WERE SENT TO FACEBOOK FROM MOBILE

Source:  Socialbakers  Database  

SOCIAL IS MOBILE

0.002

0.003

0.004

0.005

0.006

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12

ORGANIC REACH IS DROPPING

Source:  Socialbakers,  Data  Range:  1st  January  2013  –  31st  December  2013  

0.002

0.003

0.004

0.005

0.006

2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12

ORGANIC REACH IS DROPPING

Source:  Socialbakers,  Data  Range:  1st  January  2013  –  31st  December  2013  

1%

????

PAGE LIKES 2009

Source:  Socialbakers  Database  

PAGE LIKES 2014

Source:  Socialbakers  Database  

40 POSTS / MONTH

7 POSTS / MONTH

2009 2014

Source:  Socialbakers  Database  

+54% During 2013 the average social Ad Spend has increased by

Source:  Socialbakers,  data  range:  1.1.13  –  31.12.13  

IMPORTANCE OF $OCIAL MEDIA

2014, 2015, 2016…????

$12 Billion Advertisers were expecting

to spend

Source:  ZenithOpLmedia,  eMarketer,  February  2014  

IMPORTANCE OF $OCIAL MEDIA

on Social in 2014

Source:  Socialbakers  Database  

IMPORTANCE OF FACEBOOK

of Marketers are advertising on Facebook

92%

Integrating into business

All employees involved in social

Measurement set to match business goals

3rd SOCIALLY NATIVE  

Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence

2nd SOCIALLY DEVOTED  1st EARLY

STAGE  

Setting up Listening Basic reports Content Some ads

CORE FUNCTIONAL

CROSS FUNCTIONAL

SOCIAL MEDIA ADOPTION

Integrating into business

All employees involved in social

Measurement set to match business goals

3rd SOCIALLY NATIVE  

Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence

2nd SOCIALLY DEVOTED  1st EARLY

STAGE  

Setting up Listening Basic reports Content Some ads

77 % Companies

20 % Companies

3 % Companies

CORE FUNCTIONAL

CROSS FUNCTIONAL

SOCIAL MEDIA ADOPTION

Rank Competitive Analysis & Industry Benchmarking as important 90%

THEY KNOW WHAT THEY SHOULD DO

Source:  Socialbakers  MarkeLng  Survey,  Jan  2014  

Only 1/3 of marketers Are using tools for deep social performance analytics 33%

MARKETERS STILL FLY BLIND

Source:  Socialbakers  MarkeLng  Survey,  Jan  2014  

PAGES TO “WATCH”

Acquiring Lots of Fans!

WHAT IS THE GOAL OF SOCIAL?

Getting into the News Feed!

GOAL OF ALL MARKETERS

Getting into the News Feed!

GOAL OF ALL MARKETERS

= reaching people at scale!

Getting into the News Feed!

GOAL OF ALL MARKETERS

= reaching people at scale!= reaching people personalized at scale!

ENGAGEMENT  RATE  2014  

ENGAGEMENT  RATE  

+   +  LIKES COMMENTS SHARES

TOTAL FANS

0.90%  

0.37%  0.30%  

0.15%  

0.76%  

0.48%  

0.29%  

0.15%  

0.00%  

0.10%  

0.20%  

0.30%  

0.40%  

0.50%  

0.60%  

0.70%  

0.80%  

0.90%  

1.00%  

10-­‐9.999   10k  -­‐  100k   100k  -­‐  1mm   +1mm  

ER  by  Page  Size  

2013   2014  

0.28%  

0.38%   0.37%  

0.20%  

0.31%  

0.38%  

0.23%  

0.39%  

0.33%  

0.66%  

0.49%  

0.67%  

0.56%  

0.28%  

0.44%  

0.00%  

0.10%  

0.20%  

0.30%  

0.40%  

0.50%  

0.60%  

0.70%  

Airlines   Alcohol   Auto   Electronics   Fashion   Finance   Retail   Telecom  

ER  by  Industry  

2013   2014  

0.75%   0.47%   0.29%   0.15%   0.41%  

0.92%   0.34%   0.08%   0.33%  

0.35%   1.19%   0.40%   0.27%   0.66%  

1.06%   0.56%   0.31%   0.15%   0.48%  

0.94%   1.38%   0.17%   0.13%   0.66%  

0.53%   0.25%   0.34%   0.14%   0.31%  

1.14%   0.40%   0.40%   0.23%   0.55%  

0.13%   0.31%   0.24%   0.32%   0.26%  

1.78%   0.68%   0.34%   0.13%   0.50%  

0.49%   0.27%   0.12%   0.04%   0.28%  

1.40%   0.36%   0.05%   0.23%   0.44%  

ENGAGEMENT  RATE  

Total  Avg.  Post  ER  [%]   0.75%   0.47%   0.29%   0.15%   0.41%  

ENGAGEMENT  RATE  

1235.54  

1536.54  

657.02  

759.91  

504.84  

675.11  

1233.25  

190.61  

608.11  

949.52  

Grand  Total   620.41  

0,16%  

0,12%  

0,08%  

ENGAGEMENT  RATE  

ENGAGEMENT  

1.  

2.  

3.  

AIRLINES  |  1MM  +  

6,67%  

2,23%  

0,94%  

ENGAGEMENT  RATE  

ENGAGEMENT  

1.  

2.  

3.  

 SPORTING  GOODS  

7,63%  

1,68%  

1,13%  

ENGAGEMENT  RATE  

ENGAGEMENT  

1.  

2.  

3.  

 FINANCE  -­‐  PAYMENT  

16,53%  

1,57%  

1,47%  

ENGAGEMENT  RATE  

ENGAGEMENT  

1.  

2.  

3.  

FASHION  

PAGE  BY  SIZE  2014  

PAGE  BY  SIZE   GLOBAL  

17,718,864   Beverages  

17,417,126   Beverages  

13,780,904   FMCG  Food  

13,518,848   Alcohol  

12,145,923   Ecommerce  

FANS   INDUSTRY  

Guaraná  AntarcLca  

Coca-­‐Cola  

GAROTO  

Skol  

Hotel  Urbano  

9,332,580   Ecommerce  

8,737,490   Beauty  

8,241,692   FMCG  Food  

7,449,352   Finance  

7,420,523   FMCG  Food  

NAME   FANS   INDUSTRY  

Netshoes  

O  BoLcário  

Lacta  Oficial  

Itaú  

Cacau  Show  

NAME  

PAGE  BY  INTERACTION  2014  

PAGE  BY  INTERACTION   GLOBAL  

41,136,955   Alcohol  

17,498,840   Ecommerce  

15,911,566   Alcohol  

14,313,886   SporLng  Goods  

8,668,902   Beauty  

NAME   INTERACTIONS   INDUSTRY  

Brahma  Timão  

Giuliana  Flores  

Brahma  Vasco  

Nike  Futebol  

Risqué  

7,525,698   Alcohol  

7,297,269   Alcohol  

7,066,212   Alcohol  

6,909,734   Alcohol  

6,832,358   Ecommerce  

NOME   INTERACTIONS   INDUSTRY  

BrahmaFlu  

Brahma  Cruzeiro  

Brahma  Santos  

BrahmaGalo  

Nova  Flor  

BRAHMA SELEÇÃO JUN~JUL 2014

BRAHMA TIMÃO 2014

FACEBOOK  TOP  POSTS  

Petrobras   433,744   30.87%  

NAME   INTERACTIONS   ER  

Knorr   352,082   16.62%  

Petrobras   345,186   24.38%  

Avon  Maquiagem  

331,793   8.58%  

Banco  do  Brasil  

281,003   16.64%  

Hellmann’s  Brasil  

280,053   8.21%  

NAME   INTERACTIONS   ER  

Pantene  Brasil  

275,918   5.69%  

Kibon   274,078   6.56%  

Duracell   268,841   48.41%  

Sou  da  Natura  

228,293   17.3%  

INSTAGRAM  PAGE  BY  SIZE  

PAGE  BY  SIZE  

10,93,275   Fashion  

654,209   Fashion  

496,301   Retail  

331,968   Beauty  

233,723   Beauty  

NAME   FANS   INDUSTRY  

Schutz  

Melissa  Oficial  

Lojas  Renner  

O  BoLcário  

Sephora  Brasil  

205,576   Home  &  Living  

163,982   Beauty  

155,118   Beauty  

105,774   Beauty  

96,146   Fashion  

NAME   FANS   INDUSTRY  

Casa  Vogue  Brasil  

Risque  Oficial  

Maybelline  NY  Brasil  

NeoNutri  

Coca-­‐Cola  Jeans  

INSTAGRAM  PAGE  BY  

INTERACTION  

PAGE  BY  INTERACTION   GLOBAL  

10,578,360   Fashion  

7,093,540   Fashion  

3,211,237   Home  &  Living  

2,067,401   Retail  

1,342,084   Beauty  

NAME   INTERACTIONS   INDUSTRY  

Schutz  

Melissa  Oficial  

Casa  Vogue  Brasil  

Lojas  Renner  

O  BoLcário  

832,175   Beauty  

671,386   Services  

616,692   Beauty  

596,400   SporLng  Goods  

521,776   Fashion  

NAME   INTERACTIONS   INDUSTRY  

RisqueOficial  

WebMotors  

NeoNutri  

Adidas  Brasil  

Coca-­‐Cola  Jeans  

INSTAGRAM  TOP  POSTS  

POST   LIKES   COMMENTS  

Encontramos  no  #Pinterest  essa  customização  de  flores  na  Lra  da  Patchuli!  Ficou  lindo    

382,962   484  

Details  on  SALE!     134,912   34  

Oi,  fim  de  semana!     132,070   103  

You  only  live  once     37,354   575  

Let's  have  a  good  Lme     33,811   2375  

YOUTUBE  TOP  VIDEOS  by  ER  

vivo  Metamorfose  Ambulante  

Engagement  Rate  95.54%   Views  20,423,873  

YOUTUBE  TOP  3  &  TOP  2  by  ER  

Engagement  Rate  75.71%   Views  19,260,182  Joel's  Tálqui  Show  -­‐  O  Programa  do  Joel  Santana  by  Head  &  Shoulders  

headshouldersbrasil  

YOUTUBE  TOP  3  &  TOP  2  by  ER  

bancoitau  Itaú  -­‐  Mostra  tua  força  Brasil  (Clipe  Oficial)  

Engagement  Rate  53.56%   Views  17,883,683  

TWITTER  TOP  POSTS  

Coca-­‐Cola  Brasil  

95,34   0.84%  

NAME   INTERACTIONS   ER  

Coca-­‐Cola  Brasil  

7,054   0.59%  

Banco  do  Brasil  

4,958   3.12%  

Coca-­‐Cola  Brasil  

4,799   0.37%  

Coca-­‐Cola  Brasil  

4,556   0.32%  

Santander  Brasil  

4,419   0.86%  

NAME   INTERACTIONS   ER  

Coca-­‐Cola  Brasil  

3,997   0.32%  

Netshoes   3,849   1.37%  

Samsung  Brasil  

3,354   0.34%  

Bradesco   2,638   0.94%  

SOCIALLY  DEVOTED  2014  

Socially Devoted... ... ou socialmente dedicado

Um padrão de qualidade responsável por atestar quais marcas estão trabalhando social costumer care de forma efetiva.

Metodologia Para ser qualificada como uma marca socialmente dedicada é preciso atender aos seguintes critérios:

1

Ter o mural aberto

Criar uma via direta de comunicação com os fãs.

2

Ter no mínimo 50 questões no mural no período de 3 meses.

Existir uma demanda por relacionamento dentro do canal social

3

Responder a no mínimo 65% das questões

Atender satisfatoriamente a demanda existente.

SOCIALLY  DEVOTED  

SOCIALLY  DEVOTED  

Q&A

Thanks ;)