socialbakers 2012-10-engage-final

“27 countries attending ENGAGE 2012”

SOCIAL EFFECT

“It is great to count fans and listen, but Engagement is far more important! ”

ABOUT US

20 % OfFORTUNE 500 Companies

450 000 visits Per month

1000 customers

MISSION STATEMENT

“We help marketers better understand and optimize social marketing

performance”

Product Philosophy

Socialbakers.com & Socialbakers Analytics

Brands in the world

10

› TRUELIKE

Dashboard

Telco AT&T

Data Range: September 15, 2012 – October 15, 2012

Responded

Not Responded

Socially Devoted Bonprix

Bonprix Socially Devoted case study

Socially Devoted Bonprix

Brands are changing Platforms are changing

Social is changing all the time

1 billion Usersare changing

= increasing “noise”

BRANDS are changing= Increasing volume

Average Number of Brand Pages Posts36 posts per month vs. 7 posts per month

Users are changing

1 billion Usersare changing= increasing “noise”

Oct2009 Apr2009 Oct2010 Apr2010 Oct2011 Apr2011 Oct20120

5

10

15

20

25

30

35

40

4,5

12.4

17.2

26.0

32.1

34.6 36.7

Like

d pa

ges

Average Liked Pages per User

Platforms are changing

Platforms are changing

Industry is changing= Increasing volume

Red Bull Stratos

Kit Kat “Stratos”

ENGAGEMENTACTIVEREACH

“Socialbakers analyzes millions of social marketing profiles”

This year, company posted 5x more than last year

This year, company posted 5x more than last year

An average Facebook post reached 18% of its fans

This year, company posted 5x more than last year

An average Facebook post reached 18% of its fans

32% of Facebook Post Reach is paid for

Return on Engagement

ROE

ROI= Return On Engagement

…SharesPost photos, albums and videos.

…LikesPost a clear call to action, for example:

“ Like this if… “

…CommentsAsk a question in your post

Return on Engagement

HIGHER ENGAGEMENT

HIGHER REACH

HIGHER CLICKRATE, CONVERSION RATE, …

ROE

ROI= Engagement First Strategy

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 67 690

500

1000

1500

2000

2500

0

10

20

30

40

50

60

70

Impr

essi

ons

Like

s

Average organic unique impressions

Average Likes

Time in Minutes

Gaining the Reach andEngagement in Minutes

socialbakers.com/engagement

socialbakers.com/engagement

Top Industries by Engagement Rate

Paid vs. Unpaid

Average Facebook post reach

Data Range: July 1, 2012 – September 30, 2012

Benchmarking is very important!

LOCAL REPORTS

Downloadable document for social engagement

= Print it in your office= Easy framework to follow – 6 slides

MARKET INSIGHTS

ENGAGEMENT

LIKABLE SHARABLE

ENGAGING content has to be:

ACTIONABLE

Engaging vs. Non-engaging

40%

7%

38 176 people saw this post331 clicks

6 274 people saw this post24 clicks

5.7x Reach Difference 3x CTR difference

Engaging posts

Engaging posts

Industry is changing= Increasing volume

Red Bull Stratos

Engaging posts

“Never publish content on Facebook closer than 2 hours from each other”

TIP #1

“The ideal post frequency changes all the time, looking at current stats, the best is 1.5x per day”

TIP #2

Optimal Brand Posting Frequency

Optimal brand posting frequency is 1.5 times a day

“To the point, short content, with a clear call to action – tell them what you want them to

do

Share it / Like it / Ask a question”

TIP #3

“Follow our blog, many impo”

For more tips:

jan@socialbakers.com

@janrezab

Tools from Socialbakers

+ 34 % Increase

Top METRICS in Social media

Fans and FanGrowth

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

“Socially Devoted”

Socially Devoted – Customer service

How many Questions have been answered?