socialbakers (lukáš maixner) na semináři markething.cz

›  Lukas Maixner, Co-Founder

›  HQ in Czech Republic

›  Local reps in United Kingdom, United States, Germany, France, Turkey, United Arab Emirates, Brazil, Mexico

›  Team of 160 employees

›  4 years in the market

›  SaaS Platform & Professional Services Unit

Used  by  Leaders  

Introduc1on  

Introduc1on  

20  %  clients  FORTUNE  500  companies  

500  000+  visits  monthly  

Introduc1on  

Introduc1on  

Introduc1on  

Europas  Awards  

How to Analyze & Engage in Social Lukas Maixner, Co-Founder (@lukasmaixner)

Social  Media  has  changed  

›  Dramatic change in the last 3 years in social media

›  Social media has emerged as a new marketing channel

›  New ways to interact with customers

›  Creating social links between brands and customers

Socialbakers  has  changed  

Socialbakers  has  changed  

Socialbakers  has  changed  

Social  becomes  part  of  your  business  

›  Social media strategy needs to become part of your overall business model

›  It is not only about being present on social platforms, now it is about acting properly and actively

›  Important to implement fully into your business processes

Set-­‐up  

Establishment    

Listening    

Team    

Content  

Engagement    

Measurement    

Truly  taking  Advantage  of    social  media  

Social  Media  Marke1ng  Evolu1on  

Phase  1   Phase  2   Phase  3  

PlaMorms  are  changing

Social  is  changing  all  the  1me  

Users  are  changing  

Brands  are  changing  

Users  Are  Changing  

2007 (50 M users)

¨

Avg age 26

Australia Canada Turkey

UK USA

2008 (100 M users)

Avg age 26

Chile France Turkey

UK USA

2010 (500 M users)

Avg age 23

Brazil India

Indonesia Mexico USA

2012 (1 B users)

Avg age 22

Brazil India

Indonesia Mexico USA

One Billion People on Facebook, newsroom.fb.com

Brands  Are  Changing  

Srpen  2011   Prosinec  2012  

PlaMorms  Are  Changing  

Average  Reach  per  page  is  decreasing    

Pages  reach  only  10  –  20  %  of  their  total  audience    

90  %  Fans  never  go  back  to  a  Page  they  like  

›  Social media is hard to implement & measure if you don’t have a concept or the right tools

›  It’s not about one metric, it’s about monitoring a complete set of metrics relevant to your particular business

Social  becomes  part  of  your  business  

Metrics  to  follow  

Fans  &  Fan  Growth  

Page  AcFvity  

Engagement  

Response  

The  Social  Ba#le  for    Engagement  in  the  Newsfeed  

Average  Facebook  user  in  Europe  likes:    53  Facebook  pages*  

*  Socialbakers  Facebook  Panel  

Social  BaRle  in  the  Newsfeed  

Average  Number  of  Brand  Pages  Posts  36  posts  per  month  vs.  7  posts  per  month  

Social  BaRle  in  the  Newsfeed  

Will  your  post  make  it?    

Op1mize  for  EdgeRank  

Edge  Affinity  x  Edge  Weight  x  Time  Decay  

Good  prac1ces  for  making    your  Edgerank  soar!  

Content  is  the  King!  

1  -­‐  Quality  Content  

40%  7%  

331  clicks  

24  clicks  

3x  CTR  difference  

5.7x  reach  difference  

1  -­‐  Quality  Content  

1  -­‐  Quality  Content  

The  Wall  Street  Journal  

Quality  Content  =  BeRer  Engagement  

LIKABLE   SHARABLE  

ENGAGING  content  has  to  be:  

ACTIONABLE  

2  -­‐  Follow  the  Rules  

The  more  people  that  report  your  Page,  the  more  Facebook  will  penalize  you.      This  results  in  rapid  decrease  of  your  future  reach.  

3  -­‐  Post  Format  

4  -­‐  Post  Frequency  

More  than  90%  of  Fans  never  visit  a  brand  Facebook  Page  again.    Make  sure  to  stay  in  touch  with  your  users  but  don‘t  spam  their  Newsfeed!  

5  -­‐  Post  Timing  

Find  out  when  your  posts  get  the  most  aRen1on  

User  Ac1vity  

Time  Decay  

An  old  story  is  a  dead  story.    

0  

10  

20  

30  

40  

50  

60  

70  

0  

500  

1000  

1500  

2000  

2500  

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   69  

Likes  

Impression

s  

Average  organic  unique  impressions  

Average  Likes  

Time  in  Minutes  

6  –  Responding  Fans  

6  –  Responding  Fans  

6  –  Responding  Fans  

KLM:      97  %        Response  Rate  for  more  than  9,000  ques1ons  

I  was  just  wondering  if  ...  

I  was  just  wondering  if  ...  

7  –  Keep  an  Open  Head  

•  Measure  •  Analyze  •  Act  •  Be  prepared  to  change  

How  to  get  1  million  fans  in  3  weeks?  

44

»  AVEA`s fanpage had 175k fans before the campaign, not even close to the number of people using their communication services

»  AVEA wanted to grow the fanbase and also get to know the fans better, so they could reach out to wider audience and meet their customer`s needs

Situa1on  and  Objec1ve  

45

The  Goal  

»  Boosting the number of fans and getting to know their demographics – those were the basic goals set for the campaign

»  The campaign was aimed to making people come to the Facebook page, Like it, use an app designed for the campaign and even provide their phone number

»  Motivation? Free minutes!

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»  As the first mobile telecom operator in the world, AVEA connected their Facebook page with real life benefits

»  By becoming a fan and using an app, customers could immediately claim their discounts by enterning their phone number

The  Campaign  

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»  After less then a month Avea reached one million fans. Until now, the number grew to over 1.8 million

»  Social media needs more examples of how companies make money in social media, and this is one of them.

Results  

How  to  get  6,000  people  to  visit  your  company  premises  in  one  day?  

49

Objec1ve  

»  As a part of new packaging campaign, communicated as “Staropramen in the best shape”, the brand decided to host an exclusive music event on the brewery premises

»  This event was “invitation only” special thank you to brand’s Facebook fans, no-body else could get in!

»  Our task was to promote the event and have users to sign up on guest list

50

»  To gain access to the party, users had to be Staropramen fans on Facebook

»  Upon entering the app, they received a unique ticket with bar code allowing them and 1 friend to come in

»  Users were also able to customize the bottle etiquette with their picture – this visual element together with the free party invitation guaranteed high visibility and viral sharing of our message

Our  Solu1on  

51

Results  

»  We proved the Social-Offline concept works by handing out over 4 000 tickets to the brand Facebook fans

»  Original goal was 3 000 visitors and the limit had to be increased due to massive demand from fans

»  We managed to bring over 6 000 users on that day to Staropramen premises ONLY by promoting the event via social channels

52

Results  

»  With the party approaching, the number of users obtaining tickets grew to 400 per day

»  We managed to start a huge WOM effect: Fans were asking and bidding for barcodes on Staropramen Facebook Page even after all tickets were handed out

»  The exclusivity and attractiveness of the event all connected to the brand resulted in big success and very positive reaction of fans

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The  Takeaways  

Analyze  the  your  target  market  

Understand  your  consumers  

Run  campaigns  and  develop  great  content  

Analyze  (again!)  and  learn  

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And...  

-­‐-­‐  Please  stay  in  touch!  

lukas@socialbakers.com  

facebook.com/Lukas.Maixner  

@LukasMaixner  

Thank  you  for  your  aRen1on.