the data geek's guide to social media marketing (sic 2013)
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#sicDataGeekA Data Geek's Guide to Marketing on Facebook, Twitter, Instagram, Tumblr, LinkedIn, Google+, YouTube, and Pinterest
Adam SchoenfeldCEO, Simply Measured@schoeny
sic:// 2013
2 © 2013 Simply Measured, Inc
3 © 2013 Simply Measured, Inc
Perk of My Job = Tons of Data
4 © 2013 Simply Measured, Inc
Studies of The Interbrand 100
slideshare.com/simplymeasured
5 © 2013 Simply Measured, Inc
We All Know That Social Media is Kind of Big
6 © 2013 Simply Measured, Inc
Brands Have Clearly Arrived
Face
book
Twitt
er
YouTube
Linke
dIn
Instagra
m
Google+
Pintere
st
Tumblr
0%
20%
40%
60%
80%
100%
120%
98% 98% 99%
87%
71% 73% 74%
31%
94% 94%85%
80%
65%55% 52%
21%
Interbrand 100 Social Media Adoption
Brand Accounts Active Brand Accounts
% o
f Int
erbr
and
100
7 © 2013 Simply Measured, Inc
But, It’s Still Relatively Early For Marketers
8 © 2013 Simply Measured, Inc
Increasingly Complicated and Messy
There are at least 8-10 “major” social networks.
New features and advertising products every quarter.
The average big brand has 178 profiles.
What Works For Leading Brands in Social Media?
10 © 2013 Simply Measured, Inc
We’ve Seen Common Threads in The Data…
1. Consistency2. Dedicated / Around the Clock3. Visual 4. Know The Networks5. Integrated6. Experimental7. Data-Driven
11 © 2013 Simply Measured, Inc
Consistency
12 © 2013 Simply Measured, Inc
Audi On Instagram9/9
/13
9/10/1
39/1
1/13
9/12/1
39/1
3/13
9/14/1
39/1
5/13
9/16/1
39/1
7/13
9/18/1
39/1
9/13
9/20/1
39/2
1/13
9/22/1
39/2
3/13
9/24/1
39/2
5/13
9/26/1
39/2
7/13
9/28/1
39/2
9/13
9/30/1
310/1
/13
10/2/1
310/3
/13
10/4/1
310/5
/13
10/6/1
310/7
/13
10/8/1
3
0
1
2
3
0
10.0K
20.0K
30.0K
40.0K
50.0K
60.0K
70.0KPhotos Posted Videos Posted Engagement
Post
s
Enga
gem
ent
13 © 2013 Simply Measured, Inc
Toyota’s Audience Growth9/2
1/13
9/22/1
39/2
3/13
9/24/1
39/2
5/13
9/26/1
39/2
7/13
9/28/1
39/2
9/13
9/30/1
310/1
/13
10/2/1
310/3
/13
10/4/1
310/5
/13
10/6/1
310/7
/13
10/8/1
310/9
/13
10/10/1
310/1
1/13
10/12/1
310/1
3/13
10/14/1
310/1
5/13
10/16/1
310/1
7/13
10/18/1
310/1
9/13
10/20/1
3
500
0
500
1.0K
1.5K
2.0K
2.5K
3.0K
3.5K
4.0K
Audience Growth Over Time
Facebook Twitter Google+ YouTube Instagram
Audi
ence
Gai
ned/
Lost
14 © 2013 Simply Measured, Inc
Dedicated / Around The Clock
15 © 2013 Simply Measured, Inc
Consumers Are There Around The Clock
0
2.0K
4.0K
6.0K
8.0K
10.0K
12.0K
14.0K
16.0K
Customer Service Demand By Time of Day
Cust
omer
Ser
vice
Tw
eets
16 © 2013 Simply Measured, Inc
Leading Brands Build Programs To Respond
17 © 2013 Simply Measured, Inc
@MicrosoftHelps Around The Clock
0
100
200
300
400
500
600
Twitter Account Activity By Hour
Mentions Your Replies
Men
tions
& R
eplie
s
0200400600800
1.0K1.2K1.4K1.6K
Twitter Account Activity By Day
Mentions Your Replies
Men
tions
& R
eplie
s
18 © 2013 Simply Measured, Inc
Visual
19 © 2013 Simply Measured, Inc
Consumers Creating Visual Content
20 © 2013 Simply Measured, Inc
Visual Content on Facebook
21 © 2013 Simply Measured, Inc
Visual Content on Tumblr
22 © 2013 Simply Measured, Inc
Visual Content Taking Over
23 © 2013 Simply Measured, Inc
They Know The Networks
24 © 2013 Simply Measured, Inc
Recognizing The Mode of Engagement Varies
Twitter for iPhone
web
Twitter Web Client
Twitter for iPad
Twitter for BlackBerry®
HootSuite
TweetDeck
Tweet Button
Tweetbot for iOS
twitterfeed
RoundTeam
dlvr.it
Mobile Web (M2)
TweetCaster for Android
Tumblr
16.5K
9,975
7,585
1,358
1,123
1,007
847
459
437
406
376
300
294
256
236
Top Twitter Clients
18%
48%
34%
Tweet Distribution by Platform
Web Mobile Other
25 © 2013 Simply Measured, Inc
Tumblr and Content Lifecycle/Longevity
26 © 2013 Simply Measured, Inc
Pinterest As a Community
Face
book
Twitt
er
YouTube
Linke
dIn
Instagra
m
Google+
Pintere
st
Tumblr
0%
20%
40%
60%
80%
100%
120%
98% 98% 99%
87%
71% 73% 74%
31%
94% 94%85%
80%
65%55% 52%
21%
Interbrand Social Media Adoption
Brand Accounts Active Brand Accounts
% o
f Int
erbr
and
100
27 © 2013 Simply Measured, Inc
Pinterest For Your Site
28 © 2013 Simply Measured, Inc
LinkedIn: More Than Just a Job Board
Brands with Company Accounts
Brands that posted a job
Brands that posted an
update
Share 1+ up-date per week
Share 5+ up-dates per week
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
88%
78%
55%
40%
19%
Top Brands LinkedIn Activity
% o
f Int
erbr
and
100
Bran
ds
29 © 2013 Simply Measured, Inc
Packaging and Timing for The Audience
30 © 2013 Simply Measured, Inc
Integrated
31 © 2013 Simply Measured, Inc
Coordinated & Integrated: McDonald’s
32 © 2013 Simply Measured, Inc
Coordinated & Integrated: Starbucks
33 © 2013 Simply Measured, Inc
Coordinated & Integrated: Amex
As it gets more complex, this gets harder and arguably more important
34 © 2013 Simply Measured, Inc
Experimental
35 © 2013 Simply Measured, Inc
Experimenting with New Features
12-Jun
13-Jun
14-Jun
15-Jun
16-Jun
17-Jun
18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun
24-Jun
25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun
0%
5%
10%
15%
20%
25%
30%
3%
8%
11%
14%
12%
16%
11%13%
26%
20%
23%
18%
14%
19%
15%
26%
16%
19% 19%
Percentage of Brand Posts Containing Hashtags
% o
f Bra
nd P
osts
with
Has
htag
s
36 © 2013 Simply Measured, Inc
Experimenting with New Content Types
37 © 2013 Simply Measured, Inc
Experimenting With Community
Average Engagement Average Shares Average Likes Average Comments0%
20%
40%
60%
80%
100%
120%
140%
160%
91%83%
90%
134%
104% 107% 104%
86%
Percentage of Engagement Compared to Brand Average
Brands that don't allow user posts Brands that allow user posts
38 © 2013 Simply Measured, Inc
Data-Driven
• Optimizing Content & Tactics• Measuring Against Competitors and
Industry Leaders• Learning from Results Across Channels• Learning from Results Across Profiles,
Campaigns, Programs
The End
Questions?@schoeny
adam@simplymeasured.com
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