Social Media Trends

How to gain a competitive edge through

social media analytics

@YanRozovsky

The Age of Social Media

Time vs. Spend in TV & Digital

Spend

Digital

Time

vsTelevision

The Gap in Social Marketing

20142004

The Opportunity for Smarter Social Marketing

Time Spent on Social Media

Budget on Social Media Advertising

Social Networks and Active Users (MAU)

Social Networks Division in the World

Content NetworksConnection Networks

Education Vertical and Social Media – Untapped Potential

The most connected generation/demographic

Work for engaging brands

Abundance of content (research, thought leadership, videos, photos, sports, music, etc)

Surrounded by socially savvy resources

Evolution of Social Media Among Brands

3rd Socially Native

Setting UpListeningBasic reportsContentSome ads

Early Stage1st 2nd Socially Devoted

Social careEven Better ContentProperly engaging with fansDeeper Analytics incl. competitive

Integrating into business

All employees involved in social

Measurement set to match business objectives

80 % Companies 10 - 20 % Companies 1 % Companies

Three Major Shifts in Social Media Marketing

Content Marketing

Social Media Advertising

Social Customer Care

Content is KING, but engagement is QUEEN and she rules the house!

Average US Facebook User is a Fan of 70 Pages

Average Brand Posts 40x /month

Social Media Advertising

Social Media Advertising

The Convergence of Paid, Owned & Earned Media

Pages post more content

posts / month7

2009on average

posts / month40

2013on average

Sources: Socialbakers, data range: 2009 – 2013

“Average page sends 40 posts / month”

Organic Reach is Decreasing

Social AdvertisingNewsfeed/Mobile ads are taking over

2010 2011 JAN 2012 FEB 2012 JAN 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Facebook market ads Newsfeed

NEWSFEED ADS(incl. mobile)

Social Media Cycle

Discovery

- Know your audience, business objectives- Know where you audience congregates

(sites, devices, geography)- Start Monitoring (brand, product,

competitors, influencers, etc)

Listening

- Understand your audience- How and where they participate (activity

level)?- What other brands do they interact with?- Understand their sentiment about your brand,

product/service- Who are the key influencers?

Planning & Execution

- Identify your social media goals- Plan for the right networks- Budget allocation- Know your value prop/key differentiators- Develop appropriate content- Have the right partner/team in place

Measurement & Optimization

- Focus on the right metrics- Test, test, test- Accelerate spending where goals are met- Refine

Social Customer Service

Socially Devoted MetricThe Next Generation of Customer Care is Social

Globally, Brands on Facebook Respond to 65% of Questions

Global Brands Response Rate

Globally Twitter Is Still Lagging Behind in Response Rate

Social Care Requires Commitment & Investment . . .

The best company on both Facebook and Twitter in customer service.

Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200

Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750

Fans: c500k Posts mensuales: c1k

Followers: c40k Tweets mensuales: c4k (peak 8k)

NPS:

78%

eForumwww

Ingresos de upsells:

$ 1,5M / añoContact Deflection:

20%10 Languages

More than 100 Employees 1 Hour Response Time, 24/7

The Cost of Doing Nothing is Significant!

Education Industry is lagging behind in Socially Devoted

Common Mistakes Brands Make Today

Using Only Basic Reporting

Posting Through Native Platforms

Not Looking at Industry Trends

Ignoring Customers

Ignoring Social Media as Only a Marketing Channel

Fans / Fan Growth

Activity of Your Page

Engagement Rate / Reach

Response RateResponse Time

Social is not about one metric, it’s about all of them

$Paid media

Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide.

New York

San Francisco

Los Angeles

Atlanta

Mexico City

São Paulo

London

Paris

Prague/Pilsen

München

Istanbul

Dubai

Singapore

50% Of Global

FORTUNE 5003,000+customers

800,000visits per month

Socialbakers Product and Services Suite

Platform Coverage

Complimentary Executive Summary Report for your brand vs competitor

Yan.Rozovsky@socialbakers.com@YanRozovsky