how to measure content, social, and everything around it
DESCRIPTION
CEO & Founder, Jan Rezab's slides of his Socialbakers' presentation at the Festival Of Media in Miami.TRANSCRIPT
The Social Sweet Spot: How to measure Content, Social, and
everything around it@janrezab
Jan Rezab, CEO & Co-founder
Why do brands/publishers do social marketing?
User attention
Social changes all the time
June 2014
7.9 %
14.7 %
2.6 %
31.1 %
43.8 %
Brands
Media
Sport
Celebrities and Entertainment
Others
June 2013
10.3 %
4.7 %
1.3 %
14.1 %
69.6 %
Brands
Media
Sport
Celebrities and Entertainment
Others
Facebook Interactions 2013 vs. 2014
Social Marketers Job Changed
Create Content Publish
Social Marketers Job Changed
Optimize
Promote
ReactRespond
Create Content PublishOptimizeAnalyze
“SOCIAL DASHBOARD“
Measurement Framework
Own & Competitive
Online Metrics
Social advertising
ROI / Conversion
Listening & Monitoring
OWNED PAID EARNED
ON
SO
CIAL
OFF
SO
CIAL
Core social metrics
The only publicly comparable
Reach
Engagement
Paid media
Conversions
ROI
Unique impressions
Core social metrics
The only publicly comparable
Reach
Engagement
Paid media
Conversions
ROI
Unique impressions
Top things marketers ignore today
1. Negative feedback
2. Quality weekly reporting
3. Recommendations
Ignoring competitors
Ignoring competitors
EVERY INTERACTION COUNTS(your and your competitors)
SMART STORYTELLERS
Share of engagement
Total Interactions
Engagement percentage
www.socialbakers.com/Storytellers
WHATS ENGAGEMENT?
Public interactions(PAID + ORGANIC)
Private interactions
(Clicks)
$REACH
Organic Paid
Community 1. Absolute Engagement
2. Engagement / Total Reach
3. Engagement / Community
Smart Storyteller Brands
Smart Storytellers Brazil Brands
Hyundai Motor Brasil
Mary Kay Brasil
Skol
Pepsi
Nestlé Começar Saudável
GAROTO
BrahmaTimão
Ypióca Oficial
C&A
PlayStation
Kia Motors do Brasil
Number of Page Posts
Nu
mb
er
of
Po
sts
Inte
ract
ion
s
0
2 types of dashboards
POINT SOLUTIONS
2 types of dashboards
POINT SOLUTIONS FULL DASHBOARDS
Social Command Center
LENOVO dashboard
LENOVO Dashboard
DASHBOARD
Command centers
“Socialbakers Analytics’ benchmarking provides us with the unique insights we rely on to drive our business forward at many different KPIs.”
Andrea Galli, Nestlé
Nestle track over 10 000 pages, 200 brands in more than 100 countries with Socialbakers,
“Shangri-La social media managers and our external agencies use Socialbakers every day. It provides us with significant savings in terms of time and costs.”
Luca Deplano, Shangri-La
Shangri-la provide client care across brands and hotels globally with Socialbakers
How to engage with Socialbakers
Turn on Socialbakers Analytics
Talk to the team, contact us [email protected]
Engage Socialbakers Professional Services
Depending on Client NeedsWeekly, Monthly, Quarterly reports
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl. competitive
Integrating into business
All employees involved in social
Measurement set to match business objectives
MOST Companies SOME Companies FEW Companies
Measurement best practices
1. Measure social media correctlyStart with point solutions, move to dashboards
2. Establish a team that can understand data
3. Make sure you use the right metrics to measure success
Thank you!Follow: @socialbakersLA for more insights
Jan Rezab, CEO & Co-founder of
Follow: @janrezab