Jan Rezeb, CEO, Socialbakers

1. by
Social MetricsHow Social Marketing Measurement Impacts Business
Jan Rezab, @janrezab

2. 50 % Of Global
FORTUNE 500
800 000 Visits
Per month
1 800 Customers

3. First Generation
“The Checkbox Treatment”
Social Media Generational Development
Next Generation
“Social Business”

4. Example of First
Generation Companies

5. “Complain-­‐ver/sing”

6. Example of Next
Generation Companies

7. KLM
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%
Ingresos de upsells:
$ 1,5M / año
Contact Deflection:
20%
10 Languages
More than 100 Employees 1 Hour Response Time,
24/7

8. Nestlé
Full
brand
transforma/on

9. Next Generation Social Marketing Companies
1) Real-time Reactive Behavior
2) Customer Centric
3) From Campaigns to Always-On Content
4) Metrics Driven

10. Top Facebook Pages in Asia
Page Name Fans Fans in Asia Fans In Asia [%]
Tata Docomo 13 492 776 13 327 543 98.78 %
Intel 21 975 852 13 023 868 59.26 %
Samsung Mobile 24 154 066 12 562 535 52.01 %
BlackBerry 29 129 656 10 762 284 36.95 %
Nokia India 8 709 266 8 542 371 98.08 %
Kit Kat 18 363 513 7 528 717 41.00 %
Fastrack 7 690 357 7 503 839 97.57 %
Samsung Mobile India 7 463 126 7 322 668 98.12 %
Levi's 19 279 777 7 226 913 37.48 %
Coca-Cola 72 485 634 6 950 160 9.59 %
Source:
Socialbakers,
7th
of
September
2013

11. Where the Top Brands’ Fans are from
Country Fan Market Share in Brands
India 34.80 %
Indonesia 12.76 %
Philippines 10.28 %
Malaysia 6.72 %
Pakistan 5.91 %
Thailand 5.19 %
Taiwan 3.61 %
Saudi Arabia 2.37 %
Japan 1.99 %
Vietnam 1.71 %
Jordan 1.51 %
South Korea 1.43 %
Bangladesh 1.30 %
United Arab Emirates 1.23 %
Hong Kong 1.06 %
Source:
Socialbakers,
7th
of
September
2013

12. Dashboard

13. Three Dramatic Shifts
1) Focus on Content Marketing
2) Focus on Advertising
3) Focus on Social Customer Care

14. Content Marketing & Evolution of social
2013
on average
50
pages!
2009
on average
5pages!
USERS
ARE
FANS
OF
MORE
AND
MORE
PAGES

15. Content Marketing & Evolution of social
2013
on average
50
pages!
+ publish 40 posts
/ month
2009
on average
5pages!
+ published 7 posts
/ month

16. Social Advertising
Newsfeed/Mobile ads are taking over
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 JAN 2012 FEB 2012 JAN 2013
Facebook market ads Newsfeed
NEWSFEED
ADS
(incl.
mobile)
MID
2012

17. Social Paid Media - Advertising Shift
Facebook post Tweet Other Networks
Fans
Friends of Fans
Custom Audiences
Target Audience
Followers
Target Audience
Their Followers etc.
Target Audience

18. Big changes coming in structuring
Social media teams

19. How Best Companies Structure Their Teams
Social media teams
Strategy
Posting
Agency
Content planning
Targeting
Advertising
Analytics
& Insights Customer care
team
Media
Content
Strategy &
Consultants
Tools
Community
management
Listening
Responding

20. Customer Service
SOCIALLY DEVOTED
Being Good in Social Customer Care

21. Customer Care
department
PR and Communications Digital Marketing Other
0
100
200
300
400
500
600
700
800
900
AverageNumberofQuestions
Cooperate with customer care on social care
– it belongs there

22. 0
100
200
300
400
500
600
700
800
900
1000
External Agency 1-3FT 1-3FT and 1-3PT 1-3FT and
4-10PT
4-10FT Bigger social
team
Average Number of Questions vs. Team Members
FT
=
Full
/me,
PT
=
Part
/me

23. Fans and Fan
Growth
Activity of
Your Page
Engagement
Rate
Reach
Response Rate
Response Time
Social is not about one metric, it’s about all of them
$
Paid media

24. Our Research Supports this:
No
Priority
Small
Priority
Medium
Priority
Big
Briority
Fans & Fan growth 2.80 % 12.17 % 40.46 % 46.38 %
Engagement 2.62 % 4.75 % 21.60 % 72.01 %
Content Shareability 2.83 % 12.48 % 37.94 % 47.25 %
Customer Care Metrics 12.29 % 24.75 % 38.38 % 25.42 %
Advertising Metrics 13.86 % 25.71 % 38.73 % 22.04 %
Website Visits from Social Media 8.13 % 22.55 % 33.50 % 36.98 %
Which Metrics Do You Focus on on Social Media?

25. Key Take-Aways
What do next generation
companies do

26. They
put
the
customer
first,
…it
pays
off

27. They
are
metrics
driven

28. They
find
insights
and
take
them,
keep
finding
out
what
works
(because
that
changes
all
the
/me)

29. They innovate,
so they don’t fall behind again

30. Thank you!
30
Jan Rezab
CEO of socialbakers
On
Twi'er:
@janrezab

31. Thank you!
Jan Rezab
CEO of socialbakers
On
Twi'er:
@janrezab
See
you
later
at
drinks!