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Socialbakers (Lukáš Maixner) na semináři Markething.cz
Introduc1on › Lukas Maixner, Co-Founder Used by Leaders › 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
How to Analyze & Engage in SocialLukas 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
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
Social Media Marke1ng Evolu1on Engagement Measurement Establishment Truly taking Listening Advantage of Team social media Set-‐up Content Phase 1 Phase 2 Phase 3
Social is changing all the 1me Users are changing Brands are changing PlaMorms are changing
Users Are Changing 2007 2008 2010 2012 (50 M users) (100 M users) (500 M users) (1 B users) ¨ Avg age 26 Avg age 26 Avg age 23 Avg age 22 Australia Chile Brazil Brazil Canada France India India Turkey Turkey Indonesia Indonesia UK UK Mexico Mexico USA USA USA USA One Billion People on Facebook, newsroom.fb.com
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 becomes part of your business › 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
Metrics to follow Fans & Fan Growth Page Response AcFvity Engagement
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
Situa1on and Objec1ve » 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 44
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! 45
The Campaign » 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 46
Results » 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. 47
How to get 6,000 people to visit your company premises in one day?
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 49
Our Solu1on » 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 50
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 51
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 52
The Takeaways Analyze the your target market Understand your consumers Run campaigns and develop great content Analyze (again!) and learn 53