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Socialbakers (Lukáš Maixner) na semináři Markething.cz

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Prezentace Lukáše Maixnera - spoluzakladatele Socialbakers.com na semináři pořádaném serverem Markething.cz a FSV UK.

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Socialbakers (Lukáš Maixner) na semináři Markething.cz

  1. 1. 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
  2. 2. Introduc1on   20  %  clients   500  000+  visits   FORTUNE  500   monthly   companies  
  3. 3. Introduc1on  
  4. 4. Introduc1on  
  5. 5. Introduc1on  
  6. 6. Europas  Awards  
  7. 7. How to Analyze & Engage in SocialLukas Maixner, Co-Founder (@lukasmaixner)
  8. 8. 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
  9. 9. Socialbakers  has  changed  
  10. 10. Socialbakers  has  changed  
  11. 11. Socialbakers  has  changed  
  12. 12. 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
  13. 13. Social  Media  Marke1ng  Evolu1on   Engagement     Measurement   Establishment     Truly  taking     Listening     Advantage  of     Team   social  media     Set-­‐up   Content   Phase  1   Phase  2   Phase  3  
  14. 14. Social  is  changing  all  the  1me  Users  are  changing   Brands  are  changing   PlaMorms  are  changing
  15. 15. 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
  16. 16. Brands  Are  Changing   Srpen  2011   Prosinec  2012  
  17. 17. 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  
  18. 18. 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
  19. 19. Metrics  to  follow   Fans  &  Fan   Growth   Page   Response   AcFvity   Engagement  
  20. 20. The  Social  Ba#le  for     Engagement  in  the  Newsfeed   Average  Facebook  user  in  Europe  likes:    53  Facebook  pages*  *  Socialbakers  Facebook  Panel  
  21. 21. Social  BaRle  in  the  Newsfeed  Average  Number  of  Brand  Pages  Posts  36  posts  per  month  vs.  7  posts  per  month  
  22. 22. Social  BaRle  in  the  Newsfeed   Will  your  post  make  it?    
  23. 23. Op1mize  for  EdgeRank   Edge  Affinity  x  Edge  Weight  x  Time  Decay  
  24. 24. Good  prac1ces  for  making     your  Edgerank  soar!  
  25. 25. Content  is  the  King!  
  26. 26. 1  -­‐  Quality  Content   7%   40%   24  clicks   5.7x  reach  difference   3x  CTR  difference  331  clicks  
  27. 27. 1  -­‐  Quality  Content  
  28. 28. 1  -­‐  Quality  Content  
  29. 29. The  Wall  Street  Journal  
  30. 30. Quality  Content  =  BeRer  Engagement  
  31. 31. ENGAGING  content  has  to  be:   LIKABLE   SHARABLE   ACTIONABLE  
  32. 32. 2  -­‐  Follow  the  Rules   The  more  people  that  report   your  Page,  the  more  Facebook   will  penalize  you.       This  results  in  rapid  decrease  of   your  future  reach.  
  33. 33. 3  -­‐  Post  Format  
  34. 34. 4  -­‐  Post  Frequency   More  than  90%  of  Fans   never  visit  a  brand  Facebook   Page  again.     Make  sure  to  stay  in  touch   with  your  users  but  don‘t   spam  their  Newsfeed!  
  35. 35. 5  -­‐  Post  Timing   User  Ac1vity  Find  out  when  your  posts  get   the  most  aRen1on  
  36. 36. Time  Decay   2500   70   Average  Likes   Average  organic  unique   60   2000   impressions   50  Impressions   1500   Likes   40   30   1000   20   500   10   0   0   1   3   5   7   9   11   13   15   17   19   21   23   25   27   29   31   33   35   37   39   41   43   45   47   49   51   53   55   57   59   61   63   65   67   69   Time  in  Minutes   An  old  story  is  a  dead  story.    
  37. 37. 6  –  Responding  Fans  
  38. 38. 6  –  Responding  Fans  
  39. 39. 6  –  Responding  Fans     KLM:      97  %        Response  Rate  for  more  than  9,000  ques1ons
  40. 40. I  was  just  wondering  if  ...  
  41. 41. I  was  just  wondering  if  ...  
  42. 42. 7  –  Keep  an  Open  Head   •  Measure   •  Analyze   •  Act   •  Be  prepared  to  change  
  43. 43. How  to  get  1  million   fans  in  3  weeks?  
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. How  to  get  6,000  people   to  visit  your  company   premises  in  one  day?  
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. The  Takeaways  Analyze  the  your  target  market   Understand  your  consumers   Run  campaigns  and  develop  great  content   Analyze  (again!)  and  learn   53
  54. 54. And...   54
  55. 55. Thank  you  for  your  aRen1on.  -­‐-­‐  Please  stay  in  touch!   lukas@socialbakers.com   facebook.com/Lukas.Maixner   @LukasMaixner  

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