Vision of Social Media Marketing by Jan Rezab (ENGAGE 2014 London)
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Vision of Social Media Marketing by Jan Rezab (ENGAGE 2014 London)
- 2. Our Vision is to Help Marketers to Connect to People in the Most Social Way Possible
- 3. TV DIGITAL SOC IAL TV DIGITAL SOC IAL TV DIGITAL SOCIAL Television Digital Social
- 4. TV DIGITAL SOC IAL TV DIGITAL SOC IAL TV DIGITAL SOCIAL Television Digital Social
- 5. TV DIGITAL SOC IAL TV DIGITAL SOC IAL TV DIGITAL SOCIAL Television Digital Social
- 6. What Are Social Media?
- 7. What Are Social Media? Social media are the people (That interact with something with a social context)
- 8. Social Marketing is Marketing of People to People
- 9. Social Network Divisions – 1 Year Ago Content NetworksConnection Networks
- 10. Social Network Divisions – NOW Content NetworksConnection Networks +200M +250M
- 11. Social Network Divisions – Gravities Content NetworksConnection Networks
- 12. Example: Marks & Spencer – Overlaps of content strategies
- 13. Fulltext Search vs. Social Search
- 14. Fulltext Search vs. Social Search – Much better in social context
- 15. Tripadvisor is already a social network
- 16. Ads are already becoming social
- 18. 80 % of Mobile Time Spent is Social Mobile Time Spend
- 19. Time vs. Spend in TV & Digital Spend Digital Time vsTelevision
- 20. Everything with a Social Context is Better
- 21. 3rd Socially Native Setting Up Listening Basic reports Content Some 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
- 22. Socially Native
- 23. All Business Parts Must Have a Social Layer Customer Care Social Communications Marketing Human Resources Leadership
- 24. Defining Socially Native companies Integrating Social with Every Part of the Business Being Socially Devoted to Its Customers Understanding the Bottom Line Impact of Social Media 1 2 3
- 25. 3rd Socially Native Setting Up Listening Basic reports Content Some 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 80 % Companies 10 -20 % Companies 1% Companies
- 26. Shift to Social Customer Care – Twitter
- 27. Many Marketers Still Don‘t Get Social Marketing
- 28. 2014 Social Insights and Recommendations
- 29. Organic Reach Is Dropping Globally Sources: Socialbakers, Data Range: 1.1. 2013 – 31.12.2013 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
- 30. Pages Post More Content Sources: Socialbakers, Data Range: 2009 – 2013 in 2013 40 Posts / Month in 2009 7 Posts / Month
- 33. Most Digital Ads Will be Social 2013 Social Other Mobile Future Other Mobile
- 34. Content & Ads Recommendations Focus on Paid Reach on Facebook, Twitter, YouTube Create segmentation models – Target to multiple audiences Experiment with New Platforms – Both Content and Communication, Including Advertising
- 35. Customer Care
- 36. Customer Care Be more Socially Devoted Respond Faster No Dedicated Customer Care Handles => use your own
- 37. Best Cases in Social KPI Reporting Local Competitor Local Competitor Local Competitor
- 38. Own Metrics + Competitive Set Social Metrics Own Metrics & Competitive Metrics (Likes, Interactions, Engagement) Customer Care Platform Metrics Online Metrics Advertising Metrics, Facebook, Twitter, Google+, ... Conversion from Social Buzz Monitoring, Liste ning
- 39. Focus on Optimization, not Only Analytics Announces
- 40. Is here for you!
- 44. Product Announcement (by Jiri Voves)
- 45. Exclusive Preview from Research & Development
- 46. Instagram Hashtags in London on Heat Map
- 47. Instagram Hashtags in Oxford Street on Heat Map Whole Week Monday Morning Saturday Night
- 48. Radios Sorted by Time & Intellectuality Intellectuality FocusedTimeSpent
- 49. BBC One Segmentation by Interests of Readers Sport Relief Voice UK Marathon Musketeers Categories
- 50. Thank You
Notas del editor
- Vision of Social Media Marketing and What is to Come in SocialWhat’s Happening / What it Means to be a True Social MarketerAnalytics being at the Center of Things
- We announced Socially Devoted 2 years ago, and its time to talk about whats next.
- EXAMPLE: KLM, and many companies on the way =>
- We announced Socially Devoted 2 years ago, and its time to talk about whats next.
- Using Only Basic ReportingPosting Through Native PlatformsNot Looking at Industry TrendsIgnoring CustomersIgnoring Social Media as Only a Marketing Channel
- + MARKETERS NEED HELP BEING SOCIALLY NATIVe
- Now, lets take a look at the top 2013 trends and predictions. The Facebook Engagement is steadily decreasing. So does reach. This is a natural process, since there are increasingly more fans, and more of those are liking more pages. So their attention gets divided and they engage less. If we saw people liking only 5 pages on average in 2009, now the number increased to 50 and more. Also brands are posting more often, from once a week to once or twice a day.It become much harder to reach the fans as result of it. Taking in consideration that 90% of people never go back in to the page they liked, only way how they see that page is through the posts. The posts can reach organically only about 15% of the fan base. And now even this number seems to be decreasing. So, it is effectively necessary to think about boosting the content by investing some of your advertising budget.
- As mentioned before, Social media, its users as well as brands are constantly changingIf we saw people liking only 5 pages on average in 2009, now the number increased to 50 and more. Also brands are posting more often, from once a week to once or twice a day.It become much harder to reach the fans as result of it. Taking in consideration that 90% of people never go back in to the page they liked, only way how they see that page is through the posts. The posts can reach organically only about 15% of the fan base. So it is necessary to think about boosting them by investing advertising budget behind.