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Jan Rezab at Engage NYC 2014

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Presentation from Socialbakers ENGAGE 2014 (www.engage2014.com).

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Jan Rezab at Engage NYC 2014

  1. 1. Welcome to Engage 2014 NYC, the 5th Engage Welcome to Engage #5: The Science of Social By @janrezab
  2. 2. This is how I Travel at Airports #heelys
  3. 3. Bite during the world cup went viral on social media
  4. 4. Football/Soccer World Cup showed the future of real-time marketing
  5. 5. CPG brands took it to Twitter: BiteBuzz McDonald's Uruguay Hola @luis16suarez, si te quedaste con hambre vení a darle un mordisco a una BigMac ;) Nando's Hey @luis16suarez, if you're that hungry, why not get your teeth stuck into something really tasty? Snickers Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS
  6. 6. Ice Bucket Challenge Collected $100M 35x times the year before
  7. 7. Rise of Instagram Year 2014 was the true year of Instagram scale for brands.
  8. 8. Video is the New Photo!
  9. 9. Share of Number of Video Posts 16 000 14 000 12 000 10 000 8 000 6 000 4 000 2 000 0 Facebook videos are soon going to be the leading video platform on Facebook pages. Facebook Youtube Other Vimeo Instagram Jan 2014 Sep 2014
  10. 10. $356 Bn Facebook now makes over $1B per month! $261 Bn $39 Bn $32 Bn $24 Bn $200 Bn
  11. 11. www.socialbakers.com Socialbakers has been here with Socialbakers.com for 5 years now
  12. 12. My mission for Socialbakers “ Is to make every social marketers job easier, better, empowered with the right insights. “
  13. 13. Corporate enterprise structures Local Competitor We help companies set their social analytics into their big structures Local Competitor Local Competitor
  14. 14. Corporate enterprise structures Local Competitor Local Competitor Local Competitor Weekly score-card Social report Management report And help them set it up in the right way!
  15. 15. We Have Set the Standards in Social Social customer care Content Marketing Ads benchmarking
  16. 16. Smart Storytellers Global Brands SMART STORYTELLERS Brands with Great Quality & Quantita Ratio Jack Daniel’s Tennessee Whiskey Number of Page Posts Number of Posts Interactions 0 Coca-Cola Ford Motor Company Sony Mobile Harley-Davidson Puma Wrangler Heineken
  17. 17. Socially Devoted – The standard for customer care 56% 65% 2013 2014 5% 30% 48% 2010 2011 2012 Response rate on Facebook for customer care questions over 5 years
  18. 18. Stages of Social – 1st Early Stage Socially Native Early Stage Socially Devoted 1st 2nd 3rd Setting Up Listening Basic Reports Content Some Ads Social Care Even Better Content Properly Engaging with Fans Deeper Analytics including Competitive Integrating into Business All Employees Involved in Social Measurement set to Match Business Objectives Social media becomes science
  19. 19. “95% of companies don‘t have a dialogue with their users.“
  20. 20. Best industries only have a 20 – 30% social care adoption 32 % 18 % 10 % 7 % 7 % 2 % 19 % 14 % 11 % 5 % 4 % 3 % Adoption of social care on Facebook by industry Adoption of social care on Twitter by industry
  21. 21. Brands compete with Media, Sports, Entertainment & Friends! June 2014 7.9 % 14.7 % 2.6 % 31.1 % 43.8 % June 2013 10.3 % 4.7 % 1.3 % 14.1 % 69.6 % Brands Media Sport Celebrities & Entertainment Others Brands Media Sport Celebrities & Entertainment Others
  22. 22. Social Media Marketing Goal: Get into News Feed Through a Page Organic reach Through a Post Ads Through Influencers / Ambassadors
  23. 23. Stages of Social – 2nd Socially Devoted Socially Native Early Stage Socially Devoted 1st 2nd 3rd Setting Up Listening Basic Reports Content Some Ads Social Care Even Better Content Properly Engaging with Fans Deeper Analytics including Competitive Integrating into Business All Employees Involved in Social Measurement set to Match Business Objectives Social media becomes science
  24. 24. The Evolution of Measurement THE ONLY Publicly Comparable Metric Reach Unique impressions Engagement / Social Interactions Paid Media Conversions ROI For social, you need to measure all the metrics
  25. 25. Measurement Framework OWNED PAID EARNED ON SOCIAL vs OFF SOCIAL Own & Competitive Social Advertising Listening & Monitoring ROI / Conversion Online Metrics And understand the way you are doing things today and how you should…
  26. 26. Social Marketers Job Changed – Before CREATE CONTENT PUBLISH IT The job of social marketers has evolved…
  27. 27. Social Media Managers have an increasingly hard job Optimize the promoting Promote it React Get involved in the discussion Respond to user interactions ANALYZE Create Content Optimize it Publish it Into a relatively complicated job!
  28. 28. Stages of Social – 3rd Socially Native Socially Native Early Stage Socially Devoted 1st 2nd 3rd Setting Up Listening Basic Reports Content Some Ads Social Care Even Better Content Properly Engaging with Fans Deeper Analytics including Competitive Integrating into Business All Employees Involved in Social Measurement set to Match Business Objectives Social media becomes science
  29. 29. Social Media Leadership HR Marketing Sales & PR Cust. Care Social Media goes beyond Marketing
  30. 30. Science of Social – Content analysis Most exciting things we have worked on this year Content analysis – deep content tagging Socialbakers has focused in 2014 more and more about the science of social
  31. 31. Science of Social – Real time mapping
  32. 32. Social Media has Pivoted, so Has the Socialbakers Offering = Education: ONGOING Analytics+ Dashboards, Apps etc. Social Marketing Suite Social Analytics Facebook Analytics
  33. 33. 3 Big Annoucements New Socialbakers Content Detection Social Health Index
  34. 34. New Socialbakers Demo & New Analytics Demo
  35. 35. Content Detection Improve content strategy to compete more effectively and take a greater share of the conversation
  36. 36. No Paid Posts 100% No Interactions 0% KitKat PL Mercedes-Benz USA NBA Red Bull Louis Vuitton McDonald’s More Paid Posts 100% More Interactions
  37. 37. Scenario I – Understand the Market You Live in Paid vs. Organic Posts by Pages 150 100 50 0 Own Posts Summary Post Type % of Each Post Type # of Post Type Organic 71 84 Paid 29 34 Posts in Report Total Posts: Total Paid: Competitor Posts Summary Post Type % of Each Post Type 243 124 # of Post Type Organic 26 33 Paid 72 90 Orange Competitor 1 Competitor 2
  38. 38. Scenario II – React to Campaigns Industry Typical Behavior Industry World Cup Period 95 % of Content Boosted Paid Organic
  39. 39. Social Health Index THE COMPLETE PICTURE of your social performance in one, easy-to-understand rating.
  40. 40. Thank you! Jan Rezab @janrezab Jiri Voves @jirivoves

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