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Mensurar, um direito e dever de todos!

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Social Media Week 2014 - Socialbakers Workshop

Publicado en: Datos y análisis
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Mensurar, um direito e dever de todos!

  1. 1. MENSURAR DIREITO & DEVER DE TODOS!
  2. 2. ONBOARDING MANAGER @SOCIALBAKERS BRAZIL @pshinjo /pshinjo /pshinjo www.socialbakers.com
  3. 3. & ANALYTICS EDGERANK CHECKER “ “ “ “ SOCIAL MEDIA PUBLIC DATA ON STEROIDS FACEBOOK INSIGHTS DATA ON STEROIDS
  4. 4. COMPETITIVE INTELLIGENCE NEWS FEED + analytics.socialbakers.com   edgerankchecker.com  
  5. 5. MINDSET PAIN POINTS TOOLS + + AGENDA
  6. 6. 2004 2014 VS 01:05 01:55
  7. 7. 2004 2014 VS 77 % +
  8. 8. = + MINDSET
  9. 9. Source:  eMarketer,  April  2013   Source:  University  of  Massachuse=s  Dartmuth   Source:  comScore  Key  Measure,  US  Desktop,  April  2013   BUSINESS ARE GETTING SOCIAL
  10. 10. 80% MOBILE TRAFFIC IS SOCIAL Source:  U.S.  comScore,  Q4  2013   SOCIAL IS MOBILE
  11. 11. 28% USER POSTS TO BRANDS WERE SENT TO FACEBOOK FROM MOBILE Source:  Socialbakers  Database   SOCIAL IS MOBILE
  12. 12. 0.002 0.003 0.004 0.005 0.006 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 ORGANIC REACH IS DROPPING Source:  Socialbakers,  Data  Range:  1st  January  2013  –  31st  December  2013  
  13. 13. 0.002 0.003 0.004 0.005 0.006 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 ORGANIC REACH IS DROPPING Source:  Socialbakers,  Data  Range:  1st  January  2013  –  31st  December  2013   1%
  14. 14. ????
  15. 15. PAGE LIKES 2009 Source:  Socialbakers  Database  
  16. 16. PAGE LIKES 2014 Source:  Socialbakers  Database  
  17. 17. 40 POSTS / MONTH 7 POSTS / MONTH 2009 2014 Source:  Socialbakers  Database  
  18. 18. +54% During 2013 the average social Ad Spend has increased by Source:  Socialbakers,  data  range:  1.1.13  –  31.12.13   IMPORTANCE OF $OCIAL MEDIA
  19. 19. $12 Billion Advertisers expect to spend Source:  ZenithOpLmedia,  eMarketer,  February  2014   IMPORTANCE OF $OCIAL MEDIA on Social in 2014
  20. 20. Source:  Socialbakers  Database   IMPORTANCE OF FACEBOOK of Marketers are advertising on Facebook 92%
  21. 21. Integrating into business All employees involved in social Measurement set to match business goals 3rd SOCIALLY NATIVE   Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence 2nd SOCIALLY DEVOTED   1st EARLY STAGE   Setting up Listening Basic reports Content Some ads CORE FUNCTIONAL CROSS FUNCTIONAL SOCIAL MEDIA ADOPTION
  22. 22. Integrating into business All employees involved in social Measurement set to match business goals 3rd SOCIALLY NATIVE   Social care Even better content Properly engaging w/ fans Deeper analytics Competitive intelligence 2nd SOCIALLY DEVOTED   1st EARLY STAGE   Setting up Listening Basic reports Content Some ads 77% Companies 20% Companies 3 % Companies CORE FUNCTIONAL CROSS FUNCTIONAL SOCIAL MEDIA ADOPTION
  23. 23. Acquiring Lots of Fans! WHAT IS THE GOAL OF SOCIAL?
  24. 24. Getting into the News Feed! GOAL OF ALL MARKETERS
  25. 25. Getting into the News Feed! GOAL OF ALL MARKETERS = reaching people at scale!
  26. 26. Getting into the News Feed! GOAL OF ALL MARKETERS = reaching people at scale! = reaching people personalized at scale!
  27. 27. Acquiring Lots of Fans! WHAT IS THE GOAL OF SOCIAL?
  28. 28. FANS GIVE YOU SOCIAL CONTEXT
  29. 29. Yesterday’s Social Ads Today’s Social Ads ADS ARE BETTER IF THEY’RE SOCIAL
  30. 30. 9+ Million Questions was posted by fans to brands so far in 2014! Just 5 % of global brands are Socially Devoted ! on Facebook! More than 50 % of all social care demand! But these brands receive! SOCIALLY DEVOTED Source:  Socialbakers  Database  
  31. 31. SOCIALLY DEVOTED 2.5 Times More Interactions on average globally! Socially Devoted brands receive! 3 Times More Interactions LATAM Socially Devoted brands receive! on average! Source:  Socialbakers  Database  
  32. 32. Source:  Socialbakers  Database  
  33. 33. Rank Competitive Analysis & Industry Benchmarking as important 90% THEY KNOW WHAT THEY SHOULD DO Source:  Socialbakers  MarkeLng  Survey,  Jan  2014  
  34. 34. …and what they want to achieve! Majority sees direct ROI in social! Source:  Socialbakers  MarkeLng  Survey,  Jan  2014  
  35. 35. Source:  The  CMO  Survey,  Aug  2014  
  36. 36. Only 1/3 of marketers Are using tools for deep social performance analytics 33% MARKETERS STILL FLY BLIND Source:  Socialbakers  MarkeLng  Survey,  Jan  2014  
  37. 37. PAGES TO “WATCH”
  38. 38. “ OVER HALF OF FACEBOOK POSTS ARE BOOSTED WITH DEFAULT TARGETING Source:  Socialbakers  Database  
  39. 39. JUST 9% OF FACEBOOK POSTS ARE BOOSTED Boosted Boosted Boosted Boosted Boosted Source:  Socialbakers  Database   Boosted
  40. 40. Source:  Socialbakers  Database  
  41. 41. GETTING ACCESS TO DATA IS EASY FINDING INSIGHTS IS HARDER TAKING ACTION ON INSIGHTS IS NEARLY IMPOSSIBLE “
  42. 42. Source:  The  CMO  Survey,  Aug  2014  
  43. 43. PAIN POINTS & CHALLENGES ? ?
  44. 44. bit.ly/smw-sb
  45. 45. LACK OF ORGANIZATION IN-HOUSE OUTSOURCED OR
  46. 46. Source:  The  CMO  Survey,  Aug  2014  
  47. 47. AD POST POST POST POST POST POST POST POST POST POST POST POST POST POST POST POST POST POST POST CAMPAIGNS INITIATIVES VS
  48. 48. ORGANIZATIONAL MODEL DECENTRALIZED CENTRALIZED ETC…
  49. 49. PROS FAST MOVING STANDARIZING TOOLS BEST PRACTICES TEACHING SHARED GOALS ALIGNED WITH P&L DECENTRALIZED CENTRALIZED
  50. 50. CONS INEFFICIENCIES BUREAUCRATIC SLOW MOVING DISCONNECTED DIFFERENT GOALS DECENTRALIZED CENTRALIZED
  51. 51. “ IF THEY HAVE POWER IN THE COMPANY ANALYTICS WILL BE HAPPY THERE AVINASH KAUSHIK!
  52. 52. LACK OF INTEGRATION KPIs OBJECTIVES METRICS > >
  53. 53. LACK OF INTEGRATION KPIs OBJECTIVES METRICS > > BUSINESS MARKETING DIGITAL SOCIAL WHATEVER…
  54. 54. Source:  The  CMO  Survey,  Aug  2014  
  55. 55. OBJECTIVES MUST BE D U M B
  56. 56. OBJECTIVES MUST BE DUABLE UNDERSTANDABLE BENEFICIAL MANAGEABLE
  57. 57. OBJECTIVES CAN BE FMCG AIRLINES RETAIL
  58. 58. OBJECTIVES CAN BE FMCG AIRLINES RETAIL SELL MORE STUFF BRAND RECALL HAPPY CUSTOMERS
  59. 59. KPIs SHOULD BE FMCG AIRLINES RETAIL CONVERSION AWERENESS LOYALTY
  60. 60. LIVE  DEMO     DASH  /  KPI  CHECK  
  61. 61. Fans " Fan Growth Activity of " Your Page Interactions Reach Response Rate Response Time $ Paid Media SOCIAL IS NOT ABOUT 1 METRIC
  62. 62. TO BE OR NOT TO BE AUDITOR PARTNER OR
  63. 63. LACK OF CONTEXT & COMPETITORS & MARKET LEADERS INDUSTRY & REGIONAL BENCHMARKS
  64. 64. CONSISTENCY MANAGEMENT AGGREGATE MULTIPLE SOCIAL PROPERTIES / /
  65. 65. TRENDING TOPICS STORY BUMPING
  66. 66. LACK OF TESTING ANALYZE
  67. 67. SE BUSCA POR RESULTADOS DIFERENTES NÃO FAÇA SEMPRE O MESMO ALBERT EINSTEIN! “
  68. 68. RESULT
  69. 69. LIVE DEMO >>>
  70. 70. QUESTIONS ? paulo.shinjo@socialbakers.com
  71. 71. THANKS ;)

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