mensurar, um direito e dever de todos!
TRANSCRIPT
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MENSURAR DIREITO & DEVER DE TODOS!
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ONBOARDING MANAGER
@SOCIALBAKERS BRAZIL
@pshinjo /pshinjo /pshinjo
www.socialbakers.com
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&
ANALYTICS EDGERANK CHECKER
“ “ “ “ SOCIAL MEDIA PUBLIC DATA ON STEROIDS
FACEBOOK INSIGHTS DATA ON STEROIDS
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COMPETITIVE INTELLIGENCE
NEWS FEED +
analytics.socialbakers.com edgerankchecker.com
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MINDSET PAIN POINTS TOOLS
+ +
AGENDA
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2004 2014 VS
01:05 01:55
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2004 2014 VS
77 % +
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= +
MINDSET
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Source: eMarketer, April 2013 Source: University of Massachuse=s Dartmuth Source: comScore Key Measure, US Desktop, April 2013
BUSINESS ARE GETTING SOCIAL
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80% MOBILE TRAFFIC
IS SOCIAL
Source: U.S. comScore, Q4 2013
SOCIAL IS MOBILE
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28% USER POSTS TO BRANDS WERE SENT TO FACEBOOK FROM MOBILE
Source: Socialbakers Database
SOCIAL IS MOBILE
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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
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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%
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????
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PAGE LIKES 2009
Source: Socialbakers Database
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PAGE LIKES 2014
Source: Socialbakers Database
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40 POSTS / MONTH
7 POSTS / MONTH
2009 2014
Source: Socialbakers Database
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+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
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$12 Billion Advertisers expect to spend
Source: ZenithOpLmedia, eMarketer, February 2014
IMPORTANCE OF $OCIAL MEDIA
on Social in 2014
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Source: Socialbakers Database
IMPORTANCE OF FACEBOOK
of Marketers are advertising on Facebook
92%
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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
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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
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Acquiring Lots of Fans!
WHAT IS THE GOAL OF SOCIAL?
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Getting into the News Feed!
GOAL OF ALL MARKETERS
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Getting into the News Feed!
GOAL OF ALL MARKETERS
= reaching people at scale!
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Getting into the News Feed!
GOAL OF ALL MARKETERS
= reaching people at scale!= reaching people personalized at scale!
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Acquiring Lots of Fans!
WHAT IS THE GOAL OF SOCIAL?
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FANS GIVE YOU SOCIAL CONTEXT
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Yesterday’s Social Ads Today’s Social Ads
ADS ARE BETTER IF THEY’RE SOCIAL
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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
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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
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Source: Socialbakers Database
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Rank Competitive Analysis & Industry Benchmarking as important 90%
THEY KNOW WHAT THEY SHOULD DO
Source: Socialbakers MarkeLng Survey, Jan 2014
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…and what they want to achieve!
Majority sees direct ROI in social!
Source: Socialbakers MarkeLng Survey, Jan 2014
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Source: The CMO Survey, Aug 2014
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Only 1/3 of marketers Are using tools for deep social performance analytics 33%
MARKETERS STILL FLY BLIND
Source: Socialbakers MarkeLng Survey, Jan 2014
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PAGES TO “WATCH”
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“ OVER HALF OF FACEBOOK POSTS ARE BOOSTED WITH DEFAULT TARGETING
Source: Socialbakers Database
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JUST 9% OF FACEBOOK POSTS ARE BOOSTED
Boosted Boosted
Boosted Boosted
Boosted
Source: Socialbakers Database
Boosted
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Source: Socialbakers Database
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GETTING ACCESS TO DATA IS EASY FINDING INSIGHTS IS HARDER
TAKING ACTION ON INSIGHTS IS NEARLY IMPOSSIBLE
“
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Source: The CMO Survey, Aug 2014
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PAIN POINTS & CHALLENGES
? ?
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bit.ly/smw-sb
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LACK OF ORGANIZATION
IN-HOUSE
OUTSOURCED OR
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Source: The CMO Survey, Aug 2014
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AD
POST
POST POST POST
POST POST
POST
POST POST
POST POST
POST
POST
POST
POST POST
POST
POST
POST
CAMPAIGNS INITIATIVES VS
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ORGANIZATIONAL MODEL
DECENTRALIZED CENTRALIZED ETC…
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PROS
FAST MOVING STANDARIZING TOOLS
BEST PRACTICES
TEACHING
SHARED GOALS
ALIGNED WITH P&L
DECENTRALIZED CENTRALIZED
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CONS
INEFFICIENCIES BUREAUCRATIC
SLOW MOVING
DISCONNECTED
DIFFERENT GOALS
DECENTRALIZED CENTRALIZED
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“ IF THEY HAVE POWER IN THE COMPANY
ANALYTICS WILL BE HAPPY THERE AVINASH KAUSHIK!
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LACK OF INTEGRATION
KPIs OBJECTIVES METRICS
> >
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LACK OF INTEGRATION
KPIs OBJECTIVES METRICS
> > BUSINESS
MARKETING DIGITAL SOCIAL
WHATEVER…
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Source: The CMO Survey, Aug 2014
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OBJECTIVES MUST BE
D U M B
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OBJECTIVES MUST BE
DUABLE UNDERSTANDABLE BENEFICIAL MANAGEABLE
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OBJECTIVES CAN BE
FMCG AIRLINES RETAIL
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OBJECTIVES CAN BE
FMCG AIRLINES RETAIL
SELL MORE STUFF
BRAND RECALL
HAPPY CUSTOMERS
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KPIs SHOULD BE
FMCG AIRLINES RETAIL
CONVERSION AWERENESS LOYALTY
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LIVE DEMO DASH / KPI CHECK
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Fans "Fan Growth
Activity of "Your Page
Interactions Reach
Response Rate Response Time
$ Paid Media
SOCIAL IS NOT ABOUT 1 METRIC
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TO BE OR NOT TO BE
AUDITOR
PARTNER OR
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LACK OF CONTEXT
& COMPETITORS & MARKET LEADERS INDUSTRY & REGIONAL BENCHMARKS
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CONSISTENCY MANAGEMENT AGGREGATE
MULTIPLE SOCIAL PROPERTIES
/ /
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TRENDING TOPICS
STORY BUMPING
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LACK OF TESTING
ANALYZE
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SE BUSCA POR RESULTADOS DIFERENTES NÃO FAÇA SEMPRE O MESMO
ALBERT EINSTEIN!
“
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RESULT
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LIVE DEMO >>>
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THANKS ;)