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