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Social Insights 2014: Singapore

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Information about Social Insights 2014: Singapore
Marketing

Published on March 8, 2014

Author: socialbakers

Source: slideshare.net

Description

Social Insights 2014 is an event brought to you by Socialbakers—the global leaders in Social Analytics—designed to help you connect your social marketing to insights in 2014!

We all know that data holds the key to unlocking success in social marketing. But what’s the best way to know what it is telling you about your content, interactions and promotion? What story is your data trying to tell?

Find out how to turn social data to insight, and insight into outstanding content that promotes your brand on social.
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Singapore 27-02-14 #socialinsights @socialbakersAP

Simon Trilsbach VP Asia Pacific simon@socialbakers.com

#socialinsights AGENDA CEO Keynote: Social Media Secrets Case Study: Rini Haerinnisya - Danone Social Workflow Showcase CMO Keynote: @Socialbakers Case Study: Ryan Lim; Blugrapes

Our Clients

Asia-Pacific will have the largest social network population worldwide through 2017

@Tomas: Place onto branded slide Social Insights

Jan Rezab CEO of Socialbakers @janrezab

Untold Social Media Secrets (& How analytics-driven marketers perform better)

Social is getting cluttered

Pages post more content 2009 on average 2013 on average 7 40 posts / month posts / month Sources: Socialbakers, data range: 2009 – 2013

Users follow more and more

Organic Reach is dropping both globally and locally Average Post Engagement Rate 0.006 0.0055 0.005 0.0045 0.004 0.0035 0.003 0.0025 0.002 Singapore Global 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1. 2013 – 31.12.2013

During 2013 the average social Ad Spend has increased by +54% Sources: Socialbakers, data range: 1.1.13 – 31.12.13

Efficiency Gap

Facebook ads don’t work ? Or is it the marketers that operate them?

Over half of Facebook posts are boosted with default targeting

Marketers know what they should do 90% Ranks Competitive Analysis & Industry Benchmarking as important Source: Socialbakers Marketing Survey, January 2014, 525 respondents

Only 1/3 of marketers Are using tools for deep social performance analytics 33% Sources: Socialbakers Marketing Survey, Jan 2014, 525 respondents

Even the big brands face the same issues Even big companies only use native platform tools. Even some big companies do not have dedicated budget for social media advertising, or a team inside to manage it Source: Socialbakers Marketing Survey, January 2014, 525 respondents

Marketers fly blind

SOCIAL CUSTOMER CARE

Top Industries in Social Customer Care Sources: Socialbakers, data range: Q4

For the first time in 2 years: Sources: Socialbakers, data range: Q4

Twitter follower interactions globally doubled in 2013 Twitter follower interactions have have globally doubled in 2013 +118% Increase of average number of user mentions of brand profiles Sources: Socialbakers, data range: 1.1.2013 – 31.12.2013

Some think ignoring crises on social is OK Sources: Socialbakers, data range: 1.4.13 – 1.7.13

And some still can’t get it right.

While others know, that handling it right... KLM More than 100 Employees 1 Hour Response Time, 24/7 10 Languages

… pays off AIRLINES % of Engaged Users KLM AZUL Emirates AirAsia Turkish Airlines GOL Nasair Air France Qatar Airways Southwest Airlines Sources: Socialbakers, data range: Q4 % of Engagement

So, how do analytics-driven marketers perform better?

They know Teenagers Are Not Leaving Facebook

Social is not about one metric, it’s about all of them Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time $ Paid media

Analytic tools give the users competitive advantage

Analytics users have up to 2x times better results Average Interactions in 2013 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13

… and better Engagement 0.0018 Average Post Engagement Rate 0.0016 0.0014 0.0012 0.001 0.0008 0.0006 0.0004 0.0002 0 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12 Sources: Socialbakers, data range: 1.1.13 – 31.12.13

10 out of the Top 50 global Facebook pages use Socialbakers Analytics

Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics

Listening Management Native tools Socialbakers Competitive intel. NO NO NO YES All metrics possible are available NO NO NO YES Benchmarks NO NO NO YES SOME YES YES YES Keyword analysis YES SOME NO YES Sentiment analysis YES NO NO MANUAL YES YES YES YES NO NO NO YES YES YES NO YES YES NO YES YES Publishing Deep platform insights Social customer care metrics Multi-platform look Real-time analytics

Regional Insights

Local Insights Sources: Socialbakers, data range: January 2014

The TOP 5 industries take 50% of user likes. Most liked Industries by an AVG user Others 11% fashion 13% telecom 3% finance 3% travel 3% fmcg 12% place 3% services 3% alcohol 3% retail food 9% software 4% airlines 4% ecommerce 8% retail 6% beauty 7% Sources: Socialbakers, data range: January 2014 electronics 8%

Sources: Socialbakers, data range: January 2014

Sources: Socialbakers, data range: January 2014

SMRT Case Study

Fake FB page more than 2x bigger than the official - FAKE Confused customers post queries on a wrong FB page and Twitter handle of consumers say the posts made by companies on social media influence their purchases. - OFFICIAL - OFFICIAL

Hijacking identity & Damaging brand image

Takeaways • Hygiene - Set up your analytics & KPIs • Insights - Only real time data distribution is insightful • Innovate! - The only constant is change!

Our vision is to become worldwide standard for the way, social media marketing is measured and optimized

THANK YOU!

Singapore 27-02-14 #socialinsights @socialbakersAP

Vincent Camara vincent@socialbakers.com Socialbakers Workflow

What are the issues?

Team competencies & KPIs What companies need to deal with Goal settings Crack the ROI quantification code ...on the STRATEGIC level Reporting results

Getting through the clutter What companies need to deal with Creating Content Having the right data ...on the TACTICAL level Managing Conversation

The Path to a Solution

Social Media Workflow by Socialbakers #socialinsights

Analyze to understand #socialinsights

#socialinsights Why is analytics important ? Monitor performance of any page without Admin rights Gain Valuable Insights & Competitive Intelligence Analyze & Optimize Your Performance

Your Pages and Competitors in one Dashboard 1 2 3 1 Set of Different Metrics 2 Pages of Your Choice 3 Custom Labels & Filtering

Hundreds of Ready-made Benchmarks 1 2 3 1 Selected Metric 2 Brand Performance 3 Benchmark of Choice

Compare Yourself with Others 2 1 3 1 Selected Key Performance Indicators 2 Comparision Against Benchmarks and Custom Labels 3 Displaying multivariate data on Spider chart

Discover Best Performing Content 1 2 4 Post Performance See & Analyze Actual Comments 4 3 2 3 1 Posted Content Use Custom Labels and Filtering

Executive Reporting 1 3 2 1 Selected Metric 2 Response Rates and Times 3 Engagement Metrics with Benchmarks

“Socialbakers has fundamentally changed the way that LVMH plans, implements, and optimizes our social media. Its technology saves us tremendous amounts of time and resources.” Thomas Romieu Group Digital Director at LVMH

With Insights from Analytics, Take Action in Builder #socialinsights

#socialinsights Why a publishing platform ? Manage Content Across Multiple Platforms Fully Control the Publishing Process Improve Content Performance

#socialinsights Brands Using Publishing Tools Produce 37% More Content. Source: Socialbakers database

Use the full potential of Facebook advertising #socialinsights

#socialinsights

#socialinsights Why promoting your content ? Accelerate Performance of Popular Content Drive Success of All Social Campaigns Target the Right Audience for Every Campaign

“With Ad Analytics, we are able to turn insights into action! We run successful Facebook campaigns while saving costs, driving product and service promotions.” Wolfgang Strum Head of Social Media Management, A1 Telecom

Social Media Workflow by Socialbakers #socialinsights

Moving Up the Social Media Maturity Curve by Jana Zizkova

Source: Altimeter, A State of the Industry Report, October 2013

Social Strategy

Social-Wise CEO

#socialinsights WORKFLOW INTRODUCTION The Social Crusader UNDERSTAND INTERACT OPTIMIZE

#socialinsights Eliminate the “Social Media Silo” » Does your CEO and management use (support/understand) the social? WORKFLOW INTRODUCTION » Do you have a positioning of social media in the context of PR and UNDERSTAND communication? INTERACT » Is Social part of the HR policy? OPTIMIZE » Is social part of the overall vision/strategy of the organization?

Social Media Business Accelerator … provides know how on how deeply your Social Strategy is connected with your overall (marketing and sales) business goals …..analyzes the structure and the process of your social media team Analysis of 12 key areas in social media via business

Stage 4 reached 68%

#socialinsights TO DO list: … become the social evangelist » Unlock the power of social in the whole organization … constantlyWORKFLOW INTRODUCTION innovate » Review your Social/Digital Strategy frequently UNDERSTAND … keep the customer first » Define the right Social Customer Care, manage the Advocates INTERACT … validate your metrics & KPIs » Define metrics that matters OPTIMIZE … adapt the org. structure & technology » Update workflow & tools

Socialbakers@Socialbakers Neil Morgan, CMO @neil_morgan

CMO introduction • • • • • Positioning Brand Awareness Demand Team

Meet the team

60 Days highlights

The Socialbakers Social Workflow Process Analyze Engage Promote Content Care Ads Social Performance Socially Devoted Ads Benchmark Do you know your best content? Are you socially devoted? Content is the new Advertising Themes Programs Campaign (Examples)

Campaign Hierarchy Insight Driven Social Marketing Corporate Campaign Solution Campaigns Do you know your best content? Creative goes here Are you socially devoted? Content is the new Advertising Creative goes here Creative goes here

Socialbakers.com

Socialbakers.com by the numbers

Focus on Competitors

Focus on content performance and optimization

Finding the best performing stories is easy

As well as diving into the details

The whole Socialbakers social presence is channelled through our social command centre powered by Socialbakers Builder.

Allowing us to monitor media and our competitors’ communication in real time

We can track the results of the content we publish and measure the performance own social team at the same time.

And that we have room for improvement

Socialbakers Ad Analytics drives the performance of boosted content

Tracking our ad performance

Reporting on campaigns 3

Boosting our content

And most of all, it is fun!

• Unique opportunity to leverage Social Media • • • Analyze Engage Promote • APAC will have the largest Social Community by 2017 • Working with global platforms therefore the potential to reach a global audience • The time is now to get Socially fit

Thank you! #socialinsights @socialbakersAP

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