Key takeaways from the Corporate Social Media Summit San Francisco, September 2014

1. Key Takeaways: Smarter
Social Marketing
@evanjames11
Evan James,
Head of North American
Marketing

2. Just 3 Key Takeaways
1. From Insight to Action: Data-driven decision making
1. The Return on Engagement (ROE): No matter the fluctuations in
organic reach, content is still key
2. Socially Native: Integrating social into every aspect of your
business

3. Social KPI Reporting Is Key
Local Competitor
Local Competitor Local Competitor

4. Measurement Framework
Own Metrics + Competitive Set
Own Metrics &
Competitive Metrics
(Likes, Interactions, Engagement)
Customer
Care
Platform
Metrics
Online Metrics
Advertising Metrics, Facebook, Twitter, Google+, etc.
Conversion from Social
Buzz Monitoring,
Listening

5. Higher Reach
Higher Engagement
Higher Click-Rate, Conversion Rate, Visits …
ROE
ROI = Engagement First Strategy
ROI
Return on Engagement

6. So How Do You Increase Engagement?
Constantly measure
content performance
Humanize your brand
Get creative
Respond to customer questions

7. 3rd Socially
Native
1st Early Stage 2nd Socially
Setting Up
Listening
Basic reports
Content
Some ads
Devoted
Social care
Even Better Content
Properly engaging with
fans
Deeper Analytics incl.
competitive
Integrating into business
All employees involved in
social
Measurement set to match
business objectives
77% Companies 10 - 20% Companies 3 % Companies

8. The Future of Social Media For Business

9. Smarter Social Marketing
Socialbakers provides marketers with comparative insights which
enables them to optimize their social content, care and advertising.

10. Thank you!
Evan James,
Head of North American Marketing
@evanjames11