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Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky

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Michael Waxman-Lenz
Michael Waxman-Lenz

This presentation talks about how to gain a competitive edge through social media analytics, and how to take advantage of social in education marketing.

Formation
1  sur  36
Social Media Trends How to gain a competitive edge through social media analytics @YanRozovsky
The Age of Social Media
Time vs. Spend in TV & Digital Spend Digital Time vsTelevision
The Gap in Social Marketing 20142004 The Opportunity for Smarter Social Marketing Time Spent on Social Media Budget on Social Media Advertising
Social Networks and Active Users (MAU)
Social Networks Division in the World Content NetworksConnection Networks
Education Vertical and Social Media – Untapped Potential  The most connected generation/demographic  Work for engaging brands  Abundance of content (research, thought leadership, videos, photos, sports, music, etc)  Surrounded by socially savvy resources
Evolution of Social Media Among Brands 3rd Socially Native Setting Up Listening Basic reports Content Some ads Early Stage1st 2nd Socially 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 80% Companies 10-20% Companies 1% Companies
Three Major Shifts in Social Media Marketing  Content Marketing  Social Media Advertising  Social Customer Care
Content is KING, but engagement is QUEEN and she rules the house!
Average US Facebook User is a Fan of 70 Pages Average Brand Posts 40x /month
Social Media Advertising
Social Media Advertising The Convergence of Paid, Owned & Earned Media
Pages post more content posts / month 7 2009on average posts / month 40 2013on average Sources: Socialbakers, data range: 2009 – 2013 “Average page sends 40 posts / month”
Organic Reach is Decreasing
Social Advertising Newsfeed/Mobile ads are taking over 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 JAN 2012 FEB 2012 JAN 2013 Facebook market ads Newsfeed NEWSFEED ADS (incl. mobile)
Social Media Cycle Discovery - Know your audience, business objectives - Know where you audience congregates (sites, devices, geography) - Start Monitoring (brand, product, competitors, influencers, etc) Listening - Understand your audience - How and where they participate (activity level)? - What other brands do they interact with? - Understand their sentiment about your brand, product/service - Who are the key influencers? Planning & Execution - Identify your social media goals - Plan for the right networks - Budget allocation - Know your value prop/key differentiators - Develop appropriate content - Have the right partner/team in place Measurement & Optimization - Focus on the right metrics - Test, test, test - Accelerate spending where goals are met - Refine
Social Customer Service
Socially Devoted Metric The Next Generation of Customer Care is Social
Globally, Brands on Facebook Respond to 65% of Questions Global Brands Response Rate
Globally Twitter Is Still Lagging Behind in Response Rate
Social Care Requires Commitment & Investment . . . The best company on both Facebook and Twitter in customer service. Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200 Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750 Fans: c500k Posts mensuales: c1k Followers: c40k Tweets mensuales: c4k (peak 8k) NPS: 78% eForum www Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
The Cost of Doing Nothing is Significant!
Education Industry is lagging behind in Socially Devoted
Common Mistakes Brands Make Today  Using Only Basic Reporting  Posting Through Native Platforms  Not Looking at Industry Trends  Ignoring Customers  Ignoring Social Media as Only a Marketing Channel
Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time Social is not about one metric, it’s about all of them $ Paid media
Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide. New York San Francisco Los Angeles Atlanta Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore 50% Of Global FORTUNE 500 3,000+ customers 800,000 visits per month
Socialbakers Product and Services Suite
Platform Coverage
Complimentary Executive Summary Report for your brand vs competitor
Yan.Rozovsky@socialbakers.com @YanRozovsky

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Analytics: How to Employ Them to Continuous Improvement - Yan Rozovsky

  • 1. Social Media Trends How to gain a competitive edge through social media analytics @YanRozovsky
  • 2. The Age of Social Media
  • 3. Time vs. Spend in TV & Digital Spend Digital Time vsTelevision
  • 4. The Gap in Social Marketing 20142004 The Opportunity for Smarter Social Marketing Time Spent on Social Media Budget on Social Media Advertising
  • 5. Social Networks and Active Users (MAU)
  • 6. Social Networks Division in the World Content NetworksConnection Networks
  • 7. Education Vertical and Social Media – Untapped Potential  The most connected generation/demographic  Work for engaging brands  Abundance of content (research, thought leadership, videos, photos, sports, music, etc)  Surrounded by socially savvy resources
  • 8. Evolution of Social Media Among Brands 3rd Socially Native Setting Up Listening Basic reports Content Some ads Early Stage1st 2nd Socially 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 80% Companies 10-20% Companies 1% Companies
  • 9. Three Major Shifts in Social Media Marketing  Content Marketing  Social Media Advertising  Social Customer Care
  • 10. Content is KING, but engagement is QUEEN and she rules the house!
  • 11. Average US Facebook User is a Fan of 70 Pages Average Brand Posts 40x /month
  • 12.
  • 14. Social Media Advertising The Convergence of Paid, Owned & Earned Media
  • 15. Pages post more content posts / month 7 2009on average posts / month 40 2013on average Sources: Socialbakers, data range: 2009 – 2013 “Average page sends 40 posts / month”
  • 16. Organic Reach is Decreasing
  • 17. Social Advertising Newsfeed/Mobile ads are taking over 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 JAN 2012 FEB 2012 JAN 2013 Facebook market ads Newsfeed NEWSFEED ADS (incl. mobile)
  • 18. Social Media Cycle Discovery - Know your audience, business objectives - Know where you audience congregates (sites, devices, geography) - Start Monitoring (brand, product, competitors, influencers, etc) Listening - Understand your audience - How and where they participate (activity level)? - What other brands do they interact with? - Understand their sentiment about your brand, product/service - Who are the key influencers? Planning & Execution - Identify your social media goals - Plan for the right networks - Budget allocation - Know your value prop/key differentiators - Develop appropriate content - Have the right partner/team in place Measurement & Optimization - Focus on the right metrics - Test, test, test - Accelerate spending where goals are met - Refine
  • 20. Socially Devoted Metric The Next Generation of Customer Care is Social
  • 21. Globally, Brands on Facebook Respond to 65% of Questions Global Brands Response Rate
  • 22. Globally Twitter Is Still Lagging Behind in Response Rate
  • 23. Social Care Requires Commitment & Investment . . . The best company on both Facebook and Twitter in customer service. Alcance: 200+ blogs and forums, registered membership of over 2 million Posts mensuales: c200 Posts mensuales: c10k (peak 20k) Visitantes mensuales: c750 Fans: c500k Posts mensuales: c1k Followers: c40k Tweets mensuales: c4k (peak 8k) NPS: 78% eForum www Ingresos de upsells: $ 1,5M / año Contact Deflection: 20% 10 Languages More than 100 Employees 1 Hour Response Time, 24/7
  • 24. The Cost of Doing Nothing is Significant!
  • 25. Education Industry is lagging behind in Socially Devoted
  • 26. Common Mistakes Brands Make Today  Using Only Basic Reporting  Posting Through Native Platforms  Not Looking at Industry Trends  Ignoring Customers  Ignoring Social Media as Only a Marketing Channel
  • 27. Fans / Fan Growth Activity of Your Page Engagement Rate / Reach Response Rate Response Time Social is not about one metric, it’s about all of them $ Paid media
  • 28. Socialbakers is a Social measurement and marketing suite with client bases in more than 100 countries and 14 offices worldwide. New York San Francisco Los Angeles Atlanta Mexico City São Paulo London Paris Prague/Pilsen München Istanbul Dubai Singapore 50% Of Global FORTUNE 500 3,000+ customers 800,000 visits per month
  • 29. Socialbakers Product and Services Suite
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. Complimentary Executive Summary Report for your brand vs competitor

Notes de l'éditeur

  1. We monitor over 11M social pages across all major networks