Презентация на тему Social Marketing vs. Social PR

Презентация на тему Презентация на тему Social Marketing vs. Social PR, предмет презентации: Маркетинг. Этот материал содержит 37 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

Слайд 1
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Social Marketing vs. Social PR

Jan Rezab @janrezab

Socialbakers CEO


Слайд 2
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Which Do You Value More?





Слайд 3
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Brands’ Measurement Preferences on Social


Слайд 4
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What Effects Your Strategy?


Слайд 5
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Metrics To Focus On


Слайд 6
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Smart Storyteller Brands


Слайд 7
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Social PR: Oreo

Focus on



Highly Shareable Content
Post Engagement
High Volume of Comments


Слайд 8
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Oreo vs Snickers


Слайд 9
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Andrea Galli, Nestlé



It was key for us to have a partner like Socialbakers to help and support us in detecting, analyzing, reporting on the trends and performance of our brand according to our strategy and action plan

1.2bn products sold daily
210 Million+ Fans on Facebook
1,500+ pieces of content published on social media daily


Слайд 10
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Social Marketing: Media

Focus on



Engaged Fan Base
Consistent Shareable
Content
Conversions


Слайд 11
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Daniel Robb, TUI



What Socialbakers helps us harness the abilities we already had in every source market, bringing that together and give us one common reporting and delivering platform. That’s just expedited our strategy much quicker than we would have been able to do pre-Socialbakers

220 brands globally
55,000 team members
30 million clients annually


Слайд 12
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Total Interactions

Jul 2013

Publishers are the ultimate social marketers

Nov 2014

Sep 2013

Nov 2013

Jan 2014

Apr 2014

Jun 2014

Aug 2014


Слайд 13
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Facebook Posts per Month

Tweets per Month

Publishers

Brands

Brands

Publishers


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Interactions/1000 Facebook Fans

Interactions/1000 Twitter Followers

Brands

Brands

Publishers

Publishers


Слайд 15
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Interactions Correlate with Conversions

Sep
2014

Nov
2014

Social Marketing: Measure activity that drives business


Слайд 16
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Q1
2014

Q2
2014

Q3
2014

Q4
2014

Social Marketing: Measure activity that drives business

Increased Facebook Average Quarterly Interactions


Слайд 17
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Stages of Social – 1st Early Stage


Socially Native

Early
Stage


Social
Analytics

Setting Up
Listening
Basic Reports
Content
Some Ads

Social Care
Even Better Content
Properly Engaging with Fans
Deeper Analytics including Competitive

Integrating into Business
All Employees Involved in Social
Measurement set to Match Business Objectives
Social media becomes science

1st

2nd

3rd


Слайд 18
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Stages of Social


Socially Native

Early
Stage


Social
Analytics

Setting Up
Listening
Basic Reports
Content
Some Ads

Social Care
Even Better Content
Properly Engaging with Fans
Deeper Analytics including Competitive

Integrating into Business
All Employees Involved in Social
Measurement set to Match Business Objectives
Social media becomes science

1st

2nd

3rd


Слайд 19
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Understand the tactics you should employ

Strategy - Balanced

Publish & Optimize
Manage & Respond
Advertise & Amplify




34 %
32 %
34 %

Typical Industries
Airlines, E-Commerce
Objective
Brand Awareness, Advertising, Client Care
Most Important KPIs
Response Rate, Response Time, Clicks

Strategy - Proactive

Publish & Optimize
Manage & Respond
Advertise & Amplify




40 %
20 %
40 %

Typical Industries
FMCG, Automobile
Objective
Brand Awareness
Most Important KPIs
Fan Growth, Reach, Engagement

Strategy - Reactive

Publish & Optimize
Manage & Respond
Advertise & Amplify




20 %
40 %
40 %

Typical Industries
Telco, Finance
Objective
Client Care, Advertising
Most Important KPIs
Response Rate, Response Time, Clicks


Слайд 20
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Branding
Raise awareness.


Demand Generation
Get people interested.


Social Customer
Care
Turn your clients into loyal clients

Marketing: Align KPIs to Your Brand Goals


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The Only ONE Publicly Comparable Metric

Reach

Paid Media

Conversions

ROI

Unique Impressions

Interactions

Social Interactions

Both Social Marketing & PR Should Focus On Interactions


Слайд 22
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Don’t Measure in Isolation




Direct Competitors

Ecosytem

“Newsfeed Competition”






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Corporate enterprise structures

Local Competitor

Local Competitor

Local Competitor


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Corporate enterprise structures

Local Competitor

Local Competitor

Local Competitor


Weekly score-card


Social report


Management report


Слайд 25

Слайд 26

Слайд 27
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Listening vs. Analytics

Listening: Mentions & Sentiment
Publishing
Customer Care
Workflow
Social Apps
Social CRM

Cross Channel Analytics & Reporting
Competitor Analytics
Benchmarking e.g. Brand Owner, Country,
Content Analysis
Influencers

Reporting on owned
Social Channels


Слайд 28
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Recommendation
Align your social and digital strategies to digital and create regular reports integrating social data to off-social data


Слайд 29
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Metrics for Demand Generation


Слайд 30
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(by Country, Language, Gender, Age)

Metrics for
Brand Awareness


Слайд 31
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(Link Clicks, Photo Views, Video Plays)

Metrics for
Brand Awareness


Слайд 32
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Metrics for
Customer Care


Слайд 33
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Most brands currently focus too much on social PR

The Result
Incorrect measurement framework


Why is it important to differentiate?


Слайд 34
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Socialbakers Analytics


Data Export

Command Center

Analytics Cloud

Executive Dashboard


Слайд 35
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Socialbakers Analytics

Core Analytics

Advanced Reporting

Premium Analytics

Promoted Post Detection



Social Health Index

Inspiration Pack

Data Exports

Executive Dashboard

Command Center

Social Media Dashboard
Over 100 Social KPIs

Industry Benchmarks
Competitor Comparison

Custom Labels and Filters
Integrated Facebook Insights


Слайд 36
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A bit about Socialbakers

Defining how social is measured

8 000 000+ Social Profiles
$34M+ in funding
2 700+ global clients
½ of Global Fortune 500
500k site visitors per month


Слайд 37
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Thank You!

Jan Rezab @janrezab

Socialbakers CEO


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