Social Marketing vs. Social PR презентация

Содержание

Which Do You Value More?

Слайд 1Social Marketing vs. Social PR
Jan Rezab @janrezab
Socialbakers CEO


Слайд 2Which Do You Value More?




Слайд 3Brands’ Measurement Preferences on Social


Слайд 4What Effects Your Strategy?


Слайд 5Metrics To Focus On


Слайд 6Smart Storyteller Brands


Слайд 7Social PR: Oreo
Focus on



Highly Shareable Content
Post Engagement
High Volume of Comments


Слайд 8Oreo vs Snickers


Слайд 9Andrea 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 10Social Marketing: Media
Focus on



Engaged Fan Base
Consistent Shareable
Content
Conversions


Слайд 11Daniel 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 12Total Interactions
Jul 2013
Publishers are the ultimate social marketers
Nov 2014
Sep 2013
Nov 2013
Jan

2014

Apr 2014

Jun 2014

Aug 2014


Слайд 13Facebook Posts per Month
Tweets per Month
Publishers
Brands
Brands
Publishers


Слайд 14Interactions/1000 Facebook Fans
Interactions/1000 Twitter Followers
Brands
Brands
Publishers
Publishers


Слайд 15Interactions Correlate with Conversions
Sep
2014
Nov
2014
Social Marketing: Measure activity that drives business


Слайд 16Q1
2014
Q2
2014
Q3
2014
Q4
2014
Social Marketing: Measure activity that drives business
Increased Facebook Average Quarterly Interactions


Слайд 17
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
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 19Understand 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 20Branding
Raise awareness.


Demand Generation
Get people interested.


Social Customer
Care
Turn your

clients into loyal clients

Marketing: Align KPIs to Your Brand Goals


Слайд 21
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 22Don’t Measure in Isolation



Direct Competitors
Ecosytem
“Newsfeed Competition”





Слайд 23
Corporate enterprise structures
Local Competitor
Local Competitor
Local Competitor


Слайд 24
Corporate enterprise structures
Local Competitor
Local Competitor
Local Competitor

Weekly score-card

Social report

Management report


Слайд 27Listening 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 28Recommendation
Align your social and digital strategies to digital and create regular

reports integrating social data to off-social data


Слайд 29Metrics for Demand Generation


Слайд 30(by Country, Language, Gender, Age)
Metrics for
Brand Awareness


Слайд 31(Link Clicks, Photo Views, Video Plays)
Metrics for
Brand Awareness


Слайд 32Metrics for
Customer Care


Слайд 33Most brands currently focus too much on social PR

The Result
Incorrect measurement

framework


Why is it important to differentiate?


Слайд 34Socialbakers Analytics

Data Export
Command Center
Analytics Cloud
Executive Dashboard


Слайд 35Socialbakers 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 36A 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 37Thank You!
Jan Rezab @janrezab
Socialbakers CEO


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