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Social Marketing vs. Social PR презентация
Содержание
- 1. Social Marketing vs. Social PR
- 2. Which Do You Value More?
- 3. Brands’ Measurement Preferences on Social
- 4. What Effects Your Strategy?
- 5. Metrics To Focus On
- 6. Smart Storyteller Brands
- 7. Social PR: Oreo Focus on
- 8. Oreo vs Snickers
- 9. Andrea Galli, Nestlé “ ”
- 10. Social Marketing: Media Focus on
- 11. Daniel Robb, TUI “ ” What Socialbakers
- 12. Total Interactions Jul 2013 Publishers are the
- 13. Facebook Posts per Month Tweets per Month Publishers Brands Brands Publishers
- 14. Interactions/1000 Facebook Fans Interactions/1000 Twitter Followers Brands Brands Publishers Publishers
- 15. Interactions Correlate with Conversions Sep 2014 Nov 2014 Social Marketing: Measure activity that drives business
- 16. Q1 2014 Q2 2014 Q3 2014 Q4
- 17. Stages of Social – 1st Early
- 18. Stages of Social Socially Native
- 19. Understand the tactics you should employ
- 20. Branding Raise awareness.
- 21. The Only ONE Publicly Comparable
- 22. Don’t Measure in Isolation
- 23. Corporate enterprise structures Local Competitor Local Competitor Local Competitor
- 24. Corporate enterprise structures Local Competitor Local
- 27. Listening vs. Analytics Listening: Mentions & Sentiment
- 28. Recommendation Align your social and digital strategies
- 29. Metrics for Demand Generation
- 30. (by Country, Language, Gender, Age) Metrics for Brand Awareness
- 31. (Link Clicks, Photo Views, Video Plays) Metrics for Brand Awareness
- 32. Metrics for Customer Care
- 33. Most brands currently focus too much on
- 34. Socialbakers Analytics Data Export Command Center Analytics Cloud Executive Dashboard
- 35. Socialbakers Analytics Core Analytics Advanced Reporting
- 36. A bit about Socialbakers Defining how social
- 37. Thank You! Jan Rezab @janrezab Socialbakers CEO
Слайд 9Andrea Galli, Nestlé
“
”
It was key for us to have
1.2bn products sold daily
210 Million+ Fans on Facebook
1,500+ pieces of content published on social media daily
Слайд 11Daniel Robb, TUI
“
”
What Socialbakers helps us harness the abilities we already
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
Apr 2014
Jun 2014
Aug 2014
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
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
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
&
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
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
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
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
Слайд 33Most brands currently focus too much on social PR
The Result
Incorrect measurement
Why is it important to differentiate?
Слайд 35Socialbakers Analytics
Core
Analytics
Advanced Reporting
Premium Analytics
Promoted Post Detection
Social Health
Index
Inspiration
Pack
Data
Exports
Executive
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+
$34M+ in funding
2 700+ global clients
½ of Global Fortune 500
500k site visitors per month
