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Social Marketing vs. Social PR

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


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Which Do You Value More?


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Brands’ Measurement Preferences on Social


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What Effects Your Strategy?


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Metrics To Focus On


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Smart Storyteller Brands


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Social PR: Oreo Focus on Highly Shareable Content Post Engagement High Volume of Comments


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Oreo vs Snickers


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Andrea Galli, Nestle “ ” 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


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Social Marketing: Media Focus on Engaged Fan Base Consistent Shareable Content Conversions


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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


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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


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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


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


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


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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


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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


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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


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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


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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


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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


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


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Metrics for Demand Generation


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


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


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Metrics for Customer Care


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Most brands currently focus too much on social PR The Result Incorrect measurement framework Why is it important to differentiate?


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Socialbakers Analytics Data Export Command Center Analytics Cloud Executive Dashboard


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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


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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 ? of Global Fortune 500 500k site visitors per month


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Thank You! Jan Rezab @janrezab Socialbakers CEO


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