Socialbakers (Lukáš Maixner) na semináři Markething.cz
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Transcript of Socialbakers (Lukáš Maixner) na semináři Markething.cz
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› Lukas Maixner, Co-Founder
› HQ in Czech Republic
› Local reps in United Kingdom, United States, Germany, France, Turkey, United Arab Emirates, Brazil, Mexico
› Team of 160 employees
› 4 years in the market
› SaaS Platform & Professional Services Unit
Used by Leaders
Introduc1on
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Introduc1on
20 % clients FORTUNE 500 companies
500 000+ visits monthly
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Introduc1on
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Introduc1on
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Introduc1on
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Europas Awards
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How to Analyze & Engage in Social Lukas Maixner, Co-Founder (@lukasmaixner)
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Social Media has changed
› Dramatic change in the last 3 years in social media
› Social media has emerged as a new marketing channel
› New ways to interact with customers
› Creating social links between brands and customers
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Socialbakers has changed
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Socialbakers has changed
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Socialbakers has changed
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Social becomes part of your business
› Social media strategy needs to become part of your overall business model
› It is not only about being present on social platforms, now it is about acting properly and actively
› Important to implement fully into your business processes
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Set-‐up
Establishment
Listening
Team
Content
Engagement
Measurement
Truly taking Advantage of social media
Social Media Marke1ng Evolu1on
Phase 1 Phase 2 Phase 3
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PlaMorms are changing
Social is changing all the 1me
Users are changing
Brands are changing
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Users Are Changing
2007 (50 M users)
¨
Avg age 26
Australia Canada Turkey
UK USA
2008 (100 M users)
Avg age 26
Chile France Turkey
UK USA
2010 (500 M users)
Avg age 23
Brazil India
Indonesia Mexico USA
2012 (1 B users)
Avg age 22
Brazil India
Indonesia Mexico USA
One Billion People on Facebook, newsroom.fb.com
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Brands Are Changing
Srpen 2011 Prosinec 2012
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PlaMorms Are Changing
Average Reach per page is decreasing
Pages reach only 10 – 20 % of their total audience
90 % Fans never go back to a Page they like
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› Social media is hard to implement & measure if you don’t have a concept or the right tools
› It’s not about one metric, it’s about monitoring a complete set of metrics relevant to your particular business
Social becomes part of your business
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Metrics to follow
Fans & Fan Growth
Page AcFvity
Engagement
Response
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The Social Ba#le for Engagement in the Newsfeed
Average Facebook user in Europe likes: 53 Facebook pages*
* Socialbakers Facebook Panel
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Social BaRle in the Newsfeed
Average Number of Brand Pages Posts 36 posts per month vs. 7 posts per month
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Social BaRle in the Newsfeed
Will your post make it?
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Op1mize for EdgeRank
Edge Affinity x Edge Weight x Time Decay
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Good prac1ces for making your Edgerank soar!
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Content is the King!
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1 -‐ Quality Content
40% 7%
331 clicks
24 clicks
3x CTR difference
5.7x reach difference
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1 -‐ Quality Content
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1 -‐ Quality Content
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The Wall Street Journal
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Quality Content = BeRer Engagement
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LIKABLE SHARABLE
ENGAGING content has to be:
ACTIONABLE
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2 -‐ Follow the Rules
The more people that report your Page, the more Facebook will penalize you. This results in rapid decrease of your future reach.
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3 -‐ Post Format
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4 -‐ Post Frequency
More than 90% of Fans never visit a brand Facebook Page again. Make sure to stay in touch with your users but don‘t spam their Newsfeed!
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5 -‐ Post Timing
Find out when your posts get the most aRen1on
User Ac1vity
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Time Decay
An old story is a dead story.
0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69
Likes
Impression
s
Average organic unique impressions
Average Likes
Time in Minutes
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6 – Responding Fans
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6 – Responding Fans
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6 – Responding Fans
KLM: 97 % Response Rate for more than 9,000 ques1ons
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I was just wondering if ...
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I was just wondering if ...
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7 – Keep an Open Head
• Measure • Analyze • Act • Be prepared to change
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How to get 1 million fans in 3 weeks?
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» AVEA`s fanpage had 175k fans before the campaign, not even close to the number of people using their communication services
» AVEA wanted to grow the fanbase and also get to know the fans better, so they could reach out to wider audience and meet their customer`s needs
Situa1on and Objec1ve
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The Goal
» Boosting the number of fans and getting to know their demographics – those were the basic goals set for the campaign
» The campaign was aimed to making people come to the Facebook page, Like it, use an app designed for the campaign and even provide their phone number
» Motivation? Free minutes!
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» As the first mobile telecom operator in the world, AVEA connected their Facebook page with real life benefits
» By becoming a fan and using an app, customers could immediately claim their discounts by enterning their phone number
The Campaign
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» After less then a month Avea reached one million fans. Until now, the number grew to over 1.8 million
» Social media needs more examples of how companies make money in social media, and this is one of them.
Results
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How to get 6,000 people to visit your company premises in one day?
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Objec1ve
» As a part of new packaging campaign, communicated as “Staropramen in the best shape”, the brand decided to host an exclusive music event on the brewery premises
» This event was “invitation only” special thank you to brand’s Facebook fans, no-body else could get in!
» Our task was to promote the event and have users to sign up on guest list
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» To gain access to the party, users had to be Staropramen fans on Facebook
» Upon entering the app, they received a unique ticket with bar code allowing them and 1 friend to come in
» Users were also able to customize the bottle etiquette with their picture – this visual element together with the free party invitation guaranteed high visibility and viral sharing of our message
Our Solu1on
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Results
» We proved the Social-Offline concept works by handing out over 4 000 tickets to the brand Facebook fans
» Original goal was 3 000 visitors and the limit had to be increased due to massive demand from fans
» We managed to bring over 6 000 users on that day to Staropramen premises ONLY by promoting the event via social channels
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Results
» With the party approaching, the number of users obtaining tickets grew to 400 per day
» We managed to start a huge WOM effect: Fans were asking and bidding for barcodes on Staropramen Facebook Page even after all tickets were handed out
» The exclusivity and attractiveness of the event all connected to the brand resulted in big success and very positive reaction of fans
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The Takeaways
Analyze the your target market
Understand your consumers
Run campaigns and develop great content
Analyze (again!) and learn
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And...
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-‐-‐ Please stay in touch!
facebook.com/Lukas.Maixner
@LukasMaixner
Thank you for your aRen1on.