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We Love Optimizing Social Marketing Performance
Ljiljana PavlovicovaSenior Sales Director CEE & Turkey
How much budget are brands wasting on
social?
25 May 2016
10 billioncontent pieces
in database
9 millionprofiles
monitored
5 millionAPI requests every hour
40 millioncontent pieces
per month
450servers
25 May 2016
44%
SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT
CREATION TIMING PROMOTION RESULTSTRACKING
25 May 2016
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q150
1
2
3
4
5
6
SOCIAL IS A MASSIVE CHANNEL TODAY$U
S B
illio
ns
POST-IPO QUARTERLY REVENUES
25 May 2016Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004)
25 May 2016Source: eMarketer
2013 2014 2015 2016 20170
5
10
15
20
25
30
35
40
$US
Bill
ions
SOCIAL IS BIG BUSINESS
GLOBAL AD SPEND ON SOCIAL
25 May 2016Data as of January 2016
316 M
400 M
300 M
50 M
1.5 B 1.0 B
80 M
205 M
500 M
165M
900 M 100 M
60 M
32 M
32 M20 M
Connecting people Video Messenger Other Content
700 M
WHERE ARE YOU PUTTING YOUR CHIPS?
2010 2011 2012 2013 2014 20150
4,000
8,000
12,000
16,000
20,000
BRANDS ARE SPENDING MORE THAN EVER BEFORE TO ADVERTISE ON FACEBOOK
FACEBOOK ADVERTISING REVENUE (BILLIONS $US)
25 May 2016
25 May 2016
Likes
Comments
Shares
Clicks
Visits
Photo Views
Conversations
Messages
Video Views
Deeper Engagement, Surveys, NPS, ...
Facebook Reactions
Predictive Analytics
HOW DO YOU MEASURE SUCCESS?
2000+total social metrics
25 May 2016
FACEBOOKINSIGHTS
350metrics
FACEBOOKORGANIC
150metrics
FACEBOOKADS
830metrics
TWITTERORGANIC
130metrics
TWITTERADS
50metrics
INSTAGRAMORGANIC
80metrics
INSTAGRAMADS
600metrics
25 May 2016
CONTENT is the currency of social media
25 May 2016
BAD CONTENT GOOD CONTENT
25 May 2016
vs
A+
Better than any
other post
GOOD CONTENT BAD CONTENT
Top 10% of posts
A
Top 25%of posts
B
Better than 50% of other posts
C
Worse than 50% of other posts
D
vs
25 May 2016
NOT PROMOTING CONTENT
PROMOTING CONTENT35 % 65 %
SOCIAL ADVERTISINGSTRATEGIES
25 May 2016
75% of the content promoted is GOOD (grades A+, A)
75% of the content promoted is BAD (grade D)
Almost ALL content promoted
PERFORMANCE OF PROMOTED POSTS
LOWERPERFORMANCE39.3% LOWER
PERFORMANCE25.6%
25 May 2016
Bad content is costing brands money
and engagement
25 May 2016
BAD CONTENT GOOD CONTENTvs
CPCCPC
Bad content gets 100% costlier clicks (CPC)
25 May 2016
and nearly 20% higher impression cost (CPM).
vs
CPC
Bad content gets 100% costlier clicks (CPC)
CPMCPMCPC
BAD CONTENT GOOD CONTENT
25 May 2016
Bad content gets 4x MORE negative feedback
vsBAD CONTENT GOOD CONTENT
25 May 2016
vs
Bad content gets 2.3x fewer interactions with the same reach
BAD CONTENT GOOD CONTENT
25 May 2016
vs
... and is 7x less viral.
BAD CONTENT GOOD CONTENT
25 May 2016
SUCCESS IS ABOUT MORE THAN JUST CREATING CONTENT
CREATION
inspired by best-performing
content
TIMING
best time to post
PROMOTION
best content to the right audience
RESULTSTRACKING
Evaluate data, iterate, optimize
25 May 2016
AnalyzingContent
DATA-DRIVEN CONTENT
MARKETING
• Real-time decision making
• Recommendations from deep data analysis
• What to say
• When to say it
• What to invest in
• Tracking impact on digital KPIs
INDUSTRY SHIFT FROM PURE ANALYSIS TO ACTIONABLE DATA
AND PREDICTIVE RECOMMENDATIONS
25 May 2016
PROMOTION TRACKINGROICREATION PUBLISHING
DEEP DATA ANALYSIS AND PREDICTIVE TECHNOLOGY TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW
25 May 2016
25 May 2016
• Be selective – in platforms & metrics
• Content is the currency of social
• Don’t invest in BAD (under-performing) CONTENT! huge hidden cost
• Don’t promote content right away – let it “breathe”
• Industry shift from passive analysis/reporting to predictive analytics
KEY TAKEAWAYS
TRUSTED BY 100 FORTUNE 500 CLIENTS (2 500+ OVERALL)
THANK YOU
Ljiljana PavlovicovaSenior Director CEE & Turkey