3. “27 countries attending ENGAGE 2012”

4. SOCIAL EFFECT

5. “It is great to count fans and listen,
but Engagement is far more important! ”

6. ABOUT US
20 % Of 450 000 visits 1000 customers
FORTUNE 500 Per month
Companies

7. MISSION STATEMENT
“We help marketers better understand
and optimize social marketing
performance”

8. Product Philosophy

9. Socialbakers.com &
Socialbakers Analytics

10. Brands in the world
9

11. Dashboard
› TRUELIKE

12. Telco AT&T
Responded
Not Responded
Data Range: September 15, 2012 – October 15, 2012

13. Socially Devoted Bonprix
Bonprix Socially Devoted case study

14. Socially Devoted Bonprix

15. Social is changing all the time
Brands
1 billion Users Platforms are changing
are changing
are changing
= increasing “noise”

16. BRANDS are changing
= Increasing volume

17. Average Number of Brand Pages Posts
36 posts per month vs. 7 posts per month

18. Users are changing
1 billion Users
are changing
= increasing “noise”

19. Average Liked Pages per User
40
34.6 36.7
35
30 32.1
Liked pages
25
26.0
20
17.2
15
12.4
10
5
4,5
0
Oct2009 Apr2009 Oct2010 Apr2010 Oct2011 Apr2011 Oct2012

20. Platforms are changing
Platforms are changing

21. Red Bull Stratos
Industry is changing
= Increasing volume

22. Kit Kat “Stratos”

23. ACTIVE
ENGAGEMENT REACH

24. “Socialbakers analyzes millions of social
marketing profiles”

25. This year, company posted 5x more than last year

26. This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans

27. This year, company posted 5x more than last year
An average Facebook post reached 18% of its fans
32% of Facebook Post Reach is paid for

28. Return on Engagement
ROE
= Return On Engagement
ROI
…Shares …Likes …Comments
Post photos, albums Post a clear call to Ask a question in
and videos. action, for example: your post
“ Like this if… “

29. Return on Engagement
ROE
= Engagement First Strategy
ROI
HIGHER ENGAGEMENT
HIGHER REACH
HIGHER CLICKRATE, CONVERSION RATE, …

31. Gaining the Reach and
Engagement in Minutes
2500 70
Average Likes
Average organic unique impressions 60
2000
50
Impressions
1500
40
Likes
30
1000
20
500
10
0 0
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
Time in Minutes

32. socialbakers.com/engagement

33. Top Industries by Engagement Rate
socialbakers.com/engagement

34. Paid vs. Unpaid

35. Average Facebook post reach
Data Range: July 1, 2012 – September 30, 2012

36. Benchmarking is very important!

37. LOCAL REPORTS
Downloadable document for social engagement
= Print it in your office
= Easy framework to follow – 6 slides

38. MARKET INSIGHTS

39. ENGAGEMENT

40. ENGAGING content has to be:
LIKABLE SHARABLE ACTIONABLE

41. Engaging vs. Non-engaging
7%
40%
6 274 people saw this post
24 clicks
38 176 people saw this post
331 clicks
5.7x Reach Difference 3x CTR difference

42. Engaging posts

43. Engaging posts

44. Red Bull Stratos
Industry is changing
= Increasing volume

45. Engaging posts

46. TIP #1
“Never publish content on Facebook closer
than 2 hours from each other”

47. TIP #2
“The ideal post frequency changes all the
time, looking at current stats,
the best is 1.5x per day”

48. Optimal Brand Posting Frequency
Optimal brand posting frequency
is 1.5 times a day

49. TIP #3
“To the point, short content, with a clear call
to action – tell them what you want them to
do
Share it / Like it / Ask a question”

50. For more tips:
“Follow our blog, many impo”

53. jan@socialbakers.com
@janrezab

57. Tools from Socialbakers

58. Top METRICS in Social media
Fans and Fan Activity of Your Engagement Response Rate
Growth Page Rate and Reach / Response Time
Total number of If your page is The amount of Response rate and
Fans and growth. regularly and people on average time to your fans’
actively posting interacting with posts, very critical
your content for reactive
engagement

59. “Socially Devoted”

60. Socially Devoted – Customer service
How many Questions have been answered?