How to Analyze and Engage Users in Social Media
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How to Analyze and Engage Usersin Social Media
“We are a ‘customer developed’ company,” said Jan Rezab, who is the CEO and co-founder of Socialbakers. “Our customers kept telling us the metrics they wanted to see.”
› Lukas Maixner, GM Custom Services & Co-Founder of Socialbakers
› Offices in Prague, London, Paris, Munich, San Francisco
› 400,000 marketers across 100+ countries
› Launched platform in 2010, currently 160 employees
Used by Leaders
October 31, 2011
Introduction
2
What Do We Do?
How to add more pages
What Do We Do?
Multi-channel & Development
Key Learnings
Great content is critical
Get Great Engagement!
Leads to higher ROI
Focus on right platforms
Platforms to Focus on
Platforms to Focus on
Key Learnings
Great content is critical
Get Great Engagement!
Leads to higher ROI
Focus on right platforms
Social Media is Engagement-driven
ROE
ROI
= Return On Engagement
Page Engagement => Reach
“On average a page reaches 10 – 20% of its fans daily”
40%7%
331 clicks
24 clicks
14x CTR difference
5.7x reach difference
Return on Engagement
Return on Investment
ROE
ROI = Return On Investment
HIGHER ENGAGEMENT
HIGHER REACH
HIGHER CLICKRATE, CONVERSION RATE, …
Key Learnings
Great content is critical
Get Great Engagement!
Leads to higher ROI
Focus on right platforms
Social Media Is Content-driven
Social Media Is Photo-driven
METRICS to Follow
How to Measure?
From Analysis and Engagementto User Acquisition and Campaigns
21
Avea – Real Rewards
22
Avea – Real Rewards
750 000 unique active users
300 000 within the first 4 days
170 000 1 000 000 page Likes in one month
23
STP – Best Shape Party
24
» We gave away 4 000 tickets
» Drove 6 000 visitors from Facebook to REAL WORLD
» No other medium than Facebook was used
» We drove the WOM effect
» As the party day was coming, we were giving away 400 tickets/day
» Users were trading tickets among each other on the brand page and their personal profiles
STP – Best Shape Party
-- Please stay in touch!
facebook.com/Lukas.Maixner
@LukasMaixner
Thank you for your attention.
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