Выступление Jan Rezab, CEO & co-founder of Socialbakers.com на Саммите Digital Branding 5-6 июня 2012 в Центре Digital October. www.digital-branding.ru

1. Digital Branding 2012 Moscow
Optimizing Social Media To
Increase Customer Engagement
Jan Rezab, CEO of Socialbakers
@janrezab

2. About Socialbakers
› Offices in Prague, San Francisco, “We are a „customer developed‟ company,”
London, Munich, Paris said Jan Rezab, who is the CEO and co-
founder of Socialbakers. “Our customers kept
telling us the metrics they wanted to see.”
› 400,000 marketers across
100+ countries October 31, 2011
› Launched platform in 2010, currently
120+ employees
Used by Leaders
› Facebook Preferred Marketing
Developer, one of 7 in the world that
have 3 competence badges

3. Visit Socialbakers.com

4. Previously Facebakers...

5. Content is King – Newsfeed & Timeline

6. Timeline content – „Social by design“

7. Application Content

8. Application Content
PUMA
400 000 users
3 weeks

9. Application & Timeline Content

10. Microformat Content

11. Microformat Content

12. Microformat Content – Reaching more fans

13. Page content
“On average a page reaches
10 – 25% of its fans daily”

14. Analytics – Metrics

15. Metrics in social media – ENGAGEMENT RATE

16. Metrics in social media – ENGAGEMENT RATE

17. Metrics in social media – ENGAGEMENT RATE

18. RANKING companies around the world
Not in this rank? Suggest it on www.socialbakers.com!

19. Analytics – Comparisons

20. Analytics – Benchmarks

21. Analytics – Response Rates

22. What is Brand Rater?

23. BRAND-RATER – SOCIAL NPS
Automobile Brand Ranking (1st week) Ranking (3rd week)
Porsche 7,4 8,7
Jeep 5,8 8,5
Ford Motor Company 6,2 7,7
Toyota USA 5,4 7,5
Volvo 7,4 7,3
Chrysler 4,9 7
Mercedes-Benz 7,3 6,8
Jaguar 7,1 6,7
Chevrolet 5,7 6,5
Ferrari 6,8 6,3
Nissan 5.9 6,3
Audi USA 6,7 6
Range Rover 6,7 6
Škoda 6,4 6
Mazda 5,4 5,3
BMW 7,9 5,3
Honda 6,2 5,3
Citroën 3,3 4,7
Peugeot 4,1 4
Opel 4,1 3,7

24. by
Track Performance Compare Performance Improve Performance
Get early warning Spy on competitors Optimize your social
signs for trouble and and benchmark performance, increase
identify catalysts for performance against engagement rates and
rapid social media industry standards and generate graphical
growth. regional norms. reports.
Start Measuring and Maximizing Social Media ROI Today

25. by

26. by

27. CASE STUDY
Henkel Maximizes Return on
Integrated Social Media Campaigns
“Socialbakers has developed an application
that makes it easy for us to get sophisticated
Get Results with Socialbakers
metrics on our performance through
Facebook.” Fortune Global 500 Company
Has more than 45 Facebook
—Felix Schmidt, Global Digital Marketing Manager Pages Serving Customers in
for Henkel Henkel AG & Co. KGaA 125 Countries
Prior to Socialbakers Now with Socialbakers
› Needed a way to track and measure › Able to track and analyze social
social performance for Henkel brands performance trends for informed
› Needed to understand performance decision making
relative to competitors › Gain competitive insights for Henkel
› Needed to report on social brands based on competitor’ social
effectiveness performance
› Generate customized reports

28. CASE STUDY
Agencia Riot Deploys Analytics PRO to
Demonstrate Social ROI Growth for 80+ Clients
“The Analytics PRO application organizes
sophisticated metrics into easy to understand Get Results with Socialbakers
dashboards. This is powerful because brands can
compare social media effectiveness to others in Representing More Than 80
their industry.” Clients in 6 Countries, Agencia
Riot Is the Largest Social Media
—Marcelo Lemmi, Head of Business Intelligence at
Agência Riot
Agency in Latin America
Prior to Socialbakers Now with Socialbakers
› Needed to show ROI for their clients’ › Able to determine ROI for social
social media campaigns media campaigns for 80+ clients
› Required multiple tools to monitor › Able to use KPIs to effectively track
social media performance for clients social performance
› Needed to create reports that showed › Ability to benchmark clients’ social
how clients were faring against performance against competitors and
competitors across industries

29. SayItSocial Improves Visibility to
CASE STUDY
ROI for Clients’ Social Media Campaigns
“Analytics PRO allows brands to compare their social
media efforts to other competitors in their industry. Get Results with Socialbakers
This gives our clients a competitive edge for their
business resulting in increased customer acquisition Created an industry-wide
rates, augmented customer relationships, and higher social media study of 150 US
levels of brand awareness.”
hotels for the hospitality
—Josh Harcus, Director of Business Development at
SayItSocial industry
Prior to Socialbakers Now with Socialbakers
› Needed a way to better audit and › Able to track progress for clients’
develop effect social media social media performance and
campaigns for clients determine ROI
› Needed to produce monthly reports › Able to compare their clients’ social
that showed social media ROI performance to others in their industry

30. Recent Case Study
Jan 2, 2012
Socialbakers publishes Infographic for US Elections
Jan 3, 2012
AdAge reports President Obama’s family picture is
most viral on Facebook
Feb 21, 2012
Washington Post reports President Obama selects
family photo for re-election ad

31. Summary
1. Choose the right metrics to monitor
= Helps understand success in social media
2. Build great content for your social presence
= Helps build a good following
3. Make sure you do both proactive and reactive
engagement in social media
= Helps build community
4. Use the right tools and partners
= Helps to do it faster and easier

32. jan@socialbakers.com
M: +420 724 095 217
Link me: Like&Friend me: Follow me
Facebook.com/janrezab @janrezab
(anytime) (meet me first) (when you want)