What Social Media Networks Should Your Brand Be On?

What Social Media Networks

Should Your Brand Be On?

#FalconEd #growwithsocial

Your Presenters.
#FalconEd

#growwithsocial
Marissa Nardi

Community Marketing Coordinator

Falcon.io
@marissanardi
Dino Kuckovic

Director of Community & Events

Falcon.io
@dinokuckovic

Quality verse quantity of social media accounts

The role engagement really plays

How to selectively choose which accounts to keep

Choosing the right social networks

Q&A
Today’s Agenda.

(Housekeeping)

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- Monica Geller
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Cast your vote on-screen.
Q: Which networks are you on?

Cast your vote on-screen.
Q: Which networks excite you the most that
you’re not on currently?

RESOURCES MATTER

Because more isn’t always better.

Why Should
We Care?
VR
39%
of marketers say they struggle to
demonstrate the value of social media
to the rest of their organization.
Source: Sprout, The Sprout Social Index, Edition XV: Empower & Elevate, 2019

There is an ambition to use social media to
drive business results. But we don’t measure
accordingly.
Even More Reasons
We Should Care 63%
focus on engagement metrics to meet
their goals.
59%
want to drive sales/lead generation.
50%
focus on conversion and revenue
metrics.
41%
use amplification and brand
awareness metrics.
70%
want to use social media to drive
brand awareness.
Source: Sprout, The Sprout Social Index, Edition XV: Empower & Elevate, 2019

• A typical social media user actively uses or visits an average of 7.5
different social platforms each month

• The average social media user is online close to 2½ hours per day
using social media

• 4.62 billion social media users around the world in January 2022

• 58.4 percent of the total global population

• 424 million new users joining social media since this time last year

• 9 in 10 internet users now use social media each month
Why do we focus so much on
engagement?
Source: DATAREPORTAL

We simply don’t have the resources to drive and measure business
impact on every single platform and in every market.
We are overstretched and spread too thinly, trying to create content
across too many markets and platforms.
Engagement is important
but…

We need to adapt to new platforms
• Octi • Twitter Spaces • Spotify Greenroom • HalloApp • Twitch
• Discord
• Clubhouse • TikTok

Reebok’s Facebook audit
Reebok made the case that markets would benefit from the elimination of local accounts.
206
pages eliminated

33%
were created internally at Reebok
616
company-related pages identified
Source: AdAge, Reebok Edits and Refines Its Social-Media Footprint, 2012

Even the largest
brands are accepting
this reality

• “Yet despite their small size, they still require resources, which […] is pulling time
and money away from its bigger, more profitable businesses.”

• “The reduction of the portfolio by about half is going to allow us to bring
stronger innovation to the table.”

• “This is not about less innovation and less ability to tap into local insight, it’s
actually leveraging the most successful vehicles to do that.”

• “It’s about combining platforms of the global and regional brands to connect to
local insights. That is part of the art of bringing [innovation] to life.”
Coca-Cola has around 400 master brands
More than half are small country brands that account for
2% of total revenue; the rest account for the remaining 98%.
Source: Marketingweek, Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers, 2020

Source: Marketingweek, Coke on how cutting brands will lead to stronger innovation, 2020 (last 3 quotes are from CEO James Quincey

Selectiveness, prioritization and
consolidation leads to more innovation
and creativity

If we narrow our focus on social media and in marketing in general, we can drive more creativity in the
areas where it will have most impact.

There is a need for prioritization, to allocate the finite resources and budgets in the best way, to
maximize effectiveness.

“We have identified six key cities in which we want to over-proportionally
grow share of mind, share of market and share of trend: London, Los
Angeles, New York, Paris, Shanghai and Tokyo.”
You don’t necessarily need to shut down the profiles, just make a strategic
choice around where to allocate resources.

Corporate strategy:
Source: Adidas, Company Strategy

XX
Sales outweigh both current and

potential audience size.
Small existing audience and

little potential for growth.
Market is saturated, so focus on
engaging and managing
existing community.
Audience size and sales indicate
an opportunity for growth.
It would blow your
minds how many
brands have active
social media profiles
in markets like
these.
Selectiveness, prioritization and consolidation in action

XX
EXISTING
MARKET
NEW
MARKET
EXISTING CONTENT NEW CONTENT
MARKET

PENETRATION

The approach can be used for
markets that are either saturated
and should continue business as
usual or whose current content
strategy is working, generating
both engagement and significant
fan growth.
Increasing
risk
Increasing risk
CONTENT
DEVELOPMENT

For markets that have decent
growth potential but a low
engagement rate or saturated
markets that are reaching a lot of
users, but need to improve the
engagement rate of their content.
MARKET

DEVELOPMENT

This approach is for markets that
already generate good
engagement rates, but aren’t
reaching enough people. The
existing content should be used to
reach more users and there’s a
need to increase paid media to do
so.
DIVERSIFICATION

For this approach, we focus on
markets that aren’t saturated and
have a lot of room to grow, but are
currently struggling to generate a
sufficient engagement rate. These
markets require both new content
and a greater paid media budget
to drive more impressions.
These strategic
choices should
be made at a
high level
Social media can provide valuable
insights, though.

OK.

WHICH SOCIAL NETWORKS TO
CHOOSE THEN?

From the big
fi
ve to more niche.

FALCON.I
O

FALCON.IO MARCH WEBINAR

First Things First…

Does your business need a social media channel?
What are your goals?

What resources are available to you?

What content types do you have?

Where is your audience now?

What industry are you in?
 
Where are your competitors?

How will you manage all the social media channels?
31%
of consumers prefer social media
for sharing feedback about a
product or service
33%
of consumers prefer social media
for reaching out with a customer
service issue or question

Social Audio Platforms
Examples Used For Total Users Top Goal How To KPIs Role Models
Clubhouse

Twitter Spaces

Spotify
Listening to live
conversations on
speci
fi
c topics
Clubhouse: 10M+
registered users

Twitter (Spaces): 396.5
million users

Spotify: 365 million
monthly active users,
180 million Premium
monthly active users
High attention and
engagement
• Industry panels

• Broadcast news & big
announcements

• Interactive sessions,

• Interviews

• Show
• Unique listeners

• Subscribers and
downloads

• Rankings & reviews

• Social sharing

• Episode-by-episode
metrics
• RBI (Tim Hortons,
Burger King, Popeyes)

• Politico

• Pedigree

Video Platforms
Examples Used For Total Users Top Goals How To KPIs Role Models
YouTube

TikTok

Instagram Stories

Instagram Reels

Facebook Watch
Watching videos in
short and long formats
YouTube: 2 billion
active users

TikTok: 1 billion active
users

Instagram: 1 billion
active users

Facebook: 2.9 billion
active users
• Capturing attention

• Driving brand
awareness

• Generate demand
• Bring products to life

• Inspirational short clips

• Educational content to
help & inspire

• Humor and nuance

• Tutorials

• How-to’s

• Customer stories

• Storytelling

• Customer satisfaction
via video

• Customer advocacy
methods
• Conversions

• Video % watched

• Engagement

• Peak live viewers

• Saves

• Followers per post

• Watch time

• Average view duration

• Subscriber growth

• Audience retention

• Feedback

• Share rate

• Impressions

• Completion rate
• Ryanair on TikTok

• Notion on YouTube

• Beautiful Destinations
on Instagram Reels

Ephemeral Content Platforms
Snapchat

Instagram Stories

Facebook Stories
Sending ephemeral
messages privately
and publishing timely,
in-the-moment content
for all of your followers
to view for up to 24
hours.
Snapchat: 293 million
active users

active users; 500
million accounts use
Stories daily

active users
• Timely content

• Genuine, less
polished

• Humanize the brand
• Polls

• Voting

• Teasers, countdowns

• Behind-the-scenes

• Time-sensitive
announcements

• This or That

• UGC
• Impressions

• Reach

• Taps forward/back

• Replies

• Swipe away

• Likes

• Exits

• Next story

• Website clicks

• Product clicks

• Pro
fi
le visits

• Sticker taps

• Total unique. Views

• Screenshots
• BuzzFeed

• NY Times

• Google Maps

• Glossier

• Ben & Jerry’s

• WeWork

• Bon Appetit

• Bark Box

• Sweetgreen

• Ritual

• Gay Times

• + many of your local
businesses

Discussion Forums
Reddit

Quora
Asking and answering
questions, networking,
forming communities
around niche- and
interest-based topics.
Reddit: 330 million
active users

Quora: 300 million
active users
• Business subject
matter expertise

• Answer industry
questions

• Share brand and
product info in
replies

• Non promotional!
• Become a part of the
community

• Communicate
constantly

• AMAs (Ask Me
Anything)

• Advertise your brand

• Run contests

• Receive feedback

• Content ideas based
on questions
• Page views

• Time on page

• Number of
discussions

• Number of comments

• Registrations

• Number of sessions

• Number of returning
sessions

• Posts/sessions

• Registrations/new
sessions

• Comments/
discussions

• Session by device
type

• Microsoft hosts AMA
sessions with game
developers on Reddit

• Toyota tells action-
packed video stories
in F1 subreddits,
promoted.

• Ally Bank connecting
banking with
subreddits like
gaming

• The Economists’ staff
hosts threads for
Q&As

• Nordstrom discusses
new products,

Shoppable Platforms
Pinterest Product Pins

Facebook Shops

Instagram Shops

TikTok

Shopify

Douyin

Taobao
Researching and
purchasing products
from brands directly
through social media
platforms.
Pinterest: 431 million
active users

active users

active users

users

Shopify: 1.7 million
merchants, $5.1 billion
in sales

• Connect product
catalog directly

• Keep the discovery
and purchase
journey on the
social media app
• Tag products

• Additional product info

• Drive website traf
fi
c

• Limited edition drops

• Social selling

• E-commerce
integrations

• Retargeting

• Live shopping
• Website traf
fi
c

• Average session on
website

• Pageviews per
session

• Bounce rate

• Email list growth

• Average order value

• Gross pro
fi
t

• Conversion rate

• Shopping cart
abandonment rate

• Customer lifetime
value

• Cost of goods sold

• Churn rate

• Madewell shows
audience how to build
a lifestyle around
products

• Nike pushes potential
buyers well through
the funnel stages

• Burberry uses short
video to bring
products to life

• Aerie uses compelling
UGC across social

Social Live Streams
Twitch

YouTube

Instagram Live Rooms

Facebook Live

TikTok
Broadcasting live video
to many viewers. Live
video streams can
range from one person
showing themselves
and what they’re doing
on their screen to
professionally
organized panels with
multiple speakers.
Twitch: 2.94 average
concurrent viewers
monthly; 8.6 million
unique creators
streaming monthly

YouTube: 2 billion
active users

active users

active users

• Tune-in-worthy
streams

• Expanding your
reach

• Getting ahead of
the (video) game

• Understand
younger audiences

• Position your brand
as authentic

• Generate
engagement and
community

• Be a part of a high-
growth channel
• Interviews

• Exclusive product
reveals

• AMA sessions with
staff

• Viewer-host interaction

• In
fl
uencer
collaborations

• Ads

• Branded channels

• Hybrid event hosting

• Takeovers

• Device viewership

• Live vs. on-demand
viewership

• Repeat traf
fi
c

• Duration of views

• Unique site visitors

• Geographical
breakdown

• Viewer engagement

• Social sharing

• Engagement
• Twitch: KFC, Grubhub,
Lexus

• Instagram Live: Global
Citizen, Barry’s
Bootcamp, Chipotle

• Facebook Live:
iHeartRadio,
Buzzfeed, Dunkin
Donuts

• TikTok: Aquarium of
the Paci
fi
c, Net
fl
ix,
Travel Channel

Business Platforms
LinkedIn

Twitter

Xing
Connecting with
professionals in your
industry or potential
clients.
LinkedIn: 810 million
members

Twitter: 396.5 million
users

Xing: 20 million
members in DACH
• Recruiting and
hiring talent

• Building B2B
relationships

• Connecting with
professionals

• Connecting with
new audiences

• Networking and
business
• Join groups

• Post job listings and
recruiting

• Network events

• Thought leadership

• Highlight your best
content

• Get employees
involved

• Publish valuable
content

• Send out personalized
InMail

• Run ads using the
Matched Audiences
feature

• Impressions

• Clicks

• Interactions

• Follower growth

• Engagement

• Unique users

• Visitor page views,
unique views,
demographics

• Conversion rate

• Cost per conversion
• Adweek hosts a
weekly chat for digital
marketers called
#AdweekChat on
Twitter

• General Electric
showcases their
innovations on
LinkedIn

• Sephora shares
employee thought
leadership on
LinkedIn

• Intel showcases
career advancement
on LinkedIn

Private Community Platforms
Discourse

Slack

Facebook Groups
Creating communities,
with the possibility of
requiring registration or
other screening
measures for new
members.
Discourse: 215,268
monthly visits

Slack: 10 million daily
active users

Facebook Groups: 1.8
monthly active users
• Bring community
members together

• Bond over shared
success stories and
challenges

• Professional
belonging

• Increase organic
reach

• Learn valuable
market research
data
• Q&A

• Event recaps

• Memes

• Lives

• Exclusive content
access

• Ongoing conversation

• 1:1 conversations

• Engage with members,
but let them lead

• AMA

• Special discounts

• Voting on new product
options

• Survey invitations

• Free tickets, giveaways

• Number of fans

• Follower
demographics

• Page views by
sources

• Actions on page

• Reach by post type

• Post engagement rate

• Click-through-rate

• Ad impressions &
frequency

• Number of posts

• UGC

• Conversation health

• Active members

• Best times to post
• Grow With Social is a
combination of UGC &
marketing tips

• Women of Impact by
National Geographic
inspires and is the
voice of change in the
form of a Facebook
Group

• Buffer Slack
Community great at
product talk, general
marketing tips, etc.

• Western Digital uses
Discourse as a public
support forum for their

Inspirational Platforms
Pinterest

YouTube

Instagram

Blogs
Searching for
information and
fi
nding
inspiration for anything
from cooking to travel
to decorating to
shopping and more.
Pinterest: 431 million
active users

YouTube: 2 billion
active users

active users
• Curate visuals and
inspire audience

• Content tailored to
preferences

• Optimized for
search
• Weave in products

• Collections

• Playlists

• Tags

• Guides

• Opinion videos

• Product reviews

• Interviews

• Responses to other
opinion videos

• Q&A session

• Trending video

• Giveaway

• Challenger

• Tour
• Impressions

• Total audience

• Saves (Repins)

• Engagements

• Engaged audience

• Clicks

• Followers driven

• Sources

• Demographics

• Page visits

• Add to cart

• Checkout

• Watch time

• Average view duration

• Audience retention

• Re-watches

• Grow With Social is a
combination of UGC &
marketing tips

• Women of Impact by
National Geographic
inspires and is the
voice of change in the
form of a Facebook
Group

• Buffer Slack
Community great at
product talk, general
marketing tips, etc.

• Western Digital uses
Discourse as a public
support forum for their

@Falcon.io

#FalconEd #growwithsocial

1. The key to driving business impact on social media is to prioritize
and allocate resources to the right channels and markets.

2. Selectiveness will provide more resources for creativity and
innovation.

3. The prioritization should be a high-level decision, but tools like
Facebook’s Ad Manager can provide valuable insights and data
for this process.

4. Strategically choose the right social media channels for your
business.

5. Create a social media strategy to determine which channels are
best for you.
do try this at home
Key Takeaways.

March 24th - The Unspoken Rules Of In
fl
uencer Marketing

March 29th - Von Mensch zu Mensch: Wie man heute Brand Communities scha
ff
t! (German)

@Falcon.io

#FalconEd

#growwithsocial

@falconIO
falcon.io welcome@falcon.io

What Social Media Networks Should Your Brand Be On?

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