#EngageBali 2016: Robert Lang, Socialbakers CEO
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Transcript of #EngageBali 2016: Robert Lang, Socialbakers CEO
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
KEYS TO SUCCESS IN A MATURING SOCIAL LANDSCAPE
Rober t LangCEO
@robertslang/in/robertslang
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
MEDIAMEDIASOCIAL
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q160
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$US
Bill
ions
Post-IPO quarterly revenues
FACEBOOK IS A MASSIVE CHANNEL TODAY
Note: Facebook IPO on May 18, 2012 (Q2 2012); Google IPO on August 19, 2004 (Q3 2004) 8 / 1 0 / 2 0 1 6
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T HSource: Internet Trends 2016 – Mary Meeker
ATTENTION IS BECOMING THE NEW CURRENCY
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Facebook Instagram Snapchat Pinterest Twitter Tinder LinkedIn0
5
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25
Hou
rs /
Use
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Mon
th,
Vario
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latfo
rms
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
RECENT FACEBOOK PLATFORM CHANGES HAVE
ONE GOAL IN COMMON: MAXIMIZE USERS’
TIME SPENT ON FACEBOOK
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
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INSTANT ARTICLES
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
NATIVE VIDEO
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
LIVE VIDEO
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
360°VIDEO
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
NEWS FEED
REVISIONS8 / 1 0 / 2 0 1 6
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
CANVAS ADS – CONTENT, AD, INTERACT & BUY
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
DID YOU INVEST IN SOCIAL MEDIA
IN 2016?
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
WHO WANTS TO INVEST MORE IN 2017?
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
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OUR VISION: TURNING DIGITAL RELATIONSHIPS INTO GROWTH
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
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Insert ImageSTEP 1:DEFINE WHAT TARGETS YOU WANT TO REACH & HOW TO
MEASURE THEM
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
DEEP DATA ANALYSIS & PREDICTIVE TECHNOLOGY TO SUPPORT YOU ALONG THE ENTIRE WORKFLOW
CONTENTCREATION
PRIME TIME PUBLISHING
PROMOTION
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TRACKINGROI
BENCHMARKING & UNDERSTANDING
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
CONTENTQUALITY IS MORE IMPORTANT THAN
EVER 8 / 1 0 / 2 0 1 6
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
CONTENT QUALITY IS EVALUATED (=RELEVANCY)
BY TESTINGEACH PIECE YOU POST
OR ADVERTISE
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
RELEVANCELOW $$$$
WHOposted it
WHEN it was posted
INTERACTIONS on the post
TYPE of content
HIGH $ RELEVANCE
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
GET INSPIRED BYTHE VERY BEST
CONTENT
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
SEARCH 10 BILLION PIECES OF CONTENT TO FIND THE DEFINITION OF GREAT
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
TIMING HAS IMPACT ON PERFORMANCE
AND REACH
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
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4.95 Bnmissed
impressions due to timing
8%gap between
actual and potential post visibility
3%average
improvement in visibility
100 minspublished too soon to hit the optimal time
500 Brand Pages 6 months 120k posts& &WHY TIMING IS CRUCIAL
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
TAILORED PUBLISHING TIME RECOMMENDATIONS FOR EACH PAGE
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
PRIME TIME PUBLISHING MAXIMIZES IMPRESSIONS
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
LOOK AT CONTENT PERFORMANCE
BEFORE YOUINVEST
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
LEARN FROM YOUR HISTORICAL CONTENT:GRADE AND PREDICT PERFORMANCE
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
SEE YOUR PREDICTED CONTENT PERFORMANCE SO YOU CAN INVEST WISELY
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
DATA SHOWS US THAT QUALITY CONTENT IS KING
4x less negative feedback
7x more viral
2.3x more interactions with the same reach
20% lower impression cost (CPM)
50% lower click cost (CPC)
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
CLOSE THE LOOP: CONNECT SOCIAL MEDIA TO BUSINESS OBJECTIVES
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
Insert Image
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
TECHNOLOGYPEOPLEEXPERTISE
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
WE HAVE BEEN SUPPORTING OUR CLIENTS ON SOCIAL FOR ALMOST A DECADE
2008 2009 2010 2011 2012 2013 2014 20150
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
2016
ENGAGEMENTRATE
October 2008
SOCIAL HEALTHINDEX
October 2014
INDUSTRY BENCHMARKING
January 2010
SOCIALLY DEVOTED
April 2012
PROMOTED POSTDETECTION
July 2015 PREDICTIVEANALYTICS
April 2016
Mill
ions
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EXCEL PLUG-INJune 2016
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
PRODUCT ROAD MAP
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Q42016
Q12017
Q22017
UNPUBLISHED POSTS
CAMPAIN ANALYSIS
INTEGRATED DATA SILOS
SYNCHRONIZATION OF USERS
APIS FOR BI
PINTERESTINTEGRATION
ECOSYSTEM OF DATA
COLLABORATIVE WORK FLOWS
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
+ One of the biggest Product & Engineering teams on the planet
10 Bcontent pieces
in database
9 Mprofiles
monitored
5 MAPI requests every hour
40 Mcontent pieces
per month
450servers
SIZE DOES MATTER!
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
Social is becoming a media platform
Connect social media with business objectives: define targets and measure them
Content quality is more important than ever
Optimize your timing to maximize reach
Be bold, invest in content you know will perform well
WHAT YOU SHOULD TAKE HOME FROM TODAY’S SESSION
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
WE ARE ONE TEAM - MEET SOME OF US HERE
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CHARLES TIDSWELL VP Asia
MOSES VELASCO VP Product & Chief Evangelist
RAINBOW CHEUNG Strategic Account Manager
KATRINA NISPEROS
Senior Account Manager
MATEJ DAMMER Account Executive
GABRIEL TAY Solutions Consultant
LINH NGUYEN Business Development
SILSANTI LEE Onboarding Manager
ED JOHNSON Director of Education
TIM TSORIEV VP Corporate Communications
CLAIRE WILSON Global PR Director
FILIP GREGOR Consulting Director
MINAL SISODIYA Onboarding Manager
K. LISOGOROVA Account Manager
T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
THANK YOU
QUESTIONS? YES PLEASE!
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T U R N I N G D I G I T A L R E L A T I O N S H I P S I N T O G R O W T H
Q&A
Robert LangCEO
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@robertslang/in/robertslang