socialbakers.com – Gabriel Catalano®

Repeat after me: Social is not about 1 metric, its about all of them // @socialbakers

Social engagement, social content, and storytelling
Social commerce
Social advertising – there are about another 10 metrics to follow here
Influencer marketing – influence measurement & building framework
Social listening – there are many metrics to measure here
Social customer service

We have been particularly focused on social media customer service, since it hasn’t gotten much recognition. If we created the impression that the majority of your social marketing efforts should be directed to social customer service – we apologize. Although social customer service should weigh heavily on your social strategies, it should not be the only thing to consider. Though some companies may experience exceptions to this rule, the vast majority can not rely only on social customer service as the only metric. Developing an effective social media strategy is about choosing the right mix, building your own framework for measurement and score cards that work for your business.

Full article 🙂

Socialbakers World Tour: Local Insights for Brazil // @socialbakers

Yet another successful event! This time it took place in São Paulo – we’ve brought you a recap of the event.

This time around, we invited speakers, Fernando Aguilar, from Natura, Chiara Martini de Campos Beuno, from Heineken, and Micheline Jeanfrancios, from P&G to share their social media marketing expertise.

Local Insights from São Paulo

On average, Brazilian brands post more than worldwide brands on Facebook.

The average Brazilian user is a fan of 21 pages.

Photos are the most popular post type by Brazilian admins and shared most by Brazilian users.

Guaraná Antartica, Skol, and Coca-Cola are ranked in the top three, according to Local Fan Counts.

SKY Brasil, Prevalia, and Peixe Urbano are the most Socially Devoted Brazilian brands on Facebook.

For more insights, check out January’s Social Media Report for Brazil here.

Sydney is our next stop on the World Tour. To sign up for events in your region, click here.

How Are you Measuring Up? Tracking the Right KPI’s for Retail // thnxz socialbakers.com – @socialbakers

Last week we brought you an overview of the important Key Performance Indicators for the Aviation industry. This week’s study focuses on how Retail brands can measure the performance of their social media customer care and marketing strategies.

Retail KPI’s

Marketing and promotional advertising are critical components for every retail brand around the world. Social media platforms provide an economical and user-friendly channel that, if used effectively, can resolve business problems that may arise. With the proper measurement tools, retail brands can boost their social media performance to provide best social media care available, calculate ROI for online sales, increase brands awareness and much more!

Important Social Media KPIs for Retail

Fan Growth: The increase in Fans during a select time range.

Engagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your Page.
Response Rate: The percentage of user posts or questions that the admin responded to.
Response Time: The average amount of time that it takes for the admin to respond to user posts or questions.
User Activity: Identifying the times of days and the days of week in which your users are engaging most frequently with your Page.
Shareability: The amount of shares a Page receives per day.
Interactions: The number of interactions that a Page or post receives and the types of interactions (Likes, comments and shares).

Social media KPIs provide many business solutions for the Retail Industry, such as:

Direct ROI for hits on the page
Direct ROI for redeemed coupons posted on social networks
Soft ROI for in-store transactions via social promotions
Brand Awareness
Customer Acquisition
Social Customer Service

View more free reports… socialbakers.com

Engagement Rate: A Metric You Can Count On // @socialbakers

When there are bugs reported in Facebook´s Reach metric, it´s always good to know that you have one metric you can rely on. Find out which one it is!

As you know, we’ve driven home the fact that brands’ should not just rely on one metric to measure their social media performance. We believe that all metrics must be taken into consideration when developing social media marketing strategies, including Fan Growth, posts from you and the Engagement Rate they generate, your users’ wall posts and the speed of your response.

However, since, in the last few months, bugs were discovered in the reach metric on Facebook, brands need to consider relying on a metric that is guaranteed to work and is publically comparable – Engagement.

Full article

Why is Engagement Rate the #1 Social Metric?

When we talk about Engagement, we are referring to the activity on your page, to fan interactions to your post types, etc. There are several types of Engagement metrics:

Interactions – Like, Comments, Shares, Replies, Rewteets, and so on.
Reach – the percentage of fans that have seen your post from your Page.
Engagement Rates – a formula for quantifying brands’ success

Engagement Rate is always relative to Page size. This means that brands with 1 M fans can still be compared to brands with 2 M fans, with unbiased results. Look what we did here – we compared the average post Engagement Rate over a 7 day and 30 day period of Lufthansa (1 240 236 fans) and KLM (2 940 250 fans). The graph shows that KLM has been more successful in engaging its audience over the past month on Facebook despite the fact that Lufthansa has a smaller Page size and should therefore find it easier to mobilize its fans. Also notice, that KLM has experienced quite a few fluctuations on a weekly basis whereas Lufthansa maintained a stable Engagement Rate.

Full article

How Are you Measuring Up? Tracking the Right KPI’s for Aviation // thnxz to socialbakers.com – @socialbakers

The Importance of Social Media Key Performance Indicators

As the problems faced by different businesses vary, we’ll be covering a number of FMCG industries including retail, electronics and media. These will outline exactly what KPI’s you should be measuring in your business and how. For the first in our series we will be focusing on aviation.

Aviation KPI’s

The airline industry is challenged by an array of business problems that require multiple traditional channels to resolve. With social media, many of these business problems can be resolved quickly and efficiently. By measuring critical social media metrics and implementing effective social media strategies, airline companies can provide quality social customer service, quantify the ROI on social promotions, and much more! Check out how airlines like Volarisand KLM are using social media to provide excellent social customer care.

Our free aviation report will tell you how to link business solutions to Social Media KPI’s, what you should be tracking, why you should be tracking it, and most importantly how to evaluate the results. Read it here

Important Social Media KPIs for Airlines

Response Rate: The percentage of user posts or questions that the admin responded to.
Response Time: The average amount of time that it takes for the admin to respond to users posts or questions.
Engagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your Page.
Key Influencer Identification: Identifying the users that most frequently interact with your Page’s content.
User Activity: Identifying the times of days and the days of week in which your users are most engaging most frequently with your Page.

There are a number of business solutions that social media can provide for the aviation industry including:

Social Customer Service
Issue/Crisis Management
Direct ROI On Social Promotions
Brand Loyalty
Competitive Insights

Brand Love – The Social Way of Performing Customer Research // Via @socialbakers all credit and thanks!!

The research also provides us with an industry overview of how consumers feel towards a particular vertical, for e.g. if consumers have a stronger connection with airlines or brands from the FMCG industry. Check out the latest results below!

@socialbakers | socialbakers.com

The Most Socially Devoted Industries on Twitter

Since we launched Socially Devoted as an industry standard of social media customer care, we have been pleased to see brands making an extra effort to improve their Response Rates and Response Times – especially on Facebook.
Via socialbakers.com

But How Does Twitter Measure Up?

We’ve seen some improvement over the last three quarters in the Response Rates, especially in the Electronics and Alcohol industries. But once again, the top 3 in the ranking are dominated by the Finance, Airlines, and Telecom industries. This is great, considering that they are all service companies and should, therefore, be responsive to all kinds of inquiries from their customers.

Socially Devoted is a key measurement that can help brands to improve their success in social customer care. Even brands with high Engagement Rates should not ignore it; after all who can afford not to improve on customer satisfaction?

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