Live from New York, it’s Engage 2013!

Speakers from Socialbakers, top brands, and industry experts are getting ready to take to the Engage 2013 stage in New York. Tune in and learn social media insights, trends, and predictions for 2014.

Live from New York, it’s Engage 2013!

[5:30pm EST] Farewell from Engage 2013 in New York

Neil Morgan and Jan Rezab wrapped up the day’s events with an impromptu discussion of the presentations. Rezab admitted even he learned a few things. He thanked the people who tuned into the livestream from around the world, across multiple timezones.

We all look forward to 2014 and learning how your engagements and interactions have changed, and how you adapted your social media strategies to compete against the constant chatter of the glorious world of social media. See you next year!

[5:15pm EST] Brand Stories Panel Discussion

Lashua and Moritz answered audience questions, providing further insights and guidance on how to turn data into strategies, and strategies into action. Moritz expounded on their use of predictive technologies, such as filtering for profanities.

An audience member asked about how they use hashtags to achieve specific objectives. Moritz says they are still new to Twitter and presently use them mainly only in reference to specific products, but their followers tend to use their own. Lashua takes an opposite approach explaining that they do intentionally try to create fun hashtags, several of which have been very popular with their followers. But it’s not always about fun, they also use them strategically to help guide conversations.

[4:50pm EST] Jeremie Moritz from Pernod Ricard: “Social is in our DNA”

Jeremie Moritz is Social Media Manager for the Pernod Ricard Group in Paris. He says that “social is in our DNA.” Their guiding principle is to make a new friend every day. They try to create moments for people. Because as he says, the world is changing, they now focus on social intelligence, conversations, interaction, and interruption in order to keep up with constantly changing social landscape.

Key challenges

Early on Pernod Ricard experienced moderate numbers on each of the major social media platforms. Their discovered to make impact, their social organization needed structure. This included creating a Social Charter to guide their employees on how to react, and instituting a Content Planning structure.

They believe in creativity, staying true to themselves and being bold. Pernod Ricard involved their people in the process by using social to connect their employees to each other. It’s not just about marketing and communication, social is for everybody.

What’s your playground? Know your objectives and measure them on the [Socialbakers] Dashboard.

Key Takeaways

  • Be clear
  • Listen and build smart data
  • Get back to basics
  • Use technology – it’s the foundation for the educated company

[4:25pm EST] Jennifer Lashua from Intel Turns Data into Actionable Insights

Jennifer Lashua is the Global Social Media Manager with Intel’s Social Media Center of Excellence. She oversees the company’s presence on global social networks including Facebook, Twitter, Instagram, YouTube, and Pinterest, where a team of social strategists and content creators focus on engaging global consumers through technology inspiration every day.

She helps us make sense of how to turn data into actionable insights. Looking at their Twitter presence, they followed a process of asking the right questions, looking at the data, gleaning the insights and finally, taking action. What they found was a repeatable format for successful tweets. By identifying this pattern, they could create a template for other successful tweets.

[4:00pm EST] Riding Along the Social Media Maturity Curve with Socialbakers Co-Founder Lukas Maixner

Socialbakers Co-Founder Lukas Maixner discussed Socialbakers’ evolution into social media consulting. There a hundreds of metrics to measure, and knowing which ones to pick can be difficult. That’s why we started helping our clients, like TeliaSonera and Heineken to figure out which metrics made the most sense to them.

Stages of the Maturity Curve

  1. Measurement – There are over 150 different metrics within the Socialbakers Analytics Suite.
  2. Optimization – Gaining more insights from user behavior from tools like the Facebook Open Graph. Finding your advocates, and even your brand threats.
  3. Strategize – There are 6 stages in social media maturity: planning, presence, engagement, formalization, strategy, and convergance.

The Social Media Business Accelerator

Helping companies create a roadmap for success. We gather with a group of businesses and walk them through the following steps: initiation, self-assessment, interviews, workshop, roadmap & presentation.

Our customized solutions help companies grow from small and strategic to big and strategic.

[3:30pm EST] Experts Discussion Panel

Social business is about measuring for success! But turning big data into big strategy requires the right tools, and the right know-how. Our Expert speakers representing top agencies, answered questions and gave more advice on how social performance can be measured, analyzed and optimized.

[3:12pm EST] Sabeen Ahmad on How Data Defines SM Strategy at iCrossing

Sabeen Ahmad is Associate Director, Social Strategy at iCrossing, where she works with Fortune 100 clients from a variety of disciplines, including financial services, telecommunications, home electronics and appliances, as well as travel and lifestyle. iCrossing is a digital agency inside a content empire (Hearst).

Successful social programs require a range of skills. Make content that includes keywords users are searching for. Know what others in the industry are talking about and employ good analytics. To that last point, Ahmad says that iCrossing uses Socialbakers for insights into their clients’ social media activities.

When it comes to measurement and optimization. they focus on Content, Communication, and Amplification. Amplification is spurred on by influencers, like George Takei whose witty Facebook posts are shared by more than 5 million fans on a daily basis. Sophistication of goals should change over time, as well as the way we measure them.

To “help” marketers create better content, Facebook started penalizing “bad content,” or content that experienced low engagement. When reach declines, engagement declines. Measurement continues to evolve along with these changes and iCrossing now tracks Facebook Reach Engagement in addition to the other metrics.

Ahmad suggests we ask ourselves the following 5 questions when considering what content to post.

  1. Does this content help the brand achieve its goals?
  2. Is the content relevant to your audience?
  3. Is the voice unique to the brand?
  4. Is the content valuable or entertaining?
  5. Would you personally share this content?

To simply sum it up: Data + Insights = Optimization

[2:50pm EST] Matt Cahill from Havas Worldwide New York: “Don’t abuse your KPIs”

J. Matthew Cahill is Director of Analytics and Insights at Havas Worldwide New York, where he is responsible for analytics, research,and strategic consulting for Fortune 500 companies including IBM, Hershey, Diageo and others. He also helps companies build and implement custom measurement solutions across digital, social, and offline initiatives. Here’s his take on winning in the social media arena.

Social Strategy

  1. Don’t Follow Best Practices – best practices will only keep you in the middle of the pack. Evaluate before you emulate. You’re most likely 6 months behind already. You should also give your project a budget and timeline. Strive to emulate the process, not the result. You can’t plan going viral.
  2. Don’t abuse your KPIs – value more than the number. The measurement alone is not the objective, it’s just a measure of your overall objective. Figure out what you want to accomplish first, then evaluate your strategy BEFORE the campaign, not at the end.
  3. Focus on Sales – Cahill says that 78% of brands’ Facebook fans are already customers. Content directs the conversation, and conversation creates the audience.

[2:25pm EST] Stephenie Rodriguez Shares 4 Aces of Social Media

Stephenie Rodriguez is the CEO of Mighty Media Group Pty Ltd. She leads a global team of strategists, analysts, digital marketers and web development specialists headquartered in Sydney, Australia.

Rodriguez suggests these 4 Aces of social media to create your own winning hand.

  1. Ace of Hearts – is about giving context. Psychology used to identify the customer needs.
  2. Ace of Clubs – is about Mobility. People using mobile phones to share product pictures and get shopping help from friends.
  3. Ace of Spades – is about smarter data. Taking into account not just the number of tweets/comments, but the tone of them. Insights without action is just trivia. You have to make something of it.
  4. Ace of Diamonds – Creativity trumps technology.

[1:50pm EST] Susan Etlinger on How to Work Around the Challenges to Social Media Success

The Socialbakers team and Engage 2013 attendees are back from lunch. With full tummies and refreshed brain cells, we all prepare to continue sharing and learning about the world of social media. Without further ado, let’s dive into the Experts Session and see what these folks have to say. We’ll hear from Susan Etlinger, Altimeter Group; Stephenie Rodriguez, Mighty Media Group; Matt Cahill, Havas; and Sabeen H. Ahmad, iCrossing.

Susan Etlinger is an Industry Analyst with Altimeter Group where she researches how companies use social media, analytics and strategy. Social data is not an island. It is used across various departments within organizations. Organizations want context as they begin to integrate social and Enterprise data.


  1. More stakeholders to deal with
  2. Big Data requires new analytical approaches
  3. Social data (and sometimes analysts), lack enterprise credibility

Characteristics to consider when creating and posting content

  1. Content type, type of post
  2. Social action type, what you want the user to do
  3. Content lifespan, how long should the content live
  4. Platform demographics, know who uses each platform. E.g. teenagers are now less active on Facebook
  5. Type of user relationships, how users share and interact with each other
  6. Data types, know the types and sources of your data
  7. Location awareness, be aware of regional differences

Here are Etlinger’s suggestions for working around the challenges

  1. Identify your business goals, a look at the Social Media Measurement Compass
  2. Define your core social media metrics
  3. Prioritize your metrics
  4. Aspire to a more holistic strategy

Etlinger says that we underestimate how disruptive all this data is. Flip your point of view to that of the customer so can understand their needs. Big Data is coming from social, like the millions of daily tweets on Twitter. She tells us to Mind the hippo, find the balance.

[12:40am EST] Content & Advertising Discussion Panel

Based on Socialbakers reports, Appliances Online and Radio France are among the best performers when it comes to content and advertising. These successful social advertisers fielded a few questions from the crowd and offered their best advice for creating engaging social content and maximizing campaign effectiveness.

[12:25am EST] Virginie Cleve from Radio France Believes in Facebook Advertising

Virginie Cleve is Head of Digital Marketing at Radio France, a public broadcasting company much like NPR in the US. Cleve was tasked with creating a presence for the media station on Facebook and discusses their mistakes, what they learned, and also offers five tips to others for social media success.

Back in 2011 Radio France wanted to enhance their reach but didn’t even have a database of listeners. They wanted to create a community and increase visibility so they turned to social media. They have four KPIs that they measure; reach, traffic generated on websites, page visits on FB and engagement. Their Facebook engagement increased over the past year thanks to Facebook ads.

7 Mistakes to Avoid

  1. Ad positioning, they found the right sidebar was not effective
  2. Wrong ad format, search results ads were not effective for editorial content but OK for promos
  3. Bad/no targeting, they found it was better to have a few smaller well-targeted campaigns
  4. Targeting only your own country, they discovered they should target by language, which brought them a large fanbase from French-speaking north Africa
  5. Bad headlines, headlines are as important to the story as relevant pictures
  6. Bad photos, photos need to be strong and engaging. They mean more than words
  7. No analytics tracking, it’s a big mistake to not have precise metrics. Without them, you can’t possibly know what works.

5 Tips to success

  1. Target similar audiences, such as the language vs. country mistake above.
  2. Use the page post link ad, it’s more expensive but worth it.
  3. Use the Page Like Ad
  4. Use Page photo and video posts, they have the highest engagement
  5. Advertise in mobile apps

So, in 2014 they plan to accelerate their own use of mobile app ads, bring CRM and Social CRM together, test new formats, and improve engagement without increasing budget.

[12:05am EST] Yossi Erdman Makes Appliances Online Fun and More Engaging

Jan Ryzovski took the stage to introduce our Content & Advertising speakers. He mentioned how social has turned things upside down, brands have become publishers, and customers have become advertisers. First up is Yossi Erdman Head of Brands and Social media at Appliances Online (

Ao is one of the biggest online retailers in the UK. Erdman says that Ao’s focus is primarily on Facebook. They started their journey in social media just two years ago with a small Facebook page of 2,000 fans. Today they have 1.3 million fans and are one of the most engaging brands in the UK.

They use social media to chat with customers, share supplier promotions, and provide customer care. “Burger or Sausage?” “Guess how many beers are in the fridge.” They used interactive, creative posts like these to collect customer contact details and make boring products fun and more engaging.

Listening to the laughter from the crowd during Erdman’s presentation, it’s easy to see how this major appliance retailer achieved such huge social success in a reasonably short period.

[11:40am EST] Socially Devoted Panel Discussion

Socially Devoted is a Socialbakers initiative which awards brands for their commitment to social customer care. Our speakers represent some of the most socially devoted brands, according to our data. From diverse industries and markets around the world, Katy Phillps, Karen Le, and Sam Wilson answered questions from the audience about their insights and best practices for achieving social devotion.

[11:05am EST] Sam Wilson of Woolworths on Realtime, Collective Storytelling

This Woolworths, based in South Africa, is not the five and dime we know here in America. They are a high-end retailer similar to Marks & Spencer. Wilson shared 3 stories that define the Good, Bad, and the Ugly of content and storytelling:

  1. Good – fashion campaign, “The tale of a Rogue.” Crop tops on Monday, fashion bloggers on Wednesday, free product giveaways for good customer ideas. Ppl who talk about fashion pull info from catwalks, industry informers. They adapt content according to customer feedback, helping them learn what to wear, and how to wear it.
  2. Bad – “The tale of an angry designer, defensive retailer and a very busy hummingbird.” The simple little hummingbird created an unexpected Twitter crisis, simply by starting as a painting, and after several iterations, the final design was quite a departure from the original; resulting in claims of plagiarism. They had to manage the disconnect between the social media and WW itself. They learned that it was best to do one release, then follow-up with bite size chunks.
  3. Ugly – “The tale of the well-worded job ad.” A matter of racial inequality and the Employment act of 1998. A job ad stated, “Black candidates preferred,” which a local White blogger picked up. It became a huge example of reverse discrimination that took on a life of its own and had to be managed. Woolworths’ public statement was that discrimination would not be tolerated.

Moral of the tales: Be smart, be responsive, have a crisis plan in place.

[10:50am EST] Karen Le Talks about Telstra’s Social Media Journey

Karen Le, Social Media lead for customer support channels for Telstra – Australia’s leading telecommunications and information services company and one of the best known brands in the country shared the challenges and victories they faced when implementing their social media strategy.

One of their successes includes an improved response rate; 90% of their tweets are answered within an hour. So what’s next for Telstra? Scalability of their social media channels, such as their iPhone app. She advises others to commit to servicing their customers, finding out what they need, and giving it to them.

[10:30am EST] Katy Phillips – The Story of the New American Airlines

Katy Phillips of American Airlines told us about the airlines’ story. Social Media is the center of their turnaround story. They’ve been rebranding for the past year. Their goal is to define the social customer experience with authentic conversations and realtime resolution. In 2011 they brought care in-house.

But this turnaround didn’t come easy. They faced challenges with education, resources and training. They had to convince internal resources that this was a necessary step in managing customer care. Ultimately, her advice to others is to establish regular reporting, determine the meaningfulness of your metrics, understand that customers want brands to be available at all times. And most importantly, empower your team to make resolutions.

[10:00am EST] Socialbakers Adds Mobile App, Instagram and LinkedIn to its Social Analytics Suite

Jiri voves, head of Product in Socialbakers, made the announcement that the company has a new mobile application which provides an executive dashboard of key metrics for monitored Facebook profiles including top performing content, fans and followers, engagement rates and competitor analysis .

The addition of Instagram and LinkedIn broadens its suite to help social marketers measure the effectiveness of their campaigns across a wide range of social channels. On LinkedIn, Socialbakers offers competitive analysis of company LinkedIn page performance across several indicators including followers growth, post types, interactions and engagement rate.

[9:50am EST] Jan Takes a Quick Look at What’s Ahead in 2014

Here’s a recap of a few short predictions that Rezab gave in his morning talk about what we could expect for social media in 2014.

  • All of social advertising will move into the news feed. In other words, it will all be promoted content.
  • Mobile content will grow from the current 50% of content to 70%.
  • Marketers will need to continue building great content.
  • There will be a huge connection between the offline online world.

For Socialbakers it will be about keeping our customers happy. We thank our clients for their patronage, support and feedback. We’ll continue to be their trusted partner, helping them bridge the gap between their creative agencies and their audience.

In the theme of Ghostbusters, we ask: next time you need a partner, who you gonna call?

[9:30am EST] Jan Rezab Shares the Story of Socialbakers

Jan takes the stage. He announces that tomorrow is our official 4th birthday, although the idea began nearly 5 years ago. We started as a social media company with an app to understand who were the top 10 brands using Facebook, twitter, etc.

Today, our aim is to be the trusted advisor of social marketers across the globe.

Did you know?

  • The average FB user is a fan of 150 pages
  • US users are fans of 40% more content
  • 0.43 – Avg ER – 25–30% reach of fan base
  • US only 51% answer rate, top brands – 88%

How Companies Are Using Facebook

Historically companies have used Facebook mainly to promote events, sales, etc. But content isn’t only about campaigns. Social content is a public never ending campaign that we call the Simpson’s principle. The Simpsons is a neverending content show that manages to be classic and timeless – even after 20+ years, old shows still have relevance today. One way they’ve done this is by incorporating guest stars that relate to the pop culture of the day.

So how does this equate to social media content?

Social media is about creating content in realtime, on a regular schedule, and knowing which content to post. Rezab told us about a retailer from Dublin who had been using a basic social media management tool but was considering changing to posting to each platform seperately.

This retailer and other businesses will benefit from understanding the tools that are available. They need to perform content audits to determine performance, then take corrective action.

Two years ago only 5% of questions were answered, it’s now up to 63%. Much better but not great. Companies around the world have taken to our Socially Devoted scores, tweeting their results around the world. Just yesterday, KLM added a real-time counter to their FB page to tell when to expect an answer. Rezab encourages businesses to pay more attention to their response times.

Finance, Airline, and Telecom industries lead with highest response rates. But Electronics and Auto industries seem to think that social media isn’t necessary for them. But

Brand Terrorism – customers stalking a brand when unhappy. Brands hope it will go away, but in SM, it NEVER goes away.

[9:00am EST] Socialbakers CMO Neil Morgan Opens Engage 2013

Socialbakers CMO, Neil Morgan, welcomes the crowd and provides an overview of the day’s events. This is our third and largest event to date. People love when others share their real life experiences.

Here’s what we’ll learn

  1. Engaging the innovators
  2. Discovering the Trends
  3. Finding and using the best tools

And cover 5 Themes, including Socially Devoted, Content & Advertising, Social Maturity and more.

Follow the Events Online and via Livestream

If you didn’t get your ticket to attend in New York, don’t worry. Neil Morgan, CMO of Socialbakers invites you to attend online. Use the hashtag #engage2013 to follow and participate in the conversation, and watch the livestream here on our website. It’s like having a front-row seat without the crowds and sticky name tags.

[8:50am EST] Getting Ready

The ballroom at the Manhattan Center Studios in New York City is alive with expectation and excitement as Socialbakers’ CEO and co-founder Jan Rezab prepares to take the stage at the company’s largest event to date. The world’s leading social media analytics company is taking New York by storm, with over 500 registered attendees from 12 countries, and a lineup of Socialbakers and brand experts ready to share their experiences and social media insights.


Get Started With Socialbakers

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