Turkish, US & UK breakdown of social media usage stats to make brands feel more connected to the study. Some findings in our earlier Social Media Insights from Turkey can be useful. Example link below.
In addition to case studies, we should have evidence regarding how these brands divide their marketing budget and what percentage goes to digital / social?
Social commerce is a debated issue, especially for FMCG. So we need powerful case studies and examples to make brands consider this macro trend.
First item in first scoring category is social footprint. Ok, it is an indicator of something but we really do not want to motivate brands to build their fan base because it is basically a waste of money. We should make clear that no brand should invest in new fan base in Facebook or Twitter unless it is a new brand starting from zero base. Especially after Facebook changed their algorithm 2 years ago. It is the reach & engagement, not the fan base we need to emphasize.
Global trend is that fan remains stable, or decrease slightly while engagement skyrockets.
Posting more on Twitter sounds nice, however creating content just for Twitter has lower ROI compared to Facebook. Organic reach is low, paid reach is expensive.
If it is a nice content, we should post it on Facebook and advertise it. If it is not, we should not post it at all neither on Facebook nor Twitter.
So except mentions, RTs and other engagement tweets, we recommend Twitter content can be same as Facebook.
For Turkey and generally markets outside of US, we should not even mention Pinterest.
Instead, we should include Instagram because it is a mainstream social channel in Turkey.
Regarding content, we generally think about the visual. Most engaging entries are visual entries photo & video.
We agree that underlining mobile’s importance is a must-have. Maybe we can add some mobile stats to get brand teams’ attention.
Regarding the Paid Media scoring, if the average Facebook post does not get more than a couple hundred likes, we can safely assume that the brand does not utilize paid reach in Facebook even it is a page with million fans. We should encourage brands to advertise “every single post” in order to maximize reach.
We should not invest in Pinterest because it is not a mainstream but a niche social media channel in Turkey. But could be leveraged for specific brands.
Rather we prefer Instagram due to large & increasing user base, high engagement levels and advertisement options (just started in Turkey).
It might seem obvious to provide link to official social media accounts on brand web site. However web site clicks compared to paid-reach in social media channel itself is almost zero. Only benefit of providing link to social accounts in web site is to underline which are the official accounts.
Having a planned and homogeneous content posting strategy is required but please let us note that %90 percent of reach is received by paid. So, posting time is not critical as it was before when the organic reach was high.
Regarding the larger fan base, please let us underline that brands should not invest in more fans. Instead of spending 1 million TL for 1 million fan base which has almost zero benefit except prestige value, brands can utilize it to reach 1 billion people theoretically (having us case studies that we can reach 1 million with just 1000 TL)
With our experience with dozens of social media crisis, we can say addressing tough issues in Turkey is a high risk, low or no-gain situation.