How to Make Sense of Social Marketing Reports to Rock Social Media in Thailand
Everyone uses social media in Thailand. Well, okay—that’s an exaggeration. But there sure are tens of millions of Internet users engaged in social media here.
Thailand’s Social Media Explosion: Power and Potential
According to this report by We Are Social, 85 percent of Internet users in Thailand visit social media at least once a week, with 78 percent of netizens expressing their opinions on social media at least once a year. What’s more, users spend an average of 8.7 hours on social media each month. That’s a lot of people using social media—and using it quite often.
Social media has boomed in the Land of Smiles, with Twitter, Facebook, and YouTube leading the pack and emerging platforms like Pinterest and Instagram entering the fold. For online marketers, social media provides fertile ground for targeted campaigns in Thailand; however, brands and businesses beginning to tinker with the platforms can find them difficult to understand in relevant marketing terms. Of course, there is a solution.
Using Social Bakers to Understand Tweets, Trends, and Engagement
Newbies, upstarts, and traditionalists learning the craft, all in search of stats and hard data, can turn to a website like Social Bakers, which offers regional social marketing reports. These reports range from basic (free) to in-depth (paid for).
Let’s take a look at the July 2014 report for Thailand.
Fans and Industries
The first figures we see are simple, but illuminating. They show the average number of fans for the top 20 brands on three key platforms: Facebook, Twitter, and YouTube. What you see here is that Facebook fans nearly double Twitter followers for Thailand’s biggest brands, and yet these brands have clearly begun to emphasize Twitter, with an almost equal number of posts per week on Twitter and Facebook.
We also find that e-commerce brands rule Facebook, with beverages, beauty, and food-related industries behind them. This is no surprise, as recent changes to Facebook—like automatically playing videos and the proposed buy button—have shown a push toward global e-commerce.
This surface level stuff is all well and good, but the information we find below this data goes deeper, revealing telling trends.
Engagement and Response Rate
Further into the report we find average engagement per post and average response rate by the biggest brands. Certain companies, like Gillette Thailand, have seen major upticks in engagement recently, which suggests that they are doing something right. What’s more, brands with very high response rates (i.e. the 90 percent) tend to rank high, as well.
For you, this data offers a chance to reflect. You can see that the average post engagement rate for brands is a mere .36 percent, but very successful ones average about 4 percent. This gives you a benchmark. Now, if you subscribe to the paid services with Social Bakers, which include demographics and top content, you can use advanced analytics to track your performance and examine your social media practices in-depth. You can examine your own response rate and response time and see how you stack up versus the top dogs.
Top Posts: What Makes Them so Good?
To the heart of the matter, the last data we get allows us to pinpoint and scrutinize the top Facebook posts in July. Take a look at this dtac post. It had 747,000 total interactions, with over 8,000 comments and 689,000 likes. Uh, yeah. That’s good. Especially so in a nation where social media use is huge, but still growing. Earning those numbers stands as a major success in online marketing.
Okay, so ask yourself: what made this post special? For one, it’s a video. This alone signals a major trend in online media. Video is huge. Fan interaction with video can be like a flash in a pan, burning up in seconds, but it can also drive engagement and, for e-commerce, sales. Second of all, it starts with a baby, which is cute and relatable, both keys to viral success in Thailand.
On the surface, this section reveals basic trends that have cultivated fan engagement recently. With this information, you can reflect on your peers’ and competitors’ successful approaches to social media and consider making changes to your tactics to capitalize on current trends.
A Final Word on Social Marketing Reports for Your Brand
The free monthly social marketing report compiled by Social Bakers is pretty easy to understand, and for marketers, it should provide abundant stats to study, but it only touches the tip of the iceberg. Only advanced analytics will let you examine you measure your brand’s performance against the best in Thailand. That’s key for social media success.
We suggest taking a good, hard look at the free report, examining it from different angles, and then mapping out steps and practices that will take you to the top in the ever-changing social media marketplace. That’s what it will take to thrive in Thailand, where social media and online engagement is at a record high.