hello everyone marco montemagno here
digital domination summit 2013 and with
me another great gasps the unresolved
CEO and co-founder of socialbakers hi
young how are you going hello there how
are you we were discussing before to
begin I mean I I’m at the interview
number one kazillion so i don’t remember
i was young and with long hair when i
started to do the interview sonam old
with no hair you know yeah that’s the
result but i was so happy to have you we
really try to set this this chat for for
for a while because there is one topic
that is so hot and so important for
companies all over the world but still a
lot of confusions did a lot of dubs and
stay when i talk with people a lot of
questions and you understand that that
they not there they don’t get it yet so
socialbakers is a great company for
doing tons of great things analyzing the
market giving our tips actionable tips a
benchmark about competitors and so many
things and so I think you’re in the
great position to help us understand
more I would like to start just just for
a new with a news that is hot in these
days just came out and it’s about this
Facebook ashtag just due to start you
know it with something that is hot right
now and I would like to get your opinion
if this is something very important if
it’s something that will not be
important it’s something that a company
has to focus on what what what you’re
taking it I think that Facebook
launching hashtags kind of if you look
at if you look at a Twitter of course
hashtags are very popular for Twitter
it’s something that everybody used to
curate where the content belongs to
curate the context of where it is and i
think twitter has has got a long way of
linking that with TV shows linking that
with media and i think what it what is
great that all that hard work that
twitter has done to lay ground I mean
Facebook’s going to use all of that for
its own benefit so i think it’s it’s in
a way it’s brilliant to really piggyback
on top of twitter like that with good
hashtags and i think it’s going to
actually work pretty pretty
well with with Facebook so I you know I
plot that and I think it’s gonna be
something that’s very successful so in
the end companies we will use hashtag
the way they use for twitter they
already trained by Twitter so Facebook
will exactly it out of it that’s it
really exactly young let’s start from
social media analytics so everyone say
you have to listen you have to listen to
your customers blah blah blah but the
point is how do you listen and what do
you have to listen so and then what you
do so this part is still I think not so
clear could you help us to understand if
you have a company in front of your of
your desk that’s a-ok young we going to
work very hard on social media analytics
but where do we start from what’s the
right workflow what was the right
process what would you recommend I think
when it comes to when it comes to social
media measurement a lot of the company
still focus on on you know just pure
buzz and listening and if we look at
listening today as a practice I mean
it’s okay I mean listening to a keyword
and knowing that you would mention 20
times or a hundred times but i think
what companies are under estimating is
actually the value of of measurement and
analytics so if i have a profile or if
it’s coca-cola and i compared to pepsi i
want to compare these things together i
want to be able to see how am i doing
compared to my competitors and of course
how am i doing in comparison to the
industry as a whole so this is something
that our clients are asking us this is
something that that we solve to our
customers and I think that this is
critical for every company where where
they should begin so some companies
begin with using the platform metrics
like Facebook Insights or the recently
launched Twitter content analytics that
kind of their own Facebook Insights and
I think some companies start there and I
encourage companies to start there and
as you go into deeper things you realize
okay so after you’ll be monitoring I
have to analyze also what my competitors
say but I also have to monitor what my
competitors do if it’s working for them
if it’s not working for them to be able
to learn
and understand better and of course it’s
not only competitors if I’m if I’m a
fast moving consumer goods company the
same audience might be you know
somewhere else but I might need to have
a see and watch and monitor what these
companies do so initially companies kind
of were scared okay PRI should I need to
be doing this listening monitoring I
need a quickly by listening tool but if
the market is more advancing what we see
is companies really going for
measurement analytics kind of bigger
integration of these metrics into the
companies themselves and also I think
the advantage of a platform like like
socialbakers is that you have a
centralized dashboard because otherwise
I mean you go crazy i think in size from
YouTube insights for from facebook
Insights from Twitter every two seconds
there there is a new platform so it is
going to be difficult to to measure but
one guy I mean correctly we at
socialbakers we think it’s it’s about
really simplification for marketers so
we’re trying to take these metrics and
and make them so that they’re
understandable so that even the big
amounts of data you can quickly digest
through Facebook Twitter YouTube and
we’re even because for some companies
it’s even complicated because they have
a thousand pages or 500 pages so even
help them aggregate it on a more
granular level so i think that’s that’s
exactly what companies must do today and
once it did you have this um this pulse
okay so you understand and say okay I
get all this data uh what are the most
important metrics because the one point
here is that I want I want you feel back
about is I still now 2013 I see so many
companies focusing on how many followers
do we have how many fans do we have
which is a very silly metric in my
opinion at least because you know i can
buy followers i can buy fun so this is
not something that makes any sense or
like i have 100,000 subscribers to my
list yes but what and then what so what
are the right metrics in your opinion to
focus on for a company from my side
it’s it’s it’s always not about the
sheer size of the community the number
of fans the number of followers but of
course it’s important to lay some lay
some lace and grounds have users but for
me it’s important that there is there’s
engagement so engagement in any type on
posts on comments kind of likes retweets
favorites anything it is i think
engagement is what matters if i come
into a shop I don’t engage I just look
around and leave there’s no value if I
come to a bank’s facebook profile and I
start asking questions about their
products it is very likely that I will
be the one to engage if I go to a car
page and asking where’s the nearest car
service it’s probable that i have a
problem with my car i need a fix it and
i need to fix it now and as we know for
cars actually service is one of the most
profitable things so they’re making
money so I think that um any type of
engagement is very valuable and that’s
what we’re trying to help companies
monitor and that’s what companies should
be monitoring today well once that you
have the right data so you say okay I
start the simple step I start from
insights from one platform down okay i
use ad platform to measure all the
analytics and everything i do not focus
only on my staff but also on competitors
and that in my industry so I know more
or less how I’m going and in this way
I’m doing my analysis right and then the
next step which one is the next step I
think really then you kind of finally
have it understood and then what we see
companies is building proprietary
measurement frameworks so saying okay so
we finally hacked it so we believe
engagement is worth this much to us we
believe that fan growth is worth it this
much and we’re trying to achieve this so
then above that they build a measurement
framework okay and what I’ve seen the
most successful companies do is build
their own proprietary measurement
framework gather intelligence from this
deliver this to even the board of the
company I mean customer complaints and a
note and customer kind of positive
customer feedback both of these can be
you
used to deliver to the board and say
okay so most often we actually have a
complaint about this about this about
this and this is how we are dressing it
in our in our strategy moving forward
and I think that’s extremely valuable
that’s what the best companies today
that we see are doing and you think is
very complicated to build this kind of
proprietary framework or is just a
matter of checking the data and try just
build you know a simple way to
understand those data and and do take
actions about that well I think it’s not
complicated to build it it’s it’s you
know we offer it as we offer our our
platform and analytics to 1750 customers
that means it’s quite scalable but the
problem is typically in the companies
themselves its realization that you need
something like that that social is an
important channel and typically of
course needing support from top
management is of still a problem it’s
still something that we’re struggling
with and our clients are struggling with
so if your social media manager at a
company and don’t have that support
you’re very very you know unlikely to
actually move the needle forward where
you need it to be so this is something I
think social media is struggling with to
be you know bigger and bigger part of
the marketing span of the customers and
of the marketing focus of companies but
I think if are really getting close okay
social advertising young that is another
very interesting point by the way
recently i fell in love for retargeting
pre targeting whatever target to you
know that on one side is horrible
because you know I’m followed and I’ll
follow my customers everywhere you know
they move and say hey oklah oklah I’m
here or the other side you know for for
a company is very important because you
can follow a lot of customers that they
probably are interested in your product
but they didn’t know exactly when they
will buy but apart of that what are the
best strategies for for doing
advertising on social media if you can
have very concrete tips and suggestions
on on these topics based on the case
histories and old
tumor that you are following I think you
know first first things first I think
setting your tracking making sure you
have a tracking pixel on the side making
sure you’re tracking conversions from
social advertising in general I think is
the first step and then from kind of
practical tips i think if we look at
social media sites Twitter or Facebook
both have real good advertising products
I would say that if there will come a
time in a few months where it will be
possible to properly place content on
facebook without boosting them it’ll be
kind of I mean it does cause something
to reach these people and and then using
kind of and that much your newsfeed
right so you amplify messages through
the news feed and then you aggregate the
people you create other apps you create
either you know anything you want and
kind of make sure you have these people
in one place or your website has a
facebook connect for example and when
you have that and when you have an
opt-in database you can also do the
retargeting through custom audiences and
I think that’s something that is
extraordinarily is extraordinary it’s
amazing and I think very little
companies if any at all have been doing
that well I mean I’ve seen very little
case studies of kind of you know
building up a really good concept of a
full-on kind of social media Robert
social media plan that’s interesting
because I think one feature that is a
little bit not hidden but it’s not
really i don’t hear so many companies
talking about that is what you’re
talking about so the possibility of
doing advertising starting from your
email list basically and customizing for
for them their social media advertising
so protease will be something bigger and
bigger i guess absolutely i believe this
is going to be huge and of course the
question is when facebook opens that to
other websites through its ad exchange
is that something that will possibly
threaten google okay that’s interesting
what one question young I’m carizza
about your opinion what do you think
about the fact that if I have a fun page
and I have
a thousand fans and I probably reach now
with the status update I don’t know 15
of them so fifty percent or something
like that it depends by the percentage
and and to reach the other eighty-five
percent or whatever percentage is I have
basically to pay my my fee my text to
facebook what’s your opinion about that
this is something that we’re gonna
change that is good that is like that
what what’s your feet or your feedback
about that well I think it comes down to
the user right we’re always thinking
about facebook facebook facebook but it
comes down to the user on average like
user on facebook like so many pages
today i mean it’s it’s a for many it’s
like 40 50 60 in the u.s. even 70 so i
think if we look at a person and of
course this was like few pages a years
but years back so if we look at that
development naturally i’m not going to
be engaging and reaching you know if i’m
a fan of certain pages and those 70
pages published twice a day let’s say
you know and and i’m gonna have an
update right there from you know i also
want to have updates for my friends on
facebook so it’s absolutely natural that
the news feed algorithm is going to cut
it to the most relevant page or the page
that pace naturally so i think that the
paper play system is absolutely logical
here if a company boosted it also thinks
it’s more relevant so that’s when the
when the algorithm keeps kind of pushing
it forward and I think that’s fine I
think that’s it’s kind of a new SEO SEM
and I think that’s the right way to do
it of course there’s a natural balance
to doing it and I think Facebook is far
for me to crossing or getting close to
that kind of imbalance place so i think
it’s it’s I think I like that business
model I like the model itself and i
think it’s it works it’s starting to
really work for for facebook when you
want to improve your customer
acquisition strategy for socialbakers I
wonder what you’re gonna do I mean you
just work online on social media and
will be obviously you know for you very
easy or you you thinking about offline
you’re thinking about an integral
to strategy do you have a specific focus
on that well at social makers of course
we have a we have a huge for lining
socialbakers calm it’s being visited by
800,000 marketers you know as of kind of
last month so it’s a crazy big portal
itself where people already go so that’s
are in pretty much our acquisition
strategy is not only of course people
know social makers already they come to
us for analytics but at the same time we
have we have a great sales force we have
10 offices all around the world world in
north america latin america europe
middle east and opening in singapore now
so I mean lots of office is covering
lots of Geographics and lots of
languages and lots of cultures so for us
it’s it’s very important to be where our
customers are and we have customers
everywhere in the world so okay so now
that basically makes traditional
strategy and online strategies
traditional and online social strategies
correct ah last question that I’m
curious about you socialbakers is based
in czech republic right correct and
that’s edwards and i think you you are
the first company that i talked with
that are based in czech republic and
usually people think okay Silicon Valley
Wow London Berlin and yeah China if I
think about you know the new or the big
market but no one really believes that
Italy I tell you because I’m Italian so
if someone say I’m from Italy and I do a
great company people just start laughs
you know and so in budding projects
there are a lot of great companies and a
lot of develop the development is down
there so I would like to talk about
about this this fact is it really
possible to build a global company
starting from a place that is not really
known for building great startup
companies in tech sector well I think we
have to look at it I mean Europe as a
general is is greatly talented first of
all right so I mean we look at Stockholm
where skype came out of I mean or
currently I’d settle we look at Berlin
we look at London but if we look at prom
I think it’s under promoted a little bit
I mean we have we have had a huge
company go public avg one of the top
five security companies in the world
they have a 1 billion dollar valuation
on the market not something that was
very much talked about we have a lust
with the bigger company even a bigger
security company kind of do both to
equivalent to twenty-five percent of
worlds market shares and security today
and those are both companies are coming
out of Czech Republic so we believe that
inject their ibly a lot of data online
companies that will go global and I
think we’re one of the kind of around
the front and center of that so we have
to now show that our country has great
talent and of course you have to build a
global company we have a big part of our
management is international is uh comes
from London comes from the US so you
know we have to truly build a global
company and all that comes with it with
great headquarters and development in in
Prague and an integra public right well
what’s coming next in social media if
you should say okay in the next couple
of years oh it’s at a time frame that I
don’t know what doesn’t mean anymore but
let’s say even next couple of years I
think will happen this and i would
recommend companies to be ready for x
well what is that x well i think um
companies are going to get ready to
become truly social themselves I mean
we’re we’re looking at a shift where
companies like KLM have 50 people for
Social customer service they’re doing a
great job they’re doing it in 10
languages and they’re responding their
customers and minutes when they need it
and i think that shift is going to
happen from small to bigger companies
and we were monitoring even startups and
and startups are doing a great job with
trying to respond to to their to their
social even better than many brands and
I think that customer devotion that and
we call it kind of socially devoted but
it’s ultimately its customer devotion
it’s being devoted to your customers in
a certain process in a certain time
frame it’s not like oh we’re going to
get
our PR communications department to
check a response on but really you know
do the response actually respond things
in a quick basis as it was support but
even faster I think that that’s what
kind of is social media to me and this
is this doesn’t really relate to
customer care this relates to outgoing
engagement creating content that engages
and resonates with the customers and of
course if I’m in e-commerce that sells
my message if I’m in Airlines it’s
something that makes me enthusiastic
about the destinations that I want to go
to so this is it covers everything and
of course using these different tools
whether it’s Facebook or Twitter or
tools like socialbakers to do that of
course a company is going to have to get
good grasp around what it wants to do
with what tools and with what teams and
people and I think that’s going to be
crystallizing in the next one or two
years and we’re gonna get to a really
nice state in by the end of 2014 right
well also I read the recent interview to
Mark Zuckerberg where he basically say
that the percentage of sharing double
every 18 months or something like that
he’s he’s equivalent of more slow the
zacks low sharing or something like that
I don’t know if I if I got it right but
basically people sharing sharing share
more stuff so basically socially and I
think that’s true you know I went before
we used to share it one-on-one today we
share it you know share publicly and
then when we kind of need friends we
discuss it further but they already kind
of know because we’ve already shared it
so it’s an interesting it’s an
interesting way I think the whole world
is kind of you know kind of switching to
that communication to going to doing
that communication of course not
everybody is naturally ready for it or
wants to do it but a majority of people
will be doing that and I think social
media is great because of the people on
it and because it’s such a great use
case to build so young one question I I
due to all the digital nation summit
speakers um three mobile apps or three
tools digital tools that you use for
your business and you think gosh these
tools are really
rockin you know they are amazing they
are improving my efficiency productivity
whatever you can’t say you can’t
nominate I tell you the only two things
that you can say Evernote because
everyone say Evernote so and I’m the
biggest unpaid sponsor of Evernote now
because everyone say I Evernote Evernote
and all the video game angry birds are
this kind of stuff unless is related
with business that’s acceptance I think
that I think that for for me it’s it’s
it’s ultimately the number 12 laspo do
which is a like a Yammer like so
internal social network that we use as a
company that’s making me far more
productive and of course you know
linkedin I know everybody might probably
say link John but LinkedIn is a is a
huge platform and I think that for me
it’s it’s it’s you know extremely
important and i would say for for
keeping up to date i mean i used to use
the regular kind of social social
management tools whether it’s our own
builder or if it’s it’s like a tweet
deck or twitter directly so i think
twitter has been more and more helpful
for me recently so he’s three excellent
excellent a young resub co-founder
socialbakers young good luck for
everything and thank you very much thank you very much good talking teamwork
digital domination summit 2013 and with
me another great gasps the unresolved
CEO and co-founder of socialbakers hi
young how are you going hello there how
are you we were discussing before to
begin I mean I I’m at the interview
number one kazillion so i don’t remember
i was young and with long hair when i
started to do the interview sonam old
with no hair you know yeah that’s the
result but i was so happy to have you we
really try to set this this chat for for
for a while because there is one topic
that is so hot and so important for
companies all over the world but still a
lot of confusions did a lot of dubs and
stay when i talk with people a lot of
questions and you understand that that
they not there they don’t get it yet so
socialbakers is a great company for
doing tons of great things analyzing the
market giving our tips actionable tips a
benchmark about competitors and so many
things and so I think you’re in the
great position to help us understand
more I would like to start just just for
a new with a news that is hot in these
days just came out and it’s about this
Facebook ashtag just due to start you
know it with something that is hot right
now and I would like to get your opinion
if this is something very important if
it’s something that will not be
important it’s something that a company
has to focus on what what what you’re
taking it I think that Facebook
launching hashtags kind of if you look
at if you look at a Twitter of course
hashtags are very popular for Twitter
it’s something that everybody used to
curate where the content belongs to
curate the context of where it is and i
think twitter has has got a long way of
linking that with TV shows linking that
with media and i think what it what is
great that all that hard work that
twitter has done to lay ground I mean
Facebook’s going to use all of that for
its own benefit so i think it’s it’s in
a way it’s brilliant to really piggyback
on top of twitter like that with good
hashtags and i think it’s going to
actually work pretty pretty
well with with Facebook so I you know I
plot that and I think it’s gonna be
something that’s very successful so in
the end companies we will use hashtag
the way they use for twitter they
already trained by Twitter so Facebook
will exactly it out of it that’s it
really exactly young let’s start from
social media analytics so everyone say
you have to listen you have to listen to
your customers blah blah blah but the
point is how do you listen and what do
you have to listen so and then what you
do so this part is still I think not so
clear could you help us to understand if
you have a company in front of your of
your desk that’s a-ok young we going to
work very hard on social media analytics
but where do we start from what’s the
right workflow what was the right
process what would you recommend I think
when it comes to when it comes to social
media measurement a lot of the company
still focus on on you know just pure
buzz and listening and if we look at
listening today as a practice I mean
it’s okay I mean listening to a keyword
and knowing that you would mention 20
times or a hundred times but i think
what companies are under estimating is
actually the value of of measurement and
analytics so if i have a profile or if
it’s coca-cola and i compared to pepsi i
want to compare these things together i
want to be able to see how am i doing
compared to my competitors and of course
how am i doing in comparison to the
industry as a whole so this is something
that our clients are asking us this is
something that that we solve to our
customers and I think that this is
critical for every company where where
they should begin so some companies
begin with using the platform metrics
like Facebook Insights or the recently
launched Twitter content analytics that
kind of their own Facebook Insights and
I think some companies start there and I
encourage companies to start there and
as you go into deeper things you realize
okay so after you’ll be monitoring I
have to analyze also what my competitors
say but I also have to monitor what my
competitors do if it’s working for them
if it’s not working for them to be able
to learn
and understand better and of course it’s
not only competitors if I’m if I’m a
fast moving consumer goods company the
same audience might be you know
somewhere else but I might need to have
a see and watch and monitor what these
companies do so initially companies kind
of were scared okay PRI should I need to
be doing this listening monitoring I
need a quickly by listening tool but if
the market is more advancing what we see
is companies really going for
measurement analytics kind of bigger
integration of these metrics into the
companies themselves and also I think
the advantage of a platform like like
socialbakers is that you have a
centralized dashboard because otherwise
I mean you go crazy i think in size from
YouTube insights for from facebook
Insights from Twitter every two seconds
there there is a new platform so it is
going to be difficult to to measure but
one guy I mean correctly we at
socialbakers we think it’s it’s about
really simplification for marketers so
we’re trying to take these metrics and
and make them so that they’re
understandable so that even the big
amounts of data you can quickly digest
through Facebook Twitter YouTube and
we’re even because for some companies
it’s even complicated because they have
a thousand pages or 500 pages so even
help them aggregate it on a more
granular level so i think that’s that’s
exactly what companies must do today and
once it did you have this um this pulse
okay so you understand and say okay I
get all this data uh what are the most
important metrics because the one point
here is that I want I want you feel back
about is I still now 2013 I see so many
companies focusing on how many followers
do we have how many fans do we have
which is a very silly metric in my
opinion at least because you know i can
buy followers i can buy fun so this is
not something that makes any sense or
like i have 100,000 subscribers to my
list yes but what and then what so what
are the right metrics in your opinion to
focus on for a company from my side
it’s it’s it’s always not about the
sheer size of the community the number
of fans the number of followers but of
course it’s important to lay some lay
some lace and grounds have users but for
me it’s important that there is there’s
engagement so engagement in any type on
posts on comments kind of likes retweets
favorites anything it is i think
engagement is what matters if i come
into a shop I don’t engage I just look
around and leave there’s no value if I
come to a bank’s facebook profile and I
start asking questions about their
products it is very likely that I will
be the one to engage if I go to a car
page and asking where’s the nearest car
service it’s probable that i have a
problem with my car i need a fix it and
i need to fix it now and as we know for
cars actually service is one of the most
profitable things so they’re making
money so I think that um any type of
engagement is very valuable and that’s
what we’re trying to help companies
monitor and that’s what companies should
be monitoring today well once that you
have the right data so you say okay I
start the simple step I start from
insights from one platform down okay i
use ad platform to measure all the
analytics and everything i do not focus
only on my staff but also on competitors
and that in my industry so I know more
or less how I’m going and in this way
I’m doing my analysis right and then the
next step which one is the next step I
think really then you kind of finally
have it understood and then what we see
companies is building proprietary
measurement frameworks so saying okay so
we finally hacked it so we believe
engagement is worth this much to us we
believe that fan growth is worth it this
much and we’re trying to achieve this so
then above that they build a measurement
framework okay and what I’ve seen the
most successful companies do is build
their own proprietary measurement
framework gather intelligence from this
deliver this to even the board of the
company I mean customer complaints and a
note and customer kind of positive
customer feedback both of these can be
you
used to deliver to the board and say
okay so most often we actually have a
complaint about this about this about
this and this is how we are dressing it
in our in our strategy moving forward
and I think that’s extremely valuable
that’s what the best companies today
that we see are doing and you think is
very complicated to build this kind of
proprietary framework or is just a
matter of checking the data and try just
build you know a simple way to
understand those data and and do take
actions about that well I think it’s not
complicated to build it it’s it’s you
know we offer it as we offer our our
platform and analytics to 1750 customers
that means it’s quite scalable but the
problem is typically in the companies
themselves its realization that you need
something like that that social is an
important channel and typically of
course needing support from top
management is of still a problem it’s
still something that we’re struggling
with and our clients are struggling with
so if your social media manager at a
company and don’t have that support
you’re very very you know unlikely to
actually move the needle forward where
you need it to be so this is something I
think social media is struggling with to
be you know bigger and bigger part of
the marketing span of the customers and
of the marketing focus of companies but
I think if are really getting close okay
social advertising young that is another
very interesting point by the way
recently i fell in love for retargeting
pre targeting whatever target to you
know that on one side is horrible
because you know I’m followed and I’ll
follow my customers everywhere you know
they move and say hey oklah oklah I’m
here or the other side you know for for
a company is very important because you
can follow a lot of customers that they
probably are interested in your product
but they didn’t know exactly when they
will buy but apart of that what are the
best strategies for for doing
advertising on social media if you can
have very concrete tips and suggestions
on on these topics based on the case
histories and old
tumor that you are following I think you
know first first things first I think
setting your tracking making sure you
have a tracking pixel on the side making
sure you’re tracking conversions from
social advertising in general I think is
the first step and then from kind of
practical tips i think if we look at
social media sites Twitter or Facebook
both have real good advertising products
I would say that if there will come a
time in a few months where it will be
possible to properly place content on
facebook without boosting them it’ll be
kind of I mean it does cause something
to reach these people and and then using
kind of and that much your newsfeed
right so you amplify messages through
the news feed and then you aggregate the
people you create other apps you create
either you know anything you want and
kind of make sure you have these people
in one place or your website has a
facebook connect for example and when
you have that and when you have an
opt-in database you can also do the
retargeting through custom audiences and
I think that’s something that is
extraordinarily is extraordinary it’s
amazing and I think very little
companies if any at all have been doing
that well I mean I’ve seen very little
case studies of kind of you know
building up a really good concept of a
full-on kind of social media Robert
social media plan that’s interesting
because I think one feature that is a
little bit not hidden but it’s not
really i don’t hear so many companies
talking about that is what you’re
talking about so the possibility of
doing advertising starting from your
email list basically and customizing for
for them their social media advertising
so protease will be something bigger and
bigger i guess absolutely i believe this
is going to be huge and of course the
question is when facebook opens that to
other websites through its ad exchange
is that something that will possibly
threaten google okay that’s interesting
what one question young I’m carizza
about your opinion what do you think
about the fact that if I have a fun page
and I have
a thousand fans and I probably reach now
with the status update I don’t know 15
of them so fifty percent or something
like that it depends by the percentage
and and to reach the other eighty-five
percent or whatever percentage is I have
basically to pay my my fee my text to
facebook what’s your opinion about that
this is something that we’re gonna
change that is good that is like that
what what’s your feet or your feedback
about that well I think it comes down to
the user right we’re always thinking
about facebook facebook facebook but it
comes down to the user on average like
user on facebook like so many pages
today i mean it’s it’s a for many it’s
like 40 50 60 in the u.s. even 70 so i
think if we look at a person and of
course this was like few pages a years
but years back so if we look at that
development naturally i’m not going to
be engaging and reaching you know if i’m
a fan of certain pages and those 70
pages published twice a day let’s say
you know and and i’m gonna have an
update right there from you know i also
want to have updates for my friends on
facebook so it’s absolutely natural that
the news feed algorithm is going to cut
it to the most relevant page or the page
that pace naturally so i think that the
paper play system is absolutely logical
here if a company boosted it also thinks
it’s more relevant so that’s when the
when the algorithm keeps kind of pushing
it forward and I think that’s fine I
think that’s it’s kind of a new SEO SEM
and I think that’s the right way to do
it of course there’s a natural balance
to doing it and I think Facebook is far
for me to crossing or getting close to
that kind of imbalance place so i think
it’s it’s I think I like that business
model I like the model itself and i
think it’s it works it’s starting to
really work for for facebook when you
want to improve your customer
acquisition strategy for socialbakers I
wonder what you’re gonna do I mean you
just work online on social media and
will be obviously you know for you very
easy or you you thinking about offline
you’re thinking about an integral
to strategy do you have a specific focus
on that well at social makers of course
we have a we have a huge for lining
socialbakers calm it’s being visited by
800,000 marketers you know as of kind of
last month so it’s a crazy big portal
itself where people already go so that’s
are in pretty much our acquisition
strategy is not only of course people
know social makers already they come to
us for analytics but at the same time we
have we have a great sales force we have
10 offices all around the world world in
north america latin america europe
middle east and opening in singapore now
so I mean lots of office is covering
lots of Geographics and lots of
languages and lots of cultures so for us
it’s it’s very important to be where our
customers are and we have customers
everywhere in the world so okay so now
that basically makes traditional
strategy and online strategies
traditional and online social strategies
correct ah last question that I’m
curious about you socialbakers is based
in czech republic right correct and
that’s edwards and i think you you are
the first company that i talked with
that are based in czech republic and
usually people think okay Silicon Valley
Wow London Berlin and yeah China if I
think about you know the new or the big
market but no one really believes that
Italy I tell you because I’m Italian so
if someone say I’m from Italy and I do a
great company people just start laughs
you know and so in budding projects
there are a lot of great companies and a
lot of develop the development is down
there so I would like to talk about
about this this fact is it really
possible to build a global company
starting from a place that is not really
known for building great startup
companies in tech sector well I think we
have to look at it I mean Europe as a
general is is greatly talented first of
all right so I mean we look at Stockholm
where skype came out of I mean or
currently I’d settle we look at Berlin
we look at London but if we look at prom
I think it’s under promoted a little bit
I mean we have we have had a huge
company go public avg one of the top
five security companies in the world
they have a 1 billion dollar valuation
on the market not something that was
very much talked about we have a lust
with the bigger company even a bigger
security company kind of do both to
equivalent to twenty-five percent of
worlds market shares and security today
and those are both companies are coming
out of Czech Republic so we believe that
inject their ibly a lot of data online
companies that will go global and I
think we’re one of the kind of around
the front and center of that so we have
to now show that our country has great
talent and of course you have to build a
global company we have a big part of our
management is international is uh comes
from London comes from the US so you
know we have to truly build a global
company and all that comes with it with
great headquarters and development in in
Prague and an integra public right well
what’s coming next in social media if
you should say okay in the next couple
of years oh it’s at a time frame that I
don’t know what doesn’t mean anymore but
let’s say even next couple of years I
think will happen this and i would
recommend companies to be ready for x
well what is that x well i think um
companies are going to get ready to
become truly social themselves I mean
we’re we’re looking at a shift where
companies like KLM have 50 people for
Social customer service they’re doing a
great job they’re doing it in 10
languages and they’re responding their
customers and minutes when they need it
and i think that shift is going to
happen from small to bigger companies
and we were monitoring even startups and
and startups are doing a great job with
trying to respond to to their to their
social even better than many brands and
I think that customer devotion that and
we call it kind of socially devoted but
it’s ultimately its customer devotion
it’s being devoted to your customers in
a certain process in a certain time
frame it’s not like oh we’re going to
get
our PR communications department to
check a response on but really you know
do the response actually respond things
in a quick basis as it was support but
even faster I think that that’s what
kind of is social media to me and this
is this doesn’t really relate to
customer care this relates to outgoing
engagement creating content that engages
and resonates with the customers and of
course if I’m in e-commerce that sells
my message if I’m in Airlines it’s
something that makes me enthusiastic
about the destinations that I want to go
to so this is it covers everything and
of course using these different tools
whether it’s Facebook or Twitter or
tools like socialbakers to do that of
course a company is going to have to get
good grasp around what it wants to do
with what tools and with what teams and
people and I think that’s going to be
crystallizing in the next one or two
years and we’re gonna get to a really
nice state in by the end of 2014 right
well also I read the recent interview to
Mark Zuckerberg where he basically say
that the percentage of sharing double
every 18 months or something like that
he’s he’s equivalent of more slow the
zacks low sharing or something like that
I don’t know if I if I got it right but
basically people sharing sharing share
more stuff so basically socially and I
think that’s true you know I went before
we used to share it one-on-one today we
share it you know share publicly and
then when we kind of need friends we
discuss it further but they already kind
of know because we’ve already shared it
so it’s an interesting it’s an
interesting way I think the whole world
is kind of you know kind of switching to
that communication to going to doing
that communication of course not
everybody is naturally ready for it or
wants to do it but a majority of people
will be doing that and I think social
media is great because of the people on
it and because it’s such a great use
case to build so young one question I I
due to all the digital nation summit
speakers um three mobile apps or three
tools digital tools that you use for
your business and you think gosh these
tools are really
rockin you know they are amazing they
are improving my efficiency productivity
whatever you can’t say you can’t
nominate I tell you the only two things
that you can say Evernote because
everyone say Evernote so and I’m the
biggest unpaid sponsor of Evernote now
because everyone say I Evernote Evernote
and all the video game angry birds are
this kind of stuff unless is related
with business that’s acceptance I think
that I think that for for me it’s it’s
it’s ultimately the number 12 laspo do
which is a like a Yammer like so
internal social network that we use as a
company that’s making me far more
productive and of course you know
linkedin I know everybody might probably
say link John but LinkedIn is a is a
huge platform and I think that for me
it’s it’s it’s you know extremely
important and i would say for for
keeping up to date i mean i used to use
the regular kind of social social
management tools whether it’s our own
builder or if it’s it’s like a tweet
deck or twitter directly so i think
twitter has been more and more helpful
for me recently so he’s three excellent
excellent a young resub co-founder
socialbakers young good luck for
everything and thank you very much thank you very much good talking teamwork
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