insights from Quintly CEO – WAU
Analyzing data has never been a simple task, far from it. And when we talk about social media we can easily choose the wrong metrics and undermine our strategy. But in the current scenario we can count on several platforms to help us on this journey, and one in particular has always helped us here at WAU. Quintly is a platform that […]
Analyzing data has never been a simple task, far from it. And when we talk about social media, we can easily choose the wrong metrics and undermine our strategy.
But in the current scenario we can count on several platforms to help us on this journey, and one in particular has always helped us here at WAU. Quintly is a platform that helps you manage your results and make decisions based on data.
To help us understand even more the current scenario of social networks and the market, we looked for Quintly and Alex Peiniger, CEO of the company, to pass on a little of their experience to us.
If you want to know more about the social media market, trends in the area, decisions based on numbers and more, just keep reading our interview.
For you, what is the state of social media today? What do you think companies are doing right and what are they doing that they shouldn’t be?
Alex Peiniger: Companies have come a long way in the past few years when you compare a campaign that they are running against campaigns that were running a few years ago. I think they have made great progress, especially when talking to our customers, and I see that they are much more advanced than they were a few years ago.
One thing I would say that companies still have a lot of work to do is to really use the opportunities of social networks with their communication. Still, many brands seem very mechanical, much more like the old style of advertising on social media. But I think everything is going in the right direction, so I’m looking forward to seeing how it will turn out.
I have a very good feeling of seeing how professionals have investment available to invest in social media.
How do you think data and, essentially, what Quintly does, can transform brand strategies on social media?
Alex Peiniger: I believe a lot in data, it is necessary to make good decisions. I can’t make big decisions without looking at the data first and I think this is really important. Our customers understand that they need to learn to look at their numbers in the right way. Managing to take from them what is good and what is bad.
A challenge that we see is that brands want to ensure that they have the same quality standard worldwide, in all countries and with all the different sub-brands they use. And they can really do that by looking at the numbers comparing them to each other and to their competition.
I think it’s critical for them to see what works and how they can optimize. For me it is not a question of whether you should use data, I think you must use data to be successful today, and more and more companies are understanding this.
How does Quintly work?
Alex Peiniger: What we want for our customers is to help them be successful on social media, whatever their goal. For some this may be selling more, while for others perhaps expanding your brand visibility is a priority or improving your customer support.
Therefore, we developed a product that basically gives all the numbers that our customers need to make their decisions.
Quintly is basically the centerpiece that brings the numbers from Facebook, Twitter, and YouTube and several other networks together on one platform. And it helps them shape the strategy going forward. This is what we have been doing for the past eight years and we see great progress with our customers and their relationship with their metrics and results.
Do you believe that brands should focus on strategies focused on branding and engagement or strategies more focused on acquisition and business? If both, how is it possible to balance these strategies?
Alex Peiniger: In the end it is always a combination of both. We need to look at how much of our marketing budget we should spend on performance and acquisition and how much we should spend on branding. It depends on the challenges of your company, your business model and the market in which you are inserted.
If you have an offline product, for example, it may be interesting to invest in branding, while if your product is online, it is perceptive to focus on opportunity acquisition. If your model is like Quintly’s, for example, or if you have an e-commerce, you will probably spend a lot more money on acquisition.
So I think it really depends on what you do and, with that, you can define what is best for you. It even manages to test a balance between these strategies.
Are there any special metrics that everyone should follow?
Alex Peiniger: When our customers use our tool to analyze their metrics, we generally recommend not using a standard metric, because it really depends on your specific project or challenge that they are trying to solve. So we created a system that allows customers to bring their own formulas and definitions, so that we can help them only with what is important to them.
And in addition, because many customers also approach us because they need some guidance on how they should measure their results, we also offer a wide range of predefined dashboards and metrics that can be used, depending on the use cases we saw with various customers in the past.
So yes, I really believe in working individually with a metric house and really try to understand what the purpose of your specific project or campaign is. And don’t try to use all the standard metrics that everyone else uses, too.
What is your bet for the next big trend for social media?
Alex Peiniger: From my experience, I would not expect such a radical movement in the years to come. It is more of an evolution over time. When you look at how social media has changed in the past few years, I don’t believe that major changes have occurred.
Of course, we always have new things like Instagram when it was created, Pinterest, and other networks. But I still believe it will be more of an evolution. For me it is really interesting from the point of view of a company that brands have really become more authentic, and that they use channels in a way that seems more natural, for them and also for their customers.
I also hope that much more of the communication from companies will focus on individual conversations, so platforms like messenger, with chatbots should grow. It will be even more important for companies to learn how they can work with these emerging interfaces.
I don’t expect such a radical change in the next few years, but yes, I think companies still have a lot to do. Integrating more data into your processes, and looking the right way for your results. The world of social networking is expected to stabilize in the coming years and the ecosystem will benefit a lot from it, as will companies.
We thank Alex Peiniger and Julian Gottke for the interview, and we hope it has helped you to understand the world of social networks even more.
If you are interested in Quintly and want to get to know them better, you can order a trial version of the platform here!
And to continue your studies on social networks, we recommend that you understand everything about the newest sensation in this market, IGTV. Check out our complete guide on how to use the new Instagram tool to multiply your results.