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How can a brand maximize its share of attention in the facebook echo-system ? How can they transform this attention into interaction, engagement and advocacy? To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels.
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www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
15/09/10
Facebook Brand Pages:
How to manage them effectively ?
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
CONTEXT
Interaction with
their fan base is key
to harness the full
potential of
facebook marketing
Brands need to
fight for their share
of attention among
their fans
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
KEY QUESTIONS
How can a brand maximize its share of attention in the facebook echo-system ?
How can they transform this attention into interaction, engagement and
advocacy?
To have fans is fine. To engage them is better!
The more you reach new fans and interact with them ( i.e. fans who interact
with you through likes or comments), the more your brand’s posts appear in
their News Feeds
To better understand how to engage fans on Facebook, we need to
analyze the driving factors of fans interaction and engagement levels
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
APPROACHFrom Facebook Brand Pages Analysis to Community
Management Rules
4
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
The brands’ selection is based on the following criteria:
Worldwide awareness
Broad range of number of fans
Broad range of posting frequency
Analysis of over a 1000 posts (the last 35 posts from 30
international brands)
For each brand, the analysis was based on:
The « interaction rate »:
> (number of likes + number of comments) per 1000 fans per month
> This interaction rate can be applied to a brand or to a single post
Frequency of Posts
Type of Post Content (news, connect, contest, promotion..)
ANALYSIS METHODOLOGY
5
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 6
ANALYZED BRANDS
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 7
Best performing Brands generate far more interactions than
the ill-performing ones
Top 5 brands generate 37 times more interactions than bottom 5
Nike’s interaction rate is 100 times better than Ray Ban’s
Why ?
0
20
40
60
80
100
120
140
Interaction Rate (Total Interactions/ 1000 Fans/ Month)
www.fullsix.com 157, rue Anatole France, 92309 Levallois-Perret Cedex – T: +33 1 49 68 73 00 – F: +33 1 49 68 73 73
THE 7 RULES OF
BRAND PAGE MANAGEMENT
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
Rule #1: A pro-active and professional animation of your
Brand Page will maximize interactions with your
community of fans/likers
9
Brand IndustryNumber of Fans (at time of analysis)
Interaction Rate(Interactions/ 1000 Fans
/ Month)
Victoria's Secret Fashion 3237062 27,31
H&M Fashion 1980521 16,94
Levi's Fashion 428887 10,24
Diesel Fashion 438294 5,62
GAP Fashion 565409 3,97
Ray Ban Fashion 972526 1,11
Good Community Management practices explain huge differences of interaction rates between brands
It is obvious that some Categories generate more interest and interactions than others
But within the same industry (fashion for instance), the interaction rate
varies by 25 times between Victoria’s Secret and Ray Ban, 4 times between H&M and Gap
The difference is clearly related to community management practices
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 10
Interaction rates per post are comparable whatever the frequency
of posting
If a Brand posts often, it generates much more interactions:
posting 4 times/day vs 2 times/week generates up to 10 times
more (80 interactions vs 8 per 1000 fans )
We cannot identify any « spam » effect up to 4-5 times a day
Posting Frequency (F)
Every 6 hours or
more oftenBetween 6 and
24 hoursBetween 1 day
and 7 daysBetween 1 week and 1
month
Less oftenthan once per Month
Average Interaction rate (% of interaction/post/1000 fans) 0,09% 0,09% 0,11% 0,13% 0,11%
Average number of Posts per Month 120 60 8 4 1
Average number of interactions/month/1000 fans 80 47 8 5 1
Rule #2. Don’t be afraid to post several times a day, with
once a day as a minimum
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
Rule#3: Ensure regular posting frequency and do not stop
posting for long periods of time
0,0000
0,0005
0,0010
0,0015
0,0020
0,0025
0,0030
0,0035
0,0040
0,0045
Pringles Interaction Rate per post – March 2009/June 2010
Interaction Rate
First break: 2 months
Interaction rate
divided by 3
Second break: 6 months
Interaction rate
divided by 10
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
Rule #4. Re-post key contents several times at different
hours to maximize its reach
Posting once is not enough, it generates a limited reach among the
fan base
The Clinique example shows that the top 3 « interacted »
publications are the same post
Reposting several times your most « interacted » publications is
recommended: their interaction rate will remain high because they
will reach fans who have probably not seen the first ones.
Clinique – Nb of feedbacks per post
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 13
Fan Management Objectives
(% of posts per objective)
CELEBRATION : 3 %
CONVERSATION: 21 %
INFORMATION: 29 %
STATUS/EXCLUSIVITY: 34 %
LEAD GENERATION: 2 %
BRAND VALUES: 6 %13
We have identified 16 different types of content
that Brands are using to manage their Pages
There are 16 different types of post content, that are more or less used bythe analyzed brands as shown by the analysis of the « share of brandusage »
These different types of posts can be included within 6 different « fanmanagement objectives »
0%
2%
4%
6%
8%
10%
12%
14%
16%Usage rate (% of usage among the 1000+ analysed posts)
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
0%
2%
4%
6%
8%
10%
12%
14%
0% 5% 10% 15%
Types of Content Mapping
Rule #5. Make sure you identify which types of content generate
more interaction for your brand.
Rule #6: Get the right balance between your Brand short term
marketing/commercial activity, your Brand heritage and values and
the celebration of your fans activities
14
ConnectEvent
Campaign
Brand
News
Product
Promotion
Feedback
Highly Used
(share of Brand usage)
Highly Interacted (share of
total interactions)
External
News
HistoryFan Kudos
Misc.
Star
Connect
CSRFestival
Website
App Sale
‘High potential’: Are underused as 35% of total interactions for only 5%
of posts
‘Brands Favourites’ : both highly used and effective to generate
interactions
‘Underperformers’ : Highly used (39% of posts)
but do not generate much interaction (14% of
interactions)
‘Good
potential’
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
Rule #6. Make efforts to create remarkable and exclusive
content in an optimised form
Generate exclusive/interesting day-to-day content (videos, articles…)
that is not limited to marketing campaigns
Make sure the posts are written (attention grabbing headlines) and
illustrated with visuals (key visuals) to maximise their « stopping
power »
It is worth investing on a « community management » team that
creates specific content on top of just « managing posting »
www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
Are brands implementing these rules ?Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a
maximum of 3 rules
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings Yes
3 Regular Postings Yes
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
No
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 1651461
Average time between posts: 0.5 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 117
2013
1 1
External News Star Connect Feedback Contest
Types of Content
Count of Post
NIKE FOOTBALL- RANKED 1/30 - RULES FOLLOWED: 5 Nike Football is a specific brand example which has achieved extremely high interaction rates by posting regularly and frequently. Nike has been successful in identifying the content categories which are most effective in generating interaction
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings Yes
3 Regular Postings Yes
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 4158582
Average time between posts: 0.25 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 107
17
7 7
1
Brand News Connect Sale Feedback
Types of Content
Count of Post
NBA- RANK 2/30 - RULES FOLLOWED: 6 NBA generate high interaction thanks to its rigour in following the rules identified. Its posting is regular and frequent as well as focuses on successful types of content while creating exceptional posts to keep the audiences continuously interested.
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings Yes
3 Regular Postings Yes
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 2228062
Average time between posts: 0.23 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 60
23
6 4 2
Brand News Event Sale Connect
Types of Content
Count of Post
PLAYSTATION: RANK 3/30 - RULES FOLLOWED: 6 Playstation has highest frequency between posts among our entire sample set. The frequent posts and diverse and captivating content keeps the consumers coming back and interacting with the Playstation community.
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings Yes
3 Regular Postings Yes
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 331346
Average time between posts: 1.4 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 38
14
7 6 5
1 1
Feedback Event Product Promotion
Contest Connect History
Types of Content
Count of Post
MINI COOPER- RANK 4/30 - RULES FOLLOWED: 6 Mini Cooper has well balanced content categories. Its high interaction specifically are due to its particular focus on the category ‘Feedback’, which encourages the fans to speak to the brand and give their feedback and opinions to further improve the Mini experience.
Sr. No
Rule Yes/No
1 Community Manager Yes
2 Frequent postings Yes
3 Regular Postings Yes
4 Re-posting important content Yes
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 168475
Average time between posts: 2.5 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 32
119
4 4 31 1 1
Count of Post
Count of Post
CADILLAC: RANK 5/30 - RULES FOLLOWED: 7Cadillac has a balanced portfolio of content categories with regular and frequent posts as well as reposting important contents. Cadillac follows all seven rules and is consequently one of the top few brands in terms of interaction rate.
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings No
3 Regular Postings No
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
No
Number of Fans: 3478331
Average time between posts: 5 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 3,61
16
11
31 1 1
Connect Campaign Contest CSR Event Product Promotion
Types of Content
Count of Post
REESE: RANK 26/30 - RULES FOLLOWED: 3 Reese is a great example to illustrate that while balancing short term commercial brand information and relational posts is good, it is impossible to achieve success on Facebook without keeping regular contact with fans.
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings No
3 Regular Postings No
4 Re-posting important content Yes
5 Focus on proven successful types of content
No
6 Balance between short term commercial brand info and relational posts
No
7 Creating remarkable posts ( Great titles an d visuals)
No
Number of Fans: 1526208
Average time between posts: 15 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 1,33
BEN & JERRY’S: RANK 27/30 - RULES FOLLOWED:2 Ben & Jerry’s, in spite of a large number of fans, fail to generate interest due to poor community management. There is no specifically interesting content for the fans, the main focus being its CSR activities. Ben & Jerry’s also lacks regular feeds to keep the consumers hooked
Sr. No Rule Yes/No
1 Community Manager No
2 Frequent postings No
3 Regular Postings No
4 Re-posting important content No
5 Focus on proven successful types of content
No
6 Balance between short term commercial brand info and relational posts
Yes
7 Creating remarkable posts ( Great titles an d visuals)
No
Number of Fans: 2535862
Average time between posts: 24 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 1,32
5
3 32 2
1 1 1
Types of Content
Count of Post
Mc DONALD’S : RANK 28/30 - RULES FOLLOWED:1Mc Donald’s has extremely low interaction rates because of lack of frequency and irregularity in posts and lack of focus on any successful type of content category.
Sr. No Rule Yes/No
1 Community Manager Yes
2 Frequent postings No
3 Regular Postings No
4 Re-posting important content No
5 Focus on proven successful types of content
Yes
6 Balance between short term commercial brand info and relational posts No
7 Creating remarkable posts ( Great titles an d visuals)
Yes
Number of Fans: 4596957
Average time between posts: 17 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 1,32
16
63
1 1
Campaign Feedback Connect Event Star Connect
Types of Content
Types of Content
PRINGLES: RANK 29/30 - RULES FOLLOWED: 3 Pringles has excellent focus in creating remarkable posts and focusing on successful types on content. But, without regular posts and balance between different content categories it is not successful.
Sr. No Rule Yes/No
1 Community Manager No
2 Frequent postings No
3 Regular Postings No
4 Re-posting important content No
5 Focus on proven successful types of content
No
6 Balance between short term commercial brand info and relational posts
No
7 Creating remarkable posts ( Great titles an d visuals)
No
Number of Fans: 1230104
Average time between posts: 12 days
Interaction Rate ( Total Interaction/1000 fans/Month) : 1,11
RAY BAN- RANK 30/30 - RULES FOLLOWED: 0 Ray Ban has the lowest interaction rate within our sample size, primarily because of the non-application of the rules and its focus on miscellaneous content unrelated to its brand.
© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
If you want to know more about this research…
If you want to know more about Fullsix and its social
media/facebook approach and capabilities…
If you want to adapt this research and analysis to your
specific brand and category and see how you can
optimise your facebook community management…
…please contact
Frédéric Colas
Chief Strategic Officer, Fullsix Group
colas@fullsix.com
@fredcolas
+33613090326
Going further…
27
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