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FRAGMENTATION & FREQUENCY
Facebook Training Camp
July 21, 2011
When does it make sense to have more than one Facebook page?
• You have a big brand and multiple audience segments• You have a lot of good content to offer daily (deals, news, personality)• You have the resources to keep pages fresh, lively• You have support from upper-level management
WRAL has a growing number of personality / public figure pages:
• Monica Laliberte• Mike Maze• Nate Johnson• Brian Shrader• Bill Leslie• Kelcey Carlson
Brian Shrader’s WRAL Page
• Build a primary brand page first• Obtain a critical mass • Roll-out additional pages methodically
• WRAL (April 2009)• HighSchoolOT (May 2010) – WRAL had
10,000 active monthly users at the time• WRAL Weather (November 2010)• WRAL GoAskMom (February 2011)• WRAL SmartShopper (May 2011)
• Crowd source – find out what your users want
Strategies for offering multiple pages
WRAL (35,000)
WRAL Weath
er (19,00
0)
High School
OT (3,500)
WRAL Smart Shopp
er (1,900)
WRAL Go Ask Mom
(1,500)
WRAL Sports
Fan (350)
Six brand pages
• Each page must support an overall strategy• Brand building• Soliciting story ideas• Providing significant content updates• Feedback channel• Driving traffic to CBC web properties• Building audience engagement• Building e-mail lists or other marketing databases
• Use a consistent naming pattern (WRAL Weather, WRAL GoAskMom)
• Be sure to have your pages “Like” one another• Have multiple page admins, and have them invite
their friends to like your new pages (new)• Cross-post using “@” and the name of the page on
which you want your post to appear
Strategies for offering multiple pages
+15% growthFB page
launches May 25
Requires additional resources
Brand could become diluted
Content overlap,
repetition
Confusion
Cons
Large brands with multiple pages
Dell: Dell, Deal Deals, Dell for Business, Del Enterprise, Dell Go Green, Dell Spot, Dell Go Green
Cisco: Cisco, Cisco Networking Academy, Cisco Channel, Cisco Data Center, Cisco IT, Cisco Education, just to name a few
Salesforce: Salesforce CRM, force.com, chatter.com
Large brands with single FB pages
StarbucksMcDonald’sCoca Cola – a true fan page
Frequency
How often should you post?How much is too much?Can you post too little?
Half life of a Facebook post
What does it all mean?
• Posts at 3 p.m. Wednesday to get the most comment, but results will vary• For active sites, you risk cannibalizing engagement on your page if you post more often than every 80 minutes – another argument for segmentation• You should post at least once a day• Be mindful of peak usage times (weekdays, 11 a.m., 3 p.m. and 8 p.m., but don’t be controlled by it• Off-peak times represent opportunity; less noise • Analyze activity on your Facebook page and plan accordingly; stats are generalized • Don’t ignore evenings and weekends; users have more leisure time and may be more engaged with your message
Final thoughts
How do you know what level is posting is right for your brand or client?
•Ask •The case for breaking news•Observe and measure reaction, especially comments on posts•Adjust as needed
Favorite Facebook Resource:Inside Facebook email newsletter
John [email protected]
@jcconwayhttp://www.linkedin.com/in/jcconway
919.821.8849
