Facebook brand page: How to manage them effectively?

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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


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


APPROACHFrom Facebook Brand Pages Analysis to Community

Management Rules

4


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


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)

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THE 7 RULES OF

BRAND PAGE MANAGEMENT


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


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


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


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


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)


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’


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 »

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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






Yes


Yes


Yes




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






Yes


Yes


Yes




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






Yes


Yes


Yes




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




4 Re-posting important content Yes


Yes


Yes


Yes




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


2 Frequent postings No

3 Regular Postings No



Yes


Yes


No


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




4 Re-posting important content Yes


No


No


No




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





No


Yes


No




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






Yes

6 Balance between short term commercial brand info and relational posts No


Yes




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





No


No


No




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.


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

[email protected]

@fredcolas

+33613090326

Going further…

27

mailto:[email protected]

Business

Facebook brand page: How to manage them effectively?