ODigMa survey reveals statistics to make Facebook page more effectiveInsights on how Indian SMEs use Facebook

Bangalore, November, 2012: ODigMa a leading online marketing firm which offers innovative solutions for companies to connect with their consumers on the web unveiled study which shares statistics to make Facebook pages more effective.

Social media websites today present an invaluable platform for brands to reach out to customers, connect with people on a more personal level and get to know what works and what doesn’t with the audience. While marketers understand the importance of such a channel that now accounts for 1 in every 7 minutes spent online, many are challenged to quantify its effectiveness.

On Facebook specifically, the first thing a brand does is to create a fan base on their brand page. Next, to make full use of their presence, brands engage with customers on a daily basis. Engaging with fan base however can be very tricky. Brands need to be careful about what to do and what to say. Even the language used needs to be carefully considered.

This is where ODigMa steps in. ODigMa started as a specialised firm focused on Facebook marketing solutions in 2010. The idea was to offer unique, innovative offerings that set new benchmarks for the Indian social media marketing industry.

This year, ODigMa studied the Facebook pages of over 400 brands for the several months and arrived at statistics which can make the Facebook page for a brand more effective.

Study Base:

Duration when these interactions were analysed Two monthsTotal pages analysed 400Total number of brands covered 400Total fans, posts, likes, shares and comments analysed

100,000 average fans per page about 50 posts per page

*These key findings indicate the kind of engagement on a brand’s Facebook page to ensure campaign effectiveness.

Key findings:

Surprisingly weekdays are the best to get likes on your page Maximum: 6-7:30 PM on weekdays Minimum Likes between: 9AM - 11 AM

Even for shares 3:30-5 PM on weekdays is when one sees maximum tractiono Minimum Shares between: 2 PM – 4 PM

Pictures clearly speak louder than words. A post with a photo gets twice the number of Likes as compared to a text post; and about 8 times more as compared to a post which is just a link

But, here is the clincher, a text post gets more Comments (about 1.5 times more) as compared to a post with pictures

Weekends are the best to have Interactions with users. Thursday is the worst day Ensure that your posts have less than 20 characters, to get maximum Likes Ensure that your posts have more than 400 characters to get maximum Shares

SMEs and Social media

According to eMarketer, the fastest growth in social networking this year will come from India, followed by Indonesia and China. With an increasing number of users registering on social media

websites, Small and Medium Enterprises (SMEs) can successfully use social media platforms to promote their business.

As part of this study, ODigMa also reveals invaluable insights on how SMEs in India use social media platform. SMEs understand that Facebook is the number 1 platform they need to focus on (unless they are B2B) and keep more than 80% of their social media marketing efforts on Facebook. They focus on special offers and promotions to kick-start their campaigns. They understand the importance of immediate ROI and thus are less focused on pure branding. Their key campaign objectives are sales -> traffic/footfalls -> influencer base creation -> buzz & branding. SMEs focus on extremely relevant fan base. They target fans by location, age, gender, interests and preferably by organic means. Thus, they pay keen attention to each and every comment / enquiry / complaint that they receive on their social media channels. They are very particular about keeping each and every fan / follower extremely happy.

As Advit Sahdev, CEO & Founder, ODigMa says, “At ODigma, we continuously make an attempt to make social media marketing more objective, measurable and linked to the organisation’s (client’s) key success metrics. We do work that can be measured.”

About ODigMa

ODigMa is a leading online marketing firm which offers innovative solutions for companies to connect with their consumers on the web. It helps brands listen to consumers online and engage in meaningful conversations with them. It combines an understanding of online marketing with creative and technology skills and builds digital brands. It is one of the strongest companies when it comes to analytics and focus on consumer centric marketing.

Advit Sahdev founded ODigMa in 2010 and headquartered it in Bangalore. ODigMa has serviced over 100 clients including brands like MTS, Marks & Spencer, MakeMyTrip, HiDesign and DoCoMo. Today the company has taken leadership positions in areas like – social applications, conversation platforms, influencer engagement programs, Facebook fans management & engagement, goal conversions amongst others.

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