Secrets of The Top 50 Facebook Pages

November 16, 2011Jim Tobin@jtobin

Secrets of the Top 50 Facebook Pages

// 1 Minute on Ignite// Who Are the Top 50?// Key Stats

// Fan Count// Frequency of Posting// Fan Actions, Overall and Normalized// Impressions generated// Value of impressions if purchased

// Edgerank// Tab Tactics

Who We Are

// Founded in 2007 and based in Cary, North Carolina with an additional offices in Detroit

// Ignite Social Media is a team of strategists and technologists focused on corporate social media marketing

// We take a holistic approach with teams focused on strategy, analytics, creative, engagement and technical development

Methodology• The purpose of this study was to compile data to allow for the comparison of top 50 Facebook fan

pages across many attributes:• Fan count• Company activity (admin posts)• Fan activity• And more.

• Expion’s analysis component was used to evaluate the top 50 Facebook fan pages.• Fan count data was collected on October 31, 2011. The remaining data takes into account two

months from August 15, 2011 to October 15, 2011, while fan growth rates were taken between May and July.

Top 50 Facebook Pages Analysis

Who Are The Top 50?

Who Are The Top 50 Branded Pages?

• 14 Packaged Food/ Drinks

• 12 Fashion Apparel Retailers

• 9 Technology• 7 Entertainment/

Recreation• 6 Food Establishment/

Chain• 2 Other (Audi, Zoosk)

Key States from The Top 50 Branded Pages?

In the 60 days studied

• The Top 50 branded Facebook fan pages had a combined 700,570,095 friends

• The average page in the Top 50 had 14m fans• Largest page: Facebook at 54.8m fans• Smallest page: Kohl’s at 5.8m fans

• The brands posted 3,579 times

• They generated an estimated 8.5 billion impressions among them• Assumes 16% of fans see posts• Assumes 12% of friends see friend posts

Key Stats by Industry

Current Fans

How many times a month do they post?

How many times a month do they post?Top 5 Posts/

MonthBottom 5 Posts/

Month

NatGeo 135 Pringles 7

MTV 129 Nutella 5

Xbox 80 Google Chrome 3

iTunes 76 Live Messenger 1

Walmart 76 Ferrero Rocher 0

Average Growth (May-July)

10.47% Average Growth (May- July)

6.72%

Average Fan Actions/Post

Who gets the most fan actions per post?Top 5 Actions/

PostBottom 5 Actions/

Post

Facebook 69,333 DC Shoes 1,516

Disney 40,677 Starburst 1,486

Starbucks 21,672 iTunes 1,390

Burberry 18,062 Live Messenger 1,140

BMW 17,643 Levi’s 745

Average Growth (May-July)

12.10% Average Growth (May- July)

8.12%

Average Fan Actions/Post, Normalized

How many impressions do the best get?Top 5 Estimated

impressionsBottom 5 Posts/

Month

MTV 1,218,758,994 Starbucks Frappuccino

23,726,724

YouTube 640,093,006 Nutella 18,800,136

iTunes 422,886,740 Google Chrome 6,129,458

Red Bull 400,573,254 Live Messenger 4,731,615

NatGeo 374,453,923 Ferrero Rocher 65,247

Total Impressions

3,056,765,918Vs.

53,453,181

Outperformance 57x

Impressions = ((FB Fans x Posts) x 16%) + ((Fan Actions x Avg. Friends/Active Fan) x 12%)

How much would these impressions cost?Top 5 Estimated

cost of OLA

MTV $12,187,589

YouTube $6,400,9306

iTunes $4,228,867

Red Bull $4,005,732

NatGeo $3,744,539

Top 50 Combined

$84.6m or$42.3m/mnth

Assumes $10 CPM

Facebook Edgerank

• Affinity• Edge Weight• Recency

http://bit.ly/edgerank3

Default Landing Tab? Fan Gate?

Fan Gate? Default Landing Tab?

Number (of 50)

Percentage Fan Growth (May-July)

Default Landing Tab

27 54% 9.47%

No Default Landing Tab

23 46% 10.51%

Fan Gate 15 30% 9.69%

No Fan Gate 35 70% 10.15%

Conclusions

// Set Realistic Goals for Your Industry// Post Regularly, 1-2x/day. Consider weekends// You’re Not a Broadcast Channel. Fan Actions = Good// Drive Impressions, and Value Them// Understand EdgeRank// Make Your Default Landing Tab Engaging

// Jim Tobin, President

// @jtobin

// jim@ignitesocialmedia.com