Top 20 Facebook Brand Sites (Metia, Inc., May 2011, John Porcaro)

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Top 20 Facebook Brand Sites (Metia, Inc., May 2011, John Porcaro)

  1. 1. May 11, 2011<br />1<br />Presented by:<br />John Porcaro, Director of Social Media<br />Metia, Inc., Kirkland Washington<br />Top 20 Facebook Brand Pagesand a few things we learn from them<br />
  2. 2. Pop QuizWhich of these brands are in the Top 10?<br />2<br />http://statistics.allfacebook.com/pages/leaderboard<br />
  3. 3. 16.1<br />MILLION<br />Facebook Top 10Numbers 1-10<br />Converse<br />Facebook<br />40.0<br />MILLION<br />Coca-Cola<br />22.6<br />18.5<br />MILLION<br />Disney<br />26.6<br />19.2<br />16.5<br />Starbucks<br />MILLION<br />21.8<br />MILLION<br />MILLION<br />MILLION<br />Converse<br />All Stars<br />Oreo<br />Red Bull<br />MILLION<br />Skittles<br />17.3<br />MILLION<br />iTunes<br />14.1<br />MILLION<br />May 11, 2011<br />http://statistics.allfacebook.com/pages/leaderboard<br />
  4. 4. Facebook Top 20Numbers 11-20<br />13.9<br />MILLION<br />13.1<br />PlayStation<br />Windows<br />Live <br />Messenger<br />MILLION<br />Victoria’s<br />Secret<br />Pringles<br />10.3<br />12.7<br />9.5<br />MILLION<br />12.9<br />MILLION<br />10.3<br />Ferrero<br />Rocher<br />MILLION<br />COD<br />Black Ops<br />MILLION<br />MILLION<br />Monster<br />adidas<br />Originals<br />10.5<br />Nutella<br />MILLION<br />9.8<br />Xbox<br />MILLION<br />9.0<br />MILLION<br />May 11, 2011<br />http://statistics.allfacebook.com/pages/leaderboard<br />
  5. 5. 1<br />Facebook<br />facebook.com/facebook<br />40 million fans<br />72K daily growth<br /><ul><li>Personal writing style
  6. 6. User stories
  7. 7. Useful, timely information
  8. 8. Relevant page Likes
  9. 9. Posts per week: 5
  10. 10. Could use profile image more effectively
  11. 11. Photos seem random
  12. 12. No “Like Us” page</li></li></ul><li>2<br />Coca-Cola<br />facebook.com/cocacola<br />26.6 million fans<br />39K daily growth<br /><ul><li>Good use of profile image
  13. 13. Personal writing style
  14. 14. Posts per week: 7-10
  15. 15. “Most recent” posts can clutter page
  16. 16. Photos seem random
  17. 17. No “Liked” pages</li></li></ul><li>2<br />Coca-Cola<br />facebook.com/cocacola<br />26.6 million fans<br />39K daily growth<br /><ul><li>Invitation to Like
  18. 18. Links to Twitter, YouTube, Flickr
  19. 19. Link to promotion
  20. 20. Features fans, makes the page more socially-relevant</li></li></ul><li>3<br />Disney<br />facebook.com/disney<br />22.6 million fans<br />80K daily growth<br /><ul><li>Good use of profile image
  21. 21. Personal writing style
  22. 22. Feature content fans like
  23. 23. Images feature description info
  24. 24. Featured Likes
  25. 25. Posts per week: 5
  26. 26. Featured photos seem random</li></li></ul><li>3<br />Disney<br />facebook.com/disney<br />22.6 million fans<br />80K daily growth<br /><ul><li>Aggregate Likes across properties
  27. 27. Good use of Social Graph, invites to Like property pages
  28. 28. Top news featured</li></li></ul><li>4<br />Starbucks<br />facebook.com/starbucks<br />22 million fans<br />19K daily growth<br /><ul><li>Features “Top Posts” make the page user-centric
  29. 29. Special Offers for fans
  30. 30. Participation in Discussions
  31. 31. Posts per week: 5
  32. 32. Could make better use of profile image
  33. 33. Photos seem random
  34. 34. No “Like Us” page</li></li></ul><li>5<br />Oreo<br />facebook.com/oreo<br />19.2 million fans<br />21K daily growth<br /><ul><li>Good use of profile picture, featuring a fan
  35. 35. Great use of photos
  36. 36. Personal writing style
  37. 37. Posts per week: 5
  38. 38. Liked Pages seem random</li></li></ul><li>5<br />Oreo<br />facebook.com/oreo<br />19.2 million fans<br />21K daily growth<br /><ul><li>Invitation to “Like”
  39. 39. International representation</li></li></ul><li>6<br />Red Bull<br />facebook.com/redbull<br />18.5 million fans<br />37K daily growth<br /><ul><li>Good use of events that appeal to fans
  40. 40. Relevant Liked pages
  41. 41. Good interaction with Fans
  42. 42. Casual writing style fans appreciate
  43. 43. Posts per week: 5-10
  44. 44. Could better use profile image
  45. 45. Featured photos seem random</li></li></ul><li>6<br />Red Bull<br />facebook.com/redbull<br />18.5 million fans<br />37K daily growth<br /><ul><li>Don’t be too subtle!
  46. 46. Video content featured once page is “Liked”</li></li></ul><li>7<br />Converse All Star<br />facebook.com/converseallstar<br />17.3 million fans<br />48K daily growth<br /><ul><li>Exclusive video content for fans
  47. 47. Special Offers
  48. 48. Conversational style
  49. 49. Good use of profile photos
  50. 50. Posts per week: 12-15
  51. 51. No “Liked” pages
  52. 52. Could better use profile photo</li></li></ul><li>7<br />Converse All Star<br />facebook.com/converseallstar<br />17.3 million fans<br />48K daily growth<br /><ul><li>Special Offer for Fans</li></li></ul><li>8<br />Skittles<br />facebook.com/skittles<br />16.5 million fans<br />25K daily growth<br /><ul><li>Humorous posts daily
  53. 53. Good use of profile image
  54. 54. Profile image features new flavor
  55. 55. Feature fans
  56. 56. Occasional use of polls
  57. 57. Posts per week: X
  58. 58. Featured photos seem random
  59. 59. No “Liked” pages</li></li></ul><li>8<br />Skittles<br />facebook.com/skittles<br />16.5 million fans<br />25K daily growth<br /><ul><li>“Like” page features current promotions and ads
  60. 60. Subtle “Click Like Above” request
  61. 61. Content linked to website content
  62. 62. Links to Twitter, YouTube</li></li></ul><li>9<br />Converse<br />facebook.com/converse<br />16.1 million fans<br />65K daily growth<br /><ul><li>Content exact duplicate of Converse All Stars Page
  63. 63. Posts per week: 12-15
  64. 64. Content exact duplicate of Converse All Stars Page</li></li></ul><li>9<br />Converse<br />facebook.com/converse<br />16.1 million fans<br />65K daily growth<br /><ul><li>Special offer for fans</li></li></ul><li>10<br />iTunes<br />facebook.com/itunes<br />14.1 million fans<br />37K daily growth<br /><ul><li>Special offer for fans
  65. 65. Current, relevant topics
  66. 66. Questions to fans
  67. 67. Good use of profile photos
  68. 68. “Liked” Pages of other Apple sites
  69. 69. Posts per week: 15-20
  70. 70. Could better use Profile photo</li></li></ul><li>10<br />iTunes<br />facebook.com/itunes<br />14.1 million fans<br />37K daily growth<br /><ul><li>Special offer for fans
  71. 71. Links to relevant content</li></li></ul><li>11<br />PlayStation<br />facebook.com/playstation<br />13.9 million fans<br />50K daily growth<br /><ul><li>Good topical items interesting to fans
  72. 72. Exclusive content, hints, tips
  73. 73. PR can use to get out information (network outages)
  74. 74. Posts per week: 15-20
  75. 75. Featured “Likes” seem random
  76. 76. Could better use Profile photo
  77. 77. Could feature better photos</li></li></ul><li>11<br />PlayStation<br />facebook.com/playstation<br />13.9 million fans<br />50K daily growth<br /><ul><li>Features current promotion, plus video content</li></li></ul><li>12<br />Pringles<br />facebook.com/pringles<br />13.1 million fans<br />52K daily growth<br /><ul><li>Witty content to engage fans
  78. 78. Good use of profile photo
  79. 79. Great use of featured photos
  80. 80. Posts per week: 3-5
  81. 81. No “Like Us” page</li></li></ul><li>13<br />Victoria’sSecret<br />facebook.com/victoriassecret<br />12.9 million fans<br />15K daily growth<br /><ul><li>Great use of photos in status updates
  82. 82. Backstage videos
  83. 83. Great use of profile photo
  84. 84. Conversational tone
  85. 85. Great use of featured photos
  86. 86. Posts per week: 15-20</li></li></ul><li>13<br />Victoria’sSecret<br />facebook.com/victoriassecret<br />12.9 million fans<br />15K daily growth<br /><ul><li>Features current promotions or new items
  87. 87. Links to interactive content</li></li></ul><li>14<br />Windows<br />LiveMessengerfacebook.com/windowslivemessenger<br />12.7 million fans<br />39K daily growth<br /><ul><li>Good use of profile photos
  88. 88. Great use of featured photos
  89. 89. Good interaction in Discussions
  90. 90. Posts per week: 3-5
  91. 91. Inconsistent status posts
  92. 92. Could be more conversational</li></li></ul><li>14<br />Windows<br />LiveMessengerfacebook.com/windowslivemessenger<br />12.7 million fans<br />39K daily growth<br /><ul><li>Good aggregation of Twitter and Blog content
  93. 93. Links to Twitter, Blog, website
  94. 94. Links to local content</li></li></ul><li>15<br />FerreroRocher<br />facebook.com/ferrerorocher<br />10.5 million fans<br />37K daily growth<br /><ul><li>Got lucky with enthusiastic fans
  95. 95. Good interaction with posts
  96. 96. Good featured photos
  97. 97. Posts per week: <1
  98. 98. Could better use profile photo
  99. 99. Very inconsistent posting
  100. 100. No “Like Us” page</li></li></ul><li>16<br />MonsterEnergy<br />facebook.com/monsterenergy<br />10.3 million fans<br />23K daily growth<br /><ul><li>Good use of profile photo, featuring current promotion
  101. 101. Good backstage videos
  102. 102. Giveaways and contests for fans
  103. 103. Featured events
  104. 104. Exclusive free content
  105. 105. Posts per week: X
  106. 106. Featured photos seem random</li></li></ul><li>16<br />MonsterEnergy<br />facebook.com/monsterenergy<br />10.3 million fans<br />23K daily growth<br /><ul><li>Link to current promotion or contest</li></li></ul><li>17<br />Call of Duty:Black Ops<br />facebook.com/codblackops<br />10.3 million fans<br />36K daily growth<br /><ul><li>Good use of profile image to feature current promotion
  107. 107. Photos of fans
  108. 108. Backstage content
  109. 109. Special offers for fans
  110. 110. Exclusive videos
  111. 111. Posts per week: 5-7
  112. 112. Featured photos seem random
  113. 113. No “Like Us” page</li></li></ul><li>18<br />Nutella<br />facebook.com/nutella<br />9.8 million fans<br />20K daily growth<br /><ul><li>Got lucky with a popular brand
  114. 114. Good interaction (when they post)
  115. 115. Posts per week: <1
  116. 116. Inconsistent status updates
  117. 117. “Liked” pages seem random
  118. 118. Featured photos seem random
  119. 119. No “Like Us” page</li></li></ul><li>19<br />adidasOriginals<br />facebook.com/adidasoriginals<br />9.5 million fans<br />27K daily growth<br /><ul><li>Exclusive content for fans
  120. 120. Good use of profile photo
  121. 121. Conversational tone
  122. 122. Content features product
  123. 123. Good use of featured photos
  124. 124. Posts per week: 10-15
  125. 125. No “Like Us” page
  126. 126. “Liked” pages seem random</li></li></ul><li>20<br />Xbox<br />facebook.com/xbox<br />9.0 million fans<br />18K daily growth<br /><ul><li>Good content, relevant to fans
  127. 127. Exclusive offers
  128. 128. Video trailers, tips
  129. 129. Featured events
  130. 130. Relevant featured “Likes”
  131. 131. Unique content for different audience
  132. 132. Posts per week: 10-20
  133. 133. Profile photo could be better
  134. 134. Featured photos seem random
  135. 135. No “Like Us” page</li></li></ul><li>37<br />
  136. 136.
  137. 137. Use profile photo and featured photos effectively<br />Create well-written, conversational status updates<br />Create custom offers that visitors find valuable<br />Share inside information and unique assets<br />Feature user-generated content<br />Make sure content maps to brand campaign<br />Acknowledge your biggest fans<br />Invite visitors to “Like” your Page<br />Link to online and offline events<br />What We Learn from the Top 20<br />
  138. 138. Pop QuizWhich of these brands are in the Top 10?<br />40<br />Total “Likes” of Top 10:<br />212 million<br />http://statistics.allfacebook.com/pages/leaderboard<br />
  139. 139. 41<br />John Porcaro<br />Director of Social Media<br />www.facebook.com/johnporcaro<br />

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