Case Study: WRAL: Fragmentation and Frequency — When are multiple pages appropriate and what is the appropriate level of posting?

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  • 1. FRAGMENTATION & FREQUENCY
    Facebook Training Camp
    July 21, 2011
  • 2. FRAGMENTATION
    When does it make sense to have more than one Facebook page?
     
    • You have a big brand and multiple audience segments
    • 3. You have a lot of good content to offer daily (deals, news, personality)
    • 4. You have the resources to keep pages fresh, lively
    • 5. You have support from upper-level management
  • 6. Personal Brand Pages
    WRAL has a growing number of personality / public figure pages:
  • Brian Shrader’s WRAL Page
  • 12. Strategies for offering multiple pages
    • Build a primary brand page first
    • 13. Obtain a critical mass
    • 14. Roll-out additional pages methodically
    • 15. WRAL (April 2009)
    • 16. HighSchoolOT (May 2010) – WRAL had 10,000 active monthly users at the time
    • 17. WRAL Weather (November 2010)
    • 18. WRAL GoAskMom (February 2011)
    • 19. WRAL SmartShopper (May 2011)
    • 20. Crowd source – find out what your users want
  • Six brand pages
  • 21. Strategies for offering multiple pages
    • Each page must support an overall strategy
    • 22. Brand building
    • 23. Soliciting story ideas
    • 24. Providing significant content updates
    • 25. Feedback channel
    • 26. Driving traffic to CBC web properties
    • 27. Building audience engagement
    • 28. Building e-mail lists or other marketing databases
    • 29. Use a consistent naming pattern (WRAL Weather, WRAL GoAskMom)
    • 30. Be sure to have your pages “Like” one another
    • 31. Have multiple page admins, and have them invite their friends to like your new pages (new)
    • 32. Cross-post using “@” and the name of the page on which you want your post to appear
  • 33. +15% growth
    FB page launches May 25
  • 34.
  • 35. 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
     
  • 36.
  • 37.
  • 38. Frequency
    How often should you post?
    How much is too much?
    Can you post too little?
  • 39. Half life of a Facebook post
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. What does it all mean?
    • Posts at 3 p.m. Wednesday to get the most comment, but results will vary
    • 45. For active sites, you risk cannibalizing engagement on your page if you post more often than every 80 minutes – another argument for segmentation
    • 46. You should post at least once a day
    • 47. Be mindful of peak usage times (weekdays, 11 a.m., 3 p.m. and 8 p.m., but don’t be controlled by it
    • 48. Off-peak times represent opportunity; less noise
    • 49. Analyze activity on your Facebook page and plan accordingly; stats are generalized
    • 50. 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
    • 51. The case for breaking news
    • 52. Observe and measure reaction, especially comments on posts
    • 53. Adjust as needed
  • Favorite Facebook Resource:
    Inside Facebook email newsletter
     
    John Conway
    jconway@wral.com
    @jcconway
    http://www.linkedin.com/in/jcconway
    919.821.8849