The Z-100 Report - November 2012: The Top 100 Brand Pages on Facebook
 

The Z-100 Report - November 2012: The Top 100 Brand Pages on Facebook

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The Z-100 highlights key content and strategy trends for 100 of the largest business pages on Facebook

The Z-100 highlights key content and strategy trends for 100 of the largest business pages on Facebook

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The Z-100 Report - November 2012: The Top 100 Brand Pages on Facebook The Z-100 Report - November 2012: The Top 100 Brand Pages on Facebook Presentation Transcript

  • 1Report:The Z-100Trends, strategies and tacticsfor 100 of the top businesspages on Facebook. Zuum: A Social Content StrategyAnalysis for Nov 2012 ZuumSocial.com Tool © 2012 Zuum
  • 2 Benchmarks Activity for November, 2012 58 average number of posts per page 3.24% average page fan growth rate .1% average engagement rate per post 15.9 million average number of fans 70% of all posts were photos 8% of all posts were status updates 13% of all posts were links 7% of all posts were videosSee how Zuum can improve your page performance Free Demo © 2012 Zuum
  • 3Content Overview๏ Overall posting volume among all Top 100 pages dropped by 14% from October During๏ Average monthly posting volume is 58 (down from 67 in October) November,๏ 70% of all posts were photos (drop of over 4% from October) posts for the๏ Status posts increased by 49%, from 4.8% to 8.2% of all posts Top 100 pages๏ 89% of all engagements are Likes were shared 5.3๏ 7% of all engagements were Shares million times © 2012 Zuum
  • 4 Leaderboard: Sorted by engagement rate. ๏ Overall average engagement rate of .10%. Strong for pages with so many fans. ๏ 5 of 10 most engaging pages are luxury brands (up from 3 last month) ๏ 13% drop in average monthly posting volume since last month (from 67 to 58 posts) Showing top 10, plus Top 100 averages. Gradients represent top 10 standing for that column.See how Zuum can improve your page performance Free Demo © 2012 Zuum
  • 5Leaderboard:Sorted by fan growthrate.๏ Four of ten fastest growing pages are above average page size.๏ Broad range of business types among fastest growing pages. Suggests broad appeal of Facebook to brands, who are pushing for more fans.Showing top 10, plus Top 100 averages.Gradients represent top 10 standing forthat column. © 2012 Zuum
  • 6 Engagement By Day and Time ๏ Significant engagement late weekend nights/early morning ๏ Engagement varies little across the different days Larger circle indicates more posts. Darker circle indicates higher engagement rate. Times posted are GMT-6.See how Zuum can improve your page performance Free Demo © 2012 Zuum
  • 7Most Viral Subjects ๏ Two photo- oriented subjects are at the top of the “most viral subjects” list. ๏ This parallels what we’ve been seeing on Facebook for a while now -- that photos are highly engaging. Their quick-view format also makes them easier to pass along. © 2012 Zuum
  • 8Subject Analyzer: “shots” & “image” ๏ Photo-based subjects drive higher percentages of sharing, or virality ๏ Note overall higher engagement rates of photo-based posts, as well ๏ Subject “video” was used considerably more than either “image” or “shots”, which could dilute performance © 2012 Zuum
  • 9 Key Takeaways ๏ Average page posting volume dropped 14% from Oct to Nov. That’s especially notable given the onset of the holiday season. It’s further indication of what we noted last month: that brands are focusing more on posting quality than quantity. ๏ Photos still the dominate media type, at 70% of all posts. However, that’s down from 74% in October. Status updates also increased from 4.8% of all posts in October, to 8.2% in November. ๏ Over 7% of all engagements were Shares. Given there were almost 72 million total engagements generated by these 100 pages, that’s over 5.3 million Shares in one month. That’s a signficant of word-of-mouth impact.See how Zuum can improve your page performance Free Demo © 2012 Zuum
  • 10About This ReportThe Z-100 is a monthly overview of 100 of the largest consumer brand pages on Facebook.All data was gathered and analyzed using content strategy tool Zuum.For a Free downloadable Leaderboard, including a full list of pages analyzed, visitZuumSocial.com/Z-100.If you’d like additional insights, either for publishing or applying to your business, pleaseemail info@zuumsocial.comThank you,Doug SchumacherCo-FounderZuum © 2012 Zuum
  • 11 A Social Media Strategy Tool Zuum helps marketers maximize performance for their social marketing program by showing them what types of content drive the highest levels of engagement. ZuumSocial.comSee how Zuum can improve your page performance Free Demo © 2012 Zuum