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Coke v Pepsi Facebook Page Analysis

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How the two soft drink megabrands are approaching their Facebook page content strategy.

How the two soft drink megabrands are approaching their Facebook page content strategy.

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  • 1. Know what works on Facebook Industry Report: September 21, 2011 Coke vs Pepsi Pepsi Sprints To Catch Coke on Facebook A look at the posting tactics Pepsi used in gaining 10% fan growth in August www.zuumsocial.com Report Period August 2011 (Except where noted otherwise) Pages Analyzed Coca-Cola, Pepsi
  • 2. Executive Summary Pepsi, 28m fans behind Coca-Cola, employs a range of posting tactics to drive engagement 
    • Posting in high volume in August, they maintain good overall engagement rates by doing things that many brands aren't.
    • Insights
      • Pepsi frequently posts at the same time, day after day (slide 7)
      • Pepsi posts a lot on Saturdays, when they get their highest response rates (slide 4)
      • Pepsi posted the same video four times in August (slide 6)
      • Pepsi actively seeks users input through a range of questions and open-ended sentences (slide 5)
  • 3. Pepsi's behind in fan count, but working hard to catch up Pepsi is employing some highly-unusual posting tactics Their content calendar reflects a very methodical effort to find out what's working. 
  • 4. Weekends are working for both brands Few industries are taking advantage of this time-slot ignored by so many brands As social media becomes more integrated into our daily lives (think mobile), look for weekends to be a top spot. 
  • 5. Don't be afraid to ask for the 'Like' Both brands have directly solicited 'Likes' in their posts. Both posts ended up in the top 5 in performance.  Pepsi is really pushing engagement overall. Notice how many of their posts end with a question mark. Also, note the portion of Status updates leading in engagement. The top ten posts are almost always a richer media format, but Pepsi's really doing a great job of using simple, conversational language to drive engagement. 
  • 6. Got great content? Post it more than once. Pepsi posts the same commercial 4 times in 1 month The frequency doesn't hurt their engagement rates. Either people hadn't seen it previously, which is likely given that 'maybe' 5-10% of fans will see a given post, or people liked it so much the first time that they replayed it.  You can also see how they posted it at regular intervals throughout the month.
  • 7. Post at the same time each day to create expectations Pepsi posted 37% of their posts during the 8am Pacific time slot Normally I'm not a fan of being too mechanical about posting, but an alternate view could be that you're creating a kind of regularly-scheduled programming.  From the engagement-rate chart, you can see that 8am Pacific is their best performing time slot, despite the high volume. (Times are GMT)
  • 8. Know what works on Facebook www.zuumsocial.com That's just a sample of what Zuum can reveal about what works with Facebook marketing Contact Doug Schumacher Co-Founder Product Development and Marketing [email_address] Join any of our social media networks to know what works for marketers on Facebook.  Facebook Twitter