Buddymedia: Strategies for effective facebook wall posts
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Great study by BuddyMedia on when, and what to post on brand facebook pages.

Great study by BuddyMedia on when, and what to post on brand facebook pages.

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Buddymedia: Strategies for effective facebook wall posts Buddymedia: Strategies for effective facebook wall posts Document Transcript

  • DATA REPORT
  • Table of ContentsI Introduction and Methodology…Page 3II Post Length: Keep It Short and Sweet…Page 4III URL Shorteners: Think Twice before Using Them…Page 4IV Best Time to Post:V Best Day to Post: Determine Yours…Page 6 V-i Entertainment Industry: V-ii Media Industry: V-iii Retail Industry: on Friday…Page 8 V-iv Automotive Industry: Sunday Is Your Friend…Page 8 V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9 V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9 V-vii Food and Beverage Industry: Engagement High Midweek and Saturday…Page 10 V-viii Healthcare and Beauty Industry: V-ix Sports Industry: Post More on Sunday…Page 11 V-x Travel and Hospitality Industry: Week…Page 11VI Action Keywords:VII Promotional Keywords:VIII Question Placement:IX Interrogative Keywords:X Conclusion www.buddymedia.com partner@buddymedia.com
  • Introductionshared on Facebook each month.1faced questions such as:MethodologyThree primary success metrics were reviewed in relation to Wall Posts: Comment Rate: number of Comments as a percentage of fan base ‘Like’ Rate: Engagement Rate:1 www.buddymedia.com partner@buddymedia.com 3
  • Post Length:Keep It Short and Sweet Posts have engagement rates.URL Shorteners:Think Twice before Using Them Engagement rates are 3 times higher www.buddymedia.com partner@buddymedia.com 4
  • Best Time to Post: Brands that posted outside of business hours had engagement rates. Engagement Rate Variance % of Brand Posts 0% www.buddymedia.com partner@buddymedia.com 5
  • Best Day to Post:Determine Yours 1by industry. THURS SUN FRI WED MON TUES SAT Engagement rates on Thursday and Friday are than other days of the week.1 www.buddymedia.com partner@buddymedia.com 6
  • DATA REPORTA STATISTICAL REVIEWFOR THE RETAIL INDUSTRY:STRATEGIES FOR EFFECTIVEFACEBOOK WALL POSTS
  • Table of ContentsI Introduction and Methodology…Page 3II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7VI Retailer Ideal Post Length: Keep Posts Concise…Page 8VII Retail Post Content:VIII Retail Post Structure:IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase Fan Engagement…Page 11X Coupon Offers: Don’t Make Customers Do the Math…Page 12XI Retail Post Attachments:XII Conclusion…Page 14XII Appendix: Study Parameters…Page 14 www.buddymedia.com partner@buddymedia.com
  • Introductionmaximize and leverage their Facebook presences to connect with consumers. This study tracks the keymost concern to retail brands: WHEN retailers should post, and WHAT content to post.incorporate attachments.MethodologySuccess Metrics: ‘Like’ Rate: Comment Rate: Engagement Rate: www.buddymedia.com partner@buddymedia.com 3
  • Best Time to Post for Retail Industry:Post When Customers are Listening INBOX Posts made between 8 PM and 7 AM receive 20 more user engagement. Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM) www.buddymedia.com partner@buddymedia.com 4
  • Best Day to Post for Retail Industry:Post When Customers are Engagedwhen their competition is not. On Wednesdays, fan engagement is 8 above average. Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com 5
  • Retailer Daily Post Frequency:Limit Posts to Two a DayFacebook user engagement decreases as the WEDa given day. WEDRetail brands should only consider postingthat changes throughout the day. Posting one to two times per day produces 40 higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com 6
  • Retailer Weekly Post Frequency:Don’t Exceed Four Posts a Week WED SUN MON TUES WED THURS FRI SAT SUN SATa given week. Posting one to four times per week produces 71 higher user engagement. 5+ Posts/Week 1-4 Posts/Week www.buddymedia.com partner@buddymedia.com 7
  • Retailer Ideal Post Length:Keep Posts ConciseOur research shows that there is a strong negative S.S. SHORT POSTconcise copy increases readablity and consumption. VOYAGE ON THE SEA OF ST PO ENGAGEMENT NG LO S. S. Posts with 80 characters or less receive 66 higher engagement. 81+ Characters 1-80 Characters www.buddymedia.com partner@buddymedia.com 8
  • Retail Post Content:Ask Questions to GetCustomers Talking Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts. “Non-Question” Post “Question” Post www.buddymedia.com partner@buddymedia.com 9
  • Retail Post Structure:Use Fill in the Blank Posts MONEY SUVs SALES GAMESrates nine times higher than I LIKE _______. MOVIESsupports that this is a proven COUPONS REBATES COMPUTERSutilizing this tactic. RECIPES Fill in the blank Posts receive 9 times more Comments than other Posts. Non Fill in the Blank Post Fill in the Blank Post www.buddymedia.com partner@buddymedia.com 10
  • Consumer Offer-Related Keywords:Offer “$ OFF” and Coupons toIncrease Fan Engagement FF Offer fans “$ off” and coupons. O $ N Posts containing these offer-related PO keywords receive the COU ER T FF UN highest engagement. O CO S NC E ENT DI RA EA GEM CL E NGA EAK P GA IN R BA VE SA AL DE FF O % LE SA Engagement Rate Variance www.buddymedia.com partner@buddymedia.com 11
  • Coupon Offers:Don’t Make Customers Do the Math $ OFF OFFER discount is small. % OFF OFFER “$ OFF” offers receive twice the engagement of “ OFF” offers. Engagement Rate Variance % of Brand Posts % off $ off www.buddymedia.com partner@buddymedia.com 12
  • Retail Post Attachments:Keep Posts Simpleattached links and thumbnail photos. POST TYPE ENGAGEMENT STATUS ONLY SINGLE PHOTO RECIPES ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL Avoid complicated Wall Posts. Status-only Posts receive 94 higher than average engagement. www.buddymedia.com partner@buddymedia.com 13
  • ConclusionHave questions? buddymedia.comAppendix:Study Parameters www.buddymedia.com partner@buddymedia.com 14
  • DATA REPORTA STATISTICAL REVIEWFOR THE RETAIL INDUSTRY:STRATEGIES FOR EFFECTIVEFACEBOOK WALL POSTS
  • Table of ContentsI Introduction and Methodology…Page 3II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7VI Retailer Ideal Post Length: Keep Posts Concise…Page 8VII Retail Post Content:VIII Retail Post Structure:IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase Fan Engagement…Page 11X Coupon Offers: Don’t Make Customers Do the Math…Page 12XI Retail Post Attachments:XII Conclusion…Page 14XII Appendix: Study Parameters…Page 14 www.buddymedia.com partner@buddymedia.com
  • Introductionmaximize and leverage their Facebook presences to connect with consumers. This study tracks the keymost concern to retail brands: WHEN retailers should post, and WHAT content to post.incorporate attachments.MethodologySuccess Metrics: ‘Like’ Rate: Comment Rate: Engagement Rate: www.buddymedia.com partner@buddymedia.com 3
  • Best Time to Post for Retail Industry:Post When Customers are Listening INBOX Posts made between 8 PM and 7 AM receive 20 more user engagement. Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM) www.buddymedia.com partner@buddymedia.com 4
  • Best Day to Post for Retail Industry:Post When Customers are Engagedwhen their competition is not. On Wednesdays, fan engagement is 8 above average. Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com 5
  • Retailer Daily Post Frequency:Limit Posts to Two a DayFacebook user engagement decreases as the WEDa given day. WEDRetail brands should only consider postingthat changes throughout the day. Posting one to two times per day produces 40 higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com 6
  • Retailer Weekly Post Frequency:Don’t Exceed Four Posts a Week WED SUN MON TUES WED THURS FRI SAT SUN SATa given week. Posting one to four times per week produces 71 higher user engagement. 5+ Posts/Week 1-4 Posts/Week www.buddymedia.com partner@buddymedia.com 7
  • Retailer Ideal Post Length:Keep Posts ConciseOur research shows that there is a strong negative S.S. SHORT POSTconcise copy increases readablity and consumption. VOYAGE ON THE SEA OF ST PO ENGAGEMENT NG LO S. S. Posts with 80 characters or less receive 66 higher engagement. 81+ Characters 1-80 Characters www.buddymedia.com partner@buddymedia.com 8
  • Retail Post Content:Ask Questions to GetCustomers Talking Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts. “Non-Question” Post “Question” Post www.buddymedia.com partner@buddymedia.com 9
  • Retail Post Structure:Use Fill in the Blank Posts MONEY SUVs SALES GAMESrates nine times higher than I LIKE _______. MOVIESsupports that this is a proven COUPONS REBATES COMPUTERSutilizing this tactic. RECIPES Fill in the blank Posts receive 9 times more Comments than other Posts. Non Fill in the Blank Post Fill in the Blank Post www.buddymedia.com partner@buddymedia.com 10
  • Consumer Offer-Related Keywords:Offer “$ OFF” and Coupons toIncrease Fan Engagement FF Offer fans “$ off” and coupons. O $ N Posts containing these offer-related PO keywords receive the COU ER T FF UN highest engagement. O CO S NC E ENT DI RA EA GEM CL E NGA EAK P GA IN R BA VE SA AL DE FF O % LE SA Engagement Rate Variance www.buddymedia.com partner@buddymedia.com 11
  • Coupon Offers:Don’t Make Customers Do the Math $ OFF OFFER discount is small. % OFF OFFER “$ OFF” offers receive twice the engagement of “ OFF” offers. Engagement Rate Variance % of Brand Posts % off $ off www.buddymedia.com partner@buddymedia.com 12
  • Retail Post Attachments:Keep Posts Simpleattached links and thumbnail photos. POST TYPE ENGAGEMENT STATUS ONLY SINGLE PHOTO RECIPES ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL Avoid complicated Wall Posts. Status-only Posts receive 94 higher than average engagement. www.buddymedia.com partner@buddymedia.com 13
  • ConclusionHave questions? buddymedia.comAppendix:Study Parameters www.buddymedia.com partner@buddymedia.com 14
  • Entertainment Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 50% 20% 40% 18% Engagement Rate Variance FRI 30% 16% 14% % of Brand Posts SUN 20% SAT 12% WED 10% 10% 0% 0% 8% THURS -10% 6% TUES -20% 4% MON -30% 2% -40% 0% ay y ay ay y ay ay da da id nd rd sd sd on es Fr tu Su ur ne Tu M Sa Th ed WMedia Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 15% 20% 18% SAT Engagement Rate Variance 10% 16% % of Brand Posts 14% 5% 12% TUES FRI 0% 0% 10% SUN 8% -5% 6% MON THURS -10% 4% 2% WED -15% 0% ay ay ay y y y ay a da a nd rd sd sd id d es on Fr tu Su e ur Tu n Sa M Th ed W www.buddymedia.com partner@buddymedia.com 7
  • Retail Industry:before Posting on Friday ay sd ne ed W Engagement Rate Variance % of Brand Posts 30% 25% 25% Engagement Rate Variance SUN 20% 20% % of Brand Posts 15% 10% 15% WED 5% 0% 10% TUES -5% FRI -10% 5% MON THURS SAT -15% -20% 0% ay y ay ay ay ay ay da id nd rd sd sd sd on Fr tu Su e ur ne Tu M Sa Th ed W on Sunday.Automotive Industry:Sunday Is Your Friend ay sd ne ed W Engagement Rate Variance % of Brand Posts 120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% SUN 40% 15% 20% 0% 0% 10% WED -20% MON -40% 5% TUES -60% THURS FRI -80% 0% ay y y y y S SAT ay y a da a da da sd id nd sd on ur s Fr ne Su e ur t Tu M Sa Th ed W on Sunday. www.buddymedia.com partner@buddymedia.com 8
  • Business and Finance Industry:Engagement Peaks Midweek ay sd ne ed W Engagement Rate Variance % of Brand Posts 80% 25% Engagement Rate Variance 60% WED 20% % of Brand Posts 40% 20% 15% THURS 0% 0% 10% -20% 5% FRI MON SAT -40% TUES -60% 0%SUN ay y ay ay ay y ay da da rd sd sd id nd es on Fr tu ur ne Su Tu Sa M Th ed W Wednesday and Thursday when engagement rates are highest.Fashion Industry:Engagement Peaks on Thursday ed ne sd ay W Engagement Rate Variance % of Brand Posts 40% 25% 30% Engagement Rate Variance THURS 20% 20% % of Brand Posts 10% 15% 0% 0% FRI SAT 10% -10% MON WED -20% 5% TUES -30% 0% SUN ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W www.buddymedia.com partner@buddymedia.com 9
  • Food and Beverage Industry:Engagement High Midweekand Saturday ay sd ne ed W Engagement Rate Variance % of Brand Posts 100% 20% 80% 18% Engagement Rate Variance 16% 60% 14% % of Brand Posts TUES 40% 12% 20% 10% SAT WED 0% 8% 0% FRI 6%SUN THURS -20% MON 4% -40% 2% -60% 0% ay ay ay ay y ay y da a sd sd sd id nd rd on Fr tu e ur ne Su Tu M Sa Th ed WHealthcare and Beauty Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 50% 20% 40% 18% Engagement Rate Variance 16% 30% THURS 14% % of Brand Posts 20% 12% 10% 10% 0% 0% 8% 6% -10% 4% MON SAT -20% 2% WED FRI -30% 0% TUES y y ay ay y ay y da a da a sd sd id nd SUN rd es on Fr tu ur ne Su Tu M Sa Th ed W www.buddymedia.com partner@buddymedia.com 10
  • Sports Industry:Post More on Sunday ay sd ne ed W Engagement Rate Variance % of Brand Posts 120% 25% 100% Engagement Rate Variance SUN 80% 20% % of Brand Posts 60% 15% 40% 20% 10% 0% 0% -20% 5% SAT MON WED FRI -40% TUES THURS -60% 0% ay ay y ay ay y ay da da sd id nd rd sd on es Fr tu ne Su ur Tu M Sa Th ed WTravel and Hospitality Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 50% 25% 40% Engagement Rate Variance THURS 20% 30% % of Brand Posts TUES 20% 15% WED FRI 10% 10% MON 0% 0% -10% SAT 5%SUN -20% -30% 0% y ay ay ay ay ay ay da nd rd sd sd sd id on Fr tu Su e ur ne Tu M Sa Th ed W www.buddymedia.com partner@buddymedia.com 11
  • Action Keywords: LIKE POST TAKE COMMENT SUBMIT TELL US WATCH CHECK POST LIKE CHECK SUBMIT COMMENT SHARE CLICK CLICK SHOP TAKE VISIT WATCH VISIT BECOME A FAN TELL US SEE SHARE BECOME A FAN SEE SHOP ORDER ORDER www.buddymedia.com partner@buddymedia.com 12
  • Promotional Keywords: EVENT WINNER OFFER NEW WINtype of promotion when the correct tone is set in the Post. BRAND NEW ONLY ENTRY BUY CONTEST Fans are happy to engage with PROMOTION ENTER SWEEPSTAKE and opposed to more direct OFF COUPON DISCOUNT FREE EXCLUSIVE or LIMITED Like Rate Variance Comment Rate Variance 200%Average Rate Variance 150% 100% 50% 0% -50% -100% w di on t in try t d op ly nt n y le g e r ve ke f e r e r w en es of te ne fe bu io iv ite or n fre on ne w sa ou ne up sa en ta sh pi en of us nt ot ev st in lim d- ip ps sc co om co w cl sh an ee ex pr br e sw fre www.buddymedia.com partner@buddymedia.com 13
  • Question Placement:Given the desired outcome of a question Post is to invoke a SATfrom providing a response. When seeking engagement from Posts that end with a question have a engagement rate.Interrogative Keywords:Despite the fact that they drove the highest engagementuse these keywords to drive higher engagement rates. www.buddymedia.com partner@buddymedia.com 14
  • Conclusionon Facebook.Have questions? facebook.com/buddymedia twitter.com/buddymedia buddymedia.com www.buddymedia.com partner@buddymedia.com 15