Facebook brand page: How to manage them effectively?
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How can a brand maximize its share of attention in the facebook echo-system ? How can they transform this attention into interaction, engagement and advocacy? ...

How can a brand maximize its share of attention in the facebook echo-system ? How can they transform this attention into interaction, engagement and advocacy?

To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels.

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Facebook brand page: How to manage them effectively? Presentation Transcript

  • 1. Facebook Brand Pages: How to manage them effectively ? 15/09/10 www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
  • 2. CONTEXT Brands need to fight for their share of attention among their fans Interaction with their fan base is key to harness the full potential of facebook marketing © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 3. KEY QUESTIONS  How can a brand maximize its share of attention in the facebook echo-system ?  How can they transform this attention into interaction, engagement and advocacy?  To have fans is fine. To engage them is better!  The more you reach new fans and interact with them ( i.e. fans who interact with you through likes or comments), the more your brand’s posts appear in their News Feeds To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 4. APPROACH From Facebook Brand Pages Analysis to Community Management Rules © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 4
  • 5. ANALYSIS METHODOLOGY  The brands’ selection is based on the following criteria:  Worldwide awareness  Broad range of number of fans  Broad range of posting frequency  Analysis of over a 1000 posts (the last 35 posts from 30 international brands)  For each brand, the analysis was based on:  The « interaction rate »: > (number of likes + number of comments) per 1000 fans per month > This interaction rate can be applied to a brand or to a single post  Frequency of Posts  Type of Post Content (news, connect, contest, promotion..) © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 5
  • 6. ANALYZED BRANDS © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 6
  • 7. Best performing Brands generate far more interactions than the ill-performing ones  Top 5 brands generate 37 times more interactions than bottom 5  Nike’s interaction rate is 100 times better than Ray Ban’s  Why ? 140 120 100 80 60 40 20 0 Interaction Rate (Total Interactions/ 1000 Fans/ Month) © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 7
  • 8. THE 7 RULES OF BRAND PAGE MANAGEMENT www.fullsix.com 157, rue Anatole France, 92309 Levallois-Perret Cedex – T: +33 1 49 68 73 00 – F: +33 1 49 68 73 73
  • 9. Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers  Good Community Management practices explain huge differences of interaction rates between brands  It is obvious that some Categories generate more interest and interactions than others  But within the same industry (fashion for instance), the interaction rate varies by 25 times between Victoria’s Secret and Ray Ban, 4 times between H&M and Gap  The difference is clearly related to community management practices Interaction Rate Number of Fans (Interactions/ 1000 Fans Brand Industry (at time of analysis) / Month) Victoria's Secret Fashion 3237062 27,31 H&M Fashion 1980521 16,94 Levi's Fashion 428887 10,24 Diesel Fashion 438294 5,62 GAP Fashion 565409 3,97 Ray Ban – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation © FullSIX 2010 Fashion 972526 1,11 9
  • 10. Rule #2. Don’t be afraid to post several times a day, with once a day as a minimum  Interaction rates per post are comparable whatever the frequency of posting  If a Brand posts often, it generates much more interactions: posting 4 times/day vs 2 times/week generates up to 10 times more (80 interactions vs 8 per 1000 fans )  We cannot identify any « spam » effect up to 4-5 times a day Every 6 Less often hours or Between 6 and Between 1 day Between 1 week and 1 than once Posting Frequency (F) more often 24 hours and 7 days month per Month Average Interaction rate (% of interaction/post/1000 fans) 0,09% 0,09% 0,11% 0,13% 0,11% Average number of Posts per Month 120 60 8 4 1 Average number of © FullSIX 2010 – Strictly Confidential – 80 interactions/month/1000 fansAll Rights Reserved – No production or diffusion 47 without8written authorisation 5 1 10
  • 11. Rule#3: Ensure regular posting frequency and do not stop posting for long periods of time Pringles Interaction Rate per post – March 2009/June 2010 0,0045 0,0040 0,0035 0,0030 0,0025 0,0020 Interaction Rate 0,0015 First break: 2 months Second break: 6 months Interaction rate Interaction rate 0,0010 divided by 3 divided by 10 0,0005 0,0000 © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 12. Rule #4. Re-post key contents several times at different hours to maximize its reach  Posting once is not enough, it generates a limited reach among the fan base  The Clinique example shows that the top 3 « interacted » publications are the same post  Reposting several times your most « interacted » publications is recommended: their interaction rate will remain high because they will reach fans who have probably not seen the first ones. Clinique – Nb of feedbacks per post © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 13. We have identified 16 different types of content that Brands are using to manage their Pages  There are 16 different types of post content, that are more or less used by the analyzed brands as shown by the analysis of the « share of brand usage » 16% Usage rate (% of usage among the 1000+ analysed posts) 14% 12% 10% 8% 6% 4% 2% 0%  These different types of posts can be included within 6 different « fan management objectives » Fan Management Objectives (% of posts per objective)  CELEBRATION : 3 %  CONVERSATION: 21 %  INFORMATION: 29 %  STATUS/EXCLUSIVITY: 34 %  LEAD GENERATION: 2 %  BRAND VALUES: 6 % © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 13
  • 14. Rule #5. Make sure you identify which types of content generate more interaction for your brand. Rule #6: Get the right balance between your Brand short term marketing/commercial activity, your Brand heritage and values and the celebration of your fans activities Highly Interacted (share of total interactions) Types of Content Mapping ‘High potential’: Are underused as 35% of total interactions for only 5% 14% External of posts News 12% Fan Kudos History ‘Brands Favourites’ : both highly used and effective to generate interactions 10% Feedback Product Promotion 8% ‘Good Campaign potential’ 6% App Sale Event Connect Website Star 4% Connect Brand Festival News CSR ‘Underperformers’ : Highly used (39% of posts) 2% but do not generate much interaction (14% of interactions) Highly Used Misc. (share of Brand usage) 0% 0% 5% 10% © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 15% 14
  • 15. Rule #6. Make efforts to create remarkable and exclusive content in an optimised form  Generate exclusive/interesting day-to-day content (videos, articles…) that is not limited to marketing campaigns  Make sure the posts are written (attention grabbing headlines) and illustrated with visuals (key visuals) to maximise their « stopping power »  It is worth investing on a « community management » team that creates specific content on top of just « managing posting » © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
  • 16. Are brands implementing these rules ? Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a maximum of 3 rules www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
  • 17. NIKE FOOTBALL- RANKED 1/30 - RULES FOLLOWED: 5 Nike Football is a specific brand example which has achieved extremely high interaction rates by posting regularly and frequently. Nike has been successful in identifying the content categories which are most effective in generating interaction Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings Yes 3 Regular Postings Yes 4 Re-posting important content No 5 Focus on proven successful types Yes of content 6 Balance between short term No commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals) Types of Content Number of Fans: 1651461 Count of Post Average time between posts: 0.5 days 20 13 Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1 117 External News Star Connect Feedback Contest
  • 18. NBA- RANK 2/30 - RULES FOLLOWED: 6 NBA generate high interaction thanks to its rigour in following the rules identified. Its posting is regular and frequent as well as focuses on successful types of content while creating exceptional posts to keep the audiences continuously interested. Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings Yes 3 Regular Postings Yes 4 Re-posting important content No 5 Focus on proven successful types Yes of content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals) Types of Content Number of Fans: 4158582 Count of Post 17 Average time between posts: 0.25 days 7 7 1 Interaction Rate ( Total Interaction/1000 fans/Month) : 107 Brand News Connect Sale Feedback
  • 19. PLAYSTATION: RANK 3/30 - RULES FOLLOWED: 6 Playstation has highest frequency between posts among our entire sample set. The frequent posts and diverse and captivating content keeps the consumers coming back and interacting with the Playstation community. Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings Yes 3 Regular Postings Yes 4 Re-posting important content No 5 Focus on proven successful types of Yes content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals) Types of Content Number of Fans: 2228062 Count of Post Average time between posts: 0.23 days 23 Interaction Rate ( Total Interaction/1000 fans/Month) : 6 4 2 60 Brand News Event Sale Connect
  • 20. MINI COOPER- RANK 4/30 - RULES FOLLOWED: 6 Mini Cooper has well balanced content categories. Its high interaction specifically are due to its particular focus on the category ‘Feedback’, which encourages the fans to speak to the brand and give their feedback and opinions to further improve the Mini experience. Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings Yes 3 Regular Postings Yes 4 Re-posting important content No 5 Focus on proven successful types of Yes content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals) Types of Content Number of Fans: 331346 Count of Post 14 Average time between posts: 1.4 days 7 6 5 Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1 38 Feedback Event Product Contest Connect History Promotion
  • 21. CADILLAC: RANK 5/30 - RULES FOLLOWED: 7 Cadillac has a balanced portfolio of content categories with regular and frequent posts as well as reposting important contents. Cadillac follows all seven rules and is consequently one of the top few brands in terms of interaction rate. Sr. Rule Yes/No No 1 Community Manager Yes 2 Frequent postings Yes 3 Regular Postings Yes 4 Re-posting important content Yes 5 Focus on proven successful Yes types of content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals) Count of Post Number of Fans: 168475 Count of Post 11 Average time between posts: 2.5 days 9 4 4 3 1 1 1 Interaction Rate ( Total Interaction/1000 fans/Month) : 32
  • 22. REESE: RANK 26/30 - RULES FOLLOWED: 3 Reese is a great example to illustrate that while balancing short term commercial brand information and relational posts is good, it is impossible to achieve success on Facebook without keeping regular contact with fans. Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings No 3 Regular Postings No 4 Re-posting important content No 5 Focus on proven successful types Yes of content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts No ( Great titles an d visuals) Types of Content Number of Fans: 3478331 Count of Post 16 Average time between posts: 5 days 11 3 Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1 1 3,61 Connect Campaign Contest CSR Event Product Promotion
  • 23. BEN & JERRY’S: RANK 27/30 - RULES FOLLOWED:2 Ben & Jerry’s, in spite of a large number of fans, fail to generate interest due to poor community management. There is no specifically interesting content for the fans, the main focus being its CSR activities. Ben & Jerry’s also lacks regular feeds to keep the consumers hooked Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings No 3 Regular Postings No 4 Re-posting important content Yes 5 Focus on proven successful types No of content 6 Balance between short term No commercial brand info and relational posts 7 Creating remarkable posts No ( Great titles an d visuals) Number of Fans: 1526208 Average time between posts: 15 days Interaction Rate ( Total Interaction/1000 fans/Month) : 1,33
  • 24. Mc DONALD’S : RANK 28/30 - RULES FOLLOWED:1 Mc Donald’s has extremely low interaction rates because of lack of frequency and irregularity in posts and lack of focus on any successful type of content category. Sr. No Rule Yes/No 1 Community Manager No 2 Frequent postings No 3 Regular Postings No 4 Re-posting important content No 5 Focus on proven successful types No of content 6 Balance between short term Yes commercial brand info and relational posts 7 Creating remarkable posts No ( Great titles an d visuals) Types of Content Number of Fans: 2535862 Count of Post 5 Average time between posts: 24 days 3 3 2 2 1 1 1 Interaction Rate ( Total Interaction/1000 fans/Month) : 1,32
  • 25. PRINGLES: RANK 29/30 - RULES FOLLOWED: 3 Pringles has excellent focus in creating remarkable posts and focusing on successful types on content. But, without regular posts and balance between different content categories it is not successful. Sr. No Rule Yes/No 1 Community Manager Yes 2 Frequent postings No 3 Regular Postings No 4 Re-posting important content No 5 Focus on proven successful types Yes of content 6 Balance between short term commercial brand info and relational posts No 7 Creating remarkable posts Yes ( Great titles an d visuals) Types of Content Number of Fans: 4596957 Types of Content 16 Average time between posts: 17 days 6 Interaction Rate ( Total Interaction/1000 fans/Month) : 3 1 1 1,32 Campaign Feedback Connect Event Star Connect
  • 26. RAY BAN- RANK 30/30 - RULES FOLLOWED: 0 Ray Ban has the lowest interaction rate within our sample size, primarily because of the non-application of the rules and its focus on miscellaneous content unrelated to its brand. Sr. No Rule Yes/No 1 Community Manager No 2 Frequent postings No 3 Regular Postings No 4 Re-posting important content No 5 Focus on proven successful types No of content 6 Balance between short term No commercial brand info and relational posts 7 Creating remarkable posts No ( Great titles an d visuals) Number of Fans: 1230104 Average time between posts: 12 days Interaction Rate ( Total Interaction/1000 fans/Month) : 1,11
  • 27. Going further…  If you want to know more about this research…  If you want to know more about Fullsix and its social media/facebook approach and capabilities…  If you want to adapt this research and analysis to your specific brand and category and see how you can optimise your facebook community management… …please contact Frédéric Colas Chief Strategic Officer, Fullsix Group colas@fullsix.com @fredcolas +33613090326 © FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 27