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Pagekarma Summit Part 1 Yves Baudechon

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Presentation Summit Part 1 (morning session) by Yves Baudechon. Metrics explanations + awards

Presentation Summit Part 1 (morning session) by Yves Baudechon. Metrics explanations + awards


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  • 1. So.Space Building Brands in the Social SpacePart 1. Welcome !
  • 2. 3  
  • 3. Brussels   Paris   40 experts Paris   dedicated to SocialBrussels   Marketing Social Lab Group 5  
  • 4. 7  
  • 5. #fbsummitAgenda•  9.15 – 10.40 –  Metrics that matter –  Who is doing the best job ?•  10.40-11.00 –  Coffee break. Elite networking•  11.00 – 12.30 –  International Pages Award –  10 hidden secrets –  EventAttitude & Contest Tab CMS Intro
  • 6. Data isthe new oil
  • 7. 9.15 – 10.40Metrics that matter.How to measure thesuccess of your Page andbenchmark your efforts.Yves Baudechon
  • 8. 1. Size Yes, size matters#fbsummit
  • 9. How many fans ?•  Critical Mass to justify efforts and generate ROI >10.000•  Pure Leadership –  Largest Local Page in Belgium –  Largest Page in the Category 638   Pages  with  more  >   10.000  fans  in   Belgium  •  Symbolic Size –  100.000 fans ? 57   Pages  with  more  >  •  Penetration 100.000  fans  in   –  Penetration of Client Base Belgium  
  • 10. 3.000   pages  
  • 11. Size is less important•  Facebook evolutions challenge the way how recruitment is achieved and the optimal size of the Community.•  The new Ad formats of Facebook are impacting the role of the Facebook Page•  And the importance of having a very large fan base
  • 12. 18  
  • 13. 19  
  • 14. 20  
  • 15. In early days of Pages Fans   Up  30  to  40  %  organic  reach  on  average  
  • 16. In early days of Pages Fans   Up  30  to  40  %  organic  reach  on  average  But EdgeRank has been reviewed Fans   12  to  16  %  reach  through  organic  (Facebook  Worldwide  Average)  
  • 17. However, PPA allow brands toincrease engagement from fans Fans   25  to  90%  reach  through  organic  +  paid  
  • 18. But now, PPA allow brands toincrease reach on their target Fans   25  to  90%  reach  through  organic  +  paid   Target   25  to  75%  reach  through  paid  
  • 19. The  Newsfeed    Where  Facebook  aggregates  posts  from  Friends  are  Pages  
  • 20. 40-­‐150x   more  likely  people  will  consume  branded  content   on  the     45%   news  feed  than  on     of  peoples’  Ome     a  brand  Page   on  Facebook  is     on  news  feed  
  • 21. 65%   65%   of  likes   of  likes   happen  in  happen  in   news  feed  news  feed   115B   65B   news  feed  story     news  feed   story     impressions  daily   impressions   daily   27  
  • 22. More   Space  29/11/12   28  
  • 23. Full     screen  on   mobile  29/11/12   29  
  • 24. 10x  Higher  ad  recall  for     news  feed  vs.     right-­‐hand  side  
  • 25. 31  
  • 26. Page Post Ads expand yourreach on your fans and yourtarget Target     Example  Men     24-­‐35       Fans   Organic     reach  
  • 27. Whisky   Men  25-­‐34   So*drink   Men/Women  25-­‐44   Beer   Football  Fans  >18  
  • 28. Where it matters,in the newsfeed Target  
  • 29. Meaning…Size is no longer such anissue.•  If we can expose our posts to our target group, in the newsfeed, organic reach may not be that important•  Even if that organci reach is « free ».A balance needs to be found
  • 30. Size•  A metric that needs to be benchmarked How do I How do I compare against compare against other brands in my direct my country? competitors ? What is my level of penetration of Facebook users in my country vs my peers?
  • 31. 5  Omes   larger  in   proporOon   to  market  4,8 M users 25,2 M users
  • 32. 3 different levels COUNTRY FACEBOOK CATEGORY or TAG SPECIFIC PAGE FAN PAGE
  • 33. Monolingual Pages
  • 34. Country AnalystsFor each country, a Country Analyst•  Identifies all relevant Pages of Brands and Media•  Verifies that the Page is official•  Verifies the targeted market •  International Pages of Brands from Country •  Local Pages targeting audience in Country•  Tags the Page in the relevant sub-categories (289)
  • 35. Local Pages Local Pages International PagesTargeting the Facebook users of Targeting an international a specific country audience, including Belgians
  • 36. Facebook Categories•  Selected by Admin who creates the Page
  • 37. Automotive & Parts Instead of Cars
  • 38. Automotive & Parts Instead of Cars
  • 39. Tags 289 Tags Dairy Products Alcohol Soft drinks Baby Food Beers Facebook Categories have their limits Waters Too vague Lack of discipline Candy Bars
  • 40. + 3 baskets DIRECT COUNTRY COMPETITORS CATEGORY /TAG PEERS SPECIFIC PAGE INSPIRATION FAN  PAGE  
  • 41. BasketsBrands that matter for you•  Your Peers in the world•  Brands targeting the same audience•  Brands talking about the same subject
  • 42. Examples Basket 1 Basket 2 Basket 3 « Energy Brands « Energy Brands Institutions Belgium » Worldwide » Basket 1 Basket 2 Basket 3 « Whiskies « Jameson Pages in Trendy Pages Belgium » the World »
  • 43. 2. Engagement#fbsummit
  • 44. 40-­‐150x   more  likely  people  will  consume  branded  content  on  the  news  feed  than  on     45%   a  brand  Page   of  peoples’  Ome     on  Facebook  is     on  news  feed  
  • 45. 1    Newsfeed  
  • 46. 2    Newsfeeds  
  • 47. Edgerank   Everything,   filters   sorted  by   posts   recency  
  • 48. Edgerank  
  • 49. Recency  of   the  Post   Edgerank  Affinity  you  have   Formula  with  this  person   or  Page   Weight  of   the  Post  
  • 50. Engagement   Likes   Affinity  you  have   Comments   with  this  person   or  Page   Shares  27/11/12   56  
  • 51. Organic   Engagement   Likes   Comments  27/11/12  
  • 52. Measure of Engagement Nb Nb of Nb ofof Likes Comments Shares
  • 53. Formula of Engagement Score1 x Nb 4 x Nb of 8 x Nbof Likes Comments of Shares 1,000 Nb of Fans Multipliers may be adapted by user
  • 54. Engagement ScoreEngagement Score: weighted sum of likes,comments and shares on posts published by thepage in the last 30 days.A good engagement score, means that thepages optimizes one of the main driver ofEdgeRank, and its organic reach.
  • 55. Food brands
  • 56. Need to filter
  • 57. Food brands> 25.000 fans
  • 58. How do youengageyours ?
  • 59. 3. TAT & TAT Net Score#fbsummit
  • 60. People Talking About ThisTAT: Facebook metric = number of uniqueusers who have created a ‘story’ about thepage in the last 7 days.
  • 61. In the last 7 days, unique individuals who Answer Tag on Page Comment Question Photo Geolocate Mention a Page in a postLike RSVP to events Check-in Share Like the Page
  • 62. TAT is a metricstrongly influenced byRecruitments effortsof the brand.Organic Actions+ New Fans gained
  • 63. TAT Net TAT New Fans (People Talking About This) from the last People who created a story 7 days in the last 7 days
  • 64. In the last 7 days, unique individuals who have Answer Tag on Page Comment Question Photo Geolocate Mention a Page in a postLike RSVP to events Check-in Share And are fans of the page for more than 7 days
  • 65. Definition of TAT Net Score TAT New Fans(People Talking About This) from the last People who created a story 7 days in the last 7 days 1,000 Nb of Fans
  • 66. Score on how many of my fans(older than 7 days) are stillengaged Fans Fans Fans engaged Fans engaged
  • 67. MetricsFANSTAT: Facebook metric = number of unique users who havecreated a ‘story’ about the page in the last 7 days (TATincludes new fans to the page in this metric).Net TAT Score: TAT minus the total number of new fans in thelast 7 days divided by the total number of fans times 1,000 tobe able to compare this metric between different pages.
  • 68. 2 pages with the same EngagementScore but different Net TAT Scoremeans that My Little Paris achievedwith broader base of fans thanCdiscount.com.
  • 69. Banks> 10.000 fans
  • 70. 4. Sharability Score#fbsummit
  • 71. Shareability Score Nb of Shares 1,000 Nb of Fans
  • 72. MetricsShareability Score: total number of shares per dayon posts published by the page in the last 30 daysdivided by the total number of fans times 1,000.How sharable your content was.
  • 73. Car brands > 25.000 fans
  • 74. 85  
  • 75. Example Cockpit
  • 76. Most Shared Posts last 7 daysin Belgium
  • 77. Most Shared Posts last 7 dayson Nutella Pages in the World
  • 78. Most Shared Posts last 7 dayson Club Med
  • 79. 5. Page Posts Actions#fbsummit
  • 80. In Belgium Average Nb of Posts per day for Brands 1.1 Average Nb of Posts per day for Brands > 25.000 Fans 2.4
  • 81. MetricsPAGE POSTSPosts: average number of posts per day published by thepage in the last 30 days.Likes: average number of likes per day on posts published bythe page in the last 30 days.Comments: average number of comments per day on postspublished by the page in the last 30 days.Shares: average number of shares per day on posts publishedby the page in the last 30 days.
  • 82. 6. Posts by Fans Fan Activity Score#fbsummit
  • 83. 16,5% of Pages are closed
  • 84. Definition of Fan Activity Score Post by fans 1,000 Nb of Fans
  • 85. MetricsCOMMUNITY POSTSPosts: average number of posts per day published on thepage by the community of fans in the last 30 days.Fan Activity Score: number of posts per day published by thecommunity of fans in the last 30 days divided by the totalnumber of fans times 1,000.Evolution: percentage increase/decrease of the fan activityscore compared to the same day of the previous month.
  • 86. Chocolate / Candies >25.000
  • 87. 7. Global Notation in 2013
  • 88. Engagement Score in Tag TAT Net Score Consideration3 Key summary metrics
  • 89. Combined with level of excellence in TagTop 21- >20% 60% 61%Percentile in Tag
  • 90. 8. Food for your Brains#fbsummit
  • 91. InspirationDatas
  • 92. Same richness of datas • Your Page • Any Page
  • 93. From Good to Great The Best is yet to come ! Thank you for listening to me… Yves.baudechon@gmail.com
  • 94. So.Space Building Brands in the Social SpaceAward Time
  • 95. Who are the best ? Fréderic Bouchar#fbsummit
  • 96. Official / Non official Official Pages Non-Official Pages Managed by the brand Created and managed by a fan
  • 97. Local / International Local Pages International Pages Targeting the Facebook users Targeting an international of a specific country audience, including Belgians
  • 98. Global (New) Global Pages Local Pages > Regrouped by Facebook Same Name Each Page keeps its own url, about info, tabs Nb of Fans is consolidated
  • 99. 1. Size#fbsummit
  • 100. 1   2   3  
  • 101. Page Karma RankingsTop 10 Engagement 25 Nov 2012 Midnight Last 30 days
  • 102. 2. Engagement#fbsummit
  • 103. Formula of Engagement Score1 x Nb 4 x Nb of 8 x Nbof Likes Comments of Shares 1,000 Nb of Fans
  • 104. 1   2   3  
  • 105. 3. TAT Net Score#fbsummit
  • 106. Definition of TAT Net Score TAT New Fans(People Talking About This) from the last People who created a story 7 days in the last 7 days 1,000 Nb of Fans
  • 107. 1   2   3  
  • 108. 4. Sharability of posts#fbsummit
  • 109. Shareability Score Nb of Shares 1,000 Nb of Fans
  • 110. 1   2   3  
  • 111. 5. Fan Activity#fbsummit
  • 112. Definition of Fan Activity Score Post by fans 1,000 Nb of Fans
  • 113. 1   2   3  
  • 114. Semantic Analysis Negative Comments PositiveComments Neutral
  • 115. White Paper Group Benchmarks « Holding » effect
  • 116. Local / International Local Pages International Pages Targeting the Facebook users Targeting an international of a specific country audience, including Belgians
  • 117. Thank youMore in the Magazine and Newsletter
  • 118. So.Space Building Brands in the Social Space#fbsummit Break

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