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
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
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
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?
5 Omes larger in proporOon to market 4,8 M users 25,2 M users
3 different levels COUNTRY FACEBOOK CATEGORY or TAG SPECIFIC PAGE FAN PAGE
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)
Local Pages Local Pages International PagesTargeting the Facebook users of Targeting an international a speciﬁc country audience, including Belgians
Facebook Categories• Selected by Admin who creates the Page
Measure of Engagement Nb Nb of Nb ofof Likes Comments Shares
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
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.
People Talking About ThisTAT: Facebook metric = number of uniqueusers who have created a ‘story’ about thepage in the last 7 days.
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
TAT is a metricstrongly inﬂuenced byRecruitments effortsof the brand.Organic Actions+ New Fans gained
TAT Net TAT New Fans (People Talking About This) from the last People who created a story 7 days in the last 7 days
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
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
Score on how many of my fans(older than 7 days) are stillengaged Fans Fans Fans engaged Fans engaged
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.
2 pages with the same EngagementScore but different Net TAT Scoremeans that My Little Paris achievedwith broader base of fans thanCdiscount.com.
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
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.
Deﬁnition of Fan Activity Score Post by fans 1,000 Nb of Fans
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.