Engagement Rate 2010

ENGAGEMENT RATE 2010THE ENGAGEMENT BETWEEN BRANDS AND PEOPLE ONFACEBOOK: 2010 TRENDS AND ANALYSIS

What is this?Fact: Facebook, in one way or another, is a growing part of marketing andadvertising. It is a growing part of our work.We do not release many research papers during the year, usually one ortwo. In the spite of this, we always try to seize an opportunity tounderstand what links a user to a brand in facebook.With this research, we are sharing our insights. We are doing it with ametric that we have developed. This paper is geered towards the digitaland marketing masses, incorporating both agencies and clients.We hope you will ﬁnd it useful.Thank you,Gianluca Arnesano, CEOgianluca@frozenfrogs.itDenis Rasia, Strategy Plannerdenis@frozenfrogs.it

About this paperIn 2009, with global brands moving their eyes onto Facebook (and viceversa) we felt the need to measure what we were seeing between brandsand consumers.We developed a metric called Engagement Rate http://slidesha.re/7vsd0F, essentially it is the rate between interactions* and fans** of abrand page.For page administrator, the metric can somewhat be close to the PostFeedback** but, because the numbers on their own have little meaning,the advantage of the E.R. relies on comparing different pages, differentbrands and different industries.By doing so, we could better understand how brands can adapt to theircontent to create a better connection with people.* Interactions: like and comments on a news item posted by a brand.** Fans are now people who “like”.*** Post Feedback can now be found on your page insights.

Why engagement isnow more importantthan everWith facebook attaining over 500 million users* and closing in on Googlein terms of pageviews**, we espect that people will consume content moreand more often via the news feed**.If before it was just a matter of getting fans (or becoming liked), now it is amatter of making your content relevant enough to be streamed in usersʼnews feed.* http://blog.facebook.com/blog.php?post=409753352130** http://siteanalytics.compete.com/facebook.com+google.com/*** News feed = your stream of news in facebook.com

On facebook, each interaction is part of a story. WhenThe organic stories someone likes or comment a status update, he/she creates an organic story. When your Facebook contactson facebook interacts with a brand, there are chances that the story will be considered of your interest and, consequently, feeded in your Top News section gaining in earned media exposure. AWARENESSAdditionally, paid media (ads) can raise Self-service ads andawareness and eventually create organic PAID MEDIA engagement adsstories. Organic storiesWhen there is feedback on the news item,a new organic story begins and it will befed to different contacts, gaining in earned EARNED MEDIAmedia User Feedback (Engagement)A news item (status update, video, image, Newetc…) is posted on the page owned by the OWNED MEDIA contentbrand.

It isn’t SEO, but thefirst page matters.Organising content compelling enough for creating organic stories is notjust a matter of awareness.The news feed is a place where owned and earned media mix together,creating a page where people get information both from a brand and froma trusted circle of contacts.To understand the importance of the news feed, we just need to think howFacebook is studying and trying different and integrated paid mediasolution (to name one: Engagement Ads) to facilitate the creation of neworganic stories.** Differences between Facebook Ads and Sponsored Stories http://www.facebook.com/help/?faq=19724

Data and methodology• 50 global brands examined for the • Engagement Rate calculated on a entire 2010 monthly average interactions.• more than 12,000 status update • Brands are not divided by typical written in brand pages industry deﬁnition, but by their relation with consumers.• more than 10,000,000 interactions to brands as likes and comments • Brands covered in details in the next slide are not intended as “winners” but as pratical ways to explain concepts.

Br and s to drinkf

Brand to Drink Engagement Rate has always been about how brands relate with their audience. For the “Brands to drink” we looked at Corona and their “The Big Like-back” activity. We actually really like it. Why? It is similar to a contest, but prizes are unlocked by the cumulative effort of all the people that like Corona. Cutting the contest in different unlockable rewards is a way to scale the competition, so that is not a short burst. WHAT CAN WE LEARN HERE: Contests are a great way to create engagement in the short term but the planning should consider that we are talking about social spaces. So scale it in a way that you have something to tell and ﬁnd the right rewards or you will just get prize-hunters. HOW DOES THIS APPLY TO THE ORGANIC STORIES: This is a way to gather likes to your page. These stories are short and there is little room of development (no comments, for instance), but other contacts could like the page too after seeing it on the News Feed.1,000,750,500,25 0 Jan Mar May Jul Sep Nov

1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Engagement Rate calculated on the monthly average of interactions.

Br and s to eatf

Brand to Eat Why Campbellʼs for brands to eat? When looking at KFC, McDonalds or PizzaHut, our eyes went straight to Campbells page for their moderation efforts. The team working on the page is very responsive to their users. We would also like to note that we are talking about soups and not tablets (nor smartphones, nor designer items). It is interesting to see that engagement can be created regardless of the coolness of the brand/product. WHAT CAN WE LEARN HERE: Everyone talks about big fashionable brands, but engagement can be created for other different brands after discovering the right content.1,00 HOW DOES THIS APPLY TO THE ORGANIC STORIES: Moderating and participating to the conversation is the best way to grow existing organic stories, with0,75 better chances of more exposure in the news feed.0,50 It is also good social media discipline.0,25 0 Jan Mar May Jul Sep Nov

1,000,750,500,25 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Engagement Rate calculated on the monthly average of interactions.

Br and s to drivef

Brand to Drive Automotive is the industry that pushes every time, the limits in advertising, marketing and communication. And even on social media they are nothing less. Audi gives us the occasion to think about brands operating in different countries. Why Audiʼs main page the USA one? Should it not been more generic? Or european? Maybe US is the main market? In Europe we understand that 140mph are not 140km/h, but they sound like 140km/h! WHAT CAN WE LEARN HERE: Different languages can be show to the right users with ﬁlters and with specialised tools such as Buddy Media. However, complex organisation should opt for local pages and produce relevant content with tabs, text, applications, videos, etc. This should help keep things smooth if you ﬁnd yourself dealing too much with the international department :) HOW DOES THIS APPLY TO THE ORGANIC STORIES: The more relevant your1,00 content is, the easier is to get engagement and, consequently, create organic stories that will be fed to the people contacts trough the news feed. Also, the content that is0,75 relevant for a European could not be relevant for an American.0,500,25 0 Jan Mar May Jul Sep Nov

Br and s to workf

Brand to Work Or, the page says: “So, what DOES Xerox do?” Xerox is such an interesting case for the naming. Although we are talking of another top global brand, not everyone might have a clear idea of what exactly they do. Actually, the ﬁrst question that pop into in my mind is “What does Xerox do in Facebook?” The team behind social/digital managed to be creative showing some bravery (or maybe they do not know that the page name cannot be changed) by using their ofﬁcial page to answer that question. WHAT CAN WE LEARN HERE: There is absolutely no need to stick to the style1,00 manual. If there is opportunity to better tell your story, be creative on the titles, on the images and on the content that you provide.0,75 HOW DOES THIS APPLY TO THE ORGANIC STORIES: Doing a social media0,50 check-up or brand audit can unveil questions wherein people need answers. A monitor tool solution such as Radian6 can help spot these questions. Besides,0,25 answers are often relevant content that can make it to the Top News. 0 Jan Mar May Jul Sep Nov

1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Engagement Rate calculated on the monthly average of interactions.

1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic1,000,750,500,25 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Engagement Rate calculated on the monthly average of interactions.

Br and s to wearf

Brand to Wear Zara, compared to other major brand pages, has a moderate frequency of updates. While, at ﬁrst, this might look like a lack of maintenance, it is one of their strongest points. Zara engage its audience with the only thing that really matters to them: clothes. And stores too. How they do it? Posting the right material. Just check how they announced their new store in Rome.1,00 WHAT CAN WE LEARN HERE AND HOW DOES THIS APPLY TO THE ORGANIC0,75 STORIES: We hardly believe that “the more I write, the better”.0,50 Frequency is not the key for creating organic stories and good content can be picked up later by users. We could see soon* stories pushed on the top of a brand page for0,25 their relevance, making walls less chronologically based. * http://www.insidefacebook.com/2011/01/20/top-posts-ﬁlter-surfaces-the-best-user-content-on-facebook-page-walls/ 0 Jan Mar May Jul Sep Nov

Br and s to dreamf

Brands to Dream: All We liked them all. Seriously. But what is a brand to dream? Is that brand that falls into the category of “irrational buying reasons”, also known as luxury. Is also the engagement irrational? No. In one of our previous reports, when social proﬁles of luxury brands were created by fans and yet not run by the brand, we noticed how this affected the brand - it was somewhat aspirational. There is a need to feel close, to be part of that world, to see your own proﬁle picture just underneath the brand logo. However, liking something on a page is just one clike away and to mantain awareness in Facebook just being there is not enough. It has never been enough, actually. That is why all those brands are creating ever more compelling stories that can be liked, shared and commented upn Facebook. For LV itʼs Bono, for Burberry their acoustic shows. The substance: there is always something to narrate.1,00 Plus... while not everyone can afford Louis Vuitton, at least the engagement is free.0,75 WHAT CAN WE LEARN HERE AND HOW DOES THIS APPLY TO THE ORGANIC STORIES: Working with visual media is another way to engage with the audience.0,50 Highly creative work can also be a viral inside the social network. And this turns to be true especially for those brands that need to send an emotion.0,25 0 Jan Mar May Jul Sep Nov

Br and s toCommunicatef

Brands to Communicate Brands like Nokia and Blackberry show us how a brand page can act like the main news feed for the company. After all, arenʼt corporate websites becoming irrelevant?* Every brand has different new products each year, but this does not necesseraly mean that you should create a different product page. Instead, you should get creative with tabs, apps, proﬁle pictures and keep working with the already established audience. WHAT CAN WE LEARN HERE: Sometimes accounts, sometime clients, ask for a dedicated campaign (ok!), a dedicated minisite (ok!) and dedicated social proﬁle (not so ok!). People that clicked like cannot be moved from a page to another so, opening a page for a product lunch that will be abandoned after the end of the campaign, it is most likely a waste of resources.1,00 HOW DOES THIS APPLY TO THE ORGANIC STORIES: Starting a page from0,75 scratch means starting from zero. And with zero audience, the chance of creating organic stories will be narrowed to nil.0,50 * 2007, but still very relevant http://www.web-strategist.com/blog/2007/05/29/web-strategy-how-to-evolve-your-0,25 irrelevant-corporate-website/ 0 Jan Mar May Jul Sep Nov

1,00 1,000,75 0,750,50 0,500,25 0,25 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dic Engagement Rate calculated on the monthly average of interactions.

ds for use ran everydayfB

Brands for use Everyday Is a brand worth sharing? Sharing is a quality, but also a requirement, when working on social media. A brand should be indeed remarkable, but should also be shareable. Remarkable and shareable are very close: if I expect my brands to be shared, it needs to be remarkable to be able to ignite such an action. But shareble has something more: it facilitates the circulation, it is something that sparks the act of passing the word. Often it is just a matter of technical consideration. When you work of YouTube for instance, let the content to be embeddable, provide shorter url, etc... WHAT CAN WE LEARN HERE: It might be an obvious concept, or just a simple concept, but when developing graphic assets, content and other material, there should be room for making it shareable. HOW DOES THIS APPLY TO THE ORGANIC STORIES: Sharing is at the base of social media. Even a simple Like on a status update is something that is shared, with1,00 the brand and with the contacts. When working on your content, think what can be valuable to share for your audience and remove any eventual gaps that can prevent0,75 your content to be shared.0,500,25 0 Jan Mar May Jul Sep Nov

So how do we createorganic stories?We just have a single and simple tip for creating organicstories: find a story, scale it, tell it.Perhaps it is too obvious, or just simple, but that is thebest way, in our opinion to get to the consumer.Finding your story means find what is relevant to thepeople and, consequently, which content has morechances of engaging your fans and to result in the mainstream news.Benchmarking similar industries/brand give an idea onhow to start this.Of course, after finding your content, you should be atleast a bit creative, scaling it, using pictures and videos,acting in the social scene, mixing short and long termtactics.

Some tips for page managers1. Have your content planned. The most stupid thing to do is looking for content on the same day that should be posted.2. Stories should be scaled. That means: ﬁnd your topic and turn it in different pieces to be released progressively (look at Nikeʼs Write the Future for one example).3. A social media monitoring solution can help the creation of relevant material by spotting trends and useful insights.4. Keep under your radar some key people. They could help co-create content, (a lot more useful than begging them for visibility in their blog!)5. We told you last time, but is worth remembering it. Be creative and make visual materials part of the content.6. Facebook Apps should be contextualized with your content planning.7. Still no ideas for your page? Look at how relevant brands to your work do it right (or wrong).

Who we areFrozenFrogs is a digital agency based in Rome.Our work starts from understanding how we can connectbrands and users in social spaces. Creatingconversations is just the beginning of our work, a workthat integrates with all the aspects of the digital life of aclient.more at:http://www.frozenfrogs.it/en/agency.htmlhttp://www.facebook.com/frozenfrogs

Show us your Share it with friends: http://bit.ly/engrate2010Work released under Creative Attribution — You must attribute the work in the manner specified by theCommons 3.0, you are free to author or licensor (but not in any way that suggests that they endorse youshare it, copy it, distribute and or your use of the work).transmit the work under the Noncommercial — You may not use this work for commercial purposes.following conditions: No Derivative Works — You may not alter, transform, or build upon this work.

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Engagement Rate 2010

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