Facebook Engagement Rate
(E.R.)
Are fans really listening to me?
frozenfrogs

This rate
reflects the huge growth on Facebook and
Twitter, the new trend for marketers,
professionals, companies and average mortals.
and you can get this data in another bazillion places
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Facebook VS Twitter: Unique Visitors
150000000
122M
112500000
59M
75000000
37500000
22M
4ML
0
01/giu/08 01/lug/08 01/set/08 01/ott/08 01/dic/08 01/feb/09 01/apr/09 01/giu/09 01/lug/09
Facebook Twitter Source: Compete.com
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This rate
shows if and how Facebook is a trend for
marketers.
and again...you can get this data in another bazillion places
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600 Results for “Facebook for
ML Business” in Google
10
ML
Become fans of a page each day
2
Movies on Facebook and
endless books
Source: Facebook.com
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If you don’t live under a rock, you heard of
the “race to 1,000,000 followers”, where
popular profiles have thousand and
thousand of people following them.
If you are in Facebook, Twitter or even
MySpace, you are popular if you have
thousands of them.
frozenfrogs

One day Kevin Spacey said to David
Letterman that, with 800,000 followers
on Twitter, he will get lots of people
saying “hi” back to him.
David Letterman replied that, to achieve
the same thing, he just needs to walk
down the street.
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This
raises a question: are 800,000 people really
following Kevin Spacey?
and millions of fan are really following companies
and brands ?
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Our goal is to get a benchmark to
understand if fans are really engaged with
brands and, if they are ... how much are
they ?
frozenfrogs

Testing a sample of more than 100 really
active business pages, across multiple sizes
and different industries, in their status update
we’ve seen that the behavior of the fan was
very similar for every page.
So we defined and found ...
frozenfrogs

E.R.
That stands for Engagement Rate
how much people are really engaged with you.
sorry, no George Clooney here.
frozenfrogs

0,36%
fan: 300K - 600K
0,24% 0,57%
fan: 150 - 10K
fan: 100K - 300K
0,16%
0,46% 0,12%
fan: 10K - 50K
fan: 600K - 1ML fan: 50K - 100K
0,19% Observing Facebook:
portions of the “f” match
fan: 1ML - 3ML
the size of the groups (a
square block is around
300K fan), while the
height matches the
Engagement Rate. The
latest block has been
exploded to give a
clearer representation.
0,16%
fan: 3ML - 6ML
frozenfrogs

150 - 10K With small communities, you have no excuses not to
0,57% take care of each one. Growing towards 100K you might
lose some focus (we need more fans, damn it!) or,
10K - 50K simply you are not quite “there”, when you are a part
0,16% of your customers life.
50K - 100K
0,12%
100K - 300K If you are on the way to having 1million of fan, you are
0,24% on the way to making something great for your
customers. Could it be a new phone, or a car maker
300K - 600K going green?
0,36%
600K - 1ML
0,46%
1ML - 3ML On huge fan pages it is normal to have lower
0,19% Engagement Rate, as long as you are not Michael
Jackson (RIP). Keep these ER as a benchmark, see them
3ML - 6ML grow on important announcements or drop when you
0,16% bore your audience.
frozenfrogs

I know
that with 1,000 or 1,000,000 fans, they engage
with the brand/page in similar ways.
… as long as you take care of them.
frozenfrogs

It’s nice
to know that, to keep my fans engaged, there are
5 main trends to follow.
… to avoid to run in the pit of the endless (and useless) chit-chat that
will lead in a near oblivion.
frozenfrogs

Spanking
Brand New!
When you are a fan you have a special
relationship with that brand. And it is very nice
to have a conversation with it.
However, to bring some meaning to it, the
announcement of a major product release or
an important upgrade raises the interest of
your audience. Even better if powered by your
customers feedback.
frozenfrogs

$$$$$$$!
Of course, with a new product release
there will be a promo.
Discounts, special offers, freebies will not
be ignored by your audience.
Do not underestimate the fact that, if you
want something from your fans, they will
inevitably ask “What is in for me?”.
frozenfrogs

Be green!
Being eco-friendly, supporting causes
(with cash and not with apps!), doing
something concrete to make this world
a better place gives you an instant
approval from your fans.
After all, you show that you care, just
like them.
This is working particularly well for
automotive brands on Facebook.
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Do something
really special!
When F.C. Barcelona won the Champions
League cup, the announcement had
thousands and thousands of feedback
messages on a single status updage.
This is not limited to sports team on
facebook. It should never be. A brand
shoud do something exceptional for their
loyal customers. Apple does it, Coca Cola
does it. What’s your excuse?
frozenfrogs

Something for
the eye
Last but not least, you should not limit
yourself to text updates.
Video consumption is on the rise, YouTube
and mySpace are turning to be
entertainement channels. Along with text
and pics, a video will do no harm.
frozenfrogs

Examples
Who can you read it
Showed in a bubble chart, the size and its colour represents the level of
engagement between the brand and their fans.
frozenfrogs

Example: Wired US in September
The
new
Bentley
Buy your own
Burglars at dinosaur New Wired
the Apple
Cybernetic available
The 747 Fire Store
contact lenses
Fighter
Flip vs Everything
To run better, Wired Anti paparazzi
iPod about
ditch your Nike Newsletter defences on
The BMW Vision Abramovich Yacht Apple
Touchpad
Brew your own You can smoke on
beer European Airlines
Wired US uses its Facebook Fan page to feed news items from wired.com to its fans.
Looking at the Wired US page, we see how users are more engaged on strange and particular
news and tech articles, while news that have been featured everywhere gain less interest. Also,
we see that news related to Europe gain less interest.

Example: Ducati in September
The new
About Ducati Ipermotard Casey is back
Monster Art
Please, do not spam
Imola GP
First place for Nicky Haiden
Ducati uses its Facebook Fan Page to feed general news to its users, from sport news, to new
models and others activities.
With Ducati we see the tight relationship between fans, brand and the competitive world
where users seem awarding Ducati success of the race tracks. And when the launch of the
new Ipermotard reaches such high levels of engagement, we can expect Ducati clients to be
some of the loyalest out there.

frozenfrogs
Digital & Emerging Media Agency
FrozenFrogs is a digital media agency, focused on social and emerging media.
Our projects start from listening to, and learning, from the online conversation of
consumers, analysing their online behaviours.
From their behavious and online activities, users send feedback and ideas that can help
you reach results in terms of Engagement, Co-Creation, Conversation and, consequently,
better results.
We strongly believe that the performance of an online business depends from the trust
you can establish with your clients.
We can help you establish this relationship.
NEED MORE ?
www.frozenfrogs.it
gianluca@frozenfrogs.it
denis@frozenfrogs.it