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Travel 2.0 an Industry Research.Ricerca sul mondo dei viaggiatori 2.0 realizzata da FrozenFrogs e Zoover.

Travel 2.0 an Industry Research.Ricerca sul mondo dei viaggiatori 2.0 realizzata da FrozenFrogs e Zoover.

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  • 1. Facebook Engagement Rate (E.R.) Are fans really listening to me? frozenfrogs
  • 2. 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 of places frozenfrogs
  • 3. 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 frozenfrogs
  • 4. This rate show if and how Facebook is a trend for marketers. and again...you can get this data in another bazillion of places frozenfrogs
  • 5. 600 Results for “Facebook for ML Business” in Google 10 ML Became fan of a page each day 2 Movies on Facebook and endless books Source: Facebook.com frozenfrogs
  • 6. If you do not 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
  • 7. 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 need to walk down the street. frozenfrogs
  • 8. This raise a question: are 800.000 people really following Kevin Spacey? and millions of fan are really following companies and brands ? frozenfrogs
  • 9. Our goal is to get a benchmark to understand if fan are really engaged with brands and, if they are ... how much are they ? frozenfrogs
  • 10. Testing a sample of more than 100 really active business pages, across multiple sizes and different industries, in their latest 5 status update, we seen that the behavior of the fan was very similar for every page. So we defined and found ... frozenfrogs
  • 11. E.R. That stands for Engagement Rate how much people are really engaged with you. sorry, no George Clooney here. frozenfrogs
  • 12. 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% Exploding Facebook: portions of the “f” match fan: 1ML - 3ML the size of the groups (a square block is around 300K fan), while the height match the Engagement Rate. The latest block has been exploded to give a clearer representation. 0,16% fan: 3ML - 6ML frozenfrogs
  • 13. 150 - 10K With small communities, you have no excuses to do not 0,57% take care of each one. Growing towards 100K you might loose 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 road of having 1million of fan, you are 0,24% on the road of 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
  • 14. I know that with 1.000 or 1.000.000 fan, they engage with the brand/page in similar ways. … as long as you take care of them. frozenfrogs
  • 15. It’s nice to know that, to keep alive my fans, 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
  • 16. Spanking Brand New! When you are a fan you have a special relationship with that brand. And it is very nice to conversate with it. However, to bring some meaning to it, the announcement of a major product release or an important upgrade raise the interest of your audience. Even better if powered by your customers feedback. frozenfrogs
  • 17. $$$$$$$! 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 fan, they will inevitably ask “What is in for me?”. frozenfrogs
  • 18. 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 particullary well for automotive brands on Facebook. frozenfrogs
  • 19. Do something really special! When F.C. Barcelona won the Champions League cup, the announcement had thousand and thousand of feedback on a single status. This is not limited to sport team on facebook. It should never been. A brand shoud do something exceptional for their loyal customers. Apple does it, Coca Cola does it. What is your excuse? frozenfrogs
  • 20. Something for the eye Least but not last, 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
  • 21. frozenfrogs Digital & Emerging Media Agency FrozenFrogs is a digital media agency, focused on the social and emerging media. Our projects start from listening to, and learning, from the online conversation of the 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 that you can establish with your clients. We can help you establish this relation. NEED MORE ? www.frozenfrogs.it gianluca@frozenfrogs.it denis@frozenfrogs.it