Secrets of the Top 50 Facebook Fan Pages Jim Tobin

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Presented at Internet Summit, November 2011, Jim Tobin of Ignite Social Media analyzes the Top 50 Branded Facebook Fan Pages.

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Secrets of the Top 50 Facebook Fan Pages Jim Tobin

  1. 1. Jim Tobin Secrets of The Top 50 Facebook Pages@jtobin November 16, 2011
  2. 2. Secrets of the Top 50 Facebook Pages // 1 Minute on Ignite // Who Are the Top 50? // Key Stats // Fan Count // Frequency of Posting // Fan Actions, Overall and Normalized // Impressions generated // Value of impressions if purchased // Edgerank // Tab Tactics
  3. 3. Who We Are // Founded in 2007 and based in Cary, North Carolina with an additional offices in Detroit // Ignite Social Media is a team of strategists and technologists focused on corporate social media marketing // We take a holistic approach with teams focused on strategy, analytics, creative, engagement and technical development
  4. 4. Top 50 Facebook Pages AnalysisMethodology• The purpose of this study was to compile data to allow for the comparison of top 50 Facebook fan pages across many attributes: • Fan count • Company activity (admin posts) • Fan activity • And more.• Expion’s analysis component was used to evaluate the top 50 Facebook fan pages.• Fan count data was collected on October 31, 2011. The remaining data takes into account two months from August 15, 2011 to October 15, 2011, while fan growth rates were taken between May and July.
  5. 5. Who Are The Top 50?
  6. 6. Who Are The Top 50 Branded Pages? • 14 Packaged Food/ Drinks • 12 Fashion Apparel Retailers • 9 Technology • 7 Entertainment/ Recreation • 6 Food Establishment/ Chain • 2 Other (Audi, Zoosk)
  7. 7. Key States from The Top 50 Branded Pages?In the 60 days studied• The Top 50 branded Facebook fan pages had a combined 700,570,095 friends• The average page in the Top 50 had 14m fans • Largest page: Facebook at 54.8m fans • Smallest page: Kohl’s at 5.8m fans• The brands posted 3,579 times• They generated an estimated 8.5 billion impressions among them • Assumes 16% of fans see posts • Assumes 12% of friends see friend posts
  8. 8. Key Stats by Industry
  9. 9. Current Fans
  10. 10. How many times a month do they post?
  11. 11. How many times a month do they post? Top 5 Posts/ Bottom 5 Posts/ Month Month NatGeo 135 Pringles 7 MTV 129 Nutella 5 Xbox 80 Google Chrome 3 iTunes 76 Live Messenger 1 Walmart 76 Ferrero Rocher 0 Average Growth 10.47% Average Growth 6.72% (May-July) (May- July)
  12. 12. Average Fan Actions/Post
  13. 13. Who gets the most fan actions per post? Top 5 Actions/ Bottom 5 Actions/ Post Post Facebook 69,333 DC Shoes 1,516 Disney 40,677 Starburst 1,486 Starbucks 21,672 iTunes 1,390 Burberry 18,062 Live Messenger 1,140 BMW 17,643 Levi’s 745 Average Growth 12.10% Average Growth 8.12% (May-July) (May- July)
  14. 14. Average Fan Actions/Post, Normalized
  15. 15. How many impressions do the best get? Top 5 Estimated Bottom 5 Posts/ impressions Month MTV 1,218,758,994 Starbucks 23,726,724 Frappuccino YouTube 640,093,006 Nutella 18,800,136 iTunes 422,886,740 Google Chrome 6,129,458 Red Bull 400,573,254 Live Messenger 4,731,615 NatGeo 374,453,923 Ferrero Rocher 65,247 Total 3,056,765,918 Outperformance 57x Vs. Impressions 53,453,181 Impressions = ((FB Fans x Posts) x 16%) + ((Fan Actions x Avg. Friends/Active Fan) x 12%)
  16. 16. How much would these impressions cost? Top 5 Estimated cost of OLA MTV $12,187,589 YouTube $6,400,9306 iTunes $4,228,867 Red Bull $4,005,732 NatGeo $3,744,539 Top 50 $84.6m or $42.3m/mnth Combined Assumes $10 CPM
  17. 17. Facebook Edgerank • Affinity • Edge Weight • Recency http://bit.ly/edgerank3
  18. 18. Default Landing Tab? Fan Gate?
  19. 19. Fan Gate? Default Landing Tab? Number Percentage Fan Growth (of 50) (May-July) Default Landing 27 54% 9.47% Tab No Default 23 46% 10.51% Landing Tab Fan Gate 15 30% 9.69% No Fan Gate 35 70% 10.15%
  20. 20. Conclusions // Set Realistic Goals for Your Industry // Post Regularly, 1-2x/day. Consider weekends // You’re Not a Broadcast Channel. Fan Actions = Good // Drive Impressions, and Value Them // Understand EdgeRank // Make Your Default Landing Tab Engaging
  21. 21. // Jim Tobin, President// @jtobin// jim@ignitesocialmedia.com

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