Fathom analytics for facebook dec 2011

CONTENTS 1.  Introducing Fathom Analytics for Facebook 2.  20 Facebook Relationship Builders 3.  Top Brand Rankings “What is a scientist after all? It is a curious man looking through a keyhole, the keyhole of nature, trying to know whats going on.” – Jacques Yves Cousteau© 2011 FATHOM RESEARCH, LLC 11/26/11 2

Do your fans like you – REALLY like you – or do they just like you to hate you? Counting your posts and likes can give you a feel for the size of your Facebook audience, but it does not really tell you the whole story. Love For example, did you know that people often “like” cellular service providers in order to tell them how much hate them? Just ask Verizon & AT&T. So how, then, do you figure out what your “fans” really think of you, and more importantly, how do you create a strategy that improves your relationship with them? Allow us to introduce Fathom. Hate www.fathomresearch.com Though Verizon receives a high level of customer response via Facebook, much of it is negative in sentiment.© 2011 FATHOM RESEARCH, LLC 11/26/11 4

Fathom Analytics helps you evaluate your Facebook strategy and provides insights to help improve your relationship with fans. Fathom Analytics for Facebook focuses on the question, “How can I deepen my relationships with customers on Facebook?” sugar •  More sophisticated relationship scoring incorporates sentiment and cream momentum into analysis of post and likes happy volume. free love •  Custom category comparison lets you coffee compare your efforts with those of a hand- drink holidays picked group of competitors. friday •  Best in class benchmarking lets you compare with the best in the business. black •  Relationship drivers mapping identifies what compels customers to engage with you. Starbucks conversation between 11/17 and 11/28 trended toward •  Action education provides tailored holiday drink specials and drinking black coffee on Black Friday. advice on how to deepen your customer relationships. •  Success monitoring enables you to track progress over time.© 2011 FATHOM RESEARCH, LLC 11/26/11 5

Fathom Research puts powerful MotiveQuest analytics in your hands with a suite of innovative, web-based tools. Fathom Research is an offshoot of MotiveQuest, which has pioneered social research for the past 8 years. MotiveQuest has built the most sophisticated social media analytics available and provides expert consulting to Fortune 500 companies, powered by helping them answer questions like “What do my customers care about most?” and “How can I deepen my Facebook relationship with my fans?” Presented in an easy-to-use “do-it-yourself” format, the revolutionary Fathom Research tools now make Motive Quest’s technology accessible to smaller businesses. Each web-based tool is designed to answer one specific question really well, just like a smartphone app. The first tool to be launched, “Fathom Analytics for Facebook,” focuses on helping businesses build stronger customer relationships through Facebook.© 2011 FATHOM RESEARCH, LLC 11/26/11 6

Fathom Analytics is prepopulated with data from the 200 biggest US advertisers so you can explore the tool’s capabilities yourself. In this document, we present •  Examples of output from Fathom Analytics for Facebook •  20 Facebook Relationship Builders: tips for increasing engagement with Facebook fans •  Top-scoring brands according to Fathom’s Facebook Relationship Quality Index (RQI) This report has been created entirely using insights produced by Fathom Analytics for Facebook using data from September through November 2011. If you like the insights, you can try the tool yourself at www.fathomresearch.com. Three of Starbucks’ posts (in red) ranked in the top 10 (based on fan response) of the Restaurant category 11/17 -11/28.© 2011 FATHOM RESEARCH, LLC 11/26/11 7

Fathom rates brands according to the Facebook Relationship Quality Index (RQI); YouTube tops the list. Rank Brand RQI 1 90 2 88 3 87 4 86 5 84 6 83 7 83 8 83 9 82 10 82 11 82 12 81 13 81 Top-performing brands all earned millions of 14 80 likes and thousands (or tens of thousands) of fan 15 80 posts. 16 80 17 80 YouTube tops the list because it appeals to a 18 80 broad audience and encourages conversation by 19 80 curating the selection of videos posted on its 20 80 Facebook wall.© 2011 FATHOM RESEARCH, LLC 11/26/11 8

Fathom data allowed us to identify 20 Facebook Relationship Builders: activities that help brands strengthen bonds with fans. INVITE INTERACTION. JUST HAVE FUN. 1.  Ask meaningful questions. 10.  Connect your brand to fans’ passions. 2.  Let fans know you are listening. 11.  Fill in the _________. 12.  Play a game. ENCOURAGE STORYTELLING. 13.  Offer deals, contests, & promotions. 3.  Evoke nostalgia. 4.  Inspire imagination. SHOW SOME PERSONALITY. 5.  Share photos. 14.  Let characters represent your brand. 15.  Leverage star power. EXCHANGE IDEAS. 16.  Be irreverent. 6.  Encourage creativity. 17.  Talk about something besides your 7.  Tackle the issues. product. CELEBRATE. MAKE CONNECTIONS. 8.  Commemorate milestones. 18.  Share content. 9.  Participate in seasonal traditions. 19.  Champion a good cause. 20.  Make your product relevant to everyday life.© 2011 FATHOM RESEARCH, LLC 11/26/11 10

INVITE INTERACTION: The first step is to simply Posts that encourage people to become fans and continue interacting with you is a key to ask people to engage success on Facebook. Few approaches are as effective as asking provocative direct with your brand. questions. However, your job does not end there; fans need to know they are being heard.© 2011 FATHOM RESEARCH, LLC 11/26/11 11

Facebook Relationship Builder #1: Ask meaningful questions. “80% of women agree that every woman has something about her that is beautiful, but only 4% see beauty in themselves. Let’s change the stats: Tell us at least one thing that you love about yourself in the comments!” – Dove Instead of focusing solely on your product, engage fans with questions that resonate on a deeper, more personal level to show that you truly want to get to know them in ways that are relevant to your brand.© 2011 FATHOM RESEARCH, LLC 11/26/11 12

Facebook Relationship Builder #2: Let fans know you are listening. “From your comments, we know that many of you are waiting for the next BMW 3 Series. Well, we have great news for you: Tomorrow at 4.00 pm CEST, we will present the all-new BMW 3 Series Sedan to the world....We are mighty excited, how about you?” – BMW It is important to let fans know that you hear them both as a community and as individuals. BMW makes posts such as the one above but also responds to individual fan’s questions and comments posted on their Facebook wall.© 2011 FATHOM RESEARCH, LLC 11/26/11 13

RIVALRY: Inspiration and outreach set Dove’s Facebook engagement Dove vs. Olay apart from its competitors. Dove and Olay promote products people love and celebrate women on their Facebook pages. However, Dove’s commitment to inspiring self-esteem in “real VS women” distinguishes it from Olay’s primarily product- focused posts. 74 67 “Dove is committed to inspiring women and girls to reach their full potential. As a working mom, Julianna Margulies knows women put tremendous pressure on themselves to ‘be everything.’ How do you balance work and personal life?” Dove’s questions inspire deeper thought and let fans Love Love bring the products into the conversation, whereas Olay’s Excited most popular posts lead with the product and generate Inspired excitement through samples or deals. “Calling all busy moms! Take a moment for yourself from all that running around. If you wanted to treat yourself a little, which Olay products would you surprise yourself with to treat your face & body?” “Thank you for my gift of the full size package of Total Effects today!!! I really appreciate it and am so excited to start using it!” – Olay fan post© 2011 FATHOM RESEARCH, LLC 11/26/11 14

ENCOURAGE STORYTELLING: Sharing personal stories People love to talk about themselves and willingly share personal stories on enables fans to bond Facebook. Creative prompts – verbal or visual – encourage fans to open up and with each other and your relate their experiences, which strengthens brand. their sense of connection with your brand. Common experiences among fans can also foster a sense of community that will keep people coming back to your Facebook page.© 2011 FATHOM RESEARCH, LLC 11/26/11 15

Facebook Relationship Builder #3: Evoke nostalgia. “This Weeks Featured Fan Photo was uploaded by Dale Foust who captured his fathers Ford truck next to his own. How long has Ford run in your family?” – Ford Motor Company Encouraging people to think about how long your brand has been part of their lives reminds them of its role in their personal history. Shared memories can spark conversations between fans, strengthening the community.© 2011 FATHOM RESEARCH, LLC 11/26/11 16

Facebook Relationship Builder #4: Inspire imagination. “Are you taking a long-weekend roadtrip? We left the driver seat open on this R8 Spyder, so that you could imagine yourself behind the wheel. Tell us where you would go if you had the chance to drive an R8 for three days.” – Audi For aspirational brands like fashion or cars, giving people an opportunity to let their imaginations take over can make the brand Facebook page more accessible, allowing those who do not own one of your products (yet) to be part of the conversation.© 2011 FATHOM RESEARCH, LLC 11/26/11 17

Facebook Relationship Builder #5: Share photos. Ford documented the annual “Mustang Memories Car Show” in Michigan and posted the photos on the brand page. By attending and sharing the event, the brand took a local passion and turned it into a global experience. In the automotive category, photos level the playing field between car enthusiasts and the masses and extend the reach of special events – over both time and distance. Consider not only posting photos for response but also allowing fans to share their own photos.© 2011 FATHOM RESEARCH, LLC 11/26/11 18

RIVALRY: BMW appeals to aspiration and fantasy to engage their fans. BMW vs. Lexus BMW’s posts routinely outperform those by other brands in the automotive category. Their posts not only showcase the cars verbally and visually but also give fans VS permission to daydream. “Look what we found at the BMW Welt in Munich: The BMW M3 Showcar ‘Chrome Bullet’. Not for everyone, but certainly an 77 64 eyecatcher. What would you like to see reflected in its shiny surface?” “Driving through London in the new BMW 1 Series is definitely a highlight: Tower Bridge, Houses of Parliament, the London Eye ... What would be your favorite city to drive a BMW 1 Series?” Posts by Lexus on the other hand, read more like catalogue descriptions and fail to generate much excitement (or response) with their bland language and lack of questions. “This is more than a vehicle that’s designed to perform efficiently. It is a vehicle designed to put the driver at the leading edge. Take a peek at the latest GS hybrid images here. Options shown.”© 2011 FATHOM RESEARCH, LLC 11/26/11 19

EXCHANGE IDEAS: Let fans know their Soliciting innovative ideas or sparking a debate about your product space can be a thoughts count by good way to let fans know you value their opinions. The conversation does not need to providing a forum for be directly about your brand, but seed ideas and debate. discussions to keep it at the top of fans’ minds. Provide guidance to keep people from straying too far or engaging in behaviors that discourage others from participating.© 2011 FATHOM RESEARCH, LLC 11/26/11 20

Facebook Relationship Builder #6: Encourage creativity. “For the first time ever, we have a Starbucks Card with Braille on it! We are very proud to bring this to our stores. Do you have an idea for Starbucks? Share it here. You can also view others ideas - vote on them, comment, and then come back to see ideas in action.” Asking fans to participate in innovation gives them a sense of ownership with your brand. On Facebook, Starbucks shares how they are implementing suggestions received through their “Ideas in Action” blog. Electronics brands are also taking note of fans’ eager and opinionated voices, giving them a platform to contribute to product evolution.© 2011 FATHOM RESEARCH, LLC 11/26/11 21

Facebook Relationship Builder #7: Tackle the issues. “‘There are still too many Republicans in Congress who have refused to listen to the voices of reason,’ Obama said. ‘That refusal continues to be the main stumbling block.’ Do you agree with Obama, or was it a bipartisan failure?” – ABC News Posts that spark debate among fans are particularly well-suited to brands that produce content, though relevant content can easily be “borrowed” and reposted to get the conversation going. Take care to create an environment in which fans feel comfortable posting and discussion stays friendly so it does not adversely affect brand perceptions.© 2011 FATHOM RESEARCH, LLC 11/26/11 22

RIVALRY: Starbucks asks fans to play a part in improving the overall customer Starbucks vs. Dunkin’ Donuts experience. In addition to promoting their product, Starbucks uses their Facebook page to collect ideas and show how they are listening and responding, thereby creating VS community, inclusion, and accessibility. “Starbucks.. pretty smart. I saw the card in the store. Very pretty. The family member can see the picture and the blind 86 79 friend/family member can read it COOL.” – Starbucks fan post “For all of us at the Georgia Academy for the Blind, please accept our sincere thanks, Starbucks! … I cant wait to buy gift cards for my students and friends.” – Starbucks fan post Dunkin’ Donuts does a good job of asking questions, but the posts are more product focused, lacking the broader sense of community fostered by Starbucks. Although Dunkin’ Donuts’ fans are passionate about the coffee, Dunkin’ could deepen the relationship by engaging them on more levels. “How many cups of DD Coffee does it take to get your MonDDay running?” – Dunkin’ Donuts fan post “We’re brewing a heated debate! Now that autumn has arriveDD, do you crave hot or iced coffee?” – Dunkin’ Donuts fan post© 2011 FATHOM RESEARCH, LLC 11/26/11 23

CELEBRATE: Let fans celebrate with Celebrate milestones, celebrate the seasons, but most of all, make sure your fans know your brand. you celebrate them. Participating in important events with fans and including them in your brand’s special moments will generate excitement and momentum that can carry through “average” days as well.© 2011 FATHOM RESEARCH, LLC 11/26/11 24

Facebook Relationship Builder #8: Commemorate milestones. “Happy birthday, PS3! With PS3 turning 5 today, the worlds best game designers celebrate by naming their 3 favorite PS3 games of all time. What are yours?” – Playstation Much of Facebook user activity revolves around sharing and celebrating milestones like birthdays, weight loss, and accomplishments. Share your brand’s special moments and invite your fans to do the same.© 2011 FATHOM RESEARCH, LLC 11/26/11 25

Facebook Relationship Builder #9: Participate in seasonal traditions. “Black Friday is just one week away! If you could choose anything at Macy’s to go on sale next week, what would it be?” – Macy’s Holidays and seasonal events (such as back-to- school) offer merchants ample opportunity to creatively draw customers to their merchandise. Go beyond gimmicks and sales pitches to really get fans in the spirit. For example, Macy’s did not just promote their Black Friday sale; they opened a conversation about holiday wishes.© 2011 FATHOM RESEARCH, LLC 11/26/11 26

RIVALRY: Capital One engages fans by asking fans to share how they Capital One vs. Wells Fargo celebrate the holidays. Capital One has the highest RQI of any brand in the Financial category, largely because its posts focus on topics other than serious finances, including games, VS special events, and simple tips. “Any day with turkey legs is our Visigoths favorite day of the year. With Thanksgiving one week away, what are you most 74 46 excited to eat on Turkey day?” Both Capitol One and Wells Fargo commemorated Veteran’s day, but Capitol One invited fans to share their personal stories about veterans close to them while Wells Fargo simply made a statement. “Today is Veteran’s Day. Are there any Veterans in your life you’d like to thank?” – Capital One “Happy Veterans Day! Today we honor and say thank you to all the brave men and women who have served and are currently serving our wonderful country.” – Wells Fargo In general, Wells Fargo uses its Facebook page to post information for customers but fails to engage them beyond the financial discussion. “Fan” posts are often complaints about the bank’s services.© 2011 FATHOM RESEARCH, LLC 11/26/11 27

JUST HAVE FUN: Take a step back from Your posts do not always have to directly concern your product; in fact, fans get selling your product once turned off by a constant stream of sales pitches. Lighten up and have some fun. in a while. Allow your brand to show a little character, play some games, and give fans some quick and easy ways to show their interest.© 2011 FATHOM RESEARCH, LLC 11/26/11 28

Facebook Relationship Builder #10: Connect your brand to fans’ passions. “What is your favorite song from The Beatles? Today in 1962 The Beatles released their first single ‘Love Me Do’ in the UK.” – Best Buy Make a connection with things that people are passionate about. Post a game for fans who like games. Or, start a discussion about a band if (like Best Buy) you sell music-related products.© 2011 FATHOM RESEARCH, LLC 11/26/11 29

Facebook Relationship Builder #11: Fill in the ________. “Fill in the blank! When I’m listening to my favorite radio station, I crank up the volume when I hear _____.” – Burger King One-word response activities like fill-in-the-blank questions are a quick, easy, and fun way to get fans to respond without requiring a lot of effort. Be sure to avoid over-focusing on your brand; fans know who you are already. Varying the subject – brand- focused vs. general interest – keeps your dialogue with fans fresh and interesting.© 2011 FATHOM RESEARCH, LLC 11/26/11 30

Facebook Relationship Builder #12: Play a game. “You’ve only got a couple days left to grab exclusive Capital One rewards in @FarmVille and @Pioneer Trail! Hurry over to find out what’s available.” – Capital One Games strengthen the bond with current fans and increase your following when they encourage friends to play. Capital One (with Zynga), Dr Pepper (with EA) use games that create a link between the “real” and virtual words.© 2011 FATHOM RESEARCH, LLC 11/26/11 31

Facebook Relationship Builder #13: Offer deals, contests, & promotions. “Like this post if you have entered the Amazon Win with Friends Sweepstakes! Who did you pick for a chance to win with you?” – Amazon.com A good deal or a chance to win prizes is almost guaranteed to attract new people. For example, Amazon’s sweepstakes also encourages participants to involve their friends. However, make sure you can deliver on your promise in a timely manner; if you do not, fans will quickly turn on you.© 2011 FATHOM RESEARCH, LLC 11/26/11 32

RIVALRY: Best Buy connects with fans’ passions, while Amazon focuses Best Buy vs. Amazon.com on the products it sells. Best Buy engages its fans by connecting with their passion for music and gaming while Amazon is more focused on promoting the products it sells. Best Buy may VS reference a product, but posts are often conversational without a hard sell. 80 69 “Attention dragon slayers - you need to check out the latest in this RPG series; Elder Scrolls V: Skyrim The next chapter in the Elder Scrolls saga, Skyrim, reimagines and revolutionizes the fantasy epic, bringing to life a complete virtual world open for you to explore any way you choose. This time, you don’t just play as a character, you truly become whomever it is you wish to be.” One of Amazon’s advantages is its ability to compete on price. However, talking about price is just not much fun. Rather, Amazon might focus on what the products inspire or what the savings make possible. “The upcoming season of ‘Desperate Housewives’ will be the final season. Which cancelled show do you wish was still on the air? For a limited time, Save $10 when you order Desperate Housewives: The Complete Seventh Season with any of the previous seasons.”© 2011 FATHOM RESEARCH, LLC 11/26/11 33

SHOW SOME PERSONALITY: Show fans your brand has Your product should not have to bear the entire weight of fans’ relationship with your a human (or animal) side. brand; sometimes talking to someone instead of talking about something is a welcome break. Celebrities and fictional characters serve as brand ambassadors that help to convey your brand’s personality and give fans a face they can relate to. It can be fun to engage in small talk sometimes.© 2011 FATHOM RESEARCH, LLC 11/26/11 34

Facebook Relationship Builder #14: Let characters represent your brand. “Meet Merida, Disney Pixars newest hero. Like Brave on Facebook.” – Disney “Sometimes magic appears in unexpected places. Watch as Mickey Mouse brings a touch of Disney Parks to New York City.” – Disney Facilitate a relationship between your brand’s characters (old and new) and your fans. Disney is particularly fortunate in having such a large cast, but insurance companies, such as Allstate (Mayhem) and GEICO (the Gecko), and automobiles , such as Ford Focus (Doug, the Orange Puppet) have also successfully used this strategy.© 2011 FATHOM RESEARCH, LLC 11/26/11 35

Facebook Relationship Builder #15: Leverage star power. “1) You play ... to win ... the game! 2) Hello!? 3) COMMENT with an NFL-related question, and Coach Herm might answer it ON TV tonight on Audibles.” – ESPN Celebrity spokespeople certainly draw attention but interaction with famous people dramatically increases fans’ excitement. ESPN’s “Audibles” allows fans to connect with a rotating panel of NFL greats by asking questions through Facebook and Twitter.© 2011 FATHOM RESEARCH, LLC 11/26/11 36

Facebook Relationship Builder #16: Be irreverent. “I cant wait to be black ice. It goes well with my suit.” – Mayhem “Its hot. I think Ill drive into an ice cream truck today.” – Mayhem Don’t take yourself too seriously. Give fans a laugh and make your brand more approachable by being a little irreverent. Allstate makes the insurance conversation more interesting through its Mayhem ads and Facebook posts, which amuse fans while reminding them why they need insurance.© 2011 FATHOM RESEARCH, LLC 11/26/11 37

Facebook Relationship Builder #17: Talk about something besides your product. “Does running in place while on Facebook count as exercise?” – Coca-Cola “Holidays are meant for friends, family and home. Help the polar bears home today!” – Coca-Cola All business, all the time is no fun. Go off topic once in a while and make small talk with your fans, whether you ask a lighthearted question or provoke their thoughts about an issue that is meaningful to your brand community.© 2011 FATHOM RESEARCH, LLC 11/26/11 38

RIVALRY: Mayhem’s irreverence makes fans laugh while reminding them they Mayhem vs. the Gecko need Allstate’s products. The pithy, irreverent posts by Mayhem provoke fan responses by bringing a little harmless shock value and some laughs to the insurance conversation. Mayhem VS describes situations insurance customers can relate to while diffusing the negative feelings of such experiences through humor. 70 57 “Ate the best sandwich for lunch. It had leftover turkey, cranberry sauce, and a sticky note that said ‘Daves.’” “I use my high beams because I like being able to see you not being able to see.” GEICO’s characters, like the Gecko, may be lovable (or annoying), and they certainly make insurance less intimidating, but their posts are more mundane without the edgy humor of Mayhem. “I enjoyed my first day in NYC, but it’s hard to flag down a taxi when you’re 6.9 inches tall. Got any tips? #GeckoJourney #NYC”© 2011 FATHOM RESEARCH, LLC 11/26/11 39

MAKE CONNECTIONS: Engage beyond the Use your Facebook page to showcase your brand AND as a spotlight on how you are confines of your connected with the larger community. Sharing content, embracing causes, and Facebook page to create staying relevant to people’s complex lives makes your brand a better friend to a deeper connection with consumers. your fans.© 2011 FATHOM RESEARCH, LLC 11/26/11 40

Facebook Relationship Builder #18: Share content. “Re-watch last nights Dancing With The Stars dances. Who did you like? Who do you think will go? Click here and watch the recap.” – Xfinity Content providers like Xfinity have an advantage here, but providing fans with links to appealing, relevant articles and videos – created by your team or not – is like giving them a small gift, whether it is simply entertaining or serves to raise awareness about a particular issue, cause, or opportunity.© 2011 FATHOM RESEARCH, LLC 11/26/11 41

Facebook Relationship Builder #19: Champion a good cause. “Like the American Giving Awards so you can vote to help 5 charities win grants! The American Giving Awards Presented by Chase: A Celebrity Tribute to Community Heroes” – Chase Building a separate page for community outreach allows companies to focus and segment their Facebook activity and gives them a chance to showcase the good they do under their brand’s name. Banks like Chase and Bank of America, and the cable company Comcast, make their community outreach pages their main (or only) Facebook property.© 2011 FATHOM RESEARCH, LLC 11/26/11 42

Facebook Relationship Builder #20: Make your product relevant to everyday life. “Dr Pepper TEN Man’Ment #7 No posting pics of your lunch. If you’re doing it right now, consider yourself a Man’Ment breaker.” – Dr Pepper Create posts that tell fans you understand how your product fits into their lives. For example, Dr Pepper’s Ten Man’Ments campaign, successful due in part to the controversy it ignited, showed men that the new TEN product “gets” them. American Express shows that they understand money is a means to an end, by asking what credit cards make possible.© 2011 FATHOM RESEARCH, LLC 11/26/11 43

RIVALRY: Xfinity gives fans what they expect from their content provider: links to Xfinity vs. FiOS watchable content. Xfinity posts several links to free content each day for fans to not only watch but also discuss. Though fans are sent away from Facebook to watch clips on Xfinity’s site, VS they are encouraged to come back and respond to Xfinity’s prompts for feedback. 69 50 “If you ever wondered how Snow White and Prince Charming first met, you must watch the most recent episode of Once Upon a Time. http://bit.ly/ua9cVP Click LIKE if you love this show as much as us. Click here to watch the latest episode online now.” “Click LIKE to send a happy birthday to Adam Sandler, who turns 45 today. Whats your favorite Sandler movie? Click here and watch [Grown Ups].” FiOS also shares information and content, but most links lead to text articles or paid content. “Fan” conversation tends to stray toward negative discussion of FiOS service. “Staying in tonight? Sit back, relax, and have a FiOS movie night. Check out Tyler Perrys Madeas Big Happy Family, Prom, or Hoodwinked Too! Hood vs. Evil at a discounted price! In the mood for a flick? Visit the FiOS TV Central Spotlight section to see what on demand movies are being featured for the week. Sign up to receive Spotlight emails to stay in the know.”© 2011 FATHOM RESEARCH, LLC 11/26/11 44

In summary, remember that Facebook engagement strategy is not “one size fits all.” Interpersonal relationships are seldom built on one type of interaction; at different times we talk about serious things, make jokes, have long conversations, or just say “hi.” Likewise, a solid relationship with customers cannot be built using the same type of posts all the time, and not every post type is appropriate for every brand. Those most successful on Facebook use a variety of posts to keep content fresh and capture fans’ attention. For example, Coca-Cola’s posts include direct appeals to fans’ for likes, off-topic small talk, fill- in-the-blanks, and announcements about their collaboration with the World Wild Life Federation. As you build your Facebook relationship strategy, test different approaches and monitor their success. Use Fathom to help you track which posts inspire the most responses and whether these responses are positive or negative.© 2011 FATHOM RESEARCH, LLC 11/26/11 45

Fathom ranks brands according to the Facebook Relationship Quality Index (RQI); the top 100 are shown here. Rank Brand RQI Rank Brand RQI Rank Brand RQI Rank Brand RQI 1 90 26 78 51 73 76 69 2 88 27 78 52 72 77 69 3 87 28 78 53 72 78 69 4 86 29 78 54 72 79 69 5 84 30 78 55 72 80 69 6 83 31 77 56 71 81 69 7 83 32 77 57 71 82 69 8 83 33 77 58 71 83 69 9 82 34 77 59 71 84 68 10 82 35 76 60 71 85 68 11 82 36 76 61 70 86 68 12 81 37 76 62 70 87 68 13 81 38 75 63 70 88 68 14 80 39 75 64 70 89 68 15 80 40 74 65 70 90 68 16 80 41 74 66 70 91 68 17 80 42 74 67 70 92 68 18 80 43 74 68 70 93 68 19 80 44 74 69 70 94 68 20 80 45 74 70 70 95 67 21 80 46 73 71 70 96 67 22 79 47 73 72 70 97 67 23 79 48 73 73 69 98 67 24 78 49 73 74 69 99 67 25 78 50 73 75 69 100 67© 2011 FATHOM RESEARCH, LLC 11/26/11 48

From the Top 100 brands, we ranked the Top 20 according to Fathom’s Momentum Index; Wendy’s leads the pack. Rank Brand Momentum 1 100 2 99 3 95 4 94 5 93 6 93 7 92 8 91 9 91 10 88 11 86 12 86 13 86 14 86 Wendy’s earned the highest momentum score 15 85 due to a surge in the number of new likes and 16 85 posts over the past month. Posts appealing to 17 85 nostalgia and celebrating Wendy’s anniversary 18 85 19 84 sparked fans’ interest. 20 84© 2011 FATHOM RESEARCH, LLC 11/26/11 49

From the Top 100 brands, we ranked the Top 20 according to Fathom’s Emotion index; fans feel most positively toward Kohl’s. Rank Brand Emotion 1 66 2 64 3 62 4 62 5 62 6 61 7 61 8 61 9 61 10 60 11 60 12 60 13 60 14 60 15 59 16 59 Fans expressed the most positive sentiment 17 58 toward Kohl’s over the past month. They were 18 58 about Kohl’s holiday contest, in which they could 19 58 win money for charity and gift cards for 20 58 themselves.© 2011 FATHOM RESEARCH, LLC 11/26/11 50

Five categories were represented by at least 10 brands in the Fathom Top 100: automotive, food, media, restaurant, and retail. AUTOMOTIVE FOOD MEDIA Rank Overall Brand RQI Rank Overall Brand RQI Rank Overall Brand RQI 1 25 78 1 3 87 1 1 90 2 35 76 2 7 83 2 2 88 3 38 75 3 11 82 3 5 84 4 43 74 4 12 81 4 15 80 5 58 71 5 14 80 5 20 80 6 66 70 6 17 80 6 22 79 7 67 70 7 19 80 7 24 78 8 77 69 8 27 78 8 30 78 9 80 69 9 32 77 9 45 74 10 98 67 10 34 77 10 51 73 RESTAURANT RETAIL Rank Overall Brand RQI Rank Overall Brand RQI 1 4 86 1 6 83 2 18 80 2 21 80 3 23 79 3 29 78 4 26 78 4 31 77 5 33 77 5 39 75 6 37 76 6 49 73 7 48 73 7 71 70 8 50 73 8 83 69 9 59 71 9 88 68 10 68 70 10 89 68 © 2011 FATHOM RESEARCH, LLC 11/26/11 51

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Fathom analytics for facebook dec 2011

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