Measuring Customer Engagement on Facebook - Yves Baudechon, Page Karma

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Measuring Customer Engagement on Facebook. Presented by Yves Baudechon (Page Karma) at The Social Customer 2012 Paris.

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Measuring Customer Engagement on Facebook - Yves Baudechon, Page Karma

  1. 1. Bonjour !
  2. 2. 5hidden secrets onengagement andFacebook in FranceYves Baudechon
  3. 3. 1.When are FrenchPages posting ?
  4. 4. Typography Trebuchet MS abcdefghijklmnopqrstuvwxyzWe collect data on ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 ,.:;!?*5.000 Brand & MediaPages from France.
  5. 5. 89# 698# Pages#with#more#># 100.000#fans#in#Pages#with#more#># France# 2.453# 1.000.000#fans#in# France# Pages#with#more#># 10.000#fans#in## France#
  6. 6. Reliability & Exhaustivity a Country Analyst •  Identifies all relevant Pages of Brands and Media •  Verifies that the Page is official •  Verifies the targeted market •  International Pages of Brands from Country •  Local Pages targeting audience in Country •  Tags the Page in the relevant sub-categories (289)
  7. 7. Local / International Local Pages International Pages Targeting the Facebook users Targeting an international of a specific country audience, including French
  8. 8. Tags 289 Tags Dairy Products Alcohol Soft drinks Baby Food Beers Facebook Categories have their limits Waters Too vague Lack of discipline Candy Bars
  9. 9. ?When are FrenchPages posting ?
  10. 10. When do Page post.
  11. 11. When do Facebook Pages are posting.Day per day, quarter per quarter of hour For all Pages or per First Level of Tagging
  12. 12. When do Facebook Brand Pages are posting.Day per day, quarter per quarter of hour For all Pages or per First Level of Tagging
  13. 13. 2.When do Frenchengage with Brandson Facebook ?
  14. 14. 27/11/12# 14#
  15. 15. We track every Like, Typographyevery Comment, every Share Trebuchet MS abcdefghijklmnopqrstuvwxyzof every Post ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 ,.:;!?*of every Brand or Media Pagein the Country
  16. 16. Every quarter of hour New Page Post 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. Lifetime of a Post01:00 AM 5 new 7 new 3 new 1 new like 0 new like 1 new like 0 new like likes likes likes 02:00 AM 02:15 AM 03:00 AM 3:20 AM 01:15 AM 01:30 AM 01.45AM
  17. 17. The easy way New Page Post 01:00 AM 17 new likesThe tough way New Page Post 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. Lifetime of a Post01:00 AM 5 new 7 new 3 new 1 new like 0 new like 1 new like 0 new like likes likes likes 02:00 AM 02:15 AM 03:00 AM 3:20 AM 01:15 AM 01:30 AM 01.45AM
  18. 18. When do people engage with Facebook Pages.
  19. 19. When do people engage with Facebook Pages.VsWhen do Page post.
  20. 20. When do people engage with Facebook Pages.Day per day, quarter per quarter of hour
  21. 21. When do people engage with Facebook Pages.On wednesday. For Brands.
  22. 22. 3.What is thelifetime of a Postin France ?
  23. 23. Lifetime of a Post How many hours to reach 25, 50, 75, 100% of engagement
  24. 24. Post Lifetime
  25. 25. Engagement building - ALL 22 minutes 1 h 05 3 h 46
  26. 26. Engagement building - Brands 31 minutes 1 h 33 4 h 41
  27. 27. Realtime Post tracking
  28. 28. Realtime Post tracking •  Which Post to support with PPA •  Capping vs Objective •  Detect PPA on other Pages
  29. 29. 4.Engagement pertype of Action
  30. 30. Engagement per Liketype of Action Comment Share
  31. 31. LikesCommentsShares
  32. 32. 5.Engagement scoreper size of Page
  33. 33. Do youengageyours ?
  34. 34. 5.With whow do youhave affinity ?
  35. 35. Affinities
  36. 36. Page AffinitiesAnalyse how thefans, engaged withmy Page, connectwith otherFacebook pages.Measure theiraffinity with thosePages.
  37. 37. Affinities•  Post by Fans •  Likes and Comments on Posts on Page
  38. 38. Page AffinitiesAnalyse how thefans, engaged withmy Page, connectwith otherFacebook pages.Measure theiraffinity with thosePages.
  39. 39. 6.Benchmark yourefforts
  40. 40. 3 different levels COUNTRY FACEBOOK CATEGORY or TAG SPECIFIC PAGE FAN PAGE
  41. 41. + 3 baskets DIRECT COUNTRY COMPETITORS CATEGORY /TAG PEERS SPECIFIC PAGE INSPIRATION FAN#PAGE#
  42. 42. Examples Basket 1 Basket 2 Basket 3 « Energy Brands « Energy Brands Institutions France » Worldwide » Basket 1 Basket 2 Basket 3 « Jameson Pages in « Whiskies France » Trendy Pages the World »
  43. 43. EngagementMetrics
  44. 44. Edgerank#
  45. 45. Recency#of# the#Post # Edgerank#Affinity#you#have# Formula#with#this#person# or#Page # Weight#of# the#Post#
  46. 46. Engagement # Likes # Affinity#you#have# Comments # with#this#person# or#Page # Shares #27/11/12# 52#
  47. 47. Organic # Engagement# Likes # Comments # Shares # 12Q16%# organic#views# by#fans#27/11/12#
  48. 48. Formula of Engagement Score1 x Nb 4 x Nb of 8 x Nbof Likes Comments of Shares 1,000 Nb of Fans Multipliers may be adapted by user
  49. 49. TATMetrics & TAT Net Score
  50. 50. People Talking About ThisTAT: Facebook metric = number of uniqueusers who have created a ‘story’ about thepage in the last 7 days.
  51. 51. In the last 7 days, unique individuals who Answer Tag on Page Comment Question Photo Geolocate Mention a Page in a postLike RSVP to events Check-in Share Like the Page
  52. 52. TAT is a metricstrongly influenced byRecruitments effortsof the brand.Organic Actions+ New Fans gained
  53. 53. Definition of TAT Net Score TAT New Fans(People Talking About This) from the last People who created a story 7 days in the last 7 days 1,000 Nb of Fans
  54. 54. In the last 7 days, unique individuals who Answer Tag on Page Comment Question Photo Geolocate Mention a Page in a postLike RSVP to events Check-in Share And are fans of the page for more than 7 days
  55. 55. Score on how many of my fans(older than 7 days) are stillengaged Fans Fans Fans engaged Fans engaged
  56. 56. 2 pages with the same EngagementScore but different Net TAT Scoremeans that My Little Paris achievedwith broader base of fans thanCdiscount.com.
  57. 57. Metrics Sharability Score
  58. 58. Shareability Score Nb of Shares 1,000 Nb of Fans
  59. 59. Example Cockpit
  60. 60. Most Shared Posts last 7 daysin France – Non Alcoholic Beverages
  61. 61. Most Shared Posts last 7 dayson Nutella Pages in the World
  62. 62. Most Shared Posts last 7 dayson Upscale Car brands in France
  63. 63. Most Engaged Posts last 7 dayson Upscale Car brands in France
  64. 64. Most Engaged Posts last 7 dayson one specific Page
  65. 65. Posts per DayMetrics Fan Activity …
  66. 66. A suite of 5 modules Yves.baudechon@gmail.com
  67. 67. Yves.baudechon@gmail.com www.page-karma.com

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