Competing with facebook pages (pdf)

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Competing with facebook pages (pdf)

  1. 1. COMPETING WITH FACEBOOK PAGES Positioning of pages and leveraging performance A. Sivashankar (215109023)1 DoMS-NIT, Trichy
  2. 2. WHAT IS FACEBOOK? A wildly popular social media site.  A place to connect with friends and share thoughts, links, phot os, movies and schedule events.  A place to do business.2
  3. 3. WHY USE FACEBOOK?  That’s where the viewers are!  Some estimate 400 million users world wide.  103 million U.S. users.  Targeted user information including age, gender and location.3
  4. 4. THE POWER BEHIND FACEBOOK…  Average user has 130 friends  8 new friends per month  55 minutes a day on the site  Fans two pages per month  Is invited to three events per month Facebook has a multiplier effect… Of implied TRUST! http://www.kenburbary.com/2010/01/dispelling-the-youth-myth-five-useful-facebook- demographic-statistics/4
  5. 5. WHAT ARE FACEBOOK PAGES?  Special places where People, Organizations and Brands have fans who come and like the pages and discuss about the person/organization/brand  There shall be advertisements and related discussions in this place  Place to share customer’s views  They can request, scold, praise and communicate all their emotions here regarding to the brand Hence, there is an advertisement and response5
  6. 6. Page forGucci brand6
  7. 7. HOW DO BRANDS COMPETE HERE?  Brands can share their news and comments  Brands try to educate people here  They provide offers here  They answer customers here  They do CRM by-the-way  They satisfy (sometimes fail to satisfy) customers  So they compete here7
  8. 8. DOING COMPETITION – THE BETTER WAY  Right message  Right form of content  Immediate responses  Closeness of the answers and discussions to customer’s requirements  Increasing customer involvement in discussions8
  9. 9. HOW DO WE MEASURE THE COMPETENCY OF THESE PAGES?  There are some scoring methods developed by some organizations  None of them are reported in research papers and Journals  They are just simple methods to find the page performance based on simple factors  Number of fans  Number of posts by fans  Number of posts by owner  Number of responses by owner  Number of responses by fans  …9
  10. 10. SOME WAYS TO MEASURE PERFORMANCE 1. Social Bakers score 2. Your Social Media Monitor (only fan growth) 3. Wildfire Monitor (not a score but compares fan growth) 4. Community Health Score 5. Facebook Grader 6. Edgerank Checker (by facebook for ranking the posts. Scoring can be done only for owner’s page) 7. Facebook Data and Insights (only for owner’s page) 8. Virtue Social Page Evaluator 9. Paid For Services10
  11. 11. YOUR SOCIAL MEDIA MONITOR – ONLY FAN GROWTH11
  12. 12. WILDFIRE MONITOR – JUST COMPARES THE FAN GROWTH AND DOESN’T HAVE A SCORE12
  13. 13. EDGE RANK FORMULA – POST’S RANKING ALGORITHM AND SCORING CAN BE DONE ONLY FOR OWNER’S PAGE13
  14. 14. FACEBOOK DATA AND INSIGHTS – ONLY FOR OWNER’S PAGE  It is a recommendation provided by business2community.com based on the following counts which can be done only for the owner’s page (no scoring method actually used) 1. Week-over-week percentage of change in fan base 2. Percentage of fan base growth or decline 3. Percentage of active fans against percentage of hidden fans 4. Fan base geo-location 5. Likes, comments and wall posts scorecards, etc. Source: http://www.business2community.com/social-media/5-ways-to- measure-facebook-fan-engagement-0935314
  15. 15. SOCIALBAKERS SCORE ON GUCCI15
  16. 16. VIRTUE SOCIAL PAGE EVALUATOR ON GUCCI16
  17. 17. COMMUNITY HEALTH SCORE FOR GUCCI17
  18. 18. FACEBOOK GRADER ON GUCCI18
  19. 19. WHERE IS THE SCOPE FOR RESEARCH? …  There could be an optimal way of measuring the page performance  But all these methods are based on certain factors and their approximations  For example: ‘The response by a fan is more valuable when compared to a like by a fan’  Most methods use only number of fan likes as a major influencing factor Hence, a performance measuring mechanism can be developed to take solid actions on the page by its owner19
  20. 20. … SCOPE CONTINUED  Understand the functioning of fan pages and to address on issues to compete well  Requires a comparison tool to evaluate the page performance  Comparison of sectors on their fan page activity  Segment the pages on the basis of the amount of activity and response happening20
  21. 21. ACTIVITIES BY PAGE OWNER AND BY FANS Page owner Fan  Posts advertisements  Responds to advertisements  Responds to queries  Discussions/ questions/requests are initiated  Awareness created  Spreads the message, shares or by word of mouth, etc.  More of advertisement  More of response21
  22. 22. ACTIVITIES BY PAGE OWNER AND BY FANS Page owner Fan More activity Activity Response Little response Little importance Greater importance in performance in performance A matrix showing this activity can be developed22
  23. 23. SOME OF THE COMPONENTS TO BE CONSIDERED (PERFORMANCE INDICATORS)  Total fans (page likes)  No. of new fans per day  No. of posts by page owner  No. of Pictures, Videos, Links, Polls, Text posted  No. of posts by fans  No. of Pictures, Videos, Links, Polls, Text posted  Total no. of likes for posts  Total no. of comments23
  24. 24. SCORES BY EXISTING METHODOLOGIES  We can compare the scores with the brand value of each brand  This comparison can help us relate the brand performance in facebook with brand value Finding the best scoring method…24
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  31. 31. COMPARISON OF BRAND VALUE WITH SCORING METHODS Correlation: Column 1 Brand value ($m) Column 1 1 Social bakers (%) Column 2 0.049772 Social page evaluator ($) Column 3 0.293574 1200 Column 4 -0.21859 Community health score Column 5 -0.09942 (percentile) Facebook grader (grade) 1000 800 600 400 200 031 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65
  32. 32. INFORMATION VS. VISUALIZATION Information sets (text messages and links) 2 1 3 4 Visuals (pictures & videos)32
  33. 33. INTERACTIVITY WITH END CONSUMERS BY POLLS AND TEXT MESSAGES33
  34. 34. FAN PAGE PERFORMANCE MATRIX More Response Less Less More Activity34
  35. 35. (A) PATHWAYS TO COMPETE: EASY35
  36. 36. (B) PATHWAYS TO COMPETE: DIFFICULT36
  37. 37. RECOMMENDATIONS37
  38. 38. 1. ALCOHOL Response (likes) 45000 40000 35000 Budweiser 30000 25000 20000 JohnnieWalker corona 15000 smirnoffus 10000 5000 moet 0 0 5 10 15 20 25 30 35 40 -5000 Activity (posts)38
  39. 39. 2. APPAREL Response (likes) 40000 35000 Zara 30000 25000 20000 15000 HM 10000 5000 0 gap 0 1 2 3 4 5 6 -5000 Activity (posts)39
  40. 40. 3. AUTOMOTIVE Response (likes) 300000 250000 BMW 200000 150000 audi 100000 porsche 50000 MercedesBenz VW ford Honda toyota Ferrari 0 Hyundai 19 21 23 25 27 29 harley- davidson -50000 Activity (posts)40
  41. 41. 4. BEVERAGES Response (likes) 45000 40000 35000 coca-cola 30000 25000 pepsi 20000 15000 Nescafe 10000 5000 0 Sprite -5 0 5 10 15 20 25 30 35 -5000 Activity (posts) -1000041
  42. 42. 5. ELECTRONICS Response (likes) 80000 70000 nokia 60000 Blackberry 50000 Canon 40000 30000 Sony 20000 AppStore 10000 dell HP Intel Panasonic 0 philips 5 10 15 Nintendo 20 Xerox25 30 35 samsung -10000 Activity (posts)42 -20000
  43. 43. 6. FMCG Response (likes) 14000 12000 lorealparis 10000 HeinzKetchup 8000 6000 lancome Nestle 4000 AvonProductsInc NIVEAusa 2000 Kleenex jnj Kelloggs gillette danonecanada ColgateSmile 0 0 5 10 15 20 25 30 35 -2000 Activity (posts)43
  44. 44. 7. INTERNET SERVICES Response (likes) 45000 40000 Google 35000 30000 25000 20000 yahoo 15000 10000 5000 Amazon 0 eBay-5 0 5 10 15 20 25 30 35 -5000 Activity (posts) -1000044
  45. 45. 8. LUXURY Response (likes) 160000 140000 GUCCI 120000 100000 LouisVuitton 80000 burberry 60000 40000 ARMANI hermes 20000 Tiffany Cartier 0 -5 0 5 10 15 20 25 30 35 -20000 Activity (posts)45
  46. 46. 9. MEDIA Response (likes) 800000 700000 Disney 600000 500000 400000 300000 200000 MTV 100000 0 thomsonreuters 0 5 10 15 20 25 30 35 -100000 Activity (posts) -20000046
  47. 47. 10. RESTAURANTS Response (likes) 300000 250000 Starbucks 200000 150000 100000 50000 0 McDonalds KFC Pizzahut -5 0 5 10 15 20 25 30 35 -50000 Activity (posts)47
  48. 48. 11. RETAIL Response (likes) 60000 50000 walmart 40000 Coach 30000 20000 target 10000 CVS Walgreens bestbuy Amazon 0 homedepot samsclub -5 0 5 10 15 20 25 30 35 -10000 Activity (posts)48
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