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DATA REPORT
Table of Contents


I      Introduction and Methodology…Page 3
II     Post Length: Keep It Short and Sweet…Page 4
III    U...
Introduction

shared on Facebook each month.1



faced questions such as:




Methodology




Three primary success metric...
Post Length:
Keep It Short and Sweet




 Posts                                        have                              e...
Best Time to Post:




      Brands that posted outside of business hours had                                        engag...
Best Day to Post:
Determine Yours

                                                                                       ...
DATA REPORT




A STATISTICAL REVIEW
FOR THE RETAIL INDUSTRY:
STRATEGIES FOR EFFECTIVE
FACEBOOK WALL POSTS
Table of Contents


I      Introduction and Methodology…Page 3
II     Best Time to Post for Retail Industry: Post When Cus...
Introduction


maximize and leverage their Facebook presences to connect with consumers. This study tracks the key

most c...
Best Time to Post for Retail Industry:
Post When Customers are Listening


                                          INBOX...
Best Day to Post for Retail Industry:
Post When Customers are Engaged




when their competition is not.




            O...
Retailer Daily Post Frequency:
Limit Posts to Two a Day


Facebook user engagement decreases as the

                     ...
Retailer Weekly Post Frequency:
Don’t Exceed Four Posts a Week
                                                           ...
Retailer Ideal Post Length:
Keep Posts Concise

Our research shows that there is a strong negative



                    ...
Retail Post Content:
Ask Questions to Get
Customers Talking




               Ask questions to spark dialogue –
   “quest...
Retail Post Structure:
Use Fill in the Blank Posts
                                                                       ...
Consumer Offer-Related Keywords:
Offer “$ OFF” and Coupons to
Increase Fan Engagement




                                ...
Coupon Offers:
Don’t Make Customers Do the Math

 $ OFF
  OFFER




                                                      ...
Retail Post Attachments:
Keep Posts Simple



attached links and thumbnail photos.




      POST TYPE                    ...
Conclusion




Have questions?




                  buddymedia.com




Appendix:
Study Parameters




                   ...
DATA REPORT




A STATISTICAL REVIEW
FOR THE RETAIL INDUSTRY:
STRATEGIES FOR EFFECTIVE
FACEBOOK WALL POSTS
Table of Contents


I      Introduction and Methodology…Page 3
II     Best Time to Post for Retail Industry: Post When Cus...
Introduction


maximize and leverage their Facebook presences to connect with consumers. This study tracks the key

most c...
Best Time to Post for Retail Industry:
Post When Customers are Listening


                                          INBOX...
Best Day to Post for Retail Industry:
Post When Customers are Engaged




when their competition is not.




            O...
Retailer Daily Post Frequency:
Limit Posts to Two a Day


Facebook user engagement decreases as the

                     ...
Retailer Weekly Post Frequency:
Don’t Exceed Four Posts a Week
                                                           ...
Retailer Ideal Post Length:
Keep Posts Concise

Our research shows that there is a strong negative



                    ...
Retail Post Content:
Ask Questions to Get
Customers Talking




               Ask questions to spark dialogue –
   “quest...
Retail Post Structure:
Use Fill in the Blank Posts
                                                                       ...
Consumer Offer-Related Keywords:
Offer “$ OFF” and Coupons to
Increase Fan Engagement




                                ...
Coupon Offers:
Don’t Make Customers Do the Math

 $ OFF
  OFFER




                                                      ...
Retail Post Attachments:
Keep Posts Simple



attached links and thumbnail photos.




      POST TYPE                    ...
Conclusion




Have questions?




                  buddymedia.com




Appendix:
Study Parameters




                   ...
Entertainment Industry:




                                                                                              ...
Retail Industry:

before Posting on Friday




                                                                           ...
Business and Finance Industry:
Engagement Peaks Midweek




                                                              ...
Food and Beverage Industry:
Engagement High Midweek
and Saturday




                                                     ...
Buddymedia: Strategies for effective facebook wall posts
Buddymedia: Strategies for effective facebook wall posts
Buddymedia: Strategies for effective facebook wall posts
Buddymedia: Strategies for effective facebook wall posts
Buddymedia: Strategies for effective facebook wall posts
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Buddymedia: Strategies for effective facebook wall posts

  1. 1. DATA REPORT
  2. 2. Table of Contents I Introduction and Methodology…Page 3 II Post Length: Keep It Short and Sweet…Page 4 III URL Shorteners: Think Twice before Using Them…Page 4 IV Best Time to Post: V Best Day to Post: Determine Yours…Page 6 V-i Entertainment Industry: V-ii Media Industry: V-iii Retail Industry: on Friday…Page 8 V-iv Automotive Industry: Sunday Is Your Friend…Page 8 V-v Business and Finance Industry: Engagement Peaks Midweek…Page 9 V-vi Fashion Industry: Engagement Peaks on Thursday…Page 9 V-vii Food and Beverage Industry: Engagement High Midweek and Saturday…Page 10 V-viii Healthcare and Beauty Industry: V-ix Sports Industry: Post More on Sunday…Page 11 V-x Travel and Hospitality Industry: Week…Page 11 VI Action Keywords: VII Promotional Keywords: VIII Question Placement: IX Interrogative Keywords: X Conclusion www.buddymedia.com partner@buddymedia.com
  3. 3. Introduction shared on Facebook each month.1 faced questions such as: Methodology Three primary success metrics were reviewed in relation to Wall Posts: Comment Rate: number of Comments as a percentage of fan base ‘Like’ Rate: Engagement Rate: 1 www.buddymedia.com partner@buddymedia.com 3
  4. 4. Post Length: Keep It Short and Sweet Posts have engagement rates. URL Shorteners: Think Twice before Using Them Engagement rates are 3 times higher www.buddymedia.com partner@buddymedia.com 4
  5. 5. Best Time to Post: Brands that posted outside of business hours had engagement rates. Engagement Rate Variance % of Brand Posts 0% www.buddymedia.com partner@buddymedia.com 5
  6. 6. Best Day to Post: Determine Yours 1 by industry. THURS SUN FRI WED MON TUES SAT Engagement rates on Thursday and Friday are than other days of the week. 1 www.buddymedia.com partner@buddymedia.com 6
  7. 7. DATA REPORT A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY: STRATEGIES FOR EFFECTIVE FACEBOOK WALL POSTS
  8. 8. Table of Contents I Introduction and Methodology…Page 3 II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4 III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5 IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6 V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7 VI Retailer Ideal Post Length: Keep Posts Concise…Page 8 VII Retail Post Content: VIII Retail Post Structure: IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase Fan Engagement…Page 11 X Coupon Offers: Don’t Make Customers Do the Math…Page 12 XI Retail Post Attachments: XII Conclusion…Page 14 XII Appendix: Study Parameters…Page 14 www.buddymedia.com partner@buddymedia.com
  9. 9. Introduction maximize and leverage their Facebook presences to connect with consumers. This study tracks the key most concern to retail brands: WHEN retailers should post, and WHAT content to post. incorporate attachments. Methodology Success Metrics: ‘Like’ Rate: Comment Rate: Engagement Rate: www.buddymedia.com partner@buddymedia.com 3
  10. 10. Best Time to Post for Retail Industry: Post When Customers are Listening INBOX Posts made between 8 PM and 7 AM receive 20 more user engagement. Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM) www.buddymedia.com partner@buddymedia.com 4
  11. 11. Best Day to Post for Retail Industry: Post When Customers are Engaged when their competition is not. On Wednesdays, fan engagement is 8 above average. Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com 5
  12. 12. Retailer Daily Post Frequency: Limit Posts to Two a Day Facebook user engagement decreases as the WED a given day. WED Retail brands should only consider posting that changes throughout the day. Posting one to two times per day produces 40 higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com 6
  13. 13. Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week WED SUN MON TUES WED THURS FRI SAT SUN SAT a given week. Posting one to four times per week produces 71 higher user engagement. 5+ Posts/Week 1-4 Posts/Week www.buddymedia.com partner@buddymedia.com 7
  14. 14. Retailer Ideal Post Length: Keep Posts Concise Our research shows that there is a strong negative S.S. SHORT POST concise copy increases readablity and consumption. VOYAGE ON THE SEA OF ST PO ENGAGEMENT NG LO S. S. Posts with 80 characters or less receive 66 higher engagement. 81+ Characters 1-80 Characters www.buddymedia.com partner@buddymedia.com 8
  15. 15. Retail Post Content: Ask Questions to Get Customers Talking Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts. “Non-Question” Post “Question” Post www.buddymedia.com partner@buddymedia.com 9
  16. 16. Retail Post Structure: Use Fill in the Blank Posts MONEY SUVs SALES GAMES rates nine times higher than I LIKE _______. MOVIES supports that this is a proven COUPONS REBATES COMPUTERS utilizing this tactic. RECIPES Fill in the blank Posts receive 9 times more Comments than other Posts. Non Fill in the Blank Post Fill in the Blank Post www.buddymedia.com partner@buddymedia.com 10
  17. 17. Consumer Offer-Related Keywords: Offer “$ OFF” and Coupons to Increase Fan Engagement FF Offer fans “$ off” and coupons. O $ N Posts containing these offer-related PO keywords receive the COU ER T FF UN highest engagement. O CO S NC E ENT DI RA EA GEM CL E NGA EAK P GA IN R BA VE SA AL DE FF O % LE SA Engagement Rate Variance www.buddymedia.com partner@buddymedia.com 11
  18. 18. Coupon Offers: Don’t Make Customers Do the Math $ OFF OFFER discount is small. % OFF OFFER “$ OFF” offers receive twice the engagement of “ OFF” offers. Engagement Rate Variance % of Brand Posts % off $ off www.buddymedia.com partner@buddymedia.com 12
  19. 19. Retail Post Attachments: Keep Posts Simple attached links and thumbnail photos. POST TYPE ENGAGEMENT STATUS ONLY SINGLE PHOTO RECIPES ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL Avoid complicated Wall Posts. Status-only Posts receive 94 higher than average engagement. www.buddymedia.com partner@buddymedia.com 13
  20. 20. Conclusion Have questions? buddymedia.com Appendix: Study Parameters www.buddymedia.com partner@buddymedia.com 14
  21. 21. DATA REPORT A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY: STRATEGIES FOR EFFECTIVE FACEBOOK WALL POSTS
  22. 22. Table of Contents I Introduction and Methodology…Page 3 II Best Time to Post for Retail Industry: Post When Customers are Listening…Page 4 III Best Day to Post for Retail Industry: Post When Customers are Engaged…Page 5 IV Retailer Daily Post Frequency: Limit Posts to Two a Day…Page 6 V Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week…Page 7 VI Retailer Ideal Post Length: Keep Posts Concise…Page 8 VII Retail Post Content: VIII Retail Post Structure: IX Consumer Offer-Related Keywords: Offer “$ Off” and Coupons to Increase Fan Engagement…Page 11 X Coupon Offers: Don’t Make Customers Do the Math…Page 12 XI Retail Post Attachments: XII Conclusion…Page 14 XII Appendix: Study Parameters…Page 14 www.buddymedia.com partner@buddymedia.com
  23. 23. Introduction maximize and leverage their Facebook presences to connect with consumers. This study tracks the key most concern to retail brands: WHEN retailers should post, and WHAT content to post. incorporate attachments. Methodology Success Metrics: ‘Like’ Rate: Comment Rate: Engagement Rate: www.buddymedia.com partner@buddymedia.com 3
  24. 24. Best Time to Post for Retail Industry: Post When Customers are Listening INBOX Posts made between 8 PM and 7 AM receive 20 more user engagement. Busy Hours (8 AM - 7 PM) Non-Busy Hours (8 PM - 7 AM) www.buddymedia.com partner@buddymedia.com 4
  25. 25. Best Day to Post for Retail Industry: Post When Customers are Engaged when their competition is not. On Wednesdays, fan engagement is 8 above average. Engagement Rate Variance % of Brand Posts www.buddymedia.com partner@buddymedia.com 5
  26. 26. Retailer Daily Post Frequency: Limit Posts to Two a Day Facebook user engagement decreases as the WED a given day. WED Retail brands should only consider posting that changes throughout the day. Posting one to two times per day produces 40 higher user engagement. 3+ Posts/Day 1-2 Posts/Day www.buddymedia.com partner@buddymedia.com 6
  27. 27. Retailer Weekly Post Frequency: Don’t Exceed Four Posts a Week WED SUN MON TUES WED THURS FRI SAT SUN SAT a given week. Posting one to four times per week produces 71 higher user engagement. 5+ Posts/Week 1-4 Posts/Week www.buddymedia.com partner@buddymedia.com 7
  28. 28. Retailer Ideal Post Length: Keep Posts Concise Our research shows that there is a strong negative S.S. SHORT POST concise copy increases readablity and consumption. VOYAGE ON THE SEA OF ST PO ENGAGEMENT NG LO S. S. Posts with 80 characters or less receive 66 higher engagement. 81+ Characters 1-80 Characters www.buddymedia.com partner@buddymedia.com 8
  29. 29. Retail Post Content: Ask Questions to Get Customers Talking Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts. “Non-Question” Post “Question” Post www.buddymedia.com partner@buddymedia.com 9
  30. 30. Retail Post Structure: Use Fill in the Blank Posts MONEY SUVs SALES GAMES rates nine times higher than I LIKE _______. MOVIES supports that this is a proven COUPONS REBATES COMPUTERS utilizing this tactic. RECIPES Fill in the blank Posts receive 9 times more Comments than other Posts. Non Fill in the Blank Post Fill in the Blank Post www.buddymedia.com partner@buddymedia.com 10
  31. 31. Consumer Offer-Related Keywords: Offer “$ OFF” and Coupons to Increase Fan Engagement FF Offer fans “$ off” and coupons. O $ N Posts containing these offer-related PO keywords receive the COU ER T FF UN highest engagement. O CO S NC E ENT DI RA EA GEM CL E NGA EAK P GA IN R BA VE SA AL DE FF O % LE SA Engagement Rate Variance www.buddymedia.com partner@buddymedia.com 11
  32. 32. Coupon Offers: Don’t Make Customers Do the Math $ OFF OFFER discount is small. % OFF OFFER “$ OFF” offers receive twice the engagement of “ OFF” offers. Engagement Rate Variance % of Brand Posts % off $ off www.buddymedia.com partner@buddymedia.com 12
  33. 33. Retail Post Attachments: Keep Posts Simple attached links and thumbnail photos. POST TYPE ENGAGEMENT STATUS ONLY SINGLE PHOTO RECIPES ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL Avoid complicated Wall Posts. Status-only Posts receive 94 higher than average engagement. www.buddymedia.com partner@buddymedia.com 13
  34. 34. Conclusion Have questions? buddymedia.com Appendix: Study Parameters www.buddymedia.com partner@buddymedia.com 14
  35. 35. Entertainment Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 50% 20% 40% 18% Engagement Rate Variance FRI 30% 16% 14% % of Brand Posts SUN 20% SAT 12% WED 10% 10% 0% 0% 8% THURS -10% 6% TUES -20% 4% MON -30% 2% -40% 0% ay y ay ay y ay ay da da id nd rd sd sd on es Fr tu Su ur ne Tu M Sa Th ed W Media Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 15% 20% 18% SAT Engagement Rate Variance 10% 16% % of Brand Posts 14% 5% 12% TUES FRI 0% 0% 10% SUN 8% -5% 6% MON THURS -10% 4% 2% WED -15% 0% ay ay ay y y y ay a da a nd rd sd sd id d es on Fr tu Su e ur Tu n Sa M Th ed W www.buddymedia.com partner@buddymedia.com 7
  36. 36. Retail Industry: before Posting on Friday ay sd ne ed W Engagement Rate Variance % of Brand Posts 30% 25% 25% Engagement Rate Variance SUN 20% 20% % of Brand Posts 15% 10% 15% WED 5% 0% 10% TUES -5% FRI -10% 5% MON THURS SAT -15% -20% 0% ay y ay ay ay ay ay da id nd rd sd sd sd on Fr tu Su e ur ne Tu M Sa Th ed W on Sunday. Automotive Industry: Sunday Is Your Friend ay sd ne ed W Engagement Rate Variance % of Brand Posts 120% 25% 100% Engagement Rate Variance 80% 20% % of Brand Posts 60% SUN 40% 15% 20% 0% 0% 10% WED -20% MON -40% 5% TUES -60% THURS FRI -80% 0% ay y y y y S SAT ay y a da a da da sd id nd sd on ur s Fr ne Su e ur t Tu M Sa Th ed W on Sunday. www.buddymedia.com partner@buddymedia.com 8
  37. 37. Business and Finance Industry: Engagement Peaks Midweek ay sd ne ed W Engagement Rate Variance % of Brand Posts 80% 25% Engagement Rate Variance 60% WED 20% % of Brand Posts 40% 20% 15% THURS 0% 0% 10% -20% 5% FRI MON SAT -40% TUES -60% 0% SUN ay y ay ay ay y ay da da rd sd sd id nd es on Fr tu ur ne Su Tu Sa M Th ed W Wednesday and Thursday when engagement rates are highest. Fashion Industry: Engagement Peaks on Thursday ed ne sd ay W Engagement Rate Variance % of Brand Posts 40% 25% 30% Engagement Rate Variance THURS 20% 20% % of Brand Posts 10% 15% 0% 0% FRI SAT 10% -10% MON WED -20% 5% TUES -30% 0% SUN ay ay y ay y ay ay da a sd id nd rd sd sd on Fr tu ne Su e ur Tu M Sa Th ed W www.buddymedia.com partner@buddymedia.com 9
  38. 38. Food and Beverage Industry: Engagement High Midweek and Saturday ay sd ne ed W Engagement Rate Variance % of Brand Posts 100% 20% 80% 18% Engagement Rate Variance 16% 60% 14% % of Brand Posts TUES 40% 12% 20% 10% SAT WED 0% 8% 0% FRI 6% SUN THURS -20% MON 4% -40% 2% -60% 0% ay ay ay ay y ay y da a sd sd sd id nd rd on Fr tu e ur ne Su Tu M Sa Th ed W Healthcare and Beauty Industry: ay sd ne ed W Engagement Rate Variance % of Brand Posts 50% 20% 40% 18% Engagement Rate Variance 16% 30% THURS 14% % of Brand Posts 20% 12% 10% 10% 0% 0% 8% 6% -10% 4% MON SAT -20% 2% WED FRI -30% 0% TUES y y ay ay y ay y da a da a sd sd id nd SUN rd es on Fr tu ur ne Su Tu M Sa Th ed W www.buddymedia.com partner@buddymedia.com 10
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Great study by BuddyMedia on when, and what to post on brand facebook pages.

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