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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    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
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
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
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
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
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 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
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
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
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
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
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
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
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
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
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
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
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
Conclusion




Have questions?




                  buddymedia.com




Appendix:
Study Parameters




                                   www.buddymedia.com   partner@buddymedia.com   14
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 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
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
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
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
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
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
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
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
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
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
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
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
Conclusion




Have questions?




                  buddymedia.com




Appendix:
Study Parameters




                                   www.buddymedia.com   partner@buddymedia.com   14
Entertainment Industry:




                                                                                                                                                              ay
                                                                                                                                                              sd
                                                                                                                                                            ne
                                                                                                                                                         ed
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                                                                                                                                   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%




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Media Industry:

                                                                                                                                                                   ay
                                                                                                                                                                sd
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                                                                                                                                     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




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                                             www.buddymedia.com                           partner@buddymedia.com                                                                                                                   7
Retail Industry:

before Posting on Friday




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                                                                                                                                                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%




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   on Sunday.




Automotive Industry:
Sunday Is Your Friend
                                                                                                                                                                        ay
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                                                                                                                                                                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
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   on Sunday.




                                                         www.buddymedia.com                                                    partner@buddymedia.com                                                                                            8
Business and Finance Industry:
Engagement Peaks Midweek




                                                                                                                                           ay
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                                                                                                                 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




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            Wednesday and Thursday when engagement rates are highest.




Fashion Industry:
Engagement Peaks on Thursday                                                                                                      ed
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                                                                                                                                        sd
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                                                                                                                                 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




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                                                     www.buddymedia.com                           partner@buddymedia.com                                                                                       9
Food and Beverage Industry:
Engagement High Midweek
and Saturday




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                                                                                                                          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




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Healthcare and Beauty Industry:
                                                                                                                                                  ay
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                                                                                                                                            ed
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                                                                                                                          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




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                                                          www.buddymedia.com                                    partner@buddymedia.com                                                                            10
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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

  • 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. 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. 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. 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. 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. DATA REPORT A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY: STRATEGIES FOR EFFECTIVE FACEBOOK WALL POSTS
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Conclusion Have questions? buddymedia.com Appendix: Study Parameters www.buddymedia.com partner@buddymedia.com 14
  • 21. DATA REPORT A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY: STRATEGIES FOR EFFECTIVE FACEBOOK WALL POSTS
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Conclusion Have questions? buddymedia.com Appendix: Study Parameters www.buddymedia.com partner@buddymedia.com 14
  • 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. 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. 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. 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