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Hello !          Yves%Baudechon%          SocialEvangelist
Serial Entrepreneur                                      40 experts                                     dedicated to      ...
Brands want to understand thestate of their performance.     How do I rate,                How do I rate against   compare...
What do you needto compare yourPage ?
All you need is…  • A Comparison base  • Precision  • Some local issues to be    covered  • Lot of datas  • and the proper...
Exhaustivity                                1.280   BRANDS•  > 2.500 Pages                626     MEDIA                   ...
Country AnalystsFor each country, a Country Analyst•  Identifies all relevant Pages of Brands and Media•  Verifies that the ...
Local / International           Local Pages                     International Pages Targeting the Facebook users of   Page...
Tags                                  289 Tags                        Alcohol                                     Baby Foo...
Small CountryBig issues
Monolingual Pages            Facebook%Page%1%   Facebook%Page%2%                 French            Flemish25/09/12        ...
Bilingual Pages                PAGE  LANGUAGE1           LANGUAGE2
•  Posts can be targeted. By location. By   language.
Bilingual Pages         Posts%target%            Posts%target%            Language1           Language2                   ...
2 languages                      Mother                      Flemish sp.                      daughter                    ...
We track every Like,             Typographyevery Comment, every Share             Trebuchet MS                abcdefghijkl...
3 different levels COUNTRY     FACEBOOK CATEGORY or TAG                     SPECIFIC PAGE                           FAN PAGE
3 advanced levels                   DIRECT COUNTRY                   COMPETITORS     CATEGORY or     TAG                  ...
Baskets          Clients can create 3 different baskets          of Pages.          Including each 50 Pages from          ...
Example      Basket 1             Basket 2             Basket 3                       The pages of your                   ...
Rankings                                                                 4                                                ...
14 Metrics
MetricsPAGESRank : Rank in SelectionName : Name of Page.Clickable (shows snapshot : visual+ limited infography)
MetricsFANSNb of Fans: number of Facebook users who like the page.Evolution: percentage increase/decrease of the nb of fan...
MetricsFANSTAT: Facebook metric = number of unique users who havecreated a ‘story’ about the page in the last 7 days (TATi...
People Talking AboutThis shows thenumber of people onFacebook who haveengaged with yourPage/content in thelast 7 days.
25/09/12   27
A metric stronglyinfluenced byMedia efforts
MetricsFANSTAT: Facebook metric = number of unique users who havecreated a ‘story’ about the page in the last 7 days (TATi...
Definition of TAT Net Score                  TAT                              New Fans  (people Talking About This)        ...
TAT Net Score      This metric is different from engagement as it does      not compare the total of actions (likes, comme...
2 pages with the same EngagementScore but different Net TAT Scoremeans that My Little Paris achievedwith broader base of f...
MetricsPAGE POSTSPosts: average number of posts per day published by thepage in the last 30 days.Likes: average number of ...
MetricsPAGE POSTSShareability Score: total number of shares per day on postspublished by the page in the last 30 days divi...
.The Newsfeed                                    Most%recent%                     Friend                     BestFriend   ...
.The Newsfeed25/09/12            36
.Whatyou“post”onyour“wall”appears   .WhatPages“post”ontheir“wall”inyourfriends’“newsfeeds”                appearsintheirli...
Allpostsofmyfriendsand      PagesI«liked»appearin      mynewsfeed.25/09/12                            38
OnlyTop            Storiesare…25/09/12                   39
. 2 different News Feeds            A selection, by Facebook, of     All the posts of your Friends,            all posts a...
•  EdgeRank is an algorithm that ranks objects in the     Facebook News Feed.  •  EdgeRank is made up of 3 variables: Affin...
.the challenge for Pages                           If a new Fan has not reacted after a                           certain ...
Formula of Engagement Score   1 x Nb                   4 x Nb of     8 x Nb of   of Likes                 Comments       S...
MetricsCOMMUNITY POSTSPosts: average number of posts per day published on thepage by the community of fans in the last 30 ...
TOP 15 Brands Nb of fans
TOP 15 Brands Engagement
TOP 15 Brands Fan activity
TOP 15 Brands Nb of Posts 2,5 on average Pages > 50.000 fans
TOP 15 Brands Sharability Score
TOP 15 Food Nb of fans
TOP 15 Food Engagement
TOP 15 Food Fan activity
YOURTOP 15
Send me your Page URL and freeyou will get the Top 15 of yourTagYves.baudechon@page-karma.com
FreeSnapshotOn our websiteIf we do not track our Page, justreport it and we will add it to PageKarma                      ...
Snapshot V271
Snapshot V272
25/09/12   73
When should I            publish myPOST GURU   post?
With Page Karma,Every Postof Every Page is tracked        Every Like        Every Comment        Every Share
Every quarter of hour New Page Post           15 min.   15 min.    15 min.   15 min.    15 min.      15 min.      15 min. ...
Country InsightsWhen all data are compiled we can understandhow users of a country engage with Brands.
When users‘engage’dailyWhen brandspost daily
Every day has adifferent pattern
Monday      TuesdayWednesday   ThursdayFriday      Saturday                       Men and womenSunday                 have...
Most relevant                           Less relevant.                    Only relevant ifRecommendation      Tag regroups...
Page Affinities
Page AffinitiesAnalyse how thefans, engaged withmy Page, connectwith otherFacebook pages.Measure theiraffinity with thosePag...
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma
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The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

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The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

  1. 1. Hello ! Yves%Baudechon% SocialEvangelist
  2. 2. Serial Entrepreneur 40 experts dedicated to Social MarketingBrussels% Paris%Strategic Partners France Belgium
  3. 3. Brands want to understand thestate of their performance. How do I rate, How do I rate against compared with the my direct competitors other brands in my or my peers? country? Through various KPI’s : nb of fans, increase rate, engagement or activity of my fans
  4. 4. What do you needto compare yourPage ?
  5. 5. All you need is… • A Comparison base • Precision • Some local issues to be covered • Lot of datas • and the proper metrics
  6. 6. Exhaustivity 1.280 BRANDS•  > 2.500 Pages 626 MEDIA 100 POLITICS 288 PEOPLE 643Pages 180 OTHERS•  Facebook Categories have their limits –  Too vague –  Lack of discipline from brands
  7. 7. Country AnalystsFor each country, a Country Analyst•  Identifies all relevant Pages of Brands and Media•  Verifies that the Page is official•  Verifies the targeted market •  International Pages of Brands from Country •  Local Pages targeting audience in Country•  Tags the Page in the relevant sub-categories (289)
  8. 8. Local / International Local Pages International Pages Targeting the Facebook users of Pages from the country, targeting a specific country an international audience
  9. 9. Tags 289 Tags Alcohol Baby Food Beers Soft drinks Waters Dairy Products Candy Bars
  10. 10. Small CountryBig issues
  11. 11. Monolingual Pages Facebook%Page%1% Facebook%Page%2% French Flemish25/09/12 11
  12. 12. Bilingual Pages PAGE LANGUAGE1 LANGUAGE2
  13. 13. •  Posts can be targeted. By location. By language.
  14. 14. Bilingual Pages Posts%target% Posts%target% Language1 Language2 PAGE LANGUAGE1 LANGUAGE2
  15. 15. 2 languages Mother Flemish sp. daughter French sp. daughter 55 BRANDS 10 MEDIA
  16. 16. We track every Like, Typographyevery Comment, every Share Trebuchet MS abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZof every Post 123456789 ,.:;!?*of every Brand or Media Pagein the Country
  17. 17. 3 different levels COUNTRY FACEBOOK CATEGORY or TAG SPECIFIC PAGE FAN PAGE
  18. 18. 3 advanced levels DIRECT COUNTRY COMPETITORS CATEGORY or TAG PEERS SPECIFIC PAGE INSPIRATION FANPAGE
  19. 19. Baskets Clients can create 3 different baskets of Pages. Including each 50 Pages from Country or other Countries.
  20. 20. Example Basket 1 Basket 2 Basket 3 The pages of your brand in other countries Your direct Pages that target OR competitors in your the same audience country than yours Pages from other countries with whom you could compare
  21. 21. Rankings 4 Countries 160 Facebook Categories Fan Size TAT Posts per Engagement Activity Talking About This+ % evolution day Score Score + % evolution
  22. 22. 14 Metrics
  23. 23. MetricsPAGESRank : Rank in SelectionName : Name of Page.Clickable (shows snapshot : visual+ limited infography)
  24. 24. MetricsFANSNb of Fans: number of Facebook users who like the page.Evolution: percentage increase/decrease of the nb of fanscompared to last 30 days.
  25. 25. MetricsFANSTAT: Facebook metric = number of unique users who havecreated a ‘story’ about the page in the last 7 days (TATincludes new fans to the page in this metric).Net TAT Score: TAT minus the total number of new fans in thelast 7 days divided by the total number of fans times 1,000 tobe able to compare this metric between different pages.
  26. 26. People Talking AboutThis shows thenumber of people onFacebook who haveengaged with yourPage/content in thelast 7 days.
  27. 27. 25/09/12 27
  28. 28. A metric stronglyinfluenced byMedia efforts
  29. 29. MetricsFANSTAT: Facebook metric = number of unique users who havecreated a ‘story’ about the page in the last 7 days (TATincludes new fans to the page in this metric).Net TAT Score: TAT minus the total number of new fans in thelast 7 days divided by the total number of fans times 1,000 tobe able to compare this metric between different pages.
  30. 30. Definition of TAT Net Score TAT New Fans (people Talking About This) from the last 7 daysPeople who created a story in the last 7 days Nb of Fans 1,000
  31. 31. TAT Net Score This metric is different from engagement as it does not compare the total of actions (likes, comments and shares), but the number of individuals who interacted with the pages. If a page has an high engagement with a small number of fans, its engagement score may be good, but his TAT net score will be less high than a page that gets engagement from a larger base of users.
  32. 32. 2 pages with the same EngagementScore but different Net TAT Scoremeans that My Little Paris achievedwith broader base of fans thanCdiscount.com.
  33. 33. MetricsPAGE POSTSPosts: average number of posts per day published by thepage in the last 30 days.Likes: average number of likes per day on posts published bythe page in the last 30 days.Comments: average number of comments per day on postspublished by the page in the last 30 days.Shares: average number of shares per day on posts publishedby the page in the last 30 days.
  34. 34. MetricsPAGE POSTSShareability Score: total number of shares per day on postspublished by the page in the last 30 days divided by the totalnumber of fans times 1,000.Engagement Score: weighted sum of likes, comments andshares on posts published by the page in the last 30 days.
  35. 35. .The Newsfeed Most%recent% Friend BestFriend Page Wife …25/09/12 35
  36. 36. .The Newsfeed25/09/12 36
  37. 37. .Whatyou“post”onyour“wall”appears .WhatPages“post”ontheir“wall”inyourfriends’“newsfeeds” appearsintheirlikers’“newsfeeds”25/09/12 37
  38. 38. Allpostsofmyfriendsand PagesI«liked»appearin mynewsfeed.25/09/12 38
  39. 39. OnlyTop Storiesare…25/09/12 39
  40. 40. . 2 different News Feeds A selection, by Facebook, of All the posts of your Friends, all posts and activity of your Groups, Pages. friends, Groups, Pages. Sorted by date.25/09/12 40
  41. 41. •  EdgeRank is an algorithm that ranks objects in the Facebook News Feed. •  EdgeRank is made up of 3 variables: Affinity, Weight, and Time Decay. –  Affinity is dependent on a users relationship with an object in the news feed. –  It is based on the proximity you have with a friend or Page (No. of comments and no. of ‘Likes’ from you and your friends, Frequency of visit to specific Profiles / Pages, Frequency of interactions with those Profiles / Pages) –  Weight is determined by the type of object, such as a photo/video/link/etc. –  Time Decay: as an object gets older, the lower the value.25/09/12 41
  42. 42. .the challenge for Pages If a new Fan has not reacted after a certain amount of time, your Page disappears from his ‘Top News’ Newsfeed.•  To maximize your presence in Top News: –  Generate Likes; –  Provoke Comments; –  Invite people to Share; –  Make people return to your Page.
  43. 43. Formula of Engagement Score 1 x Nb 4 x Nb of 8 x Nb of of Likes Comments Shares Nb of Fans 1,000Multipliers can be adapted by user
  44. 44. MetricsCOMMUNITY POSTSPosts: average number of posts per day published on thepage by the community of fans in the last 30 days.Fan Activity Score: number of posts per day published by thecommunity of fans in the last 30 days divided by the totalnumber of fans times 1,000.Evolution: percentage increase/decrease of the fan activityscore compared to the same day of the previous month.
  45. 45. TOP 15 Brands Nb of fans
  46. 46. TOP 15 Brands Engagement
  47. 47. TOP 15 Brands Fan activity
  48. 48. TOP 15 Brands Nb of Posts 2,5 on average Pages > 50.000 fans
  49. 49. TOP 15 Brands Sharability Score
  50. 50. TOP 15 Food Nb of fans
  51. 51. TOP 15 Food Engagement
  52. 52. TOP 15 Food Fan activity
  53. 53. YOURTOP 15
  54. 54. Send me your Page URL and freeyou will get the Top 15 of yourTagYves.baudechon@page-karma.com
  55. 55. FreeSnapshotOn our websiteIf we do not track our Page, justreport it and we will add it to PageKarma 70
  56. 56. Snapshot V271
  57. 57. Snapshot V272
  58. 58. 25/09/12 73
  59. 59. When should I publish myPOST GURU post?
  60. 60. With Page Karma,Every Postof Every Page is tracked Every Like Every Comment Every Share
  61. 61. Every quarter of hour New Page Post 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. Lifetime of a Post01:00 AM 5 new 7 new 3 new 1 new like 0 new like 1 new like 0 new like likes likes likes 02:00 AM 02:15 AM 03:00 AM 3:20 AM 01:15 AM 01:30 AM 01.45AM
  62. 62. Country InsightsWhen all data are compiled we can understandhow users of a country engage with Brands.
  63. 63. When users‘engage’dailyWhen brandspost daily
  64. 64. Every day has adifferent pattern
  65. 65. Monday TuesdayWednesday ThursdayFriday Saturday Men and womenSunday have different patterns
  66. 66. Most relevant Less relevant. Only relevant ifRecommendation Tag regroups Based on prioris based on prior critical mass of posting times onengagement of all Pages & Fans Page.posts of country(Brands & Media) Recommendation is based on prior engagement of all posts of the tag
  67. 67. Page Affinities
  68. 68. Page AffinitiesAnalyse how thefans, engaged withmy Page, connectwith otherFacebook pages.Measure theiraffinity with thosePages.

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