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Top brands and Facebook communication
The document analyzes how top brands in Romania and the UK communicate on Facebook. It finds that: - Romanian brands have more diverse subject matter in posts and include more CSR content than UK brands. - Pictures are the most commonly used media type by both Romanian and UK brands. - Engagement rates are higher overall for Romanian brands than UK brands, possibly due to cultural and market differences. - While posting frequency is not strongly correlated with engagement metrics, certain media types and post subjects tend to perform better than others for driving likes, comments and shares.
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Top brands and Facebook communication
- 1. 20 March 2012| How Top Brands Communicate on Facebook 1 How Top Brands Communicate on Facebook Bucharest, 20th March 2012 _AllThingsFacebook _AllThingsFacebook
- 2. 20 March 2012| How Top Brands Communicate on Facebook Summary 2 • How we approached this project • Top 10 Brands on Facebook. Romania and UK • Communication Patterns • Communication Effectiveness _AllThingsFacebook
- 3. 20 March 2012| How Top Brands Communicate on Facebook 3 How We Approached This Project _AllThingsFacebook
- 4. 20 March 2012| How Top Brands Communicate on Facebook What We Did 4 • We analyzed the Top 10 Facebook pages of Brands from Romania and UK • We crawled every page only for the posts started by the brand • Time frame used: December 2011, January 2012 and February 2012 • The number of fans was the one existing at the beginning of March 2012 _AllThingsFacebook
- 5. 20 March 2012| How Top Brands Communicate on Facebook How Were the Scores Calculated 5 Post Subject Media Used Results Every post has a LikeRate, a ShareRate and a CommentRate, defined as the number of fans acting Contest details Picture Like upon a post compared to the total number of fans of the specific brand CSR Video Share Event Text Comment Entertainment Link Utility / Tips & Link to their Tricks site / blog Product News / Advertising Product 0.05% LikeRate Link to 0.01% CommentRate News / website No Shares Advertising Others Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 6. 20 March 2012| How Top Brands Communicate on Facebook A Few Examples 6 Enter- Utility / tainment Tips and Tricks Product CSR News / Advertising Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 7. 20 March 2012| How Top Brands Communicate on Facebook 7 Top 10 Facebook Brands Romania vs. UK _AllThingsFacebook
- 8. 20 March 2012| How Top Brands Communicate on Facebook Top 10 Brands. Ro vs. UK 8 Brand Fans Industry Brand Fans Industry 1 Lidl 393k Retail 1 Cadbury Creme Egg 2.2 m FMCG 2 Pepsi 372k FMCG 2 Topshop 2.1m Fashion Retail 3 Doncafe 297k FMCG 3 Cadbury Wispa 1.8m FMCG 4 Nivea 219k FMCG 4 ASOS 1.6m Fashion Retail 5 Lenor Parfumelle 202k FMCG 5 Maltesers 1.3m FMCG 6 Orange 144k IT&C 6 iTunes 1.1m IT&C 7 Ursus 132k FMCG 7 Jaguar 1m Automotives 8 Lay's 122k FMCG 8 Jimmy Choo 995k Fashion 9 L'Oréal Paris 113k FMCG 9 Pepe Jeans London 815k Fashion 10 Bitdefender 109k IT&C 10 Lynx 792k FMCG Status: As of beginning of March Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 9. 20 March 2012| How Top Brands Communicate on Facebook 9 Communication Patterns Romania vs. UK _AllThingsFacebook
- 10. 20 March 2012| How Top Brands Communicate on Facebook How Chatty Are The Top Brands? RO Vs. UK 10 In both Romania and UK, the top 10 Facebook brands post at least one item each day. Cadbury Crème Egg is an online game Game Average: 128.4 Average: 96.7 Average: 103 Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 11. 20 March 2012| How Top Brands Communicate on Facebook What do brands talk about? Romania vs. UK 11 In Romania, top brands have a more diverse subject mix than their UK counterparts. Industry may have influenced the subject mix as well. No CSR in UK during the analyzed period Small Talk Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 12. 20 March 2012| How Top Brands Communicate on Facebook What Media Types Do Top Brands Use? RO vs. UK 12 Pictures are the most used media type, with pure text being the second options for top brands Pure Pure Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 13. 20 March 2012| How Top Brands Communicate on Facebook 13 Communication Effectiveness Romania vs. UK _AllThingsFacebook
- 14. 20 March 2012| How Top Brands Communicate on Facebook Posting Frequency Not Relevant for Effectiveness 14 0.0025 Like 0.002 Like 0.0015 0.001 R² = 0.0871 0.0005 0 0 50 100 150 200 0.0007 Comment Comment 0.0006 Close to zero correlation between posting frequency and 0.0005 0.0004 0.0003 R² = 0.0607 engagement results (likes, comments or shares per no. of 0.0002 0.0001 0 fans) 0 50 100 150 200 0.0002 Share 0.00018 0.00016 Share 0.00014 0.00012 0.0001 0.00008 R² = 0.1998 0.00006 0.00004 0.00002 0 0 50 100 150 200 Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 15. 20 March 2012| How Top Brands Communicate on Facebook Engagement Matrix RO – Type of Communities 15 0.025% Missionary Engaged 0.020% Bubble Size: Doncafe Comment Rate 0.015% Share Rate Lay's 0.010% L'Oréal Ursus Legend Orange Food& Drink Bitdefender Nivea 0.005% Other FMCG Pepsi IT&C Passive Retail Lenor Parfumelle Closed Lidl 0.000% 0.000% 0.050% 0.100% 0.150% 0.200% 0.250% Like Rate Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 16. 20 March 2012| How Top Brands Communicate on Facebook Engagement Matrix UK – Types of Communities 16 0.012% Cadbury Creme Engaged Missionary Egg 0.010% JIMMY CHOO Legend Food& Drink Bubble Size: IT&C Comment Automotive 0.008% Rate Other FMCG Fashion / Fashion Retail Share Rate 0.006% 0.002% Passive 0.002% Pepe Jeans 0.004% London 0.001% Jaguar 0.001% Share Rate ASOS 0.001% Topshop 0.002% Cadbury Wispa 0.001% 0.001% 0.000% Closed 0.000% iTunes (UK) Lynx 0.000% 0.000% 0.000% 0.005% Maltesers 0.010% 0.015% 0.020% 0.025% 0.030% 0.035% 0.040% Like Rate 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% Like Rate Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 17. 20 March 2012| How Top Brands Communicate on Facebook Engagement Matrix UK vs Romania 17 0.012% Cadbury Creme Egg 0.010% JIMMY CHOO Country culture and Bubble Size: Romanian market lifecycle may be Comment 0.008% Rate averages the reasons for higher brand engagement in Share Rate 0.006% Romania. 0.004% 0.002% Cadbury Wispa 0.000% 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% Like Rate Average rates for UK Romania UK averages 0.032% 0.119% It seems that UK brands have a more 0.003% 0.007% difficult job of engaging fans. 0.003% 0.019% Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 18. 20 March 2012| How Top Brands Communicate on Facebook Engagement Matrix for Media Type 18 Pass-alongs Engagers Informers Space Fillers Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 19. 20 March 2012| How Top Brands Communicate on Facebook Engagement Matrix for Conversation Subjects 19 Pass-alongs Engagers Informers Space Fillers Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 20. 20 March 2012| How Top Brands Communicate on Facebook Doncafe Engagement Profile 20 Media Type Post Subjects Link, 7 Picture, 58 Highest rates of Media Type What it says O zi bună începe cu o vorbă dulce, o cafea caldă și o privire duioasă. Picture Sperăm că așa vi s-a întâmplat și vouă azi. Bună dimineața, tuturor! În această iarnă, pare-se că vremea bună se simte prea bine cu noi ca Picture să mai facă loc zăpezii! Voi ce părere aveți, v-ar plăcea să ningă sau să ne pregătim de primăvară? Dragobetele, străveche sărbătoare românească supranumită Cap de Primăvară, este ziua în care sufletele se deschid către iubire și totul Picture merge cu spor. Este ziua în care cântul păsărilor se dezleagă pentru a deschide cerul cu viață și voie bună. Este ziua în care ne amintim cât de frumos este să fii îndrăgostit! Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 21. 20 March 2012| How Top Brands Communicate on Facebook Lay’s Engagement Profile 21 Media Type Performance Post Subjects Highest rates of Media Type What it says Vrem sa multumim celor peste 100.000 de fani Lay's cu o surpriza! Dati un Like fotografiei de mai jos pana maine la ora 12 iar un fan norocos va castiga un bax de Picture Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua fotografie si vom avea un nou castigator! Succes! MULTUMIM MULT tuturor celor peste 100.000 fani! Lasati un comentariu la poza de Picture mai jos si intrati in tragerea la sorti pentru un bax de Lay's Crocant! Succes!! Vrem sa multumim celor peste 100.000 de fani Lay's cu o surpriza! Dati un Like fotografiei de mai jos pana maine la ora 12 iar un fan norocos va castiga un bax de Picture Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua fotografie si vom avea un nou castigator! Succes! Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 22. 20 March 2012| How Top Brands Communicate on Facebook Nivea Romania Engagement Profile 22 Media Type Performance Post Subjects 0.014% 0.012% Bubble Size: Comment Picture 0.010% Rate Share Rate 0.008% Link 0.006% 0.004% Link - blog/site 0.002% Text 0.000% 0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300% Like Rate Highest rates of Media Type What it says Probabil cel mai popular gest de iubire, sarutul, e acea experienta care ne aduce mai aproape de cel drag ;). Pentru senzatii neasteptate, rasfatati-va buzele cu balsamul NIVEA Lip Care Fruity Shine CHERRY. Picture Ingredientele naturale precum uleiul de migdale, uleiul de jojoba si untul de shea va vor lasa buzele moi si catifelate, iar aroma de cirese si nuanta glossy discreta vor fi arma voastra secreta in jocul seductiei. Incercati-l! Picture Fetelor, iata intrebarea zilei: par drept sau par ondulat? Fetelor, astazi va incurajam sa dati frau liber creativitatii. Picture Iata un pont care va va ajuta sa va surprindeti iubitul cu un mic dejun romantic de Ziua Indragostitilor. Pentru rezultate surprinzatoare, e suficient sa urmati pasii de mai jos. Sa ne spuneti cum a iesit ;) Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 23. 20 March 2012| How Top Brands Communicate on Facebook What the Brands Say 23 Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook
- 24. 20 March 2012| How Top Brands Communicate on Facebook Lidl Engagement Profile 24 Media Type Performance Post Subjects Contest details 52 Entertainment 28 Product News / Advertising 25 Utility / Tips and Tricks 8 CSR 4 Event 1 Others 47 0 10 20 30 40 50 60 Highest rates of Media Type What it says Da like daca iti place Video premiul ;) Avem nevoie de un mic ajutor din partea Text voastra. Clatite cu dulceata sau cu ciocolata? Cum ti-ai surprins Picture iubitul/iubita? _AllThingsFacebook
- 25. 20 March 2012| How Top Brands Communicate on Facebook Pepsi Engagement Profile 25 Media Type Performance Post Subjects Highest rates of Media Type What it says Pepsi Romania added 10 new photos to the album Picture Dozele de colectie ale fanilor! Lasati-ne un comentariu Text astazi, inchizand ochii si tastand la nimereala! :) Al cui este acest Pepsi? Picture Sa dea un share!! _AllThingsFacebook
- 26. 20 March 2012| How Top Brands Communicate on Facebook Lenor Parfumelle Engagement Profile 26 Media Type Performance Post Subjects 0.004% Product News / Advertising 35 0.003% Link Bubble Size: Comment Contest details 14 0.003% Rate Text Share Rate 0.002% Entertainment 3 0.002% Picture Utility / Tips and Tricks 2 0.001% Video Others 0.001% 35 0.000% 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% Like Rate Highest rates of Media Type What it says Daca postul acesta strange 500 de like-uri pana maine, va vom oferi in curand un concurs cu premii Text fabuloase! Text Cel mai frumos film de dragoste pe care l-ai vazut este… Text Dati share acestui status daca Lenor va parfumeaza viata! _AllThingsFacebook
- 27. 20 March 2012| How Top Brands Communicate on Facebook Orange Romania Engagement Profile 27 Media Type Performance Post Subjects 0.012% Contest details 21 Link - blog/site 0.010% Bubble Size: Product News / Advertising 19 Link Comment Rate 0.008% Event 10 Share Rate 0.006% Video Entertainment 8 Picture 0.004% Utility / Tips and Tricks 2 Text 0.002% Others 7 0.000% 0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300% Like Rate Highest rates of Media Type What it says Picture Va place noua noastra poza de profil? :) Un HTC ChaCha poate fi al tau de sarbatori. Intra in aventura si scurteaza-ti drumul spre Facebook. Tot ce trebuie sa fai este sa rulezi aplicatia de mai jos :) Link https://apps.facebook.com/likehtcchacha/ @ Orange friends, Concursul desfasurat pe pagina Concurs Orange Romania nu este organizat de noi. Link – blog/site Facem demersuri legale pentru a inchide pagina insa pana atunci va sfatuim sa nu participati la concursuri Orange Romania anuntate in alte parti decat aici sau pe www.orange.ro Orange Facebook Team _AllThingsFacebook
- 28. 20 March 2012| How Top Brands Communicate on Facebook Ursus Engagement Profile 28 Media Type Performance Post Subjects 0.020% Event 28 Video 0.018% 0.016% Product News / Advertising 11 Bubble Size: Comment 0.014% Rate Entertainment 6 0.012% Share Rate 0.010% Link Contest details 6 0.008% Picture 0.006% Utility / Tips and Tricks 4 0.004% Text Others 26 0.002% 0.000% 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160% Like Rate Highest rates of Media Type What it says Suntem mai puternici singuri, dar mai romantici in echipa. Video Cum vi se pare noul spot URSUS? Text Daca ati putea sa petreceti o zi intreaga alaturi de un artist roman, pe cine ati alege? O fotografie realizata de un roman a fost desemnata de catre fundatia Wikimedia drept cea mai frumoasa fotografie din lume a unui monument istoric. Link Fotografia surprinde Manastirea Chiajna, aflata langa Bucuresti. Share daca va place, sa se auda peste mari si tari. _AllThingsFacebook
- 29. 20 March 2012| How Top Brands Communicate on Facebook L'Oréal Paris Romania Engagement Profile 29 Media Type Performance Post Subjects 0.020% Product News / Advertising 29 0.018% Link 0.016% Utility / Tips and Tricks 10 Bubble Size: Video Comment 0.014% Rate Contest details 8 0.012% Share Rate 0.010% Entertainment 2 0.008% Picture 0.006% Event 2 0.004% Link - blog/site Others 9 0.002% Text 0.000% 0.000% 0.050% 0.100% 0.150% 0.200% 0.250% Like Rate Highest rates of Media Type What it says Video Ce ziceti de smokey eyes? Cu siguranta s-ar potrivi cu o tinuta glam de sarbatori, nu? De sarbatori, v-am pregatit un nou concurs! Urmariti pasii din imagine si puteti castiga unul dintre cele Picture trei seturi de produse L’Oréal Paris, in valoare de 150 RON Link Poti castiga noua gama Elsève Arginine Resist X3 cu un simplu share! _AllThingsFacebook
- 30. 20 March 2012| How Top Brands Communicate on Facebook Bitdefender Romania Engagement Profile 30 Media Type Performance Post Subjects 0.030% Utility / Tips and Tricks 24 Video 0.025% Product News / Advertising 20 0.020% Contest details 11 Share Rate 0.015% Entertainment 8 Picture 0.010% Event 5 Link 0.005% Text Others 20 Link - blog/site 0.000% 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160% Like Rate Highest rates of Media Type What it says La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook Text acum! La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook Text acum! Video La mulți ani, România! _AllThingsFacebook
- 31. 20 March 2012| How Top Brands Communicate on Facebook Takeaway Points 31 • Posting more won’t necessarily bring Likes, Comments or Shares. • Romania offers a higher potential to engage fans as compared to UK • Pictures and video content are likely to generate likes and shares, while pure text is likely to generate likes and comments • On average, CSR, Entertainment and Small talk are the most effective Engagers. _AllThingsFacebook
- 32. 20 March 2012| How Top Brands Communicate on Facebook 32 Thank you! Facebook.com/DaeadalusMillwardBrown SlideShare.com/DaeadalusMillwardBrown _AllThingsFacebook