Facebook brand page: How to manage them effectively?

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How can a brand maximize its share of attention in the facebook echo-system ? How can they transform this attention into interaction, engagement and advocacy? To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels.

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<ul><li>1.Facebook Brand Pages: How to manage them effectively ?15/09/10 www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex T: +(33)1 49 68 73 00 F: +(33)1 49 68 73 73 </li></ul><p>2. CONTEXTBrands need to fight for their share of attention among their fans Interaction with their fan base is keyto harness the fullpotential of facebook marketing FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 3. KEY QUESTIONS How can a brand maximize its share of attention in the facebook echo-system ?How can they transform this attention into interaction, engagement andadvocacy? To have fans is fine. To engage them is better! The more you reach new fans and interact with them ( i.e. fans who interactwith you through likes or comments), the more your brands posts appear intheir News FeedsTo better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 4. APPROACH From Facebook Brand Pages Analysis to Community Management Rules FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 4 5. ANALYSIS METHODOLOGY The brands selection is based on the following criteria: Worldwide awareness Broad range of number of fans Broad range of posting frequency Analysis of over a 1000 posts (the last 35 posts from 30international brands)For each brand, the analysis was based on: The interaction rate : &gt; (number of likes + number of comments) per 1000 fans per month &gt; This interaction rate can be applied to a brand or to a single post Frequency of Posts Type of Post Content (news, connect, contest, promotion..) FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 5 6. ANALYZED BRANDS FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 6 7. Best performing Brands generate far more interactions thanthe ill-performing onesTop 5 brands generate 37 times more interactions than bottom 5Nikes interaction rate is 100 times better than Ray BansWhy ? 140 120 10080604020 0Interaction Rate (Total Interactions/ 1000 Fans/ Month) FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 7 8. THE 7 RULES OF BRAND PAGE MANAGEMENTwww.fullsix.com 157, rue Anatole France, 92309 Levallois-Perret Cedex T: +33 1 49 68 73 00 F: +33 1 49 68 73 73 9. Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers Good Community Management practices explain huge differences of interaction rates between brands It is obvious that some Categories generate more interest andinteractions than others But within the same industry (fashion for instance), the interaction ratevaries by 25 times between Victorias Secret and Ray Ban, 4 timesbetween H&amp;M and Gap The difference is clearly related to community management practices Interaction Rate Number of Fans (Interactions/ 1000 FansBrand Industry (at time of analysis)/ Month) Victoria's Secret Fashion323706227,31 H&amp;M Fashion198052116,94 Levi'sFashion428887 10,24 DieselFashion4382945,62 GAP Fashion5654093,97 Ray Ban Strictly Confidential All Rights Reserved No production or diffusion without written authorisation FullSIX 2010Fashion9725261,119 10. Rule #2. Dont be afraid to post several times a day, withonce a day as a minimum Interaction rates per post are comparable whatever the frequency of posting If a Brand posts often, it generates much more interactions: posting 4 times/day vs 2 times/week generates up to 10 times more (80 interactions vs 8 per 1000 fans ) We cannot identify any spam effect up to 4-5 times a day Every 6Less often hours or Between 6 andBetween 1 day Between 1 week and 1 than once Posting Frequency (F)more often 24 hoursand 7 daysmonthper Month Average Interaction rate (% of interaction/post/1000 fans) 0,09%0,09%0,11%0,13% 0,11% Average number of Posts per Month120 608 4 1 Average number of FullSIX 2010 Strictly Confidential 80 interactions/month/1000 fansAll Rights Reserved No production or diffusion 47 without8written authorisation 5 1 10 11. Rule#3: Ensure regular posting frequency and do not stopposting for long periods of timePringles Interaction Rate per post March 2009/June 2010 0,00450,00400,00350,00300,00250,0020 Interaction Rate 0,0015 First break: 2 months Second break: 6 monthsInteraction rate Interaction rate 0,0010divided by 3divided by 100,00050,0000 FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 12. Rule #4. Re-post key contents several times at differenthours to maximize its reach Posting once is not enough, it generates a limited reach among thefan base The Clinique example shows that the top 3 interacted publications are the same post Reposting several times your most interacted publications isrecommended: their interaction rate will remain high because theywill reach fans who have probably not seen the first ones.Clinique Nb of feedbacks per post FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 13. We have identified 16 different types of content that Brands are using to manage their Pages There are 16 different types of post content, that are more or less used bythe analyzed brands as shown by the analysis of the share of brandusage 16% Usage rate (% of usage among the 1000+ analysed posts)14%12%10% 8% 6% 4% 2% 0% These different types of posts can be included within 6 different fanmanagement objectives Fan Management Objectives (% of posts per objective) CELEBRATION : 3 % CONVERSATION: 21 % INFORMATION: 29 % STATUS/EXCLUSIVITY: 34 % LEAD GENERATION: 2 % BRAND VALUES: 6 % FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 13 14. Rule #5. Make sure you identify which types of content generatemore interaction for your brand.Rule #6: Get the right balance between your Brand short termmarketing/commercial activity, your Brand heritage and values andthe celebration of your fans activitiesHighly Interacted (share of total interactions) Types of Content MappingHigh potential: Are underused as 35% of total interactions for only 5%14% Externalof postsNews12% Fan Kudos History Brands Favourites : both highly used and effective to generateinteractions 10%FeedbackProductPromotion 8%Good Campaignpotential 6%AppSale Event Connect WebsiteStar 4% Connect Brand Festival NewsCSRUnderperformers : Highly used (39% of posts) 2%but do not generate much interaction (14% ofinteractions) Highly UsedMisc.(share of Brand usage) 0%0% 5% 10% FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation15%14 15. Rule #6. Make efforts to create remarkable and exclusivecontent in an optimised form Generate exclusive/interesting day-to-day content (videos, articles) that is not limited to marketing campaigns Make sure the posts are written (attention grabbing headlines) and illustrated with visuals (key visuals) to maximise their stopping power It is worth investing on a community management team that creates specific content on top of just managing posting FullSIX 2010 Strictly Confidential All Rights Reserved No production or diffusion without written authorisation 16. Are brands implementing these rules ? Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a maximum of 3 ruleswww.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex T: +(33)1 49 68 73 00 F: +(33)1 49 68 73 73 17. NIKE FOOTBALL- RANKED 1/30 - RULES FOLLOWED: 5 Nike Football is a specific brand example which has achieved extremely high interaction rates by posting regularly and frequently. Nike has been successful in identifying the content categories which are most effective in generating interaction Sr. NoRuleYes/No1 Community Manager Yes2 Frequent postings Yes3 Regular PostingsYes4 Re-posting important contentNo5 Focus on proven successful typesYes of content 6 Balance between short termNo commercial brand info and relational posts 7 Creating remarkable posts Yes ( Great titles an d visuals)Types of Content Number of Fans: 1651461Count of PostAverage time between posts: 0.5 days 20 13 Interaction Rate ( Total Interaction/1000 fans/Month) :1 1 117 External NewsStar ConnectFeedback Contest 18. NBA- RANK 2/30 - RULES FOLLOWED: 6NBA generate high interaction thanks to its rigour in following the rules identified. Its posting is regular and frequentas well as focuses on successful types of content while creating exceptional posts to keep the audiences continuouslyinterested. Sr. NoRule Yes/No 1 Community ManagerYes 2 Frequent postingsYes 3 Regular Postings Yes 4 Re-posting important content No 5 Focus on proven successful types Yesof content6 Balance between short term Yescommercial brand info andrelational posts7 Creating remarkable postsYes( Great titles an d visuals) Types of Content Number of Fans: 4158582 Count of Post 17 Average time between posts: 0.25 days 7 71 Interaction Rate ( Total Interaction/1000 fans/Month) : 107Brand News ConnectSale Feedback 19. PLAYSTATION: RANK 3/30 - RULES FOLLOWED: 6Playstation has highest frequency between posts among our entire sample set. The frequent posts and diverse andcaptivating content keeps the consumers coming back and interacting with the Playstation community.Sr. NoRule Yes/No1 Community ManagerYes2 Frequent postingsYes3 Regular Postings Yes4 Re-posting important content No5 Focus on proven successful types ofYes content6 Balance between short term Yes commercial brand info and relational posts7 Creating remarkable postsYes ( Great titles an d visuals) Types of Content Number of Fans: 2228062Count of Post Average time between posts: 0.23 days23Interaction Rate ( Total Interaction/1000 fans/Month) :6 42 60 Brand News EventSale Connect 20. MINI COOPER- RANK 4/30 - RULES FOLLOWED: 6 Mini Cooper has well balanced content categories. Its high interaction specifically are due to its particular focus on the category Feedback, which encourages the fans to speak to the brand and give their feedback and opinions to further improve the Mini experience. Sr. No RuleYes/No1Community Manager Yes2Frequent postings Yes3Regular PostingsYes4Re-posting important contentNo5Focus on proven successful types of Yescontent6Balance between short termYescommercial brand info andrelational posts7Creating remarkable posts Yes( Great titles an d visuals)Types of Content Number of Fans: 331346 Count of Post 14 Average time between posts: 1.4 days 7 6 5 Interaction Rate ( Total Interaction/1000 fans/Month) :11 38 Feedback Event Product Contest ConnectHistory Promotion 21. CADILLAC: RANK 5/30 - RULES FOLLOWED: 7 Cadillac has a balanced portfolio of content categories with regular and frequent posts as well as reposting important contents. Cadillac follows all seven rules and is consequently one of the top few brands in terms of interaction rate. Sr.Rule Yes/No No 1Community ManagerYes2Frequent postingsYes3Regular Postings Yes4Re-posting important content Yes5Focus on proven successful Yestypes of content6Balance between short term Yescommercial brand info andrelational posts7Creating remarkable postsYes( Great titles an d visuals) Count of PostNumber of Fans: 168475 Count of Post11Average time between posts: 2.5 days 94 431 1 1Interaction Rate ( Total Interaction/1000fans/Month) : 32 22. REESE: RANK 26/30 - RULES FOLLOWED: 3 Reese is a great example to illustrate that while balancing short term commercial brand information and relational posts is good, it is impossible to achieve success on Facebook without keeping regular contact with fans. Sr. No Rule Yes/No 1Community ManagerYes 2Frequent postingsNo 3Regular Postings No 4Re-posting important content No 5Focus on proven successful types Yes of content6Balance between short term Yes commercial brand info and relational posts7Creating remarkable postsNo ( Great titles an d visuals) Types of Content Number of Fans: 3478331Count of Post 16 Average time between posts: 5 days 113 Interaction Rate ( Total Interaction/1000 fans/Month) :1 11 3,61Connect Campaign ContestCSR Event Product Promotion 23. BEN &amp; JERRYS: RANK 27/30 - RULES FOLLOWED:2 Ben &amp; Jerrys, in spite of a large number of fans, fail to generate interest due to poor community management. There is no specifically interesting content for the fans, the main focus being its CSR activities. Ben &amp; Jerrys also lacks regular feeds to keep the consumers hookedSr. No Rule Yes/No1Community ManagerYes2Frequent postingsNo3Regular Postings No4Re-posting important content Yes5Focus on proven successful types Noof content 6Balance between short term Nocommercial brand info andrelational posts 7Creating remarkable postsNo( Great titles an d visuals)Number of Fans: 1526208 Average time between posts: 15 days Interaction Rate ( Total Interaction/1000 fans/Month) :1,33 24. Mc DONALDS : RANK 28/30 - RULES FOLLOWED:1 Mc Donalds has extremely low interaction rates because of lack of frequency and irregularity in posts and lack of focus on any successful type of content category.Sr. NoRuleYes/No1Community ManagerNo2Frequent postingsNo3Regular Postings No4Re-posting important content No5Focus on proven successful types Noof content 6Balance between short term Yescommercial brand info andrelational posts 7Creating remarkable postsNo( Great titles an d visuals) Types of Content Number of Fans: 2535862 Count of Post5 Average time between posts: 24 days3322 1 11Interaction Rate ( Total Interaction/1000 fans/Month) : 1,32 25. PRINGLES: RANK 29/30 - RULES FOLLOWED: 3Pringles has excellent focus in creating remarkable posts and focusing on successful types on content. But, withoutregular posts and balance between different content categories it is not successful. Sr. No RuleYes/No 1 Community ManagerYes 2 Frequent postingsNo 3 Regular Postings No 4 Re-posting important content No 5 Focus on proven successful types Yesof content6 Balance between short termcommercial brand info andrelational posts No7 Creating remarkable postsYes( Great titles an d visuals)Types of Content Number of Fans: 4596957Types of Content16 Average time between posts: 17 days 6 Interaction Rate ( Total Interaction/1000 fans/Month) : 3 11 1,32CampaignFeedbackConnectEventStar Connect 26. RAY BAN- RANK 30/30 - RULES FOLLOWED: 0 Ray Ban has the lowest interaction rate within our sample size, primarily because of the non-application of the rules and its focus on miscellaneous content unrelated to its brand. Sr. No RuleYes/No1Community ManagerNo2Frequent postingsNo3Regular Postings No4Re-...</p>