measuring customer engagement on facebook - yves baudechon, page karma
TRANSCRIPT
Bonjour !
5 hidden secrets on engagement and Facebook in France
Yves Baudechon
When are French Pages posting ?
1.
# 2AB7B3
R42 G183 B179
C71 M2 Y35 K0
# 2AB7B3
R42 G42 B42
C71 M64 Y64 K66
# 818181
R129 G129 B129
C52 M43 Y43 K7
Page Karma
Colors
TypographyTrebuchet MS
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 , . : ; ! ? *
Logos
We collect data on 5.000 Brand & Media Pages from France.
89#Pages#with#more#>#1.000.000#fans#in#
France#
698#Pages#with#more#>#100.000#fans#in#
France#
2.453#Pages#with#more#>#10.000#fans#in##
France#
Reliability & Exhaustivity
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)
Local / International
Local Pages
Targeting the Facebook users of a specific country
International Pages
Targeting an international audience, including French
Tags
Alcohol
Beers
Dairy Products
Candy Bars
Waters
Soft drinks Baby Food
289 Tags
Facebook Categories have their limits Too vague Lack of discipline
? When are French Pages posting ?
When do Page post.
When do Facebook Pages are posting. Day per day, quarter per quarter of hour
For all Pages or per First Level of Tagging
When do Facebook Brand Pages are posting. Day per day, quarter per quarter of hour
For all Pages or per First Level of Tagging
When do French engage with Brands on Facebook ?
2.
27/11/12# 14#
# 2AB7B3
R42 G183 B179
C71 M2 Y35 K0
# 2AB7B3
R42 G42 B42
C71 M64 Y64 K66
# 818181
R129 G129 B129
C52 M43 Y43 K7
Page Karma
Colors
TypographyTrebuchet MS
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 , . : ; ! ? *
Logos
We track every Like, every Comment, every Share
of every Post
of every Brand or Media Page in the Country
Every quarter of hour
15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min.
New Page Post
01:00 AM 5 new likes
01:15 AM
7 new likes
01:30 AM
3 new likes
01.45AM
1 new like 02:00 AM
0 new like 02:15 AM
1 new like 03:00 AM
0 new like 3:20 AM
Lifetime of a Post
The easy way New Page Post
01:00 AM 17 new likes
15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min.
New Page Post
01:00 AM 5 new likes
01:15 AM
7 new likes
01:30 AM
3 new likes
01.45AM
1 new like 02:00 AM
0 new like 02:15 AM
1 new like 03:00 AM
0 new like 3:20 AM
Lifetime of a Post
The tough way
When do people engage with Facebook Pages.
When do people engage with Facebook Pages. Vs When do Page post.
When do people engage with Facebook Pages. Day per day, quarter per quarter of hour
When do people engage with Facebook Pages. On wednesday. For Brands.
What is the lifetime of a Post in France ?
3.
Lifetime of a Post
How many hours to reach 25, 50, 75, 100% of engagement
Post Lifetime
Engagement building - ALL
22 minutes 1 h 05 3 h 46
Engagement building - Brands
31 minutes 1 h 33 4 h 41
Realtime Post tracking
Realtime Post tracking
• Which Post to support with PPA • Capping vs Objective • Detect PPA on other Pages
Engagement per type of Action
4.
Like Comment Share
Engagement per type of Action
Likes
Comments
Shares
Engagement score per size of Page
5.
Do you engage yours ?
With whow do you have affinity ?
5.
Affinities
Page Affinities Analyse how the fans, engaged with my Page, connect with other Facebook pages.
Measure their affinity with those Pages.
Affinities
• Post by Fans • Likes and Comments on Posts on Page
Page Affinities Analyse how the fans, engaged with my Page, connect with other Facebook pages.
Measure their affinity with those Pages.
Benchmark your efforts
6.
3 different levels
COUNTRY
FACEBOOK CATEGORY or TAG
FAN PAGE
SPECIFIC PAGE
+ 3 baskets
COUNTRY
FAN#PAGE#
CATEGORY /TAG
SPECIFIC PAGE
DIRECT COMPETITORS
PEERS
INSPIRATION
Examples Basket 1
« Energy Brands France »
Basket 2
« Energy Brands Worldwide »
Basket 3
Institutions
Basket 1
« Whiskies France »
Basket 2
« Jameson Pages in the World »
Basket 3
Trendy Pages
Engagement M
etri
cs
Edgerank#
Edgerank#Formula#
Affinity#you#have#with#this#person#
or#Page#
Recency#of#the#Post#
Weight#of#the#Post#
27/11/12# 52#
Affinity#you#have#with#this#person#
or#Page#
Engagement#
Likes#Comments#
Shares#
27/11/12#53#
Organic#Engagement#
Likes#Comments#
Shares#
12Q16%#organic#views#
by#fans#
Formula of Engagement Score
1 x Nb
of Likes
4 x Nb of
Comments
8 x Nb
of Shares
Nb of Fans
1,000
Multipliers may be adapted by user
TAT & TAT Net Score
Met
rics
People Talking About This
TAT: Facebook metric = number of unique users who have created a ‘story’ about the page in the last 7 days.
In the last 7 days, unique individuals who
Like
Share
Mention a Page in a post
RSVP to events
Tag on Page Photo
Geolocate
Comment
Answer Question
Check-in
Like the Page
TAT is a metric strongly influenced by Recruitments efforts of the brand. Organic Actions + New Fans gained
Definition of TAT Net Score
TAT (People Talking About This)
People who created a story in the last 7 days
New Fans from the last
7 days
Nb of Fans
1,000
In the last 7 days, unique individuals who
Like
Share
Mention a Page in a post
RSVP to events
Tag on Page Photo
Geolocate
Comment
Answer Question
Check-in
And are fans of the page for more than 7 days
Score on how many of my fans (older than 7 days) are still engaged
Fans
Fans engaged
Fans
Fans engaged
2 pages with the same Engagement Score but different Net TAT Score means that My Little Paris achieved with broader base of fans than Cdiscount.com.
Sharability Score
Met
rics
Shareability Score
Nb of Shares
Nb of Fans
1,000
Example Cockpit
Most Shared Posts last 7 days in France – Non Alcoholic Beverages
Most Shared Posts last 7 days on Nutella Pages in the World
Most Shared Posts last 7 days on Upscale Car brands in France
Most Engaged Posts last 7 days on Upscale Car brands in France
Most Engaged Posts last 7 days on one specific Page
Posts per Day Fan Activity …
Met
rics
[email protected] www.page-karma.com