10 Top and Flop Facebook posts - and what we can learn from them
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Transcript of 10 Top and Flop Facebook posts - and what we can learn from them
10 Top and Flop Posts– and what we can learn from them –
10 Top and Flop Posts – #smwTopsnFlops
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ Marketing & Sales Manager at Fanpage Karma‣ Former freelance consultant for all things social media‣ Pretty much a nice guy except when he loses at Monopoly
Before we startYour presenter: Karsten Wusthoff
‣ Social Media analytics and benchmarking tool‣ Born and raised in Berlin‣ Over 13,000 users worldwide
The company: Fanpage Karma
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ The following examples use data collected by Fanpage Karma‣ All data shown is publically available information‣ 50,000 german pages over the last 12 weeks
Info
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ The most engaging post in a certain time frame‣ Engaging: Overall interactions in relation to the amount of fans
What is a top post?
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 924 likes, 266 comments, 12 shares‣ Pure text‣ Thursday, June 27th, 9:04am‣ Emotional and personal
Top
‣ 3 likes, 0 comments, 0 shares‣ Picture and text‣ Thursday, August 22nd, 10:32pm‣ Semi-personal, informative
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 924 likes, 266 comments, 12 shares‣ Pure text‣ Thursday, June 27th, 9:04am‣ Emotional and personal
‣ 3 likes, 0 comments, 0 shares‣ Picture and text‣ Thursday, August 22nd, 10:32pm‣ Semi-personal, informative
Page analytics Daniel Bahr – 6,685 Fans
Key Success Factor / Daniel Bahr
10 Top and Flop Posts – #smwTopsnFlops
Humanity
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 411 likes, 58 comments, 657 shares‣ Picture, long text, link‣ Tuesday, July 23rd, 3:15pm‣ Informative, bold, emotional, call to action
Top
‣ 31 likes, 1 comment, 3 shares‣ Event-link‣Wednesday, September 11th, 4:55pm‣ Informative
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 411 likes, 58 comments, 657 shares‣ Picture, long text, link‣ Tuesday, July 23rd, 3:15pm‣ Informative, bold, emotional, call to action
‣ 31 likes, 1 comment, 3 shares‣ Event-link‣ Wednesday, September 11th, 4:55pm‣ Informative
Page analytics Umweltinstitut München e.V. – 7,155 Fans
Key Success Factor / Umweltinstitut München e.V
10 Top and Flop Posts – #smwTopsnFlops
Action
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 5,539 likes, 369 comments, 335 shares‣ Picture, long text‣ Tuesday, September 3rd, 8:00pm‣ Informative, feedback question
Top
‣ 69 likes, 1 comment, 4 shares‣ Picture, link, long text‣Wednesday, August 28th, 6:06pm‣ Informative
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 5,539 likes, 369 comments, 335 shares‣ Picture, long text‣ Tuesday, September 3rd, 8:00pm‣ Curiosity, informative
‣ 69 likes, 1 comment, 4 shares‣ Picture, link, long text‣ Wednesday, August 28th, 6:06pm‣ Informative
Page analytics ŠKODA AUTO Deutschland – 193,610 Fans
Key Success Factor / ŠKODA AUTO Deutschland
10 Top and Flop Posts – #smwTopsnFlops
Curiosity
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 5,328 likes, 176 comments, 176 shares‣ Picture‣ Tuesday, July 2nd, 6:14am‣ Funny, creative, personal
Top
‣ 47 likes, 4 comments, 0 shares‣ Link‣ Thursday, September 5th, 2:00pm‣ Promotion
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 5,328 likes, 176 comments, 176 shares‣ Picture‣ Tuesday, July 2nd, 6:14am‣ Funny, creative, personal
‣ 47 likes, 4 comments, 0 shares‣ Link‣ Thursday, September 5th, 2:00pm‣ Promotion
Page analytics Sat.1 Frühstücksfernsehen – 139,513 Fans
Key Success Factor / Sat.1 Frühstücksfernsehen
10 Top and Flop Posts – #smwTopsnFlops
Entertainment
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 6,425 likes, 454 comments, 2,584 shares‣ Video‣ Sunday, June 30th, 10:30pm‣ Provocative, caring
Top
‣ 6 likes, 0 comments, 0 shares‣ Picture, long text‣ Saturday, August 24th, 3:21pm‣ Promotion, UGC Contest
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 6,425 likes, 454 comments, 2,584 shares‣ Video‣ Sunday, June 30th, 10:30pm‣ Provocative, caring
‣ 6 likes, 0 comments, 0 shares‣ Picture, long text‣ Saturday, August 24th, 3:21pm‣ Promotion, UGC Contest
Page analytics Sourkrauts – 51,956 Fans
Key Success Factor / Sourkrauts
10 Top and Flop Posts – #smwTopsnFlops
Personality
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 9,079 likes, 207 comments, 1,268 shares‣ Picture‣ Tuesday, July 16th, 5:20pm‣ Simple, timely
Top
‣ 7 likes, 0 comments, 0 shares‣ Picture, long text‣Wednesday, August 21st, 7:00pm‣ Promotion, raffle, call to action
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 9,079 likes, 207 comments, 1,268 shares‣ Picture‣ Tuesday, July 16th, 5:20pm‣ Simple, timely
‣ 7 likes, 0 comments, 0 shares‣ Picture, long text‣ Wednesday, August 21st, 7:00pm‣ Promotion, raffle, call to action
Page analytics Jägermeister Deutschland – 247,944 Fans
Key Success Factor / Sourkrauts
10 Top and Flop Posts – #smwTopsnFlops
Simplicity
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 24,449 likes, 202 comments, 9,172 shares‣ Picture‣ Thursday, September 5th, 12:20pm‣ Simple, community
Top
‣ 20 likes, 0 comments, 0 shares‣ Picture‣Monday, September 2nd, 7:40pm‣ Informative, promo
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 24,449 likes, 202 comments, 9,172 shares‣ Picture‣ Thursday, September 5th, 12:20pm‣ Simple, community
‣ 20 likes, 0 comments, 0 shares‣ Picture‣ Monday, September 2nd, 7:40pm‣ Informative, promo
Page analytics EMP – 667,362 Fans
Key Success Factor / EMP
10 Top and Flop Posts – #smwTopsnFlops
Community
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 571 likes, 2,795 comments, 49 shares‣ Picture‣Monday, August 5th, 5:00pm‣ Community, question, feedback
Top
‣ 181 likes, 10 comments, 64 shares‣ Link‣Wednesday, July 3rd, 5:30pm‣ Informative, praise
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 571 likes, 2,795 comments, 49 shares‣ Picture‣ Monday, August 5th, 5:00pm‣ Community, question, participation
‣ 181 likes, 10 comments, 64 shares‣ Link‣ Wednesday, July 3rd, 5:30pm‣ Informative, praise
Page analytics Thermomix Deutschland – 59,600 Fans
Key Success Factor / Thermomix Deutschland
10 Top and Flop Posts – #smwTopsnFlops
Participation
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 18,763 likes, 625 comments, 385 shares‣ Picture‣ Thursday, Juli 25th, 12:16pm‣ Emotional
Top
‣ 36 likes, 1 comment, 1 share‣ Picture‣ Friday, August 2nd, 8:10pm‣ Promo
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 18,763 likes, 625 comments, 385 shares‣ Picture‣ Thursday, Juli 25th, 12:16pm‣ Emotional
‣ 36 likes, 1 comment, 1 share‣ Picture‣ Friday, August 2nd, 8:10pm‣ Promo
Page analytics Disney Deutschland – 510,891 Fans
Key Success Factor / Disney Deutschland
10 Top and Flop Posts – #smwTopsnFlops
Emotion
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 3,410 likes, 129 comments, 1,217 shares‣ Picture‣ Friday, August 23rd, 3:23pm‣ Funny, inspiring
Top
‣ 10 likes, 0 comments, 0 shares‣ Link‣Wednesday, July 31st, 9:15pm‣ Eventpromo/Raffle
Flop
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ 3,410 likes, 129 comments, 1,217 shares‣ Picture‣ Friday, August 23rd, 3:23pm‣ Inspiring, crowdsourced
‣ 10 likes, 0 comments, 0 shares‣ Link‣ Wednesday, July 31st, 9:15pm‣ Informative, eventpromo/raffle
Page analytics fotocommunity.de – 51,212 Fans
Key Success Factor / fotocommunity.de
10 Top and Flop Posts – #smwTopsnFlops
Inspiration
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ There is no golden rule!‣ Pictures seem to work best‣ Timing is relevant‣ but...
Learnings
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
‣ Humanity‣ Action‣ Curiosity‣ Entertainment‣ Personality‣ Simplicity‣ Community‣ Participation‣ Emotion
Key Success Factors
CONTENT
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
Good Content Rules!
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
What is good content?‣ It‘s repeatable, lucky strikes don‘t count
(but they can give you a hint)‣ It tells a story and is part of a strategy‣ It feeds your fans‘ narcissism
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
How can you start?‣ Define your goal‣ Define your target group‣ Sketch out your story
(What‘s your „Like Promise“)‣ Test it‣ Change it, test it again (actually, never
stop trying and testing)‣ Get awesome content creators, who
can sneak anything you want into your story
10 Top and Flop Posts – #smwTopsnFlops
24.09.2013 – Social Media Week Berlin
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www.fanpagekarma.com
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