Face to facebook 2 - Community management - English Version

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n°2 September 2010

Facebook Brand Pages: How to manage them effectively ?

face to facebook #2

by

© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation


CONTEXT

Interaction with their fan base is key to harness the full

potential of facebook marketing

Brands need to fight for their share of attention among

their fans


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 and advocacy?   To have fans is fine. To engage them is better!   The more you reach new fans and interact with them ( i.e. fans who interact

with you through likes or comments), the more your brand’s posts appear in their News Feeds

To better understand how to engage fans on Facebook, we need to analyze the driving factors of fans interaction and engagement levels


APPROACH From Facebook Brand Pages Analysis to Community Management Rules

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  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 30 international brands)

  For each brand, the analysis was based on:  The « interaction rate »:

>  (number of likes + number of comments) per 1000 fans per month > 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..)

  Learnings of our research were completed by a study from Vitrue, US leader in fan page management solutions

ANALYSIS METHODOLOGY

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© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 6

ANALYSED BRANDS


Best performing Brands generate far more interactions than the ill-performing ones

  Top 5 brands generate 37 times more interactions than bottom 5   Nike’s interaction rate is 100 times better than Ray Ban’s   Why ?

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Interaction Rate (Total Interactions/ 1000 Fans/ Month)

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THE 9 RULES OF BRAND PAGE MANAGEMENT


Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers

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  Obviously, the interaction rate varies from industry to industry as some generate more interest than others   On average, CPG Brands generate 3 times more interaction than Fast

Foods, whatever the type of post.   But this does not explain a 35 times difference…


Rule #1: A pro-active and professional animation of your Brand Page will maximize interactions with your community of fans/likers

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Brand Industry Number of Fans (at 4me of analysis)

Interac4on Rate (Interac4ons/ 1000 Fans

/ Month)

Victoria's Secret Fashion 3237062 27,31

H&M Fashion 1980521 16,94

Levi's Fashion 428887 10,24

Diesel Fashion 438294 5,62

GAP Fashion 565409 3,97

Ray Ban Fashion 972526 1,11

  Good Community Management practices explain huge differences of interaction rates between brands   Within the same industry (fashion for instance), the interaction rate varies

by 25 times between Victoria’s Secret and Ray Ban, 4 times between H&M and Gap

  The difference is clearly related to community management practices


  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

Pos4ng Frequency (F)

Every 6 hours or

more oVen Between 6 and

24 hours Between 1 day and 7 days

Between 1 week and 1 month

Less oVen than once per Month

Average Interac4on rate (% of interac4on/post/1000 fans) 0,09% 0,09% 0,11% 0,13% 0,11%

Average number of Posts per Month 120 60 8 4 1

Average number of interac4ons/month/1000 fans 80 47 8 5 1

Rule #2. Don’t be afraid to post several times a day, with once a day as a minimum


Rule#3: Ensure regular posting frequency and do not stop posting for long periods of time

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0,0005

0,0010

0,0015

0,0020

0,0025

0,0030

0,0035

0,0040

0,0045

Pringles Interaction Rate per post – March 2009/June 2010

Interaction Rate First break: 2 months Interaction rate divided by 3

Second break: 6 months Interaction rate divided by 10


Rule #4. Re-post key contents several times at different hours to maximize its reach

  Posting once is not enough, it generates a limited reach among the fan base

  The Clinique example shows that the top 3 « interacted » publications are the same post

  Reposting several times your most « interacted » publications is recommended: their interaction rate will remain high because they will reach fans who have probably not seen the first ones.

Clinique – Nb of feedbacks per post


Rule #5. All days do not generate the same level of interaction…and this varies industry by industry

  Overall, week days are more effective than weekend days   Friday gets the most engagement per fan than Saturday with 64% more shares,

likes and comments; and 13% more than Saturday   Friday is only 7% more effective than Monday and 3% more than Tuesday and

Thursday.


Rule #5. All days do not generate the same level of interaction…and this varies industry by industry

  Most effective days vary by industry:

For Fast Foods, Wednesday is •  34% more effective than Sunday; •  156% more effective than Saturday •  147% more effective than Tuesday.

For CPG, Thursday is: •  136% more effective than Wednesday •  18%more than Saturday. •  51% more than Sunday


Rule#6. Time of day matters but also varies from industry by industry

  Overall, posts made before noon are more effective than posts made after noon   On average posts made before noon get 65% more engagement for the

20 analyzed brands


Rule#6. Time of day matters but also varies from industry by industry

  Specifically, interaction of posts based on time of day varies by Industry and Brand.

CPG- Consumer Packaged Goods:

Posts made before noon get 21% more engagement than posts made after noon.

QSR- Quick Service Restaurants:

Posts made after noon get 12% more interaction than in the morning.


Fan Management Objectives (% of posts per objective)   CELEBRATION : 3 %   CONVERSATION: 21 %   INFORMATION: 29 %   STATUS/EXCLUSIVITY: 34 %   LEAD GENERATION: 2 %   BRAND VALUES: 6 % 18

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 by the analyzed brands as shown by the analysis of the « share of brand usage »

  These different types of posts can be included within 6 different « fan management objectives »

0% 2% 4% 6% 8%

10% 12% 14% 16%

Usage rate (% of usage among the 1000+ analysed posts)


0%

2%

4%

6%

8%

10%

12%

14%

0% 2% 4% 6% 8% 10% 12% 14% 16%

Types of Content Mapping

Rule #7. Make sure you identify which types of content generate more interaction for your brand. Rule #8: Get the right balance between your Brand short term marketing/commercial activity, your Brand heritage and values and the celebration of your fans activities

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Connect Event

Campaign

Brand News

Product Promotion

Feedback

Highly Used (share of Brand usage)

Highly Interacted (share of total interactions)

External News

History Fan Kudos

Misc.

Star Connect

CSR Festival

Website App Sale

‘High potential’: Are underused as 35% of total interactions for only 5% of posts

‘Brands Favourites’ : both highly used and effective to generate interactions

‘Underperformers’ : Highly used (39% of posts) but do not generate much interaction (14% of interactions)

‘Good potential’


Rule #9. Make efforts to create remarkable and exclusive content 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 »

  Posts supported by images are more interacted than videos or text-only

•  Image posts received 22% more engagement than video posts. •  Image posts received 54% more engagement than text posts. •   Video posts received 27% more engagement than text posts.


Rule #9. Make efforts to create remarkable and exclusive content in an optimised form

  Type of Post effectiveness also varies industry by industry

CPG Brands Image posts= 2x interaction than text-only posts Text-only posts= 2x interaction than video post.

QSR Brands Image posts= 3x interaction than video postsVideo posts= 0.5x interaction than text-only posts


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 rules

Sr. No Rule Yes/No

1 Community Manager Yes

2 Frequent pos6ngs Yes

3 Regular Pos6ngs Yes

4 Re-‐pos6ng important content No

5 Focus on proven successful types of content

Yes

6 Balance between short term commercial brand info and rela6onal posts

No

7 Crea6ng remarkable posts ( Great 6tles an d visuals)

Yes

Number of Fans: 1651461

Average 6me between posts: 0.5 days

Interac6on Rate ( Total Interac6on/1000 fans/Month) : 117

20 13

1 1

External News Star Connect Feedback Contest

Types of Content Count of Post

NIKE FOOTBALL-‐ RANKED 1/30 -‐ RULES FOLLOWED: 5 Nike Football is a specific brand example which has achieved extremely high interac6on rates by pos6ng regularly and frequently. Nike has been successful in iden6fying the content categories which are most effec6ve in genera6ng interac6on

Sr. No Rule Yes/No






Yes


Yes


Yes




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7 7 1

Brand News Connect Sale Feedback


NBA-‐ RANK 2/30 -‐ RULES FOLLOWED: 6 NBA generate high interac6on thanks to its rigour in following the rules iden6fied. Its pos6ng is regular and frequent as well as focuses on successful types of content while crea6ng excep6onal posts to keep the audiences con6nuously interested.

Sr. No Rule Yes/No






Yes


Yes


Yes




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6 4 2

Brand News Event Sale Connect


PLAYSTATION: RANK 3/30 -‐ RULES FOLLOWED: 6 Playsta6on has highest frequency between posts among our en6re sample set. The frequent posts and diverse and cap6va6ng content keeps the consumers coming back and interac6ng with the Playsta6on community.

Sr. No Rule Yes/No






Yes


Yes


Yes




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7 6 5 1 1

Feedback Event Product Promo6on

Contest Connect History


MINI COOPER-‐ RANK 4/30 -‐ RULES FOLLOWED: 6 Mini Cooper has well balanced content categories. Its high interac6on specifically are due to its par6cular 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

Rule Yes/No




4 Re-‐pos6ng important content Yes


Yes


Yes


Yes




11 9 4 4 3 1 1 1

Feed

back

Campaign

Conn

ect

Even

t

Prod

uct

Prom

o6on

App

History

Web

site

Count of Post Count of Post

CADILLAC: RANK 5/30 -‐ RULES FOLLOWED: 7 Cadillac has a balanced por`olio of content categories with regular and frequent posts as well as repos6ng important contents. Cadillac follows all seven rules and is consequently one of the top few brands in terms of interac6on rate.

Sr. No Rule Yes/No


2 Frequent pos6ngs No

3 Regular Pos6ngs No



Yes


Yes


No


Average 6me between posts: 5 days

Interac6on Rate ( Total Interac6on/1000 fans/Month) : 3,61

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3 1 1 1

Connect Campaign Contest CSR Event Product Promo6on


REESE: RANK 26/30 -‐ RULES FOLLOWED: 3 Reese is a great example to illustrate that while balancing short term commercial brand informa6on and rela6onal posts is good, it is impossible to achieve success on Facebook without keeping regular contact with fans.

Sr. No Rule Yes/No




4 Re-‐pos6ng important content Yes


No


No


No




BEN & JERRY’S: RANK 27/30 -‐ RULES FOLLOWED:2 Ben & Jerry’s, in spite of a large number of fans, fail to generate interest due to poor community management. There is no specifically interes6ng content for the fans, the main focus being its CSR ac6vi6es. Ben & Jerry’s also lacks regular feeds to keep the consumers hooked

Sr. No Rule Yes/No

1 Community Manager No





No


Yes


No




5 3 3 2 2 1 1 1

Contest

CSR

Prod

uct

Prom

o6on

Brand

New

s

Campaign

Conn

ect

Even

t

Fes6val


Mc DONALD’S : RANK 28/30 -‐ RULES FOLLOWED:1 Mc Donald’s has extremely low interac6on rates because of lack of frequency and irregularity in posts and lack of focus on any successful type of content category.

Sr. No Rule Yes/No






Yes

6 Balance between short term commercial brand info and rela6onal posts No


Yes




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6 3

1 1

Campaign Feedback Connect Event Star Connect

Types of Content Types of Content

PRINGLES: RANK 29/30 -‐ RULES FOLLOWED: 3 Pringles has excellent focus in crea6ng remarkable posts and focusing on successful types on content. But, without regular posts and balance between different content categories it is not successful.

Sr. No Rule Yes/No

1 Community Manager No





No


No


No




RAY BAN-‐ RANK 30/30 -‐ RULES FOLLOWED: 0 Ray Ban has the lowest interac6on rate within our sample size, primarily because of the non-‐applica6on of the rules and its focus on miscellaneous content unrelated to its brand.


  Understand the facts in your industry   Do the same research and analysis on your industry and your brand,

with a in-depth international benchmark

  Set up an ongoing learning plan  What is the optimal frequency of posting?  What is the effectiveness of reposting interesting content and the ideal

number of reposts?  What are the best days to post on?  What is the best time of the day to post on?  What are the best types of content for the brand?  What should be the ideal split between types of content ?  What is the best way to optimize form to maximize effectiveness?

Next Steps

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  If you want to know more about this research…   If you want to know more about Fullsix and its social media/

facebook approach and capabilities…   If you want to adapt this research and analysis to your

specific brand and category and see how you can optimise your facebook community management…

…please contact Frédéric Colas

Chief Strategic Officer, Fullsix Group [email protected]

@fredcolas +33613090326

Going further…

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TYPES OF CONTENT

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Fan Kudos – Congratulatory messages to brand fans for achieving milestones.

•  YAY! YAY! And YAY! Our page is 3 million sexy - and we're celebrating with a limited-edition panty & want YOU to help us choose the fan-tastic graphic to print on them. – Victoria’s Secret

•  Six million high fives for our 6 MILLION Red Bull Fans!

Connect- Connecting, interacting and networking with fans through various topics of interest.

  Make a wish—and turn it into your New Year’s resolution! Tell us: what’s #1 on your wish list and how are you going to make it happen? – Clinique

  Happy Monday! :\ What did you play this weekend? – Playstation

History- Brand History and Stories   VINTAGE PICK OF THE WEEK: CHECK OUT BRITT EKLAND & PETER SELLERS - 60s

& 70s FAVORITES! – GUCCI   Memory lane has NEVER looked so sexy! We're celebrating 15 years of sun, swim &

supermodels. How many of your faves can you pick out? – Victoria’s Secret


Feedback- Asking brand fans for their feedback, opinions, comments and reactions on various topics.

  Art and Science has always been integral to our design philosophy. Which do you think plays a larger role in the design of a car -- Art or Science? - Cadillac

  Are you are Boot, Skinny, Relaxed, or Straight Fit? – Levi’s

TYPES OF CONTENT

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Match- Updates relating to matches in various different sports.

•  To be crowned the kings of Europe, Inter will have to beat the best.Barcelona return to the Giuseppe Meazza with a consecutive European final just two games away. •  Camp Nou plays host to another Barca master class. Pedro provides the flair with a lob from the centre circle.

Sale- Discounts and promotional prices on brand products.

•  EXCLUSIVE ONLINE DIESEL BE STUPID TSHIRT SALE UPDATE... – DIESEL •  We've reached $1 billion in online sales, and to thank our customers, we're giving a free 2-piece order of Chocolate Lava Crunch Cakes with online orders on February 14.- DOMINOS


News- Brand news and updates.   Alice returns to wonderland when Tim Burton's take on the classic tale arrives in

theaters today. In 3D and IMAX 3D! – Disney   GUCCI ICON-TEMPORARY LONDON NOW OPEN located at 37 Earlham Street,

Seven Dials, Covent Garden, WC2. - GUCCI

TYPES OF CONTENT

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Campaign- Updates on new brand campaigns, advertising, and publicity and marketing campaigns.

  Tout est possible, mais… on vous dit toujours: Ne soyez pas stupide! - DIESEL   Feeling like the sexiest woman on earth isn't the only perk of shopping VS. Get cash

rewards, first dibs on new products, in-store previews & more with the Angel Card. – Victoria’s Secret

Festival- Special brand offering on festivals and public holidays.

•   Happy Easter! - Best Buy •   Happy Cinco de Mayo, Pop-Tarts™ fans! How are you going to celebrate today?-

Kelloggs


CSR- Updates relating to brands’ social initiatives and corporate social responsibility.   Shock shock horror horror!! When it comes to animal rights, we all know the terrible

reality of how heels are made. A group of intrepidly ingenious individuals are here to save the day. – Diesel

  It’s Breast Cancer Awareness month. Get inspired to get healthier!- Clinique

TYPES OF CONTENT

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Product Promotion- Promotion of new products and new collections.

•   Never Hide Films presents this summer's hottest film about being cool - "Reservoir Walking." – Ray Ban •   On June 6th we’ll be unveiling a new member of the Gillette family – our much anticipated Fusion ProGlide shaving system! – Gillette

Website- Promotion of brands owned media.

•  Hello fans! Please be sure to check out our new “Experience” tab to see videos, share virtual gifts, download wallpapers and learn more about Cadillac. •  Today on hm.com and m.hm.com (mobile): Project Black Book, new Fashion Video and Style Guides, new arrivals In Stores Now and much more!


Contest- Competitions, challenges or games where fans can participate and win prizes.

  MINI Have you entered the MINI Space Product Design Competition with Fatboy yet? If not, watch the instructional video for some inspiration:

  He’s one of the fastest players on earth. Who better to test yourself against?You’ll need rapid pace and agility to truly compete with CR9.Take the challenge on Facebook – Nike

TYPES OF CONTENT

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Event- Brand events, happenings and occurrences.

•  Last chance to vote on Movie Awards nominees before tomorrow at noon...click to vote and make your voice heard!- MTv •  Beauty on the Red Carpet: CHANEL Celebrity Makeup Artists gave Sandra Bullock, Cameron Diaz, Amanda Seyfried, Rachel McAdams, and Julianne Moore their spotlight-stealing looks. – Chanel

Star Connect- Brands’ association with celebrities, athletes and other public figures.

•  Landon Donovan is our hero... what kind of Levi's should he be wearing? – Levi’s •  The Nike Football Insider in London meeting with Clint Dempsey. We're talking about some of the things I need to do to make the jump to the pro game. - Nike


App- Information about newly launched apps for Apple, Android, Facebook or other such platforms.

  iTunes 9 User Tip: Access thousands of books with the free iBook app on iPad. – iTunes

  Getting an iPad today? Check out our new 1969 Stream app! It has lots of stylish denim photos+videos, plus a cool new way to shop on the iPad. - GAP

TYPES OF CONTENT

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Miscellaneous-

•  Tips- Our makeup pro offers up some tips & tricks to get that ethereal look for Spring.- Victoria’s Secret. •  South Park just celebrated its 200th episode. Which one’s your favorite? - iTunes


n°2 September 2010

Thank you

face to facebook #2

by


Face to facebook 2 - Community management - English Version

Technology

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