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http://drjamesbarnes.com/msu-extension-programs/mississippi-bricks-to-clicks/
http://www.facebook.com/msbrickstoclicks
Working Paper, July 9, 2013Department of Agricultural EconomicsMississippi State University
Woodville, MS
Organizations: 7
Pilot Program 2013
May 1, 2013 to April 30, 2014
MG Farms https://www.facebook.com/MgFarmsStep In Faith Daycare Center https://www.facebook.com/stepinfaithdaycareThe Better Half Gifts & Assessories https://www.facebook.com/thebetterhalfgiftsMain Street Market & Café https://www.facebook.com/WoodvilleMainStreetMarketWoodville Deer and Wildlife Festival https://www.facebook.com/WoodvilleFest24 Auto Sales https://www.facebook.com/24autosales
Woodville Wilkinson County Main Street Association https://www.facebook.com/woodvillemainstreet
Mississippi Bricks to Clicks Members Woodville, MS
Facebook Business Pages
https://www.facebook.com/WoodvilleMainStreetMarket
https://www.facebook.com/woodvillemainstreet
Facebook Page Results…Woodville, MS
May 1, 2013 April 30, 2014 May 1, 2013 April 30, 2014
Likes Friends of Fans
Company/Organization Start End Start End
MG Farms 0 0 0 0
Step In Faith Daycare Center 0 0 0 0
The Better Half Gifts & Assessories 391 0 113198 0
Main Street Market & Café 163 0 48082 0
Woodville Deer and Wildlife Festival 816 0 216772 0
24 Auto Sales 32 0 14389 0
Woodville Wilkinson County Main Street Association 49 0 20824 0
80/20/20 MetricsWoodville, MS
Facebook Engagement Activities Variable Name Weekly Monthly Check-Ins C 3 12
Replies to comments R 5 20Likes for comments LC 5 20
Picture P 1 4Engaged users per post EUP 1 4
Post PO 4 16Promotion PR 1 4
TOTAL 20 80
Frequency
“Do 80 percent of our recommended engagement activities for a 20 day business cycle and your number of Likes and Friends of Fans should grow by 20 percent, other things equal.”
80/20/20 Metrics ExampleWoodville, MS
ScorecardCheck ins (owner)
Replies to Comments
Likes for Comments Pictures
5 Engaged Users Posts Promotions Likes
Friends of Fans
Likes Growth
(%)
FF Growth
(%) FF/Like
Month-Year
May-13 -12 -20 -20 113 -3 -15 -4 821 218,357 266
Jun-13 -12 -20 -20 -4 -4 -16 -4 850 229,107 3.53 4.92 270
*Metrics are calculated as Actual minus the 80/20/20 Baseline value.
**A positive number indicates a participant IS meeting or exceeding the 80/20/20 standard.
***A negative number indicates a participant is NOT meeting the 80/20/20 standard.
Baseline Facebook Page Value Estimation Approach
Page Value Assumptions: - Per “Like” valued at $109- Per “Friends of Fan valued at
$109- Only 1% of FF growth
considered actual value to business
FB Page Value = Likes ($) + FF ($)Likes ($) = Chg. in Likes*$109FF ($) = (Chg. in FF*0.01)*$109
Economic Value Created ($):
Likes ($) + FF ($)
Baseline Facebook Page Value ($)Woodville, MS
May 1, 2013 April 30, 2014 May 1, 2013 April 30, 2014
Likes Friends of Fans Facebook Page Value ($) Economic Value Created ($)
Company/Organization Start End Start End Likes Friends of Fans
MG Farms 0 0 0 0 $0 $0 $0
Step In Faith Daycare Center 0 0 0 0 $0 $0 $0
The Better Half Gifts & Assessories 391 0 113198 0 $42,619 $123,386 $166,005
Main Street Market & Café 163 0 48082 0 $17,767 $52,409 $70,176
Woodville Deer and Wildlife Festival 816 0 216772 0 $88,944 $236,281 $325,225
24 Auto Sales 32 0 14389 0 $3,488 $15,684 $19,172
Woodville Wilkinson County Main Street Association 49 0 20824 0 $5,341 $22,698 $28,039
Page Value Assumptions: - Per “Like” valued at $109- Per “Friends of Fan valued at $109- Only 1% of FF growth considered actual
value to business
FB Page Value = Likes ($) + FF ($)- Likes ($) = Chg. in Likes*$109- FF ($) = (Chg. in FF*0.01)*$109
Economic Value Created ($):
Likes ($) + FF ($)
