How Top Brands Communicate on Facebook

Transcription

20 March 2012 | How Top Brands Communicate on Facebook
1
How Top Brands Communicate on
Facebook
Bucharest, 20th March 2012
_AllThingsFacebook
_AllThingsFacebook
Summary
•
How we approached this project
•
Top 10 Brands on Facebook. Romania and UK
•
Communication Patterns
•
Communication Effectiveness
2
_AllThingsFacebook
3
How We Approached This Project
_AllThingsFacebook
What We Did
4
•
We analyzed the Top 10
Facebook pages of
Brands from Romania
and UK
•
We crawled every page
only for the posts
started by the brand
•
Time frame used:
December 2011,
January 2012 and
February 2012
•
The number of fans was
the one existing at the
beginning of March 2012
_AllThingsFacebook
How Were the Scores Calculated
5
Post
Subject
Media Used
Results
Every post has a LikeRate, a ShareRate and a
Contest details
Picture
Like
CommentRate, defined as the number of fans acting
upon a post compared to the total number of fans of
the specific brand
CSR
Video
Share
Event
Text
Comment
Entertainment
Link
Utility / Tips &
Tricks
Link to their
site / blog
Product News
/ Advertising
Product
News /
Advertising
Link to
website
0.05% LikeRate
0.01% CommentRate
No Shares
Others
Period covered: December 2011, January 2012 and February 2012
_AllThingsFacebook
A Few Examples
6
Utility /
Tips and
Tricks
CSR
Entertainment
Product
News /
Advertising
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7
Top 10 Facebook Brands
Romania vs. UK
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Top 10 Brands. Ro vs. UK
Brand
Fans
8
Industry
Brand
Fans
Industry
1
Lidl
393k
Retail
1
Cadbury Creme Egg
2.2 m
FMCG
2
Pepsi
372k
FMCG
2
Topshop
2.1m
Fashion Retail
3
Doncafe
297k
FMCG
3
Cadbury Wispa
1.8m
FMCG
4
Nivea
219k
FMCG
4
ASOS
1.6m
Fashion Retail
5
Lenor Parfumelle
202k
FMCG
5
Maltesers
1.3m
FMCG
6
Orange
144k
IT&C
6
iTunes
1.1m
IT&C
7
Ursus
132k
FMCG
7
Jaguar
1m
8
Lay's
122k
FMCG
8
Jimmy Choo
995k
Fashion
9
L'Oréal Paris
113k
FMCG
9
Pepe Jeans London
815k
Fashion
10
Bitdefender
109k
IT&C
10
Lynx
792k
FMCG
Automotives
Status: As of beginning of March
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9
Communication Patterns
Romania vs. UK
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How Chatty Are The Top Brands? RO Vs. UK
10
In both Romania and UK,
the top 10 Facebook brands post at least one item each day.
Cadbury Crème Egg is an online game
Game
Average: 128.4
Average: 96.7
Average: 103
_AllThingsFacebook
What do brands talk about? Romania vs. UK
11
In Romania, top brands have a more diverse subject mix than their UK
counterparts. Industry may have influenced the subject mix as well.
No CSR in UK during the analyzed period
Small Talk
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What Media Types Do Top Brands Use? RO vs. UK
12
Pictures are the most used media type, with pure text being the second
options for top brands
Pure
Pure
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13
Communication Effectiveness
Romania vs. UK
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Posting Frequency Not Relevant for Effectiveness
14
0.0025
Like
Like
0.002
0.0015
0.001
R² = 0.0871
0.0005
0
0
0.0007
50
100
150
200
Comment
0.0006
Close to zero correlation
Comment
between posting frequency and
0.0005
0.0004
engagement results (likes,
R² = 0.0607
0.0003
comments or shares per no. of
0.0002
0.0001
fans)
0
0
0.0002
50
100
150
200
Share
0.00018
Share
0.00016
0.00014
0.00012
0.0001
0.00008
R² = 0.1998
0.00006
0.00004
0.00002
0
0
50
100
150
200
_AllThingsFacebook
Engagement Matrix RO – Type of Communities
15
0.025%
Engaged
Missionary
0.020%
Doncafe
Share Rate
Bubble Size:
Comment
Rate
Legend
Food& Drink
Other FMCG
IT&C
Retail
0.015%
Lay's
0.010%
L'Oréal
Ursus
Bitdefender
0.005%
Nivea
Pepsi
Passive
Lenor Parfumelle
0.000%
0.000%
Orange
0.050%
Closed
Lidl
0.100%
0.150%
0.200%
0.250%
Like Rate
_AllThingsFacebook
Engagement Matrix UK – Types of Communities
0.012%
Engaged
Cadbury Creme
Egg
Missionary
0.010%
JIMMY CHOO
Legend
Food& Drink
IT&C
Automotive
Other FMCG
Fashion / Fashion
Retail
Bubble Size:
Comment
Rate
0.006%
0.002%
Passive
0.002%
0.004%
0.001%
Cadbury Wispa
0.002%
Closed
0.000%
0.000%
Share Rate
Share Rate
0.008%
16
Jaguar
0.001%
ASOS
0.001%
Topshop
0.001%
0.001%
0.000%
0.000%
0.040%
0.060%
0.080%
0.100%
Lynx
iTunes (UK)
0.000%
0.000%
0.020%
Pepe Jeans
London
0.005%
Maltesers
0.010%
0.120%
0.015%
0.020%
0.025%
0.030%
0.035%
0.040%
Like Rate
0.140%
Like Rate
_AllThingsFacebook
Engagement Matrix UK vs Romania
17
0.012%
Cadbury Creme
Egg
0.010%
Share Rate
0.008%
JIMMY CHOO
Romanian
averages
Bubble Size:
Comment
Rate
0.006%
Country culture and
market lifecycle may be
the reasons for higher
brand engagement in
Romania.
0.004%
Cadbury Wispa
0.002%
0.000%
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0.140%
Like Rate
UK averages
It seems that UK
brands have a more
difficult job of engaging
fans.
Average rates for
UK
Romania
0.032%
0.119%
0.003%
0.007%
0.003%
0.019%
_AllThingsFacebook
Engagement Matrix for Media Type
Pass-alongs
Informers
18
Engagers
Space Fillers
_AllThingsFacebook
Engagement Matrix for Conversation Subjects
Pass-alongs
Informers
19
Engagers
Space Fillers
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Doncafe Engagement Profile
Media Type
20
Post Subjects
Link, 7
Picture,
58
Highest rates of
Media Type
Picture
Picture
Picture
What it says
O zi bună începe cu o vorbă dulce, o cafea caldă și o privire duioasă.
Sperăm că așa vi s-a întâmplat și vouă azi. Bună dimineața, tuturor!
În această iarnă, pare-se că vremea bună se simte prea bine cu noi ca
să mai facă loc zăpezii! Voi ce părere aveți, v-ar plăcea să ningă sau să
ne pregătim de primăvară?
Dragobetele, străveche sărbătoare românească supranumită Cap de
Primăvară, este ziua în care sufletele se deschid către iubire și totul
merge cu spor. Este ziua în care cântul păsărilor se dezleagă pentru a
deschide cerul cu viață și voie bună. Este ziua în care ne amintim cât
de frumos este să fii îndrăgostit!
_AllThingsFacebook
Lay’s Engagement Profile
Media Type Performance
Highest rates of
Media Type
21
Post Subjects
What it says
Picture
Vrem sa multumim celor peste 100.000 de fani Lay's cu o surpriza! Dati un Like
fotografiei de mai jos pana maine la ora 12 iar un fan norocos va castiga un bax de
Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua
fotografie si vom avea un nou castigator! Succes!
Picture
MULTUMIM MULT tuturor celor peste 100.000 fani! Lasati un comentariu la poza de
mai jos si intrati in tragerea la sorti pentru un bax de Lay's Crocant! Succes!!
Picture
Vrem sa multumim celor peste 100.000 de fani Lay's cu o surpriza! Dati un Like
fotografiei de mai jos pana maine la ora 12 iar un fan norocos va castiga un bax de
Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua
fotografie si vom avea un nou castigator! Succes!
_AllThingsFacebook
Nivea Romania Engagement Profile
22
Post Subjects
0.014%
0.012%
Share Rate
0.010%
Bubble Size:
Comment
Rate
Picture
0.008%
Link
0.006%
0.004%
Link - blog/site
0.002%
Text
0.000%
0.000%
0.050%
0.100%
0.150%
0.200%
0.250%
0.300%
Like Rate
Highest rates of
Media Type
What it says
Picture
Probabil cel mai popular gest de iubire, sarutul, e acea experienta care ne aduce mai aproape de cel drag ;).
Pentru senzatii neasteptate, rasfatati-va buzele cu balsamul NIVEA Lip Care Fruity Shine CHERRY.
Ingredientele naturale precum uleiul de migdale, uleiul de jojoba si untul de shea va vor lasa buzele moi si
catifelate, iar aroma de cirese si nuanta glossy discreta vor fi arma voastra secreta in jocul seductiei.
Incercati-l!
Picture
Fetelor, iata intrebarea zilei: par drept sau par ondulat?
Picture
Fetelor, astazi va incurajam sa dati frau liber creativitatii.
Iata un pont care va va ajuta sa va surprindeti iubitul cu un mic dejun romantic de Ziua Indragostitilor.
Pentru rezultate surprinzatoare, e suficient sa urmati pasii de mai jos. Sa ne spuneti cum a iesit ;)
_AllThingsFacebook
What the Brands Say
23
_AllThingsFacebook
Lidl Engagement Profile
24
Post Subjects
Contest details
52
Entertainment
28
Product News / Advertising
25
Utility / Tips and Tricks
8
CSR
4
Event
1
Others
47
0
Highest rates of
10
20
Media Type
30
40
50
60
What it says
Video
Da like daca iti place
premiul ;)
Text
Avem nevoie de un mic
ajutor din partea
voastra. Clatite cu
dulceata sau cu
ciocolata?
Picture
Cum ti-ai surprins
iubitul/iubita?
_AllThingsFacebook
Pepsi Engagement Profile
25
Post Subjects
Highest rates of
Media Type
What it says
Picture
Pepsi Romania added 10
new photos to the album
Dozele de colectie ale
fanilor!
Text
Lasati-ne un comentariu
astazi, inchizand ochii si
tastand la nimereala! :)
Picture
Al cui este acest Pepsi?
Sa dea un share!!
_AllThingsFacebook
Lenor Parfumelle Engagement Profile
26
Post Subjects
0.004%
0.003%
Share Rate
0.003%
35
Link
Bubble Size:
Comment
Rate
Contest details
14
Text
0.002%
Entertainment
0.002%
3
Picture
2
0.001%
0.001%
Video
0.000%
0.000%
Others
0.020%
0.040%
0.060%
0.080%
0.100%
35
0.120%
Like Rate
Highest rates of
Media Type
What it says
Text
Daca postul acesta strange 500 de like-uri pana maine, va vom oferi in curand un concurs cu premii
fabuloase!
Text
Cel mai frumos film de dragoste pe care l-ai vazut este…
Text
Dati share acestui status daca Lenor va parfumeaza viata!
_AllThingsFacebook
Orange Romania Engagement Profile
27
Post Subjects
0.012%
Contest details
Link - blog/site
21
0.010%
0.008%
Bubble Size:
Comment
Rate
Link
19
Share Rate
Event
0.006%
Video
10
Entertainment
8
Picture
0.004%
2
Text
0.002%
0.000%
0.000%
Others
0.050%
0.100%
0.150%
0.200%
0.250%
7
0.300%
Like Rate
Highest rates of
Media Type
Picture
Link
What it says
Va place noua noastra poza de profil? :)
Un HTC ChaCha poate fi al tau de sarbatori. Intra in aventura si scurteaza-ti drumul spre Facebook. Tot
ce trebuie sa fai este sa rulezi aplicatia de mai jos :)
https://apps.facebook.com/likehtcchacha/
@ Orange friends,
Concursul desfasurat pe pagina Concurs Orange Romania nu este organizat de noi.
Link – blog/site Facem demersuri legale pentru a inchide pagina insa pana atunci va sfatuim sa nu participati la
concursuri Orange Romania anuntate in alte parti decat aici sau pe www.orange.ro
Orange Facebook Team
_AllThingsFacebook
Ursus Engagement Profile
28
Post Subjects
0.020%
0.016%
Share Rate
0.014%
Event
Video
0.018%
Bubble Size:
Comment
Rate
0.012%
11
Entertainment
6
Contest details
6
Link
0.010%
0.008%
Picture
0.006%
4
Text
0.004%
Others
0.002%
0.000%
0.000%
28
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0.140%
26
0.160%
Like Rate
Highest rates of
Media Type
What it says
Video
Suntem mai puternici singuri, dar mai romantici in echipa.
Cum vi se pare noul spot URSUS?
Text
Daca ati putea sa petreceti o zi intreaga alaturi de un artist roman, pe cine ati alege?
Link
O fotografie realizata de un roman a fost desemnata de catre fundatia Wikimedia drept cea mai frumoasa
fotografie din lume a unui monument istoric.
Fotografia surprinde Manastirea Chiajna, aflata langa Bucuresti.
Share daca va place, sa se auda peste mari si tari.
_AllThingsFacebook
L'Oréal Paris Romania Engagement Profile
29
Post Subjects
0.020%
0.018%
0.016%
Share Rate
0.014%
29
Link
Bubble Size:
Comment
Rate
Video
10
Contest details
0.012%
0.010%
0.008%
8
Entertainment
2
Event
2
Picture
0.006%
0.004%
Link - blog/site
Others
0.002%
0.000%
0.000%
9
Text
0.050%
0.100%
0.150%
0.200%
0.250%
Like Rate
Highest rates of
Media Type
What it says
Video
Ce ziceti de smokey eyes? Cu siguranta s-ar potrivi cu o tinuta glam de sarbatori, nu?
Picture
De sarbatori, v-am pregatit un nou concurs! Urmariti pasii din imagine si puteti castiga unul dintre cele
trei seturi de produse L’Oréal Paris, in valoare de 150 RON
Link
Poti castiga noua gama Elsève Arginine Resist X3 cu un simplu share!
_AllThingsFacebook
Bitdefender Romania Engagement Profile
30
Post Subjects
0.030%
24
Video
0.025%
20
0.020%
Share Rate
Contest details
0.015%
11
Entertainment
Picture
0.010%
Event
8
5
Link
0.005%
Others
Text
20
Link - blog/site
0.000%
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0.140%
0.160%
Like Rate
Highest rates of
Media Type
What it says
Text
La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook
acum!
Text
La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook
acum!
Video
La mulți ani, România!
_AllThingsFacebook
Takeaway Points
31
•
Posting more won’t necessarily bring Likes, Comments or Shares.
•
Romania offers a higher potential to engage fans as compared to UK
•
Pictures and video content are likely to generate likes and shares, while pure text is likely to generate likes and
comments
•
On average, CSR, Entertainment and Small talk are the most effective Engagers.
_AllThingsFacebook
32
Thank you!
Facebook.com/DaeadalusMillwardBrown
SlideShare.com/DaeadalusMillwardBrown
_AllThingsFacebook

How Top Brands Communicate on Facebook

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