FacebookEngagement Rate (E.R.)

Are fans really listening to me?

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This ratereflects the huge growth on Facebook and Twitter, the new trend for marketers, professionals, companies and average mortals.

and you can get this data in another bazillion places

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0

37500000

75000000

112500000

150000000

01/giu/0801/lug/08 01/set/08 01/ott/08 01/dic/08 01/feb/09 01/apr/09 01/giu/0901/lug/09

Facebook VS Twitter: Unique Visitors

Facebook Twitter Source: Compete.com

22M4ML

59M

122M

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shows if and how Facebook is a trend for marketers.and again...you can get this data in another bazillion places

This rate

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600ML

Results for “Facebook for Business” in Google

Source: Facebook.com

10MLBecome fans of a page each day

2Movies on Facebook and endless books

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If you don’t live under a rock, you heard of the “race to 1,000,000 followers”, where popular profiles have thousand and thousand of people following them.

If you are in Facebook, Twitter or even MySpace, you are popular if you have thousands of them.

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One day Kevin Spacey said to David Letterman that, with 800,000 followers on Twitter, he will get lots of people saying “hi” back to him.

David Letterman replied that, to achieve the same thing, he just needs to walk down the street.

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Thisraises a question: are 800,000 people really

following Kevin Spacey?and millions of fan are really following companies

and brands ?

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Our goal is to get a benchmark to understand if fans are really engaged with brands and, if they are ... how much are they ?

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Testing a sample of more than 100 really active business pages, across multiple sizes and different industries, in their status update we’ve seen that the behavior of the fan was very similar for every page.

So we defined and found ...

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E.R.That stands for Engagement Rate

how much people are really engaged with you.sorry, no George Clooney here.

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0,16%

0,19%

0,46%

0,36%

0,24%

0,12%0,16%

0,57%

fan: 10K - 50K

fan: 150 - 10Kfan: 100K - 300K

fan: 50K - 100K

fan: 3ML - 6ML

fan: 1ML - 3ML

fan: 600K - 1ML

fan: 300K - 600K

Observing Facebook: portions of the “f” match the size of the groups (a

square block is around 300K fan), while the height matches the

Engagement Rate. The latest block has been

exploded to give a clearer representation.

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150 - 10K With small communities, you have no excuses not to take care of each one. Growing towards 100K you might lose some focus (we need more fans, damn it!) or, simply you are not quite “there”, when you are a part of your customers life.

10K - 50K

50K - 100K

100K - 300K If you are on the way to having 1million of fan, you are on the way to making something great for your customers. Could it be a new phone, or a car maker going green?300K - 600K

600K - 1ML

1ML - 3ML On huge fan pages it is normal to have lower Engagement Rate, as long as you are not Michael Jackson (RIP). Keep these ER as a benchmark, see them grow on important announcements or drop when you bore your audience.

3ML - 6ML

0,57%

0,16%

0,12%

0,24%

0,36%

0,46%

0,19%

0,16%frozenfrogs

I knowthat with 1,000 or 1,000,000 fans, they engage with the brand/page in similar ways.

… as long as you take care of them.

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It’s niceto know that, to keep my fans engaged, there are 5 main trends to follow.… to avoid to run in the pit of the endless (and useless) chit-chat that will lead in a near oblivion.

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Spanking Brand New!

When you are a fan you have a special relationship with that brand. And it is very nice to have a conversation with it.

However, to bring some meaning to it, the announcement of a major product release or an important upgrade raises the interest of your audience. Even better if powered by your customers feedback.

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$$$$$$$!Of course, with a new product release there will be a promo.

Discounts, special offers, freebies will not be ignored by your audience.

Do not underestimate the fact that, if you want something from your fans, they will inevitably ask “What is in for me?”.

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Be green!Being eco-friendly, supporting causes (with cash and not with apps!), doing something concrete to make this world a better place gives you an instant approval from your fans.

After all, you show that you care, just like them.

This is working particularly well for automotive brands on Facebook.

Also, charity involvment works!

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Do something really special!

When F.C. Barcelona won the Champions League cup, the announcement had thousands and thousands of feedback messages on a single status updage.

This is not limited to sports team on facebook. It should never be. A brand shoud do something exceptional for their loyal customers. Apple does it, Coca Cola does it. What’s your excuse?

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Something for the eye

Last but not least, you should not limit yourself to text updates.

Video consumption is on the rise, YouTube and mySpace are turning to be entertainement channels. Along with text and pics, a video will do no harm.

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Examples

Showed in a bubble chart, the size and its colour represents the level of engagement between the brand and their fans.

How can you read it

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Example: Wired US in September

The 747 Fire Fighter

The BMW Vision

Burglars at the Apple

Store

To run better, ditch your Nike

Brew your own beer

Wired Newsletter

Cybernetic contact lenses

Buy your own dinosaur

The new

Bentley

Flip vs iPod Anti paparazzi

defences on Abramovich Yacht

New Wired available

You can smoke on European Airlines

Everything about Apple

Touchpad

Wired US uses its Facebook Fan page to feed news items from wired.com to its fans.

Looking at the Wired US page, we see how users are more engaged on strange and particular news and tech articles, while news that have been featured everywhere gain less interest. Also, we see that news related to Europe gain less interest.

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Example: Ducati in September

The newIpermotard

Please, do not spam

First place for Nicky Haiden

Casey is backAbout Ducati Monster Art

Imola GP

Ducati uses its Facebook Fan Page to feed general news to its users, from sport news, to new models and others activities.

With Ducati we see the tight relationship between fans, brand and the competitive world where users seem awarding Ducati success of the race tracks. And when the launch of the new Ipermotard reaches such high levels of engagement, we can expect Ducati clients to be some of the loyalest out there.frozenfrogs

methodology

(or… the missing slides)how to bake it in your own

page

we appreciate your questions and feedback atfrozenfrogs.it

gianluca@frozenfrogs.itdenis@frozenfrogs.it

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your content hellooo, we have a brand new car designed for U

their feedback

... I don’t like the design

we’ll buy it

Great !!!I love it

the ER [engagement rate] [comment + like per status] x 100

facebook engagement rate

your status update, your news, your new product

the way your fan interact with you. They like your status or they reply on it.

the percentage of fan that give a feedback over a company update.

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frozenfrogs

FrozenFrogs is a digital media agency, focused on social and emerging media.

Our projects start from listening to, and learning, from the online conversation of consumers, analysing their online behaviours.

From their behavious and online activities, users send feedback and ideas that can help you reach results in terms of Engagement, Co-Creation, Conversation and, consequently, better results.

We strongly believe that the performance of an online business depends from the trust you can establish with your clients.

We can help you establish this relationship.

frozenfrogsDigital & Emerging Media Agency

NEED MORE ?

Visit us at www.frozenfrogs.it (in Italian) or either get in touch with:gianluca@frozenfrogs.it (follow him at @frozenfrogs)denis@frozenfrogs.it (follow him at @denisr)