the state of social media for brands in belgium - yves baudechon page karma

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Page 1: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

Hello ! Yves%Baudechon%Social'Evangelist'

Page 2: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

40 experts dedicated to

Social Marketing

Brussels% Paris%

Strategic Partners

France

Belgium

Serial Entrepreneur

Page 3: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

Brands want to understand the state of their performance.

Through various KPI’s : nb of fans, increase rate, engagement or activity of my fans

How do I rate, compared with the other brands in my

country?

How do I rate against my direct competitors

or my peers?

Page 4: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

What do you need to compare your Page ?

Page 5: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

All you need is…

• A Comparison base

• Precision • Some local issues to be covered • Lot of datas • and the proper metrics

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Exhaustivity

•  > 2.500 Pages

•  Facebook Categories have their limits – Too vague –  Lack of discipline from brands

643'Pages'

1.280 BRANDS 626 MEDIA 100 POLITICS 288 PEOPLE 180 OTHERS

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Country Analysts

For each country, a Country Analyst

•  Identifies all relevant Pages of Brands and Media

•  Verifies that the Page is official

•  Verifies the targeted market •  International Pages of Brands from Country •  Local Pages targeting audience in Country

•  Tags the Page in the relevant sub-categories (289)

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Local / International

Local Pages

Targeting the Facebook users of a specific country

International Pages

Pages from the country, targeting an international audience

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Tags

Alcohol

Beers

Dairy Products

Candy Bars

Waters

Soft drinks

Baby Food

289 Tags

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Small Country Big issues

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Monolingual Pages

25/09/12' 11'

Flemish'French'

Facebook%Page%1% Facebook%Page%2%

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LANGUAGE'2'LANGUAGE'1'

PAGE'

Bilingual Pages

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•  Posts can be targeted. By location. By language.

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LANGUAGE'2'LANGUAGE'1'

Posts%target%Language'1'

Posts%target%Language'2'

PAGE'

Bilingual Pages

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2 languages

55 BRANDS 10 MEDIA

Mother

Flemish sp. daughter

French sp. daughter

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# 2AB7B3

R42 G183 B179

C71 M2 Y35 K0

# 2AB7B3

R42 G42 B42

C71 M64 Y64 K66

# 818181

R129 G129 B129

C52 M43 Y43 K7

Page Karma

Colors

TypographyTrebuchet MS

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 , . : ; ! ? *

Logos

We track every Like, every Comment, every Share

of every Post

of every Brand or Media Page in the Country

Page 17: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

3 different levels

COUNTRY

FACEBOOK CATEGORY or TAG

FAN PAGE

SPECIFIC PAGE

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3 advanced levels

COUNTRY

FAN'PAGE'

CATEGORY or TAG

SPECIFIC PAGE

DIRECT COMPETITORS

PEERS

INSPIRATION

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Baskets

Clients can create 3 different baskets of Pages. Including each 50 Pages from Country or other Countries.

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Example Basket 1

Your direct competitors in your

country

Basket 2

The pages of your brand in other

countries

OR

Pages from other countries with

whom you could compare

Basket 3

Pages that target the same audience

than yours

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Rankings

4 Countries

160 Facebook Categories

Size + % evolution

Engagement Score

Fan

Activity Score

+ % evolution

Posts per day

TAT Talking About This

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14 Metrics

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Metrics

PAGES

Rank : Rank in Selection Name : Name of Page. Clickable (shows snapshot : visual + limited infography)

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Metrics

FANS

Nb of Fans: number of Facebook users who like the page. Evolution: percentage increase/decrease of the nb of fans compared to last 30 days.

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Metrics

FANS

TAT: Facebook metric = number of unique users who have created a ‘story’ about the page in the last 7 days (TAT includes new fans to the page in this metric). Net TAT Score: TAT minus the total number of new fans in the last 7 days divided by the total number of fans times 1,000 to be able to compare this metric between different pages.

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People Talking About This shows the number of people on Facebook who have engaged with your Page/content in the last 7 days.

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25/09/12' 27'

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A metric strongly influenced by Media efforts

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Metrics

FANS

TAT: Facebook metric = number of unique users who have created a ‘story’ about the page in the last 7 days (TAT includes new fans to the page in this metric). Net TAT Score: TAT minus the total number of new fans in the last 7 days divided by the total number of fans times 1,000 to be able to compare this metric between different pages.

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Definition of TAT Net Score

TAT (people Talking About This)

People who created a story in the last 7 days

New Fans from the last 7 days

Nb of Fans

1,000

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TAT Net Score

This metric is different from engagement as it does not compare the total of actions (likes, comments and

shares), but the number of individuals who interacted with the pages. If a page has an high engagement with a small number of fans, its engagement score may be good, but his TAT net score will be less high than a page that gets engagement from a larger base of users.

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2 pages with the same Engagement Score but different Net TAT Score means that My Little Paris achieved with broader base of fans than Cdiscount.com.

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Metrics

PAGE POSTS

Posts: average number of posts per day published by the page in the last 30 days. Likes: average number of likes per day on posts published by the page in the last 30 days. Comments: average number of comments per day on posts published by the page in the last 30 days. Shares: average number of shares per day on posts published by the page in the last 30 days.

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Metrics

PAGE POSTS

Shareability Score: total number of shares per day on posts published by the page in the last 30 days divided by the total number of fans times 1,000. Engagement Score: weighted sum of likes, comments and shares on posts published by the page in the last 30 days.

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25/09/12' 35'

.The Newsfeed

Friend'

Best'Friend'

Page'

Wife'

…'

Most%recent%

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25/09/12' 36'

.The Newsfeed

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25/09/12' 37'

.'What'you'“post”'on'your'“wall”'appears'in'your'friends’'“newsfeeds”

.'What'Pages'“post”'on'their'“wall”'appears'in'their'likers’'“newsfeeds”

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25/09/12' 38'

All'posts'of'my'friends'and'

Pages'I'«'liked'»'appear'in'

my'newsfeed.'

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25/09/12' 39'

Only'Top'

Stories'are…'

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25/09/12' 40'

All the posts of your Friends, Groups, Pages. Sorted by date.

A selection, by Facebook, of all posts and activity of your friends, Groups, Pages.

. 2 different News Feeds

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•  EdgeRank is an algorithm that ranks objects in the Facebook News Feed.

•  EdgeRank is made up of 3 variables: Affinity, Weight, and Time Decay. –  Affinity is dependent on a user's relationship with an

object in the news feed. –  It is based on the proximity you have with a friend or Page (No. of

comments and no. of ‘Likes’ from you and your friends, Frequency of visit to specific Profiles / Pages, Frequency of interactions with those Profiles / Pages)

–  Weight is determined by the type of object, such as a photo/video/link/etc.

–  Time Decay: as an object gets older, the lower the value.

25/09/12' 41'

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•  To maximize your presence in Top News: –  Generate Likes; –  Provoke Comments; –  Invite people to Share; –  Make people return to your Page.

If a new Fan has not reacted after a certain amount of time, your Page disappears from his ‘Top News’ Newsfeed.

.the challenge for Pages

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Formula of Engagement Score

1 x Nb

of Likes

4 x Nb of

Comments

8 x Nb of

Shares

Nb of Fans 1,000

Multipliers can be adapted by user

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Metrics

COMMUNITY POSTS

Posts: average number of posts per day published on the page by the community of fans in the last 30 days. Fan Activity Score: number of posts per day published by the community of fans in the last 30 days divided by the total number of fans times 1,000. Evolution: percentage increase/decrease of the fan activity score compared to the same day of the previous month.

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Brands Nb of fans

TOP 15

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Brands Engagement

TOP 15

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Brands Fan activity

TOP 15

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Brands Nb of Posts 2,5 on average Pages > 50.000 fans

TOP 15

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Brands Sharability Score

TOP 15

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Food Nb of fans

TOP 15

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Food Engagement

TOP 15

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Food Fan activity

TOP 15

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Page 68: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

YOUR TOP 15

Page 69: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

Send me your Page URL and free you will get the Top 15 of your Tag

[email protected]

Page 70: The State of Social Media for Brands in Belgium - Yves Baudechon Page Karma

70'

Free Snapshot

On our website

If we do not track our Page, just report it and we will add it to Page Karma

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71'Snap

shot

V2

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72'Snap

shot

V2

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25/09/12' 73'

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When should I publish my post?

POST GURU

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With Page Karma, Every Post of Every Page is tracked

Every Like Every Comment Every Share

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Every quarter of hour

15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min.

New Page Post

01:00 AM 5 new likes

01:15 AM

7 new likes

01:30 AM

3 new likes

01.45AM

1 new like 02:00 AM

0 new like 02:15 AM

1 new like 03:00 AM

0 new like 3:20 AM

Lifetime of a Post

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Country Insights

When all data are compiled we can understand how users of a country engage with Brands.

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When brands post daily

When users ‘engage’ daily

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Every day has a different pattern

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Saturday

Monday Tuesday

Wednesday Thursday

Friday

Sunday Men and women have different patterns

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Less relevant. Based on prior posting times on Page.

Only relevant if Tag regroups critical mass of Pages & Fans Recommendation is based on prior engagement of all posts of the tag

Most relevant Recommendation is based on prior engagement of all posts of country (Brands & Media)

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Page Affinities

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Page Affinities Analyse how the fans, engaged with my Page, connect with other Facebook pages.

Measure their affinity with those Pages.

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