the state of social media for brands in belgium - yves baudechon page karma
Post on 17-Oct-2014
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Hello ! Yves%Baudechon%Social'Evangelist'
40 experts dedicated to
Social Marketing
Brussels% Paris%
Strategic Partners
France
Belgium
Serial Entrepreneur
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?
What do you need to compare your Page ?
All you need is…
• A Comparison base
• Precision • Some local issues to be covered • Lot of datas • and the proper metrics
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
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)
Local / International
Local Pages
Targeting the Facebook users of a specific country
International Pages
Pages from the country, targeting an international audience
Tags
Alcohol
Beers
Dairy Products
Candy Bars
Waters
Soft drinks
Baby Food
289 Tags
Small Country Big issues
Monolingual Pages
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Flemish'French'
Facebook%Page%1% Facebook%Page%2%
LANGUAGE'2'LANGUAGE'1'
PAGE'
Bilingual Pages
• Posts can be targeted. By location. By language.
LANGUAGE'2'LANGUAGE'1'
Posts%target%Language'1'
Posts%target%Language'2'
PAGE'
Bilingual Pages
2 languages
55 BRANDS 10 MEDIA
Mother
Flemish sp. daughter
French sp. daughter
# 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
3 different levels
COUNTRY
FACEBOOK CATEGORY or TAG
FAN PAGE
SPECIFIC PAGE
3 advanced levels
COUNTRY
FAN'PAGE'
CATEGORY or TAG
SPECIFIC PAGE
DIRECT COMPETITORS
PEERS
INSPIRATION
Baskets
Clients can create 3 different baskets of Pages. Including each 50 Pages from Country or other Countries.
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
Rankings
4 Countries
160 Facebook Categories
Size + % evolution
Engagement Score
Fan
Activity Score
+ % evolution
Posts per day
TAT Talking About This
14 Metrics
Metrics
PAGES
Rank : Rank in Selection Name : Name of Page. Clickable (shows snapshot : visual + limited infography)
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.
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.
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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A metric strongly influenced by Media efforts
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.
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
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.
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.
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.
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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.The Newsfeed
Friend'
Best'Friend'
Page'
Wife'
…'
Most%recent%
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.The Newsfeed
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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All'posts'of'my'friends'and'
Pages'I'«'liked'»'appear'in'
my'newsfeed.'
25/09/12' 39'
Only'Top'
Stories'are…'
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
• 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'
• 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
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
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.
Brands Nb of fans
TOP 15
Brands Engagement
TOP 15
Brands Fan activity
TOP 15
Brands Nb of Posts 2,5 on average Pages > 50.000 fans
TOP 15
Brands Sharability Score
TOP 15
Food Nb of fans
TOP 15
Food Engagement
TOP 15
Food Fan activity
TOP 15
YOUR TOP 15
Send me your Page URL and free you will get the Top 15 of your Tag
70'
Free Snapshot
On our website
If we do not track our Page, just report it and we will add it to Page Karma
71'Snap
shot
V2
72'Snap
shot
V2
25/09/12' 73'
When should I publish my post?
POST GURU
With Page Karma, Every Post of Every Page is tracked
Every Like Every Comment Every Share
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
Country Insights
When all data are compiled we can understand how users of a country engage with Brands.
When brands post daily
When users ‘engage’ daily
Every day has a different pattern
Saturday
Monday Tuesday
Wednesday Thursday
Friday
Sunday Men and women have different patterns
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)
Page Affinities
Page Affinities Analyse how the fans, engaged with my Page, connect with other Facebook pages.
Measure their affinity with those Pages.