top brands and facebook communication

20 March 2012 | How Top Brands Communicate on Facebook

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_AllThingsFacebook

How Top Brands Communicate on Facebook Bucharest, 20th March 2012

_AllThingsFacebook


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Summary

• How we approached this project

• Top 10 Brands on Facebook. Romania and UK

• Communication Patterns

• Communication Effectiveness


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How We Approached This Project


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What We Did

• 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


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How Were the Scores Calculated

Every post has a LikeRate, a ShareRate and a

CommentRate, defined as the number of fans acting

upon a post compared to the total number of fans of

the specific brand

Post

Subject

Contest details

CSR

Event

Entertainment

Utility / Tips & Tricks

Product News / Advertising

Others

Media Used

Picture

Video

Text

Link

Link to their site / blog

Results

Like

Share

Comment

Link to website

Product News /

Advertising

0.05% LikeRate 0.01% CommentRate

No Shares

Period covered: December 2011, January 2012 and February 2012


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A Few Examples

Utility / Tips and Tricks

Product News /

Advertising

Enter-tainment

CSR



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Top 10 Facebook Brands

Romania vs. UK


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Top 10 Brands. Ro vs. UK

Brand Fans Industry

1 Lidl 393k Retail

2 Pepsi 372k FMCG

3 Doncafe 297k FMCG

4 Nivea 219k FMCG

5 Lenor Parfumelle 202k FMCG

6 Orange 144k IT&C

7 Ursus 132k FMCG

8 Lay's 122k FMCG

9 L'Oréal Paris 113k FMCG

10 Bitdefender 109k IT&C

Brand Fans Industry

1 Cadbury Creme Egg 2.2 m FMCG

2 Topshop 2.1m Fashion Retail

3 Cadbury Wispa 1.8m FMCG

4 ASOS 1.6m Fashion Retail

5 Maltesers 1.3m FMCG

6 iTunes 1.1m IT&C

7 Jaguar 1m Automotives

8 Jimmy Choo 995k Fashion

9 Pepe Jeans London 815k Fashion

10 Lynx 792k FMCG

Status: As of beginning of March



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Communication Patterns

Romania vs. UK


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How Chatty Are The Top Brands? RO Vs. UK

In both Romania and UK,

the top 10 Facebook brands post at least one item each day.

Cadbury Crème Egg is an online game

Average: 96.7 Average: 103

Average: 128.4


Game


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What do brands talk about? Romania vs. UK

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

Pictures are the most used media type, with pure text being the second

options for top brands

Pure Pure



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Communication Effectiveness

Romania vs. UK


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Posting Frequency Not Relevant for Effectiveness

Close to zero correlation

between posting frequency and

engagement results (likes,

comments or shares per no. of

fans)

R² = 0.0871

0

0.0005

0.001

0.0015

0.002

0.0025

0 50 100 150 200

R² = 0.0607

0

0.0001

0.0002

0.0003

0.0004

0.0005

0.0006

0.0007

0 50 100 150 200

R² = 0.1998

0

0.00002

0.00004

0.00006

0.00008

0.0001

0.00012

0.00014

0.00016

0.00018

0.0002

0 50 100 150 200

Like

Comment

Share

Like

Comment

Share



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Lidl

L'Oréal

Pepsi

Doncafe

Nivea

Lenor Parfumelle

Orange

Ursus

Lay's

Bitdefender

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

Engagement Matrix RO – Type of Communities

Closed

Engaged Missionary

Passive


Legend Food& Drink Other FMCG IT&C Retail


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JIMMY CHOO

Cadbury Creme

Egg

Cadbury Wispa

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

Maltesers

Topshop

Pepe Jeans

London

iTunes (UK)

ASOS

Jaguar

Lynx

0.000%

0.000%

0.000%

0.001%

0.001%

0.001%

0.001%

0.001%

0.002%

0.002%

0.000% 0.005% 0.010% 0.015% 0.020% 0.025% 0.030% 0.035% 0.040%

Sh

are

Ra

te

Like Rate

Engagement Matrix UK – Types of Communities

Closed

Engaged Missionary

Passive


Legend Food& Drink IT&C Automotive Other FMCG Fashion / Fashion Retail


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JIMMY CHOO

Cadbury Creme

Egg

Cadbury Wispa

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

Engagement Matrix UK vs Romania

It seems that UK brands have a more difficult job of engaging fans.

Romanian averages

UK averages Average rates for UK Romania

0.032% 0.119%

0.003% 0.007%

0.003% 0.019%

Country culture and market lifecycle may be the reasons for higher brand engagement in Romania.



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Engagement Matrix for Media Type

Space Fillers

Engagers Pass-alongs

Informers



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Engagement Matrix for Conversation Subjects

Space Fillers

Engagers Pass-alongs

Informers



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Highest rates of Media Type What it says

Picture 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!

Picture 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?

Picture

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!

Doncafe Engagement Profile

Media Type Post Subjects

Link, 7

Picture, 58



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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!

Lay’s Engagement Profile

Media Type Performance Post Subjects



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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 ;)

Nivea Romania Engagement Profile


Link

Link - blog/site

Picture

Text

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.014%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate



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What the Brands Say



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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?

Lidl Engagement Profile

47

1

4

8

25

28

52

0 10 20 30 40 50 60

Others

Event

CSR



Entertainment

Contest details



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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!!

Pepsi Engagement Profile



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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!

Lenor Parfumelle Engagement Profile


35

2

3

14

35

Others


Entertainment

Contest details


Link

Picture

Text

Video

0.000%

0.001%

0.001%

0.002%

0.002%

0.003%

0.003%

0.004%

0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate


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Picture Va place noua noastra poza de profil? :)

Link

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/

Link – blog/site

@ Orange friends, Concursul desfasurat pe pagina Concurs Orange Romania nu este organizat de noi. 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

Orange Romania Engagement Profile


Link

Link - blog/site

Picture

Text

Video

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

7

2

8

10

19

21

Others


Entertainment

Event


Contest details


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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.

Ursus Engagement Profile


Link

Picture

Text

Video

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.014%

0.016%

0.018%

0.020%

0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

26

4

6

6

11

28

Others


Contest details

Entertainment


Event


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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!

L'Oréal Paris Romania Engagement Profile


Link

Link - blog/site

Picture

Text

Video

0.000%

0.002%

0.004%

0.006%

0.008%

0.010%

0.012%

0.014%

0.016%

0.018%

0.020%

0.000% 0.050% 0.100% 0.150% 0.200% 0.250%

Sh

are

Ra

te

Like Rate

Bubble Size:

Comment

Rate

9

2

2

8

10

29

Others

Event

Entertainment

Contest details




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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!

Bitdefender Romania Engagement Profile


Link

Link - blog/site

Picture

Text

Video

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.030%

0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160%

Sh

are

Ra

te

Like Rate

20

5

8

11

20

24

Others

Event

Entertainment

Contest details




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Takeaway Points

• 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.


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