Facebook brand page: How to manage them effectively?

Facebook Brand Pages:
How to manage them effectively ?
15/09/10

www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73

CONTEXT

Brands need to
fight for their share
of attention among
their fans

Interaction with
their fan base is key
to harness the full
potential of
facebook marketing

© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation

KEY QUESTIONS

 How can a brand maximize its share of attention in the facebook echo-system ?

 How can they transform this attention into interaction, engagement and
advocacy?
 To have fans is fine. To engage them is better!
 The more you reach new fans and interact with them ( i.e. fans who interact
with you through likes or comments), the more your brand’s posts appear in
their News Feeds

To better understand how to engage fans on Facebook, we need to
analyze the driving factors of fans interaction and engagement levels


APPROACH
From Facebook Brand Pages Analysis to Community
Management Rules

© FullSIX 2010 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 4

ANALYSIS METHODOLOGY
 The brands’ selection is based on the following criteria:
 Worldwide awareness
 Broad range of number of fans
 Broad range of posting frequency

 Analysis of over a 1000 posts (the last 35 posts from 30
international brands)

 For each brand, the analysis was based on:
 The « interaction rate »:
> (number of likes + number of comments) per 1000 fans per month
> This interaction rate can be applied to a brand or to a single post
 Frequency of Posts
 Type of Post Content (news, connect, contest, promotion..)


ANALYZED BRANDS


Best performing Brands generate far more interactions than
the ill-performing ones

 Top 5 brands generate 37 times more interactions than bottom 5
 Nike’s interaction rate is 100 times better than Ray Ban’s
 Why ?

140

120

100

80

60

40

20

0

Interaction Rate (Total Interactions/ 1000 Fans/ Month)

THE 7 RULES OF
BRAND PAGE MANAGEMENT

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Rule #1: A pro-active and professional animation of your
Brand Page will maximize interactions with your
community of fans/likers
 Good Community Management practices explain huge differences of
interaction rates between brands
 It is obvious that some Categories generate more interest and
interactions than others
 But within the same industry (fashion for instance), the interaction rate
varies by 25 times between Victoria’s Secret and Ray Ban, 4 times
between H&M and Gap
 The difference is clearly related to community management practices

Interaction Rate
Number of Fans (Interactions/ 1000 Fans
Brand Industry (at time of analysis) / Month)
Victoria's Secret Fashion 3237062 27,31
H&M Fashion 1980521 16,94
Levi's Fashion 428887 10,24
Diesel Fashion 438294 5,62
GAP Fashion 565409 3,97
Ray Ban – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation
© FullSIX 2010 Fashion 972526 1,11
9

Rule #2. Don’t be afraid to post several times a day, with
once a day as a minimum

 Interaction rates per post are comparable whatever the frequency
of posting
 If a Brand posts often, it generates much more interactions:
posting 4 times/day vs 2 times/week generates up to 10 times
more (80 interactions vs 8 per 1000 fans )
 We cannot identify any « spam » effect up to 4-5 times a day

Every 6 Less often
hours or Between 6 and Between 1 day Between 1 week and 1 than once
Posting Frequency (F) more often 24 hours and 7 days month per Month

Average Interaction rate (% of
interaction/post/1000 fans) 0,09% 0,09% 0,11% 0,13% 0,11%
Average number of Posts per
Month 120 60 8 4 1

Average number of
© FullSIX 2010 – Strictly Confidential – 80
interactions/month/1000 fansAll Rights Reserved – No production or diffusion
47 without8written authorisation 5 1 10

Rule#3: Ensure regular posting frequency and do not stop
posting for long periods of time

Pringles Interaction Rate per post – March 2009/June 2010
0,0045

0,0040

0,0035

0,0030

0,0025

0,0020
Interaction Rate
0,0015 First break: 2 months
Second break: 6 months
Interaction rate
Interaction rate
0,0010 divided by 3
divided by 10

0,0005

0,0000


Rule #4. Re-post key contents several times at different
hours to maximize its reach

 Posting once is not enough, it generates a limited reach among the
fan base
 The Clinique example shows that the top 3 « interacted »
publications are the same post
 Reposting several times your most « interacted » publications is
recommended: their interaction rate will remain high because they
will reach fans who have probably not seen the first ones.

Clinique – Nb of feedbacks per post


We have identified 16 different types of content
that Brands are using to manage their Pages
 There are 16 different types of post content, that are more or less used by
the analyzed brands as shown by the analysis of the « share of brand
usage »
16%
Usage rate (% of usage among the 1000+ analysed posts)
14%
12%
10%
8%
6%
4%
2%
0%

 These different types of posts can be included within 6 different « fan
management objectives »
Fan Management Objectives
(% of posts per objective)
 CELEBRATION : 3 %
 CONVERSATION: 21 %
 INFORMATION: 29 %
 STATUS/EXCLUSIVITY: 34 %
 LEAD GENERATION: 2 %
 BRAND VALUES: 6 %

Rule #5. Make sure you identify which types of content generate
more interaction for your brand.
Rule #6: Get the right balance between your Brand short term
marketing/commercial activity, your Brand heritage and values and
the celebration of your fans activities

Highly Interacted (share of
total interactions) Types of Content Mapping
‘High potential’: Are underused as 35% of total interactions for only 5%
14% External
of posts
News

12% Fan Kudos History ‘Brands Favourites’ : both highly used and effective to generate
interactions

10% Feedback
Product
Promotion
8%
‘Good Campaign
potential’
6%
App Sale Event Connect
Website Star
4% Connect Brand
Festival News
CSR
‘Underperformers’ : Highly used (39% of posts)
2% but do not generate much interaction (14% of
interactions) Highly Used
Misc. (share of Brand usage)
0%
0% 5% 10%
15% 14

Rule #6. Make efforts to create remarkable and exclusive
content in an optimised form

 Generate exclusive/interesting day-to-day content (videos, articles…)
that is not limited to marketing campaigns

 Make sure the posts are written (attention grabbing headlines) and
illustrated with visuals (key visuals) to maximise their « stopping
power »

 It is worth investing on a « community management » team that
creates specific content on top of just « managing posting »


Are brands implementing these rules ?
Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a
maximum of 3 rules

www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73

NIKE FOOTBALL- RANKED 1/30 - RULES FOLLOWED: 5
Nike Football is a specific brand example which has achieved extremely high interaction rates by posting regularly and
frequently. Nike has been successful in identifying the content categories which are most effective in generating
interaction
Sr. No Rule Yes/No

1 Community Manager Yes

2 Frequent postings Yes

3 Regular Postings Yes

4 Re-posting important content No

5 Focus on proven successful types Yes
of content
6 Balance between short term No
commercial brand info and
relational posts
7 Creating remarkable posts Yes
( Great titles an d visuals)

Types of Content
Number of Fans: 1651461
Count of Post

Average time between posts: 0.5 days 20
13
Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1
117
External News Star Connect Feedback Contest

NBA- RANK 2/30 - RULES FOLLOWED: 6
NBA generate high interaction thanks to its rigour in following the rules identified. Its posting is regular and frequent
as well as focuses on successful types of content while creating exceptional posts to keep the audiences continuously
interested.

Sr. No Rule Yes/No





of content
6 Balance between short term Yes
relational posts

Types of Content
Count of Post
17
Average time between posts: 0.25 days
7 7
1
Interaction Rate ( Total Interaction/1000 fans/Month) :
107 Brand News Connect Sale Feedback

PLAYSTATION: RANK 3/30 - RULES FOLLOWED: 6
Playstation has highest frequency between posts among our entire sample set. The frequent posts and diverse and
captivating content keeps the consumers coming back and interacting with the Playstation community.

Sr. No Rule Yes/No





5 Focus on proven successful types of Yes
content

relational posts


Types of Content
Count of Post

Interaction Rate ( Total Interaction/1000 fans/Month) : 6 4 2
60
Brand News Event Sale Connect

MINI COOPER- RANK 4/30 - RULES FOLLOWED: 6
Mini Cooper has well balanced content categories. Its high interaction specifically are due to its particular focus on
the category ‘Feedback’, which encourages the fans to speak to the brand and give their feedback and opinions to
further improve the Mini experience.
Sr. No Rule Yes/No





5 Focus on proven successful types of Yes
content

relational posts


Types of Content
Count of Post
14
Average time between posts: 1.4 days
7 6 5
Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1
38
Feedback Event Product Contest Connect History
Promotion

CADILLAC: RANK 5/30 - RULES FOLLOWED: 7
Cadillac has a balanced portfolio of content categories with regular and frequent posts as well as reposting important
contents. Cadillac follows all seven rules and is consequently one of the top few brands in terms of interaction rate.
Sr. Rule Yes/No
No



4 Re-posting important content Yes

5 Focus on proven successful Yes
types of content

relational posts


Count of Post
Count of Post

11
4 4 3
1 1 1
Interaction Rate ( Total Interaction/1000
fans/Month) : 32

REESE: RANK 26/30 - RULES FOLLOWED: 3
Reese is a great example to illustrate that while balancing short term commercial brand information and relational
posts is good, it is impossible to achieve success on Facebook without keeping regular contact with fans.

Sr. No Rule Yes/No


2 Frequent postings No

3 Regular Postings No


of content
relational posts
7 Creating remarkable posts No

Types of Content
Number of Fans: 3478331 Count of Post

16
Average time between posts: 5 days 11

3
Interaction Rate ( Total Interaction/1000 fans/Month) : 1 1 1
3,61
Connect Campaign Contest CSR Event Product
Promotion

BEN & JERRY’S: RANK 27/30 - RULES FOLLOWED:2
Ben & Jerry’s, in spite of a large number of fans, fail to generate interest due to poor community management. There
is no specifically interesting content for the fans, the main focus being its CSR activities. Ben & Jerry’s also lacks
regular feeds to keep the consumers hooked

Sr. No Rule Yes/No




4 Re-posting important content Yes

5 Focus on proven successful types No
of content
relational posts


Average time between posts: 15 days

1,33

Mc DONALD’S : RANK 28/30 - RULES FOLLOWED:1
Mc Donald’s has extremely low interaction rates because of lack of frequency and irregularity in posts and lack of
focus on any successful type of content category.

Sr. No Rule Yes/No

1 Community Manager No




of content
relational posts

Types of Content
Number of Fans: 2535862 Count of Post
5
Average time between posts: 24 days 3 3
2 2
1 1 1

1,32

PRINGLES: RANK 29/30 - RULES FOLLOWED: 3
Pringles has excellent focus in creating remarkable posts and focusing on successful types on content. But, without
regular posts and balance between different content categories it is not successful.

Sr. No Rule Yes/No





of content
6 Balance between short term
relational posts No

Types of Content
Number of Fans: 4596957 Types of Content

16
6
Interaction Rate ( Total Interaction/1000 fans/Month) : 3
1 1
1,32
Campaign Feedback Connect Event Star Connect

RAY BAN- RANK 30/30 - RULES FOLLOWED: 0
Ray Ban has the lowest interaction rate within our sample size, primarily because of the non-application of the rules
and its focus on miscellaneous content unrelated to its brand.

Sr. No Rule Yes/No

1 Community Manager No




of content
relational posts



1,11

Going further…
 If you want to know more about this research…
 If you want to know more about Fullsix and its social
media/facebook approach and capabilities…
 If you want to adapt this research and analysis to your
specific brand and category and see how you can
optimise your facebook community management…

…please contact
Frédéric Colas
Chief Strategic Officer, Fullsix Group
colas@fullsix.com
@fredcolas
+33613090326

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