Measuring Customer Engagement on Facebook - Yves Baudechon, Page Karma

Bonjour !

5 hidden secrets on engagement and Facebook in France

Yves Baudechon

When are French Pages posting ?

1.

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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

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Logos

We collect data on 5.000 Brand & Media Pages from France.

89#Pages#with#more#>#1.000.000#fans#in#

France#

698#Pages#with#more#>#100.000#fans#in#

France#

2.453#Pages#with#more#>#10.000#fans#in##

France#

Reliability & Exhaustivity

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

Targeting an international audience, including French

Tags

Alcohol

Beers

Dairy Products

Candy Bars

Waters

Soft drinks Baby Food

289 Tags

Facebook Categories have their limits Too vague Lack of discipline

? When are French Pages posting ?

When do Page post.

When do Facebook Pages are posting. Day per day, quarter per quarter of hour

For all Pages or per First Level of Tagging

When do Facebook Brand Pages are posting. Day per day, quarter per quarter of hour

For all Pages or per First Level of Tagging

When do French engage with Brands on Facebook ?

2.

27/11/12# 14#

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# 2AB7B3

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# 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

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Logos

We track every Like, every Comment, every Share

of every Post

of every Brand or Media Page in the Country

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

The easy way New Page Post

01:00 AM 17 new likes

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

The tough way

When do people engage with Facebook Pages.

When do people engage with Facebook Pages. Vs When do Page post.

When do people engage with Facebook Pages. Day per day, quarter per quarter of hour

When do people engage with Facebook Pages. On wednesday. For Brands.

What is the lifetime of a Post in France ?

3.

Lifetime of a Post

How many hours to reach 25, 50, 75, 100% of engagement

Post Lifetime

Engagement building - ALL

22 minutes 1 h 05 3 h 46

Engagement building - Brands

31 minutes 1 h 33 4 h 41

Realtime Post tracking

Realtime Post tracking

•  Which Post to support with PPA •  Capping vs Objective •  Detect PPA on other Pages

Engagement per type of Action

4.

Like Comment Share

Engagement per type of Action

Likes

Comments

Shares

Engagement score per size of Page

5.

Do you engage yours ?

With whow do you have affinity ?

5.

Affinities

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

Measure their affinity with those Pages.

Affinities

• Post by Fans •  Likes and Comments on Posts on Page

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

Measure their affinity with those Pages.

Benchmark your efforts

6.

3 different levels

COUNTRY

FACEBOOK CATEGORY or TAG

FAN PAGE

SPECIFIC PAGE

+ 3 baskets

COUNTRY

FAN#PAGE#

CATEGORY /TAG

SPECIFIC PAGE

DIRECT COMPETITORS

PEERS

INSPIRATION

Examples Basket 1

« Energy Brands France »

Basket 2

« Energy Brands Worldwide »

Basket 3

Institutions

Basket 1

« Whiskies France »

Basket 2

« Jameson Pages in the World »

Basket 3

Trendy Pages

Engagement M

etri

cs

Edgerank#

Edgerank#Formula#

Affinity#you#have#with#this#person#

or#Page#

Recency#of#the#Post#

Weight#of#the#Post#

27/11/12# 52#

Affinity#you#have#with#this#person#

or#Page#

Engagement#

Likes#Comments#

Shares#

27/11/12#53#

Organic#Engagement#

Likes#Comments#

Shares#

12Q16%#organic#views#

by#fans#

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 may be adapted by user

TAT & TAT Net Score

Met

rics

People Talking About This

TAT: Facebook metric = number of unique users who have created a ‘story’ about the page in the last 7 days.

In the last 7 days, unique individuals who

Like

Share

Mention a Page in a post

RSVP to events

Tag on Page Photo

Geolocate

Comment

Answer Question

Check-in

Like the Page

TAT is a metric strongly influenced by Recruitments efforts of the brand. Organic Actions + New Fans gained

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

In the last 7 days, unique individuals who

Like

Share

Mention a Page in a post

RSVP to events

Tag on Page Photo

Geolocate

Comment

Answer Question

Check-in

And are fans of the page for more than 7 days

Score on how many of my fans (older than 7 days) are still engaged

Fans

Fans engaged

Fans

Fans engaged

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.

Sharability Score

Met

rics

Shareability Score

Nb of Shares

Nb of Fans

1,000

Example Cockpit

Most Shared Posts last 7 days in France – Non Alcoholic Beverages

Most Shared Posts last 7 days on Nutella Pages in the World

Most Shared Posts last 7 days on Upscale Car brands in France

Most Engaged Posts last 7 days on Upscale Car brands in France

Most Engaged Posts last 7 days on one specific Page

Posts per Day Fan Activity …

Met

rics

A suite of 5 modules

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[email protected] www.page-karma.com