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Report:
Facebook
Page                          How Facebook

Averages                      page engagement
                              rates, fan growth,
                              and posting
(Q2 2012)                     volumes compare
                              across 9 large
7 Aug 2012   ZuumSocial.com   industries

                                             © 2012 Zuum
2




  Executive Summary
Highlights
 • All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period
   (Apr - Jun 2012)
 • Converse had the highest single page Fan Count and Fan Growth Rate
 • Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate
 • Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day
   of the week)


                         Industry High             Industry Low             Page High              Page Low
                        Automotive: Trucks           Candy Bars               Converse           Chicago Tourism
   Fan Growth Rate           17.1%                     7.76%                    31%                  2.52%

                         Sports Footwear        Education: MBA Progms.        Converse           Toronto Tourism
      Fan Count            13,105,435                    8,904               31,658,066               1,915

                          Fashion Retail             Candy Bars             Virgin America       Toronto Tourism
   Posting Volume           193 Posts                 75 Posts                303 Posts              7 Posts

                        Automotive: Trucks         Sports Footwear       USC Marshall School   Tie: Puma & Starburst
  Engagement Rate             .2%                       .03%                   .41%                    .01%

Get a FREE trial of Zuum when you    Register                                                               © 2012 Zuum
Sports Footwear                                                                              3


                                                                             Sports
                                                                             Footwear




• Highest average fan count of all industries; Makes engagement tougher
• Overall low engagement rates
• Average page posting at almost 2x per day average
• Largest page, Converse. Simple product, highly accessible. Mass cultural appeal.
Get a FREE trial of Zuum when you   Register                                         © 2012 Zuum
Fast Food (QSR)                                                                                 4


                                                                            Fast Food
                                                                            (QSR)




• Large spread in page sizes; Most have very high fan counts
• Engagement Rate of Taco Bell is extremely strong for a page that size
• Overall lower posting volumes. Burger King pushes the average just above 1x per day

Get a FREE trial of Zuum when you   Register                                            © 2012 Zuum
Luxury Fashion                                                                                                5




• Engagement rate very high across industry; Pages sizes also very large; makes ER even more impressive;
   Posting volume right at 1x per day; Burberry stands out with highest fan count and strong ER

Get a FREE trial of Zuum when you    Register                                                         © 2012 Zuum
Fashion Retail                                                                           6




• Posting volume over 2x per day; highest average of any industry

• Large page fan counts; No small pages with high ER to pull up the average
• Overall low engagement rates; could be over-posting but also high fan counts


Get a FREE trial of Zuum when you    Register                                    © 2012 Zuum
Candy Bars                                                                7



                                               • Overall large pages
                                                  sizes, with no small fan
                                                  counts;

                                               • M&M’s pulling great ER
                                                  with high fan count.
                                                  Same for Twix &
                                                  Snickers.




Get a FREE trial of Zuum when you   Register                      © 2012 Zuum
Automotive - Trucks                                                                                     8




• Highest average engagement rate of all industries; Smaller page sizes can impact that

• Mid-size pages for all but Jeep
• Posting volume right at 1x per day. No ultra-heavy posting. Land Rover is relatively light.

• Ford Trucks dominant across numerous benchmarks, including an amazing engagement rate.
Get a FREE trial of Zuum when you      Register                                                 © 2012 Zuum
Education - MBA Programs                                                                          9


                                                                                    Business
                                                                                    Schools




• Strong average ER, but lowest fan counts -- expected for such a select audience

• Most variance among ER, common for pages with small fan counts
Get a FREE trial of Zuum when you    Register                                             © 2012 Zuum
Airlines                                                                               10


                                                                      Airlines




• One large dominant page in fan count; skewing the average upward.


Get a FREE trial of Zuum when you   Register                                     © 2012 Zuum
Tourism - Destinations                                                                                    11




• Low page sizes compared to other industries

• Overall high engagement rates; albeit smaller page sizes
• San Francisco very strong in engagement rate and fan count; powerful combo

• High posting volume -- most are almost at or above 2x per day (Toronto brings the average down)

Get a FREE trial of Zuum when you    Register                                                       © 2012 Zuum
12




   About This Report
The analysis took into account 9 consumer based industries, with posts from a total of 61 Facebook pages analyzed over a three month period between 1 April
2012 and 31 May 2012.

Sport Footwear
Nike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans

QSR
Jack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell

Luxury Fashion
Marc Jacobs, Versace, Burberry, Dior, Gucci, Dolce & Gabbana, Louis Vuitton, Chanel, Armani, Calvin Klein

Fashion Retail
Old Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co

Snacks
M&M’s, Twix, Snickers, Reeces, Starburst, Skittles, Pringles, Butterfinger, Wonka, KitKat

Automotive - Trucks
Ford, Dodge Ram, Jeep, Chevy Silverado, Land Rover, GMC

Education - MBA Programs
USC, Wharton, Texas, UCLA, Michigan, UC Berkeley

Airlines
Virgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage

Tourism - Destinations
San Francisco, Toronto, Chicago, New York, Montreal


Get a FREE trial of Zuum when you                    Register                                                                                    © 2012 Zuum
13




    Notes on the data
•   All data was gathered using the Zuum tool (www.ZuumSocial.com)
•   Engagement Rate definition: Engagement Rate data is calculated based on the combination of Likes + Comments +
    Shares, divided by the number of posts, divided by the total number of fans.


Examples of other Zuum data
 Most Engaging Fan Photos              Subject Explorer                     Subject Analyzer




Get a FREE trial of Zuum when you    Register                                                            © 2012 Zuum
14




  Zuum and Facebook Data
Zuum is a tool that tells brands what content they should be posting on Facebook. A large part of that insight
is knowing what works across your industry, not just your page.

The following information is a very small slice of the data and insights Zuum delivers. We also provide deep
insights into what media types are performing best, what calendar times and dates work best, and extensive
reporting on what content subjects drive engagement in your industry.

Please sign up for our free registration. The odds are if you try it, you’ll like it.

Thanks,
Doug


                       Doug Schumacher
                       Co-Founder / Digital Media Strategist
                       Zuum
                       @MemeRunner
                       doug@zuumsocial.com



Get a FREE trial of Zuum when you       Register                                                       © 2012 Zuum
15




                                                About
                                          Zuum helps
                                               brands
An amplifier for brands                      maximize
                                         performance
on Facebook                                   for their
                                           Facebook
                                                 page



              Get a FREE trial of Zuum when you   Register
                                                     © 2012 Zuum

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Facebook Page Data Averages

  • 1. 1 Report: Facebook Page How Facebook Averages page engagement rates, fan growth, and posting (Q2 2012) volumes compare across 9 large 7 Aug 2012 ZuumSocial.com industries © 2012 Zuum
  • 2. 2 Executive Summary Highlights • All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period (Apr - Jun 2012) • Converse had the highest single page Fan Count and Fan Growth Rate • Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate • Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day of the week) Industry High Industry Low Page High Page Low Automotive: Trucks Candy Bars Converse Chicago Tourism Fan Growth Rate 17.1% 7.76% 31% 2.52% Sports Footwear Education: MBA Progms. Converse Toronto Tourism Fan Count 13,105,435 8,904 31,658,066 1,915 Fashion Retail Candy Bars Virgin America Toronto Tourism Posting Volume 193 Posts 75 Posts 303 Posts 7 Posts Automotive: Trucks Sports Footwear USC Marshall School Tie: Puma & Starburst Engagement Rate .2% .03% .41% .01% Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 3. Sports Footwear 3 Sports Footwear • Highest average fan count of all industries; Makes engagement tougher • Overall low engagement rates • Average page posting at almost 2x per day average • Largest page, Converse. Simple product, highly accessible. Mass cultural appeal. Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 4. Fast Food (QSR) 4 Fast Food (QSR) • Large spread in page sizes; Most have very high fan counts • Engagement Rate of Taco Bell is extremely strong for a page that size • Overall lower posting volumes. Burger King pushes the average just above 1x per day Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 5. Luxury Fashion 5 • Engagement rate very high across industry; Pages sizes also very large; makes ER even more impressive; Posting volume right at 1x per day; Burberry stands out with highest fan count and strong ER Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 6. Fashion Retail 6 • Posting volume over 2x per day; highest average of any industry • Large page fan counts; No small pages with high ER to pull up the average • Overall low engagement rates; could be over-posting but also high fan counts Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 7. Candy Bars 7 • Overall large pages sizes, with no small fan counts; • M&M’s pulling great ER with high fan count. Same for Twix & Snickers. Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 8. Automotive - Trucks 8 • Highest average engagement rate of all industries; Smaller page sizes can impact that • Mid-size pages for all but Jeep • Posting volume right at 1x per day. No ultra-heavy posting. Land Rover is relatively light. • Ford Trucks dominant across numerous benchmarks, including an amazing engagement rate. Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 9. Education - MBA Programs 9 Business Schools • Strong average ER, but lowest fan counts -- expected for such a select audience • Most variance among ER, common for pages with small fan counts Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 10. Airlines 10 Airlines • One large dominant page in fan count; skewing the average upward. Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 11. Tourism - Destinations 11 • Low page sizes compared to other industries • Overall high engagement rates; albeit smaller page sizes • San Francisco very strong in engagement rate and fan count; powerful combo • High posting volume -- most are almost at or above 2x per day (Toronto brings the average down) Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 12. 12 About This Report The analysis took into account 9 consumer based industries, with posts from a total of 61 Facebook pages analyzed over a three month period between 1 April 2012 and 31 May 2012. Sport Footwear Nike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans QSR Jack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell Luxury Fashion Marc Jacobs, Versace, Burberry, Dior, Gucci, Dolce & Gabbana, Louis Vuitton, Chanel, Armani, Calvin Klein Fashion Retail Old Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co Snacks M&M’s, Twix, Snickers, Reeces, Starburst, Skittles, Pringles, Butterfinger, Wonka, KitKat Automotive - Trucks Ford, Dodge Ram, Jeep, Chevy Silverado, Land Rover, GMC Education - MBA Programs USC, Wharton, Texas, UCLA, Michigan, UC Berkeley Airlines Virgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage Tourism - Destinations San Francisco, Toronto, Chicago, New York, Montreal Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 13. 13 Notes on the data • All data was gathered using the Zuum tool (www.ZuumSocial.com) • Engagement Rate definition: Engagement Rate data is calculated based on the combination of Likes + Comments + Shares, divided by the number of posts, divided by the total number of fans. Examples of other Zuum data Most Engaging Fan Photos Subject Explorer Subject Analyzer Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 14. 14 Zuum and Facebook Data Zuum is a tool that tells brands what content they should be posting on Facebook. A large part of that insight is knowing what works across your industry, not just your page. The following information is a very small slice of the data and insights Zuum delivers. We also provide deep insights into what media types are performing best, what calendar times and dates work best, and extensive reporting on what content subjects drive engagement in your industry. Please sign up for our free registration. The odds are if you try it, you’ll like it. Thanks, Doug Doug Schumacher Co-Founder / Digital Media Strategist Zuum @MemeRunner doug@zuumsocial.com Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 15. 15 About Zuum helps brands An amplifier for brands maximize performance on Facebook for their Facebook page Get a FREE trial of Zuum when you Register © 2012 Zuum