Presentation Summit Part 1 (morning session) by Yves Baudechon. Metrics explanations + awards

1. So.Space
Building Brands in the Social Space
Part 1. Welcome !

3. 3

5. Brussels
Paris
40 experts
Paris
dedicated
to Social
Brussels
Marketing
Social Lab Group
5

7. 7

10. #fbsummit
Agenda
• 9.15 – 10.40
– Metrics that matter
– Who is doing the best job ?
• 10.40-11.00
– Coffee break. Elite networking
• 11.00 – 12.30
– International Pages Award
– 10 hidden secrets
– EventAttitude & Contest Tab CMS Intro

11. Data is
the new oil

12. 9.15 – 10.40
Metrics that matter.
How to measure the
success of your Page and
benchmark your efforts.
Yves Baudechon

14. 1.
Size
Yes, size matters
#fbsummit

15. How many fans ?
• Critical Mass to justify efforts and generate ROI
>10.000
• Pure Leadership
– Largest Local Page in Belgium
– Largest Page in the Category
638
Pages
with
more
>
10.000
fans
in
Belgium
• Symbolic Size
– 100.000 fans ? 57
Pages
with
more
>
• Penetration 100.000
fans
in
– Penetration of Client Base Belgium

16. 3.000
pages

17. Size is less important
• Facebook evolutions challenge the way
how recruitment is achieved and the
optimal size of the Community.
• The new Ad formats of Facebook are
impacting the role of the Facebook
Page
• And the importance of having a very
large fan base

18. 18

19. 19

20. 20

21. In early days of Pages
Fans
Up
30
to
40
%
organic
reach
on
average

22. In early days of Pages
Fans
Up
30
to
40
%
organic
reach
on
average
But EdgeRank has been reviewed
Fans
12
to
16
%
reach
through
organic
(Facebook
Worldwide
Average)

23. However, PPA allow brands to
increase engagement from fans
Fans
25
to
90%
reach
through
organic
+
paid

24. But now, PPA allow brands to
increase reach on their target
Fans
25
to
90%
reach
through
organic
+
paid
Target
25
to
75%
reach
through
paid

25. The
Newsfeed
Where
Facebook
aggregates
posts
from
Friends
are
Pages

26. 40-­‐150x
more
likely
people
will
consume
branded
content
on
the
45%
news
feed
than
on
of
peoples’
Ome
a
brand
Page
on
Facebook
is
on
news
feed

27. 65%
65%
of
likes
of
likes
happen
in
happen
in
news
feed
news
feed
115B
65B
news
feed
story
news
feed
story
impressions
daily
impressions
daily
27

28. More
Space
29/11/12
28

29. Full
screen
on
mobile
29/11/12
29

30. 10x
Higher
ad
recall
for
news
feed
vs.
right-­‐hand
side

31. 31

32. Page Post Ads expand your
reach on your fans and your
target
Target
Example
Men
24-­‐35
Fans
Organic
reach

33. Whisky
Men
25-­‐34
So*drink
Men/Women
25-­‐44
Beer
Football
Fans
>18

34. Where it matters,
in the newsfeed
Target

35. Meaning…
Size is no longer such an
issue.
• If we can expose our posts to our target
group, in the newsfeed, organic reach may
not be that important
• Even if that organci reach is « free ».
A balance needs to be found

36. Size
• A metric that needs to be benchmarked
How do I How do I
compare against compare against
other brands in my direct
my country? competitors ?
What is my level of
penetration of Facebook
users in my country
vs my peers?

37. 5
Omes
larger
in
proporOon
to
market
4,8 M users 25,2 M users

38. 3 different levels
COUNTRY
FACEBOOK CATEGORY or TAG
SPECIFIC PAGE
FAN PAGE

39. Monolingual Pages

40. 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)

41. Local Pages
Local Pages International Pages
Targeting the Facebook users of Targeting an international
a specific country audience, including Belgians

42. Facebook Categories
• Selected by Admin who creates the Page

43. Automotive & Parts
Instead of Cars

44. Automotive & Parts
Instead of Cars

45. Tags
289 Tags
Dairy Products
Alcohol
Soft drinks Baby Food
Beers
Facebook Categories have their limits Waters
Too vague
Lack of discipline Candy Bars

46. + 3 baskets
DIRECT
COUNTRY
COMPETITORS
CATEGORY /TAG
PEERS
SPECIFIC PAGE
INSPIRATION
FAN
PAGE

47. Baskets
Brands that matter for you
• Your Peers in the world
• Brands targeting the same
audience
• Brands talking about
the same subject

48. Examples
Basket 1 Basket 2 Basket 3
« Energy Brands « Energy Brands
Institutions
Belgium » Worldwide »
Basket 1 Basket 2 Basket 3
« Whiskies « Jameson Pages in
Trendy Pages
Belgium » the World »

49. 2.
Engagement
#fbsummit

50. 40-­‐150x
more
likely
people
will
consume
branded
content
on
the
news
feed
than
on
45%
a
brand
Page
of
peoples’
Ome
on
Facebook
is
on
news
feed

51. 1
Newsfeed

52. 2
Newsfeeds

53. Edgerank
Everything,
filters
sorted
by
posts
recency

54. Edgerank

55. Recency
of
the
Post
Edgerank
Affinity
you
have
Formula
with
this
person
or
Page
Weight
of
the
Post

56. Engagement
Likes
Affinity
you
have
Comments
with
this
person
or
Page
Shares
27/11/12
56

57. Organic
Engagement
Likes
Comments
27/11/12

58. Measure of Engagement
Nb Nb of Nb of
of Likes Comments Shares

59. Formula of Engagement Score
1 x Nb 4 x Nb of 8 x Nb
of Likes Comments of Shares
1,000
Nb of Fans
Multipliers may be adapted by user

60. Engagement Score
Engagement Score: weighted sum of likes,
comments and shares on posts published by the
page in the last 30 days.
A good engagement score, means that the
pages optimizes one of the main driver of
EdgeRank, and its organic reach.

61. Food brands

62. Need to filter

63. Food brands
> 25.000 fans

66. How do you
engage
yours ?

69. 3.
TAT
& TAT Net Score
#fbsummit

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

71. In the last 7 days,
unique individuals who
Answer
Tag on Page
Comment Question
Photo
Geolocate Mention a Page in a post
Like
RSVP to
events Check-in
Share
Like the Page

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

74. TAT Net
TAT New Fans
(People Talking About This) from the last
People who created a story 7 days
in the last 7 days

75. In the last 7 days,
unique individuals who have
Answer
Tag on Page
Comment Question
Photo
Geolocate Mention a Page in a post
Like
RSVP to
events Check-in
Share
And are fans of the page for
more than 7 days

76. Definition of TAT Net Score
TAT New Fans
(People Talking About This) from the last
People who created a story 7 days
in the last 7 days
1,000
Nb of Fans

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

78. 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.

79. 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.

80. Banks
> 10.000 fans

81. 4.
Sharability
Score
#fbsummit

82. Shareability Score
Nb of
Shares
1,000
Nb of Fans

83. Metrics
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.
How sharable your content was.

84. Car brands > 25.000 fans

85. 85

86. Example Cockpit

87. Most Shared Posts last 7 days
in Belgium

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

89. Most Shared Posts last 7 days
on Club Med

90. 5.
Page Posts
Actions
#fbsummit

91. In Belgium
Average Nb of Posts
per day for Brands
1.1
Average Nb of Posts
per day for Brands
> 25.000 Fans
2.4

92. 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.

94. 6.
Posts by Fans
Fan Activity Score
#fbsummit

95. 16,5% of Pages are closed

96. Definition of Fan Activity Score
Post by fans
1,000
Nb of Fans

97. 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.

98. Chocolate / Candies >25.000

99. 7.
Global
Notation
in 2013

100. Engagement Score in Tag
TAT Net Score
Consideration
3 Key summary metrics

101. Combined with
level of
excellence in Tag
Top 21- >
20% 60% 61%
Percentile in Tag

102. 8.
Food for
your Brains
#fbsummit

103. Inspiration
Datas

104. Same richness of datas
• Your Page • Any Page

105. From Good
to Great
The Best is yet to come !
Thank you for listening to me…
Yves.baudechon@gmail.com

106. So.Space
Building Brands in the Social Space
Award Time

107. Who are
the best ?
Fréderic Bouchar
#fbsummit

108. Official / Non official
Official Pages Non-Official Pages
Managed by the brand Created and managed by a fan

109. Local / International
Local Pages International Pages
Targeting the Facebook users Targeting an international
of a specific country audience, including Belgians

110. Global (New)
Global Pages
Local Pages > Regrouped by Facebook
Same Name Each Page keeps its own url, about info, tabs
Nb of Fans is consolidated

112. 1.
Size
#fbsummit

113. 1
2
3

115. Page Karma Rankings
Top 10 Engagement 25 Nov 2012 Midnight
Last 30 days

116. 2.
Engagement
#fbsummit

117. Formula of Engagement Score
1 x Nb 4 x Nb of 8 x Nb
of Likes Comments of Shares
1,000
Nb of Fans

118. 1
2
3

120. 3.
TAT Net Score
#fbsummit

121. Definition of TAT Net Score
TAT New Fans
(People Talking About This) from the last
People who created a story 7 days
in the last 7 days
1,000
Nb of Fans

122. 1
2
3

125. 4.
Sharability
of posts
#fbsummit

126. Shareability Score
Nb of
Shares
1,000
Nb of Fans

127. 1
2
3

129. 5.
Fan Activity
#fbsummit

130. Definition of Fan Activity Score
Post by fans
1,000
Nb of Fans

131. 1
2
3

133. Semantic
Analysis
Negative
Comments
Positive
Comments
Neutral

138. White Paper
Group Benchmarks
« Holding » effect

140. Local / International
Local Pages International Pages
Targeting the Facebook users Targeting an international
of a specific country audience, including Belgians

141. Thank you
More in the Magazine and Newsletter

142. So.Space
Building Brands in the Social Space
#fbsummit
Break