1. 20 March 2012 | How Top Brands Communicate on Facebook
1
How Top Brands Communicate on
Facebook
Bucharest, 20th March 2012
_AllThingsFacebook
_AllThingsFacebook

2. 20 March 2012 | How Top Brands Communicate on Facebook
Summary 2
• How we approached this project
• Top 10 Brands on Facebook. Romania and UK
• Communication Patterns
• Communication Effectiveness
_AllThingsFacebook

3. 20 March 2012 | How Top Brands Communicate on Facebook
3
How We Approached This Project
_AllThingsFacebook

4. 20 March 2012 | How Top Brands Communicate on Facebook
What We Did 4
• 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
_AllThingsFacebook

5. 20 March 2012 | How Top Brands Communicate on Facebook
How Were the Scores Calculated 5
Post
Subject Media Used Results
Every post has a LikeRate, a ShareRate and a
CommentRate, defined as the number of fans acting
Contest details Picture Like
upon a post compared to the total number of fans of
the specific brand
CSR Video Share
Event Text Comment
Entertainment Link
Utility / Tips & Link to their
Tricks site / blog
Product News
/ Advertising Product 0.05% LikeRate
Link to 0.01% CommentRate
News /
website No Shares
Advertising
Others
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

6. 20 March 2012 | How Top Brands Communicate on Facebook
A Few Examples 6
Enter-
Utility / tainment
Tips and
Tricks
Product
CSR News /
Advertising
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

7. 20 March 2012 | How Top Brands Communicate on Facebook
7
Top 10 Facebook Brands
Romania vs. UK
_AllThingsFacebook

8. 20 March 2012 | How Top Brands Communicate on Facebook
Top 10 Brands. Ro vs. UK 8
Brand Fans Industry Brand Fans Industry
1 Lidl 393k Retail 1 Cadbury Creme Egg 2.2 m FMCG
2 Pepsi 372k FMCG 2 Topshop 2.1m Fashion Retail
3 Doncafe 297k FMCG 3 Cadbury Wispa 1.8m FMCG
4 Nivea 219k FMCG 4 ASOS 1.6m Fashion Retail
5 Lenor Parfumelle 202k FMCG 5 Maltesers 1.3m FMCG
6 Orange 144k IT&C 6 iTunes 1.1m IT&C
7 Ursus 132k FMCG 7 Jaguar 1m Automotives
8 Lay's 122k FMCG 8 Jimmy Choo 995k Fashion
9 L'Oréal Paris 113k FMCG 9 Pepe Jeans London 815k Fashion
10 Bitdefender 109k IT&C 10 Lynx 792k FMCG
Status: As of beginning of March
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

9. 20 March 2012 | How Top Brands Communicate on Facebook
9
Communication Patterns
Romania vs. UK
_AllThingsFacebook

10. 20 March 2012 | How Top Brands Communicate on Facebook
How Chatty Are The Top Brands? RO Vs. UK 10
In both Romania and UK,
the top 10 Facebook brands post at least one item each day.
Cadbury Crème Egg is an online game Game
Average: 128.4
Average: 96.7 Average: 103
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

11. 20 March 2012 | How Top Brands Communicate on Facebook
What do brands talk about? Romania vs. UK 11
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
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

12. 20 March 2012 | How Top Brands Communicate on Facebook
What Media Types Do Top Brands Use? RO vs. UK 12
Pictures are the most used media type, with pure text being the second
options for top brands
Pure
Pure
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

13. 20 March 2012 | How Top Brands Communicate on Facebook
13
Communication Effectiveness
Romania vs. UK
_AllThingsFacebook

14. 20 March 2012 | How Top Brands Communicate on Facebook
Posting Frequency Not Relevant for Effectiveness 14
0.0025
Like
0.002 Like
0.0015
0.001
R² = 0.0871
0.0005
0
0 50 100 150 200
0.0007
Comment Comment
0.0006 Close to zero correlation
between posting frequency and
0.0005
0.0004
0.0003
R² = 0.0607
engagement results (likes,
comments or shares per no. of
0.0002
0.0001
0 fans)
0 50 100 150 200
0.0002
Share
0.00018
0.00016
Share
0.00014
0.00012
0.0001
0.00008
R² = 0.1998
0.00006
0.00004
0.00002
0
0 50 100 150 200
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

15. 20 March 2012 | How Top Brands Communicate on Facebook
Engagement Matrix RO – Type of Communities 15
0.025%
Missionary Engaged
0.020%
Bubble Size: Doncafe
Comment
Rate
0.015%
Share Rate
Lay's
0.010%
L'Oréal
Ursus
Legend Orange
Food& Drink Bitdefender Nivea
0.005%
Other FMCG Pepsi
IT&C Passive
Retail
Lenor Parfumelle
Closed
Lidl
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250%
Like Rate
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

16. 20 March 2012 | How Top Brands Communicate on Facebook
Engagement Matrix UK – Types of Communities 16
0.012%
Cadbury Creme Engaged
Missionary Egg
0.010%
JIMMY CHOO Legend
Food& Drink
Bubble Size: IT&C
Comment Automotive
0.008% Rate Other FMCG
Fashion / Fashion
Retail
Share Rate
0.006%
0.002%
Passive
0.002% Pepe Jeans
0.004% London
0.001%
Jaguar
0.001%
Share Rate
ASOS
0.001%
Topshop
0.002% Cadbury Wispa 0.001%
0.001%
0.000%
Closed 0.000%
iTunes (UK) Lynx
0.000%
0.000% 0.000% 0.005%
Maltesers
0.010% 0.015% 0.020% 0.025% 0.030% 0.035% 0.040%
Like Rate
0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140%
Like Rate
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

17. 20 March 2012 | How Top Brands Communicate on Facebook
Engagement Matrix UK vs Romania 17
0.012%
Cadbury Creme
Egg
0.010% JIMMY CHOO
Country culture and
Bubble Size: Romanian market lifecycle may be
Comment
0.008% Rate averages the reasons for higher
brand engagement in
Share Rate
0.006%
Romania.
0.004%
0.002% Cadbury Wispa
0.000%
0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140%
Like Rate
Average rates for UK Romania
UK averages
0.032% 0.119%
It seems that UK
brands have a more 0.003% 0.007%
difficult job of engaging
fans. 0.003% 0.019%
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

18. 20 March 2012 | How Top Brands Communicate on Facebook
Engagement Matrix for Media Type 18
Pass-alongs Engagers
Informers Space Fillers
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

19. 20 March 2012 | How Top Brands Communicate on Facebook
Engagement Matrix for Conversation Subjects 19
Pass-alongs Engagers
Informers Space Fillers
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

20. 20 March 2012 | How Top Brands Communicate on Facebook
Doncafe Engagement Profile 20
Media Type Post Subjects
Link, 7
Picture,
58
Highest rates of Media Type What it says
O zi bună începe cu o vorbă dulce, o cafea caldă și o privire duioasă.
Picture Sperăm că așa vi s-a întâmplat și vouă azi. Bună dimineața, tuturor!
În această iarnă, pare-se că vremea bună se simte prea bine cu noi ca
Picture să mai facă loc zăpezii! Voi ce părere aveți, v-ar plăcea să ningă sau să
ne pregătim de primăvară?
Dragobetele, străveche sărbătoare românească supranumită Cap de
Primăvară, este ziua în care sufletele se deschid către iubire și totul
Picture 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!
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

21. 20 March 2012 | How Top Brands Communicate on Facebook
Lay’s Engagement Profile 21
Media Type Performance Post Subjects
Highest rates of Media Type What it says
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
Picture Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua
fotografie si vom avea un nou castigator! Succes!
MULTUMIM MULT tuturor celor peste 100.000 fani! Lasati un comentariu la poza de
Picture mai jos si intrati in tragerea la sorti pentru un bax de Lay's Crocant! Succes!!
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
Picture Lay's Crocant! Concursul nostru va dura o saptamana. In fiecare zi vom posta o noua
fotografie si vom avea un nou castigator! Succes!
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

22. 20 March 2012 | How Top Brands Communicate on Facebook
Nivea Romania Engagement Profile 22
Media Type Performance Post Subjects
0.014%
0.012%
Bubble Size:
Comment Picture
0.010% Rate
Share Rate
0.008%
Link
0.006%
0.004%
Link - blog/site
0.002%
Text
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%
Like Rate
Highest rates of Media Type What it says
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.
Picture 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?
Fetelor, astazi va incurajam sa dati frau liber creativitatii.
Picture 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 ;)
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

23. 20 March 2012 | How Top Brands Communicate on Facebook
What the Brands Say 23
Period covered: December 2011, January 2012 and February 2012 _AllThingsFacebook

24. 20 March 2012 | How Top Brands Communicate on Facebook
Takeaway Points 24
• 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.
_AllThingsFacebook

25. 20 March 2012 | How Top Brands Communicate on Facebook
25
Thank you!
Facebook.com/DaeadalusMillwardBrown
SlideShare.com/DaeadalusMillwardBrown
_AllThingsFacebook

26. 20 March 2012 | How Top Brands Communicate on Facebook
26
Addendum
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27. 20 March 2012 | How Top Brands Communicate on Facebook
Lidl Engagement Profile 27
Media Type Performance Post Subjects
Contest details 52
Entertainment 28
Product News / Advertising 25
Utility / Tips and Tricks 8
CSR 4
Event 1
Others 47
0 10 20 30 40 50 60
Highest rates of Media Type What it says
Da like daca iti place
Video
premiul ;)
Avem nevoie de un mic
ajutor din partea
Text voastra. Clatite cu
dulceata sau cu
ciocolata?
Cum ti-ai surprins
Picture
iubitul/iubita?
_AllThingsFacebook

28. 20 March 2012 | How Top Brands Communicate on Facebook
Pepsi Engagement Profile 28
Media Type Performance Post Subjects
Highest rates of Media Type What it says
Pepsi Romania added 10
new photos to the album
Picture
Dozele de colectie ale
fanilor!
Lasati-ne un comentariu
Text astazi, inchizand ochii si
tastand la nimereala! :)
Al cui este acest Pepsi?
Picture
Sa dea un share!!
_AllThingsFacebook

29. 20 March 2012 | How Top Brands Communicate on Facebook
Lenor Parfumelle Engagement Profile 29
Media Type Performance Post Subjects
0.004%
Product News / Advertising 35
0.003%
Link
Bubble Size:
Comment Contest details 14
0.003% Rate
Text
Share Rate
0.002%
Entertainment 3
0.002%
Picture
Utility / Tips and Tricks 2
0.001%
Video Others
0.001% 35
0.000%
0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120%
Like Rate
Highest rates of Media Type What it says
Daca postul acesta strange 500 de like-uri pana maine, va vom oferi in curand un concurs cu premii
Text fabuloase!
Text Cel mai frumos film de dragoste pe care l-ai vazut este…
Text Dati share acestui status daca Lenor va parfumeaza viata!
_AllThingsFacebook

30. 20 March 2012 | How Top Brands Communicate on Facebook
Orange Romania Engagement Profile 30
Media Type Performance Post Subjects
0.012%
Contest details 21
Link - blog/site
0.010%
Bubble Size: Product News / Advertising 19
Link
Comment
Rate
0.008%
Event 10
Share Rate
0.006%
Video
Entertainment 8
Picture
0.004%
Utility / Tips and Tricks 2
Text
0.002%
Others 7
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%
Like Rate
Highest rates of Media Type What it says
Picture Va place noua noastra poza de profil? :)
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 :)
Link https://apps.facebook.com/​likehtcchacha/
@ Orange friends,
Concursul desfasurat pe pagina Concurs Orange Romania nu este organizat de noi.
Link – blog/site 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
_AllThingsFacebook

31. 20 March 2012 | How Top Brands Communicate on Facebook
Ursus Engagement Profile 31
Media Type Performance Post Subjects
0.020%
Event 28
Video
0.018%
0.016% Product News / Advertising 11
Bubble Size:
Comment
0.014% Rate
Entertainment 6
0.012%
Share Rate
0.010% Link
Contest details 6
0.008%
Picture
0.006% Utility / Tips and Tricks 4
0.004% Text
Others 26
0.002%
0.000%
0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160%
Like Rate
Highest rates of Media Type What it says
Suntem mai puternici singuri, dar mai romantici in echipa.
Video 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?
O fotografie realizata de un roman a fost desemnata de catre fundatia Wikimedia drept cea mai frumoasa
fotografie din lume a unui monument istoric.
Link Fotografia surprinde Manastirea Chiajna, aflata langa Bucuresti.
Share daca va place, sa se auda peste mari si tari.
_AllThingsFacebook

32. 20 March 2012 | How Top Brands Communicate on Facebook
L'Oréal Paris Romania Engagement Profile 32
Media Type Performance Post Subjects
0.020%
Product News / Advertising 29
0.018%
Link
0.016% Utility / Tips and Tricks 10
Bubble Size: Video
Comment
0.014% Rate
Contest details 8
0.012%
Share Rate
0.010%
Entertainment 2
0.008%
Picture
0.006% Event 2
0.004%
Link - blog/site
Others 9
0.002%
Text
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250%
Like Rate
Highest rates of Media Type What it says
Video Ce ziceti de smokey eyes? Cu siguranta s-ar potrivi cu o tinuta glam de sarbatori, nu?
De sarbatori, v-am pregatit un nou concurs! Urmariti pasii din imagine si puteti castiga unul dintre cele
Picture 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!
_AllThingsFacebook

33. 20 March 2012 | How Top Brands Communicate on Facebook
Bitdefender Romania Engagement Profile 33
Media Type Performance Post Subjects
0.030%
Utility / Tips and Tricks 24
Video
0.025%
Product News / Advertising 20
0.020%
Contest details 11
Share Rate
0.015%
Entertainment 8
Picture
0.010%
Event 5
Link
0.005%
Text Others 20
Link - blog/site
0.000%
0.000% 0.020% 0.040% 0.060% 0.080% 0.100% 0.120% 0.140% 0.160%
Like Rate
Highest rates of Media Type What it says
La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook
Text acum!
La mulți ani și un nou an fericit în plină siguranță cu Bitdefender! Click pe like dacă sunteți pe facebook
Text acum!
Video La mulți ani, România!
_AllThingsFacebook