1. The Anatomy of a Facebook Post:
Findings on Post Effectiveness by Type,
Time and Day of Week
Erika J. Brookes
VP, Marketing
erika@vitrue.com
@ebrookes
2. Objectives
• Understand the importance of inbound marketing
• Optimize inbound marketing through social media
• Maintaining your relationship with your fans
• Learn how to get the most out of every Facebook post
• Target your audience to ensure delivery to the right
people
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3. Outbound vs. Inbound Marketing
Outbound Marketing:: Marketing that pushes
messaging to the masses in hopes of gaining response,
shooting in the dark
Inbound Marketing:: Driving and engaging people to
your brand/business.
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4. Marketing Channels
Outbound Marketing Inbound Marketing
Television Social Media
Blogs
Print Ads
vs.
Search Engine
Radio/Broadcast Optimization
Word of Mouth
Direct Mail
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5. Marketing Channels
Outbound Marketing Inbound Marketing
Television Social Media
Blogs
Print Ads
vs.
Search Engine
Radio/Broadcast Optimization
Word of Mouth
Direct Mail
2010 Vitrue, Inc. All Rights Reserved vitrue.com
6. Average Facebook Use
• Users interact with over 900 million
objects
• Average user is connected to 80
community pages, groups and events
• More than 30 billion pieces of content
(web links, news stories, blog posts, notes,
photo albums, etc.) shared each month.
*Facebook Statistics, 2010
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7. Average Facebook Use
The average Facebook user clicks 9 “Like”
buttons, writes 25 comments, “Likes” 2 Pages,
is a member of 12 groups and spends 55
minutes on Facebook daily.
*Mashable Facebook Factlook, 2010
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8. Engagement vs. Shouting
Engage with your fans by driving
conversations without overloading your
messaging with marketing and advertising
jargon.
Create buzz, not noise.
2010 Vitrue, Inc. All Rights Reserved vitrue.com
9. Vitrue Methodology
Vitrue delivers messages, content and applications more than
265MM fans or followers through its Social Relationship
Management (SRM) Platform for a wide-range of clients.
We contracted a third party to analyze a subset of this data with
a focus on Facebook post effectiveness. Specifically, we have
analyzed publisher posts made from 5/1-8/11/2010 for more
than 100 randomly selected streams, representing 42.6 million
Facebook fans (or 15.5% of total fans served) and 32,000 posts
to present the following conclusions.
We have defined Facebook post effectiveness as the amount of
engagement (comments, likes, shares, views) received through
a Facebook post.
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10. Vitrue Insights: Facebook Post
•Post effectiveness by post type
•Post effectiveness by time of day
New Stats: Posting and Response patterns by hour
•Post effectiveness by day of week
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11. Post Effectiveness by Type
Post Types Surveyed
•Image Post
•Video Post
•Text Post
Vitrue Stats
-
Image posts received 22% more
engagement than video posts
-
Image posts received 54% more
engagement than text posts
-
But, video receives 27% more
engagement than text posts
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12. Post Effectiveness by Type
(by Vertical)
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13. Post Effectiveness by Type
A multi-media post
will receive more
engagement than a
regular text post
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14. Post Effectiveness by Day of Week
Vitrue Stats
-
Overall, Friday gets the most
engagement per fan than Sunday
with 64% more shares, likes and
comments; and 13% more than
Saturday.
- However, Friday is only 7% more
effective than Monday and 3%
more than Tuesday and
Thursday.
2010 Vitrue, Inc. All Rights Reserved vitrue.com
15. Post Effectiveness by Day of Week (QSR)
Vitrue Stats
- When evaluating Quick Serve
Restaurants, we see that
Wednesday is ...
‐ 34 % more effective than
Sunday
‐ 156% more effective than
Saturday
147% more effective than
Tuesday
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16. Post Effectiveness by Day of Week (QSR)
Wednesday
vs.
Monday
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17. Post Effectiveness by Day of Week (CPG)
Vitrue Stats
-
When comparing fans by vertical
to see if there are variations in
day effectiveness, CPG has some
variations to the entire audience
of fans. Specifically, Thursday is
‐ 136% more effective than
Wednesday
‐ 51% more than Sunday
18% more than Saturday
2010 Vitrue, Inc. All Rights Reserved vitrue.com
18. Post Effectiveness by Time of Day
Methodology
- Time of Day will be segmented
as “Morning” from 12 am to 12
pm and “Afternoon” is 12:01 pm
to 11:59 pm
Vitrue Stats
-
On average, posts made before
noon get 65% more engagement
for all the fans analyzed
2010 Vitrue, Inc. All Rights Reserved vitrue.com
19. Post Effectiveness by Time of Day
‐ Peak times occur
during the typical
work day, peaking at
3:00 PM.
2010 Vitrue, Inc. All Rights Reserved vitrue.com
20. Post Effectiveness by Time of Day (QSR)
Vitrue Stats
-
QSR posts made after noon,
received 12% more engagement
than in the morning. While this
might seem like a small margin
of performance difference, if a
QSR restaurant can capitalize on
a 12% improvement on a
Facebook coupon posted in the
afternoon to drive in store
purchase, that would be
meaningful.
2010 Vitrue, Inc. All Rights Reserved vitrue.com
21. Post Effectiveness by Time of Day
Post made at 8:00 AM
received 1,200+ more
interactions than a
post made at 8:00 PM
2010 Vitrue, Inc. All Rights Reserved vitrue.com
22. Post Effectiveness by Time of Day (CPG)
Vitrue Stats
‐ CPG posts made before noon
received 21% more
engagement than posts made
in the aDernoon.
2010 Vitrue, Inc. All Rights Reserved vitrue.com
25. Targeting
Optimize delivery of content by targeting
using Facebook’s Open Graph objects and
Places
Target the right people where they
interact with your brand
2010 Vitrue, Inc. All Rights Reserved vitrue.com
26. Open Graph API
Use Open Graph Objects to help define your
product/affinity group
Open Graph objects lets fans tell you what
they ‘like’
2010 Vitrue, Inc. All Rights Reserved vitrue.com
27. Facebook Places
Tap into your local
market by messaging
and targeting fan who
are engaging with your
brand at a local level
2010 Vitrue, Inc. All Rights Reserved vitrue.com
28. Mobile
Engage the mobile market of Facebook with
Facebook Places.
There are more than 150 million active
users currently accessing Facebook through
their mobile devices.
People that use Facebook on their mobile
devices are twice as active on Facebook than
non-mobile users.
*Facebook Official Stats, 2010
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29. Defined Target Audience
Once you know who you’re fans are, what
they like and where they are- you can further
target your audience online
2010 Vitrue, Inc. All Rights Reserved vitrue.com
30. About
Vitrue is the leading social media management company focused on providing soluFons for brands
and agencies looking to maximize their presence across the vast social web. Anchored by its industry‐
leading Vitrue SRM (Social RelaFonship Management) PlaOorm, Vitrue works with marketers of all
sizes to deliver a comprehensive soluFon to manage, measure and maximize value across Facebook,
TwiRer and other social environments. The Vitrue SRM is currently being used by global brands such
as McDonald’s, Best Buy, Kellogg Company, AMC Theateres and 3M, to name a few.
Headquartered in Atlanta, GA with offices in New York, Chicago, CincinnaF and San Francisco, Vitrue is
a Facebook “Preferred Developer Consultant” and has received numerous industry accolades
including the Red Herring Global 100 and OnMedia 100. For more informaFon, visit hRp://vitrue.com
2010 Vitrue, Inc. All Rights Reserved vitrue.com
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+ product innovations...
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