COMPETING WITH FACEBOOK PAGES

Positioning of pages and leveraging performance

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A. Sivashankar(215109023)

DoMS-NIT, Trichy

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WHAT IS FACEBOOK?

A wildly popular

social media site.

A place to connect

with friends and

share

thoughts, links, phot

os, movies and

schedule events.

A place to do

business.

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WHY USE FACEBOOK?

That’s where the viewers are!

Some estimate 400 million users world wide.

103 million U.S. users.

Targeted user information including age, gender

and location.

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THE POWER BEHIND FACEBOOK…

Average user has 130 friends

8 new friends per month

55 minutes a day on the site

Fans two pages per month

Is invited to three events per month

http://www.kenburbary.com/2010/01/dispelling-the-youth-myth-five-useful-facebook-demographic-statistics/

Facebook has a multiplier effect…Of implied TRUST!

WHAT ARE FACEBOOK PAGES?

Special places where People, Organizations and

Brands have fans who come and like the pages

and discuss about the person/organization/brand

There shall be advertisements and related

discussions in this place

Place to share customer’s views

They can request, scold, praise and communicate

all their emotions here regarding to the brand

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Hence, there is an advertisement and response

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Page for

Gucci brand

HOW DO BRANDS COMPETE HERE?

Brands can share their news and comments

Brands try to educate people here

They provide offers here

They answer customers here

They do CRM by-the-way

They satisfy (sometimes fail to satisfy) customers

So they compete here

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DOING COMPETITION – THE BETTER WAY

Right message

Right form of content

Immediate responses

Closeness of the answers and discussions to

customer’s requirements

Increasing customer involvement in discussions

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HOW DO WE MEASURE THE COMPETENCY

OF THESE PAGES?

There are some scoring methods developed by

some organizations

None of them are reported in research papers

and Journals

They are just simple methods to find the page

performance based on simple factors

Number of fans

Number of posts by fans

Number of posts by owner

Number of responses by owner

Number of responses by fans

…

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SOME WAYS TO MEASURE PERFORMANCE

1. Social Bakers score

2. Your Social Media Monitor (only fan growth)

3. Wildfire Monitor (not a score but compares fan

growth)

4. Community Health Score

5. Facebook Grader

6. Edgerank Checker (by facebook for ranking the

posts. Scoring can be done only for owner’s page)

7. Facebook Data and Insights (only for owner’s

page)

8. Virtue Social Page Evaluator

9. Paid For Services10

YOUR SOCIAL MEDIA MONITOR – ONLY

FAN GROWTH

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WILDFIRE MONITOR – JUST COMPARES THE

FAN GROWTH AND DOESN’T HAVE A SCORE

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EDGE RANK FORMULA – POST’S RANKING

ALGORITHM AND SCORING CAN BE DONE ONLY

FOR OWNER’S PAGE

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FACEBOOK DATA AND INSIGHTS – ONLY

FOR OWNER’S PAGE

It is a recommendation provided by

business2community.com based on the following

counts which can be done only for the owner’s

page (no scoring method actually used)

1. Week-over-week percentage of change in fan base

2. Percentage of fan base growth or decline

3. Percentage of active fans against percentage of

hidden fans

4. Fan base geo-location

5. Likes, comments and wall posts scorecards, etc.

Source: http://www.business2community.com/social-media/5-ways-to-

measure-facebook-fan-engagement-09353

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SOCIALBAKERS SCORE ON GUCCI

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VIRTUE SOCIAL PAGE EVALUATOR ON

GUCCI

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COMMUNITY HEALTH SCORE FOR GUCCI

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FACEBOOK GRADER ON GUCCI

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WHERE IS THE SCOPE FOR RESEARCH? …

There could be an optimal way of measuring the page performance

But all these methods are based on certain factors and their approximations

For example: ‘The response by a fan is more valuable when compared to a like by a fan’

Most methods use only number of fan likes as a major influencing factor

Hence, a performance measuring mechanism can be developed to take solid actions on the page by its owner

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… SCOPE CONTINUED

Understand the functioning of fan pages and to

address on issues to compete well

Requires a comparison tool to evaluate the page

performance

Comparison of sectors on their fan page activity

Segment the pages on the basis of the amount of

activity and response happening

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ACTIVITIES BY PAGE OWNER AND BY FANS

Page owner

Posts advertisements

Responds to queries

Awareness created

More of advertisement

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Fan

Responds to

advertisements

Discussions/

questions/requests are

initiated

Spreads the

message, shares or by

word of mouth, etc.

More of response

ACTIVITIES BY PAGE OWNER AND BY FANS

Page owner

Activity

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Fan

Response

More activity

Little response

Little importance

in performance

Greater importance

in performance

A matrix showing this activity can be developed

SOME OF THE COMPONENTS TO BE

CONSIDERED (PERFORMANCE INDICATORS)

Total fans (page likes)

No. of new fans per day

No. of posts by page owner

No. of Pictures, Videos, Links, Polls, Text posted

No. of posts by fans

No. of Pictures, Videos, Links, Polls, Text posted

Total no. of likes for posts

Total no. of comments

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SCORES BY EXISTING METHODOLOGIES

We can compare the scores with the brand value

of each brand

This comparison can help us relate the brand

performance in facebook with brand value

Finding the best scoring method…

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27

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COMPARISON OF BRAND VALUE WITH

SCORING METHODS

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0

200

400

600

800

1000

1200

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

Brand value ($m)

Social bakers (%)

Social page evaluator ($)

Community health score

(percentile)

Facebook grader (grade)

Correlation: Column 1

Column 1 1

Column 2 0.049772

Column 3 0.293574

Column 4 -0.21859

Column 5 -0.09942

INFORMATION VS. VISUALIZATION

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Information sets (text messages and links)

Visuals (pictures & videos)

2 1

3 4

INTERACTIVITY WITH END CONSUMERS BY

POLLS AND TEXT MESSAGES

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FAN PAGE PERFORMANCE MATRIX

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Activity

Response

More

Less More

Less

(A) PATHWAYS TO COMPETE:

EASY

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(B) PATHWAYS TO COMPETE:

DIFFICULT

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RECOMMENDATIONS

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1. ALCOHOL

38

Budweiser

moet

coronasmirnoffus

JohnnieWalker

-5000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

0 5 10 15 20 25 30 35 40

Response (likes)

Activity (posts)

HM

Zara

gap

-5000

0

5000

10000

15000

20000

25000

30000

35000

40000

0 1 2 3 4 5 6

2. APPAREL

39

Response (likes)

Activity (posts)

toyota

MercedesBenz

BMW

HondafordVW

audi

Hyundai

porsche

Ferrari

harley-

davidson-50000

0

50000

100000

150000

200000

250000

300000

19 21 23 25 27 29

3. AUTOMOTIVE

40

Response (likes)

Activity (posts)

coca-cola

pepsi

Nescafe

Sprite

-10000

-5000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

-5 0 5 10 15 20 25 30 35

4. BEVERAGES

41

Response (likes)

Activity (posts)

Intel

nokia

HP

AppStore

samsung

Canon

Sony

Nintendo

dell

philips

Blackberry

Xerox

Panasonic

-20000

-10000

0

10000

20000

30000

40000

50000

60000

70000

80000

5 10 15 20 25 30 35

5. ELECTRONICS

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Response (likes)

Activity (posts)

gillette

Kelloggs

lorealparis

HeinzKetchup

ColgateSmile

Nestle

danonecanada

AvonProductsInc

Kleenex

jnj

NIVEAusa

lancome

-2000

0

2000

4000

6000

8000

10000

12000

14000

0 5 10 15 20 25 30 35

6. FMCG

43

Response (likes)

Activity (posts)

Google

Amazon

eBay

yahoo

-10000

-5000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

-5 0 5 10 15 20 25 30 35

7. INTERNET SERVICES

44

Response (likes)

Activity (posts)

LouisVuitton

GUCCI

hermes

Tiffany Cartier

ARMANI

burberry

-20000

0

20000

40000

60000

80000

100000

120000

140000

160000

-5 0 5 10 15 20 25 30 35

8. LUXURY

45

Response (likes)

Activity (posts)

Disney

thomsonreuters

MTV

-200000

-100000

0

100000

200000

300000

400000

500000

600000

700000

800000

0 5 10 15 20 25 30 35

9. MEDIA

46

Response (likes)

Activity (posts)

McDonalds KFC Pizzahut

Starbucks

-50000

0

50000

100000

150000

200000

250000

300000

-5 0 5 10 15 20 25 30 35

10. RESTAURANTS

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Response (likes)

Activity (posts)

walmart

target

homedepot

bestbuy

CVS

Walgreens

samsclub

Coach

Amazon

-10000

0

10000

20000

30000

40000

50000

60000

-5 0 5 10 15 20 25 30 35

11. RETAIL

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Response (likes)

Activity (posts)

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