facebook engagement rate
DESCRIPTION
Our new research: a metric to measure the engagement between users and companies on Facebook. The research looked into more than 100 Facebook fan pages mantained by different brands of different sizes. Regardless of size, number of fans or industry, fans showed common behaviors by rewarding key achievements from the brand and showing little interest when the brand does not share real value or, simply, the created content is not what the audience is looking for.TRANSCRIPT
FacebookEngagement Rate (E.R.)
Are fans really listening to me?
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This ratereflects the huge growth on Facebook and Twitter, the new trend for marketers, professionals, companies and average mortals.
and you can get this data in another bazillion places
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0
37500000
75000000
112500000
150000000
01/giu/0801/lug/08 01/set/08 01/ott/08 01/dic/08 01/feb/09 01/apr/09 01/giu/0901/lug/09
Facebook VS Twitter: Unique Visitors
Facebook Twitter Source: Compete.com
22M4ML
59M
122M
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shows if and how Facebook is a trend for marketers.and again...you can get this data in another bazillion places
This rate
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600ML
Results for “Facebook for Business” in Google
Source: Facebook.com
10MLBecome fans of a page each day
2Movies on Facebook and endless books
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If you don’t live under a rock, you heard of the “race to 1,000,000 followers”, where popular profiles have thousand and thousand of people following them.
If you are in Facebook, Twitter or even MySpace, you are popular if you have thousands of them.
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One day Kevin Spacey said to David Letterman that, with 800,000 followers on Twitter, he will get lots of people saying “hi” back to him.
David Letterman replied that, to achieve the same thing, he just needs to walk down the street.
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Thisraises a question: are 800,000 people really
following Kevin Spacey?and millions of fan are really following companies
and brands ?
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Our goal is to get a benchmark to understand if fans are really engaged with brands and, if they are ... how much are they ?
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Testing a sample of more than 100 really active business pages, across multiple sizes and different industries, in their status update we’ve seen that the behavior of the fan was very similar for every page.
So we defined and found ...
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E.R.That stands for Engagement Rate
how much people are really engaged with you.sorry, no George Clooney here.
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0,16%
0,19%
0,46%
0,36%
0,24%
0,12%0,16%
0,57%
fan: 10K - 50K
fan: 150 - 10Kfan: 100K - 300K
fan: 50K - 100K
fan: 3ML - 6ML
fan: 1ML - 3ML
fan: 600K - 1ML
fan: 300K - 600K
Observing Facebook: portions of the “f” match the size of the groups (a
square block is around 300K fan), while the height matches the
Engagement Rate. The latest block has been
exploded to give a clearer representation.
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150 - 10K With small communities, you have no excuses not to take care of each one. Growing towards 100K you might lose some focus (we need more fans, damn it!) or, simply you are not quite “there”, when you are a part of your customers life.
10K - 50K
50K - 100K
100K - 300K If you are on the way to having 1million of fan, you are on the way to making something great for your customers. Could it be a new phone, or a car maker going green?300K - 600K
600K - 1ML
1ML - 3ML On huge fan pages it is normal to have lower Engagement Rate, as long as you are not Michael Jackson (RIP). Keep these ER as a benchmark, see them grow on important announcements or drop when you bore your audience.
3ML - 6ML
0,57%
0,16%
0,12%
0,24%
0,36%
0,46%
0,19%
0,16%frozenfrogs
I knowthat with 1,000 or 1,000,000 fans, they engage with the brand/page in similar ways.
… as long as you take care of them.
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It’s niceto know that, to keep my fans engaged, there are 5 main trends to follow.… to avoid to run in the pit of the endless (and useless) chit-chat that will lead in a near oblivion.
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Spanking Brand New!
When you are a fan you have a special relationship with that brand. And it is very nice to have a conversation with it.
However, to bring some meaning to it, the announcement of a major product release or an important upgrade raises the interest of your audience. Even better if powered by your customers feedback.
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$$$$$$$!Of course, with a new product release there will be a promo.
Discounts, special offers, freebies will not be ignored by your audience.
Do not underestimate the fact that, if you want something from your fans, they will inevitably ask “What is in for me?”.
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Be green!Being eco-friendly, supporting causes (with cash and not with apps!), doing something concrete to make this world a better place gives you an instant approval from your fans.
After all, you show that you care, just like them.
This is working particularly well for automotive brands on Facebook.
Also, charity involvment works!
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Do something really special!
When F.C. Barcelona won the Champions League cup, the announcement had thousands and thousands of feedback messages on a single status updage.
This is not limited to sports team on facebook. It should never be. A brand shoud do something exceptional for their loyal customers. Apple does it, Coca Cola does it. What’s your excuse?
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Something for the eye
Last but not least, you should not limit yourself to text updates.
Video consumption is on the rise, YouTube and mySpace are turning to be entertainement channels. Along with text and pics, a video will do no harm.
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Examples
Showed in a bubble chart, the size and its colour represents the level of engagement between the brand and their fans.
How can you read it
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Example: Wired US in September
The 747 Fire Fighter
The BMW Vision
Burglars at the Apple
Store
To run better, ditch your Nike
Brew your own beer
Wired Newsletter
Cybernetic contact lenses
Buy your own dinosaur
The new
Bentley
Flip vs iPod Anti paparazzi
defences on Abramovich Yacht
New Wired available
You can smoke on European Airlines
Everything about Apple
Touchpad
Wired US uses its Facebook Fan page to feed news items from wired.com to its fans.
Looking at the Wired US page, we see how users are more engaged on strange and particular news and tech articles, while news that have been featured everywhere gain less interest. Also, we see that news related to Europe gain less interest.
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Example: Ducati in September
The newIpermotard
Please, do not spam
First place for Nicky Haiden
Casey is backAbout Ducati Monster Art
Imola GP
Ducati uses its Facebook Fan Page to feed general news to its users, from sport news, to new models and others activities.
With Ducati we see the tight relationship between fans, brand and the competitive world where users seem awarding Ducati success of the race tracks. And when the launch of the new Ipermotard reaches such high levels of engagement, we can expect Ducati clients to be some of the loyalest out there.frozenfrogs
methodology
(or… the missing slides)how to bake it in your own
page
we appreciate your questions and feedback atfrozenfrogs.it
[email protected]@frozenfrogs.it
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your content hellooo, we have a brand new car designed for U
their feedback
... I don’t like the design
we’ll buy it
Great !!!I love it
the ER [engagement rate] [comment + like per status] x 100
facebook engagement rate
your status update, your news, your new product
the way your fan interact with you. They like your status or they reply on it.
the percentage of fan that give a feedback over a company update.
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ER 0,
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ER 0,
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facebook engagement rate - some cases
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ER 0,
77 %
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FrozenFrogs is a digital media agency, focused on social and emerging media.
Our projects start from listening to, and learning, from the online conversation of consumers, analysing their online behaviours.
From their behavious and online activities, users send feedback and ideas that can help you reach results in terms of Engagement, Co-Creation, Conversation and, consequently, better results.
We strongly believe that the performance of an online business depends from the trust you can establish with your clients.
We can help you establish this relationship.
frozenfrogsDigital & Emerging Media Agency
NEED MORE ?
Visit us at www.frozenfrogs.it (in Italian) or either get in touch with:[email protected] (follow him at @frozenfrogs)[email protected] (follow him at @denisr)