COMPETING WITH FACEBOOK PAGES

Positioning of pages and leveraging performance

1
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.
3
WHY USE FACEBOOK?
Thats where the viewers are!
Some estimate 400 million users world wide.
103 million U.S. users.
Targeted user information including age, gender
and location.
4
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 customers 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
customers 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 owners page)
7. Facebook Data and Insights (only for owners
page)
8. Virtue Social Page Evaluator
9. Paid For Services
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YOUR SOCIAL MEDIA MONITOR ONLY
FAN GROWTH
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WILDFIRE MONITOR JUST COMPARES THE
FAN GROWTH AND DOESNT HAVE A SCORE
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EDGE RANK FORMULA POSTS RANKING
ALGORITHM AND SCORING CAN BE DONE ONLY
FOR OWNERS PAGE
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FACEBOOK DATA AND INSIGHTS ONLY
FOR OWNERS PAGE
It is a recommendation provided by
business2community.com based on the following
counts which can be done only for the owners
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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25
26
27
28
29
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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
35
(B) PATHWAYS TO COMPETE:
DIFFICULT
36
RECOMMENDATIONS
37
1. ALCOHOL
38
Budweiser
moet
corona
smirnoffus
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
Honda ford
VW
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
42
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
47
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
48
Response (likes)
Activity (posts)
49