10 Top and Flop Facebook posts - and what we can learn from them

10TopandFlopPosts
–andwhatwecanlearnfromthem–
10TopandFlopPosts–#smwTopsnFlops

24.09.2013–SocialMediaWeekBerlin
‣ Marketing & Sales Manager at Fanpage Karma
‣ Former freelance consultant for all things social media
‣ Pretty much a nice guy except when he loses at Monopoly
Beforewestart
Yourpresenter:KarstenWusthoff
‣ Social Media analytics and benchmarking tool
‣ Born and raised in Berlin
‣ Over 13,000 users worldwide
Thecompany:FanpageKarma

‣ The following examples use data collected by Fanpage Karma
‣ All data shown is publically available information
‣ 50,000 german pages over the last 12 weeks
Info

‣ The most engaging post in a certain time frame
‣ Engaging: Overall interactions in relation to the amount of fans
Whatisatoppost?

‣ 924 likes, 266 comments, 12 shares
‣ Pure text
‣ Thursday, June 27th, 9:04am
‣ Emotional and personal
Top
‣ Picture and text
‣ Thursday, August 22nd, 10:32pm
‣ Semi-personal, informative
Flop

‣ Pure text
‣ Thursday, June 27th, 9:04am
‣ Emotional and personal
‣ Picture and text
‣ Thursday, August 22nd, 10:32pm
‣ Semi-personal, informative
Pageanalytics DanielBahr–6,685Fans

KeySuccessFactor/DanielBahr
Humanity

‣ Picture, long text, link
‣ Tuesday, July 23rd, 3:15pm
‣ Informative, bold, emotional, call to action
Top
‣ 31 likes, 1 comment, 3 shares
‣ Event-link
‣ Wednesday, September 11th, 4:55pm
‣ Informative
Flop

‣ Picture, long text, link
‣ Tuesday, July 23rd, 3:15pm
‣ Informative, bold, emotional, call to action
‣ Event-link
‣ Wednesday, September 11th, 4:55pm
‣ Informative
Pageanalytics UmweltinstitutMünchene.V.–7,155Fans

KeySuccessFactor/UmweltinstitutMünchene.V
Action

‣ 5,539 likes, 369 comments, 335 shares
‣ Picture, long text
‣ Tuesday, September 3rd, 8:00pm
‣ Informative, feedback question
Top
‣ Picture, link, long text
‣ Wednesday, August 28th, 6:06pm
‣ Informative
Flop

‣ Tuesday, September 3rd, 8:00pm
‣ Curiosity, informative
‣ Picture, link, long text
‣ Wednesday, August 28th, 6:06pm
‣ Informative
Pageanalytics ŠKODAAUTODeutschland–193,610Fans

KeySuccessFactor/ŠKODAAUTODeutschland
Curiosity

‣ Picture
‣ Tuesday, July 2nd, 6:14am
‣ Funny, creative, personal
Top
‣ Link
‣ Thursday, September 5th, 2:00pm
‣ Promotion
Flop

‣ Picture
‣ Tuesday, July 2nd, 6:14am
‣ Funny, creative, personal
‣ Link
‣ Promotion
Pageanalytics Sat.1Frühstücksfernsehen–139,513Fans

KeySuccessFactor/Sat.1Frühstücksfernsehen
Entertainment

‣ 6,425 likes, 454 comments, 2,584 shares
‣ Video
‣ Sunday, June 30th, 10:30pm
‣ Provocative, caring
Top
‣ Saturday, August 24th, 3:21pm
‣ Promotion, UGC Contest
Flop

‣ Video
‣ Sunday, June 30th, 10:30pm
‣ Provocative, caring
‣ Saturday, August 24th, 3:21pm
‣ Promotion, UGC Contest
Pageanalytics Sourkrauts–51,956Fans

KeySuccessFactor/Sourkrauts
Personality

‣ Picture
‣ Tuesday, July 16th, 5:20pm
‣ Simple, timely
Top
‣ Wednesday, August 21st, 7:00pm
‣ Promotion, raﬄe, call to action
Flop

‣ Picture
‣ Tuesday, July 16th, 5:20pm
‣ Simple, timely
‣ Wednesday, August 21st, 7:00pm
‣ Promotion, raﬄe, call to action
Pageanalytics JägermeisterDeutschland–247,944Fans

KeySuccessFactor/Sourkrauts
Simplicity

‣ Picture
‣ Simple, community
Top
‣ Picture
‣ Monday, September 2nd, 7:40pm
‣ Informative, promo
Flop

‣ Picture
‣ Simple, community
‣ Picture
‣ Monday, September 2nd, 7:40pm
‣ Informative, promo
Pageanalytics EMP–667,362Fans

KeySuccessFactor/EMP
Community

‣ 571 likes, 2,795 comments, 49 shares
‣ Picture
‣ Monday, August 5th, 5:00pm
‣ Community, question, feedback
Top
‣ Link
‣ Wednesday, July 3rd, 5:30pm
‣ Informative, praise
Flop

‣ 571 likes, 2,795 comments, 49 shares
‣ Picture
‣ Monday, August 5th, 5:00pm
‣ Community, question, participation
‣ Link
‣ Wednesday, July 3rd, 5:30pm
‣ Informative, praise
Pageanalytics ThermomixDeutschland–59,600Fans

KeySuccessFactor/ThermomixDeutschland
Participation

‣ Picture
‣ Thursday, Juli 25th, 12:16pm
‣ Emotional
Top
‣ 36 likes, 1 comment, 1 share
‣ Picture
‣ Friday, August 2nd, 8:10pm
‣ Promo
Flop

‣ Picture
‣ Thursday, Juli 25th, 12:16pm
‣ Emotional
‣ 36 likes, 1 comment, 1 share
‣ Picture
‣ Friday, August 2nd, 8:10pm
‣ Promo
Pageanalytics DisneyDeutschland–510,891Fans

KeySuccessFactor/DisneyDeutschland
Emotion

‣ Picture
‣ Friday, August 23rd, 3:23pm
‣ Funny, inspiring
Top
‣ Link
‣ Wednesday, July 31st, 9:15pm
‣ Eventpromo/Raﬄe
Flop

‣ Picture
‣ Friday, August 23rd, 3:23pm
‣ Inspiring, crowdsourced
‣ Link
‣ Wednesday, July 31st, 9:15pm
‣ Informative, eventpromo/raﬄe
Pageanalytics fotocommunity.de–51,212Fans

KeySuccessFactor/fotocommunity.de
Inspiration

‣ There is no golden rule!
‣ Pictures seem to work best
‣ Timing is relevant
‣ but...
Learnings

‣ Humanity
‣ Action
‣ Curiosity
‣ Entertainment
‣ Personality
‣ Simplicity
‣ Community
‣ Participation
‣ Emotion
KeySuccessFactors
CONTENT

GoodContentRules!

Whatisgoodcontent?
‣ It‘s repeatable, lucky strikes don‘t count
(but they can give you a hint)
‣ It tells a story and is part of a strategy
‣ It feeds your fans‘ narcissism

Howcanyoustart?
‣ Deﬁne your goal
‣ Deﬁne your target group
‣ Sketch out your story
(What‘s your „Like Promise“)
‣ Test it
‣ Change it, test it again (actually, never
stop trying and testing)
‣ Get awesome content creators, who
can sneak anything you want into your
story

ThankYou!
Checkusout,it‘sfree:)
www.fanpagekarma.com
Also,ifyouwanttothrowmoney
ourway,makesuretomention
SocialMediaWeekBerlin
foranawesomediscount!

10 Top and Flop Facebook posts - and what we can learn from them

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