The Z-100 highlights key trends for 100 of the largest business pages on Facebook. The reports provides data samples and insights on some of the major issues around Facebook page marketing, including: - Page’s fan growth rates - Posting volume and scheduling - Listing of top performing posts - Listing of most viral subjects

1. 1
Report:
The Z-100
Trends, strategies and tactics
for 100 of the top business
pages on Facebook.
Zuum:
A Social
Media
Strategy
Analysis for Oct 2012 ZuumSocial.com Tool
© 2012 Zuum

2. 2
Benchmarks Activity for October, 2012
67 average number of posts per page
3.43% average page fan growth rate
.09% average engagement rate per post
15.4 million average number of fans
75% of all posts were photos
5% of all posts were status updates
13% of all posts were links
7% of all posts were videos
See how Zuum can improve your page performance Free Demo © 2012 Zuum

3. 3
Leaderboard:
Sorted by
engagement rate.
๏ Overall average
engagement rate of
.09%.
๏ 3 of 10 most engaging
pages are luxury
brands.
๏ None of the 10 most
engaging pages are
above average in
posting volume.
๏ Overall average posting
volume of 67 times that
month, or over 2x per
day.
Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for
that column.
See how Zuum can improve your page performance Free Demo © 2012 Zuum

4. 4
Leaderboard:
Sorted by fan growth
rate.
๏ Four of ten fastest
growing pages are
above average page
size.
๏ Only 3 fastest growing
pages are above
average posting
volume.
Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for
that column.
© 2012 Zuum

5. 5
Content Overview
๏ 75% of all posts were photos
๏ Average monthly posting volume of 67
๏ More Sharing than Commenting. Potentially great for brands wanting to leverage
influential word of mouth.
๏ Links second most common media type. Status is least common.
© 2012 Zuum

6. 6
Engagement
By Day and
Time
๏ Strongest engagement
on Sundays and
Mondays.
๏ Tuesday has lowest
engagement rate of
any day.
๏ Generally strongest
weekday engagement
in mornings and
evenings.
๏ Friday’s engagement
wanes as people move
into the weekend.
Larger circle indicates more posts.
Darker circle indicates higher engagement
rate.
Times posted are GMT-5.
See how Zuum can improve your page performance Free Demo © 2012 Zuum

7. 7
Most Viral Subjects
๏ Qualified the subject
pool for more
common terms by
setting minimum
number of pages to
5 (5% of total)
๏ “Jump” and “Felix”:
Red Bull’s Stratos
jump was one of the
most viral subjects.
๏ “Costume” has very
high virality, a good
example of timely
content resonating.
Costume is also a
highly visual subject.
© 2012 Zuum

8. 8
Subject
Analyzer:
Most Viral Subject:
“Felix”
๏ Great branded
content story for Red
Bull.
๏ Engagement rate of
.25% (almost 3x
industry average of .
09%).
๏ 26 total posts that
month. Topic was
posted by 9 pages
other than Red Bull.
๏ High rate of rich
media, as shown by
number of video,
photo, and link posts.
© 2012 Zuum

9. 9
Most Common Fan Post Subjects
๏ Breast Cancer
Awareness
campaign
generating
impressive impact
across numerous
pages.
© 2012 Zuum

10. 10
Key Takeaways
๏ Successful brands are focusing more on posting quality than
quantity. Some of the most engaging brands are posting below
average rates, and Status updates, which used to be the most
frequent type of brand post, are now the least common.
๏ Photos dominate as media type. They also tend to have high
rates of sharing.
๏ Even large pages are still gaining fans at solid rates. Indicates a
continuing opportunity for growth.
See how Zuum can improve your page performance Free Demo © 2012 Zuum

11. 11
About This Report
The Z-100 is a monthly analysis of 100 of the largest consumer brand pages on Facebook.
All data was gathered and analyzed using content strategy tool Zuum.
For a Free downloadable Leaderboard, including a full list of pages analyzed, visit
ZuumSocial.com/Z-100.
If you’d like additional insights, either for publishing or applying to your business, please
email info@zuumsocial.com
Thank you,
Doug Schumacher
Co-Founder
Zuum
© 2012 Zuum

12. 12
A Social Media Strategy Tool
Zuum helps marketers maximize performance
for their social media properties by showing
them specifically what types of content drive
the highest levels of engagement.
ZuumSocial.com
See how Zuum can improve your page performance Free Demo © 2012 Zuum