Measuring Customer Engagement on Facebook. Presented by Yves Baudechon (Page Karma) at The Social Customer 2012 Paris.

1. Bonjour !

2. 5
hidden secrets on
engagement and
Facebook in France
Yves Baudechon

3. 1.
When are French
Pages posting ?

4. Typography
Trebuchet MS
abcdefghijklmnopqrstuvwxyz
We collect data on
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 ,.:;!?*
5.000 Brand & Media
Pages from France.

5. 89# 698#
Pages#with#more#>#
100.000#fans#in#
Pages#with#more#># France#
2.453#
1.000.000#fans#in#
France#
Pages#with#more#>#
10.000#fans#in##
France#

6. Reliability & Exhaustivity
a Country Analyst
• Identifies all relevant Pages of Brands and Media
• Verifies that the Page is official
• Verifies the targeted market
• International Pages of Brands from Country
• Local Pages targeting audience in Country
• Tags the Page in the relevant sub-categories (289)

7. Local / International
Local Pages International Pages
Targeting the Facebook users Targeting an international
of a specific country audience, including French

8. Tags
289 Tags
Dairy Products
Alcohol
Soft drinks Baby Food
Beers
Facebook Categories have their limits Waters
Too vague
Lack of discipline Candy Bars

9. ?
When are French
Pages posting ?

10. When do Page post.

11. When do Facebook Pages are posting.
Day per day, quarter per quarter of hour
For all Pages or per First Level of Tagging

12. When do Facebook Brand Pages are posting.
Day per day, quarter per quarter of hour
For all Pages or per First Level of Tagging

13. 2.
When do French
engage with Brands
on Facebook ?

14. 27/11/12# 14#

15. We track every Like,
Typography
every Comment, every Share
Trebuchet MS
abcdefghijklmnopqrstuvwxyz
of every Post ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 ,.:;!?*
of every Brand or Media Page
in the Country

16. Every quarter of hour
New
Page
Post
15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. Lifetime of a Post
01:00 AM 5 new 7 new 3 new 1 new like 0 new like 1 new like 0 new like
likes likes likes 02:00 AM 02:15 AM 03:00 AM 3:20 AM
01:15 AM 01:30 AM 01.45AM

17. The easy way
New
Page
Post
01:00 AM 17 new likes
The tough way
New
Page
Post
15 min. 15 min. 15 min. 15 min. 15 min. 15 min. 15 min. Lifetime of a Post
01:00 AM 5 new 7 new 3 new 1 new like 0 new like 1 new like 0 new like
likes likes likes 02:00 AM 02:15 AM 03:00 AM 3:20 AM
01:15 AM 01:30 AM 01.45AM

18. When do people engage with Facebook Pages.

19. When do people engage with Facebook Pages.
Vs
When do Page post.

20. When do people engage with Facebook Pages.
Day per day, quarter per quarter of hour

21. When do people engage with Facebook Pages.
On wednesday. For Brands.

23. 3.
What is the
lifetime of a Post
in France ?

24. Lifetime of a Post
How many hours to
reach 25, 50, 75, 100%
of engagement

25. Post Lifetime

26. Engagement building - ALL
22 minutes 1 h 05 3 h 46

27. Engagement building - Brands
31 minutes 1 h 33 4 h 41

28. Realtime Post tracking

29. Realtime Post tracking
• Which Post to support with PPA
• Capping vs Objective
• Detect PPA on other Pages

30. 4.
Engagement per
type of Action

31. Engagement per Like
type of Action Comment
Share

33. Likes
Comments
Shares

34. 5.
Engagement score
per size of Page

35. Do you
engage
yours ?

38. 5.
With whow do you
have affinity ?

40. Affinities

41. Page Affinities
Analyse how the
fans, engaged with
my Page, connect
with other
Facebook pages.
Measure their
affinity with those
Pages.

42. Affinities
• Post by Fans • Likes and
Comments on
Posts on
Page

43. Page Affinities
Analyse how the
fans, engaged with
my Page, connect
with other
Facebook pages.
Measure their
affinity with those
Pages.

45. 6.
Benchmark your
efforts

46. 3 different levels
COUNTRY
FACEBOOK CATEGORY or TAG
SPECIFIC PAGE
FAN PAGE

47. + 3 baskets
DIRECT
COUNTRY
COMPETITORS
CATEGORY /TAG
PEERS
SPECIFIC PAGE
INSPIRATION
FAN#PAGE#

48. Examples
Basket 1 Basket 2 Basket 3
« Energy Brands « Energy Brands
Institutions
France » Worldwide »
Basket 1 Basket 2 Basket 3
« Jameson Pages in
« Whiskies France » Trendy Pages
the World »

49. Engagement
Metrics

50. Edgerank#

51. Recency#of#
the#Post
#
Edgerank#
Affinity#you#have#
Formula#
with#this#person#
or#Page #
Weight#of#
the#Post#

52. Engagement
#
Likes
#
Affinity#you#have# Comments
#
with#this#person#
or#Page #
Shares
#
27/11/12# 52#

53. Organic
#
Engagement#
Likes
#
Comments
#
Shares
#
12Q16%#
organic#views#
by#fans#
27/11/12#

54. Formula of Engagement Score
1 x Nb 4 x Nb of 8 x Nb
of Likes Comments of Shares
1,000
Nb of Fans
Multipliers may be adapted by user

55. TAT
Metrics
& TAT Net Score

56. People Talking About This
TAT: Facebook metric = number of unique
users who have created a ‘story’ about the
page in the last 7 days.

57. In the last 7 days,
unique individuals who
Answer
Tag on Page
Comment Question
Photo
Geolocate Mention a Page in a post
Like
RSVP to
events Check-in
Share
Like the Page

59. TAT is a metric
strongly influenced by
Recruitments efforts
of the brand.
Organic Actions
+ New Fans gained

60. Definition of TAT Net Score
TAT New Fans
(People Talking About This) from the last
People who created a story 7 days
in the last 7 days
1,000
Nb of Fans

61. In the last 7 days,
unique individuals who
Answer
Tag on Page
Comment Question
Photo
Geolocate Mention a Page in a post
Like
RSVP to
events Check-in
Share
And are fans of the page for
more than 7 days

62. Score on how many of my fans
(older than 7 days) are still
engaged
Fans Fans
Fans engaged
Fans engaged

63. 2 pages with the same Engagement
Score but different Net TAT Score
means that My Little Paris achieved
with broader base of fans than
Cdiscount.com.

64. Metrics
Sharability Score

65. Shareability Score
Nb of
Shares
1,000
Nb of Fans

66. Example Cockpit

67. Most Shared Posts last 7 days
in France – Non Alcoholic Beverages

68. Most Shared Posts last 7 days
on Nutella Pages in the World

69. Most Shared Posts last 7 days
on Upscale Car brands in France

70. Most Engaged Posts last 7 days
on Upscale Car brands in France

71. Most Engaged Posts last 7 days
on one specific Page

72. Posts per Day
Metrics
Fan Activity
…

73. A suite of 5 modules
Yves.baudechon@gmail.com

74. Yves.baudechon@gmail.com
www.page-karma.com