1. Hello !
Yves%Baudechon%
Social'Evangelist'

2. Serial Entrepreneur
40 experts
dedicated to
Social Marketing
Brussels% Paris%
Strategic Partners
France
Belgium

3. Brands want to understand the
state of their performance.
How do I rate, How do I rate against
compared with the my direct competitors
other brands in my or my peers?
country?
Through various KPI’s :
nb of fans, increase
rate, engagement or
activity of my fans

4. What do you need
to compare your
Page ?

5. All you need is…
• A Comparison base
• Precision
• Some local issues to be
covered
• Lot of datas
• and the proper metrics

6. Exhaustivity
1.280 BRANDS
• > 2.500 Pages 626 MEDIA
100 POLITICS
288 PEOPLE
643'Pages' 180 OTHERS
• Facebook Categories have their limits
– Too vague
– Lack of discipline from brands

7. Country Analysts
For each country, 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)

8. Local / International
Local Pages International Pages
Targeting the Facebook users of Pages from the country, targeting
a specific country an international audience

9. Tags
289 Tags
Alcohol
Baby Food
Beers
Soft drinks
Waters
Dairy Products
Candy Bars

10. Small Country
Big issues

11. Monolingual Pages
Facebook%Page%1% Facebook%Page%2%
French' Flemish'
25/09/12' 11'

12. Bilingual Pages
PAGE'
LANGUAGE'1' LANGUAGE'2'

13. • Posts can be targeted. By location. By
language.

14. Bilingual Pages
Posts%target% Posts%target%
Language'1' Language'2'
PAGE'
LANGUAGE'1' LANGUAGE'2'

15. 2 languages
Mother
Flemish sp.
daughter
French sp.
daughter
55 BRANDS
10 MEDIA

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

17. 3 different levels
COUNTRY
FACEBOOK CATEGORY or TAG
SPECIFIC PAGE
FAN PAGE

18. 3 advanced levels
DIRECT
COUNTRY
COMPETITORS
CATEGORY or
TAG
PEERS
SPECIFIC PAGE
INSPIRATION
FAN'PAGE'

19. Baskets
Clients can create 3 different baskets
of Pages.
Including each 50 Pages from
Country or other Countries.

20. Example
Basket 1 Basket 2 Basket 3
The pages of your
brand in other
countries
Your direct Pages that target
OR
competitors in your the same audience
country than yours
Pages from other
countries with
whom you could
compare

21. Rankings
4
Countries
160
Facebook
Categories
Fan
Size TAT Posts per Engagement Activity
Talking About This
+ % evolution day Score Score
+ % evolution

22. 14 Metrics

23. Metrics
PAGES
Rank : Rank in Selection
Name : Name of Page.
Clickable (shows snapshot : visual
+ limited infography)

24. Metrics
FANS
Nb of Fans: number of Facebook users who like the page.
Evolution: percentage increase/decrease of the nb of fans
compared to last 30 days.

25. Metrics
FANS
TAT: Facebook metric = number of unique users who have
created a ‘story’ about the page in the last 7 days (TAT
includes new fans to the page in this metric).
Net TAT Score: TAT minus the total number of new fans in the
last 7 days divided by the total number of fans times 1,000 to
be able to compare this metric between different pages.

26. People Talking About
This shows the
number of people on
Facebook who have
engaged with your
Page/content in the
last 7 days.

27. 25/09/12' 27'

28. A metric strongly
influenced by
Media efforts

29. Metrics
FANS
TAT: Facebook metric = number of unique users who have
created a ‘story’ about the page in the last 7 days (TAT
includes new fans to the page in this metric).
Net TAT Score: TAT minus the total number of new fans in the
last 7 days divided by the total number of fans times 1,000 to
be able to compare this metric between different pages.

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

31. TAT Net Score
This metric is different from engagement as it does
not compare the total of actions (likes, comments and
shares), but the number
of individuals who
interacted with the pages.
If a page has an high engagement with a small number of fans, its
engagement score may be good, but his TAT net score will be less
high than a page that gets engagement from a larger base of users.

32. 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.

33. Metrics
PAGE POSTS
Posts: average number of posts per day published by the
page in the last 30 days.
Likes: average number of likes per day on posts published by
the page in the last 30 days.
Comments: average number of comments per day on posts
published by the page in the last 30 days.
Shares: average number of shares per day on posts published
by the page in the last 30 days.

34. Metrics
PAGE POSTS
Shareability Score: total number of shares per day on posts
published by the page in the last 30 days divided by the total
number of fans times 1,000.
Engagement Score: weighted sum of likes, comments and
shares on posts published by the page in the last 30 days.

35. .The Newsfeed
Most%recent%
Friend'
Best'Friend'
Page'
Wife'
…'
25/09/12' 35'

36. .The Newsfeed
25/09/12' 36'

37. .'What'you'“post”'on'your'“wall”'appears' .'What'Pages'“post”'on'their'“wall”'
in'your'friends’'“newsfeeds” appears'in'their'likers’'“newsfeeds”
25/09/12' 37'

38. All'posts'of'my'friends'and'
Pages'I'«'liked'»'appear'in'
my'newsfeed.'
25/09/12' 38'

39. Only'Top'
Stories'are…'
25/09/12' 39'

40. . 2 different News Feeds
A selection, by Facebook, of All the posts of your Friends,
all posts and activity of your Groups, Pages.
friends, Groups, Pages.
Sorted by date.
25/09/12' 40'

41. • EdgeRank is an algorithm that ranks objects in the
Facebook News Feed.
• EdgeRank is made up of 3 variables: Affinity, Weight, and
Time Decay.
– Affinity is dependent on a user's relationship with an
object in the news feed.
– It is based on the proximity you have with a friend or Page (No. of
comments and no. of ‘Likes’ from you and your friends, Frequency of visit
to specific Profiles / Pages, Frequency of interactions with those Profiles /
Pages)
– Weight is determined by the type of object, such as a
photo/video/link/etc.
– Time Decay: as an object gets older, the lower the
value.
25/09/12' 41'

42. .the challenge for Pages
If a new Fan has not reacted after a
certain amount of time, your Page
disappears from his ‘Top News’ Newsfeed.
• To maximize your presence in Top News:
– Generate Likes;
– Provoke Comments;
– Invite people to Share;
– Make people return to your Page.

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

44. Metrics
COMMUNITY POSTS
Posts: average number of posts per day published on the
page by the community of fans in the last 30 days.
Fan Activity Score: number of posts per day published by the
community of fans in the last 30 days divided by the total
number of fans times 1,000.
Evolution: percentage increase/decrease of the fan activity
score compared to the same day of the previous month.

45. TOP 15
Brands
Nb of fans

50. TOP 15
Brands
Engagement

54. TOP 15
Brands
Fan activity

57. TOP 15
Brands
Nb of Posts
2,5 on average
Pages > 50.000 fans

59. TOP 15
Brands
Sharability Score

61. TOP 15
Food
Nb of fans

64. TOP 15
Food
Engagement

66. TOP 15
Food
Fan activity

68. YOUR
TOP 15

69. Send me your Page URL and free
you will get the Top 15 of your
Tag
Yves.baudechon@page-karma.com

70. Free
Snapshot
On our website
If we do not track our Page, just
report it and we will add it to Page
Karma
70'

71. Snapshot V2
71'

72. Snapshot V2
72'

73. 25/09/12' 73'

74. When should I
publish my
POST GURU post?

75. With Page Karma,
Every Post
of Every Page is tracked
Every Like
Every Comment
Every Share

76. 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

77. Country Insights
When all data are compiled we can understand
how users of a country engage with Brands.

78. When users
‘engage’
daily
When brands
post daily

79. Every day has a
different pattern

80. Monday Tuesday
Wednesday Thursday
Friday Saturday
Men and women
Sunday have different
patterns

82. Most relevant Less relevant.
Only relevant if
Recommendation Tag regroups Based on prior
is based on prior critical mass of posting times on
engagement of all Pages & Fans Page.
posts of country
(Brands & Media) Recommendation
is based on prior
engagement of all
posts of the tag

83. Page Affinities

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