In the first post last month, we have seen that activities of 8 brands (luxury, fashion, services, sports and drinks) on Facebook could be consolidated into 8 main categories.
Top 3 in terms of number of post are: Events announcement/reviews, interview & multimedia content and product related topics.
The main question remains whether the level of engagement of fans is aligned with the objective of each brands…and we have some surprises 
The engagement of fans is measured by comparing the breakdown of likes/comments vs the breakdown of number of posts initiated by the brand for each category of topics.
I assume that more a topic generates likes/comments from fans higher is the level of engagement.
Key findings:
- Each brand has a different profile of engagement with its fans.
- The level of engagement of fans of Louis Vuitton, Jaeger-Lecoultre and Innocent Smoothies is not aligned with the type of topic mostly pushed by these brands.
- Salomon, Sephora, Starbucks and Kielh’s show an alignment between their main topic published on Facebook and the level of engagement of their fans.
- Most engaging topics across brands are: Events announcement/reviews, activities related to retail traffic and products related posts
- Topics generating the lower level of engagement across brands are: Interviews/multimedia content, regular brand activities, on-line sales and sweepstake.
3 key learning’s
- Define a clear role of the branded Facebook page within the overall communication channels
- Keep the nature of promoted topics (e.g. Events) in line with the core business of the brand
- Monitor, track and adapt the content published by the brand with the actual level of engagement from fans
Even if your CEO has decided to push his favorite sponsored event while being of low interest for your community
2 responses so far ↓
1 Leo // Aug 21, 2010 at 10:15 pm
Hi!
Interesting insights you are giving here…
Would it be possible to see more data on each topic per brand (as in your first table but not only for their most important topic)?
What do you mean by “retail traffic” in the other two graphs?
Thanks. Leo.
2 admin // Aug 23, 2010 at 9:01 pm
Dear Leo,
Thanks for your comment.
Retail traffic indicates marketing activities geared towards generating traffic at retail (i.e. from online to offline).
These charts are part of an analysis I have done for a consulting job. Do not hesitate to contact me via email (fbaffou (at) customercentric.org with a more detailed request on the specific brands in which you would be interested and i would make you a special offer
Have a nice evening
Frederic
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