1. COMPETING WITH FACEBOOK PAGES
Positioning of pages and leveraging performance
A. Sivashankar
(215109023)
1 DoMS-NIT, Trichy

2. WHAT IS FACEBOOK?
A wildly popular
social media site.
 A place to connect
with friends and
share
thoughts, links, phot
os, movies and
schedule events.
 A place to do
business.
2

3. WHY USE FACEBOOK?
 That’s where the viewers are!
 Some estimate 400 million users world wide.
 103 million U.S. users.
 Targeted user information including age, gender
and location.
3

4. THE POWER BEHIND FACEBOOK…
 Average user has 130 friends
 8 new friends per month
 55 minutes a day on the site
 Fans two pages per month
 Is invited to three events per month
Facebook has a multiplier effect…
Of implied TRUST!
http://www.kenburbary.com/2010/01/dispelling-the-youth-myth-five-useful-facebook-
demographic-statistics/
4

5. WHAT ARE FACEBOOK PAGES?
 Special places where People, Organizations and
Brands have fans who come and like the pages
and discuss about the person/organization/brand
 There shall be advertisements and related
discussions in this place
 Place to share customer’s views
 They can request, scold, praise and communicate
all their emotions here regarding to the brand
Hence, there is an advertisement and response
5

6. Page for
Gucci brand
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7. HOW DO BRANDS COMPETE HERE?
 Brands can share their news and comments
 Brands try to educate people here
 They provide offers here
 They answer customers here
 They do CRM by-the-way
 They satisfy (sometimes fail to satisfy) customers
 So they compete here
7

8. DOING COMPETITION – THE BETTER WAY
 Right message
 Right form of content
 Immediate responses
 Closeness of the answers and discussions to
customer’s requirements
 Increasing customer involvement in discussions
8

9. HOW DO WE MEASURE THE COMPETENCY
OF THESE PAGES?
 There are some scoring methods developed by
some organizations
 None of them are reported in research papers
and Journals
 They are just simple methods to find the page
performance based on simple factors
 Number of fans
 Number of posts by fans
 Number of posts by owner
 Number of responses by owner
 Number of responses by fans
 …
9

10. SOME WAYS TO MEASURE PERFORMANCE
1. Social Bakers score
2. Your Social Media Monitor (only fan growth)
3. Wildfire Monitor (not a score but compares fan
growth)
4. Community Health Score
5. Facebook Grader
6. Edgerank Checker (by facebook for ranking the
posts. Scoring can be done only for owner’s page)
7. Facebook Data and Insights (only for owner’s
page)
8. Virtue Social Page Evaluator
9. Paid For Services
10

11. YOUR SOCIAL MEDIA MONITOR – ONLY
FAN GROWTH
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12. WILDFIRE MONITOR – JUST COMPARES THE
FAN GROWTH AND DOESN’T HAVE A SCORE
12

13. EDGE RANK FORMULA – POST’S RANKING
ALGORITHM AND SCORING CAN BE DONE ONLY
FOR OWNER’S PAGE
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14. FACEBOOK DATA AND INSIGHTS – ONLY
FOR OWNER’S PAGE
 It is a recommendation provided by
business2community.com based on the following
counts which can be done only for the owner’s
page (no scoring method actually used)
1. Week-over-week percentage of change in fan base
2. Percentage of fan base growth or decline
3. Percentage of active fans against percentage of
hidden fans
4. Fan base geo-location
5. Likes, comments and wall posts scorecards, etc.
Source: http://www.business2community.com/social-media/5-ways-to-
measure-facebook-fan-engagement-09353
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15. SOCIALBAKERS SCORE ON GUCCI
15

16. VIRTUE SOCIAL PAGE EVALUATOR ON
GUCCI
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17. COMMUNITY HEALTH SCORE FOR GUCCI
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18. FACEBOOK GRADER ON GUCCI
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19. WHERE IS THE SCOPE FOR RESEARCH? …
 There could be an optimal way of measuring the
page performance
 But all these methods are based on certain
factors and their approximations
 For example:
‘The response by a fan is more valuable when
compared to a like by a fan’
 Most methods use only number of fan likes as a
major influencing factor
Hence, a performance measuring
mechanism can be developed to take solid
actions on the page by its owner
19

20. … SCOPE CONTINUED
 Understand the functioning of fan pages and to
address on issues to compete well
 Requires a comparison tool to evaluate the page
performance
 Comparison of sectors on their fan page activity
 Segment the pages on the basis of the amount of
activity and response happening
20

21. ACTIVITIES BY PAGE OWNER AND BY FANS
Page owner Fan
 Posts advertisements  Responds to
advertisements
 Responds to queries  Discussions/
questions/requests are
initiated
 Awareness created  Spreads the
message, shares or by
word of mouth, etc.
 More of advertisement  More of response
21

22. ACTIVITIES BY PAGE OWNER AND BY FANS
Page owner Fan
More activity
Activity Response
Little response
Little importance Greater importance
in performance in performance
A matrix showing this activity can be developed
22

23. SOME OF THE COMPONENTS TO BE
CONSIDERED (PERFORMANCE INDICATORS)
 Total fans (page likes)
 No. of new fans per day
 No. of posts by page owner
 No. of Pictures, Videos, Links, Polls, Text posted
 No. of posts by fans
 No. of Pictures, Videos, Links, Polls, Text posted
 Total no. of likes for posts
 Total no. of comments
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24. SCORES BY EXISTING METHODOLOGIES
 We can compare the scores with the brand value
of each brand
 This comparison can help us relate the brand
performance in facebook with brand value
Finding the best scoring method…
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26. 26

27. 27

28. 28

29. 29

30. 30

31. COMPARISON OF BRAND VALUE WITH
SCORING METHODS
Correlation: Column 1 Brand value ($m)
Column 1 1 Social bakers (%)
Column 2 0.049772
Social page evaluator ($)
Column 3 0.293574
1200
Column 4 -0.21859 Community health score
Column 5 -0.09942 (percentile)
Facebook grader (grade)
1000
800
600
400
200
0
31 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

32. INFORMATION VS. VISUALIZATION
Information sets (text messages and links)
2 1
3 4
Visuals (pictures & videos)
32

33. INTERACTIVITY WITH END CONSUMERS BY
POLLS AND TEXT MESSAGES
33

34. FAN PAGE PERFORMANCE MATRIX
More
Response
Less
Less More
Activity
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35. (A) PATHWAYS TO COMPETE:
EASY
35

36. (B) PATHWAYS TO COMPETE:
DIFFICULT
36

37. RECOMMENDATIONS
37

38. 1. ALCOHOL
Response (likes)
45000
40000
35000 Budweiser
30000
25000
20000
JohnnieWalker
corona
15000 smirnoffus
10000
5000
moet
0
0 5 10 15 20 25 30 35 40
-5000
Activity (posts)
38

39. 2. APPAREL
Response (likes)
40000
35000
Zara
30000
25000
20000
15000
HM
10000
5000
0 gap
0 1 2 3 4 5 6
-5000
Activity (posts)
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40. 3. AUTOMOTIVE
Response (likes)
300000
250000
BMW
200000
150000
audi
100000
porsche
50000
MercedesBenz
VW
ford Honda toyota Ferrari
0 Hyundai
19 21 23 25 27 29
harley-
davidson
-50000 Activity (posts)
40

41. 4. BEVERAGES
Response (likes)
45000
40000
35000 coca-cola
30000
25000 pepsi
20000
15000
Nescafe
10000
5000
0 Sprite
-5 0 5 10 15 20 25 30 35
-5000
Activity (posts)
-10000
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42. 5. ELECTRONICS
Response (likes)
80000
70000
nokia
60000 Blackberry
50000
Canon
40000
30000
Sony
20000
AppStore
10000
dell HP Intel
Panasonic
0 philips
5 10 15 Nintendo
20 Xerox25 30 35
samsung
-10000
Activity (posts)
42
-20000

43. 6. FMCG
Response (likes)
14000
12000 lorealparis
10000
HeinzKetchup
8000
6000
lancome
Nestle
4000
AvonProductsInc
NIVEAusa
2000 Kleenex
jnj Kelloggs
gillette danonecanada ColgateSmile
0
0 5 10 15 20 25 30 35
-2000 Activity (posts)
43

44. 7. INTERNET SERVICES
Response (likes)
45000
40000
Google
35000
30000
25000
20000
yahoo
15000
10000
5000 Amazon
0 eBay
-5 0 5 10 15 20 25 30 35
-5000
Activity (posts)
-10000
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45. 8. LUXURY
Response (likes)
160000
140000
GUCCI
120000
100000 LouisVuitton
80000
burberry
60000
40000
ARMANI
hermes
20000
Tiffany Cartier
0
-5 0 5 10 15 20 25 30 35
-20000
Activity (posts)
45

46. 9. MEDIA
Response (likes)
800000
700000
Disney
600000
500000
400000
300000
200000
MTV
100000
0 thomsonreuters
0 5 10 15 20 25 30 35
-100000
Activity (posts)
-200000
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47. 10. RESTAURANTS
Response (likes)
300000
250000
Starbucks
200000
150000
100000
50000
0 McDonalds KFC Pizzahut
-5 0 5 10 15 20 25 30 35
-50000 Activity (posts)
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48. 11. RETAIL
Response (likes)
60000
50000
walmart
40000
Coach
30000
20000 target
10000
CVS
Walgreens
bestbuy Amazon
0 homedepot samsclub
-5 0 5 10 15 20 25 30 35
-10000
Activity (posts)
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