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Competing with facebook pages (pdf)
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.
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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.
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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/
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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
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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
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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
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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
…
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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
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12. WILDFIRE MONITOR – JUST COMPARES THE
FAN GROWTH AND DOESN’T HAVE A SCORE
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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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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
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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
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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
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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
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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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