Presentation Summit Part 2 (morning session) by Yves Baudechon. 10 Secrets to create better engagement on Facebook in Belgium

1. So.Space
Building Brands in the Social Space
Part 2

2. Belgian
International Pages

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

4. 1
2
3

6. Posts
target
Posts
target
Language
1
Language
2
PAGE
LANGUAGE
1
LANGUAGE
2

7. Posts
target
Posts
target
Country
1
Country
2
PAGE
COUNTRY
1
COUNTRY
2

8. Posts
target
Posts
target
Country
1
Country
2
PAGE
COUNTRY
1
COUNTRY
2

10. > 12:30
10 hidden secrets on
engagement and
Facebook in Belgium
#fbsummit

11. 1.
When are Belgian
Pages posting ?
#fbsummit

12. Typography
Trebuchet MS
abcdefghijklmnopqrstuvwxyz
We collect data on all
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 ,.:;!?*
Brand & Media Pages
of a Country.

13. 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)

14. Typography
Trebuchet MS
abcdefghijklmnopqrstuvwxyz
We collect data on
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789 ,.:;!?*
3.000 Pages
in Belgium.

15. When do Page post.

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

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

18. 2.
When do Belgian
engage with Brands
on Facebook ?
#fbsummit

19. 29/11/12
19

20. 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

21. 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

22. 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

23. When do people engage
with Facebook Pages.

24. When do people engage with Facebook Pages.
When do Page post.

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

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

27. .more than common sense
29/11/12
27

29. Best time
2nd Best time
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 on all
posts of the tag

31. 3.
What is the lifetime
of a Post in
Belgium ?
#fbsummit

32. Lifetime of a Post
How many hours to
reach 25, 50, 75, 100%
of engagement
For all Pages or per First Level of Tagging

33. Post Lifetime

34. Engagement building - ALL
22 minutes 1 h 09 3 h 44

35. Engagement building - Brands
24 minutes 1 h 25 4 h 40

36. Realtime Post tracking

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

38. Lot of potential improvement
• Peak of engagement for each day
is a first step
– Men/Women, Fr/Nl Feb 2013
• Understand drivers
– Weather ?
– Full moon ?
– Predictable event ?
• To design the best prediction.

39. 4.
Engagement per
type of Action
#fbsummit

40. Engagement per Like
type of Action Comment
Share

43. 5.
Engagement score
per size of Page
#fbsummit

44. Do you
engage
yours ?

46. 6.
What works in
Belgium ?
#fbsummit

47. What were the best
posts on my page?
Is the level of
What were the best consideration I give to
posts in my Facebook my Yesterday, this week,
fans the best in my
category or my tag? last month.
category?
What are the best
posts for a specific In terms of overall
competitor? engagement, likes,
comments and
Or my peers in the shares
world.

48. From hours
of repetitive work
to a few seconds

49. What worked for
brands last month

50. On my On my
Page Baskets On my
(if Benchmarks)
On my Country
On all tags Facebook
associated to Category
my Page
3 Posts (or more) 3 Posts (or more)
with best overall with the more likes
engagement
(Likes + 4 x Comments + 8 x
Shares)
the more comments
the more shares

51. Brands
Most Like 30 days

52. Brands
Most Comments Yesterday

53. Brands
Most Shares 60 days

54. Country
Most Like Yesterday

55. Most Overall
Engagement

56. Size filter

57. Most Overall Engagement
> 10.000 fans

58. What are my competitors
doing ?
29/11/12
58

59. Status
Offer
Link Photo
Question
Music Video

60. Overall engagement
Best offers

61. Best offers

63. Best videos Like

64. Best videos Share
Football teams

65. Best videos RSC Anderlecht
Share

66. 10.
With whow do you
have affinity ?
#fbsummit

68. Affinities
Launched today…

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

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

71. 3.000 Belgian Pages
Every day, a larger scope of datas

80. Measure Duplication
Page 1
Page 2

81. The best is yet to come

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

84. A tool to define Milestones and
Alerts when number of fans reach
certain levels on various pages
Define alerts on Pages
(custom or rounded)
Existing alerts on Pages to monitor
various pages

86. A tool to manage knowledge and
share creative stimuli
Posts Cover
Photo Ad
Album Tab
Multiple users can identify interesting content.
Tag it
• by Format
• by Industry
Automatic sharing process

87. A suite of 5 modules
Available now…

88. Market coverage
Operational
Pages Identification Process
More countries to come

89. So.Space
Building Brands in the Social Space
On the agenda…

90. Soon…
• Lunch
• Open Parallel demos
– Custom Tab CMS - Demo
• A tool to create and manage
contestz without the help of a Dev.
– EventAttitude
• 3 installations
• Facebook Update begins @ 14.00

91. So.Space
Building Brands in the Social Space
Lunch Time. Enjoy…
#fbsummit