Facebook Engagement Rate

Facebook
Engagement Rate (E.R.)
Are fans really listening to me?
frozenfrogs

This rate
reflects the huge growth on Facebook and
Twitter, the new trend for marketers,
professionals, companies and average mortals.
and you can get this data in another bazillion places
frozenfrogs

0
37500000
75000000
112500000
150000000
01/giu/0801/lug/08 01/set/08 01/ott/08 01/dic/08 01/feb/09 01/apr/09 01/giu/0901/lug/09
Facebook VS Twitter: Unique Visitors
Facebook Twitter Source: Compete.com
22M
4ML
59M
122M
frozenfrogs

shows if and how Facebook is a trend for
marketers.
and again...you can get this data in another bazillion places
This rate
frozenfrogs

600ML
Results for “Facebook for
Business” in Google
Source: Facebook.com
10ML
Become fans of a page each day
2
Movies on Facebook and
endless books
frozenfrogs

If you don’t live under a rock, you heard of
the “race to 1,000,000 followers”, where
popular profiles have thousand and
thousand of people following them.
If you are in Facebook,Twitter or even
MySpace, you are popular if you have
thousands of them.
frozenfrogs

One day Kevin Spacey said to David
Letterman that, with 800,000 followers
on Twitter, he will get lots of people
saying “hi” back to him.
David Letterman replied that, to achieve
the same thing, he just needs to walk
down the street.
frozenfrogs

This
raises a question: are 800,000 people really
following Kevin Spacey?
and millions of fan are really following companies
and brands ?
frozenfrogs

Our goal is to get a benchmark to
understand if fans are really engaged with
brands and, if they are ... how much are
they ?
frozenfrogs

Testing a sample of more than 100 really
active business pages, across multiple sizes
and different industries, in their status update
we’ve seen that the behavior of the fan was
very similar for every page.
So we defined and found ...
frozenfrogs

E.R.
That stands for Engagement Rate
how much people are really engaged with you.
sorry, no George Clooney here.
frozenfrogs

0,16%
0,19%
0,46%
0,36%
0,24%
0,12%
0,16%
0,57%
fan: 10K - 50K
fan: 150 - 10K
fan: 100K - 300K
fan: 50K - 100K
fan: 3ML - 6ML
fan: 1ML - 3ML
fan: 600K - 1ML
fan: 300K - 600K
Observing Facebook:
portions of the “f” match
the size of the groups (a
square block is around
300K fan), while the
height matches the
Engagement Rate.The
latest block has been
exploded to give a
clearer representation.
frozenfrogs

150 - 10K With small communities, you have no excuses not to
take care of each one. Growing towards 100K you might
lose some focus (we need more fans, damn it!) or,
simply you are not quite “there”, when you are a part
of your customers life.
10K - 50K
50K - 100K
100K - 300K If you are on the way to having 1million of fan, you are
on the way to making something great for your
customers. Could it be a new phone, or a car maker
going green?
300K - 600K
600K - 1ML
1ML - 3ML On huge fan pages it is normal to have lower
Engagement Rate, as long as you are not Michael
Jackson (RIP). Keep these ER as a benchmark, see them
grow on important announcements or drop when you
bore your audience.
3ML - 6ML
0,57%
0,16%
0,12%
0,24%
0,36%
0,46%
0,19%
0,16%
frozenfrogs

I know
that with 1,000 or 1,000,000 fans, they engage
with the brand/page in similar ways.
… as long as you take care of them.
frozenfrogs

It’s nice
to know that, to keep my fans engaged, there are
5 main trends to follow.
… to avoid to run in the pit of the endless (and useless) chit-chat that
will lead in a near oblivion.
frozenfrogs

Spanking
Brand New!
When you are a fan you have a special
relationship with that brand.And it is very nice
to have a conversation with it.
However, to bring some meaning to it, the
announcement of a major product release or
an important upgrade raises the interest of
your audience. Even better if powered by your
customers feedback.
frozenfrogs

$$$$$$$!
Of course, with a new product release
there will be a promo.
Discounts, special offers, freebies will not
be ignored by your audience.
Do not underestimate the fact that, if you
want something from your fans, they will
inevitably ask “What is in for me?”.
frozenfrogs

Be green!
Being eco-friendly, supporting causes
(with cash and not with apps!), doing
something concrete to make this world
a better place gives you an instant
approval from your fans.
After all, you show that you care, just
like them.
This is working particularly well for
automotive brands on Facebook.
Also, charity involvment works!
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Do something
really special!
When F.C. Barcelona won the Champions
League cup, the announcement had
thousands and thousands of feedback
messages on a single status updage.
This is not limited to sports team on
facebook. It should never be.A brand
shoud do something exceptional for their
loyal customers.Apple does it, Coca Cola
does it.What’s your excuse?
frozenfrogs

Something for
the eye
Last but not least, you should not limit
yourself to text updates.
Video consumption is on the rise,YouTube
and mySpace are turning to be
entertainement channels.Along with text
and pics, a video will do no harm.
frozenfrogs

Examples
Showed in a bubble chart, the size and its colour represents the level of
engagement between the brand and their fans.
How can you read it
frozenfrogs

Example:Wired US in September
The 747 Fire
Fighter
The BMW Vision
Burglars at
the Apple
Store
To run better,
ditch your Nike
Brew your own
beer
Wired
Newsletter
Cybernetic
contact lenses
Buy your own
dinosaur
The
new
Bentley
Flip vs
iPod
Anti paparazzi
defences on
Abramovich Yacht
New Wired
available
You can smoke on
European Airlines
Everything
about
Apple
Touchpad
Wired US uses its Facebook Fan page to feed news items from wired.com to its fans.
Looking at the Wired US page, we see how users are more engaged on strange and particular
news and tech articles, while news that have been featured everywhere gain less interest.Also,
we see that news related to Europe gain less interest.
frozenfrogs

Example: Ducati in September
The new
Ipermotard
Please, do not spam
First place for Nicky Haiden
Casey is back
About Ducati
Monster Art
Imola GP
Ducati uses its Facebook Fan Page to feed general news to its users, from sport news, to new
models and others activities.
With Ducati we see the tight relationship between fans, brand and the competitive world
where users seem awarding Ducati success of the race tracks. And when the launch of the
new Ipermotard reaches such high levels of engagement, we can expect Ducati clients to be
some of the loyalest out there.
frozenfrogs

methodology
(or… the missing slides)
how to bake it in your own
page
we appreciate your questions and feedback at
frozenfrogs.it
gianluca@frozenfrogs.it
denis@frozenfrogs.it
frozenfrogs

your content hellooo, we have a brand new car designed for U
their feedback
... I don’t like the
design
we’ll buy it
Great !!!
I love it
the ER [engagement rate] [comment + like per status]
x 100
facebook engagement rate
your status update,
your news, your new product
the way your fan interact with you.
They like your status or they reply on it.
the percentage of fan that give a feedback
over a company update.
frozenfrogs

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facebook engagement rate - some cases
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frozenfrogs

FrozenFrogs is a digital media agency, focused on social and emerging media.
Our projects start from listening to, and learning, from the online conversation of
consumers, analysing their online behaviours.
From their behavious and online activities, users send feedback and ideas that can help
you reach results in terms of Engagement, Co-Creation, Conversation and, consequently,
better results.
We strongly believe that the performance of an online business depends from the trust
you can establish with your clients.
We can help you establish this relationship.
frozenfrogs
Digital & Emerging Media Agency
NEED MORE ?
Visit us at www.frozenfrogs.it (in Italian) or either get
in touch with:
gianluca@frozenfrogs.it (follow him at @frozenfrogs)
denis@frozenfrogs.it (follow him at @denisr)

Facebook Engagement Rate

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