Well today marks the release of the Australian Facebook Performance Report, something we have been talking about, arguing about and developing since early October last year. The aim of the report is to provide success benchmarks for a variety of industries and increase understanding of tactics and strategies behind some of the country’s most successful Brand Facebook pages.
Marketers have two key strategic approaches for their Facebook activity – i) build a fanbase and, ii) activate engagement / interaction. They are not mutually exclusive as the report highlights, especially when a page such as Woolworths is growing quickly on the back of promotions.
Fan growth is driven a range of activity from promotions to games, often with a number of elements combined to generate the outcomes. The nature of the growth also means we see people engaging with the brand page and so the high growth pages often have high engagement, this will settle once the fan growth consolidates and the challenge moves to activating and engaging the fans.
And so to the contents of the report, this is not a beauty contest based on the most number of fans alone, but looks to fan growth and the engagement rate to understand their comparative health of the industries and strength of the individual brands within.
The following chart highlights the comparative performance of the reviewed industries.
Two of the top industries are FMCG who have been able to leverage their promotional and interaction expertise from traditional media online garnering high numbers of fans. They have now created a platform for engagement and there is a demand for them to continually deliver relevant and entertaining content to maximize their value.
FMCG Snackfoods and Beverages also experienced the largest volume growth of fans while Retail – Grocery driven by Woolworths and their promotional activity had the highest growth and engagement outcomes.
The higher engagement rates tend to be experienced by the industries with lower overall fan numbers, reflecting a commonsense view that the higher the fanbase the more difficult it is to engage a substantial percentage each month, viewing the raw numbers in conjunction provides a balance view and comparison.
Data for this report was collected on January 10, 17, 24 and 31, please review the methodology at the rear of the report for a clear understanding of each metric.
If you’d like to be download the report go to www.theonlinecircle.com/facebook-report.
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