10 Top and Flop Facebook posts - and what we can learn from them

10 Top and Flop Posts– and what we can learn from them –

10 Top and Flop Posts – #smwTopsnFlops


24.09.2013 – Social Media Week Berlin

‣ Marketing & Sales Manager at Fanpage Karma‣ Former freelance consultant for all things social media‣ Pretty much a nice guy except when he loses at Monopoly

Before we startYour presenter: Karsten Wusthoff

‣ Social Media analytics and benchmarking tool‣ Born and raised in Berlin‣ Over 13,000 users worldwide

The company: Fanpage Karma



‣ The following examples use data collected by Fanpage Karma‣ All data shown is publically available information‣ 50,000 german pages over the last 12 weeks

Info



‣ The most engaging post in a certain time frame‣ Engaging: Overall interactions in relation to the amount of fans

What is a top post?



‣ 924 likes, 266 comments, 12 shares‣ Pure text‣ Thursday, June 27th, 9:04am‣ Emotional and personal

Top

‣ 3 likes, 0 comments, 0 shares‣ Picture and text‣ Thursday, August 22nd, 10:32pm‣ Semi-personal, informative

Flop



‣ 924 likes, 266 comments, 12 shares‣ Pure text‣ Thursday, June 27th, 9:04am‣ Emotional and personal

‣ 3 likes, 0 comments, 0 shares‣ Picture and text‣ Thursday, August 22nd, 10:32pm‣ Semi-personal, informative

Page analytics Daniel Bahr – 6,685 Fans

Key Success Factor / Daniel Bahr


Humanity



‣ 411 likes, 58 comments, 657 shares‣ Picture, long text, link‣ Tuesday, July 23rd, 3:15pm‣ Informative, bold, emotional, call to action

Top

‣ 31 likes, 1 comment, 3 shares‣ Event-link‣Wednesday, September 11th, 4:55pm‣ Informative

Flop



‣ 411 likes, 58 comments, 657 shares‣ Picture, long text, link‣ Tuesday, July 23rd, 3:15pm‣ Informative, bold, emotional, call to action

‣ 31 likes, 1 comment, 3 shares‣ Event-link‣ Wednesday, September 11th, 4:55pm‣ Informative

Page analytics Umweltinstitut München e.V. – 7,155 Fans

https://www.facebook.com/umweltinstitut.org?ref=stream

https://www.facebook.com/umweltinstitut.org?ref=stream

Key Success Factor / Umweltinstitut München e.V


Action



‣ 5,539 likes, 369 comments, 335 shares‣ Picture, long text‣ Tuesday, September 3rd, 8:00pm‣ Informative, feedback question

Top

‣ 69 likes, 1 comment, 4 shares‣ Picture, link, long text‣Wednesday, August 28th, 6:06pm‣ Informative

Flop



‣ 5,539 likes, 369 comments, 335 shares‣ Picture, long text‣ Tuesday, September 3rd, 8:00pm‣ Curiosity, informative

‣ 69 likes, 1 comment, 4 shares‣ Picture, link, long text‣ Wednesday, August 28th, 6:06pm‣ Informative

Page analytics ŠKODA AUTO Deutschland – 193,610 Fans

Key Success Factor / ŠKODA AUTO Deutschland


Curiosity

https://www.facebook.com/skodade?ref=stream

https://www.facebook.com/skodade?ref=stream



‣ 5,328 likes, 176 comments, 176 shares‣ Picture‣ Tuesday, July 2nd, 6:14am‣ Funny, creative, personal

Top

‣ 47 likes, 4 comments, 0 shares‣ Link‣ Thursday, September 5th, 2:00pm‣ Promotion

Flop



‣ 5,328 likes, 176 comments, 176 shares‣ Picture‣ Tuesday, July 2nd, 6:14am‣ Funny, creative, personal

‣ 47 likes, 4 comments, 0 shares‣ Link‣ Thursday, September 5th, 2:00pm‣ Promotion

Page analytics Sat.1 Frühstücksfernsehen – 139,513 Fans

Key Success Factor / Sat.1 Frühstücksfernsehen


Entertainment



‣ 6,425 likes, 454 comments, 2,584 shares‣ Video‣ Sunday, June 30th, 10:30pm‣ Provocative, caring

Top

‣ 6 likes, 0 comments, 0 shares‣ Picture, long text‣ Saturday, August 24th, 3:21pm‣ Promotion, UGC Contest

Flop



‣ 6,425 likes, 454 comments, 2,584 shares‣ Video‣ Sunday, June 30th, 10:30pm‣ Provocative, caring

‣ 6 likes, 0 comments, 0 shares‣ Picture, long text‣ Saturday, August 24th, 3:21pm‣ Promotion, UGC Contest

Page analytics Sourkrauts – 51,956 Fans

https://www.facebook.com/sourkrauts?ref=stream


Key Success Factor / Sourkrauts


Personality





‣ 9,079 likes, 207 comments, 1,268 shares‣ Picture‣ Tuesday, July 16th, 5:20pm‣ Simple, timely

Top

‣ 7 likes, 0 comments, 0 shares‣ Picture, long text‣Wednesday, August 21st, 7:00pm‣ Promotion, raffle, call to action

Flop



‣ 9,079 likes, 207 comments, 1,268 shares‣ Picture‣ Tuesday, July 16th, 5:20pm‣ Simple, timely

‣ 7 likes, 0 comments, 0 shares‣ Picture, long text‣ Wednesday, August 21st, 7:00pm‣ Promotion, raffle, call to action

Page analytics Jägermeister Deutschland – 247,944 Fans



Key Success Factor / Sourkrauts


Simplicity





‣ 24,449 likes, 202 comments, 9,172 shares‣ Picture‣ Thursday, September 5th, 12:20pm‣ Simple, community

Top

‣ 20 likes, 0 comments, 0 shares‣ Picture‣Monday, September 2nd, 7:40pm‣ Informative, promo

Flop



‣ 24,449 likes, 202 comments, 9,172 shares‣ Picture‣ Thursday, September 5th, 12:20pm‣ Simple, community

‣ 20 likes, 0 comments, 0 shares‣ Picture‣ Monday, September 2nd, 7:40pm‣ Informative, promo

Page analytics EMP – 667,362 Fans



Key Success Factor / EMP


Community





‣ 571 likes, 2,795 comments, 49 shares‣ Picture‣Monday, August 5th, 5:00pm‣ Community, question, feedback

Top

‣ 181 likes, 10 comments, 64 shares‣ Link‣Wednesday, July 3rd, 5:30pm‣ Informative, praise

Flop



‣ 571 likes, 2,795 comments, 49 shares‣ Picture‣ Monday, August 5th, 5:00pm‣ Community, question, participation

‣ 181 likes, 10 comments, 64 shares‣ Link‣ Wednesday, July 3rd, 5:30pm‣ Informative, praise

Page analytics Thermomix Deutschland – 59,600 Fans



Key Success Factor / Thermomix Deutschland


Participation





‣ 18,763 likes, 625 comments, 385 shares‣ Picture‣ Thursday, Juli 25th, 12:16pm‣ Emotional

Top

‣ 36 likes, 1 comment, 1 share‣ Picture‣ Friday, August 2nd, 8:10pm‣ Promo

Flop



‣ 18,763 likes, 625 comments, 385 shares‣ Picture‣ Thursday, Juli 25th, 12:16pm‣ Emotional

‣ 36 likes, 1 comment, 1 share‣ Picture‣ Friday, August 2nd, 8:10pm‣ Promo

Page analytics Disney Deutschland – 510,891 Fans



Key Success Factor / Disney Deutschland


Emotion





‣ 3,410 likes, 129 comments, 1,217 shares‣ Picture‣ Friday, August 23rd, 3:23pm‣ Funny, inspiring

Top

‣ 10 likes, 0 comments, 0 shares‣ Link‣Wednesday, July 31st, 9:15pm‣ Eventpromo/Raffle

Flop



‣ 3,410 likes, 129 comments, 1,217 shares‣ Picture‣ Friday, August 23rd, 3:23pm‣ Inspiring, crowdsourced

‣ 10 likes, 0 comments, 0 shares‣ Link‣ Wednesday, July 31st, 9:15pm‣ Informative, eventpromo/raffle

Page analytics fotocommunity.de – 51,212 Fans



Key Success Factor / fotocommunity.de


Inspiration





‣ There is no golden rule!‣ Pictures seem to work best‣ Timing is relevant‣ but...

Learnings



‣ Humanity‣ Action‣ Curiosity‣ Entertainment‣ Personality‣ Simplicity‣ Community‣ Participation‣ Emotion

Key Success Factors

CONTENT



Good Content Rules!



What is good content?‣ It‘s repeatable, lucky strikes don‘t count

(but they can give you a hint)‣ It tells a story and is part of a strategy‣ It feeds your fans‘ narcissism

http://www.dict.cc/englisch-deutsch/narcissism.html

http://www.dict.cc/englisch-deutsch/narcissism.html



How can you start?‣ Define your goal‣ Define your target group‣ Sketch out your story

(What‘s your „Like Promise“)‣ Test it‣ Change it, test it again (actually, never

stop trying and testing)‣ Get awesome content creators, who

can sneak anything you want into your story



Thank You!Check us out, it‘s free :)

www.fanpagekarma.com

Also, if you want to throw money our way, make sure to mention

Social Media Week Berlinfor an awesome discount!

http://www.fanpagekarma.com

http://www.fanpagekarma.com

Business

10 Top and Flop Facebook posts - and what we can learn from them