1. 2011 FATHOM RESEARCH, LLC 11/26/11 1 2011 FATHOM RESEARCH,
LLC 11/26/11 1How can I deepenmy relationship withcustomers on
Facebook?
2. 2011 FATHOM RESEARCH, LLC 11/26/11 2CONTENTS1. Introducing
Fathom Analytics for Facebook2. 20 Facebook Relationship Builders3.
Top Brand RankingsWhat is a scientist after all? It isa curious man
looking through akeyhole, the keyhole ofnature, trying to know
whatsgoing on. Jacques YvesCousteau
3. 2011 FATHOM RESEARCH, LLC 11/26/11 3 2011 FATHOM RESEARCH,
LLC 11/26/11 3INTRODUCING FATHOMANALYTICS FOR FACEBOOKFathom
Research puts sophisticated web-basedFacebook analysis tools in
your hands.
4. 2011 FATHOM RESEARCH, LLC 11/26/11 4Counting your posts and
likes can give you a feelfor the size of your Facebook audience,
but itdoes not really tell you the whole story.For example, did you
know that people oftenlike cellular service providers in order to
tellthem how much hate them? Just ask Verizon &AT&T.So how,
then, do you figure out what your fansreally think of you, and more
importantly, howdo you create a strategy that improves
yourrelationship with them?Allow us to introduce
Fathom.www.fathomresearch.comDo your fans like you REALLY like you
or do they just like youto hate you?LoveHateThough Verizon receives
a high level of customer response viaFacebook, much of it is
negative in sentiment.
5. 2011 FATHOM RESEARCH, LLC 11/26/11 5Starbucks conversation
between 11/17 and 11/28 trended towardholiday drink specials and
drinking black coffee on Black Friday.Fathom Analytics for Facebook
focuses on thequestion, How can I deepen my relationshipswith
customers on Facebook? More sophisticated relationshipscoring
incorporates sentiment andmomentum into analysis of post and
likesvolume. Custom category comparison lets youcompare your
efforts with those of a hand-picked group of competitors. Best in
class benchmarking lets youcompare with the best in the business.
Relationship drivers mappingidentifies what compels customers
toengage with you. Action education provides tailoredadvice on how
to deepen your customerrelationships. Success monitoring enables
you to trackprogress over time.Fathom Analytics helps you evaluate
your Facebook strategy andprovides insights to help improve your
relationship with
fans.sugarcreamfridayblackhappyfreelovecoffeedrink holidays
6. 2011 FATHOM RESEARCH, LLC 11/26/11 6Fathom Research is an
offshoot ofMotiveQuest, which has pioneered socialresearch for the
past 8 years.MotiveQuest has built the most sophisticatedsocial
media analytics available and providesexpert consulting to Fortune
500companies, helping them answer questions likeWhat do my
customers care about most? andHow can I deepen my Facebook
relationshipwith my fans?Presented in an easy-to-use
do-it-yourselfformat, the revolutionary Fathom Research toolsnow
make Motive Quests technology accessibleto smaller businesses. Each
web-based tool isdesigned to answer one specific question
reallywell, just like a smartphone app.The first tool to be
launched, Fathom Analyticsfor Facebook, focuses on helping
businessesbuild stronger customer relationships
throughFacebook.Fathom Research puts powerful MotiveQuest analytics
in your hands witha suite of innovative, web-based tools.powered
by
7. 2011 FATHOM RESEARCH, LLC 11/26/11 7In this document, we
present Examples of output from Fathom Analyticsfor Facebook 20
Facebook Relationship Builders: tips forincreasing engagement with
Facebook fans Top-scoring brands according to FathomsFacebook
Relationship Quality Index (RQI)This report has been created
entirely usinginsights produced by Fathom Analytics forFacebook
using data from September throughNovember 2011.If you like the
insights, you can try the toolyourself at
www.fathomresearch.com.Fathom Analytics is prepopulated with data
from the 200 biggest USadvertisers so you can explore the tools
capabilities yourself.Three of Starbucks posts (in red) ranked in
the top 10 (based onfan response) of the Restaurant category 11/17
-11/28.
8. 2011 FATHOM RESEARCH, LLC 11/26/11 8Rank Brand RQI1 902 883
874 865 846 837 838 839 8210 8211 8212 8113 8114 8015 8016 8017
8018 8019 8020 80Top-performing brands all earned millions oflikes
and thousands (or tens of thousands) of fanposts.YouTube tops the
list because it appeals to abroad audience and encourages
conversation bycurating the selection of videos posted on
itsFacebook wall.Fathom rates brands according to the Facebook
Relationship QualityIndex (RQI); YouTube tops the list.
9. 2011 FATHOM RESEARCH, LLC 11/26/11 9 2011 FATHOM RESEARCH,
LLC 11/26/11 920 WAYS TO STRENGTHENYOUR RELATIONSHIP WITHFACEBOOK
FANSUsing Fathom Analytics for Facebook, we identifiedthe 20 most
engaging posting strategies.
10. 2011 FATHOM RESEARCH, LLC 11/26/11 10Fathom data allowed us
to identify 20 Facebook Relationship Builders:activities that help
brands strengthen bonds with fans.INVITE INTERACTION.1. Ask
meaningful questions.2. Let fans know you are listening.ENCOURAGE
STORYTELLING.3. Evoke nostalgia.4. Inspire imagination.5. Share
photos.EXCHANGE IDEAS.6. Encourage creativity.7. Tackle the
issues.CELEBRATE.8. Commemorate milestones.9. Participate in
seasonal traditions.JUST HAVE FUN.10. Connect your brand to fans
passions.11. Fill in the _________.12. Play a game.13. Offer deals,
contests, & promotions.SHOW SOME PERSONALITY.14. Let characters
represent your brand.15. Leverage star power.16. Be irreverent.17.
Talk about something besides yourproduct.MAKE CONNECTIONS.18. Share
content.19. Champion a good cause.20. Make your product relevant
toeveryday life.
11. 2011 FATHOM RESEARCH, LLC 11/26/11 11 2011 FATHOM RESEARCH,
LLC 11/26/11 11The first step is to simplyask people to engagewith
your brand.Posts that encourage people to become fansand continue
interacting with you is a key tosuccess on Facebook. Few approaches
are aseffective as asking provocative directquestions. However,
your job does notend there; fans need to know they arebeing
heard.INVITEINTERACTION:
12. 2011 FATHOM RESEARCH, LLC 11/26/11 12Instead of focusing
solely on your product, engagefans with questions that resonate on
a deeper, morepersonal level to show that you truly want to get
toknow them in ways that are relevant to your brand.80% of women
agree that every womanhas something about her that is beautiful,but
only 4% see beauty in themselves.Lets change the stats: Tell us at
least onething that you love about yourself in thecomments! DoveAsk
meaningful questions.Facebook Relationship Builder #1:
13. 2011 FATHOM RESEARCH, LLC 11/26/11 13It is important to let
fans know that you hear themboth as a community and as individuals.
BMWmakes posts such as the one above but alsoresponds to individual
fans questions andcomments posted on their Facebook wall.From your
comments, we know thatmany of you are waiting for the nextBMW 3
Series. Well, we have great newsfor you: Tomorrow at 4.00 pm CEST,
wewill present the all-new BMW 3 SeriesSedan to the world....We are
mightyexcited, how about you? BMWLet fans know you are
listening.Facebook Relationship Builder #2:
14. 2011 FATHOM RESEARCH, LLC 11/26/11 14VSInspiration and
outreach setDoves Facebook engagementapart from its
competitors.RIVALRY:Dove vs. Olay74 67Dove and Olay promote
products people love andcelebrate women on their Facebook pages.
However,Doves commitment to inspiring self-esteem in realwomen
distinguishes it from Olays primarily product-focused posts.Dove is
committed to inspiring women and girls to reach theirfull
potential. As a working mom, Julianna Margulies knowswomen put
tremendous pressure on themselves to beeverything. How do you
balance work and personal life?LoveInspiredLoveExcitedDoves
questions inspire deeper thought and let fansbring the products
into the conversation, whereas Olaysmost popular posts lead with
the product and generateexcitement through samples or deals.Calling
all busy moms! Take a moment for yourself from allthat running
around. If you wanted to treat yourself a little,which Olay
products would you surprise yourself with to treatyour face &
body?Thank you for my gift of the full size package of Total
Effectstoday!!! I really appreciate it and am so excited to start
usingit! Olay fan post
15. 2011 FATHOM RESEARCH, LLC 11/26/11 15 2011 FATHOM RESEARCH,
LLC 11/26/11 15ENCOURAGESTORYTELLING:Sharing personal
storiesenables fans to bondwith each other and yourbrand.People
love to talk about themselves andwillingly share personal stories
onFacebook. Creative prompts verbal orvisual encourage fans to open
up andrelate their experiences, which strengthenstheir sense of
connection with your brand.Common experiences among fans can
alsofoster a sense of community that will keeppeople coming back to
your Facebook page.
16. 2011 FATHOM RESEARCH, LLC 11/26/11 16Encouraging people to
think about how long yourbrand has been part of their lives reminds
them ofits role in their personal history. Shared memoriescan spark
conversations between fans,strengthening the community.This Weeks
Featured Fan Photo wasuploaded by Dale Foust who capturedhis
fathers Ford truck next to his own.How long has Ford run in your
family? Ford Motor CompanyEvoke nostalgia.Facebook Relationship
Builder #3:
17. 2011 FATHOM RESEARCH, LLC 11/26/11 17For aspirational
brands like fashion or cars, givingpeople an opportunity to let
their imaginations takeover can make the brand Facebook page
moreaccessible, allowing those who do not own one ofyour products
(yet) to be part of the conversation.Are you taking a
long-weekendroadtrip? We left the driver seat open onthis R8
Spyder, so that you could imagineyourself behind the wheel. Tell us
whereyou would go if you had the chance todrive an R8 for three
days. AudiInspire imagination.Facebook Relationship Builder
#4:
18. 2011 FATHOM RESEARCH, LLC 11/26/11 18In the automotive
category, photos level the playingfield between car enthusiasts and
the masses andextend the reach of special events over both timeand
distance. Consider not only posting photosfor response but also
allowing fans to share theirown photos.Ford documented the annual
MustangMemories Car Show in Michigan andposted the photos on the
brand page.By attending and sharing the event, thebrand took a
local passion and turned itinto a global experience.Share
photos.Facebook Relationship Builder #5:
19. 2011 FATHOM RESEARCH, LLC 11/26/11 19VSBMW appeals to
aspiration andfantasy to engage their fans.RIVALRY:BMW vs. Lexus77
64BMWs posts routinely outperform those by other brandsin the
automotive category. Their posts not onlyshowcase the cars verbally
and visually but also give fanspermission to daydream.Look what we
found at the BMW Welt in Munich: The BMWM3 Showcar Chrome Bullet.
Not for everyone, but certainlyan eyecatcher. What would you like
to see reflected in itsshiny surface?Driving through London in the
new BMW 1 Series is definitely ahighlight: Tower Bridge, Houses of
Parliament, the London Eye... What would be your favorite city to
drive a BMW 1 Series?Posts by Lexus on the other hand, read more
likecatalogue descriptions and fail to generate muchexcitement (or
response) with their bland language andlack of questions.This is
more than a vehicle thats designed to performefficiently. It is a
vehicle designed to put the driver at theleading edge. Take a peek
at the latest GS hybrid imageshere. Options shown.
20. 2011 FATHOM RESEARCH, LLC 11/26/11 20 2011 FATHOM RESEARCH,
LLC 11/26/11 20EXCHANGEIDEAS:Let fans know theirthoughts count
byproviding a forum forideas and debate.Soliciting innovative ideas
or sparking adebate about your product space can be agood way to
let fans know you value theiropinions. The conversation does not
need tobe directly about your brand, but seeddiscussions to keep it
at the top of fansminds. Provide guidance to keep peoplefrom
straying too far or engaging inbehaviors that discourage others
fromparticipating.
21. 2011 FATHOM RESEARCH, LLC 11/26/11 21Asking fans to
participate in innovation gives them asense of ownership with your
brand. On Facebook,Starbucks shares how they are
implementingsuggestions received through their Ideas in Actionblog.
Electronics brands are also taking note of fanseager and
opinionated voices, giving them a platformto contribute to product
evolution.For the first time ever, we have aStarbucks Card with
Braille on it! We arevery proud to bring this to our stores. Doyou
have an idea for Starbucks? Share ithere. You can also view others
ideas -vote on them, comment, and then comeback to see ideas in
action.Encourage creativity.Facebook Relationship Builder #6:
22. 2011 FATHOM RESEARCH, LLC 11/26/11 22Posts that spark
debate among fans are particularlywell-suited to brands that
produce content, thoughrelevant content can easily be borrowed
andreposted to get the conversation going. Take care tocreate an
environment in which fans feelcomfortable posting and discussion
stays friendly soit does not adversely affect brand
perceptions.There are still too many Republicans inCongress who
have refused to listen tothe voices of reason, Obama said.
Thatrefusal continues to be the mainstumbling block. Do you agree
withObama, or was it a bipartisan failure? ABC NewsTackle the
issues.Facebook Relationship Builder #7:
23. 2011 FATHOM RESEARCH, LLC 11/26/11 23VSStarbucks asks fans
to play a partin improving the overall
customerexperience.RIVALRY:Starbucks vs. Dunkin Donuts86 79In
addition to promoting their product, Starbucks usestheir Facebook
page to collect ideas and show how theyare listening and
responding, thereby creatingcommunity, inclusion, and
accessibility.Starbucks.. pretty smart. I saw the card in the
store. Verypretty. The family member can see the picture and the
blindfriend/family member can read it COOL. Starbucks fan postFor
all of us at the Georgia Academy for the Blind, pleaseaccept our
sincere thanks, Starbucks! I cant wait to buy giftcards for my
students and friends. Starbucks fan postDunkin Donuts does a good
job of asking questions, butthe posts are more product focused,
lacking the broadersense of community fostered by Starbucks.
AlthoughDunkin Donuts fans are passionate about the coffee,Dunkin
could deepen the relationship by engaging themon more levels.How
many cups of DD Coffee does it take to get yourMonDDay running?
Dunkin Donuts fan postWere brewing a heated debate! Now that autumn
hasarriveDD, do you crave hot or iced coffee? Dunkin Donutsfan
post
24. 2011 FATHOM RESEARCH, LLC 11/26/11 24 2011 FATHOM RESEARCH,
LLC 11/26/11 24CELEBRATE:Let fans celebrate withyour
brand.Celebrate milestones, celebrate the seasons,but most of all,
make sure your fans knowyou celebrate them. Participating
inimportant events with fans and includingthem in your brands
special moments willgenerate excitement and momentum thatcan carry
through average days as well.
25. 2011 FATHOM RESEARCH, LLC 11/26/11 25Much of Facebook user
activity revolves aroundsharing and celebrating milestones like
birthdays,weight loss, and accomplishments. Share yourbrands
special moments and invite your fans to dothe same.Happy birthday,
PS3! With PS3 turning 5today, the worlds best game
designerscelebrate by naming their 3 favorite PS3games of all time.
What are yours? PlaystationCommemorate milestones.Facebook
Relationship Builder #8:
26. 2011 FATHOM RESEARCH, LLC 11/26/11 26Holidays and seasonal
events (such as back-to-school) offer merchants ample opportunity
tocreatively draw customers to their merchandise. Gobeyond gimmicks
and sales pitches to really get fansin the spirit. For example,
Macys did not justpromote their Black Friday sale; they opened
aconversation about holiday wishes.Black Friday is just one week
away! Ifyou could choose anything at Macys togo on sale next week,
what would it be? MacysParticipate in seasonal traditions.Facebook
Relationship Builder #9:
27. 2011 FATHOM RESEARCH, LLC 11/26/11 27VSCapital One engages
fans byasking fans to share how theycelebrate the
holidays.RIVALRY:Capital One vs. Wells Fargo74 46Capital One has
the highest RQI of any brand in theFinancial category, largely
because its posts focus ontopics other than serious finances,
including games,special events, and simple tips.Any day with turkey
legs is our Visigoths favorite day of theyear. With Thanksgiving
one week away, what are you mostexcited to eat on Turkey day?Both
Capitol One and Wells Fargo commemoratedVeterans day, but Capitol
One invited fans to share theirpersonal stories about veterans
close to them while WellsFargo simply made a statement.Today is
Veterans Day. Are there any Veterans in your lifeyoud like to
thank? Capital OneHappy Veterans Day! Today we honor and say thank
you toall the brave men and women who have served and arecurrently
serving our wonderful country. Wells FargoIn general, Wells Fargo
uses its Facebook page to postinformation for customers but fails
to engage thembeyond the financial discussion. Fan posts are
oftencomplaints about the banks services.
28. 2011 FATHOM RESEARCH, LLC 11/26/11 28 2011 FATHOM RESEARCH,
LLC 11/26/11 28JUST HAVEFUN:Take a step back fromselling your
product oncein a while.Your posts do not always have to
directlyconcern your product; in fact, fans getturned off by a
constant stream of salespitches. Lighten up and have some fun.Allow
your brand to show a little character,play some games, and give
fans some quickand easy ways to show their interest.
29. 2011 FATHOM RESEARCH, LLC 11/26/11 29Make a connection with
things that people arepassionate about. Post a game for fans who
likegames. Or, start a discussion about a band if (likeBest Buy)
you sell music-related products.What is your favorite song from
TheBeatles? Today in 1962 The Beatlesreleased their first single
Love Me Do inthe UK. Best BuyConnect your brand to fans
passions.Facebook Relationship Builder #10:
30. 2011 FATHOM RESEARCH, LLC 11/26/11 30One-word response
activities like fill-in-the-blankquestions are a quick, easy, and
fun way to get fansto respond without requiring a lot of effort. Be
sureto avoid over-focusing on your brand; fans knowwho you are
already. Varying the subject brand-focused vs. general interest
keeps your dialoguewith fans fresh and interesting.Fill in the
blank! When Im listening to myfavorite radio station, I crank up
thevolume when I hear _____. Burger KingFill in the
________.Facebook Relationship Builder #11:
31. 2011 FATHOM RESEARCH, LLC 11/26/11 31Games strengthen the
bond with current fans andincrease your following when they
encourage friendsto play. Capital One (with Zynga), Dr Pepper
(withEA) use games that create a link between the realand virtual
words.Youve only got a couple days left tograb exclusive Capital
One rewards in@FarmVille and @Pioneer Trail! Hurryover to find out
whats available. Capital OnePlay a game.Facebook Relationship
Builder #12:
32. 2011 FATHOM RESEARCH, LLC 11/26/11 32A good deal or a
chance to win prizes is almostguaranteed to attract new people. For
example,Amazons sweepstakes also encourages participantsto involve
their friends. However, make sure youcan deliver on your promise in
a timely manner; ifyou do not, fans will quickly turn on you.Like
this post if you have entered theAmazon Win with Friends
Sweepstakes!Who did you pick for a chance to winwith you?
Amazon.comOffer deals, contests, & promotions.Facebook
Relationship Builder #13:
33. 2011 FATHOM RESEARCH, LLC 11/26/11 33VSBest Buy connects
with fanspassions, while Amazon focuseson the products it
sells.RIVALRY:Best Buy vs. Amazon.com80 69Best Buy engages its fans
by connecting with theirpassion for music and gaming while Amazon
is morefocused on promoting the products it sells. Best Buy
mayreference a product, but posts are often conversationalwithout a
hard sell.Attention dragon slayers - you need to check out the
latest inthis RPG series; Elder Scrolls V: Skyrim The next chapter
in theElder Scrolls saga, Skyrim, reimagines and revolutionizes
thefantasy epic, bringing to life a complete virtual world open
foryou to explore any way you choose. This time, you dont justplay
as a character, you truly become whomever it is you wishto be.One
of Amazons advantages is its ability to compete onprice. However,
talking about price is just not much fun.Rather, Amazon might focus
on what the productsinspire or what the savings make possible.The
upcoming season of Desperate Housewives will be thefinal season.
Which cancelled show do you wish was still onthe air? For a limited
time, Save $10 when you orderDesperate Housewives: The Complete
Seventh Season withany of the previous seasons.
34. 2011 FATHOM RESEARCH, LLC 11/26/11 34 2011 FATHOM RESEARCH,
LLC 11/26/11 34SHOW SOMEPERSONALITY:Show fans your brand hasa human
(or animal) side.Your product should not have to bear theentire
weight of fans relationship with yourbrand; sometimes talking to
someoneinstead of talking about something is awelcome break.
Celebrities and fictionalcharacters serve as brand ambassadors
thathelp to convey your brands personality andgive fans a face they
can relate to. It can befun to engage in small talk sometimes.
35. 2011 FATHOM RESEARCH, LLC 11/26/11 35Facilitate a
relationship between your brandscharacters (old and new) and your
fans. Disney isparticularly fortunate in having such a large
cast,but insurance companies, such as Allstate(Mayhem) and GEICO
(the Gecko), andautomobiles , such as Ford Focus (Doug, the
OrangePuppet) have also successfully used this strategy.Meet
Merida, Disney Pixars newest hero.Like Brave on Facebook.
DisneySometimes magic appears inunexpected places. Watch as
MickeyMouse brings a touch of Disney Parks toNew York City.
DisneyLet characters represent your brand.Facebook Relationship
Builder #14:
36. 2011 FATHOM RESEARCH, LLC 11/26/11 36Celebrity spokespeople
certainly draw attention butinteraction with famous people
dramaticallyincreases fans excitement. ESPNs Audiblesallows fans to
connect with a rotating panel of NFLgreats by asking questions
through Facebook andTwitter.1) You play ... to win ... the game!2)
Hello!?3) COMMENT with an NFL-relatedquestion, and Coach Herm might
answerit ON TV tonight on Audibles. ESPNLeverage star
power.Facebook Relationship Builder #15:
37. 2011 FATHOM RESEARCH, LLC 11/26/11 37Dont take yourself too
seriously. Give fans a laughand make your brand more approachable
by being alittle irreverent. Allstate makes the
insuranceconversation more interesting through its Mayhemads and
Facebook posts, which amuse fans whilereminding them why they need
insurance.I cant wait to be black ice. It goes wellwith my suit.
MayhemIts hot. I think Ill drive into an ice creamtruck today.
MayhemBe irreverent.Facebook Relationship Builder #16:
38. 2011 FATHOM RESEARCH, LLC 11/26/11 38All business, all the
time is no fun. Go off topic oncein a while and make small talk
with your fans,whether you ask a lighthearted question or
provoketheir thoughts about an issue that is meaningful toyour
brand community.Does running in place while on Facebookcount as
exercise? Coca-ColaHolidays are meant for friends,family and home.
Help the polar bearshome today! Coca-ColaTalk about something
besides your product.Facebook Relationship Builder #17:
39. 2011 FATHOM RESEARCH, LLC 11/26/11 39VSMayhems irreverence
makes fanslaugh while reminding them theyneed Allstates
products.RIVALRY:Mayhem vs. the Gecko70 57The pithy, irreverent
posts by Mayhem provoke fanresponses by bringing a little harmless
shock value andsome laughs to the insurance conversation.
Mayhemdescribes situations insurance customers can relate towhile
diffusing the negative feelings of such experiencesthrough
humor.Ate the best sandwich for lunch. It had leftover
turkey,cranberry sauce, and a sticky note that said Daves.I use my
high beams because I like being able to see you notbeing able to
see.GEICOs characters, like the Gecko, may be lovable (orannoying),
and they certainly make insurance lessintimidating, but their posts
are more mundane withoutthe edgy humor of Mayhem.I enjoyed my first
day in NYC, but its hard to flag down a taxiwhen youre 6.9 inches
tall. Got any tips? #GeckoJourney#NYC
40. 2011 FATHOM RESEARCH, LLC 11/26/11 40 2011 FATHOM RESEARCH,
LLC 11/26/11 40MAKECONNECTIONS:Engage beyond theconfines of
yourFacebook page to createa deeper connection withyour fans.Use
your Facebook page to showcase yourbrand AND as a spotlight on how
you areconnected with the larger community.Sharing content,
embracing causes, andstaying relevant to peoples complex livesmakes
your brand a better friend toconsumers.
41. 2011 FATHOM RESEARCH, LLC 11/26/11 41Content providers like
Xfinity have an advantagehere, but providing fans with links to
appealing,relevant articles and videos created by your teamor not
is like giving them a small gift, whether it issimply entertaining
or serves to raise awarenessabout a particular issue, cause, or
opportunity.Re-watch last nights Dancing With TheStars dances. Who
did you like? Who doyou think will go? Click here and watchthe
recap. XfinityShare content.Facebook Relationship Builder #18:
42. 2011 FATHOM RESEARCH, LLC 11/26/11 42Building a separate
page for community outreachallows companies to focus and segment
theirFacebook activity and gives them a chance toshowcase the good
they do under their brandsname. Banks like Chase and Bank of
America, andthe cable company Comcast, make their communityoutreach
pages their main (or only) Facebookproperty.Like the American
Giving Awards so youcan vote to help 5 charities win grants!The
American Giving Awards Presentedby Chase: A Celebrity Tribute
toCommunity Heroes ChaseChampion a good cause.Facebook Relationship
Builder #19:
43. 2011 FATHOM RESEARCH, LLC 11/26/11 43Create posts that tell
fans you understand how yourproduct fits into their lives. For
example, DrPeppers Ten ManMents campaign, successful duein part to
the controversy it ignited, showed menthat the new TEN product gets
them. AmericanExpress shows that they understand money is ameans to
an end, by asking what credit cards makepossible.Dr Pepper TEN
ManMent #7 No postingpics of your lunch. If youre doing it
rightnow, consider yourself a ManMentbreaker. Dr PepperMake your
product relevant to everyday life.Facebook Relationship Builder
#20:
44. 2011 FATHOM RESEARCH, LLC 11/26/11 44VSXfinity gives fans
what they expectfrom their content provider: links towatchable
content.RIVALRY:Xfinity vs. FiOS69 50Xfinity posts several links to
free content each day forfans to not only watch but also discuss.
Though fans aresent away from Facebook to watch clips on Xfinitys
site,they are encouraged to come back and respond toXfinitys
prompts for feedback.If you ever wondered how Snow White and Prince
Charmingfirst met, you must watch the most recent episode of
OnceUpon a Time. http://bit.ly/ua9cVP Click LIKE if you love
thisshow as much as us. Click here to watch the latest
episodeonline now.Click LIKE to send a happy birthday to Adam
Sandler, whoturns 45 today. Whats your favorite Sandler movie?
Click hereand watch [Grown Ups].FiOS also shares information and
content, but most linkslead to text articles or paid content. Fan
conversationtends to stray toward negative discussion of FiOS
service.Staying in tonight? Sit back, relax, and have a FiOS
movienight. Check out Tyler Perrys Madeas Big Happy Family, Prom,or
Hoodwinked Too! Hood vs. Evil at a discounted price! In themood for
a flick? Visit the FiOS TV Central Spotlight section tosee what on
demand movies are being featured for the week.Sign up to receive
Spotlight emails to stay in the know.
45. 2011 FATHOM RESEARCH, LLC 11/26/11 45Interpersonal
relationships are seldom built onone type of interaction; at
different times we talkabout serious things, make jokes, have
longconversations, or just say hi.Likewise, a solid relationship
with customerscannot be built using the same type of posts all
thetime, and not every post type is appropriate forevery brand.
Those most successful on Facebookuse a variety of posts to keep
content fresh andcapture fans attention.For example, Coca-Colas
posts include directappeals to fans for likes, off-topic small
talk, fill-in-the-blanks, and announcements about
theircollaboration with the World Wild Life Federation.As you build
your Facebook relationship strategy,test different approaches and
monitor theirsuccess. Use Fathom to help you track which
postsinspire the most responses and whether theseresponses are
positive or negative.In summary, remember that Facebook engagement
strategy is not onesize fits all.
49. 2011 FATHOM RESEARCH, LLC 11/26/11 49Wendys earned the
highest momentum scoredue to a surge in the number of new likes
andposts over the past month. Posts appealing tonostalgia and
celebrating Wendys anniversarysparked fans interest.From the Top
100 brands, we ranked the Top 20 according to FathomsMomentum
Index; Wendys leads the pack.Rank Brand Momentum1 1002 993 954 945
936 937 928 919 9110 8811 8612 8613 8614 8615 8516 8517 8518 8519
8420 84
50. 2011 FATHOM RESEARCH, LLC 11/26/11 50Rank Brand Emotion1
662 643 624 625 626 617 618 619 6110 6011 6012 6013 6014 6015 5916
5917 5818 5819 5820 58From the Top 100 brands, we ranked the Top 20
according to FathomsEmotion index; fans feel most positively toward
Kohls.Fans expressed the most positive sentimenttoward Kohls over
the past month. They wereabout Kohls holiday contest, in which they
couldwin money for charity and gift cards forthemselves.