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© 2012 Zuum 1 7 Aug 2012 ZuumSocial.com Report: Facebook Page Averages (Q2 2012) How Facebook page engagement rates, fan growth, and posting volumes compare across 9 large industries

Report: Facebook Page Data Averages

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© 2012 Zuum

1

7 Aug 2012 ZuumSocial.com

Report:Facebook Page Averages(Q2 2012)

How Facebook page engagement rates, fan growth, and posting volumes compare across 9 large industries

© 2012 Zuum

Executive Summary

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Highlights• All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period

(Apr - Jun 2012)• Converse had the highest single page Fan Count and Fan Growth Rate• Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate• Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day

of the week)

Industry High Industry Low Page High Page Low

Fan Growth Rate

Fan Count

Posting Volume

Engagement Rate

Automotive: Trucks17.1%

Candy Bars7.76%

Converse31%

Chicago Tourism2.52%

Sports Footwear13,105,435

Education: MBA Progms.8,904

Converse31,658,066

Toronto Tourism1,915

Fashion Retail193 Posts

Candy Bars75 Posts

Virgin America303 Posts

Toronto Tourism7 Posts

Automotive: Trucks.2%

Sports Footwear.03%

USC Marshall School.41%

Tie: Puma & Starburst.01%

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Sports Footwear

Sports Footwear

• Highest average fan count of all industries; Makes engagement tougher

• Overall low engagement rates

• Average page posting at almost 2x per day average

• Largest page, Converse. Simple product, highly accessible. Mass cultural appeal.

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• Large spread in page sizes; Most have very high fan counts

• Engagement Rate of Taco Bell is extremely strong for a page that size

• Overall lower posting volumes. Burger King pushes the average just above 1x per day

Fast Food (QSR)

Fast Food (QSR)

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• Engagement rate very high across industry; Pages sizes also very large; makes ER even more impressive; Posting volume right at 1x per day; Burberry stands out with highest fan count and strong ER

Luxury Fashion

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• Posting volume over 2x per day; highest average of any industry

• Large page fan counts; No small pages with high ER to pull up the average

• Overall low engagement rates; could be over-posting but also high fan counts

Fashion Retail

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• Overall large pages sizes, with no small fan counts;

• M&M’s pulling great ER with high fan count. Same for Twix & Snickers.

Candy Bars

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• Highest average engagement rate of all industries; Smaller page sizes can impact that

• Mid-size pages for all but Jeep

• Posting volume right at 1x per day. No ultra-heavy posting. Land Rover is relatively light.

• Ford Trucks dominant across numerous benchmarks, including an amazing engagement rate.

Automotive - Trucks

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• Strong average ER, but lowest fan counts -- expected for such a select audience

• Most variance among ER, common for pages with small fan counts

Business Schools

Education - MBA Programs

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• One large dominant page in fan count; skewing the average upward.

AirlinesAirlines

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• Low page sizes compared to other industries

• Overall high engagement rates; albeit smaller page sizes

• San Francisco very strong in engagement rate and fan count; powerful combo

• High posting volume -- most are almost at or above 2x per day (Toronto brings the average down)

Tourism - Destinations

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About This Report

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The analysis took into account 9 consumer based industries, with posts from a total of 61 Facebook pages analyzed over a three month period between 1 April 2012 and 31 May 2012.

Sport FootwearNike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans

QSRJack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell

Luxury FashionMarc Jacobs, Versace, Burberry, Dior, Gucci, Dolce & Gabbana, Louis Vuitton, Chanel, Armani, Calvin Klein

Fashion RetailOld Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co

SnacksM&M’s, Twix, Snickers, Reeces, Starburst, Skittles, Pringles, Butterfinger, Wonka, KitKat

Automotive - TrucksFord, Dodge Ram, Jeep, Chevy Silverado, Land Rover, GMC

Education - MBA ProgramsUSC, Wharton, Texas, UCLA, Michigan, UC Berkeley

AirlinesVirgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage

Tourism - DestinationsSan Francisco, Toronto, Chicago, New York, Montreal

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Notes on the data

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• All data was gathered using the Zuum tool (www.ZuumSocial.com)• Engagement Rate definition: Engagement Rate data is calculated based on the combination of Likes + Comments +

Shares, divided by the number of posts, divided by the total number of fans.

Examples of other Zuum dataMost Engaging Fan Photos Subject Explorer Subject Analyzer

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Zuum and Facebook Data

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Zuum is a tool that tells brands what content they should be posting on Facebook. A large part of that insight is knowing what works across your industry, not just your page.

The following information is a very small slice of the data and insights Zuum delivers. We also provide deep insights into what media types are performing best, what calendar times and dates work best, and extensive reporting on what content subjects drive engagement in your industry.

Please sign up for our free registration. The odds are if you try it, you’ll like it.

Thanks,Doug

Doug SchumacherCo-Founder / Digital Media StrategistZuum

@[email protected]

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© 2012 Zuum

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