secrets of the top 50 facebook fan pages jim tobin
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Secrets of The Top 50 Facebook Pages
November 16, 2011Jim Tobin@jtobin
Secrets of the Top 50 Facebook Pages
// 1 Minute on Ignite// Who Are the Top 50?// Key Stats
// Fan Count// Frequency of Posting// Fan Actions, Overall and Normalized// Impressions generated// Value of impressions if purchased
// Edgerank// Tab Tactics
Who We Are
// Founded in 2007 and based in Cary, North Carolina with an additional offices in Detroit
// Ignite Social Media is a team of strategists and technologists focused on corporate social media marketing
// We take a holistic approach with teams focused on strategy, analytics, creative, engagement and technical development
Methodology• The purpose of this study was to compile data to allow for the comparison of top 50 Facebook fan
pages across many attributes:• Fan count• Company activity (admin posts)• Fan activity• And more.
• Expion’s analysis component was used to evaluate the top 50 Facebook fan pages.• Fan count data was collected on October 31, 2011. The remaining data takes into account two
months from August 15, 2011 to October 15, 2011, while fan growth rates were taken between May and July.
Top 50 Facebook Pages Analysis
Who Are The Top 50?
Who Are The Top 50 Branded Pages?
• 14 Packaged Food/ Drinks
• 12 Fashion Apparel Retailers
• 9 Technology• 7 Entertainment/
Recreation• 6 Food Establishment/
Chain• 2 Other (Audi, Zoosk)
Key States from The Top 50 Branded Pages?
In the 60 days studied
• The Top 50 branded Facebook fan pages had a combined 700,570,095 friends
• The average page in the Top 50 had 14m fans• Largest page: Facebook at 54.8m fans• Smallest page: Kohl’s at 5.8m fans
• The brands posted 3,579 times
• They generated an estimated 8.5 billion impressions among them• Assumes 16% of fans see posts• Assumes 12% of friends see friend posts
Key Stats by Industry
Current Fans
How many times a month do they post?
How many times a month do they post?Top 5 Posts/
MonthBottom 5 Posts/
Month
NatGeo 135 Pringles 7
MTV 129 Nutella 5
Xbox 80 Google Chrome 3
iTunes 76 Live Messenger 1
Walmart 76 Ferrero Rocher 0
Average Growth (May-July)
10.47% Average Growth (May- July)
6.72%
Average Fan Actions/Post
Who gets the most fan actions per post?Top 5 Actions/
PostBottom 5 Actions/
Post
Facebook 69,333 DC Shoes 1,516
Disney 40,677 Starburst 1,486
Starbucks 21,672 iTunes 1,390
Burberry 18,062 Live Messenger 1,140
BMW 17,643 Levi’s 745
Average Growth (May-July)
12.10% Average Growth (May- July)
8.12%
Average Fan Actions/Post, Normalized
How many impressions do the best get?Top 5 Estimated
impressionsBottom 5 Posts/
Month
MTV 1,218,758,994 Starbucks Frappuccino
23,726,724
YouTube 640,093,006 Nutella 18,800,136
iTunes 422,886,740 Google Chrome 6,129,458
Red Bull 400,573,254 Live Messenger 4,731,615
NatGeo 374,453,923 Ferrero Rocher 65,247
Total Impressions
3,056,765,918Vs.
53,453,181
Outperformance 57x
Impressions = ((FB Fans x Posts) x 16%) + ((Fan Actions x Avg. Friends/Active Fan) x 12%)
How much would these impressions cost?Top 5 Estimated
cost of OLA
MTV $12,187,589
YouTube $6,400,9306
iTunes $4,228,867
Red Bull $4,005,732
NatGeo $3,744,539
Top 50 Combined
$84.6m or$42.3m/mnth
Assumes $10 CPM
Facebook Edgerank
• Affinity• Edge Weight• Recency
http://bit.ly/edgerank3
Default Landing Tab? Fan Gate?
Fan Gate? Default Landing Tab?
Number (of 50)
Percentage Fan Growth (May-July)
Default Landing Tab
27 54% 9.47%
No Default Landing Tab
23 46% 10.51%
Fan Gate 15 30% 9.69%
No Fan Gate 35 70% 10.15%
Conclusions
// Set Realistic Goals for Your Industry// Post Regularly, 1-2x/day. Consider weekends// You’re Not a Broadcast Channel. Fan Actions = Good// Drive Impressions, and Value Them// Understand EdgeRank// Make Your Default Landing Tab Engaging
// Jim Tobin, President
// @jtobin
// jim@ignitesocialmedia.com
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