Industry Report: August 10, 2011 Snack Foods Snack Food Industry Facebook Pages Performance Analysis Know what works on Facebook www.zuumsocial.com Report Period July 9 to August 8, 2011 (Except where noted otherwise) Brands Analyzed Doritos, Oreo, Pringles, Skittles, Snickers, Starburst
Transcript
1. Know what works on Facebook Industry Report: August 10, 2011
Snack Foods Snack Food Industry Facebook Pages Performance Analysis
www.zuumsocial.com Report Period July 9 to August 8, 2011 (Except
where noted otherwise) Brands Analyzed Doritos, Oreo, Pringles,
Skittles, Snickers, Starburst
2. Executive Summary 5 takeaways from the Facebook page
activity of Snack Foods
Engaged communities correlate with high fan growth rates Brands
with high fan growth rates also had high engagement rates for both
responses to brand posts, and fans posting to the brand's Wall on
their own
This industry's most engaging content? Simple, fun status
updates Brands almost never post about product features or
information
Brands often post on topics and themes integrated with their
overall marketing strategies Oreos & "milk", Snickers &
"hungry"
Not posting correlates with low fan growth rates Fans look for
brands that are active participants in the community
Brands in this category have extremely high fan counts This
typically pushes engagement rates down, but brands more than make
up with heavy overall interaction
3. Who's growing their fan base fastest? The first thing to
notice is the remarkable community size of many of these pages. And
keep in mind that large communities are more difficult to grow than
small ones. That said, Oreo and Skittles are still pushing at 3%
monthly growth, a good rate for their size.
4. Engaged Fans correlate to higher fan growth rate On the top
chart we see the same brands with the highest growth rates from the
previous slide (Oreo, Skittles & Snickers)as also having the
highestdaily engagement rates for their brand posts. When it comes
to fan posts, the brands who's fans are most actively posting also
correlates with fan growth rates. (Note than while Pringles has
more fans, thus more overall posts, Snickers' smaller community
actually posts far more on a per fan basis.)
5. Which media types are working best for snack brands? It's
common to see brands posting mostly status updates. They're
relatively inexpensive, and can be generated quickly. However, it's
rare to see status updates generating the best engagement.
6. None of the top 10 most engaging posts are about product
features. All but one are Status updates. The snack brands are
generating strong engagement rates by not taking a hard sell
approach, but rather trying to entertain and make an emotional link
between the customer and their page.
7. Snickers has the highest fan growth rate. What are they
doing? Snickers has the second highest brand post engagement rate.
And their Fans post very actively to the Wall. So what's their
content calendar look like? They don't post a lot. But they're
posting consistently, and driving great engagement with virtually a
single content type. Status updates.
8. Content-wise, Snickers is sticking to a consistent theme,
"Hungry." Over 90% of their brand posts were on this theme. The
"Hungry" theme is tied to theirTV campaign . Brand posts
keywords
9. Fans echo Snicker's TV campaign on their Facebook page The
most engaging fan post for the month referenced the TV campaign. We
also see the campaign theme reflected in the conversations fans are
posting to the Page. 6% of their fan's posts for the month
contained the campaign keyword "Hungry" Fan posts Fan posts
including "Hungry"
10. For Skittles, many of their most engaging posts don't even
mention the product
11. Oreo emphasizes their brand association with milk Almost
30% of their posts reinforced that connection. Those posts were
also some of their most engaging.
12. "milk": The most engaging of the 20 most popular keywords
in posts by the brands. Oreos practically "owns" milk, and continue
to drive the association with their brand. Posts featuring the
topic "milk" generated the highest number of interactions per
mention.
13. What happens when a brand takes the month off work? Doritos
hasn't posted to their wall since June. Not posting hurts a brand
in two ways. One is lost fan engagements on brand posts. Brand
posts almost always pull a significant amount of a brand's
engagement activity. By not posting, brands lose the word of mouth
ripple effect that generates news feed impressions. Secondly, not
posting leaves a sense there's nobody home. While their fans
continued to post actively, seeing an outdated movie tie-in and no
brand activity must be hurting the brand's "Like" conversion rate
for visitors. Doritos had the lowest fan growth rate of all
brands.
14. Know what works on Facebook www.zuumsocial.com That's just
a sample of what Zuum can reveal about what works with Facebook
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