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How FMCG companies should run their facebook brandpages effectively

How FMCG companies should run their facebook brandpages effectively. Florian Michahelles ETH Zürich Dallas, March 18, 2013. Facebook is the largest SN and provides several opportunities for engagement with the customers .

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How FMCG companies should run their facebook brandpages effectively

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  1. How FMCG companies should run their facebookbrandpages effectively Florian MichahellesETH Zürich Dallas, March 18, 2013

  2. Facebook is the largest SN and provides several opportunities for engagement with the customers ...

  3. Despite the popularity, social media marketing has not yet reached the high expectations set ... • Problem: • Lack of understanding of the communication medium • Lack of established strategies • Lack of methods for effectiveness evaluation Stelzner MA (2012) 2012 Social Media Markebnglndustry Report

  4. How to increase the level of customer engagement? Moderator WHAT? WHEN? Topic* Post Type: Photo Posting Time Like Share Comment

  5. Method: Data Collection Request: https://graph.facebook.com/ID • Java application based on Facebook Graph API • Daily data collection • January 2012 – March 2012 • 100 Facebook brand pages: • Food/Beverages Category • English language • posts from moderator Response:

  6. Method: Operationalization of the Variables Dependent • Brand Engagement: • Loyalty: number of returning fans (posted more that once) • Word-of-mouth: “People Talking About This Rate” • Community Growth: • Vividness & Interactivity: post media type (status, photo, video, link) • Page Interactivity: communication policy (posting or commenting only) • Frequency: rounded value of average number of posts per day • Weekday: weekend vs. workday • Community size: average value of fans • Content categorization: coding development strategy (Glaser and Strauss 1967) Independent

  7. Model Estimation Results for Engagement (H1 – H5)

  8. Summary of the estimation results: supported and non-supported hypotheses ...

  9. Managerial Implications (1/2) • Content • Increase reach and engagement of users by entertaining content. • Non-interactive content (i.e. photos and status updates) increases the total level of engagement. • Vivid content(i.e. videos, photos and links ) increases the volume of WOMcommunication by stimulating the sharing activity of the fans. • Post shorter content in order to increase the total level of engagement. • Timing • Post on workdays in order to increase the number of comments. • Post up to once per day in order to receive the highest level of engagement. • more than once per day would decrease the total level of engagement. • more than twice per day will significantly decrease the number of comments.

  10. Managerial Implications (2/2) • Communication Policy: • Create highly interactive Facebook brand pages to increase the WOM volume through fan posts. • Highly interactive Facebook brand pages receive more comments. • Focus: • Rather focus on brand as a whole than on a single product, in order to increase the level of engagement. • Engagement as Factor: • Higher level of engagementincreasesthe number of loyal users, the volume of WOM communication and ultimately, the number of fans. • Increased level of engagement yields higher percentage of positive user posts. • Community Size as Factor: • Encourage interactions between the fans as the community grows.

  11. Limitations and Future Work • Limitations: • Selection of Facebook as a platform • Selection of Food/Beverages brand page category • Future Work: • Explore external factors: • including elements of offline marketing campaigns • Expand to other brand page categories • Expand to other social media platforms, e.g. Twitter • Experiment: apply the model and measure effects

  12. Thank you very much! How FMCG companies should run their facebookbrandpages effectively Credits to: Dr. Irena Pletikosa Dissertation: Evaluation Framework for Social Media Brand Presence December 2012 http://florian-michahelles.blogspot.com http//www.im.ethz.ch/people/fmichahelles fmichahelles@ethz.ch Florian Michahelles ETH Zurich +41 (44) 632 7477

  13. Spearman Correlation Coefficients Matrix (H7 – H10)

  14. Content Categorization - Coding and Examples

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